term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures.” Rob Bertholf: “Taking the conversation online – extending traditional marketing methods.”
social media • If Facebook were a country, it would be the world’s 3rd largest. (750 million active users 50% login daily) • Two hours of video are uploaded to YouTube every second. • 200 Million tweets sent per day (up from 65M last year) • 380,000,000 Foursquare check-ins (1 in every country) • YouTube is the second largest search engine in the world with more than 100 million videos • 80 percent of Twitter usage is on mobile devices. People are updating anytime anywhere.
the audience? • Where is the audience? • What does the audience know? • How can I connect with my audience • How do I extend the conversation • How can I get my audience to introduce me to others?
yourself some depth here. Go beyond demographics and ask yourself what do they look like, sound like and whom do they hang out with when they’re using your product? Where is their digital “watering hole”.
an obvious question, especially when you consider social networking platforms. But go beyond the obvious to the not-so-obvious, as in where they are in their lives. It will add a lot of depth to your analysis.
Don’t just define this in terms of channels. Ask yourself – from a creative, offer or conversation perspective – how can you best connect with your audience?
audience to introduce me to others? When was the last time you saw this section in a marketing plan overview? Don’t let that be a reason to leave it out of your plan. If you’re going to do something truly integrated, you have to think beyond the conversation to the recommendation. Recommendation is where the real money lies, so think about how you can get your customer to give you one.
layer to a content strategy that bridges the benefits of: • Accountability: Put it in writing where everyone can see it, touch it and live it. • Commitment: Stamp a date on it, chances are, you will get it done. • Accomplishment: Checking it off the list feels so good and also ties back to accountability. • Planning: Big picture first, start at the year, month, week and day. • Creativity: Mapping out the topics first will help free up space for creativity and inspiration. • Trends: Tie in the topics with keyword research and boost the SEO strategy. • Measurement: Watching the results in growth and also what is popular in content via tools such as Google Analytics will give you valuable information for future editorial ideas.
• Follow people with similar interests • Get into the conversation • Don’t Spam • Update Regularly • Find the latest buzz and contribute • Help other people out • Create Relationships • Integrate Twitter with other Social Networks • Establish Online Relationships Offline #TweetUp
• Direct Messaging • Mention with @ sign • Create/use lists • Categorize Tweets with # Topics • Share Pictures (TwitPic.com) • Get a Good Desktop Client • Go Mobile • Search for topics at http://Search.Twitter.com
/ Learn Insider Tips • Save Money with Specials • Social “Gamification” – Earn Badges – Earn Points • Friendly Competition – Mark Your Territory – “Become the Mayor”
Time Check-Ins • Tips, Add Value • Offer Specials • Marketing Integration • Word of Mouth Promotion • Build Brand Ambassadors – Discover who to follow on Twitter
and desired behavior. For heavy tourist focus, this can be your best opportunity as it is the most accessible promotion. Don’t give away the farm, but make it special.
most loyal customer on Foursquare. Don’t give away the farm, but think how you would you reward your best customer? Treat your mayor right. This incentivizes competition to become the mayor and it rewards someone who is going to be evangelizing you to everyone they know.
know and understand all of the deals available to your customers. • Set a policy where employees (and marketing consultants) may check in but are not to be the mayor … don’t spoil the fun for patrons.
participating in Foursquare deals by displaying • it creates community, it enforces loyalty, and hopefully they will enter tips about why they love your venue for others to see.
of reviews on Yelp are positive. Yelp Doesn’t Do Anything To Protect Businesses from Questionable Reviews • Consumers can remove review themselves, if the situation was corrected by the business owner • Reviews that violate Yelp guidelines will get removed by the customer support team. • Reviews must be a first-hand experience. Something that a friend told you about a business will be removed.
big picture. No business is made or broken in one review, they’re looking at the overall rating. • Potential customers will see you lashing out against your customers which will do more harm than good. The Yelp community may punish you for abusing Yelp users. • Don’t encourage a back-and-forth. Take the high road. Something like: “We’d love to work with you to resolve this situation. If that’s not possible, we respect your opinion and wish you well.” Should You Respond to Positive Reviews? • If you have time, it’s great to compliment positive reviews as well. Thank the customer for their positive review and let them know you appreciate it.
• There are no upfront costs. Yelp will retain 30% (Groupon is ~50%)of the discounted price from each deal sold. How do I track who purchased my Deal? • Once your Deal is created there will be a dedicated area within the "Yelp Deals" section where you will find a list of purchasers, as well as their unique redemption codes. When someone redeems their Deal you can electronically check them off by hitting "redeem" next to their name.
The most passionate Yelpers are recognized for making the community so funny, useful and cool! Yelp Elites have the opportunity to get invited to exclusive local events and parties hosted by Yelp, where you can meet fellow Yelpers.
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