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Why the Grocery Business Must Go Social

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EVENT: 2010 Canadian Council of Grocery Distributors Western Conference
DATE: 1/28/10
AUDIENCE: Food manufacturers, suppliers, distributors

SYNOPSIS: Many Canadians are online, yet many are a bit skeptical about putting too much personal information online. Many traditional marketers are unsure about the value of social marketing as a part of their marketing mix.

Published in: Business, Technology

Why the Grocery Business Must Go Social

  1. 1. People are the media:WHY THE GROCERY BUSINESS MUST GO SOCIALEric Weaver | Tribal DDB28-JAN-2010<br />
  2. 2. 2<br />Excess hype, overshare, pokes, &quot;how well do you know me&quot; quizzes and stalkers. Why would I use this for biz?<br />
  3. 3. 3<br />?<br />“My marketing budget is slashed. And I keep hearing about social media. Is this a fad? Do these efforts actually work? The conversation seems so shallow. Who&apos;s got time to manage all this?”<br />
  4. 4. THE SOCIAL INTERNET IS A PROFOUND CHANGE<br />4<br />
  5. 5. 350,000,000PEOPLE ON FACEBOOK<br />5<br />
  6. 6. 67,000+PEOPLE JOIN LINKEDIN EVERY DAY<br />6<br />750,000+PEOPLE JOIN FACEBOOK EVERY DAY<br />
  7. 7. 700,000+BUSINESSES ON FACEBOOK<br />7<br />5,300,000,000HANDRAISERS<br />
  8. 8. 12,500,000CANADIANS ON FACEBOOKZINC RESEARCH<br />8<br />COUNTRY WITH THE SECOND HIGHEST PERCENTAGE OF USERS ON FACEBOOK<br />CANADA<br />FACEBOOK<br />
  9. 9. People ask me if their business should be using social media<br />And I say, I don’t know, is there more business near the freeway?<br />9<br />
  10. 10. 10<br />Outbound mktg is a $1TT machine. Each niche = a full industry. We&apos;re rewarded for storytelling/ intrusion/repetition. Unchanged in 150 yrs.<br />9:30 AM Jan 28 from PowerPoint<br />
  11. 11. Back in the day<br />Limited product choice<br />Limited media channels<br />Longer brand interactions<br />Higher barriers to entry<br />(?)<br />11<br />
  12. 12. Back in the day<br />Limited product choice<br />Limited media channels<br />Longer brand interactions<br />Higher barriers to entry<br />(?)<br />12<br />
  13. 13. Back in the day<br />Limited product choice<br />Limited media channels<br />Longer brand interactions<br />Higher barriers to entry<br />(?)<br />13<br />
  14. 14. Customer shifts<br />14<br />
  15. 15. 91%OF PEOPLE GLOBALLY WILL BUY FROM COMPANIES BASED ON TRUST<br />15<br />77%PEOPLE WHO REFUSE TO BUY FROM COMPANIES THEY DISTRUST<br />
  16. 16. MARKETING OFTEN STUCK IN THE PAST<br />16<br />
  17. 17. 17<br />
  18. 18. $15K ON DIRECT MAIL = 200 NEW CUSTOMERS$7,500 ON OUTDOOR = 300 NEW CUSTOMERS$0 ON TWITTER = 1800 NEW CUSTOMERSBUSINESS GROWTH: $4MM -&gt; $50MM IN 3 YRS<br />18<br />
  19. 19. 2,000,000 IMPRESSIONS2,300 NEW ACCOUNTS$4,000,000 IN NEW DEPOSITS<br />19<br />
  20. 20. 20<br />GROWING REVENUE IS NOT ABOUT TAGLINES, LOGOS, INTRUSION OR HANDWAVING. IT’S ABOUT USING YOUR MARKETING EFFORTS TO GAIN TRUST.<br />
  21. 21. “YEAH YEAH YEAH. SOCIAL MEDIA BLAH BLAH BLAH. STILL SEEMS LIKE OVERSHARE AND EGO GRATIFICATION.”<br />21<br />
  22. 22. 22<br />BOOMERS<br />All about propriety. Trained in formalities, don’t offend, guarded means safe, not so great with “random.” Suit & tie = trustworthy.<br />GENS X&Y<br />All about affinity. Formalities ignored, sharing means being found, tech is easy, life is random. Suit & tie = untrustworthy.<br />2010THE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE<br />PHOTO: FLICKR.COM/PHOTOS/KATINALYNN<br />
