BarnRaisers

The Wall Street Journal, in a recent article, Avon Is Late to Social Media’s Party, reported sales for cosmetic products have steadily moved online to sites like Sephora.com, Beauty.com and Drugstore.com. This has contributed to a -75% decline in operating profit for Avon and their 5.8 million sales representatives that sell door-to-door over the last decade.

Recently, Warren Buffet and Coty made a move to takeover a company in crisis.

I feel bad whenever 1-to-1 relationships are replaced by computers. Even though WSJ says  Avon is late to “Social Media’s Party,” I don’t believe  it is. Social media is not about being early or late; it’s there for any brand that is willing to join.

So I called my good friend and social media colleague, Toby Bloomberg, founder of Diva Marketing and co-writer of this blog post and said: “Let’s put our heads together. What can we do to help Avon out?”

Here’s what we came up with; 10 actions Avon should take to Social Media party.

1. BUSINESS STRATEGY: Of any brand, Avon has one of the most powerful social business strategies available. They have a brand community of  5.8 million reps. There are great examples of brands that put their community to work and turned their business around. Take for example, Harley Davidson. This may seem like an odd comparison but stay with us.

On the brink of bankruptcy in the 1970′s, Harley Davidson overhauled their business to realize their most valuable asset was their riders. In other words, the people were even more important than the product so Harley: 1) Spoke to the shared interest of their community before product benefits 2) brought advocates together and let them help build new relationships. Avon needs a business strategy, not a social media strategy. Now, here’s what they can put it to use.

2. “AVON CALLING” ONLINE COMMUNITY: Avon’s famous slogan could now be a live, online community where their sales reps offer daily advice about Avon products, deals, help customers with a cosmetic question, refer someone to the Avon rep in their area and talk about who they are as people (e.g. where they like to go on vacation). By the way, this is what Harley does daily at HDTalking.com, a customer created content community of close to 400,000 members. P&G also has a highly successful online community, Being Girl, for their Tampax and Always brands that has achieved a 4-to-1 ROI over traditional channels. Avon even has a online community in the UK, Avon Connects, demonstrating they are not late to the party, they just have to invite the rest of the world to their party.

3. “LIKE” US ON FACEBOOK (AND SEE WHAT HAPPENS): Every brand wants you to “Like” them and Avon has a pretty robust but commercial Facebook page that 660,000 people already like. They could use their sales reps more and show a human side. For example, Kraft Macaroni & Cheese, recently produced a video called “Likeapella” to celebrate the people who like them. Not to suggest that Avon do the same thing but to make the point that major brands need to use social media to make a more personal connection. Here’s what Kraft did.

4. AVON CUSTOMER APPRECIATION DAYS (VIA TWITTER SEARCH): If Avon representative wanted to build 1-to-1 relationships in larger venues, they could go to high traffic locations in their area like a mall; then, if they use Twitter Search, they could find other women in the same mall and begin a conversation the very same way with the very same techniques they use when selling door-to-door.

5. KLOUT PERKS: With 5.8 million sales reps, they must have a very large number who have high Klout scores. Why not demonstrate to how powerful they already are in social media. Put this social influence to work and see how many rewards Avon reps can get through “Klout Perks.” This would show how much social influence sales reps already have.

6. AVON PINTEREST: The newest darling of the social networks, Pinterest, aligns with Avon’s targeted female demographic. Online products provide Avon with the base for creating a Pinterest page that has multiple benefits from reinforcing community with boards that highlight new and seasonal products, provide lifestyle the “Avon way” with beauty to showing the caring side of Avon through its nonprofit work. In addition, likes, repins and comments offer Avon new consumer insights.

7. AVON PINTEREST CONTEST: Taking Pinterest one step further is the idea of a “Pin It To Win It” contest. Avon has the opportunity to engage with its customers in creative ways that engages both customers and sales representatives. For example, many of Avon’s products are colorful from its nail polish to lip glow. A red, white and blue Fourth of July themed challenge could create fireworks of fun.

