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HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
HEDNA Social Marketing Presentation
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HEDNA Social Marketing Presentation

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  • Transcript

    1. All Marketing is SocialBuilding a Social Media Strategy thatSupports Your Brand and Your Business
    2. 35% 65% Regular use of social networks Yes No
    3. 9% Visited 91% Facebook in same month as travel Yes No
    4. 16% 84% Visited travel review site Yes No
    5. Social signals influence search 6■ Pages that earn tweets + Facebook shares also correlate well with earning links, and send direct traffic on their own■ Facebook shares might be more valuable than “Likes”
    6. Channelscome last
    7. =
    8. Customer 12
    9. Dominant ImpulsiveFast & Ambitious & Enthusiastic Analytical ReliableSlow & Organized & Predictable Head Heart
    10. 14 PriceProximity Quality
    11. Price Price Proximity Quality Quality Proximity Dominant ImpulsiveFast & Ambitious & Enthusiastic Price Price Proximity Quality Proximity Quality Analytical ReliableSlow & Predictable & Organized Head Heart
    12. Who are your key influencers? 16■ Who’s already talking about you?■ Who’s “the mayor?”■ Who else checks in frequently on Facebook, Foursquare?
    13. What do you want them to do?
    14. Objectives 18
    15. 100%75%50% 88% 72% 62% 56%25% 51% 49% 43% 0% Positive Generated exposure for my business Increased traffic/subscribers Improved search rankings Resulted in new business partnerships Generated qualified leads Reduced overall marketing expenses Increased sales
    16. Example objectives 20■ Raise your hotel’s or ■ Increase reservations brand’s profile volume■ Increase positive reviews ■ Improve customer service■ Improve search ■ Increase corporate or positioning group business■ Increase email ■ Improve bottom line subscribers
    17. Strategies 23
    18. 25
    19. 26
    20. Where to listen 27Review Sites Social Sharing Blogs
    21. Are responses important? 29 7% 22% Seeing a management review is important to me 71% Agree Neutral Disagree Source: Forrester/TripAdvisor
    22. How important? 30 4% If I was considering two comparable 28% properties, the presence of management responses on one 68% would sway me Agree Neutral Disagree Source: Forrester/TripAdvisor
    23. Dominant ImpulsiveFast & Ambitious & Enthusiastic Analytical ReliableSlow & Organized & Predictable Head Heart
    24. 33
    25. Positioning 34■ Own who you are■ Position individual product around core messages■ Reflect core messages in all content and communications ■ Social ■ Email ■ Web
    26. Story Is... Story Isn’t... Clear ComplicatedConsistent ScatteredCompelling Boring
    27. Content calendar 39■ Develop seasonal content calendar■ Vary based on location/proximity to events■ Calendar represents needs of target markets■ Use website, email, social channels, blogger outreach, PR activities to place message in front of target markets■ Explore images and video for content delivery
    28. Content calendar example 40 Winter Spring Summer Fall Romantic getaways/ Bank holiday/beach Leisure Valentine’s Day Spring festivals getaways Home toursLeisure Group New Year’s Eve Fall festivals Home tours Wedding Wedding planning Meet your caterer Plan ahead for next summer “Engagement season” Corporate strategy planning Corporate Annual meetings Golf tournament meetings
    29. Dr. Peter’s Miracle SocialMedia Growth Formula 41 1/3rd creation/curation + 2/3 promotion = social media success (probably)
    30. Metrics 42
    31. Metrics 43■ Followers ■ Press mentions■ Fans ■ LBM Checkins■ Friends ■ Influence of followers/ friends■ Backlinks ■ Engagement■ Sales ■ Page ranking■ Referrals ■ SEO results
    32. Or... 44■ How are you measuring the customer saw the message?■ How are you measuring whether the message achieved the objective?
    33. Actions 45
    34. Selecting channels 47■ Does it attract your customer?■ Does it align with your objectives?■ Does it play to your strengths?
    35. Example 52
    36. Results 63■ 32% increase in F&B■ 37% increase in events revenues■ 75-175 roomnights/month
    37. Conclusion 65
    38. Your social media strategy 66■ Starts with your customer■ Declares objectives■ Outlines strategies■ Defines success measures■ And only then selects actions
    39. Thank you 67 Web: timpeter.com Phone: +1-201-305-0055 Email: tim@timpeter.com Twitter: twitter.com/tcpeter

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