0
Presented by James Gilbert, CEO
April 17, 2014, 561-302-1719
• 30 + year history in DM (old school > new school)
• CEO, Gilbert Direct Marketing, Inc.
• President, Florida DMA
• Profe...
• Above all - a direct marketer
• Old school principles applied to new
channels!
• MARKETING DISRUPTOR
• HERETIC!
@gilbert...
““What can IWhat can I expectexpect from Social Media?”
from Social Media?”
“What kind“What kind ROIROI will I get?”will I...
““My posts are not getting any response”
My posts are not getting any response”
“What kind“What kind ROIROI will I get?”wi...
"There is only one valid definition of business
purpose – to create a customer.
Companies are not in business to make
thin...
Customers via Social? How?Customers via Social? How?
Engagement!
Engagement!
EngagementEngagement
Fulfills the DMFulfills the DM
Promise of true 2 way
Promise of true 2 way
communicationscommunicatio...
Social Media Law # 1
• The deeper the level ofThe deeper the level of
engagement, the deeper theengagement, the deeper the...
Social Media Law # 1
• But first, what are your goals:But first, what are your goals:
– Build Authority, Credibility?Build...
Social Media Law # 1
• Who is using what?Who is using what?
– Twitter?Twitter?
– Linkedin?Linkedin?
– Facebook?Facebook?
–...
•Harsh reality: socialHarsh reality: social
has changed!has changed!
– (but we still need it right?)(but we still need it ...
– Engagement more difficult
– Have to work harder to “get ‘er done”
– Everybody is doing it!
– More message clutter
– Face...
The Law of Engagement!
• The goals of every social media marketerThe goals of every social media marketer
STILL ARE….STILL...
The Law of Engagement!
The 8 stages of engagementThe 8 stages of engagement
•Brand impression
•Like – casual listener
•Lik...
The Law of Engagement!
The 8 stages of engagementThe 8 stages of engagement
•How do you find and createHow do you find and...
The Law of Engagement!
The 8 stages of engagementThe 8 stages of engagement
•Brand advocates are everywhere.Brand advocate...
The Law of Engagement!The Law of Engagement!
Real-ationshipsReal-ationships
The Law of Engagement!
THEN:
The nameless faceless corporate
entity
NOW:
The nameless faceless corporateThe nameless facel...
• Its time to throw out what you have
learned about social media and:
–Lose the tools:
• Forget Hootsuite, scheduled posts...
Case Study – The Fresh Diet
Case Study – The Fresh Diet
• About The
Fresh Diet
• Focus on
relationship
building
• Facebook...
FB Good news!FB Good news!
• Facebook now allows contest toFacebook now allows contest to
be done right on the timeline!be...
FB Bad news!FB Bad news!
• Facebook “Facebook “EdgerankEdgerank”” algorithmalgorithm
changing against businesschanging aga...
Fresh Diet Growth…
94fans
24kLikes
Building our brand via FacebookBuilding our brand via Facebook
• Our Facebook page is our calling card.
• Many times we pr...
Don’t be an info
Don’t be an info
pusher!pusher!
How we got there – Goals!How we got there – Goals!
• Main goal!
• Put a human face on the nameless faceless
corporate enti...
How we got there – Goals!How we got there – Goals!
• Build relationships - Build engagement
• Speak in a real voice
• Deve...
How we got to 66K – the basicsHow we got to 66K – the basics
• Call center
• Collateral Material
• Mailers
• Email signatu...
How did we get there?How did we get there?
Facebook ads
•Can be hit or miss, but test!
•Effective in driving targeted traf...
Step 2 building engagementStep 2 building engagement
• Back in the day…
• It started with a single contest.
– Carbometer
•...
Contests mean to us…Contests mean to us…
• A way to seed the market with food
• A way to have people come back and give
po...
Contest examples
• Plate your
favorite
meals
Contest examples
• Halloween costume
contest
Contest examples
• Motivation
poster
contests
Contest examples
• Fresh Diet-ize a Beatles Lyric (in honor of John
Lennon)
• Fresh Diet-ized Haiku
Contest examples
• Video
contests
• This
contest
coined
the
phrase,
“the fresh
diet
delivery
fairies?
Contests Recipe winner
Social Media Law # 2
• Brand + Channels = Revenue.Brand + Channels = Revenue.
