Social Media: An introduction and how it applies to business

COMET | HELLO |

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Social MediaAn introduction and how it applies to business

branding | pr | social media

SOCIAL MEDIA | OVERVIEW |

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Pop Quiz!

Chapter 1: What is social media?

Chapter 2: What it can do for business

Chapter 3: What has it done for Grand Geneva?

Chapter 4: What does this mean to your business?

Chapter 5: Comet details


POP QUIZ | SOCIAL MEDIA |

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1. What do you call a message sent out via Twitter?

a. SMS

b. Tweet

c. Twit

d. Perplexing



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1. What do you call a message sent out via Twitter?

a. SMS

b. Tweet

c. Twit

d. Perplexing Tweet = microblog post that is <140 characters long, o8en containing shortened links (URLs) to informaAon on other sites.



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2. In text and social media-speak, what does “LOL” mean?

a. Leaves Of Lettuce

b. Lots of Losers

c. Laughing Out Loud

d. Lack Of Logic



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2. In text and social media-speak, what does “LOL” mean?

a. Leaves of Lettuce

b. Lots of Losers

c. Laughing Out Loud

d. Lack Of Logic



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3. Which group is the largest user demographic on Facebook?

a. 0 - 17

b. 18 - 24

c. 25 - 34

d. 35 - 54

e. 55+



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3. Which group is the largest user demographic on Facebook?

a. 0 - 17

b. 18 - 24

c. 25 - 34

d. 35 - 54

e. 55+



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4. What does “OMG g2g PITR <3u TTLY” mean?

a. I have no idea.

b. I don’t want to know.

c. Generations Y and Z are in serious trouble.

d. Oh my god. Got to go. Parents in the room. I love you and will talk to you later.



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4. What does “OMG g2g PITR <3u TTLY” mean?

a. I have no idea.

b. I don’t want to know.

c. Generations Y and Z are in serious trouble.

d. Oh my god. Got to go. Parents in the room. I love you and will talk to you later.



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5. On which social media site can you find information about your company and/or industry ?

a. Facebook

b. YouTube

c. Twitter

d. LinkedIn

e. all of the above



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5. On which social media site can you find information about your company and/or industry ?

a. Facebook

b. YouTube

c. Twitter

d. LinkedIn

e. all of the above



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6. How many searches does Google handle per month?

a. 15.3 million

b. 32.7 million

c. 807.4 million

d. 12.6 billion

e. 76.7 billion



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6. How many searches does Google handle per month?

a. 15.3 million

b. 32.7 million

c. 807.4 million

d. 12.6 billion

e. 76.7 billion

source: comScore



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Pop Quiz!







WHAT IS | SOCIAL MEDIA? |

Any online media that enables people to interact with one another.

Also referred to as:

• Web 2.0

• Digital media

• New media

• Social networking

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WHAT IS | SOCIAL MEDIA? |


Your customers make up social media

WHAT IS | SOCIAL MEDIA DOING TO OUR WORLD? |

• Shifting how people discover, read and share news,

information and content.

• Fusing sociology and technology

• Allowing people to connect in the online world to form both

personal and business relationships - in the offline world.




1. Networking sites: social, business, both

2. Blogs and microblogs

3. Forums and discussion boards

4. Content-sharing: photos, video, knowledge

5. Social bookmarking

6. Wikis

7. Tools / Resources

SOCIAL MEDIA | CATEGORIES |


SOCIAL MEDIA | NETWORKING SITES |

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Online communities of people who share interests and/or activities.

Most are Web based and provide a variety of ways for users to interact: e-mail, instant messaging and bulletin boards.


SOCIAL MEDIA | BLOGS & MICROBLOGS |Word derived from “web log”.

Combines text, images, and links to other blogs, Web pages, and other media related to its topic. Readers can comment on content.

Microblogs, offer similar functionality, but in a limited number of characters per entry.

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SOCIAL MEDIA | FORUMS & DISCUSSION BOARDS |

43,800 members 1 million+ members

52,000+ members 26,000+ members


SOCIAL MEDIA | CONTENT-SHARING SITES |

Photos

Slides, Whitepapers

Video

Audio


SOCIAL MEDIA | SOCIAL BOOKMARKING |

Method for Internet users to store, organize, search, and manage bookmarks; a system of content categorization.

