Do More with Less - SOCIAL MEDIA Marketing

Lets DO MORE WITH LESSSOCIAL MEDIA MARKETING

INTEGRATED MARKETING APPROACH

FOR AN OFFLINE RETAILERS

What is Social Media Marketing

SMM is about

Using customer connect

To Generate Word of Mouth

And then translate this into Sales

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We need

THE

Real customer Connect

On Social Media.

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Unfortunately

In our CASE

THIS IS MISSING

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My Initial Focus

To Automate SMM

Not Possible in absence of connect

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DO MORE

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So Now its more about

Developing

Customer Connect

By setting

Lead Nurturing Customer Engagement

Models

Floor Management

Inventory

Footfalls

SALESDO MORE

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Is Squeezing every possible value from these

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Lead Nurturing

Customer Engagement

Models

Increasing Basket size / order size

Increase in conversation rates

Squeezing value means we need to

emphasize on:

Increase in Repeats from the

converted customers

Calling past Non-converted

footfall to visit again

Funnel in Broader Sense

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Our Funnel: Footfall to conversion

Billing

Trials

Walk-insDropouts / No Engagement Activity

Dropouts / No Engagement Activity

Retaining attempts only SMS

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Value of Leakage =

The fixed cost of the store

no. of walk ins

Non converted

Walk Ins

Desired Funnel:

Footfall Engagement Conversion

Conversion/ Sales

Trials

Walk-insDropouts /

Engagement and Follow up Mechanism

Dropouts /


Retaining attempts only SMS

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Trial Dos

WalkinDos

Trials

Walk-ins

Customer Engagement Model

[CEM]

Lead contact info /

Dropouts /


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Join our 50000+ happy customers and get

priority preview to our new collection

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Chance to be our store model

Drop your Mob. No.

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Chance to be a Model in our Fashion show

Drop your Mob. No.

BUILD an Engagement Calendar

In Stores

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Conversion /

Evangelist/

Both

50% to 80%Non

converted walk-ins

Why

Free messaging service WhatsApp is by far the most used service,

with 96 per cent of Emiratis, followed by 78 per cent using

Instagram and 62 per cent for Snapchat.

For residents, WhatsApp also came first at 97 per cent, Facebook at

93 per cent then YouTube at 75 per cent.

Facebook was one of least popular social media platforms among

Emiratis at 58 per cent.DO MORE

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30 January 2017

Reason # 2

Unlike Text Messages

THE SHOUT OUT IS FREE &

the easy Word of Mouth is phenomenal

advantage.

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So What’s

Execution the

Plan

Start Small

1

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Start with our DB

Retarget them on Text message

Engage them on WhatsApp / Instagram

By product Launches

Offers &

In store engagement activity.

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Start with our DB

Retarget them on Instagram

Engage them on Instagram Page

By product Launches

Offers &

In store engagement activity.

Unlimited Shout Outs

for Free

Social Shares by

Customers & not

followers

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Semi -Automate

the

online engagement process

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What does it cost ?

Cost is Marginal compared to our FC

Text Messages Retargeting

We Pick 3 Regional Stores & Do 2

Shoots/ Week

20k * 0.05= 1000 AED * 8times/mon =

AED 8000

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How do we measure the success?

Increase in Engagement (on SMM)

Increase in Repeat buys

Increase in Repeat footfall (difficult to

measure)

& Many more

- An Engaged Customer is always a better Advocate

Start In Store

Plug The Leak

2

Implement In Store Engagement Calendar

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IN STORE

ENGAGMENT

Footfalls

Paid to Free

Comm. Channel

Semi-Automated

Free Multimedia

Engagement

With

Product

Launches,

Offers etc.

Engagement Model

New

Customer

Creation

Repeat Footfalls

New Footfalls

Increased Mindshare

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Conclusion

Lets bring more customers

from our ongoing customers

- ASHISH S. JAJU

DO MORE

WITH LESS