The	
  Immutable	
  Laws	
  of	
  	
  
Social	
  Media	
  Marke8ng	
  	
  
2014	
  
	
  (the	
  more	
  things	
  change,	...
Just	
  who	
  do	
  you	
  think	
  I	
  am?	
  
•  30	
  +	
  year	
  history	
  in	
  DM	
  (old	
  school	
  >	
  new	...
Just	
  who	
  do	
  you	
  think	
  I	
  am?	
  
•  Above	
  all	
  -­‐	
  a	
  direct	
  marketer	
  
•  Old	
  school	
...
“What can I expect from Social Media?”
“What kind ROIwill I get?” 
“I tried social media and gained "
No Customers!”

Then...
“My posts are not getting any response”
“What kind ROIwill I get?” 
“I tried social media and gained "
No Customers!”

Now...
"There is only one valid definition of business
purpose – to create a customer.
Companies are not in business to make
thin...
Customers	
  via	
  Social?	
  	
  How?	
  
Engagement!	
  
Engagement	
  
	
  
Fulfills	
  the	
  DM	
  
Promise	
  of	
  true	
  2	
  way	
  
communica8ons	
  
Connect…	
  be	
  rea...
Social	
  Media	
  Law	
  #	
  1	
  	
  
	
  • The	
  deeper	
  the	
  level	
  of	
  
engagement,	
  the	
  deeper	
  the...
Social	
  Media	
  Law	
  #	
  1	
  	
  
	
  •  But	
  first,	
  what	
  are	
  your	
  goals:	
  
– 	
  Build	
  Authority...
• Reality:	
  social	
  has	
  
changed!	
  
– 	
  (but	
  we	
  s8ll	
  need	
  it	
  right?)	
  
Social	
  Media	
  Law	...
– Engagement	
  more	
  difficult	
  
– Have	
  to	
  work	
  harder	
  to	
  “get	
  ‘er	
  done”	
  
– Everybody	
  is	
  ...
The	
  Law	
  of	
  Engagement!	
  	
  
	
  •  The	
  goals	
  of	
  every	
  social	
  media	
  marketer	
  
STILL	
  ARE...
The	
  Law	
  of	
  Engagement!	
  	
  
	
  The	
  8	
  stages	
  of	
  engagement	
  	
  	
  
•  Brand	
  impression	
  
...
The	
  Law	
  of	
  Engagement!	
  	
  
	
  The	
  8	
  stages	
  of	
  engagement	
  
	
  	
  
• How	
  do	
  you	
  find	...
The	
  Law	
  of	
  Engagement!	
  	
  
	
  The	
  8	
  stages	
  of	
  engagement	
  
	
  	
  
•  Brand	
  advocates	
  a...
The	
  Law	
  of	
  Engagement!	
  
Real-­‐a8onships	
  	
  
	
  
The	
  Law	
  of	
  Engagement!	
  	
  
	
  THEN:	
  
The	
  nameless	
  faceless	
  corporate	
  
en8ty	
  
	
  
NOW:	
  ...
•  Its	
  8me	
  to	
  throw	
  out	
  what	
  you	
  have	
  
learned	
  about	
  social	
  media	
  and:	
  
– Lose	
  t...
Case	
  Study	
  –	
  The	
  Fresh	
  Diet	
  
•  About	
  The	
  
Fresh	
  Diet	
  
•  Focus	
  on	
  
rela8onship	
  
bu...
FB	
  Good	
  news!	
  
• Facebook	
  now	
  allows	
  contest	
  to	
  
be	
  done	
  right	
  on	
  the	
  8meline!	
  
...
FB	
  Bad	
  news!	
  
•  Facebook	
  “Edgerank”	
  algorithm	
  
changing	
  against	
  business’s	
  
– Spammy	
  posts	...
Fresh	
  Diet	
  Growth…	
  
	
  
94	
  fans	
  
24k	
  Likes	
  
60K	
  likes	
  
Building	
  our	
  brand	
  via	
  Facebook	
  
•  Our	
  Facebook	
  page	
  is	
  our	
  calling	
  card.	
  
•  Many	
 ...
Don’t	
  be	
  an	
  info	
  
	
  	
  	
  	
  pusher!	
  
How	
  we	
  got	
  there	
  –	
  Goals!	
  
•  Main	
  goal!	
  
•  Put	
  a	
  human	
  face	
  on	
  the	
  nameless	
 ...
How	
  we	
  got	
  there	
  –	
  Goals!	
  
•  Build	
  rela8onships	
  -­‐	
  Build	
  engagement	
  
•  Speak	
  in	
  ...
How	
  we	
  got	
  to	
  66K	
  –	
  the	
  basics	
  
•  Call	
  center	
  
•  Collateral	
  Material	
  
•  Mailers	
  ...
How	
  did	
  we	
  get	
  there?	
  
