why the grocery business must go social
DESCRIPTION
AUDIENCE: Food and beverage manufacturers and distributors, with a relatively low involvement in social mediaEVENT: 2010 Canadian Council of Grocery Distributors Western ConferenceDATE: 28-Jan-10SPEAKER: Eric Weaver, Tribal DDB VancouverSYNOPSIS: This covers the "why" and "how" concerning social media for the grocery industry.TRANSCRIPT
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People are the media:WHY THE GROCERY BUSINESS MUST GO SOCIAL
Eric Weaver | Tribal DDB28-JAN-2010
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Excess hype, overshare, pokes, "how well do you know me" quizzes and stalkers. Why would I use this for biz?
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“My marketing budget is slashed. And I keep hearing about social media. Is this a fad? Do these efforts actually work? The conversation seems so shallow. Who's got time to manage all this?”?
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THE SOCIAL INTERNET IS A
PROFOUND CHANGE
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350,000,000PEOPLE ON FACEBOOK
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67,000+PEOPLE JOIN LINKEDIN EVERY DAY
750,000+PEOPLE JOIN FACEBOOK EVERY DAY
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700,000+BUSINESSES ON FACEBOOK
5,300,000,000HANDRAISERS
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12,500,000CANADIANS ON FACEBOOKZINC RESEARCH
COUNTRY WITH THE SECOND HIGHEST PERCENTAGE OF USERS ON FACEBOOK
CANADAFACEBOOK
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People ask me if their business should be using social media
◼ And I say, I don’t know, is there more business near the freeway?
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9:30 AM Jan 28 from PowerPoint
Outbound mktg is a $1TT machine. Each niche = a full industry. We're rewarded for storytelling/ intrusion/repetition. Unchanged in 150 yrs.
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(?)
Back in the day
Limited product choice
Limited media channels
Longer brand interactions
Higher barriers to entry
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Customer shifts
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91%OF PEOPLE GLOBALLY WILL BUY FROM COMPANIES BASED ON TRUST
77%PEOPLE WHO REFUSE TO BUY FROM COMPANIES THEY DISTRUST
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MARKETING OFTEN STUCK IN THE PAST
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$15K ON DIRECT MAIL = 200 NEW CUSTOMERS$7,500 ON OUTDOOR = 300 NEW CUSTOMERS$0 ON TWITTER = 1800 NEW CUSTOMERSBUSINESS GROWTH: $4MM -> $50MM IN 3 YRS
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2,000,000 IMPRESSIONS2,300 NEW ACCOUNTS$4,000,000 IN NEW DEPOSITS
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GROWING REVENUE IS NOT ABOUT TAGLINES, LOGOS, INTRUSION OR HANDWAVING. IT’S ABOUT USING YOUR MARKETING EFFORTS TO GAIN TRUST.
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“YEAH YEAH YEAH. SOCIAL MEDIA BLAH
BLAH BLAH. STILL SEEMS LIKE
OVERSHARE AND EGO GRATIFICATION.”
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BOOMERS
All about propriety. Trained in formalities, don’t offend, guarded means safe, not so great with “random.” Suit & tie = trustworthy.
GENS X&Y
All about affinity. Formalities ignored, sharing means being found, tech is easy, life is random. Suit & tie = untrustworthy.
2010THE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE
PHOTO: FLICKR.COM/PHOTOS/KATINALYNN
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THIS NEW MARKETING MEANS…
STILL NEED A BRAND!What’s your promise? Your unique value? Your primary differentiation? The benefits
you’ll always deliver?
NO MORE SET & FORGETDialogue requires feedback
mechanisms, time, effort and good conversational skillz
BE TRANSPARENTAbout everything except that which
must be kept secret
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“BUT I DON’T HAVE TIME FOR ONE MORE THING.”
Telemarketing, 1977
Computer-based graphic design, 1986
Email marketing, 1996
Web marketing, 1997
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OKAY, I GET THE WHY. NOW HOW DO I GET STARTED?
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1. START WITH A LISTENING PLATFORM
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54%COMPANIES THAT HAVE IMPLEMENTED SOCIAL MONITORING PLATFORMS
E-CONSULTANCY, SOCIAL MEDIA AND PR REPORT, NOVEMBER 200926
46%COMPANIES THAT HAVE NO IDEA
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2. CREATE SEARCH-FRIENDLY, USEFUL, DIGITAL CONTENT FOR THE END OF THE SEARCH
MAKE IT EASILY SHARED, EASILY DISCUSSED, AND EASY TO GIVE FEEDBACK ON
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BLOGS: LONG-FORM THOUGHT, INTELLECTUAL CAPITAL. CEO media/invstr relations; industry trends/insights; legislative impacts; recipes
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TWITTER: QUICK-BURST, SHORT-FORM THOUGHT. Crisis PR, timely insights, content alerts, community bldg, event notices, offers
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VIDEO: great for intensive learning, how-to vids, personality pieces, company storytelling, humor
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“THE BEST WEAPON AGAINST SOCIAL MEDIA FIRE IS SOCIAL MEDIA WATER.” – Ramon DeLeon, Domino’s Pizza
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AUDIO PODCASTS: great for distracted learning, storytelling, conversational thought leadership, testimonials, sensory experiences
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WIDGETS/APPS: PROVIDE CONTENT PORTABILITY. Get your content into more places; allow engagement w/o leaving venue; aggregate valuable content
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SOCIAL VENUES: GO WHERE YOUR PROSPECTS CONNECT & CHAT. Brand awareness, community/CSR discussions, loyalty programs, consumer feedback/trials/testing
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AW
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NEED
DETER
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YDOT-COM SITE
Integrated Traditional/Social Marketing Mix
AMAZONS T O R Y T E L L I N G
FACEBOOK FAN PAGE
SEO RECIPES
COMPANY BLOG (IP)
BRANDED SITE
EXTERNAL MKTG-MANAGED PRESENCE
EXTERNAL THIRD-PARTY SITE
TRADITIONAL MEDIA/PR
HELPFUL RESOURCES
COMMENTS
RETAIL
ONLINE SAMPLING
TOPICAL COMMUNITIES: IP, HELPFUL TIPS
OUTDOOR
PRODUCT LAUNCH
MICROSITE
ONLINE
EVENTS
E-COMMERCE PARTNER
EXTERNAL BLOGS: IP, TIPS
YOUTUBE CHANNEL: STORYTELLING, IP
PR
SAMPLING PGMS
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3. REINFORCE TRUST
OPEN, HONEST DIALOGUE.TRANSPARENCY DEFAULT.CLEARLY STATED INTENTIONS.REAL HUMAN VOICES.
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4. ENABLE CUSTOMERS TO CO-CREATE YOUR OFFERINGS WITH YOU
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“I COULD HAVE JUST NAMED THIS THING THE VX150 OR ZI8. BUT I THOUGHT THAT THE PEOPLE WHO BUY THE PRODUCT SHOULD COME UP WITH SOMETHING MEANINGFUL TO THEM.” – JEFFREY HAYZLETT, KODAK
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66% PERCENTAGE OF BRAND TOUCHPOINTS NOW GENERATED BY CUSTOMERS
MCKINSEY QUARTERLY, JULY 2009
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SUMMARY
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CONSIDER YOUR LENS
THERE’S NO ENTRY POINT INTO A CONVERSATION IF YOU’RE NOT PRESENT
RESPECT TIME STARVATION
GIVE YOURSELF TIME
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THANK YOU.me: twitter.com/weave company: tribalddb.caslides: slideshare.net/weave