Social Media Marketing for BusinessPresentation forHouma TravelMay 6, 2013, by Theresa Overby@@@@resaoverby
AgendaI. What is social media – a 101 introduction to the medium and channelsII. Why social media? – Research & strategy III. Facebook essentials – Page setupIV. Content & comms planningV. Cross‐channel integrationVI. Measure & manageVII. Other social media platformsVIII.Takeaways & to dos
What is Social Media• Social Media is a community• For the most part, it’s free, but it costs time• There are conversations happening about you – social media helps you find & shape them• Social Media gives you an additional outlet to provide great customer service• Social Media lets you inspire others by sharing your stories
What is Social MediaSocial media is about COMMUNICATION –• Creating a DIALOGUE that allows individuals to INTERACT with existing networks & trusted brands • Being part of a COMMUNITY where people SHARE experiences, ideas and inspiration with ease
Who Uses Social Media• Almost everyone. 67% of online adults use Facebook alone.• The fastest growing demographic is women 60+• Networks each reach unique demographic, know your audience before diving in• Social media is not high tech. It’s easy to use for individuals and businesses
Mobile Domination… mobile by the numbers• 85% of American adults own cell phones• 40% of mobile users access social media sites• For the first time ever in Q4 2012, Facebook reported that mobile usage surpassed desktop
• More than 2/3 of active internet users are here• Let potential customers know about your business• Let current customers know about specials, deals and offers• Inspire people to choose you over the competition
Instagram2• 100 million active monthly users• 40 million photos posted daily
Before you jump in…• Be thoughtful and write a brief plan of action• Why are you choosing a particular network?• How will your content remain on brand?• How will you grow your audience?• What are your sales opportunities?• How can you leverage current relationships?• How will you manage the time commitment?
Social media objectivesConnections(with existing and potential clients)Connections(with existing and potential clients)Relationships(to drive loyalty and create new connections through sharing)Relationships(to drive loyalty and create new connections through sharing)ConversionsConversionsSocial media offers a powerful opportunity for:1. Branding2. Building and managing online reputation3. Serving customers better4. Emerging opportunity: cultivating a new sales channel for direct online bookingsThe Social Media Funnel
Social media strategy for businessTRACK RESULTSTRACK RESULTSFOLLOW THROUGH IN OTHER MEDIAFOLLOW THROUGH IN OTHER MEDIAOPTIMIZE CONTENTOPTIMIZE CONTENTPLAN & CREATE UNIQUE CONTENTPLAN & CREATE UNIQUE CONTENTCUSTOMIZE YOUR PROFILECUSTOMIZE YOUR PROFILEESTABLISH GOALSESTABLISH GOALS
Establish goals to guide contentThe nature of social media is engagementPast customers•Loyalty and repeat stays•Encourage user‐generated contentCurrent customers•Customer satisfaction•Help them plan their visit Potential customers•Make them aware we exist•Encourage them to bookContests to boost conversation and excitement, offers & opportunities for lead generation, incl. emailLeverage CVB & local info to encourage planning on your site: photos, video, mapsUse media as customer service channel: Q&A and problem resolution
FacebookFacebook is used primarily by adults in the prime of their active professional careers for social interaction• >850 million active users/month, with strong and continued growth in users over 40• 80% prefer Facebook for interacting with brands over Twitter Sources: Who Uses Facebook, Twitter, LinkedIn, & MySpace? 4thQ & 1stQ Stats and Analysis, Social Media Today, 13 April 2012. Facebook vs. Twitter: Which Is Best for Brands?, by Susan Gunelius, Sprout Insights, 2 Nov 2011.Fastest growing group is 35‐65 years of ageTHEY CONTROL THE WALLETS!
