Growing Participation WELCOME TO OUTDOOR UNIVERSITY®Growing Outdoor Participation…    And Your Customer Base      The Webi...
Growing Participation   WELCOME TO OUTDOOR UNIVERSITY®Growing Outdoor Participation…      And Your Customer Base
Growing Participation
Growing Participation              PresenterMark McKnighteCommerce & Marketing DirectorRock/Creek
Growing ParticipationRock/Creek
Growing ParticipationChattanooga, TN22 years in business10+ years onlineLocal focus, global reachGrassroots Outdoor Allian...
Growing Participation  Growing Outdoor Participationand Your Customer Base Will Cover  How to engage with your customers o...
Growing ParticipationWhy Engage?
Growing ParticipationToday, social media tools are part of thecustomer experience and marketing mixfor most merchants wher...
Growing ParticipationSource: http://googleretail.blogspot.com/2010/03/trend-to-watch-research-purchase.html
Growing ParticipationProduct ReviewsConsumers trustreviews more thanexpertendorsements orthe shops owncopy
Growing ParticipationVibram Fivefingers isthe perfect example-we didnt see itcoming.
Growing Participation
Growing ParticipationEngagement is more important      than fan count.
Growing Participation
Growing ParticipationOver 2300 fansGeneral interest
Growing ParticipationRock/CreekStumpJump 50kUp since Sept. 20099th year in 10159 fans
Growing Participation"Promotions" tabShows our mostrecent promotionalemail (most broad-reaching).
Growing ParticipationOver 10,000 fansDefaults to "WhatsNew" tab featuringcontent like theMountain Cup andGiving Greenbacks...
Growing ParticipationEngagement is more important      than fan count.
Growing ParticipationOutreach: Growing Participation
Growing Participation
Growing Participation
Growing Participation
Growing Participation
Growing Participation
Growing ParticipationVideo: Emerging Channel
Growing Participation
Growing Participation
Growing Participation
Growing Participation
Growing Participation
Growing Participation
Growing Participation
Growing ParticipationLive Chat
Growing Participation
Growing Participation
Growing ParticipationWhats going on with this     twitter thing?
Growing Participation
Growing Participation
Growing Participation            ReviewWhat do you have to talk about thatmakes your shop unique?Why should your customers...
Growing Participation    Resourcesrockcreek.com/facebookrockcreek.com/twitterrockcreek.com/vimeorockcreek.com/youtube
Growing Participation      Questions?     Mark McKnight,MMcKnight@rockcreek.com 423.266.8200 xt1113
Growing Participation
Growing ParticipationJoin us for the next Outdoor University® WebinarBranching Out Without Losing Your Roots    Presented ...
Growing ParticipationThank You
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OIA "Growing Outdoor Participation... and Your Customer Base"

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This seems very dated after only 2 years, but I thought I'd share, as many of the takeaways are still valid.

