www.marketingsavant.com
888.989.7771The MarketingSavant GroupThe MarketingSavant Group
Social Media Marketing The Marketin...
www.marketingsavant.com
888.989.7771The MarketingSavant Group
After-Event Slides & Resources
• The slides and resource lin...
www.marketingsavant.com
888.989.7771The MarketingSavant Group
www.marketingsavant.com
888.989.7771The MarketingSavant Grou...
www.marketingsavant.com
888.989.7771The MarketingSavant Group
www.marketingsavant.com
888.989.7771The MarketingSavant Grou...
www.marketingsavant.com
888.989.7771The MarketingSavant Group
www.marketingsavant.com
888.989.7771The MarketingSavant Grou...
www.marketingsavant.com
888.989.7771The MarketingSavant Group
Already Embrace It
Just Jumped
on Board
Still Need Convincin...
www.marketingsavant.com
888.989.7771The MarketingSavant Group
www.marketingsavant.com
888.989.7771The MarketingSavant Grou...
www.marketingsavant.com
888.989.7771The MarketingSavant Group
www.marketingsavant.com
888.989.7771The MarketingSavant Grou...
What Is Social
Media?
www.marketingsavant.com
888.989.7771The MarketingSavant Group
More Simply Put:
“Social Media is
starting conversations
wit...
www.marketingsavant.com
888.989.7771The MarketingSavant Group
Hosting Conversations
Personal or “beginner”
social media is...
www.marketingsavant.com
888.989.7771The MarketingSavant Group
More Simply Put:
“Facebook or Twitter
shouldn’t be the end g...
www.marketingsavant.com
888.989.7771The MarketingSavant Group
www.marketingsavant.com
888.989.7771The MarketingSavant Grou...
Who’s Out There in
Social Media?
www.marketingsavant.com
888.989.7771The MarketingSavant Group
Understand Your Audience
Millennials have shifted a lot of t...
www.marketingsavant.com
888.989.7771The MarketingSavant Group
www.marketingsavant.com
888.989.7771The MarketingSavant Grou...
www.marketingsavant.com
888.989.7771The MarketingSavant Group
where 73% of those
polled said they will increase their budg...
www.marketingsavant.com
888.989.7771The MarketingSavant Group
www.marketingsavant.com
888.989.7771The MarketingSavant Grou...
But…It Can
Be…“Complicated”
www.marketingsavant.com
888.989.7771The MarketingSavant Group
www.marketingsavant.com
888.989.7771The MarketingSavant Grou...
www.marketingsavant.com
888.989.7771The MarketingSavant Group
• How people use
decentralized, people-
based networks to ge...
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888.989.7771The MarketingSavant Group
Social Content
Social Platforms
The Social Media Channels
BL...
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888.989.7771The MarketingSavant Grou...
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888.989.7771The MarketingSavant Group
www.marketingsavant.com
888.989.7771The MarketingSavant Grou...
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888.989.7771The MarketingSavant Group
Everything should have
at least two homes (if
not more)
• Th...
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888.989.7771The MarketingSavant Group
www.marketingsavant.com
888.989.7771The MarketingSavant Grou...
www.marketingsavant.com
888.989.7771The MarketingSavant Group
Create PAGES NOT PROFILES
Facebook Says:
• Facebook profiles...
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www.marketingsavant.com
888.989.7771The MarketingSavant Grou...
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888.989.7771The MarketingSavant Grou...
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888.989.7771The MarketingSavant Group
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THE ROI OF FACEBOOK
Dholakia and Durham surveyed customers o...
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888.989.7771The MarketingSavant Grou...
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888.989.7771The MarketingSavant Grou...
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888.989.7771The MarketingSavant Group
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888.989.7771The MarketingSavant Grou...
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888.989.7771The MarketingSavant Group
www.marketingsavant.com
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www.marketingsavant.com
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Advanced Social
Media Engagement
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888.989.7771The MarketingSavant Grou...
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888.989.7771The MarketingSavant Group
www.marketingsavant.com
888.989.7771The MarketingSavant Grou...
