Winning and Building Business 201

Go SocialWinning and

Building Business Online 201

#gosocial201

NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]

November 2009 Now

Wine consumer with a vision Three businesses

Unknown in wine blogging community

Ranked in top 25 for traffic, top 10 for engagement and top 5 for link backs – in the country

0 page views per month Close to 20,000 page views per month

0 Facebook fans 5000 Facebook fans

0 LinkedIn connections 2500 local connections

0 Twitter followers 10300 Twitter followers

0 YouTube Videos 160 Videos (20,000 views)

0 Blog posts 500 posts

The Storyfrom click to mortar


How?

ContentShareConversationCare

NecNectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]

Today’s Agenda1. Review Social Best Practices (30 min)

2. Management, Measurement Growth (20 min)

3. Q&A (10 min)

4. Facebook (75 min)

a) App, Analytics, Ads

5. Twitter (45 min)

a) Management, Measurement, Growth

6. Pinterest (30 min)

7. Instagram (20 min)

8. Q&A (10 min)


FacebookFacebook is all about ENGAGEMENT

2-5 posts per day

Photos

Questions

• How many times does a person blink in a minute?

Ask for likes, comments, shares

• Like to welcome the new guy to Nectar

Respond to Comments

Study Insights (more on this later)


FacebookNEW CHANGES – Say goodbye to EdgeRank


Story BumpingLast Actor*Still an algorithm that requires activity and engagement

TwitterTwitter is all about CONVERSATION

Conversation most important

• Talk to people

• Respond to questions

• Be reciprocal

Content is most important

• Create or curate

Use Hashtags

Search

Activity


LinkedInLinkedIn is all about PROFESSIONALS

Think Search Engine Optimization

Complete your profile

Make connections

Endorse people

Occasional updates


PinterestPinterest is all about PICTURES

Create boards

Follow users

Use search (content, hashtags)

Brand your boards

Think visual Twitter

Strong web presence


Google PlusGoogle + is all about PASSIONS

Claim your space


Focus updates on key words

Update occasionally

*Can quickly grow this network and can be very valuable to be active


InstagramInstagram is all about PHOTOS


Post pictures and video of your product

Share employee in action photos

Give sneak peek of events or products

Show people enjoying your establishment

Create short commercials

Video of activity in your business


Goal Based StrategyMANAGEMENT + MEASUREMENT + GROWTH


“Without clear, written goals, you will not achieve clear sustainable success.”

Goal Based StrategyMANAGEMENT + MEASUREMENT + GROWTH


Managing EfficiencyMANAGEMENT + MEASUREMENT + GROWTH


Managing EfficiencyMANAGEMENT + MEASUREMENT + GROWTH


1. Set aside dedicated time2. OR hire dedicated support3. Use management tools 4. Establish clear processes5. Set company policy/guidelines6. Set goals7. Excel where you can

What to MeasureMANAGEMENT + MEASUREMENT + GROWTH


“It doesn’t matter how many friends, followers, or subscribers you have. Or even the number of posts, tweets, or follower to following ratio!. What matters is everything that happens after you post, tweet, blog, share, or participate. Did you grab attention? Did you deliver delight? Initiate a discussion? Cause people to take action? DID YOU PROVIDE VALUE?!

-Avinash Kaushik (Analytics Legend)

What to MeasureMANAGEMENT + MEASUREMENT + GROWTH


1. Conversion Rate (Comments, Engagement)2. Word of Mouth (Sharing)3. Endorsement (Liking, Pinning, Retweeting)4. Reach (Brand Impressions)5. Return on Investment

Intentional GrowthMANAGEMENT + MEASUREMENT + GROWTH


Develop campaigns, test and trial, experiment. You wouldn’t spend a few thousand dollars on a TV spot without thinking trough the goals, objectives, message, etc.

The Value of a Fan


The New Sales Funnel


AttentionInterestDesireActionAdvocacy

Q&ANectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]

Facebook


MANAGEMENT + MEASUREMENT + GROWTH

Facebook


“Social media will steal your time if you don’t set defined objectives and strategy.”

