V3 Integrated Marketing

Content Marketing. Can we do this in 15 minutes a day?

Marketingprofs

Topics We’re Covering Today

@ShellyKramer @MarketingProfs

• Social Media Influences Buying Behavior

• Time Is An Issue

• Which Type of Social Media Will Work for Me?

• Tricks to Effective Engagement

• Tools to Maximize Social Reach

• Strategy, Goals and Measuring ROI

@ShellyKramer @MarketingProfs

Who Are We?Shelly KramerCEO, V3 Integrated Marketing@ShellyKramer

Ann HandleyCCO, MarketingProfs@AnnHandleyCo-AuthorContent Rules (Wiley)

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WHY Are We TalkingAbout This?

The web has changed

Everything

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And here’s what they’re doing

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What’s going on4.75 billion pieces of content shared on Facebook. Daily.That’s 3,298,611 per minute.400 million tweets per day.That’s 277,779 per minute.100 hours of video uploaded to YouTube. Every minute.

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Customers do their homework

Google’s Moment of Truth Research

2010 – 5.3 sources2011 - 10.4 sources

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Social MediaWhy Bother?

74% of consumers rely on social networks to guide purchase decisions

(SproutSocial)

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The Formula Has Changed

Old Way: Money x Media = Business

New Way: Time x Media = Business

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Today ….

Every company is a media company.

Every company needs a content strategy.

Every company needs a social media presence.

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Why a media company?They tell stories – and they’re good at it.They’re in the business of creating and distributing content.They understand the power of relevant information.They are fast and they are everywhere.

Can we all do this? No way, Jose.

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@ShellyKramer @MarketingProfs

Media Bistro

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Media Bistro

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Major Product Categories for Social-to-Sale Purchases

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Media Bistro

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Restaurants’ Greatest Challenges?

Budget+

Time

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Hey, can you work some of that

social media magic for me?

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Start with data.Information is power.

Do a Competitive AnalysisWhat are we doing online?What are our competitors doing?What kind of content are they creating? How + where are they distributing + using it?

Where do we have opportunities?Where are we totally sucking wind?What can we realistically handle?

Understand Your CustomerWhere do they hang out online?When are they typically online?What kind of content do they share?What kind of conversations do they have?

Who are local influencers?How can we connect with them?

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After You’ve Done Your Homework

What’s Next?

Develop a Content StrategyFigure out your tone and audience

Analyze your existing assetsFigure out what kinds of content you think will workEngineer a content planFigure out who can help with this internallyDevelop a content calendarMake a plan to create content to serve customers + prospects

Figure out how you’ll measure success

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Build Your Restaurant’s Profile● Fill In The Blanks. Complete your

social profiles as completely as possible.

● Be Visual. Use great photos as your cover photos and add your company logo.

● Capitalize On Traffic. Add follow and like buttons on your website.

● Earn Followers. Share content that serves your customers and prospects.

● Optimize. Make it easy for them to do business with you.

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Every social media platform is unique…

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What can I do? I have little time and budget…

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Food + People = Instagram

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How To Take Advantage of Instagram

• Share behind-the-scenes moments• Celebrate your customers• Create a contest • Use Statigram to monitor likes, engagement • Create a unique hashtag that you can invite

diners to use and print on tabletops, menus, in the restaurant, on drink coasters, etc.

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Instagram Ideas

Cross-pollinate social fan base by creating an Instagram photo of the day contest

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Instagram Ideas

Celebrate your community of fans (who are probably already creating content at your place).

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Instagram Ideas

Be useful.#ComodoMenu

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Instagram Ideas

Tell a bigger story.#CaptureEuphoria

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Little Guys Can Level The Playing Field

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Take Advantage of Geo-location Based Apps and

Platforms

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A Google+ Page is Critical

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Take Advantage Of Nearby Places For Facebook Pages

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Reward People For Checking In

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Yelp - YP DealsYP and Yelp have announced a strategic partnership that will in the near

future provide YP advertisers with an enhanced presence on Yelp and

effectively bring Yelp into the YP Local Ad Network.

YP advertisers will gain access to the following:

• Distribution/exposure to Yelp’s large local audience

• The full range of profile features and capabilities associated with

Yelp’s “branded profile” (call to action button, slideshows, ROI

metrics, etc.)

