beautiful oceans social media how to get started with facebook you tube twitter

Top Internet Marketing Tips for Travel Destinations and Equipment Manufacturers: Master Twitter,

Facebook and YouTube Strategies.

Seminar sponsored by:

BEAUTIFUL OCEANS

Who is Beautiful Oceans, who is Stephan Becker?

I. Why Social Media Is Important To Your Business For each tool we will address the following questions: What is it?

How to get started? Management Tools and Analytics

II. Facebook

III. Twitter

IV. YouTube

V. Collective social media management tools

VI. Real-life example: Beautiful Oceans Coral Reef Online Treasure Hunt

VII. Additionnal Resources

BEAUTIFUL OCEANS

© 2009 Beautiful Oceans™ Social Media

Beautiful Oceans

Beautiful Oceans is an international coral reef education, mapping and conservation organization.

We provide dive businesses with training, certification and materials that help them in offering extraordinary in-water experiences to Scuba divers and snorkelers:

GPS Coral Reef Mapping (Customized 3D Coral Reef Maps of your dive sites) Science Instructor Development Courses (state-of-the-art dive briefings) Official certification courses and coral reef materials for resale to the end customer Destination Marketing Services (Online Coral Reef Treasure Hunts organized through Twitter, facebook and Google Earth) Science Dive & Snorkel Center membership


Stephan Becker

Stephan possesses a bachelor’s degree in business administration, obtained in Munich, Germany and a Master degree in Hypermedia-Multimedia, obtained in Paris, France. A degree in Environmental Sciences from McGill University, Montreal.

He holds a degree in Web Analytics, obtained from the University of British Columbia (UBC).

Stephan has been on Facebook since 2007, has been on Twitter since January 2008 and has been running successful Google AdWords campaigns since 2007 for Beautiful Oceans Inc.

Stephan is a standing member of the US-based Web Analytics Association since 2009.


Why Social Media Is Important

How do we define “Social Media”?

“Social media is content created by people using highlyaccessible and scalable publishing technologies.

At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers.

Social media has become extremely popular because it allows people to connect online to form and grow both personal and business relationships.”

Source: Wikipedia



Ripple effect: “One Move, Moves many”

Social Media is Hot:

People continue to spend more time on social networking and blog sites than ever before, with total minutes increasing 82% year-over-year and the average time per person increasing 67% year-over-year.

Source: Nielsen, May 2009



Social networking sites are changing the way consumers understand the world around them, the products they consume and the companies they support

Consumer decisions are influenced by the recommendationsof friends as well as by traditional advertising

Social media networks offer effective, alternate ways to promote your business and attract new customers



The Social Media Menu: How to chose???



First be aware about the most important channels in terms of volume (Facebook, My Space, YouTube, Twitter) - then select social media sites that best represent the nature of your business and your personal affinity:

• 49% of Americans watched an average of 101 Online videos in January 2009

• 48% of adult Americans have Facebook or MySpace accounts

• 16% update their Facebook or MySpace accounts at least once daily

• 5% use Twitter

Source: The Twitter Book, Tim O‘Reilly & Sarah Milstein, March 2009



With 144.3 million unique visitors, Facebook was the No. 1 global social networking destination in May 2009—the 7th consecutive month that Facebook has ranked No. 1

May 2009 also marked the 5th consecutive month that Facebook has been the No. 1 social networking site in the U.S., garnering 75.4 million unique visitors—a 190% increase over May 2008



Twitter.com was the fastest-growing Web brand in May 2009, increasing 1448% in the past year, from 1.2 million unique visitors in May 2008 to 18.2 million in May 2009

Despite being the fastest-growing brand year-over-year, Twitter’s month-over-month growth has begun to slow, increasing 7% from April 2009 to May 2009



YouTube Surpassed 100 Million U.S. Viewers for the first time in March 2009

More than 147 million U.S. Internet users watched an average of 101 videos per viewer in January.

“The duration of the average online video was 3.5 minutes, up from 3.2 minutes per video in December.”

Comscore.com March, 2009


Facebook

There are three ways to be visible on Facebook: 1. Facebook (personal) profile2. Facebook group (topic driven)3. Facebook page (more « corporate »)

Cross promotion is not a streamlined process in Facebook (You need to enter a Captcha for each message that you are posting on a « facebook page »).

Why?: Facebook wants you to buy ads to promote your page


Facebook

Why is it important to differentiate between a Facebook Profile, a Facebook Page and a Facebook Group?

