Lutricia EberlyRoundtop Mountain Resort

Introduction:

Who am I?

My personal social media rules

Building the case for social media

Definitions:•Social•Mobile

Building the case for social media

Social media defines the activities that integrate technology, social interaction, and the sharing of words, images, video, and audio. In other words, social

media is a conversation that takes place online.

Building the case for social media

Infographs tell the story

http://www.hongkiat.com/blog/55-interesting-social-media-infographics/

http://www.socialmeblog.com/2012/01/30/social-media-solutions-for-small-business-infographic/infographic_social-media-power-business/

http://visual.ly/16-social-media-blogging-stats-2012

http://visual.ly/16-social-media-blogging-stats-2012

What are your social media goals?

What are your social media goals?

Drive foot traffic to locationGenerate awareness of product/serviceReach specific new audienceIncrease website traffic

What are your social media goals?

Establish credibilityBuild your audience/followingIncrease SEOIncrease customer engagement

What are your social media goals?Be findableBe trustworthyBe attractiveBe conversational

Be attentiveBe in touchBe mobileBe strategicBe excitingBe brilliant

What are your social media goals?

Consumer drivenTransparentEngaging

InclusiveSincere

Always remember that social media is:

What are your social media goals?

FormalOne-sided ControlledImpersonalExclusive

Social media is not:

Differences/Benefits

Differences/Benefits

Audience is consumer basedLargest segment is ages 21-24Great for sharingIntegrates well with other sites and applications

Differences/Benefits

Audience is business basedLargest age segment is 35-44Two powerful gems: groups and advanced search

Differences/Benefits

140 character limitLargest age segment is 30-49Channel is wide openStrong customer service opportunity

Differences/Benefits

Top search site along with Google – great for SEOLargest age segment is 18-34Opportunity for audience to get to know you

Differences/Benefits

Photo sharing siteLargest age segment is 25-54Higher usage among women (80%) than men (20%)Attraction: fashion, food, décor, fitness, animals, kids, travel

Differences/Benefits

Online source of info via 1st person POVGreat for driving traffic to a website, gaining credibility, community building, and SEOBest if you own the content (self-hosted vs free)

What works?Shorter and punchier is better

What works?

What works?Knowledge is power

What works?

What works?Engage the audience

What works?

What works?

What works?

What works?Customer service

What works?

What works?

What works?Be authentic

What works?

What works?Reveal “human” side of business

What works?

What works?

What works?

What works?

What works?Highlight industry events/news

What works?

What works?Determine themes

What works?

Photo theme/contestPosts in a seriesSeasonal - Pinterest

What works?Consider how to integrate

What works?

What works?

What works?Use pictures when relevant

What works?

What works?Example: credit union

What works?Establish credibility: why join a credit union?

What works?

What works?Educate community: services to match needs

What works?

What works?

What works?Increase customer engagement: share real time news and encourage feedback

What works?

What works?

What works?

What works?

Example: Festivals/Events

Always keep in mind:

Push vs pull

Telling vs asking

Make announcements about performers

Solicit opinions

Get suggestions

Drive traffic to your website

Example: Festivals/Events

Example: Festivals/Events

Get more sponsors

Recruit exhibitors

Look for user generated videos

Example: Festivals/Events

Invite people to share their photos of your festival

Don’t neglect your core website

Shorter and punchier is betterKnowledge is powerEngage the audienceBe authenticReveal human side of businessHighlight industry events/newsDetermine themesConsider how to integrateUse pictures when relevant

Where is your audience currently?

Define/Determine your audience

What else is going on in your community?

Define/Determine your audience

Interview your stakeholders, clients/customers, employees in person

Define/Determine your audience

Ask yourself what your primary goal is

Define/Determine your audience

Recognize challenges

Define/Determine your audience

Generate awareness

Sample goals: parks and recreation

Seek/create media opportunitites

Sample goals: parks and recreation

Provide customer service

Sample goals: parks and recreation

Enhance marketing campaigns

Sample goals: parks and recreation

Manage relationships

Sample goals: parks and recreation

Enhance presence at events

Sample goals: parks and recreation

Learn about trends, breaking news; monitor industry

Sample goals: parks and recreation

Recruit employees

Sample goals: parks and recreation

Generate awarenessSeek and create media opportunitiesProvide customer serviceEnhance marketing campaignsManage relationshipsEnhance presence at eventsLearn about trends, breaking news,

and monitor industryRecruit new employees

What is it and why do you need it?

Good for both internal employees and externally for your social media community.

