social media 101
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Flagstaff Convention & Visitors Bureau
Social Media 101April 9, 2009
Chris SietsemaDirectory of Interactive Marketing
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Social Media & The Brand
• Your brand is your baby, but it has a life of its own.
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Why Social Media
• 93% of Americans believe a company should have a social media presence
• 85% believe a company should be active with customers in social media
• 56% feel a stronger connection with companies they interact with in social media
Cone research of 1000+ Americans. September, 2008 4
Why Social Media
Marketing• Uses Targeting to Convince
Conversation• Uses Human Engagement to
Drive Brand Preference & Loyalty
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Social Media In Action
• Reputation Management– Understand how your business is being positioned to the public
• Proactive Customer Service– Deal with issues in real time for the world to see
• Audience Engagement– Identify & reward brand champions and raving fans
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Real World Examples
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an absolute horrible stay.
staff was consistently rude
saying “NO” was a constant occurrence
concierge’s directions sent usall in the wrong directions
building needs major touchup
staff really needs some training
Real World Examples
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Real World Examples
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Listening
Active Research• Simple monitoring on your own
Google Alerts• Keyword Based• Emails news / updates as they happen
More Sophisticated Tools• A 30-Day Rear View• Blogs, Micro-Blogs, Forums, Photos, Videos• Facebook & MySpace are Walled Gardens 10
Listening
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Listening
Implications
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John Q. Customer
Listening
Implications
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Listening
Implications
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Messaging
What to Say• Have Core Messages in Tact• Identify Cues that will Resonate• What Makes You Different / Better?
Reminders• Your Use of Language Defines You• Reply to Messages Sent to You
• “If you don’t have anything nice to say, don’t say anything at all.” 15 My mom (and probably yours too)
Messaging
How to Say It:• Be Transparent• Provide Information that Breeds Action• Embrace Regular Posting Schedules, Be Engaged• Accentuate the Positive
How NOT to Say It:• Sell as Opposed to Educate• Be Unresponsive• Script Your Responses• Keep Negative Conversations Going
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Messaging
Negative Review, Now What?• Allows you to respond
– The Misguided, The Unhappy and the Whackos
– Sorry for their experience– Here’s how we’re improving– Take it offline if possible
• Allows your fans to respond (even better)
• Validates other positive reviews – shows they are real, unbiased
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Home Base vs. Outposts
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Social Media Venues
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• Facebook Opportunities– Promote Events– Feature Specials & Programs– Communicate with Visitors– Share & Elicit Content
• 175 million active user base • 52,500,000 in the United States• The fastest growing demographic: 35 years old and older
– http://www.facebook.com/press/info.php?statistics 20
Social Media Venues
• Facebook vs. MySpace
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2360 Fans 1019 Fans in 3 weeks
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• Recommended Uses– Gain Valuable Feedback– List Events, Programs, Updates– Provide Real Time Customer Service– Submit TwitPic Photos & Host “Tweet Ups”
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YouTube
• Recommended Uses– Create a Channel– Feature Interesting Video
Content• Event Footage• Interviews with Staff• Commercial Videos• User Generated Content
– Imbed Video on Your Site• Compliment Text Content• Event Landing Pages
• Monitor Reputation
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YouTube
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Flickr
• Flickr– Share & Elicit Photos
– Interact with Amateur Photogs
– Post Photo Streams
– Use Flickr Content / Sets as Web Site Galleries
– Photo Contests
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• Monitoring & Response
Hospitality/ Tourism Social Media Venues
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Trip Advisor
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Yelp
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Social Media Venues
• Other Important Social Media Venues
– MySpace
– Blogging
– BrightKite
– StumbleUpon
– Digg
– Event Sites 37
Creative Engagement
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• 100 Web Savvy People• Keys, Gas, Insurance for 6 mos.• YouTube, Flickr, Twitter• No Policing by Ford
Time & Resources
• Time– Internal Operators for monitoring, reaction and engagement – Based on Seasonality– Time investment can grow based on level of audience
involvement
• Tools– Web Site Analytics– Alerts and/or Social Media Monitoring Software
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Measurement
• Activity– Followers / Fans– Comments, Posts, Mentions– Sentiment
• Site Traffic– Overall Site Traffic– Specific Pages– Spikes with Social Media Posts
• Real ROI– New Guests– Return Visits
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Next Steps
• Recommended– Clarify Your Existing Social Media Presence/Status– Confirm Core Messages & Communication Guidelines– Define / Assign Internal Resources & Roles
• For Your Consideration– Create Social Media Profiles– Develop Posting Schedule & Checklist– Setup Social Media Monitoring Account– Venture into the Great Wide Open
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Questions?
Chris SietsemaDirector, Interactive Marketingchris@mightyinteractive.com
480.505.4529
linkedin.com/in/sietsema 42
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