Major differences include:

Facebook Pages are visible to unregistered people and are indexed by search engines (pop up in Google Search)

Facebook Pages allow you to have statistics

Facebook Pages allow you to advertise your corporate facebook page with facebook ads


FacebookFacebook Page vs. Facebook Group

To conclude: Pages are generally better for a long-term relationships with

your fans, readers or customers Groups are generally better for hosting a (quick) active

discussion and attracting swift attention


FacebookFacebook Pages Page badges allow you to draw customers, readers and fans to

your facebook page from your website


FacebookPromotion of Facebook Pages

Facebook Ads can be text or image ads Facebook ads provide basic targeting options and campaign

optimization features


FacebookFacebook Pages

Designing Facebook Ads:



Facebook Ads Analytics - the first days of the page:



Facebook Ads Analytics – increasing interactions = online community


TwitterYour Twitter page

Steps:1) Create an account2) Upload a picture, add description, open the account for

everyone to see and interact3) Create a background (adequate image size is important)4) Learn Twitter specifics:

• 140 characters only per Tweet or message (« News » style)

• Nurture your VIP followers (Re-Tweet messages-RT, Send personal messages via direct messages-DM, use hashtags-#, use link shorteners like bitly.com

• Do not Twitter to post messages, but use one of the numerousTwitter management tools

5) Have an objective and develop a strategy to achieve your objective



Distinguish yourself with a well-designed background on Twitter (you can only display a picture, no links)



Corporate identity: If you have several staff who enjoy Tweeting, set up multiple accounts and create brand awareness with the same corporate image


TwitterTwitter statistics

http://twitter-friends.com (uses Google Analytics API)


TwitterTwitter statistics

Referring sites to www.BeautifulOceans.com on Oct 10, 2009 Facebook and Twitter are sending traffic to BO corporate

website (source: Google Analytics)


TwitterExample feedbacks

During Online Coral Reef Treasure Hunt, Alpha test – July 2009:

On Twitter:“@robkn007: Remind me that I have to put one of the

BeautifulOceans #scuba destinations on my wish list.”

Via e-mail:“Participating in your online coral reef treasure hunt and

discovering the coral reefs of Providenciales Island in such a unique way strongly influenced my decision to book my next dive trip for Turks & Caicos.”


TwitterEntry Level Productivity ToolsSeesmic.com (Adobe Air)TweetDeck.comHootSuite.com


TwitterAdvanced Productivity Tools

Tweetminer.com (web and desktop application)


TwitterAdvanced Productivity ToolsTweetminer.com


TwitterAdvanced Productivity Tools


TwitterAdvanced Productivity ToolsBirdfeeder (Power user) – Paceyssoftware.com


TwitterTips

For first-time users: create Twitter account (chose Twitter name carefully – you cannot change it), upload a picture, chose a generic Twitter template as background, download Seesmic for sending/receiving messages

For business/power users: design your corporate image (Twitter background & accounts), define objective and strategy, use power tools such as Tweetminer and BirdFeederwitter.com

Follow me at www.twitter.com/StephBeautifulO


YouTubeRemember?

More than 147 million U.S. Internet users watched an average of 101 videos in January 2009.

Comscore.com March, 2009


YouTube

Real-life example: Blendtec blenders

• Uses humour• Demonstrates Product• Many of their videos have been produced for less than $100• Video has been seen over 6,908,000 times


YouTube

Real-life example: Blendtec blenders involve users, providing the equipment, and exposure of user created videos in the Blendtec YouTube channel


YouTube How about your business? Inform, educate and sell:

• Own a dive business?: Provide added value in the form of tips related to scuba diving: How to do a buddy check? How to correctly connect the first stage to cylinder? Reputation marketing?: Show how your business is different on YouTube, be creative!

• Selling Dive Travel?: Interview your travel specialists about « The hottest destinations for Spring 2010 »; Set up a YouTube channel with travel trends. Sign off your videos with the name and phone number of the travel agent.

• You are a dive equipement manufacturer? Demonstrate how your equipment works, present the benefits

& competitive advantages, put it into a situation.

Real, down‐to‐earth practicality attracts YouTube viewers


YouTube Entertain and Sell – Create your own Buzz!

Pure entertainment videos are the most viewed on YouTube Come up with creative ideas and tap into a large, captive

audience – this is the first time in history we are getting free air time


YouTube Tips

Make sure to activate auto-share options


YouTube Statistics

> Since Google has taken over YouTube, « Analytics » features have been added. You can be almost certain that metrics options will further increase through time, providing you with very detailed insights into viewer behavior.


