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NBTDA Madison Conference Facebook and twitter110610


Wendy Soucie presented on Using FaceBook and Twitter to market bike tours and connect with riders before, during and after the ride.

Wendy Soucie presented on Using FaceBook and Twitter to market bike tours and connect with riders before, during and after the ride.

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  • 1. Using Facebook and Twitter to Market Your Ride National Bicycle Tour Directors Association, Nov. 6, 2010 Wendy Soucie 25 years + experience Certified social media consultant Certified LinkedIn Trainer, Social Media Campaign Manager Based in the Midwest with national reach. 1 © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved
  • 2. Glenwood Springs CO Agenda Agenda Why social media Facebook - Strategy Points Building Promoting Twitter – Strategy Points Q&A © Copyright 2009-2010 Wendy Soucie 2 Consulting LLC - All Rights Reserved
  • 3. More ways to connect to each other Source: HubSpot © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 3
  • 4. Social Media: Why?• Brand – building awareness in WI and nationally• Loyalty – improving the public’s knowledge - educating, sharing, expanding the experience for all• Advocacy – building and maintaining support• Extend your reach – generating action to signup• Sponsorship – social capital for support externally © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved 4
  • 5. NCP Model• Build a strong social NETWORK +• CONTRIBUTE content valued by the network+• PARTICIPATE in your network and social ecosystem+• Be Genuine, Trustworthy• Grow your social capital
  • 6. Social Media Policy Create at least 2 policies – Employee boundaries and limits – Operational - based on job role Start with your email policy Social Media Policy List: http://www.socialmedia- ocial-media-guide-lines/ of Social Media Policies: Lessons and Best Practices Chris Boudreaux
  • 7. Social Media Policy Use employees asambassadors Provide guidance Support your employees State your companyboundaries Provide the right info, tothe right people , at the righttime Provide hyperlinks in allpolicies to all relevantdocuments and contacts.
  • 8. Should we pay attention to Facebook versus search? Source: Omniture Likes Facebook Guide
  • 9. Social Media Strategy Goal – 5000 Riders 16,000 ftStrategy – reach out where they areTools 10 © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved
  • 10. You can choose how to start 20 minutes a day - © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights 11 Reserved
  • 11. © Copyright 2009-2010 Wendy Soucie Consulting 12 LLC - All Rights Reserved
  • 12. Specific Business Goals• Build your email list• Drive traffic to your blog/Website• Sell more product/services• Increase event registrations• Get media contacts & attention• Connect with partners• Improve customer service
  • 13. Facebook User Engagement:• 10 M users become fans of Pages each day• 2 B photos uploaded to the site each month• 14 M videos uploaded each month• 2 B pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared / wk• 3 M events created each month• 45 M active user groups exist on the site*• 65 M active users accessing through mobile. © Copyright 2009-2010 Wendy Soucie 14 Consulting LLC - All Rights Reserved
  • 14. Strategic Approach to Facebook• Branded Page – color, logo, image – Do they know they are in the right place• Content and Context – Where, what, when, who, how• Promotion – Timing, frequency, amplify message, share• Engagement – Try different things and track• Conversion – Call to action, REPEAT, make it visible
  • 15. 3 Tips for Marketing on Facebook
  • 16. Tip #1 – Facebook Page• Fans need to like you otherwise nothing happens!• Fans don’t need to be friends of a profile – unlimited fans• You can send updates to all connections• Acceptable to promote, advertise, inform via page – 80/20 rule
  • 17. How to Set Up a Page• Have 2 admin• Setup a schedule of posting• Add FB page to your email signature• Use social address books like to make it easy to find• FB badge on blog and “like” button on posts• Incorporate other media for the page - videos, blog posts, discussions, photos, notes, events.
  • 18. © Copyright 2009-2010 Wendy Soucie 19 Consulting LLC - All Rights Reserved
  • 19. Other tips on pages• Name your page after 25 fans•• Think Brand when you create the name• Users can join your page via SMS Text: like yourusername to 32665 (FBOOK)Like wendysoucieconsulting to 32665
  • 20. How to Promote a Business Page• Answer questions your audience wants answers to.• Contribute on a regular daily basis to be in the news feed.• Promote to your existing network and opt-in list.• Make your Page publicly searchable - settings.• Use Facebook Ads for an extra push to collect fans.
  • 21. #2 Status Update – News feed• Be imaginative. Use variety• Be social - slightly stirred then shaken with business• Comments, likes and responses contribute to FB algorithm to appear.• High % of fans never return to Fan page © Copyright 2009-2010 Wendy Soucie 22 Consulting LLC - All Rights Reserved
  • 22. Stay Visible.• Profile activity level – 3x/day• Integrate with other tools if it makes sense – Blog 2 x week – Twitter 3-5 x day – Video 1 x week Pictures 1x daytime/week• Email – 3-5 times before event 23 © Copyright 2003-2009 Wendy Soucie Consulting LLC - All Rights Reserved
  • 23. Tip #3 Events• Setup events from your business page• Upload photos and videos of past events• Post relevant links• Invite past attendees to similar events• Encourage “Invite your friend Links”• Ask for the “share”• Integrate with event directories locally
  • 24. Event Promotion 25 © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved
  • 25. FaceBook Ads• Group• Ads• Metrics
  • 26. Groups• Must be a member to view• Internal to FaceBook• Search engines will not find• May want to create both
  • 27. Facebook Groups vs PagesFB Groups FB PageCommunity Represents brand or entityEmail members to inbox Update shows up on home page and inboxShows up on profile as text link Shows up on fans profile w/image and text linkGroups indexed and 1 page Page tabs are indexed and searchablesearchable – fans search listingGroup joining shows in news feed Fan joining is distributed in news feedAdmins listed in group Admins are behind the scenes
