Retail Brand Ambassadors: How To Foster Loyalty and Engagement Through Social Media
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Transcript of Retail Brand Ambassadors: How To Foster Loyalty and Engagement Through Social Media
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RETAIL BRAND AMBASSADORS /HOW TO FOSTER LOYALTY AND ENGAGEMENT THROUGH SOCIAL MEDIA
#ExpoEast @Cactus_Mike
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THE CONNECTED CONSUMER
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72PERC
ENT
OF ONLINE ADULTS USE SOCIAL NETWORKING SITES
http://www.pewinternet.org/topics/Social-Networking.aspx?typeFilter=5
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OF THE 143 MILLION ONLINE ADULTS IN THE UNITED STATES
Pew Internet http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx
73 PERC
ENT
Use Facebook
24 PERC
ENT
Use Twitter
13 PERC
ENT
Use Instagram
15 PERC
ENT
Use Pinterest
20 PERC
ENT
Use LinkedIn
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3 MOST PEOPLE ARE NO MORE THAN 3 FEET FROM THEIR MOBILE DEVICES AT ANY TIME
FEET
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27PER
CEN
T
41
PERC
ENT
OF FACEBOOK USERS LOGIN EVERY DAY
OF TWITTER USERS LOGIN EVERY DAY
Digital Surgeons®. (2010, October 8). Social demographics 2010: A fresh look at Facebook and Twitter. Message posted: http://www.digitalsurgeons.com/blog/design/socialdemographics-2010-a-fresh-look-at-facebookand-twitter/
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Digital Surgeons®. (2010, October 8). Social demographics 2010: A fresh look at Facebook and Twitter. Message posted: http://www.digitalsurgeons.com/blog/design/socialdemographics-2010-a-fresh-look-at-facebookand-twitter/
PEOPLE CHECK SOCIAL MEDIA BEFORE GETTING DRESSED OR EATING BREAKFAST
4 10OUT OF
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OF CONSUMERS SAY THEY TRUST EARNED MEDIA, SUCH AS WORD-OF-MOUTH AND RECOMMENDATIONS FROM FRIENDS AND FAMILY, ABOVE ALL OTHER FORMS OF ADVERTISING92
PERCEN
T
*According to the Nielsen Global Consumer Survey
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47
PERCEN
T
OF CONSUMERS REPORT USING THEIR MOBILE DEVICE IN STORE TO ACCESS PRODUCT INFORMATION
Useful Social Media. (2011). Social Commerce:Important Dates. Retrieved from http://digitalcpg.com/2011/12/infographic-history- of-socialcommerce/
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40
PERC
ENT
Have liked retailers or brands on Facebook
44PER
CEN
T
“access exclusive deals and offers”
&23
PERC
ENT
“entertaining content”
25
PERC
ENT
Have followed a retailer or brands on Twitter
primary motivator
Razorfish®. (2009). FEED: Wayward Thoughts on the Evolution of Digital Brand Experiences.Retrieved from http://feed.razorfish.com/feed09/the-data/
CONNECTED CONSUMERS
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25
PERC
ENT
OF ALL FMCG / CPG PURCHASES ARE INFLUENCED BY MOBILE OR ONLINE CONTENT
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25
PERC
ENT
Of all FMCG / CPG purchases are influencedby mobile or online content
34
PERC
ENT
38
PERC
ENT
19
PERC
ENT
26
PERC
ENT
18PER
CEN
T
18
PERC
ENT
NON-ALCOHOLIC BEVERAGES
BABY AND CHILD CARE
PACKAGED FOOD
BEAUTY & PERSONAL CARE
FRESH FOOD
HOUSEHOLD CLEANING & DETERGENT
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OF GROCERY SHOPPERS ACCESS STORES’ SOCIAL MEDIA SITES37
PERCEN
T
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78% of shoppers expect brands to have an active twitter feed
Average Joe @averagejoe
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OF CONSUMERS SAY THEY TRUST EARNED MEDIA, SUCH AS WORD-OF-MOUTH AND RECOMMENDATIONS FROM FRIENDS AND FAMILY, ABOVE ALL OTHER FORMS OF ADVERTISING56
PERCEN
T
OF SHOPPERS EXPECT A MOBILE FRIENDLY WEBSITE
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OF SOCIAL MEDIA USERS HAVE PURCHASED AN ITEM AFTER SHARING OR “FAVORITING” IT ON FACEBOOK, TWITTER OR PINTEREST
40
PERCEN
T
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From Social to Sale, VisionCritical 2013http://www.visioncritical.com/sites/default/files/pdf/whitepaper-social-to-sale.pdf
OVER 1 IN 3 FACEBOOK USERS HAS PURCHASED SOMETHING AFTER SHARING, LIKING OR COMMENTING ON IT ON FACEBOOK.
