Taking social media marketing to the next level

Organizational Concerns

• Management must buy-in to social media

• Provide social media training and make social media part of the marketing teamʼs responsibility

• Trust employees with social media, like with phones and email

• Choose someone who knows social media to lead your social media efforts

• Set aside a budget for social media – comparable to public relations budget

• Embed yourself in the community, but clearly identify yourself as a representative of the brand.

• Set aside a budget for social media – comparable to public relations budget

• Before everything else: Know Your Customer

Twitter & Facebook

Use Twitter search to pro-actively engage with customers

Do a search for related keywords on Twitter,respond to people who are checking in, visiting, etc.

Example: Hi Iʼm Vivien from XYZ. I noticed youʼre a guest in our hotel. Tweet me if you need anything :)

Use manual ʻold styleʼ retweets to earn brownie points.

Not the new style retweets. The old style notifies the user that you have RT-ed them, the new style doesnʼt.

• Post to Twitter at least twice a day. Update Facebook at least once a week. Answer every mention on Twitter and comment on Facebook.

• Provide Twitter and Facebook promo codes. Donʼt forget to remind followers.

• Consider aggregating your social media activities into a page or website, e.g. thefordstory.com or Zapposʼ Twitter accounts

thefordstory.com

twitter.zappos.com

• Donʼt just post promotional content. Follow foodies, travelers and related people and brands and share their stuff to Twitter & Facebook.

• Create a publishing calendar to vary the types of content you post. Should be 1:10 ratio of promotional vs community related content

• Cross promote with related properties and brands

• Schedule Twitter and Facebook posts in advance with HootSuite.

PRO TIP: USE HOOTSUITE• Post to multiple Twitter, Facebook, Foursquare

accounts• Account passwords are not shared with employees

• Schedule posts in advance

• Assign team members to follow up on tweets (Pro feature @ $5.99 / month)

Foursquare

• Foursquare is the new loyalty card rewards program for the social media generation.

• Make sure your Foursquare Specials are worth the trouble. Make sure they at least match the offers for credit card promotions.

• Run limited, really attractive Specials for a short period to generate word of mouth

• Add tips for locations around your outlet related to a theme, e.g. Tips for travelers, tourist attractions

• Apply for a brand page – must contact Foursquare directly to file an application

SEED FOURSQUARE WITH TIPS

foursquare.com/historychannel

Blogging & SEO

• Blogging compliments social media

• Provide a space for longer form content

• A simple landing page for contests, sign up forms, call to actions

• Nurture relationships by growing a community interested in your brand and related topics

• Blogging is also a great way to rank highly in search engines

• Make sure your blog theme is SEO-friendly. Hire experienced developers or buy from:

• woothemes.com

• headwaythemes.com

• studiopress.com

• Grow the number of incoming links to your blog.

EXTERNAL LINKS ARE REALLY IMPORTANT

• Identify keywords that customers will search for. Produce related content to target those keywords.

• For travelers from outstation, possible keywords are ʻkl hotelsʼ, ʻplaces to stay klʼ, etc

• For locals, possible keywords are ʻkl fine diningʼ, ʻkl italian restaurantʼ, etc

• Examples of bad vs good keywords

• ʻphotographerʼ vs ʻphotographer children portraitsʼ

• ʻbuy propertyʼ vs ʻbuy property in malaysiaʼ

• ʻmalaysia car newsʼ vs ʻmalaysia car partsʼ

KEYWORD TARGETING

<title>SEOmoz | 21 Tactics to Increase Blog Traffic</title><meta name="description" content="A considerable portion of my consulting time has recently revolved around the optimization of corporate blogs (or the addition of blogs to revamped sites). As usual, I find a pattern emerging in the strategies&nbsp;that need attention&nbsp;and the pitfalls that must be avoided. So, rather than charging $400 an hour to give advice on the subject, I thought it would be valuable to share&nbsp;many ..." />Meta

descriptionPageTitle

<h1>21 Tactics to Increase Blog Traffic</h1>...<strong>Choose the Right Blog Software (or Custom Build)</strong> <br />The right blog CMS makes a big difference. If you want to set yourself apart, I recommend creating a custom blog solution

Headings &Semantic HTML

Thank You!Slides can be downloaded from

http://slideshare.net/buzzmediamarketing

Direct questions todavid@buzzmedia.com.my

@blogjunkie on Twitter

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