Facebook	
  ads	
  	
  
•  Can	
  be	
  hit	
  or	
  miss,	
  but	
  test!	
  
•  Eff...
Step	
  2	
  building	
  engagement	
  
•  Back	
  in	
  the	
  day…	
  
•  It	
  started	
  with	
  a	
  single	
  contes...
Contests	
  mean	
  to	
  us…	
  
•  A	
  way	
  to	
  seed	
  the	
  market	
  with	
  food	
  
•  A	
  way	
  to	
  have...
Contest	
  examples	
  
•  Plate	
  your	
  
favorite	
  
meals	
  
Contest	
  examples	
  
•  Halloween	
  costume	
  
contest	
  
Contest	
  examples	
  
•  Mo8va8on	
  
poster	
  
contests	
  
Contest	
  examples	
  
•  Fresh	
  Diet-­‐ize	
  a	
  Beatles	
  Lyric	
  (in	
  honor	
  of	
  John	
  
Lennon)	
  
– Im...
Contest	
  examples	
  
•  Video	
  
contests	
  
•  This	
  
contest	
  
coined	
  the	
  
phrase,	
  
“the	
  fresh	
  
...
Contests	
  Recipe	
  winner	
  
Social	
  Media	
  Law	
  #	
  2	
  	
  
	
  •  Brand	
  +	
  Channels	
  =	
  Revenue.	
  	
  
–  The	
  more	
  channels...
We	
  do	
  a	
  lot	
  of	
  video	
  
YouTube	
  fun	
  and	
  rela8onship	
  building	
  
Building	
  Traffic	
  –	
  Fans	
  and	
  Likes	
  
Ad.ly	
  network	
  
allows	
  you	
  to	
  buy	
  
paid	
  tweets	
  f...
Building	
  Traffic	
  –	
  Fans	
  and	
  Likes	
  
Tie	
  ins	
  with	
  other	
  
sites	
  drove	
  major	
  
traffic	
  an...
Building	
  Traffic	
  –	
  Fans	
  and	
  Likes	
  
Tie	
  ins	
  with	
  other	
  
sites	
  drove	
  major	
  
traffic	
  an...
Building	
  Traffic	
  –	
  Fans	
  and	
  Likes	
  
Paid	
  tweets	
  from	
  
Heidi	
  Montag	
  
promo8ng	
  a	
  
contes...
Building	
  Traffic	
  –	
  Fans	
  and	
  Likes	
  
Using	
  the	
  @	
  sign	
  
drives	
  traffic	
  
	
  
This	
  post	
  ...
Social	
  Media	
  Law	
  	
  #	
  3	
  	
  
	
  •  Brand	
  +	
  8me	
  +	
  channels	
  =	
  advocates.	
  	
  
– Consum...
Social	
  Media	
  Law	
  	
  #	
  3	
  	
  
	
  
• Brand	
  +	
  8me	
  +	
  
channels	
  =	
  advocates.	
  	
  
– How	
...
Cross	
  pollinate	
  content	
  
•  Blog	
  as	
  
center	
  of	
  
universe!	
  
Amplify	
  your	
  content	
  
across	
  channels	
  
Forget	
  ABC’s	
  
	
  
A	
  B	
  P	
  is	
  the	
  new	
  model	
  
Always	
  
Be	
  
Promo8ng	
  
Electric	
  slide!	
  
Need	
  content?	
  
•  Wrap	
  
yourself	
  
around	
  an	
  
issue	
  or	
  a	
  
topic	
  
•  Make	
  it	
  
your	
  ow...
Need	
  content?	
  
• Or	
  just	
  share	
  other	
  
people’s	
  content	
  and	
  add	
  
your	
  opinion!	
  
• Make	...
Become	
  a	
  thought	
  leader!	
  
• Linkedin	
  publishing	
  
plaporm	
  
• Groups	
  (social,	
  DM	
  Q&A)	
  
• Tw...
Become	
  a	
  thought	
  leader!	
  
Become	
  a	
  thought	
  leader!	
  
Become	
  a	
  thought	
  leader!	
  
My	
  take	
  on	
  content	
  
• B2B	
  social,	
  Blog,	
  Linkedin	
  Key!	
  
• Become	
  a	
  thought	
  leader	
  
•...
Social	
  Media	
  Law	
  	
  #	
  3	
  	
  
	
  
• Content	
  ideas	
  
for	
  you…	
  
Tips	
  for	
  success…	
  
•  Use	
  #hashtags	
  
•  Tag	
  others	
  in	
  posts	
  (business’s,	
  people)	
  
•  Pict...
Social	
  Media	
  Law	
  	
  #	
  3	
  	
  
	
  
Info	
  
pusher?	
  
Social	
  Media	
  Law	
  	
  #	
  3	
  	
  
	
  
Likers?	
  	
