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Brandsclub Private Sales Club Social Media Strategy

I presented to a group of online private sales club executives, investors, and owners, and showed them how well one of their own, Brandsclub, from Brazil, is doing by heavily leveraging the services of my agency, Abraham Harrison LLC -- very interesting case study for aggressive social media marketing using blogger outreach, social media marketing, and Facebook and Twitter services.

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Brandsclub Private Sales Club Social Media Strategy

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  1. Brandsclub Private Sales Club Social Media Strategy A global social media marketing & PR company 5 Continents, 12 Countries, 11 Languages, 1 Internet Abraham & Harrison Global Word-of-Mouth Brand Promotion, Crisis Management & Reputation Defense

  2. Abraham & Harrison Challenge: Directly increase sales and elevate brand awareness through social media engagement strategies. Case Study: Promotion of BrandsClub Abraham & Harrison Challenge: Directly increase sales and elevate brand awareness through social media engagement strategies. Case Study: Promotion of BrandsClub

  3. Abraham & Harrison <ul><li>Strategy: </li></ul><ul><li>Leverage the Influence of Bloggers </li></ul><ul><li>Research, manage, create content and engage on Twitter </li></ul><ul><li>Create, manage, develop content and engage on Facebook fan page </li></ul><ul><li>Over 4,000 eCommerce-related bloggers were contacted and presented the opportunity to get to know BrandsClub and spread the word to their readers. </li></ul><ul><li>Took over Twitter account. </li></ul><ul><li>Created a Facebook Page. </li></ul> Abraham & Harrison <ul><li>Strategy: </li></ul><ul><li>Leverage the Influence of Bloggers </li></ul><ul><li>Research, manage, create content and engage on Twitter </li></ul><ul><li>Create, manage, develop content and engage on Facebook fan page </li></ul><ul><li>Over 4,000 eCommerce-related bloggers were contacted and presented the opportunity to get to know BrandsClub and spread the word to their readers. </li></ul><ul><li>Took over Twitter account. </li></ul><ul><li>Created a Facebook Page. </li></ul>

  4. Abraham & Harrison Tactics: Targeted and Appropriate Messaging <ul><li>Identified blogger communities </li></ul><ul><li>Assessed their interests </li></ul><ul><li>Crafted effective message models </li></ul><ul><li>Developed a social media news release (SMNR) * </li></ul> Abraham & Harrison Tactics: Targeted and Appropriate Messaging <ul><li>Identified blogger communities </li></ul><ul><li>Assessed their interests </li></ul><ul><li>Crafted effective message models </li></ul><ul><li>Developed a social media news release (SMNR) * </li></ul>

  5. Abraham & Harrison Tactics: Targeted and Appropriate Messaging Cont. <ul><li>Expanded the number of Twitter followers through networking tools </li></ul><ul><li>Created a unique and authentic voice for BrandsClub on Twitter by getting directly involved in conversations happening there </li></ul><ul><li>Applied new tools to improve appearance of Facebook page </li></ul><ul><li>Attracted new fans by using direct engagement tactics (posts), importing contacts from client lists and Facebook ads </li></ul> Abraham & Harrison Tactics: Targeted and Appropriate Messaging Cont. <ul><li>Expanded the number of Twitter followers through networking tools </li></ul><ul><li>Created a unique and authentic voice for BrandsClub on Twitter by getting directly involved in conversations happening there </li></ul><ul><li>Applied new tools to improve appearance of Facebook page </li></ul><ul><li>Attracted new fans by using direct engagement tactics (posts), importing contacts from client lists and Facebook ads </li></ul>

  6. Abraham & Harrison Blogger Outreach Tactics: Personalized Approach <ul><li>Personal and immediate responses </li></ul><ul><li>Continual follow-up with timely and friendly responsiveness ensured widespread coverage </li></ul>Sample exchange with a blogger Abraham & Harrison Blogger Outreach Tactics: Personalized Approach <ul><li>Personal and immediate responses </li></ul><ul><li>Continual follow-up with timely and friendly responsiveness ensured widespread coverage </li></ul>Sample exchange with a blogger

  7. Abraham & Harrison Twitter Tactics: Find the conversation and control it <ul><li>Constant research and engagement </li></ul><ul><li>Provide content in interesting manner </li></ul><ul><li>Follow up on members’ concerns and mentions </li></ul>Twitter Samples Abraham & Harrison Twitter Tactics: Find the conversation and control it <ul><li>Constant research and engagement </li></ul><ul><li>Provide content in interesting manner </li></ul><ul><li>Follow up on members’ concerns and mentions </li></ul>Twitter Samples

