Social Media Marketing for the National Bicycle Tour Directors Association (NBTDA)

www.marketingsavant.com
888.989.7771The MarketingSavant GroupThe MarketingSavant Group
Social Media Marketing The MarketingSavant Group
888.989.7771
dana@marketingsavant.com

888.989.7771The MarketingSavant Group
After-Event Slides & Resources
• The slides and resource links are available
electronically after the event:
www.marketingsavant.com/nbtda

How About That Social Media?
What do YOU think social
media is all about?
What are you doing with
social media & marketing
technology today?
What do you expect to be
able to DO with social
media?
How should success LOOK,
FEEL and SOUND?

Presentation Outline
• Fundamentals
1) Social Media Fundamentals for Bicycle Tour
Directors
2) Social Media Engagement
3) Social Media Tactics for Tour Directors
4) Saving Time on Social Media
5) Build Your Social Media Strategy

Social Media for Tour Directors
Year-Round
Per-Event
Pre-Ride During Ride Post-Ride

Already Embrace It
Just Jumped
on Board
Still Need Convincing
37% of marketers still do not include
social media as part of their
marketing.

Don’t Commit Random Acts of
Social Media Marketing!

Define the Social Media Plan
1. Outline Your
Objectives
2. Risk Profile
3. Define Your
Audience(s)
4. Social Media Content
5. Determine Integration
Points
6. Policy / Protocols
7. Choose Social
Channels (Tools &
Tactics)
8. Capacity and
Commitment
9. Social Media Systems
10. Measurement

More Simply Put:
“Social Media is
starting conversations
with people and
encouraging them to
pass it on.”

Hosting Conversations
Personal or “beginner”
social media is about
creating relationships
and engaging in online
social media. For your
organization, social
media is really about
hosting relevant
conversations that
engage your target
audiences.

More Simply Put:
“Facebook or Twitter
shouldn’t be the end goal of
a social media strategy any
more than a telephone
should be the end goal of a
communications plan.”

Top 10 Social Media Barriers
1. Lack of internal resources/time
2. Lack of knowledge/expertise
3. Not convinced about the value/ROI
4. Lack of clear guidelines/policies
5. Lack of awareness of social media within
company
6. Lack of budget
7. Social media not appropriate for
company/brand
8. Fear negative reaction from customers
9. Lack of global reach/scale
10. Lack of appropriate agency partner
Source: PR Week

Who’s Out There in
Social Media?

Understand Your Audience
Millennials have shifted a lot of their
communication with friends to social media. 84%
are email subscribers, 46% are Facebook fans, 6%
are Twitter followers.
Social networking use among those ages 50 and
older nearly doubled over the past year. Half (47%)
of internet users ages 50-64 and one in four (26%)
users age 65 and older now use social networking
sites.

If You’re Online…You’re In Social
Media
Source: Universal McCann Social Media Tracker Wave 3

where 73% of those
polled said they will increase their budgets this year.
“Off-site” means taking campaigns to the Facebooks
and YouTubes of the world
ExactTarget, Marketing Budgets 2010

Connecting Content
with Consumers
Source: Ogilvy

But…It Can
Be…“Complicated”

Social Media More Than Just
a Set of Tools…
 Blogs
 Widgets
 Micro Blogs
 Online Chat
 RSS
 Social Networks
 Social Bookmarks
 Message Boards
 Podcasts
 Video Sharing Sites
 Photo Sharing Sites
 Virtual Worlds
 Wikis
 Local Search
(…just to name a few)

• How people use
decentralized, people-
based networks to get
the things they need
from each other.
• WHAT IS SOCIAL MEDIA?
• BOTTOM LINE:
• Social media isn’t just
a list of destinations.
• It’s a new standard of
expectations.

Social Content
Social Platforms
The Social Media Channels
BLOGS
VIDEOSMICROBLOGS
AUDIO
(PODCAST)
PHOTOS
BRANDED SOCIAL
NETWORKS
WIKIS
WHITE-LABEL
SOCIAL NETWORKS
EMAIL
(BACN)
SMS and TEXT
EVENTS and
CALENDARS
STATUS
UPDATES
Social media is created and shared within social platforms: status updates and
similar interactions drive participation by increasing visibility of use.
Social Interactions

But…what should
we do next?
Question the Answers
Source: Ogilvy

Your Website
• Your “home
base”
• Sets the tone,
authority and
mission –
needs to be
“perfect”

Everything should have
at least two homes (if
not more)
• The first, where it
originated, the second
the overall home,
which is your
website/blog
• Network tools should
connect believers and
tell the world where
to find your
information

Get Blogging (Transparency)
• You “almost need a blog”
• Dynamic vs. static content
• Audiences ‘connect’ with blogs
• Metaphor for:
– Transparent communication
– Authenticity
– Responsibility
– Reputation
• “Connectable platform” (Wordpress, Typepad)

Create PAGES NOT PROFILES
Facebook Says:
• Facebook profiles are meant to represent a
single individual. Organizations of any type
are not permitted to maintain an account
under the name of their organization. We
have created Facebook Pages to allow
organizations to have a presence on
Facebook. These Pages are distinct
presences, separate from user profiles, and
optimized for an organization’s needs to
communicate, distribute
information/content, engage their fans, and
capture new audiences virally through their
fan’s recommendations to their friends.
Facebook Pages are designed to be a media
rich, valuable presence for any artist,
business or brand.
• If you create a profile for your business, your
account may be disabled for violating our
Terms of Use. If you have questions about
how to best leverage your Facebook Page,
please check out our Insider’s Guide or FAQ.

