Social Media Club Detroit

Sling-Shooting the Digital DomainThe brand challenge: Prospect acquisition & conversion

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Earth = Brand ObjectivePlanet = ChannelSun = Brand

Sling-Shooting the Digital DomainThe Digital Domain: Orbits of commitment & influence

Sling-Shooting the Digital DomainDigital DomainLevels of brand influence andProspect activityLeast influenced & activeModerately influenced & activeHighly influenced & very active

Sling-Shooting the Digital DomainDigital DomainOrbiting channels of brand message communicationDistance = engagement entropy3 orbits & 5 stages of engagementChannel position will vary

Sling-Shooting the Digital DomainTraveling the Distance: The Sling-Shooting Method

Sling-Shooting the Digital DomainLuna 3: The ProspectDeveloped to take images of the moonLaunched in 1959 by Russian scientistsUtilized “gravity assist” to successfullyreach the far side of the moon

Sling-Shooting the Digital DomainThe “Sling-shot” Brand ExperienceProspect finds brand via search engineSent to micro site for intermediate engagementReturns to brand site to advance engagement

Sling-Shooting the Digital DomainThe Relational Line of LogicTell a cohesive story — each point should connect logicallyDon’t give it all away — avoid “TMI” in the early stages of engagementKnow what’s next — follow every contact with a clear call to actionLet the message fit the channel — Know the channel demographics

Sling-Shooting the Digital DomainWhole Foods Case Study: Inbound Social Media conversion

Sling-Shooting the Digital DomainWhole FoodsDigital DomainBrand Objective: Utilize SWspace to educate & inciteregional retail activity

Sling-Shooting the Digital DomainWhole Foods Relational LineUser finds them on Twitter, Facebook & FlickrSent to SM-friendly landing pageReturns to website to engage local store, e-newsletter registration, etc.

Sling-Shooting the Digital DomainKey FeaturesCorporate and local market Twitter accountsClear messaging ties between SM channel and core siteIndividual market presences on SM channel and core site

Sling-Shooting the Digital Domain1. Micro blogging: Twitter

Sling-Shooting the Digital Domain2. Landing Page (from Twitter)

Sling-Shooting the Digital Domain3. Brand WebSiteClockwise: Content features; Email newsletter subscriptions; Store Locator

Social Media Club Detroit