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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      Twitter examples
 Social media strategy    Visual content examples
 Know your audience       Mobile/apps examples
 Facebook examples        Q&A
Social Media Review
Social media is
         FREE!




           Photo: erinjpattison
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        • Be authentic
  not
• Don’t experiment with the        • Try new things with
  company logo                       personal accounts first
• Don’t think you have to be       • Start slow and be selective
  on every social media
  channel
                                   • Use images whenever
• Don’t tell, show                   possible
• Don’t feed Facebook to           • Know your audience and
  Twitter (or vice versa)            post accordingly
Impact Marketing Using Social Media
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
Impact Marketing Using Social Media
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
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!



                 Source: Bryan-College Station CVB
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      Twitter for lead generation
• Drive people to your     • Tweet offers
  website                  • Use link shorteners
• Monitor your brand (or     (like bit.ly or goo.gl)
  a competitor’s brand)    • Use landing pages
• Promote events              – Complete a form >>
• Respond to customers’          become a lead >>
  concerns about your            convert to a customer
  company or its
  services
Twitter
Live Tweet Events




        Source: Iowa Economic Development
Twitter
Share Deals




 Source: Round Rock Chamber of Commerce
Twitter
                     Use Hashtags




Photo: Sean Munson




                        Source: Bastrop Economic Development
Twitter
                                 Use Hashtags




The Portland “Twisitor Center” - #inpdx
    • Make visitors and locals spokespeople
    • Crowd-source visitor information
    • Involve locals and their expertise

                                              Source: Travel Portland
Where are the
                                    Twitter
              best running
              trails #inpdx?   Use Hashtags




Photo: SamT




                                      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
    YouTube




       Source: Abilene 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
QR Codes + YouTube = Win




                  Source: Vernon Main Street
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


                                         @pagetx




                                         @ColoradoRiverTr



             Sarah Page
Senior Economic Development Specialist   Facebook.com/ColoradoRiverTrail
                LCRA
         sarah.page@lcra.org
            512-578-3513
Follow Me



                                         @alysiacook



                                         linkedin.com/alysiacookPCED
              Alysia Cook
Senior Economic Development Specialist
                 LCRA
         alysia.cook@lcra.org
             512-578-3382
Questions?



       Thank You!
 Program provided on behalf of
Pedernales Electric Cooperative.

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Impact Marketing Using Social Media

  • 1. Impact Marketing Using Social Media Presented by Pedernales Electric Cooperative and Lower Colorado River Authority October 10, 2012
  • 2. Agenda  Social media review  Twitter examples  Social media strategy  Visual content examples  Know your audience  Mobile/apps examples  Facebook examples  Q&A
  • 4. Social media is FREE! Photo: erinjpattison
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. Social Media Strategy Photo: davidkjelkerud
  • 9. 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)
  • 10. 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)
  • 11. 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
  • 12. Social Media Don’ts • Don’t be something you’re • Be authentic not • Don’t experiment with the • Try new things with company logo personal accounts first • Don’t think you have to be • Start slow and be selective on every social media channel • Use images whenever • Don’t tell, show possible • Don’t feed Facebook to • Know your audience and Twitter (or vice versa) post accordingly
  • 14. Remember: Social media is not an island. Photo: lisbokt
  • 15. Know Your Audience Photo: stijnbokhove
  • 20. 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
  • 21. Facebook Offers Source: Doe’s Eat Place
  • 24. Facebook Promoted Posts Source: Visit Bloomington
  • 25. Facebook Promoted Posts Source: Visit Bloomington
  • 26. Facebook Promoted Posts Source: Visit Bloomington
  • 27. Facebook I Spy Aggieland Source: Bryan-College Station CVB
  • 28. 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! Source: Bryan-College Station CVB
  • 29. Facebook Cover Photo as Advertising Source: Bass Performance Hall
  • 30. Facebook Profile Photo as Advertising Source: Kyle Chamber of Commerce
  • 32. Using Twitter for Business Twitter for marketing Twitter for lead generation • Drive people to your • Tweet offers website • Use link shorteners • Monitor your brand (or (like bit.ly or goo.gl) a competitor’s brand) • Use landing pages • Promote events – Complete a form >> • Respond to customers’ become a lead >> concerns about your convert to a customer company or its services
  • 33. Twitter Live Tweet Events Source: Iowa Economic Development
  • 34. Twitter Share Deals Source: Round Rock Chamber of Commerce
  • 35. Twitter Use Hashtags Photo: Sean Munson Source: Bastrop Economic Development
  • 36. Twitter Use Hashtags The Portland “Twisitor Center” - #inpdx • Make visitors and locals spokespeople • Crowd-source visitor information • Involve locals and their expertise Source: Travel Portland
  • 37. Where are the Twitter best running trails #inpdx? Use Hashtags Photo: SamT Source: Travel Portland
  • 38. Twitter Use Hashtags Give love > get love back Source: Travel Portland
  • 40. 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
  • 41. Visit Fargo-Moorhead Visual Content Source: Fargo-Moorhead CVB
  • 42. Visit Fargo-Moorhead Visual Content - Pinterest Source: Fargo-Moorhead CVB
  • 43. Visit Fargo-Moorhead Visual Content - YouTube Source: Fargo-Moorhead CVB
  • 44. Visit Fargo-Moorhead Visual Content - Instagram Source: Fargo-Moorhead CVB
  • 45. Savannah Craft Brew Festival iPhone Photos Source: Visit Savannah
  • 46. Savannah Craft Brew Festival iPhone Video Source: Visit Savannah
  • 47. Visit Austin YouTube Source: Austin CVB
  • 48. Abilene CVB YouTube Source: Abilene CVB
  • 49. Abilene CVB Flickr Source: Abilene CVB
  • 50. Colorado River Trail Flickr Source: Colorado River Trail/LCRA
  • 51. Buchanan County EcoDev Pinterest Source: Buchanan County EDC
  • 52. Buchanan County EcoDev Pinterest Source: Buchanan County EDC
  • 53. QR Codes + YouTube = Win Source: Vernon Main Street
  • 55. Mobile Site Site Selection Data Source: Maricopa EDC
  • 56. Mobile App Site Selection Data Source: Waukee EDC
  • 57. Mobile App Site Selection Data Source: Waukee EDC
  • 58. Mobile App Site Selection Data Source: Waukee EDC
  • 59. Mobile App Site Selection Data Source: Waukee EDC
  • 60. Mobile App Site Selection Data Source: Waukee EDC
  • 61. Mobile App Site Selection Data Source: ESRI BAO
  • 62. Mobile App Site Selection Data Source: ESRI BAO
  • 63. Follow Me @pagetx @ColoradoRiverTr Sarah Page Senior Economic Development Specialist Facebook.com/ColoradoRiverTrail LCRA sarah.page@lcra.org 512-578-3513
  • 64. Follow Me @alysiacook linkedin.com/alysiacookPCED Alysia Cook Senior Economic Development Specialist LCRA alysia.cook@lcra.org 512-578-3382
  • 65. Questions? Thank You! Program provided on behalf of Pedernales Electric Cooperative.