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Social Media. Drive Revenue. Impact Bottom Line.
- 1. SOCIAL MEDIA Drive Revenue. Impact the Bottom-Line.
- 2. What we’ll cover… • The Evolution of Marketing • Questions to Ask Before Starting • Benefits of Plugging into Social Media • Track and Measure
- 3. Organization 1st Evolution One-Directional Messaging • Messages created, packaged & pushed • Audiences accepted or didn’t • If issues – comment cards, letters, or customer service representative • Marketing firm hired to do research if organizations wanted to know how customers felt
- 4. Organization 2nd Evolution Two-Directional Messaging –Web 2.0 • Online experience becomes more collaborative, user- friendly & interactive • Birth of blogs, social networking sites, applications that allowed customers to leave comments digitally via websites, contact us forms, etc.
- 5. Organization 3rd Evolution Lateral-Engagement • New dimension to engagement & influence • Advent of true peer-to-peer networks • Shared content at will • Immediate & real-time feedback • Word-of-Mouth now limitless • No geographic boundaries • Multiplied velocity & reach • Now World-of-Mouth
- 6. SOCIAL MEDIA How does it affect your business? What do you do with it? What action or response are you seeking? Do you have a strategy and goals? • Social Marketing: not an isolated silo, it’s a channel • Determine how Social Marketing fits into your overall Business Strategy • Understand Strategy, Tactics, Goals and Targets
- 7. Top Five Business Functions • Sales • Customer Service • Human Resources • Public Relations • Business Intelligence
- 8. Sales $ Acquire new customers through extended reach and influence Social Media – Videos, You Tube, Blogs can enhance relevance and depth. Branded Facebook pages can be leveraged to promote discussions, publish videos and articles, schedule events, launch contests, distribute special offers. Twitter – 20% off discount code with a link to an eSite or printable coupon
- 9. • Constant real-time feedback from customers • Respond to customers in real-time • Faster resolution times • Bottom-line you want happier customers • More importantly, you want raving fans to proclaim your greatness Customer Service & Support
- 10. Human Resources
- 11. Public Relations • Monitor online mentions of company • Greater reach and spread of information • PR to media, customers, post on website, push out via groups, Twitter, Facebook, Blog, LinkedIn & other social channels • Increase trust & mindshare
- 12. Business Intelligence • What are customers saying about you? • About your competitors? • How many and where? • Utilize to garner leads/sales • Perceptions = Reality • With search ability – research is cheaper, faster and richer than ever before
- 13. Track & Measure • What do you want to measure? • What are your KPI’s? • How is success defined? • What is the impact on your program or campaign? • Track & measure results • Adjust as necessary
- 14. Twitter @Alpha Inc. Following June 21 July 562 August 1968 Sept 1847 Followers June 28 July 282 August 1468 Sept 1589
- 15. Website Traffic 750 – 895 – 670 1431 – 2725 – 2107 2685 – 5566 – 4813225 – 273 – 299
- 16. Super XLVII Bowl Blackout You canstill dunkin theDARK!
- 17. • Decide what channel or approach is best for your company • Develop consistency of tone, messaging, content & imagery • Pick & choose your sandboxes • Know WHY you do it Drink the Kool-Aid – Yes or No?
- 18. Deborah Daily Buckaroo Marketing | New Media DLDaily@gobuckaroo.com ~ www.gobuckaroo.com 317.845.0830 or 877.344.0290 7987 Wolford Court, Suite 200 ~ Fishers, IN 46038
Editor's Notes
- SALES: Acquire new customers through reach & influence Social Media – Videos, You Tube, Blogs can enhance relevance and depth. Branded Facebook pages can be leveraged to promote discussions, publish videos and articles, schedule events, launch contests, distribute special offers. Twitter – 20% off discount code with a link to an eSite or printable coupon
- Recruit talent – “relevancy” – “tech savvy” “OUT” (High spend newspaper ads/resumes) “IN” (Hire through trusted networks peers colleagues, and friends) Online research provides valuable insights Identify if there’s a fit with prospective new hires and your corporate culture
- Monitor online mentions of company Greater reach and spread of information PR to media, customers, post on website, push out via groups, Twitter, Facebook, Blog, LinkedIn Increase trust & mindshare Foster alignment of values between company and would-be customers which equals a higher degree of positive sentiment & even loyalty
- TP-Story…Programs – last year and a half…didn’t know conversion – leads to quotes to sales. Don’t know it? Then how do you know it works and if you should do it?
- So how did Oreo put their own twist on the lights-out scenario so quickly? Turns out they had a 15-person social media team at the ready to respond to whatever happened online in response to the Super Bowl — whether it was a mind-blowing play or half the lights shutting off. So not only did they have a regular commercial run during the first quarter, they also had copywriters, a strategist, and artists ready to react to any situation in 10 minutes or less. “The new world order of communications today incorporates the whole of the way people are interacting with brands right now,” Sarah Hofstetter, president of digital marketing agency 360i, which handled game-day tweeting for Oreo, said in an interview with Wired. “Once the blackout happened, no one was distracted — there was nothing going on. The combination of speed and cultural relevance propelled it the forefront.”