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Turning Footfalls into Fans,and Fans to Footfalls: Social Media Lessons for brands with large consumer touch points


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Several brands have thousands of people walking into their stores, their cinema houses, their coffee shops, etc. each day. People who are also on Facebook, on Twitter, etc. And yet these brands have low fan followings on Social Media. And they are struggling to build those up. Perhaps burning money on media buy, to do so.
How about energizing those footfalls to become fans?? And of course, thereafter, get the fans back into the stores?! That is the proposition offered here. Would love to read your comments.

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Turning Footfalls into Fans,and Fans to Footfalls: Social Media Lessons for brands with large consumer touch points

  1. 1. Converting Footfalls to Fans, and Fans to Footfalls
  2. 3. WoW
  3. 4. Why do they not go here??
  4. 5. Why do they not go here??
  5. 7. Some random samples
  6. 8. So what are we talking about? <ul><li>Brand has large consumer touch points </li></ul><ul><li>New media initiatives start from zero </li></ul><ul><li>Consumers do not migrate cross-media on their own </li></ul><ul><li>Need: Reason, Means, Persuasion, Engagement </li></ul><ul><li>And then get them back to the store: that’s where the business resides! </li></ul>
  7. 9. Footfalls? Not just literally..
  8. 10. Each footfall can be a fan, but.. <ul><li>It’s the customer, stupid… ! </li></ul><ul><li>Give them reasons!! </li></ul><ul><li>And what could these be? </li></ul><ul><li>Updates on new shows </li></ul><ul><li>Discount coupons </li></ul><ul><li>Merchandise </li></ul><ul><li>Meet-and-greet opportunities </li></ul><ul><li>Sneak previews </li></ul><ul><li>Community of like-minded folks </li></ul>
  9. 11. Then come the Means.. How do I do it? This is a brave attempt. Easier ways exist!
  10. 12. Easier Ways…
  11. 13. They don’t come easy though. Persuade..!
  12. 14. Before persuading consumer, we have to persuade another animal, often.. The client… lol.. Ok, not all of them.. (* my client – if you are seeing this, this is obviously NOT about you – please don’t mind)
  13. 15. Convincing the client.. <ul><li>..first to opt for Social Media, then for any new initiative.. </li></ul><ul><li>Is always a matter of ‘try, try again, till you succeed’ </li></ul><ul><li>Show case studies </li></ul><ul><li>Competitor examples can accelerate interest </li></ul><ul><li>If they could see new media right away, AOL would have not been able to buy out Time Warner! </li></ul>
  14. 16. A Client we were able to convince
  15. 17. And the results..
  16. 18. Some other cases..not our clients  <ul><li>Estee Lauder: free makeovers to profile pic with logo </li></ul><ul><li>Einstein Bros. – free bagel giveaways take fan count from 4,700 to 335,000; instant digital coupon drives fans back to stores for redemption </li></ul><ul><li>MTV India, NDTV driving viewers to FB, Twitter </li></ul>
  17. 19. So hopefully client agrees, and you’re on What Next??
  18. 20. Keep them busy, engage, excite… <ul><li>Only three things: Value, Value, Value </li></ul><ul><li>There’s no going away to giving good content </li></ul><ul><li>Quizzes, Contests, Polls…and what not </li></ul><ul><li>Prizes to win, pleasant surprises </li></ul><ul><li>No aggressive sales push </li></ul><ul><li>And did I tell you…? It’s all about VALUE?! </li></ul>
  19. 21. And then the clock turns back… <ul><li>First you used the footfalls to build the fans </li></ul><ul><li>Then you engaged them, so they become your evangelists </li></ul><ul><li>They bring you more fans, who are not your customers just yet </li></ul><ul><li>And then you offer reasons to drive them to the stores </li></ul><ul><li>HOW ABOUT THAT?! NEAT, NO? </li></ul>
  20. 22. Handle with Care though.. Your Footfalls… ..are not Footballs!
  21. 23. Thank You… Questions?? SANJAY MEHTA [email_address] Twitter: @sm63 Tel: +91-98200-40918