1.+HOW TO DEVELOP AN INTEGRATED MARKETINGSTRATEGY IN F&G RETAILBy Elin Kilicarslan

2. +My gift to you:www.74by2.com/gift 3. +Who am I? Elin Kilicarslan Norwegian Lived in Dubai for the last 15 years Worked in the online world for over 3 years Run SME Rebuilders, 74by2, Co-host of SME BIZ.tv, Editor of SME-World.com Have been published in The National Newspaper, Intelligent SMEMagazine, Oil & Gas Magazine, and more... Received the Asian Retail Leadership Award 2012 My expertise is in digital and social media , web design anddevelopment, web marketing strategies and customer engagement &conversion. 4. +Social Media Revolution 2012 5. +Do you engage your customersdirectly?Social Media Platforms like:LINKEDINFACEBOOKTWITTERYOUTUBEPINTERESTGOOGLE+FOUR SQUAREOthers?? 6. +What is Social Media Marketing? 7. +Why Social Media? Many-to-Many Conversations 73% of consumers post reviews of acompany, service, or product online IN INDIA Population = 1,241,491,960 people Internet Users = 69.96% Facebook Users = 56,670,840 India is #3 in the ranking of all Facebookstatistics by Country. 8. + 9. +Customer ServiceWe all know that great customer service andcustomer engagement equals...Customer Retention = More $$$ Typically 80% of your revenue will come from 20% of yourcustomers; so youd better treat them right the first time. 10. +Laying the Foundation :Getting StartedSocial marketing holds tremendous opportunitiesfor companies looking to drive new business and increase revenue, but only if you first develop asolid foundation and an understanding of what makes the world of social marketing tick. Note: No matter how complex your currentstrategy is, you will want to re-visit it on a yearly basis and make sure you have everything youneed to be successful. 11. +Setting your company up forSuccess in Social Marketing My company has clear goals for social marketing. Be as specific as you can and keep these objectives in mind forevery initiative you execute. Assign a key team of business stakeholders to discuss socialmarketing priorities and strategy. We have the human resources to commit to socialmarketing. Before you start your social marketing initiative ask yourself if youcan allocate the resources needed. Social marketing is about real-time response and continuously updated information both of whichrequire commitment and dedication. 12. +Setting your company up forSuccess in Social Marketing Produce enough quality content to sustainsocial marketing conversations. Content feeds the social marketing beast. Audityour existing marketing assets and identify yourthought leadership pieces. Make sure you put a plan in place that will enableyou to consistently produce social marketing-worthy content, including blogposts, infographics, videos, and white papers. Know which social media sites are popularwith our prospects and customers Do your research and focus your energy andinvestments where your audiences are. 13. +Setting your company up forSuccess in Social Marketing Is your company website is prepared forsocial marketing attention. Before you set up multiple social media profilesand pages, make sure your own website is in goodenough shape to handle the attention. Are you ready to incorporate socialmarketing strategies throughout the buyingprocess? Social marketing is not just for the top of thedemand generation funnel. Its important tomonitor and track your prospects and customersthroughout your sales pipeline. 14. +Setting your company up forSuccess in Social Marketing cont. Be committed to making every campaign social. As you determine what your campaign calendar looks like for thenext six months or a year, you want to make sure that you have aplan to use social to amplify every marketing tactic. Whether youhave just created a new content piece or are running a demandgeneration campaign, be sure to include social sharing and createtactics within the campaign that encourage relationship buildingacross your social landscape. 15. +Social Marketing Plan:Developing a social marketing plan is similar todeveloping any other strategy. While there is nostandard approach, the basic components can beaddressed by answering these simple questions: Who are you targeting with your socialmarketing? How can you deploy social marketing tactics formeasurable success? What goals or objectives do you want toaccomplish? 16. +Who are you targeting withsocial marketing? Prospects? Media? Customers? All of the them?Once youve decided on the targets, flesh out the defining characteristics ofeach group.Important:You have to developing buyer personas: a fictional characterthat represents a target group.Start by listing the characteristics you would have for typical buyerpersona, but add a social marketing dimension to it. 17. + What do you want to accomplish and what areyour distinct action items for each goal? Social marketing requires time, effort and resources. Take thetactics youve decided on and associate clear goals, objectivesand action items for each one. As with any new strategy, try and test a variety of socialmarketing channels and tactics to see which has the mostsignificant impact on your goals. 