Winning building 201_all_day
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Transcript of Winning building 201_all_day
Go SocialWinning and
Building Business Online 201
#gosocial201
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
November 2009 Now
Wine consumer with a vision Three businesses
Unknown in wine blogging community
Ranked in top 25 for traffic, top 10 for engagement and top 5 for link backs – in the country
0 page views per month Close to 20,000 page views per month
0 Facebook fans 5000 Facebook fans
0 LinkedIn connections 2500 local connections
0 Twitter followers 10300 Twitter followers
0 YouTube Videos 160 Videos (20,000 views)
0 Blog posts 500 posts
The Storyfrom click to mortar
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
How?
ContentShareConversationCare
NecNectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Today’s Agenda1. Review Social Best Practices (30 min)
2. Management, Measurement Growth (20 min)
3. Q&A (10 min)
4. Facebook (75 min)
a) App, Analytics, Ads
5. Twitter (45 min)
a) Management, Measurement, Growth
6. Pinterest (30 min)
7. Instagram (20 min)
8. Q&A (10 min)
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
FacebookFacebook is all about ENGAGEMENT
2-5 posts per day
Photos
Questions
• How many times does a person blink in a minute?
Ask for likes, comments, shares
• Like to welcome the new guy to Nectar
Respond to Comments
Study Insights (more on this later)
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
FacebookNEW CHANGES – Say goodbye to EdgeRank
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Story BumpingLast Actor*Still an algorithm that requires activity and engagement
TwitterTwitter is all about CONVERSATION
Conversation most important
• Talk to people
• Respond to questions
• Be reciprocal
Content is most important
• Create or curate
Use Hashtags
Search
Activity
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
LinkedInLinkedIn is all about PROFESSIONALS
Think Search Engine Optimization
Complete your profile
Make connections
Endorse people
Occasional updates
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
PinterestPinterest is all about PICTURES
Create boards
Follow users
Use search (content, hashtags)
Brand your boards
Think visual Twitter
Strong web presence
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Google PlusGoogle + is all about PASSIONS
Claim your space
Complete your profile
Focus updates on key words
Update occasionally
*Can quickly grow this network and can be very valuable to be active
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
InstagramGoogle + is all about PHOTOS
Complete your profile
Post pictures and video of your product
Share employee in action photos
Give sneak peek of events or products
Show people enjoying your establishment
Create short commercials
Video of activity in your business
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Goal Based StrategyMANAGEMENT + MEASUREMENT + GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
“Without clear, written goals, you will not achieve clear sustainable success.”
Goal Based StrategyMANAGEMENT + MEASUREMENT + GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Managing EfficiencyMANAGEMENT + MEASUREMENT + GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Managing EfficiencyMANAGEMENT + MEASUREMENT + GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
1. Set aside dedicated time2. OR hire dedicated support3. Use management tools 4. Establish clear processes5. Set company policy/guidelines6. Set goals7. Excel where you can
What to MeasureMANAGEMENT + MEASUREMENT + GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
“It doesn’t matter how many friends, followers, or subscribers you have. Or even the number of posts, tweets, or follower to following ratio!. What matters is everything that happens after you post, tweet, blog, share, or participate. Did you grab attention? Did you deliver delight? Initiate a discussion? Cause people to take action? DID YOU PROVIDE VALUE?!
-Avinash Kaushik (Analytics Legend)
What to MeasureMANAGEMENT + MEASUREMENT + GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
1. Conversion Rate (Comments, Engagement)2. Word of Mouth (Sharing)3. Endorsement (Liking, Pinning, Retweeting)4. Reach (Brand Impressions)5. Return on Investment
Intentional GrowthMANAGEMENT + MEASUREMENT + GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Develop campaigns, test and trial, experiment. You wouldn’t spend a few thousand dollars on a TV spot without thinking trough the goals, objectives, message, etc.
The Value of a Fan
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
The New Sales Funnel
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
AttentionInterestDesireActionAdvocacy
Q&ANectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
MANAGEMENT + MEASUREMENT + GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
“Social media will steal your time if you don’t set defined objectives and strategy.”
