Tweak Social Media For Business
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Why small businesses should use Social Media and tips on how to get the most out of your social media efforts. Covering Facebook, Twitter, Instagram and Pinterest.
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Tweak Social Media For Business
- 1. Social Media 101 for Door County Businesses Martha Beller Owner Tracy Andropolis Web Design & Digital Strategy Mike Jarman Graphic & Web Design Tweak Social Media & Marketing Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 2. About Tweak Founded in April 2013 by Martha Beller Our Mission: To provide clients with creative, thoughtful marketing solutions at a fair price Currently have 24 clients who we assist with social media, digital marketing, web design, and public relations initiatives on a year-round basis Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 3. Faces of Tweak • Martha Beller, Owner • Tracy Andropolis, Web Design & Digital Marketing Strategy • Mike Jarman – Graphic & Web Design • Meia Jacobs, Digital Account Manager • Natalie Robinson, Social Media Account Rep • Melissa Ripp, PR & Social Media Consultant • Jason Vincent, Videographer Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 4. What Tweak Offers • Social Media Marketing (posting and management of Facebook, Twitter, Instagram, Pinterest, and other platforms) • E-Newsletter creation and management • Content Writing (blogs, web copy, advertising, etc.) • Web & Graphic Design • Videography • Public Relations assistance Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 5. Social Media: What is it, and Why is it SO Important? Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 6. The Merriam-Webster Definition: Social media is “forms of electronic communication through which users create online communities to share information, ideas, personal messages, and other content.” Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 7. And, It’s Doing Nothing But GROWING. In 2016, it is estimated that there will be around 2.13 BILLION social network users around the globe, up from 1.4 billion in 2012. WHOA. Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 8. 3 out of 4 people you know check Facebook. According to Pew Internet Research: • 74% of online adults use social networking sites • More than HALF of all online adults 65 and older use Facebook. • 40% of cell phone owners check social via mobile. • 52% of online adults now use two or more social media sites (up from 42% in 2013) Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 9. Social Media & Business • 92% of marketers in 2014 claimed that SMM (social media marketing) was important for their business • 80% of those 92% indicated that SMM increased traffic to their websites • 85% of marketers are currently participating in SMM, but 85% aren’t sure which tools are the best for their business • This means there is a HUGE opportunity to reach customers through SMM – if you know what to do Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 10. Reasons to Use Social Media for Your Business Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 11. Reasons to Use Social Media for Your Business 1) Increase Brand Recognition. 2) Improve Brand Loyalty. 3) Increase Business Opportunities.
- 12. Even More Reasons to Use Social Media for Your Business 4) Decreased Marketing Costs. 5) Better Customer Experiences and Feedback. 6) Your Competition is Already There.
- 13. Social Media is Important. So, How Do I Get Started? Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 14. Step One: Pick Your Goal 1) Build Your Brand? 2) Drive Sales? 3) Increase Conversation? Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 15. Step Two: Pick Your Platforms & Post! (No, you don’t have to be on ‘em all.) Think about your goal, and then think about the customers you’d like to attract for the purpose of this goal. What social media platforms are they on? Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 16. Facebook “The Dinner Party” Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 17. Facebook Posting Tips • Stick to the 80/20 rule (80% engaging, social content; 20% directly selling your product/service • Photos and videos work best; stay away from wordy posts • Ask question to engage audiences • Post enough, but not too much • Respond to customers, don’t ignore Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 18. Consider “Boosting” Posts • Facebook has an incredibly powerful targeted ad program. »You set your budget »Choose your audience based on age, location, gender, interests and more. »Get your important messages out to more people.
- 19. Facebook Case Study: The Cookery Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 20. Twitter “The Water Cooler” Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 21. A Bit About Twitter (Or, What’s a #Hashtag?) Tweet: A 140-character message Retweet: Re-sharing or giving credit to someone else’s tweet Feed: The stream of tweets you see on your homepage (similar to Facebook’s News Feed) Handle: Your username Mention: A way to reference another user in your tweet Hashtag: A way to denote a conversation in Twitter (#DoorCounty #StPatricksDay) Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 22. Twitter Posting Tips: • Post often. • Twitter is a marathon, not a sprint. • Don’t be too hashtag-happy • Don’t be afraid to mention businesses that you work with or your best customers in tweets. Twitter is a great way to build customer loyalty. Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 23. Twitter Case Study: The Main Course Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 24. Instagram “The Instant Telegram” Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 25. InstaWHAT? Instagram is a photo-sharing and video- sharing social media platform. It enables users to take photos or videos, and post it directly to Instagram and a variety of other platforms at the same time (Facebook, Twitter, etc.) There are 300 million users on the site per month – mostly teens and Millennial. Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 26. Instagram Posting Tips • Have a balance of fun images and images from your business • Embrace #hashtags and trends like #ThrowbackThursday • Keep the text accompanying the photos to a minimum • Post to other social media platforms simultaneously to cultivate a following • Keep a “laid back” approach to posting Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 27. Pinterest “The Online Bulletin Board” Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 28. Pinterest Posting Tips • Designate boards that are tailored to different aspects of your business • Use rich pins to add more information (where to purchase something, directions to a hotel) • Follow other businesses • Post more than just photos or links (videos and brochures can be pins! • Keep content relevant and engaging Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 29. Pinterest Case Study: Tweak Social Media Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 30. Whew! There’s SO More to Social Media Than We Can Possibly Cover in 30 Minutes. We Could Literally Talk About Social Media for Days. Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
- 31. Websites • Importance of having a mobile friendly website. • Difference between mobile site and responsive design. Is one better that the other? Why. • Connecting all the pieces. • Integrating social media into websites. • Enewsletter sign ups – etc.
