How an Online Organic and Natural Food Retailer Grew Its Social Media Fan Base 600% in 18 Months Session Title
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1 How an Online Organic and Natural Food Retailer Grew Its Social Media Fan Base 600% in 18 Months Session Title CAMBRIA JACOBS Vice President of Marketing and Customer Service Door to Door Organics
2 Cambria Jacobs Vice President of Marketing and Customer Service Door to Door Organics
3 #joydelivered 3
4 Pre-2013 social strategy Primarily used as customer service, not for engagement No cohesive look and feel to the content Only on Facebook Did not have an active presence on Instagram, Twitter, Pinterest or Google+ 4
5 Challenges facing the team Employing demographic targeting Using usergenerated content Publishing content that impacts both engagement and sales Solidifying the brand voice and look Change perception of Marketing within the company 5
6 1. Identify the right social platforms. 2. Message to customers in the right way. 3. Use dialogue to connect with fans. 4. Incorporate social from the ground up.
7 1. Identify the right social platforms. 2. Message to customers in the right way. 3. Use dialogue to connect with fans. 4. Incorporate social from the ground up.
8 Identify the right social platforms Find out where your customers and fans are, and meet them there. Ask yourself: Is Facebook right for us? Are people pinning our content on Pinterest? Are they mentioning us on Twitter? Are they hashtagging photos of our products on Instagram? 8
9 1. Identify the right social platforms. 2. Message to customers in the right way. 3. Use dialogue to connect with fans. 4. Incorporate social from the ground up.
10 Target social advertisements We created like ads that targeted our demographic to bring the right customers to our business. 10
11 Curate user-generated content Let your customers speak for you by sharing their content to showcase their experience. A customer s photo featured in a Facebook offer 11
12 Engage customers with content Create compelling content that resonates with fans 12
13 Engage customers with content Run promotions for new customers We promote on Facebook and Instagram with new customer offers so they can try us out. 13
14 Engage customers with content Leverage other touchpoints Connect content and social efforts through s, packaging, website, blogs, events and more. 14
15 Wow them with surprising content. Ideally images have no borders or background 15
16 1. Identify the right social platforms. 2. Message to customers in the right way. 3. Use dialogue to connect with fans. 4. Incorporate social from the ground up.
17 Social Media: A two-way street After seeing a brand respond to a review, 71% of people changed their perception of the brand. * 17 Engagement Examples * Hubspot
18 1. Identify the right social platforms. 2. Message to customers in the right way. 3. Use dialogue to connect with fans. 4. Incorporate social from the ground up.
19 19 Embed social from the ground up
20 20 Embed social from the ground up
21 1. Identify the right social platforms. 2. Message to customers in the right way. 3. Use dialogue to connect with fans. 4. Incorporate social from the ground up.
22 Facebook Fans Results: Facebook fan growth 70,000 60,000 50,000 40,000 30,000 20,000 10, Tristate Colorado Michigan Kansas City Chicago 22
23 Facebook Fans Results: Facebook fan growth 70,000 60,000 50,000 ~600% increase in Facebook fans 40,000 30,000 20,000 10,000 in 18 months on average Tristate Colorado Michigan Kansas City Chicago 23
24 Results: Social media fan growth The team achieved 500% growth on social media platform presence, which included gaining: 220,000 Facebook fans More than 8,000 Instagram followers More than 4,000 Pinterest followers Nearly 4,000 Twitter followers 2,400 LinkedIn followers 24
25 Results: Customer acquisition More than 25% growth yearover-year More than 26% new customers acquired from field marketing tactics Exceeded 27% new customer growth from social media 25
26 Results: Team impact Gained board and senior leadership support Validated spend and hiring plan Created a dedicated social team Boosted creative morale 26
27 Top takeaways Know your audience. Use demographic targeting to reach the right fans. Let your customers speak for you. Build relationships with customers. Identify opportunities to thread social throughout.
28 Thank You Cambria Jacobs
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