8. AVON SALES REP SOCIAL MEDIA TRAINING: Avon has created an innovative online training program, Beauty of Knowledge, for their sales reps. Topics range from how to start your new Avon business to money management, logistics, goal setting and traditional marketing support. However, in my research I came across sales reps who had posted on social networks the need and their desire for social media courses to be included in their training. Although Avon sales reps are currently involved in social media many are still have challenges on how to start and/or how to take their initiatives to the next level. In addition to the training we suggest that Avon consider developing a series of template models for Twitter, Facebook and blogs.

9. AVON MOBILE APP: Smart phones and tablets have opened additional eCommerce channels and created new ways to engage with customers. With the ubiquity of smart phones branded apps continue to grow in popularity. Research conducted by Women at NBCU’s Brand Power Index found that women are more likely to have gaming apps on their smart phone (75%of women versus 67 % of men). What fun it would be for Avon to explore developing a gaming app and of course, a mobile commerce app.

10. SOCIAL MEDIA MEASUREMENT: Including social media as part of a marketing communications strategy can help accelerate achieving your goals. However, with so many moving pieces, Avon doesn’t need more measurement, they need to identify the ones that matter, their Key Performance Indicators (KPI’s), and report, track and be prepared to take action on them.

Maybe, if Avon follows this plan, it would let Warren Buffet and Coty know just who they’re dealing with.

Some great brands have turned their business around when they realize their community is their strongest brand asset. Do you think these actions to join the Social Media party would help Avon and their 5.8 million sales reps turn their business around?

If there is a commandment in digital marketing, it’s Content is King, with good reason. Relevant content is a brand’s most valuable asset.

But it would be mistake to believe that is all you need. As of May 2012, there are 650 million websites; 203 million are active websites and, according to this chart from Netcraft, they are growing in leaps and bounds.

The good news is your audience, and Google, love quality content and, if you provide it on a regular basis, you will see your search rank rise.

Sure, Content is King but, if you want your kingdom to get found, here are 12 SEO steps to take.

KEYWORDS

• SEE WHAT THE SEARCH ENGINES SEE IN YOU: If you have an analytics tool like Google Analytics, look at the keywords and key phrases people use to find your site. For example, on this site, there are roughly 150 case studies that prove ROI in areas like social media, CRM, social commerce and customer service. “Case studies” is  one of the most often used phrases people use to find this site. We are interested in an audience that is interested in marketing case studies, we’ll keep writing these blogs. It attract both a desirable audience and the search engines.
• KNOW WHO TO ATTRACT: For every business, there a wide disparity between best and worst customers. Google Analytics can tell you, for example, where your audience comes from (e.g. Search, Facebook, Twitter, LinkedIn, Direct), how much time each group spends, how many pages each group views so you can write to the people that matter most and attract more of them.
• LOOK AT THE COMPETITION: Competitive analysis tools like Compete and Alexa give you much of the information in the above points for your key competitors. This gives you an understanding as well as ideas on what to write about vis-a-vis key competitors.
• CREATE YOUR “SEED” LIST: Now, you’re ready to look for the single words (short tail) and multi-word phrases (long tail) you want for your business. Using search tools like Keyword Tracker, Google AdWords Keyword Tool  and SEO Book, you can easily create lists that show search volume and competitiveness. You have built a foundation for your content kingdom.

COPYWRITING

• WRITE FOR YOUR AUDIENCE, NOT SEARCH ENGINES: Your audience, not the search engines, is your end user and they expect you to educate and inform them before they buy. So, use keywords and key phrases that are conversational as you would talk to a person, not a search engine.
• RECOGNIZE DIFFERENT TYPES OF READERS: There are three types of readers: 1) Researchers, 2) Shoppers and 3) Buyers. Researchers want general information in laymen’s terms; shoppers want comparisons and buyers want specific terminology and facts. All are important because each plays a role from building outreach to generating revenue. So know who you are talking to and why.
• APPEALS TO NEEDS, ASK QUESTIONS AND INFORM: Although there are different types of readers, they all have in common unmet needs that you can appeal to by asking questions and providing information.
• WRITE DESCRIPTIVE CONTENT IN A NATURAL FLOW: This is a difference between these statements: 1) Look here for the latest ROI cases studies in social media, CRM and social commerce and 2) We show you case studies for a business similar to yours that is proving return on investment (ROI) and growing their bottom line using social media, CRM and social commerce. Both say the same thing and use the same keywords. One talks at you; one talk to you, says what’s in it for you and encourages you to get involved. Which one is more convincing to you?

