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Social Media Brain Drain


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Social Media Brain Drain

  1. 1. Social Media<br />Everyone’s doing it, but is it doing them any good? <br />Kelli C. McLaughlin <br />413-695-6039 <br /><br />Twitter: @kellimac4, @igrowmedia<br />Facebook:<br />
  2. 2. You’ve Heard the How <br />Different seminar every week<br />Technology is easy to use<br />Instructional Videos on You Tube <br />Google your questions<br />Ask a peer, a friend or a teenager? <br />
  3. 3. Do you really understand why?<br />Demand Based Economy<br />Relationship Selling – Branding<br />“Free” or cheap technology to use<br />High adoption<br />Highly Targeted<br />Good metrics<br />
  4. 4. Have you set your goals?<br />Reduce expensive advertising costs<br />Capture more of the market<br />Increase customer service<br />Improve customer loyalty<br />Increase bottom line<br />
  5. 5. But how do I know if it’s working?<br />Establish Benchmarks<br />Qualitative, Quantitative, Strategic and Tactical<br />Focus Marketing Objective<br />Per Year, per quarter, per campaign, per customer<br />Are you <br />reaching those goals?<br />Beating those benchmarks?<br />Accomplishing marketing objectives?<br />
  6. 6. Should I do it in-house?<br />Train the employee on technology<br />Choose the right person<br />Establish a plan<br />Hire the right coach<br />Meet frequently<br />Sign up for notifications<br />Monitor activity<br />
  7. 7. …or outsource it<br />PR Firm<br />Ad Agency<br />Specialized Consultant<br />My “IT Guy”<br />Determine your needs and how you will use the technology to help you decide which is best. <br />
  8. 8. Make INTEGRATION Priority #1<br />Always remind your customers to “Like” and “Follow” you<br />In Store Merchandising<br />ANY Traditional Media<br />Website<br />Email Marketing<br />Why<br />Reduce Print Costs<br />Reduce Broadcast Budgets<br />
  9. 9. Collect Email Addresses<br />Provide incentives<br />Customer Offers<br />Employee bonuses<br />Use Strong, Segmented Customer Content to Drive Demand<br />Doesn’t always have to be a discount<br />Target Effectively and Specifically<br />Product<br />Season<br />Frequency of Use<br />Age, Sex, Socioeconomic<br />
  10. 10. Develop a Plan<br />Plan content well in advance<br />Learn how to use the tools<br />Involver<br />Wildfire<br />Facebook Ads, Places, Deals<br /><br />Shortstack<br />Constant Contact<br />Hootsuite<br />Tweetdeck<br />Tweetadder<br /><ul><li>Decide which tool/application best fits the plan
  11. 11. Decide how best to communicate the offer or idea to the consumer (develop the copy)
  12. 12. Schedule
  13. 13. Execute
  14. 14. Measure</li></li></ul><li>Kill Them With Content<br />Who are your heavy use consumers?<br />What do THEY care about<br />How can your business make their life easier<br />Why should they Care?<br />Consider<br />Community<br />Family<br />Fashion<br />Food/Health<br />Environmental issues<br />Develop a profile of your high frequency customers<br />Give them a name<br />
  15. 15. Engage<br />Remember it’s social<br />Facebook, You Tube = Sticky<br />Twitter = Passive listening/response<br />LinkedIn = B2B Direct Networking<br />Influencers and Brand Evangelists<br />Identify<br />Encourage<br />Reward<br />
  16. 16. Save Money<br />Gradually start to replace traditional media usage with higher frequency Social Media, Email and Web-base advertising communications<br />Use Traditional (integrated) during high use seasons only<br />Pull non heavy users out of the market during the high utilization seasons to capture share<br />Drive traffic to website and in-store<br />Collect email addresses<br />
  17. 17. Measure<br />Go back to the benchmark<br />Pay attention to the analytics<br />Tweak Content, Frequency and Style accordingly<br />Monitor <br />Web Traffic and email database growth<br />Product Patterns<br />Piece types<br />Offer Usage<br />Store Traffic<br />#s of new customers<br />
  18. 18. Grow<br />Identify Resources to help you establish best practices for your business<br />Mashable<br />Industry Blogs<br />Social Report<br />Flowtown<br />Pay attention because it’s changing all the time! <br />
  19. 19. Thanks for your time! <br />Any additional discussion, questions? <br />Kelli C. McLaughlin <br />413-695-6039 <br /><br />Twitter: @kellimac4, @igrowmedia<br />Facebook:<br />