Embed Size (px)
Citation preview
Emerging Trends in Social Media
brought to you by:
International Map Industry Association
September 10, 2012
Albuquerque, NM
For the times, they are a changin’
New marketing tactics
What to expect today
Social media has changed
our lives
our language
our behaviorour behavior
our shopping habits…
our businesses
People are relying more heavily on
interactive online media for their
information via….
The question used to be:
how do your customers find you?how do your customers find you?
Now is:
where do your
current and future customers current and future customers
find what they need?
http://www.youtube.com/watch?v=3SuNx0UrnEo
Facebook now has more than
955 million 955 million ACTIVE
users
Questions get answered.Recommendations are made.
Conversations happen.Are you there?
Conversations happen.Are you there?
What we’ll cover today
• Social Media
• Search & Reputation
Management
• Content Marketing
• Email Marketing
Social Media Marketing
Win at social media
• Professionally designed page
• Thoughtful content strategy that incorporates
the personal touch, sales and marketing, and
outbound marketing strategyoutbound marketing strategy
• Listen and respond, stimulate conversation
• Utilize the new feature of outbound
commenting as your page
• WOW your fans!
Facebook• Do I need to use it? If you
are able to, you should. If
you’re responsible for
marketing your business,
absolutely.
• Does my business need to
be there now? Yes. There be there now? Yes. There
are no ifs, ands, or buts.
Regardless of your business,
you need to be represented
here. We can help!
• Top benefit: You stay top of
mind with people as they
browse – you’re part of the
conversation
Facebook: Statistics
• More than 50% of active users log in each day
• People spend over 700 billion minutes per month on Facebook
• 2.7 billion posts are “liked” or commented • 2.7 billion posts are “liked” or commented on each day
• 250 million photos are shared each day
• 1 million business page “likes” are happening each day – and that is shared with all of their friends
Source: Facebook
Facebook: What you should do
Post tips
• Know your audience
• Timing is important
• Clarity
• Mix it up and create balance• Mix it up and create balance
• Encourage conversation
• Encourage sharing / tagging
• LISTEN! Respond!
• Utilize photos and videos regularly
Outbound Marketing
• Posts
• Comments
• “Likes”, Featured Likes• “Likes”, Featured Likes
• Grow your audience, business outreach
Fan Base Growth: Promote your page
• On your web site https://developers.facebook.com/docs/reference/plugins/like
-box/
• Email signatures
• Signs in location, on vehicles
• Stationary
• All marketing – when in doubt of what to
promote, promote Facebook
Facebook Ads
• Powerful targeting
• Like search marketing but different
• Search = keywords, demand fulfillment
• Facebook = interests, demand generation
25 25
• Do I need to use it? It is
powerful but not for
everyone
• Does my business need
to be there now?
Depends on your Depends on your
business. If you create
and write a lot of
content, Twitter is a
fantastic tool. It works
extremely well for
searching, listening and
communicating quickly
with your customers
Twitter: What you should do
• Do I need to use it? If you
would benefit from
sharing your background,
establishing your
expertise, and showing
who you are connected who you are connected
to professionally, yes.
• Does my business need
to be there now? It’s
much more important for
companies interested in
hiring, and/or conducting
b2b business, but can be
a very powerful tool for
establishing expertise as
well
LinkedIn: What you should do
LinkedIn’s Guide to Small Business
Success Series
http://smb.linkedincreatives.com/
Foursquare• Do I need to use it? If you
enjoy showing businesses
that you frequent them, and
if you’re just a wee bit
competitive, it is a fun tool to
use. Great for deals or
visiting new areas
• Does my business need to be • Does my business need to be
there now? It’s important to
understand how Foursquare
works and relates to your
industry. It is a powerful tool
to offer deals, recognize your
best customers, and monitor
what customers are saying
about you on the Web.
