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Kent Lewis of Anvil Media presents on social media marketing fundamentals for the hospitality industry at the Oregon Lodging Association annual conference in Hood River, Oregon.
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Managing Your Brand Via Social Media
Kent LewisPresidentAnvil Media, Inc.www.anvilmedia.com
BlogsMedia
Community
IdeasPeople
Businesses
PersonalProfessionalGeographic
Why Care About Social? Manage reputation in search Gain industry & consumer insights Provide affordable customer service Create & extend brand awareness Build credibility & thought leadership Generate measureable ROI
Statistics: Social Media Growth
Social Media Success Factors
RelevanceValueCommitmentHonesty Transparency
Google OneBox Local Business Center Augments organic & paid Manage consumer reviews
Social Media Strategy: 2MCE
Monitor & Measure
Create & Communicate
Engage & Empower
Social Media: Opportunities
Research & MonitoringYour company or clients
Competition
Industry news and trends
Communication & EngagementUnderstand your audience
Identify yourself
Offer value
Don’t be defensive
Social Media: Categories
Networking
Blogs
Reviews
Media Sharing
Bookmarking
Expert Communities
News
Wiki
Microblogging
Business Networking: LinkedIn Company stats and links Connect key employees Offers visibility in search results
Consumer Networking: Facebook Create a footprint in Facebook Create custom content & apps Measure engagement
Microblogging: Twitter Research & customer service Inform & engage constituents Manage & track via HootSuite
Blogging: WordPress Free to low cost Excellent search visibility Build industry credibility
Video: YouTube Channel Create and upload videos Optimize & syndicate Monitor videos & comments
Review Sites: Yelp, Citysearch Monitor for negative reviews Respond to customer feedback Manage profile content
Social Media: Measurement
Measurement vs. Effectiveness
Example: West Point Credit Union
Example: Hotel Max
Case Study: Provenance Hotels
Objective:Increase online bookings via social media
Strategy:Create and optimize hotel property profiles
Develop community-specific content & promotions
Results:Generate regular bookings via Twitter
Campaign received a SoMe Award in 2009
Properties featured on CBS Early Show
Case Study: Oregon State University
Objective:Increase student engagement & enrollment
Strategy:Overhaul Facebook Fan Page
Engage intern to manage content
Results:152% increase in page views
225% increase in photo views
510% increase in new fans
1,984% increase in total interactions
Case Study: Oregon State University
Integrating Social Media
Search Engine Optimization
Public Relations
Advertising
Events & Promotions
Print and Digital Collateral
Social Media Tools
answers.yahoo.combloglines.comfriendfeed.comgoogle.com/alertshootsuite.compipes.yahoo.comping.fmsearch.twitter.comtubemogul.comtweetdeck.comwordpress.com
Question & Answers
Contact:Kent [email protected] www.anvilmedia.com www.formicmedia.com Twitter: @kentjlewisLinkedIn: kentlewis