- 33. THANK YOU & QUESTIONS Tweak Social Media & Marketing www.tweakdoorcounty.com 920.256.0712 Find us on Facebook or on Twitter as @doortweaker Social Media & Marketing • www.tweakdoorcounty.com • 920.256.0712 • @doortweaker
Notas del editor
- you know that the peninsula has a vibrant, albeit seasonal, business climate. And, our county’s businesses are much different than other tourism spots in the Midwest and beyond, so it’s important to know how social media can help your business from both ends of the spectrum – creating excitement with customers before they visit, during their visit, and interacting with them after their visit so that they stay engaged and become loyal customers.
- Tweak was founded in April 2013 by Martha Beller. Our mission has always been to provide our clients with creative, thoughtful solutions at fair prices. Seasonal other expenses – during the season you are busy and managing Social media can be a full time job. We currently have _24__clients most of whom we are building websites or working on a monthly retainer for social media and enewsletters. If anyone has questions about Tweak and our services at the end of the presentation, please let us know and we’ll be happy to speak with you!
- Martha/Tracy – I don’t know our staff as well as you guys might, so I’ll let you handle this slide.
- Tweak offers a variety of digital and web marketing services. The majority of our business falls under the social media marketing, e-newsletter creation, and content writing (blogs and web copy) realm, however, we also have a robust web/graphic design (thank you Mike) businesses as well as an on-staff videographer to create videos for social media platforms, advertisements, and website purposes.
- Social media, by Wikipedia’s definition, Introduce Tracy
- An online community where real people gather to share information, ideas, personal messages, pictures (lot’s of pictures) opinions, rants and other content. (sometimes people share TMI)
- By 2016 it is estimated that social network users will grow to around 2.13 billion users.
- There are a lot of people using social networks –
- We know you wouldn’t be here if you didn’t think social media was important for your business or organization. And the research shows that most businesses agree with you that social media is important. But it also shows that many businesses aren’t sure what to do with it, which platforms to use or which tools are best.
- That’s right, they know nothing about you and may even wonder if you are a real business.
- Makes it easier for new and existing customers to “see” your brand everyday - Every time you post on Social Media. There are endless ways for a business to be seen on social/digital. Keep your business top of mind even when your customers are not in door county. Increased business opportunity: Every time you post on a social media platform, you have an opportunity to convert that user to a customer.
- 4) Decreased marketing costs. Even though we spend most of our time in the digital marketing realm, we still believe there is some value in print and radio and think it serves a purpose – But – what if you could get the attention of those visitors BEFORE they visit the peninsula, and during, and after? That’s the power of social media – and at a fraction of the price. 5) Better customer experience. social media, at the end of the day, is a communication channel –it gives you an opportunity to provide great customer experiences – even if there’s a problem or issue. By the way – what do you think you should do if someone complains about an experience they had at your business. One of the things we always tell clients at Tweak is the second worst thing you can do on social is not responding to customer feedback, whether it’s positive or negative (the first worst thing you can do is have social media platforms and not post anything to them, by the way). 6) Everyone’s doing it! Peer pressure. Jk. –
- Okay – okay Tweakers – How do we get started. But as I said earlier, we know, you know Social Media is important – the real question is – How do I get started?
- One of the first things we always try to determine with a client when we first meet is their goal for social media. We know everyone wants to “Drive Sales” but sometimes, there are more strategic goals that will help reach this goal without being overly “salesy” on social media. if you’re new to social media, sometimes it’s as easy as just wanting to start and/or increase the conversation around their brand. Many times, especially for small businesses in Door County, it’s a combination of all three.
- Pick one or two to start we highly recommend Faceback- since everyone is on it.
- So, as a brand or a business, you’ve got a bit of work to do in order to be heard through the conversations between friends. Here are a few of our suggestions, with an example or two:
- Stick to the 80/20 rule.
- Your budget can be as little as $2 a day and will reach 100’s – 1000’s of people.
