Social Media<br />Lindsey TaylorAugust 2009<br />1<br />
Outline<br />Competitive Analysis<br />Who is doing well?<br />Facebook<br />Twitter<br />Touch Points<br />Site<br />E-ma...
Competitive Analysis – August 2009<br />As of 8/4/09<br />3<br /><ul><li>Facebook: Females and those over 35 are the faste...
Twitter: 64% of users are aged 25-54, males outnumber females </li></li></ul><li>Who is doing well? <br />Facebook<br />Th...
Facebook - Sephora<br /><ul><li>Branding tool
High fan activity
Brand interacting with fans</li></ul>5<br />
Facebook - Threadless<br /><ul><li>Fresh content
Exclusive contests
Repurpose content</li></ul>6<br />
Facebook - Applications<br />Pizza Hut<br /><ul><li>Allow for page branding
Allow friends to brand their page,</li></ul>  expose brand to their network<br /><ul><li>Engagement</li></ul>Target<br />1...
Twitter - Home Depot<br /><ul><li>Used for customer service
Directs followers to other</li></ul>  Social Media sites<br /><ul><li>Following to Follower ratio </li></ul>  close to 1:1...
Twitter - Zappos<br /><ul><li>CEO tweets balanced</li></ul>  between personal &<br />  company news<br /><ul><li>Customer ...
Touch Points: Site<br />Nordstrom<br />Dell<br /><ul><li>Visibility to other connection points</li></ul>Virgin America<br ...
Touch Points: E-mail<br />Walgreens<br />Virgin America<br />11<br />
Connecting the Dots – Dunkin’ Donuts<br />Website<br />iPhone app<br /><ul><li>Full-circle brand</li></ul>  experience<br ...
Current state of Social Media at DSCM<br />Cross-functional Social Media Group meets regularly<br />Twitter and Facebook p...
Social Media in progress at DSCM<br />drugstore.com and VisionDirect.com Facebook pages under construction<br />Social Med...
Criteria for New Social Media Sites<br />What retailers are leveraging the site(competitors and non-competitors)?<br />Are...
Bebo<br /><ul><li>SM site popular in the UK
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Social Media

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Social Media Marketing presentation from my drugstore.com internship. Presented August 2009.

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  • http://www.ignitesocialmedia.com/2009-facebook-and-twitter-growth-by-age-group/Females on facebook are also the largest group and tend to have more friends on the network
  • (@Overstock, @OAuctions, @OReturns, @OCars, @ORealEstate), (@amazondeals, @amazonmp3, @Amazon, @kindlenews, @amazongames)
  • User lands on “OFFERS” tab (probably required dev. work)
  • Walgreen’s falls short by not having these touch points on their site
  • 1-800 Flowers also does a good job with mobile, website, social media presence
  • Survey will be released on Twitter (a link to SurveyMonkey)Objectives: Who is following drugstore.com on Twitter? How do consumers want to interact with drugstore.com on Twitter and Facebook?
  • Traffic down 20%
  • To get your video content onto Hulu, email content@hulu.comhttp://alexa.com/siteinfo/hulu.com#http://mashable.com/2009/04/28/hulu-3/http://www.quantcast.com/p-85E9Mbo27Crs6/demographics
  • http://www.brandweek.com/bw/content_display/news-and-features/direct/e3ibdf529f18374f6c94a8e9a9a8af1b137Who’s on it now? Artists, young people, musicians, writersFunctionality of Facebook and twitter
  • http://mashable.com/2009/03/08/social-media-blunders/http://blog.seattlepi.com/amazon/archives/166259.asp
  • http://mashable.com/2009/07/29/clickablenow/
  • Social Media

