nbtda madison conference facebook and twitter110610
DESCRIPTION
Wendy Soucie www.wendysoucie.com presented on Using FaceBook and Twitter to market bike tours and connect with riders before, during and after the ride.TRANSCRIPT
Using Facebook and Twitter to Market Your Ride
National Bicycle Tour Directors Association, Nov. 6, 2010
Wendy Soucie25 years + experience
Certified social media consultant
Certified LinkedIn Trainer, Social Media Campaign Manager
Based in the Midwest with national reach.
© Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved
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AgendaAgenda
Why social mediaFacebook - Strategy PointsBuildingPromotingTwitter – Strategy PointsQ & A
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Consulting LLC - All Rights Reserved
Glenwood Springs CO
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More ways to connect to each other
Source: HubSpot
Social Media: Why?• Brand – building awareness in WI
and nationally
• Loyalty – improving the public’s knowledge - educating, sharing, expanding the experience for all
• Advocacy – building and maintaining support
• Extend your reach – generating action to signup
• Sponsorship – social capital for support externally
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NCP Model
• Build a strong social NETWORK +
• CONTRIBUTE content valued by the network+
• PARTICIPATE in your network and social ecosystem+
• Be Genuine, Trustworthy
• Grow your social capital
Socialmedia-academy.com
Social Media Policy
Create at least 2 policies
– Employee boundaries and limits
– Operational - based on job role
Start with your email policy
Social Media Policy List:
http://www.socialmedia-academy.com/index.php/resources/social-media-guide-lines/
http://www.itbusinessedge.com/cm/docs/DOC-1257Analysis of Social Media Policies: Lessons and Best Practices Chris Boudreaux
http://socialmedia.policytool.net/http://disclosurepolicy.org/
Use employees as ambassadors
Provide guidanceSupport your employeesState your company
boundariesProvide the right info, to
the right people , at the right time
Provide hyperlinks in all policies to all relevant documents and contacts.
Social Media Policy
Should we pay attention to Facebookversus search?
Source: Omniture Likes Facebook Guide
Social Media StrategyGoal – 5000 Riders16,000 ft
Strategy – reach out where they are
Tools
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You can choose how to start
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20 minutes a day - socialminutes.com
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Specific Business Goals
• Build your email list
• Drive traffic to your blog/Website
• Sell more product/services
• Increase event registrations
• Get media contacts & attention
• Connect with partners
• Improve customer service
Facebook User Engagement:
• 10 M users become fans of Pages each day
• 2 B photos uploaded to the site each month
• 14 M videos uploaded each month
• 2 B pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared / wk
• 3 M events created each month
• 45 M active user groups exist on the site*
• 65 M active users accessing through mobile.
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Strategic Approach to Facebook
• Branded Page – color, logo, image– Do they know they are in the right place
• Content and Context– Where, what, when, who, how
• Promotion– Timing, frequency, amplify message, share
• Engagement– Try different things and track
• Conversion– Call to action, REPEAT, make it visible
3 Tips for Marketing on Facebook
Tip #1 – Facebook Page
• Fans need to like you otherwise nothing
happens!
• Fans don’t need to be friends of a profile
– unlimited fans
• You can send updates to all connections
• Acceptable to promote, advertise, inform
via page – 80/20 rule
How to Set Up a Page
• Have 2 admin
• Setup a schedule of posting
• Add FB page to your email signature
• Use social address books like Xeesm.com to make it easy to find
• FB badge on blog and “like” button on posts
• Incorporate other media for the page - videos, blog posts, discussions, photos, notes, events.
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Other tips on pages
• Name your page after 25 fans
• http://facebook.com/username
• Think Brand when you create the name
• Users can join your page via SMS
Text: like yourusername to 32665 (FBOOK)
Like wendysoucieconsulting to 32665
How to Promote a Business Page
• Answer questions your audience wants answers to.
• Contribute on a regular daily basis to be in the news feed.
• Promote to your existing network and opt-in list.
• Make your Page publicly searchable - settings.
• Use Facebook Ads for an extra push to collect fans.
#2 Status Update – News feed
• Be imaginative. Use variety
• Be social - slightly stirred then shaken
with business
• Comments, likes and responses
contribute to FB algorithm to appear.
• High % of fans never return to Fan page
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Stay Visible.
• Profile activity level– 3x/day
• Integrate with other tools if it makes sense – Blog 2 x week
– Twitter 3-5 x day
– Video 1 x week
Pictures 1x daytime/week
• Email – 3-5 times before event
Tip #3 Events
• Setup events from your business page
• Upload photos and videos of past events
• Post relevant links
• Invite past attendees to similar events
• Encourage “Invite your friend Links”
• Ask for the “share”
• Integrate with event directories locally
Event Promotion
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FaceBook Ads
• Group
• Ads
• Metrics
Groups
• Must be a member to view
• Internal to FaceBook
• Search engines will not find
• May want to create both
Facebook Groups vs PagesFB Groups FB Page
Community Represents brand or entity
Email members to inbox Update shows up on home page and inbox
Shows up on profile as text link Shows up on fans profile w/image and text link
Groups indexed and 1 page searchable
Page tabs are indexed and searchable – fans search listing
Group joining shows in news feed Fan joining is distributed in news feed
Admins listed in group Admins are behind the scenes
Measuring and Analyzing
1. Reach: Total # fans, group members, and/or friends.
2. Engagement: Level of engagement and # of conversations with potential and current customers and fans.
3. Impact on Sales Funnel: # number of visitors from Facebook to your website that convert into leads and customers. Add Google Analytics to website.
