taf&e - using social and mobile to increase roi
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Using Social and Mobile Media to Increase ROI
A workshop for:Texas Association of Fairs & Events
January 14, 2012
About Me
About Me
GEEK ALE
RT!!
Today We’ll Cover …
• Social media review• Common social media platforms• What to say• Social media strategy• Know your audience• Time-saving tools• New tools to drive sales• Examples
Social Media Review
No Need for Notes
Slideshare link to preso download
It’s Not Just for Little Susie
The ROI of Social Media
Benefits of Social Media
• It’s FREE!• Builds deeper relationships• Increases brand awareness • Broadens your network• Drives sales• Helps SEO• Increases website traffic• Can help reach journalists/media• Empowers fans to be viral ambassadors for
your brandSource: Social Media for Tourism Pros
Social Media User StatisticsFacebook Twitter Foursquare
# of Total Users > 800 million > 200 million > 7 million
# of New Users Daily
460,000 22,000 (3400% growth in 2010)
# of Mobile Users 350 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/
Common Social Media PlatformsFacebook & Twitter
What Is Facebook?
• Social networking service that allows users to connect to friends and businesses
• Share content, links, photos, and videos• Comment on others’ activity• Remember: Personal profiles are for people,
not businesses. Develop a fan page instead.
Facebook Stats
• Over 800 million active users• Fastest growing demographic is women 55
years old and up • Average user is connected to 80 pages,
groups, or events• 50% of active users log onto Facebook daily• 350 million+ users access Facebook from a
mobile device– This group is 2x as active as those who don’t
Source: http://www.facebook.com/press/info.php?statistics
What Is Facebook?
Facebook Benefits
• Low cost• Engage with fans of your page• Fans receive your updates and can upload
comments, photos, and video• When fans engage you on your page, their
activity shows up in their friends’ streams– This can prompt others to check out your page
and your organization!
Facebook Benefits
• Can incorporate content from other social media platforms– Ex: blog posts, updates from Twitter, pictures from
Flickr, videos from YouTube, location-based apps (FourSquare), etc.
• Targeted advertising opportunities (cheap too!)
What Is Twitter?
• Free social networking and micro-blogging site that allows users to send and read messages known as “tweets”
• Tweets can have no more than 140 characters & are delivered to the author’s subscribers, known as “followers”
Twitter Stats
• 200+ million users• 460,000 new users sign up daily• 50% of active users use their mobile phone to
tweet• Twitter users are 3x more likely to follow a
brand on Twitter than any other social networking site
Source: http://blog.hubspot.com
What Is Twitter?
Twitter Benefits
• Low cost• Speed of feedback• Potential reach of message• Customer engagement/service• Track what people are saying about your
organization• Create buzz around upcoming events• Promote your organization and other content
you create
So What Do I Say?
So What Do I Say?
• Customer FAQs• Tutorials/demonstrations• News (sales, new products/services, etc.)• Events you’re attending• Your own content• Content from others• Attractions and events• Observations• What you’re reading or watching
Rules of Engagement
• Listen more than you talk• Remember: It’s about them, not you.• Provide value far beyond your particular
site or service
Source: Social Media for Tourism Pros
Formula for Success
70 20 10
Source: Social Media for Tourism Pros
Formula for Success
• 70% of content = value-added, audience-based & not about you at all
• 20% of content = spontaneous interaction with followers, fans, or friends
• 10% of content = unabashed self-promotion
70 20 10
Source: Social Media for Tourism Pros
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)
Use Personality
Use Personality
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
Remember!
Social media is not
an island.Photo: lisbokt
Know Your Audience
Photo: stijnbokhove
Facebook Insights
Facebook Insights
Facebook Insights
Time-Saving Toolsand Helpful Utilities
Photo: brandi666
RSS Feeds – Feedburner.google.com
RSS Feeds – TwitterFeed.com
RSS Feeds – TwitterFeed.com
RSS Feeds – TwitterFeed.com
RSS Feeds – TwitterFeed.com
HootSuite – Schedule Posts
HootSuite – Schedule Posts
HootSuite – Schedule Posts
HootSuite – Monitoring
Ping.fm
Ping.fm
Facebook to Twitter
Hyper Alerts
Hyper Alerts
Hyper Alerts
Nutshell Mail
Nutshell Mail
Nutshell Mail
URL Shorteners – Bit.ly
URL Shorteners – Bit.ly
New Tools To Drive Sales
Bottom Line = Sales
• Marketing – increase the awareness of your brand
• Traffic – drive traffic to your on and offline point-of-sales
• Loyalty – increase your customers’ commitment to your brand, products, and services
• Innovation – use social media to add value to your existing products or services, create new offerings, or sell more effectively
Source: Social Signal (www.socialsignal.com)
Mobile/SMS Text
Why SMS Text?
• There are 150 million feature phones in the U.S.
• It’s the dominant form of mobile-to-mobile communication
• Send on-site reminders/updates to festival attendees
• Send coupons for discounted tickets• Make print and radio ads interactive by asking
audience to text a keyword to receive future announcements
Sources: Tim Hayden (http://www.44doors.com); Club Texting
Smartphone User Statistics• 31% of US mobile phone users have a
smartphone• By 2015, 43% will use smartphones• 69% of smartphone owners have downloaded
an app• Smartphone users between 35-44 were most
likely to download an app; followed by the 18-24 age range
Source: eMarketer; http://www.mequoda.com
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)
DO
• Educate your audience on “why” and “how”• Develop a custom micro-site that truly captures
your audience “in the moment” to take your desired action
• Provide an AWESOME experience: immediate conversion is key– Incorporate audio and video that can’t be duplicated
on paper– Ask for email or a Facebook “like” in exchange for a
coupon or exclusive information
Source: Tim Hayden (http://www.44doors.com)
DO NOT
• Drive the audience to your standard website homepage
• Translate web pages 1:1 from desktop to mobile: brevity rules the moment
• Repeat information that is printed or published on the same real estate as a QR Code
• Extend the moment for longer than 90 seconds
Source: Tim Hayden (http://www.44doors.com)
QR Codes
Geneva Midsommar Festival Swedish Days
QR Codes
Social Couponing
Social Couponing
Location-based Apps
Location-based Apps
Location-based Apps
Location-based Apps
Location-based Apps
Location-based Apps
Location-based Apps
Location-based Apps
Location-based Apps
Show Me the Money
Twitter Examples
Facebook Examples
Questions?Old School:• Phone – 512.473.3513• E-mail – sarah.page@lcra.org
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
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