MANAGEMENT

Facebook


Facebook admin panel gives you valuable insight for managing your account

MANAGEMENT

Facebook


Pages Manager App helps you manage site(s) from mobile devices

MANAGEMENT

Facebook


MANAGEMENT

Facebook


Hootsuite.com

MANAGEMENT

Facebook


“Measure everything…”

MEASUREMENT

Facebook


ReachImpressionsDemographicsConsumption

MEASUREMENT

Facebook


MEASUREMENT

Facebook


MEASUREMENT

Sumall.com

Facebook


MEASUREMENTFacebook Likes Administrator Activity

(Posts)Monthly Interaction (like, posting, sharing, commenting)

Monthly Engagement (Unique Users)

Monthly Reach (Unique Users)

Jan-13 555 Jan-13 0 Jan-13 17 Jan-13 38 Jan-13 469Feb-13 564 Feb-13 0 Feb-13 20 Feb-13 39 Feb-13 125Mar-13 596 Mar-13 29 Mar-13 323 Mar-13 518 Mar-13 6018Apr-13 616 Apr-13 44 Apr-13 245 Apr-13 474 Apr-13 4914

May-13 May-13 May-13 May-13 May-13Jun-13 Jun-13 Jun-13 Jun-13 Jun-13Jul-13 Jul-13 Jul-13 Jul-13 Jul-13

Aug-13 Aug-13 Aug-13 Aug-13 Aug-13Sep-13 Sep-13 Sep-13 Sep-13 Sep-13Oct-13 Oct-13 Oct-13 Oct-13 Oct-13

Nov-13 Nov-13 Nov-13 Nov-13 Nov-13Dec-13 Dec-13 Dec-13 Dec-13 Dec-13

Monthly Impressions (Total Count)

Monthly Page Consumptions (Clicks)

Jan-13 1239 Jan-13 61Feb-13 598 Feb-13 26Mar-13 30521 Mar-13 1397Apr-13 33866 Apr-13 1646

May-13 May-13 Jun-13 Jun-13 Jul-13 Jul-13

Aug-13 Aug-13 Sep-13 Sep-13 Oct-13 Oct-13 Nov-13 Nov-13 Dec-13 Dec-13

Referrals from Facebook

Referrals from Twitter

Referrals from Pinterest

Jan-13 40 Jan-13 9 Jan-13 45Feb-13 31 Feb-13 4 Feb-13 82Mar-13 91 Mar-13 17 Mar-13 126Apr-13 203 Apr-13 26 Apr-13 130

May-13 May-13 May-13 Jun-13 Jun-13 Jun-13 Jul-13 Jul-13 Jul-13

Aug-13 Aug-13 Aug-13 Sep-13 Sep-13 Sep-13 Oct-13 Oct-13 Oct-13 Nov-13 Nov-13 Nov-13 Dec-13 Dec-13 Dec-13

Facebook


6 sure fire engagement postsGROWTH

1. Solve a problem…One little-known way to clean your makeup

brushes: Soak them in vinegar and hot water

One little-known way to save a wet cell phone: Leave it in rice to absorb the moisture

One little-known way to get boys to wash their hands: Put Lego pieces in their soap dispenser to make it more appealing

Facebook



2. Caption this…3. Fill in the blank…Fill in the blank. “My New Years Eve must-have is ______”Fill in the blank. “My Monday morning must-have is ______”Fill in the blank. “My camping trip must-have is ______”

Facebook



4. Like for option 1, comment for option 2…

Which is your favorite type of date movie? “Like” for comedy. “Share” for romance.What is your perfect Friday night? “Like” for a quiet night at home. “Share” for a wild night of partying.“Like” for IPhone. “Share” for Android.

Facebook



5. Like if you…“Like” if you love blueberries in the summertime!“Like” if you are excited for our new Fall fashion line-up!“Like” if you’re going to an epic Superbowl party this year!

Facebook



6. Remember when…Remember when the kids in Saved by the Bell seemed old?Remember when you had to actually remember your friend’s phone numbers?Remember when going to your friends house across the street felt like an adventure?

Facebook


“Placing ads on Facebook provides one of the most targeted advertising opportunities today”

GROWTH

Facebook


1. Auction Style2. Bidding on likes and

interests 3. CPC (Cost per click)4. CPM (Cost per 1,000

impressions)5. Engagement Ads (likes)6. Sponsored Stories7. Sponsored Offers

GROWTH

Facebook


URLFacebook PageFacebook Event

GROWTH

Facebook


Promote page in general, will also

include sponsored stories if selected

ENGAGEMENT AD

GROWTH

Facebook


Can boost individual posts from the admin channel too. SPONSORED STORY

GROWTH

Facebook


Quickly create a “LIKE” ad from the admin page too. ENGAGEMENT AD

GROWTH

Facebook


GROWTH

Why use a Sponsored Story? As Facebook explains, Sponsored Stories can broaden the reach of actions your followers take. they can also be less expensive than traditional Facebook ads. Build your campaign design and start split-testing to determine what the best vehicle is for your type of advertising


Facebook GROWTH


Facebook GROWTH

Designing Your Ad

1. What are your goals?2. What is the duration?3. What is the budget?4. Ad Design & Targeting5. Click through Threshold6. Conversion Rates

Try multiple ad variations to test what works and what doesn’t. Change one variable for testing


Facebook GROWTH

Designing Your Ad

Title Body Image

25 Characters. No abbreviations or excessive

capitalization allowed

Ask question, offer value, solve a problem, call to action

135 characters with correct grammar, no abbreviations,

symbols or characters.

