How to Achieve Social Media Success with Limited Resources featuring Dan Rosenbaum

April 1, 2015

Are you struggling to achieve social media success for your business or organization?

Do you have limited resources?

If so, then this is the episode for you. This week on the Social Media Social Hour podcast, I’m talking with Dan Rosenbaum of San Francisco Travel. During this episode we discuss how to achieve social media success with limited resources.

About the show:

The Social Media Social Hour is a podcast for marketers and entrepreneurs looking to get on the social media fast track. The podcast is an interview format, where each week I get up close and personal with top brands and influencers to talk social media, tech and online marketing. Each week I also share tools that I personally use to help me with social media management, sales, marketing, accounts management, and productivity. The Social Media Social Hour is presented by Scoreboard Social.

In this episode, here is what you’ll discover:

About Dan Rosenbaum and his career:

  • Did social media marketing in college – before it was called social media marketing
  • Content Marketer & award-winning social media expert
  • Named a 30 and Under Emerging Leader by California Travel Association
  • Manages social media channels for San Francisco Travel
    • San Francisco Travel: destination marketing organization (DMO) for the city of San Francisco
      • Advertising and marketing aimed at driving tourism to the city
      • A Top 5 U.S. Destination Marketing Association for Facebook, Twitter, and Instagram

How to Achieve Social Media Success with Limited Resources:

  • How they did it at San Francisco Travel:
    • Goal: to increase their social traffic to learn more about their customers and get them into their ecosystem
    • Identified and hired content creators
      • Three contributing writers
      • Content partnership with a local publication
      • Partnership with bloggers to create 4+ articles per month based on their niche
        • Niches: food, wine & night life, and overall San Francisco
    • Utilize channels to curate what’s going on in the city
      • Mainly with Instagram
        • Feature great photos of the city
  • Suggestions:
    • Focus on creating content that is measurable.
      • Click-throughs/awareness, brand engagement/page depth, hashtags, deal redemption, etc.
    • Check Google analytics
      • Can see what content is really resonating with your audience and where traffic is coming from
    • Create compelling content
      • Look no further than your community itself
      • Ask questions
        • i.e. Are you planning a trip to San Francisco? How can we help?
          • Create an Excel spreadsheet to see what’s trending
    • Find inspiration for content from Google
      • Start typing and see auto-results to see what content people are searching for
    • Cultivate your community
      • Watch how they are interacting with your content and create new content based on those interactions
      • Get people involved
        • Ask people to share content
        • Give them recognition
  • Platforms:
    • Facebook is the main channel they focus on by promoting all social and website content through it
      • See the most referral traffic from it
      • Slowly moving toward paid services
        • Seen more qualified traffic from Facebook ads compared to banner ads
    • Twitter used to connect with and learn from people that have questions
    • Instagram used to curate and cultivate a community around hashtags
  • Tools:
    • Google Analytics
    • Sniply
      • Allows to create a call to action that draws back to site on content that they don’t necessarily create but curate

Mentionable Quotes:

  • “Don’t build a house on rented land.”
  • It’s important to know what your goals are as an organization and to tie them back to something that is measurable.”

Items/people mentioned in the show:

Laura’s Social Media Six Pack:

  1. If you only had ten dollars in your pocket for a day, where’s the one place you’d spend it in San Francisco? On Valencia Street.
  2. Are you a good cook? I would like to think so.
  3. Can you drive a stick shift? Nope!
  4. What color socks are you wearing today? Wow – gray with stripes of red, orange, and baby blue. 
  5. What’s one placed you’ve traveled to that you have no desire to go to again? Beliz.
  6. Approximately how much money did you spend on the last t-shirt you bought? $15.

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