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Generating Business Results and Dollars from Social Media
Generating Business Results and Dollars from Social Media
Generating Business Results and Dollars from Social Media
Generating Business Results and Dollars from Social Media
Generating Business Results and Dollars from Social Media
Generating Business Results and Dollars from Social Media
Generating Business Results and Dollars from Social Media
Generating Business Results and Dollars from Social Media
Generating Business Results and Dollars from Social Media
Generating Business Results and Dollars from Social Media
Generating Business Results and Dollars from Social Media
Generating Business Results and Dollars from Social Media
Generating Business Results and Dollars from Social Media
Generating Business Results and Dollars from Social Media
Generating Business Results and Dollars from Social Media
Generating Business Results and Dollars from Social Media
Generating Business Results and Dollars from Social Media
Generating Business Results and Dollars from Social Media
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Generating Business Results and Dollars from Social Media

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WIC 2009 Presentation 9/16/09

WIC 2009 Presentation 9/16/09

Published in: Technology, Business
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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

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