This document discusses how social media can be used to promote word-of-mouth marketing for reuse organizations. It notes that word-of-mouth has more than twice the influence of other forms of advertising. It encourages organizations to give people reasons to talk about the organization and make it easy for them to share with others. The document provides tips on using platforms like Twitter, Facebook, hashtags and engaging followers to transform marketing strategies for reuse centers. It also shows an example of how increased social media engagement could increase metrics like donations and sales.
9. ยฉ Reuse Alliance 9
Social media puts
socializing and
marketing together.
You can interact with
โfollowers,โ โfriends,โ
โfans,โโlikers,โetc.
SOCIAL HAS FOREVER CHANGED
MARKETING
May 22, 2013
10. ยฉ Reuse Alliance 10
Source:Andy Sernovitz,Word of Mouth Marketing: How Smart Companies Get PeopleTalking.
THE 5 Tโs OF WORD OF MOUTH
May 22, 2013
11. ยฉ Reuse Alliance 11
10%
Americans influence the other
90%
TALKERS: DISPROPORTIONATE
DIGITAL INFLUENCE
May 22, 2013
12. May 22, 2013 ยฉ Reuse Alliance 12
Mavens โ 20% of online
influencers. Post very frequently
and get their social worth from
knowing and sharing
Networked Opinion Formers โ the other
80% of the online people looking for
information
Offline word of mouth. Get many of their
opinions from their online friends because
of the network effect
TALKERS: NETWORK EFFECT
14. ยฉ Reuse Alliance 14
Source:Andy Sernovitz,Word of Mouth Marketing: How Smart Companies Get PeopleTalking.
TALKERS: WHO ARE YOURS?
โข Value conscious?
โข Eco conscious?
โข Mission driven?
โข DIY/crafters?
โข Historic homeowners?
โข Material manufacturers, installers?
May 22, 2013
16. ยฉ Reuse Alliance 16
Source:Andy Sernovitz,Word of Mouth Marketing: How Smart Companies Get PeopleTalking.
THE 5 TโS OF WORD OF MOUTH
May 22, 2013
19. 19
TOPICS: STORY IS THE
REUSE ECONOMYโS SECRET SAUCE
โWhen you buy from an independent
craftsmanโฆyou gain the opportunity to live
with an object that has a story.โ
- Jared Spool
May 22, 2013
20. ยฉ Reuse Alliance 20
Source:Andy Sernovitz,Word of Mouth Marketing: How Smart Companies Get PeopleTalking.
THE 5 Tโs OF WORD OF MOUTH
May 22, 2013
21. ยฉ Reuse Alliance 21
โ Social Network system (lots of options)
โ Connect & share information with others
โ Microblog โtweetโ updates <140 char)
โ Share thoughts, articles, reuse ideas,
events/sales, workshops, blog posts, etc.
TOOLS: SOCIAL MEDIA
May 22, 2013
22. ยฉ Reuse Alliance 22
Social sites reuse centers use most to
increase online awareness:
89%
80%
store website 63%
35%
23%
TOOLS: SOCIAL MEDIA & REUSE
May 22, 2013
23. ยฉ Reuse Alliance 23
Average number items posted online / month:
Up to 10 items 31%
10 to 25 items 29%
25 to 50 items 26%
50 to 100 items 12%
100+ items: 2%
TOOLS: INVENTORY MARKETING
May 22, 2013
25. ยฉ Reuse Alliance 25
TIME-SAVING PUBLISHING TOOLS
Time-pressed? Link them!
โขFeed Twitter posts to your
Facebook Page, LinkedIn,
blog or website
โขAdd stories, images, video in
one place/Share across
multiple social sites
โขSchedule posts
โขTrack results
May 22, 2013
26. ยฉ Reuse Alliance 26
Source:Andy Sernovitz,Word of Mouth Marketing: How Smart Companies Get PeopleTalking.
THE 5 Tโs OF WORD OF MOUTH
May 22, 2013
33. ยฉ Reuse Alliance 33
DOING TWITTER WELL
โข Find/follow/recognize
stakeholders
โข RT or โRetweetโ
โข DM or Direct Message
โข Hashtag #
โข Respond to questions
โข Report news, jobs
โข Shorten URLs
(tinyurl)
โข Make connections
May 22, 2013
34. ยฉ Reuse Alliance 34
โข Create a โpageโ just for your reuse
organization
โข Create an event and share with friends
โข Post photos
โข Tell stories
โข Ask questions
โข Run โ or reuse -- contests
DOING FACEBOOK WELL
May 22, 2013
35. ยฉ Reuse Alliance 35
3 Shelf life in hours of posts are relevant on
Facebook &Twitter [Source: bitly]
119 Max number of characters
3 Shelf life in hours of posts are relevant on Facebook &Twitter [Source: bitly]
3 Shelf life in hours of posts are relevant on Facebook &Twitter [Source: bitly]
TIPS & TRICKS
May 22, 2013
37. ยฉ Reuse Alliance 37
Source:Andy Sernovitz,Word of Mouth Marketing: How Smart Companies Get PeopleTalking.
