Transcript
One pixel away from your customer SO…
Using Social Media to Market your Best Digital Asset – You!
Our New Reality?
The Story of the Chicks
Patricia Alicia
A Non-intimidating and fun approach to online marketing
About A Couple of Chicks Saving Websites since 2005
Founded by Alicia Whalen and Patricia Brusha to provide non intimidating approach to online marketing for hotels and tourism
Now home to 14 virtual “Chicks” across Canada and the US
Recognized as an authority in e-marketing in the tourism industry and beyond
Producers of Online Revealed – the Online Canadian Tourism Conference now in its 7th year
ACOC Clients:
Destinations: Hotels: Other:
Our Team:Patricia Brusha Hold on! We’ve got
ourselves a wide turn here!
Lovingly referred to as he “other” Chick
Wait for me! Wait for me! This is a This is a
necessary pit necessary pit stop!stop!
Wait for me! Wait for me! This is a This is a
necessary pit necessary pit stop!stop!
ThatThat’’s me!!!!!!s me!!!!!!ThatThat’’s me!!!!!!s me!!!!!!
Building the business
Good Website Content providing Value to our target audience
Focus on Search Engine Optimization for our target keywords
Our Blog: ideahatching.com
eNewsletters with valuable free information
Workshops and training sessions
Wrote articles and commented in Forums + guest posted on industry websites
We pushed out optimized Press Releases (Shameless Self Promotion all the time! Do it! + Google loves content!
We ran a Conference!
THEN…the cocktail reception went online!
Then there was Social Networking…
The 1st Twitter Inquiry!
If a Couple of Chicks can do this…
We got a big
coop now!!!
Brad
JamesKathi
StephanieSandie
Steve
Laurie
Anne
Christy
Patti
Those Chicks
are late again!
Jane
The Evolution of the Brand
It’s All About Integration & Management of all Digital Assets
Chicks Blog
LinkedIn Company Profile
YouTube
Digital MarketingWhat you need to know:
Social Networking
• By 2014 at least 2/3 of the internet population or about 164.9 Million people will be regular users of social media
Social Networks: Changing the face of Marketing
YouTube is the 2nd Largest Search Engine Behind Google
24 Hours of Video uploaded YouTube every Minute!!!!
Going Mobile
• Mobile App Downloads To Reach 25 Billion By 2015 (Juniper research 2010)
• iPhone and iTouch have over 60 million users that consume 200 million + apps per month
iMarketing: Marketing for iPhone, iPad and Tablets
Apps and a NEW kind of Digital Search Behavior:
• 62% find apps by searching for a specific type of app (Travel, Lifestyle etc.)
• 60% browse through the App Store charts
Brands must ensure they are visible across all Digital Platforms
So What now?
It's all about Customer Engagement!
Focus on how you can best reach your target Customer online
-Is your target audience Tweeting?
-Are they spending time on Facebook, LinkedIn?
-Should you be Blogging as an expert in your field?
Digital Marketing Must Do’s
• Google Yourself! • LinkedIn is a must• Start with one network at a time. • Update Often with correct contact info and updated
information • Make sure your web strategy includes Mobile• INTEGRATE and use Tools to make it easy to manage
You must make the time – your brand is living online whether you are ready or not
Digital Marketing Success StoriesWhat made them work?
Le Germain Hotels on Twitter 3 Goals:1. Listen to Guests to continually improve customer service2. Extend Customer Service online3. Cultivate an interest in potential clients
Why It Worked:
1. Use Twitter to extend customer service
2. Identify core audience – personifying customer as Bruce Wayne
3. Twitter tone or personality becomes one of Alfred – Bruce Wayne’s Butler!
The Audience: The Brand:
Alphabet Photography: YouTube, Facebook ++ 3 Goals:1. Drive Traffic and Sales 2. Cultivate Interest in potential clients and differentiate themselves among competitors3. Generate Media and Buzz
32,100,056 Views!!!!!
Driving TrafficBack to the Website= Cash Register
A “listening post” to monitor your brand, competitors and industry trends
Drive traffic to blog and website
Generate new business leads, sales and referrals
Collaborate and share innovative ideas and insights
Create conversation with your community
Promote events and relevant company news, discounts etc...
Build visibility, credibility and positive recognition for your brand
Why Social Media for your Business?
Tools to make it easy
• Hootsuite.com to manage multiple Social Media
• Integrate communities (feed Tweets to LinkedIn)
• Manage channels from your SmartPhone – on the go
• Keep up to date with emails, SMS messages, BlackBerry messenger, Tweets, Facebook messages - all on the go – communicate with customers all the time!
Smart Marketing: Going Social
• Don’t sit back and watch
• Don’t look at Digital Marketing in isolation
• 20% ++ of overall marketing budget to Digital
• Have a Strategy
Twitter Task Checklist for Step One
Define specific goals: ie. business benefits such as driving traffic to a blog or to reach media)
Confirm primary target audience (who are you talking to?)
Conduct Social Media Audit (for competitors and other communities you can engage with)
Create compelling backgrounds: LinkedIn Profile, Twitter or Facebook Page for your business – it is a key extension of your brand beyond your website
Add a photo or photos and Video where possible to create connection
Have a plan and engage your audience
Chick Tips on Social Media Marketing:
Other Digital Marketing: Must Do’s
• Website = Cash Register
(creative, good content, ecommerce functionality, search engine visibility)
• Email newsletters
• Blog
• Google Local for Bricks and Mortar Business a must
• Watch the ‘Reviewosphere’ – we are no longer in control of our brand messages – Consumers are
• Measure using tools like Google Analytics, Google Alerts and Twitalyzer.com
What Makes a Successful Digital Campaign?
1. Strategy
2. Authentic Voice
3. Relevancy
4. Know your Audience
5. Engage with Like minded Communities
6. Humour and Emotion
7. Take a Risk
8. Don’t Sell
9. Commitment
10.Have FUN!!!!!!!
Alicia Whalen
Co-Founder | E-Strategist
www.twitter.com/acoupleofchicks
www.facebook.com/acoupleofchicksonlinemarketing
www.acoupleofchicks.com