9 Immutable Laws of Social Media Marketing
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James Gilbert, CEO of GDM, presented on how The Fresh Diet uses social media, especially Facebook, to engage customers and build their brand. They focus on running frequent contests to engage customers and build advocacy. Through contests, videos, and other engagement strategies, they grew their Facebook likes from under 100 to over 66,000 in just over a year. They also use Facebook for customer service and to develop trust with transparency by sharing behind-the-scenes content. Their goal is to move customers through stages of engagement to become advocates for the brand through spending time interacting across multiple channels.
9 Immutable Laws of Social Media Marketing
- 1. Presented by James Gilbert, CEO May 21, 2013
- 2. • 30 year history in DM (old school > new school) • CEO, GDM • President Florida Direct Marketing Association • Adjunct Professor Direct Marketing • Author Target Marketing Group • Return on Intelligence Blog • Guide to Social Media - Content
- 4. "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
- 7. • 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?
- 8. • The goals of every social media marketer... – Engage! – Draw them out! – Get them involved! – Tug at their heartstrings – Tell a story!!!! – Create drama!!!!
- 9. The 8 stages of engagement: • 1. Brand impression • 2. Like – casual listener • 3. Like - engages • 4. Super like – engages often • 5. Minor brand advocate – recommends brand • 6. Super brand advocate – recommends brand and sells product! • 7. Dislike – disgruntled like of advocate – goes away • 8. Super dislike (engaged dislike) – goes away and talks about brand in a negative way Goal move from 1 – 6 Goal move back from 7 and 8 to 6
- 10. • About The Fresh Diet • Focus on Facebook
- 11. Level of effectiveness = 0 •November 2009: 94 fans
- 12. Level of effectiveness = 100 •December 2010: 24,195 likes That’s a lot more than nutrisysem!
- 13. Level of effectiveness = 1,000 •October 2011: 66,000 likes That’s a lot more than nutrisysem!
- 14. Building our brand via Facebook • Our facebook page is our calling card. • Many times 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.
- 16. How we got there – Goals! • Main goal! • Put a human face on the nameless faceless corporate entity • Distinguish ourselves from big corps • We are real people, promoting a healthy lifestyle • People respond to real
- 17. How we got there – Goals! • Build relationships - Build engagement • Speak in a real voice • Develop trust • Give to get world • Time spent on site = engagement • Engagement = Sales • Sales + Engagement = Advocacy • I tease people, draw them out, call them out, etc
- 18. How we got to 66K – the basics • Call center • Collateral Material • Mailers • Email signatures • Email newsletters • Any place we can think of
- 19. How did we get there? Facebook ads • Can be hit or miss • Effective in driving targeted traffic • Target by: • Geography • Interests (dieting, kosher) • Work (where) • Education type • Connected to people, businesses
- 20. Step 2 building engagement • It started with a single contest. – Carbometer • We now run contests every day of the week
- 21. Contests mean to us • A way to seed the market with food • A way to have people come back and give positive feedback • An engagement tool • Fun – draws people out
- 22. Contest examples • Plate your favorite meals
- 23. Contest examples • Halloween costume contest
- 25. Contest examples • Fresh Diet-ize a Beatles Lyric (in honor of John Lennon) • Fresh Diet-ized Haiku
- 26. Contest examples • Video contests • This contest coined the phrase, “the fresh diet delivery fairies?
- 27. Contest examples • Ultra secret contests – My excuse to give away food • Any old contests – Banner ad
- 29. Any Excuse for a contest
- 30. • Brand + Channels = Revenue. – The more channels a consumer interacts with your brand in, the more likely they are to buy. – Offering multiple engagement channels allows for consumer self selection of preferred channels. – Being in the right social media channels based on your market increases channel interaction.
- 31. We do a lot of video
- 32. YouTube fun and relationship building
- 33. Building Traffic – Fans and Likes Ad.ly network allows you to buy paid tweets from celebrities Gained 400 fans in one day
- 34. Building Traffic – Fans and Likes Tie ins with other sites drove major traffic and likes We did this one in conjunction with a freebie every day.
- 35. Building Traffic – Fans and Likes Tie ins with other sites drove major traffic and likes We did this one in conjunction with a freebie every day.
- 36. Building Traffic – Fans and Likes Paid tweets from Heidi Montag promoting a contest drove fans and contest entries
- 37. Building Traffic – Fans and Likes Using the @ sign drives traffic This post ran on TFD and Holly Madison’s FB page at the same time
- 38. • Brand + time + channels = advocates. – Consumers spending time in multi channels breeds customers more likely to become brand advocates and influencers. – This is the new multichannel marketing model for the 21st century. – Social media creates brand advocates and turns peers into your best salespeople.
