Webfirm and Australian Hotels Association - Social Media Marketing June 2014

Social Media Marketing It’s time to take the Pub online!

04 June 2014

Andrew Conte Google + Andrew Conte Twitter @TheAndrewConte Email : [email protected] Phone : 0413 236 222

#AHAtakethepubonline

Join in the conversation



A bit about us Webfirm is an Australian company established in 1997. We are also one of the few publicly listed, Digital marketing agencies for small to medium businesses.


A bit about us We’ve delivered over 2,500 websites and designed & implemented thousands of digital marketing strategies for businesses all across Australia such as:

Colonial Leisure Group The Botanical Trunk Town


Our Services Website Development

-  Website Design

-  Mobile Design

-  Website Hosting

Traffic Generation

-  Search Marketing

-  Display Advertising

-  Social Media Marketing


What we’re going to cover

1.  The Size of Social Media

2.  Costs and Rewards of SMM

3.  Engaging Your Community

4.  How and What to Share

5.  Challenges and Risks of SMM

6.  Using Social Media to Make

Money

7.  Where is Social Media

Heading

8.  The Next Steps For Your

Social Strategy


The size of Social Media

Social is big and growing

Who’s using social? Even split Male to Female Up to 70% of all internet usage is for Social Media Quickest growing age bracket -  45-55 year olds

for both Facebook and Google+

-  55-64 for Twitter


Who’s using social media?

EVERYONE


Facebook 1.1 Billion users 1 million likes every 20 minutes Used by 67% of people who use the internet Free format – used for large amounts of information

of people who use the internet uses Facebook

67%



Twitter Over 600 million users Basically even split between male and female usage Used more in metro areas than rural 140 characters – Short sharp message – Great for sharing links back to your site Use Hashtags

Over 600 million users(almost twice the amount of United States population )



Instagram 200 million active users Social sharing of pictures and 15 second videos Currently seeing up to 58 times the user engagement of Facebook and up to 120 times that of Twitter Focus on images – tell your story with images. Use Hashtags here too.

58x #AHAtakethepubonline


Google + 564 million active users Made by Google so that they didn’t miss out on the social media movement Main Focus - Used to help improve your website’s ranking in Search Engines SEO



LinkedIn 300 million active users Made for business networking Main Focus - Used for recruiting, and spying on ex-colleagues


Costs & Rewards of SMM

Costs of Social Media

The costs you must consider are -  Prizes or rewards

-  Marketing the competition

-  Content creation

-  Human resourcing


Benefits of Good Social Engagement

Free access to a captive audience of users who have asked to get information from you.

Ability to break down the walls of communication to a more humanistic and personal level.

You can enlist your fans, followers and clientele to promote your services for you

Engaging Your Community

Steps to Engaging Your Community

1.  Build your community

2.  Create great content

3.  Specials and competitions

4.  Promote your events



1. Start small and talk to everyone -  Engage with people and reward

them for being active

-  Create content continuously and post it regularly



2. Create great content – Create content people love to see in their news feeds and want to share – Share the feel of your establishment



3. Specials and competitions -  Create unique competitions

-  Check in rewards -  Cross promote your social pages

with unique content on particular pages

-  Reward people for their social media activities

-  Make offers that only your social media fans can access



4. Promote your events -  Use your Marketing calendar to

schedule regular posts

-  Have a standard schedule for promotion

-  Provide incentives for sharing your content


How & What to Share

How And What To Share

Meet to define what is acceptable and what is unacceptable Create a tone of voice consistent with your business Drop some of the formality but keep the professionalism Engage with the masses without ostracising anyone



What should you share? Great customer experiences Congratulations on your Wedding Jasmin and Matt



What should you share? Free Stuff Competitions, Giveaways, Big events – Free meals, $100 bar tab, Weekend stay



What should you share? Images Tasty food, drinks and fun events –



The sequence of events might look something like this 1.  Promote event

2.  Real time updates during the event

3.  Follow up the day/week after


Challenges and Risks Timing is everything

Challenges and Risks

Getting the timing right Create a posting schedule to coincide with your marketing events calendar Also plan to be spontaneous



Dealing with Negative Feedback Steps to success 1.  Set up notifications on your

social media accounts

2.  Make someone responsible for responding to comments

3.  Get the conversation offline as

soon as possible

4.  Don’t think on your feet, have a set of responses ready to go when dealing with these issues



Manage your reputation -  Be active online so you can be

aware of what is being said about you

-  Take out some insurance – Cheap/Free social media monitoring software


Challenges and Risks Dealing with Negative Feedback

The best defense is a good offence


Inappropriate staff posting It’s important that anyone sharing on the company’s social media channels has clear direction of what you feel is acceptable and what is not acceptable.



Guide to safe posting 1.  Restrict access initially

2.  Set clear guidelines for appropriate posting

3.  Be clear with the consequences of inappropriate posting

4.  Longer term – consider including a clause in staff contracts relating to this.


Using Social Media to Make Money


1.  Generate revenue – Promote your events

Create buzz around your events and make them easily shareable so that your clients can help you spread the word.



2.  Increase effectiveness of advertising spends A.  Run a campaign

B.  See what people think of it

C.  Use their feedback to build

a better one.



3.  Be the first choice without trying

A.  Engage with current clients regularly and stay front of mind


Where is Social Media Heading

Pay for Play The social networks own everything you do on their platforms. This includes the large databases of people you all work hard to build up.


Build Your Assets

All your efforts are building up the social network’s asset, not yours We as businesses should expect to start paying to access our clients through the networks and in the meantime start to build our own assets


The Next Steps For Your Social Strategy

Social Best Practice

1.  Have a clear strategy for managing your Social Media Channels that fits in with your Marketing strategy

2.  Start to build your own assets as well as the social network’s

3.  Engage regularly with your

networks


Social Best Practice

4.  All work and no play makes your social networks disengaged

5.  Don’t just push your product, share the fun stuff but keep it relevant to your business.

6.  Use your marketing calendar to schedule regular content, but engage with your fan-base regularly.

7.  Listen to what people are saying and use it to improve your business.


“Only when your community likes, engages with and supports you will you

really be in business”

Webfirm and AHA Special Offer For the Month of June

-  FREE Social Media Strategy Assessment -  FREE Digital Health Check -  $200 off Ad-creative services * -  $150 off Copy Writing *

* With the purchase of any of our packages

Questions?

Thanks Andrew Conte Google + Andrew Conte Twitter @TheAndrewConte Email : [email protected] Phone : 0413 236 222


Webfirm and Australian Hotels Association - Social Media Marketing June 2014

Marketing

Transcript of Webfirm and Australian Hotels Association - Social Media Marketing June 2014