18. +Building your Social Media SWAT Team When determining your social strategy, you will want to makesure that you have executive support for your initiative, associal marketing is time consuming and you will need dedicatedresources. The more your stakeholders understand and believe in thepower of social marketing, the more they will evangelizethroughout the company and support your strategy. Dependingon organizational readiness this may be no easy task. 19. +Remember: Begin With Listening To The People You Want To Engage 20. +How can you listen? Set up a Google Alert or other search action (Boardreader, socialmention, icerocket, BlogPulse) to find out where and when people are talking about you and what types of content they respond to most Setup a simple dashboard (Hootsuite, Tweetdeck, coTweet) to monitor searches, conversations, and your accounts Takenote of what your competitors are doing to see what works and what doesnt Use a free influencer service like Klout or Peer Index to find out who is influential about your topic or brand and study their rules of engagement and enlist them in your efforts 21. +Strategy:Take The Insights You Learn From Listening And Apply To Your Goals To Develop Your Strategy Develop SetDevelop Tactics and ListenEngageGoals StrategyChoose Channels 22. +Content CreationNo discussion of social marketing is complete without a discussion of content.Your content is the Yin to the Yang of social, theywork hand-in-hand to drive success. You need a mix of content to share on your socialchannels. By showcasing thought leadership in eachstage of the buying cycle, you can move a prospectthrough your funnel. Many of your customers and prospects are turning tosocial networks to consume their news and bestpractices, so social is the perfect venue for viewing andsharing your content. 23. +Content Creation Do some research to set up your buyer personas soyou know what content will resonate the most. Thecloser you get to saying something unique andrelatable, the more peer-to-peer engagement andsharing you will experience. If you are a smaller company without many availableassets or available resources for contentcreation, take into consideration repurposing alreadycreated pieces. By creating a strategy where you repurposecontent, creating multiple assets seems much lessdaunting. 24. +Content suggestions: Big rock content pieces like ebooks and Definitive Guides White papers Tip sheets/checklists Blog posts Infographics Videos Fun visual content such as memes and cartoons Slideshows Podcasts 25. +Visual Content We are all visual thinkers. 75percent of the sensory neurons inour brains are processing visualinformation. One way is to use visual note-taking which finds the right mixtureof words, illustrations, and designsto capture a subject and make itmemorable. The great part of visual note-takingis that it enables you to explain acomplex idea in a series ofsimplistic diagrams. 26. +Here are some benefits wereaped almost immediately: Extends conversations and buildsbuzz. Immediately after each session, ourvisual boards were drawing crowdswho took photos and posted them tovarious social networks right away. Helps with short term memorycache. By breaking down the information intosingle chunks illustrated within thevisual notes, it becomes much easierfor an audience to process andunderstand when learning new things. 27. +Here are some benefits wereaped almost immediately: Enables better understanding of key takeaways. Our visual boards became a piece of content providing a tangiblerepresentation, allowing the audience to quickly grasp big ideas andtranslate their impact and value. Gets attendees to look up from their devices. Presenting thoughts and ideas visually is a terrific and simple way tocapture a conversation and its meaning. Hiring graphic recorderswho sketch what is discussed at meetings and conferences is agreat way to keep employees engaged and communicate complexideas in a meaningful and memorable way. 28. +Content Marketing tips: 73% of consumers prefer to get their informationabout an organization in articles rather thanadvertisements. That means its more important thanever to include custom content in your overallmarketing mix. Generating compelling searchable content thatpeople want to consume can help drive traffic to yourwebsite, attract and retain a dedicated following, andgreatly increase brand awareness. In order to produce quality content youre going toneed a good source of raw material to continuallydraw upon. 29. +Content Marketing tips Follow industry experts A great way to get ideas on what content you should be creating isto follow experts and influencers on Twitter. Use relevant hashtags(#) for search and create lists on your top influencers. By trackingthese tweets, you can determine what people are talking about andcreate content around those themes. Make every employee a content creator Encouraging employees to contribute to your blog is a great way togenerate content internally. Ask your customer service and salesteams about their most frequently asked questions then have themwrite blog posts about the solutions. By developing a blogtemplate, you can make it easy for others to contribute. 