The Tweet Small of Success - Social Media

Creativity – Insight – Delivery

Hamish Renton Associates

Cost effec,ve Social Media Campaigns

Creativity – Insight – Delivery!

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Creativity – Insight – Delivery Creativity – Insight – Delivery

Background: •  Retail -‐ Head of Own Label for Tesco & Category Buying Manager at Argos. •  FMCG -‐ board member at both St Ivel and Milk Link (Marke,ng & Innova,on Director) •  Industry -‐ Gold Awards Judge, write for The Grocer (logo) & Dairy Innova,on (logo)

•  Professionally – Member of Chartered Ins,tute of Marke,ng & Market Research Society Associate.

Bou5que agency focused on food and drink: – small team of ‘blue chip’ specialists.

•  Marke5ng – strategy, research, branding, packaging & New Product Development •  Ge;ng & keeping supermarket lis5ngs – category analysis, sell in & promo,ons •  Workshops – product brainstorms, strategy & sales genera,on •  Wri5ng & Research – crea,ng Books, Ar,cles & Apps about Food & Health. •  Current clients:

About!Hamish Renton Associates!

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•  Consignia (2002) -‐ £2m logo redesign.

•  Sponsorship of The River CoXage series-‐ c£250,000.

•  Product sampling in UKs largest 80 Tescos for a weekend -‐ £92,000

•  Crea,on of A4 press adver,sement -‐ £20,000.

•  One A4 page inser,on cost in Observer Food Monthly magazine or Olive -‐ c£5,000

What is cost effec,ve marke,ng?

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• McDonalds, Feb 2012. Campaign aimed to highlight the origin of its food with the hashtag #MeetTheFarmers

• Whilst McDonald’s tweets were at the top of the search, the majority were nega,ve. Real tweets from consumers:

“My father used to bring us to McDonalds as a reward when we were kids. Now he’s horribly obese and has diabetes. Lesson learned #McDStories” “#McDStories Take a McDonalds fry, let it sit for 6 months. It will not deteriorate or spoil like a normal potato. It will remain how it was.” “I once ate at McDonalds. Never, ever again. #McDStories #truestory”

Lesson = regardless of the care taken to plan a social media campaign, detractors will

inevitably chime in.

How not to use…TwiXer

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•  Keep a clear focus on the product & customer service. •  In a now famous incident, Southwest airlines kicked famous Kevin Smith off of a plane because he was too large to fit into just one seat.

•  He got angry & tweeted about the incident, and the event became an instant scandal.

•  In this age of instant, it is more important than ever to have a posi,ve company mission and treat clients respeciully.

Lesson = all your customers have megaphones, not just the loyal and happy ones.

Watch out.. Social Media is ‘always on’

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Social media – cost effec,ve way to: 1.   Research -‐ listen and learn from your consumers about

their needs & wants.

2.   Adver5sing – build brand awareness & followers.

3.   Brand building – create posi,ve associa,ons and personality.

4.   Influence – power to form and change consumer opinion.

5.   Sales -‐ channel to sell directly & drive traffic to other channels

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Driving VALUE in your social media

V A L U E

•  Key is integra,ng social media channels to drive value.

•  The ‘BIG 3’ are Facebook, You Tube & TwiXer – all can be used very effec,vely for free !

Video Ac,vate Lifestyle Understand Evaluate

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•  You Tube is free, wildly popular mechanic for bringing your brand, and its story alive.

•  Most consumers watch the first 30 seconds. •  Supports your Google ra,ng (SEO). •  Done well, is powerful combina,on of sight and sound. •  Allows product features, associa,ons & personality to

show. •  BeXer a short, well constructed 20 seconds than an

"epic" 5 minutes. •  Vimeo.com is higher quality alterna,ve (also free).

V is for… Video

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A is for…

Ac,vate •  Your goal is to drive web traffic to your website, impel consumers to DO something or lead their conversa,on.

•  Consumers trust social media recommenda,ons, it's a key tool to drive sales which is why 'likes' and 'recommenda,ons' are important.

•  Over 190m tweets every day -‐ make sure your brand has something to say.

•  Giving a personal touch to your brand is best done through TwiXer, you can tweet jokes, pictures, links to your website.

•  TwiXer is also very effec,ve in providing 24/7 customer service.

•  Be professional, but informal and make it true to your brand and story.

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www.hamishrenton.com

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•  If you are not talking to your customers where and when they work, rest and play, your brand is missing out.

•  What leisure ac,vi,es do you your customers enjoy -‐ sports, entertainment, the arts or cooking?

•  Then incorporate that leisure ac,vity in your tweets. The more you can be part of their total life the stronger your brand loyalty will be.

•  TwiXer is adding nearly 500,000 new accounts per day – 90% are consumers driven by their interests.

•  Your brand has a great story behind it – how and where will you make this relevant?

L is for…

Lifestyle

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Examples of Facebook ads

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•  To establish, or regain trust, you need to show your brand understands its shoppers.

•  E.g. Social media mandatory for youth brands -‐ 48 % of 18 to 34-‐year-‐olds check Facebook immediately upon waking up.

•  Facebook polls -‐ quick, immediate and accurate way to gauge opinion.

•  Use survey monkey (free) to design a 10 ques,on survey and tweet the link (use a prize draw).

•  Invite consumers to post, email or tweet their sugges,ons for new flavours, recipes and product usage

U is for… Understand

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•  Growing Facebook fans isn’t just about winning a popularity contest; it can actually have an impact on your company’s boXom line.

•  Average fans spend $71.84 on products they “like.”. On average, fans are 28 percent more likely to con,nue being loyal users.

•  The average fan is 41% more likely to recommend the product or service to friends.

•  What is that worth to your business?

•  Set targets for each month -‐ followers on TwiXer, Facebook and You Tube. Measure your progress to get a sense of momentum.

•  Sign up on Google Analy,cs to look at how your website is performing.

E is for…

Evaluate

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Engagement on Facebook Page (non adver,sing period) -‐ ‘make mine Milk’

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Engagement of Facebook page over Oct/Nov. This includes likes, comments, shares and picture views (between 15/10/11 – 12/11/11)

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Caveat •  Email and direct mail aren’t dead! Neither is the phone!

•  Email marke,ng allows you to send messages when you want, and consumers to respond when they want. You aren’t interrup,ng!

•  Consumers have given you permission to contact, so they want to hear from you!

•  Electronic newsleXers allow you to add colour, depth, personality and humour to your brand story.

•  Create and keep a database of interested consumers (even if they don’t buy) using free/low cost tools like Constant Contact

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Summary •  Geyng followers, fans, likes, pins and the rest is not why we’re on social media.

•  We’re business people and we’re using social media apps to help to build our businesses.

•  Facebook, TwiXer & You Tube are all free. Take these channels seriously and find a process to gradually build your presence.

•  Benchmark where you are now: followers, likes & page views.

•  Set objec,ves and measure yourself against them.

•  Dont stop all your other marke,ng – it’s a mix of channels that will get you results.

•  Make social media the responsibility of one person in your company and start now!

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Office: 01803 203387

Mobile: 07740 840071

Any ques,ons ?

Contact

uk.linkedin.com/in/hamishrenton

twiXer.com/hamishrenton

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t

Further informa5on: •  Find a PDF copy of this presenta,on on www.hamishrenton.com.

•  For a free report into how to op,mise Social Media, drop me an email.

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Business

The Tweet Small of Success - Social Media