Winning building 201_all_day

Go SocialWinning and

Building Business Online 201

#gosocial201

NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co

November 2009 Now

Wine consumer with a vision Three businesses

Unknown in wine blogging community

Ranked in top 25 for traffic, top 10 for engagement and top 5 for link backs – in the country

0 page views per month Close to 20,000 page views per month

0 Facebook fans 5000 Facebook fans

0 LinkedIn connections 2500 local connections

0 Twitter followers 10300 Twitter followers

0 YouTube Videos 160 Videos (20,000 views)

0 Blog posts 500 posts

The Storyfrom click to mortar

ContentShareConversationCare

NecNectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co

Today’s Agenda1. Review Social Best Practices (30 min)

2. Management, Measurement Growth (20 min)

3. Q&A (10 min)

4. Facebook (75 min)

a) App, Analytics, Ads

5. Twitter (45 min)

a) Management, Measurement, Growth

6. Pinterest (30 min)

7. Instagram (20 min)

8. Q&A (10 min)

FacebookFacebook is all about ENGAGEMENT

2-5 posts per day

Photos

Questions

• How many times does a person blink in a minute?

Ask for likes, comments, shares

• Like to welcome the new guy to Nectar

Respond to Comments

Study Insights (more on this later)

FacebookNEW CHANGES – Say goodbye to EdgeRank

Story BumpingLast Actor*Still an algorithm that requires activity and engagement

TwitterTwitter is all about CONVERSATION

Conversation most important

• Talk to people

• Respond to questions

• Be reciprocal

Content is most important

• Create or curate

Use Hashtags

Search

Activity

LinkedInLinkedIn is all about PROFESSIONALS

Think Search Engine Optimization

Complete your profile

Make connections

Endorse people

Occasional updates

PinterestPinterest is all about PICTURES

Create boards

Follow users

Use search (content, hashtags)

Brand your boards

Think visual Twitter

Strong web presence

Google PlusGoogle + is all about PASSIONS

Claim your space

Focus updates on key words

Update occasionally

*Can quickly grow this network and can be very valuable to be active

InstagramGoogle + is all about PHOTOS

Post pictures and video of your product

Share employee in action photos

Give sneak peek of events or products

Show people enjoying your establishment

Create short commercials

Video of activity in your business

Goal Based StrategyMANAGEMENT + MEASUREMENT + GROWTH

“Without clear, written goals, you will not achieve clear sustainable success.”

Goal Based StrategyMANAGEMENT + MEASUREMENT + GROWTH

Managing EfficiencyMANAGEMENT + MEASUREMENT + GROWTH

1. Set aside dedicated time2. OR hire dedicated support3. Use management tools 4. Establish clear processes5. Set company policy/guidelines6. Set goals7. Excel where you can

What to MeasureMANAGEMENT + MEASUREMENT + GROWTH

“It doesn’t matter how many friends, followers, or subscribers you have. Or even the number of posts, tweets, or follower to following ratio!. What matters is everything that happens after you post, tweet, blog, share, or participate. Did you grab attention? Did you deliver delight? Initiate a discussion? Cause people to take action? DID YOU PROVIDE VALUE?!

-Avinash Kaushik (Analytics Legend)

What to MeasureMANAGEMENT + MEASUREMENT + GROWTH

1. Conversion Rate (Comments, Engagement)2. Word of Mouth (Sharing)3. Endorsement (Liking, Pinning, Retweeting)4. Reach (Brand Impressions)5. Return on Investment

Intentional GrowthMANAGEMENT + MEASUREMENT + GROWTH

Develop campaigns, test and trial, experiment. You wouldn’t spend a few thousand dollars on a TV spot without thinking trough the goals, objectives, message, etc.

The Value of a Fan

The New Sales Funnel

AttentionInterestDesireActionAdvocacy

Q&ANectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co

Facebook

MANAGEMENT + MEASUREMENT + GROWTH

Facebook

“Social media will steal your time if you don’t set defined objectives and strategy.”

