Generating Business Results and Dollars from Social Media

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WIC 2009 Presentation 9/16/09

WIC 2009 Presentation 9/16/09

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  • 1. Generating Business Results and Dollars from Social Media Robin Frank Social Media Strategist and CEO, beep beep media
  • 2. Robin  Experience  18 years creating email, viral, and loyalty marketing programs, and building online communities with social media  BeepBeep Media  Integrate social media throughout an organization  Cost-effective social media programs that increase ROI and build broader and deeper customer engagement  Services offered  Social Media Launchpad - up & running & trained in 90 days  Social Media Tune-up - improved results & strategic plan
  • 3. Clients  Retail/Ecommerce  Gap Outlet and Banana Republic Factory Store  Gap Generation Store Launch  Gap360 internal social media platform  Maison Reve  Lightscoop  Cleantech/Greentech  Larta Institute  Alameda Municipal Power  Sierra Club  Banking  Barclays Global Investors - iShares
  • 4. My Alter Ego: @GreenRobeen  Tips for green living on a budget  Relevant, actionable, entertaining, thought-provoking, environmentally conscious tweets.  Mashable’s Top 75 Green Tweeters worldwide  Seminars & Articles  Cleaning products DIY  Plastics guide  Personal care DIY  Green your school
  • 5. Gap - Outlet Division  Gap Outlet and Banana Republic Factory Store  Create online presence (no website)  Develop brand differentiation from parent  Drive store traffic and sales  Strategy  Engage consumers - more than a coupon channel  “Fab Without a Fortune” tip series  Pictures of products, weekly pricing updates  Stay within a limited budget  Integrate with other online/offline activities  Train so they can run with it  Virality - keep the conversation flowing
  • 6. Gap Outlet: Twitter and Facebook
  • 7. Gap Outlet Division: Results  Customized measurement and analytics report  Financial ROI  Sales  Transactions  Customers  Non Financial indicators  Mentions  Sentiment  Link click-throughs  Postings  Exposure  Virals (retweets, comments, shares)  Conversations/engagement  Results  Key influencers - virality/retweets/conversations  High click-throughs; good response to promos  Increase in redemptions: transaction amount, # of transactions
  • 8. Gap Generation: Local Store Launches  Gap Generation  New store concept  For every generation, there’s a Gap  Style should be about the individual and affordable to all  Goals  Drive awareness  Build brand equity  Drive in-store traffic and transactions  Local marketing - support store by store launches on a limited budget
  • 9. Local/Direct Marketing with Twitter
  • 10. Local/Direct Marketing with Facebook Ads  Very specific demographic targeting  Age  Gender  Location  Interest  Low cost  CPM and CPC options
  • 11. Coupon: Track Links and Redemptions  Facebook link  Embedded in Tweet  Landing page/email
  • 12. Results  Facebook Ads  Very high click-through given ads not driven by user intent  Context - not search; FB - 50% log in for at least 20 minutes  Hundreds of thousands to Millions of targeted impressions  Twitter Messages  Many conversations/retweets/shout-outs  Coupons  Sales lift - healthy  Increased redemptions  Conversations/retweets  Avenue to engage customers going forward  Conversations, community, promos, product development
  • 13. Tools  Research  Mashable.com  www.mashable.com  SmartBrief:  http://www.smartbrief.com/socialmedia/index.jsp?campaign=webIndustries  Grow marketing  http://schaefersolutions.blogspot.com/2009/08/major-brands-may-be-reluctant-to.html  Techcrunch  www.techcrunch.com  Slideshare - Seminars I have done on Social Media - Coffee Twalk 1-4  http://www.slideshare.net/robeen/presentations
  • 14. Tools  Applications  Create your own short-list  See my preso: http://www.slideshare.net/robeen/coffee-twalkthree  Learn to use them  Monitoring/measurement  Scoutlabs  Desktops - to work with many Twitter accounts  Seesmic.net  Hootsuite
  • 15. Advice  It’s all about your audience  Where do they live online? Go play there  Stay focused  Set clear goals, objectives, metrics  ALIGN with your marketing objectives  Everyone on board  Create an excellent communication strategy  Provide something useful and engaging  Measure your results  Then fine-tune your strategy  Get an expert  Then run with it yourself
  • 16. What’s Ahead?  Space is getting crowded  BUT, there will always be customers who want to HEAR from you, and want to be HEARD  Consumers will demand higher engagement from brands  More useful content, promotions, links, etc.  Brands must give consumers the ability to CHOOSE how they want to interact  Email, Twitter, Facebook, YouTube, etc.  Email is no longer king - rethink your approach to loyalty  Customers more likely to fan/follow you than give email  Social Media is mega opt-in  Going in-house  Building/hiring internal talent
  • 17. Social Media Statistics  Because  3 out of 4 Americans use social technology  2/3 of the global internet population visit social networks  Visiting social sites is the 4th most popular online activity - ahead of personal email  Time spent on social networks accounts for 10% of all internet time and is growing at 3x the overall internet rate  93% of social media users believe a company should have a presence on social media; 85% believe companies should interact on social media  Twitter  Over 50 million unique Twitter visitors worldwide  Over 3 million Tweets per day on Twitter.com  Facebook  If Facebook were a country - the 8th most populated in the world, just ahead of Japan  5 billion minutes are spent on Facebook every day  1 billion pieces of content are shared each week on Facebook  50% of Facebook users log in each day, and spend an average of 20 minutes
  • 18. Contact Robin Frank @robeen, @greenrobeen http://www.linkedin.com/in/robinfrank robeenf@gmail.com 415 717 7906