MANAGEMENT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Facebook admin panel gives you valuable insight for managing your account
MANAGEMENT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Pages Manager App helps you manage site(s) from mobile devices
MANAGEMENT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
MANAGEMENT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Hootsuite.com
MANAGEMENT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
“Measure everything…”
MEASUREMENT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
ReachImpressionsDemographicsConsumption
MEASUREMENT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
MEASUREMENT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
MEASUREMENT
Sumall.com
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
MEASUREMENTFacebook Likes Administrator Activity
(Posts)Monthly Interaction (like, posting, sharing, commenting)
Monthly Engagement (Unique Users)
Monthly Reach (Unique Users)
Jan-13 555 Jan-13 0 Jan-13 17 Jan-13 38 Jan-13 469Feb-13 564 Feb-13 0 Feb-13 20 Feb-13 39 Feb-13 125Mar-13 596 Mar-13 29 Mar-13 323 Mar-13 518 Mar-13 6018Apr-13 616 Apr-13 44 Apr-13 245 Apr-13 474 Apr-13 4914
May-13 May-13 May-13 May-13 May-13Jun-13 Jun-13 Jun-13 Jun-13 Jun-13Jul-13 Jul-13 Jul-13 Jul-13 Jul-13
Aug-13 Aug-13 Aug-13 Aug-13 Aug-13Sep-13 Sep-13 Sep-13 Sep-13 Sep-13Oct-13 Oct-13 Oct-13 Oct-13 Oct-13
Nov-13 Nov-13 Nov-13 Nov-13 Nov-13Dec-13 Dec-13 Dec-13 Dec-13 Dec-13
Monthly Impressions (Total Count)
Monthly Page Consumptions (Clicks)
Jan-13 1239 Jan-13 61Feb-13 598 Feb-13 26Mar-13 30521 Mar-13 1397Apr-13 33866 Apr-13 1646
May-13 May-13 Jun-13 Jun-13 Jul-13 Jul-13
Aug-13 Aug-13 Sep-13 Sep-13 Oct-13 Oct-13 Nov-13 Nov-13 Dec-13 Dec-13
Referrals from Facebook
Referrals from Twitter
Referrals from Pinterest
Jan-13 40 Jan-13 9 Jan-13 45Feb-13 31 Feb-13 4 Feb-13 82Mar-13 91 Mar-13 17 Mar-13 126Apr-13 203 Apr-13 26 Apr-13 130
May-13 May-13 May-13 Jun-13 Jun-13 Jun-13 Jul-13 Jul-13 Jul-13
Aug-13 Aug-13 Aug-13 Sep-13 Sep-13 Sep-13 Oct-13 Oct-13 Oct-13 Nov-13 Nov-13 Nov-13 Dec-13 Dec-13 Dec-13
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
6 sure fire engagement postsGROWTH
1. Solve a problem…One little-known way to clean your makeup
brushes: Soak them in vinegar and hot water
One little-known way to save a wet cell phone: Leave it in rice to absorb the moisture
One little-known way to get boys to wash their hands: Put Lego pieces in their soap dispenser to make it more appealing
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
6 sure fire engagement postsGROWTH
2. Caption this…3. Fill in the blank…Fill in the blank. “My New Years Eve must-have is ______”Fill in the blank. “My Monday morning must-have is ______”Fill in the blank. “My camping trip must-have is ______”
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
6 sure fire engagement postsGROWTH
4. Like for option 1, comment for option 2…
Which is your favorite type of date movie? “Like” for comedy. “Share” for romance.What is your perfect Friday night? “Like” for a quiet night at home. “Share” for a wild night of partying.“Like” for IPhone. “Share” for Android.
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
6 sure fire engagement postsGROWTH
5. Like if you…“Like” if you love blueberries in the summertime!“Like” if you are excited for our new Fall fashion line-up!“Like” if you’re going to an epic Superbowl party this year!
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
6 sure fire engagement postsGROWTH
6. Remember when…Remember when the kids in Saved by the Bell seemed old?Remember when you had to actually remember your friend’s phone numbers?Remember when going to your friends house across the street felt like an adventure?
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
“Placing ads on Facebook provides one of the most targeted advertising opportunities today”
GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
1. Auction Style2. Bidding on likes and
interests 3. CPC (Cost per click)4. CPM (Cost per 1,000
impressions)5. Engagement Ads (likes)6. Sponsored Stories7. Sponsored Offers
GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
URLFacebook PageFacebook Event
GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Promote page in general, will also
include sponsored stories if selected
ENGAGEMENT AD
Select a specific story to draw attention and highlight a specific piece of content
SPONSORED STORY
More granular creative pricing options such as
bidding for clicks
GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Can boost individual posts from the admin channel too. SPONSORED STORY
GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Quickly create a “LIKE” ad from the admin page too. ENGAGEMENT AD
GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
Why use a Sponsored Story? As Facebook explains, Sponsored Stories can broaden the reach of actions your followers take. they can also be less expensive than traditional Facebook ads. Build your campaign design and start split-testing to determine what the best vehicle is for your type of advertising
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Facebook GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Facebook GROWTH
Designing Your Ad
1. What are your goals?2. What is the duration?3. What is the budget?4. Ad Design & Targeting5. Click through Threshold6. Conversion Rates
Try multiple ad variations to test what works and what doesn’t. Change one variable for testing
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Facebook GROWTH
Designing Your Ad
Title Body Image
25 Characters. No abbreviations or excessive
capitalization allowed
Ask question, offer value, solve a problem, call to action
135 characters with correct grammar, no abbreviations,
symbols or characters.