  
Sharers?	
  
	
  
Are	
  they	
  
your	
  next	
  
advoc...
Social	
  Media	
  Law	
  	
  #	
  3	
  	
  
	
  These	
  are	
  beQer	
  –	
  getng	
  a	
  liQle	
  engagement	
  starte...
More	
  content	
  examples	
  Glassesshop.com	
  
More	
  content	
  examples	
  Glassesshop.com	
  
More	
  content	
  examples	
  Glassesshop.com	
  
More	
  content	
  examples	
  MegaMotorMadness.com	
  
	
  
Over	
  promo8onal	
  kills	
  pages	
  dead!	
  (like/talkin...
More	
  content	
  examples	
  MegaMotorMadness.com	
  
	
  
Fun	
  and	
  humor	
  save	
  the	
  day….	
   Tag	
  advoca...
Excep8onal	
  vaca8ons	
  
	
  
Happiness	
  rules…	
  
Here	
  are	
  your	
  brand	
  
advocates….	
  
Total	
  Bank	
  
•  Total	
  Bank	
  Social?	
  
•  But	
  I	
  did	
  find	
  this	
  when	
  I	
  searched	
  
Upfront	
  Foods	
  (sharing	
  tools,	
  elements	
  in	
  place	
  up	
  top)	
  
Upfront	
  Foods	
   YouTube?	
  	
  
Real	
  voice,	
  hashtags,	
  tag	
  others.	
  	
  Behind	
  the	
  scenes,	
  real	
  company	
  
Upfront	
  Foods	
  
Upfront	
  Foods	
  
Images,	
  engaging	
  tweets,	
  rela8onship	
  building,	
  tagging,	
  a	
  real	
  voice…	
  real...
Excellent	
  use	
  of	
  new	
  TwiQer	
  
image.	
  	
  Can	
  also	
  use	
  Pinned	
  
posts.	
  
Connect	
  more.	
  ...
Cuddledown	
  
	
  
Use	
  more	
  
picture	
  posts.	
  	
  	
  
	
  
Less	
  Sales	
  
messaging.	
  	
  
	
  
Goal	
  =...
American	
  Tin.	
  	
  Excellent	
  imagery,	
  contests,	
  Pinterest!	
  
Tags,	
  Comments,	
  images,	
  Shares,	
  Contests.	
  	
  Provoke	
  more.	
  	
  Ask	
  Ques8ons.	
  Behind	
  Scenes	...
G+	
  Images,	
  original	
  content.	
  	
  Increase	
  followers	
  by	
  connec8ng	
  and	
  promo8ng,	
  Signals!	
  
Pushing	
  info.	
  	
  Connect	
  with	
  contractors,	
  decorators,	
  etc	
  to	
  amplify	
  message…	
  
Great	
  vids.	
  	
  More	
  behind	
  scenes.	
  	
  Brand	
  people.	
  	
  How	
  To!	
  	
  In	
  home	
  vids	
  
Lots	
  of	
  White,	
  more	
  real	
  estate	
  available.	
  	
  Get	
  Social	
  up	
  top!	
  
Connect	
  with	
  groups	
  (Create	
  your	
  own),	
  health	
  pros,	
  diet	
  groups,	
  etc	
  
Image	
  can	
  be	
  beQer.	
  	
  Doesn’t	
  connect	
  to	
  audience.	
  	
  Engage.	
  	
  Speak.	
  	
  Great	
  pos...
Home	
  Wet	
  Bar	
  Blog.	
  	
  Great	
  content.	
  	
  Fun	
  stuff	
  for	
  audience.	
  	
  BeQer	
  imagery!	
  	
...
Move	
  social	
  Icons	
  up	
  (same	
  with	
  email)	
  
Great	
  content,	
  but	
  get	
  people	
  talking.	
  	
  Pic	
  contests.	
  	
  Behind	
  scenes,	
  provoke.	
  
Social	
  Media	
  Law	
  	
  #	
  4	
  	
  
	
  •  The	
  exponen8al	
  search	
  factor.	
  	
  
– Social	
  media	
  in...
Social	
  Media	
  Law	
  #	
  5	
  	
  
	
  •  The	
  new-­‐fangled	
  customer	
  service	
  
factor.	
  	
  
– Consumer...
Facebook	
  as	
  a	
  customer	
  service	
  tool	
  
•  	
  Sales	
  and	
  CS	
  people	
  inhabit	
  our	
  page	
  
•...
Social	
  Media	
  Law	
  	
  #	
  6	
  	
  
	
  •  The	
  behind	
  the	
  scenes	
  factor.	
  
– People	
  don’t	
  buy...
The	
  days	
  of	
  “big	
  
anonymous	
  corp.”	
  are	
  over!	
  
