impact marketing: facebook and pinterest

Impact Marketing:

Facebookand

PinterestPresented by:

Burnet County TourismMay 1, 2013

Photo: karen.gardiner on Flickr

Get these slides here::http://sarahtpage.com/burnet-county-tourism/

Photo: Marciniak on Flickr

DEMYSTIFY

Photo: brandi666 on Flickr

Agenda

Social media reviewSocial media strategyKnow your audienceWebsite marketingFacebook examples

Pinterest examplesPinterest for business Live DemosQ&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 salesb. Brand enthusiasm c. Loyalty

3. What is your relationship with your audience?a. Awarenessb. Interestc. Actiond. 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

Facebook Insights

Website Marketing

Your website should be the hub of your online marketing

Social Media Brings Users To You!

Integrate Social with Web

From this …

Integrate Social with Web

… to this …

Integrate Social with Web

… to this.

Use Calls to Action

Content Really Is King

• Put contact info on EVERY PAGE

• Use easy navigation• Keep content current• Use high-quality

content (including photos and video)

• Add calls to action

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

FacebookCover Photo as Advertising

Source: Bass Performance Hall

Text can be no more than 20%

FacebookCover Photo as Advertising

Source: Mari Smith

FacebookProfile Photo as Advertising

Source: Kyle Chamber of Commerce

Content Is KingVisual 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-MoorheadVisual Content

Source: Fargo-Moorhead CVB

Visit Fargo-MoorheadVisual Content - Pinterest

Source: Fargo-Moorhead CVB

Visit Fargo-MoorheadVisual Content - YouTube

Source: Fargo-Moorhead CVB

Visit Fargo-MoorheadVisual Content - Instagram

Source: Fargo-Moorhead CVB

Savannah Craft Brew FestivaliPhone Photos

Source: Visit Savannah

Pinterest Examples

You May Have Seen This

But Have You Seen This?

Facebook & Twitter

“Look at Me!”Photo: PaperNest on Flickr

=

Pinterest =“Look at This!”

Photo: Transguyjay on Flickr

• 80% of Pinterest users are women• Users spend an average of 1 hour, 17 minutes on the site• Pinterest referrals spend 70% more $$ than referrals from

non-social channels• 43% of Pinterest users prefer to associate with a brand vs

only 24% on Facebook Source: http://socialfresh.com

Photo: droob on Flickr

Drive sales to your website!

See what’s been pinned from your website or blog!

http://pinterest.com/source/AddYourURL.Here

Pinterest for Business

Pinterest for Business

What Do You Want To Try?

Follow Me

Linkedin.com/in/sarahpage

Facebook.com/SarahTPageConsulting

@pagetxSarah Page, PrincipalSarah T. Page Consulting, LLC

http://sarahtpage.comsarah@sarahtpage.com

512-914-8873

Can I Help?

Call Me!

Photo: .Spartography on Flickr