oregon lodging association social media marketing

Managing Your Brand Via Social Media

Kent LewisPresidentAnvil Media, Inc.www.anvilmedia.com

BlogsMedia

Community

IdeasPeople

Businesses

PersonalProfessionalGeographic

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

Statistics: Social Media Growth

Social Media Success Factors

RelevanceValueCommitmentHonesty Transparency

Google OneBox Local Business Center Augments organic & paid Manage consumer reviews

Social Media Strategy: 2MCE

Monitor & Measure

Create & Communicate

Engage & Empower

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

Social Media: Categories

Networking

Blogs

Reviews

Media Sharing

Bookmarking

Expert Communities

News

Wiki

Microblogging

Business Networking: LinkedIn Company stats and links Connect key employees Offers visibility in search results

Consumer Networking: Facebook Create a footprint in Facebook Create custom content & apps Measure engagement

Microblogging: Twitter Research & customer service Inform & engage constituents Manage & track via HootSuite

Blogging: WordPress Free to low cost Excellent search visibility Build industry credibility

Video: YouTube Channel Create and upload videos Optimize & syndicate Monitor videos & comments

Review Sites: Yelp, Citysearch Monitor for negative reviews Respond to customer feedback Manage profile content

Social Media: Measurement

Measurement vs. Effectiveness

Example: West Point Credit Union

Example: Hotel Max

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

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

Case Study: Oregon State University

Integrating Social Media

Search Engine Optimization

Public Relations

Advertising

Events & Promotions

Print and Digital Collateral

Social Media Tools

answers.yahoo.combloglines.comfriendfeed.comgoogle.com/alertshootsuite.compipes.yahoo.comping.fmsearch.twitter.comtubemogul.comtweetdeck.comwordpress.com

Question & Answers

Contact:Kent Lewiskent@anvilmedia.com www.anvilmedia.com www.formicmedia.com Twitter: @kentjlewisLinkedIn: kentlewis