Presentation given at their annual conference on social media trends

1. Emerging Trends in Social Media
brought to you by:
International Map Industry Association
September 10, 2012
Albuquerque, NM

2. For the times, they are a changin’

3. New marketing tactics

4. What to expect today

5. Social media has changed
our lives
our language
our behavior
our shopping habits…
our businesses

6. People are relying more heavily on
interactive online media for their
information via….

7. The question used to be:
how do your customers find you?

8. Now is:
where do your
current and future customers
find what they need?

12. http://www.youtube.com/watch?v=3SuNx0UrnEo

13. Facebook now has more than
955 million ACTIVE
users

14. Questions get answered.
Recommendations are made.
Conversations happen.
Are you there?

15. What we’ll cover today
• Social Media
• Search & Reputation
Management
• Content Marketing
• Email Marketing

16. Social Media Marketing

17. Win at social media
• Professionally designed page
• Thoughtful content strategy that incorporates
the personal touch, sales and marketing, and
outbound marketing strategy
• Listen and respond, stimulate conversation
• Utilize the new feature of outbound
commenting as your page
• WOW your fans!

18. Facebook
• Do I need to use it? If you
are able to, you should. If
you’re responsible for
marketing your business,
absolutely.
• Does my business need to
be there now? Yes. There
are no ifs, ands, or buts.
Regardless of your business,
you need to be represented
here. We can help!
• Top benefit: You stay top of
mind with people as they
browse – you’re part of the
conversation

19. Facebook: Statistics
• More than 50% of active users log in each
day
• People spend over 700 billion minutes per
month on Facebook
• 2.7 billion posts are “liked” or commented
on each day
• 250 million photos are shared each day
• 1 million business page “likes” are
happening each day – and that is shared
with all of their friends
Source: Facebook

20. Facebook: What you should do

21. Post tips
• Know your audience
• Timing is important
• Clarity
• Mix it up and create balance
• Encourage conversation
• Encourage sharing / tagging
• LISTEN! Respond!
• Utilize photos and videos regularly

22. Outbound Marketing
• Posts
• Comments
• “Likes”, Featured Likes
• Grow your audience, business outreach

23. Fan Base Growth: Promote your page
• On your web site
https://developers.facebook.com/docs/reference/plugins/like
-box/
• Email signatures
• Signs in location, on vehicles
• Stationary
• All marketing – when in doubt of what to
promote, promote Facebook

24. Facebook Ads
• Powerful targeting
• Like search marketing but different
• Search = keywords, demand fulfillment
• Facebook = interests, demand generation

25. 25 25

26. Twitter
• Do I need to use it? It is
powerful but not for
everyone
• Does my business need
to be there now?
Depends on your
business. If you create
and write a lot of
content, Twitter is a
fantastic tool. It works
extremely well for
searching, listening and
communicating quickly
with your customers

27. Twitter: What you should do

29. LinkedIn
• Do I need to use it? If you
would benefit from
sharing your background,
establishing your
expertise, and showing
who you are connected
to professionally, yes.
• Does my business need
to be there now? It’s
much more important for
companies interested in
hiring, and/or conducting
b2b business, but can be
a very powerful tool for
establishing expertise as
well

30. LinkedIn: What you should do

31. LinkedIn’s Guide to Small Business
Success Series
http://smb.linkedincreatives.com/

32. Foursquare
• Do I need to use it? If you
enjoy showing businesses
that you frequent them, and
if you’re just a wee bit
competitive, it is a fun tool to
use. Great for deals or
visiting new areas
• Does my business need to be
there now? It’s important to
understand how Foursquare
works and relates to your
industry. It is a powerful tool
to offer deals, recognize your
best customers, and monitor
what customers are saying
about you on the Web.

