social media in 30 minutes a day
Post on 19-Jul-2015
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Milestone Confidential
Social Media in 30
Minutes a Day
#MilestoneWebinar
@milestonemktg
2Milestone Confidential
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Krista MalchowRegional Business
Development Manager
Speakers:
Sponsor:
3Milestone Confidential
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Social Media Agenda
Why social media?
Setting the strategy
Google+ Business Page
Content marketing
Measuring success!
4Milestone Confidential
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Influence on Search ResultsTwitter and Google reached a new partnership
allowing the search giant access to Twitter’s “Firehose” tweet stream.
Impact
Purchase
Decisions
Define
Brand
Personality
Customer
Service
Share
Compelling
Media
Build
Semantic &
Long-tailed
Relevancy
1.39B users
200+ M reviews
4 billion daily views
~1B users
Define
Brand Personality
Customer
Service
Share
Compelling
Media
Why Use Social Media?
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What Impacts Local and Organic
Search?
http://moz.com/local-search-ranking-factors
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Social Media Agenda
Why social media?
Setting the strategy
Google+ Business Page
Content marketing
Measuring success!
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Social Media Optimization Process
Define goals
Create strategy
Execute campaigns
Measure and adjust
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2
3
4
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Define Goals
Understand your playing field
Analyze your competitors
Focus on quality rather than
quantity
Drive people to conversion
points
1 2 3 4
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Create Content Strategy
1 2 3 4
Arts
FestivalsMarketing
Tasks
Sporting
Events
Conventions
& MeetingsConcerts
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Create Detailed Marketing Plan
• Festivals
• Concerts, etc.
Local Events
Market Analysis
• Museums
• Universities
• CVB
Local Organizations
• Golfing
• Hiking
• Shopping
Activities/Things to Do
• Theme Parks
• Historical
Landmarks
Attractions
• Time-Sensitive
Offers
• Rewards
Promotion/
Specials
Product Analysis
Competition
• Green Hotel
• Airport Shuttle
USP
• Meetings
• Pet-Friendly
Niche
• Loyalty Program
Brand
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Execute Campaigns: Profiles
Be realistic about your resources
Engage your audience
Signal search engines
Maintain consistency
1 2 3 4
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Execute Campaigns: Promotion
1 2 3 4
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What Are You Targeting?
Notable themes:
Disneyland
Newport
Beach
Attractions /
Activities
Fashion Island
Balboa Island
Catalina
Island
Beach
Romance
From Google Webmaster or keyword search tools
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What Are You Targeting?
Higher search queries for
events/attractions than
for your business (hotel)
Talking about these
events/attractions
connects you with users
searching for them
Keyword Research - Categories
Keyword CompetitionGlobal Monthly
Searches
Things to Do CompetitionGlobal Monthly Searches
things to do in danville 0.22 720
things to do in san ramon 0.25 320
things to do in livermore 0.19 590
things to do pleasanton - -
things to do in dublin 0.43 40500
dublin attractions 0.55 9900
downtown livermore 0.07 1600
things to do pleasanton ca 0.21 390
Events and News CompetitionGlobal Monthly Searches
tri-valley events 0.07 73
tri valley events 0.07 73
tri valley news and events - -
tri valley news 0.04 1300
trivalley news 0.05 1300
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Who to Connect With?
Major attractions are active in social channels. These
attractions/ businesses are driving 80% of the traffic in the area.
Key Social Channels
Attraction or Organization Facebook Twitter YouTubeAlameda County Fair 23,932 likes / 25,261 Checkins 1413 Followers 32,719 Views
Stoneridge Shopping Center 8,413 likes / 0 Checkins NA 588 Views
San Francisco Bulls 2,605 likes/0 Checkins 583 NA
Livermore Harley-Davidson 4,120 likes / 631 Checkins NA NA
California Pizza Kitchen 267,262 likes / 5,871 Checkins 17168 Followers 7668 Views
San Francisco 49ers 1,325,723 likes / 0 Checkins 191109 Followers 24889 Views
San Francisco Giants 1,436,493 likes / 0 Checkins 258597 Followers 145942 Views
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From Social to Conversion
Social:
Travel Inspiration
Blog
Website
Conversions
•Flickr
•YouTube
•Foursquare
•Google+
Source: “The Customer Journey to Online Purchase,”
http://www.google.com/think/tools/customer-journey-to-online-purchase.html, July 2013
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Social Media Agenda
Why social media?
Setting the strategy
Google+ Business Page
Content marketing
Measuring success!
18Milestone Confidential
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Robust Content Marketing Strategy
Social media & blogging (content marketing) contribute
significantly to a website content authority
Visuals are vital in content. Engagement generated on
Facebook posts with media increased by:
180% with photo album
120% with picture
100% with video
19Milestone Confidential
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Engaging, Relevant, And Fresh
Content Ideas Enhance the engagement and
creativity of content across blogs and
social channels
Increase image and media-use use on
all social channels
Incorporate user-sentiment, semantic
keyword saturation, and search trends
into blog topics
Review analytics and see what does
not work?