Bio’s	
  of	
  
our	
  
employees	
  
bring	
  
customers	
  
closer	
  to	
  
the	
  
company	
  
Build	
  involvement	
  and	
  trust	
  
Be	
  Transparent	
  
	
  
Go	
  behind	
  the	
  
scenes	
  
Bringing	
  our	
  customers	
  closer	
  
Image	
  done	
  by	
  one	
  of	
  
our	
  customers	
  of	
  our	
  
CEO	
  Z...
Again,	
  we	
  do	
  a	
  lot	
  of	
  video	
  
Social	
  Media	
  Law	
  	
  #	
  7	
  	
  
	
  •  Trust	
  is	
  the	
  new	
  black.	
  	
  
– The	
  aforemen8oned	
  ...
Trust?	
  	
  Our	
  involvement	
  devices	
  
•  Delivery	
  fairies	
  
•  Fearless	
  FB	
  leader	
  
•  Overgiving	
...
Building	
  Trust	
  –	
  Random	
  Freebies	
  
•  Every	
  day	
  we	
  give	
  food	
  away	
  randomly	
  on	
  FB.	
 ...
Build	
  involvement	
  and	
  trust	
  
Give	
  to	
  get	
  –	
  Random	
  Freebies	
  
Social	
  Media	
  Law	
  	
  #	
  8	
  	
  
	
  •  The	
  online	
  reputa8on	
  factor.	
  	
  
– Whether	
  you	
  like...
Rep	
  is	
  everything	
  
Social	
  Media	
  Law	
  	
  #	
  9	
  	
  
	
  •  The	
  8me	
  spent	
  factor.	
  	
  
– Customers	
  are	
  not	
  al...
Social	
  Media	
  Law	
  #	
  9	
  	
  
	
  • Engagement	
  +	
  8me	
  +	
  trust	
  =	
  
revenue.	
  	
  
– When	
  we...
Thank	
  You!	
  How	
  to	
  reach	
  Jim	
  
jimdirect@aol.com	
  	
  
561-­‐302-­‐1719	
  	
  
	
  
Website:	
  hQp://g...
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9 immutable Laws Of Social Media Marketing Presentation 2014 full version for Catalog University and Social Media Day Miami #SMDAYMIA 2014

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Since Jim Gilbert created The 9 Immutable Laws of Social Media Marketing in 2009 thousands of people have seen it live, and it has been viewed well over 50,000 times on the internet.

On June 29th 2014, Jim presented The 9 Immutable Laws of Social Media Marketing at Social Media Day Miami #SMDayMIA at the Arsht Center to a packed lecture room. What a great audience! FEEL FREE TO SHARE THIS!

To all in attendance who wanted to see the full version (I only had a half hour to present), here it is. Fully 36 more slides with great do this, don't do that examples from my social media clients.

About the author of the 9 Immutable Laws, Jim Gilbert

Jim is the President of Gilbert Direct Marketing, Inc, a full service direct, digital and social media marketing agency. He is also the President of the Florida Direct Marketing Association (www.fdma.org).

Jim loves to give back and spends a lot of time presenting to marketers from all over at FDMA, The Direct Marketing Association, Social Media Day, Word Camp, Catalog University, and colleges and university.

How to reach Jim:

Email: jimdirect@aol.com
Twitter: @gilbertdirect
Web: www.gilbertdirectmarketing.com
Linkedin: www.linkedin.com/in/jimwgilbert/

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9 immutable Laws Of Social Media Marketing Presentation 2014 full version for Catalog University and Social Media Day Miami #SMDAYMIA 2014