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From Social to Sale, VisionCritical 2013http://www.visioncritical.com/sites/default/files/pdf/whitepaper-social-to-sale.pdf
73
PERC
ENT
38
PERC
ENT
OF THE POPULATION USES FACEBOOK
OF FACEBOOK USERS HAVE PURCHASED SOMETHING AFTER LIKING OR SHARING IT
24
PERC
ENT
22
PERC
ENT
OF THE POPULATION USES TWITTER
OF TWITTER USERS HAVE PURCHASED SOMETHING AFTER FAVORITING, TWEETING OR RETWEETING IT
15PER
CEN
T
29
PERC
ENT
OF THE POPULATION USES PINTEREST
OF PINTEREST USERS HAVE PURCHASED SOMETHING AFTER LIKING, PINNING OR REPINNING IT
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Half of social media-inspired purchases have already been made within one week of sharing, and 80% within 3 weeks
From Social to Sale, VisionCritical 2013http://www.visioncritical.com/sites/default/files/pdf/whitepaper-social-to-sale.pdf
50
PERC
ENT 80
PERC
ENT
1 WEEK AFTER SHARING 3 WEEKS AFTER SHARING
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SOCIAL MEDIA DRIVES ROUGHLY EQUAL AMOUNTS OF ONLINE AND IN-STORE PURCHASING.
50%50%
From Social to Sale, VisionCritical 2013http://www.visioncritical.com/sites/default/files/pdf/whitepaper-social-to-sale.pdf
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2010: SOCIAL MEDIA GOALS 2013: SOCIAL BUSINESS GOALS
@ #
Sales
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FOSTERING LOYALTY AND ENGAGEMENT THROUGH SOCIAL MEDIA
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BEYOND PROVIDING PRODUCTS, WHAT VALUE DO YOU BRING TO YOUR CUSTOMERS?
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vs.CURATOR OF SOLUTIONS DATA DRIVEN RESPONSES
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While online and mobile technologies offer consumers convenience, speed, and ease of use, brick and mortar stores have a distinct advantage – face-to-face personal interaction between the consumer and the associate in the store.
Michael Sansolo, Vice Chairman of the Board, The Food InstituteResearch Director, Coca-Cola Retailing Research Council
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IT ALL COMES DOWN TO RELATIONSHIPS
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SOCIAL MEDIA WORKS BEST WHEN THERE ARE REAL PEOPLE, WITH GENUINE INTENTIONS AND QUALITY CONTENT, BEHIND EVERY PROFILE, POST, TWEET AND TAG.
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“The secret to Whole Foods Market success in social media is that we don’t do social media. We see being social as core to who we are as a company. We want our stores to be an integral part of the communities they serve. Our social media efforts are merely a digital extension of the conversation we seek to have with our customers and our partners every day.”
Ryan Amirault@RyanAmirault FOLLOWS YOU
Sr. Social Media Program Manager @WholeFoods Mountain Biker, Skier, Runner, Photog, Traveler, Foodie, Ice Cream Connoisseur & Infomaniac.Boulder, CO
Text
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SOCIAL BUSINESS STRATEGY
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SOCIAL BUSINESS PLAN / 1. BUILD THE RIGHT AUDIENCE
2. PRODUCE TIMELY AND RELEVANT CONTENT
3. MAKE EVERYTHING SHARABLE
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THE RIGHT AUDIENCE
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“I KNOW THAT HALF OF MY ADVERTISING DOLLARS ARE WASTED
… I JUST DON’T KNOW WHICH HALF.”
John Wanamaker
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HOW WELL DO YOU KNOW YOUR BEST CUSTOMERS?
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CONNECT WITH THEM DIGITALLY
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From Social to Sale, VisionCritical 2013http://www.visioncritical.com/sites/default/files/pdf/whitepaper-social-to-sale.pdf
TOP CATEGORIES OF ACTIVITY BY NETWORK
44% 36% 36% 31% 29% 19% 51% 46% 44% 42% 34% 30% 66% 63% 59% 51% 45% 33%
HEALTH &NUTRITIONINFO
DIY & CRAFTS
FASHIONBEAUTYTECH
FUNNY HUMAN INTEREST
FOOD DINING
RELATIONAL TRANSACTIONAL INSPIRATIONAL
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CAPTURE THE RIGHT LIKE OR FOLLOWERAS OPPOSED TO JUST A LIKE OR A FOLLOWER
Leverage paid, earned and owned channels to connect your existing customer base with your social channels
- In store (deals, offers, exclusive access)
- Online (website and email databases)
- Paid (digital, paid social, custom targeting / lookalike targeting)
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X
USE SOCIAL MEDIATO FIND MORE OF THEM
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BEHAVIORAL TARGETING: IDENTIFY PEOPLE BASED ON LOCATION, DEMOGRAPHICS, BEHAVIORS AND INTERESTS
FRIENDS OF FANS: USE PROMOTED POSTS TO TARGET FRIENDS OF CURRENT FANS.
