Internet Marketing Crash Course


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A presentation given by Sarah T. Page Consulting, LLC at the Texas Forest Trail Region's Tourism Toolkit in Gladewater, TX on March 25, 2013.

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  • Can help reach a different demographic – one that doesn’t respond to traditional advertising (no newspapers – can get news on your phone)SEO = getting found onlineViral = now people will tell friends in a more public way
  • You shouldn’t do social media because “that’s what all the cool kids are doing”. It should be …
  • You need to be able to describe the value proposition of your business in one sentence. Like a mission statement, but not too mission statement-y. What’s the one thing that makes you unique? With Zappos’s it’s not the shoes, it’s their customer service.2.a. Generate sales – using social media to create first-time customers and drive repeat business2. b. Brand enthusiasm – turning customers into fans2. c. Loyalty – building long-lasting relationshipsSome of your audience has never heard about you. Others are raving fans. Who are you trying to reach? This matters because your messages to these diverse groups will be very different. a. awareness – they may have heard something about you b. interest – heard about you, visited your website, no purchases c. action – they’ve made a single purchase d. advocacy – fans of the brand, told friends, frequent/repeat purchases
  • Knowing how your audience behaves within social media is critical. This will help you select the social media channels you use, and the types of promotions you run. Are they creators, joiners, critics, or merely spectators?Who from your organization will be the one “talking” in social media? One person, a team? Figure it out in advance and get buy in from those who will be doing it.Which social media tools/channels (Facebook, Twitter, YouTube, etc.) are the best ones for your organization AND your audience?People love social media. Why? Because they can develop relationships with a brand. Those brands that sound like real people, anyway. You have to put a “face” on your brand. What’s your voice? Fun, urban, folksy? Whatever you choose to measure, make sure it ties back to your goals and objectives. Before you start, establish some baseline metrics so that you have some things to compare. Sit in a room with your team and some flip charts. Go through each of these questions until you have answers for them. This will become your strategy. Once it’s finessed, share it with your organization, your board, etc.
  • Social media works best when it is a component of an integrated marketing strategy, inclusive of advertising, public relations, etc. It should be a part of your marketing plans, not an island unto itself.
  • If Facebook is the primary place to find information about your business, the customer is then competing with everything else going on.Why am I here again?1. Hello! Friends I haven’t talked to in a long time.2. Ooh! A notification! I wonder what that is …3. And then there’s branding. You can only brand yourself to the extent that Facebook (or any other social media site) will let you.
  • Use social media to extend your network. Think of your social media sites as outposts of information, but you should keep the good stuff on your website. Your website and your blog (if you have one) are the only pieces of online real estate that you truly own. Your branding, your content, your calls to action – those are all yours.
  • Integrating your social media channels into your website can …Give you the potential to be “seen” in a broader communityKeep customers up to dateShare real time information with customersHelp portray your business as “active”.GO TO WEBSITE – CLICK PHOTO
  • Make it crystal clear. Tell visitors to your site what you want them to do.
  • I used a very short window for the promo because it was a test.  Our restaurant doesn't typically do a brisk lunch business, so I didn't want the promo to be oversuccessful and set us up for failure -- make sense?  I only promoted the post for 12 hours, but it was live on our page from Monday - Friday.  The attached screen grabs show the actual dashboard view of the page.  The actual spend was $3.70 but FB is giving credits on the first offer for small pages, so it was free.  Not sure if that is actually still going on.  Note that the paid reach was only 526.  The majority of the views came from viral views - aka shares.  Over 7k total views.  Also note that it was only shared 11 times, so asking for the share is important. There were also 10 new likes on the page during the offer.  I attribute this to the offer and shares.
  • 1) Click Offer, Event+ in the publisher.2) Choose from In Store Only, In Store & Online, or Online Only.3) Fill out details of redemption. For Online Only, you'll need a URL and optional code to redeem.4) Write a COMPELLING headline - remember Facebook users see this in their News Feed *including* on mobile devices! Upload an eye-catching thumbnail. Set the terms if applicable (# of claims and expiration date).5) Check the preview and go view the email sent to you; this is exactly what your prospects get emailed when they claim your Offer. 6) Choose your budget to promote the Offer. This works very similarly to Promoted Posts; however, Facebook seems to be giving us discounted rates... for now! You could choose to promote the Offer via a different type of Facebook Ad instead; if you select that option, your Offer will *not* run until you buy the ad.When you go to share your Offer, you can use the scheduler and the new advanced targeting tool (available on some pages).
  • Online review sites provide a venue for people like you and me to weigh in on what they like – and sometimes don’t like – about local businesses and places they frequent when they’re traveling. There are a number of them out there, but today we’ll be focusing on the “big two” – Yelp and TripAdvisor.
