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Facebook: Breaking the Sales and Engagement Myth


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Facebook - Breaking the "Sales" Myth

How The Fresh Diet drives engagement, FANaticism and sales

Presented by Jim Gilbert, Head of Marketing, The Fresh Diet Inc.

In this informative session Jim Gilbert, author and former direct marketing professor will take you through a case study on how The Fresh Diet went from 94 fans to 25,000 likes in just over one year, and their secrets for driving engagement, FANaticism and sales.

Key takeaways:
• The most important qualities in a Facebook content manager that will create fans who will walk through fire for you
• How to quickly engage your audience and build trust
• Tips and tricks for posting content - when, and what to post
• Negative Nancy's and Debbie Downers - how to handle them
• The Superior customer experience and how to counteract negative reviews and comments
• How and why the entire company needs to monitor and engage. The customer centric organization.
• Facebook as a customer service and support tool
• The one word that best describes The Fresh Diet's Facebook experience
• And of course ROI: how to drive sales via Facebook.

Published in: Business
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Facebook: Breaking the Sales and Engagement Myth

  1. 1. Facebook: Breaking the Sales mythHow The Fresh Diet Drives Consumer Engagement, FANaticism and Sales<br />Presented by Jim Gilbert:<br />CEO, Gilbert Direct Marketing, Inc.<br />De Facto CMO: The Fresh Diet, Inc. <br />
  2. 2. What to expect today<br />A how to on how The Fresh Diet does business on Facebook.<br />Insider info you won’t get elsewhere that you can take to “the bank”<br />
  3. 3. What NOT to expect today<br />A tutorial on how to set up a Facebook page<br />Technical details by a web marketing person<br />I am a direct marketer and approach FB in that manner.<br />
  4. 4. How many of you use FB for business?<br />We’ll discuss how it is working during Q&A<br />Who is here from the diet or food industry<br />
  5. 5. Lets get started but first…<br />About The Fresh Diet<br />
  6. 6. About The Fresh Diet<br />Gourmet Meals hand delivered daily<br />Inc 500 Fastest growing Co. #1 in Miami-Dade<br />Since 2005<br />Double growth in 2010<br />Double again in 2011<br />And yes, we sell right off of Facebook<br />Inspire you today<br />
  7. 7. So No, I am not a Facebook Expert<br />Started Gilbert Direct FB page 2.5 yrs ago<br />Had no idea how to make is successful<br />Originally just pushed info from my blog to FB<br />End result = Nothing!<br />Originally took same approach to TFD FB Page.<br />Pushed out content from blog, articles…<br />
  8. 8. Level of effectiveness = 0<br />November2009:<br />94 fans<br />
  9. 9. Level of effectiveness = 100<br />December 2010:<br />24,195 likes<br />That’s a lot more than nutrisysem!<br />
  10. 10. Building our brand via Facebook<br />Our facebook page is our calling card.<br />Many times we prefer to send to FB over web <br />More powerful than our website<br />People see engagement and want to join in<br />People see happy customers and order! <br />Beyond our “likes” thousands of people check us out on FB daily. <br />Our Reviews page has over 80 Reviews, 95% of them positive<br />
  11. 11. How we got there – Goals!<br />Main goal!<br />Put a human face on the nameless faceless corporate identity<br />Distinguish ourselves from big corps<br />We are real people, promoting a healthy lifestyle<br />People respond to real<br />
  12. 12. How we got there – Goals!<br />Build relationships - Build engagement<br />Speak in a real voice<br />Develop trust<br />Give to get world<br />Time spent on site = engagement<br />Engagement = Sales<br />Sales + Engagement = Advocacy<br />I tease people, draw them out, call them out, etc<br />
  13. 13. How we got there – Goals!<br />"There is only one valid definition of business purpose – to create a customer. <br />Companies are not in business to make things… but to make customers.”<br />-- Peter F. Drucker<br />
  14. 14. How we got to 23K – the basics<br />Promote via: <br />Website<br />Blog<br />Transactional emails<br />Twitter<br />
  15. 15. How we got to 23K – the basics<br />Promote via: <br />Website<br />Blog<br />Transactional emails<br />Twitter<br />
  16. 16. How we got to 23K – the basics<br />Call center<br />Collateral Material<br />Mailers<br />Email signatures<br />Email newsletters<br />Any place we can think of<br />
  17. 17. Step 2 building engagement<br />It started with a single contest.<br />Carbometer<br />We now run contests every day of the week<br />
  18. 18. Contests mean to us<br />A way to seed the market with food<br />A way to have people come back and give positive feedback<br />An engagement tool<br />Fun – draws people out<br />
  19. 19. Contest examples<br />Plate your favorite meals<br />
