Thanks Cathy. For the opportunity to speak with each of you today and discuss the latest in Facebook Marketing.I work for Aisle7, a health and wellness marketing company. We work with retailers in the supermarket, mass, drug and specialty retail classes of trade, providing health and wellness programs that span in-store, mobile and online channels. Social media, in particular Facebook has been a burgeoning area for many of our customers in the last year as more and more consumers use Facebook to connect with their favorite brands and retailers. I’d also like to introduce Ricardo Rabago with PCC Natural Markets. Ricardo can you tell a little about yourself…
Ok. We have about 30 minutes and quite a bit to cover. The areas we want to touch on today are:Discuss how Facebook is changing how we reach out and communicate with shoppersBest practices on how to engage with consumers And also provide simple tips to grow a loyal following and influence purchase decisions
To give you a sense of just how influential Facebook has become. If Facebook were a country, it would rank as the 3rd largest country in the world, behind India and ahead of the US with over 500 million people.This is a staggering number when you consider that this community has been in existence for only the last 6 years. In the U.S. 1 in 3 have an account, which represents a strong majority of those online. And as you can see that over 50% of U.S users are between the ages of 25-54 – in many cases our core demographic. In most cases your grandma, dentist, teenager and friends are on Facebook. What’s more impressive than the sheer number is the amount of engagement that users of Facebook have for the service. On average a user spends 7 hours a month (300% increase over the next largest site Yahoo) , contributes 90 pieces of content a month and has a network of 130 friends. And these numbers are continuing to climb. It’s also important to recognize is that most people (65%) are logging in after 5p.m. --- so the conversation is happening round the clock.
The reason why Facebook is so powerful is because it appeals to our basic needs to be social… to share and to communicate with one another. This is a very important factor to keep in mind as we communicate with our shoppers. The number one reason why they are on Facebook is to connect with the people important to them in their livesThis is followed by making personel contacts ….and …. also staying on top of their social lives.So you can see that the social nature of the network is what is so appealing. We’ve never had a tool like this before and it’s changing the way we inteact.As you may have heard, this is called the Social Graph. And can be incredibly powerful
The Social Graph creates an incredible opportunity for discovery --- whether consumers realize it or not. At times the acts of discovery can be intentional, like looking for an old friend or classmate. But other times it’s just a byproduct of ongoing participation in the Facebook community. For example, whenever a Facebook user adds a new friend or LIKES a new brand, there’s a chance a new connection will spur additional connections through the ever expanding social landscape. There’s also an element of serendipity hidden in these “accidental” discoveries which creates a form of entertainment. And this can be it’s greatest strength as a marketing channel – when consumers discover things they didn’t set out to find in the first place, as if they stumbled on something hidden. Like for example seeing a recommendation from a friend on a new product they tried, a recipe or store they just tried. According to Nielsen, 90% of people trust the recommendations from their Facebook friends.
And this leads to the amazingly viral nature of Facebook. There was a recent study that was done by Social Twist who makes the “Tell a Friend” sharing widget you can add to your site to share content to social services like Linked In, Twitter, Facebook..Through their network they polled traffic from 1 million users and found very interesting results that Facebook has with regard to sharing.When given the choice, 78% of visitors who have the option of which network they’d like to share a piece of content too, 78% shared to their Facebook network.Once in the network however, an article has a much higher likelihood of being clicked on within Twitter. 19 clicks for every link on Twitter; to two clicks on Facebook. What this points to is that Facebook users once in Facebook, like to stay in Facebook; whereas Twitter users typically use the service as an information resource similar to how they use Google – to find things. This is important to consider as you decide on whether your Facebook strategy is to keep people in Facebook or drive them somewhere else, like your website.
Now that we’ve covered how powerful Facebook can be due to it’s social graph… let’s talk a look at why people “like” a brand. Here’s some interesting research recently published by Exact Target a social media technology vendor. What you can see here is that there are a number of reasons why consumers “like” a brand. Some you’d expect : discounts, promotions, freebies – hey we all like a good deal. And some that are interesting surprises: showing support for the company, staying informed…access to exclusive content….What strikes me about this list is a) isn’t a clear winner and b) that there are number of equally valid reasons for why consumers “like” brands. What was also interesting was that 70% of consumers didn’t believe a “like” gave brands free license to market promotions …. which shows that even though discounts and promos are important, they aren’t the only thing.
Here we can see that just as there are many reasons why consumers will “like” your brand, there are also many reasons why they may “unlike” your brand.For example publish too frequently and 27% get turned offContent that isn’t interesting and relevant – 22%Just like you think through your e-mail communication strategy, you need to think through your communication strategy for Facebook.Or if the content is just one sided --- like this comic that I found…
It’s easy for us to fall into the trap of treating this like our traditional mediums and just talking about us…. But that’s the last thing we need to do…It’s like being on a first date and the person across the table can barely take a breath to enjoy their meal and you…
And here we can see that when the content mix is right and adding value, the likelihood of a consumer coming across your page and “liking” your brand or seeing a link from a friend within their social graph is very high.This shows the power of Facebook. By being engaged and communicating a point of view interested consumers will “like” an article and start following you. Now you have an opportunity to strengthen that relationship.