  1. 1. The  Immutable  Laws  of     Social  Media  Marke8ng     2014    (the  more  things  change,  the  more  they  stay  the  same)       Presented  by  James  Gilbert,  CEO   May  14,  2014,  561-­‐302-­‐1719  
  2. 2. Just  who  do  you  think  I  am?   •  30  +  year  history  in  DM  (old  school  >  new  school)   •  CEO,  Gilbert  Direct  Marke8ng,  Inc.   •  President,  Florida  DMA   •  Professor  Direct  Marke8ng   •  Author  Target  Marke8ng  Group   •  Return  on  Intelligence  column   •  Guide  to  Social  Media    -­‐  Content   @gilbertdirect  
  3. 3. Just  who  do  you  think  I  am?   •  Above  all  -­‐  a  direct  marketer   •  Old  school  principles  applied  to  new   channels!   •  MARKETING  DISRUPTOR   •  HERETIC!   @gilbertdirect  
  4. 4. “What can I expect from Social Media?” “What kind ROIwill I get?” “I tried social media and gained " No Customers!” Then…  
  5. 5. “My posts are not getting any response” “What kind ROIwill I get?” “I tried social media and gained " No Customers!” Now…  
  6. 6. "There is only one valid definition of business purpose – to create a customer. Companies are not in business to make things… but to make customers.”  -­‐-­‐  Peter  F.  Drucker Orienta8on    (What  these  laws  are  really  about!)  
  7. 7. Customers  via  Social?    How?  
  8. 8. Engagement!  
  9. 9. Engagement     Fulfills  the  DM   Promise  of  true  2  way   communica8ons   Connect…  be  real!     Dialog!    Two  way  street!  
  10. 10. Social  Media  Law  #  1      • The  deeper  the  level  of   engagement,  the  deeper  the   trust/bond  with  your  company!   •  Nothing  happens  without  engagement!     •  How  engaged  are  your  social  media  fans?  
  11. 11. Social  Media  Law  #  1      •  But  first,  what  are  your  goals:   –   Build  Authority,  Credibility?   –   Generate  leads?   –   Drive  ROI,  Sales?   –   Increase  Engagement?  (KEY  to  it  all)   –   More  8me  =    more  likely  to  buy!  
  12. 12. • Reality:  social  has   changed!   –   (but  we  s8ll  need  it  right?)   Social  Media  Law  #  1      
  13. 13. – Engagement  more  difficult   – Have  to  work  harder  to  “get  ‘er  done”   – Everybody  is  doing  it!   – More  message  cluQer   – Facebook  Algorithm  make  posts  more  relevant!   • Kills  engagement  dead  in  reality  with   Edgerank.   • Forces  paid  adver8sing  to  reach  hard  won   fans!         Social  Media  Law  #  1      
  14. 14. The  Law  of  Engagement!      •  The  goals  of  every  social  media  marketer   STILL  ARE….     –  Engage!   –  Draw  them  out!   –  Get  them  involved!   –  Become  a  thought  leader!       –  Generate  Authority!   –  Tug  at  their  heartstrings   –  Tell  a  story!!!!   –  Create  drama!!!!   – But  now  we  have  to  be  even  smarter,  beher  and   more  engaging    
  15. 15. The  Law  of  Engagement!      The  8  stages  of  engagement       •  Brand  impression   •  Like  –  casual  listener   •  Like    -­‐  engages   •  Super  like  –  engages  oWen   •  Minor  brand  advocate  –  recommends  brand   •  Super  brand  advocate  –  recommends  brand  and  sells  product!   •  Dislike  –  disgruntled  like  of  advocate  –  goes  away   •  Super  dislike  (engaged  dislike)  –  goes  away  and  talks  about  brand  in  a   nega8ve  way       •  Goal  move  from  1  –  6   •  Goal  move  back  from  7  and  8  to  6      
  16. 16. The  Law  of  Engagement!      The  8  stages  of  engagement       • How  do  you  find  and  create   brand  advocates?       •  Listen,  spend  8me  on  sites.     •  See  who  retweets,  shares,  likes  etc.   •  Make  contact!       •  Yes  make  contact  and  build  rela8onship!        
  17. 17. The  Law  of  Engagement!      The  8  stages  of  engagement       •  Brand  advocates  are  everywhere.   •  Carol!   •  Donna!   •  Josh!   •  Trevor!   •  Tina   •  Angel!   •  Its  about  the  real-­‐a8onship  to  your  social  people   and  brands.   •  Became  my  friends!  Literally!        
  18. 18. The  Law  of  Engagement!   Real-­‐a8onships      
  19. 19. The  Law  of  Engagement!      THEN:   The  nameless  faceless  corporate   en8ty     NOW:   The  nameless  faceless  corporate   social  media  pusher  
  20. 20. •  Its  8me  to  throw  out  what  you  have   learned  about  social  media  and:   – Lose  the  tools:   •  Forget  Hootsuite,  scheduled  posts,  and  other   tools  to  make  life  easier.    Get  back  down  in  the   trenches,  engage,  delight  and…   • BUILD  RELATIONSHIPS!   •  Today  in  social  rela8onships  are  dying!         The  Law  of  Engagement!      
