impact marketing: facebook and pinterest
DESCRIPTION
Presentation given on May 1, 2013 to members of the Burnet County, Tx tourism industry on marketing with Facebook and Pinterest.TRANSCRIPT
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Impact Marketing:
Facebookand
PinterestPresented by:
Burnet County TourismMay 1, 2013
Photo: karen.gardiner on Flickr
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Get these slides here::http://sarahtpage.com/burnet-county-tourism/
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Photo: Marciniak on Flickr
DEMYSTIFY
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Photo: brandi666 on Flickr
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Agenda
Social media reviewSocial media strategyKnow your audienceWebsite marketingFacebook examples
Pinterest examplesPinterest for business Live DemosQ&A
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Social Media Review
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Photo: erinjpattison
Social media is FREE!
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Benefits of Social Media• It’s FREE!• Builds deeper relationships• Increases brand awareness • Broadens your network• Helps SEO• Increases website traffic• Generates leads and sales• Can help reach journalists/media• Empowers fans to be viral ambassadors for
your brand
Source: Social Media for Tourism Pros
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Is Social Media Right for You?
• Is social media …• Providing value to your organization and your
members/customers?• Bringing benefit via brand awareness,
membership, loyalty, sales, etc.?• Helping to grow membership base?• Justifying the investment?
Source: pammarketingnut.com
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First steps
• Find your audience• Know what’s being said• Extend a virtual hand• Get your community to be virtual ambassadors• Have fun, in a professional manner of speaking
Source: DCI
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Social Media Strategy
Photo: davidkjelkerud
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First, Some Questions
1. Can you describe your business/organization?2. What are your goals?
a. Generate salesb. Brand enthusiasm c. Loyalty
3. What is your relationship with your audience?a. Awarenessb. Interestc. Actiond. Advocacy
Source: Jay Baer (http://convinceandconvert.com)
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More Questions
4. How does your audience use social media?5. Who will be your community managers?6. What social media platforms will you use?
(Hint: Where is your audience?)7. How will you be human (what is your
“voice”)?8. How will you know when/if you’re successful?
Source: Jay Baer (http://convinceandconvert.com)
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Do You Need a Social Media Policy?
• Maybe. Just keep these basics in mind:– Be polite– Be honest– Be open– Be inclusive– Be forthright– Be legal– Be helpful– Don’t try to control the conversation– Accept, respond, and be gracious to negative feedback
Source: The Potluck Guide To Social Media Strategy
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Social Media Don’ts
• Don’t be something you’re not
• Don’t experiment with the company logo
• Don’t think you have to be on every social media channel
• Don’t tell, show• Don’t feed Facebook to
Twitter (or vice versa)
• Be authentic
• Try new things with personal accounts first
• Start slow and be selective
• Use images whenever possible
• Know your audience and post accordingly
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Remember: Social media
is not an island.
Photo: lisbokt
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Know Your Audience
Photo: stijnbokhove
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Facebook Insights
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Facebook Insights
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Facebook Insights
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Website Marketing
Your website should be the hub of your online marketing
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Social Media Brings Users To You!
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Integrate Social with Web
From this …
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Integrate Social with Web
… to this …
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Use Calls to Action
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Content Really Is King
• Put contact info on EVERY PAGE
• Use easy navigation• Keep content current• Use high-quality
content (including photos and video)
• Add calls to action
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Facebook Examples
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Facebook Offers
• Affordable and great for brand awareness
• Spent $3.70 and drove over $200 in business
• 102 offers claimed/5 redeemed
• Redemption rate on this offer was low
• Ask your community to share!
Source: Doe’s Eat Place
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Facebook Offers
Source: Doe’s Eat Place
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Facebook Promoted Posts
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Facebook Promoted Posts
Source: Visit Bloomington
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Facebook Promoted Posts
Source: Visit Bloomington
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Facebook Promoted Posts
Source: Visit Bloomington
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FacebookCover Photo as Advertising
Source: Bass Performance Hall
Text can be no more than 20%
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FacebookCover Photo as Advertising
Source: Mari Smith
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FacebookProfile Photo as Advertising
Source: Kyle Chamber of Commerce
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Content Is KingVisual Content Is Ruler of the World
• Videos shared 12x more than links and text posts combined
• Photos are liked 2x more than text updates
• Instagram is the 2nd most popular app (globally) behind Facebook
• Pinterest generates more referral traffic than Google+, LinkedIn, and YouTube combined
Sources: HubSpot; Marketing Land
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Visit Fargo-MoorheadVisual Content
Source: Fargo-Moorhead CVB
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Visit Fargo-MoorheadVisual Content - Pinterest
Source: Fargo-Moorhead CVB
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Visit Fargo-MoorheadVisual Content - YouTube
Source: Fargo-Moorhead CVB
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Visit Fargo-MoorheadVisual Content - Instagram
Source: Fargo-Moorhead CVB
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Savannah Craft Brew FestivaliPhone Photos
Source: Visit Savannah
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Pinterest Examples
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You May Have Seen This
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But Have You Seen This?
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Facebook & Twitter
“Look at Me!”Photo: PaperNest on Flickr
=
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Pinterest =“Look at This!”
Photo: Transguyjay on Flickr
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• 80% of Pinterest users are women• Users spend an average of 1 hour, 17 minutes on the site• Pinterest referrals spend 70% more $$ than referrals from
non-social channels• 43% of Pinterest users prefer to associate with a brand vs
only 24% on Facebook Source: http://socialfresh.com
Photo: droob on Flickr
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Drive sales to your website!
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See what’s been pinned from your website or blog!
http://pinterest.com/source/AddYourURL.Here
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Pinterest for Business
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Pinterest for Business
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What Do You Want To Try?
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Follow Me
Linkedin.com/in/sarahpage
Facebook.com/SarahTPageConsulting
@pagetxSarah Page, PrincipalSarah T. Page Consulting, LLC
http://[email protected]
512-914-8873
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Can I Help?
Call Me!
Photo: .Spartography on Flickr