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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
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.”
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
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
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
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
28.
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
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)?