  • 28. Measuring and Analyzing1. Reach: Total # fans, group members, and/or friends.2. Engagement: Level of engagement and # of conversations with potential and current customers and fans.3. Impact on Sales Funnel: # number of visitors from Facebook to your website that convert into leads and customers. Add Google Analytics to website.
  • 29. © Copyright 2009-2010 Wendy Soucie 30 Consulting LLC - All Rights Reserved
  • 30. Social Media Strategy“Remember: 80% is strategy and only 20% is technology” Jeremiah Owyang © Copyright 2009-2010 Wendy Soucie 31 Consulting LLC - All Rights Reserved
  • 31. Twitter is part of overall marketing outreach Compliments your Website and/or blog Balances regular Email w/realtime outreach Backchannel for Trade shows/conferences Can get you earned media (getting bloggers, columnists to cover your space) Online reputation management © Copyright 2009-2010 Wendy Soucie 32 Consulting LLC - All Rights Reserved
  • 32. Strategy Follow Create EngageEvent Coverage Those interested or Event information, Setup Tweetups, attending event, updates, behind the hashtag, talk to media, community scenes attendees ask & answer questionsProduct Promotion & Current and potential Links to online Check replies andSales customers, those promos, insider info DMs answer interested in similar on upcoming sales/ questions , provide products discount codes info when needed.Issue advocacy Those interested in Added values: health Know your followers, your cause, industry tips, disaster alerts, thank them for leaders, news fundraising info support, get them involvedBuilding Community Those interested in Share news, advocacy Use polls, questions, the broader subject groups, share tools, encourage sharing tips and events videos, pictures. Source: Ogilvy
  • 33. TwitterHootSuiteTweetDeck © Copyright 2009-2010 Wendy Soucie 34 Consulting LLC - All Rights Reserved
  • 34. Create a#hashtagfor yourevent © Copyright 2009-2010 Wendy Soucie 35 Consulting LLC - All Rights Reserved
  • 35. Microblogging - Twitter • Just 11% of users on Twitter are teenagers. 36© Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved
  • 36. Find PeopleIdentify your audience(s): Finding riders Press/media (there are wikis on media on Twitter) Sponsors/Contributors Politicians Volunteers Competition © Copyright 2009-2010 Wendy Soucie 37 Consulting LLC - All Rights Reserved
  • 37. 1. Search by Location 2. Search by terms, keywords 3. Set up a search on yourself, your company (create RSS feed into Google Reader) © Copyright 2009-2010 Wendy Soucie 38 Consulting LLC - All Rights Reserved
  • 38. Profile• Picture – Use your picture – Brand your profile with your name – Build a separate profile for the business• Links – link to more info and recognize they come from Twitter• Bio – complete all available characters• Messaging – think about branding and consistency
  • 39. © Copyright 2009-2010 Wendy Soucie 40 Consulting LLC - All Rights Reserved
  • 40. © Copyright 2009-2010 Wendy Soucie 41 Consulting LLC - All Rights Reserved
  • 41. 10 Twitter dos1. Do remember that your content should be 1/3 technical or how-to tips, 1/3 personal and 1/3 emotional (quotes & jokes).2. Answer questions (even if they aren’t directly related to your company).3. Ask general questions (about what people like, what they want, what they dream about)4. Do help people when they have a problem or are looking for information.5. Do retweet ideas/thoughts/links that you find interesting. Think business, civic, non profit6. Do track and measure what is happening with your links ( )7. Do start small.8. Do find daily interesting information about what you do.9. Do develop a list of tips to share on a daily basis.10. Do bring Value to your community.
  • 42. Measurement• Follower numbers• Follower engagement• Measurable links – Clickthroughs – Conversations – Context• Retweets – Reposting your links – Others pointing towards what you do
  • 43.© Copyright 2009-2010 Wendy Soucie 45 Consulting LLC - All Rights Reserved
  • 44. What to Publish and Share• Cross pollinate your media – Blogs – Podcasts – Videos – Photos – Presentations – Ebooks – News releases – PDFs – Slideshows – Event Directory listings
  • 45. Make Use of Existing Material – Emails > blog posts – Forum posts > blog posts – Blog posts > presentations – Presentations > blogs – Event video > blog post – Interview clients > blog – Company info > public reports – Company info > presentations
  • 46. You can’t understand without … signing on!Its about people and connections. 48 © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved
  • 47. ResourcesBooks Twitter Marketing : An Hour a Day by Hollis Thomas Facebook Marketing: An Hour a Day by Mari Smith Books: Groundswell, Trust Agents, Six Pixels of SeparationBlogs WSC Blog - Mashable – Social Media Today – SocialMediaExaminer – Chris Brogan – All Facebook – http://www.allfacebook.comSlide Presentations Channel credits – and Wendy Soucie 49 © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved
  • 48. We provide: Technical Product Expertise Manufacturing experience Social media assessments Marketing best practices Thought leadership strategies Social media building blocks Training on tools and strategy Implementation help and coaching Network . Contribute . ParticipateSocial web links: © Copyright 2003-2010 - Wendy Soucie 50 Consulting LLC All Rights Reserved
  • 49. Your Questions? Happy trails to you© Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved 51
  • 50. Partnerships | Strategic Alliances | Joint Venture • Wendy Soucie Consulting – • Founder/Principal • End Result Marketing • Nurture marketing and research • Social Media Academy • Certified Social Media Consultant • Founding Gold Member and Alumni • Black Diamond Consultant • Xeesm – Social CRM • Business Partner – Wisconsin • Integrated Alliances – IA Certified Trainer • Images from© Copyright 2003-2010 - Wendy Soucie Consulting LLC All Rights Reserved 52