SITE OPTIMIZATION

• DON’T PUT ALL YOUR CONTENT EGGS IN ONE BASKET: It important to know the keywords and key phrases that drive your audience to your website. It’s equally important not to put them all on your homepage so they don’t compete for your reader’s attention and the search engines.
• PLAN EACH PAGE OF YOUR WEBSITE AROUND A CORE PIECE OF CONTENT: If you plan a page for each piece of core content, you build a kingdom for your content that is far reaching and strong.
• HAVE A PLAN FOR PROMOTING CONTENT: Blog at least once a week, publish content on social networks and optimize your website for mobile. These are “best practices” for sharing content which studies from HubSpot show increase website traffic +30% or more. A good place to see how you are doing is HubSpot’s Website Grader.
• TRACK, REPORT, OPTIMIZE AND REPEAT: Let the same tools that helped you at the start, keep your strategy on track and improve. You’ve created your kingdom. Now, be a kind, compassionate and prolific ruler.

Celebrities give social networks credibility. A driving factors of Twitter in its early days was celebrities like Ashton Kutcher, Kim Kardashian and Barack Obama bought in to the idea of sharing their lives through Tweets. Now the fastest growing website in history, Pinterest, is gathering celebrities who are buying in to sharing their lives through Pinboards.

Pinterest is already the 3rd most visited social network and is roughly 70% female. This makes Pinterest one of the most unique marketing tools in some time as women influence 85% of all purchases.

So far, celebrities on Pinterest require some seeking out but, since celebrities are leading indicators, my guess is how celebrities use Pinterest will be a harbinger to how marketers use it for brands.

Here are 10 celebrities on Pinterest. What do they tell us? That celebrity use Pinterest for 3 reasons. See for yourself.

• Expressionists
• Enterprisers
• Experimenters

EXPRESSIONISTS: Are not “A” list celebrities but they are people known for their distinct personalities and hootspa, that comes alive on Pinterest. Their Pinboards are the most authentic and their profiles are the most genuine. They demonstrate realness generates positive awareness. In the case of Aylssa Moreno, we also have a successful crossover Tweeter to Pinboarder. . You can either click on their name to get to their Pinterest page or view their image below.

EXPERIMENTERS: Are explorers looking to find their way. Mark Zuckerberg may not have written anything in his profile but is the most prolific in terms of pins. Demi Moore, if this really is her, clearly looks to be trying to find her way. We hope she finds it.

Demi Moore and Mark Zuckerberg 

What do these 10 celebrities on Pinterest tell you?

The image above is of one hand clapping. Perhaps it’s coming from the marketing plan that relies on only one type of media.

It makes sense social and traditional media would work better together but, as with any new form of marketing, social media has more to prove so the two are sometimes compared as if they were in competition.

Here are 12 case studies that prove social and traditional media were meant to work together.

1. CLEVELAND CLINIC: Was not the first in healthcare to experiment in social media, but it achieved success where others failed. By structuring a cross-functional team to enable education, collaboration, and smart governance, Cleveland Clinic deepened engagement with its consumers around the globe – both providers and patients. They used Facebook and Twitter for daily wellness tips; LinkedIn for professional recruitment and YouTube for content on diseases and patient stories. Since the Cleveland Clinic established social media as a cross-functional discipline, it has seen a noticeable increase in website traffic, attendance at health lectures and new patients making and keeping appointments.

2. CLOROX: Used traditional media to communicate the many uses for bleach in the home but supplemented with social media to encourage usage in places outside the house. Clorox launched an online community, CloroxClassrooms.com, with blog and Twitter effort on Labor Day weekend at the beginning of the school year.  The Twitter page was among the Top 10 trending topics over Labor Day weekend and the blog was recognized by the Marketing to Mom Coalition and mommy bloggers for excellence in terms of delivering sharable information.