Page vs. Profile
Key Feature Facebook Page Facebook Group/Profile
“Ugly” URLs No Yes
Hosting a discussion Yes Yes/No
Discussion wall, and
discussion forum
Yes Yes/Sort of
Extra applications added Yes No/Yes
Messaging to all members Yes (via updates)
Yes (via PMs)/Yes(Via
Friends)
Visitor statistics Yes (“Page insights”) No
Video and photo public
exchange
Yes Yes/No
“Related” event creation
and invitation
Yes No
Promotion with social ads Yes (never tried it) No
Legitimate Business Use Yes Yes / NO!

Integrate Social Media with Print

Brooklyn Museum/ Integration
• Feature: The Brooklyn Museum
Integrated
Campaigns
Social
Media
Magazines
TV and
Radio
Direct
MailOnline
Advertising

THE ROI OF FACEBOOK
Dholakia and Durham surveyed customers of Dessert Gallery (DG), a popular
Houston-based café chain. Prior to the study, DG did not have a Facebook presence.
The study, based on surveys of more than 1,700 respondents over a three-month
period, found that compared with typical Dessert Gallery customers, the company's
Facebook fans:
• Made 36 percent more visits to DG's stores each month.
• Spent 45 percent more of their eating-out dollars at DG.
• Spent 33 percent more at DG's stores.
• Had 14 percent higher emotional attachment to the DG brand.
• Had 41 percent greater psychological loyalty toward DG.

Ad Preparation
• Great offer
• Demographic
research- if you have
nothing, check
Quantcast or Google
AdPlanner
• Compelling ads
(images and copy)
• Commitment to
frequent testing and
ad rotation
1. Great Offer
2. Demo/Affinity
3. Fresh Ads
4. Testing

Know Your Audience
• QuantCast
• Free code that
you put on your
site
• Gives you the
“Lookalikes” from
your current
audience

Compelling Images
• Amateur look
• Shocking
• Celebrities
• Animals
• Freaks
• Women
• Smiling people
• Locally recognizable if Geotargeting
• Borders in colors that contrast with FB blue
• Relevancy; you’ll be disapproved just for using the
hot woman if not relevant to your ad or offering
• Off the wall stuff even you don’t think will work
• Picture of their goal/dream

Awesome Copy
• Questions
• Testimonials
• Special characters
• Ego play
• Reflect demographics
• Calls to action
• Study the copywriting
greats
– Robert Bly
– Dan Kennedy

Ad Best Practices I
• Always test multiple ads at same
time
– Pause ads that never perform
– Pause ads that dip in
performance; try them again in a
couple weeks
Look how
much CTR and
CPC can vary

Advanced Social
Media Engagement

Do the Facebook Combo
Page + Events + Ads + Fans = Success

Change Up Your Imagery
• Change it up
weekly/monthly/sports/
seasons/events
• Based it on a student
contest (make them
famous + parents share)
• Work with a graphically
talented student
(parent?)

Embed Widgets on Your
Site
Facebook
Twitter
Blog
Video
Podcast

Don’t Forget The Email

Make a Compelling
Welcome Page/Video
Video content
Call to action
Tell you story
Encourage everyone to become
a fan

Celebrate Your Fans
Do something special for fan & follower
milestones

Follow the Locals
• Twellow.com
• Twitaholic.com
• Twitterlocal.net

Share Things
Like Photos… …and Videos

Create Podcasts & Vodcasts
• More human &
emotional than
blogging
• Be found on Google
• Low investment
• Easy distribution
• Differentiator
• Share more than text

Engage, Engage, Engage
• Engage with questions, trivia, history, “are you smarter than
a 5th grader test questions” and so on to drive repeat traffic
– Weekly Polls & Surveys and reports on the results…
• Host a local tweet-up & educate parents on social media
• Mobilize every department of the district on social media
(Theater, sports, guidance dept, student council, etc.)
• Live sports tweets from all events
• Make use of tabs for events, open enrollment, Rules of
Engagement, etc.
• Ask your Likers to "Suggest to Friends" on a monthly basis

What’s a Tour
Director to Do?
(56 things, actually)

