Presented by: Aime Schwartz, King Arthur Flour Bill Tine, King Arthur Flour SOCIAL MARKETING 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? Aime Schwartz – New Media Coordinator Bill Tine – Director, Customer Strategy � We are not experienced bakers! We don’t create � 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 opportunities beyond what you’re currently selling. How do you build a strategy around engagement?
King Arthur Flour Goals and Strategy Acquire Social Monitoring Coordinate PR Integrate Trends Grow Build Insight Sentiment Audience/ Engine Surveying Reach Be Real Target Sponsored posts Engage Test & Improve Targeted advertising Try different media Influence the influencers Understand Platforms Cohesive messaging 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.
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 Prospect Convert to Step 1 Step 2 audience follower Messaging/Posts Convert to email Step 3 Step 4 /Campaign Step 5 Email strategy Email Step 6 Convert to Step 6 (on-board & long-term) engagement purchase - Optimize at each step.
2012 Facebook Sweepstakes Entrants 34,739 A primary goal of our sweeps is email acquisition. New to email file We need to know the LTV of an email. of an email. 9,305 9,305 Email Opens* Total new FB fans: 25,000 Total ad spend: $2,000 6,424 Email Clicks* 3,471 Sales* Tip: Create a theme and make it *Sales and email relevant to your brand. $4,453 stats for month 1
Getting back to engagement Think like a publisher / editor Hire an expert � Writing (blogs, social media, how-to) � Knowledge of audience & social platforms � Photography & videography � Willing to try, test, scrape, and � Infographics evolve Understand your customers and their needs Be real
King Arthur Flour examples: Facebook New/Popular/Seasonal Product Features Curated Content Baking Resources Recipes (framed as tips)
King Arthur Flour examples: Instagram The ‘inside look’ at The ‘inside look’ at our 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 of 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 � Campaigns drive � Drive referral � Real time brand � SEO benefits � Customer KEY email sign-ups traffic insights outreach � Google BENEFITS � Fan engagement � Increase content � Visual and easy � Promote content Communities reach reach to track to track � Ad tools � Hangouts on air • Use ad targeting to • Use hashtags to • Make your website • Encourage photo • Connect with acquire new fans participate in pinnable sharing through influencers and conversations custom hashtags prospective • Use promoted posts • Focus on seasonal customers through to reach current fans • Share useful/ content • Focus on Google+ relevant content inspiration and TIPS • Use FB apps for • Use vertical Communities great imagery campaigns • Customer service images • Post content based application • Create a • Create a connection • Feature products on Google search spontaneous feel between FB and • Encourage and inspirational trends (SEO) Pinterest customers to pins • Day-parting reach out
Tip – Performance Metrics Pick your goals, then identify the metrics. METRICS GOAL • Organic growth rate Build social fan • Advertising cost/fan base • Value of a fan • Value of a fan • Site referrals in Google Increase Pinterest Analytics referral traffic • Pinterest traffic bounce rate • Compare YOY traffic • Site referrals and ecommerce Increase in Google Analytics Facebook • Promo code/UTM coded link to ecommerce 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
THANK YOU! aime.schwartz@kingarthurflour.com bill.tine@kingarthurflour.com bill.tine@kingarthurflour.com Facebook.com/kingarthurflour Pinterest.com/kingarthurflour Instagram.com/kingarthurflour
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