  20. 20. Contest examples<br />Halloween costume contest<br />
  21. 21. Contest examples<br />Motivation poster contests<br />
  22. 22. Contest examples<br />Fresh Diet-ize a Beatles Lyric (in honor of John Lennon)<br />Fresh Diet-ized Haiku<br />
  23. 23. Contest examples<br />Video contests<br />This contest coined the phrase, “the fresh diet delivery fairies?<br />
  24. 24. Contest examples<br />Ultra secret contests<br />My excuse to give away food<br />Any old contests<br />Banner ad<br />
  25. 25. Contests Recipe winner<br />
  26. 26. Any Excuse for a contest<br />
  27. 27. Building Trust – Random Freebies<br />Every day we give food away randomly on FB. <br />Other times we just give it away for no reason<br />Is it expensive? Sure, but the rewards are enormous<br />People are always promoting us to our friends<br />Another way we seed the market and drive positive reviews<br />
  28. 28. Our involvement devices<br />Delivery fairies<br />Fearless FB leader<br />Overgiving<br />We let our customers run and judge contests<br />Brand everybody<br />Make fun of ourselves<br />Have all get involved in company<br />Ask questions, involve customers (bag, slogans)<br />
  29. 29. Bio’s of our employees bring customers closer to the company<br />
  30. 30. Build involvement and trust<br />
  31. 31. Build involvement and trust<br />Be Transparent<br />Go behind the scenes<br />
  32. 32. Bringing our customers closer<br />Image done by one of our customers of our CEO Zalmi Duchman.<br />He is officially Zman or Zuperman to our fans<br />
  33. 33. We do a lot of video<br />
  34. 34. We do a lot of video<br />
  35. 35. And our customers love a good scandal<br />By By Carnie!<br />
  36. 36. Then there’s the “food porn”<br />
  37. 37. Give to get – Random Freebies<br />
  38. 38. Give to get – Groupon info, drives sharing <br />
  39. 39. Give to get – Groupon contests<br />
  40. 40. The Mommy blogger network<br />Hundreds of mommy bloggers<br />We have them do reviews for food<br />Contests too<br />Other networks, diabetes, charitable orgs, bariatrics<br />The potential is unlimited<br />
  41. 41. Engagement, our customer take over<br />In a social media driven world – people buy from their peers!<br />
  42. 42. Engagement our customers take over<br />In Orlando<br />Customers ran contests, promoted specials answered CS Q’s<br />Our customers would walk through fire due to the trust we have built.<br />We ask people from FB to do interviews, show up at events, etc… even be on TV.<br />
  43. 43. Customers take over<br />Fresh never frozen<br />
  44. 44. Engagement, sometimes silliness ensues<br />
  45. 45. Engagement, our customers take overPositive and negative reviews<br />
  46. 46. Facebook as a customer service tool<br />Our Sales and CS people inhabit our page<br />Customer service is no longer limited to the call center!!!<br />When questions get asked, we answer ASAP<br />Speed and agility in a social media world<br />If we don’t answer fast enough, we get grief<br />
  47. 47. Facebook as a Customer Service tool<br />When issues come up we must address them with speed, agility and accuracy, otherwise we will get skewered<br />
  48. 48. Facebook as a Customer Service tool<br />When issues come up we must address them with speed, agility and accuracy, otherwise we will get skewered<br />We took a beating last week due to the snow in the NE<br />
  49. 49. Driving sales<br />Once you engage, build trust people will buy right off the pages.<br />We promote sales monthly.<br />Sometimes insider sales for FB only.<br />We drive referrals sales as well.<br />Our customers are constantly selling TFD on the page and to their friends<br />2011 bringing in online ASP Referral rewards program.<br />
  50. 50. Driving Sales – Special offers for FB peeps<br />
  51. 51. Building Traffic – Fans and Likes<br /> network allows you to buy paid tweets from celebrities<br />Gained 400 fans in one day<br />
  52. 52. Building Traffic – Fans and Likes<br />Tie ins with other sites drove major traffic and likes<br />We did this one in conjunction with a freebie every day.<br />
  53. 53. Building Traffic – Fans and Likes<br />Tie ins with other sites drove major traffic and likes<br />We did this one in conjunction with a freebie every day.<br />
  54. 54. Building Traffic – Fans and Likes<br />Paid tweets from Heidi Montag promoting a contest drove fans and contest entries<br />
  55. 55. Building Traffic – Fans and Likes<br />Using the @ sign drives traffic<br />This post ran on TFD and Holly Madison’s FB page at the same time<br />
  56. 56. Facebook ads drive traffic<br />
  57. 57. Questions…<br />Your turn<br />
  58. 58. Want a copy?<br />Drop me a card and I will email you a copy of this presentation!<br />
  59. 59. Thank you!<br />Gilbert Direct Marketing<br /><br />@gilbertdirect<br /><br />The Fresh Diet<br /><br /><br />