The 9 immutable laws of social media marketing

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  • Above all I am a direct marketer - old school meaning traditional DM principles applied to new media and channels!
  • ----- Meeting Notes (10/5/11 07:16) -----Throw what you know out the window!
  • No paradigms. I’m a heretic. No assumptions made for results. Just connect! How to build it so they will come.----- Meeting Notes (10/5/11 07:16) -----Forget the DM science for a while!
  • Why I do what I do… my motto!How does this TRANSLATE to a social world?
  • Engagement!----- Meeting Notes (10/4/11 23:31) -----How does this translate to a social world?
  • Engagement! Connect… be real! Dialog! Two way street.
  • Engage with./.. Engaging customers/prospects in social media channels increases brand/time.The more time a consumer spends with your brand and your products, the more likely they are to buy.
  • Engage with./..
  • We focused heavily on facebook. That was the central hub for our communty.
  • Actually 23K indecember.
  • Actually 23K indecember.
  • We do everything in our power to drive traffic to FBEven over our website in many instances
  • Humor, tease customers, deal ASAP with issues, Don’t just push out info, engage and build relationships
  • Email newsletters always promote!!!ContestsFreebies
  • Now back to ENGAGEMENT…
  • Out CTO developed a way to tell people if they chose too many carbsI wanted to brand it and did ws contest on FBContests are how we
  • Drive to utube, blog contests, twitter, etc…As a reformed cataloger, this is a familiar concept of DM and LTVWe cross promote fb, youtube, twitter, blog, website, etc!
  • We use twitter to drive to FB and Blog
  • Real voice, address concerns, etc.
  • I was in Disney this weekend, and our customers and fans ran the page for us, did contests, prmoted specials, etc.
  • Branding tfd employees video
  • We do this cross channel too, website, newsletter, etc! The more transparant we are, the more we open ourselves up to consumers as real, the more they respond.
  • January fiascoHowards market
  • United breaks guitarsYou will bet skewered.Brands better button up CS, product, brand image must match up!January snow, changes to food.
  • United breaks guitarsYou will bet skewered.Brands better button up CS, product, brand image must match up!January snow, changes to food.
  • The Fresh Diet Vs Yelp!
  • Engage with./..
  • The 9 immutable laws of social media marketing

