5. SOCIAL LAYERS
BRANDS NEED TO
DEFINE THEIR BRAND
STORY.
BALANCE BETWEEN
- Paid
- Promoted
- Owned
- Shared
- Earned
5
Source: Social Media Brandsphere – Brian Solis & JESS3 - http://upload.wikimedia.org/wikipedia/commons/7/70/Brandsphere.jpg
6. BUSINESS IMPACT OF SOCIAL
6
Source: Facebook Sales Mashable - http://mashable.com/2012/11/01/facebook-sales/
7. [SOCIAL] IS AN INGREDIENT TO
THE SOUP .
7
Source – Doug Mack, CEO, One Kings Lane
8. YOUR SOCIAL MEDIA JOURNEY?
8
Altimeter Group – The New Marketing Equation - http://www.slideshare.net/Altimeter/content-the-new-marketing-equation
9.
10. SOCIAL MEDIA @RADIOSHACK
2.0 Youtube
MM
Total Fans
2.4 MM
Engagements
400+ Videos
Produced 384KCheck-Ins
Foursquare
17.5 MM
Weekly Reach
10
11. EXPONENTIAL FAN GROWTH
2009 2010 2011 2012
1.5MM -
1.0MM -
750K -
500K -
0-
RS Facebook Launch 100K Fans 420K Fans 1.5MM Fans
April 2009 Nov 2010 Jan 2012 Jan 2013
17.5MM Weekly Reach – Unique people who see content.
11
168MM Friends of Fans – Unique friends of our Fans.
15. SOCIAL SMALL ECOMMERCE TRAFFIC
15
Source: Business Insider – The Future of Social Commerce - http://www.businessinsider.com/the-future-of-social-commerce-slide-deck-22013-2?op=1
16. CONSUMERS STILL TRUST
FAMILY AND FRIENDS…
16
Source: Business Insider – The Future of Social Commerce - http://www.businessinsider.com/the-future-of-social-commerce-slide-deck-22013-2?op=1
18. CASE STUDY – CYBER MONDAY
Objective – RadioShack Social Media to provide 24/7
support to drive traffic, engagement, and sales to 24 deals
in 24 hours for an overall RadioShack Cyber Monday online
promotion.
[STEP 1]
SOCIAL IS NOT ALONE. PLAN AHEAD.
18
19. CASE STUDY – CYBER MONDAY
Integrated Marketing – Placement of Campaign via multiple
marketing vehicles. RS.com Homepage, Email, Digital
Ads, Campaign Deal page.
19
20. CASE STUDY – CYBER MONDAY
[APPROACH] LISTEN AND ADAPT.
Provide a clue every hour starting on 11pm of what the next
hour deal would be.
Drive Measurable Conversation. #24dealsin24
Resources were available starting at 11pm Sunday – 12am
Tuesday.
Listened and Engaged with fans every hour to stimulate and
adapt to the conversation.
20
21. CASE STUDY – CYBER MONDAY
[#24DEALSIN24] EASY TO
PARTICIPATE.
21
22. CASE STUDY – CYBER MONDAY
[RESULTS]
#24dealsin24 was only US brand
to trend organically on Twitter
homepage.
Drove 11.2MM earned
impressions.
+1,200% in volume of Tweets.
9x organic follower growth.
14% Increase in web traffic.
22
23. CASE STUDY – CYBER MONDAY
[EARNED KUDOS]
RadioShack's offers were among the most-
frequently shared coupons or offers on social
networks during the shopping days surrounding
Black Friday. – DataSift, Inc.
23
Source: Twitter Business - https://business.twitter.com/en/optimize/case-studies/radioshack/
Source: WSJ - http://online.wsj.com/article/SB10001424127887324296604578179750613594258.html
Source: Bloomberg TV - http://www.bloomberg.com/video/retailer-twitter-strategies-sales-promotions-5h0VZxzCRKusvlZlaLxA4g.html
24. CASE STUDY – CYBER MONDAY
[KEYS TO SUCCESS]
PLAN AHEAD
LISTEN & ADAPT
EASY TO PARTICIPATE
24
Some thoughts about myself. Background in Corporate at GM, then Agency, Samsung, and now RadioShack.- PR is critical to social media and vise versa.
Multiple channels and choices. Each one specific to a need. Growing rapidly.
From an online perspective online consumption has evolved.Digital has gone from Interactive to Social Business.
Brands need to define their Brand Story via Social Paid – Digital Advertising, banners, AdWordsOwned – Created Assets, Custom ContentEarned – Brand related conversations and UGCPromoted – In-Stream or social paid promotion vehicles.Shared – Open platforms or communities where customers co-create and collaborate with Brands.
How does the Social Layers impact the business?
Need to discover your company and brands journey…
Need to discover your company and brands journey…
A lot of talk about Growing Fans, Getting Engagement, but what about Social Driving Business? Driving Commerce?
We can see that Social is still a small sliver of e-commerce in comparison to Search and other drivers. This is Opportunity.
Consumers still Trust Family and Friends based on % of Customers who agree tool “Helps Me With New Ideas”.
For RadioShack. Cyber Monday was a moment in ecommerce where Social and Digital can Drive Sales.We noticed that of the “Cyber Week” Cyber Monday continues to lead YoY in Holiday Spending.Almost $1.5B in online spending.Top gaining categories were in our RadioShack product selection sweet spot.We noticed that shopping was happening around the clock. Home vs. Work.
Step 1 – It was critical to plan ahead with tactics that social would support. What would be the ‘hook’ to keep people coming back.Select easy to remember hashtag (#24dealsin24)Provide clues every hour on the hour to entice repeat participation.
Carefully planned ahead to be integrated through multiple marketing channels.RadioShack.com HomepageEmailDigital AdsPromotion Landing Page.
Critical to understand that we MADE IT EASY to participate. Timely and clear tweets from us as brand.Clear call to actionTools on promotion landing page to participate.