Marketing is King | ACCED-I Presentation, by Mandy Volpe
•
1 gefällt mir•687 views
You can’t have your cake and eat it too, or can you? Yes, marketing with social media is free and 80% of people check their smart phone before ever brushing their teeth in the morning, but what does that mean for marketing your operations? Everyone is a reporter on social media so how can you optimize this when selling your venue? Join us as we explore marketing content that will effectively engage your clients and prospective meeting planners. Join us as we discuss the benefits of various platforms and what is trending today.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Andere mochten auch
Ähnlich wie Marketing is King | ACCED-I Presentation, by Mandy Volpe
Ähnlich wie Marketing is King | ACCED-I Presentation, by Mandy Volpe (20)
Mehr von Unique Venues
Mehr von Unique Venues (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Marketing is King | ACCED-I Presentation, by Mandy Volpe
- 1. { uniquevenues.com • 866.266.6857 Mandy Volpe Marketing Manger Marketing is King
- 2. { uniquevenues.com • 866.266.6857 “80% check their smart phones before brushing their teeth” -IDC Research
- 3. uniquevenues.com • 866.266.6857 { Purpose Engage Efficiency Best Practices Goals Content Ain’t nobody got time for that! Make it Happen Where are we going?
- 4. uniquevenues.com • 866.266.6857 { • Defined Goals • Define who should post – Tone – Types of content – Pictures – Links Purpose
- 5. uniquevenues.com • 866.266.6857 {Be your-selfie
- 6. uniquevenues.com • 866.266.6857 {Engage • Branded Pages – Color Scheme – Pictures – Messaging
- 7. uniquevenues.com • 866.266.6857 {Engage • Wow content – Pictures – Unique perspective – Behind the scenes
- 8. uniquevenues.com • 866.266.6857 { Engage • Shareable • Hashtag conversations
- 9. uniquevenues.com • 866.266.6857 {What is Trending? • Free Hashtags – #accedi2014 • No registration required • Join the Conversation – #TBT – #Weddingwednesday • Hashtag commercials during SuperBowl
- 10. uniquevenues.com • 866.266.6857 { Hashtag The Conversation February 2014- Hootsuite 25% of all Superbowl ads mentioned Hashtags
- 11. { uniquevenues.com • 866.266.6857 “You’re either remarkable or invisible” -Seth Godin, Purple Cow
- 12. { uniquevenues.com • 866.266.6857 STOP: Name your Big 3!
- 13. uniquevenues.com • 866.266.6857 { Pictures are King
- 15. { uniquevenues.com • 866.266.6857 Smartphones trump DSLR Camera
- 16. uniquevenues.com • 866.266.6857 { Likes vs. Comments Battle Statistics from Track Maven: - 37 interactions per 1,000 followers - 97% likes vs. 3% Comments - Videos posted after 9pm
- 17. { uniquevenues.com • 866.266.6857 Pictures are more interesting when there are people in them
- 18. uniquevenues.com • 866.266.6857 {Interesting Pictures • Backs of heads • Photo releases • Share photos
- 19. uniquevenues.com • 866.266.6857 { Campaigns • Facebook Posts – Ads • Goal: $1.00 per person • Set your max • Edit your description
- 20. uniquevenues.com • 866.266.6857 {Everyone is a reporter
- 21. uniquevenues.com • 866.266.6857 { Listen • Twitter: – Expect to be heard – Need it now • Hyatt Concierge app vs. phone Source: www.hotelnewsnow.com
- 22. uniquevenues.com • 866.266.6857 { Instagram • Hashtags • Inspire Action • Use Video • 3 times a week • Create community – Comment – Reply – LISTEN
- 23. uniquevenues.com • 866.266.6857 {Pinterest • Long shelf-life • Curated pins • Authentic search term driven • Unique boards
- 25. uniquevenues.com • 866.266.6857 { • Scheduling Content • Measure Success • Bye Unused Platforms • Content Calendar • Connect the sites #gampied Efficiency
- 26. uniquevenues.com • 866.266.6857 { #uvamc #gampied The Best… • Time to post – Facebook: Tuesday, Wednesday and Friday afternoon – Blog: Monday morning and Thursday – Twitter: Lunch time • Way to measure success • Tag people
- 27. uniquevenues.com • 866.266.6857 { The Best • Google Analytics – Web Browser – Key Search Terms
- 28. uniquevenues.com • 866.266.6857 { Blogging • 3 Hyperlinks • Pictures • Open links in external browsers • Link to your Facebook/Twitter • Write like you would search • Be consistent
- 29. uniquevenues.com • 866.266.6857 {Be Flexible
- 30. uniquevenues.com • 866.266.6857 { • Links on email • Posters in Residence Halls • Website • QR Codes • Brochures #gampied Spread the Word
- 31. uniquevenues.com • 866.266.6857 { #uvamc #gampied If you aren’t excited… No one else will be either
- 32. uniquevenues.com • 866.266.6857 { Questions @mandyvolpe @uniquevenues www.facebook.com/uniquevenues
