listening for opportunity
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![Page 1: Listening for opportunity](https://reader034.vdocument.in/reader034/viewer/2022051609/5462d799af7959ba618b4e94/html5/thumbnails/1.jpg)
This is only a test.
Learning to let go to succeed in social media marketing
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Sept 2011 Jan 2012 Q2 2012
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A typical fan post
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A typical blog post
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Staying relevant
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Two-way communication
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Expanding our universe
Zeolots
Any old person you’d find shopping at Best Buy
Performance-driven folks
Frustrated sleepers
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How we listened
• Competitive messaging review• Customer survey• Customer polls• Interviews• Social channels• Search terms and keywords
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Surprise, surprise!
Fragmented customer needs:• Quantified selfers• Frustrated sleepers• Self-improvers (Performance-driven)• Gadget heads• Everybody else
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Test. Test. Test!
• Facebook Ads• Mainstream sweepstakes• Partner promotions• Multiple social faces• Mommy-blogger outreach/giveaways• Blog posts• Invitations to trial
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Facebook Ads
Fail
Broad-reaching “like” targeting
Moderate Wins
Like-product fan targeting
Relevant affiliation targeting
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Sweepstakes
• Best Buy Shopping Spree– $500 grand prize– 3 week promotion– Email/website/Social channels– .7% conversion rate
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Sweepstakes
• 12 Days of Fitness– Daily prizes/Grand Prize– 12-day promotion– Website/Partners/Social– 8% conversion rate– CPA on target
Recommendation: Repeat!
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Multiple Social Faces
• Zeo4BetterU– For women– Softer message– Health/Well-being– New partners– Giveaways
Recommendation: Repeat!
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Mommy blogger outreach
• Outreach with a reader giveaway• 10% blogger uptake rate• 16% fan conversion• CPA 7x target
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Zeo Challenge
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Today’s blog post
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Going forward
• Stay relevant• Segment and target• Listen • TEST• Lather, Rinse, Repeat