Users save links to Web pages that they want to remember and/or share.


SOCIAL MEDIA | WIKIS |

Web site that uses a specific kind of software that allows multi-user and multi-location creation and editing of interlinked Web pages.


SOCIAL MEDIA | TOOLS |

Web-based or desk top applications that enable ease of use, measurement, integration of multiple platforms, etc. Many are free; some are subscriber-based.



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SOCIAL MEDIA | WHO IS USING IT? |

Source: Cone, Inc. study, Sept 2009n= 1,048 ages 18+


SOCIAL MEDIA | PEOPLE INTERACT WITH BRANDS ONLINE |



SOCIAL MEDIA | BRANDS SHOULD BE ONLINE |



SOCIAL MEDIA | POSITIVE SENTIMENT TOWARD BRANDS ONLINE |



SOCIAL MEDIA | WHO USES FACEBOOK? |

source: istrategy labs

US: 91.2 m


SOCIAL MEDIA | WHO USES TWITTER? |

US monthly visitors: 27.6 m

18-3435-4950+

52% Age 35+

Grad SchoolCollegeNo College

56% Higher Ed.

$0-30k$30-60k$60-100k$100k +

Varied Income

source: Quantcast.com 9.09


What’s the big deal about social media?

1. Immensely measurable.

• Nearly real-time response rates.

• Many interactions can be tracked all the way from initial touchpoint to close of a sale.

• It doesn’t get any better than that.

SOCIAL MEDIA | WHY? What’s the big deal? |


2. Flexible and customizable.

• As many customer touch points as your company is able to manage effectively.

• Useful for multiple functions within an organization, not just marketing and PR.

• Product managers, customer service, senior executives and junior staff can all play a strategic part.



3. Less money and better results (*61% lower cost per lead) than traditional media strategies.

4. Establish deeper connections - CONVERSATIONS - with your existing customers, increasing loyalty and building an army of brand ambassadors.

5. Competition may already be there, shaping the industry discussion or possibly even telling your story for you- in a way you would not necessarily appreciate.


*Hubspot


6. Employees are already using social media, maybe even on your behalf, without your oversight or knowledge.

• Leverage their knowledge, their personal and professional networks and their savvy to increase your company’s reach in a positive way.

7. Customers are definitely online.

• Many are actively using social media, searching for information and support. They need someone to give it to them.

• Add value to their search, and they’ll become advocates, not just customers.



SOCIAL MEDIA | RESOURCES FOR FURTHER READING |

Books:• Socialnomics - Erik Qualman• Social Media is a Cocktai l Party - Jim Tobin• Groundswell - Charlene Li and Josh Bernoff• Naked Conversations - Robert Scoble and Shel Israel• Personali ty Not Included - Rohit Bhargava• Tribes - Seth Godin

Blogs:• Mashable.com• NowIsGone.com• web-strategist .com/blog/


SOCIAL MEDIA | TOOLS + RESOURCES TO CONSIDER |

• General- Namechk.com: Checks the availabil i ty of usernames across platforms.

• Twitter- Twellow: Powerful search tool for people, categories, key words, etc.- BudURL: URL l ink minimizing tool that lets you track cl ick-throughs.- Tweetdeck: Desktop applicat ion that enables groupings, favorites, etc.

• Facebook- InsideFacebook.com: Offers t ips and insights into optimizing FB for

your brand, e.g. downloadable Facebook Marketing Bible.

• YouTube- www.youtube.com/advert ise: Offers insights into how the platform can

be customized and uti l ized by your brand.

• Blogging- WordPress: Blog platform that enables signif icant customization

(moderate+)- Blogger: Do-it-yourself blog platform offering templates (basic)



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GRAND GENEVA RESORT | PROOF |

CASE STUDY | During the second quarter of 2009, Milwaukee-based Marcus Hotels & Resorts made the decision to get involved with social media. The company felt it was an important new strategy to reach the company’s objectives of increasing sales for room occupancy and in the restaurants/outlets at its various properties across the country.

