Advanced Social Media for Beginners · Social Media Trends & the Current Marketing Environment 10...
Transcript of Advanced Social Media for Beginners · Social Media Trends & the Current Marketing Environment 10...
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Advanced Social Media
for Beginners
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Who am I and what I am I doing here?
Social Media Trends & the Current
Marketing Environment
10 Examples of Do’s and Don’ts in
Travel Social Media
Session Agenda
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Who’s Ross?
Who’s Redpoint?
Why should you
care?
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About Ross
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Marketing Consulting Training
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“In the beginner's mind there are
many possibilities, but in the
expert’s mind there are few.”
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Ripped from the
Headlines!A Few Social Media Trends
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Likes?
Who cares
InfluencersSocial
Advertising
Video
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Likes? Who cares.
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It’s a social experiment
Your social media activity is still
about quality...not likes
You’ll still see the likes in the
analytics
Likes only mattered because they
were public
Likes? Who cares.
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Video
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Remember when video was
supposed to be :15 or :30?
Not anymore!
Instagram prioritizing IGTV =
fastrack to followers
Video
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Influencers
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Should you?
Do you have the time to
coordinate?
Do you have availability?
What will you do with the content
after they’ve posted it?
Influencers
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Social Advertising
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Social media is increasingly
becoming a pay-to-play game
If you haven’t yet...consider
starting now...or soon.
How much do you spend?
Frankly, it almost doesn’t matter.
Social Advertising
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And this is why the
Current Marketing Environment seems so
crazy and we just want
to go to bed now.
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10 Do’s and Don’ts in
Travel Social Media
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Do define your audience(s) and
create content for those different
segments.
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Jamaica
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Nearly 100% of their
posts are geared to
prospective travelers.
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What about everybody else?
Prospects
Returning guests
First-timers
Never will go
Friends & family
Event planners
Day visitors
Restaurant
guests
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Don’t forget to check posts tagged
with your location on Instagram for
hidden opportunities to engage
with visitors!
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New Hampshire
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Each of these is an
individual opportunity.
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Like
Comment
Share
Save
Engagement Opportunity
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How do you check?
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Do prioritize social networks.
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100% of You Can’t
Do it All
The Only Social Media
Stat that Matters
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But we fall into the trap of
wanting to do the latest
and greatest social media
thing.
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Focus more on what and
how you’re going to say
something instead of
where.
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Which is getting the best response?
Where are you seeing the biggest
return?
Where are your guests/customers
spending their time?
How do you pick?
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MOST IMPORTANTLY:
Which do you like best?
How do you pick?
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Don’t be too needy on
social media.
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Nova Scotia
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Each of these posts is
designed to sell
something...
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...but they’re doing it
without sounding needy
or salesy.
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Why is your audience
following you?
You’re funny
Great pics
Recipe tips
Latest news
& information
Travel tips
Inspiration
It’s probably
not because
they’re
waiting to do
something
for you.
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Do develop a unique brand
voice...and use it.
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Vermont
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Vermont
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What’s your brand voice?
Iconic
Reverent
Serious
Chic
Upscale
Playful
Funny
Witty
Silly
Welcoming
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Don’t be afraid to be real
In the travel industry, guests want
to be entertained...they don’t want
to be marketed to.
Tips for Developing
Your Brand Voice
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Multiple people managing your social?
Make sure there is some common voice.
Creating a brand voice document is one
option.
Sitting around your kitchen table
agreeing on a brand voice is another.
Tips for Developing
Your Brand Voice
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Don’t edit your
images...excessively
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Reminder: Social Media is
supposed to be about (at least the illusion of) being
in the moment.
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Adding watermarks
Overly saturated filters
Adding text overlays
Adding phrases/sayings
What’s excessive?
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Reducing Reach
Especially on Facebook
Feels like an ad/billboard
Says to viewer: this is marketing
Why?
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New Hampshire
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What if you really really really like
adding text to
images?
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At least make it
useful.
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New Brunswick
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Do give more than you take.
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New Brunswick
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THIS
ONLY WORKS BECAUSE OF
THESE
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What happens
when you ask
more of your
followers than
you give?
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Audience gets tired
Lack of engagement
They stop following...and
you’ve lost them
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Don’t avoid responding to
followers’ comments and reviews.
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New Brunswick
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We found a whooping
30 reservation requests in
their Facebook
messenger Inbox.
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It’s not just your
Inbox though...
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“Like” the review or comment
Respond to reviews
Say thank you!
Address negative reviews/feedback
So what should you do?
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These are all engagement
opportunities
They are (most likely) REAL LIVE
CUSTOMERS
Do it for the algorithm
Simplest repeat business strategy
Why?
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Do hashtag responsibly.
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How do people – regular,
everyday people – use
hashtags on socials?
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Follow topics
of interest
Planning things
like trips
Research on a
subject
Get info on
things trending
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They are looking
for stuff… you
want them to be
able to find YOU.
What Does This Mean for You?
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Related to
you in some
way
Be Aware of What’s Trending
Not related to
you, per se
Local events
Regional news
Industry news
(Etc.)
World news
Holidays
Pop culture
(Etc.)
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Spell it right
Timing is key: before & during
Appropriate content
Catching a Trending Hashtag
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Where do
you put ‘em?
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Minimal hashtaggery...
2-3 max.
You’re probably not
using enough.
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Do set reasonable expectations.
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I WANT A BIG SOCIAL MEDIA FOLLOWING...FAST
YOU HAVE TO PAY FOR THAT!
WE DON’T HAVE A BUDGET FOR THAT!!
THEN YOU NEED TO PUT IN THE TIME!!!
I DON’T HAVE THE TIME!!!!!
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Most everything else we
do in business is on a
one-to-one basis.
Transactions, phone calls,
RFPs, purchase orders,
etc.
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Let’s expect the
same from our
social media
work.
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Expect lower numbers...especially if
you’re just starting out.
So, don’t focus on the numbers!
What’s reasonable?
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Focus on understanding your audience
and creating content for them that
shows accurately reflects your brand.
Focus more on the one-to-one results.
What’s reasonable?
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BONUS TIP:
Show your work!
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Your jobs are hard.
You make them look too easy on
social media.
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Newfoundland & Labrador
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Parting Thoughts
Be real.
Actively seek opportunities to engage.
Give (far) more than you take.
Show your work = get credit for what
you do
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http://bit.ly/tickled-red
SIGN UP FOR
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Ross Evans
RedpointSpeaks.com
Facebook: @redpointspeaks
Twitter: @redpointspeaks
Instagram: @postcardsfromredpoint
(launching tomorrow!)