Strategic Thinking in Social Media

Understanding Social Media Strategic Thinking

Shane O’NeillVice President - Fruchtman Marketing

Time to get real about social media

Understanding Social Media Strategic Thinking

Gone are the days of the “social media play-

thing” mindset. The course has changed and

those who want to succeed, have begun to

take things seriously.

It’s all about strategic planning and execution.

Choose your platform

Understanding Social Media Strategic Thinking

When choosing your social media platforms, you most likely can’t do everything and do it well.

Consider this formula:

time+strategy+audience = effort /money

Which is to say, How much time do I need to dedicate to properly maintain the social channel?

What is my strategic usage for the channel? And, is the user base valid and large enough?

Choose your platform(s)

Understanding Social Media Strategic Thinking

Whether young or old, leave personal tastes at the door.IE: A young person may claim they never use FB anymore and that Instagram is where to be. Hogwash, this is marketing and we rely on numbers, data and strategic thinking.

The Big Three

Understanding Social Media Strategic Thinking

Pack a punch with strong presence and strategy.

Facebook: Your anchor. Target the masses during direct & indirect sales times of the year.

Pinterest: 70-80% female. The social channel to target the female self purchaser.

Instagram: Majority of users between 18-29 years old. The platform to attract the bridal customer

Social Media is “Media”

Understanding Social Media Strategic Thinking

Just like TV, radio, paid

search and any other

types of bought media;

social media has an

audience that must be

reached out to.

IF YOU DON’T PUSH TRAFFIC YOU’RE SPINNING YOUR WHEELS!

Did you know?

Understanding Social Media Strategic Thinking

Just like Google, Facebook uses an algorithm, called EdgeRank, to surface content that is important to the viewer.

• Only 16-20% of your posts show in feeds.• A typical Facebook update has a lifespan of 2 1/2 hours.

Paid media increases messaging to not only your current

fans, but potential new fans.

Quality over Quantity

It’s really a rhetorical question; would you rather have a fan because they like your content or because they want to win something?

Over the long term this “organic” approach delivers results.

• Conversion to in-store events• Better page engagement

• Increase fans that see posts• Sales, sales, sales

Understanding Social Media Strategic Thinking

Understanding Social Media Strategic Thinking

The Organic ApproachA truly organic approach to fan acquisition is reliant on solid strategy and planning, not contests, buying fans, etc. It’s called marketing and it’s no different than... say direct mail.

For example, would you buy a mailing list to your entire city or zip codes of your target demo?

Organic is highly targeted and focused on quality over quantity

Understanding Social Media Strategic Thinking

• Never a cornerstone to solid strategic planning

• Can dilute quality of fans and followers

• The prize pig... will eat your contest alive

• Should only be part of larger strategy

• Easy trick to get “fans”

• So 2012

A Word On Contests & Promotions:

The Facebook Sales Cycle

Remember that Facebook is primarily a tool to brand your store. You want to be top of mind when sales opportunities occur.

For the retail jeweler it’s best to view Facebook in terms of two types of sales cycles.

Direct Sales Cycle: Opportunities that present themselves around mass gift-giving times of the year such as Valentine’s Day, Mother’s

Day and the biggest; the holidays.

Indirect Sales Cycle: This makes up a majority of the year and includes things such as engagements, birthdays, anniversaries, etc.,

but are dependent on when people are in the market to buy.

Understanding Social Media Strategic Thinking

How Sales Cycles Affect Strategy

The messaging changes to a softer less sales oriented style,

but still provides marketing opportunities.

Indirect Cycle Post

Understanding Social Media Strategic Thinking

How Sales Cycles Affect Strategy

Some indirect posts can include subtle price points, but

mix up your posts so not to become to sales focused

Indirect Cycle Post

Understanding Social Media Strategic Thinking

How Sales Cycles Affect Strategy

When direct sales opportunities present themselves, the

message changes to drive traffic in many ways.

Direct Cycle Post

Understanding Social Media Strategic Thinking

How Sales Cycles Affect Strategy

Sometimes direct sales opportunities present themselves

through unplanned events vs. calendar events.

Direct Cycle Post

Understanding Social Media Strategic Thinking

16

Think like an ad agency.

Understanding Social Media Strategic Thinking

What We Know...

People love product and things that connect to them

on a personal level.

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Understanding Social Media Strategic Thinking

Budgeting for Digital Marketing

Understanding Social Media Strategic Thinking

Let’s use a sample budget based on 2.0 mil sales

• Healthy marketing budget around 6-7%• That leaves $120,000 for marketing• About 25% should be reserved for digital marketing• So our digital marketing budget is $30,000• Now what can we do with it?

Budgeting for Digital Marketing

Understanding Social Media Strategic Thinking

Social Advertising: $500 monthly.................. $6,000

Paid Search: $1,000 monthly...................... $12,000

Display Advertising: $XXX monthly............... $XXX

Retargeting: $XXX monthly........................... $XXX

Email Marketing: $XXX monthly.................... $XXX

Reserve for special promotions or holidays... $

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