Social Media Camp Workshop Victoria - Liquor Plus Case Study

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Rod Phillips' from Liquor Plus presents their Social Media Success Story at SMC Workshop October 18, 2011

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  • Do I look like I’m on Twitter? I thought that it was the newest designer drug…. Doug went on to explain the basic premise of Social Media
  • Everyone is an individual and if you are really going to meet their expectations you need to really listen to you customers. Traditional media doesn’t allow you to listen
  • Faced with a choice Ruin any credibility I was looking to establish and reneg on the offer Honour the offer at an unplanned cost of $550
  • Advocates for our business Advocates for our messages Advocates multiply the impact on the market signficantly more than an ad because
  • Ideas going viral is the same as products sell best when
  • We starting offering Tweet Deals Then a Facebook page. Shortly thereafter a Wordpress blog inbedded in our website, Then Foursquare, Gowalla, YouTube, Vimeo etc.
  • I spend anywhere from 6-10 hours per week on Social Media. Pre 2009 I would spend 8-10 hours per week developing and proofing ads and copy. This is down signficantly from the start as I was completely fascinated by it… fly on a wall in a thousand conversations. Whittled down because we have a strategic approach. After many trials and errors we have found a schedule the works for us. We have no less than two blogs per week. We have no fewer than 5 Facebook posts per day We have no fewer than 5 Tweets per day Goal – produce at least 3 videos per week.
  • I spend anywhere from 6-10 hours per week on Social Media. This is down signficantly from the start as I was completely fascinated by it… fly on a wall in a thousand conversations. Whittled down because we have a strategic approach. After many trials and errors we have found a schedule the works for us. We have no less than two blogs per week. We have no fewer than 5 Facebook posts per day We have no fewer than 5 Tweets per day Goal – produce at least 3 videos per week.
  • We now spend far more on staff training, tastings, store environment, in-store signage. We now have the ability to eliminate all external branding from our stores. We have have the ability to spend our money on developing our flavour.
  • Still a lot of work to do but we now have the tools to focus on our flavour
  • Set specific goals in terms of speed, reach and ripple. Once your brand is established on its most fundamental message, the messages can grow and diversify from there.
  • Q AND A
  • Social Media Camp Workshop Victoria - Liquor Plus Case Study

