People are the media:WHY THE GROCERY BUSINESS MUST GO SOCIAL

Eric Weaver | Tribal DDB28-JAN-2010

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Excess hype, overshare, pokes, "how well do you know me" quizzes and stalkers. Why would I use this for biz?

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“My marketing budget is slashed. And I keep hearing about social media. Is this a fad? Do these efforts actually work? The conversation seems so shallow. Who's got time to manage all this?”?

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THE SOCIAL INTERNET IS A

PROFOUND CHANGE

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350,000,000PEOPLE ON FACEBOOK

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67,000+PEOPLE JOIN LINKEDIN EVERY DAY

750,000+PEOPLE JOIN FACEBOOK EVERY DAY

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700,000+BUSINESSES ON FACEBOOK

5,300,000,000HANDRAISERS

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12,500,000CANADIANS ON FACEBOOKZINC RESEARCH

COUNTRY WITH THE SECOND HIGHEST PERCENTAGE OF USERS ON FACEBOOK

CANADAFACEBOOK

People ask me if their business should be using social media

◼ And I say, I don’t know, is there more business near the freeway?

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9:30 AM Jan 28 from PowerPoint

Outbound mktg is a $1TT machine. Each niche = a full industry. We're rewarded for storytelling/ intrusion/repetition. Unchanged in 150 yrs.

(?)

Back in the day

Limited product choice

Limited media channels

Longer brand interactions

Higher barriers to entry

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Customer shifts

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91%OF PEOPLE GLOBALLY WILL BUY FROM COMPANIES BASED ON TRUST

77%PEOPLE WHO REFUSE TO BUY FROM COMPANIES THEY DISTRUST

MARKETING OFTEN STUCK IN THE PAST

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$15K ON DIRECT MAIL = 200 NEW CUSTOMERS$7,500 ON OUTDOOR = 300 NEW CUSTOMERS$0 ON TWITTER = 1800 NEW CUSTOMERSBUSINESS GROWTH: $4MM -> $50MM IN 3 YRS

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2,000,000 IMPRESSIONS2,300 NEW ACCOUNTS$4,000,000 IN NEW DEPOSITS

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GROWING REVENUE IS NOT ABOUT TAGLINES, LOGOS, INTRUSION OR HANDWAVING. IT’S ABOUT USING YOUR MARKETING EFFORTS TO GAIN TRUST.

“YEAH YEAH YEAH. SOCIAL MEDIA BLAH

BLAH BLAH. STILL SEEMS LIKE

OVERSHARE AND EGO GRATIFICATION.”

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BOOMERS

All about propriety. Trained in formalities, don’t offend, guarded means safe, not so great with “random.” Suit & tie = trustworthy.

GENS X&Y

All about affinity. Formalities ignored, sharing means being found, tech is easy, life is random. Suit & tie = untrustworthy.

2010THE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE

PHOTO: FLICKR.COM/PHOTOS/KATINALYNN

THIS NEW MARKETING MEANS…

STILL NEED A BRAND!What’s your promise? Your unique value? Your primary differentiation? The benefits

you’ll always deliver?

NO MORE SET & FORGETDialogue requires feedback

mechanisms, time, effort and good conversational skillz

BE TRANSPARENTAbout everything except that which

must be kept secret

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“BUT I DON’T HAVE TIME FOR ONE MORE THING.”

Telemarketing, 1977

Computer-based graphic design, 1986

Email marketing, 1996

Web marketing, 1997

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OKAY, I GET THE WHY. NOW HOW DO I GET STARTED?

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1. START WITH A LISTENING PLATFORM

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54%COMPANIES THAT HAVE IMPLEMENTED SOCIAL MONITORING PLATFORMS

E-CONSULTANCY, SOCIAL MEDIA AND PR REPORT, NOVEMBER 200926

46%COMPANIES THAT HAVE NO IDEA

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2. CREATE SEARCH-FRIENDLY, USEFUL, DIGITAL CONTENT FOR THE END OF THE SEARCH

MAKE IT EASILY SHARED, EASILY DISCUSSED, AND EASY TO GIVE FEEDBACK ON

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BLOGS: LONG-FORM THOUGHT, INTELLECTUAL CAPITAL. CEO media/invstr relations; industry trends/insights; legislative impacts; recipes

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TWITTER: QUICK-BURST, SHORT-FORM THOUGHT. Crisis PR, timely insights, content alerts, community bldg, event notices, offers

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VIDEO: great for intensive learning, how-to vids, personality pieces, company storytelling, humor

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“THE BEST WEAPON AGAINST SOCIAL MEDIA FIRE IS SOCIAL MEDIA WATER.” – Ramon DeLeon, Domino’s Pizza

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AUDIO PODCASTS: great for distracted learning, storytelling, conversational thought leadership, testimonials, sensory experiences

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WIDGETS/APPS: PROVIDE CONTENT PORTABILITY. Get your content into more places; allow engagement w/o leaving venue; aggregate valuable content

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SOCIAL VENUES: GO WHERE YOUR PROSPECTS CONNECT & CHAT. Brand awareness, community/CSR discussions, loyalty programs, consumer feedback/trials/testing

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Integrated Traditional/Social Marketing Mix

AMAZONS T O R Y T E L L I N G

FACEBOOK FAN PAGE

SEO RECIPES

COMPANY BLOG (IP)

BRANDED SITE

EXTERNAL MKTG-MANAGED PRESENCE

EXTERNAL THIRD-PARTY SITE

TRADITIONAL MEDIA/PR

HELPFUL RESOURCES

COMMENTS

RETAIL

ONLINE SAMPLING

TOPICAL COMMUNITIES: IP, HELPFUL TIPS

PRINT

OUTDOOR

PRODUCT LAUNCH

MICROSITE

ONLINE

EVENTS

E-COMMERCE PARTNER

EXTERNAL BLOGS: IP, TIPS

YOUTUBE CHANNEL: STORYTELLING, IP

PR

SAMPLING PGMS

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3. REINFORCE TRUST

OPEN, HONEST DIALOGUE.TRANSPARENCY DEFAULT.CLEARLY STATED INTENTIONS.REAL HUMAN VOICES.

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4. ENABLE CUSTOMERS TO CO-CREATE YOUR OFFERINGS WITH YOU

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“I COULD HAVE JUST NAMED THIS THING THE VX150 OR ZI8. BUT I THOUGHT THAT THE PEOPLE WHO BUY THE PRODUCT SHOULD COME UP WITH SOMETHING MEANINGFUL TO THEM.” – JEFFREY HAYZLETT, KODAK

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66% PERCENTAGE OF BRAND TOUCHPOINTS NOW GENERATED BY CUSTOMERS

MCKINSEY QUARTERLY, JULY 2009

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SUMMARY

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CONSIDER YOUR LENS

THERE’S NO ENTRY POINT INTO A CONVERSATION IF YOU’RE NOT PRESENT

RESPECT TIME STARVATION

GIVE YOURSELF TIME

THANK YOU.me: twitter.com/weave company: tribalddb.caslides: slideshare.net/weave