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Presentation given on May 1, 2013 to members of the Burnet County, Tx tourism industry on marketing with Facebook and Pinterest.
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Impact Marketing:
Facebookand
PinterestPresented by:
Burnet County TourismMay 1, 2013
Photo: karen.gardiner on Flickr
Get these slides here::http://sarahtpage.com/burnet-county-tourism/
Photo: Marciniak on Flickr
DEMYSTIFY
Photo: brandi666 on Flickr
Agenda
Social media reviewSocial media strategyKnow your audienceWebsite marketingFacebook examples
Pinterest examplesPinterest for business Live DemosQ&A
Social Media Review
Photo: erinjpattison
Social media is FREE!
Benefits of Social Media• It’s FREE!• Builds deeper relationships• Increases brand awareness • Broadens your network• Helps SEO• Increases website traffic• Generates leads and sales• Can help reach journalists/media• Empowers fans to be viral ambassadors for
your brand
Source: Social Media for Tourism Pros
Is Social Media Right for You?
• Is social media …• Providing value to your organization and your
members/customers?• Bringing benefit via brand awareness,
membership, loyalty, sales, etc.?• Helping to grow membership base?• Justifying the investment?
Source: pammarketingnut.com
First steps
• Find your audience• Know what’s being said• Extend a virtual hand• Get your community to be virtual ambassadors• Have fun, in a professional manner of speaking
Source: DCI
Social Media Strategy
Photo: davidkjelkerud
First, Some Questions
1. Can you describe your business/organization?2. What are your goals?
a. Generate salesb. Brand enthusiasm c. Loyalty
3. What is your relationship with your audience?a. Awarenessb. Interestc. Actiond. Advocacy
Source: Jay Baer (http://convinceandconvert.com)
More Questions
4. How does your audience use social media?5. Who will be your community managers?6. What social media platforms will you use?
(Hint: Where is your audience?)7. How will you be human (what is your
“voice”)?8. How will you know when/if you’re successful?
Source: Jay Baer (http://convinceandconvert.com)
Do You Need a Social Media Policy?
• Maybe. Just keep these basics in mind:– Be polite– Be honest– Be open– Be inclusive– Be forthright– Be legal– Be helpful– Don’t try to control the conversation– Accept, respond, and be gracious to negative feedback
Source: The Potluck Guide To Social Media Strategy
Social Media Don’ts
• Don’t be something you’re not
• Don’t experiment with the company logo
• Don’t think you have to be on every social media channel
• Don’t tell, show• Don’t feed Facebook to
Twitter (or vice versa)
• Be authentic
• Try new things with personal accounts first
• Start slow and be selective
• Use images whenever possible
• Know your audience and post accordingly
Remember: Social media
is not an island.
Photo: lisbokt
Know Your Audience
Photo: stijnbokhove
Facebook Insights
Facebook Insights
Facebook Insights
Website Marketing
Your website should be the hub of your online marketing
Social Media Brings Users To You!
Integrate Social with Web
From this …
Integrate Social with Web
… to this …
Use Calls to Action
Content Really Is King
• Put contact info on EVERY PAGE
• Use easy navigation• Keep content current• Use high-quality
content (including photos and video)
• Add calls to action
Facebook Examples
Facebook Offers
• Affordable and great for brand awareness
• Spent $3.70 and drove over $200 in business
• 102 offers claimed/5 redeemed
• Redemption rate on this offer was low
• Ask your community to share!
Source: Doe’s Eat Place
Facebook Offers
Source: Doe’s Eat Place
Facebook Promoted Posts
Facebook Promoted Posts
Source: Visit Bloomington
Facebook Promoted Posts
Source: Visit Bloomington
Facebook Promoted Posts
Source: Visit Bloomington
FacebookCover Photo as Advertising
Source: Bass Performance Hall
Text can be no more than 20%
FacebookCover Photo as Advertising
Source: Mari Smith
FacebookProfile Photo as Advertising
Source: Kyle Chamber of Commerce
Content Is KingVisual Content Is Ruler of the World
• Videos shared 12x more than links and text posts combined
• Photos are liked 2x more than text updates
• Instagram is the 2nd most popular app (globally) behind Facebook
• Pinterest generates more referral traffic than Google+, LinkedIn, and YouTube combined
Sources: HubSpot; Marketing Land
Visit Fargo-MoorheadVisual Content
Source: Fargo-Moorhead CVB
Visit Fargo-MoorheadVisual Content - Pinterest
Source: Fargo-Moorhead CVB
Visit Fargo-MoorheadVisual Content - YouTube
Source: Fargo-Moorhead CVB
Visit Fargo-MoorheadVisual Content - Instagram
Source: Fargo-Moorhead CVB
Savannah Craft Brew FestivaliPhone Photos
Source: Visit Savannah
Pinterest Examples
You May Have Seen This
But Have You Seen This?
Facebook & Twitter
“Look at Me!”Photo: PaperNest on Flickr
=
Pinterest =“Look at This!”
Photo: Transguyjay on Flickr
• 80% of Pinterest users are women• Users spend an average of 1 hour, 17 minutes on the site• Pinterest referrals spend 70% more $$ than referrals from
non-social channels• 43% of Pinterest users prefer to associate with a brand vs
only 24% on Facebook Source: http://socialfresh.com
Photo: droob on Flickr
Drive sales to your website!
See what’s been pinned from your website or blog!
http://pinterest.com/source/AddYourURL.Here
Pinterest for Business
Pinterest for Business
What Do You Want To Try?
Follow Me
Linkedin.com/in/sarahpage
Facebook.com/SarahTPageConsulting
@pagetxSarah Page, PrincipalSarah T. Page Consulting, LLC
http://[email protected]
512-914-8873
Can I Help?
Call Me!
Photo: .Spartography on Flickr
