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Best practices in how health and wellness can engage shoppers on Facebook
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©2010 Aisle7
Engage Shoppers with Facebook MarketingBill Schneider, Sr. Product Director, Aisle7
Ricardo Rabago, Social Media Specialist, PCC
©2010 Aisle7
About Us
Bill Schneider Sr. Product Director, Aisle7
Health and Wellness Marketing Company
http://www.linkedin.com/pub/bill-schneider/0/a6a/b32
Ricardo Rabago PCC Social Media Specialist Google Profile: http://www.google.com/profiles/rrabago
©2010 Aisle7
Topics Today
1. How Facebook is changing how we market
2. Best practices to engage consumers
3. Simple tips to grow a loyal following and influence purchase decisions
©2010 Aisle7
Why Facebook Marketing
It’s where shoppers are: • 1/3rd of US Population on
• 64% of all consumers online
• 50% log in on any given day
• Average user has 130 friends
• And contributes over 90 pieces of content a monthFacebook is the
“default” social community
©2010 Aisle7
Social Media on the Rise with Mom’s
©2010 Aisle7
Reasons Consumers Use Facebook
Source: Exact Target
©2010 Aisle7
Leverage the Facebook Social Graph
Facebook breeds discovery Intention is to be entertained and
connect, not search Through discovery, consumers
find brands they like 90% of people trust
recommendations from Facebook Friends (source: Nielsen)
• Endless connections = Viral Opportunities
©2010 Aisle7
Viral Metrics: Facebook and Twitter
Facebook is dominant for social sharing
78% share to Facebook Traffic from 1 million users
Twitter leads as traffic driver 19.08 clicks for every link FB 2.97 clicks
Source: Social Twist “Tell a Friend” Analytics
©2010 Aisle7
Reasons Why Consumers “Like” a Brand 40% to receive discounts and promotions 39% to show my support for the company to others 36% to get a “freebie” 34% to stay informed about the activities of the company 33% to get updates on future products 30% to get updates on upcoming sales 29% for fun or entertainment 25% to get access to exclusive content 22% someone recommended it to me 21% to learn more about the company 13% for education about company topics
Source: ExactTarget “Facebook X-Factors” 2010
70% of Consumers don’t believe a “Like” gives Brands license to market promotions to them…
©2010 Aisle7
Being “UnFanned” is only a Click Away
©2010 Aisle7
©2010 Aisle7
Creating a Sphere of Influence
Relevance
Authority
Trust
©2010 Aisle7
Consumers Looking for Answers
What are the “good” carbs?
What are probiotics?
Can I get all my vitamins through food?
What should I makeFor dinner tonight?
©2010 Aisle7
Health and Wellness Great Opportunity for Conversations
©2010 Aisle7
How Consumers Become Brand “Fans”
©2010 Aisle7
Create an Engagement Chain
Follow Your Brand
Participate in Conversations
Become a Fan
Recommend to a Friend
Increasing engagement
• Make it Easy for Customers to Take a First Step
• Break the Relationship Down into Micro-Actions
• Create the Funnel to Harness Consumer Energy
• Positive Actions Build on One Another
• Build Towards the Goal
• Become a Fan
• Share stories
• Download a Coupon
©2010 Aisle7
Establishing Point of View:Leverage Your Marketing Calendar
Calendar
November
Diabetes Prevention
December
Winter Wellness
January
New Year, New You
©2010 Aisle7
Provide Daily Inspiration:What’s for Dinner?
©2010 Aisle7
Engage Your Audience:Ask Questions that Support Your Marketing
Generate consumer advocacy
Drive traffic to the website
©2010 Aisle7
©2010 Aisle7
PCC Social Media Content Strategy? We Listen
Facebook Search Yahoo Pipes Twitter Local Search BackType Google Alerts Bit.ly Pro
Tools to Gather the Conversation
©2010 Aisle7
Engaging in Conversation
©2010 Aisle7
Wrap-Up
If you’re not on Facebook, start experimenting
Use Health and Wellness to establish a point of view
Focus on conversations and providing ideas, not just offers
Practice active listening