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Retail Brand Ambassadors: How To Foster Loyalty and Engagement Through Social Media

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Retail Brand Ambassadors: How To Foster Loyalty and Engagement Through Social Media

  1. 1. Cactus © 2013 All Rights Reserved. RETAIL BRAND AMBASSADORS / HOW TO FOSTER LOYALTY AND ENGAGEMENT THROUGH SOCIAL MEDIA #ExpoEast @Cactus_Mike
  2. 2. THE CONNECTED CONSUMER Cactus © 2013 All Rights Reserved.
  3. 3. Cactus © 2013 All Rights Reserved. 72PERCENT OF ONLINE ADULTS USE SOCIAL NETWORKING SITES http://www.pewinternet.org/topics/Social-Networking.aspx?typeFilter=5
  4. 4. Cactus © 2013 All Rights Reserved. OF THE 143 MILLION ONLINE ADULTS IN THE UNITED STATES Pew Internet http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx 73 PERCENT Use Facebook 24 PERCENT Use Twitter 13 PERCENT Use Instagram 15 PERCENT Use Pinterest 20 PERCENT Use LinkedIn
  5. 5. Cactus © 2013 All Rights Reserved. 3 MOST PEOPLE ARE NO MORE THAN 3 FEET FROM THEIR MOBILE DEVICES AT ANY TIME FEET
  6. 6. Cactus © 2013 All Rights Reserved. 27 PERCENT 41PERCENT OF FACEBOOK USERS LOGIN EVERY DAY OF TWITTER USERS LOGIN EVERY DAY Digital Surgeons®. (2010, October 8). Social demographics 2010: A fresh look at Facebook and Twitter. Message posted: http://www.digitalsurgeons.com/blog/design/ socialdemographics-2010-a-fresh-look-at-facebookand-twitter/
  7. 7. Digital Surgeons®. (2010, October 8). Social demographics 2010: A fresh look at Facebook and Twitter. Message posted: http://www.digitalsurgeons.com/blog/design/ socialdemographics-2010-a-fresh-look-at-facebookand-twitter/ Cactus © 2013 All Rights Reserved. 4OUT1 0 OF PEOPLE CHECK SOCIAL MEDIA BEFORE GETTING DRESSED OR EATING BREAKFAST
  8. 8. OF CONSUMERS SAY THEY TRUST EARNED MEDIA, SUCH AS WORD-OF-MOUTH AND RECOMMENDATIONS FROM FRIENDS AND FAMILY, ABOVE ALL OTHER FORMS OF ADVERTISING 92PERCENT *According to the Nielsen Global Consumer Survey Cactus © 2013 All Rights Reserved.
  9. 9. Cactus © 2013 All Rights Reserved. 47PERCENT OF CONSUMERS REPORT USING THEIR MOBILE DEVICE IN STORE TO ACCESS PRODUCT INFORMATION Useful Social Media. (2011). Social Commerce: Important Dates. Retrieved from http://digitalcpg. com/2011/12/infographic-history- of-socialcommerce/
  10. 10. Cactus © 2013 All Rights Reserved. CONNECTED CONSUMERS 40 PERCENT Have liked retailers or brands on Facebook 44 PERCENT “access exclusive deals and offers” & 23 PERCENT “entertaining content” 25 PERCENT Have followed a retailer or brands on Twitter primary motivator Razorfish®. (2009). FEED: Wayward Thoughts on the Evolution of Digital Brand Experiences. Retrieved from http://feed.razorfish.com/feed09/the-data/
  11. 11. Cactus © 2013 All Rights Reserved. 25PERCENT OF ALL FMCG / CPG PURCHASES ARE INFLUENCED BY MOBILE OR ONLINE CONTENT
  12. 12. Cactus © 2013 All Rights Reserved. 25 PERCENT Of all FMCG / CPG purchases are influenced by mobile or online content 34 PERCENT 38PERCENT 19 PERCENT 26 PERCENT 18 PERCENT 18 PERCENT NON-ALCOHOLIC BEVERAGES BABY AND CHILD CARE PACKAGED FOOD BEAUTY & PERSONAL CARE FRESH FOOD HOUSEHOLD CLEANING & DETERGENT