Anatomy of Facebook – Your profile1. Cover photo2. Profile picture3. About(use keywords for search)4. Applications and custom tabs5. Timeline• Milestones• Highlights• Friend activity• Recommendations• General posts– kj1122334455
Customize your Facebook profile1. Cover photo–Your chance to make a stunning first impression!–What makes you unique?• Special views • Signature dish• Special feature or service• Captivate!!– Calls to action are now allowed– Must adhere to 20% text rule– 851 px wide by 315 pxtall
Customize your Facebook profileCover photo exposure–Expanded timeline view–Sponsored story promos
Customize your Facebook profile2. Profile picture– Clearly brand yourself– Posted next to every post you make on Facebook– 50px x 50px, keep it simple and clean– Overlaps your cover photo, 180px x 180px
Customize your Facebook profile3. About sectionOptimizing your About section can increase visibility in search– Don’t forget to use keywords!– Make sure information is complete and current
Customize your Facebook profile4. Apps & custom tabs– Highlight your strong points• Photos • Accolades• Promotions• Social Channels– Prioritize the apps you most want your users to interact with– Each custom application gets its own image (111x74px) beneath the Like button. Use these as mini ads.
CONTENT & COMMS PLANNING>> Who, what and when?
Plan your contentTailor your content to suit your audience and goals:Past visitors/customers Current visitors/customers Potential visitors/customersGOALS: •Encourage loyalty and repeat visits•Attract user‐generated contentGOALS: •Keep the excitement alive•Help them plan their visitGOALS:•Make them aware we exist•Inspire a first visitCONTENT:•Deals for repeat visits•Photo/story contests to win a return stay•Customer relationship managementregarding reviews/recommendations, comments•Ask questions to encourage people to share past experiencesCONTENT:•Upcoming/current events•Neighborhood specials•Tips and local secrets •Product highlights or menu itemsCONTENT:•Highlight milestones to tell company story•Post inspirational photos of views and experiences in your area•Boost excitement with contests•Highlight promotions on now by pinning to top of timeline•Targeted Facebook ads to promote, brand, a special or contest•Use apps and tabs to prioritize what we want them to see and do, e.g. photos tab, deals tab
Plan your content MAY M T W R F S SWeek 1:Updatemilestones and add photosSpring Sale‐Pinned to top for 7 daysTravel Tuesday: Share a travel story from the webMarch Events albumPost/share content on family travel, comment on it related to our service/ amenitiesFavorite Friday –Album of favorite 5 coffee shopsHighlightreviews of the weekWeek 2:Share a fewpartner or guest photosEndless SummerDeals postTravel Tuesday: Share a travel story from the webContest – to run through 2nd week in June, create app tabPost/share content on new products, comment or pollPhoto Friday – Win dinner for 2 by sending in your best photoWeek 3:Post a videoFacebookpromo/offer 10% off voucher codeTravel Tuesday: Share a travel story from the webStaff profile Post/share general content, comment on it related to our service/ amenitiesFavouriteFriday –Album of favorite spots to photoCreate a content calendar (example only)
Plan your content: strategy questionAs part of your process, decide how much of your brand page’s content plan will rely on reposting (and linking back to) individual pages within your community vs. be unique content.
Create unique content5. Timeline• Photo albums and videos!– Hero images – Facebook gold– Fan submissions– Promotions– Good press– Share destination content• Events & milestones (with photos if possible)• Contests• Deals• Customer relationship management (Reply to feedback and engage in conversation with customers)
Create unique contentUse photo albums to highlight new productsUse photo albums to highlight events
Create unique contentCurate others’ captivating video and photos relevant to your destination by using the “share” button. Develop partnerships with others in our community and share reciprocally.
Create unique contentAsk open‐ended questions.Include calls to action such as LIKE, SHARE or CAPTION THIS.Make sure your content is sharable!
Create unique contentHighlight milestones and events: Historical facts, opening dates and air dates allow you to highlight key points of interest, upgrades and selling points. Events such as holiday or anniversary celebrations, celebrity visits or firsts, especially when accompanied by photo or video, provide opportunities to highlight special touches and traditions.
Optimize your content• Use target keywords in your posts to support search.• Use visuals, videos and photos wherever possible. Visuals invite engagement and can help support your goals.– Deals and promos– Top products– Milestones– Post high resolution photos and videos (“highlighted” timeline posts are 845px wide)
Optimize your content• Do more of what works, and less of what doesn’t.– Use FB INSIGHTS to look for shares, comments and likes.– Check out what is working for others in your industry and adapt it for you own property.• Encourage user‐generated content– Prizes for best guest photo/story– Highlight guest reviews and content• How often should you post?– When you have something meaningful to say. – Try to post at least once daily, and always respond as soon as possible when people are speaking to you or about you.