2. COCA-COLA: Used social media strategically and achieved the strongest global marketing integration ever with Expedition 206, a social media promotion where a small group of travel ambassadors went to 206 countries over 365 days to “generate happiness” and published on social networks.  It enabled global promotion execution and integration among 3,500 Coca-Cola marketers around the world.

4. COLGATE WISP: Changed the target for the launch of a new, disposable toothbrush, from the traditional Moms to young, urban men and women 18-25 who were active daters. They supplemented the traditional media plan with 8 ”Be More Kissable” viral videos. They created a Facebook App called “Spin the Wisp” and partnered with 8 online publishers. The videos received over 4.1 million views and the App was downloaded over 40,000+ times. Colgate learned the value of engagement because Colgate’s U.S. market share in the toothbrush category increased 5.6 points to a record 35.6% driven largely by the Wisp.

5. FORD FIESTA: Gave 100 consumers a car for six months and asked them to complete a different mission every month. At the direction of Ford and their own imagination, “agents” used their Fiestas to deliver Meals On Wheels. They used them to take Harry And David treats to the National Guard. They went looking for adventure, some to wrestle alligators, others actually to elope. All of these stories were then lovingly documented on YouTube, Flickr, Facebook, and Twitter. Fiesta got 6.5 million YouTube views and 50,000 requests for information about the car—virtually none from people who already had a Ford in the garage. Ford sold 10,000 units in the first six days of sales. The results came at a relatively small cost. The Fiesta Movement is reputed to have cost a small fraction of the typical national TV campaign.

6. FRITO-LAY: Launched “What’s You Flavor” contest, as part of an integrated campaign, where social media was used as the vehicle for consumers to capture the diverse flavors and the diversity of people’s imagination in India. It leveraged the Frito Lays brand as a household name in India in a way that connected emotionally. The campaign attracted more than 500 press coverage worth 54 crores, the biggest in Frito Lay India’s history.

7. H&R BLOCK: Has learned in the weeks prior to April 15th, every question that is not answered immediately is a lost sales.  Tax preparation is a highly seasonal business.  H&R used Facebook and Twitter to provide immediate access to a tax professional for Q&A in the “Get It Right” social media campaign.  The effort secured 1,500,000 unique visitors and answered 1,000,000 questions for a 15% lift in business versus the prior year when there was no social media in the marketing mix.

8. HARLEY DAVIDSON: (HDTalking.com): Harley owners created a website and social community totally funded by users and user-generated content.  Here, Harley owners trades photos, jokes, where to find hard to find parts, advice on Harley models and ownership plus there are at least 7 mechanics on-call at all times.  HDtalking.com now has 56,000+ and cost to Harley is negligible.

9. HOULIHAN’S: Showed that social media drives ROI for small businesses. The restaurant showed that social technologies can be used in different ways to drive customers. Houlihan’s in the U.S.has around 100 restaurants, compared to their main competitor Applebees, which has over 2,000. With a small marketing budget, their marketing manager managed to drive sales directly from a private social network, run via Ning. The network was called ‘HQ’ and was launched in early 2008. By combining their social media campaign with email marketing, they managed to quickly build up 10,000 members and estimated that “7,000 to 13,000 people heard about our newest promotion because of an HQ member”. This shows the strength in running your own social network and how sometimes a private network may be the way to go, to offer people exclusivity and also encourage word of mouth.

10. JETBLUE: Started a Twitter account to have more direct relationship with customers and to listen and respond how they could serve them better and deal directly with any complaints.  They now have over 1.6 million followers.

11. MTV: Premiered Skins — an Americanized version of the acclaimed British teen drama. In addition to traditional media and Skins.tv, a central community regularly updated with content (including trailers and sneak peeks), a Tumblr blog – we are skins, Twitter handle –@skinsTV and a Facebook Fan Page, MTV used a number of innovative social apps to develop awareness and brand affinity for the show: Skins drew 3.26 million total viewers, outperforming the launches of competitive scripted shows across both cable and network in its core demo (12-34), including CW’s “Gossip Girl” and ABC Family’s “Pretty Little Liars.”

