Bedt training 8 14-13


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  • Bedt training 8 14-13

    1. 1. About FSC Interactive •Social Media Marketing •Search Engine Optimization •Paid Search
    2. 2. First Things First You Need a Strategy
    3. 3. • What are your Goals • Who is your Audience • What are your Options • What are the Tactics • How will you measure Success?
    4. 4. Goals • Specific • Realistic • Measurable Audience • Visitors to New Orleans looking to get a “behind the scenes look” • Locals looking to explore the city in a new way • What channels do they use? • How do they communicate?
    5. 5. Options • No one gets your brand like you Tactics • Facebook • Twitter • Instagram • Website
    6. 6. Success Growth, Reach, Engagement. • Facebook Fans – New Likes vs. Unlikes • Facebook Interactions – Post Likes, Comments and Shares • Facebook Reach – page views, content impressions • Twitter Followers – New Followers vs. Unfollows • Twitter Interactions – Retweets, Replies, Favorites, Mentions, Lists • Twitter Reach – impressions/potential new followers • Instagram Growth – New Followers • Instagram Engagement – Comments, Likes • Increase in Organic traffic to Website • Increase in Referral traffic to Website • Increase in mentions of Brand across the web
    7. 7. The Four C’s of Social Media Content – Content is king. Always has been, always will be. The digital world requires more content, but it can be repurposed content. Consistency – In Social Media, it is better to be consistent than to have rare moments of greatness. You should be posting to Twitter and Facebook daily. Customization – Setting yourself apart is key to standing out. You need a customized look on both Facebook and Twitter so fans and followers know who you are and what you do. Community – The most important part of Social Media. It is not enough to get fans and followers, you must provide value for them.
    8. 8. We know the digital era requires more content, not less. And it requires content edited and packaged in ways that help user access and allow for advertising placement. – Tom Curley, CEO of The Associated Press Content
    9. 9. What to Post • News About Your Business • Blog Posts and Press Releases • New Orleans Events • Promotions • Photos • Information About Your Business • Quotes • …Just About Anything!
    10. 10. “Be yourself. Above all, let who you are, what you are, what you believe, shine through every sentence you write, every piece you finish.” - John Jakes, author
    11. 11. Consistency
    12. 12. Current BEDT Branding Colin B. Tyler vs. YBSPTNO vs. BEDT
    13. 13. Create a Schedule (and stick to it!)
    14. 14. Customization You forgot the first rule of mass media, Elliot! GIVE THE PEOPLE WHAT THEY WANT! - James Bond, Tomorrow Never Dies
    15. 15. How to Customize Your Social Channels • Facebook Tabs – Shortstack App • Facebook Cover Photo • Facebook Profile Picture • Twitter Background • Twitter Profile • Twitter Cover Photo
    16. 16. com·mu·ni·ty /kəˈmyunɪti/ noun, plural -ties. a social, religious, occupational, or other group sharing common characteristics or interests and perceived or perceiving itself as distinct in some respect from the larger society within which it exists Community
    17. 17. Anyone you interact with, even if only one time, is a part of your community of-online-communities-2.html
    18. 18. What Else Should I Do? Good Question!
    19. 19. It’s Ok to Eavesdrop!
    20. 20. Google Alerts
    21. 21. “search term” near:zipcode
    22. 22. Topsy
    23. 23. Let’s Talk Specifics Facebook Twitter Instagram
    24. 24. facebook
    25. 25. What is Facebook? • A social networking site intended to connect friends, family, and business associates. • The largest social networking site in the world • Allows for open dialogue between a Brand and Consumer • Allows for Brand PDA – public display of association
    26. 26. Why Facebook is an Important Marketing Tool • Largest network available and it’s everywhere (computer, mobile, tablets) • Highly customizable – Forms, Vanity URL, Images, etc. • Your audience is THERE
    27. 27. Using Your Facebook Page as a Brand Admin Panel Engaging on Facebook as a Page Customizing Your Page Growing your Community through Targeted Ads Measuring Success with Insights
    28. 28. Admin Panel
    29. 29. Admin Panel: -Facebook Insights -Notifications -Messages -New Likes -Managing Your Page Your Page Profile
    30. 30. Being Your Brand on Facebook Two Ways
    31. 31. Use Facebook AS Your Brand
    32. 32. Engage With Things You Like
    33. 33. Customize Your Page
    34. 34. Page Settings
    35. 35. Cover Photo
    36. 36. Customized Tab
    37. 37. Customized Tab
    38. 38. Customized Tab
    39. 39. Customized Tab
    40. 40. Cover Photo/Milestones Add Milestones as major dates on your Page.
