Retail Brand Ambassadors: How To Foster Loyalty and Engagement Through Social Media

Cactus © 2013 All Rights Reserved.
RETAIL BRAND AMBASSADORS /
HOW TO FOSTER LOYALTY AND ENGAGEMENT
THROUGH SOCIAL MEDIA
#ExpoEast @Cactus_Mike

THE CONNECTED CONSUMER

72PERCENT
OF ONLINE ADULTS USE
SOCIAL NETWORKING
SITES
http://www.pewinternet.org/topics/Social-Networking.aspx?typeFilter=5

OF THE 143 MILLION ONLINE ADULTS IN THE UNITED STATES
Pew Internet http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx
73 PERCENT
Use
Facebook
24
PERCENT
Use
Twitter
13
PERCENT
Use
Instagram
15
PERCENT
Use
Pinterest
20
PERCENT
Use
LinkedIn

3 MOST PEOPLE ARE
NO MORE THAN 3
FEET FROM THEIR
MOBILE DEVICES
AT ANY TIME
FEET

27
PERCENT
41PERCENT
OF FACEBOOK
USERS LOGIN
EVERY DAY
OF TWITTER
USERS LOGIN
EVERY DAY
Digital Surgeons®. (2010, October 8). Social demographics 2010: A fresh look at Facebook
and Twitter. Message posted: http://www.digitalsurgeons.com/blog/design/
socialdemographics-2010-a-fresh-look-at-facebookand-twitter/

Digital Surgeons®. (2010, October 8). Social demographics 2010: A fresh look at Facebook
and Twitter. Message posted: http://www.digitalsurgeons.com/blog/design/
socialdemographics-2010-a-fresh-look-at-facebookand-twitter/
4OUT1 0
OF
PEOPLE CHECK
SOCIAL MEDIA
BEFORE GETTING
DRESSED OR EATING
BREAKFAST

OF CONSUMERS SAY THEY TRUST EARNED
MEDIA, SUCH AS WORD-OF-MOUTH AND
RECOMMENDATIONS FROM FRIENDS AND
FAMILY, ABOVE ALL OTHER FORMS OF
ADVERTISING 92PERCENT
*According to the Nielsen Global Consumer Survey

47PERCENT
OF CONSUMERS REPORT USING
THEIR MOBILE DEVICE IN STORE
TO ACCESS PRODUCT
INFORMATION
Useful Social Media. (2011). Social Commerce:
Important Dates. Retrieved from http://digitalcpg.
com/2011/12/infographic-history- of-socialcommerce/

CONNECTED CONSUMERS
40
PERCENT
Have liked
retailers or
brands on
Facebook
44
PERCENT
“access exclusive
deals and offers”
&
23
PERCENT
“entertaining content”
25
PERCENT
Have followed
a retailer or
brands on
Twitter
primary
motivator
Razorfish®. (2009). FEED: Wayward Thoughts on the Evolution of Digital Brand Experiences.
Retrieved from http://feed.razorfish.com/feed09/the-data/

25PERCENT
OF ALL FMCG / CPG PURCHASES
ARE INFLUENCED BY MOBILE OR
ONLINE CONTENT

25
PERCENT
Of all FMCG / CPG purchases are influenced
by mobile or online content
34
PERCENT 38PERCENT
19
PERCENT
26
PERCENT
18
PERCENT
18
PERCENT
NON-ALCOHOLIC BEVERAGES
BABY AND CHILD CARE
PACKAGED FOOD
BEAUTY & PERSONAL CARE
FRESH FOOD
HOUSEHOLD CLEANING
& DETERGENT

OF GROCERY
SHOPPERS ACCESS
STORES’ SOCIAL
MEDIA SITES 37PERCENT

Average Joe @averagejoe
78% of shoppers expect brands to have an
active twitter feed

OF CONSUMERS SAY THEY TRUST
EARNED MEDIA, SUCH AS WORD-OF-MOUTH
FROM FRIENDS AND FAMILY, ABOVE
56ALL OTHER FORMS OF ADVERTISING
AND RECOMMENDATIONS
PERCENT
OF SHOPPERS
EXPECT A MOBILE
FRIENDLY WEBSITE