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  • Mark McKnight\necommerce & marketing director\n\n6 years at Rock/Creek\nHampden-Sydney College in VA\n\nMarketing, branding focus\n\nLed rebranding effort and redesign of Web, currently doing so again (web not brand) \n\nLook out for an announcement on that very soon!\n\nPhoto: andrew kornylak\n
  • Rock/Creek\n22 years\n11 years online\n\nFounded by Dawson Wheeler and Marvin Webb as Rock/Creek Outfitters and Canoeist Headquarters, now just known as Rock/Creek.\n
  • Chattanooga, TN\n\nlocal focus, global reach\n\nGrassroots Outdoor Alliance member\n\nphoto of our newest, flagship store is LEED Gold, next to organic grocery\n
  • How to engage with your customers on their terms, through live chat, social media, video, events and traditional customer service. \nHow to compete, not necessarily with the big box down the street, but with other priorities competing for your customers' time, attention and wallet.\n \nHow to build lasting relationships with all levels of outdoor enthusiasts, from aspirational to expert.\n
  • So my user group should be outside all the time, right?\n\nWhy engage them online? Isn't that just encouraging things that we shouldn't be engaging with?\n
  • An etailing & PowerReviews survey showed most merchants involved in social media, so your peers and your competitors are already participating in this space. \n\nChances are your customers are already talking about you online- you need to know what they're saying!\n\nAlso, your customers are already there- whether it's the rise of social media use because mobile devices have become ubiquitous and people would rather browse facebook on their phone than read the magazines in the doctor's office, or if it's just people daydreaming about being outside while they're at the office...\n\nOur retail data shows that no matter what employers would like to think, most people are purchasing during normal business hours. You need to be there.\n
  • Google Retail blog\n\nThese tools are not only important if you're already selling online. \n\n34% of consumers in google retails' recent research researched online and then went to the store to purchase, and another 7% went back online after the purchase to research.\n\nOver 40% of your brick and mortar customers are consulting the Web during the purchase cycle.\n
  • social media & engaging the audience is NOT just something teenagers do to waste time.\n\nit has a direct impact on the bottom line. \n\nproduct ratings are the simplest example of this.\n\nproducts with reviews convert at a higher rate and customers trust each other more than your copywriters.\n\n\n(up from 44 when I started this)\n
  • Vibram is the perfect example- we didn't see this coming, but our customers showed us that this was a product they wanted, and they were evangelical about it.\n
  • email from Meesh on whether this was the real deal or not?\n
  • Leads us into the next point, that the quantity is not the key issue here- you want to have an eye on how engaged your audience is, and you want to reach out and actively engage them.\n
  • most comments will be positive\n\ndon't delete negative comments- are you upfront? customers are watching to see how you handle issues. \n\ntransparency- we found out about it in a way that in the past you never would know- they would have just gone \n\ntwitter story- customer said "way to go r/c for taking care of the locals" and I saw it, we remedied the situation. \n\noften these customer service interactions end up generating positive feedback in the end, and  they can help upper management get a view into what's happening on the sales floor and correct it if needed.\n
  • As your fan count grows be sensitive to what they respond to and what turns them off- you can watch unsubscribes as you post.\n
  • Allows us to speak regularly with runners who have signed up, people who are interested, and we don't wear out our main R/C page with constant SJ updates.\n\nTAKEAWAY: You have to be relevant, so if you're getting too deep into one activity or event that you have coming up, move it off to a separate page. We didn't do this early enough... probably alienated some of the main list.\n\nSame as email.\n\n-engagement rate- quality score- pay attention to the stats and make adjustments as necessary.\n
  • Where you can go with facebook- if the views/fans justifies it, you can make it a bit sexier and push any of the special events or programs you have going. I need to do this.\n
  • La Sportiva does a good job of this, featuring content from their mountain cup and the giving greenbacks programs, as well as having the link to "become a fan" which is important in case the person is hitting the page for the first time.\n\n(They have more fans than Marmot at 8k; TNF's at 225k)\n\nDon't over-emphasize the number of fans, watch engagement\n\nYou might already have a page even if it's not official\n
  • Know your audience; you have to have something compelling to talk about, whether it's a race series or just gear advice, but beware of being too salesy- people will tune you out quickly!\n
  • Dovetails with engagement- \n\nKnow your audience; you have to have something compelling to talk about, whether it's a race series or just gear advice, but beware of being too salesy- people will tune you out quickly!\n
  • Outreach-\n\nLocal university, Adventist so they can't come run on Saturday races, this is another thing that came from listening to our customers.\n\n\nwe had 8 or 9 races but only one oppt. to run on a sunday and that was our big stage race, so some customers approached us about this one.\n\nthis year's Southern 6 featured a kiddie k which was very successful and will be done again- in fact we're expanding it to do another kiddie k around the august Greenway 5 miler.\n\nwe added various distances in response to feedback from customers.\n
