6 Principles You Need to Know Before Taking the Social Plunge (and introducing 1to1toEveryone)

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This is a presentation that Mike Friedman (Darden Restaurants) and I gave at Digital Marketing Days (DMA) in NY on June 16th, 2010. It talks about overcoming the major obstacles that stop marketers from embracing social media, and it introduces the concept of 1to1toEveryone.

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6 Principles You Need to Know Before Taking the Social Plunge (and introducing 1to1toEveryone)

  1. 1. Six Principles You Need to Know Before Taking the Social Plunge Presented by: Mike Friedman, Darden Restaurants Jeff Hilimire, Engauge 1
  2. 2. Today’s agenda 1to1toEveryone - the future of marketing The six principles you need to get started in social media • Don’t listen to your customers • Analytics is killing social • Ready, fire, aim • Test, refine, and test again • Arm your customers with social • Don’t try to have a relationship with your customers if... 2
  3. 3. Jeff Hilimire Blog: jeffhilimire.com Chief Digital Officer @jeffhilimire Engauge jhilimire@engauge.com www.engauge.com
  4. 4. Mike  Friedman Director  Interac1ve  Marke1ng
  5. 5. a little about us • World’s  largest  full  service  restaurant  company • Over  1700  corporately  owned  restaurants • Loca1ons  in  United  States  and  Canada • Over  200,000  employees • $5+  Billion  in  sales 7
  6. 6. our approach
  7. 7. conservative
  8. 8. slow and steady
  9. 9. not always pretty
  10. 10. driven
  11. 11. Are you smarter than a 5-year old?
  12. 12. Introducing the marketing of the future: 1to1toEveryone 14
  13. 13. Embrace this concept: YOU are the least credible person to be talking about YOUR company
  14. 14. The MOST credible person to be talking about your company Your Your Company Customer
  15. 15. Time for an exercise: # of Facebook Fans you have: 12,000 x # of friends average Facebook user has: 130 Total reach of your Facebook Page: 1,560,000 18
  16. 16. Your goal is to create more fans, more passionate followers. Every person you add to your Facebook user base = 130 more people that can become customers and brand champions.
  17. 17. So how do you get started? Don’t listen to your customers Analytics is killing social Ready, fire, aim Test, refine, and test again
  18. 18. So how do you get started? Don’t listen to your customers Analytics is killing social Ready, fire, aim Test, refine, and test again Arm your customers with social Don’t try to have a relationship with your customers if...
  19. 19. These 4,000 fans are sure to impress LeBron
  20. 20. don’t (always)  listen  to   your  customers
  21. 21. 27
  22. 22. Will  show  vitual  goods,  news  leNers,  recipes,  
  23. 23. analytics is killing social (from taking off)
  24. 24. NRO  Support:  Seasons  52
  25. 25. ready. fire. aim.
  26. 26. Establishing  Creden1als  and  Exper1se • Develop  rela1onship  with  prospec1ve  guests   through  their  passion  and  interest  in  wine • Wine  recommenda1ons  and  reviews • Behind  the  scenes  look • Educa1onal  approach • Subtle  TCG  undertones
  27. 27. Establishing  Creden1als  and  Exper1se
  28. 28. Test. Refine. Test.
  29. 29. arm your customers with social
  30. 30. Local  Marke1ng:  Bahama  Breeze
  31. 31. Don’t  try    to  engage   and  have  a   rela1onship  if…
  32. 32. Budweiser spends $250M+ in media Mille spends $200M+ in media Avinash Kaushik spends ZERO Content is King
  33. 33. Questions? Let’s continue the conversation at: Mike Friedman Jeff Hilimire Director of Interactive Mktg Blog: jeffhilimire.com mfriedman@darden.com jhilimire@engauge.com @miconmike Twitter: @jeffhilimire

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