Social media is on the lips of virtually every business owner and marketer today – the problem is that because it's low cost, too many businesses jump in without knowing what they're looking to achieve. This presentation, delivered at Event Solutions 2010, will give you the tools you need to craft an effective social media strategy.
12. money
interviews
planning
relationships
reassessing
measuring
value
but strategy is a process
time
brainstorming
resources
listening
conversations
research
connections
13. Why is this process necessary?
You can’t buy fame in social media
20. As customers become more comfortable with
these experiences, they will
demand them from businesses.
Event professionals need to be prepared for this transformation.
...that time is already here
27. OPEN CLOSED
closed open
Horizontal Top-down
Customer-centric Organization-centric
Nimble Inflexible
Integrated Siloed
Transparent Need-to-know
Generous Proprietary
Quick to change Slow to change
Value & Efficiency-focused Efficiency focused
28. Dept. Readiness Question Ready Almost Umm...
Do we understand social media?
Do we understand it’s a long-term priority?
Sr. Are we prepared to contribute?
Management Are we interested in incorporating learnings?
Are we willing to provide necessary resources?
Do we know who they should be hiring?
Do we have training materials for employees?
HR Have we developed policies / procedures?
How will we address personnel issues?
Are we ready to let go of control of our brand?
Marketing & Are our other marketing channels ready?
Sales Are we prepared for new ways of interacting?
Do we know how SM will fit w/ existing CRM?
R&D / Ops Are we ready to adopt learnings?
Have we consulted on technology selections?
Are we contributing to upgrading existing
IT platforms?
Have we thought through security concerns?
Finance Are we ready to adopt learnings?
Legal Affairs Have we identified legal issues?
36. millions of users
= billions of conversations
about what they’re:
visiting
exp saying
pla erie
learning nni ncin
ng ng ng
writin feeli hati g
mmending
g
g reco
viewin
ea hearing do trying
tin in
g g
pla ying g ing
tch buy
in
attending wa ing
ad
friending likin
g
re
following
45. the social media blueprint
‣ Potential Risks & Mitigation
‣ Timelines
46. the social media blueprint
‣ Potential Risks & Mitigation
‣ Timelines
‣ Channel Management (Communications, Resources,
Process, Interactions with other marketing channels,
Policies)
47. the social media blueprint
‣ Potential Risks & Mitigation
‣ Timelines
‣ Channel Management (Communications, Resources,
Process, Interactions with other marketing channels,
Policies)
‣ Budget
52. Objective: Increase Satisfaction
Tactics & Channels Success Measures
Crowdsource with customers &
prospects using custom-built
microsite called MyStarbucksIdea
and ask them what ideas &
suggestions they have for us
53. Objective: Increase Satisfaction
Tactics & Channels Success Measures
Crowdsource with customers & Amount of good suggestions
prospects using custom-built your company hadn’t thought of.
microsite called MyStarbucksIdea
and ask them what ideas &
suggestions they have for us
54. Objective: Increase Satisfaction
Tactics & Channels Success Measures
Crowdsource with customers & Amount of good suggestions
prospects using custom-built your company hadn’t thought of.
microsite called MyStarbucksIdea
and ask them what ideas & Amount of above that your
suggestions they have for us company implements.
55. Objective: Increase Satisfaction
Tactics & Channels Success Measures Goals
Crowdsource with customers & Amount of good suggestions
prospects using custom-built your company hadn’t thought of.
microsite called MyStarbucksIdea
and ask them what ideas & Amount of above that your
suggestions they have for us company implements.
56. Objective: Increase Satisfaction
Tactics & Channels Success Measures Goals
Crowdsource with customers & Amount of good suggestions N amount of suggestions
prospects using custom-built your company hadn’t thought of. collected / month.
microsite called MyStarbucksIdea
and ask them what ideas & Amount of above that your
suggestions they have for us company implements.
57. Objective: Increase Satisfaction
Tactics & Channels Success Measures Goals
Crowdsource with customers & Amount of good suggestions N amount of suggestions
prospects using custom-built your company hadn’t thought of. collected / month.
microsite called MyStarbucksIdea
and ask them what ideas & Amount of above that your N amount of suggestions
suggestions they have for us company implements. implemented.