- Here’s an example of a post we did for The Cookery in Fish Creek on the last day of their 2014 season at the end of October. The Cookery’s goal - build their brand on social as a family-owned restaurant and that made a concerted effort to use locally-grown products. So, it was important they’d let their family’s personality show through and really connect with their fans on FB. It worked – this post was one of hundreds we did for them last year, but it’s a great example of what social can do. The post reached 2,048 people, which is a good 4,00 more people that The Cookery’s number of fans What contributed to that number of people is that 77 people liked the post so much that they either liked it, commented on it, or shared it, which meant the post had a farther “reach”.
- If Facebook is a dinner party, Twitter is the equivalent of water cooler chatter at work – short bursts of content that are meant to be easily read.
- Show of hands…who has a Twitter account? Okay, well, for those of you who don’t, we thought we’d put a little primer up first.
- A few tips about Twitter. Twitter reaches a different demographic – more educated, more affluent – ages 29-49 a little more tech savvy. In all honesty, you don’t have to think of different content to post on all of your social media platforms – just make sure that you’re adapting that content/status update for the appropriate platform.
- Twitter – You can post much more frequently to Twitter because the stream of comments is so quick.
- Instagram is, truthfully, something we’re just starting to help clients with – but already we can see the potential for a few reasons. First, because in terms of users accessing the site on a daily basis, the numbers are holding their own alongside Facebook and Twitter. Second, it’s a very visual medium, and it’s much easier to scroll (and much more enjoyable for the user) through an Instagram feed than a Facebook or Twitter feed. Third, the sheer numbers of people on the site – 300 million users a month, most of them teens and millennial – means there’s a huge opportunity to get your business and brand in front of an entirely new audience. Compared to Twitter and Facebook – Instagram can be easier to manage. Take a great, fun, relevant photo. Make it look good with a filter add a hashtag or two, a simple comment and you are good to go. To me it seems like you don’t have to think about it so much.
- Just a few quick tips for starting out with Instagram for your business: Have a balance of fun images and business-related images. Some of the best Instagram accounts we’ve seen seem to take you inside their business or company through their Instagram feed – introducing you to employees, showing new products, etc. Embrace the hashtags on Instagram. Similar to Twitter, hashtags are a great way for users to see photo-centric “conversations” on Instagram – and keeping track of relevant hashtags has the potential to increase your followers and their engagement with your site. Also, trends such as #ThrowbackThursday, #TransformationTuesday, and #selfie are huge on Instagram. If your business can show that you understand these trends and take part in them, it will speak volumes to a younger audience. Keep the text accompanying the photos to a minimum. Of course, you want to explain what your photo is and include a few hashtags, but we’ve noticed that users will often skip over this text to get to the photo. Instagram allows you to post to its platform and to additional platforms like Facebook and Twitter all at the same time. This cross-platform aspect is good and will help you increase your followers and spread your message on multiple platforms. And, because Facebook bought Instagram a few years ago, the two platforms integrate very well together. Finally, keep a laid back approach to posting. People who are active on Instagram love it because it isn’t as intrusive and “ad-oriented” as Facebook is and as Twitter is becoming. If you post too much, people will feel like it’s too much, and your message will get diminished.
- Pinterest is seen as “the online bulletin board”, which makes sense, as it’s name is a combination of “pin” and “interest.” The really cool thing about Pinterest and how it can be part of a great social media strategy is that the demographics of Pinterest users are mostly women. Pinterest doesn’t try to be all things to all people, and this really works in their benefit. However, unlike other social media platforms, Pinterest is unique in that it’s popular across all age brackets. A woman who is 20 might use Pinterest a bit differently from one who is 60, but it’s a guarantee that they both love the platform. And, women are still the decision-makers, which is helpful from a Door County/vacation planning aspect. According to Pew Internet Research done just a month ago, adoption is ramping up for Pinterest, with a record 21% of adult Internet users on the platform.
- There’s a few tips and tricks that we’ve learned in the time that we’ve been on Pinterest. First, the businesses that really do well on this platform are the ones that take the time to create a variety of different boards that are tailored to specific aspects of their businesses. For instance, The Cookery’s Pinterest account has separate boards for breakfast, lunch, and dinner. It was a board designated to what the Skare family loves about Door County, and one that shows The Cookery’s history through the years. Rich pins are extra details you can add to your pin to make it more useful. If you have an ecommerce site where you sell a product, a product rich pin can provide pricing and where to buy. Place pins include a phone number and map. It’s a great way to get customers the information they need when they’re looking at your content without them having to go to a separate website or find the information another way. Follow other businesses. In Door County, this is especially important. Post more than just photos or articles. Things like videos and brochures can be pins, too! Pinterest is a very visionary social media platform – which means that people go to Pinterest to visualize a certain aspect of their life (getting married, having a baby, losing weight, etc.) and they respond to inspiring, fun, and engaging content.