  • You’ve got some questions to answer internally before you jump in.
  • Yelp had an average of approximately 86 million monthly unique visitors in Q4 2012Yelpers have written over 36 million local reviewsEvery business owner (or manager) can setup a free account to post photos and message her customersYelp makes money by selling ads to local businesses - you'll see these clearly labeled "Yelp Ads" around the site
  • Once you’ve created your business account, you can add information about the property and even the General Manager.
  • About TripAdvisorTripAdvisor is the world's largest travel community.More than 200 million monthly visitors32 million membersOver 100 million reviews and opinions
  • Here’s an example of what a check-in looks like on Foursquare, and how you’ll know if there’s a special being offered.
  • And another example of an “old school” way to promote a “new school” tool. This is just a chalkboard outside a coffee house that lets people know they offer Foursquare deals.
  • Internet Marketing Crash Course

    1. 1. Internet Marketing Crash Course Presented by the Texas Forest Trail Region and the Gladewater Chamber, Main Street & Economic Development Corporation March 25, 2013
    2. 2. Download this presentation at:
    3. 3. AgendaSocial media review Social media toolsSocial media strategy • FacebookWebsite marketing • Yelp! • TripAdvisor • Foursquare
    4. 4. Social Media Review
    5. 5. Photo: erinjpattison Social media is FREE!
    6. 6. Benefits of Social Media • It’s FREE! • Builds deeper relationships • Increases brand awareness • Broadens your network • Helps SEO • Increases website traffic • Generates leads and sales • Can help reach journalists/media • Empowers fans to be viral ambassadors for your brandSource: Social Media for Tourism Pros
    7. 7. Is Social Media Right for You? • Is social media … • Providing value to your organization and your members/customers? • Bringing benefit via brand awareness, membership, loyalty, sales, etc.? • Helping to grow membership base? • Justifying the investment?Source:
    8. 8. First steps • Find your audience • Know what’s being said • Extend a virtual hand • Get your community to be virtual ambassadors • Have fun, in a professional manner of speakingSource: DCI
    9. 9. Social Media Strategy Photo: davidkjelkerud
    10. 10. First, Some Questions 1. Can you describe your business/organization? 2. What are your goals? a. Generate sales b. Brand enthusiasm c. Loyalty 3. What is your relationship with your audience? a. Awareness b. Interest c. Action d. AdvocacySource: Jay Baer(
    11. 11. More Questions 4. How does your audience use social media? 5. Who will be your community managers? 6. What social media platforms will you use? (Hint: Where is your audience?) 7. How will you be human (what is your “voice”)? 8. How will you know when/if you’re successful?Source: Jay Baer(
    12. 12. Do You Need a Social Media Policy? Maybe. Just keep these basics in mind: Be polite Be honest Be open Be inclusive Be forthright Be legal Be helpful Don’t try to control the conversation Accept, respond, and be gracious to negative feedbackSource: The Potluck Guide To Social Media Strategy
    13. 13. So What Do I Say?• Customer FAQs• Tutorials• News (sales, new products/services, etc.)• Events you’re attending• Your own content• Content from others• Attractions and events• Observations• What you’re reading or watching
    14. 14. Social Media Don’ts• Don’t be something • Be authentic you’re not• Don’t experiment with • Try new things with the company logo personal accounts first• Don’t think you have to • Start slow and be be on every social media selective channel• Don’t tell, show • Use images• Don’t feed Facebook to • Know your audience and Twitter (or vice versa) post accordingly
    15. 15. Photo: lisbokt Remember: Social media is not an island.
    16. 16. Website MarketingYour websiteshould bethe hub ofyour onlinemarketing
    17. 17. Social Media Brings Users To You!
    18. 18. Integrate Social with Web From this …
    19. 19. Integrate Social with Web … to this …
    20. 20. Integrate Social with Web … to this.