Enter Comet. The agency was enlisted by Marcus to develop a game plan for property-specific social media strategies and execution. One of the first properties to which Marcus deployed Comet was the Grand Geneva Resort & Spa in Lake Geneva, Wisconsin.

The Resort was looking for new ways to grow business and to engage with past and potential guests on an ongoing basis through social media.



THE PLAN | As part of the structured plan for social media activities developed by Comet, the Resort decided to promote their snow sports offering by giving away free lift tickets for the opening weekend of its ski hill. Comet developed a holistic program that would include strategies to leverage social media social media and build an engaged community online.

As a main component of the program custom Facebook program was developed and deployed that allowed fans of the Resort to print free vouchers. In addition, Comet produced and launched a series of social media videos on YouTube as well as an ongoing Grand Geneva Trivia program on Twitter and Facebook to drive ongoing engagement, interaction and conversation.



THE RESULT | SUCCESS!

• Grand Geneva has seen its social media community grow by over 30 times its original size

• Customer engagement and evangelism have skyrocketed online through increased comments and posts to Facebook, Twitter and elsewhere.

• This promotion generated more phone inquiries than any other promotion executed in the last six years.

• The Resort experienced its largest opening ski weekend ever, with equipment rental, food and beverage sales benefitting from the large turnout of people.

• According to the Resort, one of the biggest successes of the weekend, was the large number of new skiers/snowboarders that came out to The Mountain Top for the first time.

• Over 1,800 vouchers were redeemed throughout the weekend.

• As of the end of January the ski hill is up 9.3% over last year.



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THE DETAILS | A custom Facebook tab was created on the Resort’s fan page. Once visitors came to the fan page, they had to become a fan to access the custom tab. From there they were able to download a printable voucher to bring with them to The Mountain Top at Grand Geneva opening weekend. It gave them free access to the hill all weekend.



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ONGOING ENGAGEMENT | With a fan base of over 3,000, the next challenge continues to be providing additional content that the community finds valuable and engaging. Comet’s approach to this has included the following tactics:

‣ Social media videos - Comet works to interview key personnel at the Resort to provide an insider’s view of different aspects of the Resort and pull out the individual personalities. The videos are posted on YouTube and linked out to Facebook and Twitter.

‣ Eight videos have been posted on a weekly basis totaling 852 views on YouTube. The following is a list of the videos:

• “Pre-season Tips at The Mountain Top at Grand Geneva” (a series of four videos about how to prep equipment for the ski season) - 467 total views

• “Opening Weekend for Ski at Grand Geneva Resort” - Hans provides information about how the ski hill prepares for opening weekend and clears up rumors that there is fish guts in the snow - 153 views

• “Hooray for Holidays! at Grand Geneva” - Producer Kevin Raymond talks about the preparation for the annual show at Grand Geneva - 76 views

• “Meet Ron” - Grand Geneva Trolley Driver - A favorite employee among Grand Geneva guests shares some of his favorite memories at the Resort - 61 views

• “Snowboard Boot Fitting Tips” - 57 views



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‣ Weekly trivia - Each week a new prize and trivia question is posted to the Facebook fan page and sent out through Twitter. The questions are written in a way so that the fans have to guess the correct answer. All questions are related to the Resort property or to upcoming events taking place at the Resort.

‣ Examples of questions and the number of responses include:

- How many chairs are on the B chair lift at The Mountain Top at Grand Geneva? - 60 responses

- In light of our annual coat drive going on right now an dour partnership with the local Clothing Outreach Center of Walworth County, what charity is most important to you? - 27 responses

- How many Christmas trees are up INSIDE the Grand Geneva property? - 76 responses

- How many hours did it take to build the sleigh snow sculpture that is on the Grand Geneva property? - 58 responses

- How many songs are performed during the Hooray for Holidays! show at Grand Geneva? - 40 responses

- Using a snow-making machine, how many gallons of water can be converted into snow PER MINUTE? - 34 responses

- How many pounds of turkey are the chefs at Grand Geneva preparing for Thanksgiving brunch this year? - 10 responses

- What type of animal can be found living in a tree on the Grand Geneva property (not typically found in a tree)? - 20 responses



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Pop Quiz!







