Customer connection 2.0 Super Zoo 2011
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The document discusses the integration of social media into marketing strategies by organizations, noting that 43.9% have defined strategies and face challenges like time, resources, and demonstrating ROI. It highlights key trends for 2012 such as consumer content creation, niche location, group purchasing, social gaming, and mobile marketing, while emphasizing the importance of engagement and curation. Additionally, case studies illustrate successful applications of these strategies to enhance business outcomes.
Customer connection 2.0 Super Zoo 2011
- 1. Customer Connection 2.0 Social Media Trends for 2012 and beyond Super Zoo September 14-15, 2011 How Are Organizations Integrating Social Media Into Their Marketing Strategies? • Garner Buy-in • Determine Overall Strategy • Developing Corporate Policy • Educating Employees • Monitoring Results Source: MarketingProfs Creative Business Consulting Group www.cbc-group.net 1
- 2. What Are Organizations Using Social Media For Primarily? 43.9% of Marketers Say They Have a Defined Social Media Strategy Creative Business Consulting Group www.cbc-group.net What Do Organizations Anticipate Will Be Their Greatest Challenge With Social Media? 44.6 % Time And Resources 33.1% Demonstrating ROI 12.8% Differentiating From Competitors 5.5% Lack of Knowledge/Skills How Will Your Business Plan For Success In 2012? Source: 2010 Social Media Marketing Survey, R2Integrated Creative Business Consulting Group www.cbc-group.net 2
- 3. How Do Organizations Measure Success Using Social Media? • 27.7% Website Traffic From Social Media Links • 24.7% Engagements/Conversations About Your Brand • 20.9% Fans/Followers Acquisition • 18.9% Track Leads 36% Of Companies Say They Have Been Able To Make A Conversion From Initial Connection To Sale Via Social Channels Source: 2010 Social Media Marketing Survey, R2Integrated Creative Business Consulting Group www.cbc-group.net We Are Becoming A Culture Of Sharing Expect More Consumers To Become Curators: Broadcasting, Compiling, Commenting, Sharing And Recommending Content, Products, Purchases, And Experiences To Friends And Beyond Creative Business Consulting Group www.cbc-group.net 3
- 4. Walls Are Becoming Malls; Consumers Are Getting Turned Off Of Brand Blabbing Creative Business Consulting Group www.cbc-group.net And Turning To Friends For A Trusted Source Of Information On Products and Services Creative Business Consulting Group www.cbc-group.net 4
- 5. 6 Key Emerging Trends In Social Media For 2012 1. Consumer Content Creation 2. Niche Location 3. Group Purchasing 4. Integrating Social Functions 5. Social Gaming 6. Mobile Marketing Creative Business Consulting Group www.cbc-group.net Social Tools and Trends for 2012: Consumer Content Curation Cadmus Are We In The Stream Will Be the #1 Question Of Brand Managers In 2012 Creative Business Consulting Group www.cbc-group.net 5
- 6. Consumers Are Increasing Their Degree of Participation; Moving From Watching to Curating Degree of Participation Creative Business Consulting Group www.cbc-group.net How To Apply Consumer Content Curation Create Compelling And Share Worthy Content Get Noticed, Get Liked Use Content Curators To Spread Information Regularly Brands Must Create Content That Gets Curated Into People’s Streams Legitimately Earn Your Way Into People’s Streams Discerning Consumers Are Using Friend Lists To Pay Close Attention Only To Their “Real” Friends, And Commenting On Or Sharing Only When Something Is Really Juicy Creative Business Consulting Group www.cbc-group.net 6
- 7. Consumer Content Curation Case Study; CBCG • Client Of CBCG • Positive Commentary On Experience • 2,036 Fans Reached Who CBCG Could Not Communicate With Normally • Authentic Promotion Creative Business Consulting Group www.cbc-group.net Social Tools and Trends for 2012: Niche Location 2011 The Year Of Location .2012 The Year Of Niche Location • Location Based Marketing Services (LBS) Get More Narrowly Focused • Consumers Are More Likely To Use If: 1. Specific Value Returned 2. Less Of A Feeling Of “Big Brother” Broadcast To All Creative Business Consulting Group www.cbc-group.net 7
- 8. How To Apply Niche Location • Foursquare – Location Based Mobile Social Network And Checking Application • Services Like Shopkick – Provides Awards (Kickbucks) For Simply Visiting A Store Location With A Smartphone • Geo-location Messaging Technology Like Xtify Creative Business Consulting Group www.cbc-group.net Social Tools and Trends for 2012: Group Purchasing • There Are Over 80 Group Buying Sites • Groupon – 21M Subscribers Source: USA Today – June 2010, Groupon.com Creative Business Consulting Group www.cbc-group.net 8