    21. 21. Use Calls to Action
    22. 22. Content Really Is King • Put contact info on EVERY PAGE • Use easy navigation • Keep content current • Use high-quality content (including photos and video) • Add calls to action
    23. 23. Content Is King: Visual Content Is Ruler of the World • Videos shared 12x more than links and text posts combined • Photos are liked 2x more than text updates • Instagram is the 2nd most popular app (globally) behind Facebook • Pinterest generates more referral traffic than Google+, LinkedIn, and YouTube combinedSources: HubSpot; Marketing Land
    24. 24. Facebook
    25. 25. Facebook Offers • Affordable and great for brand awareness • Spent $3.70 and drove over $200 in business • 102 offers claimed/5 redeemed • Redemption rate on this offer was low • Ask your community to share!Source: Doe’s Eat Place
    26. 26. Facebook OffersSource: Doe’s Eat Place
    27. 27. FacebookPromoted Posts
    28. 28. FacebookPromoted Posts
    29. 29. Facebook Promoted PostsSource: Visit Bloomington
    30. 30. Facebook Promoted PostsSource: Visit Bloomington
    31. 31. Facebook Cover Photo as AdvertisingSource: Mari Smith
    32. 32. Facebook Cover Photo as Advertising Text can be no more than 20%Source: Bass Performance Hall
    33. 33. Facebook Profile Photo as AdvertisingSource: Kyle Chamber of Commerce
    34. 34. Social spaces represent physical locations. People can add ratings, reviews, and conversations.Source: Fargo-Moorhead CVB
    35. 35. Before You Get Started
    36. 36. Create a Game Plan • Accessibility – Use a shared or neutral email account, not a personal one – Consider setting up a Gmail or another shared email address that can be forwarded to multiple people • Responsibility – Who will monitor on an ongoing basis? – Who decides which reviews are responded to? – Who is in charge of updating photos every 3-6 months?Source: Fargo-Moorhead CVB
    37. 37. Encourage Reviews • Encourage, but don’t ask for reviews – “Check us out on…” works better than “Write a review on…” – Include URLs in follow-up emails or on receipts – Signs or cards in lobby – Focus on one space, or encourage them to use the space of their choice • Remember that reviews from your lobby computer may get flaggedSource: Fargo-Moorhead CVB
    38. 38. Claiming Your Yelp Place • Step 1: Search for your business – If your business is not listed, click Add a Business • Step 2: Click “Work here? Unlock this business page” • Step 3: Create a business account using a neutral email address • Step 4: Phone authentication process • Step 5: Fill out profile information • Great video tutorial in Yelp Support for Business OwnersSource: Fargo-Moorhead CVB
    39. 39. Respond To Good Reviews …
    40. 40. … and the Not So Good Reviews
    41. 41. Why Respond To Reviews At All? See what this business owner has to say.
    42. 42. Provide Customer Amazing Service
    43. 43. TripAdvisor “According to an MSNBC poll, 86% of respondents use travel sites to gauge traveler sentiment before they make their accommodation choice…Responding to reviews is key, too: a recent TripAdvisor survey found 76% of travelers think more positively about owners who find the time to reply.”Source: Fargo-Moorhead CVB
    44. 44. TripAdvisor • Please make sure you encourage reviews when guests get home. A review from an internal IP address could result in getting flagged • Of course, never add your own reviews of your property!Source: Fargo-Moorhead CVB
    45. 45. Claiming your TripAdvisor Place • Step 1: Start at the TripAdvisor Owners page – Choose Hotel, Restaurant, or Attraction and search for your business • Step 2: Register with TripAdvisor when prompted • Step 3: Fill out your information and confirm to register your listing – Business listings are available for a monthly fee – If this step is unavailable, contact TripAdvisor through a form • Step 4: Manage your listing – The Manage Your Listing page makes it easy to add photos and manage reviews • More info available on Owners’ Help PageSource: Fargo-Moorhead CVB
    46. 46. Free Tools for Business Owners
    47. 47. Add thesewidgets toyour website!
    48. 48. Respond and Use Personality
    49. 49. Foursquare
    50. 50. Foursquare
    51. 51. Foursquare
    52. 52. Foursquare
    53. 53. Foursquare
    54. 54. Let’s Look at Gladewater!
    55. 55. NegativeFeedback
    56. 56. If possible, don’t delete it.But … don’t ignore it either.
    57. 57. How To Deal with Negative Feedback Use it to engage other customersSource:
    58. 58. How To Deal with Negative Feedback • If you’ve decided the feedback has truth to it, do the following: o Acknowledge the feedback o Apologize – genuinely o Take the conversation offline o Offer a solutionSource:
    59. 59. How To Deal with Negative Feedback • If you’ve decided the feedback is only partially true or it’s slightly misguided, do the following: o Acknowledge the error on your part and apologize o Gently correct any misinformation o Take the conversation offline o Offer a solutionSource:
    60. 60. How To Deal with Negative Feedback • If you’ve decided the feedback couldn’t be farther from the truth, do the following: o Acknowledge the comment and write a general apology for any perceived dissatisfaction o Take the conversation offline o Get more detailsSource:
    61. 61. The mostawesomeexampleEVAH!
    62. 62. Examples
    63. 63. Follow Me Sarah Page, Principal @pagetxSarah T. Page Consulting, LLC 512-914-8873
    64. 64. Can I Help? Call Me!Photo: .Uvitra on Flickr
    65. 65. Thank You!Questions?