Winning and Building Business 201

Go Social
Winning and
Building Business
Online 201
#gosocial201
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co

November 2009 Now
Wine consumer with a vision Three businesses
Unknown in wine blogging
community
Ranked in top 25 for traffic, top
10 for engagement and top 5 for
link backs – in the country
0 page views per month Close to 20,000 page views per
month
0 Facebook fans 5000 Facebook fans
0 LinkedIn connections 2500 local connections
0 Twitter followers 10300 Twitter followers
0 YouTube Videos 160 Videos (20,000 views)
0 Blog posts 500 posts
The Story from click to mortar

How?
Content
Share
Conversation
Care
NecNectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co

Today’s Agenda
1. Review Social Best Practices (30 min)
2. Management, Measurement Growth (20 min)
3. Q&A (10 min)
4. Facebook (75 min)
a) App, Analytics, Ads
5. Twitter (45 min)
a) Management, Measurement, Growth
6. Pinterest (30 min)
7. Instagram (20 min)
8. Q&A (10 min)

Facebook
Facebook is all about ENGAGEMENT
2-5 posts per day
Photos
Questions
• How many times does a person blink in a minute?
Ask for likes, comments, shares
• Like to welcome the new guy to Nectar
Respond to Comments
Study Insights (more on this later)

Facebook
NEW CHANGES – Say goodbye to EdgeRank
Story Bumping
Last Actor
*Still an algorithm that requires activity and engagement

Twitter
Twitter is all about CONVERSATION
Conversation most important
• Talk to people
• Respond to questions
• Be reciprocal
Content is most important
• Create or curate
Use Hashtags
Search
Activity

LinkedIn
LinkedIn is all about PROFESSIONALS
Think Search Engine Optimization
Complete your profile
Make connections
Endorse people
Occasional updates

Pinterest
Pinterest is all about PICTURES
Create boards
Follow users
Use search (content, hashtags)
Brand your boards
Think visual Twitter
Strong web presence

Google Plus
Google + is all about PASSIONS
Claim your space
Focus updates on key words
Update occasionally
*Can quickly grow this network and can be very valuable to be active

Instagram
Instagram is all about PHOTOS
Post pictures and video of your product
Share employee in action photos
Give sneak peek of events or products
Show people enjoying your establishment
Create short commercials
Video of activity in your business

Goal Based Strategy
MANAGEMENT + MEASUREMENT + GROWTH
“Without clear, written
goals, you will not achieve
clear sustainable success.”

Goal Based Strategy

Managing Efficiency

Managing Efficiency
1. Set aside dedicated time
2. OR hire dedicated support
3. Use management tools
4. Establish clear processes
5. Set company policy/guidelines
6. Set goals
7. Excel where you can

What to Measure
“It doesn’t matter how many friends, followers,
or subscribers you have. Or even the number of
posts, tweets, or follower to following ratio!.
What matters is everything that happens after
you post, tweet, blog, share, or participate. Did
you grab attention? Did you deliver delight?
Initiate a discussion? Cause people to take
action? DID YOU PROVIDE VALUE?!
-Avinash Kaushik (Analytics Legend)

What to Measure
1. Conversion Rate (Comments, Engagement)
2. Word of Mouth (Sharing)
3. Endorsement (Liking, Pinning, Retweeting)
4. Reach (Brand Impressions)
5. Return on Investment

Intentional Growth
Develop campaigns, test
and trial, experiment. You
wouldn’t spend a few
thousand dollars on a TV
spot without thinking
trough the goals,
objectives, message, etc.

The Value of a Fan

The New Sales Funnel
Attention
Interest
Desire
Action
Advocacy

Q&A

Facebook

Facebook
“Social media will steal
your time if you don’t set
defined objectives and
strategy.”
MANAGEMENT

Facebook
Facebook
admin panel
gives you
valuable
insight for
managing your
account
MANAGEMENT

Facebook
Pages
Manager App
helps you
manage site(s)
from mobile
devices
MANAGEMENT

