Facebook: Breaking the Sales and Engagement Myth
 

Facebook: Breaking the Sales and Engagement Myth

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Facebook - Breaking the "Sales" Myth ...

Facebook - Breaking the "Sales" Myth

How The Fresh Diet drives engagement, FANaticism and sales

Presented by Jim Gilbert, Head of Marketing, The Fresh Diet Inc.

In this informative session Jim Gilbert, author and former direct marketing professor will take you through a case study on how The Fresh Diet went from 94 fans to 25,000 likes in just over one year, and their secrets for driving engagement, FANaticism and sales.

Key takeaways:
• The most important qualities in a Facebook content manager that will create fans who will walk through fire for you
• How to quickly engage your audience and build trust
• Tips and tricks for posting content - when, and what to post
• Negative Nancy's and Debbie Downers - how to handle them
• The Superior customer experience and how to counteract negative reviews and comments
• How and why the entire company needs to monitor and engage. The customer centric organization.
• Facebook as a customer service and support tool
• The one word that best describes The Fresh Diet's Facebook experience
• And of course ROI: how to drive sales via Facebook.

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  • I hope to inspire you today, not tell you how to do it, but give you ideas you can use on your own
  • Actually 23K indecember.
  • We do everything in our power to drive traffic to FBEven over our website in many instances
  • Humor, tease customers, deal ASAP with issues, Don’t just push out info, engage and build relationships
  • FB Social plug inTwo ways to get to FB
  • Two ways to get to FB
  • Email newsletters always promote!!!ContestsFreebies
  • Out CTO developed a way to tell people if they chose too many carbsI wanted to brand it and did ws contest on FBContests are how we
  • I was in Disney this weekend, and our customers and fans ran the page for us, did contests, prmoted specials, etc.

Facebook: Breaking the Sales and Engagement Myth Facebook: Breaking the Sales and Engagement Myth Presentation Transcript

  • 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
  • How we got there – Goals!
    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
  • How we got there – Goals!
    "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
    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
  • 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
  • Building Traffic – Fans and Likes
    Tie ins with other sites drove major traffic and likes
    We did this one in conjunction with a freebie every day.
  • Building Traffic – Fans and Likes
    Tie ins with other sites drove major traffic and likes
    We did this one in conjunction with a freebie every day.
  • Building Traffic – Fans and Likes
    Paid tweets from Heidi Montag promoting a contest drove fans and contest entries
  • Building Traffic – Fans and Likes
    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