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This is only a test.Learning to let go to succeed in social          media marketing
Sept 2011   Jan 2012   Q2 2012
A typical fan post
A typical blog post
Staying relevant
Two-way communication
Expanding our universe                                     Any old person you’d find                                     s...
How we listened•   Competitive messaging review•   Customer survey•   Customer polls•   Interviews•   Social channels•   S...
Surprise, surprise!Fragmented customer needs:• Quantified selfers• Frustrated sleepers• Self-improvers (Performance-driven...
Test. Test. Test!•   Facebook Ads•   Mainstream sweepstakes•   Partner promotions•   Multiple social faces•   Mommy-blogge...
Facebook Ads        Fail                         Like-product fanBroad-reaching “like”        targeting     targeting     ...
Sweepstakes• Best Buy Shopping Spree  – $500 grand prize  – 3 week promotion  – Email/website/Social channels  – .7% conve...
Sweepstakes• 12 Days of Fitness  – Daily prizes/Grand Prize  – 12-day promotion  – Website/Partners/Social  – 8% conversio...
Multiple Social Faces• Zeo4BetterU  – For women  – Softer message  – Health/Well-being  – New partners  – Giveaways  Recom...
Mommy blogger outreach•   Outreach with a reader giveaway•   10% blogger uptake rate•   16% fan conversion•   CPA 7x target
Zeo Challenge
Today’s blog post
Going forward•   Stay relevant•   Segment and target•   Listen•   TEST•   Lather, Rinse, Repeat
Listening for opportunity
Listening for opportunity
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Listening for opportunity

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Listening for opportunity

  1. 1. This is only a test.Learning to let go to succeed in social media marketing
  2. 2. Sept 2011 Jan 2012 Q2 2012
  3. 3. A typical fan post
  4. 4. A typical blog post
  5. 5. Staying relevant
  6. 6. Two-way communication
  7. 7. Expanding our universe Any old person you’d find shopping at Best BuyPerformance-driven folks Zeolots Frustrated sleepers
  8. 8. How we listened• Competitive messaging review• Customer survey• Customer polls• Interviews• Social channels• Search terms and keywords
  9. 9. Surprise, surprise!Fragmented customer needs:• Quantified selfers• Frustrated sleepers• Self-improvers (Performance-driven)• Gadget heads• Everybody else
  10. 10. Test. Test. Test!• Facebook Ads• Mainstream sweepstakes• Partner promotions• Multiple social faces• Mommy-blogger outreach/giveaways• Blog posts• Invitations to trial
  11. 11. Facebook Ads Fail Like-product fanBroad-reaching “like” targeting targeting Relevant affiliation targeting Moderate Wins
  12. 12. Sweepstakes• Best Buy Shopping Spree – $500 grand prize – 3 week promotion – Email/website/Social channels – .7% conversion rate
  13. 13. Sweepstakes• 12 Days of Fitness – Daily prizes/Grand Prize – 12-day promotion – Website/Partners/Social – 8% conversion rate – CPA on target Recommendation: Repeat!
  14. 14. Multiple Social Faces• Zeo4BetterU – For women – Softer message – Health/Well-being – New partners – Giveaways Recommendation: Repeat!
  15. 15. Mommy blogger outreach• Outreach with a reader giveaway• 10% blogger uptake rate• 16% fan conversion• CPA 7x target
  16. 16. Zeo Challenge
  17. 17. Today’s blog post
  18. 18. Going forward• Stay relevant• Segment and target• Listen• TEST• Lather, Rinse, Repeat

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