    41. 41. Using Facebook Ads
    42. 42. Create an Ad
    43. 43. Facebook Ad Targeting • Location: Country, State, City or Zip Code • Age • Gender • Precise Interests (ie: New Orleans Saints or Drinking) • Categories (ie: Travel or Sports) • Connections: Already a Fan, Not a Fan, Friend of a Fan
    44. 44. Facebook Ad Targeting • Custom Audience • Sexual Orientation • Languages • Education Level: College Graduate, In College, In High School • Workplaces
    45. 45. Facebook Ad Placement • Desktop: Newsfeed, Right Hand Column • Mobile Only: Newsfeed
    46. 46. Facebook Ad Advanced Audiences • Custom Audience: use your newsletter database to target people on Facebook • Saved Target Group: save a target demographic that you are trying to reach
    47. 47. Other Paid Promotion • Promoted Posts: choose to promote a status update on your Facebook Page • Promoted Page: choose to promote your page
    48. 48. Four Keys to Facebook Success • Use Facebook to connect with current and potential clients • Maintain a consistent flow of communication • Integrate all of your Facebook efforts into other marketing efforts • Create and maintain a professional and branded image
    49. 49. What is Twitter? • A micro-blogging social networking site that allows users to share information in 140- characters or less • An easy way to reach a broad, national (or international) audience0 • The fastest, simplest way to stay close to everything you care about.
    50. 50. Why do People Use Twitter? 1. Immediacy and Instant Gratification 2. You can easily listen to what people are saying about you (and respond!) 3. Broader reach and wider community
    51. 51. Even More Reasons People Use Twitter • Communicate and engage 22% (Relational Motivation) • ReTweet links (Content) 18% (Informational Motivation) • Send Out Links To Sites where content is thought as valuable 16% (Informational Motivation) • Drive Traffic 13% (Promotional Motivation) • Create Friendships 10% (Relational Motivation) • Generate More Followers 8% (Promotional Motivation) • Develop Leads 5% (Promotional Motivation)
    52. 52. Twitter and CRE • Awareness • Recognition • Influence • Klout "I'm followed by a lot of different retailers that I don't have business with," he says. "Maybe the next time I call them, they may take my call."
    53. 53. Twitter is a Cocktail Party! • Don’t JUST talk about yourself • Find people who interest you • Try to add value to the conversation • Follow up with new friends
    54. 54. Speaking the language RT @fscnola hosting a #socialmedia101 training session this afternoon!
    55. 55. Twitter Translator
    56. 56. Twitter Names @______ = your Twitter name I am @andyknola We are @fscinteractive You are @colinbtyler
    57. 57. Replies @ denotes a tweet sent to another Twitter user @TiffanyStarnes see you in the park tonight! @fscnola thanks for sharing the great Social media tips this morning!
    58. 58. When Would you Reply? • When someone mentions you, poses a question you can answer or says something you want to respond to. Just like in real life.
    59. 59. Retweet Retweets are similar to forwarding a message in e-mail. They help grow communities and makes people feel good. RT @andyknola: Help raise money for Hurricane Sandy Relief:
    60. 60. When Would you Retweet? • When someone posts something you really like and you want to share it, too. Just like a funny email or interesting news read.