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Embed Widgets on Your
Site
Facebook
Twitter
Blog
Video
Podca...
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www.marketingsavant.com
888.989.7771The MarketingSavant Grou...
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Make a Compelling
Welcome Page/Video
Video content
Call to a...
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888.989.7771The MarketingSavant Grou...
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888.989.7771The MarketingSavant Group
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888.989.7771The MarketingSavant Grou...
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888.989.7771The MarketingSavant Grou...
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888.989.7771The MarketingSavant Group
www.marketingsavant.com
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What’s a Tour
Director to Do?
(56 things, actually)
Who’s Leading by
Example?
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Two Tarts Bakery (TTB)
What they did
• Facebook: TTB created...
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888.989.7771The MarketingSavant Group
www.marketingsavant.com
888.989.7771The MarketingSavant Grou...
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Customer Community
• Small business focused credit card
comp...
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Martell Home Builders uses social media to connect with home...
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Goodwill uses social media to increase sales of its high-end...
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Nicolet uses a blog and social media to educate and connect ...
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888.989.7771The MarketingSavant Group
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888.989.7771The MarketingSavant Grou...
Getting Social
Media Done
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888.989.7771The MarketingSavant Group
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It Can Also Be
Distracting…
• Why you must have a
strategy i...
Social Media ROI
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888.989.7771The MarketingSavant Group
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888.989.7771The MarketingSavant Grou...
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PARTICIPATION
The Global Social Media Check-up, Burson-Marst...
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Social Media is About ROI!
• The relationship is apparent an...
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888.989.7771The MarketingSavant Group
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888.989.7771The MarketingSavant Grou...
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888.989.7771The MarketingSavant Group
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888.989.7771The MarketingSavant Grou...
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888.989.7771The MarketingSavant Group
www.marketingsavant.com
888.989.7771The MarketingSavant Grou...
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888.989.7771The MarketingSavant Group
After-Event Slides & Resources
• The slides and resource lin...
www.marketingsavant.com
888.989.7771The MarketingSavant GroupThe MarketingSavant Group
Social Media Marketing The Marketin...
Social Media Marketing for the National Bicycle Tour Directors Association (NBTDA)
Social Media Marketing for the National Bicycle Tour Directors Association (NBTDA)
Social Media Marketing for the National Bicycle Tour Directors Association (NBTDA)
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Social Media Marketing for the National Bicycle Tour Directors Association (NBTDA)

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Social Media Marketing for the National Bicycle Tour Directors Association (NBTDA).
Presented by Dana VanDen Heuvel, President of the MarketingSavant Group, a social media consulting and training company in Green Bay, WI.

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Social Media Marketing for the National Bicycle Tour Directors Association (NBTDA)

  1. 1. www.marketingsavant.com 888.989.7771The MarketingSavant GroupThe MarketingSavant Group Social Media Marketing The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com
  2. 2. www.marketingsavant.com 888.989.7771The MarketingSavant Group After-Event Slides & Resources • The slides and resource links are available electronically after the event: www.marketingsavant.com/nbtda
  3. 3. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group How About That Social Media? What do YOU think social media is all about? What are you doing with social media & marketing technology today? What do you expect to be able to DO with social media? How should success LOOK, FEEL and SOUND?
  4. 4. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Presentation Outline • Fundamentals 1) Social Media Fundamentals for Bicycle Tour Directors 2) Social Media Engagement 3) Social Media Tactics for Tour Directors 4) Saving Time on Social Media 5) Build Your Social Media Strategy
  5. 5. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Social Media for Tour Directors Year-Round Per-Event Pre-Ride During Ride Post-Ride
  6. 6. www.marketingsavant.com 888.989.7771The MarketingSavant Group Already Embrace It Just Jumped on Board Still Need Convincing 37% of marketers still do not include social media as part of their marketing.
  7. 7. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Don’t Commit Random Acts of Social Media Marketing!
