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NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
NBTDA Madison Conference Facebook and twitter110610
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NBTDA Madison Conference Facebook and twitter110610

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

Wendy Soucie www.wendysoucie.com 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. © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved 1
  • 2. AgendaAgenda Why social media Facebook - Strategy Points Building Promoting Twitter – Strategy Points Q & A 2 © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved Glenwood Springs CO
  • 3. © Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 3 More ways to connect to each other Source: HubSpot
  • 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 4© Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved
  • 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 Socialmedia-academy.com
  • 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- academy.com/index.php/resources/s ocial-media-guide-lines/ http://www.itbusinessedge.com/cm/docs/DOC-1257 Analysis of Social Media Policies: Lessons and Best Practices Chris Boudreaux http://socialmedia.policytool.net/ http://disclosurepolicy.org/
  • 7. Use employees as ambassadors Provide guidance Support your employees State your company boundaries Provide the right info, to the right people , at the right time Provide hyperlinks in all policies to all relevant documents and contacts. Social Media Policy
  • 8. Should we pay attention to Facebook versus search? Source: Omniture Likes Facebook Guide
  • 9. Social Media StrategyGoal – 5000 Riders 16,000 ft Strategy – reach out where they are Tools 10 © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved
  • 10. You can choose how to start 11© Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved 20 minutes a day - socialminutes.com
  • 11. © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved 12
  • 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. 14 © Copyright 2009-2010 Wendy Soucie 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 Xeesm.com 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 Consulting LLC - All Rights Reserved 19
  • 19. Other tips on pages • Name your page after 25 fans • http://facebook.com/username • 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 Consulting LLC - All Rights Reserved 22
  • 22. © Copyright 2003-2009 Wendy Soucie Consulting LLC - All Rights Reserved 23 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. 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 © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved 25
  • 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 Pages FB Groups FB Page Community Represents brand or entity Email members to inbox Update shows up on home page and inbox Shows up on profile as text link Shows up on fans profile w/image and text link Groups indexed and 1 page searchable Page tabs are indexed and searchable – fans search listing Group joining shows in news feed Fan joining is distributed in news feed Admins listed in group Admins are behind the scenes
  • 28. Measuring and Analyzing 1. 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 Consulting LLC - All Rights Reserved 30
  • 30. Social Media Strategy “Remember: 80% is strategy and only 20% is technology” Jeremiah Owyang 31 © Copyright 2009-2010 Wendy Soucie 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 Consulting LLC - All Rights Reserved 32
  • 32. Strategy Follow Create Engage Event Coverage Those interested or attending event, media, community Event information, updates, behind the scenes Setup Tweetups, hashtag, talk to attendees ask & answer questions Product Promotion & Sales Current and potential customers, those interested in similar products Links to online promos, insider info on upcoming sales/ discount codes Check replies and DMs answer questions , provide info when needed. Issue advocacy Those interested in your cause, industry leaders, news Added values: health tips, disaster alerts, fundraising info Know your followers, thank them for support, get them involved Building Community Those interested in the broader subject Share news, advocacy groups, share tools, tips and events Use polls, questions, encourage sharing videos, pictures. Source: Ogilvy
  • 33. Twitter 34 © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved HootSuite TweetDeck
  • 34. 35 © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved Create a #hashtag for your event
  • 35. Microblogging - Twitter • Just 11% of users on Twitter are teenagers. 36 © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved
  • 36. Find People Identify your audience(s): Finding riders Press/media (there are wikis on media on Twitter) Sponsors/Contributors Politicians Volunteers Competition © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved 37
  • 37. Search.Twitter.com  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 Consulting LLC - All Rights Reserved 38
  • 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 Consulting LLC - All Rights Reserved 40
  • 40. © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved 41
  • 41. 10 Twitter dos 1. 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 profit 6. Do track and measure what is happening with your links (www.bit.ly ) 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 Consulting LLC - All Rights Reserved 45 Wordle.net
  • 44. • Cross pollinate your media – Blogs – Podcasts – Videos – Photos – Presentations – Ebooks – News releases – PDFs – Slideshows – Event Directory listings What to Publish and Share
  • 45. – 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 Make Use of Existing Material
  • 46. You can’t understand without Its about people and connections. … signing on! 48 © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved
  • 47. Resources Books 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 Separation Blogs WSC Blog - http://www.wendysoucie.com Mashable – http://www.mashable.com Social Media Today – http://www.socialmediatoday.com SocialMediaExaminer – http://www.socialmediaexaminer.com Chris Brogan – http://www.chrisbrogan.com All Facebook – http://www.allfacebook.com Slide Presentations http://www.slideshare.net/wsoucie YouTube Channel http://www.youtube.com/user/wendysoucie Photo credits – Istockphoto.com and Wendy Soucie 49 © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved
  • 48. © Copyright 2003-2010 - Wendy Soucie Consulting LLC All Rights Reserved 50 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 . Participate Social web links: http://xeesm.com/wendysoucie
  • 49. Happy trails to you 51© Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved Your Questions?
  • 50. © Copyright 2003-2010 - Wendy Soucie Consulting LLC All Rights Reserved 52 Partnerships | Strategic Alliances | Joint Venture • Wendy Soucie Consulting – www.wendysoucie.com • 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 IstockPhoto.com

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