Make Facebook Timeline - with Doug Motel of Site Optimized Playing the Game of Social Media Marketing

Welcome
                 Welcome to
                         to
Playing the Game of Social Media Marketing
        Make Facebook Timeline
     withWork for Your
         Doug Motel      Business
                    of Site Optimized

         With Doug Motel of Site Optimized

Our Agenda

The Rise of Social Media
What It Means for You
Focus on:
Facebook
Pinterest
Twitter
You Tube
User Review Sites

The Rise of Social Media

PARTICIPATION EXPLOSION

Blogs

Photo Communities

Video Sharing

Social Bookmarking

Wikis

Forums, Boards & Groups

Podcasting

User Review Sites

What does that have to do
  with my business?

REFERRALS!
                “Word of Mouth”
Say Tom, where
do you suggest
we go skiing this
     year?

                                   For the love of
                                  God Hank, you
                                     ask me this
                                  every year and I
                                   always tell you
                                  the same thing!
                                   Go to my Yelp
                                      account!

“Word of Mouse”
                            That Hotel was
                                  swell!
                             I am going to
                             tell everyone!

47% of online users have left a review

OVER NIGHT INFLUENCERS

WHAT'S A BUSINESS TO DO?

                        VS
  Old Marketing Model

                             Scary New Model

Marketing is Storytelling

THE SOCIAL MEDIA GAME:
CREATING EVANGELISTS
       Follow my Twitter
        account, follow
       my Yelp reviews.
         I know all the
           best stuff!

Where Do I Focus?

Why Facebook?

•   More than 800 million active users
•   Average user has 130 friends
•   More than 130 billion pieces of content (web
    links, news stories, blog posts, notes, photo
    albums, etc.) shared each month
•   More than 250 million users access
    Facebook through their phone
•   Search engine traffic!

Why Facebook?

Facebook Torture

The Cover Image

DIY Cover Image Tools

Canva.com and Ribbett.com

Profile Picture
•Represents your brand throughout Facebook
•Square image – 180x180 pixels minimum
•Facebook will add any necessary borders automatically
•Scaled versions of this image throughout the site
•Experiment with scaling the image you selected
  and make sure it still looks good at 50x50

The About Section

  Address and contact info for local
businesses


  Be sure to fill out a short, punchy description
of your brand’s identity: short description, long
description, mission, general info etc..

The About Section

Page Apps

FACEBOOK APP SUITES

1. RIPE SOCIAL
2. AGORAPLUS
3. HEYO
4. NORTH SOCIAL
5. FANAPPZ6.

TABS APPS

6.TABFUSION
7. STATIC HTML
8. TABSITE
9. CONTACT TAB
10. SOCIALAPPSHQ

Page Apps
E-COMMERCE APPS

11. LUNARMODS
12. ECWID

SCHEDULING APPS

13. HOOTSUITE
14. POST PLANNER
15. SOCIALOOMPH
16. STATUS SHUFFLE

Page Apps
CONTESTS AND PROMOTIONS APPS

17. SHORTSTACK
18. TOP TAB
19. EAZYCONTEST
20. SNAPAPP
21. ANTAVO

BLOG APPS

22. NETWORKEDBLOGS
23. RSS TAB
24. RSS GRAFFITI

VIDEO APPS

25. YOUTUBE FOR FAN PAGES
26. LIVESTREAM

Page Apps
PAGE DESIGN AND CUSTOMIZATION APPS

27. GROSOCIAL
28. SOCI
29. PAGEMODO

FAN AND FRIEND APPS

30. SELECTRME
31. FAN OF THE WEEK
32. LIVECHAT
33. OOVOO

FACEBOOK SURVEY AND POLL APPS

34. POLLDADDY
35. POLL
36. POLLS FOR FACEBOOK
37. CUPLI .

Pinning & Highlighting Posts
•Select a post to pin
•Pins to top left spot
•Use for most important story or link back to site
•Highlighted posts go full width
•Change each often

Pinned & Highlighting Posts

Milestones
•Publish timeline milestones from bottom of page
•Important dates and events for your company
•Appear full width
•Include flag icon
•Add photos for more impact

Milestones

Milestones

Facebook Edge Rank

            16%???

Interaction + Weight + Date = Edge

Facebook's Edge Rank

Best Content:
1.Photo Albums
2.Photos
3.Videos
4.Questions
5.Links
6.Status Updates

Contests and Promotions
What:
•   Software that interfaces your Page content
    with FB users
•   Has to fall under the guidelines of promotions

Contests and Promotions

Why:
•   Can generate buzz
•   Increase engagement
•   Boost your fan count
•   Build your email list
•   Easy for users
•   Increase your search engine rankings!

Contests and Promotions

    Tips:
•   The more actions you require the more drop-off
    (Sweepstakes vs Contest)
•   Tailor it to potential visitors not the world
•   Make the prize something that they need to visit your
    location to physically pick up
•   Create a promotion that requires “Votes” for sharing
•   Create a photo upload promotion

Contests and Promotions

    Tips:
•   Create a plan - get clear about your goals
•   Offer a compelling prize
•   Make rules clear! (60% of consumers do not enter
    promotions because they do not know how to
    participate)
•   Let it run for at least 4 weeks

Facebook Ads
Why:

• Most targeted ads money can buy
• Can connect your ad to someone's life story
• You are 1 degree of separation from your fans

Facebook Ads
Promoted Posts
• Advertises a post from your timeline
• To people who "Like" your page and/or their
  friends
• Pushes into their news feed

Best Practices

    Facebook fan page post notifications

Best Practices
 •Post high quality, helpful, non-promotional content.
 •Post content that fans love to see and would post themselves
 • The 4 “E”'s: Entertain, Educate, Empower and Enform (OK that
 really starts with an “I”)
 •Lead them off Facebook to be a subscriber
 •Post a mix of originals and curated content
 •Create synergy with other businesses
 •Join groups
 •Display your FB link everywhere
- Email signature
 - Your front door
 - Your front desk
 - Your business card

Images!

