Social Media in 30 Minutes a Day

Milestone Confidential
Social Media in 30
Minutes a Day
#MilestoneWebinar
@milestonemktg

2Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Krista Malchow
Regional Business
Development Manager
Speakers:
Sponsor:

Social Media Agenda
Why social media?
Setting the strategy
Google+ Business Page
Content marketing
Facebook
Measuring success!
Twitter

Influence on Search Results
Twitter and Google reached a new partnership
allowing the search giant access to Twitter’s “Firehose”
tweet stream. Impact
Purchase
Decisions
Define
Brand
Personality
Customer
Service
Share
Compelling
Media
Build
Semantic &
Long-tailed
Relevancy
1.39B
users
200+ M
reviews
4 billion
daily views
~1B users
Define
Brand
Personality
Customer
Service
Share
Compelling
Media
Why Use Social Media?

What Impacts Local and Organic
Search?
http://moz.com/local-search-ranking-factors

Social Media Agenda
Why social media?
Content marketing
Facebook
Measuring success!
Twitter

Social Media Optimization Process
Define
goals
Create
strategy
Execute
campaigns
Measure
and adjust
1
2
3
4

8
Define Goals
 Understand your playing field
 Analyze your competitors
 Focus on quality rather than
quantity
 Drive people to conversion
points
1 2 3 4

9
Create Content Strategy
1 2 3 4
Arts
Festivals
Marketing
Tasks
Sporting
Events
Conventions
& Meetings
Concerts

Create Detailed Marketing Plan
• Festivals
• Concerts, etc.
Local Events
Market Analysis
• Museums
• Universities
• CVB
Local
Organizations
• Golfing
• Hiking
• Shopping
Activities/
Things to Do
• Theme Parks
• Historical
Landmarks
Attractions
• Time-Sensitive
Offers
• Rewards
Promotion/
Specials
Product Analysis
Competition
• Green Hotel
• Airport Shuttle
USP
• Meetings
• Pet-Friendly
Niche
• Loyalty Program
Brand

11
Execute Campaigns: Profiles
 Be realistic about your
resources
 Engage your audience
 Signal search engines
 Maintain consistency
1 2 3 4

12
Execute Campaigns: Promotion
1 2 3 4

What Are You Targeting?
Notable themes:
 Disneyland
 Newport
Beach
Attractions /
Activities
 Fashion Island
 Balboa Island
 Catalina
Island
 Beach
Romance
From Google Webmaster or keyword search tools

What Are You Targeting?
 Higher search queries for
events/attractions than
for your business (hotel)
 Talking about these
events/attractions
connects you with users
searching for them
Keyword Research - Categories
Keyword Competition
Global Monthly
Searches
Things to Do Competition
Global Monthly
Searches
things to do in danville 0.22 720
things to do in san ramon 0.25 320
things to do in livermore 0.19 590
things to do pleasanton - -
things to do in dublin 0.43 40500
dublin attractions 0.55 9900
downtown livermore 0.07 1600
things to do pleasanton ca 0.21 390
Events and News Competition
Global Monthly
Searches
tri-valley events 0.07 73
tri valley events 0.07 73
tri valley news and events - -
tri valley news 0.04 1300
trivalley news 0.05 1300

Who to Connect With?
 Major attractions are active in social channels. These
attractions/ businesses are driving 80% of the traffic in the area.
Key Social Channels
Attraction or Organization Facebook Twitter YouTube
Alameda County Fair 23,932 likes / 25,261 Checkins 1413 Followers 32,719 Views
Stoneridge Shopping Center 8,413 likes / 0 Checkins NA 588 Views
San Francisco Bulls 2,605 likes/0 Checkins 583 NA
Livermore Harley-Davidson 4,120 likes / 631 Checkins NA NA
California Pizza Kitchen 267,262 likes / 5,871 Checkins 17168 Followers 7668 Views
San Francisco 49ers 1,325,723 likes / 0 Checkins 191109 Followers 24889 Views
San Francisco Giants 1,436,493 likes / 0 Checkins 258597 Followers 145942 Views

From Social to Conversion
Social:
Travel Inspiration
Blog
Website
Conversions
•Facebook
•Twitter
•Flickr
•YouTube
•Foursquare
•Google+
•Pinterest
Source: “The Customer Journey to Online Purchase,”
http://www.google.com/think/tools/customer-journey-to-online-purchase.html, July 2013

Social Media Agenda
Why social media?
Content marketing
Facebook
Measuring success!
Twitter

Robust Content Marketing Strategy
 Social media & blogging (content marketing) contribute
significantly to a website content authority
 Visuals are vital in content. Engagement generated on
Facebook posts with media increased by:
 180% with photo album
 120% with picture
 100% with video

Engaging, Relevant, And Fresh
Content Ideas
 Enhance the engagement and
creativity of content across blogs and
social channels
 Increase image and media-use use on
all social channels
 Incorporate user-sentiment, semantic
keyword saturation, and search trends
into blog topics
 Review analytics and see what does
not work?
 High bounce rate pages, high
conversion pages, non branded
keywords etc..