Facebook
MANAGEMENT

Facebook
Hootsuite.com
MANAGEMENT

Facebook
“Measure everything…”
MEASUREMENT

Facebook
Reach
Impressions
Demographics
Consumption
MEASUREMENT

Facebook
MEASUREMENT

Facebook
MEASUREMENT
Sumall.com

Facebook
MEASUREMENT
Administrator Activity
(Posts)
Monthly Interaction
(like, posting, sharing,
commenting)
Monthly Engagement
(Unique Users)
Monthly Reach
(Unique Users)
5 Jan-13 0 Jan-13 17 Jan-13 38 Jan-13 469
4 Feb-13 0 Feb-13 20 Feb-13 39 Feb-13 125
6 Mar-13 29 Mar-13 323 Mar-13 518 Mar-13 6018
6 Apr-13 44 Apr-13 245 Apr-13 474 Apr-13 4914
May-13 May-13 May-13 May-13
Jun-13 Jun-13 Jun-13 Jun-13
Jul-13 Jul-13 Jul-13 Jul-13
Aug-13 Aug-13 Aug-13 Aug-13
Sep-13 Sep-13 Sep-13 Sep-13
Oct-13 Oct-13 Oct-13 Oct-13
Nov-13 Nov-13 Nov-13 Nov-13
Dec-13 Dec-13 Dec-13 Dec-13
Monthly Impressions
(Total Count)
Monthly Page
Consumptions
(Clicks)
Jan-13 1239 Jan-13 61
Feb-13 598 Feb-13 26
Mar-13 30521 Mar-13 1397
Apr-13 33866 Apr-13 1646
May-13 May-13
Jun-13 Jun-13
Jul-13 Jul-13
Aug-13 Aug-13
Sep-13 Sep-13
Oct-13 Oct-13
Nov-13 Nov-13
Dec-13 Dec-13
Referrals
from
Facebook
Referrals from
Twitter
Referrals from
Pinterest
Jan-13 40 Jan-13 9 Jan-13 45
Feb-13 31 Feb-13 4 Feb-13 82
Mar-13 91 Mar-13 17 Mar-13 126
Apr-13 203 Apr-13 26 Apr-13 130
May-13 May-13 May-13
Jun-13 Jun-13 Jun-13
Jul-13 Jul-13 Jul-13
Aug-13 Aug-13 Aug-13
Sep-13 Sep-13 Sep-13
Oct-13 Oct-13 Oct-13
Nov-13 Nov-13 Nov-13
Dec-13 Dec-13 Dec-13

Facebook
6 sure fire engagement posts
GROWTH
1. Solve a problem…
One little-known way to clean your makeup
brushes: Soak them in vinegar and
hot water
One little-known way to save a wet cell
phone: Leave it in rice to absorb
the moisture
One little-known way to get boys to wash
their hands: Put Lego pieces in
their soap dispenser to make it
more appealing

Facebook
GROWTH
2. Caption this…
3. Fill in the blank…
Fill in the blank. “My New Years Eve must-
have is ______”
Fill in the blank. “My Monday morning
must-have is ______”
Fill in the blank. “My camping trip must-
have is ______”

Facebook
GROWTH
4. Like for option 1,
comment for option 2…
Which is your favorite type of date movie?
“Like” for comedy. “Share” for romance.
What is your perfect Friday night? “Like” for
a quiet night at home. “Share” for a wild
night of partying.
“Like” for IPhone. “Share” for Android.

Facebook
GROWTH
5. Like if you…
“Like” if you love blueberries in the
summertime!
“Like” if you are excited for our new Fall
fashion line-up!
“Like” if you’re going to an epic Superbowl
party this year!

Facebook
GROWTH
6. Remember when…
Remember when the kids in Saved by the
Bell seemed old?
Remember when you had to actually
remember your friend’s phone numbers?
Remember when going to your friends house
across the street felt like an adventure?

Facebook
“Placing ads on Facebook
provides one of the most
targeted advertising
opportunities today”
GROWTH

Facebook
1. Auction Style
2. Bidding on likes and
interests
3. CPC (Cost per click)
4. CPM (Cost per 1,000
impressions)
5. Engagement Ads (likes)
6. Sponsored Stories
7. Sponsored Offers
GROWTH

Facebook
URL
Facebook Page
Facebook Event
GROWTH

Facebook
Promote page in
general, will also
include sponsored
stories if selected
ENGAGEMENT AD
GROWTH

Facebook
Can boost individual posts from the admin channel too. SPONSORED STORY
GROWTH

Facebook
Quickly create a “LIKE” ad from the admin page too. ENGAGEMENT AD
GROWTH

Facebook
GROWTH
Why use a Sponsored Story? As Facebook
explains, Sponsored Stories can broaden the
reach of actions your followers take. they can
also be less expensive than traditional
Facebook ads. Build your campaign design and
start split-testing to determine what the best
vehicle is for your type of advertising

Facebook GROWTH

Facebook GROWTH
Designing Your Ad
1. What are your goals?
2. What is the duration?
3. What is the budget?
4. Ad Design & Targeting
5. Click through Threshold
6. Conversion Rates
Try multiple ad variations to test what works and
what doesn’t. Change one variable for testing