  21. 21. Case  Study  –  The  Fresh  Diet   •  About  The   Fresh  Diet   •  Focus  on   rela8onship   building,   Community!   •  Facebook  driver  
  22. 22. FB  Good  news!   • Facebook  now  allows  contest  to   be  done  right  on  the  8meline!   – 3rd  party  apps  no  longer  needed   – Engaging  fans  easier  without  “middle-­‐man”   – S8ll  some  confusing  rules  so  review  before   implemen8ng!  
  23. 23. FB  Bad  news!   •  Facebook  “Edgerank”  algorithm   changing  against  business’s   – Spammy  posts   – Repeat  posts   – Emphasis  towards  friend  posts  vs  Biz   – FB  now  a  pay  for  play  biz  model!!!   • Pay  to  build  fans   • Then  Pay  to  reach  them  
  24. 24. Fresh  Diet  Growth…     94  fans   24k  Likes   60K  likes  
  25. 25. Building  our  brand  via  Facebook   •  Our  Facebook  page  is  our  calling  card.   •  Many  8mes  we  prefer  to  send  to  FB  over  web     •  More  powerful  than  our  website   – People  see  engagement  and  want  to  join  in   – People  see  happy  customers  and  order!     •  Beyond  our  “likes”  thousands  of  people  check   us  out  on  FB  daily.      
  26. 26. Don’t  be  an  info          pusher!  
  27. 27. How  we  got  there  –  Goals!   •  Main  goal!   •  Put  a  human  face  on  the  nameless  faceless   corporate  en8ty   •  Dis8nguish  ourselves  from  big  corps   •  We  are  real  people,  promo8ng  a  healthy   lifestyle   •  People  respond  to  real  
  28. 28. How  we  got  there  –  Goals!   •  Build  rela8onships  -­‐  Build  engagement   •  Speak  in  a  real  voice   •  Develop  trust   •  Give  to  get  world  (FREEBIES)   •  Time  spent  on  site  =  engagement   •  Engagement    =  Sales   •  Sales  +  Engagement  =  Advocacy   •  I  tease  people,  draw  them  out,  call  them  out,  etc  
  29. 29. How  we  got  to  66K  –  the  basics   •  Call  center   •  Collateral  Material   •  Mailers   •  Email  signatures   •  Email  newsleQers   •  Any  place  we  can  think  of  
  30. 30. How  did  we  get  there?   Facebook  ads     •  Can  be  hit  or  miss,  but  test!   •  Effec8ve  in  driving  targeted  traffic   •  Targe8ng  beQer  but  s8ll  needs  work   •  Boost  Posts   •  FB  now  forcing  business’s  to  pay!   •  Some  controversy  about  REAL  Likes   •  Side  note:  Retarge8ng!  Remarke8ng!  
  31. 31. Step  2  building  engagement   •  Back  in  the  day…   •  It  started  with  a  single  contest.   – Carbometer     •  Ran  contests  every  day  of  the  week  
  32. 32. Contests  mean  to  us…   •  A  way  to  seed  the  market  with  food   •  A  way  to  have  people  come  back  and  give   posi8ve  feedback   •  The  Give  to  get!   •  An  engagement  tool   •  Fun  –  draws  people  out  
  33. 33. Contest  examples   •  Plate  your   favorite   meals  
  34. 34. Contest  examples   •  Halloween  costume   contest  
  35. 35. Contest  examples   •  Mo8va8on   poster   contests  
  36. 36. Contest  examples   •  Fresh  Diet-­‐ize  a  Beatles  Lyric  (in  honor  of  John   Lennon)   – Imagine   – Video     – Viral!   •  Fresh  Diet-­‐ized  Haiku    
  37. 37. Contest  examples   •  Video   contests   •  This   contest   coined  the   phrase,   “the  fresh   diet   delivery   fairies?  
  38. 38. Contests  Recipe  winner  
  39. 39. Social  Media  Law  #  2      •  Brand  +  Channels  =  Revenue.     –  The  more  channels  a  consumer  interacts  with  your   brand  in,  the  more  likely  they  are  to  buy.       –  Offering  mul8ple  engagement  channels  allows  for   consumer  self  selec8on  of  preferred  channels.     –   Being  in  the  right  social  media  channels  based  on   your  market  increases  channel  interac8on.   –  Catalog,  DM,  LTV  Concept   –  Cross  Promote  
  40. 40. We  do  a  lot  of  video  
  41. 41. YouTube  fun  and  rela8onship  building  
  42. 42. Building  Traffic  –  Fans  and  Likes   Ad.ly  network   allows  you  to  buy   paid  tweets  from   celebri8es     Gained  400  fans   in  one  day  
  43. 43. Building  Traffic  –  Fans  and  Likes   Tie  ins  with  other   sites  drove  major   traffic  and  likes     We  did  this  one  in   conjunc8on  with   a  freebie  every   day.  
  44. 44. Building  Traffic  –  Fans  and  Likes   Tie  ins  with  other   sites  drove  major   traffic  and  likes     We  did  this  one  in   conjunc8on  with   a  freebie  every   day.  
  45. 45. Building  Traffic  –  Fans  and  Likes   Paid  tweets  from   Heidi  Montag   promo8ng  a   contest  drove   fans  and  contest   entries  