Hinweis der Redaktion
- Think about your morning. Show of hands. Who is this quote true about? I won’t judge you that you are reading my latest update with morning breathe.Social media is a part of our every day. We keep up with people on a personal level. We follow brands to see new deals. We follow companies to stay in the know. Essentially, social media is a form of making us knowledgably. How will you use Social media to make your target client aware and knowledgeable about your company?
- Where are we going today? We will walk through the purpose behind having a Social Media Presence and how to identify the goals of your communication plan.We will develop content based on what is engaging to your followers or potentially new clients.We will talk through efficiency because the common misconception is “ain’t nobody got time for that”.We will finish our session by declaring best practices and how to make social media happen. The real goal being that we will walk away with actionable steps to move your social media forward.
- Take a moment to write down what you current goals are. Write down your goals. What is the one thing your business is trying to achieve? Do you want to drive traffic to your website? Do you want people to “buy” your venue? Facebook is never for Hard selling. Social Media is a way to show that you are engaging today, and create transparency in your brand. It is a way to drive people to call you or get a sense of what your venue is like. It aids in allowing your pages to come up higher in Google searches. Maybe your goal is to be visible, show your staff and how they are relatable, show deals for your venue.Question: Anyone in the audience can name some goals for their property?
- When considering your purpose in social media, remember to Be yourselfie. People want to see behind the scenes photos that they can’t see in a sales brochure. They want to see live happenings in real time. Ellen’s photo crashed Twitter for20 minutes. It was retweeted over 2,000,000 times just in an hour! How does this matter to you? Are you prepping dinner for a 500 person event tonight? Tweet about it. Is there a big St. Patrick's day party happening at your venue? Make people green with envy! The idea is that people want to see what is happening, now. They don’t want stuffy photos. They want to see why you are unique. IF you can figure out a way to couple this with a current trending topic, then you are even more likely to get discovered. Can you talk about a basketball event at your school or an awards luncheon going on around the time of the next Oscar or awrd show? Consider this when posting and choosing your social media goals. The idea is that social media is not hard selling. By showing your St. Patrick’s event, people can visualize what your venue looks like decorated. They can see that you can handle 500 people with a creative food display. This will help them recall your page in the future when looking for events.
- How do you MAKE people engage? For starters, let people know it is really you on these pages. Create consistent color schemes, pictures, and messaging so that people will be more open to connecting.
- How do you MAKE people engage? People talk when there is a wow factor. People are visually connected. Pictures. Make people visually connect with your brand. Pictures of your venues in use, or an interesting food set-up. We all won’t have a viral hit, but sometimes a unique perspective will become shareable. Think of taking behind the scenes pictures. Pictures of your key prep, or site visit. Picture of the catering staff getting set up for the day.
- Conference hashtag. What is the conference hashtag to engage and follow along with attendees. See their pictures to share or welcome to the property. Also, create a hashtag for your venues pictures posted across multiple events will string together.
- Get in on the conversation. You can create a hashtag using whatever words you want. They are free, no registration required. You simply choose what you want it to be for your venue and start using it on all platforms. Make sure you let people know what the hash tag is for it to be effective. An example of some hash tagged conversations are throw back thursdays or weddingwednesdays. If you tell people the hashtag, they will use it. They want to connect with other people and doing that online is perfect. It makes people feel a part of something bigger. Just look at the superbowl.
