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Organic Social Media


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This is a great overview and how to guide for health and organic food companies getting into social media. The lessons and examples can be carried over into any business.

Published in: Technology, Business
  • Great info! Now, if only Trader Joe's would hop on the band wagon, I'd love to get updates from them!
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  • Good stuff! Bookmarking now!
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  • Time flies, Melissa. Look at what you've become. Uncle Ruf is so proud of you. Hugs.
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  • Love the three rules.
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  • Creative customer service is always key.
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Organic Social Media

  1. 1. Social Media,Naturally<br />Organically grow your customer base<br />
  2. 2. What is Social Media?<br />Facebook<br />Twitter<br />LinkedIn<br />Flickr<br />Social Media is a buzz term for a web based conversation that relies on and revolves around media – written, photographed or filmed.<br />
  3. 3. Why Should I Use Social Media?<br />80% of Americans use social media monthly<br />Time spent on social networks is growing 3 times faster than time spent online<br />You can tap into a national or even global market to increase your customer base <br />It’s environmentally friendly – there are no fliers to print and nothing gets wasted<br />Social Media sites are a great way to collect product reviews, because of those using social media, 75% rely on social reviews when making purchasing decisions<br />*Forrester, The Broad Reach of Social Technologies, August 25, 2009<br />*BusinessWeek, Does social media sway online shopping?, August 31 2009<br />
  4. 4. The Industry<br />Natural and organic personal care surpasses $27 billion <br />Natural and organic food sales are up 12%<br />Global nutrition is now a $270 billion industry<br />*Nutrition Business Journal, Nutrition Business Journal Reviews the $270 billion Global Nutrition Industry, <br />January 6, 2010 <br />
  5. 5. Interact With Your Customers<br />Companies, new and old, are taking advantage of this unique opportunity to engage with customers and provide a level of customer service unparalleled at any point in history<br />
  6. 6. But it’s all so complicated!<br />
  7. 7. You can do it!<br />It’s easier than you might think.<br />You already do!<br />Let’s take a look…<br />
  8. 8. Three Steps to Success<br />1<br />2<br />3<br />Outreach &<br />Engagement<br />Creative <br />Customer Service<br />Your Story<br />
  9. 9. Your Story<br />What is your brand’s personality?<br />What is your brand’s mission?<br />How do you convey this message currently?<br />
  10. 10. Your Story<br /> Three Rules of <br /> Social Media:<br />Be human<br />Be interesting<br />Be relevant<br />
  11. 11. Your Story<br />Blogs, Twitter, Facebook, it can be overwhelming!<br />Assign roles and responsibilities to every member of your team.<br />Conduct training on the company story and rules of social media use.<br />Quality over quantity – focus on a few social networks and assign manageable daily tasks.<br />
  12. 12. Outreach and Engagement<br />You can reach more consumers than ever before in one convenient location. Analytics can help you research and refine your marketing strategies to give you the best bang for your buck.<br />
  13. 13. Outreach and Engagement<br />Facebook ads allow you to micro-target prospects based on detailed demographic information, geography and information listed in their profile<br />FacebookFanPages are a great place to organize a pre-existing community. Fans come together and opt-in to receiving information from your brand<br />
  14. 14. Outreach and Engagement<br />Knowing how to market your product to your customers effectively is your most important tool<br />Make sure that your voice is heard, and encourage your regular customers to support your brand<br />Direct interactions with your customer base can seed evangelical supporters and help you get your products out to more people<br />
  15. 15. Outreach and Engagement<br />People are NOT just finding your products on the shelves. You have the option of selling your products across the country and even across the world through your website…but first you’ve got to get some attention.<br />
  16. 16. Creative Customer Service<br />Refining Your Social Networking<br />Stand out from the crowd by offering a unique perspective of your company<br />Personally engage with individual customers to reinforce the value of their support<br />Invite comments and criticism to make your customers feel like part of the decision making process<br />Update frequently to give the impression of a transparent brand image that customers will relate to<br />
  17. 17. Creative Customer Service<br />The Five Stage of Twitter Acceptance<br />Denial“I think Twitter sounds stupid. Why would anyone care what other people are doing right now?”<br />Presence“Ok, I don’t really get why people love it, but I guess I should at least create an account.”<br />Dumping“I’m on Twitter and use it for posting links to my blog posts and pointing people to my press releases”<br />Conversing“I don’t always post useful stuff, but I do use Twitter to have authentic 1x1 conversations.”<br />Microblogging“I’m using Twitter to publish useful information that people read AND converse 1x1 authentically”<br />
  18. 18. Creative Customer Service<br />Twitter is a great place to generate excitement<br />It is an amazing customer service opportunity<br />Put a personality behind your Twitter handle<br />
  19. 19. Creative Customer Service<br />Social media presents a great opportunity to learn about your customers<br />Many CRM systems now integrate with Twitter to allow for seamless monitoring and easy access to analytics<br />There are also many applications that can help you upload content to multiple social media sites at once<br />
  20. 20. Creative Customer Service<br />Remember that your customers are not only active on Twitter – many have blogs and other social media accounts<br />A quick Google search leads to tons of valuable information that will allow you to tailor your marketing to reach them<br />
  21. 21. Case in Point<br />In January, the New Zealand-based Natural Being Skincare launched its line in Orange County, CA. The company utilized social networking tools to jumpstart awareness in its first US market and credits their use for its 70% sales growth in less than two months. <br />*News Guide, Natural Being Skincare Penetrates Marketplace Through Social Media Platforms, February 6, 2010<br />
  22. 22. Building a Plan<br />Begin by defining your brand’s goals – increasing sales, improving customer service or generating publicity<br />Next choose the social networks you will focus on<br />Finally compile a 6-month plan, committing you and your staff to a social media routine. Remember this is a marathon not a sprint<br />
  23. 23. Creating a Schedule<br />Next assign social media responsibilities throughout the organization<br />Getting the whole team involved makes the process more manageable and endows individual team members with personal responsibility for the brand<br />Create a schedule committing individuals to ½ to 1 hour of social media work a day<br />
  24. 24. Finding the Tools<br />Finally ensure the right tools are in place<br />Use Google Alerts to receive email notices any time your products are mentioned online<br /><br />
  25. 25. Finding the Tools<br />Twitter Search is a great way to search the Twitterverse for mentions of your products on a weekly basis<br /><br />
  26. 26. Finding the Tools<br />CoTweet is an excellent way to have more than one person manage more than one Twitter account<br /><br />
  27. 27. Finding the Tools<br />TweetFeel allows you to track the sentiment of the Tweets posted about your products in real time<br /><br />
  28. 28. The Opportunity<br />To tell your brand’s story to the world<br />To actively engage with future and past customers on an ongoing basis and encourage repeat customers<br />To provide unrivaled customer service by learning about customers and anticipating their needs<br />To involve your entire team in building your brand<br />
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  30. 30.<br /><br />(888) 400-5995<br />Jaspar Weir<br /><br /><br />