THE 5 Tโs OF WORD OF MOUTH
May 22, 2013
38. ยฉ Reuse Alliance 38
โข Digital social is here to stay
โข If youโre thinking โsomeone must have
already thought of that,โ youโre probably
right. If something stumps you, Google it!
โข Reuse content from Facebook,Twitter,
YouTube and Pinterest
โข Remember the Rule of Reciprocity
โข Read โgetting startedโ withTwitter,
Facebook articles to discover uses far
beyond what you imagine now
SOCIAL MEDIA โ TRY IT!
May 22, 2013
39. ยฉ Reuse Alliance 39
โข Engagements per year: 18,200
โ Donor list: 8,400
โ E-mail list: 5,000
โ Other: 4,800
โข Business metrics (Actual):
โ Tons diverted: 2,800 (.15 tons per engagement)
โ Total sales: 1,624,000 ($89 sales per
engagement)
โ Total donations: 8,000 (.43 donations per
engagement)
โข Consider the Facebook factor:
โ Number of donors to post link: 3,516
โ Avg. Facebook user has 130 friends: 457,142
โ Assume 1% utilize discount code: 4,571
CAN SOCIAL MEDIA TRANSFORM REUSE?
Actual:
โ Total engagements:
18,200
โ Tons diverted: 2,800
โ Sales: 1,624,000
โ Donations: 8,000
Projected (w/Facebook)
โ Engagements: 22,771
โ Tons diverted: 3,503
โ Sales: 2,031,912
โ Donations: 10,009
Letโs Do the Math โฆ for a Reuse Center:
May 22, 2013
Editor's Notes
Mission: become
โthe Amazon.com for reclaimed building materialsโ
Word of Mouth Marketing Association
Online community-building: Aerosmith, Christina Aguilera, et al
70% of Consumers Trust Brand Recommendations From Friends
http://blog.bufferapp.com/wp-content/uploads/2013/04/Screen-Shot-2013-04-02-at-8.54.48-AM.png
IF YOUโRE GOING TO TAKE ONE THING AWAY TODAYโฆitโs THIS
Conversations are SOCIAL CURRENCY.
While it sounds simple enough, it is indeed part art, part science and part sea change in how we think as business people.
SOURCE: WOMMA
IF YOUโRE GOING TO TAKE ONE THING AWAY TODAYโฆitโs THIS
While it sounds simple enough, it is indeed part art, part science and part sea change in how we think as business people.
Conversations are SOCIAL CURRENCY.
Not going to SQUANDER RELATIONSHIP CAPITAL telling friends and family about products and experiences that arenโt relevant or interesting.
Fundamental shift if that we must
I like to call it the COCKTAIL PARTY rule.
Not about your IMAGEโฆitโs about what your stakeholders value, find relev
Source: WOMMA
RELEVANT - USEFUL - ENTERTAINING
Word of Mouth so effective because itโs real people talking to real people.
* Natural, genuine, spontaneous process
* People seeking advice from each other
* Itโs the voice of the customer
* Positive and negative
Source: Seth Godin
If you are wondering if these new social media channels matter, they do.
Letโs define WOM as opinions, insights, experiences, perspectives, media and information thatโs worth sharing.
โSocial networking sites now reach 82 percent of the worldโs online population โ thatโs 1.2 billion users around the worldโ โ ComScore
Online social communications vehicles makes it easier for your customers and donors to participate in WOM about your organization
spread online both COST-EFFICIENTLY and with higher velocity than OFFLINE.
Social media includes
email, blogs, product review sites, discussion boards, newsgroups, IM, social networks, video- and picture-sharing services and wikis.
Collaboration possible within organizations in all new ways.
INSIGHT - ENGAGEMENT - MEASUREMENT
Staggering #s:
Video-sharing site You Tube streams 100 million videos / day.
Thatโs equivalent of reaching 1/3 of the U.S. population.
Or the equivalent of two Super Bowl audiences.
Social networking site Facebook is adding 1 million new members each week.
Facebook isnโt a single social network. Itโs thousands of mini networks clustered around shared interest.
Social media - a game-changer for business and culture.
Effective marketing ransformed marketing from
Whatโs more valuable: 100 passionate customers online discussing your product and category, or 1,000 people who get a costly direct mail piece?
