Do More with Less - SOCIAL MEDIA Marketing
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For an offline retailer, Socializing starts at store. Here is the plan to better utilize your store footfalls and convert them into followers and then brand advocates on social media.
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Do More with Less - SOCIAL MEDIA Marketing
- 1. Lets DO MORE WITH LESS SOCIAL MEDIA MARKETING INTEGRATED MARKETING APPROACH FOR AN OFFLINE RETAILERS
- 2. What is Social Media Marketing SMM is about Using customer connect To Generate Word of Mouth And then translate this into Sales DO MORE WITH
- 3. We need THE Real customer Connect On Social Media. DO MORE WITH
- 4. Unfortunately In our CASE THIS IS MISSING DO MORE WITH
- 5. My Initial Focus To Automate SMM Not Possible in absence of connect DO MORE WITH
- 6. DO MORE WITH So Now its more about Developing Customer Connect By setting Lead Nurturing Customer Engagement Models
- 8. Is Squeezing every possible value from these DO MORE WITH Lead Nurturing Customer Engagement Models
- 9. Increasing Basket size / order size Increase in conversation rates Squeezing value means we need to emphasize on: Increase in Repeats from the converted customers Calling past Non-converted footfall to visit again
- 10. Funnel in Broader Sense DO MORE WITH
- 11. Our Funnel: Footfall to conversion Billing Trials Walk-ins Dropouts / No Engagement Activity Dropouts / No Engagement Activity Retaining attempts only SMS DO MORE WITH
- 12. Value of Leakage = The fixed cost of the store no. of walk ins Non converted Walk Ins
- 13. Desired Funnel: Footfall Engagement Conversion Conversion/ Sales Trials Walk-ins Dropouts / Engagement and Follow up Mechanism Dropouts / Engagement and Follow up Mechanism Retaining attempts only SMS DO MORE WITH Engagement Funnel Trial Dos Walkin Dos
- 14. Trial s Walk-ins Customer Engagement Model [CEM] Lead contact info / Dropouts / Engagement and Follow up Mechanism DO MORE WITH
- 15. Join our 50000+ happy customers and get priority preview to our new collection +9715666………. Drop your Mob. No.
- 16. +9715666………. Chance to be our store model Drop your Mob. No.
- 17. +9715666………. Chance to be a Model in our Fashion show Drop your Mob. No.
- 18. BUILD an Engagement Calendar In Stores DO MORE WITH
- 19. Conversion / Evangelist/ Both 50% to 80%Non converted walk-ins
- 20. Why Free messaging service WhatsApp is by far the most used service, with 96 per cent of Emiratis, followed by 78 per cent using Instagram and 62 per cent for Snapchat. For residents, WhatsApp also came first at 97 per cent, Facebook at 93 per cent then YouTube at 75 per cent. Facebook was one of least popular social media platforms among Emiratis at 58 per cent. DO MORE WITH30 January 2017
- 21. Reason # 2 Unlike Text Messages THE SHOUT OUT IS FREE & the easy Word of Mouth is phenomenal advantage. DO MORE WITH
- 23. Start Small 1
- 24. DO MORE WITH Start with our DB Retarget them on Text message Engage them on WhatsApp / Instagram By product Launches Offers & In store engagement activity.
- 25. DO MORE WITH Start with our DB Retarget them on Instagram Engage them on Instagram Page By product Launches Offers & In store engagement activity.
- 26. Unlimited Shout Outs for Free Social Shares by Customers & not followers DO MORE WITH
- 27. Semi -Automate the online engagement process DO MORE WITH
- 28. What does it cost ? Cost is Marginal compared to our FC Text Messages Retargeting We Pick 3 Regional Stores & Do 2 Shoots/ Week 20k * 0.05= 1000 AED * 8times/mon = AED 8000 DO MORE WITH
- 29. How do we measure the success? Increase in Engagement (on SMM) Increase in Repeat buys Increase in Repeat footfall (difficult to measure) & Many more - An Engaged Customer is always a better Advocate
- 30. Start In Store Plug The Leak 2 Implement In Store Engagement Calendar DO MORE WITH
- 31. IN STORE ENGAGMENT Footfalls Paid to Free Comm. Channel Semi-Automated Free Multimedia Engagement With Product Launches, Offers etc. Engagement Model New Customer Creation Repeat Footfalls New Footfalls Increased Mindshare DO MORE WITH
- 32. Conclusion Lets bring more customers from our ongoing customers - ASHISH S. JAJU DO MORE WITH
Editor's Notes
- Hello everybody. Today Lets see how can we DO MORE WITH LESS using SOCIAL MEDIA MARKETING
- According to me For an offline business, the best way to use social media is to generate more customers from the existing ones.
- So we need the real customers connect on our social media channels:
- Unfortunately this is missing in our case. This is because, Probably we never had a channeled efforts to connect our offline customers on their preferred social media. When I say social media, its not only: Facebook or Instagram. Text messages and Whatsapp are equivalent part of it. So its basically anything that can be used to engage and enable customers to share with their friends & interact with us more frequently.
- That was about social media in general and our status on it. My inItial focus was to automate SMM calendar and reduce the cost. But that’s of no use in absence of real customer connect.
- So Now its more about Developing Customer Connect By setting up Lead Nurturing & CEM In place Which is an enterprise wide requirement
- Establishing a Customer Engagement Model is of no use, if we cannot connect it with SALES. In our business Sales is a function of : Floor Management Inventory Footfalls
- In line with our theme of DOING MORE WITH LESS. Lets focus on : Squeezing every possible value from these footfalls. And develop a customer engagement & Lead nurturning model around it.
- When I say squeezing value from foootalls. I am talking about: Which is a function of floor management and inventory Which is a function of LN and CEM
- This is what a sales funnel looks like in broader sense. Wherein a prospect Discovers Considers And converts And then we try to retain.
- Breaking it further for our business this funnel can be described as: Walk-ins Dropouts Walk-ins Trials Dropouts Walk-ins Trials Conversions Currently What we do is Announce Promos to the converted customers and no other engagement is considered at any of the stage of customer/lead interaction with us. And that’s where the leak us. That’s where the opportunity is to extract more value from these footfalls. I mean even non-billed.
- If I may attach value to each walkin, then Value of leakage = The fixed cost of the store/ no. of walkins (non converted customer )is the value leaking and I am doing nothing about it.
- So if I want to do something about this leaking value. My Desired funnel should be of Engaging prospective customers at all stages of interaction with us.
- Engagement model starts with collecting: Lead contact info wherever possible. Lets say for Walkins, we offer them Join our 50000 happy customers and get priority preview to our new collection [Mobile no. here] - Chance to be a Model in our Fashion show Chance to Win a gift vouchers Chance to be our store model All they need to do is drop in their number For trials Lets say We offer them TRY & TAG
- We need to find lot of such wacky ideas or offerings for walk ins to engage and just like a Trading Calendar, we must be building a Engagement Calender
- With the engagement starting point in place, we have a chance to nurture these Walk ins (non-converted) to culminate into: conversions or Evangelist or Both
- Why focus on these channels. Because “THE NATIONAL” published a survey on 30th Jan. 2017, Where they say 96 per cent of Emiratis use WhatsApp 78 percent use Instagram And just 58 percent use facebook
- Once we connect with our customers, on there preferred channels , the SHOUT OUT is completely free unlike text messages and we also have the advantage of word of mouth.