Tfea session 2 advanced social media strategies

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Tfea session 2 advanced social media strategies

  1. 1. Advanced Social Media Strategies<br />2011TFEA Conference & Trade Show<br />Anchors Aweigh!<br />July 8, 2011<br />
  2. 2. About Me<br />
  3. 3. About Me<br />GEEK ALERT!!<br />
  4. 4. Today We’ll Cover …<br />Social media strategy<br />Social media measurement<br />Festival case studies<br />New tools to try<br />
  5. 5. Social Media User Statistics<br />Sources: http://www.facebook.com/press/info.php?statistics;<br />http://www.observer.com/2011/media/foursquare-user-no-6000000-signs;<br />http://blog.hubspot.com; <br />http://www.digitalbuzzblog.com/infographic-facebook-vs-twitter-demographics-2010-2011/<br />
  6. 6. “<br />Authenticity, honest, and personal voice underlie much of what’s successful on the Web.<br /><ul><li>Rick Levine</li></ul>Co-Author The Cluetrain Manifesto<br />
  7. 7. Social Media Strategy<br />Photo: davidkjelkerud<br />
  8. 8. First, Some Questions<br />Can you describe your event?<br />What are your goals?<br />Generate sales<br />Brand enthusiasm <br />Loyalty<br />What is your relationship with your audience?<br />Awareness<br />Interest<br />Action<br />Advocacy<br />Source: Jay Baer (http://convinceandconvert.com)<br />
  9. 9. First, Some Questions<br />How does your audience use social media?<br />Who will be your community managers?<br />What social media platforms will you use? (Hint: Where is your audience?)<br />How will you be human (what is your “voice”)?<br />How will you know when/if you’re successful?<br />Source: Jay Baer (http://convinceandconvert.com)<br />
  10. 10. Remember!<br />Social media is not <br />an island.<br />Photo: lisbokt<br />
  11. 11. Do You Need a Social Media Policy?<br />Maybe. Just keep these basics in mind:<br />Be polite<br />Be honest<br />Be open<br />Be inclusive<br />Be forthright<br />Be legal<br />Be helpful<br />Don’t try to control the conversation<br />Accept, respond, and be gracious to negative feedback<br />Source: The Potluck Guide To Social Media Strategy<br />
  12. 12. “<br />Good-bye, Broadcast. Hello, Conversation.<br /><ul><li>Shel Israel</li></ul>Co-Author of Naked Conversations<br />
  13. 13. Measurement<br />Photo: Svenneman<br />
  14. 14. The Measurment Hierarchy<br />Goal >>> Objectives >>> Strategies >>> Tactics<br />Goal: To increase the brand footprint of the Brown-Eyed Girl Festival through participation in social media.<br />Objectives: <br />Increase ticket sales by 15% in the first month.<br />Establish a Facebook fan page with 500 fans before the festival start date.<br />Strategies:<br />Design a SMS (texting) promotion.<br />Offer “insider perks” discounts to Facebook fans.<br />Tactics:<br />Run spots on cable TV with “text to win” messaging.<br />Offer promo code in a “thank you” text message for discounted tickets.<br />Source: Brass Tack Thinking (http://www.brasstackthinking.com)<br />
  15. 15. So What Can You Measure?<br />Financial return<br />Conversions via unique links<br />Sales via social media promo codes<br />Social media-specific coupon redemption (e.g. Groupon, Living Social, etc.)<br />Total coupon downloads (signals interest/intent to buy)<br />Reduced per-call customer service costs<br />Decreased customer attrition rate<br />Cost per dollar raised<br />Source: Brass Tack Thinking (http://www.brasstackthinking.com)<br />
  16. 16. So What Can You Measure?<br />Value, Awareness, Customer Satisfaction<br />Increase positive sentiment over time<br />Overall brand awareness across social media channels (via mentions)<br />Number of referrals or recommendations <br />Positive trends on key website stats (e.g. unique visitors, time on site, downloads, etc.)<br />Increased lead generation through social media<br />Clicks on shortened, unique links<br />Source: Brass Tack Thinking (http://www.brasstackthinking.com)<br />
  17. 17. Um … okay. How?<br />Google Analytics: http://www.google.com/analytics<br />Campaign codes<br />URL shorteners<br />Bit.ly<br />Owl.ly<br />Is.gd<br />BudURL<br />Incoming links<br />http://backtweets.com<br />Facebook & Twitter<br />Facebook Insights<br />http://klout.com<br />http://twittergrader.com<br />http://addictomatic.com<br />http://socialmention.com<br />What do you do?<br />
  18. 18. “<br />Companies need connections to their markets to create long-term loyalty.<br /><ul><li> Charlene Li & Josh Bernoff</li></ul>Authors of Groundswell<br />
  19. 19. Time-Saving Toolsand Helpful Utilities<br />Photo: brandi666<br />
  20. 20. RSS Feeds – Feedburner.google.com<br />
  21. 21. RSS Feeds – TwitterFeed.com<br />
  22. 22. RSS Feeds – TwitterFeed.com<br />
  23. 23. RSS Feeds – TwitterFeed.com<br />
  24. 24. RSS Feeds – TwitterFeed.com<br />
  25. 25. HootSuite – Schedule Posts<br />
  26. 26. HootSuite – Schedule Posts<br />
  27. 27. HootSuite – Schedule Posts<br />
  28. 28. HootSuite – Monitoring<br />
  29. 29. Ping.fm<br />
  30. 30. Ping.fm<br />
