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Social Media Plan
May 2011May 2011
Needs/Goals
1. Education on how to use FB/Twitter/etc to effectively contact current patrons, potential patrons
2. Form an online community in combination with "physical" community
3. Develop system for effective use of social media
4. Fully explore capabilities of social media - industry specific
5. Set growth schedule for systems and implementation
Current assessment
• A.A needs more daily Social Media usage– Social media users find new things interesting
• A.A. needs to integrate social media platforms with website and daily business functions– Like buttons– Blog posts– ‘value’ add-ons to existing membership base
• As a consumer, answer the question: – Why would I want to connect and interact with
American Athlete?
4 main platforms
• Facebook – communicating and interacting with existing customers
• Twitter – Daily tweets/retweets of relevant info to reach new and existing customers
• Groupon – Now Deals to fill slow times
• Foursquare – Location based incentives for current and new customers
• Here is where you connect with members• Have personal communications with them• Post longer-form club highlights and communications• Do things that can be easily spread to others (polls, quizzes, and
specials)• Use Tabs to customize the user experience• Follower Goal = membership base in numbers
Useful Resources
Here is your American Athlete page - http://www.facebook.com/pages/American-Athlete/120052128010982?ref=ts#!/pages/American-Athlete/120052128010982?sk=info
How to set up and enhance a Facebook Pagehttp://www.youtube.com/watch?v=qOD8_0hh9bc&feature=player_embedded#at=37
Facebook Pages FAQ’shttp://www.facebook.com/help/?page=904http://mashable.com/2010/09/19/facebook-places-for-smbs/
Communications/interactions with customers
Facebook Guiding Principals
Build a strategy that is social by design
Create an authentic brand voice
Make it interactive
Nurture your relationships
Keep learning
This link is the best overview of FB marketing principals I have ever found – read it thoroughly
Generating Awareness
1. Create a Facebook Ads campaign that encourages people to take an action that will be seen by their friends.
2. Integrate Social Plugins and the Graph API, such as the Like Button, into your website and mobile experiences.
3. Post interesting content with clear calls to action that encourage interaction and sharing.
4. Run Sponsored Stories to promote people’s actions from the News Feed to the right column of their friends’ screen.
5. Use Facebook’s unique reach and targeting capabilities to optimize and iterate on your campaigns.
Increase Traffic and Sales
1. Decide on a sales goal and the promotional activities that will help you get there.
2. Run a creative campaign to share that promotion through Facebook Ads and Page publishing.
3. Create a social experience at the point of purchase.
4. Drive people to point of purchase online.
5. Drive people to point of purchase off-line.
Build Loyalty and Relationships
1. Remind people that you are on Facebook and there to communicate with them.
2. Develop an authentic personality and voice.
3. Ask questions, listen and be responsive, take part in a two-way conversation.
4. Use the Graph API and Social Plugins to create more personalized and relevant online experiences to build loyalty.
5. Let your fans know they are special and reward them for their relationship.
Best Practices
Timing of posts
-One failure of most business doing social network marketing is that the marketers will typically post messages on Facebook and Twitter during the usual Monday-Friday 8:00 AM to 5:00 PM hours. But research from Buddy Media shows that many marketers are missing out on the prime hours between 9:00 PM and 11:00 PM.
Length of posts
-Additionally, research showed that posts with 80 characters or fewer receive more user engagement in the form of clicks, "likes" or responses. Keeping posts short and sweet is key, otherwise people will skip right over it. Also, try to avoid sales words such as "buy" or "shop" and instead use words like "event" or "free". Always remember, people love the word free!
Days of Posts
-There are other recommendations from Buddy Media such as recommended postings on Thursdays, Fridays and Sundays.
Length of URL’s
-Additionally, people tend to shy away from links that use URL shorteners. Instead, try to use the full length URL.