33. Foursquare: What you should do

34. Pinterest

35. Pinterest: What you should do

36. Google+ (G+)
• Do I need to use it? If you
enjoy Facebook for the
social aspect, or Twitter
for the opportunity to see
the news and content you
should be reading, you’ll
enjoy G+
• Does my business need to
be there now? We
recommend businesses to
strongly consider it
because it dramatically
increases search engine
rankings/googleplaces,
but can repurpose content

37. Google+ : What you should do

38. YouTube: 2nd largest search engine
Professionally designed page

39. YouTube: What you should do

40. Search & Reputation Management

41. The Web & Mobile have gone LOCAL
• 1 out of every 5
searches has local
intent
• 1 out of every 3
mobile searches
has local intent and
mobile is up 40%
from last year
- For Bing, 53% of mobile searches have local intent
- On average, 50% of users interested in local mobile
coupons
Source: Gregg Stuart 15miles

42. Search Engine Optimization
• SEO = search engine optimization
• Search engines are the primary way
people find Web sites (and they primarily
rely on first page of results)
• Nearly 70% of people that research
online pre-purchase use search*
*Harris Interactive

43. On page SEO
Page Title: URL
Important to Can contain
tell search keywords that
engines what search
the page is engines will
about pick up
Headings:
Search Site Copy:
engines Is also
understand important to
they are more establish
important relevance,
than other particularly
copy bold
Measure your page rank with Google toolbar
http://toolbar.google.com/T4/index_pack_xp.html

44. The key is Reputation Management…
And you need it now more than EVER!

45. Listing Management
• The backbone of search are a
series of directories
throughout the web
What matters?
• Accuracy: Ensure that business
listings contain the correct
information
• Distribution: Disperse listings to
multiple distribution channels
• Signal Strength: Business listing
is accurate and identical across
multiple channels
• Enrichment: Add additional
information/features to listings
Source: Gregg Stuart 15miles

47. Content & Email Marketing

48. Content is king
• One of the largest determining factors in how
well your site performs on search is the quality,
relevancy, amount of and freshness of your
content – and keywords!!
• Carefully consider your site content and how it
incorporates words people will search for you by
• Can you / should you blog?

49. Content is king
• Can you establish yourself as an expert and/or
resource?
• Blog suggestions:
• Top 10 FAQ about your business
• Overcome objections
• Consider – what do people type in to search engines
that you can answer?
• PLAN!

51. E-mail marketing
• When done well (the right message, the right
frequency), e-mail marketing can be an
extremely effective tool to communicate with
customers and prospects
• Two main types of e-mail marketing: e-
newsletters and e-offers
• How can you be PERSONAL (birthdays?)
• With either, content must be compelling, with
calls to action

52. E-mail marketing
• Tips:
• Have a well-designed template: look professional
• Keep it short & sweet: let people find what they
want quickly
• Build and cultivate your lists & relationships
• Allow for opt-out WITH options
• Several tools exist to make this simple – two
we recommend:
• Mailchimp.com
• Constantcontact.com

53. Remember: New marketing tactics

54. Best way to learn how to master
social media sites?
USE THEM
Watch peers
or bring in some help

55. How are WE doing?

56. World Mapman Solutions
Fans: 31
Observations: The
page is updated monthly,
links to useful news, but
doesn’t have engagement
Other Social
Media: Twitter

57. Victoria Litho Limited
Fans: 33
Observations: It is a
new page, but is not updated
frequently and does not have a
cover photo.

58. Stella Nova Spa Salon
Fans: 1,674
Observations: Uses a
fair amount of pictures,
updated sporadically,
occasional engagement.
Other Social
Media: Twitter, Youtube

59. Avenza Systems
Fans: 25
Observations:
Page has few fans and uses
links as their main source of
posts which get little
engagement.
Other Social
Media:
Twitter, LinkedIn, YouTube

60. Butler Tanner and Dennis Ltd.
Fans: 27
Observations:
Joined Facebook just this year,
does not have a cover photo
and the page is not updated
consistently
Other Social
Media:
Twitter

61. Department of Environment &
Resource Management
Fans: 974
Observations: Page is
not updated consistently and
has low engagement.
Other Social
Media:
Twitter, YouTube

62. Benchmark Maps
Fans: 990 likes
Observations: Uses
photos and links for most of
their posts.
Other Social
Media:
Twitter, Google, Pinterest

