Tips for improving your social media marketing tactics. Presented to Starwood Hotels Malaysia Feb 2011

1. Taking
social media
marketing to
the next level

2. Organizational
Concerns

3. • Management must buy-in to social media
• Provide social media training and make
social media part of the marketing teamʼs
responsibility
• Trust employees with social media, like
with phones and email
• Choose someone who knows social
media to lead your social media efforts

4. • Set aside a budget for social media –
comparable to public relations budget
• Embed yourself in the community, but
clearly identify yourself as a
representative of the brand.
• Set aside a budget for social media –
comparable to public relations budget
• Before everything else: Know Your
Customer

5. Twitter &
Facebook

6. Use Twitter search to pro-actively engage with customers

7. Do a search for related keywords on Twitter,
respond to people who are checking in, visiting, etc.
Example: Hi Iʼm Vivien from XYZ. I noticed youʼre a guest
in our hotel. Tweet me if you need anything :)

8. Use manual ʻold styleʼ retweets to earn brownie points.
Not the new style retweets. The old style notifies the user
that you have RT-ed them, the new style doesnʼt.

9. • Post to Twitter at least twice a day.
Update Facebook at least once a week.
Answer every mention on Twitter and
comment on Facebook.
• Provide Twitter and Facebook promo
codes. Donʼt forget to remind followers.
• Consider aggregating your social media
activities into a page or website, e.g.
thefordstory.com or Zapposʼ Twitter
accounts

10. thefordstory.com

11. twitter.zappos.com

12. • Donʼt just post promotional content. Follow
foodies, travelers and related people and brands
and share their stuff to Twitter & Facebook.
• Create a publishing calendar to vary the types of
content you post. Should be 1:10 ratio of
promotional vs community related content
• Cross promote with related properties and
brands
• Schedule Twitter and Facebook posts in
advance with HootSuite.

13. PRO TIP: USE HOOTSUITE
• Post to multiple Twitter, Facebook, Foursquare
accounts
• Account passwords are not shared with employees
• Schedule posts in advance
• Assign team members to follow up on tweets
(Pro feature @ $5.99 / month)

14. Foursquare

15. • Foursquare is the new loyalty card rewards program
for the social media generation.
• Make sure your Foursquare Specials are worth the
trouble. Make sure they at least match the offers for
credit card promotions.
• Run limited, really attractive Specials for a short
period to generate word of mouth
• Add tips for locations around your outlet related to a
theme, e.g. Tips for travelers, tourist attractions
• Apply for a brand page – must contact Foursquare
directly to file an application

16. SEED FOURSQUARE WITH TIPS
foursquare.com/historychannel

17. Blogging
& SEO

18. • Blogging compliments social media
• Provide a space for longer form
content
• A simple landing page for contests,
sign up forms, call to actions
• Nurture relationships by growing a
community interested in your brand
and related topics

19. • Blogging is also a great way to rank highly in
search engines
• Make sure your blog theme is SEO-friendly.
Hire experienced developers or buy from:
• woothemes.com
• headwaythemes.com
• studiopress.com
• Grow the number of incoming links to your
blog.

20. EXTERNAL LINKS ARE REALLY
IMPORTANT

21. • Identify keywords that customers will search for.
Produce related content to target those keywords.
• For travelers from outstation, possible keywords
are ʻkl hotelsʼ, ʻplaces to stay klʼ, etc
• For locals, possible keywords are ʻkl fine diningʼ, ʻkl
italian restaurantʼ, etc
• Examples of bad vs good keywords
• ʻphotographerʼ vs ʻphotographer children portraitsʼ
• ʻbuy propertyʼ vs ʻbuy property in malaysiaʼ
• ʻmalaysia car newsʼ vs ʻmalaysia car partsʼ

22. KEYWORD TARGETING

23. <title>SEOmoz | 21 Tactics to Increase Blog Traffic</title>
<meta name="description" content="A considerable portion of
recently revolved around the optimization of corporate blogs
blogs to revamped sites). As usual, I find a pattern emergin
strategies&nbsp;that need attention&nbsp;and the pitfalls th
Page Meta rather than charging $400 an hour to give advice on the subj
be valuable to share&nbsp;many ..." />
Title description

24. Headings &
Semantic HTML
<h1>21 Tactics to Increase Blog
Traffic</h1>
...
<strong>Choose the Right Blog Software
(or Custom Build)</strong>
<br />
The right blog CMS makes a big
difference. If you want to set yourself
apart, I recommend creating a custom
blog solution

25. Thank You!
Slides can be downloaded from
http://slideshare.net/buzzmediamarketing
Direct questions to
david@buzzmedia.com.my
@blogjunkie on Twitter

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