  • runintheboonies.org, a little under 200 registered users, many very active, all local or tied in to the races somehow.\n\nposts can range from wed. night trail runs to questions about an upcoming race course.\n\nother users can chime in and answer questions far quicker than we could if we had to answer all these emails- plus its published and public so it stops all the repeat emails.\n\nwe drive people to pages like this for most of the information they need rather than answering each question individually- if someone asks, we'll adjust the description or details, so eventually you have all the questions answered in advance.\n
  • runintheboonies.org, a little under 200 registered users, many very active, all local or tied in to the races somehow.\n\nposts can range from wed. night trail runs to questions about an upcoming race course.\n
  • runintheboonies.org, a little under 200 registered users, many very active, all local or tied in to the races somehow.\n
  • other users can chime in and answer questions far quicker than we could if we had to answer all these emails- plus its published and public so it stops all the repeat emails.\n\nwe drive people to pages like this for most of the information they need rather than answering each question individually- if someone asks, we'll adjust the description or details, so eventually you have all the questions answered in advance\n\nparticipating but not overly splashed everywhere\n
  • Video has grown exponentially in recent years, and it's a great way to drive deeper engagement, but it takes a lot of work.\n
  • hired Andrew Kornylak\n\ncame from the community \n\nextend beyond one day\n
  • play this video \n\nvimeo embedding\n\ntalk about the equal billing for the winner & the stay at home mom\n
  • Youtube channel:\n\n-your colors, your logo\n-friends, etc. \n-google login now that they've purchased youtube\n-ubiquitous, so even if you're on something like vimeo you have to duplicate it\n\n\n-you have to be there.\n
  • It's important to be noticed, get on the blogs and sites that people are following, if you want to make your investment pay.\n
  • It's also important to be top of mind, whether it's an office worker daydreaming about the evening's run or a teenager wondering what this running thing is all about.\n
  • Think outside your industry- are there appropriate links to photo sites, business journals, etc? \n\nMake connections with people who would  be interested in what you're doing.\n\n12k views \n\npress release River Gorge mentioned cameras he used\n\ntags on our video mention the equipment\n\n(his blog if it makes sense)\n
  • Fun promotions like the 10 days, 10 giveaways where you're not just having to hammer sales all the time, and you give people some sense of fun and excitement.\n\nSo you can be promotional and still engage w/ the customer, you just have to make sharing easy and keep an eye on what makes the market excited about your products.\n
  • Quick mention of live chat- something that really can set you apart if you have the right CSR's in place for it.\n
  • Quick mention of live chat- something that really can set you apart if you have the right CSR's in place for it.\n
  • Lucas is our guy- great job at it\n
  • Very quick recap- twitter not for everyone, but something that gets more marketing hype than actual users. \n
  • Way too cool 50k. Cool, CA\n\nJohn Anderson in 4th\n\nTwitter- allows real-time updates via text message. You can then hook the rss feed up to a web site, or people can subscribe and be notified via text or on their twitter client.\n\nOnly 65 followers, so it's still something they're not getting too much exposure on.\n
  • We did this for last StumpJump race in '09. 2010 will be 10th anniversary so we'll try to promote this more and keep people engaged over a longer period of time.\n\nKeep your eye on it, think of creative ways to use it, make sure you grab your username. Otherwise don't stress too much.\n
  • What do you have to talk about? Why would your customers care?\n\nTemper the promotions with the content. 10% promos\n\nHow do you get the information in front of them? Where are they already spending time?\n\nWhat competitors do you have? How can you stay top of mind against those other activities or expenses? \n\nFrom the aspirational to the expert, how do you produce content across all experience levels?\n\nFind the middle way\n
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  • What’s too much when posting updates,  or   how do you determine the best frequency?\n\nlike email, you have to stay in front of people but you can't drive them crazy. so, your audience will tell you\n\n\nHow much growth have you seen since you began engaging with customers on line?\n\nwe've always been growing and i attribute that to continually pushing the envelope, watching the market, and adapting to what the customer wants to see\n\nHow long did it take to build to the level you are at for fans on your Facebook page?  \n\nseveral years- something that grows organically- definitely tied to your business' growth, but it's also the little things like posting links on email sends, encouraging staff to use it, engaging by posting events and inviting people to participate.\n
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  • OIA "Growing Outdoor Participation... and Your Customer Base"

    1. 1. Growing Participation WELCOME TO OUTDOOR UNIVERSITY®Growing Outdoor Participation… And Your Customer Base The Webinar will begin at 2:00 p.m. (Mountain Time)
    2. 2. Growing Participation WELCOME TO OUTDOOR UNIVERSITY®Growing Outdoor Participation… And Your Customer Base
    3. 3. Growing Participation
    4. 4. Growing Participation PresenterMark McKnighteCommerce & Marketing DirectorRock/Creek
    5. 5. Growing ParticipationRock/Creek
    6. 6. Growing ParticipationChattanooga, TN22 years in business10+ years onlineLocal focus, global reachGrassroots Outdoor Alliance Member
    7. 7. Growing Participation Growing Outdoor Participationand Your Customer Base Will Cover How to engage with your customers on their terms, through live chat, social media, video, events and traditional customer service.   How to compete, not necessarily with the big box down the street, but with other priorities competing for your customers time, attention and wallet.   How to build lasting relationships with all levels of outdoor enthusiasts, from aspirational to expert.