63. Frederic Printing
Fans: 104
Observations: Have
multiple posts in day, uses links
in their updates and utilize
post scheduler (Hoot Suite)
Other Social
Media:
Twitter, LinkedIn

64. ITMB Publishing Ltd.
Fans: 24
Observations: Updates
Facebook page twice a week,
uses links and photos for their
updates but gets low
engagement due to fan base.
Other Social
Media:
Twitter, LinkedIn

65. GM Johnson Maps
Fans: 7
Observations:
Facebook page is not updated.
It has no cover photo and last
update was mid-summer.
Other Social
Media:
Twitter

66. HEMA Maps
Fans: 1,577 likes
Observations:
Facebook page is up to date
and uses photos for most of
their posts
Other Social
Media:
YouTube

67. Lightravels, LLC
Fans: 44 likes
Observations:
Facebook page is not updated
frequently and needs
engagement

68. Hugg-a-Planet
Fans: 260 likes
Observations:
Facebook page is no longer
updated. Last post was June
6th. But most of their posts
contains photos and links.
Other Social
Media:
Twitter

69. Tracks4Africa Ltd.
Fans: 1,668
Observations:
Facebook page is updated.
Uses links and photos and has
multiple posts in a day
Other Social
Media:
Twitter

70. Best Practices

71. ESRI
Fans: 19,715 likes
Observations: Doesn’t
update page consistently, but
sometimes has multiple posts
in a day. They use links and
photos for their updates.
Other Social
Media:
Twitter, LinkedIn

72. Bella Terra Publishing
Fans: 173 likes
Observations: Does
not updates Facebook
frequently.
Other Social
Media:
Twitter, LinkedIn

73. William & Heintz Map Corp
Fans: 138
Observations:
Updated weekly,
successfully uses
photos and has
high engagement.
Other Social
Media: Google+,
Youtube, Blog

74. NATIONAL GEOGRAPHIC MAPS
Fans: 1,703
Observations:
Facebook page is no longer
updated but their post
contains links and photos with
minimal engagement.
Other Social
Media:
Twitter

75. Maps.com
Fans: 1692
Observations: Page is
updated a few times a week
and has good engagement –
the posts are terrific and show
that they “get” social media
Other Social
Media: Twitter

76. U.S. Department of State
Fans: 152,669
Observations:
Successfully uses pictures, gets
a lot of feedback, and is
updated multiple times daily
Other Social
Media: Blog, Twitter,
Tumblr, RSS Feed, Flickr,
Google+, Youtube

77. U.S. Forest Service
Fans: 45,503
Observations:
Updated daily, uses pictures
and stories, has a high rate of
engagement.
Other Social
Media: Blog, Flickr, RSS,
Twitter, Youtube

78. U.S. Geological Survey
Fans: 32,225
Observations:
Updated frequently and uses
photos well and has high
engagement.
Other Social
Media: Twitter, LinkedIn,
Youtube

79. National Geographic
Fans: 11,536,415
Observations: Very
high engagement,
lots of pictures,
updated multiple
times a day
Other Social
Media: Twitter

80. National Geographic

81. Library of Congress
Fans: 75,747
Observations:
Facebook page is updated. Post
contains links and photos with
high engagement.
Other Social
Media:
Twitter, YouTube

82. U.S. Census Bureau
Fans: 115,881
Observations: Uses
many pictures, updates very
frequently, has high
engagement.
Other Social
Media:Twitter, Youtube,
Flickr

83. One of the most common
questions:
HOW do I find the time?

84. Tools you can use
• Sprout Social
• Postling
• Hootsuite
• There are MANY others available - visit
hubspot.com and search “99 tools to
generate leads with social media”

85. Biggest tip for today:
Have a clear content plan and
online marketing strategy

86. What we do

87. Marketing online can be very effective
and affordable
and social media needs
only a moderate financial investment

88. However, it is not free…

89. …it does cost time and skilled people

90. Or,
let us do it for you
while you run
your business!
shannon@dreamlocal.com
www.facebook.com/dreamlocal