Post on 17-May-2015
Advanced Social Media Strategies
2011 TFEA Conference & Trade ShowAnchors Aweigh!
July 8, 2011
About Me
GEEK ALE
RT!!
About Me
Today We’ll Cover …
• Social media strategy• Social media measurement• Festival case studies• New tools to try
Social Media User StatisticsFacebook Twitter Foursquare
# of Total Users 500 million 106 million 7 million
# of New Users Daily
300,000 22,000 (3400% growth in 2010)
# of Mobile Users 200 million (2x as active)
38 million
Daily Use 50% use daily 28 million ~ 14,000-18,000
Geography 70% from outside the U.S.
60% from outside the U.S.
40% from outside the U.S.
Connections Average user has 130 friends & likes 80 pages
26 million users follow a brand (67% will buy)
Sources: http://www.facebook.com/press/info.php?statistics;http://www.observer.com/2011/media/foursquare-user-no-6000000-signs;http://blog.hubspot.com; http://www.digitalbuzzblog.com/infographic-facebook-vs-twitter-demographics-2010-2011/
Authenticity, honest, and personal voice underlie much of what’s successful on the Web.
- Rick LevineCo-Author The Cluetrain Manifesto
“
Social Media Strategy
Photo: davidkjelkerud
First, Some Questions
1. Can you describe your event?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)
First, Some 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)
Remember!
Social media is not
an island.Photo: lisbokt
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
Good-bye, Broadcast. Hello, Conversation.- Shel Israel
Co-Author of Naked Conversations
“
Measurement
Photo: Svenneman
The Measurment HierarchyGoal >>> Objectives >>> Strategies >>> Tactics
• Goal: To increase the brand footprint of the Brown-Eyed Girl Festival through participation in social media.– Objectives: – Increase ticket sales by 15% in the first month.– Establish a Facebook fan page with 500 fans before the
festival start date.• Strategies:• Design a SMS (texting) promotion.• Offer “insider perks” discounts to Facebook fans.
– Tactics:– Run spots on cable TV with “text to win” messaging.– Offer promo code in a “thank you” text message for discounted tickets.
Source: Brass Tack Thinking (http://www.brasstackthinking.com)
So What Can You Measure?
• Financial return– Conversions via unique links– Sales via social media promo codes– Social media-specific coupon redemption (e.g.
Groupon, Living Social, etc.)– Total coupon downloads (signals interest/intent to
buy)– Reduced per-call customer service costs– Decreased customer attrition rate– Cost per dollar raised
Source: Brass Tack Thinking (http://www.brasstackthinking.com)
So What Can You Measure?
• Value, Awareness, Customer Satisfaction– Increase positive sentiment over time– Overall brand awareness across social media
channels (via mentions)– Number of referrals or recommendations – Positive trends on key website stats (e.g. unique
visitors, time on site, downloads, etc.)– Increased lead generation through social media– Clicks on shortened, unique links
Source: Brass Tack Thinking (http://www.brasstackthinking.com)
Um … okay. How?• Google Analytics: http://www.google.com/analytics• Campaign codes• URL shorteners
– Bit.ly– Owl.ly– Is.gd– BudURL
• Incoming links– http://backtweets.com
• Facebook & Twitter– Facebook Insights– http://klout.com– http://twittergrader.com– http://addictomatic.com– http://socialmention.com
• What do you do?
Companies need connections to their markets to create long-term loyalty.
- Charlene Li & Josh BernoffAuthors of Groundswell
“
Time-Saving Toolsand Helpful Utilities
Photo: brandi666
RSS Feeds – Feedburner.google.com
RSS Feeds – TwitterFeed.com
RSS Feeds – TwitterFeed.com
RSS Feeds – TwitterFeed.com
RSS Feeds – TwitterFeed.com
HootSuite – Schedule Posts
HootSuite – Schedule Posts
HootSuite – Schedule Posts
HootSuite – Monitoring
Ping.fm
Ping.fm
Facebook to Twitter
Hyper Alerts
Hyper Alerts
Hyper Alerts
Nutshell Mail
Nutshell Mail
Nutshell Mail
Twitter Chats with TweetChat
URL Shorteners – Bit.ly
URL Shorteners – Bit.ly
Facebook Groups = Crowdsourcing
Twitter is not a technology. It’s a conversation. And it’s happening with or without you.
