9 laws of social media marketing
TRANSCRIPT
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
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
Just who do you think I am? • Above all -‐ a direct marketer • Old school principles applied to new channels!
• MARKETING DISRUPTOR • HERETIC!
@gilbertdirect
“What can I expect from Social Media?” “What kind ROI will I get?”
“I tried social media and gained "No Customers!”
Then…
“My posts are not getting any response” “What kind ROI will I get?”
“I tried social media and gained "No Customers!”
Now…
"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!)
Customers via Social? How?
Engagement!
Engagement
Fulfills the DM
Promise of true 2 way
communica8ons
Connect… be real! Dialog! Two way street!
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?
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!
• Reality: social has changed!
– (but we s8ll need it right?)
Social Media Law # 1
– 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
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
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
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!
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!
The Law of Engagement! Real-‐a8onships
The Law of Engagement! THEN:
The nameless faceless corporate en8ty
NOW: The nameless faceless corporate
social media pusher
• 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!
Case Study – The Fresh Diet • About The Fresh Diet
• Focus on rela8onship building, Community!
• Facebook driver
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!
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
Fresh Diet Growth…
94 fans 24k Likes 60K likes
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.
Don’t be an info pusher!
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
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
How we got to 66K – the basics
• Call center • Collateral Material • Mailers • Email signatures • Email newsleQers • Any place we can think of
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!
Step 2 building engagement
• Back in the day… • It started with a single contest.
– Carbometer
• Ran contests every day of the week
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
Contest examples
• Plate your favorite meals
Contest examples
• Halloween costume contest
Contest examples
• Mo8va8on poster contests
Contest examples • Fresh Diet-‐ize a Beatles Lyric (in honor of John Lennon) – Imagine – Video – Viral!
• Fresh Diet-‐ized Haiku
Contest examples • Video
contests
• This contest coined the phrase, “the fresh diet delivery fairies?
Contests Recipe winner
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
We do a lot of video
YouTube fun and rela8onship building
Building Traffic – Fans and Likes
Ad.ly network allows you to buy paid tweets from celebri8es Gained 400 fans in one day
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.
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.
Building Traffic – Fans and Likes
Paid tweets from Heidi Montag promo8ng a contest drove fans and contest entries
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
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.
Social Media Law # 3
• Brand + 8me + channels = advocates. – How is it done? – Content is king!!!
Cross pollinate content
• Blog as center of universe!
Amplify your content across channels
Forget ABC’s
A B P is the new model
Always Be Promo8ng
Electric slide!
Need content?
• Wrap yourself around an issue or a topic
• Make it your own
• Provoke!
Need content?
• Or just share other people’s content and add your opinion!
• Make the issue your own! • Be a curator of content!
Become a thought leader!
• Linkedin publishing plaporm
• Groups (social, DM Q&A) • Tweet (yours, others)
Become a thought leader!
Become a thought leader!
Become a thought leader!
My take on content • B2B social, Blog, Linkedin Key! • Become a thought leader • Always be promo8ng • Amplify and share. • Create share worthy content
Social Media Law # 3
• Content ideas for you…
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
Social Media Law # 3
Info pusher?
Social Media Law # 3
Likers? Sharers? Are they your next advocates? (or are they ringers)
Social Media Law # 3 These are beQer – getng a liQle engagement started…
But where is the video?
More content examples Glassesshop.com
More content examples Glassesshop.com
More content examples Glassesshop.com
More content examples MegaMotorMadness.com
Over promo8onal kills pages dead! (like/talking)
More content examples MegaMotorMadness.com
Fun and humor save the day…. Tag advocates
to amplify!
Excep8onal vaca8ons
Happiness rules…
Here are your brand advocates….
Total Bank
• Total Bank Social?
• But I did find this when I searched
Upfront Foods (sharing tools, elements in place up top)
Upfront Foods YouTube?
Real voice, hashtags, tag others. Behind the scenes, real company
Upfront Foods
Upfront Foods
Images, engaging tweets, rela8onship building, tagging, a real voice… real deal!
Excellent use of new TwiQer image. Can also use Pinned posts.
Connect more. Promote less. Reach out to like minded individuals
Cuddledown Use more picture posts. Less Sales messaging. Goal = connect!
Connect more. Promote less. Reach out to like minded individuals
American Tin. Excellent imagery, contests, Pinterest!
Tags, Comments, images, Shares, Contests. Provoke more. Ask Ques8ons. Behind Scenes
G+ Images, original content. Increase followers by connec8ng and promo8ng, Signals!
Pushing info. Connect with contractors, decorators, etc to amplify message…
Great vids. More behind scenes. Brand people. How To! In home vids
Lots of White, more real estate available. Get Social up top!
Connect with groups (Create your own), health pros, diet groups, etc
Image can be beQer. Doesn’t connect to audience. Engage. Speak. Great posts though!
Home Wet Bar Blog. Great content. Fun stuff for audience. BeQer imagery!
Move social Icons up (same with email)
Great content, but get people talking. Pic contests. Behind scenes, provoke.
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)
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.
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
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.
The days of “big
anonymous corp.” are over!
Bio’s of our
employees bring
customers closer to
the company
Build involvement and trust
Be Transparent Go behind the scenes
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
Again, we do a lot of video
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.
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)
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
Build involvement and trust
Give to get – Random Freebies
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.
Rep is everything
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.
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!
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