Internet Marketing Crash Course
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Internet Marketing Crash Course
Presented by the Texas Forest Trail Regionand the Gladewater Chamber, Main Street &
Economic Development CorporationMarch 25, 2013
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Agenda
Social media reviewSocial media strategyWebsite marketing
Social media tools• Facebook• Yelp!• TripAdvisor• Foursquare
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Social Media Review
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Photo: erinjpattison
Social media is FREE!
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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 brandSource: Social Media for Tourism Pros
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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
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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
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Social Media Strategy
Photo: davidkjelkerud
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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)
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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)
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Do You Need a Social Media Policy?
Maybe. Just keep these basics in mind:Be politeBe honestBe openBe inclusiveBe forthrightBe legalBe helpfulDon’t try to control the conversationAccept, respond, and be gracious to negative feedback
Source: The Potluck Guide To Social Media Strategy
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So What Do I Say?• Customer FAQs• Tutorials• News (sales, new products/services, etc.)• Events you’re attending• Your own content• Content from others• Attractions and events• Observations• What you’re reading or watching
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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 • Know your audience and
post accordingly
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Remember: Social media
is not an island.
Photo: lisbokt
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Website Marketing
Your website should be the hub of your online marketing
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Social Media Brings Users To You!
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Integrate Social with Web
From this …
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Integrate Social with Web
… to this …
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Use Calls to Action
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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
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Content Is King:Visual 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
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FacebookOffers
• 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
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FacebookOffers
Source: Doe’s Eat Place
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FacebookPromoted Posts
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FacebookPromoted Posts
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FacebookPromoted Posts
Source: Visit Bloomington
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FacebookPromoted Posts
Source: Visit Bloomington
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FacebookCover Photo as Advertising
Source: Mari Smith
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FacebookCover Photo as Advertising
Source: Bass Performance Hall
Text can be no more than 20%
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FacebookProfile Photo as Advertising
Source: Kyle Chamber of Commerce
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Social spaces represent physical locations.People can add ratings, reviews, and
conversations.
Source: Fargo-Moorhead CVB
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Before You Get Started
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Create a Game Plan
• Accessibility– Use a shared or neutral email account, not a
personal one– Consider setting up a Gmail or another shared email
address that can be forwarded to multiple people
• Responsibility– Who will monitor on an ongoing basis?– Who decides which reviews are responded to?– Who is in charge of updating photos every 3-6
months?
Source: Fargo-Moorhead CVB
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Encourage Reviews• Encourage, but don’t ask for
reviews– “Check us out on…” works better
than “Write a review on…”– Include URLs in follow-up emails
or on receipts– Signs or cards in lobby– Focus on one space, or
encourage them to use the space of their choice
• Remember that reviews from your lobby computer may get flagged
Source: Fargo-Moorhead CVB
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Claiming Your Yelp Place
• Step 1: Search for your business– If your business is not listed, click Add a Business
• Step 2: Click “Work here? Unlock this business page”• Step 3: Create a business account using a neutral email
address• Step 4: Phone authentication process• Step 5: Fill out profile information• Great video tutorial in Yelp Support for Business Owners
Source: Fargo-Moorhead CVB
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Respond To Good Reviews …
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… and the Not So Good Reviews
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Provide Customer Amazing Service
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TripAdvisor“According to an MSNBC poll, 86% of respondents use
travel sites to gauge traveler sentiment before they make their accommodation choice…Responding to reviews is
key, too: a recent TripAdvisor survey found 76% of travelers think more positively about owners who find the
time to reply.”
Source: Fargo-Moorhead CVB
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TripAdvisor
• Please make sure you encourage reviews when guests get home. A review from an internal IP address could result in getting flagged
• Of course, never add your own reviews of your property!
Source: Fargo-Moorhead CVB
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Claiming your TripAdvisor Place• Step 1: Start at the TripAdvisor Owners page
– Choose Hotel, Restaurant, or Attraction and search for your business
• Step 2: Register with TripAdvisor when prompted• Step 3: Fill out your information and confirm to register
your listing– Business listings are available for a monthly fee– If this step is unavailable, contact TripAdvisor through a form
• Step 4: Manage your listing– The Manage Your Listing page makes it easy to add photos
and manage reviews
• More info available on Owners’ Help Page
Source: Fargo-Moorhead CVB
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Free Tools for Business Owners
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Add these widgets to your website!
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Respond and Use Personality
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Foursquare
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Foursquare
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Foursquare
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Foursquare
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Foursquare
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Let’s Look at Gladewater!
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NegativeFeedback
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If possible, don’t delete it.
But … don’t ignore it either.
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How To Deal with Negative Feedback
Source: http://socialmediatoday.com/rachel-strella/441158/social-media-consumer-how-handle-negative-feedback
Use it to engage other customers
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How To Deal with Negative Feedback
• If you’ve decided the feedback has truth to it, do the following:o Acknowledge the feedbacko Apologize – genuinelyo Take the conversation offlineo Offer a solution
Source: http://socialmediatoday.com/rachel-strella/441158/social-media-consumer-how-handle-negative-feedback
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How To Deal with Negative Feedback
• If you’ve decided the feedback is only partially true or it’s slightly misguided, do the following:o Acknowledge the error on your part and
apologizeo Gently correct any misinformation o Take the conversation offlineo Offer a solution
Source: http://socialmediatoday.com/rachel-strella/441158/social-media-consumer-how-handle-negative-feedback
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How To Deal with Negative Feedback
• If you’ve decided the feedback couldn’t be farther from the truth, do the following:o Acknowledge the comment and write a
general apology for any perceived dissatisfaction
o Take the conversation offlineo Get more details
Source: http://socialmediatoday.com/rachel-strella/441158/social-media-consumer-how-handle-negative-feedback
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The most awesome example EVAH!
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Examples
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Follow Me
Linkedin.com/in/sarahpage
Facebook.com/SarahTPageConsulting
@pagetxSarah Page, PrincipalSarah T. Page Consulting, LLC
http://[email protected]
512-914-8873
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Can I Help?
Call Me!
Photo: .Uvitra on Flickr
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Thank You!
Questions?