1. Marketing Strategies:
What’s working and what’s new?
Sponsored by
Moderator:
Jennifer Close, Senior Marketing Specialist, Peabody Essex Museum
Panelists:
Alexis Merry, Marketing Manager, DoubleTree by Hilton Boston North Shore
Julia Claire Campbell, MPA, J Campbell Social Marketing

2. Social media success – Need to know
It’s crowded and noisy. You have to pique curiosity and interest.
Offer valuable content.
Make content “thumb-stopping” – think mobile!
You have to find your tribe.
You have to understand the unique culture, language, and etiquette of each channel (the ones that you decide to use for marketing).
Always point people to your website and list, where deeper relationships are built.

3. #1 – Live Video Streaming
How to best use live video streaming:
Prepare, prepare, prepare! Think of it as live TV.
Engage during the live stream by using people’s names.
Follow up after the live stream in the comments.
Always have a goal in mind – growing subscribers, increasing website traffic, getting downloads.
Ways to use live video streaming:
Demonstrations, Announcements, Interviews, Live video series at a set time, Exclusive Facebook Group

5. #2 – social media video apps
Video is the most popular type of content across social media platforms.
Free apps to create short, pithy, engaging videos are Snapchat and Instagram!
You can create videos within the app and save them to your camera roll.
Animoto – take photos, text, video clips, add music, quickly create a short video
GIF creation tools – GIFcreator.com, GIFMaker.com
Ripl – adds moving text to photo slideshow
Adobe Spark Video – choose from preconfigured templates or start from scratch and add components

6. #3 – Social media advertising
“Native ads” that fit seamlessly into the News Feed and Twitter stream.
Can target ads to “Custom Audiences” – upload your customers’ contact info
“Lookalike Audiences” – get in front of your competitors’ fans and followers
Get real time feedback on the ad campaign and tweak as necessary.
Can get measurable ROI on social ads if you have a clear campaign goal.

7. #4 – Social commerce tools
75% of Pinterest users have purchased something they saw on the platform. 
Facebook News Feed Ads can put a Buy button directly on an Ad (works in Instagram also).
You can feature a storefront and specific products and services on your Facebook Page.
NOTE: Twitter is phasing out the “Buy” button but will continue to offer a “Donate” button to give to charitable causes and other nonprofits, which Twitter will offer directly.

8. #4 – Social commerce tools

9. #5 – Social media contests
Hootsuite #IWorkFromHere campaign – asking followers to post photos from their unique office settings to highlight how the app lets people manage social media on the go
Prize: Chance to win roundtrip flights anywhere in the world
Road Scholar #AgeAdventurously campaign – asking followers to share in six words how they will age adventurously in 2017
Prize: Chance to win a $100 trip voucher and see their story in the magazine
Social media contest apps: Woobox, Agora Pulse, PostPlanner