Social Media Marketing for Surfing and Skateboarding Retailers


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Social Media Marketing for retailers in the surfing & skateboarding industry. Fans of the lifestyle are all over the social web talking, sharing information and telling stories. How and where do retailers fit in? How can they use social media to run their businesses more effectively?

I gave this presentation as part of the Retail Survivor Series put on by the Board Retailers Association at Surf Expo 2009.

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  • Source: Forrester's Social Technographics® classifies people according to how they use social technologies.
  • Source: Forrester's Social Technographics® classifies people according to how they use social technologies.
  • Just let that sink in for a minute. We don’t work in billions of dollars a lot. Is there any greater spending going on in biz today?
  • Social Media is transforming marketing as we once knew it. You can’t buy someone’s attention anymore. You have to earn it.
  • Stop advertising. Start connecting. We are bombarded with millions of brand messages everyday – and we’ve become very good at ignoring them. EX: when was the last time you didn’t FF thru a TV commercial?
  • Set aside the technology. Start thinking about what story you are going to tell.
  • 80% of business success is Strategy only 20% is Technology
  • What are your goals? How can you use social media to more effectively run your business?
  • Facebook fan pages give you tools to measure and analyze your effectiveness.
  • Rule #1 Know your customer
  • Find the point of difference.
  • Do you use video for your business? Have you ever posted a video to YouTube?
  • Do it better than your competitors
  • Be Intentional.
  • Where are you going to reach and connect with your target audience? Don’t be afraid to ask!
  • in ways meaningful to your customer & that add value to the relationship
  • Think like a publisher. Tell a story that is easy to share in a way that’s easy to spread. We want cool stuff to talk about!
  • Recycle and repurpose your content. There are many ways to tell a story.
  • What’s your call to action? How will you respond? How will you measure results?
  • Engagement strategies – give people cool stuff to do!
  • Integrate and layer old and new media.
  • Plan strategically to successfully leverage the ability to: Listen & learn – gather business intelligence Engage & participate – what’s your call to action and how will you respond 3. Connect & build relationships to grow your business.
  • Social Media Marketing for Surfing and Skateboarding Retailers

    1. 1. presented by Julia Gorzka Social Media Marketing Surf Expo 2009
    2. 2. Welcome to the world’s largest cocktail party! Everyone is invited. ***No one controls the guest list
    3. 4. Anybody & everybody can participate & contribute
    4. 5. The Critic The Collector & Joiner The Spectator The Inactive
    5. 6. I’m a network creator , blogger & podcaster . The Creators
    6. 7. Social Media Sector Spending in the US is expected to grow from: $716 million in 2009 $3.1 billion in 2014 * Forrester Research
    7. 8. Marketing Mind Shift Sell Take Push Buy attention Control Talk Transaction Help, teach Give Attract Earn loyalty Let go Listen Experience
    8. 9. Don’t Interrupt…ENGAGE! – George Benckenstein
    9. 10. Be relevant, be authentic, be real.
    10. 11. New Storytelling Tools
    11. 12. The #1 Reason Businesses Fail at Social Media? They don’t have a strategy.
    12. 14. How will you use Social Media? <ul><li>Brand Awareness + Discoverability </li></ul><ul><li>Marketing – Word of Mouth </li></ul><ul><ul><li>Lead generation & Sales </li></ul></ul><ul><li>Connect with your audience </li></ul><ul><ul><li>Customer service </li></ul></ul><ul><ul><li>Customer loyalty </li></ul></ul><ul><ul><li>Cultivate Fans </li></ul></ul><ul><li>Recruiting new employees </li></ul>
    13. 15. Getting Started Listen and Learn
    14. 23. 658 skateboarding events 3990 surfing events 2193 surf industry 7386 surfing industry 48 professional surfers 43 professional skateboarders
    15. 24. 2 professional surfers groups 13 skateboarding groups
    16. 27. *Jan 2009, Comcast The 2 nd most popular search entity
    17. 28. Create calls to action
    18. 30. What’s missing?
    19. 33. Create a Plan
    20. 34. If you don’t know where you are going You won’t know when you get there
    21. 35. What are you trying to do? Who is your audience? What do your customers want? What do you want to be known for? Be Strategic + Targeted with your Initiatives
    22. 36. Where do your fans hang out? That’s where you need to be.
    23. 37. 420,296 skateboarding pics
    24. 38. 1,223,570 surfing pics
    25. 41. Engage and Participate
    26. 42. How will you connect with fans?
    27. 43. Give them something to TALK ABOUT! Word of Mouth Is the #1 Brand Builder Content What story are you going to tell?
    28. 44. Your newsletter Your presentations Your knowledge Company Blog Don’t limit yourself! Post your content across multiple channels
    29. 46. *Image from hugh macload
    30. 48. Social what? I don’t have time. Create a Schedule & Delegate
    31. 49. Let your fans know where they can connect with you!
    32. 50. Integrate
    33. 51. The Gorzka Model
    34. 52. Get Started! #1 – Strategy: Define your goals #2 – Know your audience #3 - Create a Plan #4 – Know where you are going & why #5 - Be relevant, authentic & real <ul><ul><li>What story are you going to tell? </li></ul></ul>
    35. 53. Julia Gorzka Social Media Strategist Consultant Speaker [email_address] (813) 690-2100 Twitter/JuliaGorzka LinkedIn/JuliaGorzka