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The Big Picture - Planning and Measurement for Long-Term Marketing Success
 

The Big Picture - Planning and Measurement for Long-Term Marketing Success

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Learn how to bridge short term social media planning with overall business objectives and long-term strategy.

Learn how to bridge short term social media planning with overall business objectives and long-term strategy.

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  • Our Monthly Pass payment plan, which includes unlimited meetings and free access to eTools.Weight Watchers Online for Men and/or Weight Watchers eTools for men.

The Big Picture - Planning and Measurement for Long-Term Marketing Success The Big Picture - Planning and Measurement for Long-Term Marketing Success Presentation Transcript

  • The Big PicturePlanning and Measurement over the Long Term
  • Long Term
  • Agenda• Short-term vs. long-term marketing• Social media strategy for long term success• Tips for long term success
  • Marketing Short Term• Sales driven promotions – Coupons – Discounts• Campaigns to increase subscribers
  • Marketing Long Term• Brand – Brand equity; value of brand assets – Brand awareness• Customer attitudes• Industry relationships• Customer Experience – the Weight watchers 360 plan. How will they know if this resonates? – Membership sign ups – Number of renewals – Number of success stories
  • Social Media StrategyLONG TERM SUCCESS
  • Social Media Strategy for Long Term Success
  • Weight Watchers MissionHelp people lose weight in a sustainable wayby helping them adapt a healthier lifestyleand a healthier relationship with food andactivity.-CEO David Kirschhoff
  • Business GoalsThrough innovation, find new ways to help more members and subscribers. Recent examples of such innovation include:
  • Look at department goals• Sales and marketing – customer retention• HR – reduce recruiting costs• Customer service – reduce number of phone calls• Research – gain customer feedback to improve program
  • Social Media Goals• Sales and Marketing – motivate customers to stay on track and stick with the program• HR – connect career opportunities to target employees online• Customer Service – handle all feedback in a professional way and minimize negative feedback• Research – learn what members like or don’t like about the program
  • Social Media Tactics• Sales and Marketing – create a promotion that celebrates customer successes• HR – establish career section on FB and publish jobs on LinkedIn• Customer Service – hire someone to monitor all platforms and respond in a timely way• Research – execute a survey to gain customer feedback
  • Measures of Success• Sales and marketing – Number of new members – Positive mentions, shares and engagement growth – Retention• Customer service – Number of calls to customer service – Number of complaints handled online – Results of a customer satisfaction survey compared to previous years• HR – Leads acquired to number of hires – Reduction in employee acquisition costs• Research – Number of surveys completed – Ideas shared for improvement
  • Sales and Marketing• Mission - Help people lose weight in a sustainable way• Goals – through innovation, help more members and subscribers• Department goal – customer retention• Social media goal – motivate customers to stay on track• Social media tactic – create a promotion to celebrate customer successes• Social Media Metric – Number of submissions, positive mentions, shares and engagement growth
  • Achieve Long Term Success• What does your customer want?• Trial and error – be flexible!• Have a brand attitude• And…
  • Think Big PictureAnalyze all of your strategies together andhow results tie back to your mission, goals andoverall business objectives.
  • Kathryn GritzmacherStrategist, WestmorelandFlintKathryn.Gritzmacher@WestmorelandFlint.comTHANK YOU!