Cattlebaron Workshop

1. “Tweet Me Nicely”
A Guide To Social Media
In The Hospitality
Industry
www.strtgy.co.za

2. www.strtgy.co.za

3. slideshare.com/mikesaidwhat
Cattlebaron
@mike_said_what #CBTrain
www.strtgy.co.za

4. Marketing
Is About
Perception
It Is Not
About Reality
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5. Try and
imagine that
The SA
Post Office
Is a living
breathing
human being
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6. In your mind
is The SA
Post Office
Male or
Female?
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7. In your mind
how old is
The SA
Post Office?
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8. In your mind
where does
The SA
Post Office
live?
www.strtgy.co.za

9. In your mind
what does
The SA
Post Office
drive?
www.strtgy.co.za

10. In your mind
what does
The SA
Post Office
drink?
www.strtgy.co.za

11. In your mind
where does
The SA
Post Office
Spend its
leisure time?
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12. In your mind
would you be
seen out in
public with
The SA
Post Office?
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13. The SA Post Office
Male
60-80 or “ancient”
Nowhere near you!
Toyota Corolla or A Bakkie
Klippies & Coke, Castle or Tea
Around the braai, fishing, TV or Loftus
Absolutely NOT!
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14. Not Even The
Best Marketing
In The World
Can Create
Customers Out
Of This Air
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15. Even the best
Ladies &
MARKETING
Gentlemen…
Introducing
efforts, in
isolation, cannot
Ilan Smith
just make new
Entertainer
customers
appear out of
Illusionist
Extraordinaire!
nowhere!
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16. The world of
marketing is
changing before
our very eyes
and there are
seven key trends
that are driving
this!
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17. TREND No 1
Is a trend
towards honesty
& transparency
in marketing &
business.
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18. TREND No 2
Is a trend
towards less
interruption
marketing.
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19. TREND No 3
Is a trend
towards
showing our
customers and
not telling them.
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20. TREND No 4
Is a trend
towards the use
and distribution
of online video
through
channels like
YouTube.
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21. www.strtgy.co.za

22. TREND No 5
Is a trend
towards
targeting &
marketing
segmentation.
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23. TREND No 6
Is a trend
towards having
an integrated
marketing
strategy.
www.strtgy.co.za

24. TREND No 7
Is a trend
towards
SOCIAL MEDIA
MARKETING.
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25. www.strtgy.co.za

26. Your Website!
“More people
have seen the
top of Mount
Everest than the
3rd page of a
Google search!”
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27. Google
Keywords!
Let’s test the
power of
selecting the
correct
keywords.
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28. Fix Your
Website!
1. Get Rid Of The FLASH
2. Drop The Friggin MUSIC
3. Stop Hiding Your
CONTACT INFO
4. Update Your MENU/INFO
5. Avoid PDF DOCUMENTS
Bonus Tip THINK CUSTOMER
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29. The Corporate
Blog…
Is a trend
towards
targeting &
marketing
segmentation.
www.strtgy.co.za

30. Your LinkedIn
Profile…
Is a trend
towards
targeting &
marketing
segmentation.
www.strtgy.co.za

31. Your Facebook
Profile/Page…
Is a look “inside
your company” it
is the slightly
softer side, the
human website.
www.strtgy.co.za

