NBTDA Madison Conference Facebook and twitter110610

Using Facebook and Twitter
to Market Your Ride
National Bicycle Tour Directors Association, Nov. 6, 2010
Wendy Soucie
25 years + experience
Certified social media consultant
Certified LinkedIn Trainer, Social Media Campaign Manager
Based in the Midwest with national reach.
© Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved
1

AgendaAgenda
Why social media
Facebook - Strategy Points
Building
Promoting
Twitter – Strategy Points
Q & A
2
© Copyright 2009-2010 Wendy Soucie
Consulting LLC - All Rights Reserved
Glenwood Springs CO

© Copyright 2003-2010 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 3
More ways to connect to each other
Source: HubSpot

Social Media: Why?
• Brand – building awareness in WI
and nationally
• Loyalty – improving the public’s
knowledge - educating, sharing,
expanding the experience for all
• Advocacy – building and
maintaining support
• Extend your reach – generating
action to signup
• Sponsorship – social capital for
support externally
4© Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved

NCP Model
• Build a strong social NETWORK +
• CONTRIBUTE content valued by the
network+
• PARTICIPATE in your network and social
ecosystem+
• Be Genuine, Trustworthy
• Grow your social capital
Socialmedia-academy.com

Social Media Policy
Create at least 2 policies
– Employee boundaries and limits
– Operational - based on job role
Start with your email policy
Social Media Policy List:
http://www.socialmedia-
academy.com/index.php/resources/s
ocial-media-guide-lines/
http://www.itbusinessedge.com/cm/docs/DOC-1257
Analysis of Social Media Policies: Lessons and Best Practices Chris Boudreaux
http://socialmedia.policytool.net/
http://disclosurepolicy.org/

Use employees as
ambassadors
Provide guidance
Support your employees
State your company
boundaries
Provide the right info, to
the right people , at the right
time
Provide hyperlinks in all
policies to all relevant
documents and contacts.
Social Media Policy

Should we pay attention to Facebook
versus search?
Source: Omniture Likes Facebook Guide

Social Media StrategyGoal – 5000 Riders
16,000 ft
Strategy – reach out
where they are
Tools
10

You can choose how to start
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20 minutes a day - socialminutes.com

© Copyright 2009-2010 Wendy Soucie Consulting
LLC - All Rights Reserved
12

Specific Business Goals
• Build your email list
• Drive traffic to your blog/Website
• Sell more product/services
• Increase event registrations
• Get media contacts & attention
• Connect with partners
• Improve customer service

Facebook User Engagement:
• 10 M users become fans of Pages each day
• 2 B photos uploaded to the site each month
• 14 M videos uploaded each month
• 2 B pieces of content (web links, news stories,
blog posts, notes, photos, etc.) shared / wk
• 3 M events created each month
• 45 M active user groups exist on the site*
• 65 M active users accessing through mobile.
14

Strategic Approach to Facebook
• Branded Page – color, logo, image
– Do they know they are in the right place
• Content and Context
– Where, what, when, who, how
• Promotion
– Timing, frequency, amplify message, share
• Engagement
– Try different things and track
• Conversion
– Call to action, REPEAT, make it visible

3 Tips for Marketing on Facebook

Tip #1 – Facebook Page
• Fans need to like you otherwise nothing
happens!
• Fans don’t need to be friends of a profile
– unlimited fans
• You can send updates to all connections
• Acceptable to promote, advertise, inform
via page – 80/20 rule

How to Set Up a Page
• Have 2 admin
• Setup a schedule of posting
• Add FB page to your email signature
• Use social address books like Xeesm.com to
make it easy to find
• FB badge on blog and “like” button on posts
• Incorporate other media for the page - videos,
blog posts, discussions, photos, notes, events.

19

Other tips on pages
• Name your page after 25 fans
• http://facebook.com/username
• Think Brand when you create the name
• Users can join your page via SMS
Text: like yourusername to 32665 (FBOOK)
Like wendysoucieconsulting to 32665

How to Promote a Business Page
• Answer questions your audience wants answers
to.
• Contribute on a regular daily basis to be in the
news feed.
• Promote to your existing network and opt-in
list.
• Make your Page publicly searchable - settings.
• Use Facebook Ads for an extra push to collect
fans.

#2 Status Update – News feed
• Be imaginative. Use variety
• Be social - slightly stirred then shaken
with business
• Comments, likes and responses
contribute to FB algorithm to appear.
• High % of fans never return to Fan page
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23
Stay Visible.
• Profile activity level
– 3x/day
• Integrate with other
tools if it makes sense
– Blog 2 x week
– Twitter 3-5 x day
– Video 1 x week
Pictures 1x
daytime/week
• Email – 3-5 times
before event

Tip #3 Events
• Setup events from your business page
• Upload photos and videos of past events
• Post relevant links
• Invite past attendees to similar events
• Encourage “Invite your friend Links”
• Ask for the “share”
• Integrate with event directories locally

Event Promotion
25

FaceBook Ads
• Group
• Ads
• Metrics

Groups
• Must be a member to view
• Internal to FaceBook
• Search engines will not find
• May want to create both

Facebook Groups vs Pages
FB Groups FB Page
Community Represents brand or entity
Email members to inbox Update shows up on home page and
inbox
Shows up on profile as text link Shows up on fans profile w/image
and text link
Groups indexed and 1 page
searchable
Page tabs are indexed and searchable
– fans search listing
Group joining shows in news feed Fan joining is distributed in news feed
Admins listed in group Admins are behind the scenes

Measuring and Analyzing
1. Reach: Total # fans, group members, and/or friends.
2. Engagement: Level of engagement and # of
conversations with potential and current customers
and fans.
3. Impact on Sales Funnel: # number of visitors from
Facebook to your website that convert into leads
and customers. Add Google Analytics to website.

