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IGC social media panel presentation kim igc 2012
- 1. Marketing Plants and Gardening Using Social Media as Part of a MIX Kimberly Bird VP, Retail Marketing Calloway’sNurseryNursery, Inc. Copyright 2012, Calloway's
- 2. Refocusing an approach Culture shifts to focus on the customer throughout the business. Plan the customer Buy some product experience Put product Inform the store in the stores teams Promote the product Inform the store Buy and present teams in the stores Promote the Put product product Customers come product to the stores Copyright 2012, Calloway's Nursery
- 3. Traditional Organizational Structures Boss Communications Manager Manager Supervisor Supervisor Suporvisor Worker Bees Customers Copyright 2012, Calloway's Nursery
- 4. The Evolution of the Team Real Estate Professional Services Universities DFW Product Support Services Vendors Administration Houston Customer Impacts Seed Companies Growers Marketing Community Advertising Organizations Partners • Master Gardeners Management • Extension • Arboretums Media Contacts Copyright 2012, Calloway's Nursery
- 5. Closing the E Gap Expectation Expectation Experience Experience Copyright 2012, Calloway's Nursery
- 6. Closing the E Gap Experience EQUALS or SURPASSES Expectation Copyright 2012, Calloway's Nursery
- 7. Marketing The players: Customers have access to more information than ever before to make buying decisions. Businesses now must integrate all aspects of the business using old and new communications, advertising, promotional and personal communications. Copyright 2012, Calloway's Nursery
- 8. Marketing
- 9. Understand Your Customer and Connect!
- 10. The Promise to Customers Having a beautiful yard and gardens is fun and easy. Create your own haven - - Your outdoor environment can be well designed and thriving…we make it easier and enjoyable! Calloway’s, an expert garden center that’s novice friendly. Here everyone has a green thumb and can achieve their very own success in the garden. Copyright 2012, Calloway's Nursery
- 11. Connect and Leverage • Connect with customers on a deeper level • Leverage what you’re already doing • Use a strategic approach • Social Media let’s you take your customer relationships to a deeper level. Copyright 2012, Calloway's Nursery
- 12. Know thy customer Part of knowing your customers: Most social media followers don’t want a relationship – they want deals. A small percentage want a relationship. They are “avid gardeners” and “opinion leaders.” Copyright 2012, Calloway's Nursery
- 13. Connect to the Hub Copyright 2012, Calloway's Nursery
- 14. Social Media • Listen to customers • Respond to customers • Attract more followers, club members, store traffic • Engage existing customers and new audiences • Build customer, opinion leaders and media relationships • Tap into opinion lead’s ideas • Position your self as the expert • Build your brand • Research branding, product service ideas • Sale products and services • Build customer advocates • Get media coverage • Increase traffic to your Web site, social pages and store Copyright 2012, Calloway's Nursery
- 15. Facebook
- 16. Facebook - interact Copyright 2012, Calloway's Nursery
- 17. Facebook Benefits Facebook Only Specials Most followers want a deal. Copyright 2012, Calloway's Nursery
- 18. Facebook Benefits Facebook Only Specials To get the deal you have to “Like” the page. Copyright 2012, Calloway's Nursery
- 19. Twitter Copyright 2012, Calloway's Nursery
- 20. You Tube Feature gardening tip videos, link to them from emails, Web pages, and social media posts. Utilizing features from press coverage and segments we line up as a condition of TV spot placements and regular quick updates done internally by company expert personalities. Copyright 2012, Calloway's Nursery
- 21. Linked In Copyright 2012, Calloway's Nursery
- 22. Pinterest Copyright 2012, Calloway's Nursery
- 23. Google+ Copyright 2012, Calloway's Nursery
- 24. Word of Mouth Copyright 2012, Calloway's Nursery
- 25. Micro-Communities Copyright 2012, Calloway's Nursery
- 26. Online Listings Business: Garden: Google.com/places gardencenterguide.us Local.yahoo.com Yelp.com gardenguides.com Bing.com Insiderpages.com judysbook.com Maps.google.com Citysearch.com gardens.com Local.Yahoo.com Local.com MerchantCircle.com Be brave, be transparent, own who you are. Copyright 2012, Calloway's Nursery
- 27. Yelp Listing Copyright 2012, Calloway's Nursery
- 28. References • Facebook Marketing (Holzner) • Secrets of Social Media Marketing (Gillen) • Twitter Free Social Networking for Business (Clark) • Twitter Revolution (Micek & Whitlock) • Twitter Power (Comm) • Social Media Marketing An Hour a Day (Evans) • Connect with me, Kimberly Bird, on LinkedIn http://www.linkedin.com/in/kimberlybird Copyright 2012, Calloway's Nursery