MANAGEMENT

Facebook

Facebook admin panel gives you valuable insight for managing your account

MANAGEMENT

Facebook

Pages Manager App helps you manage site(s) from mobile devices

MANAGEMENT

Facebook

MANAGEMENT

Facebook

Hootsuite.com

MANAGEMENT

Facebook

“Measure everything…”

MEASUREMENT

Facebook

ReachImpressionsDemographicsConsumption

MEASUREMENT

Facebook

MEASUREMENT

Facebook

MEASUREMENT

Sumall.com

Facebook

MEASUREMENTFacebook Likes Administrator Activity

(Posts)Monthly Interaction (like, posting, sharing, commenting)

Monthly Engagement (Unique Users)

Monthly Reach (Unique Users)

Jan-13 555 Jan-13 0 Jan-13 17 Jan-13 38 Jan-13 469Feb-13 564 Feb-13 0 Feb-13 20 Feb-13 39 Feb-13 125Mar-13 596 Mar-13 29 Mar-13 323 Mar-13 518 Mar-13 6018Apr-13 616 Apr-13 44 Apr-13 245 Apr-13 474 Apr-13 4914

May-13 May-13 May-13 May-13 May-13Jun-13 Jun-13 Jun-13 Jun-13 Jun-13Jul-13 Jul-13 Jul-13 Jul-13 Jul-13

Aug-13 Aug-13 Aug-13 Aug-13 Aug-13Sep-13 Sep-13 Sep-13 Sep-13 Sep-13Oct-13 Oct-13 Oct-13 Oct-13 Oct-13

Nov-13 Nov-13 Nov-13 Nov-13 Nov-13Dec-13 Dec-13 Dec-13 Dec-13 Dec-13

Monthly Impressions (Total Count)

Monthly Page Consumptions (Clicks)

Jan-13 1239 Jan-13 61Feb-13 598 Feb-13 26Mar-13 30521 Mar-13 1397Apr-13 33866 Apr-13 1646

May-13 May-13 Jun-13 Jun-13 Jul-13 Jul-13

Aug-13 Aug-13 Sep-13 Sep-13 Oct-13 Oct-13 Nov-13 Nov-13 Dec-13 Dec-13

Referrals from Facebook

Referrals from Twitter

Referrals from Pinterest

Jan-13 40 Jan-13 9 Jan-13 45Feb-13 31 Feb-13 4 Feb-13 82Mar-13 91 Mar-13 17 Mar-13 126Apr-13 203 Apr-13 26 Apr-13 130

May-13 May-13 May-13 Jun-13 Jun-13 Jun-13 Jul-13 Jul-13 Jul-13

Aug-13 Aug-13 Aug-13 Sep-13 Sep-13 Sep-13 Oct-13 Oct-13 Oct-13 Nov-13 Nov-13 Nov-13 Dec-13 Dec-13 Dec-13

Facebook

6 sure fire engagement postsGROWTH

1. Solve a problem…One little-known way to clean your makeup

brushes: Soak them in vinegar and hot water

One little-known way to save a wet cell phone: Leave it in rice to absorb the moisture

One little-known way to get boys to wash their hands: Put Lego pieces in their soap dispenser to make it more appealing

Facebook

2. Caption this…3. Fill in the blank…Fill in the blank. “My New Years Eve must-have is ______”Fill in the blank. “My Monday morning must-have is ______”Fill in the blank. “My camping trip must-have is ______”

Facebook

4. Like for option 1, comment for option 2…

Which is your favorite type of date movie? “Like” for comedy. “Share” for romance.What is your perfect Friday night? “Like” for a quiet night at home. “Share” for a wild night of partying.“Like” for IPhone. “Share” for Android.

Facebook

5. Like if you…“Like” if you love blueberries in the summertime!“Like” if you are excited for our new Fall fashion line-up!“Like” if you’re going to an epic Superbowl party this year!

Facebook

6. Remember when…Remember when the kids in Saved by the Bell seemed old?Remember when you had to actually remember your friend’s phone numbers?Remember when going to your friends house across the street felt like an adventure?

Facebook

“Placing ads on Facebook provides one of the most targeted advertising opportunities today”

GROWTH

Facebook

1. Auction Style2. Bidding on likes and

interests 3. CPC (Cost per click)4. CPM (Cost per 1,000

impressions)5. Engagement Ads (likes)6. Sponsored Stories7. Sponsored Offers

GROWTH

Facebook

URLFacebook PageFacebook Event

GROWTH

Facebook

Promote page in general, will also

include sponsored stories if selected

ENGAGEMENT AD

Select a specific story to draw attention and highlight a specific piece of content

Winning building 201_all_day

Technology

Transcript of Winning building 201_all_day

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