LGBT Social Media Marketing for 2014

8/2/2014 LGBT Social Media & Web 2.0 Marketing

Advanced LGBT Marketing
Part 1 – The Concepts
8/2/2014 LGBT Online & Social Media Marketing
#MakeYourHashtagsCount

LGBT Online Marketing
Social Media numbers in 2014

Evolution of Online Activity

Interpersonal Marketing
Merging PR, Advertising & Social Media
with...
The Power of Individuals, their Interactions
and their Relationships!
in·ter·per·son·al [ ìnt?r púrss?n'l ]
1.of relationships between people: concerning or
involving relationships between people

Social Media & Web 2.0
Interpersonal Marketing – Merging PR, Advertising & Social Media

Interpersonal Marketing – Merging PR, Advertising & Social Media

The Strategy

Hyper-Targeted Programmatic Online Ad Buying

Hyper-Targeted Programmatic Online Ad Buying - MOBILE

Social Media and the Amplifying Effect
Reach Friends of Friends

Facebook.com – The Social Media Amplifying Effect
“Friends of Friends”
Goal is to get folks to
Comment, Like or
Share

Facebook.com – Photos Connected with Business + Tagging

Instagram – Photos Connected with Business + Hashtags
(both business and user-generated content)

Photos – Unique Idea for promotion on social media

Photos – be creative with photo tagging and event promotions
We took their photos and handed
them a business card-sized
promotional piece, pointing them to
the Facebook fan page to tag
themselves in the photo

Photo is taken and a printout is handed to them with identifying number for photo.
Program is fully optimized for smartphones and social media sharing, with
corporate sponsor branding prominent throughout the campaign.

You can see how photos were spread via social media

Photos – #hashtag photo contests
Post a meal using Instagram, hashtag it #dinela, and you could win a stay at
the Thomson Beverly Hills and dinner at Caulfield's Bar and Dining Room and
a weekend use of a 2013 Cadillac ATS.
For those of you who have been working out SO HARD.... wouldn't you like to
show off your results at White Party!? Take a pic of your bod during your
#WhitePartyWorkOut and share it with us on Instagram and Twitter!
Our favorite guys win FREE TICKETS!
So you've just bought your ticket to White Party... now it's time to get the
party essentials! Get in on our Instagram contest by hashtagging
#ImGoingToWhiteParty and win a weekend worth of treats sponsored by Stoli
Vodka and Monster Energy. If that's not enough, we'll also give you Andrew
Christian undies and a mega bottle of wet lube! Who's in??
How are YOU getting fit for WHITE PARTY PALM SPRINGS?
Show us your #WhitePartyWorkOut on Instagram and Twitter!
We might just give you FREE tickets!

Photos & Video – #hashtag contests on Instagram, YouTube and
Vine

Vine – 6-Second Videos Connected with Business + Hashtags

Advanced Facebook Strategies: Postings by Others

Advanced Facebook Strategies: Postings by Others
Tip – link using @

@ Symbol now on LinkedIn, Twitter, Facebook and Google+

Post Once – Spread the Word

Boost Post: pay to advertise a post to increase it’s reach

The Power of Search
Results are custom for each individual &
use social media more and more to
determine search results

Google Search – “Personal Results”

Google Search – Integrates with Twitter and Google Plus

Bing’s Integration with Facebook

The Power of LinkedIn
It’s no longer just about finding a job!

LinkedIn Strength

LinkedIn Groups

Manually promote blog with LinkedIn Group

LinkedIn Business Profile

LinkedIn Business Profile with Link Post Statistics

LinkedIn Sponsored Post Advertising

Twitter Paid Advertising

Twitter Main Ad Dashboard

Twitter Main Ad Dashboard – Promoting Selected Tweets

Twitter Main Ad Dashboard – Key Word and #hashtag Targeting

LGBT Influencers
Now it’s time to start really
thinking about Influencers

Power of Influencers: Engaging and Interacting with Conversations

Measuring the Power of an Influencer’s Individual Reach

Measuring Reach and Impressions with TweetReach.com

Facebook Insights and Reporting

Advanced Analytics – SimplyMeasured.com

Case Studies
Including demonstrating the
power of the #hashtag

Case Study 1: IGLTA Convention
Hashtag was #IGLTA2013
Above display was present in registration area, lobby and
presentation rooms, receptions and meals of convention

