The document discusses how Robin Frank and her company BeepBeep Media help organizations integrate social media and generate business results. Some key clients mentioned include Gap Outlet/Banana Republic Factory Store, Gap Generation stores, and companies in cleantech/greentech industries. The document outlines social media strategies and campaigns developed for these clients, including goals, platforms used, targeting approaches, and results achieved such as increased sales, store traffic, and customer engagement. Tools and statistics related to social media are also referenced.

1. Generating Business Results
and Dollars from
Social Media
Robin Frank
Social Media Strategist and CEO, beep beep media

2. Robin
 Experience
 18 years creating email, viral, and loyalty marketing programs, and building
online communities with social media
 BeepBeep Media
 Integrate social media throughout an organization
 Cost-effective social media programs that increase ROI and build broader and
deeper customer engagement
 Services offered
 Social Media Launchpad - up & running & trained in 90 days
 Social Media Tune-up - improved results & strategic plan

3. Clients
 Retail/Ecommerce
 Gap Outlet and Banana Republic Factory Store
 Gap Generation Store Launch
 Gap360 internal social media platform
 Maison Reve
 Lightscoop
 Cleantech/Greentech
 Larta Institute
 Alameda Municipal Power
 Sierra Club
 Banking
 Barclays Global Investors - iShares

4. My Alter Ego: @GreenRobeen
 Tips for green living on a budget
 Relevant, actionable, entertaining,
thought-provoking, environmentally
conscious tweets.
 Mashable’s Top 75 Green
Tweeters worldwide
 Seminars & Articles
 Cleaning products DIY
 Plastics guide
 Personal care DIY
 Green your school

5. Gap - Outlet Division
 Gap Outlet and Banana Republic Factory
Store
 Create online presence (no website)
 Develop brand differentiation from parent
 Drive store traffic and sales
 Strategy
 Engage consumers - more than a coupon
channel
 “Fab Without a Fortune” tip series
 Pictures of products, weekly pricing
updates
 Stay within a limited budget
 Integrate with other online/offline activities
 Train so they can run with it
 Virality - keep the conversation flowing

6. Gap Outlet: Twitter and Facebook

7. Gap Outlet Division: Results
 Customized measurement and analytics report
 Financial ROI
 Sales
 Transactions
 Customers
 Non Financial indicators
 Mentions
 Sentiment
 Link click-throughs
 Postings
 Exposure
 Virals (retweets, comments, shares)
 Conversations/engagement
 Results
 Key influencers - virality/retweets/conversations
 High click-throughs; good response to promos
 Increase in redemptions: transaction amount, # of transactions

8. Gap Generation: Local Store
Launches
 Gap Generation
 New store concept
 For every generation, there’s a Gap
 Style should be about the individual and
affordable to all
 Goals
 Drive awareness
 Build brand equity
 Drive in-store traffic and transactions
 Local marketing - support store by store
launches on a limited budget

9. Local/Direct Marketing with Twitter

10. Local/Direct Marketing with
Facebook Ads
 Very specific
demographic targeting
 Age
 Gender
 Location
 Interest
 Low cost
 CPM and CPC
options

11. Coupon: Track Links and
Redemptions
 Facebook link
 Embedded in Tweet
 Landing page/email

12. Results
 Facebook Ads
 Very high click-through given ads not driven by user intent
 Context - not search; FB - 50% log in for at least 20 minutes
 Hundreds of thousands to Millions of targeted impressions
 Twitter Messages
 Many conversations/retweets/shout-outs
 Coupons
 Sales lift - healthy
 Increased redemptions
 Conversations/retweets
 Avenue to engage customers going forward
 Conversations, community, promos, product development

13. Tools
 Research
 Mashable.com
 www.mashable.com
 SmartBrief:
 http://www.smartbrief.com/socialmedia/index.jsp?campaign=webIndustries
 Grow marketing
 http://schaefersolutions.blogspot.com/2009/08/major-brands-may-be-reluctant-to.html
 Techcrunch
 www.techcrunch.com
 Slideshare - Seminars I have done on Social Media - Coffee Twalk 1-4
 http://www.slideshare.net/robeen/presentations

14. Tools
 Applications
 Create your own short-list
 See my preso: http://www.slideshare.net/robeen/coffee-twalkthree
 Learn to use them
 Monitoring/measurement
 Scoutlabs
 Desktops - to work with many Twitter accounts
 Seesmic.net
 Hootsuite

15. Advice
 It’s all about your audience
 Where do they live online? Go play there
 Stay focused
 Set clear goals, objectives, metrics
 ALIGN with your marketing objectives
 Everyone on board
 Create an excellent communication strategy
 Provide something useful and engaging
 Measure your results
 Then fine-tune your strategy
 Get an expert
 Then run with it yourself

16. What’s Ahead?
 Space is getting crowded
 BUT, there will always be customers who want to HEAR from you, and want to
be HEARD
 Consumers will demand higher engagement from brands
 More useful content, promotions, links, etc.
 Brands must give consumers the ability to CHOOSE how they want to
interact
 Email, Twitter, Facebook, YouTube, etc.
 Email is no longer king - rethink your approach to loyalty
 Customers more likely to fan/follow you than give email
 Social Media is mega opt-in
 Going in-house
 Building/hiring internal talent

17. Social Media Statistics
 Because
 3 out of 4 Americans use social technology
 2/3 of the global internet population visit social networks
 Visiting social sites is the 4th most popular online activity - ahead of personal email
 Time spent on social networks accounts for 10% of all internet time and is growing at
3x the overall internet rate
 93% of social media users believe a company should have a presence on social
media; 85% believe companies should interact on social media
 Twitter
 Over 50 million unique Twitter visitors worldwide
 Over 3 million Tweets per day on Twitter.com
 Facebook
 If Facebook were a country - the 8th most populated in the world, just ahead of Japan
 5 billion minutes are spent on Facebook every day
 1 billion pieces of content are shared each week on Facebook
 50% of Facebook users log in each day, and spend an average of 20 minutes

18. Contact
Robin Frank
@robeen, @greenrobeen
http://www.linkedin.com/in/robinfrank
robeenf@gmail.com
415 717 7906