NBTDA Madison Conference Facebook and twitter110610

Using Facebook and Twitter to Market Your Ride

National Bicycle Tour Directors Association, Nov. 6, 2010

Wendy Soucie25 years + experience

Certified social media consultant

Certified LinkedIn Trainer, Social Media Campaign Manager

Based in the Midwest with national reach.

AgendaAgenda

Why social mediaFacebook - Strategy PointsBuildingPromotingTwitter – Strategy PointsQ & A

Glenwood Springs CO

More ways to connect to each other

Source: HubSpot

Social Media: Why?• Brand – building awareness in WI

and nationally

• Loyalty – improving the public’s knowledge - educating, sharing, expanding the experience for all

• Advocacy – building and maintaining support

• Extend your reach – generating action to signup

• Sponsorship – social capital for support externally

NCP Model

• Build a strong social NETWORK +

• CONTRIBUTE content valued by the network+

• PARTICIPATE in your network and social ecosystem+

• Be Genuine, Trustworthy

• Grow your social capital

Socialmedia-academy.com

Social Media Policy

Create at least 2 policies

– Employee boundaries and limits

– Operational - based on job role

Start with your email policy

Social Media Policy List:

http://www.socialmedia-academy.com/index.php/resources/social-media-guide-lines/

http://www.itbusinessedge.com/cm/docs/DOC-1257Analysis of Social Media Policies: Lessons and Best Practices Chris Boudreaux

http://socialmedia.policytool.net/http://disclosurepolicy.org/

Use employees as ambassadors

Provide guidanceSupport your employeesState your company

boundariesProvide the right info, to

the right people , at the right time

Provide hyperlinks in all policies to all relevant documents and contacts.

Social Media Policy

Should we pay attention to Facebookversus search?

Source: Omniture Likes Facebook Guide

Social Media StrategyGoal – 5000 Riders16,000 ft

Strategy – reach out where they are

You can choose how to start

20 minutes a day - socialminutes.com

Specific Business Goals

• Build your email list

• Drive traffic to your blog/Website

• Sell more product/services

• Increase event registrations

• Get media contacts & attention

• Connect with partners

• Improve customer service

Facebook User Engagement:

• 10 M users become fans of Pages each day

• 2 B photos uploaded to the site each month

• 14 M videos uploaded each month

• 2 B pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared / wk

• 3 M events created each month

• 45 M active user groups exist on the site*

• 65 M active users accessing through mobile.

Strategic Approach to Facebook

• Branded Page – color, logo, image– Do they know they are in the right place

• Content and Context– Where, what, when, who, how

• Promotion– Timing, frequency, amplify message, share

• Engagement– Try different things and track

• Conversion– Call to action, REPEAT, make it visible

3 Tips for Marketing on Facebook

Tip #1 – Facebook Page

• Fans need to like you otherwise nothing

happens!

• Fans don’t need to be friends of a profile

– unlimited fans

• You can send updates to all connections

• Acceptable to promote, advertise, inform

via page – 80/20 rule

How to Set Up a Page

• Have 2 admin

• Setup a schedule of posting

• Add FB page to your email signature

• Use social address books like Xeesm.com to make it easy to find

• FB badge on blog and “like” button on posts

• Incorporate other media for the page - videos, blog posts, discussions, photos, notes, events.

Other tips on pages

• Name your page after 25 fans

• http://facebook.com/username

• Think Brand when you create the name

• Users can join your page via SMS

Text: like yourusername to 32665 (FBOOK)

Like wendysoucieconsulting to 32665

How to Promote a Business Page

• Answer questions your audience wants answers to.

• Contribute on a regular daily basis to be in the news feed.

• Promote to your existing network and opt-in list.

• Make your Page publicly searchable - settings.

• Use Facebook Ads for an extra push to collect fans.

#2 Status Update – News feed

• Be imaginative. Use variety

• Be social - slightly stirred then shaken

with business

• Comments, likes and responses

contribute to FB algorithm to appear.

• High % of fans never return to Fan page

Stay Visible.

• Profile activity level– 3x/day

• Integrate with other tools if it makes sense – Blog 2 x week

– Twitter 3-5 x day

– Video 1 x week

Pictures 1x daytime/week

• Email – 3-5 times before event

Tip #3 Events

• Setup events from your business page

• Upload photos and videos of past events

• Post relevant links

• Invite past attendees to similar events

• Encourage “Invite your friend Links”

• Ask for the “share”

• Integrate with event directories locally

Event Promotion

FaceBook Ads

• Group

• Ads

• Metrics

Groups

• Must be a member to view

• Internal to FaceBook

• Search engines will not find

• May want to create both

Facebook Groups vs PagesFB Groups FB Page

Community Represents brand or entity

Email members to inbox Update shows up on home page and inbox

Shows up on profile as text link Shows up on fans profile w/image and text link

Groups indexed and 1 page searchable

Page tabs are indexed and searchable – fans search listing

Group joining shows in news feed Fan joining is distributed in news feed

Admins listed in group Admins are behind the scenes

Measuring and Analyzing

1. Reach: Total # fans, group members, and/or friends.

2. Engagement: Level of engagement and # of conversations with potential and current customers and fans.

3. Impact on Sales Funnel: # number of visitors from Facebook to your website that convert into leads and customers. Add Google Analytics to website.