- Charlene LiCo-Author of Groundswell
“
New Things To Try
Social Couponing
Social Couponing
Location-based Apps
Location-based Apps
Location-based Apps
Location-based Apps
Location-based Apps
QR Codes
Why Use QR Codes?
• Consumers don’t have to type or text• Engage consumers on the go, on THEIR terms• Drive them to mobile commerce sites, and
digital experiences• Provide quick access to useful (RELEVANT)
information• Costs nothing to produce a QR Code
Source: Tim Hayden (http://www.44doors.com)
QR Codes
QR Codes
Make the customer the hero of your story.- Ann Handley
Chief Content OfficerMarketingProfs
“
Festival Case Studies
Photo: betta design
Savannah Craft Brew Fest
September 2-4, 2011Savannah, GA
Savannah Craft Brew Fest
• Goals– Increase awareness of the event– Drive ticket sales
• Why social media?– To generate interest & excitement about the festival– To aid in contests & ticket giveaways– To stay in touch with attendees
Source: Savannah Craft Brew Fest/Amy Brock
Savannah Craft Brew Fest
• Marketing Mix– Traditional advertising– Public relations– Social media• Twitter• Facebook• Flickr
Source: Savannah Craft Brew Fest/Amy Brock
Savannah Craft Brew Fest
• Results– Festival attendance > 5000 people– Facebook fans = 2,471 (up 116.6% since ‘09)– Twitter followers = 1,704 (up 138.7% since ’09• Fans and followers are highly engaged year-round.
Source: Savannah Craft Brew Fest/Amy Brock
Savannah Craft Brew Fest
Before the festival:
Savannah Craft Brew FestBefore the festival:
Savannah Craft Brew FestDuring the festival:
Savannah Craft Brew FestDuring the festival:
Savannah Craft Brew Fest
After the festival:
Savannah Craft Brew FestAfter the festival:
Smithville Music Festival
October 22, 2011Smithville, TX
Smithville Music Festival
• Goals– Get people through the gate– Make a profit
Source: Smithville Music Festival/James Breeden
Photo: gordonflood.com
Smithville Music Festival
• Marketing mix– Traditional advertising– Public/media relations– Social media• Facebook• Twitter
Source: Smithville Music Festival/James Breeden
Smithville Music Festival
• Results– Festival success (1st year):
• Pre-event = < 30 tickets sold, $5k debt• Post-event = event paid for itself & generated $5k
profit for fund-raiser
– Facebook fans: From 200 (pre-event) to 405 (post-event); 682 in 2011 (241% increase)
– Twitter followers = 20; 58 in 2011 (190% increase)
Source: Smithville Music Festival/James Breeden
Smithville Music Festival• Plans for the next festival– Start promoting (with social media) earlier• pre-sale tickets and packages
– “Tweet to Win” & “Fan to Win” ticket giveaways
– Use photos during the event to generate fan involvement
– YouTube videos– Hashtags (ex: #SMF11)– Use “live-tweeters” during the event
Source: Smithville Music Festival/James Breeden
Smithville Music FestivalBefore the festival:
Smithville Music FestivalDuring the festival:
Smithville Music FestivalAfter the festival:
Bring the best of your authentic self to every opportunity.
- John Jantsch Author of Duct Tape Marketing
“
Questions?
Old School:• Phone – 512.473.3513• E-mail – sarah.page@lcra.org
New School:• Twitter - @ColoradoRiverTr (work), @pagetx (personal)• Facebook – facebook.com/ColoradoRiverTrail• Flickr – flickr.com/groups/ColoradoRiverTrail • Foursquare – foursquare.com/pagetx• Gowalla – gowalla.com/users/pagetx (personal), gowalla.com/users/ColoradoRiverTrail (work)• Delicious – delicious.com/pagetx• Slideshare – slideshare.net/pagetx