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Advanced Social Media Strategies for Your Retail Establishment

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So you use Facebook, you blog, and maybe you even tweet, but what are some of the things you should be doing with these tools to increase business and build your brand? Join Brian Linton, founder of …

So you use Facebook, you blog, and maybe you even tweet, but what are some of the things you should be doing with these tools to increase business and build your brand? Join Brian Linton, founder of Sand Shack, as he dives deep into social media strategies relevant to the retail industry. Find out how and why to build a following online and authority in your space. Learn low cost, virtually free, strategies to increase traffic to your website and store without your customers feeling like they are being sold to, and learn the tricks and tips that he has used to build Sand Shack’s social media presence and increase his business.

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  • 1. Advanced Social Media: Strategies for Using Facebook, Twitter, and Blogging For Your Retail Business
    Presented by Brian Linton
    Founder Sand Shack LLC
    Brianlinton.com
    Sandshack.com
    January, 2010
    © 2010 Brian Linton
  • 2. Agenda
    My Background and Why I am Here
    Benefits for Retail Stores
    BloggingOutside the Box
    Strategic Facebook Strategies That Drive Traffic
    Broadcasting Through Your Tweets
    How You Can Create Your Own Social Network
  • 3. 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
  • 4. 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
  • 5. Brianlinton.com
  • 6. Agenda
    My Background and Why I am Here
    What is Social Media and Benefits for Retail Stores
    BloggingOutside the Box
    Strategic Facebook Strategies That Drive Traffic
    Broadcasting Through Your Tweets
    How You Can Create Your Own Social Network
  • 7. 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.
  • 8. 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
  • 9. 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.
  • 10. Agenda
    My Background and Why I am Here
    Benefits for Retail Stores
    BloggingOutside the Box
    Strategic Facebook Strategies That Drive Traffic
    Broadcasting Through Your Tweets
    How You Can Create Your Own Social Network
  • 11. Business Blog
  • 12. 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.
  • 13. Give Away Your Secrets
  • 14. 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
  • 15. What Google Loves
    Unique Content
    Keyword rich content and tags
    Quality and consistency
    Wordpress
  • 16. 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
  • 17. Planning
    • Is this group a viable target market? Is it large enough?
    • 18. Are there any competing blogs?
    • 19. Let demographics influence design and writing style
  • Planning
    • Offer a free newsletter to your readers if they subscribe via email.
    • 20. Use email marketing services such as Constant Contact or iContact.
    • 21. Double opt in subscription
    • 22. Use newsletter to send subscribers valuable information on the topic
    • 23. With subtle mentions to your store
    • 24. Don’t spam
  • What’s The Difference
    Niche Newsletter
    Company Sign Up Form
    Vs.
  • 25. Planning
    • Allow your readers to discover the connection between the blog and your company – don’t make it obvious.
    • 26. 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.com
    outside-blog.away.com
    seashepherd.com
    Treehugger.com
    And many facebook and twitter pages
    Tips:
    • Write useful content
    • 27. Network
    • 28. Become part of a community
    • 29. Get Lucky…
  • Guest blogging
    Guest Blogging builds authority for you and your blog about a certain topic
    Finding a blog
    Google search
    Facebook search
    Twitter search
    Technorati.com search
    Follow comment links
    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
  • 30. Niche Social Media Sites and Forums
    Find existing sites to join
    Network and promote yourself
  • 31. Involve, Create, Discuss, Promote, Measure
    Courtesy laurelpapworth.com
  • 32. Agenda
    My Background and Why I am Here
    Benefits for Retail Stores
    BloggingOutside the Box
    Strategic Facebook Strategies That Drive Traffic
    Broadcasting Through Your Tweets
    How You Can Create Your Own Social Network
  • 33. Facebook Page
    A Facebook Page is a public profile that enables you to share your business and products with Facebook users
  • 34. 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
  • 35. Facebook Advertising
    Should you pay to advertise on Facebook?
    Pros:
    Highly accurate target advertising
    Affordable pay per click
    Easy to use and setup
    Cons:
    Can get expensive, fast
    Facebook ads are largely ignored
    Must convert clicks to sales
    Advertising is not very social (despite Facebooks efforts)
  • 36. 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
  • 37. 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
  • 38. Agenda
    My Background and Why I am Here
    Benefits for Retail Stores
    BloggingOutside the Box
    Strategic Facebook Strategies That Drive Traffic
    Broadcasting Through Your Tweets
    How You Can Create Your Own Social Network
  • 39. 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
  • 40. 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
  • 41. 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
  • 42. Agenda
    My Background and Why I am Here
    Benefits for Retail Stores
    BloggingOutside the Box
    Strategic Facebook Strategies That Drive Traffic
    Broadcasting Through Your Tweets
    How I’m Using All of This
    How You Can Create Your Own Social Network
  • 43. How I am Doing It
    Sandshack.org
  • 44.
  • 45.
  • 46.
  • 47. Link Your Blogs to Unique Facebook Pages
  • 48. Twitter Can Help You Promote Your Blogs
  • 49. Agenda
    My Background and Why I am Here
    Benefits for Retail Stores
    BloggingOutside the Box
    Strategic Facebook Strategies That Drive Traffic
    Broadcasting Through Your Tweets
    How I’m Using All of This
    How You Can Create Your Own Social Network
  • 50. 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
  • 51. Contact Information
    Contact Brian: Tel: 508-292-9427 or brian@sandshack.com

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