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Integrating Social Media with the Real World


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Learn simple ways to convert the customers you see in person into social media followers and engagers. Originally presented at 2011 PubCon social media conference in Las Vegas.

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Integrating Social Media with the Real World

  1. 1. Integrating Social Media Marketing with the Real World By Danielle Glick @SocialMediaDFW @Dallas_Foodie
  2. 2. Get Social NOW <ul><li>Hashtag #SMrealworld to: </li></ul><ul><li>Check in to this panel </li></ul><ul><li>Share tips on Twitter </li></ul><ul><li>Tweet questions </li></ul><ul><li>Tweet feedback @SocialMediaDFW </li></ul>
  3. 3. Topics <ul><li>First, some context </li></ul><ul><li>Convert Customers >> Social Followers </li></ul><ul><ul><li>Build an audience </li></ul></ul><ul><ul><li>Engage them </li></ul></ul><ul><li>Take Action Today </li></ul>
  4. 4. First, some context
  5. 5. Where I’m Coming From <ul><li>Social Media Director & Owner of DGdesign LLC </li></ul><ul><ul><li>Social media marketing, strategy, training </li></ul></ul><ul><ul><li>B2C clients </li></ul></ul><ul><ul><li>Small-medium businesses, small budgets </li></ul></ul><ul><ul><li>Online companies and brick-n-mortor stores </li></ul></ul>
  6. 6. Do you have similar clients? RAISE YO PAWZ Image courtesy
  7. 7. Profile of a Social Marketer Image courtesy Tweeting Checking in Texting Googling Emailing
  8. 8. Profile of a Customer They’re already interested in you, or they wouldn’t be here Image courtesy Texting a friend about the tiny table Taking a food photo
  9. 9. Opportunities Convert existing behaviors into social actions Tagging photo with café name on Fsq, Fb, Tw Tweeting @Cafe about the tiny table
  10. 10. KEY THOUGHT: Convert actions that customers do naturally into actions that connect with your brand.
  11. 11. Convert Customers >> Social Followers
  12. 12. Goals for Real World > Social <ul><li>Build your audience </li></ul><ul><li>Engage them </li></ul>
  13. 13. Goal 1. Build Your Social Audience from Existing Customers
  14. 14. How to Connect Our Real and Social Worlds <ul><li>Signage </li></ul><ul><li>Verbal conversations </li></ul>
  15. 15. Signage Design <ul><li>Ask people to join ALL your networks </li></ul>Image copyright DGdesign LLC
  16. 16. Signage Design 2. Give a reason why, incentivize Image copyright DGdesign LLC
  17. 17. Signage Design 3. Make it super easy to find you QR code with instructions @Name Image copyright DGdesign LLC
  18. 18. Signage Placement <ul><li>Observe customers in the store; Where do they… </li></ul><ul><ul><li>Naturally pause to pass the time? </li></ul></ul><ul><ul><li>Direct their eye gaze? </li></ul></ul><ul><ul><li>Look bored? </li></ul></ul><ul><ul><li>Take out their phones? </li></ul></ul>
  19. 19. Signage Placement Ideas <ul><li>In entrance areas </li></ul><ul><ul><li>Front door, right above the door handle </li></ul></ul><ul><ul><li>Front window </li></ul></ul><ul><ul><li>Anywhere at eye level </li></ul></ul><ul><ul><ul><li>The ground: door mat, sidewalk chalk </li></ul></ul></ul><ul><li>In restaurants/bars </li></ul><ul><ul><li>Menu </li></ul></ul><ul><ul><li>On the table top itself </li></ul></ul><ul><ul><li>Table top signs </li></ul></ul><ul><ul><li>On the wall next to the table </li></ul></ul>
  20. 20. Real Examples Sidewalk image courtesy Foursquare. Table and window images copyright DGdesign LLC. Sidewalk Table Top Window
  21. 21. Signage Placement <ul><li>2. What items do they take home? </li></ul><ul><ul><li>Receipt </li></ul></ul><ul><ul><li>Shopping bag </li></ul></ul><ul><ul><li>Paper insert inside the bag </li></ul></ul><ul><ul><li>Price tags </li></ul></ul><ul><ul><li>Labels on products </li></ul></ul>
  22. 22. How to Connect Our Real and Social Worlds <ul><li>Signage </li></ul><ul><li>Verbal conversations </li></ul>
  23. 23. Verbal Conversations <ul><li>Where to try it: </li></ul><ul><li>Events </li></ul><ul><li>Speeches </li></ul><ul><li>Places that use a P.A. system </li></ul><ul><li>Welcomes, introductions </li></ul><ul><li>Goodbyes, thank you’s </li></ul>
  24. 24. Verbal Conversations <ul><li>Train employees </li></ul><ul><ul><li>To mention your social networks with every customer </li></ul></ul><ul><ul><li>To help customers find your social profiles on their phones </li></ul></ul>
  25. 25. Goal 2. Engage Customers with Your Social Media
  26. 26. How to Connect Our Real and Social Worlds <ul><li>Request customers take ACTIONS </li></ul><ul><li>Offer them INCENTIVES </li></ul>
  27. 27. Customer Action Ideas <ul><li>Take a photo, tag us, post it </li></ul><ul><li>Check in and share it </li></ul><ul><ul><li>Tag friends, too </li></ul></ul><ul><li>Tweet @OurBizName </li></ul><ul><ul><li>Your favorite item </li></ul></ul><ul><ul><li>1 thing you wish we would change </li></ul></ul>
  28. 28. Results of Real Examples Image copyright DGdesign LLC
  29. 29. Company Actions <ul><li>Take a photo of customers and ask them to tag themselves on your Fb </li></ul><ul><ul><li>Be sure your settings allow user tagging </li></ul></ul><ul><li>Don’t violate Facebook’s Promotional Guidelines </li></ul>
  30. 30. How to Connect Our Real and Social Worlds <ul><li>Request customers take ACTIONS </li></ul><ul><li>Offer them INCENTIVES </li></ul>
  31. 31. Incentives <ul><li>Offer proportional prize values for the level of effort required </li></ul><ul><li>Allow incentives to build on each other for each action completed </li></ul><ul><li>Make prizes relevant and desirable to a majority of your target audience </li></ul>
  32. 32. Real Examples Image copyright DGdesign LLC
  33. 33. What should you do next?
  34. 34. Apply These Ideas To: <ul><li>Any visual/print display </li></ul><ul><li>Conversations </li></ul><ul><li>Events </li></ul><ul><li>In stores </li></ul><ul><li>TV </li></ul><ul><li>Radio </li></ul>
  35. 35. Take Action Today <ul><li>Get customers connected </li></ul><ul><ul><li>Design signs; place in visible, actionable areas </li></ul></ul><ul><ul><li>Mention social promos in conversation </li></ul></ul><ul><li>Get customers posting about you </li></ul><ul><ul><li>Ask them to take actions </li></ul></ul><ul><ul><li>Provide incentives </li></ul></ul>
  36. 36. Connect With Me <ul><li> </li></ul><ul><li>Tweet @SocialMediaDFW </li></ul><ul><li>Come up and ask me questions </li></ul><ul><li>Get my business card, scan with your phone: </li></ul>Scan with i-nigma app