Yfw webinar 5 18-10

A Local Social Media Solution

I. Why am I offering the Your Fifth Wall social media solution to other stores?

Don OlveyOwner, Don’s Carpet One Flooring and Home

I. Why am I offering the Your Fifth Wall social media solution to other stores?– Don Olvey

A. History• Don’s Carpet One started working on a social media program in

June 2009.



June 2009.• When first presented, I felt our Your Fifth Wall concept could

possibly benefit the entire membership.




possibly benefit the entire membership.• I asked Holland+Holland to revamp the strategy to meet the needs

on a national basis and we asked that corporate review it.




possibly benefit the entire membership.• I asked Holland+Holland to revamp the strategy to meet the

needs on a national basis as well as asked that corporate consider it as a viable option.

• Corporate opted to take a different direction for the national social media.




possibly benefit the entire membership.• I asked Holland+Holland to revamp the strategy to meet the

needs on a national basis as well as asked that corporate consider it as a viable option.

• Corporate opted to take a different direction for the national social media.

• In January 2010, we decided to revisit our original local strategy using Your Fifth Wall and began development. Corporate has asked that we make it clear they do not endorse our local plan either.


B. Resources and Commitment• In its present state our Your Fifth Wall program carries a price

tag of more than $100,000



tag of more than $100,000• It took our marketing department, with the help of our ad agency,

at least 6 months to develop and implement the Your Fifth Wall program





• The man-hours required to continue social media with proper monitoring and maintenance are substantial





• The man-hours required to continue social media with proper monitoring and maintenance are substantial

• It is no longer a choice whether companies should get involved in social media marketing, but to do it right requires a serious commitment


C. So, Why Share Our Fifth Wall Concept?• My ad agency thinks I am crazy. They feel that the brand

recognition I will attain from being the sole author of Your Fifth Wall is more valuable than the amount of my investment that I will recover



recognition I will attain from being the sole author of Your Fifth Wall is more valuable than the amount of my investment that I will recover

• But after witnessing the process this past year of what is required, I sincerely fear that many fellow members will not be able to devote the resources to it or will be very late to participate



recognition I will attain from being the sole author of Your Fifth Wall is more valuable than the amount of my investment that I will recover.

• But after witnessing the process this past year of what is required, I sincerely fear that many fellow members will not be able to devote the resources to it or will be very late to participate.

• These are tough times and if you are like me, you are simply striving to survive. I felt that if we could offer this program to fellow members for a minimal amount, everyone is a winner



recognition I will attain from being the sole author of Your Fifth Wall is more valuable than the amount of my investment that I will recover.

• But after witnessing the process this past year of what is required, I sincerely fear that many fellow members will not be able to devote the resources to it or will be very late to participate.

• These are tough times and if you are like me, you are simply striving to survive. I felt that if we could offer this program to fellow members for a minimal amount, everyone is a winner

• For only $299 per month, you will get to benefit from the social media program that I have paid tens of thousands of dollars to develop.


D. Why is there a minimum number of 100 stores that must participate and such a quick deadline?

• There are costs associated with revamping several items such as the blog to make it accommodate more stores




• While I do want to share this plan with fellow members, we at Don’s are getting very anxious to move forward, get more focused and aggressive with the Your Fifth Wall program




• While I do want to share this plan with fellow members, we at Don’s are getting very anxious to move forward, get more focused and aggressive with the Your Fifth Wall program

• But because I know that it is a lot to take in and understand, we have extended the deadline to sign up to June 1st, 2010


E. Will Your Fifth Wall be offered in the future?

• I never say never, but it is very, very doubtful. We are ready to move forward in June with Your fifth Wall either solely associated with Don’s Carpet One or jointly with several of you

II. What Exactly is Your Fifth Wall and How Can it Help My Flooring Business On a Local Level?

Reneé LeCroyVice President Sales and Marketing, Don’s Carpet One Flooring and Home

II. What Exactly is Your Fifth Wall and How Can it Help My Local Flooring Business? – Reneé LeCroy

A. Why “Your Fifth Wall”?

• While customers and designers give a room's four vertical walls a lot of attention, they sometimes forget there’s a fifth wall. We plan to change that because it’s our bread and butter – THE FLOOR.




• YourFifthWall.com is a blog designed to give flooring a spot light. We will discuss manufacturing, functionality and design, all the things that influence a customer's purchase decision.





• It will be engaging, informative, conversational, authentic and helpful. It is designed for HER.





• It will be engaging, informative, conversational, authentic and helpful – it is designed for HER.