Facebook GROWTH
Designing Your Ad
25 Characters. No
abbreviations or excessive
capitalization allowed
Ask question, offer value,
solve a problem, call to action
135 characters with correct
grammar, no abbreviations,
symbols or characters.
Answer what’s in it for me.
Call to action.
600 x 225 pixels
*TIP – use the picture area to
add words to your add. “Save
Now” “Get it Here” “Like us
today”

Facebook GROWTH
https://www.facebook.com/ads/adboard

Facebook GROWTH
Targeting
Facebook provides
powerful targeting
features to get as
narrow of an audience
as you need

Facebook GROWTH
Targeting
Location – Age- Gender – Interests

Facebook GROWTH
Targeting
Connections – Relationship Status
Languages – Education - Workplaces

Facebook GROWTH
Campaign, Pricing & Scheduling

Facebook GROWTH
Use the Manage Ads Dashboard

Century 21 Beutler & Associates

Facebook
GROWTH
“Using Facebook as Your
Business Account can
increase your reach, and
brand impressions.”

Facebook
GROWTH
Participate in a popular thread too.
Great way to interact with people
seeking your services

Facebook
GROWTH
5 Effective
Facebook
Campaigns
for Growth

Facebook
GROWTH
1. Voting Contest

Facebook
GROWTH
2. Coupon Code

Facebook
GROWTH
3. Email Sign Up

Facebook
GROWTH
4. On Location Signage

Facebook
GROWTH
5. Photo Contest

Twitter

Twitter
MANAGEMENT
Hootsuite.com

Twitter
MANAGEMENT
Tweetdeck.com

Twitter
MANAGEMENT
Commun.it

Twitter
MEASUREMENT
Sumall.com

Twitter
MEASUREMENT
Tweetreach.com

Twitter
MEASUREMENT
Twitter Analytics

Twitter
GROWTH
Tweetadder.com

Twitter
GROWTH
manageflitter.com

Twitter
GROWTH
1. Follow relevant people
2. Tweet good content
3. Reciprocate
4. Hashtags
5. Conversation
DON’T
1. Complain
2. Over promote
3. Auto message followers

Pinterest
MANAGEMENT
1. Online
2. Mobile app
3. Pin in bulk
4. Brand boards and
images when
possible

Follow, Interact, Search
Key word descriptions
Pinterest GROWTH

Use Pinterest Widget Tools
Pinterest GROWTH

ORGANIZE / BRAND YOUR
BOARDS and IMAGES
Showcase a personality
•Use the cover photo to brand your boards.
•Use a water mark of your brand to brand your images
•Showcase your brand personality
Pinterest GROWTH

Example: Northern Quest

HOLD A CONTEST
Pinterest GROWTH

Pin It To Win It
Create a hashtag that you
can search. Encourage
participants to create
boards and pins with that
hashtag.
Create a “Pin it to Win It
Board” with a giveaway to
one of the random repins
Pinterest GROWTH

Add a Facebook Tab
Allow people who interact with your Facebook tab to also interact
with your Pinterest page. The efforts of promotion you do on each
will drive growth to both. Ask people to follow your boards on your
other social networks, email and other marketing too.
Pinterest GROWTH

Pinterest GROWTH

Conversion Strategy
Develop a conversion strategy. What are you going to do with that
traffic once it is on your site. Do you make it easy for users to buy
your product, download your recipe, opt in to your mailing list? If
done right, you can convert the eyeballs to dollars.
Pinterest GROWTH

Think about it
Gather emails “opt in”
Buy now
Discounts for “pinners”
What is the ACTION item
Pinterest GROWTH

Track your pin popularity
pinterest.com/source/username reachli.com
Pinterest MEASUREMENT

Add Pinterest Metrics to Your Site
Pinterest MEASUREMENT

Instagram
1. 150 million active
users
2. 40 million photos
shared per day
3. Visual branding
and return on
attention

Instagram
MANAGEMENT
1. Native App
2. Statigram
Statigr.am

Instagram
MEASUREMENT
Sumall.comstatigr.am

Instagram
GROWTH
1. Take lots of pics
2. Use hashtags
3. Picture relevance
4. Conversation/Like
5. Promote on other
networks
6. Geo-Tag photos
7. Add Facebook Tab

Instagram
GROWTH
Snapwidget.com

Instagram
GROWTH

mayhem@nectarmedia.co
http://nectartastingroom.com
http://spokanewinemagazine.com
http://nectarmedia.co
@nectarmedia
Facebook.com/NectarMedia
YouTube.com/NectarMedia
Contact Info

Winning and Building Business 201

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