#IGLTA2013 as seen on Twitter

#IGLTA2013 as seen on TagBoard
www.TagBoard.com/IGLTA2013
The convention story comes to life

#IGLTA2013 as measured by TweetReach.com

Postings as measured on Facebook

Note on #hashtag
Now supported by Twitter,
Instagram, Vine, and Google
Plus… as of June 2013,
working in Facebook as well.
# and @ symbols becoming
universal in social media

How to Choose #hashtags to use
Look at it as Search Engine
Optimization (SEO), but for
social media.
Options include:
- Region: #GayMiami
- Theme: #GaySports
- Unique: #CMI2014

Case Study 2: Dunes Resort
Gay Resort & Entertainment Complex – Saugatuck, MI

Consolidation of Social Media Activity
Introducing RebelMouse.com
Consolidates Google Plus, Instagram, Twitter, Facebook, Tumblr and more into
one summary presentation for you and your viewers

Posting of Social Media accounts
Makes it easy for resort and bar
patrons to include Dunes
Resort when they are:
• Checking in on FourSquare
• Checking in on Facebook
• Uploading and tagging
photos on Instagram
• Uploading and tagging
videos on YouTube and
Vine

Another example we’ve found
recently promoting social media
direct to consumers

How a hotel uses their own
check-ins, with photos, to
promote their business on
FourSquare as well.

#hashtags in action on Facebook
(both business and
user-generated content)

Consolidated Summary of Social Media Activity
Measuring and viewing impact of #DunesResort
(both Dunes Resort and user-generated content summary)
www.TagBoard.com/DunesResort

(both Dunes Resort and user-generated content
summary)

#DunesResort as measured by TweetReach.com

Case Study 4: Destination Halifax
Social Media Promotion for RainbowHalifax.com
#RainbowHalifax

Goal: To promote this LGBT destination microsite via social media
Tagline: “Open arms welcome you to Halifax, Nova Scotia, a breath
of fresh air on Canada's East Coast where vibrant LGBT culture is
woven into every aspect of the city.”

Step 1: Scoop.it’s LGBT Canada and LGBT Destinations
We started with Scoop.it, using this site’s social media curating and
distribution tools to automatically post this in Facebook, Twitter,
LinkedIn and Tumblr.

Step 1: Scoop.it’s LGBT Canada and LGBT Destinations
Scoop.it’s incredible
social media sharing
capabilities.

Step 2: Posted this on the Travel Gay Canada website

Step 3: Posted this on the GayMonde.com LGBT Travel website

Step 4: Converted this editorial into an e-mail campaign
Distributed to several thousand LGBT travel consumers in Canada

Step 5: Posted on Travel Gay Canada’s Facebook page
Shared with several LGBT travel groups using “share” feature,
reaching several thousand members; Advertised using “Boost
Post” feature

Snapshot of Gay Travel Facebook group share
Shared with several LGBT travel groups using “share” feature,
reaching several thousand members; Advertised using “Boost
Post” feature

Step 6: Posted on Travel Gay Canada’s LinkedIn Group
Shared with several LGBT travel groups on LinkedIn, including
Gay & Lesbian Travel Forum and Gay & Lesbian Tour Operators
Group… reaching approx. 2,500 members

Snapshot of Gay & Lesbian Travel Forum share
Shared with several LGBT travel groups on LinkedIn, including
Gay & Lesbian Travel Forum and Gay & Lesbian Tour Operators
Group… reaching approx. 2,500 members

Step 7: Posted on Google Plus
Shared with Pink Banana Media’s LGBT Travel circle

Step 8: Posted on Twitter
Posted on @TravelGayCanada and @GayMondeTravel
monitoring reach of #RainbowHalifax

So what can we do for you?
Reach the Gay & Lesbian Community
Leverage the Power of Social
Relationships

So what can we do for you?
We can work with you on strategy and
implementation to reach your target market
in the LGBT community online, via:
• Social Media Distribution
• E-Mail & Banner Ad campaigns
• Online editorial, photos and video
Typical client price range is from $1,000 per
month to $10,000 per month
Merging PR, Advertising & Social Media with...
The Power of Individuals, their Interactions and their
Relationships!

Questions?
Matthew Skallerud
www.PinkBananaMedia.com
Matt@PinkBananaMedia.com
(323) 963-3653
Los Angeles | New York

LGBT Social Media Marketing for 2014

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