Facebook: Breaking the Sales and Engagement Myth

Facebook: Breaking the Sales mythHow The Fresh Diet Drives Consumer Engagement, FANaticism and Sales
Presented by Jim Gilbert:
CEO, Gilbert Direct Marketing, Inc.
De Facto CMO: The Fresh Diet, Inc.

What to expect today
A how to on how The Fresh Diet does business on Facebook.
Insider info you won’t get elsewhere that you can take to “the bank”

What NOT to expect today
A tutorial on how to set up a Facebook page
Technical details by a web marketing person
I am a direct marketer and approach FB in that manner.

How many of you use FB for business?
We’ll discuss how it is working during Q&A
Who is here from the diet or food industry

Lets get started but first…
About The Fresh Diet

About The Fresh Diet
Gourmet Meals hand delivered daily
Inc 500 Fastest growing Co. #1 in Miami-Dade
Since 2005
Double growth in 2010
Double again in 2011
And yes, we sell right off of Facebook
Inspire you today

So No, I am not a Facebook Expert
Started Gilbert Direct FB page 2.5 yrs ago
Had no idea how to make is successful
Originally just pushed info from my blog to FB
End result = Nothing!
Originally took same approach to TFD FB Page.
Pushed out content from blog, articles…

Level of effectiveness = 0
November2009:
94 fans

Level of effectiveness = 100
December 2010:
24,195 likes
That’s a lot more than nutrisysem!

Building our brand via Facebook
Our facebook page is our calling card.
Many times we prefer to send to FB over web
More powerful than our website
People see engagement and want to join in
People see happy customers and order!
Beyond our “likes” thousands of people check us out on FB daily.
Our Reviews page has over 80 Reviews, 95% of them positive

How we got there – Goals!
Main goal!
Put a human face on the nameless faceless corporate identity
Distinguish ourselves from big corps
We are real people, promoting a healthy lifestyle
People respond to real

Build relationships - Build engagement
Speak in a real voice
Develop trust
Give to get world
Time spent on site = engagement
Engagement = Sales
Sales + Engagement = Advocacy
I tease people, draw them out, call them out, etc

"There is only one valid definition of business purpose – to create a customer.
Companies are not in business to make things… but to make customers.”
-- Peter F. Drucker

How we got to 23K – the basics
Promote via:
Website
Blog
Transactional emails
Twitter

How we got to 23K – the basics
Call center
Collateral Material
Mailers
Email signatures
Email newsletters
Any place we can think of

Step 2 building engagement
It started with a single contest.
Carbometer
We now run contests every day of the week

Contests mean to us
A way to seed the market with food
A way to have people come back and give positive feedback
An engagement tool
Fun – draws people out

Contest examples
Plate your favorite meals

Contest examples
Halloween costume contest

Contest examples
Motivation poster contests

Contest examples
Fresh Diet-ize a Beatles Lyric (in honor of John Lennon)
Fresh Diet-ized Haiku

Contest examples
Video contests
This contest coined the phrase, “the fresh diet delivery fairies?

Contest examples
Ultra secret contests
My excuse to give away food
Any old contests
Banner ad

Contests Recipe winner

Any Excuse for a contest

Building Trust – Random Freebies
Every day we give food away randomly on FB.
Other times we just give it away for no reason
Is it expensive? Sure, but the rewards are enormous
People are always promoting us to our friends
Another way we seed the market and drive positive reviews

Our involvement devices
Delivery fairies
Fearless FB leader
Overgiving
We let our customers run and judge contests
Brand everybody
Make fun of ourselves
Have all get involved in company
Ask questions, involve customers (bag, slogans)

Bio’s of our employees bring customers closer to the company

Build involvement and trust

Build involvement and trust
Be Transparent
Go behind the scenes

Bringing our customers closer
Image done by one of our customers of our CEO Zalmi Duchman.
He is officially Zman or Zuperman to our fans

We do a lot of video

And our customers love a good scandal
By By Carnie!

Then there’s the “food porn”

Give to get – Random Freebies

Give to get – Groupon info, drives sharing

Give to get – Groupon contests

The Mommy blogger network
Hundreds of mommy bloggers
We have them do reviews for food
Contests too
Other networks, diabetes, charitable orgs, bariatrics
The potential is unlimited

Engagement, our customer take over
In a social media driven world – people buy from their peers!

Engagement our customers take over
In Orlando
Customers ran contests, promoted specials answered CS Q’s
Our customers would walk through fire due to the trust we have built.
We ask people from FB to do interviews, show up at events, etc… even be on TV.

Customers take over
Fresh never frozen

Engagement, sometimes silliness ensues

Engagement, our customers take overPositive and negative reviews

Facebook as a customer service tool
Our Sales and CS people inhabit our page
Customer service is no longer limited to the call center!!!
When questions get asked, we answer ASAP
Speed and agility in a social media world
If we don’t answer fast enough, we get grief

Facebook as a Customer Service tool
When issues come up we must address them with speed, agility and accuracy, otherwise we will get skewered

Facebook as a Customer Service tool
When issues come up we must address them with speed, agility and accuracy, otherwise we will get skewered
We took a beating last week due to the snow in the NE

Driving sales
Once you engage, build trust people will buy right off the pages.
We promote sales monthly.
Sometimes insider sales for FB only.
We drive referrals sales as well.
Our customers are constantly selling TFD on the page and to their friends
2011 bringing in online ASP Referral rewards program.

Driving Sales – Special offers for FB peeps

Building Traffic – Fans and Likes
Ad.ly network allows you to buy paid tweets from celebrities
Gained 400 fans in one day

Tie ins with other sites drove major traffic and likes
We did this one in conjunction with a freebie every day.

Paid tweets from Heidi Montag promoting a contest drove fans and contest entries

Using the @ sign drives traffic
This post ran on TFD and Holly Madison’s FB page at the same time

Facebook ads drive traffic

Questions…
Your turn

Want a copy?
Drop me a card and I will email you a copy of this presentation!

Thank you!
Gilbert Direct Marketing
Jimdirect@aol.com
@gilbertdirect
Gilbertdirectmarketing.wordpress.com
The Fresh Diet
www.thefreshdiet.com
www.facebook.com/thefreshdiet

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Facebook: Breaking the Sales and Engagement Myth

by Gilbert Direct Marketing, Inc. on Jan 21, 2011

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Facebook: Breaking the Sales and Engagement Myth — Presentation Transcript