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152-Trinet-November Webinar Brand Alignment How Is Social Media Impacting Your Brand? Campaign Initiatives for Growth November Monthly Webinar Panelists Geoff Martinez Trevor Clinard Strategy Consultant Engagement Manager Trinet Internet Solutions, Inc Trinet Internet Solutions, Inc ©© 20102010 Trinet Trinet Internet Internet Solutions Solutions Inc. Inc. Areas of Focus 1. Social Media: What Can I Use? 2. Promote Your Brand 3. Protect Your Online Reputation © 2010 Trinet Internet Solutions Inc. Yes, We’re on Facebook. Now What? © 2010 Trinet Internet Solutions Inc. What Does Your Facebook Page Say About Your Brand?? Source: mashable.com © 2010 Trinet Internet Solutions Inc. Create a FBML Page Facebook Markup Language: Variant-evolved subset of HTML Benefits: • Custom Look, Feel & Functionality of profile page • Increase Product, Company and Brand Awareness • Generate Sales Image Source: www.watblog.com © 2010 Trinet Internet Solutions Inc. Custom Twitter Page © 2010 Trinet Internet Solutions Inc. Is Email old school? © 2010 Trinet Internet Solutions Inc. Social Media Increases Email Use Nielsen found there is a strong correlation between those who are frequent email users and active social media users. ©© 20102010 Trinet Trinet Internet Internet Solutions Solutions Inc. Inc. Where else do you view your email? © 2010 Trinet Internet Solutions Inc. Email represents 25% of people’s Internet time on their mobile phones.* *Source: Nielsen, 2010 © 2010 Trinet Internet Solutions Inc. Mobile Friendly Email Fred Jordan Missions • Los Angeles based nonprofit serving inner city neighborhoods • “Daily Inspiration” Mobile email newsletters • Relatively high Open and Click-through rates for daily emails Open rate: ~10% Click rate: ~4% ©© 20102010 Trinet Trinet Internet Internet Solutions Solutions Inc. Inc. Juice it Up Mobile-friendly site • Utilized JavaScript instead of Flash • Smartphone accessible (iPhone, Android, Blackberry) Source: JuiceItUp.com ©© 20102010 Trinet Trinet Internet Internet Solutions Solutions Inc. Inc. A Social Coupon For Everyone Deal Perk Groupon HomeRun BuyWithMe LivingSocial Adility DealOn ScreaminCoupons Bloomspot HomeRun ©© 20102010 Trinet Trinet Internet Internet Solutions Solutions Inc. Inc. 50% of people welcome location specific advertising, with mobile coupons a more appealing incentive than check-ins * Source: Mashable © 2010 Trinet Internet Solutions Inc. Social Coupons Groupon.com currently averages over 6.4 million unique visitors per month. ©© 20102010 Trinet Trinet Internet Internet Solutions Solutions Inc. Inc. Yelp & Zagat • Yelp and Zagat entering social couponing arena • Yelp “Daily Deals” • 33 million monthly visitors to Yelp.com • 4x Groupon’s subscriber base • “Zagat Exclusives” • Expectec September 2010 launch Source: Yelp.com, Zagat.com, Mashable.com ©© 20102010 Trinet Trinet Internet Internet Solutions Solutions Inc. Inc. Percieved BENEFITS • Free to Use • Reach a Targeted, Interested Audience • Exclusive , Limited-Time Offers • Appeals to Bargain Hunters • Develop eMarketing Database • Encourage Repeat Sales • Receive $ Shortly After Deal Ends ©© 20102010 Trinet Trinet Internet Internet Solutions Solutions Inc. Inc. Geo-Location Services Identification of the geographic location of an object, such as a cell phone or other internet-connected device Image Source: Mashable ©© 20102010 Trinet Trinet Internet Internet Solutions Solutions Inc. Inc. FourSquare • Location based social networking • Points awarded for “checking-in” at venues • Add “tips” for your friends Earn Badges • Explore your city Source: Foursquare.com ©© 20102010 Trinet Trinet Internet Internet Solutions Solutions Inc. Inc. Facebook Places • Location-based check-ins • 500+ million Facebook users • Huge market potential for increasing store revenues via location based coupons Image Sources: Intomobile.com ©© 20102010 Trinet Trinet Internet Internet Solutions Solutions Inc. Inc. “Ok. Say that all again” • FBML • Branded Twitter Pages • Mobile Friendly Email • WAP or Mobile Friendly Website • Integrate Social Media into Email • Smartphone Applications • Social Coupons • Geo-Location Services ©© 20102010 Trinet Trinet Internet Internet Solutions Solutions Inc. Inc. Areas of Focus 1. Social Media: What Can I Use? 2. Promote Your Brand 3. Protect Your Online Reputation © 2010 Trinet Internet Solutions Inc. Welcome Landing Page • Special Promotion Example: Wild Rivers © 2010 Trinet