The glaring question for a social media consultant is ALWAYS, “How is WHAT YOU DO going to MAKE ME MONEY?”
The answer is often confusing—brand recognition, personification, personal connections …
All valid points … but all terms that can quickly cause a would-be client to mentally check out.
WHAT ABOUT MONEY?!?!
While our clients generally seek anonymity, Joe Horn’s Bayou 87 BBQ Sauce has given us permission to publish this case study.
Bayou 87 began its organic and online sales/marketing efforts in August of 2011.
A website, Facebook Fan page and Twitter account were implemented to compliment the grassroots marketing efforts of the product spokesman, himself—former Kansas City Chiefs, New Orleans Saints and Atlanta Falcons Pro Bowl NFL Receiver, Joe Horn.
BMC was hired in January 2012 to take over and vitalize the nearly nonexistent social media and e-commerce elements of the online business.
BMC took over website operations in March 2012, completing a redesign of the operation and adding an online shopping cart in May 2012.
Beginning in January 2012, BMC implemented drastic social media targeting and growth efforts in Joe’s strongest regional and sociological demographics.
- We target people who WE KNOW will have an interest in Joe
- We do not blindly Follow
- BMC has developed a targeting system with nearly a dozen layers and over 100 strategic elements
The key element of the campaign was Mr. Horn’s desire to personally connect with fans, regardless of his business interests—the success born out of his true desire to personally interact with fans on a non-business level helped BMC develop its strategy of social media personification.
The personally branded @JoeHorn87 Twitter account and Joe Horn’s Bayou 87 BBQ Sauce Facebook Fan Page saw immediate, dramatic and exponential growth as they gained more exposure via the BMC system (remember—BMC was hired in January 2012).
As the accounts grew and Joe became friends with thousands of fans, BMC worked with Bayou 87 to implement sales promotions via Facebook and Twitter, seeing immediate and continued e-commerce success.
By focusing on people interested in Joe, BMC has been able to drive sales in a highly tangible way, as social media efforts have been the ONLY tools used to promote the company’s online sales.
By providing an answer to the social media issue of dollars and cents, we have been able to sign several new and interesting online business clients.
How does BMC MAKE YOU MONEY?
We can spend a full day explaining it—or you can simply reference the above.