impact marketing using social media
DESCRIPTION
Presentation given to the Pedernales Electric Cooperative workshop for chamber, EDC, and CVB professionals on October 10, 2012.TRANSCRIPT
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Impact Marketing Using Social Media
Presented by Pedernales Electric Cooperative
and Lower Colorado River Authority
October 10, 2012
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Agenda
Social media review
Social media strategy
Know your audience
Facebook examples
Twitter examples
Visual content examples
Mobile/apps examples
Q&A
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Social Media Review
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Photo: erinjpattison
Social media is FREE!
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Benefits of Social Media
• It’s FREE!
• Builds deeper relationships
• Increases brand awareness
• Broadens your network
• Helps SEO
• Increases website traffic
• Generates leads and sales
• Can help reach journalists/media
• Empowers fans to be viral ambassadors for your brand
Source: Social Media for Tourism Pros
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Is Social Media Right for You?
• Is social media …
• Providing value to your organization and your members/customers?
• Bringing benefit via brand awareness, membership, loyalty, sales, etc.?
• Helping to grow membership base?
• Justifying the investment?
Source: pammarketingnut.com
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First steps
• Find your audience
• Know what’s being said
• Extend a virtual hand
• Get your community to be virtual ambassadors
• Have fun, in a professional manner of speaking
Source: DCI
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Social Media Strategy
Photo: davidkjelkerud
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First, Some Questions
1. Can you describe your business/organization?
2. What are your goals? a. Generate sales
b. Brand enthusiasm
c. Loyalty
3. What is your relationship with your audience? a. Awareness
b. Interest
c. Action
d. Advocacy
Source: Jay Baer (http://convinceandconvert.com)
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More Questions
4. How does your audience use social media? 5. Who will be your community managers? 6. What social media platforms will you use?
(Hint: Where is your audience?) 7. How will you be human (what is your
“voice”)? 8. How will you know when/if you’re
successful?
Source: Jay Baer (http://convinceandconvert.com)
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Do You Need a Social Media Policy?
• Maybe. Just keep these basics in mind: – Be polite – Be honest – Be open – Be inclusive – Be forthright – Be legal – Be helpful – Don’t try to control the conversation – Accept, respond, and be gracious to negative
feedback
Source: The Potluck Guide To Social Media Strategy
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Social Media Don’ts
• Don’t be something you’re not
• Don’t experiment with the company logo
• Don’t think you have to be on every social media channel
• Don’t tell, show
• Don’t feed Facebook to Twitter (or vice versa)
• Be authentic
• Try new things with personal accounts first
• Start slow and be selective
• Use images whenever possible
• Know your audience and post accordingly
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Remember: Social media
is not an island.
Photo: lisbokt
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Know Your Audience
Photo: stijnbokhove
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Facebook Insights
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Facebook Insights
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HootSuite Market Research
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Facebook Examples
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Facebook Offers
• Affordable and great for brand awareness
• Spent $3.70 and drove over $200 in business
• 102 offers claimed/5 redeemed
• Redemption rate on this offer was low
• Ask your community to share!
Source: Doe’s Eat Place
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Facebook Offers
Source: Doe’s Eat Place
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Facebook Promoted Posts
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Facebook Promoted Posts
Source: Visit Bloomington
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Facebook Promoted Posts
Source: Visit Bloomington
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Facebook Promoted Posts
Source: Visit Bloomington
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Facebook I Spy Aggieland
Source: Bryan-College Station CVB
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Source: Bryan-College Station CVB
Facebook I Spy Aggieland
Success! • Facebook fans learned
about the community and loved winning prizes
• Fans and businesses are still asking the CVB to continue the contest
• Businesses enjoy the free promotion
• Facebook likes increased by 1000
• Project cost $0!
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Facebook Cover Photo as Advertising
Source: Bass Performance Hall
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Facebook Profile Photo as Advertising
Source: Kyle Chamber of Commerce
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Twitter Examples
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Using Twitter for Business
Twitter for marketing
• Drive people to your website
• Monitor your brand (or a competitor’s brand)
• Promote events
• Respond to customers’ concerns about your company or its services
Twitter for lead generation
• Tweet offers
• Use link shorteners (like bit.ly or goo.gl)
• Use landing pages
– Complete a form >> become a lead >> convert to a customer
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Source: Iowa Economic Development
Twitter Live Tweet Events
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Twitter Share Deals
Source: Round Rock Chamber of Commerce
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Photo: Sean Munson
Twitter Use Hashtags
Source: Bastrop Economic Development
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Twitter Use Hashtags
The Portland “Twisitor Center” - #inpdx
Source: Travel Portland
• Make visitors and locals spokespeople • Crowd-source visitor information • Involve locals and their expertise
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Photo: SamT
Where are the
best running
trails #inpdx?
Twitter Use Hashtags
Source: Travel Portland
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Twitter Use Hashtags
Give love > get love back
Source: Travel Portland
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Visual Content Examples
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Content Is King Visual Content Is Ruler of the World
• Videos shared 12x more than links and text posts combined
• Photos are liked 2x more than text updates
• Instagram is the 2nd most popular app (globally) behind Facebook
• Pinterest generates more referral traffic than Google+, LinkedIn, and YouTube combined
Sources: HubSpot; Marketing Land
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Visit Fargo-Moorhead Visual Content
Source: Fargo-Moorhead CVB
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Visit Fargo-Moorhead Visual Content - Pinterest
Source: Fargo-Moorhead CVB
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Visit Fargo-Moorhead Visual Content - YouTube
Source: Fargo-Moorhead CVB
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Visit Fargo-Moorhead Visual Content - Instagram
Source: Fargo-Moorhead CVB
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Savannah Craft Brew Festival iPhone Photos
Source: Visit Savannah
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Savannah Craft Brew Festival iPhone Video
Source: Visit Savannah
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Visit Austin YouTube
Source: Austin CVB
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Abilene CVB Flickr
Source: Abilene CVB
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Colorado River Trail Flickr
Source: Colorado River Trail/LCRA
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Buchanan County EcoDev Pinterest
Source: Buchanan County EDC
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Buchanan County EcoDev Pinterest
Source: Buchanan County EDC
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Mobile/Apps Examples
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Mobile Site Site Selection Data
Source: Maricopa EDC
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Mobile App Site Selection Data
Source: Waukee EDC
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Mobile App Site Selection Data
Source: Waukee EDC
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Mobile App Site Selection Data
Source: Waukee EDC
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Mobile App Site Selection Data
Source: Waukee EDC
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Mobile App Site Selection Data
Source: Waukee EDC
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Mobile App Site Selection Data
Source: ESRI BAO
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Mobile App Site Selection Data
Source: ESRI BAO
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Follow Me
@ColoradoRiverTr
Facebook.com/ColoradoRiverTrail
@pagetx
Sarah Page
Senior Economic Development Specialist
LCRA
512-578-3513
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Follow Me
linkedin.com/alysiacookPCED
@alysiacook
Alysia Cook
Senior Economic Development Specialist
LCRA
512-578-3382
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Questions?
Thank You!
Program provided on behalf of Pedernales Electric Cooperative.