Transcript
Page 1: 9 immutable Laws Of Social Media Marketing Presentation 2014 full version for Catalog University and Social Media Day Miami #SMDAYMIA 2014

The  Immutable  Laws  of    Social  Media  Marke8ng    2014    

(the  more  things  change,  the  more  they  stay  the  same)      

Presented  by  James  Gilbert,  CEO  May  14,  2014,  561-­‐302-­‐1719  

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Just  who  do  you  think  I  am?  •  30  +  year  history  in  DM  (old  school  >  new  school)  •  CEO,  Gilbert  Direct  Marke8ng,  Inc.  •  President,  Florida  DMA  •  Professor  Direct  Marke8ng  •  Author  Target  Marke8ng  Group  

•  Return  on  Intelligence  column  •  Guide  to  Social  Media    -­‐  Content  

@gilbertdirect  

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Just  who  do  you  think  I  am?  •  Above  all  -­‐  a  direct  marketer  •  Old  school  principles  applied  to  new  channels!  

• MARKETING  DISRUPTOR  •  HERETIC!  

@gilbertdirect  

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“What can I expect from Social Media?” “What kind ROI will I get?”

“I tried social media and gained "No Customers!”

Then…  

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“My posts are not getting any response” “What kind ROI will I get?”

“I tried social media and gained "No Customers!”

Now…  

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"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

Orienta8on    (What  these  laws  are  really  about!)  

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Customers  via  Social?    How?  

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Engagement!  

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Engagement    

Fulfills  the  DM  

Promise  of  true  2  way  

communica8ons  

Connect…  be  real!    Dialog!    Two  way  street!    

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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?  

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Social  Media  Law  #  1      •  But  first,  what  are  your  goals:  

–   Build  Authority,  Credibility?  –   Generate  leads?  –   Drive  ROI,  Sales?  –   Increase  Engagement?  (KEY  to  it  all)  –   More  8me  =    more  likely  to  buy!  

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• Reality:  social  has  changed!  

–   (but  we  s8ll  need  it  right?)  

Social  Media  Law  #  1      

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– Engagement  more  difficult  – Have  to  work  harder  to  “get  ‘er  done”  – Everybody  is  doing  it!  – More  message  cluQer  – Facebook  Algorithm  make  posts  more  relevant!  

• Kills  engagement  dead  in  reality  with  Edgerank.  

• Forces  paid  adver8sing  to  reach  hard  won  fans!      

 

Social  Media  Law  #  1      

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The  Law  of  Engagement!      •  The  goals  of  every  social  media  marketer  

STILL  ARE….    –  Engage!  –  Draw  them  out!  –  Get  them  involved!  –  Become  a  thought  leader!      –  Generate  Authority!  –  Tug  at  their  heartstrings  –  Tell  a  story!!!!  –  Create  drama!!!!  – But  now  we  have  to  be  even  smarter,  beher  and  more  engaging  

 

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The  Law  of  Engagement!      The  8  stages  of  engagement  

   

•  Brand  impression  •  Like  –  casual  listener  •  Like    -­‐  engages  •  Super  like  –  engages  oWen  •  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  

   

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The  Law  of  Engagement!      The  8  stages  of  engagement  

   • How  do  you  find  and  create  brand  advocates?      

•  Listen,  spend  8me  on  sites.    •  See  who  retweets,  shares,  likes  etc.  •  Make  contact!      •  Yes  make  contact  and  build  rela8onship!    

   

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The  Law  of  Engagement!      The  8  stages  of  engagement  

   

•  Brand  advocates  are  everywhere.  •  Carol!  •  Donna!  •  Josh!  •  Trevor!  •  Tina  •  Angel!  •  Its  about  the  real-­‐a8onship  to  your  social  people  and  brands.  

•  Became  my  friends!  Literally!        

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The  Law  of  Engagement!  Real-­‐a8onships    

 

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The  Law  of  Engagement!      THEN:  

The  nameless  faceless  corporate  en8ty    

NOW:  The  nameless  faceless  corporate  

social  media  pusher  

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•  Its  8me  to  throw  out  what  you  have  learned  about  social  media  and:  – Lose  the  tools:  

•  Forget  Hootsuite,  scheduled  posts,  and  other  tools  to  make  life  easier.    Get  back  down  in  the  trenches,  engage,  delight  and…  

• BUILD  RELATIONSHIPS!  •  Today  in  social  rela8onships  are  dying!        

The  Law  of  Engagement!      

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Case  Study  –  The  Fresh  Diet  •  About  The  Fresh  Diet  

•  Focus  on  rela8onship  building,  Community!  

