Social Media For Retail and Tourism

28 August 2012Torquay, Victoria

Karl Morris

Social Media for business

Retail and Tourism

Intent Based Marketing Models

“A model best exemplified by the Yellow Pages or classified section of local newspapers.”

John Battelle- The Search

®

Intent Based Marketing Models

Brand awareness and influencing purchase

decision.

Content Based Marketing Models

A brief history

Old

New

Intent Content

Paid inclusion

Free & performance based

Online content revolution

How Many people are online?

Nielsen Netview March 2012

How many people are online?

Nielsen Netview March 2012

Name Unique Audience(000)

Active Reach (%)

Brand Rank by Audience

Total Sessions

Google 14,056 86.97 1 443,831

Facebook 10,962 67.93 2 317,089

You Tube 8,890 55.01 4 75,914

Twitter 1,941 12.01 37 10,622

Trip Advisor 1,226 7.58 77 3,729

Pinterest 531 3.28 210 1,745

Instagram 377 2.34 290 1,245

Online marketing strategy

Your online marketing strategy should include:

1. Your website (Google friendly and with Google analytics)

2.Blogs on YOUR website (not on other blogging tools)

3.e-newsletters (where applicable)

4.Social MediaGoal. Structure. Strategy

What is social media?

Social media is simply a modern marketing tool; “it is a new set of communication and collaboration tools that empower and enable conversations digitally (the two way web)”*

* Chris Brogan: Social Media 101, 2010

Social media is the media we use to be social. Lon Safko, The Social Media Bible.

SOCIAL NETWORK to exchange

messages about your business

SHARE

Product images, Video blogs,

tutorials, instructional

RATE & REFER

Post feedback, comments, rating – specific to indiustry

DISCUSS

Face to face online,free

PUBLISH

Your content, SEO, personal, other

material VIP to your business

MICROBLOG

network to quickly post news and

updates about your business

Social Media landscape

www

Why do I need social media?Ask a simple question.- What do you want to achieve with

your marketing strategy?1.Find an audience (Be clear about WHO

makes up your community and who makes up your marketplace

2.Establish or build your brand

3.Cost effective tactics

4.Drive awareness and/or drive traffic (to my shop – off and online)

5.Drive sales

SOCIAL MEDIA

Goal. Structure. Strategy

Tips for using social media

1.Make it easy for people to find you – website links; ask customers to ‘follow’ your social networks and leave feedback

2.Use photos/videos – even iPhone!

3.Post current links to your website, newsletters and blogs

4.Offer tips, suggestions, ideas – see videos!

5.Get involved – connect, engage, converse, share, refer; support other businesses, join groups

6.Ask for ideas, opinions, feedback

7.Deal with your feedback and complaints!

8.Don’t sell, sell, sell

Tips for social mediaSetting up your Facebook Page

1.Have you created a business ‘PAGE’ on the back of your personal page?

2.Are you using the profile picture and cover image PROPERLY to represent your brand?

3.Are you LIKING other businesses and engaging with them?

4. How often are you posting, commenting?

Tips for using Trip Advisor

1.Claim your business

2.Add detailed description and photos (10-20!)

3.Respond to reviews – positive and negative

4.Add the link/widgets to your website

5.Allow customers to stay connected – offer WIFI

6.Are you eco-friendly? Great appeal for travellers

7.Consider offering online deals ie complimentary breakfast

8.Follow up guests/customers with email – prompting a positive review

Tips for social mediaTwitter, Google+, Pinterest, Instagram,

Blogs1.Brand your pages – logos, photos, graphic

image

2.Tweet short news, links to your website blogs, boards on Pinterest, announcements.

3.Create a Pinterest board, link to FB and Twitter. Share boards. Follow other boards.

4.Download Instagram app – share with customers

5. Search personal blogs with similar interests; follow and comment

6.Use dashboard tools ie Hootsuite

Even if you are not participating in social media, chances are other people are still talking about your business –

good and bad.

“It’s better to live a social media life making mistakes than to

living a social media life doing nothing”

Erik Qualman, Socialnomics 2009

Deegees

Built a community quickly

Use combination of product, in salon, training and staff stories

Encourage clients to post comments

Kiitos

Very active posts & responds quickly

Great mix of product, asks for opinions, provides style tips & media

Insight into the retailer as a person

Cocoon Couture

Pinterest -Good combination of product and boards of many other related topics (but unrelated to her product offering)

D.R. Gordon Building

You Tube – using video testimonials on website and posting on social media

Seymours on Lydiard

Active Trip Advisor users – respond to posts, ask all guests at the motel to post comments – widget on home page – No 1 Hotel Accomm in Ballarat

Sea All Dolphin Swims

Content is varied ie videos, photos, links to site, visitors, diving courses etc. High engagement due to subject matter – back to website – they are being found!

GOOP - Online marketing strategy and implementation.

Websites that work.

Social media set up and strategy.

Clients – local, Melbourne, Ballarat, Bendigo, Horsham, Albury and interstate.

We can help you create, build, manage and evolve your online marketing

strategies.

SIMPLE. CREDIBLE. FLEXIBLE. Call us.

Thank you