Approx. 375 billion photos per day

They provide as much as 65% more
engagement

Page views are 94% higher when including
images

Estimated that 70% of all social network activity
revolves around images

Boom town for images: 10% of all photos taken
took place in the last year

Voila!

Introducing Pinterest

• Currently fastest growing social media network

• Virtual Pin Board (digital scrapbooking) for images
and videos

Pinning Images

Just like a scrapbook,
images are pinned here
on boards, and each board
can have a different name.

Pinterest
Benefits:
 •
     Refer traffic to your website

 •
     Ideal for SEO

 •
     Increase visibility & build your reputation as an expert

 •
     Market Research: see who your audience is and what
     they are discussing and sharing

 •
     Connect with influencers on Pinterest (Pinfluencers)

Pinterest
    Benefits:

•    Edit/make new boards as you see what your customers like

•    Becomes an encyclopedia of material for your company

•    Allows you to engage with users on what seems like a more
     “personal” connection

Pinterest
Benefits:

•   Sell your products on Pinterest (price will appear in left
    hand corner)

•   Gather business ideas & inspiration

•   Men are coming on board! -32%

Why Pinterest?

Introducing Pinterest

Example #1

Think Outside the Box
Pin Ideas:

•   “Behind the scenes”

•   Catalog of your products

•   Coupons

•   PDF of Press Release

Must I be a Twitnit?

Must I be a Twitnit?

Why Twitter?

Twitter Tips

Twitter Tips

                             Profile
                  Header      Photo
                   Image     81 x 81
                 260 x 520             Optimized
                                          Bio

 Background
    Image
  1,600px ×
   1,200px
     Keep
important info
  in first 78
    pixels

Twitter Tips
•Reply when people tweet about you
•Favorite, and retweet positive messages
•Thank people who praise you
•Promptly address critical Tweets
•If a "conversation becomes too specific, ask the follower to
send you a DM with contact information
•Follow reporters and news outlets that cover your topics,and
retweet them
•Feature your @username on your website, blog, signature,
lobby card etc...
•Try the promoted Tweets ads

What to Tweet?
•Special promotions
•Behind the scenes stuff
•Helpful tips
•Press coverage
•Personnel/People!
•Pose a question in your Tweet and then answer it with a link
•Tweet Photos
•Put YouTube links right into your Tweets and they will play
•Tweet quotes from history, literature, pop culture or sports event.
•Offer a discount to everyone who retweets your offer
•Offer customers a reward if they mention your business and
have them show you the Tweet on their phone

Why YouTube?

Why YouTube?
•Google has purchased YouTube so your use of videos is
weighed heavily within Google
•Your Evangelists are much more likely make your videos "go
viral" than text-only social media posts
•Embedding YouTube code on your site saves bandwidth,
meaning a faster download time and less cost

Why YouTube?

Why YouTube?

YouTube Tips

Profile
Photo
800 x
 800
                         Optimized
                          Playlists

Channel
  Art
2560 px
   X
1440 px

YouTube Tips
•Put a keyword phrase in your title and description
•ALWAYS include a link to your website at the top of the
description
•End your videos with a call to action. Web address? Phone?
•Comment on other videos that are possible networking partners
•Put the videos on your website with transcriptions for rich text
•Tweet videos, share them on Facebook, Pin them and put them
on LinkedIn
•Optimize your channel
•Send emails to your YouTube subscribers
•Make sure you have a camera with a mic input (sound matters
most)
•2 minutes is usually long enough

What to Video?
•Make a location tour video from stills
•Tutorial videos on how to find your destination
•Funny behind the scenes videos to show your
personal side
•New deliveries or additions to the property
•Interview employees
•Customer testimonials

Those Darn User Reviews

                               That Hotel was
                                     Swell!
                                I am going to
                                tell everyone!

   47% of online users have left a review

Claim Your Listings
Trip Adviser

Yelp


    Can create massive amounts of traffic for your business

    Creating an account is FREE

    Option of upgrading: price range of $300-1000 a month

    Option of Yelp Deals & Gift Certificates like Groupon

User Reviews DO's
         To Do or Not To Do
  Be consistent with your NAP (name, address & phone)
●
  Make it easy for people to leave reviews at your location
●
  Make it easy for people to leave reviews on your web site
●
  Re-purpose the rave reviews – Ads, Website, Facebook
●
  Regularly monitor your reviews + Google alerts

User Reviews DONT's
      To Do or Not To Do

1. Ignore your reviews
2. Ignore the problems that people may mention
3. Be defensive about negative reviews (no “sorry…but”)
4. Obsess over negative reviews
5. Don’t post your own reviews

The Big Don't:

Don't be tempted by Satan

Responding to Positive Reviews

      Leaving a response for a positive review should
     be straightforward, but it's also easy to get it wrong

Tips:

1.   Be a human
2.   Don't offer free products
3.   Be sure to thank your customer
4.   Introduce yourself

Responding to Negative Reviews
         No one likes receiving negative reviews,
     but it's important to handle them professionally.
               It seems worse than it actually is.

Tips:

1.   Take a deep breath
2.   Don't over think, just write
3.   Go back and edit, make sure you're polite
4.   Thank customer for feedback
5.   Notify them on any changes you'll be making
6.   Remember this is just one of many customers

Internet Marketing Consulting
         and Coaching

        (845) 363 - 4728
 dmotel@siteoptimized.com
   www.siteoptimized.com
facebook.com/SiteOptimized
  twitter.com/SiteOptimized