Letting go to succeed in social media marketing
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This document discusses strategies for social media marketing. It analyzed customer data from various sources to identify key segments. It then tested several promotional strategies on Facebook, sweepstakes, partner promotions, and blogs. The strategies that performed best were repeatable sweepstakes and working with mommy bloggers. The recommendation is to continue segmenting customers, testing strategies, and repeating what works well.
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Semelhante a Letting go to succeed in social media marketing
Semelhante a Letting go to succeed in social media marketing (20)
Letting go to succeed in social media marketing
- 1. This is only a test. Learning to let go to succeed in social media marketing
- 2. Sept 2011 Jan 2012 Q2 2012
- 5. A typical fan post
- 6. A typical blog post
- 9. Expanding our universe Any old person you’d find shopping at Best Buy Performance-driven folks Zeolots Frustrated sleepers
- 10. How we listened • Competitive messaging review • Customer survey • Customer polls • Interviews • Social channels • Search terms and keywords
- 11. Surprise, surprise! Fragmented customer needs: • Quantified selfers • Frustrated sleepers • Self-improvers (Performance-driven) • Gadget heads • Everybody else
- 12. Test. Test. Test! • Facebook Ads • Mainstream sweepstakes • Partner promotions • Multiple social faces • Mommy-blogger outreach/giveaways • Blog posts • Invitations to trial
- 13. Facebook Ads Fail Like-product fan Broad-reaching “like” targeting targeting Relevant affiliation targeting Moderate Wins
- 14. Sweepstakes • Best Buy Shopping Spree – $500 grand prize – 3 week promotion – Email/website/Social channels – .7% conversion rate
- 15. Sweepstakes • 12 Days of Fitness – Daily prizes/Grand Prize – 12-day promotion – Website/Partners/Social – 8% conversion rate – CPA on target Recommendation: Repeat!
- 16. Multiple Social Faces • Zeo4BetterU – For women – Softer message – Health/Well-being – New partners – Giveaways Recommendation: Repeat!
- 17. Mommy blogger outreach • Outreach with a reader giveaway • 10% blogger uptake rate • 16% fan conversion • CPA 7x target
- 18. Zeo Challenge
- 20. Going forward • Stay relevant • Segment and target • Listen • TEST • Lather, Rinse, Repeat
Notas do Editor
- When I joined Zeo last summer, we had limited social presence. After having a Zeo Facebook page for about two years, we had 1500 fans, most of whom had come on board toward the beginning. We had our blog; 4000-odd monthly visitors. And of course, Twitter; maybe 3000 or so folks there.
- They were loyal fans! They found us; we talked, and they liked what we had to say. We figured we knew best, and had a bit of an attitude.Here’s the problem: The people who work at Zeo are a bunch of geeks. Nerds, even. And while being king of the nerds had been awesome, we were now trying to break out of our niche.
- This had been ok, but we were now launching in retail nationwide and needed to widen our channels a LOT in order to get the word out.We finally admitted that we needed help, brought in an outside firm (Scratch), and finally faced the cold hard truth: Our devotion to our hardcore existing fans was alienating the very folks we were trying to reach.
- We LOVE it when people share their data. But sharing an overview of last night’s sleep is one thing…getting this far into the scientific details behind it is another entirely.
- I know, it’s awesome! However. Not maybe what your mainstream customer might be hoping to find when they just want to sleep better. Should we have been surprised that our content hadn’t taken off?
- It’s been shown that the value of a network peaks at a certain number of members, or connections; after that, it’s a tale of diminishing returns. I suspect that that’s because the folks who come on after the peak are either loose connections who aren’t truly engaged, or else the content they are responding to has a diluted message, pandering to the lowest common denominator. We didn’t want to lose our die-hard quantified self community, but we didn’t want to dilute our message so much that our content became irrelevant and just gung-ho brand championing (I won’t name names, but I’m sure we all have a few examples in mind.)
- We started listening hard. And we started asking questions. We listened to our own customers, but we also started listening to people we wanted to be our customers.
- Now we were $99 and worked with mobile, so our potentially audience essentially skyrocketed.
- We started listening hard. And we started asking questions. We listened to our own customers, but we also started listening to people we wanted to be our customers.
- Facebook Ads: only worked with tightly relevant other “like” targetingBby sweepstakes/12 days of fitnessProduct reviews, higher-level how-twos
- We tried broad targets including “Best Buy”. Nothing.We tried like-minded product fan targeting with some success, targeting folks who like Tim Ferris and some other connected health products, bringing us over 150 new fans in a month (running a limited budget); but our CPA is still 3x our ultimate target across all channels.
- What worked: low cost, simple messageWhat didn’t: Not relevant to product, direct outreach to customers with an off-brand message, single point of entry
- What worked:Partnering to extend our reach, repeated chances to win, targeted to a relevant audience with relevant incentives
- What worked:Partnering to extend our reach, repeated chances to win, targeted to a relevant audience with relevant incentives
- Goal: reach women as the gatekeepers of the family’s health