1. February 25-27, 2015
Rosemont, Illinois

2. “Engage Shoppers with Digital and Social Media”

3. Carlos Gil, Digital Strategist
• Social Media Manager, BI-LO and Winn-Dixie, 2012 –
2014
• Head of Digital and Social Media, Save-A-Lot, 2014 –
2015
FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83

4. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
I’m passionate about digital, and the role
it plays in retail, because… It works!

5. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
“Old marketing was dictation... new
marketing is communication. Change
from Convince & Convert to Converse &
Convert! #RonR” – Ted Rubin

6. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
Digital marketing, including social media,
helps drive sales through engaging
content and conversation which builds
brand awareness and customer loyalty.

7. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
Most executives will ask…
“What is the ROI of digital marketing and
social media?”

8. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
Most executives will ask…
“How do you measure the ROI of digital
marketing and social media?”

9. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
Social media ROI is measured through
consumer engagement (i.e. impressions,
clicks, etc.) which lead to conversions,
such as: incremental website visits, e-
coupon downloads, loyalty card opt-in’s,
and e-commerce or POS transactions

10. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
How do you get there?

11. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
It’s all about the customer and their path to
purchase

12. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
Marketing is not about print circulars, or
online ads, it’s about connecting customers
with solutions that meet their needs

13. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
Technology has changed retail, and
grocery, forever – today’s customer is
connected, influential, and has more
options than ever before

14. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
Customers want to be engaged
– not sold to

15. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
“If you’re looking to bring back the human
side of communication, in all its
imperfection, empathy, and simplicity,
there is no B2B and B2C – only Human to
Human #H2H” – Bryan Kramer

16. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS
#ShareACoke
@CARLOSGIL83

17. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS
#ShareACoke
• Coca-Cola’s Share a Coke campaign drove a 2.5%
increase in sales – after 10 years of decline according to
The Wall Street Journal
• Began in Australia in 2011, which sold more than 250
million bottles and cans
• 18,300,000-plus media impressions. Traffic on the Coke
Facebook site increased by 870%, and the Facebook
page grew 39%
@CARLOSGIL83

18. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
The end game is to:
Grow sales by building engaged, loyal
communities of shoppers
And here’s how to do it…

19. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS
Multi-Channel Strategy
• How customers consume content varies based on the
marketing medium: e-mail, mobile, social media, print,
TV/radio, at-home and in-store
• Defining your audience is the key
• Social media is not a “one size fits all” solution to drive
incremental awareness/sales
• CPG and Retail partners need to be collaborating
@CARLOSGIL83

20. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS
Create the Path-to-Purchase
Create relevant and meaningful content around…
• What makes your customers want to shop with you?
• Traditionally, the print circular/ad has influenced purchasing
behavior
• Today, purchasing decisions are influenced based how
accessible you are to your consumer (online and in person)
and what value you offer in their life
• What value do you add?
• What role does your brand play in their everyday life?
@CARLOSGIL83

21. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS
BI-LO Chek Soda Campaign
@CARLOSGIL83

22. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS
BI-LO Chek Soda Campaign
@CARLOSGIL83

23. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS
BI-LO Chek Soda Campaign
@CARLOSGIL83

24. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS
BI-LO Chek Soda Campaign
@CARLOSGIL83

25. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS
Winn-Dixie Beef Campaign
@CARLOSGIL83

26. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS
Winn-Dixie Beef Campaign
@CARLOSGIL83

27. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS
Save-A-Lot
@CARLOSGIL83

28. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS
Save-A-Lot
@CARLOSGIL83

29. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS
Save-A-Lot
@CARLOSGIL83

30. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS
Influencers and Advocates

31. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS
5 Questions:
• Do you have the right people?
• Do you have the right IT and technology?
• Do you believe that your customers drive market
trends and not your brand or competitors?
• Do you know what your competitors are doing?
• Do you have the right company culture?

32. FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS
Thank you! 
• Email: Carlos@carlosgil.biz
• Phone: 904-536-5764
• Linkedin.com/in/CarlosGilOnline