MarketingPlants and GardeningUsing Social Media as    Part of a MIX        Kimberly Bird    VP, Retail Marketing   Callowa...
Refocusing an approachCulture shifts to focus on the customer throughout the business.                                    ...
Traditional Organizational                         Structures                                                        BossC...
The Evolution of the Team                                           Real Estate Professional    Services                  ...
Closing the E Gap   ExpectationExpectation                     Experience   Experience       Copyright 2012, Calloways Nur...
Closing the E Gap  ExperienceEQUALS or SURPASSES  Expectation     Copyright 2012, Calloways Nursery
MarketingThe players:Customers have access to more informationthan ever before to make buying decisions.Businesses now mus...
Marketing
Understand Your Customer      and Connect!
The Promise to CustomersHaving a beautiful yard and gardens is funand easy.Create your own haven - - Your outdoorenvironme...
Connect and Leverage• Connect with customers on a deeper  level• Leverage what you’re already doing• Use a strategic appro...
Know thy customerPart of knowing your customers:Most social media followers don’twant a relationship – they wantdeals.A sm...
Connect to the Hub     Copyright 2012, Calloways Nursery
Social Media•   Listen to customers•   Respond to customers•   Attract more followers, club members, store traffic•   Enga...
Facebook
Facebook - interact     Copyright 2012, Calloways              Nursery
Facebook BenefitsFacebook Only SpecialsMost followers want a deal.                              Copyright 2012, Calloways ...
Facebook BenefitsFacebook Only SpecialsTo get the deal you have to“Like” the page.                              Copyright ...
TwitterCopyright 2012, Calloways         Nursery
You TubeFeature gardening tipvideos, link to them fromemails, Web pages, andsocial media posts.Utilizing features frompres...
Linked InCopyright 2012, Calloways         Nursery
PinterestCopyright 2012, Calloways         Nursery
Google+Copyright 2012, Calloways         Nursery
Word of Mouth   Copyright 2012, Calloways            Nursery
Micro-Communities     Copyright 2012, Calloways              Nursery
Online ListingsBusiness:                        Garden:Google.com/places                gardencenterguide.usLocal.yahoo.co...
Yelp Listing  Copyright 2012, Calloways           Nursery
References• Facebook Marketing (Holzner)• Secrets of Social Media Marketing (Gillen)• Twitter Free Social Networking for B...
Upcoming SlideShare
Loading in …5
×

IGC social media panel presentation kim igc 2012

358 views

Published on

Kimberly Bird, VP Retail Marketing for Calloway's Nursery shared this Social Media presentation as part of a panel presentation in Chicago as part of the Aug. 2012 Independent Garden Center show.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
358
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

IGC social media panel presentation kim igc 2012

  1. 1. MarketingPlants and GardeningUsing Social Media as Part of a MIX Kimberly Bird VP, Retail Marketing Calloway’sNurseryNursery, Inc. Copyright 2012, Calloways
  2. 2. Refocusing an approachCulture shifts to focus on the customer throughout the business. Plan the customer Buy some product experience Put product Inform the store in the stores teams Promote the product Inform the store Buy and present teams in the stores Promote the Put product product Customers come product to the stores Copyright 2012, Calloways Nursery
  3. 3. Traditional Organizational Structures BossCommunications Manager Manager Supervisor Supervisor Suporvisor Worker Bees Customers Copyright 2012, Calloways Nursery
  4. 4. The Evolution of the Team Real Estate Professional Services Universities DFWProduct Support ServicesVendors Administration Houston Customer Impacts Seed CompaniesGrowers Marketing Community AdvertisingOrganizations Partners • Master Gardeners Management • Extension • Arboretums Media Contacts Copyright 2012, Calloways Nursery
  5. 5. Closing the E Gap ExpectationExpectation Experience Experience Copyright 2012, Calloways Nursery
  6. 6. Closing the E Gap ExperienceEQUALS or SURPASSES Expectation Copyright 2012, Calloways Nursery
  7. 7. MarketingThe players:Customers have access to more informationthan ever before to make buying decisions.Businesses now must integrate all aspects ofthe business using old and newcommunications, advertising, promotional andpersonal communications. Copyright 2012, Calloways Nursery
  8. 8. Marketing
  9. 9. Understand Your Customer and Connect!
  10. 10. The Promise to CustomersHaving a beautiful yard and gardens is funand easy.Create your own haven - - Your outdoorenvironment can be well designed andthriving…we make it easier and enjoyable!Calloway’s, an expert garden center that’snovice friendly. Here everyone has a greenthumb and can achieve their very ownsuccess in the garden. Copyright 2012, Calloways Nursery
  11. 11. Connect and Leverage• Connect with customers on a deeper level• Leverage what you’re already doing• Use a strategic approach• Social Media let’s you take your customer relationships to a deeper level. Copyright 2012, Calloways Nursery
  12. 12. Know thy customerPart of knowing your customers:Most social media followers don’twant a relationship – they wantdeals.A small percentage want arelationship. They are “avidgardeners” and “opinion leaders.” Copyright 2012, Calloways Nursery
  13. 13. Connect to the Hub Copyright 2012, Calloways Nursery
  14. 14. Social Media• Listen to customers• Respond to customers• Attract more followers, club members, store traffic• Engage existing customers and new audiences• Build customer, opinion leaders and media relationships• Tap into opinion lead’s ideas• Position your self as the expert• Build your brand• Research branding, product service ideas• Sale products and services• Build customer advocates• Get media coverage• Increase traffic to your Web site, social pages and store Copyright 2012, Calloways Nursery
  15. 15. Facebook
  16. 16. Facebook - interact Copyright 2012, Calloways Nursery
  17. 17. Facebook BenefitsFacebook Only SpecialsMost followers want a deal. Copyright 2012, Calloways Nursery
  18. 18. Facebook BenefitsFacebook Only SpecialsTo get the deal you have to“Like” the page. Copyright 2012, Calloways Nursery
  19. 19. TwitterCopyright 2012, Calloways Nursery
  20. 20. You TubeFeature gardening tipvideos, link to them fromemails, Web pages, andsocial media posts.Utilizing features frompress coverage andsegments we line up asa condition of TV spotplacements and regularquick updates doneinternally by companyexpert personalities. Copyright 2012, Calloways Nursery
  21. 21. Linked InCopyright 2012, Calloways Nursery
  22. 22. PinterestCopyright 2012, Calloways Nursery
  23. 23. Google+Copyright 2012, Calloways Nursery
  24. 24. Word of Mouth Copyright 2012, Calloways Nursery
  25. 25. Micro-Communities Copyright 2012, Calloways Nursery
  26. 26. Online ListingsBusiness: Garden:Google.com/places gardencenterguide.usLocal.yahoo.comYelp.com gardenguides.comBing.comInsiderpages.com judysbook.comMaps.google.comCitysearch.com gardens.comLocal.Yahoo.comLocal.comMerchantCircle.com Be brave, be transparent, own who you are. Copyright 2012, Calloways Nursery
  27. 27. Yelp Listing Copyright 2012, Calloways Nursery
  28. 28. References• Facebook Marketing (Holzner)• Secrets of Social Media Marketing (Gillen)• Twitter Free Social Networking for Business (Clark)• Twitter Revolution (Micek & Whitlock)• Twitter Power (Comm)• Social Media Marketing An Hour a Day (Evans)• Connect with me, Kimberly Bird, on LinkedIn http://www.linkedin.com/in/kimberlybird Copyright 2012, Calloways Nursery

×