  23. 23. STILL NEED A BRAND!<br />What’s your promise? Your unique value? Your primary differentiation? The benefits you’ll always deliver?<br />BE TRANSPARENT<br />About everything except that which must be kept secret<br />THIS NEW MARKETING MEANS…<br />NO MORE SET & FORGET<br />Dialogue requires feedback mechanisms, time, effort and good conversational skillz<br />23<br />
  24. 24. Email marketing, 1996<br />Web marketing, 1997<br />“BUT I DON’T HAVE TIME FOR ONE MORE THING.”<br />Telemarketing, 1977<br />Computer-based <br />graphic design, 1986<br />24<br />
  25. 25. OKAY, I GET THE WHY. NOW HOW DO I GET STARTED?<br />25<br />
  26. 26. 1. START WITH A LISTENING PLATFORM<br />26<br />
  27. 27. 54%COMPANIES THAT HAVE IMPLEMENTED SOCIAL MONITORING PLATFORMS<br />46%COMPANIES THAT HAVE NO IDEA<br />E-CONSULTANCY, SOCIAL MEDIA AND PR REPORT, NOVEMBER 2009<br />27<br />
  28. 28. 28<br />
  29. 29. 2. CREATE SEARCH-FRIENDLY, USEFUL, DIGITAL CONTENT FOR THE END OF THE SEARCH<br />MAKE IT EASILY SHARED, EASILY DISCUSSED, AND EASY TO GIVE FEEDBACK ON<br />29<br />
  30. 30. 30<br />BLOGS: LONG-FORM THOUGHT, INTELLECTUAL CAPITAL.CEO media/invstr relations; industry trends/insights; legislative impacts; recipes<br />
  31. 31. 31<br />TWITTER: QUICK-BURST, SHORT-FORM THOUGHT.Crisis PR, timely insights, content alerts, community bldg, event notices, offers<br />
  32. 32. 32<br />VIDEO: great for intensive learning, how-to vids, personality pieces, company storytelling, humor<br />
  33. 33. 33<br />“THE BEST WEAPON AGAINST SOCIAL MEDIA FIRE IS SOCIAL MEDIA WATER.” – Ramon DeLeon, Domino’s Pizza<br />
  34. 34. 34<br />AUDIO PODCASTS: great for distracted learning, storytelling, conversational thought leadership, testimonials, sensory experiences<br />
  35. 35. 35<br />WIDGETS/APPS: PROVIDE CONTENT PORTABILITY. Get your content into more places; allow engagement w/o leaving venue; aggregate valuable content<br />
  36. 36. 36<br />SOCIAL VENUES: GO WHERE YOUR PROSPECTS CONNECT & CHAT. Brand awareness, community/CSR discussions, loyalty programs, consumer feedback/trials/testing<br />
  37. 37. BRANDED SITE<br />EXTERNAL MKTG-MANAGED PRESENCE<br />EXTERNAL THIRD-PARTY SITE<br />TRADITIONAL MEDIA/PR<br />Integrated Traditional/Social Marketing Mix<br />AWARENESS<br />NEED<br />DETERMINATION<br />EVALUATION/COMPARISON<br />PURCHASE<br />LOYALTY<br />TOPICAL COMMUNITIES: <br />IP, HELPFUL TIPS<br />PRODUCT LAUNCH MICROSITE<br />AMAZON<br />S T O R Y T E L L I N G<br />DOT-COM SITE<br />HELPFUL RESOURCES<br />RECIPES<br />SEO<br />COMMENTS<br />EVENTS<br />COMPANY BLOG (IP)<br />FACEBOOK FAN PAGE<br />ONLINE SAMPLING<br />E-COMMERCE PARTNER<br />ONLINE<br />YOUTUBE CHANNEL: STORYTELLING, IP<br />PRINT<br />EXTERNAL BLOGS: IP, TIPS<br />OUTDOOR<br />PR<br />SAMPLING PGMS<br />RETAIL<br />37<br />
  38. 38. 3. REINFORCE TRUST<br />OPEN, HONEST DIALOGUE.<br />TRANSPARENCY DEFAULT.<br />CLEARLY STATED INTENTIONS.<br />REAL HUMAN VOICES.<br />38<br />
  39. 39. 39<br />
  40. 40. 4. ENABLE CUSTOMERS TO CO-CREATE YOUR OFFERINGS WITH YOU<br />40<br />
  41. 41. 41<br />
  42. 42. “I COULD HAVE JUST NAMED THIS THING THE VX150 OR ZI8. BUT I THOUGHT THAT THE PEOPLE WHO BUY THE PRODUCT SHOULD COME UP WITH SOMETHING MEANINGFUL TO THEM.” – JEFFREY HAYZLETT, KODAK<br />42<br />
  43. 43. 66% PERCENTAGE OF BRAND TOUCHPOINTS NOW GENERATED BY CUSTOMERS<br />MCKINSEY QUARTERLY, JULY 2009<br />43<br />
  44. 44. SUMMARY<br />44<br />
  45. 45. 45<br />CONSIDER YOUR LENS<br />RESPECT TIME STARVATION<br />GIVE YOURSELF TIME<br />THERE’S NO ENTRY POINT INTO A CONVERSATION IF YOU’RE NOT PRESENT<br />
  46. 46. THANK YOU.<br />me:twitter.com/weave <br />company:tribalddb.ca<br />slides:slideshare.net/weave<br />

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