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WACVB-Presentation twitter-foursquare-groupon-2011
The document discusses the integration of social media platforms like Twitter, Foursquare, and Groupon into marketing strategies to track audience sentiment and content demand, emphasizing location-based engagement. It outlines the effectiveness of daily deals and promotional campaigns through social media in boosting customer visits and sales, while addressing challenges such as market saturation and consumer purchasing behavior changes. Case studies highlight successful strategies, including leveraging Facebook for promotions and building community engagement.
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WACVB-Presentation twitter-foursquare-groupon-2011
- 1. Twitter, Foursquare, Grouponand More to Incorporate Into Your Social Media PlanSocial Media IntelligenceTrackaudience sentiment, content demand, media type, and location.Understand the opportunity beyond current efforts and brand.Gain understandingof audience desire for content, the places conversations are happening, the context, and how to participate.
- 2. Location, Location, Location!Twitter,Foursquare, Groupon and More to Incorporate Into Your Social Media Plan
- 3. Twitter, Foursquare, Grouponand More to Incorporate Into Your Social Media Plan
- 4. Twitter, Foursquare, Grouponand More to Incorporate Into Your Social Media Plan
- 5. Twitter, Foursquare, Grouponand More to Incorporate Into Your Social Media Plan
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- 10. Twitter, Foursquare, Grouponand More to Incorporate Into Your Social Media Plan
- 12. Twitter, Foursquare, Grouponand More to Incorporate Into Your Social Media PlanCheckins drive growth10 most active stores each had a 4% sales increase44% of participants had never visited a Murphys before joining the programWhrrl users visit Murphys twice as often as non-usersWhrrl users spend twice as much as non-users85% of users chose Murphys over another gas station due to the Whrrl program
- 16. Twitter, Foursquare, Grouponand More to Incorporate Into Your Social Media Plan
- 17. Twitter, Foursquare, Grouponand More to Incorporate Into Your Social Media PlanDaily Deals, Local Deals, Group Deals, Flash Deals…
- 18. Groupon, LivingSocial…the bigguysDominant Players in the SpaceGroupon redefining what travel is “Anytime you leave your front door”, Rob Solomon, President & COOLivingSocialone deal per daySocial ensures your content created is in the right context, appears in the right venues, and supports consumer intent.
- 19. Groupon Merchant CenterDominantPlayers in the SpaceGroupon redefining what travel is “Anytime you leave your front door”, Rob Solomon, President & COOLivingSocialone deal per daySocial ensures your content created is in the right context, appears in the right venues, and supports consumer intent.
- 20. How to LeverageIhave a deal, now what?Share redefining what travel is “Anytime you leave your front door”, Rob Solomon, President & COOLivingSocialone deal per daySocial ensures your content created is in the right context, appears in the right venues, and supports consumer intent.
- 21. Groupon, LivingSocial…the bigguysDominant Players in the SpaceGroupon redefining what travel is “Anytime you leave your front door”, Rob Solomon, President & COOLivingSocialone deal per daySocial ensures your content created is in the right context, appears in the right venues, and supports consumer intent.
- 26. Twitter, Foursquare, Grouponand More to Incorporate Into Your Social Media Plan
- 30. Twitter, Foursquare, Grouponand More to Incorporate Into Your Social Media PlanFacebook Deals
- 31. Twitter, Foursquare, Grouponand More to Incorporate Into Your Social Media PlanSEO (Links)Don’t forget about the SEO value availableGroupon itselfis a value link.Link Baitpromote around &/or after your promotion.Links created by ‘hype’ & reposting around your deal
- 32. Twitter, Foursquare, Grouponand More to Incorporate Into Your Social Media PlanWhat Should CVBs Do?How Do I Become the Most ValuableLearnknow the options available (locally and nationally) Facilitate help your members/stake holders use daily deals efficiently Createyour own deals with local merchantsHost them?Hire right for social
- 33. Twitter, Foursquare, Grouponand More to Incorporate Into Your Social Media PlanDaily Deal CVB ObjectivesEducate members and others in your region’s hospitality industry about all aspects related to Daily Deals
- 34. Why: Takethe opportunity to be seen as a leader in the industry, protect your destination’s businesses and coordinate cross-promotional opportunities
- 35. What: Fromwhat it takes to put a deal together to the bottom line results of a modern "limited time only" offer and the pitfalls that need to be cautioned
- 36. Try incorporating similarattributes/technologies into your current merchandising or create trial offersTwitter, Foursquare, Groupon and More to Incorporate Into Your Social Media PlanThe Devil is in the Daily Deal Details Bottom Line costs to company (What’s the discount? What’ the cost? What does it depend on?)