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Social Media Strategy
“Remember: 80% is strategy and only 20% is technology”
Jeremiah Owyang
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Twitter is part of overall marketing outreach
Compliments your Website and/or blog
Balances regular Email w/realtime outreach
Backchannel for Trade shows/conferences
Can get you earned media (getting bloggers, columnists to cover your space)
Online reputation management
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Strategy Follow Create Engage
Event Coverage Those interested or attending event, media, community
Event information, updates, behind the scenes
Setup Tweetups,hashtag, talk to attendees ask & answer questions
Product Promotion & Sales
Current and potential customers, those interested in similar products
Links to online promos, insider info on upcoming sales/ discount codes
Check replies and DMs answer questions , provide info when needed.
Issue advocacy Those interested in your cause, industry leaders, news
Added values: health tips, disaster alerts, fundraising info
Know your followers, thank them for support, get them involved
Building Community Those interested in the broader subject
Share news, advocacy groups, share tools, tips and events
Use polls, questions, encourage sharing videos, pictures.
Source: Ogilvy
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HootSuite
TweetDeck
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Create a #hashtagfor your event
Microblogging - Twitter
• Just 11% of users on Twitter are teenagers.
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Find People
Identify your audience(s):
Finding riders
Press/media (there are wikis on media on Twitter)
Sponsors/Contributors
Politicians
Volunteers
Competition
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Search.Twitter.com
1. Search by Location
2. Search by terms, keywords
3. Set up a search on yourself, your company (create RSS feed into Google Reader)
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Profile
• Picture– Use your picture
– Brand your profile with your name
– Build a separate profile for the business
• Links – link to more info and recognize they come from Twitter
• Bio – complete all available characters
• Messaging – think about branding and consistency
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10 Twitter dos1. Do remember that your content should be 1/3 technical or how-to
tips, 1/3 personal and 1/3 emotional (quotes & jokes).
2. Answer questions (even if they aren’t directly related to your company).
3. Ask general questions (about what people like, what they want, what they dream about)
4. Do help people when they have a problem or are looking for information.
5. Do retweet ideas/thoughts/links that you find interesting. Think business, civic, non profit
6. Do track and measure what is happening with your links (www.bit.ly )
7. Do start small.
8. Do find daily interesting information about what you do.
9. Do develop a list of tips to share on a daily basis.
10. Do bring Value to your community.
Measurement
• Follower numbers
• Follower engagement
• Measurable links– Clickthroughs
– Conversations
– Context
• Retweets– Reposting your links
– Others pointing towards what you do
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Wordle.net
• Cross pollinate your media– Blogs– Podcasts– Videos – Photos – Presentations– Ebooks– News releases– PDFs– Slideshows– Event Directory
listings
What to Publish and Share
– Emails > blog posts
– Forum posts > blog posts
– Blog posts > presentations
– Presentations > blogs
– Event video > blog post
– Interview clients > blog
– Company info > public reports
– Company info > presentations
Make Use of Existing Material
You can’t understand without
Its about people and connections.
… signing on!
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ResourcesBooks
Twitter Marketing : An Hour a Day by Hollis ThomasFacebook Marketing: An Hour a Day by Mari SmithBooks: Groundswell, Trust Agents, Six Pixels of Separation
BlogsWSC Blog - http://www.wendysoucie.comMashable – http://www.mashable.comSocial Media Today – http://www.socialmediatoday.comSocialMediaExaminer – http://www.socialmediaexaminer.comChris Brogan – http://www.chrisbrogan.comAll Facebook – http://www.allfacebook.com
Slide Presentationshttp://www.slideshare.net/wsoucie
YouTube Channel http://www.youtube.com/user/wendysoucie
Photo credits – Istockphoto.com and Wendy Soucie
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We provide: Technical Product ExpertiseManufacturing experienceSocial media assessmentsMarketing best practicesThought leadership strategiesSocial media building blocksTraining on tools and strategyImplementation help and coaching
Network . Contribute . ParticipateSocial web links: http://xeesm.com/wendysoucie
Happy trails to you
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Your Questions?
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Partnerships | Strategic Alliances | Joint Venture
• Wendy Soucie Consulting – www.wendysoucie.com
• Founder/Principal
• End Result Marketing• Nurture marketing and research
• Social Media Academy • Certified Social Media Consultant• Founding Gold Member and Alumni• Black Diamond Consultant
• Xeesm – Social CRM • Business Partner – Wisconsin
• Integrated Alliances – IA Certified Trainer
• Images from IstockPhoto.com