Intro To Social Media for Retail Establishments

What is Social Media & How Can You Use It to Increase Business?
Presented by Brian Linton
Founder Sand Shack LLC
Brianlinton.com
Sandshack.com
January 2010
© 2010 Brian Linton

What We’re Talking About
Social Media Definition
My Background and Why I am Here
Social Media Benefits for Retail Stores
Social Media Basic Uses with Examples
What to do First and How to Get Started
How Much $ and How Much Time Does this All Cost?

What is Social Media – A Definition
Social Media is slightly different for everyone and how it is used may vary
A few definitions…
An umbrella term that defines the various activities that integrate technology and social interaction online.
Social Media is a collection of tools and online spaces available to help individuals and businesses to accelerate their information and communication needs.
Online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other.

A 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.

Forms of Social Media
There are hundreds of forms of social media…Let’s start with these 4
Blogs
Facebook
Twitter
YouTube

Social Media Basics with Examples

My Background
Grew up in Singapore and Japan
Founded Sand Shack while in college in 2006
Live and work in Philadelphia
Girlfriend’s name is Joanna and Dog’s name is Zoey
Speak Chinese, love to travel, write, and like to raise fish

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

Social Media Basics with Examples

Benefits
It Pays to Be Social
If you are not online, you will lose to those who are
Having a website is no longer enough
People will judge you based on your online, social presence

Benefits
Build your web presence
-when people search for your business or thing related to your business they find you
Improve your public relations
-get press coverage
Be able to hear what your customers are saying about you and your company
-If it’s bad you can improve it
-if it’s good, you can focus on it

Benefits
Connect with your customers
Gain new customers
Find out where your customers are both on and offline
Build your brand
All business, not matter the size, can benefit

3 Free Social Media Tools to Use Today
There are 3 social media tools you can begin using today

Blogging
A Blog is the headquarters for all your social media activity.
Landing spot for all online, social activity
Static vs Dynamic
Personal vs Business – or both?
Transparency

Personal Blogging
Brianlinton.com

Business Blogging
Sandshack.com/blog

Getting Started
Host your blog on your .com website
-don’t use ‘free’ domain names
-integrate it with your existing website
Use wordpress to manage your blog and content
-visit wordpress.org
-Use one of 1000s of free templates
Online resources abound
-wordpress.org tutorials
-1000s of blogs on the subject (problogger.net)

Blogging Musts and Benefits
Don’t just publish, interact
Better communication
Comments
Build Community
Low Cost and Easy
Search Engine Ranking
You Must PROMOTE your blog – this can be done free
Create a blog of value
Convert readers into customers

Blog Promotion
Write quality content
Blog regularly
Tag and categorize appropriately
Make your blog search engine friendly
Encourage comments, tweets, diggs, stumbles, etc.
Comment on other blogs
Be a guest blogger
Participate in forums and discussion boards
Email marketing with newsletters

Advanced Blogging
Become a source on a topic
Blog Promotion – Guest blogging,
Understanding Statistics
Create a family of blogs that drive traffic back to your main website and store
Ie. Sandshack.org, Stop Overfishing, Stop Shark Finning, Save our Coral Reefs
Come to the Advanced Social Media Seminar

Facebook
Create and use a Facebook Page
Use Facebook’s Search function
Organize and host online and offline events using Facebook.
Drive traffic back to your blog

Facebook Pages
A Facebook Page is a public profile that enables you to share your business and products with Facebook users
Tips For Using Facebook Pages
-Create a community
-Post regular updates
-Start the conversation
-Converse – Don’t Sell

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

Some Benefits of Networking
You get mentioned on a popular Facebook page
You get listed on a website with link back to yours
Sandshack’s $5,555 giveaway

Facebook Events
Host online and offline events and promote them with Facebook Events
Name our Lobster Competition
-Over 100 name submissions
-Brought polling back to our blog
Tips
Be creative
Offer a prize
Don’t spam
The power of FREE

Twitter
Twitter is more important for larger brands, but small brands are having success with it as well
Use twitter to gain followers
Great real-time search engine

Twitter for Business
Address problems (bigger brands)
Join a conversation
Be human – not a robot
Update Followers
Don’t just self-promote
Monitor conversations

Twitter Search
Different than Google because you can monitor what people are talking about
Join the conversation with @ reply

Twitter for Research
Ask questions and get feedback
Not just your followers can answer you
– anyone can

Where to Start
Building a social media presence is a process and you can take it as slow or as fast as you want.

What is Your Investment?
If you own your .com a blog can be added to it for free
-Wordpressvsblogger
Facebook and twitter accounts are free
Digital camera that takes movie and photos: $200
-Imagery adds a lot to your social media presence
Largest investment is your time
-2 to 20 hours / week
-You get what you put into it
Tip – Get interns from local university to help build your social media presence

Help me Be More Social
15 second video testimonial
Good and the bad
Seminar Review Sheet
Business cards for Social Media Newsletter
A video of this presentation and the powerpoint will be available on Brianlinton.com

Contact Information
Contact Brian: Tel: 508-292-9427 or brian@sandshack.com

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Intro To Social Media for Retail Establishments

by Sand Shack on Jan 30, 2010

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Intro To Social Media for Retail Establishments — Webinar Transcript