social media in 30 minutes a day

Milestone Confidential

Social Media in 30

Minutes a Day

#MilestoneWebinar

@milestonemktg

2Milestone Confidential

www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

Krista MalchowRegional Business

Development Manager

Speakers:

Sponsor:



Social Media Agenda

Why social media?

Setting the strategy

Google+ Business Page

Content marketing

Facebook

Measuring success!

Twitter



Influence on Search ResultsTwitter and Google reached a new partnership

allowing the search giant access to Twitter’s “Firehose” tweet stream.

Impact

Purchase

Decisions

Define

Brand

Personality

Customer

Service

Share

Compelling

Media

Build

Semantic &

Long-tailed

Relevancy

1.39B users

200+ M reviews

4 billion daily views

~1B users

Define

Brand Personality

Customer

Service

Share

Compelling

Media

Why Use Social Media?



What Impacts Local and Organic

Search?

http://moz.com/local-search-ranking-factors



Social Media Agenda

Why social media?



Content marketing

Facebook

Measuring success!

Twitter



Social Media Optimization Process

Define goals

Create strategy

Execute campaigns

Measure and adjust

1

2

3

4

8



Define Goals

Understand your playing field

Analyze your competitors

Focus on quality rather than

quantity

Drive people to conversion

points

1 2 3 4

9



Create Content Strategy

1 2 3 4

Arts

FestivalsMarketing

Tasks

Sporting

Events

Conventions

& MeetingsConcerts



Create Detailed Marketing Plan

• Festivals

• Concerts, etc.

Local Events

Market Analysis

• Museums

• Universities

• CVB

Local Organizations

• Golfing

• Hiking

• Shopping

Activities/Things to Do

• Theme Parks

• Historical

Landmarks

Attractions

• Time-Sensitive

Offers

• Rewards

Promotion/

Specials

Product Analysis

Competition

• Green Hotel

• Airport Shuttle

USP

• Meetings

• Pet-Friendly

Niche

• Loyalty Program

Brand

11



Execute Campaigns: Profiles

Be realistic about your resources

Engage your audience

Signal search engines

Maintain consistency

1 2 3 4

12



Execute Campaigns: Promotion

1 2 3 4



What Are You Targeting?

Notable themes:

Disneyland

Newport

Beach

Attractions /

Activities

Fashion Island

Balboa Island

Catalina

Island

Beach

Romance

From Google Webmaster or keyword search tools



What Are You Targeting?

Higher search queries for

events/attractions than

for your business (hotel)

Talking about these

events/attractions

connects you with users

searching for them

Keyword Research - Categories

Keyword CompetitionGlobal Monthly

Searches

Things to Do CompetitionGlobal Monthly Searches

things to do in danville 0.22 720

things to do in san ramon 0.25 320

things to do in livermore 0.19 590

things to do pleasanton - -

things to do in dublin 0.43 40500

dublin attractions 0.55 9900

downtown livermore 0.07 1600

things to do pleasanton ca 0.21 390

Events and News CompetitionGlobal Monthly Searches

tri-valley events 0.07 73

tri valley events 0.07 73

tri valley news and events - -

tri valley news 0.04 1300

trivalley news 0.05 1300



Who to Connect With?

Major attractions are active in social channels. These

attractions/ businesses are driving 80% of the traffic in the area.

Key Social Channels

Attraction or Organization Facebook Twitter YouTubeAlameda County Fair 23,932 likes / 25,261 Checkins 1413 Followers 32,719 Views

Stoneridge Shopping Center 8,413 likes / 0 Checkins NA 588 Views

San Francisco Bulls 2,605 likes/0 Checkins 583 NA

Livermore Harley-Davidson 4,120 likes / 631 Checkins NA NA

California Pizza Kitchen 267,262 likes / 5,871 Checkins 17168 Followers 7668 Views

San Francisco 49ers 1,325,723 likes / 0 Checkins 191109 Followers 24889 Views

San Francisco Giants 1,436,493 likes / 0 Checkins 258597 Followers 145942 Views



From Social to Conversion

Social:

Travel Inspiration

Blog

Website

Conversions

•Facebook

•Twitter

•Flickr

•YouTube

•Foursquare

•Google+

•Pinterest

Source: “The Customer Journey to Online Purchase,”

http://www.google.com/think/tools/customer-journey-to-online-purchase.html, July 2013

http://www.google.com/think/tools/customer-journey-to-online-purchase.html



Social Media Agenda

Why social media?



Content marketing

Facebook

Measuring success!