  13. 13. Cactus © 2013 All Rights Reserved. OF GROCERY SHOPPERS ACCESS STORES’ SOCIAL MEDIA SITES 37PERCENT
  14. 14. Cactus © 2013 All Rights Reserved. Average Joe @averagejoe 78% of shoppers expect brands to have an active twitter feed
  15. 15. OF CONSUMERS SAY THEY TRUST EARNED MEDIA, SUCH AS WORD-OF-MOUTH FROM FRIENDS AND FAMILY, ABOVE 56ALL OTHER FORMS OF ADVERTISING Cactus © 2013 All Rights Reserved. AND RECOMMENDATIONS PERCENT OF SHOPPERS EXPECT A MOBILE FRIENDLY WEBSITE
  16. 16. OF SOCIAL MEDIA USERS HAVE PURCHASED AN ITEM AFTER SHARING OR “FAVORITING” IT ON FACEBOOK, TWITTER OR PINTEREST Cactus © 2013 All Rights Reserved. 40PERCENT
  17. 17. Cactus © 2013 All Rights Reserved. OVER 1 IN 3 FACEBOOK USERS HAS PURCHASED SOMETHING AFTER SHARING, LIKING OR COMMENTING ON IT ON FACEBOOK. From Social to Sale, VisionCritical 2013 http://www.visioncritical.com/sites/default/files/pdf/whitepaper-social-to-sale.pdf
  18. 18. Cactus © 2013 All Rights Reserved. 73 PERCENT 38 PERCENT OF THE POPULATION USES FACEBOOK OF FACEBOOK USERS HAVE PURCHASED SOMETHING AFTER LIKING OR SHARING IT From Social to Sale, VisionCritical 2013 http://www.visioncritical.com/sites/default/files/pdf/whitepaper-social-to-sale.pdf 24 PERCENT 22 PERCENT OF THE POPULATION USES TWITTER OF TWITTER USERS HAVE PURCHASED SOMETHING AFTER FAVORITING, TWEETING OR RETWEETING IT 15 PERCENT 29 PERCENT OF THE POPULATION USES PINTEREST OF PINTEREST USERS HAVE PURCHASED SOMETHING AFTER LIKING, PINNING OR REPINNING IT
  19. 19. Cactus © 2013 All Rights Reserved. 1 WEEK AFTER SHARING 3 WEEKS AFTER SHARING 50 PERCENT 80 Half of social media-inspired purchases have already been made within one week of sharing, and 80% within 3 weeks From Social to Sale, VisionCritical 2013 http://www.visioncritical.com/sites/default/files/pdf/whitepaper-social-to-sale.pdf PERCENT
  20. 20. Cactus © 2013 All Rights Reserved. 50% 50% SOCIAL MEDIA DRIVES ROUGHLY EQUAL AMOUNTS OF ONLINE AND IN-STORE PURCHASING. From Social to Sale, VisionCritical 2013 http://www.visioncritical.com/sites/default/files/pdf/whitepaper-social-to-sale.pdf
  21. 21. 2010: SOCIAL MEDIA GOALS 2013: SOCIAL BUSINESS GOALS @ # Cactus © 2013 All Rights Reserved. Sales
  22. 22. FOSTERING LOYALTY AND ENGAGEMENT THROUGH SOCIAL MEDIA Cactus © 2013 All Rights Reserved.
  23. 23. Cactus © 2013 All Rights Reserved. BEYOND PROVIDING PRODUCTS, WHAT VALUE DO YOU BRING TO YOUR CUSTOMERS?
  24. 24. Cactus © 2013 All Rights Reserved. vs. CURATOR OF SOLUTIONS DATA DRIVEN RESPONSES
  25. 25. While online and mobile technologies offer consumers convenience, speed, and ease of use, brick and mortar stores have a distinct advantage – face-to-face personal interaction between the consumer and the associate in the store. Cactus © 2013 All Rights Reserved. Michael Sansolo, Vice Chairman of the Board, The Food Institute Research Director, Coca-Cola Retailing Research Council
  26. 26. Cactus © 2013 All Rights Reserved. IT ALL COMES DOWN TO RELATIONSHIPS
  27. 27. SOCIAL MEDIA WORKS BEST WHEN THERE ARE REAL PEOPLE, WITH GENUINE INTENTIONS AND QUALITY CONTENT, BEHIND EVERY PROFILE, POST, TWEET AND TAG. Cactus © 2013 All Rights Reserved.