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Create An Event and Invite Influencers + Foodies

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Be Strategic With Your Content and Content Sharing on Twitter and

Facebook

Facebook is Visual Use high quality imagesAvoid large file sizesRight-size your images, use rectangles not squares

Only post links that are mobile-friendly. You stand to lose over half your social audience over time if you don’t

Link directly to the action that a social post implies. Don’t make your users endure multiple clicks

*Data Courtesy of Tim Hayden

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• Multi-unit locations need to consider separate FB accounts for each location, personalize your customers’ experiences.

• Post photos of regulars and special guests (with permission).

• Encourage patrons to tag themselves and their friends.

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• Post about what’s going on in the area.

• Use a lot of visuals.

• Mix it up, ask questions, do polls to generate engagement.

• Pay to advertise.

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Tap into conversations already happening/trends:

What’s top of mind for your customers?

Local Pages. They Make Sense.

They are happening. Without you.

Facebook and Franchises

Challenge: Corporate vs. FranchiseEarly adopters out frontShow business value (more data, learn best practices from early adopters, franchise specific billing)

Local pages, streamlined comms, learning from one another, libraries of “top posts,” mass capitalization on assets

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BenefitsCorporate brand page,1,550 local pages and 5K+ local users leads to a very rich database (customer service, menu offerings, etc.)

3.8M fans on brand level and 800K connections to fans across local pages, with less than 10% fan overlap.

Better targeting, more personalization, better maximization of marketing spend

@shellykramer

@ShellyKramer @MarketingProfs

• Set up a Hootsuite account, and learn how to use its advanced geotargeted search feature.

• Monitor conversations filtered by keywords that are occurring within a specific geographic radius.

• Address all mentions of your business, even if they're negative. Show customers you care.

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Twitter: Show some personality.

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Twitter: Show some personality.

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Ways To Use Twitter To Find Local Customers

Find local people who tweet near youFind local people with your city name in their profile

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Ways To Use Twitter To Find Local Customers

Find local people using Twitter Grader

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Something to think about...

• As a general rule, use Twitter for fun, and for increasing brand awareness and customer service.

• Use Facebook for customer service. It's rare that anybody will Like a Facebook page unless they're already an existing customer.

@ShellyKramer @MarketingProfs

Something to think about...

• Treat social networks as separate platforms, each with their strengths and limitations. Get to know their differences and make them work for you.

• Don't try to be on every social media channel. Be where your customers are.

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Make online reviews work for YOU!!

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Content Checklist

Claim your nameSet up your profiles

ParticipateBuild your networks

Create to serve customers + prospects

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Restaurant Mobile Trends 2014

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Customers are turning to search to find nearby restaurants

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Diners are interested in mobile ordering

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Mobile rewards program are on the rise

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Ways To Use Mobile Marketing To Reach Customers

1. Mobile coupons

2. Meal Specials

3. Table Availability Notifications

4. Birthday Reminders

5. Raffles

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Content Best Practices

Be human, act like you do IRL .Look the same, all across the web.

Remember that you get what you give.Provide value.

Don’t be afraid of fun. Quit marketing.

Don’t be a douche.

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How do I know if it’s working?

DATA is KEY

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Monitor Your Data Regularly

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Let Data Show You What Works

Success With Content? Be Useful

Don’t sell. Don’t be an egomaniac. Don’t bore.Act like a person, not a faceless corporate entityStalk + emulateCreate content that’s worth reading – focus on delivering value

Curate content that further serves your audienceNever underestimate the power of a smileUnderstand the importance of connecting social to business initiatives

Community Management

They call it “Community Management” for a reason.

Posting is advertising.

Community building takes more than a schedule-it-and-forget-it mentality.

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You have to know how to tell a great story, genuinely like people (or act like it), pay attention to them, and regularly deliver content that keeps them coming back for more. Technology can help, but it can’t do it all.

It Takes a Human

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Website Traffic Followers/Friends/Fans Most Popular Social Content Shares of Content, Conversations Facebook Insights Coupon Redemption SALES

Ways To Measure Success

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TestMeasureTweakTestMeasureTweakYou get it ….

There’s only one way to get there…

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“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”

- Charles Darwin

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Everybody thinks they can do it

They’re mostly wrong.

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Key to Success?

Quit thinking about you and start thinking about them.

Here’s How to Stalk UsShelly@V3im.comwww.v3im.com

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AnnHandley.comCo-Author, Content Rules

Facebook.com/AnnHandley

Twitter.com/AnnHandley

Ann Handley

/in/Ann Handley

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