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&  Social Media by  Laurie Brooks July 30, 2010 SMB Maine …
Topics <ul><li>Social Media Timeline </li></ul><ul><li>Objectives </li></ul><ul><li>Why & How? </li></ul><ul><li>Measureme...
L.L.Bean Social Media Timeline <ul><li>Apr ‘08 Ratings & Reviews  added to llbean.com </li></ul><ul><li>Nov ‘08 Facebook, ...
Objectives <ul><li>Increase brand awareness </li></ul><ul><li>Acquire new customers </li></ul><ul><li>Drive traffic to llb...
Why? <ul><li>Two-thirds of daily Facebook users are brand fans (400+ Million) </li></ul><ul><li>Four in 10 daily Twitter u...
How?  <ul><li>Develop and execute a content management process that ensures relevant, viral and engaging content across al...
Measurement <ul><li>What’s the value of a fan on social media? </li></ul><ul><ul><li>FB: algorithms & the “newsfeed” (Top ...
Learnings
What consumers want from social media <ul><li>Facebook : Groups with greatest focus on “liking” a brand page tended to be ...
How not to annoy fans… <ul><li>Find your “voice” (Brand communication should be personal and conversational) </li></ul><ul...
Recapture hijacked brand names YouTube Channel Twitter Create a cohesive image to represent your brand across all social c...
Social media links in emails (below the fold, no icons) “ I didn’t know L.L.Bean had a Facebook page” “ L.L.Bean uses soci...
E-mail “conversation starter” driving to FB Produced 30% lift in FB fans that day Redesigned email header July 2010 <ul><l...
Put Social Network Brands to Work <ul><li>Brand recognition and affinity </li></ul><ul><li>Best practice: Display at least...
<ul><li>July 2010 – launched redesigned product pages with two SM icons + email sharing.  (removed digg, delicious, etc.) ...
What’s next for L.L.Bean and Social? <ul><li>Adding additional Twitter handles </li></ul><ul><li>Dedicated community landi...
@LLBean @LLBean_PR @LLBeanHuntFish @LLBean_Chicago Facebook.com/LLBean Facebook.com/LLBeanSignature Youtube.com/LLBean You...
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LL Bean and Social - SMBME

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Laurie Brooks from LL Bean showed us how they use social media to interact with their community, marketing their products and promote events.

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Transcript of "LL Bean and Social - SMBME"