– The more channels a consumer interacts wit...
We do a lot of video
YouTube fun and relationship building
Building Traffic – Fans and Likes
Ad.ly network
allows you to buy
paid tweets from
celebrities
Gained 400 fans
in one day
Building Traffic – Fans and Likes
Tie ins with other
sites drove major
traffic and likes
We did this one in
conjunction wi...
Building Traffic – Fans and Likes
Tie ins with other
sites drove major
traffic and likes
We did this one in
conjunction wi...
Building Traffic – Fans and Likes
Paid tweets from
Heidi Montag
promoting a
contest drove
fans and contest
entries
Building Traffic – Fans and Likes
Using the @ sign
drives traffic
This post ran on
TFD and Holly
Madison’s FB
page at the ...
Social Media Law # 3
• Brand + time + channels = advocates.Brand + time + channels = advocates.
– Consumers spending time ...
Social Media Law # 3
•Brand + time +Brand + time +
channels = advocates.channels = advocates.
–How is it done?
–Content is...
Cross pollinate content
• Blog as
center of
universe!
Amplify your content
across channels
Forget ABC’s
A B P is the new model
Always
Be
Promoting
Need content?
• Wrap
yourself
around an
issue or a
topic
• Make it
your own
• Provoke!
Need content?
• Or just share otherOr just share other
people’s content and addpeople’s content and add
your opinion!your ...
Become a thought leader!
• Linkedin publishingLinkedin publishing
platformplatform
• Groups (social, DM Q&A)Groups (social...
My take on content
• B2B social, Blog, Linkedin Key!B2B social, Blog, Linkedin Key!
• Become a thought leaderBecome a thou...
Social Media Law # 3
•Content ideasContent ideas
for you…for you…
Tips for success…
• Use #hashtags
• Tag others in posts (business’s, people)
• Pictures and graphics a must
• Video! (that...
Social Media Law # 3
Reviews?
Social Media Law # 3
Info
pusher?
Social Media Law # 3
Likers?
Sharers?
Are they
your next
advocates?
(or are they
ringers)
Social Media Law # 3
This needs fixing. Social stuff allows you to follow but not go to sites.
Had to do some searches to ...
Social Media Law # 3
These are better – getting a little engagement started…
But where is the video?
More content examples Glassesshop.com
More content examples Glassesshop.com
More content examples Glassesshop.com
More content examples MegaMotorMadness.com
Over promotional kills pages dead! (like/talking)
More content examples MegaMotorMadness.com
Fun and humor save the day…. Tag advocates
to amplify!
Exceptional vacations
Happiness rules…
Here are your brand
advocates….
Exceptional vacations
Happiness rules…
• Better imagery
• Use pictures here
• Create unique
content
• Reach out to
likemin...
Exceptional vacations
Happiness rules…
• Where is your
Youtube Channel
listed!!!!
Dataman Group
• Where is
your
Youtube
Channel
listed!!!!
Dataman Group
• I know
you have
some
video’s
Dale!
• Make
them
stars!
Dataman Group
• Nice
Linkedin
Business
Profile!
• But your
linkedin
link goes
to your
profile
Dale
Dataman Group
• Google+
• Needs
some
tweaking!
Total Bank
• Total
Bank
Social?
• Need to
hire me to
develop
strategy!
Total Bank
• Total Bank Social?
• Not much found
Total Bank
• Total Bank Social?
• But I did find this when I searched
Upfront Foods
Upfront Foods YouTube?
Upfront Foods
Upfront Foods
Upfront Foods
Images, engaging tweets, relationship building, tagging, a real voice… real deal!
Social Media Law # 4
• The exponential search factor.The exponential search factor.
– Social media increases your search e...
Social Media Law # 5
• The new-fangled customer serviceThe new-fangled customer service
factor.factor.
– Consumers choose ...
Facebook as a customer service tool
• Sales and CS people inhabit our page
• Customer service is no longer
limited to the ...
Social Media Law # 6
• The behind the scenes factor.The behind the scenes factor.
– People don’t buy from brands - they bu...
The days of “bigThe days of “big
anonymous corp.” are over!
anonymous corp.” are over!
Bio’s of
our
employees
bring
customers
closer to
the
company
Build involvement and trust
Be Transparent
Go behind the
scenes
Bringing our customers closer
Image done by one of
our customers of our
CEO Zalmi Duchman.
