Advanced Social Media Strategies for Your Retail Establishment

Advanced Social Media: Strategies for Using Facebook, Twitter, and Blogging For Your Retail Business

January, 2010

© 2010 Brian Linton

Presented by Brian LintonFounder Sand Shack LLC

Brianlinton.comSandshack.com


Agenda

My Background and Why I am Here

Benefits for Retail Stores

Blogging Outside the Box

Strategic Facebook Strategies That Drive Traffic

Broadcasting Through Your Tweets

How You Can Create Your Own Social Network


My Background

Grew up in Singapore and Japan

Founded Sand Shack while in college in 2006

Also while in college, founded a coffee company – and failed

Live and work in Philadelphia

Girlfriend’s name is Joanna and Dog’s name is Zoey

Speak Chinese, love to travel, write, and scuba dive


Why You Should Listen To Me

I am not a social media expert

I grew up using forms of social media

I successfully use social media for my business

Most importantly, I am in your industry-Sand Shack is a brand of resort merchandise


Brianlinton.com


Agenda


What is Social Media and Benefits for Retail Stores






Social Media Definition for Our Industry

Social Media is a collection of online tools (mostly free) that allow retail establishments to connect and communicate with their customers. Social media allows for instant communication and feedback about events, promotions, and allow retail stores to find out what their customers like and don’t like.

Proper use of social media by retail establishments does not entail mindless self promotion, it is about consistent communication with customers and providing free, useful content that will influence customers to make a purchase from an online or offline store.


Benefits

•Drive qualified traffic to your on and offline stores

•Reach out and find people who otherwise would not of found you

•Understand your customers at a deeper level

•Only sell products your customers want

• Improve your business through feedback

•Make More Money


But wait…

New research by Citibank reveals that social media has yet to penetrate the small business world, finding that 76% of the 500 organizations surveyed have not found social media useful in generating business.


Agenda








Business Blog


Blogging with a Purpose

Choose something your customers care about

Provide free material that is not a sales-pitch

Go above and beyond your reader’s expectations

Encourage your readers to leave comments -respond to comments

Use plugins to better interact with your readers-create polls, etc.


Give Away Your Secrets


The Power of Images and Video

Use images and video whenever possible

Purchase digital camera with video capabilities

Transparency

Find images for free at Fickr.com

Upload videos to YouTube


What Google Loves

Unique Content

Keyword rich content and tags

Quality and consistency

Wordpress


Market to Your Customers Through Separate Blogs

Setting up a blog is free and if potential customers have various interests, you can reach more by creating multiple niche blogs


Planning

• Is this group a viable target market? Is it large enough?

• Are there any competing blogs?

• Let demographics influence design and writing style


Planning

• Offer a free newsletter to your readers if they subscribe via email.

• Use email marketing services such as Constant Contact or iContact.

• Double opt in subscription

• Use newsletter to send subscribers valuable information on the topic

•With subtle mentions to your store

• Don’t spam


Vs.

What’s The Difference

Niche Newsletter Company Sign Up Form


Planning

• Allow your readers to discover the connection between the blog and your company – don’t make it obvious.

• The blog is not for selling, it is for indirect marketing by providing quality, free content to your target market.


Become a Source for Others

Posted article on Stop Shark Finning blog on Jan 17

Posts with us as source by: ecorazzi.comoutside-blog.away.comseashepherd.comTreehugger.com

And many facebook and twitter pages Tips:•Write useful content

•Network

•Become part of a community

•Get Lucky…


Guest blogging

Finding a blogGoogle searchFacebook searchTwitter searchTechnorati.com searchFollow comment links

Guest Blogging builds authority for you and your blog about a certain topic

Tips for Guest Blogging-Connect with other blogs first-Have an established blog-Send them a summary or outline of what you will write about


Niche Social Media Sites and Forums

Find existing sites to join

Network and promote yourself


Involve, Create, Discuss, Promote, Measure

Courtesy laurelpapworth.com


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Facebook Page

A Facebook Page is a public profile that enables you to share your business and products with Facebook users


Facebook Strategies for Business

Industry news (trade shows, exhibitions, product recalls)

Tips on using your products/services

Stories about how your producst/services have helped people

Stories about your employees and your customers

Special offers

You can link to or provide product reviews

Provide links back to your blog/website


Facebook Advertising

Should you pay to advertise on Facebook?

Pros:Highly accurate target advertisingAffordable pay per clickEasy to use and setup

Cons:Can get expensive, fastFacebook ads are largely ignoredMust convert clicks to sales

Advertising is not very social (despite Facebooks efforts)


Facebook Search

Find and connect with people or groups who have influence over your potential customers

Search for what matters to your business

Reach out and network with leaders of relevant groups

Join groups and make friends

Note: Only Leaders/Administrators can mass-message all members and fans about you


Networking is Free

Instead of paying to advertise, you can do your own target marketing using Facebook

Facebook search helps you find groups and people in your target market

Have group leaders/administrators tell their followers about you-greater response than advertising


Agenda








Twitter

Update Followers

Don’t just self-promote

Monitor conversations

Address problems (bigger brands)

Join a conversation

Be human – not a robot

MORE WORK???

Link Facebook and Twitter so Facebook updates are posted as tweets as well


Tips for Using Twitter

Post original thoughts on your topic or industry – thought provoking

Link to articles relevant to your business or industry – or just something that interests you

Help others with problems you have the solution to

Share tips

Share photos -twitpic

Connect with people from Facebook and your blog

Join industry and topic related groups


Tips Continued

Ask questions and answer questions

Combine your social media approach by linking back to your Facebook page and blog

Find business opportunities – vendors, contractors, salespeople, employees

Find experts to invite to write a guest post for your blog

Respond to tweets mentioning you or your store/brand

Share what you are doing

Avoid hard-sell tactics


Agenda






How I’m Using All of This



How I am Doing It

Sandshack.org


Link Your Blogs to Unique Facebook Pages


Twitter Can Help You Promote Your Blogs


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How I’m Using All of This



Creating your Own Social Site From Scratch

Go to Godaddy.com and purchase a domain name – approx $8/year

Purchase hosting – approx $50/year

Setup Wordpress – FREE

Choose free template and set up your pages (home, about, contact etc.)

Set up newsletter subscription service

Begin blogging and promoting your posts


Contact Brian: Tel: 508-292-9427 or [email protected]

Contact Information

Advanced Social Media Strategies for Your Retail Establishment

Business

Transcript of Advanced Social Media Strategies for Your Retail Establishment