>> Coordinating with other social media networksCROSS‐CHANNEL INTEGRATION
Follow through in other media• ONLINE & OFFLINE– In your emails: Include links to your social media pages in all email, and in email newsletters, use social sharing links too. Give subscribers a reason to follow your pages.– On your website: Include calls to action and give your users a reason to follow social media links.– In your paperwork: Include your social media contact names in booking confirmations, invoices, etc. Tell them what they can do there.– On your property: • Use physical signs around the property and mentions on paperwork likemenus, door signs or table tents. • Train your staff, especially the front desk, to advocate for social media. It’s as simple as: “We welcome feedback and questions. You can come back here, or send us a message on Twitter.”• OR “Glad to hear you had fun. We’d love it if you shared your photos with us on Facebook!”
Social• Include and periodically promote email subscription tab• Include content, graphics, contests, posts, etc., that support ad campaign msgsEmail• Include and periodically promote social page links• Include content themed to match advertising campaigns (e.g. header, banner ads, article, packages or offers)Advertising campaigns• On landing pages, offer opportunities and give reasons to subscribe, like or followCross‐channel integrationCROSS‐PLATFORM CONTENT:• Contests (host on FB page, require page “like” to view and email subscription to enter)• Offers/deals/packages• Campaign graphics/visuals
Advertising campaignsSocialEmailCross‐channel integrationMore potential visitors than avg.More potential visitors than avg. More current visitors than avg.More current visitors than avg. More past visitors than avg.More past visitors than avg.Typically, audiences differ slightly from channel to channel• Know your audiences, and tailor your messages to fit each channel
Sweepstakes/contest• Fan acquisition• Option of ‘gated’ competition entry form• Requires ‘Like’ to enter• Email acquisition• Require email subscription to enter or preselect subscription option on entry form• Traffic generation• Option to also include other content, incl. shareable video or links to Hot Deals below entry formSample page post promoting contest
MEASURE & MANAGE>> Focus on results and refine activity
Track results – Facebook Insights• Reach: People whose news feed it was in• Engaged users: People who clicked on any part of your post• Talking about this: The number of people who have interacted with your page 0r post in any given week, incl. comments, likes, shares and polls• Virality: Percentage of people reached who had an interaction
Facebook tips• Post photos• Be timely• Ask questions• Fill in the blank• Include offers• Call to action = LIKE, SHARE or CAPTION THIS• Be relatable• Smile worthy• BE SHARABLE
OTHER SOCIAL MEDIA PLATFORMS>> Twitter, LinkedIn, Instagram and Pinterest
TwitterTwitter is used primarily by young professionals to discuss current, real‐time issues including world events and business‐related topics.Twitter vs. Facebook• 1/2 as many accounts as Facebook (~480 million), likely <20% as many active users• Skews younger than Facebook• Far less important for users as a way to connect with brands, however nearly 70% of daily users are followers of at least one brand Sources: Who Uses Facebook, Twitter, LinkedIn, & MySpace? 4thQ & 1stQ Stats and Analysis, Social Media Today, 13 April 2012. Facebook vs. Twitter: Which Is Best for Brands?, by Susan Gunelius, Sprout Insights, 2 Nov 2011.
Anatomy of Twitter Account1. Cover Photo(contact info and/or brand messaging)2. Profile picture3. About(use keywords for search)4. Tweets feed1234
Twitter best practice• LISTENING is the key to a successful voice on Twitter• Use a third party Twitter application to monitor the conversation• Set up your application to track relevant keywords/hash tagsHoot Suite and other 3rd party tools – Helps you monitor and manage conversations and opportunities on Twitter
Twitter – Goals & contentGOAL: Facilitate customer serviceGOAL: Generate leadsGOAL:Promote dealsGOAL: Attract audienceCONTENT:Anytime you see your name mentioned –@mentions and in brand name searches or hashtags, respond to the person tweeting CONTENT:Track search topics and keywords in Hoot Suite. Listen for opportunities to engage in conversations and start relationships (20 min daily). Listening on Twitter requires a soft sell. Start with answers to questions or relevant information. Be helpful and add value. This can come in the formof recommendationsCONTENT:Post deals with link to landing page. Use shortened urls to conserve characters.CONTENT:Share photo and popular content from your Facebook page, Pinterestand Instagram accounts. Keep in mind that even though sharing is simple across networks, each audience is differentTrack clicks on your shortened URL if possible – Hootsuite has a built in reporting tool to help facilitate tracking.
