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Social media for retail overview 2013

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Social media for retail overview 2013

  1. 1. Introduction to Social Media Seminar
  2. 2. Opportunities and Challenges of Social MediaRetail Brand use of Social Media Across theBusinessSocial Media and Wider Digital MarketingManagement of Social MediaKeyLearnings
  3. 3. About You?
  4. 4. Social Media Overview?Social Media Marketing:Opportunities and Challengesfor Food Retailing
  5. 5. “Online technologies and practices thatpeople use to share opinions, insights,experiences, and perspectives with eachother. They include sites such as LinkedIn,Facebook and Twitter .”
  6. 6. Why?
  7. 7. Key question for social mediamarketing is…………
  8. 8. “Are you more interesting thanmy wife*?”*Insert: MistressFootball teamSon / daughterBoss………………….Etc
  9. 9. The following people and brandshave social capital online!
  10. 10. Social Media Overview?Social Media Marketing:Opportunities and Challenges
  11. 11. FacebookCommunity
  12. 12. FacebookCommunity
  13. 13. Brand PR andEngagement
  14. 14. Brand PR andEngagement
  15. 15. Offers!
  16. 16. Feedbackcustomerrelations
  17. 17. Two-waychannel!
  18. 18. Photos!
  19. 19. Competitions
  20. 20. YourExperiences?
  21. 21. Main SocialMedia Risks forOrganisations
  22. 22. “Let’s hurry home and follow theearthquake news. And don’t forgetto order your favourite KFC menu”.
  23. 23. Avoid:‘Broadcast’ styleLow follower baseToo much product / sales
  24. 24. Social Media Policy
  25. 25. Social Media Overview?Retail Brands and Use ofSocial Media Across theBusiness
  26. 26. CEODirectorsPRHRSalesCRMSocial Mediashould bethroughout theBusiness!!InternalComms
  27. 27. 91%Source: Repeller.com
  28. 28. 76%53%48%Source: Repeller.com
  29. 29. Crisis Comms
  30. 30. B2B Use ofSocial Media
  31. 31. Why?
  32. 32. ?
  33. 33. The Power of Networking
  34. 34. Groups
  35. 35. Social Media Overview?Brand Marketing and PR onSocial Media: Case Study
  36. 36. The Customer isthe Star!
  37. 37. Sharing Stories
  38. 38. Engagement:Topical
  39. 39. Offers: Yes. Butonly a small %
  40. 40. Company Profile
  41. 41. Groups
  42. 42. The Digital MarketingChallenge
  43. 43. Social Media Overview?Digital Marketing Core Areas:Awareness / AttractConvertRetainAnalyse
  44. 44. Source: Econsultancy.com, 2012
  45. 45. LocalExtensions
  46. 46. Click to Call
  47. 47. TemplateWebsites
  48. 48. “How does your websiteactually help us to dosomething?”
  49. 49. MobileExperience?
  50. 50. ESP
  51. 51. Digital marketing helps with the 5 S’s:• Sell• Speak• Serve• Save• SizzleValue of DigitalMarketing
  52. 52. Managementand Resources
  53. 53. Organisational Structure• What tends to happen:- Owned by Marketing/ a “Bright Spark”- Has a Board level sponsor• What should happen:- Adopted business wide- Integrated with all communications• It’s a cultural change for most• It’s not easy and can’t be forcedSource: Econsultancy, 2012
  54. 54. Where things go wrong…The best strategy is useless if:• The business aren’t genuinelybehind it• There isn’t cross departmental buy in• Results focus is purely “conversions, metrics and sales”• “Social Media” is seen as an “add on”• It doesn’t form part of the everyday way of workingSource: Econsultancy, 2012

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