The document summarizes key points from a presentation about using social media for businesses. It discusses how social media helps small companies appear bigger and big companies become more personal. Specific problems social media can help address for businesses are also outlined, such as acquiring customers, increasing loyalty, and improving communications. The presentation then reviews effective social media platforms and provides tips on listening first before engaging with customers on social platforms. Location-based services and technologies like QR codes that enhance customer experiences are also mentioned.

1. *** ABRIDGED VERSION ***
John Moore
john@BrandAutopsy.com

2. The following slides were
presented at the National Coffee
Association Centennial Convention
on Friday, March 18, 2011

3. SOCIAL MEDIA
Helps SMALL companies
look bigger.
Helps BIG companies
get smaller.

4. Small Looking Big
“It makes you seem more
approachable. For us, it’s a
whole new level of hospitality.”
Alexandra Moskovitz
Marketing Manager
Epicurean Management

6. Big Getting Small

8. BUSINESS PROBLEM:
Acquiring New Customers

10. BUSINESS PROBLEM:
Making Customers More Loyal

13. “The key here is that we
are connecting directly
with our loyal customers
who will be driving our
future growth.”
Howard Schultz
Starbucks CEO

14. 27% of consumers would pay
15% or more to receive a
superior customer experience.
source | RightNow & Harris Interactive, “Customer Experience Report” (Oct. 2010)

15. BUSINESS PROBLEM:
Repairing Brand Image

17. BUSINESS PROBLEM:
Developing New Products

19. BUSINESS PROBLEM:
Improving Employee Engagement

20. 55% of consumers recommend
a company because of
its customer service.
source | RightNow & Harris Interactive, “Customer Experience Report” (Oct. 2010)

21. BUSINESS PROBLEM:
Improving Employee Recruitment
Participating in Social Media
communicates a company’s culture
to not only customers, but also to
current and future employees.

22. BUSINESS PROBLEM:
Communicating During a Crisis

23. USING
SOCIAL
MEDIA

24. SOURCE: Advertising Age & Ipsos Observer survey (Feb. 2011)

25. Social networks 19% 44%
SOMEWHAT AND STRONGLY LIKE SOMEWHAT AND STRONGLY DISLIKE

26. Which online plaCorms do consumers want
to receive communicaLon from companies:
41% 18% 7.0% 6.0%
SOURCE: Advertising Age & Ipsos Observer survey (Feb. 2011)

27. Which online plaCorms do consumers want
to receive communicaLon from companies:
41% 18% 7.0% 6.0%
48%
SOURCE: Advertising Age & Ipsos Observer survey (Feb. 2011)

28. What do consumers want brands
to offer them online:
65% Coupons
41% BeTer Customer Service
28% Games/Entertainment
22% Company News
SOURCE: Advertising Age & Ipsos Observer survey (Feb. 2011)

29. source | http://www.flickr.com/photos/twicepix/2002553809/

30. Trains customers to
seek out the best deal

31. Leaves money
on the table from
“loyal customers”

32. Encourages competitors to
respond with couponing

33. Reduces the ability of a
business to make a profit

34. Impacts the ability to
provide the best service
and the best products

59. Integrating offline advertising
with online promotion can create
greater fan participation.

65. www.WebTrends.com

66. www. facebook.com/FacebookInsights

68. What’s happening?
“For marketers, it’s not Twitter
that matters ... but Twitterers.”
Augie Ray
Sr. Analyst, Forrester Research

69. Twitterers are
3x more likely to
be “Creators” of
online content
Forrester Report
December, 2009
photo source | http://www.flickr.com/photos/netfalls/4522176870/sizes/m/in/photostream/

70. What to do on Twitter?
LISTEN first. LEARN second.

71. google.com/alerts

72. search.twitter.com

75. www.Radian6.com

76. www.Lithium.com

77. www.TweetDeck.com

78. What to do on Twitter?
LISTEN first. LEARN second.
RESPOND third. FOLLOW fourth.

79. “We don't consider our Twitter
account to be a customer-service
channel. We like to think of it as an
information booth to effectively
process and redirect customers to
the best resources available.”
Marty St. George
Sr. VP Marketing
source | Advertising Age article (June 21, 2010) source | Keller Fay & Yahoo! study (June 2010)

86. 41% 18% 7.0% 6.0%

87. 41% 18% 7.0% 6.0%
Location-Based Services

88. Technology Adoption Curve
Crossing the Chasm: Marketing and Selling High-Tech
Products to Mainstream Customers
Geoffrey Moore (1991)

89. Technology Adoption Curve
Crossing the Chasm: Marketing and Selling High-Tech
Products to Mainstream Customers
Geoffrey Moore (1991)

90. Technology Adoption Curve
Crossing the Chasm: Marketing and Selling High-Tech
Products to Mainstream Customers
Geoffrey Moore (1991)

91. Technology Adoption Curve
Crossing the Chasm: Marketing and Selling High-Tech
Products to Mainstream Customers
Geoffrey Moore (1991)

92. Location-Based Services
SOURCE: http://www.flickr.com/photos/crearevalore/5198151166/

93. Location-Based Services
An informaLon and entertainment
service that is accessible with a
smartphone through a mobile network.
The service is able to idenLfy the
geographic locaLon of the smartphone.

94. A check‐in is when someone uses their
smartphone and through a Facebook,
Foursquare, or Gowalla app, they
announce to their friends... “I’m at
__so‐and‐so place__.”

95. 4% of the adult American populaLon
have used a locaLon‐based service.
SOURCE: Forrester Research (2010)

96. 38% of locaLon‐based service users
are more likely to be asked for their
opinion on brands by friends before
making a purchase. SOURCE: Forrester Research (2010)

97. Location-Based Service Users
SOURCE: Forrester Research (2010)

99. Check-In Specials
The most basic
check-in reward

100. Friend Specials
Check-in with
Friends and get
a special deal

101. Flash Specials
First 10 people
to check-in at a
certain time get
a special deal

102. Swarm Specials
Specials are
unlocked when a
group of people
check-in

103. Newbie Specials
First-timers
receive a special
discount

104. Mayor Specials
The person who
checks-in most
gets a discount

105. Loyalty Specials
Check-in
multiple times
and receive a
special deal

106. Earning Badges

107. Earning Badges

108. Technology Adoption Curve
Crossing the Chasm: Marketing and Selling High-Tech
Products to Mainstream Customers
Geoffrey Moore (1991)

109. QR Codes

110. QR Codes
Provides shortcut access to informaLon
found online.
People can use a QR Code Reader App,
snap a photo from their smartphone,
and be sent directly to a webpage.

111. QR Codes

114. QR Codes

115. QR Codes

117. QR Codes
Traceability | from Farm to Cup

120. john@BrandAutopsy.com