Transcript of "The Tweet Small of Success - Social Media"
Hamish Renton Associates Cost eﬀec,ve Social Media Campaigns Creativity – Insight – Delivery! 1 Creativity – Insight – Delivery
About!Hamish Renton Associates!Background: • Retail -‐ Head of Own Label for Tesco & Category Buying Manager at Argos. • FMCG -‐ board member at both St Ivel and Milk Link (Marke,ng & Innova,on Director) • Industry -‐ Gold Awards Judge, write for The Grocer (logo) & Dairy Innova,on (logo) • Professionally – Member of Chartered Ins,tute of Marke,ng & Market Research Society Associate. Bou5que agency focused on food and drink: – small team of ‘blue chip’ specialists. • Marke5ng – strategy, research, branding, packaging & New Product Development • Ge;ng & keeping supermarket lis5ngs – category analysis, sell in & promo,ons • Workshops – product brainstorms, strategy & sales genera,on • Wri5ng & Research – crea,ng Books, Ar,cles & Apps about Food & Health. • Current clients: 2 Creativity – Insight – Delivery Delivery
What is cost eﬀec,ve marke,ng? • Consignia (2002) -‐ £2m logo redesign. • Sponsorship of The River CoXage series-‐ c£250,000. • Product sampling in UKs largest 80 Tescos for a weekend -‐ £92,000 • Crea,on of A4 press adver,sement -‐ £20,000. • One A4 page inser,on cost in Observer Food Monthly magazine or Olive -‐ c£5,000 3 Creativity – Insight – Delivery
How not to use…TwiXer • McDonalds, Feb 2012. Campaign aimed to highlight the origin of its food with the hashtag #MeetTheFarmers • Whilst McDonald’s tweets were at the top of the search, the majority were nega,ve. Real tweets from consumers: “My father used to bring us to McDonalds as a reward when we were kids. Now he’s horribly obese and has diabetes. Lesson learned #McDStories” “#McDStories Take a McDonalds fry, let it sit for 6 months. It will not deteriorate or spoil like a normal potato. It will remain how it was.” “I once ate at McDonalds. Never, ever again. #McDStories #truestory” Lesson = regardless of the care taken to plan a social media campaign, detractors will inevitably chime in. 4 Creativity – Insight – Delivery
Watch out.. Social Media is ‘always on’ • Keep a clear focus on the product & customer service. • In a now famous incident, Southwest airlines kicked famous Kevin Smith oﬀ of a plane because he was too large to ﬁt into just one seat. • He got angry & tweeted about the incident, and the event became an instant scandal. • In this age of instant, it is more important than ever to have a posi,ve company mission and treat clients respeciully. Lesson = all your customers have megaphones, not just the loyal and happy ones. 5 Creativity – Insight – Delivery
Social media – cost eﬀec,ve way to: 1. Research -‐ listen and learn from your consumers about their needs & wants. 2. Adver5sing – build brand awareness & followers. 3. Brand building – create posi,ve associa,ons and personality. 4. Inﬂuence – power to form and change consumer opinion. 5. Sales -‐ channel to sell directly & drive traﬃc to other channels 6 Creativity – Insight – Delivery
Driving VALUE in your social media V Video A Ac,vate L Lifestyle U Understand E Evaluate • Key is integra,ng social media channels to drive value. • The ‘BIG 3’ are Facebook, You Tube & TwiXer – all can be used very eﬀec,vely for free ! 7 Creativity – Insight – Delivery
V is for… Video • You Tube is free, wildly popular mechanic for bringing your brand, and its story alive. • Most consumers watch the ﬁrst 30 seconds. • Supports your Google ra,ng (SEO). • Done well, is powerful combina,on of sight and sound. • Allows product features, associa,ons & personality to show. • BeXer a short, well constructed 20 seconds than an "epic" 5 minutes. • Vimeo.com is higher quality alterna,ve (also free). 8 Creativity – Insight – Delivery
A is for… Ac,vate • Your goal is to drive web traﬃc to your website, impel consumers to DO something or lead their conversa,on. • Consumers trust social media recommenda,ons, its a key tool to drive sales which is why likes and recommenda,ons are important. • Over 190m tweets every day -‐ make sure your brand has something to say. • Giving a personal touch to your brand is best done through TwiXer, you can tweet jokes, pictures, links to your website. • TwiXer is also very eﬀec,ve in providing 24/7 customer service. • Be professional, but informal and make it true to your brand and story. 9 Creativity – Insight – Delivery
