USA Website Development: Keys to a Digital Marketing Plan Starbucks and Supersol Case
On 19 May, the event we were all waiting for began: The Digital Marketing Online Forum, with several sessions, all online, in which 30 of the great professionals from Spain of Digital Marketing meet, to explain first hand their Experiences in this field. The first sessions focused on how to develop a digital marketing plan. Pere Rosales began with a session in which he gave the guidelines of "How to develop a multichannel digital marketing plan".
Then, in four sessions were presented several cases of brands such as Coca-Cola Spain, Starbucks Spain and Portugal, Paladium Hotel Group, McDonald's Spain, Diputación de Alicante, etc.
In this first article and three others, which we will be publishing in this blog, we will summarize these four sessions given by speakers of the stature of:
Beatriz Navarro: Director of marketing and communication at Supersol.
Guillermo Rodríguez: Director of social media at Palladium Hotel Group.
Sertxu Sánchez: Social Media Strategist at McDonald's.
Mayte Vañó: Social Media Strategist in Provincial Council of Alicante.
Before proceeding to detail each case, comment that you can use the hash tag #FOMD to follow the event. If you have not yet registered, you can do so here before 5 June, the day the Forum ends (all sessions are recorded and you can listen to them in a deferred manner).
In the talk she told us her most entertaining work in the chain of Starbucks Coffee in Spain and Portugal and in the Supersol chain, in both companies had (Starbucks) and has (Supersol) the work of Marketing Director.
He began the talk, commenting on things as basic as the new technologies have changed the order of things. Before it was the adult who taught the young man and now it is the other way around, and with this has changed everything, thanks to social networks and the Internet.
Social networks are a new place where we are close to the customer, to whom we can talk about you, to make the communication of the mouth / ear but on the Internet.
Customers, before buying a product usually what to do is to be informed on the Internet (70% are known to trust the opinions of others before buying) and if you are convinced what you read, you buy (online or offline).
Brands should meet at the moment of "truth" when the customer is looking, in Google, or in social networks something similar to what they offer.
As much as we are a great company with a good publicity display in conventional media (TV, radio, outdoor), if we do not care what is spoken of the brand beyond these means, we can have a big problem.
The good thing about social networks is that they are 100% free, instant and are booming, anywhere on the planet, so not being, is a serious mistake. That does not mean that digital communication is free and does not require effort.
It is said that social networks are to communicate with the consumer, they do not serve directly to sell and we cannot be thinking of selling all the time, it is talking, creating a community, listening. Ultimately generate a trust and a continued presence, so that when our follower makes the decision to buy, buy from us.
Keys to the Social Media Strategy of Starbucks Coffee and Supersol
These are the key points highlighted by Beatriz on the Social Media strategy of Starbucks Coffee for Spain (and Portugal) and the Supersol chain. You can draw your own conclusions to apply to your business:
· Give the customer a voice (with surveys, directly in social profiles ...).
· Always listen to the customer (they can give us great ideas).
· Always seize the opportunities and decide quickly when the case occurs.
· Offering unique things (here it depends on what our business is).
· Be prepared for criticism (from a review we can get satisfied customers if we do it well).
· Count things that do not know about our brand (things exclusive to fans).
· Learn from mistakes made quickly.
· Make fans part of our brand.
· Give updated information of the brand.
· Use new media (to publicize and serve customers, always in less time than 24 / 48h).
· Evangelize the management team (explain why it is worth investing time and money in social networks, training them).
· Make promotions with fans.
· Know how to carry and mix the media on and off line.
· Take advantage of the differences of the target.
· Be in the trend of fashions to launch our products with them.
· Monitor, monitor and monitor.
· Schedule (have a content planning in social networks).
· Take advantage of brand employees.
· Be personal (each brand has a personality).
The number of fans and ranking place is not the most important; having a customer is having a treasure, so the most important thing is to listen to the customer.
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