He is officially Zman or
Zuperm...
Again, we do a lot of video
Social Media Law # 7
• Trust is the new black.Trust is the new black.
– The aforementioned laws allow consumers to
build o...
Trust? Our involvement devices
• Delivery fairies
• Fearless FB leader
• Overgiving
• We let our customers run and judge c...
Building Trust – Random Freebies
• Every day we give food away randomly on FB.
• Other times we just give it away for no r...
Build involvement and trust
Give to get – Random Freebies
Social Media Law # 8
• The online reputation factor.The online reputation factor.
– Whether you like it or not consumers a...
Rep is everything
Social Media Law # 9
• The time spent factor.The time spent factor.
– Customers are not always ready to buy.
– Social medi...
Social Media Law # 9
• Engagement + time + trust =Engagement + time + trust =
revenue.revenue.
– When we run sales on FB s...
Get a copy…Get a copy…
• Drop me a business card and I willDrop me a business card and I will
send you a copy of this pres...
Thank You!Thank You!
How to reach me…
jimdirect@aol.com
@gilbertdirect
561-302-1719
www.linkedin.com/in/jimwgilbert
The 9 Immutable aws of social media 2014
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  • Above all I am a direct marketer - old school meaning traditional DM principles applied to new media and channels!
  • Above all I am a direct marketer - old school meaning traditional DM principles applied to new media and channels!
  • ----- Meeting Notes (10/5/11 07:16) -----
    Throw what you know out the window!
  • ----- Meeting Notes (10/5/11 07:16) -----
    Throw what you know out the window!
  • Why I do what I do… my motto!
    How does this TRANSLATE to a social world? ONE WORD…
  • What is the magic formula?
  • Engagement!
    ----- Meeting Notes (10/4/11 23:31) -----
    How does this translate to a social world?
  • Engagement! Connect… be real! Dialog! Two way street.
  • Engage with./.. Engaging customers/prospects in social media channels increases brand/time.
    The more time a consumer spends with your brand and your products, the more likely they are to buy.
  • Engage with./.. Engaging customers/prospects in social media channels increases brand/time.
    The more time a consumer spends with your brand and your products, the more likely they are to buy.
  • Engage with./.. Engaging customers/prospects in social media channels increases brand/time.
    The more time a consumer spends with your brand and your products, the more likely they are to buy.
  • Of course we need it. But now we have to be even smarter, better and more engaging
  • Engage with./..
  • Engage with./..
  • Engage with./..
  • Engage with./..
  • Engage with./..
  • Engage with./..
  • We focused heavily on facebook. That was the central hub for our communty.
    But this could be mapped on any social outlet
  • OK now back to Case Study
  • We do everything in our power to drive traffic to FB
    Even over our website in many instances
  • Humor, tease customers, deal ASAP with issues,
    Don’t just push out info, engage and build relationships
  • Email newsletters always promote!!!
    Contests
    Freebies
  • Now back to ENGAGEMENT…
  • Out CTO developed a way to tell people if they chose too many carbs
    I wanted to brand it and did ws contest on FB
    Contests are how we
  • Drive to utube, blog contests, twitter, etc…
    As a reformed cataloger, this is a familiar concept of DM and LTV
    We cross promote fb, youtube, twitter, blog, website, etc!
  • We use twitter to drive to FB and Blog
  • Real voice, address concerns, etc.
  • Real voice, address concerns, etc.
  • Use all channels to cross promote
  • Look for opportunities. Electric slide
  • Real voice, address concerns, etc.
  • Real voice, address concerns, etc.
  • Real voice, address concerns, etc.
  • Real voice, address concerns, etc.
  • Real voice, address concerns, etc.
  • Real voice, address concerns, etc.
  • Real voice, address concerns, etc.
  • Real voice, address concerns, etc.
  • Real voice, address concerns, etc.
  • Real voice, address concerns, etc.
  • Real voice, address concerns, etc.
  • Real voice, address concerns, etc.
  • Real voice, address concerns, etc.
  • Real voice, address concerns, etc.
  • Real voice, address concerns, etc.
  • Real voice, address concerns, etc.
  • Real voice, address concerns, etc.
  • Real voice, address concerns, etc.
