This is only a test.

Learning to let go to succeed in social media marketing

Sept 2011 Jan 2012 Q2 2012

A typical fan post

A typical blog post

Staying relevant

Two-way communication

Expanding our universe

Zeolots

Any old person you’d find shopping at Best Buy

Performance-driven folks

Frustrated sleepers

How we listened

• Competitive messaging review• Customer survey• Customer polls• Interviews• Social channels• Search terms and keywords

Surprise, surprise!

Fragmented customer needs:• Quantified selfers• Frustrated sleepers• Self-improvers (Performance-driven)• Gadget heads• Everybody else

Test. Test. Test!

• Facebook Ads• Mainstream sweepstakes• Partner promotions• Multiple social faces• Mommy-blogger outreach/giveaways• Blog posts• Invitations to trial

Facebook Ads

Fail

Broad-reaching “like” targeting

Moderate Wins

Like-product fan targeting

Relevant affiliation targeting

Sweepstakes

• Best Buy Shopping Spree– $500 grand prize– 3 week promotion– Email/website/Social channels– .7% conversion rate

Sweepstakes

• 12 Days of Fitness– Daily prizes/Grand Prize– 12-day promotion– Website/Partners/Social– 8% conversion rate– CPA on target

Recommendation: Repeat!

Multiple Social Faces

• Zeo4BetterU– For women– Softer message– Health/Well-being– New partners– Giveaways

Recommendation: Repeat!

Mommy blogger outreach

• Outreach with a reader giveaway• 10% blogger uptake rate• 16% fan conversion• CPA 7x target

Zeo Challenge

Today’s blog post

Going forward

• Stay relevant• Segment and target• Listen • TEST• Lather, Rinse, Repeat