decorium social media movement 1
DESCRIPTION
A social media campaign for Decorium: training salespeople to become an integral part of the marketing strategy. By using social media tools they will establish themselves as experts in their industry and build a stronger customer base.TRANSCRIPT
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A Social Media Movement
Presented by…
+What?
FORM A DECORIUM “ONLINE COMMUNITY”:
INCREASE OVERALL BRAND AWARENESS ESTABLISH YOU, THE SALESPEOPLE, AS EXPERTS IN INTERIOR
DESIGN DIFFERENTIATE THE PRODUCTS BY CREATING RELATIONSHIPS
WITH CUSTOMERS MOVE FROM “ABOUT” FURNITURE (FEATURES AND BENEFITS)
TO “WHAT YOU CAN DO WITH” FURNITURE (DESIGN) MAKE YOU THE STARS OF THIS SOCIAL MEDIA CAMPAIGN: THE
FACES OF THE COMPANY SOCIAL MEDIA TOOLS WILL MAKE YOU BECOME INTEGRAL
PARTICIPANTS IN THE COMPANY’S OVERALL MARKETING STRATEGY
ACTIVELY MARKET YOURSELVES: GAIN NEW CUSTOMERS AND BUILD LOYALTY AND TRUST WITH EXISTING CUSTOMERS
+ Form a Decorium “online community” around design
Transfer the community “offline” Attending Design Seminars Collecting Prizes Events
Result is consumers converted into customers
+Social Media Tools
+Why?
PUSH PR / Outbound Marketing T.V. Radio Print ads Billboards E-Mail blasts
PULL PR / Inbound Marketing Search Engine Marketing (SEM) Social Media Optimization
+Companies can no longer rely on just having a “great product”; one must differentiate their product and create relationships with customers!!
Move from Monologue to Dialogue:
Communicate
Collaborate
Build Trust
+Relationships change the way people buy: a change from selling to helping customers deal with the experience of the products
“Of course, price is an issue, but studiesperformed before the crash of 2007,2008, and now 2009 showed that pricewasn’t always the top issue on consumers’lists of reasons not to buy. Otherthings were, like with the 41% whoreported that there are too manyoptions, and the 42% who said they havetoo much uncertainty about design. So,maybe it isn’t about our product offeringsafter all. Maybe there are thingsoutside of our vast sea of offerings thatpeople care more about. Like theirhomes for example.”
+The benefits of using
CUSTOMER ACQUISITION:
Friends see when their friend becomes a Fan
Each user has an avg. of 130 friends
Over 2 million users in Toronto
+Invite your friends & familywww.facebook.com/Decorium
+Why become a fan?
+The Benefits of using
CUSTOMER INTERACTION:
A place for a conversation between you and your customers
Comment/give feedback on customers’ posts
Share Decorium Facebook Posts
+What we have done…July 2010
Fan page was created and 25 Fans joined within 24 hrs.
We created a contest and sent out an e-mail blast
Within 72 hrs of announcing the contest our fan count grew to over 450
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August contest is an iPad 16GB giveaway!
Since new contest announcement, over 730 fans and growing
Contest is about encouraging Decorium fans to invite more friends
Decorium now has a following of fans ready to interact with you
Exchanging dialogue in a social media platform will open up the lines of communication and relationships can be leveraged into sales
What we have done…Aug. 2010
+ www.twitter.com/shopdecorium
+What people are Tweeting
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Find and network with others in your profession
Control your online professional identity
Connect with others who can help you meet your goals
Share knowledge with like-minded people
Keep up with news and events in the industry
The benefits of using
+Your LinkedInprofile
+How to build a strong profile Remember it’s not a resume
Use an authentic, natural voice
Personalize profile with photo
Create a personal tagline
Add current position at Decorium
Work to complete your profile
Making connections adds to your credibility
Ask for recommendations from colleagues
Use summary to capture reader's attention
Enter a list of key search terms (“Specialties”)
Connect with groups & networks with potential customers
+Keep up to date with industry news, ideas, tips and trends
www.google.com/alerts
+Contact Us
If you need any help, have any questions e-mail:
Debra Novack, [email protected] Greg Shusterman, [email protected]