30. +Content Marketing tips Linkedin Today Linkedin Today makes it easy to stay up to date with the mostpopular news, blogs, and articles relevant to your business. Think ofit as your interactive real-time morning paper.. Visualize your keywords Building a word cloud based on conversations around your brand isa great way to visualize keywords most associated with your brand.For example, find a group of tweets that mention yourbrand, product or industry, and drop them into a tag cloudapplication such as Wordle. Youll often find new keywords you maynot have thought of, as well as a few surprise topics of association.This is a great way to really stretch your content dollar and findemerging trends to blog about. 31. +Content Marketing tips Eavesdrop Be nosy. Listen in on conversations offline as well as online. Tune into conversations while waiting in line at Starbucks or at the tablenext to you at lunch. Find out what people are talking about andwhat they care about. Test and evaluate Of course every target audience is different. When you are sharingyour content on your social channels, you will want to test, test, test!What is your audience sharing? What are they experiencing as authentic? Create fun marketingmemes that you post. The fun pieces encourage your audience toshare, builds trust, and ultimately helps you develop brand loyalty. 32. +Why Share?Dont just do a social campaign,make every campaignsocial.Before you begin executing on your social strategy, it is important tospend some time on ways to make every campaign social and tounderstand the benefits of peer-to-peer sharing vs. company- to-buyer sharing.One of the best ways to engage your audience is by providing themwith a compelling reason to share your message across socialnetworks in a way that is natural and seamless.Word-of-mouth marketing and peer recommendations are anextremely powerful way to increase brand visibility, as people willbelieve their network of peers vs. a brand driven campaign. 33. +Why Share? If your target audiences friends and colleagues aretalking about your product or service, you are morelikely to gain their trust in a much more meaningfulway than by running an ad campaign. Thinkits about getting your voice heard by themillions of people out on the social web in a differentway by turning your customers into an army ofpowerful advocates for your brand and creatingthousands of peer-to-peer recommendations on yourbehalf! 34. +Give people a reasonto Share This is a new way to think about influence. In thepast, influence used to be simple there were few influencersand it was your PR teams job to find the right people. Socialhas changed all of that and there is now an exploding amountof influencers. You want to know who is influentialto your brand, your products, and your campaigns. A great way to do this is by building out campaigns that areconducive to social sharing. But what makes people share? You will want to consider thiswhen you determine what social sharing campaigns you wantto set up. 35. +Give people a reason to Share Here are our top 5 motivators that make people share: Reputation Great Content Access to something exclusive Co-creation Competition and winning 36. +Give people a reason to Share Here are some additional statistics to consider taken froma recent New York Times study on social sharing: 75%say sharing helps them better understand and process newstheyre interested in 85%say the responses they get from posting to a social media siteprovide more thought 94%consider how helpful a link would be to another user beforeposting it 68%share as an advertisement for themselves, to give others abetter sense of who they are 73%say it helps them find people with common interestsBe sure to keep in mind these motivators and stats as you start developing social aspects to all of your campaigns. 37. +Give people a reason to ShareOnce you have created a campaign that you believe isworth sharing, here are some additional ways toincentivize sharing within your campaigns: Refer-a-Friend: This sort of campaign is generally centered around acompelling offer. You promote your offer via emailmarketing and social networks, and then you createspecial offers for both the referrers and thereferees. If you are utilizing a sharing platform, youcan expect to gather metrics such as biggestinfluencers. 