social media for retail and tourism
DESCRIPTION
GOOP presentation in conjunction with the Surf Coast Shire, 28 August 2012 as part of the Victorian Government Small Business FestivalTRANSCRIPT
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28 August 2012Torquay, Victoria
Karl Morris
Social Media for business
Retail and Tourism
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Intent Based Marketing Models
“A model best exemplified by the Yellow Pages or classified section of local newspapers.”
John Battelle- The Search
®
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Intent Based Marketing Models
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Brand awareness and influencing purchase
decision.
Content Based Marketing Models
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A brief history
Old
New
Intent Content
Paid inclusion
Free & performance based
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Online content revolution
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How Many people are online?
Nielsen Netview March 2012
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How many people are online?
Nielsen Netview March 2012
Name Unique Audience(000)
Active Reach (%)
Brand Rank by Audience
Total Sessions
Google 14,056 86.97 1 443,831
Facebook 10,962 67.93 2 317,089
You Tube 8,890 55.01 4 75,914
Twitter 1,941 12.01 37 10,622
Trip Advisor 1,226 7.58 77 3,729
Pinterest 531 3.28 210 1,745
Instagram 377 2.34 290 1,245
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Online marketing strategy
Your online marketing strategy should include:
1. Your website (Google friendly and with Google analytics)
2.Blogs on YOUR website (not on other blogging tools)
3.e-newsletters (where applicable)
4.Social MediaGoal. Structure. Strategy
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What is social media?
Social media is simply a modern marketing tool; “it is a new set of communication and collaboration tools that empower and enable conversations digitally (the two way web)”*
* Chris Brogan: Social Media 101, 2010
Social media is the media we use to be social. Lon Safko, The Social Media Bible.
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SOCIAL NETWORK to exchange
messages about your business
SHARE
Product images, Video blogs,
tutorials, instructional
RATE & REFER
Post feedback, comments, rating – specific to indiustry
DISCUSS
Face to face online,free
PUBLISH
Your content, SEO, personal, other
material VIP to your business
MICROBLOG
network to quickly post news and
updates about your business
Social Media landscape
www
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Why do I need social media?Ask a simple question.- What do you want to achieve with
your marketing strategy?1.Find an audience (Be clear about WHO
makes up your community and who makes up your marketplace
2.Establish or build your brand
3.Cost effective tactics
4.Drive awareness and/or drive traffic (to my shop – off and online)
5.Drive sales
SOCIAL MEDIA
Goal. Structure. Strategy
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Tips for using social media
1.Make it easy for people to find you – website links; ask customers to ‘follow’ your social networks and leave feedback
2.Use photos/videos – even iPhone!
3.Post current links to your website, newsletters and blogs
4.Offer tips, suggestions, ideas – see videos!
5.Get involved – connect, engage, converse, share, refer; support other businesses, join groups
6.Ask for ideas, opinions, feedback
7.Deal with your feedback and complaints!
8.Don’t sell, sell, sell
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Tips for social mediaSetting up your Facebook Page
1.Have you created a business ‘PAGE’ on the back of your personal page?
2.Are you using the profile picture and cover image PROPERLY to represent your brand?
3.Are you LIKING other businesses and engaging with them?
4. How often are you posting, commenting?
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Tips for using Trip Advisor
1.Claim your business
2.Add detailed description and photos (10-20!)
3.Respond to reviews – positive and negative
4.Add the link/widgets to your website
5.Allow customers to stay connected – offer WIFI
6.Are you eco-friendly? Great appeal for travellers
7.Consider offering online deals ie complimentary breakfast
8.Follow up guests/customers with email – prompting a positive review
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Tips for social mediaTwitter, Google+, Pinterest, Instagram,
Blogs1.Brand your pages – logos, photos, graphic
image
2.Tweet short news, links to your website blogs, boards on Pinterest, announcements.
3.Create a Pinterest board, link to FB and Twitter. Share boards. Follow other boards.
4.Download Instagram app – share with customers
5. Search personal blogs with similar interests; follow and comment
6.Use dashboard tools ie Hootsuite
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Even if you are not participating in social media, chances are other people are still talking about your business –
good and bad.
“It’s better to live a social media life making mistakes than to
living a social media life doing nothing”
Erik Qualman, Socialnomics 2009
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Deegees
Built a community quickly
Use combination of product, in salon, training and staff stories
Encourage clients to post comments
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Kiitos
Very active posts & responds quickly
Great mix of product, asks for opinions, provides style tips & media
Insight into the retailer as a person
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Cocoon Couture
Pinterest -Good combination of product and boards of many other related topics (but unrelated to her product offering)
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D.R. Gordon Building
You Tube – using video testimonials on website and posting on social media
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Seymours on Lydiard
Active Trip Advisor users – respond to posts, ask all guests at the motel to post comments – widget on home page – No 1 Hotel Accomm in Ballarat
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Sea All Dolphin Swims
Content is varied ie videos, photos, links to site, visitors, diving courses etc. High engagement due to subject matter – back to website – they are being found!
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GOOP - Online marketing strategy and implementation.
Websites that work.
Social media set up and strategy.
Clients – local, Melbourne, Ballarat, Bendigo, Horsham, Albury and interstate.
We can help you create, build, manage and evolve your online marketing
strategies.
SIMPLE. CREDIBLE. FLEXIBLE. Call us.
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Thank you