    8. 8. Growing ParticipationWhy Engage?
    9. 9. Growing ParticipationToday, social media tools are part of thecustomer experience and marketing mixfor most merchants where 5 out of 10 toolshave a 50%+ usage penetration including:– Facebook Fan Page (86% of respondents)– Twitter Publishing (65%)– Customer Reviews (55%)– Blogs (55%)– Viral Videos (50%)e-tailing & PowerReviews survey of online merchants, 10-2009
    10. 10. Growing ParticipationSource: http://googleretail.blogspot.com/2010/03/trend-to-watch-research-purchase.html
    11. 11. Growing ParticipationProduct ReviewsConsumers trustreviews more thanexpertendorsements orthe shops owncopy
    12. 12. Growing ParticipationVibram Fivefingers isthe perfect example-we didnt see itcoming.
    13. 13. Growing Participation
    14. 14. Growing ParticipationEngagement is more important than fan count.
    15. 15. Growing Participation
    16. 16. Growing ParticipationOver 2300 fansGeneral interest
    17. 17. Growing ParticipationRock/CreekStumpJump 50kUp since Sept. 20099th year in 10159 fans
    18. 18. Growing Participation"Promotions" tabShows our mostrecent promotionalemail (most broad-reaching).
    19. 19. Growing ParticipationOver 10,000 fansDefaults to "WhatsNew" tab featuringcontent like theMountain Cup andGiving Greenbacksprograms
    20. 20. Growing ParticipationEngagement is more important than fan count.
    21. 21. Growing ParticipationOutreach: Growing Participation
    22. 22. Growing Participation
    23. 23. Growing Participation
    24. 24. Growing Participation
    25. 25. Growing Participation
    26. 26. Growing Participation
    27. 27. Growing ParticipationVideo: Emerging Channel
    28. 28. Growing Participation
    29. 29. Growing Participation
    30. 30. Growing Participation
    31. 31. Growing Participation
    32. 32. Growing Participation
    33. 33. Growing Participation
    34. 34. Growing Participation
    35. 35. Growing ParticipationLive Chat
    36. 36. Growing Participation
    37. 37. Growing Participation
    38. 38. Growing ParticipationWhats going on with this twitter thing?
    39. 39. Growing Participation
    40. 40. Growing Participation
    41. 41. Growing Participation ReviewWhat do you have to talk about thatmakes your shop unique?Why should your customers care?Can you balance appeal, fromaspirational to expert?
    42. 42. Growing Participation Resourcesrockcreek.com/facebookrockcreek.com/twitterrockcreek.com/vimeorockcreek.com/youtube
    43. 43. Growing Participation Questions? Mark McKnight,MMcKnight@rockcreek.com 423.266.8200 xt1113
    44. 44. Growing Participation
    45. 45. Growing ParticipationJoin us for the next Outdoor University® WebinarBranching Out Without Losing Your Roots Presented by: Jennifer Mull, Backwoods Wednesday, June 9 2:00 - 3:00 p.m. (Mountain Time)
    46. 46. Growing ParticipationThank You

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