MTS Mountain Travel Symposium - Tracking Social Media

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Tracking Social Media Progress Scott Fish Ethology, Inc.

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ethology positions our clients for online success from the very beginning through our in-depth and proprietary research intelligence and auditing processes. Ethology The Planning Paradigm

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From Start to Finish Understand The Consumer Content Demand in Social Media Create Goals for Social Media Campaign Create Content Based On Demand Build-out Tracking URLS, Determine Platforms to be used Rate Your Campaign Tracking Social Media Tracking Your Campaign’s Success Search Position = Sales Proposition If your company’s website ranks well for keywords & your social media presence is strong, this may give your sales team a unique sales proposition.

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Understand Content Demand

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Tracking Social Media Understand the consumer’s content demand Google's mission: To organize the world's information and make it universally accessible and useful.

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Tracking Social Media Understand the consumer’s content demand

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Tracking Social Media Newsletters Press Releases Industry News (RSS) Articles Research Reports Whitepapers E-Books (ipad) Blogs Images Videos Widgets Infographics FAQ’s Glossary Power Points Understand the consumer’s content demand Become an Authority: Understand your target audience & their content demand. Build audience specific to your industry & give them promotion tools. Answer their questions & give solutions to their problems.

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Tracking Social Media Understand the consumer’s content demand More Traffic, Exposure, and Bookings

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Create Content Based On Demand

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Best Practices for Social Media Engagement & Tracking Ensure strong brand experience between site & social presence. Establish a frequency for updates. Be authentic & give an authentic brand experience. Participate in dialog & feedback. Set expectations for your community. Create a Call To Action. Track & Create ROI Projections. Tracking Social Media Best Practices

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Utilize Company Assets Interesting Videos about Your Product/Service Turn Written Content Into Infographics & Guides Employees Know Your Business… Let them write! Hotel Concierge Hotel Event Planners Hotel Chef & Sommelier Spa & Golf Managers Tracking Social Media Best Practices

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Content Is Created Daily By Your Company Who Responds to Client Questions? What Questions Does Sales Answer? (meetings, spa, weddings, golf) Facebook & Twitter Questions/Comments. (traditional travelers) LinkedIn & other Q/A Sites. (meeting & event planners) Two types of Press Releases in today’s environment. Tracking Social Media Best Practices

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Set expectations for your community. Will your community …. Expect to receive discounts on Facebook or Twitter? Be able to rely on your website as a channel for news? Be able to post pictures/videos/stories on your brand’s wall? Tracking Social Media Best Practices

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Create a Call To Action What do you want consumers to do via Social Media? Are you interested in increasing “likes” on Facebook? Are you interested in increasing newsletter signups? Are you interested in improving bookings? Tracking Social Media Best Practices

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Track Social Media Using Google’s URL Builder Tool Tracking Social Media Case Study: Mud Run http://www.google.com/support/analytics/bin/answer.py?answer=55578

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Track Social Media Using Google’s URL Builder Tool Paid Facebook Traffic Vs. Natural Facebook Traffic Paid = Slightly more time on site Natural = Slightly more pages per visit Tracking Social Media Case Study: Mud Run

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Facebook Contest The New England Inns & Resorts Association gave away a $250 gift certificate to entrants, in order to enter entrants had to submit their “Best Date in New England“ story. Contest launched during Valentine's Day and fan voting decided the winner from Feb 3rd-Feb 14th. Results: 87 total entries & 69 newsletter signups. Total "likes" of the FB page grew 150%. Tools Used For Tracking: Tracking Social Media Case Study: NEIRA

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Google Remarketing & Facebook Target users in Facebook based on their Audience Group and Demographic profiles in order to build a strong Demographically targeted Google AdWords remarketing campaign. Steps: Add Remarketing code to a page that is only accessible through FB campaign. Send visitors for specific Facebook Audience Group to specific page. Target users through Google’s Display Network. Tracking Social Media Remarketing Tip

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Tracking Social Media True digital success is dependent on optimizing your search, social & content marketing efforts with a unified, truly holistic strategy. Content drives consumers to your brand & affects every aspect of the decision making process. A successful content strategy will consider all forms of content, contextual & media-driven. Search addresses the accessibility & strategic focus of your content, ensuring your brand is visible in the right places, for the right searches. Social ensures your content created is in the right context, appears in the right venues, & supports consumer intent. Rate Your Campaign

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Thank You Scott Fish Scott.Fish@ethology.com 503.223.5724

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