58. Objective: Increase Satisfaction
Tactics & Channels Success Measures Goals
Crowdsource with customers & Amount of good suggestions N amount of suggestions
prospects using custom-built your company hadn’t thought of. collected / month.
microsite called MyStarbucksIdea
and ask them what ideas & Amount of above that your N amount of suggestions
suggestions they have for us company implements. implemented.
Potential Risk
59. Objective: Increase Satisfaction
Tactics & Channels Success Measures Goals
Crowdsource with customers & Amount of good suggestions N amount of suggestions
prospects using custom-built your company hadn’t thought of. collected / month.
microsite called MyStarbucksIdea
and ask them what ideas & Amount of above that your N amount of suggestions
suggestions they have for us company implements. implemented.
Potential Risk Criticism on current brand experiences
60. Objective: Increase Satisfaction
Tactics & Channels Success Measures Goals
Crowdsource with customers & Amount of good suggestions N amount of suggestions
prospects using custom-built your company hadn’t thought of. collected / month.
microsite called MyStarbucksIdea
and ask them what ideas & Amount of above that your N amount of suggestions
suggestions they have for us company implements. implemented.
Potential Risk Criticism on current brand experiences
Mitigation
61. Objective: Increase Satisfaction
Tactics & Channels Success Measures Goals
Crowdsource with customers & Amount of good suggestions N amount of suggestions
prospects using custom-built your company hadn’t thought of. collected / month.
microsite called MyStarbucksIdea
and ask them what ideas & Amount of above that your N amount of suggestions
suggestions they have for us company implements. implemented.
Potential Risk Criticism on current brand experiences
Mitigation Develop a negative feedback response process
62. Objective: Increase Satisfaction
Tactics & Channels Success Measures Goals
Crowdsource with customers & Amount of good suggestions N amount of suggestions
prospects using custom-built your company hadn’t thought of. collected / month.
microsite called MyStarbucksIdea
and ask them what ideas & Amount of above that your N amount of suggestions
suggestions they have for us company implements. implemented.
Potential Risk Criticism on current brand experiences
Mitigation Develop a negative feedback response process
(tone, recommendations, timeframe)
63. p of coffee
t a free cu
beans, ge
B uy coffee
Spla
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ticks
In 8 mos, they generated 60,000 ideas...
rd
Starbuc ks VIP ca
Bring b ack the Yukon Blend
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offee
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Customized t-shirts day
68. Objective: Acquire prospects &
convert to leads
Tactics & Channels Success Measures
Monitor keywords (i.e. “winter tires”)
on Twitter to identify potential
prospects and provide value.
69. Objective: Acquire prospects &
convert to leads
Tactics & Channels Success Measures
Monitor keywords (i.e. “winter tires”) Amount of prospects found.
on Twitter to identify potential
prospects and provide value.
70. Objective: Acquire prospects &
convert to leads
Tactics & Channels Success Measures
Monitor keywords (i.e. “winter tires”) Amount of prospects found.
on Twitter to identify potential
prospects and provide value. Monthly sales attributed to
Twitter.
71. Objective: Acquire prospects &
convert to leads
Tactics & Channels Success Measures
Monitor keywords (i.e. “winter tires”) Amount of prospects found.
on Twitter to identify potential
prospects and provide value. Monthly sales attributed to
Twitter.
New customers attributed to
Twitter.
72. Objective: Acquire prospects &
convert to leads
Tactics & Channels Success Measures Goals
Monitor keywords (i.e. “winter tires”) Amount of prospects found.
on Twitter to identify potential
prospects and provide value. Monthly sales attributed to
Twitter.
New customers attributed to
Twitter.
73. Objective: Acquire prospects &
convert to leads
Tactics & Channels Success Measures Goals
Monitor keywords (i.e. “winter tires”) Amount of prospects found. $N sales.
on Twitter to identify potential
prospects and provide value. Monthly sales attributed to
Twitter.
New customers attributed to
Twitter.
74. Objective: Acquire prospects &
convert to leads
Tactics & Channels Success Measures Goals
Monitor keywords (i.e. “winter tires”) Amount of prospects found. $N sales.
on Twitter to identify potential
prospects and provide value. Monthly sales attributed to $N sales attributed to
Twitter. Twitter.
