Why the Grocery Business Must Go Social

People are the media:WHY THE GROCERY BUSINESS MUST GO SOCIALEric Weaver | Tribal DDB28-JAN-2010

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Excess hype, overshare, pokes, "how well do you know me" quizzes and stalkers. Why would I use this for biz?

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?
“My marketing budget is slashed. And I keep hearing about social media. Is this a fad? Do these efforts actually work? The conversation seems so shallow. Who's got time to manage all this?”

THE SOCIAL INTERNET IS A PROFOUND CHANGE
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350,000,000PEOPLE ON FACEBOOK
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67,000+PEOPLE JOIN LINKEDIN EVERY DAY
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750,000+PEOPLE JOIN FACEBOOK EVERY DAY

700,000+BUSINESSES ON FACEBOOK
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5,300,000,000HANDRAISERS

12,500,000CANADIANS ON FACEBOOKZINC RESEARCH
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COUNTRY WITH THE SECOND HIGHEST PERCENTAGE OF USERS ON FACEBOOK
CANADA
FACEBOOK

People ask me if their business should be using social media
And I say, I don’t know, is there more business near the freeway?
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Outbound mktg is a $1TT machine. Each niche = a full industry. We're rewarded for storytelling/ intrusion/repetition. Unchanged in 150 yrs.
9:30 AM Jan 28 from PowerPoint

Back in the day
Limited product choice
Limited media channels
Longer brand interactions
Higher barriers to entry
(?)
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Back in the day
(?)
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Back in the day
(?)
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Customer shifts
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91%OF PEOPLE GLOBALLY WILL BUY FROM COMPANIES BASED ON TRUST
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77%PEOPLE WHO REFUSE TO BUY FROM COMPANIES THEY DISTRUST

MARKETING OFTEN STUCK IN THE PAST
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$15K ON DIRECT MAIL = 200 NEW CUSTOMERS$7,500 ON OUTDOOR = 300 NEW CUSTOMERS$0 ON TWITTER = 1800 NEW CUSTOMERSBUSINESS GROWTH: $4MM -> $50MM IN 3 YRS
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2,000,000 IMPRESSIONS2,300 NEW ACCOUNTS$4,000,000 IN NEW DEPOSITS
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GROWING REVENUE IS NOT ABOUT TAGLINES, LOGOS, INTRUSION OR HANDWAVING. IT’S ABOUT USING YOUR MARKETING EFFORTS TO GAIN TRUST.

“YEAH YEAH YEAH. SOCIAL MEDIA BLAH BLAH BLAH. STILL SEEMS LIKE OVERSHARE AND EGO GRATIFICATION.”
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BOOMERS
All about propriety. Trained in formalities, don’t offend, guarded means safe, not so great with “random.” Suit & tie = trustworthy.
GENS X&Y
All about affinity. Formalities ignored, sharing means being found, tech is easy, life is random. Suit & tie = untrustworthy.
2010THE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE
PHOTO: FLICKR.COM/PHOTOS/KATINALYNN

STILL NEED A BRAND!
What’s your promise? Your unique value? Your primary differentiation? The benefits you’ll always deliver?
BE TRANSPARENT
About everything except that which must be kept secret
THIS NEW MARKETING MEANS…
NO MORE SET & FORGET
Dialogue requires feedback mechanisms, time, effort and good conversational skillz
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Email marketing, 1996
Web marketing, 1997
“BUT I DON’T HAVE TIME FOR ONE MORE THING.”
Telemarketing, 1977
Computer-based
graphic design, 1986
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OKAY, I GET THE WHY. NOW HOW DO I GET STARTED?
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1. START WITH A LISTENING PLATFORM
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54%COMPANIES THAT HAVE IMPLEMENTED SOCIAL MONITORING PLATFORMS
46%COMPANIES THAT HAVE NO IDEA
E-CONSULTANCY, SOCIAL MEDIA AND PR REPORT, NOVEMBER 2009
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2. CREATE SEARCH-FRIENDLY, USEFUL, DIGITAL CONTENT FOR THE END OF THE SEARCH
MAKE IT EASILY SHARED, EASILY DISCUSSED, AND EASY TO GIVE FEEDBACK ON
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BLOGS: LONG-FORM THOUGHT, INTELLECTUAL CAPITAL.CEO media/invstr relations; industry trends/insights; legislative impacts; recipes

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TWITTER: QUICK-BURST, SHORT-FORM THOUGHT.Crisis PR, timely insights, content alerts, community bldg, event notices, offers

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VIDEO: great for intensive learning, how-to vids, personality pieces, company storytelling, humor

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“THE BEST WEAPON AGAINST SOCIAL MEDIA FIRE IS SOCIAL MEDIA WATER.” – Ramon DeLeon, Domino’s Pizza

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AUDIO PODCASTS: great for distracted learning, storytelling, conversational thought leadership, testimonials, sensory experiences

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WIDGETS/APPS: PROVIDE CONTENT PORTABILITY. Get your content into more places; allow engagement w/o leaving venue; aggregate valuable content

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SOCIAL VENUES: GO WHERE YOUR PROSPECTS CONNECT & CHAT. Brand awareness, community/CSR discussions, loyalty programs, consumer feedback/trials/testing

BRANDED SITE
EXTERNAL MKTG-MANAGED PRESENCE
EXTERNAL THIRD-PARTY SITE
TRADITIONAL MEDIA/PR
Integrated Traditional/Social Marketing Mix
AWARENESS
NEED
DETERMINATION
EVALUATION/COMPARISON
PURCHASE
LOYALTY
TOPICAL COMMUNITIES:
IP, HELPFUL TIPS
PRODUCT LAUNCH MICROSITE
AMAZON
S T O R Y T E L L I N G
DOT-COM SITE
HELPFUL RESOURCES
RECIPES
SEO
COMMENTS
EVENTS
COMPANY BLOG (IP)
FACEBOOK FAN PAGE
ONLINE SAMPLING
E-COMMERCE PARTNER
ONLINE
YOUTUBE CHANNEL: STORYTELLING, IP
PRINT
EXTERNAL BLOGS: IP, TIPS
OUTDOOR
PR
SAMPLING PGMS
RETAIL
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3. REINFORCE TRUST
OPEN, HONEST DIALOGUE.
TRANSPARENCY DEFAULT.
CLEARLY STATED INTENTIONS.
REAL HUMAN VOICES.
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4. ENABLE CUSTOMERS TO CO-CREATE YOUR OFFERINGS WITH YOU
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“I COULD HAVE JUST NAMED THIS THING THE VX150 OR ZI8. BUT I THOUGHT THAT THE PEOPLE WHO BUY THE PRODUCT SHOULD COME UP WITH SOMETHING MEANINGFUL TO THEM.” – JEFFREY HAYZLETT, KODAK
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66% PERCENTAGE OF BRAND TOUCHPOINTS NOW GENERATED BY CUSTOMERS
MCKINSEY QUARTERLY, JULY 2009
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SUMMARY
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CONSIDER YOUR LENS
RESPECT TIME STARVATION
GIVE YOURSELF TIME
THERE’S NO ENTRY POINT INTO A CONVERSATION IF YOU’RE NOT PRESENT

THANK YOU.
me:twitter.com/weave
company:tribalddb.ca
slides:slideshare.net/weave

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Why the Grocery Business Must Go Social

by Eric Weaver on Jan 28, 2010

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