38. +Give people a reason to Share Social Sweepstakes: Create a contest and get your entrants to spread the word on your behalf. Through the sweepstakes entry you gain important user data like who is sharing and where they are sharing most. Polls and Voting: Everyone has an opinion and they are usually happy to share. Take a look at the power of Yelp! Creating a campaign that engages your audience and compels them to share their opinions is a great way to build relationships and get valuable information about your target audiences likes and dislikes. 39. +Give people a reason to Share Flash Deals: This is a concept similar to a Groupon. Many social sharing applications offer functionality for you to create your own time- sensitive deal. Use this to create a fun and viral campaign that will increase brand awareness and increase new customers with sharing. Keep in mind the following when creating your Flash Deal: Offer time period Maximum number of deals sold Allow users to track deals progress Publish your offer on all social networks and your website 40. +Always ask for the share at the righttime! Now that you have created reasons for people to share, youwant to make sure you are prompting people to share yourmessage at the right time. As social sharing has become more important to marketers, thebest practice has been to include social sharing links before orafter a piece of content. This is passive sharing. You arecreating the opportunity to share, but you are not asking for theshare. And if you dont ask for the share you may be missing out onan important chance to engage with your audience, as theymay not notice the sharing buttons or be compelled to usethem. 41. +Here is an example of social sharing: You see the social sharesup top, but that is not theonly place they appear tothe reader. You might readthis post, and although youenjoyed it, by the time youget to the end you might notremember to share soadding the sharing buttonsat the end as well is great toremind the reader/viewer toshare. 42. +Make your Shares Measurable When a prospect or customer shares your content, this is a greatindicator that they are an influencer for your brand. Additionally by tracking shares, you can determine what content isworking so you can create more intelligent social campaigns overtime. Remember when you implemented marketing automation? (If youhavent yet, you should.) You immediately had more visibility intoyour campaigns and website. Suddenly, you could track websitevisits and downloads. You knew who was visiting yourwebsite, what pages they visited, and what content appealed mostto them. Track all of your email campaigns. 43. +Social Networks This is the bread and butter of your social marketing strategy. You will be spending a lot of time on the four major socialmarketing sites: Facebook, Twitter, LinkedIn, and You Tube. But remember that it is not enough to merely post on thesesites, the key is to engage and build relationships throughinfluence marketing. 44. +Case Studies Burger King 45. +Burger King The Challenge:the time, Burger Kings advertising was Atgenerally seen as boring, irrelevant andunimaginative. They were looking for a credibleapproach to make their advertising more edgy andcool. Burger Kings agency of record, CrispinPorter + Bogusky, had created the chickencharacter but they didnt know how to bring it to lifeonline. 46. +Burger King What We Did to Make It Awesome: Wecollaborated with Crispin Porter + Bogusky todevelop an elaborate interactive video-based site thatallowed people to type in commands that controlledthe chicken. We managed all the front-endproduction, created the database of search terms anddeveloped all of the technology on the back-end toenable it to work seamlessly. It was so creepy, weirdand well-executed that many people who visited thesite thought that they were actually controlling thisperson in a chicken suit in real life. 47. +Burger King The Results: Quitepossibly one of the most successful marketing website of all time. Upwards of a half a billion hits. Twenty million unique visitors. Sales of Burger Kings chicken sandwiches increased in a matter of weeks. It was the One Clubs campaign of the year. But maybe Adweek said it best in its cover story about the chicken: Did it work? The answer? A resounding yes. 48. +AU BON PAIN: Food is just notenough We want more! Campaign: NAME: Au Bon Pain NATURE OF THE PROGRAMME/ ACTIVITY/ CAMPAIGN : B2C FACEBOOK: https://www.facebook.com/aubonpain TWITTER: http://www.twitter.com/aubonpain CAMPAIGN TERM : Short term START DATE : August 2010 END DATE : Ongoing 49. +AU BON PAIN: Food is just notenough We want more! Executive Summary: AuBon Pain has a presence only in Bangalore but the reach is throughout the nation, demonstrating the power of the ripple effect through social media. Through Facebook, the agency has developed a social media asset for the brand. The member base continues to increase week by week the result of a sustained, effective and insights-driven social media campaign. 