Organic Social Media

Social Media,Naturally
Organically grow your customer base

What is Social Media?
Facebook
Twitter
LinkedIn
Flickr
Social Media is a buzz term for a web based conversation that relies on and revolves around media – written, photographed or filmed.

Why Should I Use Social Media?
80% of Americans use social media monthly
Time spent on social networks is growing 3 times faster than time spent online
You can tap into a national or even global market to increase your customer base
It’s environmentally friendly – there are no fliers to print and nothing gets wasted
Social Media sites are a great way to collect product reviews, because of those using social media, 75% rely on social reviews when making purchasing decisions
*Forrester, The Broad Reach of Social Technologies, August 25, 2009
*BusinessWeek, Does social media sway online shopping?, August 31 2009

The Industry
Natural and organic personal care surpasses $27 billion
Natural and organic food sales are up 12%
Global nutrition is now a $270 billion industry
*Nutrition Business Journal, Nutrition Business Journal Reviews the $270 billion Global Nutrition Industry,
January 6, 2010

Interact With Your Customers
Companies, new and old, are taking advantage of this unique opportunity to engage with customers and provide a level of customer service unparalleled at any point in history

But it’s all so complicated!

You can do it!
It’s easier than you might think.
You already do!
Let’s take a look…

Three Steps to Success
1
2
3
Outreach &
Engagement
Creative
Customer Service
Your Story

Your Story
What is your brand’s personality?
What is your brand’s mission?
How do you convey this message currently?

Your Story
Three Rules of
Social Media:
Be human
Be interesting
Be relevant

Your Story
Blogs, Twitter, Facebook, it can be overwhelming!
Assign roles and responsibilities to every member of your team.
Conduct training on the company story and rules of social media use.
Quality over quantity – focus on a few social networks and assign manageable daily tasks.

Outreach and Engagement
You can reach more consumers than ever before in one convenient location. Analytics can help you research and refine your marketing strategies to give you the best bang for your buck.

Facebook ads allow you to micro-target prospects based on detailed demographic information, geography and information listed in their profile
FacebookFanPages are a great place to organize a pre-existing community. Fans come together and opt-in to receiving information from your brand

Knowing how to market your product to your customers effectively is your most important tool
Make sure that your voice is heard, and encourage your regular customers to support your brand
Direct interactions with your customer base can seed evangelical supporters and help you get your products out to more people

People are NOT just finding your products on the shelves. You have the option of selling your products across the country and even across the world through your website…but first you’ve got to get some attention.

Creative Customer Service
Refining Your Social Networking
Stand out from the crowd by offering a unique perspective of your company
Personally engage with individual customers to reinforce the value of their support
Invite comments and criticism to make your customers feel like part of the decision making process
Update frequently to give the impression of a transparent brand image that customers will relate to

The Five Stage of Twitter Acceptance
Denial“I think Twitter sounds stupid. Why would anyone care what other people are doing right now?”
Presence“Ok, I don’t really get why people love it, but I guess I should at least create an account.”
Dumping“I’m on Twitter and use it for posting links to my blog posts and pointing people to my press releases”
Conversing“I don’t always post useful stuff, but I do use Twitter to have authentic 1x1 conversations.”
Microblogging“I’m using Twitter to publish useful information that people read AND converse 1x1 authentically”

Twitter is a great place to generate excitement
It is an amazing customer service opportunity
Put a personality behind your Twitter handle

Social media presents a great opportunity to learn about your customers
Many CRM systems now integrate with Twitter to allow for seamless monitoring and easy access to analytics
There are also many applications that can help you upload content to multiple social media sites at once

Remember that your customers are not only active on Twitter – many have blogs and other social media accounts
A quick Google search leads to tons of valuable information that will allow you to tailor your marketing to reach them

Case in Point
In January, the New Zealand-based Natural Being Skincare launched its line in Orange County, CA. The company utilized social networking tools to jumpstart awareness in its first US market and credits their use for its 70% sales growth in less than two months.
*News Guide, Natural Being Skincare Penetrates Marketplace Through Social Media Platforms, February 6, 2010

Building a Plan
Begin by defining your brand’s goals – increasing sales, improving customer service or generating publicity
Next choose the social networks you will focus on
Finally compile a 6-month plan, committing you and your staff to a social media routine. Remember this is a marathon not a sprint

Creating a Schedule
Next assign social media responsibilities throughout the organization
Getting the whole team involved makes the process more manageable and endows individual team members with personal responsibility for the brand
Create a schedule committing individuals to ½ to 1 hour of social media work a day

Finding the Tools
Finally ensure the right tools are in place
Use Google Alerts to receive email notices any time your products are mentioned online
http://google.com/alerts

Finding the Tools
Twitter Search is a great way to search the Twitterverse for mentions of your products on a weekly basis
http://search.twitter.com/

Finding the Tools
CoTweet is an excellent way to have more than one person manage more than one Twitter account
http://cotweet.com/

Finding the Tools
TweetFeel allows you to track the sentiment of the Tweets posted about your products in real time
http://www.tweetfeel.com/

The Opportunity
To tell your brand’s story to the world
To actively engage with future and past customers on an ongoing basis and encourage repeat customers
To provide unrivaled customer service by learning about customers and anticipating their needs
To involve your entire team in building your brand

SmarterSM.com
Twitter.com/SmarterSM
(888) 400-5995
Jaspar Weir
Jaspar@SmarterSM.com
Twitter.com/JasparWeir

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Organic Social Media

by Jaspar Weir on Mar 09, 2010

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Organic Social Media — Presentation Transcript