Alpha Graphics Convention 2011 Selling Social Media


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Selling Social Media, presented at the AlphaGraphics 2011 Convention. Designed to help Alpha Centers grow revenue by effectively targeting and closing companies who need social media marketing technology, such as FanTools from Four51, and services.

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  • Alpha Graphics Convention 2011 Selling Social Media

    1. 1. Selling Social Media<br />
    2. 2. Housekeeping<br />Jim Lahner, Four51<br />VP Mkt & Customer Support<br /><br />Slides available via Slideshare on FanTools Facebook page<br />Booth #832<br />You get paid to speak up!<br />
    3. 3. Four51 Overview<br />Technology company, 12 years old<br />Two products, Software-as-a-Service<br />CommerceTools: eCommerce<br />FanTools: Deal Commerce<br />
    4. 4. CommerceTools Customers<br />32,000 customers<br />14M users<br />1,300 users added every day<br />1M orders/mo<br />
    5. 5. Suggestions from Jesse<br />Focus on selling social media<br />Describe opportunity to make money<br />Note how some centers are self-promoting on Facebook…give examples<br />
    6. 6. Topics<br />Why does social media matter?<br />Selling social media services<br />What does the market look like?<br />Who do you target?<br />Where do you start?<br />Wendy’s FourCrown case study<br />What’s next?<br />
    7. 7. Why Does Social Media Matter?<br />A cultural shift is well underway<br />People are paying attention to different things<br />Expectations for interaction are changing drastically (w/ people and w/ brands)<br />You can’t fight City Hall and you can’t fight Demographics<br />
    8. 8. New World According to Jeff Jarvis<br />“<br />Give the people control and we will use it.<br />Companies must learn that they are better off when they cede control to their customers.<br />Your worst customer is your best friend…your best customer is your partner.<br />“<br />“<br />
    9. 9. New World According to…<br />Kevin Cushing<br />“<br />One of the most significant challenges for many of today's small business owners is developing a strategic communications program that recognizes the game-changing impact that social media has had on the consumer/business relationship.<br />It's a new business environment out there. News about your company – good and bad – travels fast, and building a relationship with your customers goes way beyond simple buyer/seller transactions. Today, it's critical to recognize the role that your customers and others play in developing and maintaining the reputation of your brand.<br />“<br />
    10. 10. Demographics: The Irresistible Force<br />
    11. 11. Is There a Business Opportunity?<br />What does the market look like?<br />What exactly should I be selling first?<br />To whom?<br />Is there money to be made?<br />…and make money<br />
    12. 12. Few Businesses Claim to be Experts<br />Most companies say they have yet to begin or are early<br />A third are “coordinating,” which implies continued testing<br />Source: Josh Bernoff in Marketing News. Corporate Social Evolution. 7/30/11, p.12<br />
    13. 13. In Fact, Spending on Social Outpaces Knowledge…<br />“<br />Marketers expect to continue increases on social media spending over the next five years.<br />Despite the continued trend for social marketing to increase…CMOs don’t believe their social media activities are well-integrated…this suggests an urgency to utilize social media, even before a comprehensive plan is developed.<br />This approach is natural for such a profoundly innovative tool…Firms are in a period of experimentation and observation about social media.<br />“<br />“<br />Source:, summer 2011, p.17. <br />
    14. 14. The Marketing Services Opportunity<br />30M U.S. businesses need help – What should I do?<br />Complex new consumer behaviors<br />Platforms galore<br />Time, energy and expertise required to produce content and publish to many media channels<br />30M U.S. businesses need help – How do I extract value?<br />Awareness, Trial, Conversion, Loyalty<br />Data collection and analysis<br />Intelligence enables better, more valuable engagements<br />
    15. 15. Start with Facebook and Fan Acquisition<br />Easy meeting to get, easy conversation to have<br />Could and often will lead to other services, but you have to start somewhere…<br />Facebook is the big player<br />Facebook fans are powerful<br />Spend more, more loyal<br />More likely to recommend a brand<br />Relationship can last years, through many buying cycles<br />Network effect<br />
    16. 16. Facebook Dominance<br />Other methods of online customer engagement (web site, blog, email) are still important, but…<br />As of January 2011, Facebook has 600M+ active users<br />Quantcastestimates Facebook had 135.1M monthly unique U.S. visitors in October 2010<br />According to Social Media Today, in April 2010 almost half of the U.S. population had a Facebook account<br />Facebook delivers 30% of all online display advertising<br />
    17. 17. If Facebook Were a Country…<br />
    18. 18. Does Facebook create fans, or does Facebook give existing fans a stage?<br />more visible, audible, valuable…<br />Both?<br />Does it matter? Facebook is clearly a huge boost for brands that want to cultivate WOM marketing<br />