Another angle is thinking about the daily cycles shoppers are in…. For us food retailers out there, our shoppers have a need every day to figure out what to make for dinner. And you can see from the comments how helpful and value oriented shoppers see this activity. By posting a recipe, you give your shoppers a helpful insight into what they could make and inspire them to think of your brand as a resource. It may even prompt a website visit to take a look at more recipes you have on your site.
In order to demystify social media we used several SM tools to gather what our customers are saying on daily bases. The biggest ROI comes from identifying the best fans of PCC Natural Markets and empowering them to carry forth positive messages about PCC and theadded value it provides in the form spreading the word about our products and services.
Conversation lies at the heart of our Social Media strategy. We look to be in a position to converse and engage with our shoppers, to be open to what they say, and to see where the interactions take us. On a daily average we post no more the 3-4 times on our Facebook fan page to help keep our post fresh and preventing fans from deciding to opt-out.Point-out: Meatless Mondays, Healthnotes great source for daily recipes, Fan Likes on Reply, Facebook is the top referring website back to the PCC website hub.
Thanks Ricardo. There are clearly lots of opportunities. The good news with Facebook is the barrier to entry is very low. If you haven’t already, you can start a page for free. The cost really comes into managing the network. As a marketing medium, it’s clear that Facebook continues to change the conversation with consumers, into a natural two way flow. Health and Wellness is a top of mind topic for shopper’s today. And there are a number of opportunities to pull from – media sources, your content providers, your merchants, or best of all your fans. By asking them what they’re looking for, the answer will reveal itself and give you an opportunity to present your products and your brand story. Thanks for listening today. We have a few minutes to take questions. Cathy…
Facebook marketing slideshare
Engage Shoppers with Facebook Marketing<br />Bill Schneider, Sr. Product Director, Aisle7<br />Ricardo Rabago, Social Media Specialist, PCC<br />
About Us<br />Bill Schneider<br />Sr. Product Director, Aisle7<br />Health and Wellness Marketing Company<br />http://www.linkedin.com/pub/bill-schneider/0/a6a/b32<br /><ul><li>Ricardo Rabago
PCC Social Media Specialist</li></ul>Google Profile: http://www.google.com/profiles/rrabago<br />
Topics Today<br />How Facebook is changing how we market<br />Best practices to engage consumers<br />Simple tips to grow a loyal following and influence purchase decisions<br />
Why Facebook Marketing<br />It’s where shoppers are: <br />1/3rd of US Population on Facebook<br />64% of all consumers online<br />50% log in on any given day<br />Average user has 130 friends<br />And contributes over 90 pieces of content a month<br />Facebook is the “default” social community<br />
Reasons Consumers Use Facebook<br />Source: Exact Target<br />
Leverage the Facebook Social Graph<br />Facebook breeds discovery<br />Intention is to be entertained and connect, not search<br />Through discovery, consumers<br /> find brands they like<br />90% of people trust recommendations from Facebook Friends (source: Nielsen)<br />Endless connections = Viral Opportunities<br />
Viral Metrics: Facebook and Twitter<br />Facebook is dominant for social sharing<br />78% share to Facebook<br />Traffic from 1 million users<br />Twitter leads as traffic driver<br />19.08 clicks for every link<br />FB 2.97 clicks<br />Source: Social Twist “Tell a Friend” Analytics <br />
Reasons Why Consumers “Like” a Brand<br />40% to receive discounts and promotions<br />39% to show my support for the company to others<br />36% to get a “freebie”<br />34% to stay informed about the activities of the company<br />33% to get updates on future products<br />30% to get updates on upcoming sales<br />29% for fun or entertainment<br />25% to get access to exclusive content<br />22% someone recommended it to me<br />21% to learn more about the company<br />13% for education about company topics<br />70% of Consumers don’t believe a “Like” gives Brands license to market promotions to them…<br />Source: ExactTarget “Facebook X-Factors” 2010<br />
Creating a Sphere of Influence<br />Relevance<br />Trust<br />Authority<br />
Consumers Looking for Answers<br />What are the “good” carbs?<br />What are probiotics?<br />Can I get all<br /> my vitamins <br />through food?<br />What should I make<br />For dinner tonight?<br />
Health and Wellness Great Opportunity for Conversations<br />
Create an Engagement Chain<br />Make it Easy for Customers to Take a First Step<br />Break the Relationship Down into Micro-Actions<br />Create the Funnel to Harness Consumer Energy<br />Positive Actions Build on One Another<br />Build Towards the Goal<br />Become a Fan<br />Share stories<br />Download a Coupon<br />Recommend to a Friend<br />Become a Fan<br />Participate in Conversations<br />Follow Your Brand<br />Increasing engagement<br />
Establishing Point of View:Leverage Your Marketing Calendar<br />
Provide Daily Inspiration:What’s for Dinner?<br />
Engage Your Audience:Ask Questions that Support Your Marketing<br />Generate consumer advocacy<br />Drive traffic to the website<br />
PCC Social Media Content Strategy? We Listen<br />Tools to Gather the Conversation<br />Facebook Search<br />Yahoo Pipes<br />Twitter Local Search<br />BackType<br />Google Alerts<br />Bit.ly Pro<br />
Wrap-Up<br />If you’re not on Facebook, start experimenting <br />Use Health and Wellness to establish a point of view <br />Focus on conversations and providing ideas, not just offers<br />Practice active listening <br />