  8. 8. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Define the Social Media Plan 1. Outline Your Objectives 2. Risk Profile 3. Define Your Audience(s) 4. Social Media Content 5. Determine Integration Points 6. Policy / Protocols 7. Choose Social Channels (Tools & Tactics) 8. Capacity and Commitment 9. Social Media Systems 10. Measurement
  9. 9. What Is Social Media?
  10. 10. www.marketingsavant.com 888.989.7771The MarketingSavant Group More Simply Put: “Social Media is starting conversations with people and encouraging them to pass it on.”
  11. 11. www.marketingsavant.com 888.989.7771The MarketingSavant Group Hosting Conversations Personal or “beginner” social media is about creating relationships and engaging in online social media. For your organization, social media is really about hosting relevant conversations that engage your target audiences.
  12. 12. www.marketingsavant.com 888.989.7771The MarketingSavant Group More Simply Put: “Facebook or Twitter shouldn’t be the end goal of a social media strategy any more than a telephone should be the end goal of a communications plan.”
  13. 13. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Top 10 Social Media Barriers 1. Lack of internal resources/time 2. Lack of knowledge/expertise 3. Not convinced about the value/ROI 4. Lack of clear guidelines/policies 5. Lack of awareness of social media within company 6. Lack of budget 7. Social media not appropriate for company/brand 8. Fear negative reaction from customers 9. Lack of global reach/scale 10. Lack of appropriate agency partner Source: PR Week
  14. 14. Who’s Out There in Social Media?
  15. 15. www.marketingsavant.com 888.989.7771The MarketingSavant Group Understand Your Audience Millennials have shifted a lot of their communication with friends to social media. 84% are email subscribers, 46% are Facebook fans, 6% are Twitter followers. Social networking use among those ages 50 and older nearly doubled over the past year. Half (47%) of internet users ages 50-64 and one in four (26%) users age 65 and older now use social networking sites.
  16. 16. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group If You’re Online…You’re In Social Media Source: Universal McCann Social Media Tracker Wave 3
  17. 17. www.marketingsavant.com 888.989.7771The MarketingSavant Group where 73% of those polled said they will increase their budgets this year. “Off-site” means taking campaigns to the Facebooks and YouTubes of the world ExactTarget, Marketing Budgets 2010
  18. 18. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Connecting Content with Consumers Source: Ogilvy
  19. 19. But…It Can Be…“Complicated”
  20. 20. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Social Media More Than Just a Set of Tools…  Blogs  Widgets  Micro Blogs  Online Chat  RSS  Social Networks  Social Bookmarks  Message Boards  Podcasts  Video Sharing Sites  Photo Sharing Sites  Virtual Worlds  Wikis  Local Search (…just to name a few)
  21. 21. www.marketingsavant.com 888.989.7771The MarketingSavant Group • How people use decentralized, people- based networks to get the things they need from each other. • WHAT IS SOCIAL MEDIA? • BOTTOM LINE: • Social media isn’t just a list of destinations. • It’s a new standard of expectations.
  22. 22. www.marketingsavant.com 888.989.7771The MarketingSavant Group Social Content Social Platforms The Social Media Channels BLOGS VIDEOSMICROBLOGS AUDIO (PODCAST) PHOTOS BRANDED SOCIAL NETWORKS WIKIS WHITE-LABEL SOCIAL NETWORKS EMAIL (BACN) SMS and TEXT EVENTS and CALENDARS STATUS UPDATES Social media is created and shared within social platforms: status updates and similar interactions drive participation by increasing visibility of use. Social Interactions
  23. 23. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group But…what should we do next? Question the Answers Source: Ogilvy
  24. 24. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Your Website • Your “home base” • Sets the tone, authority and mission – needs to be “perfect”
  25. 25. www.marketingsavant.com 888.989.7771The MarketingSavant Group Everything should have at least two homes (if not more) • The first, where it originated, the second the overall home, which is your website/blog • Network tools should connect believers and tell the world where to find your information
  26. 26. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Get Blogging (Transparency) • You “almost need a blog” • Dynamic vs. static content • Audiences ‘connect’ with blogs • Metaphor for: – Transparent communication – Authenticity – Responsibility – Reputation • “Connectable platform” (Wordpress, Typepad)
  27. 27. www.marketingsavant.com 888.989.7771The MarketingSavant Group Create PAGES NOT PROFILES Facebook Says: • Facebook profiles are meant to represent a single individual. Organizations of any type are not permitted to maintain an account under the name of their organization. We have created Facebook Pages to allow organizations to have a presence on Facebook. These Pages are distinct presences, separate from user profiles, and optimized for an organization’s needs to communicate, distribute information/content, engage their fans, and capture new audiences virally through their fan’s recommendations to their friends. Facebook Pages are designed to be a media rich, valuable presence for any artist, business or brand. • If you create a profile for your business, your account may be disabled for violating our Terms of Use. If you have questions about how to best leverage your Facebook Page, please check out our Insider’s Guide or FAQ.
