Track C: "Can Content Drive Commerce?"
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The document discusses how Save-A-Lot Food Stores uses digital content and social media to build brand awareness and loyalty. Save-A-Lot reaches 600,000 subscribers through weekly emails promoting deals. They have 388,000 Facebook fans but only 1-3% typically see posts, so they focus on adding value through recipes and tips rather than sales. Non-paid social media engagement is highest for these types of helpful posts. Twitter allows one-on-one customer conversations. The presentation provides examples of Save-A-Lot's social media content and discusses their goal of being a "lifestyle brand" that simplifies life for their budget-conscious customers.
Track C: "Can Content Drive Commerce?"
- 1. MODERATOR Carlos Gil Head of Digital & Social Media Save-A-Lot Food Stores Master Track C “Can Content Drive Commerce?” Thomas Nehran Director of Brand Marketing Glasses.com @tnehren @robertjohndavis Rob Davis Executive Director, Content OgilvyOne @CarlosGil83
- 2. Effective Marketing with Content Robert John Davis Executive Director, Content Ogilvy One
- 3. Know customers as an individual And if we don’t already, we design our interactions to get to know them better. Make them lean forward Always get the customer to lean forward, participate and engage with the brand – never just have them sit back and receive. Show them what’s next Brands invest a lot of money in establishing the initial contact. That investment is wasted if the first encounter is not turned into a more lasting relationship. “We sell, or else.”
- 4. Artificial silos complicate marketing
- 5. Content Marketing is not new.
- 6. Content Marketing is not new. What is new is access.
- 8. All marketing content should lift the brand, create demand, increase sales or diminish the impact of competitive voices. A content marketing litmus test
- 9. Strategic Foundation Content Plan & Conversation Calendars Content Development Owned, Earned, Paid Ecosystem Activation Conversion Activity Measurement & Optimization A healthy content marketing program Customer, competitive and community research. Audits. Setting of “jobs” and KPIs for each asset Alignment of content and social messaging Execution against matrixed content plan, new story arc Activation of all distribution options (dotcom, LinkedIN, YouTube, Facebook, Twitter, Vine, etc...) Business-oriented activity On-going feedback loop
- 10. "Users are smart at determining value. They don't know it, they just do it." Daniel Dulitz, Search Engineer at Google
- 11. The best use of content in marketing occurs when an accord is drawn between the goals of the brand and the desires of the users. My guiding principle
- 12. The New Consumer & The Path to Purpose Google source and additional reading: http://www.thinkwithgoogle.com/articles/the-path-to-purpose.html http://www.thinkwithgoogle.com
- 13. Purpose = Purchase Power of influence > Power of time Experience > Exposure Three game changers Google source and additional reading: http://www.thinkwithgoogle.com/articles/the-path-to-purpose.html
- 14. What does all this mean?
- 15. 1. Know exactly what the brand’s primary business goal is and how you need to the consumer to engage to accomplish it. Only develop content that leads towards this goal. 2. Use consumer data to define, dictate and develop messaging, calendars and distribution as it pertains to the exact point in your customer’s journey. 3. Take control of your Owned, Earned, Paid ecosystem – don’t let traditional behaviors lead. Three ways a brand can win with content
- 17. Save-A-Lot Digital Content in Retail/Grocery 17 Presented by Carlos Gil Sr. Manager, Digital Marketing & Advertising
- 18. About Save-A-Lot • More than 1,300 Save-A-Lot stores nationwide, a wholly owned subsidiary of SUPERVALU INC., a Fortune 100 company • One of the nation’s leading discount grocery chains with lower prices up to 40% compared to conventional grocery stores • “Smart Shopper Club” program and social media presence keeps “budget conscious” shoppers, who seek value and savings, connected to the brand in- between shopping trips Overview
- 19. The Customer Experience • In traditional retail, including grocery, reaching today’s “always on” consumers – including building brand awareness – is competitive • Leveraging digital touch points including: web, mobile, and social media helps brands stay connected to customers and “top of mind” in between weekly shopping trips • Online-only incentives, such as $5 OFF $25 coupons, keep customers engaged Save-A-Lot Digital
- 20. “Smart Shopper” E-mail • Save-A-Lot’s weekly email reaches 600,000 “Smart Shoppers” on average • In-store, print circular, and social media call-out’s direct customers to visit Save-A-Lot.com to sign-up for the “Smart Shopper Club” Save-A-Lot Digital
- 21. Social Media Brand Awareness • Save-A-Lot has 388K+ Facebook fans but only 1-3% of fans see its content • Facebook posts reinforce SAL’s value proposition of low prices, fresh produce, meat cutting, and being at the heart of the community Save-A-Lot Digital
- 22. Social Media Loyalty Building • Facebook posts that DON’T sell a product, or in-store promotion, and offers value such as a: “DIY” tip, recipe, or giveaway gains the highest level of non-paid engagement through “Likes”, “Comments”, and “Shares” – Be a “Lifestyle Brand” that adds value and simplicity • In addition to building brand awareness, these posts also reinforce our commitment to making life affordable and convenient – “knowing your audience” in social is the key to building long-term loyalty Save-A-Lot Digital
- 23. Social Media Brand Awareness Save-A-Lot Digital
- 24. Social Media Brand Awareness Save-A-Lot Digital
- 25. Social Media Brand Awareness Save-A-Lot Digital
- 26. Social Media Brand Awareness Save-A-Lot Digital
- 27. Social Media Loyalty Building • Social media is NOT advertising, it’s relationship building • People that shop at Save-A-Lot are already creating and sharing content about the brand, Twitter allows SAL to have 1:1 dialogue with customers in real-time – engagement builds dialogue, dialogue builds loyalty, loyalty grows sales Save-A-Lot Digital
- 29. MODERATOR Carlos Gil Head of Digital & Social Media Save-A-Lot Food Stores Master Track C “Can Content Drive Commerce?” Thomas Nehran Director of Brand Marketing Glasses.com @tnehren @robertjohndavis Rob Davis Executive Director, Content OgilvyOne @CarlosGil83
- 30. Q&A Breakout Sessions Master Track C “Can Content Drive Commerce?”
- 31. Master Track C “Can Content Drive Commerce?” 1. Are you profiting from content marketing today? If so, how do you know if it is working? If not, what are the obstacles? 2. How will you address the opportunities from the ongoing convergence of content, social, CRM and media? 3. What will content marketing success look like in 5 years? What will inform that vision (data, devices, behaviors)?