- 25% of all Superbowl ads mentioned hashtags this year according to Hootsuite. This was a common thread with most people ditching the “like me” or “tweet me” campaign. The focus on hashtags is that it covers across multiple platforms.
- Not standing out is the same as being invisible in a crowded marketplace. You HAVE to create wow experiences for your customers.
- Not standing out is the same as being invisible in a crowded marketplace. You HAVE to create wow experiences for your customers. Stop right now and right 3 things that customers LOVE about your venue. Is it the staff? Is it the way that the dining hall always has chicken tenders and ketchup for the lacrosse camp? Is there a special stained glass wall in your building that creates the perfect backdrop to a cocktail hour? Own it and flaunt it. Stand out.
- Today anyone can snap a picture to share something interesting. Think about the last 24 hours. Being in NOLA. Have you taken a picture with your phone? SHOW OF HANDS.KEEP HANDS UP….who took a picture of something interesting at their hotel? Maybe the décor? Maybe the piece of chocolate on your hotel pillow? Maybe the view from your room?Okay- now a show of hands who has taken a picture while at the conference? Interesting food displays at lunch or maybe the beignets? You took a picture to report your happenings.This same thing is happening about your venue. What WOW experience are you generating to get people buzzing about your brand or venue?
- Explain story of poor customer service turned right. Create wow experienceAttention to detail and why that matters
- If pictures are king in social media…. What should you be posting? Real time photos are more important than a well planned out photo shoot. There are simply things you can do to take quality photos on your smart phone that will generate great results. Pictures are so important, so post real time photos straight from your phone. Make a collage. Add a filter. Make it fun.
- The ultimate battle is between how to actually get people to engage on your posts.
- Think about your FB friend who just posted pictures of their vacation or honeymoon. Are you looking at those pictures for the scenic backdrop or looking at those pictures to see a glimpse of fun? To see how the people enjoyed the location and what they did to pass the time on vacation. You are drawn to people. Hence why social media is so successful. Same for venue photos. Featuring a picture of just a table is boring. While it is effective if you are showing a unique display, 9 times out of 10 if you can showcase people, then it is more interesting. A picture with people shows you if they are having a good time, if they can easily move around in the venue, how big the venue truly is. It also shows if people are enjoying the food or are slumped over staring at their phones out of boredom. Paint a story for people through your pictures.
- Group Question- What event have you posted/picture have you posted where people have been engaged in the picture?What has been your most popular post?This picture was engaging because you could see the room, the décor, and even the unique GT plates. People lean towards posting pictures without people because it is legal. But in all actuality, if you can post a photo of people back of their heads or a small group so that you can sign off on photo releases, great. Also, don’t be afraid to share pictures from other people. Photos posted online are public and can be shared. Sharing photos is great because it helps the other person, but it also helps you reach a broader audience.
- Everyone is a reporter. What are they saying about you?Give your guests something to talk about. What is the “wow” of your venue. Maybe a decorative food display or a unique check-in process. Whether you like it or not, everyone is reporting about your brand. Word of mouth is so important for our businesses. People are checking into your properties, sharing quotes from speakers and talking socially online, whether you are on there or not. So, choose a social media platform, lean into the power of marketing through that medium and give people something positive to talk about.
- Listen and respond. People want to be heard and social media is an extension of your brand and customer service. A recent study conducted by HVS demonstrated that when people tweet, they expect a response. Expectations are high. Hyatt recently tested out this theory. Guests who requested something using the app wanted it immediately. Those who called via the in-room phone typically gave up to 40 minutes leeway. -
- Hashtags are the only way to search on InstagramInspire people to form action related to your venue. This can be done through hashtags to encourage people to post. Put up flyers in your residence halls or in the dining halls to get your attendees to post about the happenings of your campus. Post three times a week. Keep in mind that the photos should not be stacked back to back. This will not get you a lot of engagement.Create community. You want to comment on posts, reply to people, and really make people feel like you are listening.
