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SOCIAL MEDIA MARKETING IN TODAY’S BUSINESS
ENVIRONMENT: The Xs and Os of Social
Media FOR BUSINESS
Governor’s Small Business ForumSan Angelo, TX
October 27, 2015
Get these slides here:http://sarahtpage.com/SanAngeloGovernor/
THERE’S no crying IN BASEBALL
Social Media is a Contact Sport Too
You think it’s “just for kids”.I don’t control the message.I don’t have time.It’s always changing.I don’t know which social media channel to use.What if someone says something BAD?
Photo: 50% Chance of Rain on Flickr
CREATE
ravingFANS
80% / 20%For your audience / For your business
Encourage Audience Participation
Be Responsive
Provide Local Content
Take Us Behind the Scenes
Take Us Behind the Scenes
Offer Fan Discounts
Photo: cmaybourne on Flickr
SIDELINE secrets
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 Offers
Source: Facebook
Facebook Boosted Posts
Source: Visit Bloomington
Facebook Call to Action Button
• Available call to action text includes:– Book Now– Contact Us– Use App– Play Game– Shop Now– Sign Up– Watch Video
Facebook Call to Action Button
When To Post
Organic Post Targeting
Organic Post Targeting
Organic Post Targeting
Organic Post Targeting
Drive sales to your website!
Why Yelp?
200,000: Number of daily calls to businesses generated by the Yelp! mobile app
98%: Percentage of Yelp! users that have made a purchase at a business they found on Yelp!
200,000: Number of daily directions to businesses generated by the Yelp! mobile app
65%: Percentage of Yelp! searches coming from mobile
77.3 million: Number of Yelp! reviews
Source: expandedramblings.com
Respond To ReviewsShow Customers You Care
YOU CAN’T WIN
if you DON’T PLAY
Scheduling on Facebook
1
2
Scheduling on Facebook
4
3
Scheduling on Facebook
5
KEEP YOUR EYEon the prize
Strategy
Strategy Down to Each Social Post
Overall goals for your business
Marketing communications to support goals
Social media that supports your marketing
Instagram post to reach particular visitor type
Source: Tourism Currents
Goal #1: Increase Engagement Measure: Likes, comments, shares, retweets, mentions, favorites Tools: Facebook Insights, Twitter Analytics, Hootsuite, Iconosquare,
Sprout Social Goal #2: Website Traffic
Measure: URL clicks and traffic from social media Tools: Shortened URL (bit.ly, owl.ly, goo.gl), Google Analytics
Goal #3: Increase Brand Awareness Measure: Follower growth rate, % change over time in followers,
sentiment, reach by region, clicks by region Tools: Hootsuite, Facebook Insights
Goal #4: Conversion Measure: Email subscribers, downloads, transactions/sales Tools: Google Analytics
What To Measure
Sources: BuildFire, Hootsuite, Social Media Examiner
Facebook Insights
Facebook Insights
Photo: oscarandtara on Flickr
READY, set,
GO!
Follow Me
Linkedin.com/in/sarahpage
Facebook.com/SarahTPageConsulting
@pagetx
Sarah Page, PrincipalSarah T. Page Consulting, LLC
http://[email protected]
512.914.8873
Instagram.com/stpconsulting
Pinterest.com/sarahtpage
Thank You!Questions?
