nrcc social media
TRANSCRIPT
Social Media Marketing
For the North Ranch Country Club Catering Department
Sunday • Jan. 12 • 2014
What’s the purpose?
• Create brand value and add a human element to the brand• Provide information to new clients and retain existing clients
• Need to have a clear goal and message across all channels• Message has to be consistent and clear• Needs to be an every day activity to let people know we are
here: We live in an ADD culture
Steps to success
1. Develop a clear narrative
2. Communicate across all channels
3. Interaction: *Planning
Developing a clear narrative
• Who is the North Ranch Catering Department• What is our goal?• What is the driving force behind our success?
• Example: Why are we booked through 2015?• What is the ultimate goal or feeling you want to produce for the
customer at the end of the event? Social media adds to that.• Make it clear and concise, and communicate this effectively• Needs to be in three sentences or less• Understand who you are and what your message is
Communicating Across All ChannelsDifferent forms of media:• NRCC website• Second-tier media: Facebook and Twitter
• Low level of ownership and control• Third-tier media: Pinterest, Instagram
• Where people’s function is primarily to interact to share your media
Planning• Social media needs to be an every day task• More than just posting
• Looking for content and coming up with content• As a team, we can schedule days, but there’s ways to make this
easier on everyone.
• 160 characters or less; “microblog”
• Can post a link to picture or video• Can also shorten links
and track these links• Anyone — not just followers
— can come across your page and share
• Hashtags and retweeting• Point people back to your
website• Can customize your page
Twitter can help: We can search what people are looking for and what questions they’re asking through Twitter
Tweet Tracking• Link-shortening services (bit.ly) can
track how many people click on the link• Google Analytics can track what people
did after they visited the website
• Everything on your page is public• Ability to add extra apps (events, contact forms)• Can share photos, videos, etc.• Uses “EdgeRank” to place Business Page posts
“EdgeRank”:• Facebook uses a secret algorithm to place
posts on News Feed1. Recency2. Affinity (how often do you interact)3. Edge Weight (pictures, videos and links)• Even if you don’t have a photo, use a
stock one or find a YouTube video• Increase interaction by asking questions
(what are your wedding colors? What event are you planning?) or requesting interaction (what did you use for your table numbers?)
Analytics:• Facebook has built-in analytics to show how traffic responded to posts, etc.
Current notes:• Use the NRCC logo to establish brand
identity and so customers have something to identify with
• Change out the photo about every month to keep it fresh
• Get a contact form app on the page• We can reach other markets by adding
content for other markets (birthdays, meetings, corporate events) and using photos to put the idea in people’s heads
• Add all of our vendors (on the vendor list)• A lot of networking can also be done through sharing; this is a perfect place for doing so
Facebook adsAnd a note on Twitter ads
• FB only allows Facebook ads• Can be created for product,
event or website • Pay-per-click advertising• Allows you to get very specific
on who you want to target• Can do multiple campaigns and
compare them through FB• Able to set a budget as big or
small as you want• Able to reach the markets we
aren’t getting enough of (corporate meetings, etc.)
• If we want to do this, we just need a budget
Twitter ads: Relatively new• “Promoted Tweets” • “Promoted accounts”
• Photo-driven site with a lot of crafts and how-to’s• Excellent for the wedding and party market• People “pin” something they like onto a board and they are able to come back to it later• The goal is to drive people to your website (for a company)
With Pinterest, the goal is more about building a relationship with the customer and helping them through their event. • BUT, keep in mind it needs to drive people to our website.
• Photo-driven site where people upload pictures • People search through hashtags or people they know• Growing rapidly in popularity• Provides a number of filters• Businesses are struggling to find a way to make money through Instagram• As with Pinterest, it’s more about providing ideas and value to the customer
Yelp
• Customers rate businesses on a five-star scale and give comments• Photos, address, phone number, website, hours included• DID YOU KNOW: We are the FIRST listing to come up when searching under “Westlake Village” for “wedding venues.” THAT IS AWESOME! We also have 4.5 stars! This is all customer-driven. Great job!
Notes: Most of the posts are from 2012.• What we can do: We can get a Yelp! Sticker and place it in the Catering office.
Attracting followers
Across all mediums
Attracting followers:• This are all great places to follow our vendors
• Shows support for our colleagues as well as gives us a way to get ideas
• Also follow leaders in the industry• Promote everywhere and to everyone (when clients come in)• Get people to retweet your tweets• Using hashtags
How Do We Handle All of This?§ Multi-tasking social media and PLANNING
MANAGEMENT:There’s a number of third-party applications that allow you to not only cross-post, but also search for trending topics or hashtags and alert you when someone has made a comment or mentioned you.
• This way, you don’t have to be checking multiple sites a day• HootSuite: This also allows scheduled posts. This way, we can plan
out what we want to post, and then set it for the week/month, etc. Then all we have to do (kind of) is respond.
PLANNING, PLANNING, PLANNING:• Successful posts will not come from digging something up at the last minute. • Start keeping a list of things you come across • By using tools such as HootSuite, we can schedule all of our posts (mostly) and take different days to monitor. • We should meet at least once a month to discuss what’s going on, what type of events to promote, what worked what didn’t and why, and what to do in the coming month.
ContentAcross all mediums
• Ultimately, we need to give people a reason to look at the material and drive people to the website
• Evoke emotion and produce value to retain them• Think about why you “follow” and “like” companies
yourself. Why?• What provokes comments, likes, shares and retweets• What gets the customer engaged
• All of this will help to increase followers and brand identity
• NOTE: We are not in the business to provoke controversy or discussion
Content§ What sets North Ranch apart? Our care for our customers
§ Example: Going the extra mile. Keep an eye out for this! Get quotes if you can (this can be tricky) from customers.
§ What gets followers engaged? This can also help us in questions we have§ Example: Table numbers. We can ask, “What did you use/are you going to
use for your table numbers at your event?Ӥ Set lists, first dance songs (can also use these details when posting photos)
§ What provokes emotions, comments, discussion and shares to increase reach
§ Don’t write in “sales speak” — has to be engaging and few words: focus on visual and providing value
§ WHERE TO GET IDEAS: § Other posts§ Customers (they don’t have to sign a contract!)§ EVERYWHERE!
§ Respond to posts ASAP
§ Needs to be a daily habit to establish a presence. Otherwise, it looks like you’re not making an effort.
We’re going to encounter negativity — it’s all in how you handle the situation
Ideas for content:• Set lists• First dance songs• Table settings• Colors• Weight loss• Dress trends• Hair styles• Invitation designs
WHAT DO WE POST ABOUT?
1. Sales and Marketing2. Company info3. General info about the industry• This shouldn’t be “sales-speak,” because it will turn people off
(think about your own personal accounts)• Make it personal• Think about how we can help our current customers as well as
connect with them — put a human face to the online account and the brand and brings personality to the brand
Examples:• Specials • Pictures of new things • Weather • Customer support (ask
questions, get the customer involved to boost interaction) • Product tips • Press mentions • General information about the industry • What ideas did our clients have when they came in • Wedding how-to’s • Party planning • Videos • Event set-up
• BUT, it should also drive people to our website
Goals and ROI
• Decide what our goals are• Likes? • Contacts?• Web views?
• Get the appropriate tools for doing so• bit.ly• Google Analytics• Facebook tracking and Twitter tracking
*FREE*• Facebook ads
• HootSuite (CHEAP) provides more tracking tools as well
Don’t worry, we’re almost done.
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