Imta seminar sept 2012

Emerging Trends in Social Media

brought to you by:

International Map Industry Association

September 10, 2012

Albuquerque, NM

For the times, they are a changin’

New marketing tactics

What to expect today

Social media has changed

our lives

our language

our behaviorour behavior

our shopping habits…

our businesses

People are relying more heavily on

interactive online media for their

information via….

The question used to be:

how do your customers find you?how do your customers find you?

Now is:

where do your

current and future customers current and future customers

find what they need?

http://www.youtube.com/watch?v=3SuNx0UrnEo

Facebook now has more than

955 million 955 million ACTIVE

users

Questions get answered.Recommendations are made.

Conversations happen.Are you there?

Conversations happen.Are you there?

What we’ll cover today

• Social Media

• Search & Reputation

Management

• Content Marketing

• Email Marketing

Social Media Marketing

Win at social media

• Professionally designed page

• Thoughtful content strategy that incorporates

the personal touch, sales and marketing, and

outbound marketing strategyoutbound marketing strategy

• Listen and respond, stimulate conversation

• Utilize the new feature of outbound

commenting as your page

• WOW your fans!

Facebook• Do I need to use it? If you

are able to, you should. If

you’re responsible for

marketing your business,

absolutely.

• Does my business need to

be there now? Yes. There be there now? Yes. There

are no ifs, ands, or buts.

Regardless of your business,

you need to be represented

here. We can help!

• Top benefit: You stay top of

mind with people as they

browse – you’re part of the

conversation

Facebook: Statistics

• More than 50% of active users log in each day

• People spend over 700 billion minutes per month on Facebook

• 2.7 billion posts are “liked” or commented • 2.7 billion posts are “liked” or commented on each day

• 250 million photos are shared each day

• 1 million business page “likes” are happening each day – and that is shared with all of their friends

Source: Facebook

Facebook: What you should do

Post tips

• Know your audience

• Timing is important

• Clarity

• Mix it up and create balance• Mix it up and create balance

• Encourage conversation

• Encourage sharing / tagging

• LISTEN! Respond!

• Utilize photos and videos regularly

Outbound Marketing

• Posts

• Comments

• “Likes”, Featured Likes• “Likes”, Featured Likes

• Grow your audience, business outreach

Fan Base Growth: Promote your page

• On your web site https://developers.facebook.com/docs/reference/plugins/like

-box/

• Email signatures

• Signs in location, on vehicles

• Stationary

• All marketing – when in doubt of what to

promote, promote Facebook

Facebook Ads

• Powerful targeting

• Like search marketing but different

• Search = keywords, demand fulfillment

• Facebook = interests, demand generation

25 25

Twitter

• Do I need to use it? It is

powerful but not for

everyone

• Does my business need

to be there now?

Depends on your Depends on your

business. If you create

and write a lot of

content, Twitter is a

fantastic tool. It works

extremely well for

searching, listening and

communicating quickly

with your customers

Twitter: What you should do

LinkedIn

• Do I need to use it? If you

would benefit from

sharing your background,

establishing your

expertise, and showing

who you are connected who you are connected

to professionally, yes.

• Does my business need

to be there now? It’s

much more important for

companies interested in

hiring, and/or conducting

b2b business, but can be

a very powerful tool for

establishing expertise as

well

LinkedIn: What you should do

LinkedIn’s Guide to Small Business

Success Series

http://smb.linkedincreatives.com/

Foursquare• Do I need to use it? If you

enjoy showing businesses

that you frequent them, and

if you’re just a wee bit

competitive, it is a fun tool to

use. Great for deals or

visiting new areas

• Does my business need to be • Does my business need to be

there now? It’s important to

understand how Foursquare

works and relates to your

industry. It is a powerful tool

to offer deals, recognize your

best customers, and monitor

what customers are saying

about you on the Web.