Even though we know that 71% of all WOM takes place face to face, online behavior is a proxy for offline word of mouth.
OPPORTUNITY: TEST Diffโt CONCEPTS FOR VERY LOW COST
Weโll take a look at a few examples of whatโs working in reuse Web 2.0 marketing.
What the study didnโt highlight as much, was that โother contentโ still makes up around 30% of all online traffic. Other content contains to a large amount traffic from blogs and websites. Replacing your Facebook presence as your home base is something to avoid at all costs and a focus on a better funnel is more important than ever.
http://blog.bufferapp.com/social-media-stats-studies
What the study didnโt highlight as much, was that โother contentโ still makes up around 30% of all online traffic. Other content contains to a large amount traffic from blogs and websites. Replacing your Facebook presence as your home base is something to avoid at all costs and a focus on a better funnel is more important than ever.
http://blog.bufferapp.com/social-media-stats-studies
Caveat notes: If you follow me, you may read swearing, etc occasionally. Also, I canโt speak about policy, archiving, etc. but do have *some* insights
Experts: way more time on their hands. Tell story about blog posts about doing social media right
TopMaster
Also come to understand that 10% of Americans tell the other 90% how to vote, where to eat and what to buy โฆ
On the Internet, the 1% Rule is at play. Varies by content.
Lots more content consumers than creators which creates a Network Effect
1% Rule
For every 1 person who posts on a digital forum, at least 99 others view content but donโt leave a trail.
Our company offers a technology tools to reuse centers to manage and market their inventory online.
Growing 15% / year
3-5% sell online
TopMaster
Organizationsโ for-profit and non-profit -- in your community concerned with:
Reuse
Recycling
Waste diversion
Even consider some national organizations โ even if only to stretch your thinking, repost and repurpose content you think would pass the โCockatil Party Conversationโ rule
Earth911
Unconsumption
Entry must be submitted to local participating store between May 1, 2012 and August 31, 2012(extended to September 30, 2012!)
The project must have been completed with the the last 12 months.
Four before and after photos must accompany the submission.ย
A 250-word description of the project and materials used must also accompany the submission.
https://twitter.com/restore_habitat
- follow lots
- calls for donations
- heavily populatedย
- frequency
WHAT KIND OF STUFF ARE THOSE MOST SUCCESSFUL ON SOCIAL POSTING?Post stuff they carry in their store.
Free-standing vertical PALLET Herb Garden
http://www.habitat.org/blog/listing.aspx?page=7
Caveats
If you use social media for your employer, ask permission & stay on message
I donโt consider myself an expert โ but I can celebrate -- and credit โ others
65 reuse center respondents:
Three most important aspects of managing a successful reuse center are:
Increasing donations (88%)
Marketing to increase awareness among shoppers (54%)
Processing and stocking donations (26%)
The average number of items posted online per month incluces:
Up to 10 items (31% of respondents)
10 to 25 items (29%)
25 to 50 items (26%)
50 to 100 items (12%)
More than 100 items (2%)
65 reuse center respondents:
Three most important aspects of managing a successful reuse center are:
Increasing donations (88%)
Marketing to increase awareness among shoppers (54%)
Processing and stocking donations (26%)
The average number of items posted online per month incluces:
Up to 10 items (31% of respondents)
10 to 25 items (29%)
25 to 50 items (26%)
50 to 100 items (12%)
More than 100 items (2%)
Caveats
If you use social media for your employer, ask permission & stay on message
I donโt consider myself an expert โ but I can celebrate -- and credit โ others
External Apps Overview:
Hootsuite & Posterous
TweetDeck, Tweetie, etc
Selective Twitter for Facebook (#fb)
URL Shortners (http://bit.ly)
And many others โฆ
MANY applications can help you do this
TWITTER: PERSONAL & PROFESSIONAL
- Listen
- Talk
-talk about each element of page
This is online representation of Twitter. However, there are many different โclientsโ for Twitter
Caveats
If you use social media for your employer, ask permission & stay on message
I donโt consider myself an expert โ but I can celebrate -- and credit โ others
Our company offers a technology tools to reuse centers to manage and market their inventory online.
Growing 15% / year
3-5% sell online
We assume that the ratio of donations to engagements can be used to assume how many people engaged will act further, i.e. the number of donors that receive the email who will post the link to Facebook
Every time they get someone to do something they gain a specific ratio of tons, sales and donations You can track what people do, you cannot track awareness From a base number of engagements approximately X% will engage further It doesn&apos;t matter if overlap of individuals, we are counting Actions/engagements not # of people reached Exponential Growth year over year