SOCIAL MARKETING SOCIAL MARKETING GOAL ORIENTED, CONTENT DRIVEN - - PowerPoint PPT Presentation

SOCIAL MARKETING

Presented by: Aime Schwartz, King Arthur Flour Bill Tine, King Arthur Flour

SOCIAL MARKETING

GOAL ORIENTED, CONTENT DRIVEN

King Arthur Flour

Our business Our customers We are bakers. We are bakers.

• Inspire. Educate. Bake.

Come visit us!

Who are we?

We are not experienced bakers! We don’t create

Aime Schwartz – New Media Coordinator Bill Tine – Director, Customer Strategy

We are not experienced bakers! We don’t create

content (well, Aime does a little, but only because she’s very good at it).

We are marketers though.

Where to start? Be Customer-Obsessed

Core business strategy Social

media strategy – BE CUSTOMER- OBSESSED

Focus on customer needs and interest

(not on your company and your products)

What does your customer want?

Gardening tips USDA Plant Hardiness Zone references Design inspiration

Plant photos, layout sketches, garden plans, garden tours, …

Disease solutions

Garden wellness to prevent disease Garden wellness to prevent disease Disease identification and solutions

A planning tool (soil management, design, seasonal schedule,

winterization, etc.)

Lifestyle inspiration (people garden for a reason) Bragging rights (people garden for a reason) Recipes? Vegetable gardeners. Garden club support (maybe even inspiration to start one)

What next?

Tip: This list could provide you with business

• pportunities beyond what you’re currently selling.

How do you build a strategy around engagement?

King Arthur Flour Goals and Strategy

Social Monitoring PR Trends Sentiment Surveying Acquire Coordinate Integrate

Grow Audience/ Reach Build Insight Engine Note: This is a snapshot of where we are with our social marketing evolution. Last year, we focused on different goals and next year we’ll evolve once again. Although I don’t expect these primary goals to change too much.

Sponsored posts Targeted advertising Influence the influencers Be Real Test & Improve Try different media Understand Platforms Cohesive messaging

Target Engage

Goal: Grow our Audience/Reach

Direct marketing acquisition Coordinated campaigns Integrated marketing Attract the right audience Attract the right audience

Goal: Engage

Cohesive messaging across all media Be real Test & Improve Understand platforms Understand platforms Try different mediums

Goal: Target

Influence the influencers Sponsored posts Targeted Facebook Advertising

Goal: Build an Insight Engine

Social monitoring PR Trends Sentiment Sentiment Surveying

Social media is direct marketing

Use your functional expertise

Customer acquisition/Audience Development/Demand

Generation

Advertising Measuring costs and benefits Driving to conversions

Build a conversion funnel

Tip: Epsilon is working with Facebook to provide “look-alike” models to target Facebook advertising. This is the same prospecting concept as mailing catalogs to Abacus modeled names.

Conversion Funnel

Step 1 Prospect audience Step 2 Convert to follower Step 3 Messaging/Posts /Campaign Step 4 Convert to email Step 5 Email strategy

(on-board & long-term)

Step 6 Email engagement Step 6 Convert to purchase

• Optimize at each step.

2012 Facebook Sweepstakes

Entrants 34,739 New to email file 9,305

A primary goal of our sweeps is email acquisition. We need to know the LTV

• f an email.

9,305 Email Opens* 6,424 Email Clicks* 3,471 Sales* $4,453

Total new FB fans: 25,000 Total ad spend: $2,000 *Sales and email stats for month 1

Tip: Create a theme and make it relevant to your brand.

• f an email.

Getting back to engagement

Think like a publisher / editor Hire an expert

Writing (blogs, social media, how-to) Photography & videography Infographics

Understand your customers and their needs Be real

Knowledge of audience & social

platforms

Willing to try, test, scrape, and

evolve

King Arthur Flour examples: Facebook

Curated Content Baking Resources Product Features (framed as tips) New/Popular/Seasonal Recipes

King Arthur Flour examples: Instagram

The ‘inside look’ at The ‘inside look’ at

• ur bakery, café and

test kitchen. Key engagement tip: day-parting

King Arthur Flour examples: Pinterest

Create boards that feature new, popular and seasonal content.

King Arthur Flour examples: Blog

Customer-focused

topic selection Distribution and

Distribution and

exposure

Capturing and

converting web traffic

Curating Content

Become the “go-to” resource for your customers. If

they want to engage in their hobby or craft as part

• f their lifestyle, they’ll want content.

Customer feedback/Polling

People want to help. They

want you to engage them.

Capture valuable insights. Increase engagement and

connection to your products.

Make it actionable, not just

interesting.

Total responses: 2,200

Tip – Choosing social networks

KEY BENEFITS Campaigns drive email sign-ups Fan engagement Drive referral traffic Increase content reach Real time brand insights Visual and easy to track SEO benefits Google Communities Customer

• utreach

Promote content Ad tools reach to track Hangouts on air TIPS

• Use ad targeting to

acquire new fans

• Use promoted posts

to reach current fans

• Use FB apps for

campaigns

• Create a connection

between FB and Pinterest

• Make your website

pinnable

• Focus on seasonal

content

• Use vertical

images

• Feature products

and inspirational pins

• Encourage photo

sharing through custom hashtags

• Focus on

inspiration and great imagery

• Create a

spontaneous feel

• Day-parting
• Connect with

influencers and prospective customers through Google+ Communities

• Post content based
• n Google search

trends (SEO)

• Use hashtags to

participate in conversations

• Share useful/

relevant content

• Customer service

application

• Encourage

customers to reach out

Tip – Performance Metrics

Pick your goals, then identify the metrics.

Build social fan base

• Organic growth rate
• Advertising cost/fan
• Value of a fan

GOAL METRICS

• Value of a fan

Increase Pinterest referral traffic

• Site referrals in Google

Analytics

• Pinterest traffic bounce rate
• Compare YOY traffic

Increase Facebook ecommerce

• Site referrals and ecommerce

in Google Analytics

• Promo code/UTM coded link to

a specific promotion

Tip – Roles and Responsibilities

Organize roles around your primary goals – Engage customers, Acquire customers

Content producers need to focus on engagement,

understanding the platforms in which they engage, and how they get their content in front of your audience. how they get their content in front of your audience.

The goal IS NOT to create content and present your

• message. The goal IS to have customers engage with your

content and understand your message (and ideally pass along your message).

Other marketing functions need to support the core

strategy of engaging with customers.

Final thoughts

Be Customer-Obsessed Create goals, set metrics Organize roles and position them to support the

primary goal of inspiring gardeners primary goal of inspiring gardeners

aime.schwartz@kingarthurflour.com bill.tine@kingarthurflour.com

THANK YOU!

bill.tine@kingarthurflour.com Facebook.com/kingarthurflour Pinterest.com/kingarthurflour Instagram.com/kingarthurflour