    1. 1. Social Media Camp Workshop Series : Victoria THE LIQUOR PLUS STORY Rod Phillips @Rod_Phillips [email_address] [email_address]
    2. 2. LIQUOR PLUS: Case Study <ul><li>Before and After </li></ul><ul><li>Social Media </li></ul>
    3. 3. BUSINESS PERSPECTIVE <ul><li>Business is </li></ul><ul><li>Profitability </li></ul><ul><li>Flavour </li></ul>
    4. 4. PROFITABILITY <ul><li>IS </li></ul><ul><li>Margin X Volume </li></ul>
    5. 5. FLAVOUR <ul><li>IS </li></ul><ul><li>All the things that differentiate you from your competition </li></ul><ul><li>All the things that identify you in your customer’s mind </li></ul>
    6. 6. PRE-2003 <ul><li>89% of all retail liquor sales were through BC Liquor Stores . </li></ul><ul><li>Postage stamp pricing throughout BC </li></ul><ul><li>Private retail was known for being too expensive & short on selection </li></ul><ul><li>No advertising </li></ul>
    7. 7. 2003 LIQUOR PLUS OPENS <ul><li>100% of customers coming from government stores </li></ul><ul><li>Capitalize on perceived lack of service in government stores </li></ul><ul><li>Change people’s pricing expectations </li></ul><ul><li>Advertise our message </li></ul>
    8. 8. 2003 -2005 <ul><li>Liquor Plus grows from 1 to 3 stores </li></ul><ul><li>Bi-weekly price & item ads in the Times Colonist </li></ul><ul><li>Wine talk on CFAX– Saturday afternoons </li></ul><ul><li>Changing pricing expectations </li></ul><ul><li>Elevating service / knowledge expectations </li></ul>
    9. 9. 2005 -2009 <ul><li>Liquor Plus grows from 3 to 4 stores </li></ul><ul><li>Number of liquor stores servicing market area grows from 22 – 57 </li></ul><ul><li>Almost all competitors adjust pricing model to match us </li></ul><ul><li>Customer counts flatten out </li></ul>
    10. 10. 2009 NEEDS <ul><li>Broaden our flavour to elements uniquely us </li></ul><ul><li>Seek professional help </li></ul><ul><li>Renew our look </li></ul>Enter Doug Brown of Copeland Communications
    11. 11. ARE YOU ON….. JULY 22, 2009
    12. 12. SOCIAL MEDIA MEANS… <ul><li>Engaging your customers – listening </li></ul><ul><li>Gain advocates for your business </li></ul><ul><li>Opportunity to… </li></ul>
    13. 13. GO FROM…
    14. 14. TO…
    15. 15. Listening to your customers will… <ul><li>Add personality to your message </li></ul><ul><li>Add soul to your company </li></ul>
    16. 16. EXAMPLE What I thought I tweeted… “ @Rod_Phillips $1 off 6 pack of Race Rocks Amber Ale for first 50 to reply or RT” What I actually tweeted…. “ @Rod_Phillips $1 6 pack of Race Rocks Amber Ale for first 50 to reply or RT”
    17. 17. What I actually tweeted…. “ @Rod_Phillips $1 6 pack of Race Rocks Amber Ale for first 50 to reply or RT” Was seen by over 2,000 people Offer completed in 15 minutes
    18. 19. GAINED…
    19. 20. IDEAS GO VIRAL WHEN.. <ul><li>A trusted friend is the source </li></ul><ul><li>A trusted store advocate stands behind the message </li></ul><ul><li>A company promotes </li></ul>
    20. 21. LEAD TO.. WHICH LEAD TO…. WHICH LEAD TO…
    21. 22. I KNOW WHAT YOUR SAYING.. Where the hell does he find the time ?
    22. 23. CAVEAT… If part of your flavour is quality or value insure your posts have quality and value
    23. 24. FOOD FOR THOUGHT… <ul><li>In 2009 we spent $70,000.00 on advertising in traditional media </li></ul><ul><li>We serviced 649,872 transactions </li></ul>Cost / transaction: $0.11
    24. 25. FOOD FOR THOUGHT… <ul><li>Our total marketing budget in 2010 was $6,429.00 </li></ul><ul><li>We serviced 874,519 transactions </li></ul>Cost / transaction: $0.007
    25. 26. WHAT IS OUR FLAVOUR NOW? <ul><li>More than price, selection, and location </li></ul><ul><li>Includes our staff </li></ul><ul><li>Includes our advocates </li></ul>
    26. 27. Programming Examples <ul><li>Tweet Deals </li></ul><ul><li>Consistent Blog </li></ul><ul><li>Consistent Message Intro </li></ul><ul><li>Consistent Video </li></ul>
    27. 28. Tweet Deals <ul><li>Twitter Based Price & Brand offers. </li></ul>A Test of How Your Business Conveys its Value. Practice Before Moving On to other programming- if not it is just advertising.
    28. 29. Tweet Deals <ul><li>Twitter Based Price & Brand offers. </li></ul><ul><li>Content is Key </li></ul><ul><li>Reader must understand the value of propostion in two seconds. </li></ul><ul><li>Content must inspire advocacy </li></ul>
    29. 30. Tweet Deals <ul><li>Twitter Based Price & Brand offers. </li></ul><ul><li>Random but Opportune Timing </li></ul><ul><li>Advertise upcoming offer 3 days in advance </li></ul><ul><li>Offer in advance of competitors schedule. </li></ul>
    30. 31. Tweet Deals <ul><li>Twitter Based Price & Brand offers. </li></ul><ul><li>Measurement </li></ul><ul><li>Measure Speed of Completion </li></ul><ul><li>Measure Actual Reach </li></ul><ul><li>Measure Post-Offer Ripple. </li></ul>
    31. 32. Consistent Blog <ul><li>Quality Content that comes out on the same Frequency & Builds Anticipation </li></ul>Facebook & Twitter are filling up with a lot of white noise. You will build a bigger and more loyal following by quality posts with consistent frequency.
    32. 33. Consistent Message Intro <ul><li>Key Flavour Messages Have Same Intro each time. Builds Anticipation. </li></ul>I.E. Brew News, Wine Talk, Coming Soon, Question, Poll, Staff Pick, Pick O’ The Week, Inspired By
    33. 34. Consistent Video <ul><li>Specific Messages in Specific Format. </li></ul>Work In Progress but all of our Pick O’ Week are presented in Video format.
    34. 35. FINAL THOUGHTS <ul><li>Be real </li></ul><ul><li>Be concise </li></ul><ul><li>Be engaged </li></ul>@Rod_Phillips Rod Phillips LinkedIn Rod Phillips Google+
    35. 36. Question: What is the best way to sell a product or service? WIN a t-shirt
    36. 37. Answer: Advocated by trusted friend? WIN a t-shirt

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