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Strategically Leveraging Social Media
1. Strategically Leveraging Social Media
A project for ComfortFeetShop.com
by Instant eTraining Social Media Certificate Course Team9
Katja Reuter, Maria-Rosa Moroso,
Cynthia Glimpse, Bridgette Storms
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
2. The Opportunity
ComfortFeetShop is a growing online shoe retailer but ...
...it
cannot be considered a “social
business” that leverages social media to
develop its brand and increase revenue.
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
3. How can social media help?
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
4. $
Increase Increase Increase
Visibility & Brand Awareness & Revenue
Discoverability Improve Reputation
Improve Search Strengthen Brand Drive more
Ranking (Search People to the Website
Engine Optimization) and Convert them
Improve Customer
into Customers
Service
Decrease costs
Manage Reputation
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
5. Lets’ look at specific “pain points”
and solutions...
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
6. “Pain Points”
Sub-optimal Search Ranking: Potential customers are 20-30%
? more likely to find one of ComfortFeetShop’s main competitors. (Ref.
Search Grader, HubSpot)
$ Missed Profit Opportunity: Competitors generate 58-4,000
times more $ monthly, up to 4 MM of non-paid search traffic.
(Ref. Marketing Grader, HubSpot)
Limited Customer Base: 60+% of current customers are 44+
of age. 10% are between 25 and 35. (Ref. Quantcast)
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
7. Social media can help...
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
8. Creating a “Digital Ecosystem”: Website + Social Media Platforms
Google+
Twitter
Forums
Digg
Content Flickr
Sharing & LinkedIn Bebo
Ranking
Pinterest
Delicious
Posterous
News Feed Facebook
Ning
Slideshare
ComfortFeetShop.com
User- Foursquare Scribd
Generated
Content Xanga
Stumble Wordpress
Upon Tumblr
YouTube
Breaking Down Efforts
ComfortFeetShop Website ComfortFeetShop
Social Media Channels
Priority 1: ~50% time Priority 2: 40% time
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
9. Recommended Channels & Focus
Phase 1 - What You Can Do Now Phase 1 Phase 1
Twitter Facebook Foursquare
Phase 1, Low-Effort Integrate social, mobile
Focus on tips, Focus on tips, offers, and local.
customer service, industry-related news
offers, industry-related LinkedIn and trends, contests,
news, trends, contests. photos of employees
Updates of strategic (e.g., with their favorite
importance shared on shoes, funny themes). Phase 2
Twitter appear on
Share content individual LinkedIn Share content YouTube
Follow pages of company “Like”
Reply & Mention leadership and inform Comment Videos with CEO
Re-Tweet their networks. about vision and
(Automatic feed #in) mission, employees
present their favorite
shoes and brands,
expert perspectives,
customer video
competitions.
Share content
Subscribe to related
channels
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
10. What could this look like?
Two examples...
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
11. Exemplary Twitter Page
Using Pseudonym TheIdealShoe
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
12. Exemplary Facebook Page
Using Pseudonym TheIdealShoe
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
13. Improve Search Ranking
Phase 1 - What You Can Do Now
1. Include social “share buttons” on Website - enabling social
shares.
2. Increase number of links back to ComfortFeetShop Website (e.g., self-
linking in social conversations, widgets).
3. Optimize content with high-ranking keywords and key-phrases (e.g.,
online, shoes, cheap, comfortable - Ref. Google Insights, Google AdWords).
4. Include more engagement objects (e.g., ranking, reviewing, dynamic
content, images, and videos for phase 2) - increasing amount of time
visitors spend on ComfortFeetShop Website.
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
14. “Pain Point”
Unmanaged Reputation & Potential Loss of
Customers: 83% of online consumers change their purchase
decision based on online reviews. (Ref. Cone)
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
15. Improve Customer Service using Twitter
Phase 1 - What You Can Do Now
1. Listen & identify concerns and questions immediately and resolve
them at low cost.
2. Offer advice, address concerns, answer customer questions.
3. Empower ComfortFeetShop employees to contribute.
4. Categorize conversations, e.g., #ComfortFeetShop.
5. Integrate social media with the whole business (e.g., marketing,
customer service, sales)
6. Call out and reward employees & customers as “customer service
stars of the month”.
