Social Media Marketing for the National Bicycle Tour Directors Association (NBTDA)

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

The MarketingSavant Group

Social Media Marketing The MarketingSavant Group

www.marketingsavant.com

888.989.7771

[email protected]


After-Event Slides & Resources

• The slides and resource links are available electronically after the event:

www.marketingsavant.com/nbtda



How About That Social Media?

What do YOU think social media is all about?

What are you doing with social media & marketing technology today?

What do you expect to be able to DO with social media?

How should success LOOK, FEEL and SOUND?



Presentation Outline

• Fundamentals

1) Social Media Fundamentals for Bicycle Tour Directors

2) Social Media Engagement

3) Social Media Tactics for Tour Directors

4) Saving Time on Social Media

5) Build Your Social Media Strategy



Social Media for Tour Directors

Year-Round

Per-Event

Pre-Ride During Ride Post-Ride


Already Embrace It

Just Jumped on Board

Still Need Convincing

37% of marketers still do not include social media as part of their

marketing.



Don’t Commit Random Acts of Social Media Marketing!



Define the Social Media Plan

1. Outline Your Objectives

2. Risk Profile

3. Define Your Audience(s)

4. Social Media Content

5. Determine Integration Points

6. Policy / Protocols

7. Choose Social Channels (Tools & Tactics)

8. Capacity and Commitment

9. Social Media Systems

10. Measurement

What Is Social Media?


More Simply Put:

“Social Media is starting conversations

with people and encouraging them to

pass it on.”


Hosting Conversations

Personal or “beginner” social media is about creating relationships and engaging in online social media. For your organization, social media is really about hosting relevant conversations that engage your target audiences.


More Simply Put:

“Facebook or Twitter shouldn’t be the end goal of a social media strategy any

more than a telephone should be the end goal of a

communications plan.”



Top 10 Social Media Barriers

1. Lack of internal resources/time

2. Lack of knowledge/expertise

3. Not convinced about the value/ROI

4. Lack of clear guidelines/policies

5. Lack of awareness of social media within company

6. Lack of budget

7. Social media not appropriate for company/brand

8. Fear negative reaction from customers

9. Lack of global reach/scale

10. Lack of appropriate agency partner

Source: PR Week

Who’s Out There in Social Media?


Understand Your Audience

Millennials have shifted a lot of their communication with friends to social media. 84% are email subscribers, 46% are Facebook fans, 6% are Twitter followers.

Social networking use among those ages 50 and older nearly doubled over the past year. Half (47%) of internet users ages 50-64 and one in four (26%) users age 65 and older now use social networking sites.



If You’re Online…You’re In Social Media

Source: Universal McCann Social Media Tracker Wave 3


where 73% of those

polled said they will increase their budgets this year.

“Off-site” means taking campaigns to the Facebooks

and YouTubes of the world

ExactTarget, Marketing Budgets 2010



Connecting Content with Consumers

Source: Ogilvy

But…It Can Be…“Complicated”



Social Media More Than Just a Set of Tools…

Blogs Widgets Micro Blogs Online Chat RSS Social Networks Social Bookmarks Message Boards Podcasts Video Sharing Sites Photo Sharing Sites Virtual Worlds Wikis Local Search

(…just to name a few)


• How people use decentralized, people-based networks to get the things they need from each other.

• WHAT IS SOCIAL MEDIA?

• BOTTOM LINE:

• Social media isn’t just a list of destinations.

• It’s a new standard of expectations.


Social Content

Social Platforms

The Social Media Channels

BLOGS

VIDEOS MICROBLOGS

AUDIO (PODCAST)

PHOTOS

BRANDED SOCIAL NETWORKS

WIKIS

WHITE-LABEL SOCIAL NETWORKS

EMAIL (BACN)

SMS and TEXT

EVENTS and CALENDARS

STATUS UPDATES

Social media is created and shared within social platforms: status updates and similar interactions drive participation by increasing visibility of use.

Social Interactions



But…what should we do next?

Question the Answers

Source: Ogilvy



Your Website

• Your “home base”

• Sets the tone, authority and mission – needs to be “perfect”


Everything should have at least two homes (if not more)

• The first, where it originated, the second the overall home, which is your website/blog

• Network tools should connect believers and tell the world where to find your information



Get Blogging (Transparency)

• You “almost need a blog”

• Dynamic vs. static content

• Audiences ‘connect’ with blogs

• Metaphor for:

– Transparent communication

– Authenticity

– Responsibility

– Reputation

• “Connectable platform” (Wordpress, Typepad)


Create PAGES NOT PROFILES

Facebook Says: • Facebook profiles are meant to represent a

single individual. Organizations of any type are not permitted to maintain an account under the name of their organization. We have created Facebook Pages to allow organizations to have a presence on Facebook. These Pages are distinct presences, separate from user profiles, and optimized for an organization’s needs to communicate, distribute information/content, engage their fans, and capture new audiences virally through their fan’s recommendations to their friends. Facebook Pages are designed to be a media rich, valuable presence for any artist, business or brand.

