How can a brand connect with people online in a way that ultimately leads to a purchase? Ilana Rabinowitz Twitter: @Ilana2...
<ul><li>Family-owned business </li></ul><ul><li>since 1878 </li></ul>
At retail you’re just part of the crowd.
  How do customers decide?
EMOTION A brain that can’t feel  can’t make up its mind.
Word cloud of comments from a blog post
 
How can a brand connect emotionally?
Invite people over
Share something of yourself
Introduce them to your friends
Listen to them
Be yourself
Be generous <ul><li>Over 3,100 free patterns </li></ul><ul><li>Knit and crochet instructions </li></ul><ul><li>Video tutor...
 
Relationships can be messy
Takeaways <ul><li>People don’t buy from companies. They buy from people. Behave and speak in human terms (not authentic bu...
Takeaways <ul><li>4.  You don’t control what happens when you  </li></ul><ul><li>open yourself up online, but if you have ...
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Using Social Media To Influence Buying Decisions

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How can we connect with consumers in a way that ultimately leads to a purchase? Although we may believe that decisions are based on rational choices made after reviewing all the options, it is our emotions that drive decisions. Social media allows us to develop relationships and emotional connections with people.

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Using Social Media To Influence Buying Decisions

  1. 1. How can a brand connect with people online in a way that ultimately leads to a purchase? Ilana Rabinowitz Twitter: @Ilana221 @LionBrandYarn
  2. 2. <ul><li>Family-owned business </li></ul><ul><li>since 1878 </li></ul>
  3. 3. At retail you’re just part of the crowd.
  4. 4. How do customers decide?
  5. 5. EMOTION A brain that can’t feel can’t make up its mind.
  6. 6. Word cloud of comments from a blog post
  7. 8. How can a brand connect emotionally?
  8. 9. Invite people over
  9. 10. Share something of yourself
  10. 11. Introduce them to your friends
  11. 12. Listen to them
  12. 13. Be yourself
  13. 14. Be generous <ul><li>Over 3,100 free patterns </li></ul><ul><li>Knit and crochet instructions </li></ul><ul><li>Video tutorials </li></ul><ul><li>Desktop wallpapers </li></ul><ul><li>E-cards </li></ul>FREE !
  14. 16. Relationships can be messy
  15. 17. Takeaways <ul><li>People don’t buy from companies. They buy from people. Behave and speak in human terms (not authentic but real, not transparent but open). </li></ul><ul><li>Your brand is only as strong as the feeling it creates in people. </li></ul><ul><li>There is a fine line between connecting emotionally and being manipulative. Don’t cross it. Have reverence for what you are doing. </li></ul>
  16. 18. Takeaways <ul><li>4. You don’t control what happens when you </li></ul><ul><li>open yourself up online, but if you have </li></ul><ul><li>earned respect, your friends will defend you </li></ul><ul><li>when things get messy. </li></ul><ul><li>Should we engage is not the right question. Only ask where and how. </li></ul>

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