30

Social Media Strategy
“Remember: 80% is strategy and only
20% is technology”
Jeremiah Owyang
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Twitter is part of overall marketing
outreach
 Compliments your Website and/or blog
 Balances regular Email w/realtime outreach
 Backchannel for Trade shows/conferences
 Can get you earned media (getting bloggers,
columnists to cover your space)
 Online reputation management
32

Strategy Follow Create Engage
Event Coverage Those interested or
attending event,
media, community
Event information,
updates, behind the
scenes
Setup Tweetups,
hashtag, talk to
attendees ask &
answer questions
Product Promotion &
Sales
Current and potential
customers, those
interested in similar
products
Links to online
promos, insider info
on upcoming sales/
discount codes
Check replies and
DMs answer
questions , provide
info when needed.
Issue advocacy Those interested in
your cause, industry
leaders, news
Added values: health
tips, disaster alerts,
fundraising info
Know your followers,
thank them for
support, get them
involved
Building Community Those interested in
the broader subject
Share news, advocacy
groups, share tools,
tips and events
Use polls, questions,
encourage sharing
videos, pictures.
Source: Ogilvy

Twitter
34
HootSuite
TweetDeck

35
Create a
#hashtag
for your
event

Microblogging - Twitter
• Just 11% of users
on Twitter are
teenagers.
36

Find People
Identify your audience(s):
Finding riders
Press/media (there are wikis on media on
Twitter)
Sponsors/Contributors
Politicians
Volunteers
Competition
37

Search.Twitter.com
 1. Search by Location
 2. Search by terms, keywords
 3. Set up a search on yourself, your company (create RSS
feed into Google Reader)
38

Profile
• Picture
– Use your picture
– Brand your profile with your name
– Build a separate profile for the business
• Links – link to more info and recognize they
come from Twitter
• Bio – complete all available characters
• Messaging – think about branding and
consistency

40

41

10 Twitter dos
1. Do remember that your content should be 1/3 technical or how-to
tips, 1/3 personal and 1/3 emotional (quotes & jokes).
2. Answer questions (even if they aren’t directly related to your
company).
3. Ask general questions (about what people like, what they want, what
they dream about)
4. Do help people when they have a problem or are looking for
information.
5. Do retweet ideas/thoughts/links that you find interesting. Think
business, civic, non profit
6. Do track and measure what is happening with your links (www.bit.ly )
7. Do start small.
8. Do find daily interesting information about what you do.
9. Do develop a list of tips to share on a daily basis.
10. Do bring Value to your community.

Measurement
• Follower numbers
• Follower engagement
• Measurable links
– Clickthroughs
– Conversations
– Context
• Retweets
– Reposting your links
– Others pointing towards what you do

45
Wordle.net

• Cross pollinate your
media
– Blogs
– Podcasts
– Videos
– Photos
– Presentations
– Ebooks
– News releases
– PDFs
– Slideshows
– Event Directory
listings
What to Publish and Share

– Emails > blog posts
– Forum posts > blog posts
– Blog posts > presentations
– Presentations > blogs
– Event video > blog post
– Interview clients > blog
– Company info > public
reports
– Company info >
presentations
Make Use of Existing Material

You can’t understand without
Its about people and connections.
… signing on!
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Resources
Books
Twitter Marketing : An Hour a Day by Hollis Thomas
Facebook Marketing: An Hour a Day by Mari Smith
Books: Groundswell, Trust Agents, Six Pixels of Separation
Blogs
WSC Blog - http://www.wendysoucie.com
Mashable – http://www.mashable.com
Social Media Today – http://www.socialmediatoday.com
SocialMediaExaminer – http://www.socialmediaexaminer.com
Chris Brogan – http://www.chrisbrogan.com
All Facebook – http://www.allfacebook.com
Slide Presentations
http://www.slideshare.net/wsoucie
YouTube Channel
http://www.youtube.com/user/wendysoucie
Photo credits – Istockphoto.com and Wendy Soucie
49

© Copyright 2003-2010 - Wendy Soucie
Consulting LLC All Rights Reserved
50
We provide:
Technical Product Expertise
Manufacturing experience
Social media assessments
Marketing best practices
Thought leadership strategies
Social media building blocks
Training on tools and strategy
Implementation help and coaching
Network . Contribute . Participate
Social web links: http://xeesm.com/wendysoucie

© Copyright 2003-2010 - Wendy Soucie Consulting LLC All Rights Reserved 52
Partnerships | Strategic Alliances | Joint Venture
• Wendy Soucie Consulting
– www.wendysoucie.com
• Founder/Principal
• End Result Marketing
• Nurture marketing and research
• Social Media Academy
• Certified Social Media Consultant
• Founding Gold Member and Alumni
• Black Diamond Consultant
• Xeesm – Social CRM
• Business Partner – Wisconsin
• Integrated Alliances
– IA Certified Trainer
• Images from IstockPhoto.com

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