•  Facebook  driver  

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FB  Good  news!  • Facebook  now  allows  contest  to  be  done  right  on  the  8meline!  – 3rd  party  apps  no  longer  needed  – Engaging  fans  easier  without  “middle-­‐man”  

– S8ll  some  confusing  rules  so  review  before  implemen8ng!  

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FB  Bad  news!  •  Facebook  “Edgerank”  algorithm  changing  against  business’s  – Spammy  posts  – Repeat  posts  – Emphasis  towards  friend  posts  vs  Biz  – FB  now  a  pay  for  play  biz  model!!!  

• Pay  to  build  fans  • Then  Pay  to  reach  them  

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Fresh  Diet  Growth…  

 

94  fans  24k  Likes  60K  likes  

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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.      

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Don’t  be  an  info            pusher!  

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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  

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How  we  got  there  –  Goals!  

•  Build  rela8onships  -­‐  Build  engagement  •  Speak  in  a  real  voice  •  Develop  trust  • Give  to  get  world  (FREEBIES)  •  Time  spent  on  site  =  engagement  •  Engagement    =  Sales  •  Sales  +  Engagement  =  Advocacy  •  I  tease  people,  draw  them  out,  call  them  out,  etc  

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How  we  got  to  66K  –  the  basics  

•  Call  center  •  Collateral  Material  •  Mailers  •  Email  signatures  •  Email  newsleQers  •  Any  place  we  can  think  of  

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How  did  we  get  there?  Facebook  ads    •  Can  be  hit  or  miss,  but  test!  •  Effec8ve  in  driving  targeted  traffic  •  Targe8ng  beQer  but  s8ll  needs  work  •  Boost  Posts  •  FB  now  forcing  business’s  to  pay!  •  Some  controversy  about  REAL  Likes  

•  Side  note:  Retarge8ng!  Remarke8ng!  

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Step  2  building  engagement  

•  Back  in  the  day…  •  It  started  with  a  single  contest.  

– Carbometer    

•  Ran  contests  every  day  of  the  week  

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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  

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Contest  examples  

•  Plate  your  favorite  meals  

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Contest  examples  

•  Halloween  costume  contest  

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Contest  examples  

•  Mo8va8on  poster  contests  

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Contest  examples  •  Fresh  Diet-­‐ize  a  Beatles  Lyric  (in  honor  of  John  Lennon)  –  Imagine  – Video    – Viral!  

•  Fresh  Diet-­‐ized  Haiku  

 

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Contest  examples  •  Video  

contests  

•  This  contest  coined  the  phrase,  “the  fresh  diet  delivery  fairies?  

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Contests  Recipe  winner  

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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.  

–  Catalog,  DM,  LTV  Concept  

–  Cross  Promote  

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We  do  a  lot  of  video  

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YouTube  fun  and  rela8onship  building  

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Building  Traffic  –  Fans  and  Likes  

Ad.ly  network  allows  you  to  buy  paid  tweets  from  celebri8es    Gained  400  fans  in  one  day  

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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.  

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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.  

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Building  Traffic  –  Fans  and  Likes  

Paid  tweets  from  Heidi  Montag  promo8ng  a  contest  drove  fans  and  contest  entries  

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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  

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Social  Media  Law    #  3      •  Brand  +  8me  +  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.  

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Social  Media  Law    #  3      

• Brand  +  8me  +  channels  =  advocates.    – How  is  it  done?  – Content  is  king!!!  

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Cross  pollinate  content  

•  Blog  as  center  of  universe!  

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Amplify  your  content  across  channels  

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Forget  ABC’s    

A  B  P  is  the  new  model  

Always  Be  Promo8ng  

Electric  slide!  

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Need  content?  

•  Wrap  yourself  around  an  issue  or  a  topic  

•  Make  it  your  own  

•  Provoke!  

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Need  content?  

• Or  just  share  other  people’s  content  and  add  your  opinion!  

• Make  the  issue  your  own!  • Be  a  curator  of  content!  

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Become  a  thought  leader!  

• Linkedin  publishing  plaporm  

• Groups  (social,  DM  Q&A)  • Tweet  (yours,  others)  

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Become  a  thought  leader!  

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Become  a  thought  leader!  

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Become  a  thought  leader!  

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My  take  on  content  • B2B  social,  Blog,  Linkedin  Key!  • Become  a  thought  leader  • Always  be  promo8ng  • Amplify  and  share.  • Create  share  worthy  content    

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Social  Media  Law    #  3      

• Content  ideas  for  you…  

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Tips  for  success…  •  Use  #hashtags  •  Tag  others  in  posts  (business’s,  people)  •  Pictures  and  graphics  a  must  •  Video!  (that’s  a  whole  other  presenta8on)  •  Create  events  (FB,  G+)  •  Create  and  amplify  a  call  in,  webinar  •  Linkedin  Publishing  

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Social  Media  Law    #  3      

Info  pusher?  