Ads

video co

ntent sh

aring

awareness building

conn

ector/commun

ity/

contests

traffic driver/conversaAonplaQorm/aggregator

• Use Twitter + Twitpic to pre-promote and show daily lunch specials.

• Use Twitter + Twitpic to pre-promote and show daily dinner specials.

• Use Twitter + Facebook to post messages and photos (even video) of whatʼs happening right now at your cool event.

• Use photos and video to help your events live beyond the day they happen (storytelling + showing what they missed)

• Use blog and video to show the inside story and personality of your property, restaurants and outlets.

• Use social media to tell stories about the little stuff.

• Promote promotions/immediately.

HOTELS & HOSPITALITY | SIMPLE IDEAS |


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Pop Quiz!







COMET TEAM | IS LED BY |

Sara Meaneypartner | left brain

14 years of client and agency side experience in

branding, marketing, PR and social media.

Al Kruegerfounder | partner | right brain

10 years of client and agency side experience in

branding, marketing, PR and social media.

Marketing + Branding + Public Relationsin

Traditional + Social Media


COMET | COMPETENCIES |

‣ Strategic Brand

Development and Planning

‣ Brand Platform Creation

‣ Voice and Messaging

Development

‣ Brand Name and Trademark

Concepts

‣ Analysis: Strengths,

Weaknesses, Opportunities,

Threats

‣ Rebranding and Evolution

‣ Strategy and Plan Creation

‣ Event Concept Development,

Event Promotion and

Management

‣ Marketing Collateral

Creation and Copywriting

‣ Statistics and Return on

Investment Tracking/

Monitoring

‣ Market Research and Insight

‣ Strategic Public Relations

Media, Blogger an Analyst

Relations

‣ Media Training

‣ Interview Management

‣ Planning and Execution

‣ Product Launch Programs

‣ Strategic Partnership and

Sponsorship Development

‣ Spokesperson Services

‣ Story Writing and Media

Material Development

‣ Event Concept Development,

Event Promotion and

Management

BRANDING MARKETING PUBLIC RELATIONS


‣ Social Media Research

‣ Competitive Analysis

‣ Strategic Plan Development

‣ Story Line Development

‣ Strategic Personality and Voice Development

‣ Setup and Integration of Social Media Platforms

‣ Content Creation (written, audio and visual)

‣ Blogger Outreach and Influencing

‣ Corporate Social Media Guideline and Policy Development

‣ Internal Social Media Process Development

‣ Management of Content Sharing Sites

‣ Ideation and Strategic Counsel

‣ Development of Custom Applications

‣ Custom Blog Platform Build and Development

‣ Development of Social Media Gathering Places

‣ Ongoing Participation: Driving Conversation and Engagement

‣ Social Media Training

‣ Social Media Newsroom Development

‣ Listening, Monitoring, Insight Gathering and Responding

‣ Social Media Measurement and Reporting

SOCIAL MEDIA

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COMET BRANDING + PR | COMPETENCIES |


COMET BRANDING + PR | EXPERIENCE |


Non-Profit:‣ Fashion

‣ Social Responsibility | Advocacy

‣ Travel and Tourism | Visitor Bureau

‣ Education

‣ Advocacy

B2C:

‣ Consumer Packaged Goods

‣ Green | Sustainable

‣ Healthcare | Health Insurance

‣ Travel | Hospitality | Dining

‣ Sports Marketing | Sports Event Management

‣ Pharmaceutical | Biotech

‣ Outdoor Recreation | Products

B2B:

‣ Aviation | Aerospace

‣ Private Equity | Turnaround Management

‣ Manufacturing | Heavy Industry

‣ Emerging Technology | Social Technology

‣ Finance | Merger & Acquisition | Accounting

‣ Real Estate Development


COMET BRANDING | THANK YOU |

Please feel free to contact us to inquire about our services, including speaking engagements.

*all enclosed content confidential + copyright ©2007-2010 comet branding llc

milwaukee-based branding, marketing, pr + social media agency

Social Media: An introduction and how it applies to business

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