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Impact Marketing Using Social Media
Presented by Pedernales Electric Cooperative
and Lower Colorado River Authority
October 10, 2012
Agenda
Social media review
Social media strategy
Know your audience
Facebook examples
Twitter examples
Visual content examples
Mobile/apps examples
Q&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 sales
b. Brand enthusiasm
c. Loyalty
3. What is your relationship with your audience? a. Awareness
b. Interest
c. Action
d. 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
HootSuite Market Research
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
Facebook I Spy Aggieland
Source: Bryan-College Station CVB
Source: Bryan-College Station CVB
Facebook I Spy Aggieland
Success! • Facebook fans learned
about the community and loved winning prizes
• Fans and businesses are still asking the CVB to continue the contest
• Businesses enjoy the free promotion
• Facebook likes increased by 1000
• Project cost $0!
Facebook Cover Photo as Advertising
Source: Bass Performance Hall
Facebook Profile Photo as Advertising
Source: Kyle Chamber of Commerce
Twitter Examples
Using Twitter for Business
Twitter for marketing
• Drive people to your website
• Monitor your brand (or a competitor’s brand)
• Promote events
• Respond to customers’ concerns about your company or its services
Twitter for lead generation
• Tweet offers
• Use link shorteners (like bit.ly or goo.gl)
• Use landing pages
– Complete a form >> become a lead >> convert to a customer
Source: Iowa Economic Development
Twitter Live Tweet Events
Twitter Share Deals
Source: Round Rock Chamber of Commerce
Photo: Sean Munson
Twitter Use Hashtags
Source: Bastrop Economic Development
Twitter Use Hashtags
The Portland “Twisitor Center” - #inpdx
Source: Travel Portland
• Make visitors and locals spokespeople • Crowd-source visitor information • Involve locals and their expertise
Photo: SamT
Where are the
best running
trails #inpdx?
Twitter Use Hashtags
Source: Travel Portland
Twitter Use Hashtags
Give love > get love back
Source: Travel Portland
Visual Content Examples
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
Visit Fargo-Moorhead Visual Content
Source: Fargo-Moorhead CVB
Visit Fargo-Moorhead Visual Content - Pinterest
Source: Fargo-Moorhead CVB
Visit Fargo-Moorhead Visual Content - YouTube
Source: Fargo-Moorhead CVB
Visit Fargo-Moorhead Visual Content - Instagram
Source: Fargo-Moorhead CVB
Savannah Craft Brew Festival iPhone Photos
Source: Visit Savannah
Savannah Craft Brew Festival iPhone Video
Source: Visit Savannah
Visit Austin YouTube
Source: Austin CVB
Abilene CVB Flickr
Source: Abilene CVB
Colorado River Trail Flickr
Source: Colorado River Trail/LCRA
Buchanan County EcoDev Pinterest
Source: Buchanan County EDC
Buchanan County EcoDev Pinterest
Source: Buchanan County EDC
Mobile/Apps Examples
Mobile Site Site Selection Data
Source: Maricopa EDC
Mobile App Site Selection Data
Source: Waukee EDC
Mobile App Site Selection Data
Source: Waukee EDC
Mobile App Site Selection Data
Source: Waukee EDC
Mobile App Site Selection Data
Source: Waukee EDC
Mobile App Site Selection Data
Source: Waukee EDC
Mobile App Site Selection Data
Source: ESRI BAO
Mobile App Site Selection Data
Source: ESRI BAO
Follow Me
@ColoradoRiverTr
Facebook.com/ColoradoRiverTrail
@pagetx
Sarah Page
Senior Economic Development Specialist
LCRA
512-578-3513
Follow Me
linkedin.com/alysiacookPCED
@alysiacook
Alysia Cook
Senior Economic Development Specialist
LCRA
512-578-3382
Questions?
Thank You!
Program provided on behalf of Pedernales Electric Cooperative.
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