social media brain drain
TRANSCRIPT
Social Media
Everyone’s doing it, but is it doing them any good?
Kelli C. McLaughlin 413-695-6039 [email protected]: @kellimac4, @igrowmediaFacebook: http://www.facebook.com/iGrow
You’ve Heard the How Different seminar
every weekTechnology is easy
to useInstructional
Videos on You Tube Google your
questionsAsk a peer, a friend
or a teenager?
Do you really understand why?Demand Based EconomyRelationship Selling – Branding“Free” or cheap technology to useHigh adoptionHighly TargetedGood metrics
Have you set your goals?
Reduce expensive advertising costsCapture more of the market
Increase customer serviceImprove customer loyalty
Increase bottom line
But how do I know if it’s working?Establish Benchmarks
Qualitative, Quantitative, Strategic and Tactical
Focus Marketing ObjectivePer Year, per quarter, per campaign, per
customerAre you
reaching those goals?Beating those benchmarks?Accomplishing marketing objectives?
Should I do it in-house?Train the employee on technologyChoose the right personEstablish a planHire the right coachMeet frequentlySign up for notificationsMonitor activity
…or outsource itPR FirmAd AgencySpecialized ConsultantMy “IT Guy”
Determine your needs and how you will use the technology to help you decide which is best.
Make INTEGRATION Priority #1Always remind your customers to “Like” and
“Follow” youIn Store MerchandisingANY Traditional MediaWebsiteEmail Marketing
WhyReduce Print CostsReduce Broadcast Budgets
Collect Email AddressesProvide incentives
Customer OffersEmployee bonuses
Use Strong, Segmented Customer Content to Drive DemandDoesn’t always have to be a discount
Target Effectively and SpecificallyProductSeasonFrequency of UseAge, Sex, Socioeconomic
Develop a PlanPlan content well in
advanceLearn how to use the
toolsInvolverWildfireFacebook Ads, Places,
DealsSearch.twitter.comShortstackConstant ContactHootsuiteTweetdeckTweetadder
• Decide which tool/application best fits the plan
• Decide how best to communicate the offer or idea to the consumer (develop the copy)
• Schedule• Execute• Measure
Kill Them With ContentWho are your heavy use consumers?What do THEY care aboutHow can your business make their
life easierWhy should they Care?Consider
CommunityFamilyFashionFood/HealthEnvironmental issues
Develop a profile of your high frequency customersGive them a name
EngageRemember it’s social
Facebook, You Tube = StickyTwitter = Passive listening/responseLinkedIn = B2B Direct Networking
Influencers and Brand EvangelistsIdentifyEncourageReward
Save MoneyGradually start to replace traditional
media usage with higher frequency Social Media, Email and Web-base advertising communications
Use Traditional (integrated) during high use seasons onlyPull non heavy users out of the market
during the high utilization seasons to capture share
Drive traffic to website and in-storeCollect email addresses
MeasureGo back to the benchmarkPay attention to the analytics
Tweak Content, Frequency and Style accordinglyMonitor
Web Traffic and email database growthProduct PatternsPiece typesOffer UsageStore Traffic#s of new customers
GrowIdentify Resources to
help you establish best practices for your businessMashableIndustry BlogsSocial ReportFlowtown
Pay attention because it’s changing all the time!
Thanks for your time! Any additional discussion,
questions? Kelli C. McLaughlin 413-695-6039 [email protected]: @kellimac4, @igrowmediaFacebook: http://www.facebook.com/iGrow