WIC 2009 Presentation 9/16/09

1. Generating Business Results
and Dollars from
Social Media
Robin Frank
Social Media Strategist and CEO, beep beep media

2. Robin
 Experience
 18 years creating email, viral, and loyalty marketing programs, and building
online communities with social media
 BeepBeep Media
 Integrate social media throughout an organization
 Cost-effective social media programs that increase ROI and build broader and
deeper customer engagement
 Services offered
 Social Media Launchpad - up & running & trained in 90 days
 Social Media Tune-up - improved results & strategic plan

3. Clients
 Retail/Ecommerce
 Gap Outlet and Banana Republic Factory Store
 Gap Generation Store Launch
 Gap360 internal social media platform
 Maison Reve
 Lightscoop
 Cleantech/Greentech
 Larta Institute
 Alameda Municipal Power
 Sierra Club
 Banking
 Barclays Global Investors - iShares

4. My Alter Ego: @GreenRobeen
 Tips for green living on a budget
 Relevant, actionable, entertaining,
thought-provoking, environmentally
conscious tweets.
 Mashable’s Top 75 Green
Tweeters worldwide
 Seminars & Articles
 Cleaning products DIY
 Plastics guide
 Personal care DIY
 Green your school

5. Gap - Outlet Division
 Gap Outlet and Banana Republic Factory
Store
 Create online presence (no website)
 Develop brand differentiation from parent
 Drive store traffic and sales
 Strategy
 Engage consumers - more than a coupon
channel
 “Fab Without a Fortune” tip series
 Pictures of products, weekly pricing
updates
 Stay within a limited budget
 Integrate with other online/offline activities
 Train so they can run with it
 Virality - keep the conversation flowing

6. Gap Outlet: Twitter and Facebook

7. Gap Outlet Division: Results
 Customized measurement and analytics report
 Financial ROI
 Sales
 Transactions
 Customers
 Non Financial indicators
 Mentions
 Sentiment
 Link click-throughs
 Postings
 Exposure
 Virals (retweets, comments, shares)
 Conversations/engagement
 Results
 Key influencers - virality/retweets/conversations
 High click-throughs; good response to promos
 Increase in redemptions: transaction amount, # of transactions

8. Gap Generation: Local Store
Launches
 Gap Generation
 New store concept
 For every generation, there’s a Gap
 Style should be about the individual and
affordable to all
 Goals
 Drive awareness
 Build brand equity
 Drive in-store traffic and transactions
 Local marketing - support store by store
launches on a limited budget

9. Local/Direct Marketing with Twitter

10. Local/Direct Marketing with
Facebook Ads
 Very specific
demographic targeting
 Age
 Gender
 Location
 Interest
 Low cost
 CPM and CPC
options

11. Coupon: Track Links and
Redemptions
 Facebook link
 Embedded in Tweet
 Landing page/email

12. Results
 Facebook Ads
 Very high click-through given ads not driven by user intent
 Context - not search; FB - 50% log in for at least 20 minutes
 Hundreds of thousands to Millions of targeted impressions
 Twitter Messages
 Many conversations/retweets/shout-outs
 Coupons
 Sales lift - healthy
 Increased redemptions
 Conversations/retweets
 Avenue to engage customers going forward
 Conversations, community, promos, product development

13. Tools
 Research
 Mashable.com
 www.mashable.com
 SmartBrief:
 http://www.smartbrief.com/socialmedia/index.jsp?campaign=webIndustries
 Grow marketing
 http://schaefersolutions.blogspot.com/2009/08/major-brands-may-be-reluctant-to.html
 Techcrunch
 www.techcrunch.com
 Slideshare - Seminars I have done on Social Media - Coffee Twalk 1-4
 http://www.slideshare.net/robeen/presentations

14. Tools
 Applications
 Create your own short-list
 See my preso: http://www.slideshare.net/robeen/coffee-twalkthree
 Learn to use them
 Monitoring/measurement
 Scoutlabs
 Desktops - to work with many Twitter accounts
 Seesmic.net
 Hootsuite

15. Advice
 It’s all about your audience
 Where do they live online? Go play there
 Stay focused
 Set clear goals, objectives, metrics
 ALIGN with your marketing objectives
 Everyone on board
 Create an excellent communication strategy
 Provide something useful and engaging
 Measure your results
 Then fine-tune your strategy
 Get an expert
 Then run with it yourself

16. What’s Ahead?
 Space is getting crowded
 BUT, there will always be customers who want to HEAR from you, and want to
be HEARD
 Consumers will demand higher engagement from brands
 More useful content, promotions, links, etc.
 Brands must give consumers the ability to CHOOSE how they want to
interact
 Email, Twitter, Facebook, YouTube, etc.
 Email is no longer king - rethink your approach to loyalty
 Customers more likely to fan/follow you than give email
 Social Media is mega opt-in
 Going in-house
 Building/hiring internal talent

17. Social Media Statistics
 Because
 3 out of 4 Americans use social technology
 2/3 of the global internet population visit social networks
 Visiting social sites is the 4th most popular online activity - ahead of personal email
 Time spent on social networks accounts for 10% of all internet time and is growing at
3x the overall internet rate
 93% of social media users believe a company should have a presence on social
media; 85% believe companies should interact on social media
 Twitter
 Over 50 million unique Twitter visitors worldwide
 Over 3 million Tweets per day on Twitter.com
 Facebook
 If Facebook were a country - the 8th most populated in the world, just ahead of Japan
 5 billion minutes are spent on Facebook every day
 1 billion pieces of content are shared each week on Facebook
 50% of Facebook users log in each day, and spend an average of 20 minutes

18. Contact
Robin Frank
@robeen, @greenrobeen
http://www.linkedin.com/in/robinfrank
robeenf@gmail.com
415 717 7906