    19. 19. How Do You Get Fans?<br />First, you must be in the game, which means a Facebook Page<br />Then, use all opportunities to add Fans (offline, online, media, personal)<br />Consumers “Like” a business more for a deal than any other reason<br />Once a business has the fan, they need to engage<br />Coupons NOT the long-term answer<br />Encourage and reward dialogue and sharing<br />
    20. 20. The Path to Selling Social Media<br />Study – your team must log the time<br />Organize for success<br />Experiment with your own business<br />Diagnose your base and pick targets<br />Get a little guy on board<br />Get a big guy on board<br />
    21. 21. Start Watching the Social World, then Hunt<br />You need to get comfortable with social<br />Sign-up and USE Facebook, Twitter and Foursquare<br />Get a smartphone with data plan (Android or iPhone) and an extra battery<br />Read Mashable and Inside Facebook<br />Look and listen to local businesses using social<br />You can help the good, the bad, and the ugly<br />Notice how businesses are trying to get you to Like their Facebook pages<br />
    22. 22. Organize for Success<br />Make it a priority, make it someone’s job, establish accountability<br />Become the trusted advisor/expert: go on "consultative sessions," not sales calls<br />Hand-pick your first targets<br />Chain of yogurt stores<br />3-location restaurant<br />SPCA<br />c-store chain (90 locations)<br />Amusement park<br />
    23. 23. What Are Your Peers Doing?<br />
    24. 24. Diagnosis: Who to Target<br />Promotional businesses, inherently social<br />Retail, restaurant, NFP, sports/leisure<br />Burned by a Daily Deal service? Even better<br />Look for efforts that have fizzled or common mistakes<br />Look for ways to bundle services…e.g. mobile websites, QR codes, FanTools, more...<br />
    25. 25.
    26. 26. Sample Prospect Segmentation<br />
    27. 27. Can You Spot the Common Mistake?<br />
    28. 28. Wendy’s FourCrown Case Study<br />Opportunity segment: no social strategy, no social presence, no help from Corporate<br />58 locations, 1,000 ee’s (1,800 peak season)<br />Objective: develop and launch a social media marketing program focused on 15-30 year-olds <br />Drive traffic, emphasize dinner and evening dayparts<br />Create awareness of new products<br />Capture Fan data  provide preference-based offers<br />
    29. 29.
    30. 30. Your Revenue Opportunity at Wendy’s<br />1<br />2<br />
    31. 31. Service Opportunities<br />Help develop social component of overall marketing strategy<br />Social & online marketing consulting<br />Launch components<br />“Listening” and Online Reputation Management<br />Social promotion offer creation and publication<br />Content management<br />Socialize traditional marketing vehicles<br />Web site creation or upgrade, oriented for social interaction and fan acquisition<br />Analytics setup, administration, reporting<br />
    32. 32. Service: Social Marketing Consulting<br />Conduct a half-day strategy seminar with business leaders <br />Understand business goals<br />Social campaign planning, including all supporting tasks and materials required:<br />Define social campaign objectives including metrics<br />Types: brand awareness,lead generation, customer service, build community<br />Each campaign type might have different success metrics <br />
    33. 33. Service: Social Marketing Consulting cont.<br />Resources: who does what, when, how?<br />Internal people: full-time or part-time<br />Partner with experts<br />Voices: what is the tone or persona that the business and campaigns will use for social messaging<br />Establish social accounts for business <br />Decide how employees will use personal social accounts<br />Media: where to publish?<br />Decide which social platforms to publish on and engage with customers (hint: not all)<br />Establish accounts and workflows<br />
    34. 34. Services Bundles<br />
    35. 35. What’s Next?<br />Fan Acquisition through Deals is only the beginning<br />“Daily Deal Fatigue” is already upon us<br />Engagement and Amplification are the goals<br />Facebook EdgeRank says: Engaging posts today lead to visible posts tomorrow<br />A person can go broke saving money.<br />“<br />
    36. 36. Examples of Engagement<br />Wendy’s french fries in Frosty<br />Show PageLever data?<br />Figaro’s<br />Cambria<br /><ul><li>Best pages are fresh…they acquire and engagesimultaneously</li></li></ul><li>The 5-5-2 Challenge<br />What would your business look like if you targeted 5 retailers, 5 restaurants, 2 NFP’s<br />…and closed one a month for the next 6 months?<br />If all 6 were half the size of Wendy’s FourCrown<br />$54K new one-time revenue<br />$4,800 new monthly recurring<br />
    37. 37. Call To Action!<br />Get smart on social media<br />Get or “dust off” your Facebook account<br />Join the free AlphaGraphics FanTools Sales Engine (Facebook Group)<br />Get your Center on FanTools<br />Visit<br />It’s free too<br />Segment your prospects, start with your base<br />Take the 5-5-2 challenge<br />
    38. 38. Thank you, and enjoy the convention<br />
    39. 39. FanTools Social Promotions and Deal Commerce<br />Hosted application for social deal creation, publication and management<br />Merchants create and control their own deals<br />They keep 100% of the deal revenue<br />Merchants keep the data<br />Publish and socialize promotions on Facebook & Twitter<br />Affordable for any merchant<br />Simple to use<br />
    40. 40.
