Beyond Store Marketing: Integrating Social to Produce BIG Results. By Crystal Vilkaitis, Crystal Media

Transcription

1 Beyond Store Marketing: Integrating Social to Produce BIG Results By Crystal Vilkaitis, Crystal Media

2 Seminar Overview: 1. Engagement through integration Mobile 3. Location Based Marketing 4. Video 5. Loyalty Programs 2. Track your efforts 3. Q&A

3 If you want a copy of today s presentation: Put a 1 on your biz card Put a 2 on your biz card if you want slides & to join my free weekly tips I ll be sure to check spam if you don t see it

4 About Me Owner of Crystal Media, founder of Social Edge Online marketing since 2007 Tripled web sales for past ecommerce sites Increased blog traffic by over 2700% Fast Company s top 2% Most Influential Person Online Campaign. More influential than Shaq! Speaker at gift/home/furniture/lighting markets and conferences

5 Integrated Marketing

6 Integrated marketing An approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other. Ex:

7 Post an ad on Facebook Promote blog on ad

8 Promote social media profiles on other profiles

9 Promote social media profiles on other profiles

10 Why is it important? Extend the reach of your marketing leverage! Repurpose content make your content go further (saves time!) Helps grow online networks and database/customers (ex: social sharing on s) Increase visibility

11 Marketing Tips

12 marketing tips Track and measure Subject lines, day and time of day, type of content/offer, landing page you take people to Use a 3 rd party: Mail Chimp Constant Contact SnapRetail Write to just one person Be consistent! MarketingSherpa - Top 3 Things That Got Customers to Open: Discount Offer Free Product Offer Familiar Brand Name

13 Segmenting s tailored to specific audiences through segmentation gets 50% more clicks than non-segmented communications MarketingSherpa Segment by: Location Interests Best customers (brand advocates) Where they opted in (blog, FB page) Start small trends in your list? If you want this data, you need to provide the chance to give

14 Segmenting Case Studies Happy Birthday s from Epson produce 840% more revenue per than the overall program. Brooks Brother improved their performance metrics by up to 90% by doing gender segmentation. Kimpton Hotels increased revenue generated by from $70,000 to $350,000 through segmenting based on preferences Source: Retail Blog

15 Integrate using

16 Integrating Collect s from online channels use online networks to build leads/database Promote social media networks to list Partner with a contest or special offer to increase conversions Share this buttons Text (or scan) to join our list

17 Using to promote social media profiles

18 Promote social media profiles within an

19 opt-in form on website

20 Pop up collection popupdomination.com

21 Integrate using mobile

22 QR Code Overview Quick Response Code is scanned by a QR Code Reader App on a Smartphone Can contain almost anything message, link, video, website, social media (Like button), phone number, event info! Create codes for free at QRStuff.com or qrcode.kaywa.com

23 Smartphone users were asked why they would scan a QR code, 87% said to get a coupon, discount or deal. Source: Mobile Commerce Daily

24 50% have scanned QR codes 18% have purchased afterwards Source: Mobile Commerce Daily

25 Case Study: Letterbox Deals Contest, giving away a Dell laptop Enter to win by scanning QR Code 25% of the portal visitors accessed the giveaway through the QR Code

26 Integrating QR Codes: Staples put signage around store to enter to win by scanning QR code and giving name and address Other QR codes around the store giving special, exclusive offers Toys R Us included QR codes next to product pictures in printed catalogs Chili s raised awareness and donations by including QR Codes on table tents campaign received 291,000 scans and $5 million donations to St. Jude Children s Hospital

27 Use QR Codes to Promote Social Networks

28 Use QR Codes on Products, integrating instore with mobile and social

29 Integrate QR Codes and Direct Mail Gives open rates for direct mail Could add onto an event invite and have people RSVP

30 Integrate QR Codes into Events Put on Print Materials with Event Details printed ads or in-store signage Link to Facebook Event page Give free entry with codes or chances to win prizes scavenger hunts! Display map of where event will be held Use at the event to get attendees to easily Like you on Facebook Depending on store use on products to example Ex: Local Artist, instillation Prominently place a compelling call-to-action (e.g. Scan to Win ) near the QR code

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32 Qrcode.kaywa.com: Pricing

33 SMS/MMS Marketing

34 SMS and MMS Marketing SMS (Short Message Service) are limited to 160 characters, most common is a text message MMS (Multimedia Messaging Service) are texts that include images, video or audio files, can include up to 1,000 characters

35 90% of text messages are read within 3 minutes of being delivered. Source: Impiger Mobile

36 SMS/MMS Marketing Reach customers easier Text weekly/monthly offers for: New product arrivals Sales Events Coupons Loyalty Programs Bundling Appt reminders Surveys

37 Seattle Sun Tan Case Study Goal: Wanted to build text message subscribes for their 35 locations Included an expiration date to create urgency/action Promoted offer: (80,000+) Social Media (37,000+) Print in-store

38 Seattle Sun Tan Case Study: Results Built a mobile database of 4,750 customers during the first month of the SMS campaign. 57% of recipients redeemed the text message offer, generating $196, in new revenue during the first month. Customers redeeming the text message offer, on average spent 500% more than customers that didn't receive the offer.