Great use of FB pages
• Use twitter account as your information distribution channel• average 3 to 4 tweets per day• Follow 10-20 accounts per day, your followers should grow• It should be viewed as a valuable information resource to members and non-
members• People should value the info, it should set you apart from other local health
clubs• Follower Goal = multiples of your member base
Resourceshttp://www.socialmediaexaminer.com/how-to-build-your-twitter-tribe/
http://mackcollier.com/a-no-nonsense-guide-to-sharing-and-promoting-content-on-twitter/
Ask “Whom can I help on Twitter?” Remember Twitter is about engagement. Retweet other users, reply to tweets and you will see a steady increase of traffic from Twitter.
Daily Tweets and retweets of relevant industry info
Twitter best practicesShare. Share photos and behind the scenes info about your business. Users come toTwitter to get and share the latest, so give it to them! Listen. Regularly monitor the comments about your company, brand, and products.
Ask. Ask questions of your followers to glean valuable insights and show that you arelistening.
Respond. Respond to compliments and feedback in real time
Reward. Tweet updates about special offers, discounts and time-sensitive deals.
Demonstrate wider leadership and know-how. Reference articles and links about thebigger picture as it relates to your business.
Champion your stakeholders. Retweet and reply publicly to great tweets posted byyour followers and customers.
Establish the right voice. Twitter users tend to prefer a direct, genuine, and of course, alikable tone from your business, but think about your voice as you Tweet. How do youwant your business to appear to the Twitter community?
Twitter etiquette
• Include the person’s username when retweeting their tweet
• Reply to people in a timely manner
• Thank others for retweeting your tweets.
• If you tweet articles, include the authors’ names
• For nearly every article you tweet out, create its own headline aligning it with your community’s interest.
Finding Twitter users close to you #1: Find Local People Using the Tweets Near You feature• Twitter lets you search through current tweets to find the name of your city, a
neighborhood name, a local landmark or a business. You can narrow the results to only the tweets posted near your location.
#2: Find Local People With Your City Name in Their Profile• Twitter allows you to search through profiles to find people who list your city name.
#3: Find Local People With Twitter Advanced Search• Twitter’s advanced search page allows you to add geography to your search.
#4: Find Local People Using Twitter Grader• There are many Twitter search tools developed by other companies that help you
search through the tweet stream and Twitter profiles to find people in your locale. Twitter Grader evaluates the effectiveness of Twitter users by calculating a grade from 1 to 100. They list the top 50 people in each city as the Twitter Elite.
#5: Find Local People Using Twellowhood.• Twellow is a public Twitter directory. The Twellowhood feature allows you to find
people by location.
www.business.twitter.com
Location Based MarketingHow many people go around this lake each day? Your goal is to reach them on their mobile device, offer to help them in what they are doing at that exact time – exercising.
Groupon Now
•You call the shots.
•Choose what you want to offer, the discount you want to give, and how long you want your deal to last.
•Go live in as little as 15 minutes.
•Tailor deals to sell a specific product, schedule them to run automatically, or pause them once you get what you need.
•Start July 2011
•Watch this intro video
http://www.youtube.com/watch?v=KSsM7aTUyPg
Real-time deals that attract customers exactly when you need them
Groupon Now for A.A
•Fill empty Group Exercise Classes
•Fill Personal Training slow times
•Set it up for Green Lake joggers to quickly get training
View it as “nothing to lose… much to gain”
Foursquare
• Use Foursquare account for virtual offers and incentives when checking-in
• Change the incentives daily or weekly so people keep checking in to the business
• Look at the business account section and implement offers, deals and incentives.
Resourceshttp://www.openforum.com/idea-hub/topics/marketing/article/how-to-set-up-a-foursquare-special?cid=em-smartbrief
http://mashable.com/2010/04/02/foursquare-brands/
https://foursquare.com/business/venues
Location based incentives for current and potential customers
Swarm Special
You can specify the number of people who need to be checked in to unlock something. For example, an ice cream store can give away a free scoop of ice cream when 10 people are checked in at once. You can set a limit for how frequently this special can be unlocked so that you don’t give away too much product.