    41. 41. What is FanTools?<br />Streamline the process of creating & publishing offers and deals to acquire fans<br />Can require fans to Like the Page (FanGating), and/or answer questionnaire (ProfileGating) to get offer<br />Schedule the publication and expiration of the offer<br />Allow fans to opt-in to notification of new offers on their phone (SMS) and/or email<br />Publish the offer to merchant’s deal list, Page Wall, Twitter account, and notifications<br />Create deals valid for certain locations<br />Get reports on how many people viewed, clicked and printed the offers<br />
    42. 42. Social Promotion<br />Acquire fans<br />Get Likes<br />Engage fans <br /> Be authentic and interactive<br />Amplify fans<br />Leverage the network effect<br />
    43. 43. Facebook 2010 <br />
    44. 44. Why start your conversations with FanTools?<br />Simple value proposition to merchants<br />Specific solution to very common merchant problems<br />Getting on Facebook and making it work<br />Make and distribute online, mobile, and social deals<br />Managed service from local partner that can tie together online and offline promotions (this is you!)<br />Success-based pricing with low cost of entry<br />
    45. 45. Social Media Vehicles<br />Web site<br />Blog<br />Facebook Page<br />Twitter account<br />YouTube Channel<br />LinkedIn company page (B2B)<br />E-mail campaigns<br />
    46. 46. Marketing Service Provider<br />Growing opportunity to help businesses understand, address understand and leverage online and social marketing<br />Addressable market is every b2c and most b2b? Not all will buy, but most are willing to talk.<br />Build a consultative relationship. Provide “sticky” value-added services and tools that give you a reason to talk on a weekly or monthly basis<br />Most businesses, even those with dedicated marketing, don’t have the expertise, processes or tools to address social in a planned, coordinated & measurable way<br />FanTools is the perfect way to start a conversation, land a services beachhead, and expand into more services <br />
    47. 47. Help companies with social marketing, starting with social promotions<br />Fan acquisition<br />Entice customers with promotions to like Facebook Page, follow on Twitter, subscribe to YouTube channel, etc.<br />Cross promote between media (e.g. ask for Like in e-mails, on signage, on website, in person)<br />Fan engagement<br />Creation and publication of relevant information including promotions<br />Encourage online interaction, feedback, comments, suggestions, and even complaints (then fix)<br />Fan amplification<br />Promote and reward the fan sharing of content<br />
    48. 48. Fan acquisition program tactics<br /><ul><li>Facebook Page design and setup
    49. 49. FanTools offer development and distribution (multi-channel)
    50. 50. In-store graphics, signage, hand-outs, menus, etc.
    51. 51. Commerce integration (shopping carts, receipts, customer feedback)
    52. 52. Integrate with existing media spend
    53. 53. Facebook Ads
    54. 54. SEO, landing pagesand search ads
    55. 55. Website and blog plugins (Like button, Facebook Comments)
    56. 56. Local / social / mobile registrations (Foursquare, Places, Yelp)
    57. 57. Loyalty program integration
    58. 58. Email campaign integration
    59. 59. Employee training </li></li></ul><li>More consulting opportunities<br />Branding statement<br />Customer profiling<br />Brand social baseline<br />Industry and competitive social footprint<br />Keyword discovery, value and analysis <br />Staff training<br />
    60. 60. Service: FanTools Promotions<br />Facebook Page design and implementation<br />Using Offer Builder template, help merchants design campaigns and individual offers<br />Copywriting<br />Graphic design<br />Input and schedule offers in FanTools for merchant<br />Track results and provide reports<br />Meetings to to evaluate and adjust offers <br />
    61. 61. Service: Content management<br />Online marketing relies upon a constant flow of fresh, relevant content<br />Deals, offers, coupons<br />Advertising copy<br />Whitepapers and e-books<br />Blog posts; micro-blog (tweets, status updates)<br />E-newsletters<br />E-mail promotions<br />Case studies<br />Article marketing<br />Podcasts<br />Videos<br />
    62. 62. Service Operations<br />Marketing your services – web site, Facebook Page, collateral, promotion campaign, personal selling<br />Selling services - proposals, pricing, contracts<br />Delivering services <br />Merchant onboarding<br />Update meetings<br />Offer Builder: e-mail form, online form, paper form, in person<br />Creative: copywriting, design<br />Monthly billing arrangements<br />Customer Service<br />