  • Real voice, address concerns, etc.
  • Real voice, address concerns, etc.
  • Real voice, address concerns, etc.
  • Real voice, address concerns, etc.
  • Share tools and FB, Twitter, Blog prominent, youtube missing
  • Blog offers itdeas, tips, stuff that will get used and shared…. Amplified!
  • Real voice, hashtags, tag others. Behind the scenes, real company
  • Tags, events!
  • Beautiful clean images, engaging tweets, relationship building, tags, a real voice, etc.
  • Branding tfd employees video
  • We do this cross channel too, website, newsletter, etc! The more transparant we are, the more we open ourselves up to consumers as real, the more they respond.
  • January fiasco
    Howards market
  • United breaks guitars
    You will bet skewered.
    Brands better button up CS, product, brand image must match up!
    January snow, changes to food.
  • The Fresh Diet Vs Yelp!
  • Engage with./..
  • Transcript of "The 9 Immutable aws of social media 2014"

    1. 1. Presented by James Gilbert, CEO April 17, 2014, 561-302-1719
    2. 2. • 30 + year history in DM (old school > new school) • CEO, Gilbert Direct Marketing, Inc. • President, Florida DMA • Professor Direct Marketing • Author Target Marketing Group • Return on Intelligence column • Guide to Social Media - Content @gilbertdirect@gilbertdirect
    3. 3. • Above all - a direct marketer • Old school principles applied to new channels! • MARKETING DISRUPTOR • HERETIC! @gilbertdirect@gilbertdirect
    4. 4. ““What can IWhat can I expectexpect from Social Media?” from Social Media?” “What kind“What kind ROIROI will I get?”will I get?”“I tried social media and gained “I tried social media and gained No Customers No Customers!”!” Then…
    5. 5. ““My posts are not getting any response” My posts are not getting any response” “What kind“What kind ROIROI will I get?”will I get?”“I tried social media and gained “I tried social media and gained No Customers No Customers!”!” Now…
    6. 6. "There is only one valid definition of business purpose – to create a customer. Companies are not in business to make things… but to make customers.” -- Peter F. Drucker OrientationOrientation(What these laws are(What these laws are reallyreally about!)about!)
    7. 7. Customers via Social? How?Customers via Social? How?
    8. 8. Engagement! Engagement!
    9. 9. EngagementEngagement Fulfills the DMFulfills the DM Promise of true 2 way Promise of true 2 way communicationscommunications Connect… be real!Connect… be real! Dialog! Two way street!Dialog! Two way street!
    10. 10. Social Media Law # 1 • The deeper the level ofThe deeper the level of engagement, the deeper theengagement, the deeper the trust/bond with your company!trust/bond with your company! • Nothing happens without engagement! • How engaged are your social media fans?
    11. 11. Social Media Law # 1 • But first, what are your goals:But first, what are your goals: – Build Authority, Credibility?Build Authority, Credibility? – Generate leads?Generate leads? – Drive ROI, Sales?Drive ROI, Sales? – Increase Engagement? (KEY to itIncrease Engagement? (KEY to it all)all)
    12. 12. Social Media Law # 1 • Who is using what?Who is using what? – Twitter?Twitter? – Linkedin?Linkedin? – Facebook?Facebook? – Instagram?Instagram? – Pinterest?Pinterest? – Blog?Blog? – Youtube?Youtube? – G+?G+? – Other?Other?
    13. 13. •Harsh reality: socialHarsh reality: social has changed!has changed! – (but we still need it right?)(but we still need it right?) Social Media Law # 1Social Media Law # 1
    14. 14. – Engagement more difficult – Have to work harder to “get ‘er done” – Everybody is doing it! – More message clutter – Facebook Algorithm make posts more relevant! • Kills engagement dead in reality with Edgerank. • Forces paid advertising to reach hard won fans! Social Media Law # 1Social Media Law # 1
    15. 15. The Law of Engagement! • The goals of every social media marketerThe goals of every social media marketer STILL ARE….STILL ARE…. – Engage! – Draw them out! – Get them involved! – Become a thought leader! – Generate Authority! – Tug at their heartstrings – Tell a story!!!! – Create drama!!!! – But now we have to be even smarter, better and more engaging
    16. 16. The Law of Engagement! The 8 stages of engagementThe 8 stages of engagement •Brand impression •Like – casual listener •Like - engages •Super like – engages often •Minor brand advocate – recommends brand •Super brand advocate – recommends brand and sells product! •Dislike – disgruntled like of advocate – goes away •Super dislike (engaged dislike) – goes away and talks about brand in a negative way •Goal move from 1 – 6 •Goal move back from 7 and 8 to 6
    17. 17. The Law of Engagement! The 8 stages of engagementThe 8 stages of engagement •How do you find and createHow do you find and create brand advocates?brand advocates? •Listen, spend time on sites. •See who retweets, shares, likes etc. •Make contact! •Yes make contact and build relationship!
