This is a presentation that Mike Friedman (Darden Restaurants) and I gave at Digital Marketing Days (DMA) in NY on June 16th, 2010. It talks about overcoming the major obstacles that stop marketers from embracing social media, and it introduces the concept of 1to1toEveryone.
6 Principles You Need to Know Before Taking the Social Plunge (and introducing 1to1toEveryone)
1. Six Principles You Need to Know
Before Taking the Social Plunge
Presented by:
Mike Friedman, Darden Restaurants
Jeff Hilimire, Engauge
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2. Today’s agenda
1to1toEveryone - the future of marketing
The six principles you need to get started
in social media
• Don’t listen to your customers
• Analytics is killing social
• Ready, fire, aim
• Test, refine, and test again
• Arm your customers with social
• Don’t try to have a relationship with your customers if...
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3. Jeff Hilimire
Blog: jeffhilimire.com
Chief Digital Officer
@jeffhilimire
Engauge
jhilimire@engauge.com
www.engauge.com
7. a little about us
• World’s
largest
full
service
restaurant
company
• Over
1700
corporately
owned
restaurants
• Loca1ons
in
United
States
and
Canada
• Over
200,000
employees
• $5+
Billion
in
sales
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15. Embrace this concept:
YOU are the least credible person
to be talking about YOUR company
16. The MOST credible person
to be talking about your company
Your Your
Company Customer
17.
18. Time for an exercise:
# of Facebook Fans you have: 12,000
x
# of friends average Facebook user has: 130
Total reach of your Facebook Page: 1,560,000
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19. Your goal is to create more fans, more passionate followers.
Every person you add to your Facebook user base = 130 more people
that can become customers and brand champions.
20. So how do you get started?
Don’t listen to your customers
Analytics is killing social
Ready, fire, aim
Test, refine, and test again
21.
22. So how do you get started?
Don’t listen to your customers
Analytics is killing social
Ready, fire, aim
Test, refine, and test again
Arm your customers with social
Don’t try to have a relationship with your customers if...
36. Establishing
Creden1als
and
Exper1se
• Develop
rela1onship
with
prospec1ve
guests
through
their
passion
and
interest
in
wine
• Wine
recommenda1ons
and
reviews
• Behind
the
scenes
look
• Educa1onal
approach
• Subtle
TCG
undertones
44. Don’t
try
to
engage
and
have
a
rela1onship
if…
45.
46.
47.
48. Budweiser spends $250M+ in media
Mille spends $200M+ in media
Avinash Kaushik spends ZERO
Content is King
49. Questions?
Let’s continue the conversation at:
Mike Friedman Jeff Hilimire
Director of Interactive Mktg Blog: jeffhilimire.com
mfriedman@darden.com jhilimire@engauge.com
@miconmike Twitter: @jeffhilimire