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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Creativity – Insight – Delivery
• 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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Creativity – Insight – Delivery
• 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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Creativity – Insight – Delivery
• 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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Creativity – Insight – Delivery
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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Creativity – Insight – Delivery
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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Creativity – Insight – Delivery
• 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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Creativity – Insight – Delivery
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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Creativity – Insight – Delivery
www.hamishrenton.com
Number of followers
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Creativity – Insight – Delivery
• 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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Creativity – Insight – Delivery
www.hamishrenton.com
Examples of Facebook ads
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Creativity – Insight – Delivery
• 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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Creativity – Insight – Delivery
• 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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Creativity – Insight – Delivery
www.hamishrenton.com
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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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Creativity – Insight – Delivery
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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Creativity – Insight – Delivery
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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Creativity – Insight – Delivery
www.hamishrenton.com
Office: 01803 203387
Mobile: 07740 840071
Any ques,ons ?
Contact
uk.linkedin.com/in/hamishrenton
twiXer.com/hamishrenton
in
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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