Two Tarts Bakery (TTB)
What they did
• Facebook: TTB created a
Facebook page and linked their
blog entries and twitter
conversation to the content
updater.
• Events and PR: TTB used
Upcoming.com, Google Calendar,
and PR to spread the word about
new cookies, classes and partners
they are working with.
• Yelp: TTB has used Yelp
announcements for new recipes
Lesson - Awareness
• Starting small, TTB has been able
to create a cult following and
increase sales by over 800% in 10
months. Classes sell out quickly,
retail traffic has grown and online
chatter has been overwhelming.
• Online chatter has led to 2 major
magazine articles and 3 local
newspaper write-ups.
• (Keep in mind, this is a tiny
bakery with a limited budget and
they made an effective campaign)

Two Tarts Bakery Examples

Social Media Listening
• What are people saying about your
organization?
• Your competitors?
• Your tribe?
• Your peers?
• Services to try: Radian6, TweetBeep,
TweetAlert, Google Alerts

Comcast provides support via Twitter

Customer Community
• Small business focused credit card
company is changing the business
financing discussion through ideas
• Created ideablob.com to stir the
conversation about what it stands for
• Positioning itself as the most helpful
credit card company to small
business
• Involved in other small business
related causes to help developing
countries
• Online resources for small business
owners just getting started

Local Coffee Shops Run
on Facebook

• American Cancer Society
• “More Birthdays”
Driving Conversations

Social Media Overkill?

Martell Home Builders uses social media to connect with home buyers
Toolkit
Blog
Facebook fan page
YouTube Videos
Twitter stream
SmugMug photos*

Martell Home Builders
3 Lessons:
1) Be Transparent
2) Holistic Strategy
3) Human Relationships

Goodwill uses social media to increase sales of its high-end merchandise
Toolkit
Blog
Facebook fan page
YouTube Videos
Twitter stream
eBay sales page

Integrated Social Media Strategy
Goodwill Repositioning
Blog
YouTube
MySpace
ebay Store

A Few Good Stats
• Over 11,500 unique visitors to the virtual fashion show 9/12 launch
• Over 42,000 page views
• 16% of fashion show visitors have been converted into online Goodwill
shoppers
• Fashion Show Visitors from 31 countries and 48 states plus DC
• 48% of fashion show visitors are from the DC, MD, VA region (the area
we serve)
• Blog is averaging between 600 & 700 visitors a week
• 5.6% of blog visitors are being converted into online Goodwill shoppers
• Blog visitors from 77 countries and all 50 states
Brick & mortar stores during the two weeks following
the launch of the fashion show:
• Customer count + 6.6%
• Rack sales (clothing) + 16.5%
• Total sales + 8.275%

Goodwill of Greater Washington
3 Lessons:
1) Incorporate Into Marketing Strategy
2) Regional Execution
3) Entertainment + Trust = Desire to Shop

Nicolet uses a blog and social media to educate and connect with their tribe
Social & Thought Leadership Toolkit
Blog
Twitter (rates)
RSS feeds
Podcasts
Business Pulse Survey
VOC community center

Nicolet National Bank
4 Lessons:
1) Leverage Transparency & Thought Leadership
2) Unfiltered Conversation
3) Content Matters
4) Education = Trust

Social Media Marketer:
Adams Magnetic
• Goal: Separate themselves as
thought leaders in the
industrial magnets market to
drive new direct business
• First to hold the “market
conversation”
• Building the community
around industrial magnets
through blogging, conference
appearances and thought
leadership articles
• New leads attributed to TLM
activities
• Bested their competitors in
growing website traffic

The Social Media Restaurant
• Caminito Argentinean
Steakhouse is a single-
location restaurant in
Northampton, Mass
• Using a website, local
ads, blogging, video,
Twitter, MySpace and
other digital tools to
drive business

Caminito’s World…

Time Commitment

Marketing Map

It Can Also Be
Distracting…
• Why you must have a
strategy in place
• Mobilize your
volunteers, donors,
advocates and
everyone else to help
with social media
efforts

Social Measures
• Participation
• Sales
• Registrations
• Referrals
• Links (the currency of the
social web)
• Votes
• Reduction in costs and
processes
• Decrease in customer issues
• Lead generation
• Conversion
• Reduced sale cycles
• Inbound activity

PARTICIPATION
The Global Social Media Check-up, Burson-Marsteller, 2010

Social Media is About ROI!
• The relationship is apparent and significant: socially engaged companies
are in fact more financially successful. So now we know it pays to be
social, but it is important to note that by “social,” we’re talking about deep
engagement, not merely having a presence. (Altimiter ENGAGEMENTdb study)

Social Media Dashboard
SOCIAL MEDIA IMPACT
Source: Oliver Blanchard
“The Basics of Social Media ROI”

For Tomorrow…
1. Outline Your
Objectives
2. Risk Profile
3. Define Your
Audience(s)
4. Social Media Content
5. Determine Integration
Points
6. Policy / Protocols
7. Choose Social
Channels (Tools &
Tactics)
8. Capacity and
Commitment
9. Social Media Systems
10. Measurement

Claim Your Name!
• Go to namechk.com
• Type in your district
“handle” or
“shortname”
• Reserve your name on
important sites

Social Media Marketing for the National Bicycle Tour Directors Association (NBTDA)

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