listening for opportunity
DESCRIPTION
TRANSCRIPT
This is only a test.
Learning to let go to succeed in social media marketing
Sept 2011 Jan 2012 Q2 2012
A typical fan post
A typical blog post
Staying relevant
Two-way communication
Expanding our universe
Zeolots
Any old person you’d find shopping at Best Buy
Performance-driven folks
Frustrated sleepers
How we listened
• Competitive messaging review• Customer survey• Customer polls• Interviews• Social channels• Search terms and keywords
Surprise, surprise!
Fragmented customer needs:• Quantified selfers• Frustrated sleepers• Self-improvers (Performance-driven)• Gadget heads• Everybody else
Test. Test. Test!
• Facebook Ads• Mainstream sweepstakes• Partner promotions• Multiple social faces• Mommy-blogger outreach/giveaways• Blog posts• Invitations to trial
Facebook Ads
Fail
Broad-reaching “like” targeting
Moderate Wins
Like-product fan targeting
Relevant affiliation targeting
Sweepstakes
• Best Buy Shopping Spree– $500 grand prize– 3 week promotion– Email/website/Social channels– .7% conversion rate
Sweepstakes
• 12 Days of Fitness– Daily prizes/Grand Prize– 12-day promotion– Website/Partners/Social– 8% conversion rate– CPA on target
Recommendation: Repeat!
Multiple Social Faces
• Zeo4BetterU– For women– Softer message– Health/Well-being– New partners– Giveaways
Recommendation: Repeat!
Mommy blogger outreach
• Outreach with a reader giveaway• 10% blogger uptake rate• 16% fan conversion• CPA 7x target
Zeo Challenge
Today’s blog post
Going forward
• Stay relevant• Segment and target• Listen • TEST• Lather, Rinse, Repeat