39 Case Study: Broad River Goal: Build SMS list through a Free Gas Giveaway promoted through social, radio and TV. Received 1,000 cell phones Maintained exposure through weekly shopping spree giveaways Maintained exposure to list by sending coupons Launched a Secret Sale, 4 day event

40 Results: Generated $138,460 in revenue Gave out $24,491 in discounts $85,438 from text messages subscribers (6,000 subscribers) $53,022 from recipients (28,743 addresses)

41 EzTexting.com

42 EZ Texting Pricing

43 Integrating using video

44 Video SEO (Search Engine Optimization) Commercials TV and YouTube See the rest of this commercial at youtube.com/channel Use videos on social media outlets Post on site/blog

45 Video marketing tips Have a great title grabs attention and SEO Content is king Incorporate your brand video bump, throughout video, URL overlay Fiverr.com!! Link to website/blog in video description Promote videos/channel In-store signage Social Media Host video on your website/blog drive traffic Be consistent!

46 Video ideas: Education Answer common q s Product review Showroom tours Interview interior designers Before and after videos (or pictures) Testimonials Tell a story family owned and operated? Share your story!

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48 Integrating video and MMS Give the customer more info through video

49 Use videos provided by the ALA

50 Integrating Location Based Marketing

51 18% of smartphone owners use check-in services. 74% of smartphone owners use their device to get real-time, location-based info like directions or recommendations Source: Pew Internet & American Life Project

52 Location-Based Marketing: Geo-tagging Element of mobile applications (Foursquare, Facebook) that enables real-time sharing of your activities, and promotion of real-time location-based rewards and specials offered by merchants. Takes advantage of the GPS technology that s built into smartphones to build community at the street level instead of just at a global level.

53 Location-Based Apps: Facebook Google+ Local (used to be called Google+ Places) Foursquare Yelp Instagram SCVNGR Open Table Get Glue

54 Location-Based Marketing *Action Item* Businesses are losing $10.3 billion dollars annually from missing or incomplete listings (source: Yext study) Search your business name and make sure all info is correct (and present!) Be responsive to any reviews GetListed.org

55 Pull nearby customers Discovery and sharing Promote loyalty with special check-in deals Customer monitoring, physically in store, commenting in realtime Geo-location you business in online map service People value privacy Little number of users compared to social media sites like Facebook (1 billion users; Foursquare = about 20 million) Limited to smartphone users

56 Gap Case Study Partnered with Facebook when they released Places and Check-in deals Gave 10,000 pairs of jeans away to people who Checked in Gap said they had lines out the door at heavy traffic locations (like NYC stores) Sold out within hours of opening

57 Facebook Check-in Deals are still available! Admin panel select Update Info then click More then Deals Choose from: Individual Deal Friend Deal Loyalty Deal Charity Deal Define offer and how to claim Give it an expiration date Talk about it on Facebook and in store

58 Integrate using QR code and LBM

59 Integrate Loyalty Programs

60 Why Have a Loyalty Program? Encourages loyal buying behavior It s a deal-crazed world Sometimes spend more/buy more to reach rewards or get more savings A reason to reach out Members get extra savings throughout the year Timely gifts ($50 off for your birthday month) Integrating into social, can bring in new customers

61 SpotOn Integrates with Facebook and Twitter

62 SpotOn.com Manage loyalty program from anywhere any computer Measure results with analytics. Know which promos work best Invite customers back with new offers either to their phone or social media sites. Target specific customer groups ex: biggest spenders or those you haven t seen in a while. Consumers can use SpotOn loyalty cards at all participating retailers one card, lots of benefits! (free months when you refer)

63 You get a tablet for free with monthly subscription - $50/month

64 Contact: Brett Weis

65 Analytics

66 Other Options: Whizbang Training 6-Box Frequent Buyer Program SquareUp.com 2.75% or $275/month

67 Tracking

68 If you don t measure, you have no way of knowing if it s successful or not.

69 Key Metrics & Tools % of increase or decrease in network size (followers/fans) % of growth for Engagement (Talking About from Facebook, RT's & mentions from Twitter, Repins on Pinterest, etc.) Traffic to your website top referring sites 33/33/33 Pie Chart Your website's Alexa Ranking - alexa.com

70 Key Metrics & Tools Pick-ups/mentions online from bloggers, magazines, industry pubs, etc. and their Alexa database size and/or SMS list And of course, $$ - conversions/sales online.

71 Tracking Tip Tracking Spreadsheet Fill out each month and measure progress Set new goals for next month Can create exact goals like "25% of total web traffic needs to come from social media 10% of total online sales comes from social media 40% comes from s 2 mentions/month local news, blogger product review, industry pubs

72 Summary: INTEGRATE and leverage Use the tools that your customers use ex: if they don t text (yet) then don t use SMS Consider implementing a loyalty program (integrate it!) Track all marketing efforts Set goals around metrics

73 Special Offer for ALA Conference Attendees! Become a Social Edge member!

74 For attendees only: Anyone who signs up for a yearlong Social Edge Membership ($299.97) will receive. A Free Social Media Review! I personally review ALL of your social media accounts I ll take a look at your site and/or blog too (if applicable) Value: $150 (for some, priceless )

75 Thank You! To join my free weekly tips please put a 2 on your business card Crystal Vilkaitis, owner at Crystal Media crystal@crystalmedia.co Membership: crystalmedia.co/socialedge Facebook.com/CrystalMediaMarketing Twitter.com/madametwit