strategically leveraging social media
DESCRIPTION
How to use social media for business: A project for ComfortFeetShop.com by Instant eTraining Social Media Certificate Course Team9.TRANSCRIPT
xxx Social Media Certificate Course | Team9
Strategically Leveraging Social MediaA project for ComfortFeetShop.com
by Instant eTraining Social Media Certificate Course Team9
Katja Reuter, Maria-Rosa Moroso, Cynthia Glimpse, Bridgette Storms
Saturday, May 5, 2012
xxx Social Media Certificate Course | Team9
ComfortFeetShop is a growing online shoe retailer but ...
...it cannot be considered a “social business” that leverages social media to
develop its brand and increase revenue.
The Opportunity
Saturday, May 5, 2012
xxx Social Media Certificate Course | Team9
How can social media help?
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xxx Social Media Certificate Course | Team9
Increase Visibility &
Discoverability
Increase Brand Awareness & Improve Reputation
$IncreaseRevenue
Improve Search Ranking (Search Engine Optimization) Improve Customer
Service
Manage Reputation
Drive more People to the Website and Convert them into Customers
Strengthen Brand
Decrease costs
Saturday, May 5, 2012
xxx Social Media Certificate Course | Team9
Lets’ look at specific “pain points” and solutions...
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xxx Social Media Certificate Course | Team9
? Sub-optimal Search Ranking: Potential customers are 20-30% more likely to find one of ComfortFeetShop’s main competitors. (Ref. Search Grader, HubSpot)
Missed Profit Opportunity: Competitors generate 58-4,000 times more $ monthly, up to 4 MM of non-paid search traffic. (Ref. Marketing Grader, HubSpot)
$
Limited Customer Base: 60+% of current customers are 44+ of age. 10% are between 25 and 35. (Ref. Quantcast)
“Pain Points”
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xxx Social Media Certificate Course | Team9
Social media can help...
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xxx Social Media Certificate Course | Team9
Priority 1: ~50% time Priority 2: 40% time
ComfortFeetShop.com
ContentSharing &Ranking
News Feed
User-Generated
Content
ComfortFeetShop Website ComfortFeetShop Social Media Channels
Creating a “Digital Ecosystem”: Website + Social Media Platforms
Breaking Down Efforts
Ning
Xanga
WordpressTumblr
Scribd
Bebo
DeliciousPosterous
StumbleUpon
Slideshare
Foursquare
YouTube
Google+
Forums
Flickr
Digg
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xxx Social Media Certificate Course | Team9
Share content“Like”Comment
Updates of strategic importance shared on Twitter appear on individual LinkedIn pages of company leadership and inform their networks.(Automatic feed #in)
Share contentFollowReply & MentionRe-Tweet
Focus on tips, customer service, offers, industry-related news, trends, contests.
Recommended Channels & Focus
Focus on tips, offers, industry-related news and trends, contests, photos of employees (e.g., with their favorite shoes, funny themes).
Phase 1 - What You Can Do Now
Phase 1, Low-Effort
Phase 1
Phase 2
YouTube
Share contentSubscribe to related channels
Videos with CEO about vision and mission, employees present their favorite shoes and brands, expert perspectives, customer video competitions.
Foursquare
Integrate social, mobile and local.
Phase 1
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xxx Social Media Certificate Course | Team9
What could this look like?
Two examples...
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xxx Social Media Certificate Course | Team9
Exemplary Twitter Page
Using Pseudonym TheIdealShoe
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xxx Social Media Certificate Course | Team9
Exemplary Facebook Page
Using Pseudonym TheIdealShoe
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xxx Social Media Certificate Course | Team9
Improve Search Ranking
1. Include social “share buttons” on Website - enabling social shares.
2. Increase number of links back to ComfortFeetShop Website (e.g., self-linking in social conversations, widgets).
3. Optimize content with high-ranking keywords and key-phrases (e.g., online, shoes, cheap, comfortable - Ref. Google Insights, Google AdWords).
4. Include more engagement objects (e.g., ranking, reviewing, dynamic content, images, and videos for phase 2) - increasing amount of time visitors spend on ComfortFeetShop Website.