High bounce rate pages, high
conversion pages, non branded
keywords etc..
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Knowledge of Local Trends
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How to Find User Sentiment
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Social Media Agenda
Why social media?
Setting the strategy
Google+ Business Page
Content marketing
Measuring success!
23Milestone Confidential
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Facebook - Status Update
The easiest way to get
your page seen is to post a
“status update”
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Respond to Wall Posts and Questions
Take an active role in talking
to fans – it increases
dialogue.
Top 10 Ideas for What to Post
1. Vacation packages, Specials, Discounts with a “Book Now” link or promo
code
2. Local events, festivals, meetings, conferences, attractions, wedding
announcements
3. Hotel or traveler perks (i.e. pet friendly amenities, complimentary reception
hour)
4. Local “Insiders” tips (i.e. hidden tourist spots, local knowledge of area)
5. Best restaurants in local area
6. Things to do this weekend in local area
7. Weather comments or tips
8. Quotes from the hotel staff (i.e. humorous or service “magic moments”)
9. Fun facts about the hotel or local area
10.“Tip of the Day” featuring reason to stay
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Facebook Graph Search
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Facebook Graph Search
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Facebook Graph Search
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Facebook Graph Search
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Social Media Agenda
Why social media?
Setting the strategy
Google+ Business Page
Content marketing
Measuring success!
31Milestone Confidential
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What is Google+
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Optimized My Business Profiles
Merged and verified
Correct UNAP & contact info
Optimized images
Accurate map marker
Correct categories
Optimized content
Custom URL
User reviews
Street view
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Merged Google+ Local Pages
Process to merge:
Currently merged by postcard verification
The benefits of this robust hyperlocal, social platform include:
Enhanced user experience with local and social content
Enhances local listing with fresh, trending local events, topics, activities, etc.
Builds visual impact and centralized, accurate information
Carries significant SEO value to build relevancy for new, important, or valuable content
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Google+ Case Study
Case Study (6 weeks v. prior) saturating ‘Things to do’ blog posts with links from Google+
Despite website traffic increasing only 1% during this time
Blog Performance:
161.8% increase in traffic
144% increase unique visitors
‘Keys’ keyword: 114% increase
‘Events’ keyword: 183% increase
274% increase in visits to those pages categorized as ‘things to do’
35Milestone Confidential
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Google+ Website Case Study
Linkbuilding & social trending platform
EX: in 1 month after dining post below (YOY), overall performance of page
increased 28.5%
EX: in 2 weeks after pool post below v. 2 weeks before overall performance
of page increased 89.7%
36Milestone Confidential
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Social Media Agenda
Why social media?
Setting the strategy
Google+ Business Page
Content marketing
Measuring success!
37
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Milestone Confidential
Twitter & Google Deal
Twitter grants Google
access to “Firehose”
What would the impact
be?
Tweets will start showing in
the SERP
Hashtags are searchable in
SERP
Twitter: more opportunities
to convert new users
Google: enhanced user
experience search results
with real - time UGC
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Twitter Page
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Follow Your Guests/Influencers
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Re-Tweet Guest Experiences
41Milestone Confidential
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Social Media Agenda
Why social media?
Setting the strategy
Google+ Business Page
Content marketing
Measuring success!
42
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Milestone Confidential
Measure Success & Adjust Strategy
Monitor key metrics
Regular competitive analysis
Individual channel
performance
Referrals to website
Conversions and assisted
conversions
1 2 3 4
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Measure Success & Adjust Strategy
1 2 3 4
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VelasWeddings Website
PR
Online Wedding
PortalsWedding Forums
Case Study:
Universal Marketing Approach
164,000
messages sent
over 2 months
240 journalists
targeted
20,000 print
copies of
wedding
magazine
30+ Forums
45Milestone Confidential
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Case study results
Velas Weddings Website Email
35,827 opens;
5,645 click-
throughs
3,866 Viewings of
Velas Weddings
Channel
7,105 people
targeted,
54,000
impressions
22,838 new fans
(incl. all sites)
13,073 Visits
361 Entries;
21,937 total votes
46Milestone Confidential
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Key Takeaways
If You Only Have 30 Minutes Per Day…
Listen… See what is being said about your business and
market.
Respond… Respond to mentions of your hotel and market on
main channels
Be Proactive… Create a game plan, stay educated
Track your results
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Thank You
Make sure to follow us
http://milestoneinternet.com
http://blog.milestoneinternet.com
http://twitter.com/milestonemktg
http://facebook.com/MilestoneInc
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