Friends Special
A reward for when friends check in together. You can specify how many friends need to be checked in and what they receive for being checked in.
Flash Special
You can set a special so that the first X people who come at X time get a reward. It’s great way to incentivize customers to stop by during your slow hours.
Newbie Special
People who check in to your business for the first time can be awarded a Newbie Special — maybe 10% off or a free side dish, if you own a restaurant. Offering a reward for a user’s first checkin — even if it’s a small one — is a great way to start a relationship with a new customer.
Check-In Special
The Check-In Special offers a reward for every single checkin. Restaurants can offer a free soda or a discount, while retailers might offer $1 off a purchase.
Loyalty Special
The Loyalty Special is an offering for every third, fifth, seventh checkin — you determine the interval — to incentivize customers to return regularly and cash in on their special.
Mayor Special
The mayor is the person who has checked into a venue more than anyone else. In theory, he is your best and most loyal customer. As such, he deserves a prize, whether it’s a discount, a free t-shirt or a meal on the house. Mayors tend to be proud and protective of their mayorship, and you might even see some turf wars when the mayorship changes hands.
Determine the offer
You’re Campaign is live!
Black/White vs. ColoredThe most important thing is that an unlocked special is color while a yet-to-be-unlocked special is black and white.
Biggest Small Biz Mistakes
1. Creating a complicated special
Not training staff
Not using Foursquare's dashboard
Giving away too much product via specials
Not advertising that you're a Foursquare merchant
Make These Very Visible
Fitness Tips – at Green Lake
Start leaving fitness tips all around Green Lake Park on Foursquare. Own the fitness market!
Frequency
Facebook - DailyDaily posts and messages with current members
Twitter - DailyTweet 3-4 times per day to highlight relevant information
Groupon - NowPost Now offers on specific days, redeemable for specific hours.
Foursquare - WeeklyChange virtual offers and check-in specials weekly
Growth Rates
Facebook - DailyDouble fans every 6 months
Twitter - DailyDouble followers every 2-3 months
Groupon - NowDouble revenue generating interactions every 1-2 months.
Foursquare - WeeklyDouble revenue generating interactions every 1-2 months
10 things you can do once you attain your followers:
• Provide personalized acknowledgment. It’s not social media; it’s social media. The individual, no matter how “influential” (or not), deserves to be respected as a human being with value. If you do that, good things happen.
• Connect like-minded folks. Evangelists are fueled by meeting other believers. If you connect them with each other, the value of your network grows. There’s actually a mathematical formula that backs this up. It’s called Reed’s Law.
• Understand the core motivation. They aren’t connecting to you because of what you do. As Simon Sinek brilliantly put it, “people don’t buy what you do, people buy why you do it.” Figure that out and you’ll be able to give them more of what they want.
• Offer the opportunity to participate. Don’t just offer simple contests; offer real involvement. Dell’s Ideastorm is a classic example here.
• Curate content. Clay Shirky said, “It’s not information overload, it’s filter failure.” Be the filter for your community about what’s relevant to them and they won’t have to go other places.
10 things Continued…• Participate in a relevant way. Going all the way back to the Cluetrain
Manifesto, “Markets are conversations.” If you’re at my house and I’m talking about football, you wouldn’t just say, “Hey, when will you buy my product?”
• Offer social proof. Robert Cialdini in his book “Influence” (review) tells us how much we value the opinions of others and how we look for clues in their behavior as to what we should do. Let your community know what others such as them find valuable.
• Provide exclusive experiences. If everybody can do it, it’s not special. When you give your community special access, that builds loyalty, word of mouth and excitement.
• Create unexpected moments. You want your “message” to be remembered, right? Well, the single biggest determinant of whether we recall something later is determined by emotion. And (positive) surprises create emotion … opening the door to help you secure your position in the mind of your community.
• Act with “no strings attached.” Tim Sanders wrote a great book called “Love is the Killer App,” and he is right. What feels better? “I’ll give you X, if you do Y for me” or “here’s X … just because we appreciate you?”