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
16. “Pain Point”
Increased Drop-Out Ratio: 11-41% fewer website
visitors, and 8-33% fewer leads that become customers
compared to competitors. (Ref. Marketing Grader, HubSpot)
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
17. Empower the Community & Build Your Brand
Phase 1 - What You Can Do Now
1. Listen & regularly post useful content - positioning ComfortFeetShop
as an expert and useful resource.
2. Enable ranking & reviewing on Website - increasing engagement.
3. Leverage social media content for ComfortFeetShop
Website ( e.g., highlight social brand mentions = transparent
brand tracking, community page).
4. Integrate social media activity with email marketing.
Phase 2
5. Provide widgets & badgets for users to collect and share You Voted
on other sites (e.g., Shoe Size Converter, Explorer, Superstar) Most Comfortable
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
18. Build a ComfortFeetShop Social Media Team
1. Identify a community manager for each channel (e.g., Twitter, Facebook).
2. Provide social media training for ComfortFeetShop team
3. ComfortFeetShop CEO tweets to set an example for employees.
4. Encourage employees to tweet with the goal to keep the company’s profile
high and humanize the folks behind the shoe sales. Employees tweet about what they
are doing at work and about interesting resources on and off the ComfortFeetShop
site.
5. Provide ComfortFeetShop social policy & guidelines (e.g., how to respond
to complaints).
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
19. What to talk about?
1. Use an Editorial Calendar to
coordinate longer-term content ideas:
Events
Holidays
Tips/Resources
Best comfortable and cheap brands
New products
Questions
Offers, specials
Contests/competitions
2. Use Listening Tools
(e.g., Google Alerts) to identify
current content ideas:
News & Trends
Tips
Conversations
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
20. Daily, 30-Minute Social Media Plan
5 min - Research: Enlist a social media monitoring platform (e.g., Hootsuite,
SproutSocial) to listen to what consumers are saying about your brand and industry-related
trends. Use free tools like Google Alerts to identify news, trends, and conversations in your
industry.
10 min - Content Creation: Great content truly adds value to the audience and
online conversation. Could be anything–blogs, articles, e-Books, videos, podcasts, photos,
presentations, etc. Sites & tools: Wordpress, Blogger, Live Journal, YouTube, blip.tv,
BlogTalkRadio, Flickr, Associated Content and Yelp.
5 min- Sharing: Share the best content you find & share the content you create.
80/20 rule: Spend 80 percent of your time on the social Web interacting and 20 percent
of your time self-promoting.
10 min - Discussing/community building: Reach out to new connections,
interact, answer questions, send Facebook friend or like requests. Put a poll on your
website and ask people on Twitter to participate in it.
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
21. Maximizing Impact
Integrating Social Media Activity with the Real World
Three examples...
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
22. 1. Highlight activity & community engagement on Twitter in stores. Use
“VisibleTweets”, a free tool. (http://visibletweets.com)
2. Create real-world campaigns (e.g., signage to incentivize engagement on
social media channels).
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Pair of Shoes
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3. Integrate social, mobile and local using Foursquare (social business application)
- “Check in and get 20% off your purchase!” Each check-in awards the user points and
sometimes "badges".
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
23. ? Measuring Your Success & Reporting Back
How many people did talk Did you improve search ranking?
about You in a positive way? Increased search traffic and improved search
ranking
Sentiment: Reduced Increased amount of time spent on site
number of negative
reviews
Did you reduce costs? Did you increase revenue?
Increased number of
content shares, Reduced number of Increased direct sales
mentions, and re- inbound calls from referral traffic
tweets, positive
reviews Capitalized on low- Reduced amount of
cost social ads missed sales
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
24. The Opportunity
Social media can help
ComfortFeetShop to...
...increase
reach,
reduce costs, and
increase revenue.
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Social Media Certificate Course | Team9
Saturday, May 5, 2012
25. Thanks to... Bob Tripathi, Founder & Chief Marketer at Instant E-Training
Lisa Buyer, President and CEO at The Buyer Group
Instant E-Training team
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Social Media Certificate Course | Team9
Saturday, May 5, 2012