Some thoughts about myself. Background in Corporate at GM, then Agency, Samsung, and now RadioShack.- PR is critical to social media and vise versa.
Multiple channels and choices. Each one specific to a need. Growing rapidly.
From an online perspective online consumption has evolved.Digital has gone from Interactive to Social Business.
Brands need to define their Brand Story via Social Paid – Digital Advertising, banners, AdWordsOwned – Created Assets, Custom ContentEarned – Brand related conversations and UGCPromoted – In-Stream or social paid promotion vehicles.Shared – Open platforms or communities where customers co-create and collaborate with Brands.
How does the Social Layers impact the business?
Need to discover your company and brands journey…
Need to discover your company and brands journey…
A lot of talk about Growing Fans, Getting Engagement, but what about Social Driving Business? Driving Commerce?
We can see that Social is still a small sliver of e-commerce in comparison to Search and other drivers. This is Opportunity.
Consumers still Trust Family and Friends based on % of Customers who agree tool “Helps Me With New Ideas”.
For RadioShack. Cyber Monday was a moment in ecommerce where Social and Digital can Drive Sales.We noticed that of the “Cyber Week” Cyber Monday continues to lead YoY in Holiday Spending.Almost $1.5B in online spending.Top gaining categories were in our RadioShack product selection sweet spot.We noticed that shopping was happening around the clock. Home vs. Work.
Step 1 – It was critical to plan ahead with tactics that social would support. What would be the ‘hook’ to keep people coming back.Select easy to remember hashtag (#24dealsin24)Provide clues every hour on the hour to entice repeat participation.
Carefully planned ahead to be integrated through multiple marketing channels.RadioShack.com HomepageEmailDigital AdsPromotion Landing Page.
Critical to understand that we MADE IT EASY to participate. Timely and clear tweets from us as brand.Clear call to actionTools on promotion landing page to participate.
Social @ Scale 2013
SOCIAL @SCALECOSMIN GHIURAURADIOSHACK - DIRECTOR SOCIAL MEDIATWITTER @COSGURU 1
TALKING ABOUT THIS• State of Social Media• RadioShack Social Presence• Social Commerce• Case Study• Closing Thoughts 2
SOCIAL MEDIA EXPANDINGSource: State of Social Media 2012 - http://www.slideshare.net/socialnerdia 3
DIGITAL+SOCIALEVOLUTION 4Source: Logic + Emotion David Armano - http://darmano.typepad.com/logic_emotion/2012/05/social_biz.html
SOCIAL LAYERSBRANDS NEED TODEFINE THEIR BRANDSTORY.BALANCE BETWEEN- Paid- Promoted- Owned- Shared- Earned 5Source: Social Media Brandsphere – Brian Solis & JESS3 - http://upload.wikimedia.org/wikipedia/commons/7/70/Brandsphere.jpg
BUSINESS IMPACT OF SOCIAL 6Source: Facebook Sales Mashable - http://mashable.com/2012/11/01/facebook-sales/
[SOCIAL] IS AN INGREDIENT TOTHE SOUP . 7Source – Doug Mack, CEO, One Kings Lane
YOUR SOCIAL MEDIA JOURNEY? 8Altimeter Group – The New Marketing Equation - http://www.slideshare.net/Altimeter/content-the-new-marketing-equation
SOCIAL MEDIA @RADIOSHACK2.0 Youtube MM Total Fans 2.4 MM Engagements400+ Videos Produced 384KCheck-Ins Foursquare 17.5 MM Weekly Reach 10
EXPONENTIAL FAN GROWTH 2009 2010 2011 20121.5MM -1.0MM - 750K - 500K - 0-RS Facebook Launch 100K Fans 420K Fans 1.5MM FansApril 2009 Nov 2010 Jan 2012 Jan 2013 17.5MM Weekly Reach – Unique people who see content. 11 168MM Friends of Fans – Unique friends of our Fans.
CASE STUDY – CYBER MONDAY Objective – RadioShack Social Media to provide 24/7 support to drive traffic, engagement, and sales to 24 deals in 24 hours for an overall RadioShack Cyber Monday online promotion.[STEP 1]SOCIAL IS NOT ALONE. PLAN AHEAD. 18
CASE STUDY – CYBER MONDAY Integrated Marketing – Placement of Campaign via multiple marketing vehicles. RS.com Homepage, Email, Digital Ads, Campaign Deal page. 19
CASE STUDY – CYBER MONDAY[APPROACH] LISTEN AND ADAPT. Provide a clue every hour starting on 11pm of what the next hour deal would be. Drive Measurable Conversation. #24dealsin24 Resources were available starting at 11pm Sunday – 12am Tuesday. Listened and Engaged with fans every hour to stimulate and adapt to the conversation. 20
CASE STUDY – CYBER MONDAY[#24DEALSIN24] EASY TOPARTICIPATE. 21
CASE STUDY – CYBER MONDAY[RESULTS] #24dealsin24 was only US brand to trend organically on Twitter homepage. Drove 11.2MM earned impressions. +1,200% in volume of Tweets. 9x organic follower growth. 14% Increase in web traffic. 22
CASE STUDY – CYBER MONDAY[EARNED KUDOS] RadioShacks offers were among the most- frequently shared coupons or offers on social networks during the shopping days surrounding Black Friday. – DataSift, Inc. 23Source: Twitter Business - https://business.twitter.com/en/optimize/case-studies/radioshack/Source: WSJ - http://online.wsj.com/article/SB10001424127887324296604578179750613594258.htmlSource: Bloomberg TV - http://www.bloomberg.com/video/retailer-twitter-strategies-sales-promotions-5h0VZxzCRKusvlZlaLxA4g.html
CASE STUDY – CYBER MONDAY[KEYS TO SUCCESS] PLAN AHEAD LISTEN & ADAPT EASY TO PARTICIPATE 24
THANK YOU.COSMIN GHIURAURADIOSHACK - DIRECTOR SOCIAL MEDIATWITTER @COSGURU 25