- 9. How To Apply Group Purchasing • Run The Numbers; Does This Work For Your Business Model? Groupon Can Take Up To 50% Of Revenues – Payments delivered over 2- 3 Months • Create A Compelling Offer: Goal Is To Create Satisfied Customers Who Will Return Again • Prepare Your Staff With Appropriate Sales Training Techniques To Increase Sale • Consider Capping The Number Of Sales • Forecast Demand And Get Prepared For The Onslaught • Collect Contact Information When Customers Redeem Source: Inc. April 1, 2010 Creative Business Consulting Group www.cbc-group.net Group Purchasing Case Study: Big Picture Framing Boston, MA • $100 Worth Of Custom Framing For $45 Groupon • 2,412 Groupons Sold • $108K In Revenue For Big Picture From Groupon Activity • 240 Groupon Redeemed in 30 Days • Total Store Sales Were Up 28% In Month Of Groupon “We ran this Groupon during our biggest sale month and exceeded sales by 28%. December was even better. We did 31% more than last year.” Barry Stahl, Owner Big Picture Source: Business Insider, December 14, 2010 Creative Business Consulting Group www.cbc-group.net 9
- 10. Social Tools and Trends for 2012: Integrating Social Functions Makes Websites Fashionable Creative Business Consulting Group www.cbc-group.net How To Apply Social Functions To A Website • Use Both Strategy And Good Taste To Garner Attention • To Design A Good Call-to-action Social Media Icon/Link Think About Its Positioning, Its Color, Approach, Style, Size, Everything Remember: Get The Attention Of Your Viewers To The Social Side Of Your Website Without Distracting Viewers From Content A Good Social Media Link Is One That You Have No Trouble Finding And When You Find It, You Like What You See Source: webdesignledger.com Creative Business Consulting Group www.cbc-group.net 10
- 11. Integrating Social Functions Case Study Creative Business Consulting Group www.cbc-group.net Social Tools and Trends for 2012: Social Gaming • Zynga Is The Largest Social Gaming Platform on the Internet • Big Brands Are Integrating Gaming With Existing Social Media Platforms • Creating Their Own Gaming Structures For Consumers • Goal: Advance Best Customers Preferred Status, Obtain Coupons And Freebies 56 Million Americans Are Playing Social Games And That The Branded Virtual Goods Market Is Booming Source: Mashable.com Creative Business Consulting Group www.cbc-group.net 11
- 12. Social Gaming Case Study; 7 Eleven in Farmville • 7-Eleven Tying Products Like Iced Coffee And Slurpees With Farmville Games • When A Customer Bought A Promoted Product, He Or She Was Directed To Perform A Task In The Game To Unlock A 7-Eleven Virtual Good • Ran In 7,000 Stores For Six Weeks • More Than 3 Million Codes Were Redeemed, And Water Had A 60% Redemption Rate Source: Mashable.com Creative Business Consulting Group www.cbc-group.net Creative Business Consulting Group www.cbc-group.net 12
- 13. Why Mobile Marketing For Your Small Business? • There Are Twice As Many Cell Phones In Use Today As There Are TV’s • Text Messages Have A 98% Open Rate Vs. Email Which Opens At 22% • Mobile Payment Providers Making Paying For Goods and Services And Taking Payments Much Easier Today • Users Have Unlimited Text Programs Making Mobile Marketing Reach More Effective and Affordable • You Can Outsource Your Mobile Campaigns To Marketing Professionals Source: Altimeter Creative Business Consulting Group www.cbc-group.net CBCG Is Here To Help If You Need It Lynn Switanowski-Barrett is the Founder and President of Creative Business Consulting Group, (CBCG) a Boston based Retail Consulting firm. CBCG Helps Retailers Understand: •Business Opportunities Created By Using Social Media •How to Create Marketing Programs That Engage Customers •The Cost Saving Benefits Of Using Social Media •How to Create A Social Media Strategy for Your Business Call Us Today And Learn More About How Your Business Can Benefit By Using Social Media 617 – 437- 9191 Creative Business Consulting Group www.cbc-group.net 13
- 14. Follow Creative Business Consulting Group We Talk Retail In These Places! @RetailHelper http://cbcgretailreport.blogspot.com www.linkedin.com/in/lynnswitanowski http://www.facebook.com/CBCGroup Creative Business Consulting Group www.cbc-group.net 14