  28. 28. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Page vs. Profile Key Feature Facebook Page Facebook Group/Profile “Ugly” URLs No Yes Hosting a discussion Yes Yes/No Discussion wall, and discussion forum Yes Yes/Sort of Extra applications added Yes No/Yes Messaging to all members Yes (via updates) Yes (via PMs)/Yes(Via Friends) Visitor statistics Yes (“Page insights”) No Video and photo public exchange Yes Yes/No “Related” event creation and invitation Yes No Promotion with social ads Yes (never tried it) No Legitimate Business Use Yes Yes / NO!
  29. 29. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Integrate Social Media with Print
  30. 30. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Brooklyn Museum/ Integration • Feature: The Brooklyn Museum Integrated Campaigns Social Media Magazines TV and Radio Direct MailOnline Advertising
  31. 31. www.marketingsavant.com 888.989.7771The MarketingSavant Group THE ROI OF FACEBOOK Dholakia and Durham surveyed customers of Dessert Gallery (DG), a popular Houston-based café chain. Prior to the study, DG did not have a Facebook presence. The study, based on surveys of more than 1,700 respondents over a three-month period, found that compared with typical Dessert Gallery customers, the company's Facebook fans: • Made 36 percent more visits to DG's stores each month. • Spent 45 percent more of their eating-out dollars at DG. • Spent 33 percent more at DG's stores. • Had 14 percent higher emotional attachment to the DG brand. • Had 41 percent greater psychological loyalty toward DG.
  32. 32. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Ad Preparation • Great offer • Demographic research- if you have nothing, check Quantcast or Google AdPlanner • Compelling ads (images and copy) • Commitment to frequent testing and ad rotation 1. Great Offer 2. Demo/Affinity 3. Fresh Ads 4. Testing
  33. 33. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Know Your Audience • QuantCast • Free code that you put on your site • Gives you the “Lookalikes” from your current audience
  34. 34. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Compelling Images • Amateur look • Shocking • Celebrities • Animals • Freaks • Women • Smiling people • Locally recognizable if Geotargeting • Borders in colors that contrast with FB blue • Relevancy; you’ll be disapproved just for using the hot woman if not relevant to your ad or offering • Off the wall stuff even you don’t think will work • Picture of their goal/dream
  35. 35. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Awesome Copy • Questions • Testimonials • Special characters • Ego play • Reflect demographics • Calls to action • Study the copywriting greats – Robert Bly – Dan Kennedy
  36. 36. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Ad Best Practices I • Always test multiple ads at same time – Pause ads that never perform – Pause ads that dip in performance; try them again in a couple weeks Look how much CTR and CPC can vary
  37. 37. Advanced Social Media Engagement
  38. 38. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Do the Facebook Combo Page + Events + Ads + Fans = Success
  39. 39. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Change Up Your Imagery • Change it up weekly/monthly/sports/ seasons/events • Based it on a student contest (make them famous + parents share) • Work with a graphically talented student (parent?)