12. OLD SPICE: Managed to gather some pretty impressive stats that show the money where the buzz is. The reach of the Old Spice campaign is not in doubt, but did it actually impact sales? Since the original campaign launched with ‘Mustafa’, sales increased by 27% year on year. But in the 3 months after the height of the campaign, sales were up by 55%, reaching 107% in the final month of the social media campaign. And of course, Old Spice is now the #1 body wash brand for men. However you choose to look at the campaign, these figures stand up to show that a social media campaign, well executed and combined with traditional media, can drive significant ROI.

Do these case studies prove social and traditional media work better together to you?

Social CRM represents an important marketing milestone because it combines social marketing and science.

Social CRM (Customer Relationship Management) marries mass, word-of-mouth, personal interactions with the principles of a sophisticated and software-based discipline; one that is more associated with 1-to-1 than 1-to-many relationships and B2B than B2C marketing. Because it connects many audiences plus is digital and measurable, Social CRM holds great promise for many marketers.

It is still early in its life cycle so there are different definitions and some think Social CRM is more of a buzzword than a real thing. But there are very smart CRM experts who believe it is a powerful tool that is going to with us for some time as the chart above shows.

To judge for yourself, here are 21 ways Social CRM is explained and shown by experts.

1. Social CRM enhances the relationship aspect of CRM and builds on improving the relationship with more meaningful interactions. - Altimeter
2. [Social] CRM is a philosophy and a business strategy, supported by a system and a technology, designed to improve human interaction in a business environment. – Oliver Blanchard
3. Social CRM is the process by which organizations make clients an integral asset in the management of productive relationships. - Mark Bonnell
4. Social CRM is a business philosophy that expands the borders of traditional customer relationship management beyond information, process and technology to people, conversations, and relationships. - Jas Dhillon
5. Social CRM captures both the tools AND the processes around the tools to: 1) leverage crowd sourcing customer ideas, 2) apply the wisdom of crowds to those ideas, 3) create a public customer ecosystem, 4) take the customer experience and communication to the time, place and method the customer prefers and 5) increase customer intimacy and empowerment. - Michael Fauscette
6. Social CRM is a strategy for harnessing communities to support customers and prospects, as well as sales, marketing and customer service organizations, along a purposeful and mutually beneficial business process - Gartner
7. Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s programmatic response to the customer’s control of the conversation. - Paul Greenberg
8. Social CRM is the business strategy of engaging customers through Social Media with goal of building trust and brand loyalty. – Harish Kotadia, PH.D
9. Social CRM is customer relationship management fostered by communication with customers through social networking sites, such as Twitter and Facebook. – Jacob Morgan
10. Social CRM is a strategy to engage customers in a mutually beneficial conversation through the use of various technology platforms. - Tim Sanchez
11. Social customer relationship management (Social CRM) refers to the use of social media and social media techniques to engage a business’s customer base. - Technopedia
12. Social CRM is the integration of social media and CRM. Literally: Social + CRM. If you don’t have both, you don’t have Social CRM. - Bob Thompson
13. Social CRM or SCRM is a business strategy that enables brands to proactively identify, engage and build advocacy with customers through social media in real time. - Kohiben Vodden
14. A process to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the internet, social networks and digital channels. - Martin Walsh
15. Social CRM builds upon CRM by leveraging a social element that enables a business to connect customer conversations and relationships from social networking sites in to the CRM process. - Webopedia
16. (Social CRM) is the use of social and traditional CRM tools and processes to support a strategy of customer engagement. – ZD Net

Since a picture is worth a 1000 words, here are 5 charts that show how Social CRM is defined.

From Brent Lear

From CapGemini

From CMSWire

From Mashable

From Social Media Examiner

And here’s one more definition – my own. Social CRM is the knowledge and tools to build personal and social relationships that result in business growth and profits that are measurable and scalable.

What’s your expert opinion on Social CRM?