Foursquare: What you should do

Pinterest

Pinterest: What you should do

Google+ (G+)

• Do I need to use it? If you

enjoy Facebook for the

social aspect, or Twitter

for the opportunity to see

the news and content you

should be reading, you’ll should be reading, you’ll

enjoy G+

• Does my business need to

be there now? We

recommend businesses to

strongly consider it

because it dramatically

increases search engine

rankings/googleplaces,

but can repurpose content

Google+ : What you should do

YouTube: 2nd largest search engine

Professionally designed page

YouTube: What you should do

Search & Reputation Management

The Web & Mobile have gone LOCAL

• 1 out of every 5

searches has local

intent

• 1 out of every 3

mobile searchesmobile searches

has local intent and

mobile is up 40%

from last year

- For Bing, 53% of mobile searches have local intent

- On average, 50% of users interested in local mobile

coupons

Source: Gregg Stuart 15miles

Search Engine Optimization

• SEO = search engine optimization

• Search engines are the primary way

people find Web sites (and they primarily

rely on first page of results)rely on first page of results)

• Nearly 70% of people that research

online pre-purchase use search*

*Harris Interactive

On page SEO

Page Title:

Important to

tell search

engines what

the page is

about

URL

Can contain

keywords that

search

engines will

pick up

Headings:

Search

engines

understand

they are more

important

than other

copy

Site Copy:

Is also

important to

establish

relevance,

particularly

bold

Measure your page rank with Google toolbar http://toolbar.google.com/T4/index_pack_xp.html

The key is Reputation Management…

And you need it now more than EVER!

Listing Management

• The backbone of search are a series of directories throughout the web

What matters?• Accuracy: Ensure that business

listings contain the correct informationinformation

• Distribution: Disperse listings to multiple distribution channels

• Signal Strength: Business listing is accurate and identical across multiple channels

• Enrichment: Add additional information/features to listings

Source: Gregg Stuart 15miles

Content & Email Marketing

Content is king

• One of the largest determining factors in how

well your site performs on search is the quality,

relevancy, amount of and freshness of your

content – and keywords!!

• Carefully consider your site content and how it • Carefully consider your site content and how it

incorporates words people will search for you by

• Can you / should you blog?

Content is king

• Can you establish yourself as an expert and/or

resource?

• Blog suggestions:

• Top 10 FAQ about your business

• Overcome objections

• Consider – what do people type in to search engines

that you can answer?

• PLAN!

E-mail marketing

• When done well (the right message, the right

frequency), e-mail marketing can be an

extremely effective tool to communicate with

customers and prospects

• Two main types of e-mail marketing: e-

newsletters and e-offers

• How can you be PERSONAL (birthdays?)

• With either, content must be compelling, with

calls to action

E-mail marketing

• Tips:

• Have a well-designed template: look professional

• Keep it short & sweet: let people find what they

want quickly

• Build and cultivate your lists & relationships

• Allow for opt-out WITH options

• Several tools exist to make this simple – two

we recommend:• Mailchimp.com

• Constantcontact.com

Remember: New marketing tactics

Best way to learn how to master

social media sites?

USE THEMUSE THEM

Watch peers

or bring in some help

How are WE doing?

World Mapman Solutions

Fans: 31

Observations: The

page is updated monthly, links to useful news, but doesn’t have engagement

Other Social

Media: Twitter

doesn’t have engagement

Victoria Litho Limited

Fans: 33

Observations: It is a

new page, but is not updated

frequently and does not have a

cover photo.

Stella Nova Spa Salon

Fans: 1,674

Observations: Uses a

fair amount of pictures,

updated sporadically,

occasional engagement.

Other Social

Media: Twitter, Youtube

Avenza Systems

Fans: 25

Observations:Page has few fans and uses

links as their main source of links as their main source of

posts which get little

engagement.

Other Social

Media:Twitter, LinkedIn, YouTube

Butler Tanner and Dennis Ltd.

Fans: 27

Observations:Joined Facebook just this year,

does not have a cover photo

and the page is not updated and the page is not updated

consistently

Other Social

Media: Twitter

Department of Environment &

Resource ManagementFans: 974

Observations: Page is

not updated consistently and

has low engagement.has low engagement.

Other Social

Media:Twitter, YouTube

Benchmark Maps

Fans: 990 likes

Observations: Uses

photos and links for most of

their posts. their posts.