Twitter measurement• Built‐in analytics for business advertisers only• Monitor clicks on shortened URLs (for links to Facebook or outside sites)• Use a 3rd party tool like Hootsuite to measure link clicks and RTs
B2B – LinkedIn • >150 million members• Professional business social networkOPPORTUNITIES/USES:• B2B networking using groups– Lead generation– Suppliers networking– Professional discussion groups• Recruitment
Pinterest• Pinterest is aspirational – showing the life you wish to lead• 10.4 million registered users, >9million monthly users connected on Facebook• Drives more referral traffic than Google+, YouTube and LinkedIn combined• Heavily product‐focused
PinterestPinterest is for visually oriented people.
PinterestPinterest is a leisure activity – lots of funny & inspirational quotes.
PinterestPinterest is a leisure activity – lots of funny & inspirational quotes.
How to use Pinterest• Pin photos and videos from your web site and blog to drive traffic – Don’t forget VIDEOS! • Pin to great blog posts and news stories about you• Pin to beautiful photos of your area – Flickr is a great source• Add value to the community, don’t be too self‐promotional
How to use Pinterest• Start by creating boards that have year ‘round relevance• Don’t create boards that can be completed in a day• Timing matters: Pinning in the evenings and weekend morning tends to get the best interaction• Be quirky – Let your personality show!
The Anatomy of a Great Pin• Vertical images are visually appealing on the Pinterest platform• Give your pins good descriptions – about 200 characters is a good average• Include plenty of keywords in your descriptions so content is searchable and sharable• For images that don’t point back to your site, add urlin description to snare site traffic
Instagram• 100 million monthly active users, mobile‐only service (website for viewing, following only)• Used as a “new scope to see the world” around you, based on the intimacy a photo provides.• “Real photos that give users the backstage pass, the chef’s hat, or the passenger seat to where your brand is, where it’s going, and what it likes to do.”OPPORTUNITIES/USES:• Use hashtags and @mentions to link with marketing initiatives, incl. contests and UGC, and converse with others by connecting to their lifestyle and emotions.– “Southwest gave away a series of gift cards over the holidays to people who posted photos of their holiday “photo of the day” and used a special hashtag (also had to include Southwest’s account handle) to enter. The entries flooded in, and during a time when people have traveling on their minds, Southwest caught their attention in all the right ways.” • Sharing is integrated with other social media services (Facebook, Twitter & more)Source: “Effective Instagram Marketing: DOs and DONTs,” 31 Jan 2013, http://socialmediatoday.com/node/1200766
Instagram Reminders• Ability to push updates directly to Twitter, Facebook, Flickr & Tumbler• Use #hashtags to search relevant content & make your photos searchable• Ability to cross pollenate Facebook with automatic likes if enabled• Photos can only be posted via mobile. Desktop site allows people to view, like & follow.
Instagram Tools• If reposting content, use a 3rd party app such as Instarepost or Repost for attribution. Never repost with credit to original poster• Snapseed and Photo Grid allow users to create collages• Apply text to images with apps like Textover or Phonto – handy for contests, promotions, sales or adding quotes
TAKEAWAYS & TO DOS>> Recommendations/action list and resources
Key recommendations/action items checklist:1. Define audience, message & objectives– Houma, statewide, national or international?– Status: Past customers vs current customers vs potential customers– Demographics: Age, persona, type of travel2. Assess which networks work best for your business– Consider each network’s user demographics– How many networks do you have time to do well– Is your product visual/inspirational3. Complete a social media content plan– Define content relationships across channels– Photo & video strategy– Plan for influencing the influencers 4. Measure and use integrated reporting 5. Promote social media channels at every opportunity– In‐store signage on doors/checkout counter– Include social urls on receipts– Cross promote channels – include on website header and email6. Trial or pilot Facebook offers & integrate with email offers7. Monthly review reporting and make adjustments 8. Budget time & allocate resource