6 Principles You Need to Know Before Taking the Social Plunge (and introducing 1to1toEveryone)
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Six Principles You Need to Know Before Taking the Social Plunge Presented by: Mike Friedman, Darden Restaurants Jeff Hilimire, Engauge 1
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This is a presentation that Mike Friedman (Darden Restaurants) and I gave at Digital Marketing Days (DMA) in NY on June 16th, 2010. It talks about overcoming the major obstacles that stop marketers from embracing social media, and it introduces the concept of 1to1toEveryone.
Transcript of 6 Principles You Need to Know Before Taking the Social Plunge (and introducing 1to1toEveryone)
Six Principles You Need to KnowBefore Taking the Social Plunge
Presented by:Mike Friedman, Darden RestaurantsJeff Hilimire, Engauge
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1to1toEveryone - the future of marketing
The six principles you need to get started in social media
• Don’t listen to your customers• Analytics is killing social• Ready, fire, aim• Test, refine, and test again• Arm your customers with social• Don’t try to have a relationship with your customers if...
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Today’s agenda
Mike FriedmanDirector Interac1ve Marke1ng
a little about us• World’s largest full service restaurant company
• Over 1700 corporately owned restaurants
• Loca1ons in United States and Canada
• Over 200,000 employees
• $5+ Billion in sales
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our approach
conservative
slow and steady
not always pretty
driven
Are you smarter than a 5-year old?
Introducing the marketing of the future:
1to1toEveryone
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Embrace this concept: YOU are the least credible personto be talking about YOUR company
Your Company
YourCustomer
The MOST credible personto be talking about your company
Time for an exercise:
# of Facebook Fans you have:
# of friends average Facebook user has:
Total reach of your Facebook Page:
130
12,000x
1,560,000
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Your goal is to create more fans, more passionate followers.
Every person you add to your Facebook user base = 130 more people
that can become customers and brand champions.
So how do you get started?
Don’t listen to your customers
Analytics is killing social
Ready, fire, aim
Test, refine, and test again
So how do you get started?
Don’t listen to your customers
Analytics is killing social
Ready, fire, aim
Test, refine, and test again
Arm your customers with social
Don’t try to have a relationship with your customers if...
These 4,000 fans are sure to impress LeBron
don’t(always) listen to your customers
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Will show vitual goods, news leNers, recipes,
anal
ytic
s is
kill
ing
soci
al
(fro
m ta
king
off
)
NRO Support: Seasons 52
ready.fire.aim.
Establishing Creden1als and Exper1se
• Develop rela1onship with prospec1ve guests through their passion and interest in wine
•Wine recommenda1ons and reviews
• Behind the scenes look• Educa1onal approach• Subtle TCG undertones
Establishing Creden1als and Exper1se
Test.Refine.Test.
arm your customers with social
Local Marke1ng: Bahama Breeze
Don’t try to engage and have a rela1onship if…
Budweiser spends $250M+ in mediaMille spends $200M+ in media
Avinash Kaushik spends ZEROContent is King
Questions?
Let’s continue the conversation at:
Jeff HilimireBlog: [email protected]: @jeffhilimire
Mike FriedmanDirector of Interactive [email protected]@miconmike