50. +AU BON PAIN: Food is just notenough We want more! Background: Au Bon Pain, an American sandwich shop set presence in Indiawith Bangalore as its base and was looking to establish its brandimage through Public Relations. We wanted to establish Au BonPain as a niche brand committed to quality of the food, nutrition,health-related information, menu choices, which in its entiretywill deliver an enhanced customer experience. Objectives Competition Pricing Our challenge was to help establish Au Bon Pain in India andensure its experience in Bangalore would pave the way forfurther expansion. 51. +AU BON PAIN: Food is just notenough We want more! Strategy and Planning: Insights indicated that our target audience; young, middle-class Indians with disposable incomes, are concerned withhealth and hygiene when it comes to food. They value choiceover price, enjoy personal attention from brands, are socialmedia savvy, and expect to be treated like a king! Our strategy linked the Au Bon Pain values of choice, qualityand nutrition with Indian hospitality that reached out andinfluenced the consumer through the social media platform Facebook. By engaging them with activities, campaigns and off-beatoffers and inviting people to narrate their experiences, theFacebook page would become a story-telling brand site forAu Bon Pain in India. 52. +AU BON PAIN: Food is just notenough We want more! Impact and Outcome: In last eight months, the campaign achieved 20,000+fans, 75,000+ impressions and 100,000+ online interactions(comments/photos shared overall). Au Bon Pain Fifty First Dates campaign exceeded targetsubmissions by 60% within the first 36hrs. Targeted the intended audience, with 85% of Facebook fansin the 13-24 year old range, 12% in 25-34 overall 97) 53. +PIZZA HUT: CELEBRATE CRICKETWORLD CUP FEVER ON FACEBOOK CAMPAIGN SNAPSHOT: NAME: Celebrate Cricket World Cup Fever on Facebook NATURE OF THE ACTIVITY : Business to consumer CAMPAIGN TERM : Short Term FACEBOOK : https://www.facebook.com/pizzahutindia START DATE : 19 Feb 2011 END DATE : 2 April 2011 54. +PIZZA HUT: CELEBRATE CRICKETWORLD CUP FEVER ON FACEBOOK Executivesummary ICC World Cup Fever application was started on 19th Feb 2011. This was a unique application which was linked to the World cup. Total registrations (Unique users) for the application which we got during the campaign were 42,328. Total users who had participated in the application were 134,251 (This would be repeat customers as well). Average numbers of users who played the game every day were 3,628. Total number of fans added on the page during this period was 1,08,000 (Number of fans before the activity was 793,000, post activity it was 901,000). 55. +PIZZA HUT: CELEBRATE CRICKETWORLD CUP FEVER ON FACEBOOK Background Pizza Hut has a fan base of more than 4 million. The objective of this campaign was to have footfalls in their outlets via the ICC World Cup Fever Application. Objectives Tapping and engaging the target audience online to not only help the brand gain more fans, but also result in getting footfalls at the outlets. 56. +PIZZA HUT: CELEBRATE CRICKETWORLD CUP FEVER ON FACEBOOK Strategy and Planning: Thestrategy was to leverage on the Cricket World Cup and Pizza Huts footprint on social media to do something and drive retail footfall. Vouchers were given out in high volumes, and to ensure the clients profitability, we clubbed the offer with a minimum purchase of a similar amount which resulted in creating a win-win situation. 57. +PIZZA HUT: CELEBRATE CRICKETWORLD CUP FEVER ON FACEBOOK Impactand Outcome The following talk about the numbers that the campaign endedup producing. ^ Unique Users/Registrations: 42328 ^ Total Participation (vouchers downloaded): 1,34,251 ^ Increase in Fan base during that period: 118,398 ^ Over 21,000 walk-ins to retail outlets a redemption levelof over 15% 58. +The Beer Cafe 59. +Dominos Pizza Damage control 2 staff published a video on You Tube with them messing withthe food Video went viral and create an enormous damage for the brand Responds from the brand was a video from the GM in USapologizing 60. +Dominos Pizza 61. +In the end. SHARE GREAT CONTENT & PROVIDE VALUE ENGAGE YOUR AUDIENCE DIRECTLY GET INVOLVED WITH THEIR NEEDS MAKE THEIR EXPERIENCE ENJOYABLE GO ABOVE AND BEYOND THE CALL OF DUTY KILL THEM WITH LOVEPEOPLE DO BUSINESS WITH PEOPLE THEY..KNOW + LIKE + TRUST 62. +Thank you! Q & A? 63. +Connect with me! Facebook: www.facebook.com/elinkilicarslan LinkedIn: www.linkedin.com/in/elinkilicarslan Twitter: www.twitter.com/elinkilicarslan You Tube: www.youtube.com/SMEBiz.tv Google+: https://plus.google.com/106442698510551963799 Pinterest: www.pinterest.com/elinkilicarslan/ 64. +Thank you! Dont forget my gift to you:www.74by2.com/gift