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Social Media

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Social Media Marketing presentation from my drugstore.com internship. Presented August 2009.

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Social Media

  1. 1. Social Media<br />Lindsey TaylorAugust 2009<br />1<br />
  2. 2. Outline<br />Competitive Analysis<br />Who is doing well?<br />Facebook<br />Twitter<br />Touch Points<br />Site<br />E-mail<br />Connecting the Dots<br />Social Media at drugstore.com<br />Criteria for new Social Media Sites<br />Best Practices<br />Recommendations<br />2<br />
  3. 3. Competitive Analysis – August 2009<br />As of 8/4/09<br />3<br /><ul><li>Facebook: Females and those over 35 are the fastest growing demographics
  4. 4. Twitter: 64% of users are aged 25-54, males outnumber females </li></li></ul><li>Who is doing well? <br />Facebook<br />Threadless<br />Fan giveaways and contests have high fan response<br />Sephora<br />Consistent, strong branding<br />Twitter<br />Zappos<br />CEO tweets, promoting company transparency<br />Amazon and Overstock<br />Active, targeted engagement<br />4<br />
  5. 5. Facebook - Sephora<br /><ul><li>Branding tool
  6. 6. High fan activity
  7. 7. Brand interacting with fans</li></ul>5<br />
  8. 8. Facebook - Threadless<br /><ul><li>Fresh content
  9. 9. Exclusive contests
  10. 10. Repurpose content</li></ul>6<br />
  11. 11. Facebook - Applications<br />Pizza Hut<br /><ul><li>Allow for page branding
  12. 12. Allow friends to brand their page,</li></ul> expose brand to their network<br /><ul><li>Engagement</li></ul>Target<br />1-800 Flowers<br />7<br />
  13. 13. Twitter - Home Depot<br /><ul><li>Used for customer service
  14. 14. Directs followers to other</li></ul> Social Media sites<br /><ul><li>Following to Follower ratio </li></ul> close to 1:1<br />8<br />
  15. 15. Twitter - Zappos<br /><ul><li>CEO tweets balanced</li></ul> between personal &<br /> company news<br /><ul><li>Customer service issues </li></ul> not addressed here<br />9<br />
  16. 16. Touch Points: Site<br />Nordstrom<br />Dell<br /><ul><li>Visibility to other connection points</li></ul>Virgin America<br />Overstock<br />10<br />
  17. 17. Touch Points: E-mail<br />Walgreens<br />Virgin America<br />11<br />
  18. 18. Connecting the Dots – Dunkin’ Donuts<br />Website<br />iPhone app<br /><ul><li>Full-circle brand</li></ul> experience<br />Twitter<br />Facebook<br />12<br />
  19. 19. Current state of Social Media at DSCM<br />Cross-functional Social Media Group meets regularly<br />Twitter and Facebook presence<br />Tweeting regularly<br />Promos/deals, customer service<br />@drugstoredotcom, @beautydotcom, @DirectorsDesk, @BeautyAdvisor, @visiondirectcom<br />What we’ve learned<br />Start small<br />Test, learn, apply<br />Mistakes will happen<br />Guidelines required<br />13<br />
  20. 20. Social Media in progress at DSCM<br />drugstore.com and VisionDirect.com Facebook pages under construction<br />Social Media Survey<br />Who is following drugstore.com on Twitter? How do consumers want to interact with drugstore.com on Twitter and Facebook?<br />Investigating:<br /> Facebook app<br />Facebook connect<br />Beauty.com iPhone app<br />14<br />
  21. 21. Criteria for New Social Media Sites<br />What retailers are leveraging the site(competitors and non-competitors)?<br />Are our customers on the site? Are they talking about our brand?<br />What is the target demographic?<br />Is the site growing or contracting?<br />How customizable is the site? <br />Who is controlling the message? <br />Should we consider this site? Why/why not?<br />15<br />
  22. 22. Bebo<br /><ul><li>SM site popular in the UK
  23. 23. Very young audience
  24. 24. Users are fleeing
  25. 25. Brand/Company pages are usually unofficial
  26. 26. Spammy, messy
  27. 27. Recommendation: Don’t use</li></ul>16<br />
  28. 28. Hulu<br />17<br /><ul><li>Clean, easy-to-use site
  29. 29. Provides high-quality TV programs and</li></ul> movies<br /><ul><li>Super Bowl ads are only retail videos on</li></ul>Hulu<br /><ul><li>Available in U.S. only
  30. 30. Site is gaining online video market share
  31. 31. Demographics:
  32. 32. Mostly male (56%), 60% have income <$60k
  33. 33. Recommendation: keep an eye on it,</li></ul> contact Hulu to investigate possibilities<br />
  34. 34. YouTube<br />18<br /><ul><li>Very popular site
  35. 35. Very few retailers have many</li></ul> views or subscribers<br /><ul><li>Site traffic is very high, steady
  36. 36. Difficult to find specific</li></ul> channels<br /><ul><li>Recommendation: take into</li></ul> consideration, don’t invest too<br /> much time<br />
  37. 37. Tumblr<br /><ul><li>Clean, customizable
  38. 38. Varied audience
  39. 39. Growing SM site
  40. 40. Easy to incorporate mixed media
  41. 41. Controllable message
  42. 42. Recommendation: keep an eye on it</li></ul>19<br />
  43. 43. Best Practices: Success in Social Media<br />Better to be engaged in fewer channels than spread too thin (case study)<br />Engage in authentic conversation, add value<br />Be where people are having conversations about your brand<br />Social Media builds brand awareness<br />Social Media can thrive with a small group working on it<br />20<br />
  44. 44. Recommendations<br />Evaluate expansion to other SM sites<br />Tumblr, YouTube<br />Enhance existing presence on sites<br />i.e. clickable Twitter backgrounds, Facebook apps<br />Continue to leverage cross-functional Social Media Group<br />Connect the dots<br />Site and E-mail exposure for Facebook, Twitter, Mobile<br />21<br />
  45. 45. Q & A<br />22<br />

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