  1. 1. & Social Media by Laurie Brooks July 30, 2010 SMB Maine …
  2. 2. Topics <ul><li>Social Media Timeline </li></ul><ul><li>Objectives </li></ul><ul><li>Why & How? </li></ul><ul><li>Measurement </li></ul><ul><li>Learnings </li></ul><ul><li>Future plans </li></ul>
  3. 3. L.L.Bean Social Media Timeline <ul><li>Apr ‘08 Ratings & Reviews added to llbean.com </li></ul><ul><li>Nov ‘08 Facebook, YouTube, Flickr </li></ul><ul><li>Jan ‘09 Twitter </li></ul><ul><li>Apr ‘09 Social Media chiclets added to llbean.com (n/a Twitter) </li></ul><ul><li>Apr ‘09 Facebook & Twitter hyperlinks added to emails </li></ul><ul><li>Feb ’10 Twitter chiclet added back to product pages (w/auto URL shrinker) </li></ul><ul><li>March ‘10 L.L.Bean Signature Facebook Page </li></ul><ul><li>April ‘10 Mobile reviews m.llbean.com </li></ul><ul><li>A/M ‘10 Obtained “L.L.Bean” name for YouTube and Twitter accounts </li></ul><ul><li>June ‘10 SM icons/links added to llbean.com global footer & all product pages (focus on FB, Twitter & YouTube) </li></ul>
  4. 4. Objectives <ul><li>Increase brand awareness </li></ul><ul><li>Acquire new customers </li></ul><ul><li>Drive traffic to llbean.com </li></ul><ul><li>Drive buyer file growth </li></ul><ul><li>Drive incremental demand </li></ul><ul><li>Provide exceptional customer service </li></ul><ul><li>Offer a platform for friendly, two-way communication </li></ul>
  5. 5. Why? <ul><li>Two-thirds of daily Facebook users are brand fans (400+ Million) </li></ul><ul><li>Four in 10 daily Twitter users follow a company or brand (75+ Million) </li></ul><ul><li>Email still preferred channel for brand engagement even among heavy SM users </li></ul><ul><li>YouTube: Second to Google for “search” </li></ul>* Source: ExactTarget “Subscribers, Fans & Followers” report via eMarketer 7.23.10
  6. 6. How? <ul><li>Develop and execute a content management process that ensures relevant, viral and engaging content across all SM channels </li></ul><ul><li>Ensure company-wide integration and dedicated resources </li></ul><ul><li>Engage the customer with tailored messages across multiple channels (SM, email, web, stores, catalogs) </li></ul>
  7. 7. Measurement <ul><li>What’s the value of a fan on social media? </li></ul><ul><ul><li>FB: algorithms & the “newsfeed” (Top News vs. Most Recent) </li></ul></ul><ul><ul><li>Source codes (600% increase $ ’09 vs. ’10) </li></ul></ul><ul><ul><li>Measurement: </li></ul></ul><ul><ul><ul><li>Exposure – fan counts, page/video views, posts per week, etc. </li></ul></ul></ul><ul><ul><ul><li>Engagement – RTs, clickthrough data, bounce rates, time on site, tab views, etc. </li></ul></ul></ul><ul><ul><ul><li>Conversion – orders by referring domain, orders attributed to source codes, buyer file metrics </li></ul></ul></ul>
  8. 8. Learnings
  9. 9. What consumers want from social media <ul><li>Facebook : Groups with greatest focus on “liking” a brand page tended to be younger, have a motivation for entertainment and want to publicly show support for brands. (Use FB for both info and entertaining communications) </li></ul>* Source: ExactTarget “Subscribers, Fans & Followers” report via eMarketer 7.23.10 <ul><li>Twitter : Appeals most to consumers who want to feel up to date and in the know (Use Twitter for new product info, services or other brand initiatives of interest) </li></ul>
  10. 10. How not to annoy fans… <ul><li>Find your “voice” (Brand communication should be personal and conversational) </li></ul><ul><li>Balance promotional offers with conversation. Don’t just “push” </li></ul><ul><li>Post often (but not too often!) </li></ul><ul><li>When to post? </li></ul><ul><li>Content needs to solicit as much engagement as possible (Impression-to-fan ratio) Ask questions. Fan comments are more valuable than “likes” </li></ul><ul><li>Respond in timely fashion </li></ul><ul><li>Shorten those URLs! </li></ul>
  11. 11. Recapture hijacked brand names YouTube Channel Twitter Create a cohesive image to represent your brand across all social channels
  12. 12. Social media links in emails (below the fold, no icons) “ I didn’t know L.L.Bean had a Facebook page” “ L.L.Bean uses social media?” April 2009
  13. 13. E-mail “conversation starter” driving to FB Produced 30% lift in FB fans that day Redesigned email header July 2010 <ul><li>Shift to global header: Twitter click-through grew 54%, FB grew 41% and “forward” grew 25% </li></ul>
  14. 14. Put Social Network Brands to Work <ul><li>Brand recognition and affinity </li></ul><ul><li>Best practice: Display at least three social network icons on home page (above the fold) </li></ul>Source: www.gigya.com “Applying Social Identity” Added June 2010
  15. 15. <ul><li>July 2010 – launched redesigned product pages with two SM icons + email sharing. (removed digg, delicious, etc.) </li></ul>
  16. 16. What’s next for L.L.Bean and Social? <ul><li>Adding additional Twitter handles </li></ul><ul><li>Dedicated community landing page on llbean.com </li></ul><ul><li>Dedicated emails to drive SM </li></ul><ul><li>Updating Retail web pages with SM icons </li></ul><ul><li>Catalogs to include SM web drivers </li></ul><ul><li>Customer Service & SM management tool </li></ul><ul><li>Mobile </li></ul>
  17. 17. @LLBean @LLBean_PR @LLBeanHuntFish @LLBean_Chicago Facebook.com/LLBean Facebook.com/LLBeanSignature Youtube.com/LLBean Youtube.com/LLBeanPR Twitpic.com/photos/LLBean_PR
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