New customers attributed to
Twitter.
75. Objective: Acquire prospects &
convert to leads
Tactics & Channels Success Measures Goals
Monitor keywords (i.e. “winter tires”) Amount of prospects found. $N sales.
on Twitter to identify potential
prospects and provide value. Monthly sales attributed to $N sales attributed to
Twitter. Twitter.
New customers attributed to
Twitter.
Potential Risk
76. Objective: Acquire prospects &
convert to leads
Tactics & Channels Success Measures Goals
Monitor keywords (i.e. “winter tires”) Amount of prospects found. $N sales.
on Twitter to identify potential
prospects and provide value. Monthly sales attributed to $N sales attributed to
Twitter. Twitter.
New customers attributed to
Twitter.
Potential Risk Prospects feeling like we’re selling to them without their permission
77. Objective: Acquire prospects &
convert to leads
Tactics & Channels Success Measures Goals
Monitor keywords (i.e. “winter tires”) Amount of prospects found. $N sales.
on Twitter to identify potential
prospects and provide value. Monthly sales attributed to $N sales attributed to
Twitter. Twitter.
New customers attributed to
Twitter.
Potential Risk Prospects feeling like we’re selling to them without their permission
Mitigation
78. Objective: Acquire prospects &
convert to leads
Tactics & Channels Success Measures Goals
Monitor keywords (i.e. “winter tires”) Amount of prospects found. $N sales.
on Twitter to identify potential
prospects and provide value. Monthly sales attributed to $N sales attributed to
Twitter. Twitter.
New customers attributed to
Twitter.
Potential Risk Prospects feeling like we’re selling to them without their permission
Mitigation Train brand spokesperson to add value first, sell second.
introduce
in the next 60-70 mins
not a ‘social media 101’
assuming that everyone knows what social media is and is either currently participating or seriously thinking about it
events vs businesses (my focus was on businesses)
if you have a kink in your chain, social media can expose it fast and loud
Motrin found this out the hard way
not understanding their target market
any mom’s in the audience who wore a baby sling / what did you think
meant it to be tongue in cheek
came off as condiscending
barrage of tweets, mommy blogger posts, you tube video follow ups
thousands of tweets (I will never buy again), youtube responses, mommy blogger outrage
google search - their #fail appears in 1st page results
google search - motrin moms and it’s all bad news
RESULTS: Brought down site - Sent letter of apology through Mommy bloggers
ISSUE: Not understanding your customer / A crack in your foundation is easily exposed through SM
how successful are you - I think we’re doing pretty good
we have 250 followers you know
global economic downturn
Wallets have gotten smaller
Many businesses shifted from spending through traditional channels to ‘not spending’ through social media channels
every mag, newspaper, etc telling you how powerful social media is
heard so many fantastic stories about social media business success
Comcast’s success with Twitter, Blendtec’s amazing results with Youtube, Cokes millions of fans on Facebook
business that have moved from obscurity to infamy, from hated to admired
BUILD IT AND THEY WILL COME
Small business adoption of SM (fewer than 100 customers) doubles from 2008 to 2009
climbed to 24%, up from 12% in the previous year
Over one-quarter (26%) of social media users, however, say it has fallen short of expectations.
One-half (50%) of small business social media users say it has used up more time than expected.
Some 17% say social media has resulted in allowing people to criticize their business.
MORE PEOPLE THAT JUMP INTO SOCIAL MEDIA = THE MORE NEED TO STAND OUT!!
1. time, money, resource waster
2. hurt reputation
3. lose customers (annoy, shun)
4. lost prospective customers (to name a few)
But there is a solution
hard work
takes time
just like losing weight - drives me nuts. How do I lose weight. It’s a process - exercise & eat well. But no one wants to do it. They want the silver bullet.
unlike traditional media, the company with the biggest pocket book doesn’t win
you can’t buy your way to fame in social media
best & most relevant ideas win
huge advocate of social media
didn’t always used to be
used to be one of those guys
recognized the benefits
fundamental shift in communications
millions of us using it
we’re talking about what we like, what we hate
with friend & family
but also a new breed of connections
Peer recommendations top the list, trusted by 9 out of 10 consumers
A: Who’s heard of tripadvisor (honeymoon)
not just talking about major news (Haitian earthquakes, Hudson plane, Iran Election)
what our friends are doing
who & what they’re following
what they’re talking about
whole lot of people spreading buzz about brands and events
providing a direct line of communication to the brands we know, love and hate
with a smart phone or computer and a bit of passion
share what we love and what we hate anywhere and anytime
consumers are changing brands
they’re actually building relationships with the people behind the brands
in fact, they may already be making the demands
may already be creating hashtags
may already be speaking about your business
do you know what people are saying about you?
