Tfea session 2 advanced social media strategies

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/

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)

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



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



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?

http://www.google.com/analytics

http://backtweets.com/

http://klout.com/

http://twittergrader.com/

http://addictomatic.com/

http://socialmention.com/

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

HootSuite – Schedule Posts

HootSuite – Monitoring

Ping.fm

Facebook to Twitter

Hyper Alerts

Nutshell Mail

Twitter Chats with TweetChat

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

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)

http://www.44doors.com/

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


• 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


• Marketing Mix– Traditional advertising– Public relations– Social media• Twitter• Facebook• Flickr



• 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.



Before the festival:

Savannah Craft Brew FestBefore the festival:

Savannah Craft Brew FestDuring the festival:


After the festival:

Savannah Craft Brew FestAfter the festival:

Smithville Music Festival

October 22, 2011Smithville, TX


• Goals– Get people through the gate– Make a profit

Source: Smithville Music Festival/James Breeden

Photo: gordonflood.com


• Marketing mix– Traditional advertising– Public/media relations– Social media• Facebook• Twitter



• 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)


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


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 – [email protected]

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

mailto:[email protected]

http://www.facebook.com/ColoradoRiverTrail

http://www.facebook.com/ColoradoRiverTrail

http://www.flickr.com/groups/ColoradoRiverTrail

http://www.flickr.com/groups/ColoradoRiverTrail

http://foursquare.com/pagetx

http://foursquare.com/pagetx

http://gowalla.com/users/pagetx

http://gowalla.com/users/pagetx

http://gowalla.com/users/ColoradoRiverTrail

http://gowalla.com/users/ColoradoRiverTrail

http://delicious.com/pagetx

http://delicious.com/pagetx

http://slideshare.net/pagetx

http://slideshare.net/pagetx

Tfea session 2 advanced social media strategies

Business

Transcript of Tfea session 2 advanced social media strategies