    61. 61. Other “Versions” of Retweet • RT = Retweet – RT @FSCInteracative: There are nine types of #Facebook users. Which one are you? Let us know! • MT = Modified Tweet – Wow! MT @FSCInteracative: There are nine types of #Facebook users. Which one are you? • V/ or Via// = Via – There are nine types of #Facebook users. Which one are you? Let us know! v/ @FSCInteractive
    62. 62. Direct Message DM is a private message that you can only send to those who follow you. D Adeletiblier Here’s my e-mail address
    63. 63. Hashtag # makes a term into a keyword that is searchable, also used to imply sarcasm or humor @tiffanystarnes is speaking in tongues at #socialsummit @melodicbabble Did you hear Justin Bieber is playing in NOLA? #bieberfever
    64. 64. Why Would you Hashtag? • Trending Keywords (#saints #whodat #nola) • Event Aggregation (#JazzFest #RDR)
    65. 65. Favorite A Favorite is when someone Favorites your tweet. These are searchable by Google and other search engines and show up in the other person’s stream.
    66. 66. What Favorites Look Like
    67. 67. Twitter can be used for RESEARCH • Research competitors, partners or companies you like • Research market trends – what are people saying about travel and tours on Twitter? • Who are the influencers talking about travel – how can you reach them?
    68. 68. Twitter Lists Twitter lists, like any list, organizes everything you need in one central place. The lists can be public or private and you can add people you follow or don’t follow. It’s up to you.
    69. 69. How YOU can use Twitter Lists • Organize your competitors on a private list • Organize your partners, people you work with on a public list • Curate industry resources
    70. 70. Some Twitter Etiquette Tips • Short and Sweet – Twitter is 140 characters but ideally you want your tweet to be between 100-120 so people can RETWEET you • Retweet often. Remember give engagement to get engagement • Hashtag whatever is relevant, but don’t go overboard and don’t spam • Favorite YOUR favorite tweets (even if they’re yours!) it helps with Search
    71. 71. Managing Twitter Let’s Take it Easy
    72. 72. What You Need • for desktop ( • Twitter Mobile App (in both App Store & Google Play Store) • to shrink URLs (
    73. 73. What is Instagram? • A photo sharing social network that is largely mobile-based • Fastest growing social network to date • Quick and easy way to share visual images of what your brand is • Allows users to put “filters” on their images • Allows users to tag their photos, similarly to Twitter, for easy search
    74. 74. Why do People Use Twitter? 1. Connect with Friends and Brands they love 2. Search for new things to like 3. Get inspiration for travel, fashion, cooking and more
    75. 75. How to use Instagram
    76. 76. How to use Instagram: Home Screen • Home Screen: Shows you everyone you follow
    77. 77. How to use Instagram: Explore Screen • Explore Screen: shows your trending images on Instagram
    78. 78. How to use Instagram: News Screen • News Screen: Shows you “News” which includes people liking or commenting on your photos or tagging or mentioning you in a photo • Can also view by “following”
    79. 79. How to use Instagram: Your Profile • Your Profile: Shows your images
    80. 80. How to use Instagram: Your Profile • Sort Images by Grid • Sort Image by List • Your Photo Map • Photos of You
    81. 81. How to use Instagram: Edit Your Profile
    82. 82. How to use Instagram: Edit Your Settings
    83. 83. How to use Instagram: Search
    84. 84. How to use Instagram: Let’s POST! Home Feed: Click the Blue Camera Icon Take Photo (1), Take Video (2) or Choose Photo from Gallery (3) 3 1 2
    85. 85. How to use Instagram: Let’s POST! Get Your Photo Cropped Add a Filter (if you want)
    86. 86. How to use Instagram: Let’s POST! Add a Caption, Tags, Location POST!
    87. 87. Instagram Etiquette • Don’t use filters to change the image, use them to enhance the image • Use hashtags, but don’t go crazy (some to include: #igersneworleans #neworleans #nola) • Like and Comment on other photos but don’t spam • Share to Facebook and Twitter only if the language allows
    88. 88. Measuring Success Statigram
    89. 89. Measuring Success Statigram
    90. 90. Questions? E-mail: Facebook: Twitter: Get More Slides: