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P a u l A l b r i g h t │ S e n i o r S o c i a l M e d i a M a r k e t i n g M a n a g e r │ S a f e w a y
Safeway proprietary and confidential
Keeping Executives Interested (and Invested) in Social Media - Through Data
#Datarespect
Safeway proprietary and confidential
Overview
• Introduction • Social Media is the only media
• Metrics have evolved
• Three approaches
• Campaign examples
#Datarespect
Safeway proprietary and confidential
From PR to Brand to Digital Marketing
Focused on researching, creating and sharing memorable brand stories to measurably influence behavior.
PR/COMMUNICATIONS BRAND MARKETING DIGITAL MARKETING
Safeway proprietary and confidential 5
“Social Media is the Only Media”
• More and more evidence to support the statement • Brands are effectively reaching consumers through
genuine interactions
• CMO’s are channeling more dollars to social – but are they?
• Social is still having to prove itself
• Data lights the path to the dollar
• #Datarespect
Safeway proprietary and confidential
Measurement Has Evolved
• Social Media measurement has matured, priorities changed
2008 2015
Business Impact
Reach, Engagement
#Datarespect
Safeway proprietary and confidential
Approach 1 – I Will Change for You
• Identify DM team KPIs and make them work for social • If reach, use impressions • If TRP, tout frequency • If loyalty, showcase community size and engagement
• Tell them what they want to hear • Swallow pride • It’s not marketing, it’s survival – can’t beat ‘em, join ‘em
• Results: Low performance, lots of disclaimers
#Datarespect
Safeway proprietary and confidential
Approach 2 – Make Them Understand
• Teach execs what PTAT is and why fan count doesn’t matter
• Schedule roadshows and force-feed colleagues performance results
• Build guardrails and enforce rules • Reiterate how Social Media is different/unique • Social ROI isn’t important • If you don’t get on board, your loss
• Results: Greater distance, confusion, no budget
#Datarespect
Safeway proprietary and confidential
Approach 3 – Solve Business Problems With Social Strategies and Share Wins
• Identify business objectives and leverage channel strengths to satisfy • If it’s reach social can do that • If it’s app downloads social can do that • If it’s ER social can do that • If it’s awareness social can do that • If it’s DR/sales social can do that • If it’s rep mgmt social can do that
• Ensure social data is compatible with DM analytics
• Results: Incremental budget, seat at table, respect
#Datarespect
Safeway proprietary and confidential
Facebook “Flash” Giveaways Social Media effectively solving business objectives.
OBJECTIVE: • Get credit for
selling new products
• Effectively trial products and impact velocity
RESULTS: • Earned media
hype, brand awareness, ER
• 40%+ redemption, 5% avg repeat purchase
Safeway proprietary and confidential
Pinterest Recipe Activation Leverage budget to learn impact on earned media.
OBJECTIVE: • Raise
significant awareness for Own Brands product category depth
STRATEGY: • Create unique
recipes featuring multiple, disparate SKUs
TACTIC: • Publish and
promote pins
Safeway proprietary and confidential
Results
• 6.22MM total impressions, 3.4 paid impressions, 45% earned • 3.07% overall engagement rate • 55K re-pins, 190K total engagements, 19K clicks to
Safeway.com
Safeway proprietary and confidential
Brand Reputation Management Multi-million dollar “Pink Slime” issue quickly mitigated through proactive
response.
Safeway, the second largest US supermarket chain, announced Wednesday it will no longer stock "lean finely textured beef," or what has become commonly derided as "pink slime." "While the USDA and food industry experts agree that lean finely textured beef is safe and wholesome, recent news stories have caused considerable consumer concern about this product. Safeway will no longer purchase fresh or frozen ground beef for our stores' meat departments that contains lean finely textured beef," Safeway said in a statement.
Safeway proprietary and confidential
Take Away
• There are several approaches you can make to gain visibility for Social Media metrics
• Every marketing organization has its own KPIs and ways to measure campaign success
• Now more than ever Social Media marketers must work to solve business challenges and surface compelling data stories in order to capture greater resources, investment, respect
#Datarespect
Safeway proprietary and confidential
Thank you
[email protected] Facebook.com/Safeway Twitter.com/Safeway YouTube.com/Safeway Pinterest.com/Safeway
#Datarespect
