Social Media

An introduction to social media

Social Media

That’s me

These are my daily thoughts

Social Media: Gaining Exposure

Need exposure? Here is what you can consider:

• An effective website• A strong social media presence• Interaction on review websites• Email campaigns• Photo and Video (rich media) sharing

Social Media

Social Media

Is your social media and website presence as breath taking as the destination you represent?

Social Media: The phenomenon

What is social media?• By definition social media is

websites and applications that enable users to create and share content or participate in social networking.

• Social media is conversational marketing that is ever changing and powered by over 3000 platforms

Social Media: The phenomenon

Why YOU can not ignore it... • It is word of mouth on steroids• It is current, relevant and invasive • 1 in 4 people in the world use social networks• Searching Google for social media returns

70100000 results• Everyone is talking about it, from teenagers to

local grocers and even leaders of countries

Social Media: The phenomenon

Social Media: The phenomenon

Social Media: The phenomenon

http://www.youtube.com/watch?v=57dzaMaouXA

The rise of the #hashtag

Social Media: The Phenomenon

“Social Media is about sociology and psychology more than technology.” ~Brain Solis Principal of FutureWorks

“With the growing reliance on social media, we no longer search for news, or the products and services we wish to buy. Instead they are being pushed to us by friends, acquaintances and business colleagues”. ~Erik Qualman

Social Media: The Phenomenon

“I love social media because it exists at the intersection of humanity and technology. ~ Steve Jobs

"On Twitter we get excited if someone follows us. In real life we get really scared and run away."~Unknown

“Social media is here. It’s not going away; not a passing fad. Be where your customers are: in social media.”~Unknown

Social Media: Myths

These are the most common myths of social media:

• It is free• You can just appoint anyone in-house to run

your social media • You need to be on EVERY social media

channel • Social media can replace real-life networking • Social media is full of internet trolls

Social Media: Myths

• Only teenagers are on social media

• Social media can replace your website

• You can not measure return on investment

• You can not generate leads on social media

• Too much content will reveal trade secrets to your competitors

Social Media: Myths

• Social media does not compliment traditional marketing

• Social media is a fad • Social media creates negativity • Social media is too informal for business

Social Media: Facts

Social Bookmarking (stumblopen.com)

• Interact by tagging websites and searching through websites bookmarked by others

Social News (reddit.com)

• Interact by sharing and commenting on news Social Video & Photo Sharing (youtube.com)

• Interact by sharing videos and photos Social Networking (facebook.com)

• Interact by adding friends, commenting and sharing

Social Media: Facts

The statistics do not lie:• 1 in 4 people world wide use social media • By 2017 there will be 2.55 billion users• 67.7 % of internet users use social media at

least once per month • The biggest social network Facebook has over

1.28 billion monthly active users

Over 3000 platforms with one aim: connect people!

Social Media: Facts

How do marketers see social media?• 92% of marketers indicate that social media is important for

their business

• Facebook and LinkedIn are the most popular choice for marketers, with 54% choosing FB as their preferred platform

• 64% said they dedicated 6 hours or more to social media per week

• 92% said the top benefit of social media was increased exposure with increased traffic on the website 80% and developed loyal fans

(Study done by Social Media Examiner, 2800 marketers took part and results were released in 2014)

Social Media: Where it all begun and why.

Social Media: Where it all begun and why

The history of social media is explained

in this infographic

(a graphic visual presentation of

information)

Social Media: Where it all begun and why

Word of Mouth Marketing • Social media is essentially a tool that allows

word of mouth marketing to extend across borders, language barriers and cultures.

Social Media: Where it all begun and why

“Facebook was not originally created to be a company. It was built to accomplish a social mission - to make the world more open and connected.” - Mark Zuckerberg

YouTube was built for home use and Facebook was never intended to be a marketing tool – this was the age of innocence.People slowly, through their needs, pushed these channels to become what they are today.

Social Media: Where it all begun and why

This is the society we have become

Social Media: Where it all begun and why

Social networks are the first marketing

platforms to boast a two-way

conversation, gone are the days of you

putting the message out there and

hoping it resonates with your audience,

you now have access to their thoughts.