• By making it personal and fun, we gain the customer’s trust and subtly establish your store as the flooring expert – or rather the “fifth wall” expert in your area.


The Your Fifth Wall blog is the hub of our social media efforts.


@ReneeLeCroy Twitter is a channel used to drive traffic to the blog.


Renee on Fifth Wall Facebook is a channel used to drive traffic to the blog.


Your Fifth Wall Facebook is a channel used to drive traffic to the blog.


Your Fifth Wall YouTube is a channel used to drive traffic to the blog.


Your Fifth Wall Flickr is a channel used to drive traffic to the blog.


Want to ask a question about flooring? There’s an App for that!!

Another channel, the Your Fifth Wall App links to the blog.



Changes Made to the Existing Blog to Direct Traffic to Your Local Site.

• Local logo will appear once zip code finder is filled in




• Will only list participating stores within 30 mile radius




• Will only list participating stores within 30 mile radius

• Will have a direct link to your website


Replace Don’s logo with corporate and zip code finder for participating stores.


Pop up listing participating stores within a 30 mile radius.


A direct link to all participating stores’ websites.


Changes Made to the Existing Blog to Give Focus to Your Area

• We will add a tab titled @fifthwalldeals to the blog



• We will add a tab titled @fifthwalldeals to the blog • You will be able to submit promotions specific to your store(s) that

will be tweeted and highlighted on the blog



• We will add a tab titled @fifthwalldeals to the blog• You will be able to submit promotions specific to your store(s) that

will be tweeted and highlighted on the blog• This will be positioned as deals that Reneé is finding around the

country and there will be a Twitter feed on the blog that is constantly updating as deals are added


Adding an @fifthwalldeals tab to the blog. It is an additional Twitter account and will talk about how Reneé finds flooring deals around the country.


@FifthWallDeals - Additional Twitter account that will highlight local promotions.


@FifthWallDeals Twitter Feed on Blog that is updated in real time as local promotions are added.


While all channels including the blog, will be monitored, managed and maintained for you, you are welcome to provide content.

• The blog will be monitored and maintained for you. You are welcomed to provide content and articles if you like.




• Twitter will be updated with posts several times a day as well as interact with followers.





• @FifthWallDeals will be updated with promotions you provide





• @FifthWallDeals will be updated with promotions you provide• Both Facebook accounts will be updated daily.





• @FifthWallDeals will be updated with promotions you provide• Both Facebook accounts will be updated daily.• YouTube will be updated based on videos produced. You can

provide videos to be posted.





• @FifthWallDeals will be updated with promotions you provide• Both Facebook accounts will be updated daily.• YouTube will be updated based on videos produced. You can

provide videos to be posted.• Flickr will be updated with photos frequently. You can provide

images to be posted.


How will Your Fifth Wall be marketed?

• As noted in the previous slides, we will be using social channels to market Your Fifth Wall and drive traffic to the blog.




• We will consistently enhance and grow the richness of the blog content delivered. Great content will not only bring visitors back, it will increase the likelihood of them sharing with others.





• We will consistently strive to organically increase followers and viewers on the social channels.





• We will consistently strive to organically increase followers and viewers on the social channels.

• Pending the amount of participation, we will also be conducting promotions to increase engagement. ie give-aways, contests, etc.



• We will incorporate Your Fifth Wall in our traditional advertising to market on a local level and suggest you do the same.




• This will further position you as the Fifth Wall expert in your area.




• This will further position you as the Fifth Wall expert in your area. • We will provide digital artwork for buttons and/or links on your

website, logos in your ads, in-store banners, etc.


Can you post directly to the main social sites? No.

This is for a few reasons.• The main advantage of this program is to prevent you from having to

take the time required to monitor and maintain the social channels on a daily basis.





• Monitoring, managing and maintenance will all be done for you.





• Monitoring, managing and maintenance will all be done for you.• This will maintain the necessary consistency, frequency of updates and

integrity of the Your Fifth Wall brand.



This is NOT however to be confused with not wanting your input.• Again, the goal is to make this a viable solution for everyone from a time

and resource standpoint.




and resource standpoint.• But because there are certainly regional and local differences, Your Fifth

Wall must be a voice for everyone.





Wall must be a voice for everyone.• You can be as involved as you like, from supplying content to possibly

being guest bloggers. The more content, the stronger the program.





Wall must be a voice for everyone.• You can be as involved as you like, from supplying content to possibly

being guest bloggers. The more content, the stronger the program.• If we choose not to use content, we will explain why. ie. It might be too

self-serving, to sales oriented, etc.