• If you create a profile for your business, your account may be disabled for violating our Terms of Use. If you have questions about how to best leverage your Facebook Page, please check out our Insider’s Guide or FAQ.

http://www.facebook.com/business/?pages

http://www.facebook.com/terms.php

http://www.facebook.com/note.php?note_id=12261944821

http://www.facebook.com/help.php?topic=pages



Page vs. Profile Key Feature Facebook Page Facebook Group/Profile

“Ugly” URLs No Yes

Hosting a discussion Yes Yes/No

Discussion wall, and discussion forum

Yes Yes/Sort of

Extra applications added Yes No/Yes

Messaging to all members Yes (via updates) Yes (via PMs)/Yes(Via

Friends)

Visitor statistics Yes (“Page insights”) No

Video and photo public exchange

Yes Yes/No

“Related” event creation and invitation

Yes No

Promotion with social ads Yes (never tried it) No

Legitimate Business Use Yes Yes / NO!



Integrate Social Media with Print



Brooklyn Museum/ Integration

• Feature: The Brooklyn Museum

Integrated Campaigns

Social Media

Magazines

TV and Radio

Direct Mail Online

Advertising


THE ROI OF FACEBOOK Dholakia and Durham surveyed customers of Dessert Gallery (DG), a popular Houston-based café chain. Prior to the study, DG did not have a Facebook presence. The study, based on surveys of more than 1,700 respondents over a three-month period, found that compared with typical Dessert Gallery customers, the company's Facebook fans: • Made 36 percent more visits to DG's stores each month. • Spent 45 percent more of their eating-out dollars at DG. • Spent 33 percent more at DG's stores. • Had 14 percent higher emotional attachment to the DG brand. • Had 41 percent greater psychological loyalty toward DG.

http://www.facebook.com/pages/Dessert-Gallery-Bakery-Cafe/94510147325?ref=ts



Ad Preparation

• Great offer • Demographic

research- if you have nothing, check Quantcast or Google AdPlanner

• Compelling ads (images and copy)

• Commitment to frequent testing and ad rotation

1. Great Offer

2. Demo/Affinity

3. Fresh Ads

4. Testing



Know Your Audience

• QuantCast

• Free code that you put on your site

• Gives you the “Lookalikes” from your current audience



Compelling Images

• Amateur look • Shocking • Celebrities • Animals • Freaks • Women • Smiling people • Locally recognizable if Geotargeting • Borders in colors that contrast with FB blue • Relevancy; you’ll be disapproved just for using the

hot woman if not relevant to your ad or offering • Off the wall stuff even you don’t think will work • Picture of their goal/dream



Awesome Copy

• Questions

• Testimonials

• Special characters

• Ego play

• Reflect demographics

• Calls to action

• Study the copywriting greats – Robert Bly

– Dan Kennedy



Ad Best Practices I

• Always test multiple ads at same time

– Pause ads that never perform

– Pause ads that dip in performance; try them again in a couple weeks

Look how much CTR and CPC can vary

Advanced Social Media Engagement



Do the Facebook Combo

Page + Events + Ads + Fans = Success



Change Up Your Imagery

• Change it up weekly/monthly/sports/seasons/events

• Based it on a student contest (make them famous + parents share)

• Work with a graphically talented student (parent?)


Embed Widgets on Your Site

Facebook

Twitter

Blog

Video

Podcast



Don’t Forget The Email


Make a Compelling Welcome Page/Video

Video content

Call to action

Tell you story

Encourage everyone to become a fan



Celebrate Your Fans

Do something special for fan & follower milestones



Follow the Locals

• Twellow.com

• Twitaholic.com

• Twitterlocal.net



Share Things

Like Photos… …and Videos



Create Podcasts & Vodcasts

• More human & emotional than blogging

• Be found on Google

• Low investment

• Easy distribution

• Differentiator

• Share more than text



Engage, Engage, Engage

• Engage with questions, trivia, history, “are you smarter than a 5th grader test questions” and so on to drive repeat traffic – Weekly Polls & Surveys and reports on the results…

• Host a local tweet-up & educate parents on social media • Mobilize every department of the district on social media

(Theater, sports, guidance dept, student council, etc.) • Live sports tweets from all events • Make use of tabs for events, open enrollment, Rules of

Engagement, etc. • Ask your Likers to "Suggest to Friends" on a monthly basis

What’s a Tour Director to Do?

(56 things, actually)

Who’s Leading by Example?


Two Tarts Bakery (TTB)

What they did • Facebook: TTB created a

Facebook page and linked their blog entries and twitter conversation to the content updater.

• Events and PR: TTB used Upcoming.com, Google Calendar, and PR to spread the word about new cookies, classes and partners they are working with.

• Yelp: TTB has used Yelp announcements for new recipes

Lesson - Awareness • Starting small, TTB has been able

to create a cult following and increase sales by over 800% in 10 months. Classes sell out quickly, retail traffic has grown and online chatter has been overwhelming.

• Online chatter has led to 2 major magazine articles and 3 local newspaper write-ups.