  46. 46. Building  Traffic  –  Fans  and  Likes   Using  the  @  sign   drives  traffic     This  post  ran  on   TFD  and  Holly   Madison’s  FB   page  at  the  same   8me  
  47. 47. Social  Media  Law    #  3      •  Brand  +  8me  +  channels  =  advocates.     – Consumers  spending  8me  in  mul8  channels   breeds  customers  more  likely  to  become  brand   advocates  and  influencers.       – This  is  the  new  mul8channel  marke8ng   model  for  the  21st  century.       – Social  media  creates  brand  advocates  and  turns   peers  into  your  best  salespeople.  
  48. 48. Social  Media  Law    #  3       • Brand  +  8me  +   channels  =  advocates.     – How  is  it  done?   – Content  is  king!!!  
  49. 49. Cross  pollinate  content   •  Blog  as   center  of   universe!  
  50. 50. Amplify  your  content   across  channels  
  51. 51. Forget  ABC’s     A  B  P  is  the  new  model   Always   Be   Promo8ng   Electric  slide!  
  52. 52. Need  content?   •  Wrap   yourself   around  an   issue  or  a   topic   •  Make  it   your  own   •  Provoke!  
  53. 53. Need  content?   • Or  just  share  other   people’s  content  and  add   your  opinion!   • Make  the  issue  your  own!   • Be  a  curator  of  content!  
  54. 54. Become  a  thought  leader!   • Linkedin  publishing   plaporm   • Groups  (social,  DM  Q&A)   • Tweet  (yours,  others)  
  55. 55. Become  a  thought  leader!  
  56. 56. Become  a  thought  leader!  
  57. 57. Become  a  thought  leader!  
  58. 58. My  take  on  content   • B2B  social,  Blog,  Linkedin  Key!   • Become  a  thought  leader   • Always  be  promo8ng   • Amplify  and  share.   • Create  share  worthy  content    
  59. 59. Social  Media  Law    #  3       • Content  ideas   for  you…  
  60. 60. Tips  for  success…   •  Use  #hashtags   •  Tag  others  in  posts  (business’s,  people)   •  Pictures  and  graphics  a  must   •  Video!  (that’s  a  whole  other  presenta8on)   •  Create  events  (FB,  G+)   •  Create  and  amplify  a  call  in,  webinar   •  Linkedin  Publishing  
  61. 61. Social  Media  Law    #  3       Info   pusher?  
  62. 62. Social  Media  Law    #  3       Likers?     Sharers?     Are  they   your  next   advocates?     (or  are  they   ringers)  
  63. 63. Social  Media  Law    #  3      These  are  beQer  –  getng  a  liQle  engagement  started…     But  where  is  the  video?  
  64. 64. More  content  examples  Glassesshop.com  
  65. 65. More  content  examples  Glassesshop.com  
  66. 66. More  content  examples  Glassesshop.com  
  67. 67. More  content  examples  MegaMotorMadness.com     Over  promo8onal  kills  pages  dead!  (like/talking)  
  68. 68. More  content  examples  MegaMotorMadness.com     Fun  and  humor  save  the  day….   Tag  advocates   to  amplify!  
  69. 69. Excep8onal  vaca8ons     Happiness  rules…   Here  are  your  brand   advocates….  
  70. 70. Total  Bank   •  Total  Bank  Social?   •  But  I  did  find  this  when  I  searched  
  71. 71. Upfront  Foods  (sharing  tools,  elements  in  place  up  top)  
  72. 72. Upfront  Foods   YouTube?    
  73. 73. Real  voice,  hashtags,  tag  others.    Behind  the  scenes,  real  company  
  74. 74. Upfront  Foods  
  75. 75. Upfront  Foods   Images,  engaging  tweets,  rela8onship  building,  tagging,  a  real  voice…  real  deal!  
  76. 76. Excellent  use  of  new  TwiQer   image.    Can  also  use  Pinned   posts.   Connect  more.    Promote  less.       Reach  out  to  like  minded   individuals    
  77. 77. Cuddledown     Use  more   picture  posts.         Less  Sales   messaging.       Goal  =  connect!   Connect  more.    Promote  less.       Reach  out  to  like  minded   individuals    
  78. 78. American  Tin.    Excellent  imagery,  contests,  Pinterest!  
  79. 79. Tags,  Comments,  images,  Shares,  Contests.    Provoke  more.    Ask  Ques8ons.  Behind  Scenes      
  80. 80. G+  Images,  original  content.    Increase  followers  by  connec8ng  and  promo8ng,  Signals!  
  81. 81. Pushing  info.    Connect  with  contractors,  decorators,  etc  to  amplify  message…  
  82. 82. Great  vids.    More  behind  scenes.    Brand  people.    How  To!    In  home  vids  
  83. 83. Lots  of  White,  more  real  estate  available.    Get  Social  up  top!  
  84. 84. Connect  with  groups  (Create  your  own),  health  pros,  diet  groups,  etc  
  85. 85. Image  can  be  beQer.    Doesn’t  connect  to  audience.    Engage.    Speak.    Great  posts  though!  
  86. 86. Home  Wet  Bar  Blog.    Great  content.    Fun  stuff  for  audience.    BeQer  imagery!      