Foursquare: What you should do
Pinterest: What you should do
Google+ (G+)
• Do I need to use it? If you
enjoy Facebook for the
social aspect, or Twitter
for the opportunity to see
the news and content you
should be reading, you’ll should be reading, you’ll
enjoy G+
• Does my business need to
be there now? We
recommend businesses to
strongly consider it
because it dramatically
increases search engine
rankings/googleplaces,
but can repurpose content
Google+ : What you should do
YouTube: 2nd largest search engine
Professionally designed page
YouTube: What you should do
Search & Reputation Management
The Web & Mobile have gone LOCAL
• 1 out of every 5
searches has local
intent
• 1 out of every 3
mobile searchesmobile searches
has local intent and
mobile is up 40%
from last year
- For Bing, 53% of mobile searches have local intent
- On average, 50% of users interested in local mobile
coupons
Source: Gregg Stuart 15miles
Search Engine Optimization
• SEO = search engine optimization
• Search engines are the primary way
people find Web sites (and they primarily
rely on first page of results)rely on first page of results)
• Nearly 70% of people that research
online pre-purchase use search*
*Harris Interactive
On page SEO
Page Title:
Important to
tell search
engines what
the page is
about
URL
Can contain
keywords that
search
engines will
pick up
Headings:
Search
engines
understand
they are more
important
than other
copy
Site Copy:
Is also
important to
establish
relevance,
particularly
bold
Measure your page rank with Google toolbar http://toolbar.google.com/T4/index_pack_xp.html
The key is Reputation Management…
And you need it now more than EVER!
Listing Management
• The backbone of search are a series of directories throughout the web
What matters?• Accuracy: Ensure that business
listings contain the correct informationinformation
• Distribution: Disperse listings to multiple distribution channels
• Signal Strength: Business listing is accurate and identical across multiple channels
• Enrichment: Add additional information/features to listings
Source: Gregg Stuart 15miles
Content & Email Marketing
Content is king
• One of the largest determining factors in how
well your site performs on search is the quality,
relevancy, amount of and freshness of your
content – and keywords!!
• Carefully consider your site content and how it • Carefully consider your site content and how it
incorporates words people will search for you by
• Can you / should you blog?
Content is king
• Can you establish yourself as an expert and/or
resource?
• Blog suggestions:
• Top 10 FAQ about your business
• Overcome objections
• Consider – what do people type in to search engines
that you can answer?
• PLAN!
E-mail marketing
• When done well (the right message, the right
frequency), e-mail marketing can be an
extremely effective tool to communicate with
customers and prospects
• Two main types of e-mail marketing: e-
newsletters and e-offers
• How can you be PERSONAL (birthdays?)
• With either, content must be compelling, with
calls to action
E-mail marketing
• Tips:
• Have a well-designed template: look professional
• Keep it short & sweet: let people find what they
want quickly
• Build and cultivate your lists & relationships
• Allow for opt-out WITH options
• Several tools exist to make this simple – two
we recommend:• Mailchimp.com
• Constantcontact.com
Remember: New marketing tactics
Best way to learn how to master
social media sites?
USE THEMUSE THEM
Watch peers
or bring in some help
How are WE doing?
World Mapman Solutions
Fans: 31
Observations: The
page is updated monthly, links to useful news, but doesn’t have engagement
Other Social
Media: Twitter
doesn’t have engagement
Victoria Litho Limited
Fans: 33
Observations: It is a
new page, but is not updated
frequently and does not have a
cover photo.
Stella Nova Spa Salon
Fans: 1,674
Observations: Uses a
fair amount of pictures,
updated sporadically,
occasional engagement.
Other Social
Media: Twitter, Youtube
Avenza Systems
Fans: 25
Observations:Page has few fans and uses
links as their main source of links as their main source of
posts which get little
engagement.
Other Social
Media:Twitter, LinkedIn, YouTube
Butler Tanner and Dennis Ltd.
Fans: 27
Observations:Joined Facebook just this year,
does not have a cover photo
and the page is not updated and the page is not updated
consistently
Other Social
Media: Twitter
Department of Environment &
Resource ManagementFans: 974
Observations: Page is
not updated consistently and
has low engagement.has low engagement.
Other Social
Media:Twitter, YouTube
Benchmark Maps
Fans: 990 likes
Observations: Uses
photos and links for most of
their posts. their posts.
