Oregon Lodging Association Social Media Marketing
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Transcript of Oregon Lodging Association Social Media Marketing
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Managing Your Brand Via Social Media
Kent LewisPresidentAnvil Media, Inc.www.anvilmedia.com
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BlogsMedia
Community
IdeasPeople
Businesses
PersonalProfessionalGeographic
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Why Care About Social? Manage reputation in search Gain industry & consumer insights Provide affordable customer service Create & extend brand awareness Build credibility & thought leadership Generate measureable ROI
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Statistics: Social Media Growth
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Social Media Success Factors
RelevanceValueCommitmentHonesty Transparency
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Google OneBox Local Business Center Augments organic & paid Manage consumer reviews
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Social Media Strategy: 2MCE
Monitor & Measure
Create & Communicate
Engage & Empower
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Social Media: Opportunities
Research & MonitoringYour company or clients
Competition
Industry news and trends
Communication & EngagementUnderstand your audience
Identify yourself
Offer value
Don’t be defensive
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Social Media: Categories
Networking
Blogs
Reviews
Media Sharing
Bookmarking
Expert Communities
News
Wiki
Microblogging
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Business Networking: LinkedIn Company stats and links Connect key employees Offers visibility in search results
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Consumer Networking: Facebook Create a footprint in Facebook Create custom content & apps Measure engagement
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Microblogging: Twitter Research & customer service Inform & engage constituents Manage & track via HootSuite
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Blogging: WordPress Free to low cost Excellent search visibility Build industry credibility
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Video: YouTube Channel Create and upload videos Optimize & syndicate Monitor videos & comments
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Review Sites: Yelp, Citysearch Monitor for negative reviews Respond to customer feedback Manage profile content
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Social Media: Measurement
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Measurement vs. Effectiveness
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Example: West Point Credit Union
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Example: Hotel Max
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Case Study: Provenance Hotels
Objective:Increase online bookings via social media
Strategy:Create and optimize hotel property profiles
Develop community-specific content & promotions
Results:Generate regular bookings via Twitter
Campaign received a SoMe Award in 2009
Properties featured on CBS Early Show
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Case Study: Oregon State University
Objective:Increase student engagement & enrollment
Strategy:Overhaul Facebook Fan Page
Engage intern to manage content
Results:152% increase in page views
225% increase in photo views
510% increase in new fans
1,984% increase in total interactions
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Case Study: Oregon State University
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Integrating Social Media
Search Engine Optimization
Public Relations
Advertising
Events & Promotions
Print and Digital Collateral
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Social Media Tools
answers.yahoo.combloglines.comfriendfeed.comgoogle.com/alertshootsuite.compipes.yahoo.comping.fmsearch.twitter.comtubemogul.comtweetdeck.comwordpress.com
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Question & Answers
Contact:Kent [email protected] www.anvilmedia.com www.formicmedia.com Twitter: @kentjlewisLinkedIn: kentlewis