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Tips for improving your social media marketing tactics. Presented to Starwood Hotels Malaysia Feb 2011
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Taking social media marketing to the next level
Organizational Concerns
• Management must buy-in to social media
• Provide social media training and make social media part of the marketing teamʼs responsibility
• Trust employees with social media, like with phones and email
• Choose someone who knows social media to lead your social media efforts
• Set aside a budget for social media – comparable to public relations budget
• Embed yourself in the community, but clearly identify yourself as a representative of the brand.
• Set aside a budget for social media – comparable to public relations budget
• Before everything else: Know Your Customer
Twitter & Facebook
Use Twitter search to pro-actively engage with customers
Do a search for related keywords on Twitter,respond to people who are checking in, visiting, etc.
Example: Hi Iʼm Vivien from XYZ. I noticed youʼre a guest in our hotel. Tweet me if you need anything :)
Use manual ʻold styleʼ retweets to earn brownie points.
Not the new style retweets. The old style notifies the user that you have RT-ed them, the new style doesnʼt.
• Post to Twitter at least twice a day. Update Facebook at least once a week. Answer every mention on Twitter and comment on Facebook.
• Provide Twitter and Facebook promo codes. Donʼt forget to remind followers.
• Consider aggregating your social media activities into a page or website, e.g. thefordstory.com or Zapposʼ Twitter accounts
thefordstory.com
twitter.zappos.com
• Donʼt just post promotional content. Follow foodies, travelers and related people and brands and share their stuff to Twitter & Facebook.
• Create a publishing calendar to vary the types of content you post. Should be 1:10 ratio of promotional vs community related content
• Cross promote with related properties and brands
• Schedule Twitter and Facebook posts in advance with HootSuite.
PRO TIP: USE HOOTSUITE• Post to multiple Twitter, Facebook, Foursquare
accounts• Account passwords are not shared with employees
• Schedule posts in advance
• Assign team members to follow up on tweets (Pro feature @ $5.99 / month)
Foursquare
• Foursquare is the new loyalty card rewards program for the social media generation.
• Make sure your Foursquare Specials are worth the trouble. Make sure they at least match the offers for credit card promotions.
• Run limited, really attractive Specials for a short period to generate word of mouth
• Add tips for locations around your outlet related to a theme, e.g. Tips for travelers, tourist attractions
• Apply for a brand page – must contact Foursquare directly to file an application
SEED FOURSQUARE WITH TIPS
foursquare.com/historychannel
Blogging & SEO
• Blogging compliments social media
• Provide a space for longer form content
• A simple landing page for contests, sign up forms, call to actions
• Nurture relationships by growing a community interested in your brand and related topics
• Blogging is also a great way to rank highly in search engines
• Make sure your blog theme is SEO-friendly. Hire experienced developers or buy from:
• woothemes.com
• headwaythemes.com
• studiopress.com
• Grow the number of incoming links to your blog.
EXTERNAL LINKS ARE REALLY IMPORTANT
• Identify keywords that customers will search for. Produce related content to target those keywords.
• For travelers from outstation, possible keywords are ʻkl hotelsʼ, ʻplaces to stay klʼ, etc
• For locals, possible keywords are ʻkl fine diningʼ, ʻkl italian restaurantʼ, etc
• Examples of bad vs good keywords
• ʻphotographerʼ vs ʻphotographer children portraitsʼ
• ʻbuy propertyʼ vs ʻbuy property in malaysiaʼ
• ʻmalaysia car newsʼ vs ʻmalaysia car partsʼ
KEYWORD TARGETING
<title>SEOmoz | 21 Tactics to Increase Blog Traffic</title><meta name="description" content="A considerable portion of my consulting time has recently revolved around the optimization of corporate blogs (or the addition of blogs to revamped sites). As usual, I find a pattern emerging in the strategies that need attention and the pitfalls that must be avoided. So, rather than charging $400 an hour to give advice on the subject, I thought it would be valuable to share many ..." />Meta
descriptionPageTitle
<h1>21 Tactics to Increase Blog Traffic</h1>...<strong>Choose the Right Blog Software (or Custom Build)</strong> <br />The right blog CMS makes a big difference. If you want to set yourself apart, I recommend creating a custom blog solution
Headings &Semantic HTML
Thank You!Slides can be downloaded from
http://slideshare.net/buzzmediamarketing
Direct questions [email protected]
@blogjunkie on Twitter
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