Social Media Marketing Tools for Small Business

A workshop for:

Lake Travis Chamber of CommerceMay 22, 2012

About Me

About Me

GEEK ALE

RT!!

Today We’ll Cover …• Social media review• Common social media platforms• What to say• Best Practices• Know your audience• Who’s Talking About Lake Travis?• Time Saving Tools• New tools to drive sales• Small Business Examples• Q&A

Social Media Review

Benefits of Social Media• It’s FREE!• Builds deeper relationships• Increases brand awareness • Broadens your network• Helps SEO• Increases website traffic• Can help reach journalists/media• Empowers fans to be viral ambassadors

for your brand

Source: Social Media for Tourism Pros

Social Media User StatisticsFacebook Twitter Foursquare

# of Total Users > 845 million 225 million > 10 million

# of New Users Daily

460,000 22,000 (3400% growth in 2010)

# of Mobile Users 350 million (2x as active)

55 percent

Daily Use 50% use daily 50 million ~ 14,000-18,000

Geography 70% from outside the U.S.

60% from outside the U.S.

40% from outside the U.S.

Connections Average user has 130 friends & likes 80 pages

26 million users follow a brand (67% will buy)

Sources: http://www.facebook.com/press/info.php?statistics; http://blog.hubspot.com; http://thesocialskinny.com/100-more-social-media-statistics-for-2012/ http://www.observer.com/2011/media/foursquare-user-no-6000000-signs;http://www.digitalbuzzblog.com/infographic-facebook-vs-twitter-demographics-2010-2011/

Common Social Media PlatformsFacebook & Twitter

What Is Facebook?

• Social networking service that allows users to connect to friends and businesses

• Share content, links, photos, and videos• Comment on others’ activity• Remember: Personal profiles are for people,

not businesses. Develop a fan page instead.

Facebook Stats

• Over 845 million active users• Fastest growing demographic is women 55

years old and up • Average user is connected to 80 pages, groups,

or events• 50% of active users log onto Facebook daily• 350 million+ users access Facebook from a

mobile device– This group is 2x as active as those who don’t

Source: http://www.facebook.com/press/info.php?statistics

What Is Facebook?

Guess what? has changed.

… again.

From This …

… To This!

Facebook Benefits

• Low cost• Engage with fans of your page• Fans receive your updates and can upload

comments, photos, and video• When fans engage you on your page, their

activity shows up in their friends’ streams– This can prompt others to check out your

page and your organization!

Facebook Benefits

• Can incorporate content from other social media platforms– Ex: blog posts, updates from Twitter, pictures

from Flickr, videos from YouTube, location-based apps (FourSquare), etc.

• Targeted advertising opportunities (cheap too!)

What Is Twitter?

• Free social networking and micro-blogging site that allows users to send and read messages known as “tweets”

• Tweets can have no more than 140 characters & are delivered to the author’s subscribers, known as “followers”

Twitter Stats

• 225+ million users• 460,000 new users sign up daily• 55% of active users use their mobile phone to

tweet• Twitter users are 3x more likely to follow a brand

on Twitter than any other social networking site

Source: http://blog.hubspot.com

What Is Twitter?

Twitter Benefits

• Low cost• Speed of feedback• Potential reach of message• Customer engagement/service• Track what people are saying about your

organization• Create buzz around upcoming events• Promote your organization and other content you

create

So What Do I Say?

So What Do I Say?

• Customer FAQs• Tutorials• News (sales, new products/services, etc.)• Events you’re attending• Your own content• Content from others• Attractions and events• Observations• What you’re reading or watching

Rules of Engagement

• Listen more than you talk• Remember: It’s about them, not you.• Provide value far beyond your particular

site or service

Source: Social Media for Tourism Pros

Formula for Success

70 20 10

Source: Social Media for Tourism Pros

Formula for Success

• 70% of content = value-added, audience-based & not about you at all

• 20% of content = spontaneous interaction with followers, fans, or friends

• 10% of content = unabashed self-promotion

70 20 10

Source: Social Media for Tourism Pros

Best Practices

Have a Compelling Bio

Link To Everything …

… on Everything

Create “Terms of Use”

Create “Terms of Use”

Use Personality

Use Personality

Use Personality

Use Dynamic Content

Tag on Facebook

Get Great Photos with Flickr Groups

Know Your Audience

Photo: stijnbokhove

Facebook Insights

Facebook Insights

Who’s Talking About Lake Travis?

Employers/Job Hunters

Musicians/Promoters

Locals

Travelers

Realtors

Media

Time-Saving Toolsand Helpful Utilities

Photo: brandi666

HootSuite – Schedule Posts

HootSuite – Schedule Posts

HootSuite – Schedule Posts

HootSuite – Monitoring

Ping.fm

Ping.fm

Facebook to Twitter

Hyper Alerts

Hyper Alerts

Hyper Alerts

Nutshell Mail

Nutshell Mail

Nutshell Mail

URL Shorteners – Bit.ly

URL Shorteners – Bit.ly

New Tools To Drive Sales

QR Codes

DO

• Educate your audience on “why” and “how”• Develop a custom micro-site that truly captures

your audience “in the moment” to take your desired action

• Provide an AWESOME experience: immediate conversion is key– Incorporate audio and video that can’t be

duplicated on paper– Ask for email or a Facebook “like” in exchange

for a coupon or exclusive information

Source: Tim Hayden (http://www.44doors.com)

DO NOT

• Drive the audience to your standard website homepage

• Translate web pages 1:1 from desktop to mobile: brevity rules the moment

• Repeat information that is printed or published on the same real estate as a QR Code

• Extend the moment for longer than 90 seconds

Source: Tim Hayden (http://www.44doors.com)

QR Codes

Geneva Midsommar Festival Swedish Days

Location-based Apps

Location-based Apps

Location-based Apps

Location-based Apps

Location-based Apps

Yelp

Yelp

Claiming your Yelp Place

• Step 1: Search for your business– If your business is not listed, click Add a Business

• Step 2: Click “Work here? Unlock this business page”• Step 3: Create a business account using a neutral

email address• Step 4: Phone authentication process• Step 5: Fill out profile information – similar to Google

Places• Great video tutorial in

Yelp Support for Business Owners

Social Couponing

Social CouponingSocial Couponing

Social CouponingSocial Couponing

Small Business Examples

United Linen

Add Value

Add Value

Add Value

Keep Customers Informed

Promise Pizza

Ask Your Customer

Say Thank You

Twitter Only Deals

We Can Do Better

Questions?

Old School:• Phone – 512.473.3513• E-mail – sarah.page@lcra.org

New School:• Twitter - @ColoradoRiverTr (work), @pagetx (personal)• Facebook – facebook.com/ColoradoRiverTrail• Flickr – flickr.com/groups/ColoradoRiverTrail • Foursquare – foursquare.com/coloradorivertr• Delicious – delicious.com/pagetx• Slideshare – slideshare.net/pagetx