    18. 18. The Law of Engagement! The 8 stages of engagementThe 8 stages of engagement •Brand advocates are everywhere.Brand advocates are everywhere. •Carol! •Donna! •Josh! •Trevor! •Tina •Angel’s Aunt! •Its about the real-ationship to your social people andIts about the real-ationship to your social people and brands.brands. •Became my friends! Literally!Became my friends! Literally!
    19. 19. The Law of Engagement!The Law of Engagement! Real-ationshipsReal-ationships
    20. 20. The Law of Engagement! THEN: The nameless faceless corporate entity NOW: The nameless faceless corporateThe nameless faceless corporate social media postersocial media poster
    21. 21. • Its time to throw out what you have learned about social media and: –Lose the tools: • Forget Hootsuite, scheduled postsscheduled posts, and other tools to make life easier. Get back down in the trenches, engage, delight and… •BUILD RELATIONSHIPS!BUILD RELATIONSHIPS! • Today in social relationships are dying! The Law of Engagement!
    22. 22. Case Study – The Fresh Diet Case Study – The Fresh Diet • About The Fresh Diet • Focus on relationship building • Facebook driver
    23. 23. FB Good news!FB Good news! • Facebook now allows contest toFacebook now allows contest to be done right on the timeline!be done right on the timeline! –3rd party apps no longer needed –Engaging fans easier without “middle-man” –Still some confusing rules so review before implementing!
    24. 24. FB Bad news!FB Bad news! • Facebook “Facebook “EdgerankEdgerank”” algorithmalgorithm changing against businesschanging against business’’ss – Spammy postsSpammy posts – Repeat postsRepeat posts – Emphasis towards friend posts vs BizEmphasis towards friend posts vs Biz – FB now a pay for play biz model!!!FB now a pay for play biz model!!! • Pay to build fansPay to build fans • Then Pay to reach themThen Pay to reach them
    25. 25. Fresh Diet Growth… 94fans 24kLikes
    26. 26. Building our brand via FacebookBuilding our brand via Facebook • Our Facebook page is our calling card. • Many times we prefer to send to FB over web • More powerful than our website – People see engagement and want to join in – People see happy customers and order! • Beyond our “likes” thousands of people check us out on FB daily.
    27. 27. Don’t be an info Don’t be an info pusher!pusher!
    28. 28. How we got there – Goals!How we got there – Goals! • Main goal! • Put a human face on the nameless faceless corporate entity • Distinguish ourselves from big corps • We are real people, promoting a healthy lifestyle • People respond to realPeople respond to real
    29. 29. How we got there – Goals!How we got there – Goals! • Build relationships - Build engagement • Speak in a real voice • Develop trust • Give to get world (FREEBIES)Give to get world (FREEBIES) • Time spent on site = engagement • Engagement = Sales • Sales + Engagement = Advocacy • I tease people, draw them out, call them out, etc
    30. 30. How we got to 66K – the basicsHow we got to 66K – the basics • Call center • Collateral Material • Mailers • Email signatures • Email newsletters • Any place we can think of
    31. 31. How did we get there?How did we get there? Facebook ads •Can be hit or miss, but test! •Effective in driving targeted traffic •Targeting better but still needs work •Boost Posts •FB now forcing business’s to pay! •Some controversy about REAL Likes •Side note: Retargeting! Remarketing!
