Social media bootcamp pt 2 super zoo

1

Social Media Boot Camp Part IISocial Media Boot Camp Part IISocial Media Boot Camp Part IISocial Media Boot Camp Part II

Tips And Tactics for Connecting With Your Retail Customers

September 13, 2011

Creative Business Consulting Group www.cbc-group.net617-437-9191

There are Bigger Things to Fear Than Social Media!

2


• 49% of Respondents Say They

Give Advice to Others, Motivated by

a Feeling of Solidarity With Other

Shoppers

• 59% Believe They Have an

Advantage Over Manufacturers or

Retailers Because the Internet

Allows Them to Seek Other

Opinions

• 25% Are More Likely to Seek

Others' Opinions Now That Social

Networking/online Communities Are

Available

Source: Yahoo

Word of Mouth Within “Communities” Is Swaying Purchase Decisions More Than Ever Before


Is Your Marketing Working Effectively To Connect With Customers?

3


Did You Know?

25% Of All Time Online

Is Spent Using Social

Media (35 Min Day)

Consumer Trust Is Central To The New Media Model


Planning Is Prospering: 60 Minutes To Achieve Social Media Success

4


Social Media Implementation Covers Four Key Areas; Time Allocation May Change Daily

People

Assess Your Customers’ Social Activities

Objectives

Decide What You Want To Accomplish

Strategy

Plan What To Say And How Your Interactions With Customers Will Change

Technology

Decide Which Social Technology To Use


Shoppers Are Increasing Interacting With Retailers Via Social Media

People

5


First Step: Understand Where Your Customers Are Participating with Social MediaLearning Where Your Customers Are

Participating Will Give You Direction For Where

Your Business Should Begin To Participate

The Goal Is To “Meet” Your Customers Where

They Are And Engage With Them Regularly

Where Do Your Current And Potential

Customers Participate?

Listen To Hear:

� How Your Customers Regularly Interact

With Social Media Sites

� What’s Being Said About Your Company

� Where Messages Are Posted

� Where Users Spend Time

� How Much Is Being Discussed

People


� Google Alerts emails you whenever a chosen keyword is mentioned in any form of online content

� Google Blog Search scans the blogosphere for any keyword or phrase you input.

� SiteVolume reports how often keywords or phrases appear on Twitter, Digg, MySpace,

YouTube and Flickr

� SocialMention enables you to search keywords and phrases by specific channel category (blogs,

images, news,video, etc.), or as a whole, and to

receive email alerts when a new mention is posted

People

Set Up Tools To “Listen” To Customer Conversations About Your Business

Don’t Forget To Assess And Listen To Where And How Your

Competitors Are Participating In Social Media

6


Define Objectives and Strategy – Establish Clear,

Quantifiable Goals

Objectives

•What Are You Looking To Get Out Of A

Social Media Marketing Program - Today

And In The Future?

�Expand Brand Or Product Awareness

�Build Or Enhance Brand Community

�Engage Fans And Convert Them To

Customers

�Improve Customer Satisfaction

What Steps Do You Need To Take To Make Your

Social Media Strategy An Effective Tool To Grow Your

Business?


Objectives

•Xxx

•Xxx

•xxx

Determine Social Media Goals And Objectives Based On Business Goals And Capability

7


Decide Where to Concentrate Your Efforts

Strategy

� You Can’t Be Everywhere At Once – Start Slowly And Build

� Don’t be Overwhelmed; Avoid Paralysis By Analysis

� Start With One Social Media Program (I.E. Facebook)

� Learn The Basics

� Layer In More Functionality

� Incorporate Time Saving Applications

� Use Younger Employees (Or Children) To Mentor You

� Integrate Additional Social Media Application When You Are

Ready

� Listen In On Social Search Sites (I.E Yelp!) And Start To

Participate


Strategy

Determine Which Social Media Tools To Use Based On Overall Goals And Objectives

8

Creative Business Consulting Group www.cbc-group.net

Technology

Maximize Your Effectiveness And Minimize Your Time Commitment Using Scheduling Tools

• Tweet Deck

www.tweetdeck.com - Desktop

Application That Shows Twitter,

Facebook, Search And Followers On

One Screen

• Sendible

www.sendible.com - Links Multiple

Social Media Applications From One

Desktop Application. Allows For

Scheduling of Future Posts.

Technology

• Hootsuite

www.hootsuite.com - Desktop

Application That Links Twitter,

Facebook, Search And Followers

On One Screen

• Friendfeed

www.friendfeed.com - Connects All

Social Media Applications From

One Desktop View


Technology

Mobile Technology Can Improve Efficiency And Responsiveness When Out Of The Store

Technology

9


Time Required To Participate On Social Media Will Vary Based on Resources Allocated

Time Management


Time Management

Use A Calendar To Insure Social Media Goals Align With Overall Marketing Objectives

10


Weekly Calendar Delivers Marketing Themes and Messages; Document Is Easily Implemented

The Desired Outcome Is An Integrated Campaign Focused On A Central

Theme That Engages Customers Across A Range Of Relevant Applications

Lab Toys FB only Contest

Blog Post You Tube Facebook Facebook Facebook Facebook

Facebook Facebook Reply to Fans Twitter Twitter Twitter

Twitter Reply to Fans Twitter Reply to Fans Reply to Fans Reply to Fans

Reply to Fans Link to Website Facebook Link to Website

Reply to Fans

Theme: Breed Week- Labs September

Sept 18 Sept 20 Sept 21 Sept 22 Sept 24

SaturdaySunday Monday Tuesday Wed Thursday Friday

Sept 19

How To PlayWhy We Love Labs Lab Photos Lab Quote

Time Management

Sept 23We Love Our Lab


• Answer The Question, “What

Does My Audience Need?”

• Remember the 40/30/30 Rule

• Ask A Question Or Explain

What’s Coming Next; Don’t

Just Attach Links

• Ask Opinions; Involve Your

Fans

• Provide Useful Information.

Give Advice, Blog Posts,

Pictures, Etc.

• Share Your Brand Personality

Providing Entertaining And Enlightening Content Will Inspire Your “Community”

Content Management

11


Make Your Content Interesting; Your Customers Are Looking For Entertainment

Content Management


•Understand Business

Opportunities Created by Using

Social Media

•Understand How Customers Are

Using Social Media

•Learn How to Create Social

Media Marketing Programs That

Engage Customers Daily

•The Cost Saving Benefits Of

Using Social Media for Your

Business

CBCG Can Help You Learn To Use Social Media Effectively For Your Business

12


Follow Creative Business Consulting Group

We Talk Retail In These Places!

@RetailHelper

http://cbcgretailreport.blogspot.com

www.linkedin.com/in/lynnswitanowski

http://www.facebook.com/CBCGroup


�25 + Years Retail Industry

Experience

�Fortune 100 Senior Sales and

Marketing Executive And Small

Business Strategist

�Experienced Retail Strategist And

Marketing Executive

�Helping Retailers Of All Size Design

Successful Social Media Campaigns

Since 2008

But Why Listen To Me?