  28. 28. “The secret to Whole Foods Market success in social media is that we don’t do social media. We see being social as core to who we are as a company. We want our stores to be an integral part of the communities they serve. Our social media efforts are merely a digital extension of the conversation we seek to have with our customers and our partners every day.” Cactus © 2013 All Rights Reserved. Ryan Amirault @RyanAmirault FOLLOWS YOU Sr. Social Media Program Manager @WholeFoods Mountain Biker, Skier, Runner, Photog, Traveler, Foodie, Ice Cream Connoisseur & Infomaniac. Boulder, CO Text
  29. 29. SOCIAL BUSINESS STRATEGY Cactus © 2013 All Rights Reserved.
  30. 30. Cactus © 2013 All Rights Reserved. SOCIAL BUSINESS PLAN / 1. BUILD THE RIGHT AUDIENCE 2. PRODUCE TIMELY AND RELEVANT CONTENT 3. MAKE EVERYTHING SHARABLE
  31. 31. Cactus © 2013 All Rights Reserved. THE RIGHT AUDIENCE
  32. 32. Cactus © 2013 All Rights Reserved. “I KNOW THAT HALF OF MY ADVERTISING DOLLARS ARE WASTED … I JUST DON’T KNOW WHICH HALF.” John Wanamaker
  33. 33. HOW WELL DO YOU KNOW YOUR BEST CUSTOMERS? Cactus © 2013 All Rights Reserved.
  34. 34. Cactus © 2013 All Rights Reserved. CONNECT WITH THEM DIGITALLY
  35. 35. HEALTH & NUTRITION INFO 44% 36% 36% 31% 29% 19% 51% 46% 44% 42% 34% 30% 66% 63% 59% 51% 45% 33% Cactus © 2013 All Rights Reserved. TOP CATEGORIES OF ACTIVITY BY NETWORK From Social to Sale, VisionCritical 2013 http://www.visioncritical.com/sites/default/files/pdf/whitepaper-social-to-sale.pdf DIY & CRAFTS FASHION TECH BEAUTY FUNNY HUMAN INTEREST FOOD DINING RELATIONAL TRANSACTIONAL INSPIRATIONAL
  36. 36. Cactus © 2013 All Rights Reserved. CAPTURE THE RIGHT LIKE OR FOLLOWER AS OPPOSED TO JUST A LIKE OR A FOLLOWER Leverage paid, earned and owned channels to connect your existing customer base with your social channels - In store (deals, offers, exclusive access) - Online (website and email databases) - Paid (digital, paid social, custom targeting / lookalike targeting)
  37. 37. Cactus © 2013 All Rights Reserved. X USE SOCIAL MEDIA TO FIND MORE OF THEM
  38. 38. BEHAVIORAL TARGETING: IDENTIFY PEOPLE BASED ON LOCATION, DEMOGRAPHICS, BEHAVIORS AND INTERESTS FRIENDS OF FANS: USE PROMOTED POSTS TO TARGET FRIENDS OF CURRENT FANS. CUSTOM AUDIENCES: UPLOAD EMAIL CONTACTS AND TARGET EXISTING CUSTOMERS WITH ADS / SPONSORED STORIES LOOKALIKE AUDIENCES: CREATE LOOKALIKE TARGETS BASED ON BEST CUSTOMERS Cactus © 2013 All Rights Reserved. FACEBOOK TARGETING
  39. 39. Cactus © 2013 All Rights Reserved. LISTEN AND LEARN USE SOCIAL CHANNELS TO UNDERSTAND WHAT YOUR CUSTOMERS THINK, FEEL AND SAY ABOUT YOU IF THEY AREN’T TALKING, ASK
  40. 40. Cactus © 2013 All Rights Reserved. TIMELY, RELEVANT CONTENT
  41. 41. Cactus © 2013 All Rights Reserved. CONTENT: RULE OF THIRDS of posts should be engaging with followers, responding to comments, liking photos and updates, retweeting, thanking, answering questions, etc. of posts should be sharing news, trends, stories about your partners, etc. of posts should be about you, your products, promotions, etc. ⅓ ⅓ ⅓
  42. 42. Cactus © 2013 All Rights Reserved. WIIFM
  43. 43. PRIMARY MOTIVATORS FOR SOCIAL ENGAGEMENT / 5 GAIN INSPIRATION RECOGNITION IMPACT BELONGING Cactus © 2013 All Rights Reserved.
  44. 44. 93PERCENT OF COMMUNICATION 80 IS BNEOHNA-VVEIORRBAL Cactus © 2013 All Rights Reserved.
  45. 45. Cactus © 2013 All Rights Reserved. 80 PERCENT OF COMMUNICATION WITH YOUR CUSTOMERS AND POTENTIAL CUSTOMERS IS EXPRESSED BY HOW YOUR BRAND BEHAVES: IN PERSON ON THE WEB IN YOUR ADVERTISING IN THE COMMUNITY IN SOCIAL MEDIA ? DO THEY ALIGN?