- 37. Howoften do you run them and the fear of cannibalizing your market
- 38. Timelinessof the deal
- 39. Overwhelming# of phone calls from Daily Deal companies and their often times pushy employees
- 40. Non-competerules and how they are enforced (Exclusivity Deals)
- 41. Howimportant is it to keep track of what your competition is doing
- 42. Peopleasking for the same pricing after the deal is done
- 43. Dealingwith too much traffic
- 44. Isthis really a customer base you need?
- 45.
- 46. Demovs. Spend depending on the Daily Deal company (ex: Groupon and OpenTable)
- 47. Marketsaturation with so many deals out there
- 48. Brandstandards
- 49. Howthe consumer has changed their purchasing methods
- 50. ExpirationDates – LA Times article people will be familiar with: http://www.latimes.com/entertainment/news/la-et-onthemedia-20110119-2,0,4584076.story
- 51. Justhow important the fine print is
- 52. PPCis driving up cost
- 53. InternationalbuyersTwitter, Foursquare, Groupon and More to Incorporate Into Your Social Media PlanHotel Rate Parity Issues w/ OTAs (member vs. non-member sites)
- 54. Twitter, Foursquare, Grouponand More to Incorporate Into Your Social Media PlanThe Pitfalls of the Affiliate Program
- 55. Twitter, Foursquare, Grouponand More to Incorporate Into Your Social Media PlanLA INC. Daily Deal Case StudySTRATEGY Partnered with AT COST to push daily deals out via Facebook
- 56. Created an eventsurrounding National Burger Month
- 57. Partnered with morethan 20 restaurants to offer 50% off to patrons
- 58. Developed a Facebookvoting system that required “Likes”
- 59. Increased e-mail databaseto push deals out daily not only via Facebook & Twitter, but via e-mail as wellTwitter, Foursquare, Groupon and More to Incorporate Into Your Social Media PlanLA INC. Daily Deal Case Study Total Orders: 421 ($10k+ in economic impact)
- 60. Total NewsletterSubscribers: 1,758
- 61. Total FacebookVotes: 3,797Twitter, Foursquare, Groupon and More to Incorporate Into Your Social Media PlanAttractiveness of Daily Deals & Consumer Purchasing Changes
- 62. Twitter, Foursquare, Grouponand More to Incorporate Into Your Social Media PlanConsumer Mentality
- 63. Twitter, Foursquare, Grouponand More to Incorporate Into Your Social Media PlanSocial Media Disasters(warning: strong language ahead)
Editor's Notes
- #2 Social Media Intelligence: Use social media monitoring technology to track audience sentiment, content demand, media type (videos, images, copy), and location (blogs, social networks, websites, etc.) as it relates to demand based topics and conversations in order to gain an understanding of the opportunity beyond current efforts. The goal of this step is to gain a level of understanding of the audience members themselves, providing value in relation to desired content, the places conversations are happening, the context of the conversation, and how to participate in the larger most effectively.As a stand alone it is your typical ‘Listening Campaign’Use a data mining tool to figure out what folks are saying about a topic (go beyond the brand/destination, but what is associated with it) – Radian6, Revenate, trackur, Google Alerts…with alerts you can’t really compare things.+ Saying about brand+ Topical intereste around it (typical word cloud stuff)+ Where conversations are happening (blogs, social networks)+ Who are the influencers+ Then develop the strategyLot’s of ppl look at the brand – the next step is to look at the topical interestGoes back to the basic Social Media tenant that if you don’t understand what ppl want, how can you engage them?People – are you hitting folks traveling too or influencing folks to travel to you destinationObjectives – what are you trying to accomplish? Are you really gaining a customer?Strategy – are you a facilitator or originator? One-time fire sale or long-term enthusiast? Technology – What’s your demo use? Email, Facebook…does it need to have Smartphone integration?
