The 9 immutable laws of social media marketing

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Transcript of The 9 immutable laws of social media marketing

  • 1.Presented by James Gilbert, CEO October 5th, 2011

2. 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 3. NoParadigms! 4. "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 5. The deeper the level ofengagement, the deeper thetrust/bond with your company! Nothing happens without engagement! How engaged are your social media fans? 6. The goals of every social mediamarketer... Engage! Draw them out! Get them involved! Tug at their heartstrings Tell a story!!!! Create drama!!!! 7. AboutTheFreshDiet Focus onFacebook 8. Level of effectiveness = 0November 2009: 94 fans 9. Level of effectiveness = 100December 2010: 24,195 likesThats a lot more thannutrisysem! 10. Level of effectiveness = 1,000October 2011: 66,000 likes Thats a lot more than nutrisysem! 11. 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 checkus out on FB daily. 12. How we got there Goals! Main goal! Put a human face on the nameless facelesscorporate entity Distinguish ourselves from big corps We are real people, promoting a healthylifestyle People respond to real 13. 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 14. How we got to 66K the basics Call center Collateral Material Mailers Email signatures Email newsletters Any place we can think of 15. 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 16. Step 2 building engagement It started with a single contest. Carbometer We now run contests every day of the week 17. Contests mean to us A way to seed the market with food A way to have people come back and givepositive feedback An engagement tool Fun draws people out 18. Contest examples Plate yourfavorite meals 19. Contest examples Halloween costumecontest 20. Contest examples Motivationpostercontests 21. Contest examples Fresh Diet-ize a Beatles Lyric (in honor of JohnLennon) Fresh Diet-ized Haiku 22. Contest examples Videocontests Thiscontestcoined thephrase,the freshdietdeliveryfairies? 23. Contest examples Ultra secretcontests My excuseto giveaway food Any oldcontests Banner ad 24. Contests Recipe winner 25. Any Excuse for a contest 26. 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. 27. Building Traffic Fans and networkallows you to buypaid tweets fromcelebritiesGained 400 fansin one day 28. Building Traffic Fans and LikesTie ins with othersites drove majortraffic and likesWe did this one inconjunction witha freebie everyday. 29. Building Traffic Fans and LikesTie ins with othersites drove majortraffic and likesWe did this one inconjunction witha freebie everyday. 30. Building Traffic Fans and LikesPaid tweets fromHeidi Montagpromoting acontest drovefans and contestentries 31. Building Traffic Fans and LikesUsing the @ signdrives trafficThis post ran onTFD and HollyMadisons FBpage at the sametime 32. Brand + time + channels = advocates. Consumers spending time in multi channelsbreeds customers more likely to become brandadvocates and influencers. This is the new multichannel marketing model forthe 21st century. Social media creates brand advocates and turnspeers into your best salespeople. 33. Engagement, our customer take overIn a social media driven world people buy from their peers! 34. Engagement our customers take over In Orlando Customers ran contests, promoted specialsanswered CS Qs Our customers would walk through fire due tothe trust we have built. We ask people from FB to do interviews, showup at events, etc even be on TV. 35. Customers take overFresh neverfrozen 36. The exponential search factor. Social media increases your search enginerankings, and when combined with your websitedrives additional traffic via organic search. 37. The new-fangled customer servicefactor. Consumers choose their contact preferences. Brands not having multiple channels for customerservice risk losing customers. Consumers expect instant gratification and socialmedia delivers. 38. Facebook as a customer service tool Our Sales and CS people inhabit our page Customer service is no longer limited to thecall center!!! When questions get asked, we answer ASAP Speed and agility in a social media world If we dont answer fast enough, we get grief 39. Facebook as a Customer Service toolWhen issues come upwe must address themwith speed, agility andaccuracy, otherwise wewill get skewered 40. Facebook as a Customer Service toolWhen issues come upwe must address themwith speed, agility andaccuracy, otherwise wewill get skeweredWe took a beating dueto the snow in the NE 41. The behind the scenes factor. People dont buy from brands - they buy frompeople. Social media puts a human face on the facelesscorporate entity. The biggest opportunity around social media is toallow people to connect with your employees aspeers. 42. Bios ofouremployees bringcustomers closer tothe company 43. Build involvement and trustBe TransparentGo behind thescenes 44. Bringing our customers closerImage done by one ofour customers of ourCEO Zalmi Duchman.He is officially Zman orZuperman to our fans 45. Again, we do a lot of video 46. Trust is the new black. The aforementioned laws allow consumers tobuild or rebuild trust if done correctly. Social media harkens back to the days of thecorner store where consumers and brands had acordial relationship. Social media builds relationships over time. 47. 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) 48. 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 areenormous People are always promoting us to our friends Another way we seed the market and drivepositive reviews 49. Build involvement and trust 50. Give to get Random Freebies 51. The online reputation factor. Whether you like it or not consumers are talkingabout your brand. Social media is the great neutralizer. It allows your company to seek out negatives andturn them into positives via reputationmanagement and communications. 52. The time spent factor. Customers are not always ready to buy. Social medias eight other immutable lawsprepares customers over time. 53. 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! 54. Drop me a business card and I willsend you a copy of this preso! Feel free to pass it along too! 55. Thank You!How to reach [email protected] @gilbertdirect561-302-1719Dont forget linked in!