CUSTOM AUDIENCES: UPLOAD EMAIL CONTACTS AND TARGET EXISTING CUSTOMERS WITH ADS / SPONSORED STORIES
LOOKALIKE AUDIENCES: CREATE LOOKALIKE TARGETS BASED ON BEST CUSTOMERS
FACEBOOK TARGETING
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USE SOCIAL CHANNELS TO UNDERSTAND WHAT YOUR CUSTOMERS THINK, FEEL AND SAY ABOUT YOU
IF THEY AREN’T TALKING, ASK
LISTEN AND LEARN
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TIMELY, RELEVANT CONTENT
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CONTENT: RULE OF THIRDS
of posts should be engaging with followers, responding to comments, liking photos and updates, retweeting, thanking, answering questions, etc.
of posts should be sharing news, trends, stories about your partners, etc.
of posts should be about you, your products, promotions, etc.
⅓
⅓
⅓
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WIIFM
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PRIMARY MOTIVATORS FOR SOCIAL ENGAGEMENT /5
BELONGINGGAIN INSPIRATION RECOGNITION IMPACT
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93
PERCEN
T
OF COMMUNICATION IS80 NON-VERBALBEHAVIOR
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80
PERCEN
T
OF COMMUNICATION WITH YOUR CUSTOMERS AND POTENTIAL CUSTOMERS IS EXPRESSED BY HOW YOUR BRAND BEHAVES:
IN PERSON
IN THE COMMUNITY
IN YOUR ADVERTISING
ON THE WEB
IN SOCIAL MEDIA
? DO THEY ALIGN?
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SOCIAL CONTENT FILTERS
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DOES THIS PROVIDE VALUE TO MY CUSTOMERS?
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GAIN
Exclusive offers, promotions and deals
INSPIRATION
Recipes, trends, home treatments and stories of change
RECOGNITION
Acknowledging customers on social channels
IMPACT
Community, causes, volunteering and giving back
BELONGINGEvents and classes
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IS THIS HOW MY BRAND WOULD BEHAVE IN PERSON?
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DOES IT DEMONSTRATE CATEGORY EXPERTISE
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IS THIS CONTENT SHARABLE
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IS IT VISUALLY COMPELLING
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IS IT MOBILE FRIENDLY
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OF CONSUMERS SAY THEY TRUST EARNED MEDIA, SUCH AS WORD-OF-MOUTH AND RECOMMENDATIONS FROM FRIENDS AND FAMILY, ABOVE ALL OTHER FORMS OF ADVERTISINGWHAT IS MOBILE
FRIENDLY?
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OF CONSUMERS SAY THEY TRUST EARNED MEDIA, SUCH AS WORD-OF-MOUTH AND RECOMMENDATIONS FROM FRIENDS AND FAMILY, ABOVE ALL OTHER FORMS OF ADVERTISING
CAN YOU CONSUME AND SHARE IT ON A MOBILE DEVICE
1
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OF CONSUMERS SAY THEY TRUST EARNED MEDIA, SUCH AS WORD-OF-MOUTH AND RECOMMENDATIONS FROM FRIENDS AND FAMILY, ABOVE ALL OTHER FORMS OF ADVERTISINGIS IT LIGHTWEIGHT?
2
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OF CONSUMERS SAY THEY TRUST EARNED MEDIA, SUCH AS WORD-OF-MOUTH AND RECOMMENDATIONS FROM FRIENDS AND FAMILY, ABOVE ALL OTHER FORMS OF ADVERTISING
DO LINKS LEAD TO MOBILE OPTIMIZED WEBSITES
3
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OF CONSUMERS SAY THEY TRUST EARNED MEDIA, SUCH AS WORD-OF-MOUTH AND RECOMMENDATIONS FROM FRIENDS AND FAMILY, ABOVE ALL OTHER FORMS OF ADVERTISING
CAN FAT FINGERS (OR NORMAL) NAVIGATE EASILY?
4
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OF CONSUMERS SAY THEY TRUST EARNED MEDIA, SUCH AS WORD-OF-MOUTH AND RECOMMENDATIONS FROM FRIENDS AND FAMILY, ABOVE ALL OTHER FORMS OF ADVERTISING
ARE INCENTIVES LIKE COUPONS MOBILE FRIENDLY?
5
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ENCOURAGE SHARING
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IF YOU ONLY REMEMBER 3 THINGS1. BUILD THE RIGHT AUDIENCE
2. PRODUCE TIMELY AND RELEVANT CONTENT
3. MAKE EVERYTHING SHARABLE
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THANK YOU QUESTIONS?
#ExpoEast @Cactus_Mike