  8. Abraham & Harrison Facebook Tactics: Engage and grow <ul><li>Increase page appeal </li></ul><ul><li>Encourage participation and openness </li></ul><ul><li>Daily Invites </li></ul><ul><li>Daily Posts </li></ul><ul><li>Regular posting of photos and videos </li></ul><ul><li>Participate, acknowledge and help </li></ul><ul><li>Direct invitations to BrandsClub members to become Facebook fans </li></ul>Facebook Samples Abraham & Harrison Facebook Tactics: Engage and grow <ul><li>Increase page appeal </li></ul><ul><li>Encourage participation and openness </li></ul><ul><li>Daily Invites </li></ul><ul><li>Daily Posts </li></ul><ul><li>Regular posting of photos and videos </li></ul><ul><li>Participate, acknowledge and help </li></ul><ul><li>Direct invitations to BrandsClub members to become Facebook fans </li></ul>Facebook Samples

  9. Abraham & Harrison Blogger Outreach Results <ul><li>Over 500 earned media mentions, to date, with more still coming in </li></ul><ul><li>Conservatively estimated, over 2.3 million impressions achieved through blogger outreach </li></ul><ul><li>SEO: 500 social media mentions from legitimate and reputable blogs results in a powerful white hat “link farming” effect, resulting in very high-ranking organic search results, expanding the power of current SEM and performance marketing campaigns and influencing general brand perception. </li></ul> Abraham & Harrison Blogger Outreach Results <ul><li>Over 500 earned media mentions, to date, with more still coming in </li></ul><ul><li>Conservatively estimated, over 2.3 million impressions achieved through blogger outreach </li></ul><ul><li>SEO: 500 social media mentions from legitimate and reputable blogs results in a powerful white hat “link farming” effect, resulting in very high-ranking organic search results, expanding the power of current SEM and performance marketing campaigns and influencing general brand perception. </li></ul>

  10. . Abraham & Harrison List of Earned Mentions Results: 500+ posts and est. 2.3 million impressions

  11. . Sample Post Abraham & Harrison

  12. . Abraham & Harrison Results: Search Results per Day

  13. . Abraham & Harrison Results: Facebook

  14. . Abraham & Harrison Results: Twitter <ul><li>AH took over Twitter account in October of 2009 with fewer than 500 followers. It has grown 11-fold since. </li></ul><ul><li>Largest Twitter following and the strongest active Twitter engagement of all the world's Private Sales Clubs </li></ul>

  15. . <ul><li>Website Visitors </li></ul><ul><li>Positive word of mouth </li></ul><ul><li>Impressions </li></ul><ul><li>Captured sales contacts </li></ul><ul><li>Online bolstering of your reputation </li></ul><ul><li>Click-throughs </li></ul><ul><li>Twitter Followers, Retweets </li></ul><ul><li>Positive press </li></ul><ul><li>Views of YouTube videos </li></ul><ul><li>Individual responses to emails </li></ul><ul><li>Facebook Fans </li></ul><ul><li>Offers/Coupons distributed beyond usual channels </li></ul><ul><li>Newsletter subscribers </li></ul>Abraham & Harrison Results You Us Sales!

  16. . Abraham & Harrison <ul><li>Target fashion, tech, entrepreneurship, discounts online and specific products in Blogs, Forums, Newsgroups, etc. to promote BrandsClub products directly </li></ul><ul><li>Our capability in several languages means we can easily and cost-effectively reproduce these campaigns in other global regions </li></ul><ul><li>Use BrandsClub’s Facebook Fan Page as a hub for fashion suggestions, discussions and a continuing medium to advertise promotions </li></ul>Other Possibilities for Brandsclub

  17. . Abraham & Harrison <ul><li>Strengthen relationships with current “Positive Responders” to earn their support across all BrandsClub efforts </li></ul><ul><li>Utilize Twitter’s awesome reach to test new ideas, ask opinions and create teasers for upcoming events </li></ul><ul><li>Online Engagement: get more attention for your brand by engaging with people discussing related issues online – going out and joining the conversation where it is happening </li></ul>Other Possibilities for BrandsClub, Cont.

  18. . Abraham & Harrison <ul><li>YouTube Video Asset Promotion: BrandsClub How-to’s, behind the scenes and user-generated content </li></ul><ul><li>Get positive brand exposure for BrandsClub in other media (radio, TV, print) as bloggers either influence those media producers OR have other media in which they work </li></ul><ul><li>Competitive Analysis: what are your competitors saying/doing in social media? Then improve BrandsClub competitive position </li></ul>Other Possibilities for BrandsClub, Cont.

  19. . Please Contact Us: Please Visit Our Blog & Our Site: http://marketingconversation.com http://www.abrahamharrison .com Abraham & Harrison Abraham & Harrison +1.202.657.4769 (global) Chris Abraham, President & COO [email_address] Mark Harrison, CEO [email_address] Thank you!

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