Phase 1 - What You Can Do Now
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xxx Social Media Certificate Course | Team9
Unmanaged Reputation & Potential Loss of Customers: 83% of online consumers change their purchase decision based on online reviews. (Ref. Cone)
“Pain Point”
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xxx Social Media Certificate Course | Team9
Improve Customer Service using Twitter
1. Listen & identify concerns and questions immediately and resolve them at low cost.
2. Offer advice, address concerns, answer customer questions.
3. Empower ComfortFeetShop employees to contribute.
4. Categorize conversations, e.g., #ComfortFeetShop.
5. Integrate social media with the whole business (e.g., marketing, customer service, sales)
6. Call out and reward employees & customers as “customer service stars of the month”.
Phase 1 - What You Can Do Now
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xxx Social Media Certificate Course | Team9
Increased Drop-Out Ratio: 11-41% fewer website visitors, and 8-33% fewer leads that become customers compared to competitors. (Ref. Marketing Grader, HubSpot)
“Pain Point”
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xxx Social Media Certificate Course | Team9
Empower the Community & Build Your Brand
1. Listen & regularly post useful content - positioning ComfortFeetShop as an expert and useful resource.
2. Enable ranking & reviewing on Website - increasing engagement.
You Voted Most Comfortable
3. Leverage social media content for ComfortFeetShop Website ( e.g., highlight social brand mentions = transparent brand tracking, community page).
4. Integrate social media activity with email marketing.
5. Provide widgets & badgets for users to collect and share on other sites (e.g., Shoe Size Converter, Explorer, Superstar)
Phase 2
Phase 1 - What You Can Do Now
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xxx Social Media Certificate Course | Team9
Build a ComfortFeetShop Social Media Team
1. Identify a community manager for each channel (e.g., Twitter, Facebook).
2. Provide social media training for ComfortFeetShop team
3. ComfortFeetShop CEO tweets to set an example for employees.
4. Encourage employees to tweet with the goal to keep the company’s profile high and humanize the folks behind the shoe sales. Employees tweet about what they are doing at work and about interesting resources on and off the ComfortFeetShop site.
5. Provide ComfortFeetShop social policy & guidelines (e.g., how to respond to complaints).
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What to talk about?
1. Use an Editorial Calendar to coordinate longer-term content ideas:
EventsHolidays Tips/Resources Best comfortable and cheap brandsNew productsQuestionsOffers, specialsContests/competitions
2. Use Listening Tools (e.g., Google Alerts) to identify current content ideas:
News & TrendsTipsConversations
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Daily, 30-Minute Social Media Plan
5 min - Research: Enlist a social media monitoring platform (e.g., Hootsuite, SproutSocial) to listen to what consumers are saying about your brand and industry-related trends. Use free tools like Google Alerts to identify news, trends, and conversations in your industry.
10 min - Content Creation: Great content truly adds value to the audience and online conversation. Could be anything–blogs, articles, e-Books, videos, podcasts, photos, presentations, etc. Sites & tools: Wordpress, Blogger, Live Journal, YouTube, blip.tv, BlogTalkRadio, Flickr, Associated Content and Yelp.
5 min- Sharing: Share the best content you find & share the content you create. 80/20 rule: Spend 80 percent of your time on the social Web interacting and 20 percent of your time self-promoting.
10 min - Discussing/community building: Reach out to new connections, interact, answer questions, send Facebook friend or like requests. Put a poll on your website and ask people on Twitter to participate in it.
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xxx Social Media Certificate Course | Team9
Maximizing ImpactIntegrating Social Media Activity with the Real World
Three examples...
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1. Highlight activity & community engagement on Twitter in stores. Use “VisibleTweets”, a free tool. (http://visibletweets.com)
WIN FREEPair of Shoes
Retweet to enter
2. Create real-world campaigns (e.g., signage to incentivize engagement on social media channels).
3. Integrate social, mobile and local using Foursquare (social business application) - “Check in and get 20% off your purchase!” Each check-in awards the user points and sometimes "badges".
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xxx Social Media Certificate Course | Team9
Measuring Your Success & Reporting Back?
Did you reduce costs?
Reduced number of inbound calls
Capitalized on low-cost social ads
Did you increase revenue?
Increased direct sales from referral traffic
Reduced amount of missed sales
How many people did talk about You in a positive way?
Increased number of content shares, mentions, and re-tweets, positive reviews
Sentiment: Reducednumber of negative reviews
Did you improve search ranking?
Increased amount of time spent on site
Increased search traffic and improved search ranking
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xxx Social Media Certificate Course | Team9
Social media can help ComfortFeetShop to...
...increase reach, reduce costs, and increase revenue.
The Opportunity
Saturday, May 5, 2012
xxx Social Media Certificate Course | Team9
Thanks to... Bob Tripathi, Founder & Chief Marketer at Instant E-Training
Lisa Buyer, President and CEO at The Buyer Group
Instant E-Training team
Saturday, May 5, 2012