    1. 1. Presented by James Gilbert, CEO October 5th, 2011
    2. 2. • 30 year history in DM (old school > new school)• CEO, GDM• Board member – FL DMA• Professor Direct Marketing• Author Target Marketing Group • Return on Intelligence Blog • Guide to Social Media - Content
    3. 3. NoParadigms!
    4. 4. "There is only one valid definition of business purpose – to create a customer. Companies are not in business to make things… but to make customers.” -- Peter F. Drucker
    5. 5. • The deeper the level of engagement, the deeper the trust/bond with your company!• Nothing happens without engagement!• How engaged are your social media fans?
    6. 6. • The goals of every social media marketer... – Engage! – Draw them out! – Get them involved! – Tug at their heartstrings – Tell a story!!!! – Create drama!!!!
    7. 7. • About The Fresh Diet• Focus on Facebook
    8. 8. Level of effectiveness = 0•November 2009: 94 fans
    9. 9. Level of effectiveness = 100•December 2010: 24,195 likes That’s a lot more than nutrisysem!
    10. 10. Level of effectiveness = 1,000•October 2011: 66,000 likes That’s a lot more than nutrisysem!
    11. 11. Building our brand via Facebook• Our facebook page is our calling card.• Many times we prefer to send to FB over web• More powerful than our website – People see engagement and want to join in – People see happy customers and order!• Beyond our “likes” thousands of people check us out on FB daily.
    12. 12. How we got there – Goals!• Main goal!• Put a human face on the nameless faceless corporate entity• Distinguish ourselves from big corps• We are real people, promoting a healthy lifestyle• People respond to real
    13. 13. How we got there – Goals!• Build relationships - Build engagement• Speak in a real voice• Develop trust• Give to get world• Time spent on site = engagement• Engagement = Sales• Sales + Engagement = Advocacy• I tease people, draw them out, call them out, etc
    14. 14. How we got to 66K – the basics• Call center• Collateral Material• Mailers• Email signatures• Email newsletters• Any place we can think of
    15. 15. How did we get there? Facebook ads• Can be hit or miss• Effective in driving targeted traffic• Target by: • Geography • Interests (dieting, kosher) • Work (where) • Education type • Connected to people, businesses
    16. 16. Step 2 building engagement• It started with a single contest. – Carbometer• We now run contests every day of the week
    17. 17. Contests mean to us• A way to seed the market with food• A way to have people come back and give positive feedback• An engagement tool• Fun – draws people out
    18. 18. Contest examples• Plate your favorite meals
    19. 19. Contest examples• Halloween costume contest
    20. 20. Contest examples• Motivation poster contests
    21. 21. Contest examples• Fresh Diet-ize a Beatles Lyric (in honor of John Lennon)• Fresh Diet-ized Haiku
    22. 22. Contest examples• Video contests• This contest coined the phrase, “the fresh diet delivery fairies?
    23. 23. Contest examples• Ultra secret contests – My excuse to give away food• Any old contests – Banner ad
    24. 24. Contests Recipe winner
    25. 25. Any Excuse for a contest
    26. 26. • Brand + Channels = Revenue. – The more channels a consumer interacts with your brand in, the more likely they are to buy. – Offering multiple engagement channels allows for consumer self selection of preferred channels. – Being in the right social media channels based on your market increases channel interaction.
    27. 27. Building Traffic – Fans and LikesAd.ly networkallows you to buypaid tweets fromcelebritiesGained 400 fansin one day
    28. 28. Building Traffic – Fans and LikesTie ins with othersites drove majortraffic and likesWe did this one inconjunction witha freebie everyday.
    29. 29. Building Traffic – Fans and LikesTie ins with othersites drove majortraffic and likesWe did this one inconjunction witha freebie everyday.
    30. 30. Building Traffic – Fans and LikesPaid tweets fromHeidi Montagpromoting acontest drovefans and contestentries
    31. 31. Building Traffic – Fans and LikesUsing the @ signdrives trafficThis post ran onTFD and HollyMadison’s FBpage at the sametime
    32. 32. • Brand + time + channels = advocates. – Consumers spending time in multi channels breeds customers more likely to become brand advocates and influencers. – This is the new multichannel marketing model for the 21st century. – Social media creates brand advocates and turns peers into your best salespeople.
    33. 33. Engagement, our customer take overIn a social media driven world – people buy from their peers!
    34. 34. Engagement our customers take over• In Orlando• Customers ran contests, promoted specials answered CS Q’s• Our customers would walk through fire due to the trust we have built.• We ask people from FB to do interviews, show up at events, etc… even be on TV.
    35. 35. Customers take overFresh neverfrozen
    36. 36. • The exponential search factor. – Social media increases your search engine rankings, and when combined with your website drives additional traffic via organic search.
    37. 37. • The new-fangled customer service factor. – Consumers choose their contact preferences. – Brands not having multiple channels for customer service risk losing customers. – Consumers expect instant gratification and social media delivers.
    38. 38. Facebook as a customer service tool• Our Sales and CS people inhabit our page• Customer service is no longer limited to the call center!!!• When questions get asked, we answer ASAP – Speed and agility in a social media world – If we don’t answer fast enough, we get grief
    39. 39. Facebook as a Customer Service toolWhen issues come upwe must address themwith speed, agility andaccuracy, otherwise wewill get skewered
    40. 40. Facebook as a Customer Service toolWhen issues come upwe must address themwith speed, agility andaccuracy, otherwise wewill get skeweredWe took a beating dueto the snow in the NE
    41. 41. • The behind the scenes factor. – People don’t buy from brands - they buy from people. – Social media puts a human face on the faceless corporate entity. – The biggest opportunity around social media is to allow people to connect with your employees as peers.
    42. 42. Bio’s of ouremployees bringcustomers closer to the company
    43. 43. Build involvement and trustBe TransparentGo behind thescenes
    44. 44. Bringing our customers closerImage done by one ofour customers of ourCEO Zalmi Duchman.He is officially Zman orZuperman to our fans
    45. 45. Again, we do a lot of video
    46. 46. • Trust is the new black. – The aforementioned laws allow consumers to build or rebuild trust if done correctly. – Social media harkens back to the days of the corner store where consumers and brands had a cordial relationship. – Social media builds relationships over time.
    47. 47. Trust? Our involvement devices• Delivery fairies• Fearless FB leader• Overgiving• We let our customers run and judge contests• Brand everybody• Make fun of ourselves• Have all get involved in company• Ask questions, involve customers (bag, slogans)
    48. 48. Building Trust – Random Freebies• Every day we give food away randomly on FB.• Other times we just give it away for no reason• Is it expensive? Sure, but the rewards are enormous – People are always promoting us to our friends – Another way we seed the market and drive positive reviews
    49. 49. Build involvement and trust
    50. 50. Give to get – Random Freebies
    51. 51. • The online reputation factor. – Whether you like it or not consumers are talking about your brand. – Social media is the great neutralizer. – It allows your company to seek out negatives and turn them into positives via reputation management and communications.
    52. 52. • The time spent factor. – Customers are not always ready to buy. – Social media’s eight other immutable laws prepares customers over time.
    53. 53. • Engagement + time + trust = revenue. – When we run sales on FB sales come! – Use promo codes to track – Customers do the selling for us. • Must try this!
    54. 54. • Drop me a business card and I will send you a copy of this preso! – Feel free to pass it along too!
    55. 55. Thank You! How to reach me…jimdirect@aol.com @gilbertdirect 561-302-1719 Don’t forget linked in!

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