  40. 40. www.marketingsavant.com 888.989.7771The MarketingSavant Group Embed Widgets on Your Site Facebook Twitter Blog Video Podcast
  41. 41. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Don’t Forget The Email
  42. 42. www.marketingsavant.com 888.989.7771The MarketingSavant Group Make a Compelling Welcome Page/Video Video content Call to action Tell you story Encourage everyone to become a fan
  43. 43. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Celebrate Your Fans Do something special for fan & follower milestones
  44. 44. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Follow the Locals • Twellow.com • Twitaholic.com • Twitterlocal.net
  45. 45. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Share Things Like Photos… …and Videos
  46. 46. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Create Podcasts & Vodcasts • More human & emotional than blogging • Be found on Google • Low investment • Easy distribution • Differentiator • Share more than text
  47. 47. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Engage, Engage, Engage • Engage with questions, trivia, history, “are you smarter than a 5th grader test questions” and so on to drive repeat traffic – Weekly Polls & Surveys and reports on the results… • Host a local tweet-up & educate parents on social media • Mobilize every department of the district on social media (Theater, sports, guidance dept, student council, etc.) • Live sports tweets from all events • Make use of tabs for events, open enrollment, Rules of Engagement, etc. • Ask your Likers to "Suggest to Friends" on a monthly basis
  48. 48. What’s a Tour Director to Do? (56 things, actually)
  49. 49. Who’s Leading by Example?
  50. 50. www.marketingsavant.com 888.989.7771The MarketingSavant Group Two Tarts Bakery (TTB) What they did • Facebook: TTB created a Facebook page and linked their blog entries and twitter conversation to the content updater. • Events and PR: TTB used Upcoming.com, Google Calendar, and PR to spread the word about new cookies, classes and partners they are working with. • Yelp: TTB has used Yelp announcements for new recipes Lesson - Awareness • Starting small, TTB has been able to create a cult following and increase sales by over 800% in 10 months. Classes sell out quickly, retail traffic has grown and online chatter has been overwhelming. • Online chatter has led to 2 major magazine articles and 3 local newspaper write-ups. • (Keep in mind, this is a tiny bakery with a limited budget and they made an effective campaign)
  51. 51. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Two Tarts Bakery Examples
  52. 52. www.marketingsavant.com 888.989.7771The MarketingSavant Group
  53. 53. www.marketingsavant.com 888.989.7771The MarketingSavant Group
  54. 54. www.marketingsavant.com 888.989.7771The MarketingSavant Group
  55. 55. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Social Media Listening • What are people saying about your organization? • Your competitors? • Your tribe? • Your peers? • Services to try: Radian6, TweetBeep, TweetAlert, Google Alerts
  56. 56. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Comcast provides support via Twitter
  57. 57. www.marketingsavant.com 888.989.7771The MarketingSavant Group Customer Community • Small business focused credit card company is changing the business financing discussion through ideas • Created ideablob.com to stir the conversation about what it stands for • Positioning itself as the most helpful credit card company to small business • Involved in other small business related causes to help developing countries • Online resources for small business owners just getting started
  58. 58. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Local Coffee Shops Run on Facebook
  59. 59. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group • American Cancer Society • “More Birthdays” Driving Conversations
  60. 60. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Social Media Overkill?