- #7 Replace with Explore Chicago
- #13 Good example of how installed app base is not necessarily a predictor for usage in a program – people installed Whrrl just to get these freebies
- #19 Dominant Players in the SpaceBasics of how Groupon worksGroupon redefining what travel is “Anytime you leave your front door”, Rob Solomon, President & COOGroupon says 95% of business want to return to Groupon, an academic study (Rice University) says 66% are profitable and only 58% would do it again. Insist that they structure the deals so merchant make out….ave order is $23, the groupon will be $10 for $20 so there is some spend above and beyond…In last year – 1 to 30 countries (400+ cities); 1 mm to 30 mm subscribers; 100 to 3,000 employeesPut groupon in subject line if you want my attentionAll heard of Fairmont in SF…$5 million in a weekendGroupon simply channels the advertising budget of a merchant into the buyer’s pockets (and in Groupon’s, too).1. Where there is either very low (or even zero) cost for the merchant.2. When the merchant can afford a virtually zero margin, but manage to cross-sell something else.3. When there is a chance to create viral buzz.4. When someone had planned to splash money on advertising anyway.Remember redemption rates
- #20 Dominant Players in the SpaceGroupon redefining what travel is “Anytime you leave your front door”, Rob Solomon, President & COOGroupon says 95% of business want to return to Groupon, an academic study (Rice University) says 66% are profitable and only 58% would do it again.Don’t expect too much…List of your dealsBusiness ProfileSome Analytics – Gender & Age demos, Geographic Locations, purchase activity timeline
- #21 Dominant Players in the SpaceLivingSocialone deal per dayHow many users?TO: We're over 20 million. We added about 6 million new subscribers in January, so it's growing fast.Tim O'Shaugnessy, CEO LivingSocial:Through LivingSocial, Amazon is offering members a $20 Amazon.com giftcard for $10, and has already sold 525,000 cards since it started hitting inboxes last last night/early this AM, making it the most-purchased daily deal offer ever. It's even surpassed Groupon's most popular offer, Gap Inc's discount of $50 in Gap merchandise for $25., which sold more than 441,000 vouchers in August.
- #22 LivingSocial Adventures, which are events that are operated by us. We have people in various cities that are working with merchants in very different ways. We did something recently in New York that was called 'Snowtubin' and Tastin'.'" We actually pick you up in Midtown and we put you on a bus and then we take you to a ski resort. There's a slope completely reserved for us for tubing. Then we take you to a microbrewery for a tour and tasting. Then we bring you back to the city. We're working with three different merchants for that - the bus company, the ski resort, and the microbrewery. There's actually a LivingSocial employee that is on that to make sure you have a great time and that business is growing.Living Social Instant…
- #23 Google, Yahoo!, Bing, Aol…Google - The new service will look and run similarly to other coupon sites like LivingSocial and Groupon. Basically, you sign up for it and Google will send you a daily email of big discounts in your area. The services run on the power of numbers. Local retailers and companies sign up and give huge discounts on items knowing that they’ll get a giant boost in customers. As I’m sure everyone knows, Google tried to buy Groupon for 5.3 billion Bing - The tool is the creation of Microsoft and The Dealmap, which works to find the best discounts in your area from a host of different websites. The final product will be available on PC and smartphone, and of course you can expect to be seeing it pop up in Bing search results as well. Which has the possibility to be both annoying and helpful: Hastily trying to look up a restaurant address could be buried beneath coupons, but maybe one of those will actually be of service to you. It’s the trade off we’ll all begin to pay more and more as local deal aggregators’ popularity continues to surge. Yahoo! - Groupon deals will be integrated through Yahoo!’s new Local Offers program. Initially, Groupon deals will only be available in the U.S., but plans for international expansion are in place. This is a win for both Groupon and Yahoo. It allows both companies to play off their strengths with Groupon leveraging its breadth and depth of daily deals and Yahoo!’s scale and targeting capabilities highlighted in order to bring the most relevant and useful deals to all Yahoo! users.Aol – Wow.com promises to be different from the plethora of other daily coupon sites out there stating on Wow.com, “Wow provides you and your family with savings at your favorite local and national locations each and every day! Eating, shopping, weekend outings – Wow offers things you want and things you need at a price that makes sense for your on-the-go lifestyle. If you want a deal, we listen and offer up your bargain-of-choice on a silver platter at an astronomically discounted price, helping you stretch your hard-earned dollar to infinity and beyond. So be sure to stay tuned and prepare to be “wowed!”“ You have to print your voucherNYT - TimesLimited features offers from select New York Times advertisers. Each offer is only available for a limited time and in limited quantities.
- #24 TravelZoo, Expedia…Travel VetsBig Reach, Travel Specific
- #25 SniqueAway (invitation only…think Gilt Groupe/Jetsetter and Rue La La, TripAletz…Travel Newbies
- #26 Another alternative is CauseOn, PDX Pipeline…Local Players
- #29 Integration, Repository & TrackingSummaryIntegrationStandard plug & play widgets
- #30 Integration, Repository & TrackingSummaryIntegrationStandard plug & play widgetsCustom - APIs keep evolving, the ‘Like’ button, ability to influence the look and feel of the integration – ski resort needs snow conditions, weather, and what else is happening…What about integrating your local deals?We don’t have to pick…cross posting of contentContent RepositoryWhere does it ultimately live? (Website, Flickr, Facebook)TrackingBe consistent use a URL BuilderPlan what and how you want to track
- #32 Almost lastly…we can’t forget about the SEO value that can be gained from using deals
- #33 Wldfire Apps