Answer what’s in it for me. Call to action.
100px by 72px across
*TIP – use the picture area to add words to your add. “Save Now” “Get it Here” “Like us
today”
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Facebook GROWTH
https://www.facebook.com/ads/adboard
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Facebook GROWTH
Targeting
Facebook provides powerful targeting features to get as narrow of an audience as you need
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Facebook GROWTH
Targeting
Location – Age- Gender – Interests
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Facebook GROWTH
Targeting
Connections – Relationship StatusLanguages – Education - Workplaces
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Facebook GROWTH
Campaign, Pricing & Scheduling
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Facebook GROWTH
Use the Manage Ads Dashboard
Washington Potato Commission
Century 21 Beutler & Associates
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
“Using Facebook as Your Business Account can increase your reach, and brand impressions.”
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
Participate in a popular thread too. Great way to interact with people seeking your services
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
5 Effective Facebook Campaigns for Growth
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
1. Voting Contest
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
2. Coupon Code
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
3. Email Sign Up
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
4. On Location Signage
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
5. Photo Contest
Q&ANectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
MANAGEMENT + MEASUREMENT + GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
MANAGEMENT
Hootsuite.com
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
MANAGEMENT
Tweetdeck.com
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
MANAGEMENT
Commun.it
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
MEASUREMENT
Sumall.com
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
MEASUREMENT
Tweetreach.com
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
MEASUREMENT
Twitter Analytics
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
Tweetadder.com
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
manageflitter.com
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
1. Follow relevant people2. Tweet good content3. Reciprocate4. Hashtags5. Conversation
DON’T6. Complain7. Over promote8. Auto message followers
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
MANAGEMENT + MEASUREMENT + GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
MANAGEMENT
1. Online2. Mobile app3. Pin in bulk4. Brand boards and
images when possible
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Follow, Interact, SearchKey word descriptions 1
Pinterest GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Use Pinterest Widget Tools2
Pinterest GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
ORGANIZE / BRAND YOUR BOARDS and IMAGES
Showcase a personality
3•Use the cover photo to brand your boards. •Use a water mark of your brand to brand your images•Showcase your brand personality
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Pinterest GROWTH
Example: Northern Quest
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
HOLD A CONTEST4
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Pinterest GROWTH
Pin It To Win ItCreate a hashtag that you can search. Encourage participants to create boards and pins with that hashtag.
Create a “Pin it to Win It Board” with a giveaway to one of the random repins
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Pinterest GROWTH
Add a Facebook Tab5Allow people who interact with your Facebook tab to also interact with your Pinterest page. The efforts of promotion you do on each will drive growth to both. Ask people to follow your boards on your other social networks, email and other marketing too.
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Pinterest GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Pinterest GROWTH
Conversion Strategy6Develop a conversion strategy. What are you going to do with that traffic once it is on your site. Do you make it easy for users to buy your product, download your recipe, opt in to your mailing list? If done right, you can convert the eyeballs to dollars.
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Pinterest GROWTH
Think about itGather emails “opt in”Buy nowDiscounts for “pinners”What is the ACTION item
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Pinterest GROWTH
Track your pin popularity
pinterest.com/source/username reachli.com
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Pinterest MEASUREMENT
Add Pinterest Metrics to Your Site
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Pinterest MEASUREMENT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
MANAGEMENT + MEASUREMENT + GROWTH
1. 100 million active users
2. 40 million photos shared per day
3. Visual branding and return on attention
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
MANAGEMENT
1. Native App2. Statigram
Statigr.am
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
MEASUREMENT
Sumall.comstatigr.am
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
1. Take lots of pics2. Use hashtags3. Picture relevance4. Conversation/Like5. Promote on other
networks6. Geo-Tag photos7. Add Facebook Tab
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
Snapwidget.com
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
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