Strategies for Landing an Oracle DBA Job as a Fresher
Generating Business Results and Dollars from Social Media
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
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
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