32. Who better to
explain the
magic of
Facebook
then our now
resident
illusionist
Ilan
www.strtgy.co.za

33. Your Twitter
Profile…
This is the
“cocktail party”
side of your
business. Be
careful what you
put out there!
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34. Your YouTube
Channel…
This is the
“information”
side of your
business, the
real insight.
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35. Foursquare…
Location based
marketing. The
opportunity to
thank, reward
and entice your
customers.
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36. GOOD
MEDIUM
POOR
WEB SITE CUSTOMER BRAND TRAFFIC TO SEARCH ENGINE
COMMUNICATION EXPOSURE YOUR SITE OPTIMIZATION
FACEBOOK A central and open communication Using pages as a persona allows For many Web sites, Facebook has Google and Bing have both indicated
portal, Facebook is the hub through companies to position their brands on emerged as one of the top traffic that they are using "social signals" as
A social-networking site where users
which businesses want to drive social other relevant pages. For example, sources. While the "viral potential" is part of their ranking algorithms,
can add friends, send messages, and
interaction. Positive or negative, Starbucks‘ page itself can now post on lower on Facebook than others, pointing to Facebook and Twitter, in
build their own profiles
companies can use Facebook to get large coffee-lovers' pages. nothing is more consistent at driving a particular. While the links themselves
their messages out and to receive steady flow of traffic to every are “no-follow," the search benefits
customer feedback. message or post. exist, especially in instances where
"Query Deserves Freshness."
TWITTER Twitter is the ultimate outbound It isn't what you're saying on Twitter It isn't what you're saying on Twitter As with Facebook, Twitter has been
messaging tool. Inbound customer that exposes your brand. It's what that exposes your brand. It's what singled out as a component of
A micro blogging site that enables
communications are quick and to the you can get others to say about you you can get others to say about you Google's and Bing's social component.
users to send “tweets,” or messages
point, allowing for simple monitoring that has the real impact. Getting re- that has the real impact. Getting re- The links are "no-follow," but the
of 140 characters or less
and management of conversations. tweets and interactions can do more tweets and interactions can do more social component is real and expected
for brand exposure than any other for brand exposure than any other to become more prominent over
social site. social site. time.
LINKEDIN Not the primary focus, but you can LinkedIn is great for personal LinkedIn continues to improve its Very high page rank, almost
potentially engage customers by branding and showing the standing in traffic generation by guaranteed to be a ranking on the
A social-networking site for business
encouraging employees to answer professional prowess in your encouraging sharing through every first page of search results, especially
professionals
industry-related questions people organization. Encourage employees to new feature it has rolled out during for your individual
post and become known as an expert maintain complete profiles to show the past year. It isn't as consistent as employee names. High SEO value for
in the field. off your solid team. Facebook or as viral as Digg, but it's vanity search for your name, but that
getting better. is about it.
YOUTUBE Whether you seek to entertain, Your YouTube branding is second only YouTube is growing in the traffic- Very good for building links back to
inform, or both, video is a powerful to Facebook when people are generation segment, particularly your site because the videos rank very
A video-sharing Web site where users
channel for quickly responding to researching your company. Be certain through in-video messaging through well. YouTube channels are a tried-
can share and upload new videos
customer complaints and showing that the messages are frequent and annotations and URL branding. Clicks and-true way to send some really
your social-media savvy. It is also the that they align with what you want as on content links are still minimal, but good exposure and SEO back to your
best venue for reputation "repair" if your perceived company persona. even those numbers have seen a brand.
things go wrong. recent rise.
FOURSQUARE This service is available to users with Foursquare is good for branding as Very good for building links back to Currently not used as a tool for search
GPS-enabled mobile devices, such as those checking in at your location will your site because Foursquare allows engine optimization but these are
A is a location-based social
Smartphones. Users "check-in" at more often than not post their check- you to offer information on your site early days
networking website, software for
venues using a mobile website, text in on other social media platforms and your location. Foursquare allows
mobile devices.
messaging or a device-specific for the placement of links and short
application by running the application links in your messages.
and selecting from a list of venues
that the application locates nearby.

37. Do It Right Or Don’t Do It At All
1. Establish Clear Goals
2. Listen To Your Market
3. Build Channels And Platforms
4. Engage With Your Market
5. Participate In Conversations
6. Don’t Ever SPAM!
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38. Offer
Perceived As
Trust Products Or
An Expert
Services
Your
Brand!
Outstanding
Familiarity
Visibility
Makes You Increases New Demand
Credible Referrals Relationships Higher Prices
www.strtgy.co.za

39. It’s Question Time
Mike Said
Strategist
strtgy.co.za
082 449 7367
slideshare.com/mikesaidwhat Cattlebaron
@mike_said_what #CBTraining

40. Let’s Build
• A Gmail Account – How And Why
• A Facebook Account – Personal or Business
• A Facebook Page – How And Why
• A Twitter Account – How and the extras @ # DM
• A LinkedIn Profile – How and Who
• A YouTube Channel – How and What
• A Foursquare Account – How, Who and Why
• A Foursquare Location – How and Who (charles@foursquare.com)
• Useful Tools
– Bitly
– Tweetpic
– Tweetdeck
– iPhone Apps