What will you do with this information?

Social Media: The BIG Players

To see the full infographic visit: https://www.pinterest.com/pin/175499716705022717/

Social Media: The BIG players

To see the full interactive infographic visit: http://blog.digitalinsights.in/social-media-users-2014-stats-numbers/05205287.html

Which social media channels are leading the way?

Social Media: Facebook, the King of Kings

Facebook is undoubtedly the biggest and most powerful social network in the world. What makes it unique?

• It has an aim of 5 billion users

• Facebook is driving initiatives for internet accessibility world wide

• It dominates the social media advertising space• Facebook is focused on growing offline too• It is a public company

• Facebook has adapted to changes in technology and user behaviour

Social Media: Facebook

• 21 minutes – the time the average user spends on Facebook a day

• Largest opportunity - communicating with consumers in a non-obtrusive way

• Users share 1 million links every 20 minutes• Posts that contains photos make-up 93% of the

most engaging posts.• Question posts “get 100%

more comments than standard text-based posts.”

Social Media: Twitter

• 241 million active users (over 600 million total users)

• Twitter is a micro blogging social site that limits posts to 140 characters

• 5,700 tweets happen every second• 86% of tweets with links will get

retweeted• Use hashtags to gain 2x more

engagement• Image links can get 2x the engagement rate

Social Media: Google +

• 540 million active users• Social network built by Google that allows for

brands and users to build circles• 25 – 35 year olds are most active• Average monthly time spent on

Google + is 7 minutes• A Google + presence can assist

with search engine optimisation

Social Media: Instagram

• 200 million active users• 1.6 billion likes a day• Avg 60 million photos added daily • New 15 second video feature • 43 % of the top 100 brands on

Instagram post daily • No filter – the most popular filter

used on Instagram

Social Media: Tips

Create a social media strategy:• Identify your target audience• Select the right platforms • Align your strategy with your business objectives

and sales targets• Ask yourself what do I want people to know? • Define what you can and cannot do• Develop a tone and style

Social Media: Tips

Create a social media strategy:• Identify key staff members to involve• Educate staff members• Create a content plan considering seasons,

events, plans etc• Allocate time • Find tools to assist you• Monitor and adapt

Social Media: Content that works!

Post a video or great imageUse linksAsk questions or use the poll feature

on FacebookUse testimonials/reviewsUse and track hashtags Share articles from inspiring

people/thought leaders/news websitesUse other social media channels

Social Media: Content that works!

Competitions/promotionsInspiring quotesTop 10 Lists or Dos & Don’ts ListsTell them about your success/changes

Social Media: Trends

To see the full infographic visit: https://www.pinterest.com/pin/175499716705022849/

To see the full infographic visit: https://www.pinterest.com/pin/175499716705023160/

Social Media: Best Practices

Here are 15 points to bare in mind when engaging on social media platforms:

• Establish and manage your expectations• Create a content strategy and calendar• Develop your voice and tone • Keep an eye on your competition• Stay aware• Read, watch and share • Follow the 60/40 rule

Social Media: Best Practices

• Think different• Commit, 100%!!!!!• Monitor your success • Use rich media (videos,

whitepapers, infographics)• Keep the social in social media• ALWAYS respond to both negative and positive

feedback• Be proactive, verse reactive • Be transparent

Social Media: Why it’s working?

http://www.adventuretravelnews.com/2014-top-social-media-trends-for-travel-marketers http://www.tripadvisor.com/TripAdvisorInsights/n2087/social-media-success-stories

Success Stories

Ellen’s Oscar Selfie • A simple selfie, with arguably the most famous

faces in Hollywood, goes viral• The most retweeted picture on Twitter • This tweet generated $1 billion worth of

advertising for Samsung

Key Learning: Keep up to date with the latest

trends

Success Stories

Arby’s

• This was the biggest tweet during the 2014 Grammy awards

• 79834 retweets

• Arby’s bought this hat for over $44000 and auctioned it off for charity

Key Learning: Keep an eye out for opportunity

Success Stories

A little village goes global http://www.youtube.com/watch?v=kzAG9_iKgRE

• “We realized that there are many Facebook fans who click the Like button, but who never gain any real connection to the brand.”

