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WIC 2009 Presentation 9/16/09
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Generating Business Resultsand Dollars from
Social Media
Robin FrankSocial Media Strategist and CEO, beep beep media
Robin Experience
18 years creating email, viral, and loyalty marketing programs, and buildingonline communities with social media
BeepBeep Media Integrate social media throughout an organization Cost-effective social media programs that increase ROI and build broader and
deeper customer engagement
Services offered Social Media Launchpad - up & running & trained in 90 days Social Media Tune-up - improved results & strategic plan
Clients Retail/Ecommerce
Gap Outlet and Banana Republic Factory Store Gap Generation Store Launch Gap360 internal social media platform Maison Reve Lightscoop
Cleantech/Greentech Larta Institute Alameda Municipal Power Sierra Club
Banking Barclays Global Investors - iShares
My Alter Ego: @GreenRobeen Tips for green living on a budget
Relevant, actionable, entertaining,thought-provoking, environmentallyconscious tweets.
Mashable’s Top 75 GreenTweeters worldwide
Seminars & Articles Cleaning products DIY Plastics guide Personal care DIY Green your school
Gap - Outlet Division Gap Outlet and Banana Republic Factory
Store Create online presence (no website) Develop brand differentiation from parent Drive store traffic and sales
Strategy Engage consumers - more than a coupon
channel “Fab Without a Fortune” tip series Pictures of products, weekly pricing
updates Stay within a limited budget Integrate with other online/offline activities Train so they can run with it Virality - keep the conversation flowing
Gap Outlet: Twitter and Facebook
Gap Outlet Division: Results Customized measurement and analytics report
Financial ROI Sales Transactions Customers
Non Financial indicators Mentions Sentiment Link click-throughs Postings Exposure Virals (retweets, comments, shares) Conversations/engagement
Results Key influencers - virality/retweets/conversations High click-throughs; good response to promos Increase in redemptions: transaction amount, # of transactions
Gap Generation: Local StoreLaunches Gap Generation
New store concept For every generation, there’s a Gap Style should be about the individual and
affordable to all
Goals Drive awareness Build brand equity Drive in-store traffic and transactions Local marketing - support store by store
launches on a limited budget
Local/Direct Marketing with Twitter
Local/Direct Marketing withFacebook Ads Very specific
demographic targeting Age Gender Location Interest
Low cost CPM and CPC
options
Coupon: Track Links andRedemptions
Facebook link
Embedded in Tweet
Landing page/email
Results Facebook Ads
Very high click-through given ads not driven by user intent Context - not search; FB - 50% log in for at least 20 minutes
Hundreds of thousands to Millions of targeted impressions
Twitter Messages Many conversations/retweets/shout-outs
Coupons Sales lift - healthy Increased redemptions Conversations/retweets
Avenue to engage customers going forward Conversations, community, promos, product development
Tools Research
Mashable.com www.mashable.com
SmartBrief: http://www.smartbrief.com/socialmedia/index.jsp?campaign=webIndustries
Grow marketing http://schaefersolutions.blogspot.com/2009/08/major-brands-may-be-reluctant-to.html
Techcrunch www.techcrunch.com
Slideshare - Seminars I have done on Social Media - Coffee Twalk 1-4 http://www.slideshare.net/robeen/presentations
Tools
Applications Create your own short-list
See my preso: http://www.slideshare.net/robeen/coffee-twalkthree Learn to use them
Monitoring/measurement Scoutlabs
Desktops - to work with many Twitter accounts Seesmic.net Hootsuite
Advice It’s all about your audience
Where do they live online? Go play there Stay focused
Set clear goals, objectives, metrics ALIGN with your marketing objectives
Everyone on board Create an excellent communication strategy
Provide something useful and engaging Measure your results
Then fine-tune your strategy Get an expert
Then run with it yourself
What’s Ahead? Space is getting crowded
BUT, there will always be customers who want to HEAR from you, and want tobe HEARD
Consumers will demand higher engagement from brands More useful content, promotions, links, etc.
Brands must give consumers the ability to CHOOSE how they want tointeract Email, Twitter, Facebook, YouTube, etc.
Email is no longer king - rethink your approach to loyalty Customers more likely to fan/follow you than give email Social Media is mega opt-in
Going in-house Building/hiring internal talent
Social Media Statistics Because
3 out of 4 Americans use social technology 2/3 of the global internet population visit social networks Visiting social sites is the 4th most popular online activity - ahead of personal email Time spent on social networks accounts for 10% of all internet time and is growing at
3x the overall internet rate 93% of social media users believe a company should have a presence on social
media; 85% believe companies should interact on social media Twitter
Over 50 million unique Twitter visitors worldwide Over 3 million Tweets per day on Twitter.com
Facebook If Facebook were a country - the 8th most populated in the world, just ahead of Japan 5 billion minutes are spent on Facebook every day 1 billion pieces of content are shared each week on Facebook 50% of Facebook users log in each day, and spend an average of 20 minutes
