Customer connection 2.0 Super Zoo 2011

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Customer Connection 2.0 Social Media Trends for 2012 and beyond

Super Zoo Super Zoo Super Zoo Super Zoo September 14-15, 2011

Creative Business Consulting Group www.cbc-group.net

How Are Organizations Integrating Social Media Into Their Marketing Strategies?

• Garner Buy-in

• Determine Overall Strategy

• Developing Corporate Policy

• Educating Employees

• Monitoring Results

Source: MarketingProfs

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What Are Organizations Using Social Media For Primarily?

43.9% of Marketers Say They Have a

Defined Social Media Strategy


What Do Organizations Anticipate Will Be Their Greatest Challenge With Social Media?

44.6 % Time And Resources

33.1% Demonstrating ROI

12.8% Differentiating From Competitors

5.5% Lack of Knowledge/Skills

Source: 2010 Social Media Marketing Survey, R2Integrated

How Will Your Business Plan For Success In 2012?

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How Do Organizations Measure Success Using Social Media?

• 27.7% Website Traffic From Social Media Links

• 24.7% Engagements/Conversations About Your Brand

• 20.9% Fans/Followers Acquisition

• 18.9% Track Leads

Source: 2010 Social Media Marketing Survey, R2Integrated

36% Of Companies Say They Have Been Able To Make A Conversion From Initial Connection To Sale Via Social Channels


We Are Becoming A Culture Of Sharing

Expect More Consumers To Become Curators: Broadcasting,

Compiling, Commenting, Sharing And Recommending Content,

Products, Purchases, And Experiences To Friends And Beyond

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Walls Are Becoming Malls; Consumers Are Getting Turned Off Of Brand Blabbing@


@And Turning To Friends For A Trusted Source Of Information On Products and Services

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6 Key Emerging Trends In Social Media For 2012

1. Consumer Content Creation

2. Niche Location

3. Group Purchasing

4. Integrating Social Functions

5. Social Gaming

6. Mobile Marketing


Social Tools and Trends for 2012: Consumer Content Curation

Are We In The Stream Will Be the #1

Question Of Brand Managers In 2012

Cadmus

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Consumers Are Increasing Their Degree of Participation; Moving From Watching to Curating

Degree of Participation


How To Apply Consumer Content Curation

� Create Compelling And Share Worthy Content

� Get Noticed, Get Liked

� Use Content Curators To Spread Information Regularly

� Brands Must Create Content That Gets Curated Into People’s Streams

� Legitimately Earn Your Way Into People’s Streams

Discerning Consumers Are Using Friend Lists To Pay Close Attention Only To

Their “Real” Friends, And Commenting On Or Sharing Only When Something Is

Really Juicy

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Consumer Content Curation Case Study; CBCG

• Client Of CBCG

• Positive Commentary On Experience

• 2,036 Fans Reached Who CBCG Could Not Communicate With Normally

• Authentic Promotion


Social Tools and Trends for 2012: Niche Location

• Location Based Marketing Services (LBS) Get More Narrowly Focused

• Consumers Are More Likely To Use If:

1. Specific Value Returned

2. Less Of A Feeling Of “Big Brother” Broadcast To All

2011 The Year Of Location

@.2012 The Year Of Niche Location

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How To Apply Niche Location

• Foursquare – Location Based Mobile Social Network And Checking Application

• Services Like Shopkick – Provides Awards (Kickbucks) For Simply Visiting A Store Location With A Smartphone

• Geo-location Messaging Technology Like Xtify


Social Tools and Trends for 2012: Group Purchasing

• There Are Over 80 Group Buying Sites

• Groupon – 21M Subscribers

Source: USA Today – June 2010, Groupon.com

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How To Apply Group Purchasing

• Create A Compelling Offer: Goal Is To Create Satisfied Customers Who Will Return Again

• Prepare Your Staff With Appropriate Sales Training Techniques To Increase Sale

• Consider Capping The Number Of Sales

• Forecast Demand And Get Prepared For The Onslaught

• Collect Contact Information When Customers Redeem

Source: Inc. April 1, 2010

• Run The Numbers; Does This Work For Your Business Model?

� Groupon Can Take Up To 50% Of Revenues –Payments delivered over 2- 3 Months


Group Purchasing Case Study:Big Picture Framing Boston, MA

• $100 Worth Of Custom Framing For $45 Groupon

• 2,412 Groupons Sold

• $108K In Revenue For Big Picture From Groupon Activity

• 240 Groupon Redeemed in 30 Days

• Total Store Sales Were Up 28% In Month Of Groupon

Source: Business Insider, December 14, 2010

““““We ran this Groupon during our biggest sale month and exceeded sales by 28%. December was even better. We did 31% more than last year.”

Barry Stahl, Owner Big PictureBarry Stahl, Owner Big PictureBarry Stahl, Owner Big PictureBarry Stahl, Owner Big Picture

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Social Tools and Trends for 2012: Integrating Social Functions Makes Websites Fashionable


How To Apply Social Functions To A Website

• Use Both Strategy And Good Taste To Garner Attention

• To Design A Good Call-to-action Social Media Icon/Link Think About Its Positioning, Its Color, Approach, Style, Size, Everything

Remember: Get The Attention Of Your Viewers To The Social Side Of Your Website Without Distracting Viewers From Content

Source: webdesignledger.com

A Good Social Media Link Is One That You Have No Trouble Finding And When You Find It, You Like What You See

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Integrating Social Functions Case Study


Social Tools and Trends for 2012: Social Gaming

• Zynga Is The Largest Social Gaming Platform on the Internet

• Big Brands Are Integrating Gaming With Existing Social Media Platforms

• Creating Their Own Gaming Structures For Consumers

• Goal: Advance Best Customers Preferred Status, Obtain Coupons And Freebies

56 Million Americans Are Playing Social Games And That The

Branded Virtual Goods Market Is Booming

Source: Mashable.com

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Social Gaming Case Study; 7 Eleven in Farmville

Source: Mashable.com

• 7-Eleven Tying Products Like Iced Coffee And Slurpees With Farmville Games

• When A Customer Bought A Promoted Product, He Or She Was Directed To Perform A Task In The Game To Unlock A 7-Eleven Virtual Good

• Ran In 7,000 Stores For Six Weeks

• More Than 3 Million Codes Were Redeemed, And Water Had A 60% Redemption Rate


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Why Mobile Marketing For Your Small Business?

Source: Altimeter

• There Are Twice As Many Cell Phones In Use Today As There Are TV’s

• Text Messages Have A 98% Open Rate Vs. Email Which Opens At 22%

• Mobile Payment Providers Making Paying For Goods and Services And Taking Payments Much Easier Today

• Users Have Unlimited Text Programs Making Mobile Marketing Reach More Effective and Affordable

• You Can Outsource Your Mobile Campaigns To Marketing Professionals


CBCG Is Here To Help If You Need It

Lynn Switanowski-Barrett is the Founder and President of Creative Business Consulting Group, (CBCG) a Boston based Retail Consulting firm.

CBCG Helps Retailers Understand:

•Business Opportunities Created By Using Social Media•How to Create Marketing Programs That Engage Customers•The Cost Saving Benefits Of Using Social Media•How to Create A Social Media Strategy for Your Business

Call Us Today And Learn More About How Your Business

Can Benefit By Using Social Media

617 – 437- 9191

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