• The Facebook Page now has over 45,000 Facebook fans and visits to the Graubünden tourism website have increased by 250%.

Key Learning: Stay true to your word and your fans will reward you.

Social Media: Businesses doing it right!

Lets explore:• https://www.facebook.com/MaerskLine• https://www.facebook.com/fairmonthotels• https://www.facebook.com/langnesslighthouse• https://www.facebook.com/pages/Manx-

Farming-And-Food-Matters/101735529950387• https://www.facebook.com/JamiesItalianUK• https://www.youtube.com/watch?

v=2MBzHiRiDf8&list=PLMEqx95wlLwxIXdplgLr7naM5kkEi7Aox

Social Media: Isle of Man Where you Can

MISSION STATEMENT

To grow the number of visitors and

spend by promoting the attractions,

events and activities that make the Isle of

Man a desirable destination!

Let’s explore what IOM Tourism are doing that can help YOU!

Ratings and Review Sites

Ratings and Review Sites

79 % of consumers trust online reviews as much as personal reviews…

Ratings and Reviews

Ratings and Reviews: Why It Matters

Ratings and Reviews: Harnessing the Power

Ratings and Reviews: Positivity!

Ratings and Reviews: TripAdvisor

TripAdvisor:• More than 190 million reviews and opinions from

travelers around the world• More than 4.4 million businesses and properties

in 145,000+ destinations, including:• 890,000+ hotels, B&Bs, and specialty lodging• Nearly 650,000+ vacation rentals• 2.4 million restaurants• 480,000+ attractions

Ratings and Reviews: TripAdvisor

• More than 26 million candid traveler photos.• More than 115 new contributions are posted

every minute.• On average, nearly 2,600 new topics are posted

every day to the TripAdvisor forums.• More than 85 percent of questions posted to

TripAdvisor's English-speaking forums are replied to by other travelers within 24 hours.

Ratings and Reviews

http://www.tripadvisor.com/TripAdvisorInsights/n2120/24-insights-shape-your-tripadvisor-strategy

Rating and Review Sites: Best Practices

Top tips:• Do research to see where your business is

appearing• Claim your business on the review website• Respond to both positive & negative reviews• Respond within a timely fashion• Highlight positives • Be genuine, show empathy and engage • Use SEO keywords in your response

Rating and Review Sites: Best Practices

Top tips:• Ask for reviews either face to face, via email, on

your website or on social media • Incentivize staff to get guests to submit a review• Integrate your reviews on your website and

social media channels • On negative reviews: acknowledge, take the

conversation offline and resolve • Highlight any changes you have or intend to

make

Ratings and Reviews: Great Responses

Ratings and Reviews: Great Responses

Social Media: Monitor What is being Said

Google alertsHootSuite Social MentionMonitor competition Review Trackers

How to get started

You want to do itYou need to do it

You do not know where to start

How to get started

To do list:• Simply start and of course start simply• Set clear business objectives• Set clear sales targets • Create a content strategy• Select the right channels and tools• Create engaging and relevant content • Implement • Measure and monitor the results

Social Media: Stay cool!

Social Media: Remember this!

Social Media: The Marketing Mix

Join us for our Online and Digital Marketing: An Introduction course next week to find out more…

Time to follow!

https://www.facebook.com/VisitIsleofManhttps://twitter.com/visitisleofmanhttp://www.pinterest.com/visitisleofman/http://instagram.com/visitisleofman

Time to connect with us!

Jessica Lee Brown• www.linkedin.com/pub/jessica-lee-brown/4a/13a/563/• jessica@ashgrovemarketing.com• https://twitter.com/Jigzbrown • www.ashgrovemarketing.com

Sue Gee • http://uk.linkedin.com/pub/sue-gee/9/a31/a18

• sue@tlc.co.im

• https://twitter.com/suegeeTLC

• www.tlc.co.im