YouTube Statistics

Check viewer metrics to better understand what works and what does not


YouTube Statistics

Views

Age & sex

Location


YouTube Advanced Features

Add text and interactivity to your videos

Text, links(!), color


YouTube Advanced Features

Download videos that are free of copyright or ask for authorization and add them to your YouTube channel


Collective Productivity Tool - ShareThisShare This.com

Install, use from the browser text field or drop-down menu to share instantly on your social media accounts:


Collective Productivity Tool - ShareThisSharethis.com


Case Study: Coral Reef Online Treasure Hunt


Case Study: Coral Reef Online Treasure Hunt

July 2009 – Our Objective:

« To use Social Media as a tool to expose Scuba Divers andSnorkelers to diving equipment and selected dive

destinationsall around the world. » The Steps:

Step 1 – Build a « cohesive » online community of captive Scuba divers, snorkelers and coral reef fans

Step 2 – Entice members of the online community to participate in online coral reef treasure hunts and reward their efforts with opportunities to win great prizes

Step 3 – Expose participants to dive destinations and dive equipment during all phases of the game and generate qualified leads to participating treasure hunt sponsors


Case Study: Destination Marketing

The tools:

Monthly Online Coral Reef Treasure Hunts organized through Twitter and Facebook, with 3D Coral Reef Maps also placed on Google Earth.

July 2009 – Alpha version of Online Coral Reef Treaseure Hunt

Our Alpha Test focused mainly on Twitter


Case Study: Destination MarketingGame play: participants have to find a word or a sentence the word or sentence could be anything, for the alpha verion

we decided to focus on marine educational aspect Those that find the correct answer enter a draw to win great

prices



gameplay

Broadcast channels



Riddles are broadcast daily on Beautiful Oceans’ Twitter andFacebook channels:

Clue (Link)

Game design for destinations with 3D coral reef maps:

Game design for destinations without 3D coral reef maps (using our online Coral Reef Creature Kits):



Participants visit Beautiful Oceans’ website to locate the correct answer to the riddle of the day:

Correct

answer =

‘a’

space for sponsorship

&Advertisment

- Resort- Dive center- Tour Operator- Equipment Manufacturer



Participants visit Beautiful Oceans’ website to locate the correct answer to the riddle of the day:

space for sponsorship

&Advertisment

- Resort- Dive center- Tour Operator- Equipment Manufacturer

Corre

ct

answ

er =

‘l’


Case Study: Destination MarketingParticipant Feedback

E-mail: “Participating in your online coral reef treasure hunt and discovering the coral reefs of Providenciales Island in such a unique way strongly influenced my decision to book my next dive trip for Turks & Caicos.”

On Twitter:“@robkn007: Remind me that I have to put one of the BeautifulOceans #scuba destinations on my wish list.”


Case Study: Destination MarketingOutlookDecember 2009 – Adding a new Beautiful Oceans channel to our

Twitter presence. This channel will broadcast tips & tricks that will help you to gain an edge by capitalizing on social media avenues and other valuable Web 2.0 Internet tools:www.twitter.com/BuizBeautifulO (December)

January 2010 – Launch of Online Coral Reef Treasure Hunts based on Beautiful Oceans Creature Discovery Kits and 3D Coral Reef Maps (Beta)

1st Semester 2010 – Development of interactive and animated 3D coral reef maps in Flash that enable diving destinations to draw participants directly to their websites

Internet campaigns broadcast through social media channels including Facebook, Twitter and YouTube will play an important role throughout all phases of our product development, marketing and sales.


QUESTIONS?

MY E-MAIL: [email protected] LEAVE ME YOUR E-MAIL ADDRESS OR BUSINESS CARD FOR THE

UPCOMING BO DIVE BUSINESS CHANNEL ON TWITTER JOIN ME ON TWITTER: www.twitter.com/StephBeautifulO BEFRIEND ME ON FACEBOOK : www.facebook.com/Stephan.Becker DOWNLOAD THIS PRESENTATION:

http://www.slideshare.net/stephanmontreal/beautiful-oceans-social-media-introduction


TwitterUseful resources

Twitter: I think I get it. Now what do I tweet?http://www.bigducknyc.com/blog/?p=329

The Twitter Guide Bookhttp://mashable.com/guidebook/twitter/101/learning

5 Habits of Successful Executives on Twitterhttp://mashable.com/2009/06/12/twitter-executives/

Learn the lingo – Twitter 101http://business.twitter.com/twitter

How to Gather and Use Twitter Metricshttp://www.wikihow.com/Gather-and-Use-Twitter-Metrics