- Pinterest has long shelf life. Don’t pin just company information. Pin relevant information that could be applied at your venue. People see your boards by using authentic search terms and therefore end up seeing your unique content.
- Pinterest is main stream now. Telling people products to buy
- Scheduling Content: People complain they are only an office of one. But I say that is not a good enough excuse to avoid posting. Sit down, even once a month and develop an editorial calendar. What events are coming up? What do you want to highlight? Is it something you can go ahead and take a picture of? Is it something you can schedule to be posted even if you aren’t at your desk? Measure Success: Twitter and Facebook have built in analytics. Let’s you know which posts are most engaging and what types of topics your Fans love to see. Bye Bye Unused Platforms If you haven’t used the platform in a while, get rid of it. There is no sense in using every platform. Choose the ones that make sense to your brand and your target market. I would start with Facebook and quickly link to twitter. From there, consider blogs, Pinterest, Google + depending on your market. If you haven’t posted in a while, you don’t seem relevant. We don’t get to update our website everyday. We have full control over our Facebook. This allows us to remain current on our social sites rather than frequently updating our homepage. Content Calendar…. Create themes to post around. Maybe wellness Wednesday because you partner with your on-campus dining. Maybe Technology tuesdays. Something to create consistent pictures and content upload. But don’t force the content. Don’t make it the same picture ever week. Make the posts unique that people will be excited. Think about how engaging Throw Back Thursday’s are. People look forward to posting that type of post.
- So how do you measure success? How engaged are users? Who has viewed your profile. Facebook has great analytics to paint the picture. Same for Google analytics. That can help you determine if your goal of getting people back to your website are really working.
- Google Analytics helps you to evaluate how people are getting to your content. Are they searching on their mobile phone or via the web. What web platform?Helps you to ensure that your website is optimized for your ideal viewerHelps you to know what search terms people are using. This will help you set up your meta data- the data that describes what your webpage is all about.
- There should only be 3 hyperlinks leading to relevant sources within your blog. This could be interesting articles or land back on your webpage.Pictures are king. Have I said that enough?!?Make sure your hyperlinks are opening in external windows so that it does not draw people away from your website.Post about your blog on your other social media platformsWrite in the way you would search as that is how google will direct people to your website. For example, 10 tips for event planners is a good phrase as people now search in phrases rather than just “event planning. Be consistent in your postings. If you are posting often, people will come back to your site.
- Be flexible. “Moment marketing”. Look towards trends to create content. I did not say harp on tragedies. Rarely, if ever, should you mention public tragedies. It comes across as insensitive to try to oversell your venue during tragedy. In the same way, current events can be used for your benefit. Look at Oreo from last years Superbowl at the Superdome. Immediately when the stadium lights when out, they created this fun jpg and put it up on their twitter. Genius. While they did have some scheduled content that evening for the game, there was enough margin to post this image. Moral of the story being not to pack your content schedule so tight you have no room to adapt
- A common question I get is “well I only have 38 people who like me. How do I get more followers”. You must spread the word.Start by adding links to your email. Tell the people you interact with on a daily basis that you are on Facebook or Twitter. Something as simple as the links in your signature lead people straight to the sites.Have a social media feed on your website. This allows the real-time element to have fresh content constantly scrolling on your site.Also, include the links to the Facebook and twitter on your website. Every page should have that as an icon, at the top, or at least before you ever have to “scroll down” on the page. Utilize QR Codes. QR codes are tricky in the fact that you must be mindful of where you use them. I saw one used the other day on the back of a truck. That is useless because 1/ Who has time to whip out their phone in traffic to scan the code and 2? They usually are not big enough to even direct you to the correct site. Place QR Codes on signs at your welcome desk. Signs located in your dormitories. QR Code on your business cards. Let people know you are on Facebook to spread the word.Also, include QR Codes or social media icons on your print ads/brochures.
- Don’t post boring content. If you are not excited about the content you are posting, no one else will be either. Post engaging pictures, get people talking. Create that wow factor for people that they will WANT to talk about you online. Word of mouth marketing and advertising is still relevant today. The only difference is that today, word of mouth spreads online. Give your guests and visitors something to talk about. Arm yourself with a magnificent social media platform to market.