The 9 immutable laws of social media marketing
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9 Immutable Laws of Social Media Marketing Presented by James Gilbert, CEO October 5 th , 2011
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Transcript of The 9 immutable laws of social media marketing
9 Immutable Laws of Social Media Marketing
Presented by James Gilbert, CEOOctober 5th, 2011
Just who do you think I am?• 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
“What can I expect from Social Media?”
“What kind ROI will I get?” “I tried social media and gained No Customers!”
NoParadigms!
"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
Orientation (What these laws are really about!)
Translation? One Word...
Engagement!
Fulfill the DM Promise
of true 2 way
communications
Social Media Law # 1 • 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?
The Law of Engagement! • The goals of every social media
marketer... – Engage!– Draw them out!– Get them involved!– Tug at their heartstrings
– Tell a story!!!!– Create drama!!!!
Case Study – The Fresh Diet• About
The Fresh Diet
• Focus on Facebook
Level of effectiveness = 0
•November 2009:
94 fans
Level of effectiveness = 100
•December 2010:
24,195 likesThat’s a lot more than nutrisysem!
Level of effectiveness = 1,000
•October 2011:
66,000 likesThat’s a lot more than nutrisysem!
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.
Don’t be an info pusher!
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
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
How we got to 66K – the basics
• Call center• Collateral Material• Mailers• Email signatures• Email newsletters• Any place we can think of
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
Step 2 building engagement
• It started with a single contest.– Carbometer
• We now run contests every day of the week
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
Contest examples
• Plate your favorite meals
Contest examples
• Halloween costume contest
Contest examples
• Motivation poster contests
Contest examples
• Fresh Diet-ize a Beatles Lyric (in honor of John Lennon)
• Fresh Diet-ized Haiku
Contest examples• Video
contests
• This contest coined the phrase, “the fresh diet delivery fairies?
Contest examples
• Ultra secret contests– My excuse
to give away food
• Any old contests– Banner ad
Contests Recipe winner
Any Excuse for a contest
Social Media Law # 2 • 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.
Building Traffic – Fans and Likes
Ad.ly network allows you to buy paid tweets from celebrities
Gained 400 fans in one day
Building Traffic – Fans and Likes
Tie ins with other sites drove major traffic and likes
We did this one in conjunction with a freebie every day.
Building Traffic – Fans and Likes
Tie ins with other sites drove major traffic and likes
We did this one in conjunction with a freebie every day.
Building Traffic – Fans and Likes
Paid tweets from Heidi Montag promoting a contest drove fans and contest entries
Building Traffic – Fans and Likes
Using the @ sign drives traffic
This post ran on TFD and Holly Madison’s FB page at the same time
Social Media Law # 3 • 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.
Engagement, our customer take over
In a social media driven world – people buy from their peers!
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.
Customers take over
Fresh never frozen
Social Media Law # 4 • The exponential search factor. – Social media increases your search engine
rankings, and when combined with your website drives additional traffic via organic search.
Social Media Law # 5 • 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.
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
Facebook as a Customer Service tool
When issues come up we must address them with speed, agility and accuracy, otherwise we will get skewered
Facebook as a Customer Service tool
When issues come up we must address them with speed, agility and accuracy, otherwise we will get skewered
We took a beating due to the snow in the NE
Social Media Law # 6 • 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.
The days of “big anonymous
corp.” are over!
Bio’s of our
employees bring
customers closer to
the company
Build involvement and trust
Be Transparent
Go behind the scenes
Bringing our customers closer
Image done by one of our customers of our CEO Zalmi Duchman.
He is officially Zman or Zuperman to our fans
Again, we do a lot of video
Social Media Law # 7 • 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.
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)
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
Build involvement and trust
Give to get – Random Freebies
Social Media Law # 8 • 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.
Rep is everything
Rep is everything
Social Media Law # 9 • The time spent factor. – Customers are not always ready to buy. – Social media’s eight other immutable laws
prepares customers over time.
Social Media Law # 9 • 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!
Get a copy…
• Drop me a business card and I will send you a copy of this preso!
– Feel free to pass it along too!