www.hamishrenton.com Number of followers 6000 5000 Number of followers 4000 3000 2000 1000 0 10 Creativity – Insight – Delivery
L is for… Lifestyle • If you are not talking to your customers where and when they work, rest and play, your brand is missing out. • What leisure ac,vi,es do you your customers enjoy -‐ sports, entertainment, the arts or cooking? • Then incorporate that leisure ac,vity in your tweets. The more you can be part of their total life the stronger your brand loyalty will be. • TwiXer is adding nearly 500,000 new accounts per day – 90% are consumers driven by their interests. • Your brand has a great story behind it – how and where will you make this relevant? 11 Creativity – Insight – Delivery
U is for… Understand • To establish, or regain trust, you need to show your brand understands its shoppers. • E.g. Social media mandatory for youth brands -‐ 48 % of 18 to 34-‐year-‐olds check Facebook immediately upon waking up. • Facebook polls -‐ quick, immediate and accurate way to gauge opinion. • Use survey monkey (free) to design a 10 ques,on survey and tweet the link (use a prize draw). • Invite consumers to post, email or tweet their sugges,ons for new ﬂavours, recipes and product usage 13 Creativity – Insight – Delivery
E is for… Evaluate • Growing Facebook fans isn’t just about winning a popularity contest; it can actually have an impact on your company’s boXom line. • Average fans spend $71.84 on products they “like.”. On average, fans are 28 percent more likely to con,nue being loyal users. • The average fan is 41% more likely to recommend the product or service to friends. • What is that worth to your business? • Set targets for each month -‐ followers on TwiXer, Facebook and You Tube. Measure your progress to get a sense of momentum. • Sign up on Google Analy,cs to look at how your website is performing. 14 Creativity – Insight – Delivery
www.hamishrenton.comEngagement on Facebook Page (non adver,sing period) -‐ ‘make mine Milk’ Engagement of Facebook page over Oct/Nov. This includes likes, comments, shares and picture views (between 15/10/11 – 12/11/11) 4000 Number of people engaged with page 3500 3000 2500 2000 1500 1000 500 0 15/10/11 16/10/11 17/10/11 18/10/11 19/10/11 20/10/11 21/10/11 22/10/11 23/10/11 24/10/11 25/10/11 26/10/11 27/10/11 28/10/11 29/10/11 30/10/11 31/10/11 01/11/11 02/11/11 03/11/11 04/11/11 05/11/11 06/11/11 07/11/11 08/11/11 09/11/11 10/11/11 11/11/11 12/11/11 Date 15 Creativity – Insight – Delivery
Caveat • Email and direct mail aren’t dead! Neither is the phone! • Email marke,ng allows you to send messages when you want, and consumers to respond when they want. You aren’t interrup,ng! • Consumers have given you permission to contact, so they want to hear from you! • Electronic newsleXers allow you to add colour, depth, personality and humour to your brand story. • Create and keep a database of interested consumers (even if they don’t buy) using free/low cost tools like Constant Contact 16 Creativity – Insight – Delivery
Summary • Geyng followers, fans, likes, pins and the rest is not why we’re on social media. • We’re business people and we’re using social media apps to help to build our businesses. • Facebook, TwiXer & You Tube are all free. Take these channels seriously and ﬁnd a process to gradually build your presence. • Benchmark where you are now: followers, likes & page views. • Set objec,ves and measure yourself against them. • Dont stop all your other marke,ng – it’s a mix of channels that will get you results. • Make social media the responsibility of one person in your company and start now! 17 Creativity – Insight – Delivery
www.hamishrenton.comAny ques,ons ? Further informa5on: • Find a PDF copy of this presenta,on on www.hamishrenton.com. • For a free report into how to op,mise Social Media, drop me an email. Contact Oﬃce: 01803 203387 Mobile: 07740 840071 in uk.linkedin.com/in/hamishrenton t twiXer.com/hamishrenton 18 Creativity – Insight – Delivery
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