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Strategically Leveraging Social Media

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Katja Reuter, PhD
Katja Reuter, PhD

How to use social media for business: A project for ComfortFeetShop.com by Instant eTraining Social Media Certificate Course Team9.

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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 xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
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. xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
How can social media help? xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
$ 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 xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
Lets’ look at specific “pain points” and solutions... xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
“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) xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
Social media can help... xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
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 xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
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 xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
What could this look like? Two examples... xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
Exemplary Twitter Page Using Pseudonym TheIdealShoe xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
Exemplary Facebook Page Using Pseudonym TheIdealShoe xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
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. xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
“Pain Point” Unmanaged Reputation & Potential Loss of Customers: 83% of online consumers change their purchase decision based on online reviews. (Ref. Cone) xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
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”. xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
“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) xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
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 xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
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). xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
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 xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
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. xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
Maximizing Impact Integrating Social Media Activity with the Real World Three examples... xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
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). WIN FREE Pair of Shoes Retweet to enter 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". xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
? 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 xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
The Opportunity Social media can help ComfortFeetShop to... ...increase reach, reduce costs, and increase revenue. xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
Thanks to... Bob Tripathi, Founder & Chief Marketer at Instant E-Training Lisa Buyer, President and CEO at The Buyer Group Instant E-Training team xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012

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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 xxx 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. xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
  • 3. How can social media help? xxx 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 xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
  • 5. Lets’ look at specific “pain points” and solutions... xxx 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) xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
  • 7. Social media can help... xxx 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 xxx 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 xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
  • 10. What could this look like? Two examples... xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
  • 11. Exemplary Twitter Page Using Pseudonym TheIdealShoe xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
  • 12. Exemplary Facebook Page Using Pseudonym TheIdealShoe xxx 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. xxx 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) xxx 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”. xxx 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) xxx 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 xxx 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). xxx 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 xxx 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. xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012
  • 21. Maximizing Impact Integrating Social Media Activity with the Real World Three examples... xxx 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). WIN FREE Pair of Shoes Retweet to enter 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". xxx 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 xxx 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. xxx 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 xxx Social Media Certificate Course | Team9 Saturday, May 5, 2012