4 stages of the Social Media Strategy lifecycle
internal - inward look at our organization before setting forth with a strategy (are we ready, framework = products/brands, customer, market)
external - research / listening
strategic - plan
maint & meas - setting everything in motion & assessing if we’re on track
continuous wheel which shows that it’s a never ending process
4 stages of the Social Media Strategy lifecycle
internal - inward look at our organization before setting forth with a strategy (are we ready, framework = products/brands, customer, market)
external - research / listening
strategic - plan
maint & meas - setting everything in motion & assessing if we’re on track
continuous wheel which shows that it’s a never ending process
1. culture clash is one of the most common reasons for social media upstart failure
2. Emergence Marketing, around 60% of companies are not ready to engage with social media, let alone Twitter
3. 60-75% of companies are spying on their employee’s use of the internet whilst at work
4. If you cannot trust your employees to do the right surfing, then how can you trust them to engage in social media on your behalf?
Audience: Who here works in what you would consider a closed environment
Audience: Which type of environment do you think social media works best within
Audience: Why?
1. Get buy in from the top of org
2. Internal evangelist
3. Invest in training
4. Be realistic
which brands / products will you focus on
which are your rising stars, cash cows, dead ducks?
which geographical territories do you want to operate your strategy within?
who are the customers you’re targeting? segments? goals?
millions of people using SM / billions of conversations
demographics are important (sex, age, income level, industry, marital status)
focus on life stage, needs, wants, desires, beliefs, values -> this is how we connect online
understand beliefs,
be specific
unaware - never heard of your brand
unsure - heard of you but never taken action
unfaithful - single interaction never come back again (one night stand)
union - multiple times (satisfied - loyal customer)
undying - totally loyal (evangelist)
pick 2 adjacent
unaware - never heard of your brand
unsure - heard of you but never taken action
unfaithful - single interaction never come back again (one night stand)
union - multiple times (satisfied - loyal customer)
undying - totally loyal (evangelist)
pick 2 adjacent
unaware - never heard of your brand
unsure - heard of you but never taken action
unfaithful - single interaction never come back again (one night stand)
union - multiple times (satisfied - loyal customer)
undying - totally loyal (evangelist)
pick 2 adjacent
unaware - never heard of your brand
unsure - heard of you but never taken action
unfaithful - single interaction never come back again (one night stand)
union - multiple times (satisfied - loyal customer)
undying - totally loyal (evangelist)
pick 2 adjacent
billions of conversations
filter through communications
focus on those that are of most interest to our search
KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs
billions of conversations
filter through communications
focus on those that are of most interest to our search
KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs
billions of conversations
filter through communications
focus on those that are of most interest to our search
KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs
billions of conversations
filter through communications
focus on those that are of most interest to our search
KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs
billions of conversations
filter through communications
focus on those that are of most interest to our search
KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs
billions of conversations
filter through communications
focus on those that are of most interest to our search
KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs
billions of conversations
filter through communications
focus on those that are of most interest to our search
KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs
billions of conversations
filter through communications
focus on those that are of most interest to our search
KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs
billions of conversations
filter through communications
focus on those that are of most interest to our search
KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs
billions of conversations
filter through communications
focus on those that are of most interest to our search
KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs
billions of conversations
filter through communications
focus on those that are of most interest to our search
KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs
billions of conversations
filter through communications
focus on those that are of most interest to our search
KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs
billions of conversations
filter through communications
focus on those that are of most interest to our search
KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs
billions of conversations
filter through communications
focus on those that are of most interest to our search
KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs
billions of conversations
filter through communications
focus on those that are of most interest to our search
KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs
billions of conversations
filter through communications
focus on those that are of most interest to our search
KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs
billions of conversations
filter through communications
focus on those that are of most interest to our search
KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs
billions of conversations
filter through communications
focus on those that are of most interest to our search
KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs
billions of conversations
filter through communications
focus on those that are of most interest to our search
KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs
billions of conversations
filter through communications
focus on those that are of most interest to our search
KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs
billions of conversations
filter through communications
focus on those that are of most interest to our search
KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs
billions of conversations
filter through communications
focus on those that are of most interest to our search
KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs
billions of conversations
filter through communications
focus on those that are of most interest to our search
KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs
tonnes of tools (all I’ve shown are free)
paid tools such as Radian6 hundreds to thousands / month
How Sociable - shows by social media site
Omgili - searches forums & community sites
BoardTracker - discussion boards
schedule time every day to review
don’t have to read everything
Objectives - what are you looking to achieve
Tactics - specific actions to help you achieve your objectives
Success Measures - just how they sound
Goals - specific, measurable, attainable, realistic and timely
Objectives - what are you looking to achieve
Tactics - specific actions to help you achieve your objectives
Success Measures - just how they sound
Goals - specific, measurable, attainable, realistic and timely
quick & dirty - http://socialmedia.policytool.net/
Objectives - what are you looking to achieve
Tactics - specific actions to help you achieve your objectives
Success Measures - just how they sound
Goals - specific, measurable, attainable, realistic and timely
quick & dirty - http://socialmedia.policytool.net/
Objectives - what are you looking to achieve
Tactics - specific actions to help you achieve your objectives
Success Measures - just how they sound
Goals - specific, measurable, attainable, realistic and timely
quick & dirty - http://socialmedia.policytool.net/
Objectives - what are you looking to achieve
Tactics - specific actions to help you achieve your objectives
Success Measures - just how they sound
Goals - specific, measurable, attainable, realistic and timely
quick & dirty - http://socialmedia.policytool.net/
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
Best Buy IdeaX
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
Best Buy IdeaX
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
Best Buy IdeaX
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
Best Buy IdeaX
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
Best Buy IdeaX
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
Best Buy IdeaX
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
Best Buy IdeaX
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
Best Buy IdeaX
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
Best Buy IdeaX
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
Best Buy IdeaX
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
Best Buy IdeaX
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
Best Buy IdeaX
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
Best Buy IdeaX
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
Best Buy IdeaX
3 million unique visitors
100,000s of comments
460,000 votes
More importantly they inspired evangelists
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
what do you want to achieve versus how specifically are you going to achieve it
increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
Mark Gillard, advertising manager
1.       Offered Free Oil Change Certificate through Twitter – The coupon had a 7 day expiration date – Used Hootsuite with a link to our website to access coupon (drove folks to our website)
a.       Within 20 minutes 180 people downloaded coupon
b.      Within 30 minutes I received a call from one of my store managers that a customer came in with the coupon and resulted in a $1,200 sale!
c.       After the seven day period I analyzed the sales (using a special sales code that I put on the coupon to track redemptions)
                                                               i.      Out of the 180 downloaded, 102 people actually redeemed the offer and the average sale was $79.00. (that’s $79 generated from a Free service! Indecently, I took the $1,200 sale out of that analysis as not to skew it)
                                                             ii.      More important than the actual sales is the fact that 83% were first time customers to Sullivan!
A woman tweeted that she hit a curb, got a flat and was stuck in Boston. She was in a panic because she was going to be late for a client meeting.  I responded and asked her to DM her phone number.  After finding out where she was, I sent one of our techs over from a nearby store, installed her spare and sent her on her way and she made the meeting on time. After her meeting she drove to our location had a new tire installed and she was on her way. She was so thrilled with the service that she still tweets about us and recommends us on a regular basis. She even sent a Twitpic photo of her tire being installed at our location.
How often will you meet to monitor & modify the strategy
How will you cope with success or failure?
How will this be fed back into the business
Does everyone understand review is to learn, not criticize?
unlike other marketing tools, it’s better to assess more frequently
harness your learnings & recalibrate as needed
nothing will make you more in touch with your community and your customers
a successful company is customer-centric
the idea is not to reinvent yourself, but to ensure you stay relevant & meaningful