Beruflich Dokumente
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After-Event Slides & Resources
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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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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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Social Media for Tour Directors
Per-Event
Year-Round
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Already Embrace It
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Define the Social Media Plan
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What Is Social
Media?
More Simply Put:
“Social Media is
starting conversations
with people and
encouraging them to
pass it on.”
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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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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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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?
Understand Your Audience
Social networking use among those ages 50 and
Millennials have shifted a lot of their older nearly doubled over the past year. Half (47%)
communication with friends to social media. 84% of internet users ages 50-64 and one in four (26%)
are email subscribers, 46% are Facebook fans, 6% users age 65 and older now use social networking
are Twitter followers. sites.
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If You’re Online…You’re In Social
Media
Source: Ogilvy
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But…It Can
Be…“Complicated”
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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• WHAT IS SOCIAL MEDIA?
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The Social Media Channels
BLOGS
EVENTS and Social Content
CALENDARS
MICROBLOGS VIDEOS
EMAIL PHOTOS AUDIO
(BACN) (PODCAST)
STATUS
UPDATES WIKIS
Social Interactions
Social Platforms
Social media is created and shared within social platforms: status updates and
similar interactions drive participation by increasing visibility of use.
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Question the Answers
But…what should
we do next?
• Your “home
base”
• Sets the tone,
authority and
mission –
needs to be
“perfect”
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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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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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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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Page vs. Profile
Key Feature Facebook Page Facebook Group/Profile
“Ugly” URLs No Yes
Hosting a discussion Yes Yes/No
Discussion wall, and
Yes Yes/Sort of
discussion forum
Extra applications added Yes No/Yes
Yes (via PMs)/Yes(Via
Messaging to all members Yes (via updates)
Friends)
Visitor statistics Yes (“Page insights”) No
Video and photo public
Yes Yes/No
exchange
“Related” event creation
Yes No
and invitation
Promotion with social ads Yes (never tried it) No
Legitimate Business Use Yes Yes / NO!
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Integrate Social Media with Print
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Brooklyn Museum/ Integration
TV and
Radio Magazines
Integrated Social
Media
Campaigns
Direct
Online Mail
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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Ad Preparation
• Great offer
• Demographic 1. Great Offer
research- if you have
nothing, check
Quantcast or Google 2. Demo/Affinity
AdPlanner
• Compelling ads
(images and copy) 3. Fresh Ads
• Commitment to
frequent testing and
ad rotation 4. Testing
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Know Your Audience
• QuantCast
• Free code that
you put on your
site
• Gives you the
“Lookalikes” from
your current
audience
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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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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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Ad Best Practices I
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Advanced Social
Media Engagement
Do the Facebook Combo
Page + Events + Ads + Fans = Success
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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
Facebook
Twitter
Blog
Video
Podcast
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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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Celebrate Your Fans
Do something special for fan & follower
milestones
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Follow the Locals
• Twellow.com
• Twitaholic.com
• Twitterlocal.net
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Share Things
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Create Podcasts & Vodcasts
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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)
Who’s Leading by
Example?
Two Tarts Bakery (TTB)
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Two Tarts Bakery Examples
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Social Media Listening
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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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Local Coffee Shops Run
on Facebook
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Driving Conversations
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Social Media Overkill?
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Brooklyn Museum/ Integration
TV and
Radio Magazines
Integrated Social
Media
Campaigns
Direct
Online Mail
Advertising
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The MarketingSavant Group 888.989.7771
Toolkit
Blog
Facebook fan page
YouTube Videos
Twitter stream
SmugMug photos*
Martell Home Builders uses social media to connect with home buyers
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Martell Home Builders
3 Lessons:
1) Be Transparent
2) Holistic Strategy
3) Human Relationships
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Toolkit
Blog
Facebook fan page
YouTube Videos
Twitter stream
eBay sales page
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Integrated Social Media Strategy
Goodwill Repositioning
Blog
YouTube
MySpace
ebay Store
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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
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Goodwill of Greater Washington
3 Lessons:
1) Incorporate Into Marketing Strategy
2) Regional Execution
3) Entertainment + Trust = Desire to Shop
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Social & Thought Leadership Toolkit
Blog
Twitter (rates)
RSS feeds
Podcasts
Business Pulse Survey
VOC community center
Nicolet uses a blog and social media to educate and connect with their tribe
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Nicolet National Bank
4 Lessons:
1) Leverage Transparency & Thought Leadership
2) Unfiltered Conversation
3) Content Matters
4) Education = Trust
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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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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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Caminito’s World…
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Getting Social
Media Done
Time Commitment
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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
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
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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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Social Media Dashboard
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For Tomorrow…
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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
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Social Media Marketing The MarketingSavant Group
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