  87. 87. Move  social  Icons  up  (same  with  email)  
  88. 88. Great  content,  but  get  people  talking.    Pic  contests.    Behind  scenes,  provoke.  
  89. 89. Social  Media  Law    #  4      •  The  exponen8al  search  factor.     – Social  media  increases  your  search  engine   rankings,  and  when  combined  with  your  website   drives  addi8onal  traffic  via  organic  search.   – Google+  is  a  must   – Increases  search  rankings   – Sends  social  signals  back  to  Google   • (you  need  those)  
  90. 90. Social  Media  Law  #  5      •  The  new-­‐fangled  customer  service   factor.     – Consumers  choose  their  contact  preferences.       – Brands  not  having  mul8ple  channels  for  customer   service  risk  losing  customers.       – Consumers  expect  instant  gra8fica8on  and  social   media  delivers.  
  91. 91. Facebook  as  a  customer  service  tool   •   Sales  and  CS  people  inhabit  our  page   •  Customer  service  is  no  longer   limited  to  the  call  center!!!   •  When  ques8ons  get  asked,  we  answer  ASAP   – Speed  and  agility  in  a  social  media  world   – If  we  don’t  answer  fast  enough,  we  get  grief   – When  issues  come  up  we  must  address  them   with  speed,  agility  and  accuracy,  otherwise  we   will  get  skewered  
  92. 92. Social  Media  Law    #  6      •  The  behind  the  scenes  factor.   – People  don’t  buy  from  brands  -­‐  they  buy  from   people.       – Social  media  puts  a  human  face  on  the  faceless   corporate  en8ty.       – The  biggest  opportunity  around  social  media  is  to   allow  people  to  connect  with  your  employees  as   peers.  
  93. 93. The  days  of  “big   anonymous  corp.”  are  over!  
  94. 94. Bio’s  of   our   employees   bring   customers   closer  to   the   company  
  95. 95. Build  involvement  and  trust   Be  Transparent     Go  behind  the   scenes  
  96. 96. Bringing  our  customers  closer   Image  done  by  one  of   our  customers  of  our   CEO  Zalmi  Duchman.     He  is  officially  Zman  or   Zuperman  to  our  fans  
  97. 97. Again,  we  do  a  lot  of  video  
  98. 98. Social  Media  Law    #  7      •  Trust  is  the  new  black.     – The  aforemen8oned  laws  allow  consumers  to   build  or  rebuild  trust  if  done  correctly.       – Social  media  harkens  back  to  the  days  of  the   corner  store  where  consumers  and  brands  had  a   cordial  rela8onship.       – Social  media  builds  rela8onships  over  8me.  
  99. 99. Trust?    Our  involvement  devices   •  Delivery  fairies   •  Fearless  FB  leader   •  Overgiving   •  We  let  our  customers  run  and  judge  contests   •  Brand  everybody   •  Make  fun  of  ourselves   •  Have  all  get  involved  in  company   •  Ask  ques8ons,  involve  customers  (bag,  slogans)  
  100. 100. Building  Trust  –  Random  Freebies   •  Every  day  we  give  food  away  randomly  on  FB.       •  Other  8mes  we  just  give  it  away  for  no  reason   •  Is  it  expensive?    Sure,  but  the  rewards  are   enormous   – People  are  always  promo8ng  us  to  our  friends   – Another  way  we  seed  the  market  and  drive   posi8ve  reviews    
  101. 101. Build  involvement  and  trust  
  102. 102. Give  to  get  –  Random  Freebies  
  103. 103. Social  Media  Law    #  8      •  The  online  reputa8on  factor.     – Whether  you  like  it  or  not  consumers  are  talking   about  your  brand.       – Social  media  is  the  great  neutralizer.       – It  allows  your  company  to  seek  out  nega8ves  and   turn  them  into  posi8ves  via  reputa8on   management  and  communica8ons.  
  104. 104. Rep  is  everything  
  105. 105. Social  Media  Law    #  9      •  The  8me  spent  factor.     – Customers  are  not  always  ready  to  buy.       – Social  media’s  eight  other  immutable  laws   prepares  customers  over  8me.    
  106. 106. Social  Media  Law  #  9      • Engagement  +  8me  +  trust  =   revenue.     – When  we  run  sales  on  FB  sales  come!   – Use  promo  codes  to  track   – Google  Analy8cs   – Bit.ly  links   – Customers  do  the  selling  for  us.   •  Must  try  this!  
  107. 107. Thank  You!  How  to  reach  Jim   jimdirect@aol.com     561-­‐302-­‐1719       Website:  hQp://gilbertdirectmarke8ng.com     Retail  Online  Integra8on  blog: hQp://www.retailonlineintegra8on.com/channel/return-­‐intelligence     Linkedin:  hQp://www.linkedin.com/in/jimwgilbert/     TwiQer:  hQps://twiQer.com/gilbertdirect    

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