The Big Picture

Planning and Measurement over the Long Term

Long Term

Agenda

• Short-term vs. long-term marketing• Social media strategy for long term success• Tips for long term success

Marketing Short Term

• Sales driven promotions– Coupons – Discounts

• Campaigns to increase subscribers

Marketing Long Term

• Brand– Brand equity; value of brand assets– Brand awareness

• Customer attitudes• Industry relationships• Customer Experience – the Weight watchers 360 plan.

How will they know if this resonates?– Membership sign ups– Number of renewals– Number of success stories

LONG TERM SUCCESSSocial Media Strategy

Social Media Strategy for Long Term Success

Weight Watchers MissionHelp people lose weight in a sustainable way by helping them adapt a healthier lifestyle and a healthier relationship with food and activity.

-CEO David Kirschhoff

Business Goals

Through innovation, find new ways to help more members and subscribers. Recent examples of such innovation include:

Look at department goals

• Sales and marketing – customer retention• HR – reduce recruiting costs• Customer service – reduce number of phone

calls • Research – gain customer feedback to

improve program

Social Media Goals

• Sales and Marketing – motivate customers to stay on track and stick with the program

• HR – connect career opportunities to target employees online

• Customer Service – handle all feedback in a professional way and minimize negative feedback

• Research – learn what members like or don’t like about the program

Social Media Tactics

• Sales and Marketing – create a promotion that celebrates customer successes

• HR – establish career section on FB and publish jobs on LinkedIn

• Customer Service – hire someone to monitor all platforms and respond in a timely way

• Research – execute a survey to gain customer feedback

Measures of Success• Sales and marketing

– Number of new members– Positive mentions, shares and engagement growth– Retention

• Customer service– Number of calls to customer service – Number of complaints handled online– Results of a customer satisfaction survey compared to previous years

• HR – Leads acquired to number of hires– Reduction in employee acquisition costs

• Research– Number of surveys completed– Ideas shared for improvement

Sales and Marketing

• Mission - Help people lose weight in a sustainable way• Goals – through innovation, help more members and

subscribers• Department goal – customer retention• Social media goal – motivate customers to stay on track• Social media tactic – create a promotion to celebrate

customer successes• Social Media Metric – Number of submissions, positive

mentions, shares and engagement growth

Achieve Long Term Success

• What does your customer want?• Trial and error – be flexible!• Have a brand attitude • And…

Think Big Picture

Analyze all of your strategies together and how results tie back to your mission, goals and overall business objectives.

THANK YOU!

Kathryn GritzmacherStrategist, WestmorelandFlintKathryn.Gritzmacher@WestmorelandFlint.com