1. Social Media Everyone’s doing it, but is it doing them any good? Kelli C. McLaughlin 413-695-6039 kellimac@usa.net Twitter: @kellimac4, @igrowmedia Facebook: http://www.facebook.com/iGrow
2. You’ve Heard the How Different seminar every week Technology is easy to use Instructional Videos on You Tube Google your questions Ask a peer, a friend or a teenager?
3. Do you really understand why? Demand Based Economy Relationship Selling – Branding “Free” or cheap technology to use High adoption Highly Targeted Good metrics
4. Have you set your goals? Reduce expensive advertising costs Capture more of the market Increase customer service Improve customer loyalty Increase bottom line
5. But how do I know if it’s working? Establish Benchmarks Qualitative, Quantitative, Strategic and Tactical Focus Marketing Objective Per Year, per quarter, per campaign, per customer Are you reaching those goals? Beating those benchmarks? Accomplishing marketing objectives?
6. Should I do it in-house? Train the employee on technology Choose the right person Establish a plan Hire the right coach Meet frequently Sign up for notifications Monitor activity
7. …or outsource it PR Firm Ad Agency Specialized Consultant My “IT Guy” Determine your needs and how you will use the technology to help you decide which is best.
8. Make INTEGRATION Priority #1 Always remind your customers to “Like” and “Follow” you In Store Merchandising ANY Traditional Media Website Email Marketing Why Reduce Print Costs Reduce Broadcast Budgets
9. Collect Email Addresses Provide incentives Customer Offers Employee bonuses Use Strong, Segmented Customer Content to Drive Demand Doesn’t always have to be a discount Target Effectively and Specifically Product Season Frequency of Use Age, Sex, Socioeconomic
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11. Decide how best to communicate the offer or idea to the consumer (develop the copy)
15. Engage Remember it’s social Facebook, You Tube = Sticky Twitter = Passive listening/response LinkedIn = B2B Direct Networking Influencers and Brand Evangelists Identify Encourage Reward
16. Save Money Gradually start to replace traditional media usage with higher frequency Social Media, Email and Web-base advertising communications Use Traditional (integrated) during high use seasons only Pull non heavy users out of the market during the high utilization seasons to capture share Drive traffic to website and in-store Collect email addresses
17. Measure Go back to the benchmark Pay attention to the analytics Tweak Content, Frequency and Style accordingly Monitor Web Traffic and email database growth Product Patterns Piece types Offer Usage Store Traffic #s of new customers
18. Grow Identify Resources to help you establish best practices for your business Mashable Industry Blogs Social Report Flowtown Pay attention because it’s changing all the time!
19. Thanks for your time! Any additional discussion, questions? Kelli C. McLaughlin 413-695-6039 kellimac@usa.net Twitter: @kellimac4, @igrowmedia Facebook: http://www.facebook.com/iGrow
