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Social Media
TANM Research ConferenceClovis, NM
R. A. Burrell, PrincipalInternet Honey
Social MediaWhy Do I Care?
Social Media
Goal: Use Social Media as one of your strongest marketing efforts to:
• Reach your target audience• Engage your target audience• Convert your target audience
We'll also cover how to measure your success.
Stone Soup.
The Magic Formula:
ContentConversationConversion
Content
Everyone has something unique and wonderful to share
Content
ContentA great thing to remember in Social Media is that the content you provide is more about the consumer than your product. There is a reason Facebook has like buttons and the ability to comment, versus a website of straight information. Social Media wants the interaction, the consumer wants a voice, so you need to provide content that allows and fosters that.It's about people.
Content
ContentThe best way for interaction to happen is to provide the three basic forms of content: Articles (stories, press releases, news, etc.), Events and Conversational (asking questions, posting to comments, etc.). These basics will help you have a well balanced interactive stream for people to engage in and provide them with the information needed to convert on your product.
ContentState vs City (Large Audience vs Smaller Audience)If you are a state agency or a larger business, you will most likely not only represent yourself on Facebook but you will also represent the cities and/or members that your company encompasses. Your content will need to reflect this as well. You will need your content and the content from the members, the information provided to the audience should cover all aspects of your audience (which will be extremely diverse and a mixed demographic). Larger audiences (i.e. 30,000 fans vs 1,000) will have some statistical differences; your feedback percentages will be lower and the fluctuation in your insights will be greater.
Content
For smaller cities or businesses, you can focus on what you provide. You are the brand advocate and will represent everything that you have available to a visitor/customer. Your audience is most likely more focused and you have a greater understanding of your demographic. Seasonality might play a role in when you receive new fans, depending on what type of product you offer or when/if you have a slow season.
Content
State vs City (Large Audience vs Smaller Audience)When approaching your Facebook page you must consider who you are and the reach that you will receive on Facebook. The bigger your audience the more diverse information you will need to supply and the more politics you are likely to run into. With smaller your audience you can be focused on your product.
ContentPhotos Website Email Video Deals
Event 1
Event 2
Attraction 1
Attraction 2
Interest 1
Interest 2
Partner 1
Partner 2
ContentWhy would someone come to ________?
1. It’s the most _____2. We have _______
3. Did you know _______
4. It costs $$ ______
5. Heritage?
6. Eco?
ContentDear R. A.,
We found your ________ on youtube.com and thought it was wonderful. We would like to share it on our site www.honey.travel. Can we have permission? Do you have any other videos?
Sincerely,
Mary Hansen
Content: Best Practices
1.Plan Your Communications2.Plan Your Team3.Inventory Content4.Create Social Media5.Measure
Content: Best Practices
1.Create Content2.Release Email3.Post to
1.Blog2.Flickr3.YouTube
4.Comment on Others5.Tweet6.Links
Content: Best Practices
Discipline
• Check Your Page• Check Upstream Providers
ContentDeals going through NMTD.
Content
Content
Next Steps
1.Plan your Content - Facebook Page (not Profile)1.- Twitter Account
2.Organize your team
Conversation
It's about people.
ConversationReach: Where/How You Post Dictates Reach
Wall Post
Friend
Admin
ConversationFriend Post and Like (100s)
ConversationWall Post: Seen By Page Visitors (Dozens) Until Rolls Off
ConversationAdmin Post Seen By Fans (10,000s) When They Login
ConversationA person posted this on Colorado's Wall:
Conversation
The admin. linked here:
ConversationIt's got an Ad for Skiing. Cripple Creek doesn't have skiing.
Conversation
So, we posted the URL for the City's website. Then she contacted City personnel to set it up.
Conversation
So, we posted the URL for the City's website.
What should have been posted are:
• Itinerary suggestions• Invitation to come to the City• Get the Mayor involved• Give a Special for Birthdays and convert that into CRM then
Send a planning email the month before• ??
ConversationSpam. It Happens.
ConversationNegativity. It Happens. Your Brand Advocates will handle it, let them. If they don't, delete it. But don't let it linger. Ignore the Ignorant.
ConversationWall Posts, low reach. So, the damage is contained. Post over it> The same Wall 10 minutes later:
Conversation
Clovis Restaurant.
Conversation
Farmington: • Hi Reg, do you have other photos you can share with us?• Map of where they are on your page• Like• Reg Larkin had these photos, does anyone have
ConversationThe Power of Like (1:140)• Alan Liked it• I saw it on my Wall• What's Fox Hollow?
TwitterNew Layout: Wider
TwitterBetter Profile ID behind @user
TwitterHey, it's a Person.
TwitterFollow partners, members, state and ReTweet valid content from your page. Don't re-tweet more than 50%.
ConversationNext Steps
1.Create discipline for monitoring– Train team members responsible3. Follow Up
Conversion
It's not enough to Like me.
Conversion
What Behavior do you want to create?• Reservations• Newsletter Sign Up• Visitor Guide• Facebook Fan• Twitter Follower
Sweeps1,000 in 24 hours
FourSquare.com
GoWalla.com
Measurement
Insights - if you don't know how to read them, or that they exist, learn. They are one of the best measurement tools for Facebook.
And don't forget tracking urls on posts, being able to prove social media is enhancing your efforts is important to report.
MeasurementLikes, Fans
MeasurementInteractions: Link to Google Analytics or bit.ly links
MeasurementThe details provide some of the best insights of all.
None of the resorts picked up on this post.
Honey Performance IndexHow to measure performance for all marketing efforts including Social Media.
Honey Performance IndexHow to measure performance for all Behaviors.