OF SOCIAL MEDIA USERS HAVE
PURCHASED AN ITEM AFTER
SHARING OR “FAVORITING” IT ON
FACEBOOK, TWITTER OR PINTEREST
40PERCENT

OVER 1 IN 3 FACEBOOK USERS
HAS PURCHASED SOMETHING
AFTER SHARING, LIKING OR
COMMENTING ON IT ON
FACEBOOK.
From Social to Sale, VisionCritical 2013
http://www.visioncritical.com/sites/default/files/pdf/whitepaper-social-to-sale.pdf

73
PERCENT
38
PERCENT
OF THE POPULATION
USES FACEBOOK
OF FACEBOOK USERS
HAVE PURCHASED
SOMETHING AFTER
LIKING OR SHARING IT
24
PERCENT
22
PERCENT
OF THE POPULATION
USES TWITTER
OF TWITTER USERS
HAVE PURCHASED
SOMETHING AFTER
FAVORITING, TWEETING
OR RETWEETING IT
15
PERCENT
29
PERCENT
OF THE POPULATION
USES PINTEREST
OF PINTEREST USERS
HAVE PURCHASED
SOMETHING AFTER
LIKING, PINNING OR
REPINNING IT

1 WEEK AFTER SHARING 3 WEEKS AFTER SHARING
50 PERCENT 80
Half of social media-inspired purchases have
already been made within one week of sharing,
and 80% within 3 weeks
PERCENT

50%
50%
SOCIAL MEDIA DRIVES ROUGHLY EQUAL AMOUNTS OF
ONLINE AND IN-STORE PURCHASING.

2010: SOCIAL MEDIA GOALS 2013: SOCIAL BUSINESS GOALS
@ #
Sales

FOSTERING LOYALTY AND
ENGAGEMENT THROUGH
SOCIAL MEDIA

BEYOND PROVIDING PRODUCTS,
WHAT VALUE DO YOU BRING TO
YOUR CUSTOMERS?

vs.
CURATOR OF SOLUTIONS DATA DRIVEN RESPONSES

While online and mobile technologies offer
consumers convenience, speed, and ease of use,
brick and mortar stores have a distinct advantage –
face-to-face personal interaction between the
consumer and the associate in the store.
Michael Sansolo,
Vice Chairman of the Board, The Food Institute
Research Director, Coca-Cola Retailing Research Council

IT ALL COMES DOWN TO
RELATIONSHIPS

SOCIAL MEDIA WORKS BEST WHEN
THERE ARE REAL PEOPLE, WITH
GENUINE INTENTIONS AND QUALITY
CONTENT, BEHIND EVERY PROFILE,
POST, TWEET AND TAG.

“The secret to Whole Foods Market success in social media is
that we don’t do social media. We see being social as core to
who we are as a company. We want our stores to be an integral
part of the communities they serve. Our social media efforts are
merely a digital extension of the conversation we seek to have
with our customers and our partners every day.”
Ryan Amirault
@RyanAmirault FOLLOWS YOU
Sr. Social Media Program Manager @WholeFoods Mountain Biker, Skier, Runner, Photog, Traveler,
Foodie, Ice Cream Connoisseur & Infomaniac.
Boulder, CO
Text

SOCIAL BUSINESS STRATEGY

SOCIAL BUSINESS PLAN /
1. BUILD THE RIGHT AUDIENCE
2. PRODUCE TIMELY AND RELEVANT CONTENT
3. MAKE EVERYTHING SHARABLE

THE RIGHT AUDIENCE

“I KNOW THAT HALF OF MY
ADVERTISING DOLLARS ARE WASTED
… I JUST DON’T KNOW WHICH HALF.”
John Wanamaker

HOW WELL DO YOU KNOW YOUR BEST CUSTOMERS?