    32. 32. Step 2 building engagementStep 2 building engagement • Back in the day… • It started with a single contest. – Carbometer • Ran contests every day of the week
    33. 33. Contests mean to us…Contests mean to us… • A way to seed the market with food • A way to have people come back and give positive feedback • The Give to get! • An engagement tool • Fun – draws people out
    34. 34. Contest examples • Plate your favorite meals
    35. 35. Contest examples • Halloween costume contest
    36. 36. Contest examples • Motivation poster contests
    37. 37. Contest examples • Fresh Diet-ize a Beatles Lyric (in honor of John Lennon) • Fresh Diet-ized Haiku
    38. 38. Contest examples • Video contests • This contest coined the phrase, “the fresh diet delivery fairies?
    39. 39. Contests Recipe winner
    40. 40. Social Media Law # 2 • Brand + Channels = Revenue.Brand + Channels = Revenue. – The more channels a consumer interacts with your brand in, the more likely they are to buy. – Offering multiple engagement channels allows for consumer self selection of preferred channels. – Being in the right social media channels based on your market increases channel interaction.
    41. 41. We do a lot of video
    42. 42. YouTube fun and relationship building
    43. 43. Building Traffic – Fans and Likes Ad.ly network allows you to buy paid tweets from celebrities Gained 400 fans in one day
    44. 44. Building Traffic – Fans and Likes Tie ins with other sites drove major traffic and likes We did this one in conjunction with a freebie every day.
    45. 45. Building Traffic – Fans and Likes Tie ins with other sites drove major traffic and likes We did this one in conjunction with a freebie every day.
    46. 46. Building Traffic – Fans and Likes Paid tweets from Heidi Montag promoting a contest drove fans and contest entries
    47. 47. Building Traffic – Fans and Likes Using the @ sign drives traffic This post ran on TFD and Holly Madison’s FB page at the same time
    48. 48. Social Media Law # 3 • Brand + time + channels = advocates.Brand + time + channels = advocates. – Consumers spending time in multi channels breeds customers more likely to become brand advocates and influencers. – This is the new multichannel marketing model for the 21st century. – Social media creates brand advocates and turns peers into your best salespeople.
    49. 49. Social Media Law # 3 •Brand + time +Brand + time + channels = advocates.channels = advocates. –How is it done? –Content is king!!!
    50. 50. Cross pollinate content • Blog as center of universe!
    51. 51. Amplify your content across channels
    52. 52. Forget ABC’s A B P is the new model Always Be Promoting
    53. 53. Need content? • Wrap yourself around an issue or a topic • Make it your own • Provoke!
    54. 54. Need content? • Or just share otherOr just share other people’s content and addpeople’s content and add your opinion!your opinion! •Make the issue your own! •Be a curator of content!
    55. 55. Become a thought leader! • Linkedin publishingLinkedin publishing platformplatform • Groups (social, DM Q&A)Groups (social, DM Q&A) • Tweet (yours, others)Tweet (yours, others)
    56. 56. My take on content • B2B social, Blog, Linkedin Key!B2B social, Blog, Linkedin Key! • Become a thought leaderBecome a thought leader • Always be promotingAlways be promoting • Amplify and share.Amplify and share. • Create share worthy contentCreate share worthy content
    57. 57. Social Media Law # 3 •Content ideasContent ideas for you…for you…
    58. 58. Tips for success… • Use #hashtags • Tag others in posts (business’s, people) • Pictures and graphics a must • Video! (that’s a whole other presentation) • Create events (FB, G+) • Create and amplify a call in, webinar
    59. 59. Social Media Law # 3 Reviews?
    60. 60. Social Media Law # 3 Info pusher?
    61. 61. Social Media Law # 3 Likers? Sharers? Are they your next advocates? (or are they ringers)
    62. 62. Social Media Law # 3 This needs fixing. Social stuff allows you to follow but not go to sites. Had to do some searches to find social once liked!
    63. 63. Social Media Law # 3 These are better – getting a little engagement started… But where is the video?
    64. 64. More content examples Glassesshop.com
    65. 65. More content examples Glassesshop.com
    66. 66. More content examples Glassesshop.com
    67. 67. More content examples MegaMotorMadness.com Over promotional kills pages dead! (like/talking)
    68. 68. More content examples MegaMotorMadness.com Fun and humor save the day…. Tag advocates to amplify!
    69. 69. Exceptional vacations Happiness rules… Here are your brand advocates….
    70. 70. Exceptional vacations Happiness rules… • Better imagery • Use pictures here • Create unique content • Reach out to likeminded individuals and organizations…
    71. 71. Exceptional vacations Happiness rules… • Where is your Youtube Channel listed!!!!