Knowledge of Local Trends

How to Find User Sentiment

Social Media Agenda
Why social media?
Content marketing
Facebook
Measuring success!
Twitter

Facebook - Status Update
 The easiest way to get
your page seen is to post a
“status update”

24
Respond to Wall Posts and Questions
 Take an active role in talking
to fans – it increases
dialogue.

Top 10 Ideas for What to Post
1. Vacation packages, Specials, Discounts with a “Book Now” link or promo
code
2. Local events, festivals, meetings, conferences, attractions, wedding
announcements
3. Hotel or traveler perks (i.e. pet friendly amenities, complimentary reception
hour)
4. Local “Insiders” tips (i.e. hidden tourist spots, local knowledge of area)
5. Best restaurants in local area
6. Things to do this weekend in local area
7. Weather comments or tips
8. Quotes from the hotel staff (i.e. humorous or service “magic moments”)
9. Fun facts about the hotel or local area
10.“Tip of the Day” featuring reason to stay

Facebook Graph Search

Social Media Agenda
Why social media?
Content marketing
Facebook
Measuring success!
Twitter

What is Google+

32
Optimized My Business Profiles
 Merged and verified
 Correct UNAP & contact info
 Optimized images
 Accurate map marker
 Correct categories
 Optimized content
 Custom URL
 User reviews
 Street view

33
Merged Google+ Local Pages
 Process to merge:
 Currently merged by postcard
verification
 The benefits of this robust
hyperlocal, social platform
include:
 Enhanced user experience
with local and social content
 Enhances local listing with
fresh, trending local events,
topics, activities, etc.
 Builds visual impact and
centralized, accurate
information
 Carries significant SEO value
to build relevancy for new,
important, or valuable
content

34
Google+ Case Study
 Case Study (6 weeks v. prior)
saturating ‘Things to do’ blog
posts with links from Google+
 Despite website traffic
increasing only 1% during this
time
 Blog Performance:
 161.8% increase in traffic
 144% increase unique visitors
 ‘Keys’ keyword: 114% increase
 ‘Events’ keyword: 183% increase
 274% increase in visits to those
pages categorized as ‘things to
do’

Google+ Website Case Study
 Linkbuilding & social trending platform
 EX: in 1 month after dining post below (YOY), overall performance of page
increased 28.5%
 EX: in 2 weeks after pool post below v. 2 weeks before overall performance
of page increased 89.7%

Social Media Agenda
Why social media?
Content marketing
Facebook
Measuring success!
Twitter

37
Twitter & Google Deal
 Twitter grants Google
access to “Firehose”
 What would the impact
be?
 Tweets will start showing in
the SERP
 Hashtags are searchable in
SERP
 Twitter: more opportunities
to convert new users
 Google: enhanced user
experience search results
with real - time UGC

Twitter Page

Follow Your Guests/Influencers

Re-Tweet Guest Experiences

Social Media Agenda
Why social media?
Content marketing
Facebook
Measuring success!
Twitter

42
Measure Success & Adjust Strategy
 Monitor key metrics
 Regular competitive analysis
 Individual channel
performance
 Referrals to website
 Conversions and assisted
conversions
1 2 3 4

Measure Success & Adjust Strategy
1 2 3 4

Velas
Weddings
Website
PR
Email
Print
Online
Wedding
Portals
Wedding
Forums
Case Study:
Universal Marketing Approach
164,000
messages sent
over 2 months
240 journalists
targeted
20,000 print
copies of
wedding
magazine
30+ Forums

Case study results
Velas Weddings
Website Email
35,827 opens;
5,645 click-
throughs
3,866 Viewings of
Velas Weddings
Channel
7,105 people
targeted,
54,000
impressions
22,838 new fans
(incl. all sites)
13,073 Visits
361 Entries;
21,937 total votes

Key Takeaways
 If You Only Have 30 Minutes Per Day…
 Listen… See what is being said about your business and
market.
 Respond… Respond to mentions of your hotel and market on
main channels
 Be Proactive… Create a game plan, stay educated
 Track your results

47
Thank You
Make sure to follow us
 http://milestoneinternet.com
 http://blog.milestoneinternet.com
 http://twitter.com/milestonemktg
 http://facebook.com/MilestoneInc

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