Social Media Marketing for the National Bicycle Tour Directors Association (NBTDA)
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Transcript of Social Media Marketing for the National Bicycle Tour Directors Association (NBTDA)
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
The MarketingSavant Group
Social Media Marketing The MarketingSavant Group
www.marketingsavant.com
888.989.7771
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
After-Event Slides & Resources
• The slides and resource links are available electronically after the event:
www.marketingsavant.com/nbtda
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The 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?
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The 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
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Social Media for Tour Directors
Year-Round
Per-Event
Pre-Ride During Ride Post-Ride
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www.marketingsavant.com 888.989.7771 The 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.
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Don’t Commit Random Acts of Social Media Marketing!
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The 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
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What Is Social Media?
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
More Simply Put:
“Social Media is starting conversations
with people and encouraging them to
pass it on.”
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www.marketingsavant.com 888.989.7771 The 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.
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www.marketingsavant.com 888.989.7771 The 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.”
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The 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
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Who’s Out There in Social Media?
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www.marketingsavant.com 888.989.7771 The 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.
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
If You’re Online…You’re In Social Media
Source: Universal McCann Social Media Tracker Wave 3
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www.marketingsavant.com 888.989.7771 The 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
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Connecting Content with Consumers
Source: Ogilvy
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But…It Can Be…“Complicated”
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The 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)
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www.marketingsavant.com 888.989.7771 The 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.
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Social Content
Social Platforms
The Social Media Channels
BLOGS
VIDEOS MICROBLOGS
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
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
But…what should we do next?
Question the Answers
Source: Ogilvy
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Your Website
• Your “home base”
• Sets the tone, authority and mission – needs to be “perfect”
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www.marketingsavant.com 888.989.7771 The 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
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The 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)
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www.marketingsavant.com 888.989.7771 The 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.
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The 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!
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Integrate Social Media with Print
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Brooklyn Museum/ Integration
• Feature: The Brooklyn Museum
Integrated Campaigns
Social Media
Magazines
TV and Radio
Direct Mail Online
Advertising
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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.
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The 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
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Know Your Audience
• QuantCast
• Free code that you put on your site
• Gives you the “Lookalikes” from your current audience
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The 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
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Awesome Copy
• Questions
• Testimonials
• Special characters
• Ego play
• Reflect demographics
• Calls to action
• Study the copywriting greats – Robert Bly
– Dan Kennedy
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The 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
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Advanced Social Media Engagement
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Do the Facebook Combo
Page + Events + Ads + Fans = Success
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The 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?)
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Embed Widgets on Your Site
Blog
Video
Podcast
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Don’t Forget The Email
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Make a Compelling Welcome Page/Video
Video content
Call to action
Tell you story
Encourage everyone to become a fan
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Celebrate Your Fans
Do something special for fan & follower milestones
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Follow the Locals
• Twellow.com
• Twitaholic.com
• Twitterlocal.net
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Share Things
Like Photos… …and Videos
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Create Podcasts & Vodcasts
• More human & emotional than blogging
• Be found on Google
• Low investment
• Easy distribution
• Differentiator
• Share more than text
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The 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
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What’s a Tour Director to Do?
(56 things, actually)
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Who’s Leading by Example?
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www.marketingsavant.com 888.989.7771 The 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)
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Two Tarts Bakery Examples
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The 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
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Comcast provides support via Twitter
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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
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Local Coffee Shops Run on Facebook
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
• American Cancer Society
• “More Birthdays”
Driving Conversations
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Social Media Overkill?
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Brooklyn Museum/ Integration
• Feature: The Brooklyn Museum
Integrated Campaigns
Social Media
Magazines
TV and Radio
Direct Mail Online
Advertising
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Martell Home Builders uses social media to connect with home buyers
Toolkit Blog Facebook fan page YouTube Videos Twitter stream SmugMug photos*
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Martell Home Builders
3 Lessons:
1) Be Transparent
2) Holistic Strategy
3) Human Relationships
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Goodwill uses social media to increase sales of its high-end merchandise
Toolkit Blog Facebook fan page YouTube Videos Twitter stream eBay sales page
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Integrated Social Media Strategy Goodwill Repositioning
Blog
YouTube
MySpace
ebay Store
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The 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%
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Goodwill of Greater Washington
3 Lessons:
1) Incorporate Into Marketing Strategy
2) Regional Execution
3) Entertainment + Trust = Desire to Shop
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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
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Nicolet National Bank
4 Lessons:
1) Leverage Transparency & Thought Leadership
2) Unfiltered Conversation
3) Content Matters
4) Education = Trust
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The 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
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The 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
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Caminito’s World…
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Getting Social Media Done
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Time Commitment
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Marketing Map
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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
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Social Media ROI
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The 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
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PARTICIPATION
The Global Social Media Check-up, Burson-Marsteller, 2010
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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)
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Social Media Dashboard
SOCIAL MEDIA IMPACT
Source: Oliver Blanchard “The Basics of Social Media ROI”
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The 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
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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Claim Your Name!
• Go to namechk.com
• Type in your district “handle” or “shortname”
• Reserve your name on important sites
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After-Event Slides & Resources
• The slides and resource links are available electronically after the event:
www.marketingsavant.com/nbtda
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The MarketingSavant Group
Social Media Marketing The MarketingSavant Group
www.marketingsavant.com
888.989.7771