    72. 72. Dataman Group • Where is your Youtube Channel listed!!!!
    73. 73. Dataman Group • I know you have some video’s Dale! • Make them stars!
    74. 74. Dataman Group • Nice Linkedin Business Profile! • But your linkedin link goes to your profile Dale
    75. 75. Dataman Group • Google+ • Needs some tweaking!
    76. 76. Total Bank • Total Bank Social? • Need to hire me to develop strategy!
    77. 77. Total Bank • Total Bank Social? • Not much found
    78. 78. Total Bank • Total Bank Social? • But I did find this when I searched
    79. 79. Upfront Foods
    80. 80. Upfront Foods YouTube?
    81. 81. Upfront Foods
    82. 82. Upfront Foods
    83. 83. Upfront Foods Images, engaging tweets, relationship building, tagging, a real voice… real deal!
    84. 84. Social Media Law # 4 • The exponential search factor.The exponential search factor. – Social media increases your search engine rankings, and when combined with your website drives additional traffic via organic search. –Google+ is a must –Increases search rankings –Sends social signals back to Google •(you need those)
    85. 85. Social Media Law # 5 • The new-fangled customer serviceThe new-fangled customer service factor.factor. – Consumers choose their contact preferences. – Brands not having multiple channels for customer service risk losing customers. – Consumers expect instant gratification and social media delivers.
    86. 86. Facebook as a customer service tool • Sales and CS people inhabit our page • Customer service is no longer limited to the call center!!! • When questions get asked, we answer ASAP – Speed and agility in a social media world – If we don’t answer fast enough, we get grief – When issues come up we must address them with speed, agility and accuracy, otherwise we will get skewered
    87. 87. Social Media Law # 6 • The behind the scenes factor.The behind the scenes factor. – People don’t buy from brands - they buy from people. – Social media puts a human face on the faceless corporate entity. – The biggest opportunity around social media is to allow people to connect with your employees as peers.
    88. 88. The days of “bigThe days of “big anonymous corp.” are over! anonymous corp.” are over!
    89. 89. Bio’s of our employees bring customers closer to the company
    90. 90. Build involvement and trust Be Transparent Go behind the scenes
    91. 91. Bringing our customers closer Image done by one of our customers of our CEO Zalmi Duchman. He is officially Zman or Zuperman to our fans
    92. 92. Again, we do a lot of video
    93. 93. Social Media Law # 7 • Trust is the new black.Trust is the new black. – The aforementioned laws allow consumers to build or rebuild trust if done correctly. – Social media harkens back to the days of the corner store where consumers and brands had a cordial relationship. – Social media builds relationships over time.
    94. 94. Trust? Our involvement devices • Delivery fairies • Fearless FB leader • Overgiving • We let our customers run and judge contests • Brand everybody • Make fun of ourselves • Have all get involved in company • Ask questions, involve customers (bag, slogans)
    95. 95. Building Trust – Random Freebies • Every day we give food away randomly on FB. • Other times we just give it away for no reason • Is it expensive? Sure, but the rewards are enormous – People are always promoting us to our friends – Another way we seed the market and drive positive reviews
    96. 96. Build involvement and trust
    97. 97. Give to get – Random Freebies
    98. 98. Social Media Law # 8 • The online reputation factor.The online reputation factor. – Whether you like it or not consumers are talking about your brand. – Social media is the great neutralizer. – It allows your company to seek out negatives and turn them into positives via reputation management and communications.
    99. 99. Rep is everything
    100. 100. Social Media Law # 9 • The time spent factor.The time spent factor. – Customers are not always ready to buy. – Social media’s eight other immutable laws prepares customers over time.
    101. 101. Social Media Law # 9 • Engagement + time + trust =Engagement + time + trust = revenue.revenue. – When we run sales on FB sales come! – Use promo codes to track – Customers do the selling for us. • Must try this!
    102. 102. Get a copy…Get a copy… • Drop me a business card and I willDrop me a business card and I will send you a copy of this preso!send you a copy of this preso! – Feel free to pass it along too!Feel free to pass it along too!
    103. 103. Thank You!Thank You! How to reach me… jimdirect@aol.com @gilbertdirect 561-302-1719 www.linkedin.com/in/jimwgilbert
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