Other Social

Media:Twitter, Google, Pinterest

Frederic Printing

Fans: 104

Observations: Have

multiple posts in day, uses links

in their updates and utilize

post scheduler (Hoot Suite)

Other Social

Media:Twitter, LinkedIn

ITMB Publishing Ltd.

Fans: 24

Observations: Updates

Facebook page twice a week,

uses links and photos for their

updates but gets low

engagement due to fan base.engagement due to fan base.

Other Social

Media:Twitter, LinkedIn

GM Johnson Maps

Fans: 7

Observations: Facebook page is not updated.

It has no cover photo and last

update was mid-summer.

Other Social

Media:Twitter

HEMA Maps

Fans: 1,577 likes

Observations: Facebook page is up to date

and uses photos for most of

their posts

Other Social

Media:YouTube

Lightravels, LLC

Fans: 44 likes

Observations: Facebook page is not updated

frequently and needs frequently and needs

engagement

Hugg-a-Planet

Fans: 260 likes

Observations: Facebook page is no longer

updated. Last post was June updated. Last post was June

6th. But most of their posts

contains photos and links.

Other Social

Media:Twitter

Tracks4Africa Ltd.

Fans: 1,668

Observations: Facebook page is updated.

Uses links and photos and has

multiple posts in a day

Other Social

Media:Twitter

Best Practices

ESRI

Fans: 19,715 likes

Observations: Doesn’t

update page consistently, but

sometimes has multiple posts

in a day. They use links and

photos for their updates.photos for their updates.

Other Social

Media: Twitter, LinkedIn

Bella Terra Publishing

Fans: 173 likes

Observations: Does

not updates Facebook

frequently.frequently.

Other Social

Media:Twitter, LinkedIn

William & Heintz Map Corp

Fans: 138

Observations:

Updated weekly,

successfully uses successfully uses

photos and has

high engagement.

Other Social

Media: Google+,

Youtube, Blog

NATIONAL GEOGRAPHIC MAPS

Fans: 1,703

Observations: Facebook page is no longer

updated but their post

contains links and photos with

minimal engagement.minimal engagement.

Other Social

Media:Twitter

Maps.com

Fans: 1692

Observations: Page is

updated a few times a week

and has good engagement –

the posts are terrific and show

that they “get” social mediathat they “get” social media

Other Social

Media: Twitter

U.S. Department of State

Fans: 152,669

Observations: Successfully uses pictures, gets

a lot of feedback, and is

updated multiple times daily

Other Social

Media: Blog, Twitter,

Tumblr, RSS Feed, Flickr,

Google+, Youtube

U.S. Forest Service

Fans: 45,503

Observations: Updated daily, uses pictures

and stories, has a high rate of

engagement.

Other Social

Media: Blog, Flickr, RSS,

Twitter, Youtube

U.S. Geological Survey

Fans: 32,225

Observations: Updated frequently and uses

photos well and has high

engagement.

Other Social

Media: Twitter, LinkedIn,

Youtube

National Geographic

Fans: 11,536,415

Observations: Very

high engagement,

lots of pictures, lots of pictures,

updated multiple

times a day

Other Social

Media: Twitter

National Geographic

Library of Congress

Fans: 75,747

Observations: Facebook page is updated. Post

contains links and photos with

high engagement.

Other Social

Media:Twitter, YouTube

U.S. Census Bureau

Fans: 115,881

Observations: Uses

many pictures, updates very

frequently, has high

engagement.

Other Social

Media:Twitter, Youtube,

Flickr

One of the most common

questions:

HOW do I find the time?

Tools you can use

• Sprout Social

• Postling

• Hootsuite

• There are MANY others available - visit • There are MANY others available - visit

hubspot.com and search “99 tools to

generate leads with social media”

Biggest tip for today:

Have a clear content plan and Have a clear content plan and

online marketing strategy

What we do

Marketing online can be very effective

and affordable

and social media needs and social media needs

only a moderate financial investment

However, it is not free…

…it does cost time and skilled people

Or,

let us do it for you

while you run

your business!your business!

shannon@dreamlocal.com

www.facebook.com/dreamlocal