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


THE CONNECTED CONSUMER


72PERC

ENT

OF ONLINE ADULTS USE SOCIAL NETWORKING SITES

http://www.pewinternet.org/topics/Social-Networking.aspx?typeFilter=5




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

http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx

http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx


3 MOST PEOPLE ARE NO MORE THAN 3 FEET FROM THEIR MOBILE DEVICES AT ANY TIME

FEET


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/

http://www

http://www


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

http://www

http://www


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


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/

http://digitalcpg

http://digitalcpg


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

http://feed.razorfish.com/feed09/

http://feed.razorfish.com/feed09/


25

PERC

ENT

OF ALL FMCG / CPG PURCHASES ARE INFLUENCED BY MOBILE OR ONLINE CONTENT


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


OF GROCERY SHOPPERS ACCESS STORES’ SOCIAL MEDIA SITES37

PERCEN

T


78% of shoppers expect brands to have an active twitter feed

Average Joe @averagejoe


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


OF SOCIAL MEDIA USERS HAVE PURCHASED AN ITEM AFTER SHARING OR “FAVORITING” IT ON FACEBOOK, TWITTER OR PINTEREST

40

PERCEN

T


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.

http://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




Half of social media-inspired purchases have already been made within one week of sharing, and 80% within 3 weeks


50

PERC

ENT 80

PERC

ENT

1 WEEK AFTER SHARING 3 WEEKS AFTER SHARING




SOCIAL MEDIA DRIVES ROUGHLY EQUAL AMOUNTS OF ONLINE AND IN-STORE PURCHASING.

50%50%





2010: SOCIAL MEDIA GOALS 2013: SOCIAL BUSINESS GOALS

@ #

Sales


FOSTERING LOYALTY AND ENGAGEMENT THROUGH SOCIAL MEDIA


BEYOND PROVIDING PRODUCTS, WHAT VALUE DO YOU BRING TO YOUR CUSTOMERS?


vs.CURATOR OF SOLUTIONS DATA DRIVEN RESPONSES


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


IT ALL COMES DOWN TO RELATIONSHIPS


SOCIAL MEDIA WORKS BEST WHEN THERE ARE REAL PEOPLE, WITH GENUINE INTENTIONS AND QUALITY CONTENT, BEHIND EVERY PROFILE, POST, TWEET AND TAG.


“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

https://twitter.com/WholeFoods

https://twitter.com/WholeFoods


SOCIAL BUSINESS STRATEGY


SOCIAL BUSINESS PLAN / 1. BUILD THE RIGHT AUDIENCE

2. PRODUCE TIMELY AND RELEVANT CONTENT

3. MAKE EVERYTHING SHARABLE


THE RIGHT AUDIENCE


“I KNOW THAT HALF OF MY ADVERTISING DOLLARS ARE WASTED

… I JUST DON’T KNOW WHICH HALF.”

John Wanamaker


HOW WELL DO YOU KNOW YOUR BEST CUSTOMERS?


CONNECT WITH THEM DIGITALLY



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




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)


X

USE SOCIAL MEDIATO FIND MORE OF THEM


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


USE SOCIAL CHANNELS TO UNDERSTAND WHAT YOUR CUSTOMERS THINK, FEEL AND SAY ABOUT YOU

IF THEY AREN’T TALKING, ASK

LISTEN AND LEARN


TIMELY, RELEVANT CONTENT


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


WIIFM


PRIMARY MOTIVATORS FOR SOCIAL ENGAGEMENT /5

BELONGINGGAIN INSPIRATION RECOGNITION IMPACT


93

PERCEN

T

OF COMMUNICATION IS80 NON-VERBALBEHAVIOR


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?


SOCIAL CONTENT FILTERS


DOES THIS PROVIDE VALUE TO MY CUSTOMERS?


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


IS THIS HOW MY BRAND WOULD BEHAVE IN PERSON?


DOES IT DEMONSTRATE CATEGORY EXPERTISE


IS THIS CONTENT SHARABLE


IS IT VISUALLY COMPELLING


IS IT MOBILE FRIENDLY


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?


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


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



DO LINKS LEAD TO MOBILE OPTIMIZED WEBSITES

3



CAN FAT FINGERS (OR NORMAL) NAVIGATE EASILY?

4



ARE INCENTIVES LIKE COUPONS MOBILE FRIENDLY?

5


ENCOURAGE SHARING


IF YOU ONLY REMEMBER 3 THINGS1. BUILD THE RIGHT AUDIENCE

2. PRODUCE TIMELY AND RELEVANT CONTENT

3. MAKE EVERYTHING SHARABLE


THANK YOU QUESTIONS?

#ExpoEast @Cactus_Mike

retail brand ambassadors: how to foster loyalty and engagement through social media

Social Media

social demographics

social media goals

social commerce

weeksfrom social

engagementthrough social

social media drives

social media users

sharing itfrom social