Answer what’s in it for me. Call to action.

600 x 225 pixels

*TIP – use the picture area to add words to your add. “Save Now” “Get it Here” “Like us

today”


Facebook GROWTH

https://www.facebook.com/ads/adboard

https://www.facebook.com/ads/adboard


Facebook GROWTH

Targeting

Facebook provides powerful targeting features to get as narrow of an audience as you need


Facebook GROWTH

Targeting

Location – Age- Gender – Interests


Facebook GROWTH

Targeting

Connections – Relationship StatusLanguages – Education - Workplaces


Facebook GROWTH

Campaign, Pricing & Scheduling


Facebook GROWTH

Use the Manage Ads Dashboard

Washington Potato Commission

Century 21 Beutler & Associates

Facebook


GROWTH

“Using Facebook as Your Business Account can increase your reach, and brand impressions.”

Facebook


GROWTH

Participate in a popular thread too. Great way to interact with people seeking your services

Facebook


GROWTH

5 Effective Facebook Campaigns for Growth

Facebook


GROWTH

1. Voting Contest

Facebook


GROWTH

2. Coupon Code

Facebook


GROWTH

3. Email Sign Up

Facebook


GROWTH

4. On Location Signage

Facebook


GROWTH

5. Photo Contest


Twitter



Twitter


MANAGEMENT

Hootsuite.com

Twitter


MANAGEMENT

Tweetdeck.com

Twitter


MANAGEMENT

Commun.it

Twitter


MEASUREMENT

Sumall.com

Twitter


MEASUREMENT

Tweetreach.com

Twitter


MEASUREMENT

Twitter Analytics

Twitter


GROWTH

Tweetadder.com

Twitter


GROWTH

manageflitter.com

Twitter


GROWTH

1. Follow relevant people2. Tweet good content3. Reciprocate4. Hashtags5. Conversation

DON’T6. Complain7. Over promote8. Auto message followers

Pinterest



Pinterest


MANAGEMENT

1. Online2. Mobile app3. Pin in bulk4. Brand boards and

images when possible

Pinterest



Pinterest


Follow, Interact, SearchKey word descriptions 1

Pinterest GROWTH


Use Pinterest Widget Tools2

Pinterest GROWTH


ORGANIZE / BRAND YOUR BOARDS and IMAGES

Showcase a personality

3•Use the cover photo to brand your boards. •Use a water mark of your brand to brand your images•Showcase your brand personality


Pinterest GROWTH

Example: Northern Quest


HOLD A CONTEST4


Pinterest GROWTH

Pin It To Win ItCreate a hashtag that you can search. Encourage participants to create boards and pins with that hashtag.

Create a “Pin it to Win It Board” with a giveaway to one of the random repins


Pinterest GROWTH

Add a Facebook Tab5Allow people who interact with your Facebook tab to also interact with your Pinterest page. The efforts of promotion you do on each will drive growth to both. Ask people to follow your boards on your other social networks, email and other marketing too.


Pinterest GROWTH


Pinterest GROWTH

Conversion Strategy6Develop a conversion strategy. What are you going to do with that traffic once it is on your site. Do you make it easy for users to buy your product, download your recipe, opt in to your mailing list? If done right, you can convert the eyeballs to dollars.


Pinterest GROWTH

Think about itGather emails “opt in”Buy nowDiscounts for “pinners”What is the ACTION item


Pinterest GROWTH

Track your pin popularity

pinterest.com/source/username reachli.com


Pinterest MEASUREMENT

Add Pinterest Metrics to Your Site


Pinterest MEASUREMENT

Instagram



1. 150 million active users

2. 40 million photos shared per day

3. Visual branding and return on attention

Instagram


MANAGEMENT

1. Native App2. Statigram

Statigr.am

Instagram


MEASUREMENT

Sumall.comstatigr.am

Instagram


GROWTH

1. Take lots of pics2. Use hashtags3. Picture relevance4. Conversation/Like5. Promote on other

networks6. Geo-Tag photos7. Add Facebook Tab

Instagram


GROWTH

Snapwidget.com

Instagram


GROWTH


[email protected]

http://nectartastingroom.comhttp://spokanewinemagazine.comhttp://nectarmedia.co

@nectarmedia

Facebook.com/NectarMedia

YouTube.com/NectarMedia

Contact Info

Marketing

Winning and Building Business 201