- 39. Engagement our customers take over • In Orlando • Customers ran contests, promoted specials answered CS Q’s • Our customers would walk through fire due to the trust we have built. • We ask people from FB to do interviews, show up at events, etc… even be on TV.
- 40. Customers take over Fresh never frozen
- 41. • The exponential search factor. – Social media increases your search engine rankings, and when combined with your website drives additional traffic via organic search.
- 42. • The new-fangled customer service factor. – Consumers choose their contact preferences. – Brands not having multiple channels for customer service risk losing customers. – Consumers expect instant gratification and social media delivers.
- 43. Facebook as a customer service tool • Our Sales and CS people inhabit our page • Customer service is no longer limited to the call center!!! • When questions get asked, we answer ASAP – Speed and agility in a social media world – If we don’t answer fast enough, we get grief
- 44. Facebook as a Customer Service tool When issues come up we must address them with speed, agility and accuracy, otherwise we will get skewered
- 45. Facebook as a Customer Service tool When issues come up we must address them with speed, agility and accuracy, otherwise we will get skewered We took a beating due to the snow in the NE
- 46. • 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 entity. – The biggest opportunity around social media is to allow people to connect with your employees as peers.
- 49. Build involvement and trust Be Transparent Go behind the scenes
- 50. 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
- 51. Again, we do a lot of video
- 52. • Trust is the new black. – The aforementioned 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 relationship. – Social media builds relationships over time.
- 53. 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 questions, involve customers (bag, slogans)
- 54. Building Trust – Random Freebies • Every day we give food away randomly on FB. • Other times we just give it away for no reason • Is it expensive? Sure, but the rewards are enormous – People are always promoting us to our friends – Another way we seed the market and drive positive reviews
- 55. Build involvement and trust
- 56. Give to get – Random Freebies
- 57. • The online reputation 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 negatives and turn them into positives via reputation management and communications.
- 60. • The time spent factor. – Customers are not always ready to buy. – Social media’s eight other immutable laws prepares customers over time.
- 61. • Engagement + time + trust = revenue. – When we run sales on FB sales come! – Use promo codes to track – Customers do the selling for us. • Must try this!
- 62. Video references • Under cover boss spoof: – http://www.youtube.com/watch?v=Lm0LyuLB890 • The Fresh Diet LA Kitchen – http://www.youtube.com/watch?v=DgD1BJp72oc • The Fresh Diet Project - Contest winner – http://www.youtube.com/watch?v=NJ2CxvOVM_s
- 63. Thank You! How to reach me… [email protected] @gilbertdirect 561-302-1719 Don’t forget linked in!
Editor's Notes
- #3: Above all I am a direct marketer - old school meaning traditional DM principles applied to new media and channels!
- #4: ----- Meeting Notes (10/5/11 07:16) -----Throw what you know out the window!
- #5: Why I do what I do… my motto!How does this TRANSLATE to a social world?
- #6: Engagement!----- Meeting Notes (10/4/11 23:31) -----How does this translate to a social world?
- #7: Engagement! Connect… be real! Dialog! Two way street.
- #8: Engage with./.. Engaging customers/prospects in social media channels increases brand/time.The more time a consumer spends with your brand and your products, the more likely they are to buy.
- #9: Engage with./..
- #10: Engage with./..
- #11: We focused heavily on facebook. That was the central hub for our communty.
- #13: Actually 23K indecember.
- #14: Actually 23K indecember.
- #15: We do everything in our power to drive traffic to FBEven over our website in many instances
- #18: Humor, tease customers, deal ASAP with issues, Don’t just push out info, engage and build relationships
- #19: Email newsletters always promote!!!ContestsFreebies
- #20: Now back to ENGAGEMENT…
- #21: Out CTO developed a way to tell people if they chose too many carbsI wanted to brand it and did ws contest on FBContests are how we
- #31: Drive to utube, blog contests, twitter, etc…As a reformed cataloger, this is a familiar concept of DM and LTVWe cross promote fb, youtube, twitter, blog, website, etc!
- #34: We use twitter to drive to FB and Blog
- #39: Real voice, address concerns, etc.
- #47: Branding tfd employees video
- #49: We do this cross channel too, website, newsletter, etc! The more transparant we are, the more we open ourselves up to consumers as real, the more they respond.
- #53: January fiascoHowards market
- #58: United breaks guitarsYou will bet skewered.Brands better button up CS, product, brand image must match up!January snow, changes to food.
- #59: United breaks guitarsYou will bet skewered.Brands better button up CS, product, brand image must match up!January snow, changes to food.
- #60: The Fresh Diet Vs Yelp!
- #62: Engage with./..