    1. 1. Social Media<br />Lindsey TaylorAugust 2009<br />1<br />
    2. 2. Outline<br />Competitive Analysis<br />Who is doing well?<br />Facebook<br />Twitter<br />Touch Points<br />Site<br />E-mail<br />Connecting the Dots<br />Social Media at drugstore.com<br />Criteria for new Social Media Sites<br />Best Practices<br />Recommendations<br />2<br />
    3. 3. Competitive Analysis – August 2009<br />As of 8/4/09<br />3<br /><ul><li>Facebook: Females and those over 35 are the fastest growing demographics
    4. 4. Twitter: 64% of users are aged 25-54, males outnumber females </li></li></ul><li>Who is doing well? <br />Facebook<br />Threadless<br />Fan giveaways and contests have high fan response<br />Sephora<br />Consistent, strong branding<br />Twitter<br />Zappos<br />CEO tweets, promoting company transparency<br />Amazon and Overstock<br />Active, targeted engagement<br />4<br />
    5. 5. Facebook - Sephora<br /><ul><li>Branding tool
    6. 6. High fan activity
    7. 7. Brand interacting with fans</li></ul>5<br />
    8. 8. Facebook - Threadless<br /><ul><li>Fresh content
    9. 9. Exclusive contests
    10. 10. Repurpose content</li></ul>6<br />
    11. 11. Facebook - Applications<br />Pizza Hut<br /><ul><li>Allow for page branding
    12. 12. Allow friends to brand their page,</li></ul> expose brand to their network<br /><ul><li>Engagement</li></ul>Target<br />1-800 Flowers<br />7<br />
    13. 13. Twitter - Home Depot<br /><ul><li>Used for customer service
    14. 14. Directs followers to other</li></ul> Social Media sites<br /><ul><li>Following to Follower ratio </li></ul> close to 1:1<br />8<br />
    15. 15. Twitter - Zappos<br /><ul><li>CEO tweets balanced</li></ul> between personal &<br /> company news<br /><ul><li>Customer service issues </li></ul> not addressed here<br />9<br />
    16. 16. Touch Points: Site<br />Nordstrom<br />Dell<br /><ul><li>Visibility to other connection points</li></ul>Virgin America<br />Overstock<br />10<br />
    17. 17. Touch Points: E-mail<br />Walgreens<br />Virgin America<br />11<br />
    18. 18. Connecting the Dots – Dunkin’ Donuts<br />Website<br />iPhone app<br /><ul><li>Full-circle brand</li></ul> experience<br />Twitter<br />Facebook<br />12<br />
    19. 19. Current state of Social Media at DSCM<br />Cross-functional Social Media Group meets regularly<br />Twitter and Facebook presence<br />Tweeting regularly<br />Promos/deals, customer service<br />@drugstoredotcom, @beautydotcom, @DirectorsDesk, @BeautyAdvisor, @visiondirectcom<br />What we’ve learned<br />Start small<br />Test, learn, apply<br />Mistakes will happen<br />Guidelines required<br />13<br />
    20. 20. Social Media in progress at DSCM<br />drugstore.com and VisionDirect.com Facebook pages under construction<br />Social Media Survey<br />Who is following drugstore.com on Twitter? How do consumers want to interact with drugstore.com on Twitter and Facebook?<br />Investigating:<br /> Facebook app<br />Facebook connect<br />Beauty.com iPhone app<br />14<br />
    21. 21. Criteria for New Social Media Sites<br />What retailers are leveraging the site(competitors and non-competitors)?<br />Are our customers on the site? Are they talking about our brand?<br />What is the target demographic?<br />Is the site growing or contracting?<br />How customizable is the site? <br />Who is controlling the message? <br />Should we consider this site? Why/why not?<br />15<br />
    22. 22. Bebo<br /><ul><li>SM site popular in the UK
    23. 23. Very young audience
    24. 24. Users are fleeing
    25. 25. Brand/Company pages are usually unofficial
    26. 26. Spammy, messy
    27. 27. Recommendation: Don’t use</li></ul>16<br />
    28. 28. Hulu<br />17<br /><ul><li>Clean, easy-to-use site
    29. 29. Provides high-quality TV programs and</li></ul> movies<br /><ul><li>Super Bowl ads are only retail videos on</li></ul>Hulu<br /><ul><li>Available in U.S. only
    30. 30. Site is gaining online video market share
    31. 31. Demographics:
    32. 32. Mostly male (56%), 60% have income <$60k
    33. 33. Recommendation: keep an eye on it,</li></ul> contact Hulu to investigate possibilities<br />
    34. 34. YouTube<br />18<br /><ul><li>Very popular site
    35. 35. Very few retailers have many</li></ul> views or subscribers<br /><ul><li>Site traffic is very high, steady
    36. 36. Difficult to find specific</li></ul> channels<br /><ul><li>Recommendation: take into</li></ul> consideration, don’t invest too<br /> much time<br />
    37. 37. Tumblr<br /><ul><li>Clean, customizable
    38. 38. Varied audience
    39. 39. Growing SM site
    40. 40. Easy to incorporate mixed media
    41. 41. Controllable message
    42. 42. Recommendation: keep an eye on it</li></ul>19<br />
    43. 43. Best Practices: Success in Social Media<br />Better to be engaged in fewer channels than spread too thin (case study)<br />Engage in authentic conversation, add value<br />Be where people are having conversations about your brand<br />Social Media builds brand awareness<br />Social Media can thrive with a small group working on it<br />20<br />
    44. 44. Recommendations<br />Evaluate expansion to other SM sites<br />Tumblr, YouTube<br />Enhance existing presence on sites<br />i.e. clickable Twitter backgrounds, Facebook apps<br />Continue to leverage cross-functional Social Media Group<br />Connect the dots<br />Site and E-mail exposure for Facebook, Twitter, Mobile<br />21<br />
    45. 45. Q & A<br />22<br />

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