Code of Responsibility

This Social Media Code of Conduct aims to provide specific guidance on best practice behavior when working and operating within social media.

Code of Responsibility

The Code provides guidelines for social media undertaken for the purpose of personal or commercial use.

Code of Responsibility

The Code represents our current collective efforts to provide clear guidance in an evolving media channel.

Code of Responsibility

We welcome your feedback on the document to ensure we have comprehensive input from across the industry.

Code of Responsibility

Disclaimer

ROI

Keep track of goals with qualitative data

ROI

New names added to email listsNumber of comments on postsIncreased donationsInfluential blogs linked to youIncreased webpage hitsContent of keywords

ROI

Set benchmarks

ROI

We want (n) positive new comments per week on TwitterWe want $(n) from our charity eventWe want (n) pagerank by a certain dateWe want (n) people to sign our petition

ROI

Going into social media blindly with no strategy or goals

Failing to build your community

Ignoring your audience

Common mistakes

Having the intern “do it”

Forgetting your manners

Becoming complacent

Common mistakes

Trying to do all and be everywhere

Failing to meet the needs of your audience

Deleting or ignoring negative feedback

Common mistakes

Failing to integrate efforts

Treating social media like advertising

Assuming one size fits all

Making the assumption that social media is magic

Common mistakes

List social media chancels on direct mail, newspaper ads, newsletters, and business cards

Add social sites to website and email signatures

Tips and Reminders

Use contests or call for retweets to generate interest – but be careful!

Be mindful of what others are doing to build fans

Use Twitter’s discover tabs

Tips and Reminders

Join LinkedIn groups

Use hashtags

Stay transparent

Do be evasive

Tips and Reminders

Develop engaging content! Ask yourself: what value can I provide? What is interesting about my business? Where are my growth opportunities? How can I educate my audience?

Create content/theme calendar and tie all goals/platforms into it

Tips and Reminders

Be the first to admit vested interests

Keep it conversational

A blog post isn’t an annual report

Ask questions

Tips and Reminders

Solicit opinions

Write what you know

Stick to issues relating to your organization

Tips and Reminders

Position yourself as the expert in your field

Add real knowledge to conversations, not just another opinion

Admit mistakes – “oops” happens

Tips and Reminders

Thank those who bring mistakes to your attention

Don’t ignore negativity – negative comments are chances to turn critics into supporters.

Tips and Reminders

Trust your instincts – get other opinions on posting controversial material

Listen and re-invent!

No matter what platform you’re on – fill in all the data/fields about your business

Tips and Reminders

Participate

Use advanced search

Monitor the channels you don’t use

Tips and Reminders

Thank you!

Lutricia Eberly, Director of Sales and EventsRoundtop Mountain Resort

Facebook.com/RoundtopMountainTwitter.com/RoundtopMtnRsrtPinterest.com/RoundtopMtnRsrt

Resources:

Resources:4 Fascinating Facts about online fundraising: http://www.npengage.com/online-fundraising/4-fascinating-facts-about-online-fundraising/ Social Media Policy: http://www.etown.edu/offices/marketing-and-communications/guides/social-media/comment-policy.aspx4 Ways to Maximize the Social Media Presence at Your Next Event: http://www.socialmediaexaminer.com/maximize-the-social-media-presence-at-your-next-event/Top 10 Enterprise Social Media Etiquette Fails: http://www.salesforcemarketingcloud.com/blog/2011/07/top-ten-enterprise-social-media-etiquette-fails/10 Tips for Dealing with Detractors: http://www.salesforcemarketingcloud.com/blog/2011/01/10-tips-for-dealing-with-detractors/

Resources:

How to Boost Attendance Through Social Media: http://www.cvent.com/en/sem/social-media-event-marketing-ebook.shtml Determine who is pinning from your website: http://pinterest.com/source/YourWebsite.com/ and for more info: http://mashable.com/2012/03/14/pinterest-track-content/ Code of Responsibility links:http://socialmediagovernance.com/policies.phphttp://www.communicationscouncil.org.au/downloads_tcc/2012/CC_Social%20Media%20Code%20of%20Conduct_FINAL.pdfhttp://www.marketingsherpa.com/article/how-to/5-actions-to-protect-your#

http://blogs.webtrends.com/social-media-guidelines/

Resources:

Help for this presentation came from: Social Media for Parks and Recreation – Back to the Basics http://www.jbsem.com/social-media-for-parks-recreation-back-to-the-basics#axzz2QSgsuvhM Rachel Strella – http://www.slideshare.net/StrellaSocialMedia