  61. 61. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Brooklyn Museum/ Integration • Feature: The Brooklyn Museum Integrated Campaigns Social Media Magazines TV and Radio Direct MailOnline Advertising
  62. 62. www.marketingsavant.com 888.989.7771The MarketingSavant Group Martell Home Builders uses social media to connect with home buyers Toolkit Blog Facebook fan page YouTube Videos Twitter stream SmugMug photos*
  63. 63. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Martell Home Builders 3 Lessons: 1) Be Transparent 2) Holistic Strategy 3) Human Relationships
  64. 64. www.marketingsavant.com 888.989.7771The MarketingSavant Group Goodwill uses social media to increase sales of its high-end merchandise Toolkit Blog Facebook fan page YouTube Videos Twitter stream eBay sales page
  65. 65. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Integrated Social Media Strategy Goodwill Repositioning Blog YouTube MySpace ebay Store
  66. 66. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group A Few Good Stats • Over 11,500 unique visitors to the virtual fashion show 9/12 launch • Over 42,000 page views • 16% of fashion show visitors have been converted into online Goodwill shoppers • Fashion Show Visitors from 31 countries and 48 states plus DC • 48% of fashion show visitors are from the DC, MD, VA region (the area we serve) • Blog is averaging between 600 & 700 visitors a week • 5.6% of blog visitors are being converted into online Goodwill shoppers • Blog visitors from 77 countries and all 50 states Brick & mortar stores during the two weeks following the launch of the fashion show: • Customer count + 6.6% • Rack sales (clothing) + 16.5% • Total sales + 8.275%
  67. 67. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Goodwill of Greater Washington 3 Lessons: 1) Incorporate Into Marketing Strategy 2) Regional Execution 3) Entertainment + Trust = Desire to Shop
  68. 68. www.marketingsavant.com 888.989.7771The MarketingSavant Group Nicolet uses a blog and social media to educate and connect with their tribe Social & Thought Leadership Toolkit Blog Twitter (rates) RSS feeds Podcasts Business Pulse Survey VOC community center
  69. 69. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Nicolet National Bank 4 Lessons: 1) Leverage Transparency & Thought Leadership 2) Unfiltered Conversation 3) Content Matters 4) Education = Trust
  70. 70. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Social Media Marketer: Adams Magnetic • Goal: Separate themselves as thought leaders in the industrial magnets market to drive new direct business • First to hold the “market conversation” • Building the community around industrial magnets through blogging, conference appearances and thought leadership articles • New leads attributed to TLM activities • Bested their competitors in growing website traffic
  71. 71. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group The Social Media Restaurant • Caminito Argentinean Steakhouse is a single- location restaurant in Northampton, Mass • Using a website, local ads, blogging, video, Twitter, MySpace and other digital tools to drive business
  72. 72. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Caminito’s World…
  73. 73. Getting Social Media Done
  74. 74. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Time Commitment
  75. 75. www.marketingsavant.com 888.989.7771The MarketingSavant Group
  76. 76. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Marketing Map
  77. 77. www.marketingsavant.com 888.989.7771The MarketingSavant Group It Can Also Be Distracting… • Why you must have a strategy in place • Mobilize your volunteers, donors, advocates and everyone else to help with social media efforts
  78. 78. Social Media ROI
  79. 79. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Social Measures • Participation • Sales • Registrations • Referrals • Links (the currency of the social web) • Votes • Reduction in costs and processes • Decrease in customer issues • Lead generation • Conversion • Reduced sale cycles • Inbound activity
  80. 80. www.marketingsavant.com 888.989.7771The MarketingSavant Group PARTICIPATION The Global Social Media Check-up, Burson-Marsteller, 2010
  81. 81. www.marketingsavant.com 888.989.7771The MarketingSavant Group Social Media is About ROI! • The relationship is apparent and significant: socially engaged companies are in fact more financially successful. So now we know it pays to be social, but it is important to note that by “social,” we’re talking about deep engagement, not merely having a presence. (Altimiter ENGAGEMENTdb study)
  82. 82. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Social Media Dashboard SOCIAL MEDIA IMPACT Source: Oliver Blanchard “The Basics of Social Media ROI”
  83. 83. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group For Tomorrow… 1. Outline Your Objectives 2. Risk Profile 3. Define Your Audience(s) 4. Social Media Content 5. Determine Integration Points 6. Policy / Protocols 7. Choose Social Channels (Tools & Tactics) 8. Capacity and Commitment 9. Social Media Systems 10. Measurement
  84. 84. www.marketingsavant.com 888.989.7771The MarketingSavant Group www.marketingsavant.com 888.989.7771The MarketingSavant Group Claim Your Name! • Go to namechk.com • Type in your district “handle” or “shortname” • Reserve your name on important sites
  85. 85. www.marketingsavant.com 888.989.7771The MarketingSavant Group After-Event Slides & Resources • The slides and resource links are available electronically after the event: www.marketingsavant.com/nbtda
  86. 86. www.marketingsavant.com 888.989.7771The MarketingSavant GroupThe MarketingSavant Group Social Media Marketing The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com

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