What if I am already on Twitter and Facebook?

More traffic driven to the blog means more traffic driven to your website.


This brings up the last question. Why me? Why am I the voice of the program?

• I have been in school for 17 years under Carpet One’s excellent training program




• I know the specifics on every product we represent




• I know the specifics on every product we represent• I understand the industry




• I know the specifics on every product we represent• I understand the industry• I work in the trenches on a daily basis




• I know the specifics on every product we represent• I understand the industry• I work in the trenches on a daily basis• I connect effectively with our female customer




• I know the specifics on every product we represent• I understand the industry• I work in the trenches on a daily basis• I connect effectively with our female customer• I am passionate about what I do




• I know the specifics on every product we represent• I understand the industry• I work in the trenches on a daily basis• I connect effectively with our female customer• I am passionate about what I do• I love helping customers make the right choices




• I know the specifics on every product we represent• I understand the industry• I work in the trenches on a daily basis• I connect effectively with our female customer• I am passionate about what I do• I love helping customers make the right choices• Bottom line – I love flooring!

III. Why Social Media and Why Women? – Stephanie Holland

Stephanie HollandFounder, She-conomy.com

Executive Creative Director, Holland+Holland Advertising

III. Why Women and Why Social Media? – Stephanie Holland

The world of advertising has changed – forever.

• Women are responsible for more than 80% of all brand purchases



• Women are responsible for more than 80% of all brand purchases• 92% of decorating purchases are made by women



• Women are responsible for more than 80% of all brand purchases• 92% of decorating purchases are made by women• 42 million women go online daily



• Women are responsible for more than 80% of all brand purchases• 92% of decorating purchases are made by women• 42 million women go online daily• 84% of social media sites are frequented more by women than men



• Women are responsible for more than 80% of all brand purchases• 92% of decorating purchases are made by women• 42 million women go online daily• 84% of social media sites are frequented more by women than men• Women seek relationships, understanding and value



• Women are responsible for more than 80% of all brand purchases• 92% of decorating purchases are made by women• 42 million women go online daily• 84% of social media sites are frequented more by women than men• Women seek relationships, understanding and value• Women strive to make the right decisions, hence the research



• Women are responsible for more than 80% of all brand purchases• 92% of decorating purchases are made by women• 42 million women go online daily• 84% of social media sites are frequented more by women than men• Women seek relationships, understanding and value• Women strive to make the right decisions, hence the research• Social media and an online presence fulfills these needs when

optimized strategically



• Women are responsible for more than 80% of all brand purchases• 92% of decorating purchases are made by women• 42 million women go online daily• 84% of social media sites are frequented more by women than men• Women seek relationships, understanding and value• Women strive to make the right decisions, hence the research• Social media and an online presence fulfills these needs when

optimized strategically• Social media is here to stay!


Your Fifth Wall Appeals to Women and Optimizes Social Media

• Your Fifth Wall is designed to appeal to women



• Your Fifth Wall is designed to appeal to women• The voice is an expert in the industry, yet very approachable



• Your Fifth Wall is designed to appeal to women• The voice is an expert in the industry, yet very approachable• The brand will reposition the importance of flooring among customers



• Your Fifth Wall is designed to appeal to women• The voice is an expert in the industry, yet very approachable• The brand will reposition the importance of flooring among customers• The content on the blog is resourceful, authentic and informational

yet fun, engaging and inviting




yet fun, engaging and inviting• The combination of women and successful social media build trust,

friendship and confidence





friendship and confidence• Participating stores can become the Fifth Wall expert in their area.





friendship and confidence• Participating stores can become the Fifth Wall expert in their area• Your Fifth Wall can work in concert with your traditional marketing





friendship and confidence• Participating stores can become the Fifth Wall expert in their area• Your Fifth Wall can work in concert with your traditional marketing• Your Fifth Wall has marketing legs to grow and extend even further


Social Media Provides Excellent Analytics

• Social media allows for real time and immediate response



• Social media allows for real time and immediate response• The true value in these findings is the ability to react, modify or stay

on course, hence the importance of daily monitoring



• Social media allows for real time and immediate response• The true value in these findings is the ability to react, modify or stay

on course, hence the importance of daily monitoring• Although we will provide monthly reports on overall site traffic as well

as numbers of clicks to your site, it is important to note that social media is just that… social. It will take time to build relationships and trust. It is not just about the number of clicks.

IV. Questions & Answers

To sign up, go to: www.JoinYourFifthWall.comDeadline is June, 1, 2010

Must have 100 stores to proceed