Internet Solutions Inc. Welcome Landing Page • Product Promotion Example: Toy Story 3 © 2010 Trinet Internet Solutions Inc. Welcome Landing Page • Campaign Promotion Example: Starbucks © 2010 Trinet Internet Solutions Inc. Welcome Landing Page • Company Overview Example: Farmers Insurance © 2010 Trinet Internet Solutions Inc. Offer an Exclusive Promotion Example: Juice it Up • Coupon FBML Page • Benefits: • Encourage New Visitors to Join • Reward Current Customers • Drive Foot Traffic to Stores © 2010 Trinet Internet Solutions Inc. Email Campaigns Compliment Social Media • Benefits: • Incentive to Join Page • Incentive to Forward • Fans can Feel Impact Example: Quizno’s © 2010 Trinet Internet Solutions Inc. “Like” Outside the Box 2 Emails. Free Tickets. 20% Increase in “Like” Fans Source: Mashable.com © 2010 Trinet Internet Solutions Inc. Groupon Gap Example One-Day Sale: $7,500,000 First national deal released by Groupon Sold almost 10 coupons per second! 300,000+ total sold Source: Mashable © 2010 Trinet Internet Solutions Inc. Groupon Traditional Examples One-Day Sale: $15,025 One-Day Sale: $7,920 “Local ‘brick and mortar’ businesses are the foundation of Groupon, and that isn’t changing.” -Groupon © 2010 Trinet Internet Solutions Inc. Foursquare: Pizza Hut • Free Breadsticks for the Mayor! • Encourages customer check-ins • Customers that check in most often become the mayor • Benefits: • Reward Loyal Customers • Drive Foot Traffic to Stores • Increase store revenue ©© 20102010 Trinet Trinet Internet Internet Solutions Solutions Inc. Inc. Areas of Focus 1. Social Media: What Can I Use? 2. Promote Your Brand 3. Protect Your Online Reputation © 2010 Trinet Internet Solutions Inc. Brand Alignment © 2010 Trinet Internet Solutions Inc. Considerations Understanding the potential consequences will help maintain a strategic focus How will this affect our bottom line? Is our social media strategy in line with our business goals? How do we measure success? ©© 20102010 Trinet Trinet Internet Internet Solutions Solutions Inc. Inc. Learning from Others’ Mistakes Round 1: Starbucks vs Foursquare Where’s my coupon?! Early Adoption = Tech savvy corporate strategists Poor or improper dissemination of information © 2010 Trinet Internet Solutions Inc. What They Learned “These early experiments are helping us make a better product and ensure that future offers are as easy to redeem as ever.” - Foursquare • Don’t make users justify their coupons •Proper internal communication • Plan Ahead!!! Online Social Media Engagements need to match social engagement in the physical stores Source: Mashable.com © 2010 Trinet Internet Solutions Inc. Learning from Others’ Mistakes Round 1: Gap vs New Logo “The backlash against Gap’s new (and now defunct) logo was intense.” - Mashable © 2010 Trinet Internet Solutions Inc. What They Learned Listen to your customers! Act Fast “Social media mobilized and spread the word about the logo change.” Source: Mashable.com © 2010 Trinet Internet Solutions Inc. Establish TRUST • Accurate Brand Portrayal • Reaching Relevant Markets • Engaging the Right Constituents • Positioning Yourself as a Thought Leader ©© 20102010 Trinet Trinet Internet Internet Solutions Solutions Inc. Inc. Numbers Aren’t Everything “what really matters, and what really instills trust and loyalty, is the quality of communication and one other, very important, aspect - openness of dialog ” Source: Bizreport.com, Invoke Solutions, 2010 Study ©© 20102010 Trinet Trinet Internet Internet Solutions Solutions Inc. Inc. Trusted = Preferred = $$ ©© 20102010 Trinet Trinet Internet Internet Solutions Solutions Inc. Inc. Takeaways • FBML allows for custom landing pages • Social Media increases email use • Mobile email is on the rise • Use Social coupons strategically and with discernment • Geo-location services drive foot traffic for businesses Experiment , Experiment , Experiment! ©© 20102010 Trinet Trinet Internet Internet Solutions Solutions Inc. Inc. It’s Time for Implementation! • Use FBML to Generate Business! • Maximize Social Media Pages • Develop Mobile Friendly Content • Drive Customers to stores via Geo-Location Services • Use Strategy to effectively execute Online Marketing Initiatives ©© 20102010 Trinet Trinet Internet Internet Solutions Solutions Inc. Inc. Q&A Contents not to be shared outside of intended organization or duplicated without written permission of Trinet Internet Solutions, Inc..
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