Presentation for the South East Franchise Forum on how to use social media to impact a brand.

1. Using Social Media to
Impact Your Brand

2. agenda
Intro: About Hive & Susan Transformation
Social Media is Confusing Avoiding Rip-Off
What Works (& Doesn’t) Tips and Tactics

3. introduction: about hive marketing
corporate history| current clients| digital atlanta

4. about
 I spent 10+ years coming up with
creative marketing strategies for
opening hotels like The Westin Arlington
Gateway & W Atlanta Downtown.
 In May 2009, I started Hive Marketing
to help hotels and restaurants with
social media. Hive has grown to include
all kinds of businesses.

5.  Current clients include Richfield
Hospitality, FranNet of Georgia,
Highgate Hotels, Dolce Hotels & Resorts,
and Crawford & Co.
 I’m also the co-organizer of Digital
Atlanta, a week-long series of events
celebrating Atlanta’s digital community.

6. social media is confusing
facebook| twitter| youtube | linkedin

7. There are a lot
of tools.

8. “Social media is not about Facebook or MySpace
or Flickr or Twitter or blogs or YouTube. It’s about
having a strategy for making your company or
organization more like a person and less like a
machine. It’s about humanization.”
Jay Baer
www.convinceandconvert.com

9. social media is: social media isn’t:
 a conversation  a sales pitch
 a good way to raise your  a guaranteed book deal
internet profile or appearance on Conan
 a way for potential clients  a get-rich-quick scheme; a
to find and get to know panacea; or an excuse to
your business stop selling
 a marathon  a sprint
 a targeted community of  a giant audience of any
the right people people who’ll listen

10. why you should care
 1 in every 11 people on Earth is on Facebook.
 More than 2.5 million websites have Facebook
integration.
 13% of internet users are on Twitter; many more
people “lurk” than talk.
 News of Bin Laden’s death broke on Twitter at
10:25pm; Obama announced it at 11:35pm.

11. what works and doesn’t work
be real. really.

12. 12
be real
Authenticity and transparency are the
name of the game. The “royal we” is off-
putting, but so is a conservative company
that tries to be too hip. Be who you are
in social media, and tell the truth.

13. There is a
disconnect when
your Twitter
handle includes
the word “cares”
and you have
protected your
account.

14. A tweeter for the
American Red Cross
accidentally sent a
personal tweet from the
wrong account. They
quickly admitted the
mistake and moved on,
which resulted in Dogfish
Head starting a Twitter
fundraising drive for
them.

15. 15
cocktail party
Treat your social media accounts like a
cocktail party – heavy on listening and
making conversation; light on the sales
pitches.

16. Corning only
allows its own
posts on
Facebook.
There’s no point
in being there if
you don’t want to
hear from
customers.

17. Coca-Cola’s Facebook page is
all about the fans.

18. 18
complaints
Face complaints head on. Respond to
everything quickly, and don’t be
defensive! Your response is a commercial
for the next customer.

19. After a negative tweet
about Price Chopper,
the grocer called the
tweeter’s boss to
complain!

20. Nestle to Facebook fan: “Thanks for
the lesson in manners.”

21. When his customer
tweeted about her
pizza being delivered
an hour late, Domino’s
franchisee Ramon
DeLeon made a video
to apologize and sent
free pizzas to the
local Social Media
Club to generate some
positive buzz on
Twitter.

22. 22
behind the curtain
Show off your team. Use photos and
videos (even informal ones) to humanize
your company. Give your fans the inside
scoop.

24. 24
slow burn
Because social media takes place online,
people think it can be measured like
PPC ads. You should look at it more like
playing golf or going out to dinner – an
investment in relationships.

25. how to measure roi
One size does not fit all. Your success
should be determined by your objectives.
Social media is infinitely measurable, as
long as you are strategic and know what
you want to achieve.

26. If your objective is: Measure success by:
 Deepening your relationship with  Counting the number of referrals
existing customers…. you get from fans and followers.
 Spreading the word to as many  Tracking your fan and follower
people as possible…. counts.
 Improving your search results….  Benchmarking and tracking how
you rank over time.
 Establishing authority in a
particular field….  Counting how often you appear in
queries.
 Driving revenue to a particular time
 Counting how much incremental
period or product line….
revenue you make.

27. [Facebook Insights]

28. [Twitter Metrics]

29. [YouTube Insight]

30. [LinkedIn]

31. don’t get ripped off

32. 32
one size
Again, one size does not fit all.
If your consultant doesn’t ask you what
your goals are, or doesn’t insist on a
method of measurement, you should
be worried.

33. 33
quality/quantity
Quality is more important than quantity.
You are much better off with a smaller
number of people who actually care about
what you have to say than a large number
of fans who don’t care.

34. 34
phase out
A social media consultant should be
willing to turn everything over to an in-
house person. You should have access
to pages, passwords, and other
information without a fight.

35. 35
paying
Social media is free to use. You are
paying for creativity and expertise, so
make sure that you are selecting a
provider who brings that to the table.

36. social media transformation
ShelfGenie | Barry Falcon

37. Facebook These 5 pictures
can be used
more effectively
to visually
Using the full describe your
available size brand.
(200px X
600px) of your
profile picture is
smart.

38. Facebook
Great and
varied
pictures!
Before and
after video
would be a
great addition.

39. Facebook
Very thorough
and complete
info page.
Text-heavy.
May want to
shorten and
refer readers
to website.

40. Facebook
Corporate
should like all
Zees’ pages
and vice
versa. Most recent
post is from
March.

41. Twitter
Following 1
person,
followed by
63.
Background is
hard to read.
Most people
use a Twitter
client.

42. Twitter
Listen and
share more Follow people
than you talk. in related
space: Real
Simple,
Unclutter, etc.

43. Website
Free Tips Newsletter includes
perfect social media content.
Before & After shots make
great Facebook content.

44. Website
Add social media icons to your
home page and contact page.

45. tips and tactics

46. A Note on Google+
 Google+ is about tying social to search to improve
search results based on your social graph.
 Businesses will get special features. These roll out in
two weeks.
 So far, I love the Hangout feature and Circles, but I
think it’s hard to figure out how to add people.
 If you need an invite, email me!

47. Tips for Facebook
 Don’t use a personal profile or a group for your
business; use a page.
 Link Facebook to Twitter (and maybe LinkedIn) to save
time on posts.
 “Like” complimentary businesses and professionals.
 Use Facebook ads for granular targeting.
 Don’t always post the same things on personal and
business pages.

48. Tips for Twitter
 Leave room to be retweeted: 120 instead of 140.
 Use TweetDeck or Seismic to manage multiple
accounts.
 Use HootSuite, SocialOomph, or Vitrue Publisher to
automate some posts.
 Don’t use an automated message for new followers.
 Use a link shortener like bit.ly.

49. Tips for LinkedIn
 Don’t link Twitter to LinkedIn. Use #in.
 Set up an RSS feed of your LinkedIn contacts to stay up
to date.
 Join groups to access more people. Search is biased by
connection, so the more you have, the more people you
can see in search.
 Check your profile often. This is the 1st place your
customers and vendors go to check up on you.

50. Tips for Everything Else
 Use Google Reader to collect RSS feeds of all the
blogs you like.
 Set up a Google News Alert for your name, your
company, and your customers.
 Make a social media calendar.
 Disable most email notifications.
 Find secondary sources of content (like IFA Smartbrief).

51. thank you.
404.964.5765
susan.barry@hive-marketing.com
© 2011 hive marketing | all rights reserved