Presentation given to the Pedernales Electric Cooperative workshop for chamber, EDC, and CVB professionals on October 10, 2012.

1. Impact Marketing Using Social Media
Presented by Pedernales Electric Cooperative
and Lower Colorado River Authority
October 10, 2012

2. Agenda
 Social media review  Twitter examples
 Social media strategy  Visual content examples
 Know your audience  Mobile/apps examples
 Facebook examples  Q&A

3. Social Media Review

4. Social media is
FREE!
Photo: erinjpattison

5. 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

6. 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

7. 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

8. Social Media Strategy
Photo: davidkjelkerud

9. First, Some Questions
1. Can you describe your business/organization?
2. What are your goals?
a. Generate sales
b. Brand enthusiasm
c. Loyalty
3. What is your relationship with your audience?
a. Awareness
b. Interest
c. Action
d. Advocacy
Source: Jay Baer
(http://convinceandconvert.com)

10. 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)

11. 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

12. Social Media Don’ts
• Don’t be something you’re • Be authentic
not
• Don’t experiment with the • Try new things with
company logo personal accounts first
• Don’t think you have to be • Start slow and be selective
on every social media
channel
• Use images whenever
• Don’t tell, show possible
• Don’t feed Facebook to • Know your audience and
Twitter (or vice versa) post accordingly

14. Remember:
Social media
is not
an island.
Photo: lisbokt

15. Know Your Audience
Photo: stijnbokhove

16. Facebook Insights

17. Facebook Insights

18. HootSuite
Market Research

19. Facebook Examples

20. 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

21. Facebook
Offers
Source: Doe’s Eat Place

23. Facebook
Promoted Posts

24. Facebook
Promoted Posts
Source: Visit Bloomington

25. Facebook
Promoted Posts
Source: Visit Bloomington

26. Facebook
Promoted Posts
Source: Visit Bloomington

27. Facebook
I Spy Aggieland
Source: Bryan-College Station CVB

28. Facebook
I Spy Aggieland
Success!
• Facebook fans learned
about the community and
loved winning prizes
• Fans and businesses are still
asking the CVB to continue
the contest
• Businesses enjoy the free
promotion
• Facebook likes increased by
1000
• Project cost $0!
Source: Bryan-College Station CVB

29. Facebook
Cover Photo as Advertising
Source: Bass Performance Hall

30. Facebook
Profile Photo as Advertising
Source: Kyle Chamber of Commerce

31. Twitter Examples

32. Using Twitter for Business
Twitter for marketing Twitter for lead generation
• Drive people to your • Tweet offers
website • Use link shorteners
• Monitor your brand (or (like bit.ly or goo.gl)
a competitor’s brand) • Use landing pages
• Promote events – Complete a form >>
• Respond to customers’ become a lead >>
concerns about your convert to a customer
company or its
services

33. Twitter
Live Tweet Events
Source: Iowa Economic Development

34. Twitter
Share Deals
Source: Round Rock Chamber of Commerce

35. Twitter
Use Hashtags
Photo: Sean Munson
Source: Bastrop Economic Development

36. Twitter
Use Hashtags
The Portland “Twisitor Center” - #inpdx
• Make visitors and locals spokespeople
• Crowd-source visitor information
• Involve locals and their expertise
Source: Travel Portland

37. Where are the
Twitter
best running
trails #inpdx? Use Hashtags
Photo: SamT
Source: Travel Portland

38. Twitter
Use Hashtags
Give love > get love back
Source: Travel Portland

39. Visual Content Examples

40. Content Is King
Visual 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

41. Visit Fargo-Moorhead
Visual Content
Source: Fargo-Moorhead CVB

42. Visit Fargo-Moorhead
Visual Content - Pinterest
Source: Fargo-Moorhead CVB

43. Visit Fargo-Moorhead
Visual Content - YouTube
Source: Fargo-Moorhead CVB

44. Visit Fargo-Moorhead
Visual Content - Instagram
Source: Fargo-Moorhead CVB

45. Savannah Craft Brew Festival
iPhone Photos
Source: Visit Savannah

46. Savannah Craft Brew Festival
iPhone Video
Source: Visit Savannah

47. Visit Austin
YouTube
Source: Austin CVB

48. Abilene CVB
YouTube
Source: Abilene CVB

49. Abilene CVB
Flickr
Source: Abilene CVB

50. Colorado River Trail
Flickr
Source: Colorado River Trail/LCRA

51. Buchanan County EcoDev
Pinterest
Source: Buchanan County EDC

52. Buchanan County EcoDev
Pinterest
Source: Buchanan County EDC

53. QR Codes + YouTube = Win
Source: Vernon Main Street

54. Mobile/Apps Examples

55. Mobile Site
Site Selection Data
Source: Maricopa EDC

56. Mobile App
Site Selection Data
Source: Waukee EDC

57. Mobile App
Site Selection Data
Source: Waukee EDC

58. Mobile App
Site Selection Data
Source: Waukee EDC

59. Mobile App
Site Selection Data
Source: Waukee EDC

60. Mobile App
Site Selection Data
Source: Waukee EDC

61. Mobile App
Site Selection Data
Source: ESRI BAO

62. Mobile App
Site Selection Data
Source: ESRI BAO

63. Follow Me
@pagetx
@ColoradoRiverTr
Sarah Page
Senior Economic Development Specialist Facebook.com/ColoradoRiverTrail
LCRA
sarah.page@lcra.org
512-578-3513

64. Follow Me
@alysiacook
linkedin.com/alysiacookPCED
Alysia Cook
Senior Economic Development Specialist
LCRA
alysia.cook@lcra.org
512-578-3382

65. Questions?
Thank You!
Program provided on behalf of
Pedernales Electric Cooperative.