Social Media Strategy

“Remember: 80% is strategy and only 20% is technology”

Jeremiah Owyang

Twitter is part of overall marketing outreach

Compliments your Website and/or blog

Balances regular Email w/realtime outreach

Backchannel for Trade shows/conferences

Can get you earned media (getting bloggers, columnists to cover your space)

Online reputation management

Strategy Follow Create Engage

Event Coverage Those interested or attending event, media, community

Event information, updates, behind the scenes

Setup Tweetups,hashtag, talk to attendees ask & answer questions

Product Promotion & Sales

Current and potential customers, those interested in similar products

Links to online promos, insider info on upcoming sales/ discount codes

Check replies and DMs answer questions , provide info when needed.

Issue advocacy Those interested in your cause, industry leaders, news

Added values: health tips, disaster alerts, fundraising info

Know your followers, thank them for support, get them involved

Building Community Those interested in the broader subject

Share news, advocacy groups, share tools, tips and events

Use polls, questions, encourage sharing videos, pictures.

Source: Ogilvy

Twitter

HootSuite

TweetDeck

Create a #hashtagfor your event

Microblogging - Twitter

• Just 11% of users on Twitter are teenagers.

Find People

Identify your audience(s):

Finding riders

Press/media (there are wikis on media on Twitter)

Sponsors/Contributors

Politicians

Volunteers

Competition

Search.Twitter.com

1. Search by Location

2. Search by terms, keywords

3. Set up a search on yourself, your company (create RSS feed into Google Reader)

Profile

• Picture– Use your picture

– Brand your profile with your name

– Build a separate profile for the business

• Links – link to more info and recognize they come from Twitter

• Bio – complete all available characters

• Messaging – think about branding and consistency

10 Twitter dos1. Do remember that your content should be 1/3 technical or how-to

tips, 1/3 personal and 1/3 emotional (quotes & jokes).

2. Answer questions (even if they aren’t directly related to your company).

3. Ask general questions (about what people like, what they want, what they dream about)

4. Do help people when they have a problem or are looking for information.

5. Do retweet ideas/thoughts/links that you find interesting. Think business, civic, non profit

6. Do track and measure what is happening with your links (www.bit.ly )

7. Do start small.

8. Do find daily interesting information about what you do.

9. Do develop a list of tips to share on a daily basis.

10. Do bring Value to your community.

Measurement

• Follower numbers

• Follower engagement

• Measurable links– Clickthroughs

– Conversations

– Context

• Retweets– Reposting your links

– Others pointing towards what you do

Wordle.net

• Cross pollinate your media– Blogs– Podcasts– Videos – Photos – Presentations– Ebooks– News releases– PDFs– Slideshows– Event Directory

listings

What to Publish and Share

– Emails > blog posts

– Forum posts > blog posts

– Blog posts > presentations

– Presentations > blogs

– Event video > blog post

– Interview clients > blog

– Company info > public reports

– Company info > presentations

Make Use of Existing Material

You can’t understand without

Its about people and connections.

… signing on!

ResourcesBooks

Twitter Marketing : An Hour a Day by Hollis ThomasFacebook Marketing: An Hour a Day by Mari SmithBooks: Groundswell, Trust Agents, Six Pixels of Separation

BlogsWSC Blog - http://www.wendysoucie.comMashable – http://www.mashable.comSocial Media Today – http://www.socialmediatoday.comSocialMediaExaminer – http://www.socialmediaexaminer.comChris Brogan – http://www.chrisbrogan.comAll Facebook – http://www.allfacebook.com

Slide Presentationshttp://www.slideshare.net/wsoucie

YouTube Channel http://www.youtube.com/user/wendysoucie

Photo credits – Istockphoto.com and Wendy Soucie

We provide: Technical Product ExpertiseManufacturing experienceSocial media assessmentsMarketing best practicesThought leadership strategiesSocial media building blocksTraining on tools and strategyImplementation help and coaching

Network . Contribute . ParticipateSocial web links: http://xeesm.com/wendysoucie

Happy trails to you

Your Questions?

Partnerships | Strategic Alliances | Joint Venture

• Wendy Soucie Consulting – www.wendysoucie.com

• Founder/Principal

• End Result Marketing• Nurture marketing and research

• Social Media Academy • Certified Social Media Consultant• Founding Gold Member and Alumni• Black Diamond Consultant

• Xeesm – Social CRM • Business Partner – Wisconsin

• Integrated Alliances – IA Certified Trainer

• Images from IstockPhoto.com

NBTDA Madison Conference Facebook and twitter110610

social media strategygoal

facebook page fans

social ecosystem

fan page copyright

social media campaign

fb page

strong social network

page videos

Technology

Facebook und WordPress @ AllFacebook Developer Conference

Virtual Network Diagnosis as a Service Wenfei Wu...

Madison Alumni Conference Admissions Session 2015 at James.....

Facebook Marketing for Small Business Development Conference

The Facebook Conference 2015 - Presentatie Roompot Vakanties

Pinterest Zen - Facebook @Scale conference

Web conference facebook juin 2011

Jottings - The Information School...Design: University...

Pro Walk /Pro Bike Conference Madison, WI September, 2006

The Facebook Conference - David Gilbert - Kenshoo

The Facebook Conference 2013

7th Annual Statewide Professional Conference Madison, Wisc

Allfacebook Conference: Facebook in der Tourismusbranche

Conference triggit viuz retargeting newsfeed facebook

Madison fish passage conference presentation 2! Razvan...

Facebook county facstaff conference oct2010