9 laws of social media marketing
- 1. 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
- 2. 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
- 3. Just who do you think I am? • Above all -‐ a direct marketer • Old school principles applied to new channels! • MARKETING DISRUPTOR • HERETIC! @gilbertdirect
- 4. “What can I expect from Social Media?” “What kind ROIwill I get?” “I tried social media and gained " No Customers!” Then…
- 5. “My posts are not getting any response” “What kind ROIwill I get?” “I tried social media and gained " No Customers!” Now…
- 6. "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!)
- 7. Customers via Social? How?
- 8. Engagement!
- 9. Engagement Fulfills the DM Promise of true 2 way communica8ons Connect… be real! Dialog! Two way street!
- 10. 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?
- 11. 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!
- 12. • Reality: social has changed! – (but we s8ll need it right?) Social Media Law # 1
- 13. – 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
- 14. 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
- 15. 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
- 16. 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!
- 17. 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!
- 18. The Law of Engagement! Real-‐a8onships
- 19. The Law of Engagement! THEN: The nameless faceless corporate en8ty NOW: The nameless faceless corporate social media pusher
- 20. • 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!
- 21. Case Study – The Fresh Diet • About The Fresh Diet • Focus on rela8onship building, Community! • Facebook driver
- 22. 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!
- 23. 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
- 24. Fresh Diet Growth… 94 fans 24k Likes 60K likes
- 25. 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.
- 26. Don’t be an info pusher!
- 27. 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
- 28. 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
- 29. How we got to 66K – the basics • Call center • Collateral Material • Mailers • Email signatures • Email newsleQers • Any place we can think of
- 30. 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!
- 31. Step 2 building engagement • Back in the day… • It started with a single contest. – Carbometer • Ran contests every day of the week
- 32. 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
- 33. Contest examples • Plate your favorite meals
- 34. Contest examples • Halloween costume contest
- 35. Contest examples • Mo8va8on poster contests
- 36. Contest examples • Fresh Diet-‐ize a Beatles Lyric (in honor of John Lennon) – Imagine – Video – Viral! • Fresh Diet-‐ized Haiku
- 37. Contest examples • Video contests • This contest coined the phrase, “the fresh diet delivery fairies?
- 39. 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
- 40. We do a lot of video
- 41. YouTube fun and rela8onship building
- 42. Building Traffic – Fans and Likes Ad.ly network allows you to buy paid tweets from celebri8es Gained 400 fans in one day
- 43. 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.
- 44. 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.
- 45. Building Traffic – Fans and Likes Paid tweets from Heidi Montag promo8ng a contest drove fans and contest entries
- 46. 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
- 47. 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.
- 48. Social Media Law # 3 • Brand + 8me + channels = advocates. – How is it done? – Content is king!!!
- 49. Cross pollinate content • Blog as center of universe!
- 50. Amplify your content across channels
- 51. Forget ABC’s A B P is the new model Always Be Promo8ng Electric slide!
- 52. Need content? • Wrap yourself around an issue or a topic • Make it your own • Provoke!
- 53. Need content? • Or just share other people’s content and add your opinion! • Make the issue your own! • Be a curator of content!
- 54. Become a thought leader! • Linkedin publishing plaporm • Groups (social, DM Q&A) • Tweet (yours, others)
- 55. Become a thought leader!
- 56. Become a thought leader!
- 57. Become a thought leader!
- 58. My take on content • B2B social, Blog, Linkedin Key! • Become a thought leader • Always be promo8ng • Amplify and share. • Create share worthy content
- 59. Social Media Law # 3 • Content ideas for you…
- 60. 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
- 61. Social Media Law # 3 Info pusher?
- 62. Social Media Law # 3 Likers? Sharers? Are they your next advocates? (or are they ringers)
- 63. Social Media Law # 3 These are beQer – getng a liQle engagement started… But where is the video?
- 64. More content examples Glassesshop.com
- 65. More content examples Glassesshop.com
- 66. More content examples Glassesshop.com
- 67. More content examples MegaMotorMadness.com Over promo8onal kills pages dead! (like/talking)
- 68. More content examples MegaMotorMadness.com Fun and humor save the day…. Tag advocates to amplify!
- 69. Excep8onal vaca8ons Happiness rules… Here are your brand advocates….
- 70. Total Bank • Total Bank Social? • But I did find this when I searched
- 71. Upfront Foods (sharing tools, elements in place up top)
- 72. Upfront Foods YouTube?
- 73. Real voice, hashtags, tag others. Behind the scenes, real company
- 74. Upfront Foods
- 75. Upfront Foods Images, engaging tweets, rela8onship building, tagging, a real voice… real deal!
- 76. Excellent use of new TwiQer image. Can also use Pinned posts. Connect more. Promote less. Reach out to like minded individuals
- 77. Cuddledown Use more picture posts. Less Sales messaging. Goal = connect! Connect more. Promote less. Reach out to like minded individuals
- 78. American Tin. Excellent imagery, contests, Pinterest!
- 79. Tags, Comments, images, Shares, Contests. Provoke more. Ask Ques8ons. Behind Scenes
- 80. G+ Images, original content. Increase followers by connec8ng and promo8ng, Signals!
- 81. Pushing info. Connect with contractors, decorators, etc to amplify message…
- 82. Great vids. More behind scenes. Brand people. How To! In home vids
- 83. Lots of White, more real estate available. Get Social up top!
- 84. Connect with groups (Create your own), health pros, diet groups, etc
- 85. Image can be beQer. Doesn’t connect to audience. Engage. Speak. Great posts though!
- 86. Home Wet Bar Blog. Great content. Fun stuff for audience. BeQer imagery!
- 87. Move social Icons up (same with email)
- 88. Great content, but get people talking. Pic contests. Behind scenes, provoke.
- 89. 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)
- 90. 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.
- 91. 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
- 92. 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.
- 93. The days of “big anonymous corp.” are over!
- 94. Bio’s of our employees bring customers closer to the company
- 95. Build involvement and trust Be Transparent Go behind the scenes
- 96. 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
- 97. Again, we do a lot of video
- 98. 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.
- 99. 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)
- 100. 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
- 101. Build involvement and trust
- 102. Give to get – Random Freebies
- 103. 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.
- 104. Rep is everything
- 105. 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.
- 106. 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!
- 107. 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