Other Social
Media:Twitter, Google, Pinterest
Frederic Printing
Fans: 104
Observations: Have
multiple posts in day, uses links
in their updates and utilize
post scheduler (Hoot Suite)
Other Social
Media:Twitter, LinkedIn
ITMB Publishing Ltd.
Fans: 24
Observations: Updates
Facebook page twice a week,
uses links and photos for their
updates but gets low
engagement due to fan base.engagement due to fan base.
Other Social
Media:Twitter, LinkedIn
GM Johnson Maps
Fans: 7
Observations: Facebook page is not updated.
It has no cover photo and last
update was mid-summer.
Other Social
Media:Twitter
HEMA Maps
Fans: 1,577 likes
Observations: Facebook page is up to date
and uses photos for most of
their posts
Other Social
Media:YouTube
Lightravels, LLC
Fans: 44 likes
Observations: Facebook page is not updated
frequently and needs frequently and needs
engagement
Hugg-a-Planet
Fans: 260 likes
Observations: Facebook page is no longer
updated. Last post was June updated. Last post was June
6th. But most of their posts
contains photos and links.
Other Social
Media:Twitter
Tracks4Africa Ltd.
Fans: 1,668
Observations: Facebook page is updated.
Uses links and photos and has
multiple posts in a day
Other Social
Media:Twitter
Best Practices
ESRI
Fans: 19,715 likes
Observations: Doesn’t
update page consistently, but
sometimes has multiple posts
in a day. They use links and
photos for their updates.photos for their updates.
Other Social
Media: Twitter, LinkedIn
Bella Terra Publishing
Fans: 173 likes
Observations: Does
not updates Facebook
frequently.frequently.
Other Social
Media:Twitter, LinkedIn
William & Heintz Map Corp
Fans: 138
Observations:
Updated weekly,
successfully uses successfully uses
photos and has
high engagement.
Other Social
Media: Google+,
Youtube, Blog
NATIONAL GEOGRAPHIC MAPS
Fans: 1,703
Observations: Facebook page is no longer
updated but their post
contains links and photos with
minimal engagement.minimal engagement.
Other Social
Media:Twitter
Maps.com
Fans: 1692
Observations: Page is
updated a few times a week
and has good engagement –
the posts are terrific and show
that they “get” social mediathat they “get” social media
Other Social
Media: Twitter
U.S. Department of State
Fans: 152,669
Observations: Successfully uses pictures, gets
a lot of feedback, and is
updated multiple times daily
Other Social
Media: Blog, Twitter,
Tumblr, RSS Feed, Flickr,
Google+, Youtube
U.S. Forest Service
Fans: 45,503
Observations: Updated daily, uses pictures
and stories, has a high rate of
engagement.
Other Social
Media: Blog, Flickr, RSS,
Twitter, Youtube
U.S. Geological Survey
Fans: 32,225
Observations: Updated frequently and uses
photos well and has high
engagement.
Other Social
Media: Twitter, LinkedIn,
Youtube
National Geographic
Fans: 11,536,415
Observations: Very
high engagement,
lots of pictures, lots of pictures,
updated multiple
times a day
Other Social
Media: Twitter
National Geographic
Library of Congress
Fans: 75,747
Observations: Facebook page is updated. Post
contains links and photos with
high engagement.
Other Social
Media:Twitter, YouTube
U.S. Census Bureau
Fans: 115,881
Observations: Uses
many pictures, updates very
frequently, has high
engagement.
Other Social
Media:Twitter, Youtube,
Flickr
One of the most common
questions:
HOW do I find the time?
Tools you can use
• Sprout Social
• Postling
• Hootsuite
• There are MANY others available - visit • There are MANY others available - visit
hubspot.com and search “99 tools to
generate leads with social media”
Biggest tip for today:
Have a clear content plan and Have a clear content plan and
online marketing strategy
What we do
Marketing online can be very effective
and affordable
and social media needs and social media needs
only a moderate financial investment
However, it is not free…
…it does cost time and skilled people
Or,
let us do it for you
while you run
your business!your business!
www.facebook.com/dreamlocal
