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9 Immutable Laws of Social Media Marke7ng
for 2013 (the more things change, the more they stay the same)
Presented by James Gilbert, CEO October 13th, 2013
Just who do you think I am? • 30 + year history in DM (old school > new school) • CEO, Gilbert Direct Marke7ng, Inc. • President, Florida DMA • Professor Direct Marke7ng • Author Target Marke7ng Group
• Return on Intelligence column • Guide to Social Media -‐ Content
@gilbertdirect
“What can I expect from Social Media?” “What kind ROI will I get?”
“I tried social media and gained "No Customers!”
"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
Orienta7on (What these laws are really about!)
Transla7on? One Word...
Engagement!
Fulfill the DM Promise
of true 2 way
communica8ons
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!!!!
The Law of Engagement! The 8 stages of engagement
• Brand impression • Like – casual listener • Like -‐ engages • Super like – engages oKen • Minor brand advocate – recommends brand • Super brand advocate – recommends brand and sells product! • Dislike – disgruntled like of advocate – goes away • Super dislike (engaged dislike) – goes away and talks about brand in a
nega8ve way • Goal move from 1 – 6 • Goal move back from 7 and 8 to 6
Case Study – The Fresh Diet • About The Fresh Diet
• Focus on Facebook
Good news! • Facebook now allows contest to be done right on the 7meline! – 3rd party apps no longer needed – Engaging fans easier without “middle-‐man”
– S8ll some confusing rules so review before implemen8ng!
Not So Good News! • FB, social glut • Engagement more difficult in 2013!
• But mom all the cool kids… • Ok back to the case study
Level of effec8veness = 0
• November 2009:
94 fans
Level of effec8veness = 100
• December 2010:
24,195 likes That’s a lot more than nutrisysem!
Level of effec8veness = ?
• Present:
66,000 likes Stagnant!
Building our brand via Facebook
• Our Facebook page is our calling card. • Many 8mes 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 en8ty
• Dis8nguish ourselves from big corps • We are real people, promo8ng a healthy lifestyle
• People respond to real
How we got there – Goals!
• Build rela8onships -‐ 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 newslegers • Any place we can think of
How did we get there? Facebook ads • Can be hit or miss, but test! • Effec8ve in driving targeted traffic • Targe8ng beger but s8ll needs work • FB rolling out beger targe8ng • Boost Posts • Retarge8ng! Remarke8ng!
Step 2 building engagement
• Back in the day… • It started with a single contest.
– Carbometer
• Ran 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 posi8ve feedback
• The Give to get!
• An engagement tool • Fun – draws people out
Contest examples
• Plate your favorite meals
Contest examples
• Halloween costume contest
Contest examples
• Mo8va8on 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 mul8ple engagement channels allows for consumer self selec8on of preferred channels.
– Being in the right social media channels based on your market increases channel interac8on.
We do a lot of video
YouTube fun and rela8onship building
Building Traffic – Fans and Likes
Ad.ly network allows you to buy paid tweets from celebri8es 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 conjunc8on 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 conjunc8on with a freebie every day.
Building Traffic – Fans and Likes
Paid tweets from Heidi Montag promo8ng 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 8me
Social Media Law # 3 • Brand + 7me + channels = advocates.
– Consumers spending 8me in mul8 channels breeds customers more likely to become brand advocates and influencers.
– This is the new mul8channel marke8ng 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 exponen7al search factor.
– Social media increases your search engine rankings, and when combined with your website drives addi8onal traffic via organic search.
Social Media Law # 5 • The new-‐fangled customer service
factor. – Consumers choose their contact preferences.
– Brands not having mul8ple channels for customer service risk losing customers.
– Consumers expect instant gra8fica8on 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 ques8ons 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 bea8ng 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 en8ty.
– 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 aforemen8oned 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 rela8onship.
– Social media builds rela8onships over 8me.
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 ques8ons, involve customers (bag, slogans)
Building Trust – Random Freebies
• Every day we give food away randomly on FB. • Other 8mes we just give it away for no reason • Is it expensive? Sure, but the rewards are enormous – People are always promo8ng us to our friends – Another way we seed the market and drive posi8ve reviews
Build involvement and trust
Give to get – Random Freebies
Social Media Law # 8 • The online reputa7on 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 nega8ves and turn them into posi8ves via reputa8on management and communica8ons.
Rep is everything
Rep is everything
Social Media Law # 9 • The 7me spent factor.
– Customers are not always ready to buy. – Social media’s eight other immutable laws prepares customers over 8me.
Social Media Law # 9 • Engagement + 7me + 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!
Thank You! How to reach me… [email protected] @gilbertdirect 561-‐302-‐1719
www.linkedin.com/in/jimwgilbert