Twitter



Robust Content Marketing Strategy

Social media & blogging (content marketing) contribute

significantly to a website content authority

Visuals are vital in content. Engagement generated on

Facebook posts with media increased by:

180% with photo album

120% with picture

100% with video



Engaging, Relevant, And Fresh

Content Ideas Enhance the engagement and

creativity of content across blogs and

social channels

Increase image and media-use use on

all social channels

Incorporate user-sentiment, semantic

keyword saturation, and search trends

into blog topics

Review analytics and see what does

not work?

High bounce rate pages, high

conversion pages, non branded

keywords etc..



Knowledge of Local Trends



How to Find User Sentiment



Social Media Agenda

Why social media?



Content marketing

Facebook

Measuring success!

Twitter



Facebook - Status Update

The easiest way to get

your page seen is to post a

“status update”

24



Respond to Wall Posts and Questions

Take an active role in talking

to fans – it increases

dialogue.

Top 10 Ideas for What to Post

1. Vacation packages, Specials, Discounts with a “Book Now” link or promo

code

2. Local events, festivals, meetings, conferences, attractions, wedding

announcements

3. Hotel or traveler perks (i.e. pet friendly amenities, complimentary reception

hour)

4. Local “Insiders” tips (i.e. hidden tourist spots, local knowledge of area)

5. Best restaurants in local area

6. Things to do this weekend in local area

7. Weather comments or tips

8. Quotes from the hotel staff (i.e. humorous or service “magic moments”)

9. Fun facts about the hotel or local area

10.“Tip of the Day” featuring reason to stay



Facebook Graph Search



Social Media Agenda

Why social media?



Content marketing

Facebook

Measuring success!

Twitter



What is Google+

32



Optimized My Business Profiles

Merged and verified

Correct UNAP & contact info

Optimized images

Accurate map marker

Correct categories

Optimized content

Custom URL

User reviews

Street view

33



Merged Google+ Local Pages

Process to merge:

Currently merged by postcard verification

The benefits of this robust hyperlocal, social platform include:

Enhanced user experience with local and social content

Enhances local listing with fresh, trending local events, topics, activities, etc.

Builds visual impact and centralized, accurate information

Carries significant SEO value to build relevancy for new, important, or valuable content

34



Google+ Case Study

Case Study (6 weeks v. prior) saturating ‘Things to do’ blog posts with links from Google+

Despite website traffic increasing only 1% during this time

Blog Performance:

161.8% increase in traffic

144% increase unique visitors

‘Keys’ keyword: 114% increase

‘Events’ keyword: 183% increase

274% increase in visits to those pages categorized as ‘things to do’



Google+ Website Case Study

Linkbuilding & social trending platform

EX: in 1 month after dining post below (YOY), overall performance of page

increased 28.5%

EX: in 2 weeks after pool post below v. 2 weeks before overall performance

of page increased 89.7%



Social Media Agenda

Why social media?



Content marketing

Facebook

Measuring success!

Twitter

37



Twitter & Google Deal

Twitter grants Google

access to “Firehose”

What would the impact

be?

Tweets will start showing in

the SERP

Hashtags are searchable in

SERP

Twitter: more opportunities

to convert new users

Google: enhanced user

experience search results

with real - time UGC



Twitter Page



Follow Your Guests/Influencers



Re-Tweet Guest Experiences



Social Media Agenda

Why social media?



Content marketing

Facebook

Measuring success!

Twitter

42



Measure Success & Adjust Strategy

Monitor key metrics

Regular competitive analysis

Individual channel

performance

Referrals to website

Conversions and assisted

conversions

1 2 3 4



Measure Success & Adjust Strategy

1 2 3 4



VelasWeddings Website

PR

Email

Print

Online Wedding

PortalsWedding Forums

Case Study:

Universal Marketing Approach

164,000

messages sent

over 2 months

240 journalists

targeted

20,000 print

copies of

wedding

magazine

30+ Forums



Case study results

Velas Weddings Website Email

35,827 opens;

5,645 click-

throughs

3,866 Viewings of

Velas Weddings

Channel

7,105 people

targeted,

54,000

impressions

22,838 new fans

(incl. all sites)

13,073 Visits

361 Entries;

21,937 total votes



Key Takeaways

If You Only Have 30 Minutes Per Day…

Listen… See what is being said about your business and

market.

Respond… Respond to mentions of your hotel and market on

main channels

Be Proactive… Create a game plan, stay educated

Track your results

47



Thank You

Make sure to follow us

http://milestoneinternet.com

http://blog.milestoneinternet.com

http://twitter.com/milestonemktg

http://facebook.com/MilestoneInc

social media in 30 minutes a day

Marketing

organic search

search results twitter

search giant access

b users200

playing fieldanalyze

impacts local

twitters firehose tweet

targeted contests