  46. 46. Cactus © 2013 All Rights Reserved. SOCIAL CONTENT FILTERS
  47. 47. Cactus © 2013 All Rights Reserved. DOES THIS PROVIDE VALUE TO MY CUSTOMERS?
  48. 48. Cactus © 2013 All Rights Reserved. GAIN Exclusive offers, promotions and deals INSPIRATION Recipes, trends, home treatments and stories of change RECOGNITION Acknowledging customers on social channels IMPACT Community, causes, volunteering and giving back BELONGING Events and classes
  49. 49. IS THIS HOW MY BRAND WOULD BEHAVE IN PERSON? Cactus © 2013 All Rights Reserved.
  50. 50. Cactus © 2013 All Rights Reserved.
  51. 51. Cactus © 2013 All Rights Reserved. DOES IT DEMONSTRATE CATEGORY EXPERTISE
  52. 52. Cactus © 2013 All Rights Reserved.
  53. 53. Cactus © 2013 All Rights Reserved. IS THIS CONTENT SHARABLE
  54. 54. Cactus © 2013 All Rights Reserved.
  55. 55. Cactus © 2013 All Rights Reserved. IS IT VISUALLY COMPELLING
  56. 56. Cactus © 2013 All Rights Reserved.
  57. 57. Cactus © 2013 All Rights Reserved. IS IT MOBILE FRIENDLY
  58. 58. OF CONSUMERS SAY THEY TRUST EARNED MEDIA, SUCH AS WORD-OF-MOUTH Cactus © 2013 All Rights Reserved. AND RECOMMENDATIONS FROM FRIENDS AND FAMILY, ABOVE ALL OTHER FORMS OF ADVERTISING WHAT IS MOBILE FRIENDLY?
  59. 59. OF CONSUMERS SAY THEY TRUST EARNED MEDIA, SUCH AS WORD-OF-MOUTH Cactus © 2013 All Rights Reserved. AND RECOMMENDATIONS CAN YOU CONSUME AND SHARE IT ON A MOBILE DEVICE FROM FRIENDS AND FAMILY, ABOVE ALL OTHER FORMS OF ADVERTISING 1
  60. 60. OF CONSUMERS SAY THEY TRUST EARNED MEDIA, SUCH AS WORD-OF-MOUTH Cactus © 2013 All Rights Reserved. AND RECOMMENDATIONS 2 FROM FRIENDS AND FAMILY, ABOVE ALL OTHER FORMS OF ADVERTISING IS IT LIGHTWEIGHT?
  61. 61. OF CONSUMERS SAY THEY TRUST EARNED MEDIA, SUCH AS WORD-OF-MOUTH Cactus © 2013 All Rights Reserved. AND RECOMMENDATIONS DO LINKS LEAD TO MOBILE OPTIMIZED WEBSITES FROM FRIENDS AND FAMILY, ABOVE ALL OTHER FORMS OF ADVERTISING 3
  62. 62. OF CONSUMERS SAY THEY TRUST EARNED MEDIA, SUCH AS WORD-OF-MOUTH Cactus © 2013 All Rights Reserved. AND RECOMMENDATIONS CAN FAT FINGERS (OR NORMAL) NAVIGATE EASILY? FROM FRIENDS AND FAMILY, ABOVE ALL OTHER FORMS OF ADVERTISING 4
  63. 63. OF CONSUMERS SAY THEY TRUST EARNED MEDIA, SUCH AS WORD-OF-MOUTH Cactus © 2013 All Rights Reserved. AND RECOMMENDATIONS ARE INCENTIVES LIKE COUPONS MOBILE FRIENDLY? FROM FRIENDS AND FAMILY, ABOVE ALL OTHER FORMS OF ADVERTISING 5
  64. 64. Cactus © 2013 All Rights Reserved. ENCOURAGE SHARING
  65. 65. Cactus © 2013 All Rights Reserved.
  66. 66. Cactus © 2013 All Rights Reserved. IF YOU ONLY REMEMBER 3 THINGS 1. BUILD THE RIGHT AUDIENCE 2. PRODUCE TIMELY AND RELEVANT CONTENT 3. MAKE EVERYTHING SHARABLE
  67. 67. Cactus © 2013 All Rights Reserved. THANK YOU QUESTIONS? #ExpoEast @Cactus_Mike

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