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Social  Media  Law    #  3      

Likers?    Sharers?    Are  they  your  next  advocates?    (or  are  they  ringers)  

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Social  Media  Law    #  3      These  are  beQer  –  getng  a  liQle  engagement  started…  

 

But  where  is  the  video?  

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More  content  examples  Glassesshop.com  

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More  content  examples  Glassesshop.com  

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More  content  examples  Glassesshop.com  

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More  content  examples  MegaMotorMadness.com  

 Over  promo8onal  kills  pages  dead!  (like/talking)  

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More  content  examples  MegaMotorMadness.com  

 Fun  and  humor  save  the  day….   Tag  advocates  

to  amplify!  

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Excep8onal  vaca8ons  

 Happiness  rules…  

Here  are  your  brand  advocates….  

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Total  Bank  

•  Total  Bank  Social?  

•  But  I  did  find  this  when  I  searched  

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Upfront  Foods  (sharing  tools,  elements  in  place  up  top)  

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Upfront  Foods   YouTube?    

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Real  voice,  hashtags,  tag  others.    Behind  the  scenes,  real  company  

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Upfront  Foods  

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Upfront  Foods  

Images,  engaging  tweets,  rela8onship  building,  tagging,  a  real  voice…  real  deal!  

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Excellent  use  of  new  TwiQer  image.    Can  also  use  Pinned  posts.  

Connect  more.    Promote  less.      Reach  out  to  like  minded  individuals    

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Cuddledown    Use  more  picture  posts.        Less  Sales  messaging.      Goal  =  connect!  

Connect  more.    Promote  less.      Reach  out  to  like  minded  individuals    

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American  Tin.    Excellent  imagery,  contests,  Pinterest!  

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Tags,  Comments,  images,  Shares,  Contests.    Provoke  more.    Ask  Ques8ons.  Behind  Scenes      

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G+  Images,  original  content.    Increase  followers  by  connec8ng  and  promo8ng,  Signals!  

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Pushing  info.    Connect  with  contractors,  decorators,  etc  to  amplify  message…  

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Great  vids.    More  behind  scenes.    Brand  people.    How  To!    In  home  vids  

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Lots  of  White,  more  real  estate  available.    Get  Social  up  top!  

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Connect  with  groups  (Create  your  own),  health  pros,  diet  groups,  etc  

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Image  can  be  beQer.    Doesn’t  connect  to  audience.    Engage.    Speak.    Great  posts  though!  

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Home  Wet  Bar  Blog.    Great  content.    Fun  stuff  for  audience.    BeQer  imagery!      

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Move  social  Icons  up  (same  with  email)  

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Great  content,  but  get  people  talking.    Pic  contests.    Behind  scenes,  provoke.  

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Social  Media  Law    #  4      •  The  exponen8al  search  factor.    

– Social  media  increases  your  search  engine  rankings,  and  when  combined  with  your  website  drives  addi8onal  traffic  via  organic  search.  

– Google+  is  a  must  – Increases  search  rankings  – Sends  social  signals  back  to  Google  

• (you  need  those)  

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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.  

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Facebook  as  a  customer  service  tool  

•   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  – When  issues  come  up  we  must  address  them  with  speed,  agility  and  accuracy,  otherwise  we  will  get  skewered  

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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.  

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The  days  of  “big  

anonymous  corp.”  are  over!  

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Bio’s  of  our  

employees  bring  

customers  closer  to  

the  company  

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Build  involvement  and  trust  

Be  Transparent    Go  behind  the  scenes  

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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  

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Again,  we  do  a  lot  of  video  

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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.  

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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)  

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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  

 

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Build  involvement  and  trust  

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Give  to  get  –  Random  Freebies  

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Social  Media  Law    #  8      •  The  online  reputa8on  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.  

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Rep  is  everything  

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Social  Media  Law    #  9      •  The  8me  spent  factor.    

– Customers  are  not  always  ready  to  buy.      – Social  media’s  eight  other  immutable  laws  prepares  customers  over  8me.    

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Social  Media  Law  #  9      • Engagement  +  8me  +  trust  =  

revenue.    – When  we  run  sales  on  FB  sales  come!  – Use  promo  codes  to  track  – Google  Analy8cs  – Bit.ly  links  – Customers  do  the  selling  for  us.  

•  Must  try  this!  

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Thank  You!  How  to  reach  Jim  

[email protected]    561-­‐302-­‐1719    

 

Website:  hQp://gilbertdirectmarke8ng.com    Retail  Online  Integra8on  blog:

hQp://www.retailonlineintegra8on.com/channel/return-­‐intelligence    Linkedin:  hQp://www.linkedin.com/in/jimwgilbert/    

TwiQer:  hQps://twiQer.com/gilbertdirect