CONNECT WITH THEM
DIGITALLY

HEALTH &
NUTRITION
INFO
44% 36% 36% 31% 29% 19% 51% 46% 44% 42% 34% 30% 66% 63% 59% 51% 45% 33%
TOP CATEGORIES OF ACTIVITY BY NETWORK
DIY &
CRAFTS
FASHION
TECH BEAUTY
FUNNY
HUMAN
INTEREST
FOOD
DINING
RELATIONAL TRANSACTIONAL INSPIRATIONAL

CAPTURE THE RIGHT LIKE OR FOLLOWER
AS OPPOSED TO JUST A LIKE OR A FOLLOWER
Leverage paid, earned and owned channels to connect
your existing customer base with your social channels
- In store (deals, offers, exclusive access)
- Online (website and email databases)
- Paid (digital, paid social, custom targeting /
lookalike targeting)

X
USE SOCIAL MEDIA
TO FIND MORE OF THEM

BEHAVIORAL TARGETING: IDENTIFY PEOPLE BASED ON LOCATION,
DEMOGRAPHICS, BEHAVIORS AND INTERESTS
FRIENDS OF FANS: USE PROMOTED POSTS TO TARGET FRIENDS OF
CURRENT FANS.
CUSTOM AUDIENCES: UPLOAD EMAIL CONTACTS AND TARGET
EXISTING CUSTOMERS WITH ADS / SPONSORED STORIES
LOOKALIKE AUDIENCES: CREATE LOOKALIKE TARGETS BASED ON
BEST CUSTOMERS
FACEBOOK TARGETING

LISTEN AND LEARN
USE SOCIAL CHANNELS TO
UNDERSTAND WHAT YOUR
CUSTOMERS THINK, FEEL AND
SAY ABOUT YOU
IF THEY AREN’T TALKING, ASK

TIMELY, RELEVANT
CONTENT

CONTENT: RULE OF THIRDS
of posts should be engaging with followers, responding to
comments, liking photos and updates, retweeting, thanking,
answering questions, etc.
of posts should be sharing news, trends, stories about your
partners, etc.
of posts should be about you, your products, promotions, etc.
⅓
⅓
⅓

WIIFM

PRIMARY MOTIVATORS FOR SOCIAL
ENGAGEMENT / 5
GAIN INSPIRATION RECOGNITION IMPACT BELONGING

93PERCENT OF COMMUNICATION
80 IS BNEOHNA-VVEIORRBAL

80
PERCENT
OF COMMUNICATION WITH YOUR CUSTOMERS
AND POTENTIAL CUSTOMERS IS EXPRESSED BY
HOW YOUR BRAND BEHAVES:
IN PERSON
ON THE WEB
IN YOUR ADVERTISING
IN THE COMMUNITY
IN SOCIAL MEDIA
? DO THEY ALIGN?

SOCIAL CONTENT FILTERS

DOES THIS PROVIDE VALUE TO
MY CUSTOMERS?

GAIN
Exclusive offers, promotions and deals
INSPIRATION
Recipes, trends, home treatments and stories of change
RECOGNITION
Acknowledging customers on social channels
IMPACT
Community, causes, volunteering and giving back
BELONGING
Events and classes

IS THIS HOW MY BRAND WOULD
BEHAVE IN PERSON?

DOES IT DEMONSTRATE
CATEGORY EXPERTISE

IS THIS CONTENT SHARABLE

IS IT VISUALLY COMPELLING

IS IT MOBILE FRIENDLY

AND RECOMMENDATIONS
ALL OTHER FORMS OF ADVERTISING WHAT IS MOBILE
FRIENDLY?

AND RECOMMENDATIONS
CAN YOU CONSUME
AND SHARE IT ON A
MOBILE DEVICE
ALL OTHER FORMS OF ADVERTISING
1

AND RECOMMENDATIONS
2
ALL OTHER FORMS OF ADVERTISING IS IT LIGHTWEIGHT?

AND RECOMMENDATIONS
DO LINKS LEAD TO
MOBILE OPTIMIZED
WEBSITES
3

AND RECOMMENDATIONS
CAN FAT FINGERS (OR
NORMAL) NAVIGATE
EASILY?
4

AND RECOMMENDATIONS
ARE INCENTIVES LIKE
COUPONS MOBILE
FRIENDLY?
5

ENCOURAGE SHARING

IF YOU ONLY REMEMBER 3 THINGS
1. BUILD THE RIGHT AUDIENCE
2. PRODUCE TIMELY AND RELEVANT CONTENT
3. MAKE EVERYTHING SHARABLE

THANK YOU
QUESTIONS?
#ExpoEast @Cactus_Mike

Retail Brand Ambassadors: How To Foster Loyalty and Engagement Through Social Media

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