  31. 31. Facebook to Twitter<br />
  32. 32. Hyper Alerts<br />
  33. 33. Hyper Alerts<br />
  34. 34. Hyper Alerts<br />
  35. 35. Nutshell Mail<br />
  36. 36. Nutshell Mail<br />
  37. 37. Nutshell Mail<br />
  38. 38. Twitter Chats with TweetChat<br />
  39. 39. URL Shorteners – Bit.ly<br />
  40. 40. URL Shorteners – Bit.ly<br />
  41. 41. Facebook Groups = Crowdsourcing<br />
  42. 42. “<br />Twitter is not a technology. It’s a conversation. And it’s happening with or without you.<br /><ul><li> Charlene Li</li></ul>Co-Author of Groundswell<br />
  43. 43. New Things To Try<br />
  44. 44. Social Couponing<br />
  45. 45. Social Couponing<br />
  46. 46. Location-based Apps<br />
  47. 47. Location-based Apps<br />
  48. 48. Location-based Apps<br />
  49. 49. Location-based Apps<br />
  50. 50. Location-based Apps<br />
  51. 51. QR Codes<br />
  52. 52. Why Use QR Codes?<br />Consumers don’t have to type or text<br />Engage consumers on the go, on THEIR terms<br />Drive them to mobile commerce sites, and digital experiences<br />Provide quick access to useful (RELEVANT) information<br />Costs nothing to produce a QR Code<br />Source: Tim Hayden (http://www.44doors.com)<br />
  53. 53. QR Codes<br />
  54. 54. QR Codes<br />
  55. 55. “<br />Make the customer the hero of your story.<br /><ul><li> Ann Handley</li></ul>Chief Content Officer<br />MarketingProfs<br />
  56. 56. Festival Case Studies<br />Photo: betta design<br />
  57. 57. Savannah Craft Brew Fest<br />September 2-4, 2011<br />Savannah, GA<br />
  58. 58. Savannah Craft Brew Fest<br />Goals<br />Increase awareness of the event<br />Drive ticket sales<br />Why social media?<br />To generate interest & excitement about the festival<br />To aid in contests & ticket giveaways<br />To stay in touch with attendees<br />Source: Savannah Craft Brew Fest/Amy Brock<br />
  59. 59. Savannah Craft Brew Fest<br />Marketing Mix<br />Traditional advertising<br />Public relations<br />Social media<br />Twitter<br />Facebook<br />Flickr<br />Source: Savannah Craft Brew Fest/Amy Brock<br />
  60. 60. Savannah Craft Brew Fest<br />Results<br />Festival attendance > 5000 people<br />Facebook fans = 2,471 (up 116.6% since ‘09)<br />Twitter followers = 1,704 (up 138.7% since ’09<br />Fans and followers are highly engaged year-round.<br />Source: Savannah Craft Brew Fest/Amy Brock<br />
  61. 61. Savannah Craft Brew Fest<br />Before the festival:<br />
  62. 62. Savannah Craft Brew Fest<br />Before the festival:<br />
  63. 63. Savannah Craft Brew Fest<br />During the festival:<br />
  64. 64. Savannah Craft Brew Fest<br />During the festival:<br />
  65. 65. Savannah Craft Brew Fest<br />After the festival:<br />
  66. 66. Savannah Craft Brew Fest<br />After the festival:<br />
  67. 67. Smithville Music Festival<br />October 22, 2011<br />Smithville, TX<br />
  68. 68. Smithville Music Festival<br />Goals<br />Get people through the gate<br />Make a profit<br />Photo: gordonflood.com<br />Source: Smithville Music Festival/James Breeden<br />
  69. 69. Smithville Music Festival<br />Marketing mix<br />Traditional advertising<br />Public/media relations<br />Social media<br />Facebook<br />Twitter<br />Source: Smithville Music Festival/James Breeden<br />
  70. 70. Smithville Music Festival<br />Results<br />Festival success (1st year):<br />Pre-event = < 30 tickets sold, $5k debt<br />Post-event = event paid for itself & generated $5k profit for fund-raiser<br />Facebook fans: From 200 (pre-event) to 405 (post-event); 682 in 2011 (241% increase)<br />Twitter followers = 20; 58 in 2011 (190% increase)<br />Source: Smithville Music Festival/James Breeden<br />
  71. 71. Smithville Music Festival<br />Plans for the next festival<br />Start promoting (with social media) earlier<br />pre-sale tickets and packages<br />“Tweet to Win” & “Fan to Win” ticket giveaways<br />Use photos during the event to generate fan involvement<br />YouTube videos<br />Hashtags (ex: #SMF11)<br />Use “live-tweeters” during the event<br />Source: Smithville Music Festival/James Breeden<br />
  72. 72.
  73. 73. Smithville Music Festival<br />Before the festival:<br />
  74. 74. Smithville Music Festival<br />During the festival:<br />
  75. 75. Smithville Music Festival<br />After the festival:<br />
  76. 76. “<br />Bring the best of your authentic self to every opportunity.<br /><ul><li> John Jantsch</li></ul> Author of Duct Tape Marketing <br />
  77. 77. Questions?<br />Old School:<br /><ul><li>Phone – 512.473.3513
  78. 78. E-mail – sarah.page@lcra.org</li></ul>New School:<br /><ul><li>Twitter - @ColoradoRiverTr(work), @pagetx(personal)
  79. 79. Facebook – facebook.com/ColoradoRiverTrail
  80. 80. Flickr – flickr.com/groups/ColoradoRiverTrail
  81. 81. Foursquare – foursquare.com/pagetx
  82. 82. Gowalla – gowalla.com/users/pagetx (personal), gowalla.com/users/ColoradoRiverTrail (work)
  83. 83. Delicious – delicious.com/pagetx
  84. 84. Slideshare – slideshare.net/pagetx</li>

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