How to win with social media marketing

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Presented by: Darren PaceMarketing Director atInternational Training

linkedin.com/in/darrenpace

darren.pace@tdisdi.com

How to win with social media marketing

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2%

Facebook Post Reach?

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2% of your fans

2%

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About You

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About You

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About Me

204………...………Months884…………………Weeks

5,840………...………..Days 140,160…….….…….Hours8,409,600…..….…..Minutes

Spent Marketing Online

17Years

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Did you know?

Best Practices and Creating a

Process

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Did you know?

Best Practice #1

BALANCE

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Did you know?

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Did you know?

Best Practice #2BE MEMORABLE

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Did you know?

Best Practice #3

INFLUENCERS

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Best Practice #4

PAY TO PLAY

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Did you know?

Best Practice #5

AUDIENCE

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Targeting Audience(s)

New Diver Acquisition Test Campaign

Goal:  Capture OW Leads for Dive Centers

Action: Created Advertisement targeting the greater Chicago Area and the Snow Skiing Industry on Facebook.  Directed clicks to landing page on website to capture leads.  

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Test Campaign

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The Results

Tuesday Wednesday Thursday Friday Saturday TOTAL

Targets ChicagoSnow Skiers age 15-51

ChicagoColorado Ski Resortsage 15-51

ChicagoSki Brandsage 15-51

ChicagoSki BrandsWomen with kids

ChicagoSki BrandsHiking, Mountain BIke, SurfMen 26-47

Reach 23,288 8,640 28,374 21,028 10,382 91,947

Spend $186 $107 $307 $252 $95 $950

Device Engage 98% Mobile 50% Mobile Excluded

97% Mobi 95% Mobi 99%

Ad Clicks 705 27 1,287 746 704 3,469

Land Page Visits 269 48 569 440 358 1,684

CPC $0.27 $4.91 $0.24 $0.34 $0.14 $0.27

Click Rate 1.89% 0.04% 2.87% 1.87% 4.48%

Lead - Chat 2 0 5 3 5 15

Lead - News 6 0 9 4 7 26

Lead - Form 1 0 2 1 2 6

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Overall Results

Results: 47 Leads

Takeaway: Our ask was greater than the perceived value of its offer.  

Takeaway: Need an education funnel to qualify the leads before trying to close

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Did you know?

Best Practice #6

EVERYDAY

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1st PostPost the Title:“How Much Does Scuba Diving Cost?”

Post Title of Content

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2nd PostPost a question:“Have you ever wondered how much its costs to become a scuba diver?”

Post a Question

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3rd PostCite a Fact:Scuba Diving can be divided into 2 costs. Training and Equipment

Cite a Fact

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4th PostShare a Quote:Scuba Diving can cost anywhere between $500-$700, depending on location

Share a Quote

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5th PostAdd Intrigue:Beware of the $199 certification

Add Intrigue

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Lets Review1. Title2. Ask a Question3. Cite a Fact4. Share a Quote5. Add Intrigue

Post Consistently without overwhelming

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Did you know?Best Practice #7

LOVERS and

HATERS

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Address issues immediately

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Hug your Haters

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Show Appriciation

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Best Practice #8

ANALYTICS

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Understand your analytics

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Best Practice #9

BE EFFICIENT

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Be Efficient

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Best Practice #10

RE-MARKETING

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Facebook Remarketing

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Facebook Remarketing

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Did you know?10 Best Practices

1. Balance2. Be Memorable3. Find Influencers4. Pay to Play5. Targeted Audiences

6. Post Everyday7. Lovers and Haters8. Analytics9. Be Efficient10. Re-Marketing

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Did you know?

The Process

CHECKLIST

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Checklist

Questions?

42

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43

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