• (Keep in mind, this is a tiny bakery with a limited budget and they made an effective campaign)



Two Tarts Bakery Examples



Social Media Listening

• What are people saying about your organization?

• Your competitors?

• Your tribe?

• Your peers?

• Services to try: Radian6, TweetBeep, TweetAlert, Google Alerts



Comcast provides support via Twitter


Customer Community

• Small business focused credit card company is changing the business financing discussion through ideas

• Created ideablob.com to stir the conversation about what it stands for

• Positioning itself as the most helpful credit card company to small business

• Involved in other small business related causes to help developing countries

• Online resources for small business owners just getting started



Local Coffee Shops Run on Facebook



• American Cancer Society

• “More Birthdays”

Driving Conversations



Social Media Overkill?



Brooklyn Museum/ Integration

• Feature: The Brooklyn Museum

Integrated Campaigns

Social Media

Magazines

TV and Radio

Direct Mail Online

Advertising


Martell Home Builders uses social media to connect with home buyers

Toolkit Blog Facebook fan page YouTube Videos Twitter stream SmugMug photos*



Martell Home Builders

3 Lessons:

1) Be Transparent

2) Holistic Strategy

3) Human Relationships


Goodwill uses social media to increase sales of its high-end merchandise

Toolkit Blog Facebook fan page YouTube Videos Twitter stream eBay sales page



Integrated Social Media Strategy Goodwill Repositioning

Blog

YouTube

MySpace

ebay Store



A Few Good Stats

• Over 11,500 unique visitors to the virtual fashion show 9/12 launch • Over 42,000 page views • 16% of fashion show visitors have been converted into online Goodwill

shoppers • Fashion Show Visitors from 31 countries and 48 states plus DC • 48% of fashion show visitors are from the DC, MD, VA region (the area

we serve) • Blog is averaging between 600 & 700 visitors a week • 5.6% of blog visitors are being converted into online Goodwill shoppers • Blog visitors from 77 countries and all 50 states

Brick & mortar stores during the two weeks following the launch of the fashion show: • Customer count + 6.6% • Rack sales (clothing) + 16.5% • Total sales + 8.275%



Goodwill of Greater Washington

3 Lessons:

1) Incorporate Into Marketing Strategy

2) Regional Execution

3) Entertainment + Trust = Desire to Shop


Nicolet uses a blog and social media to educate and connect with their tribe

Social & Thought Leadership Toolkit Blog Twitter (rates) RSS feeds Podcasts Business Pulse Survey VOC community center



Nicolet National Bank

4 Lessons:

1) Leverage Transparency & Thought Leadership

2) Unfiltered Conversation

3) Content Matters

4) Education = Trust



Social Media Marketer: Adams Magnetic

• Goal: Separate themselves as thought leaders in the industrial magnets market to drive new direct business

• First to hold the “market conversation”

• Building the community around industrial magnets through blogging, conference appearances and thought leadership articles

• New leads attributed to TLM activities

• Bested their competitors in growing website traffic



The Social Media Restaurant

• Caminito Argentinean Steakhouse is a single-location restaurant in Northampton, Mass

• Using a website, local ads, blogging, video, Twitter, MySpace and other digital tools to drive business

http://www.caminitosteakhouse.com/

http://www.caminitosteakhouse.com/



Caminito’s World…

Getting Social Media Done



Time Commitment



Marketing Map


It Can Also Be Distracting… • Why you must have a

strategy in place

• Mobilize your volunteers, donors, advocates and everyone else to help with social media efforts

Social Media ROI



Social Measures

• Participation • Sales • Registrations • Referrals • Links (the currency of the

social web) • Votes • Reduction in costs and

processes • Decrease in customer issues • Lead generation • Conversion • Reduced sale cycles • Inbound activity


PARTICIPATION

The Global Social Media Check-up, Burson-Marsteller, 2010


Social Media is About ROI!

• The relationship is apparent and significant: socially engaged companies are in fact more financially successful. So now we know it pays to be social, but it is important to note that by “social,” we’re talking about deep engagement, not merely having a presence. (Altimiter ENGAGEMENTdb study)



Social Media Dashboard

SOCIAL MEDIA IMPACT

Source: Oliver Blanchard “The Basics of Social Media ROI”



For Tomorrow…

1. Outline Your Objectives

2. Risk Profile

3. Define Your Audience(s)

4. Social Media Content

5. Determine Integration Points

6. Policy / Protocols

7. Choose Social Channels (Tools & Tactics)

8. Capacity and Commitment

9. Social Media Systems

10. Measurement



Claim Your Name!

• Go to namechk.com

• Type in your district “handle” or “shortname”

• Reserve your name on important sites


After-Event Slides & Resources

• The slides and resource links are available electronically after the event:

www.marketingsavant.com/nbtda


The MarketingSavant Group

Social Media Marketing The MarketingSavant Group

www.marketingsavant.com

888.989.7771

[email protected]

Social Media Marketing for the National Bicycle Tour Directors Association (NBTDA)

Business

Transcript of Social Media Marketing for the National Bicycle Tour Directors Association (NBTDA)