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Spring intoSocial Media   Ethan Giffin  Groove Commerce   May 10th, 2011
Our goal is to bridge the gap between marketingand technology and while helping retailers toreach their full online potent...
Social media usage by small business owners    doubled in 2009 and rose again in 2010.      • 91% are using at least one s...
93% of people active online fully expect companies to be   present in social spaces and be willing to have a   conversatio...
67% of shoppers spend more after   recommendations from an online community of   friends. (Internet Retailer, September 20...
May 2011   Spring into Social Media   6
Claim                                      Build                                                 Engage!May 2011   Spring ...
Local Search    Youtube    Facebook    Twitter    Foursquare    Groupon    In Your Store… (Bonus)May 2011   Spring into So...
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 Getting Fans Engaging Fans Monetizing Fans  May 2011   Spring into Social Media   17
According to Facebook, people who click the “Like” button on external sites have 2.4x the number of friends than the avera...
May 2011   Spring into Social Media   19
Consistently post content      • It’s important to give users a reason to come back to        the page. Posting once a day...
Create interaction with users      • Post relevant information about what’s going on in the        industry          Exam...
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Facebook                                      Twitter   EmailMay 2011   Spring into Social Media                     28
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Claim Your Real Estate      • Google Places, Facebook, Twitter, Foursquare    Develop a Consistent Voice and Look    Creat...
May 2011   Spring into Social Media   38
With over a decade of industry experience in eCommerce,          Ethan E. GiffinSEO and the dynamic technologies that driv...
May 2011   Spring into Social Media   40
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Spring into Social Media for Local Retailers

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Taken from a half day seminar given to local Baltimore retailers on how to start engaging in social media and local search.

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  • Example of Blendtec, a company that successfully created a viral campaign. They leverage youtube videos to create direct sales of their product.
  • According to Facebook, people who click the “Like” button on external sites have 2.4x the number of friends than the average Facebook user, and click on 5.3x more external links, so ensuring you connect with these word-of-mouth advocates is not just a nice-to-have, it’s a must-have.When consumers click the “Like” button next to a product, it can open up a communication channel between the site and that consumer on Facebook.Have promotion to get more ‘Likes” so you can build your list of followersOffer free socks to 600th fan, free shirt to 700th fan, …free stick to 1000th fan.
  • Launch a sponsored stories ad campaignOnce live/approved by Facebook, send an email blast to have people “Become a Fan or Like our Page”Start promotion/giveaways for becoming a fan (mentioned earlier)Launch an ad campaign targeting only your fansPage like story - When people like your Page, their friends see a story about itPage post like story - When people like your Page post, their friends see a story about it
  • 53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on their intention to buy the product. Branding, visual theme consistency across site and social media. Also, has tweets about monthly contest.
  • Starting conversations with most loyal customers…It’s important to give users a reason to come back to the page. Posting once a day, if the information is relevant, is a simple way to keep fans engaged
  • Left is a service, right is a product
  • Transcript of "Spring into Social Media for Local Retailers"

    1. 1. Spring intoSocial Media Ethan Giffin Groove Commerce May 10th, 2011
    2. 2. Our goal is to bridge the gap between marketingand technology and while helping retailers toreach their full online potentials. 2400 Boston Street,Services include: Suite 320, Baltimore, Maryland 21224 • eCommerce Web Site Design • Social Media Marketing www.groovecommerce.com 800.564.9826 • Pay Per Click (PPC) Management @GrooveCommerce • Search Engine Optimization (SEO) • Email Marketing • eCommerce Site Analysis • Conversion Consulting May 2011 Spring into Social Media 2
    3. 3. Social media usage by small business owners doubled in 2009 and rose again in 2010. • 91% are using at least one social media tool • 80% have a company page on a social networking site • 79% post status updates or articles of interest on social media sites • 54% monitor feedback about the business • 52% are active on Twitter Source: http://www.expansionplus.com/May 2011 Spring into Social Media 3
    4. 4. 93% of people active online fully expect companies to be present in social spaces and be willing to have a conversation with them. • 4 of the top 7 highest-traffic websites (Facebook, YouTube, Wikipedia, and Blogger) are social media websites • More than half of all people in the U.S. over 12 have set up a social media profile • Twitter now has 110 million users and is adding 300,000 a day • Two-thirds of the global internet population visit social networks — Nielson, Global Faces and Network Places Source: http://www.expansionplus.com/May 2011 Spring into Social Media 4
    5. 5. 67% of shoppers spend more after recommendations from an online community of friends. (Internet Retailer, September 2009) 53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on their intention to buy the product. (ROI Research for Performance, June 2010) Half of the top 25 retailers have integrated Facebook into their own sites, as have 17 of 25 fastest-growing retailers. (Facebook)May 2011 Spring into Social Media 5
    6. 6. May 2011 Spring into Social Media 6
    7. 7. Claim Build Engage!May 2011 Spring into Social Media 7
    8. 8. Local Search Youtube Facebook Twitter Foursquare Groupon In Your Store… (Bonus)May 2011 Spring into Social Media 8
    9. 9. May 2011 Spring into Social Media 9
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    17. 17.  Getting Fans Engaging Fans Monetizing Fans May 2011 Spring into Social Media 17
    18. 18. According to Facebook, people who click the “Like” button on external sites have 2.4x the number of friends than the average Facebook user, and click on 5.3x more external links, so ensuring you connect with these word-of-mouth advocates is not just a nice-to-have, it‟s a must-have. Source: http://www.expansionplus.com/May 2011 Spring into Social Media 18
    19. 19. May 2011 Spring into Social Media 19
    20. 20. Consistently post content • It’s important to give users a reason to come back to the page. Posting once a day, if the information is relevant, is a simple way to keep fans engaged  Post recent news in the industry  Talk about upcoming events  Promotions going on on-line and in the stores Respond to user posts • Answering questions, assisting customers, and responding to reviews can help you engage with your audience as well as providing an opportunity to link back to your site Source: http://www.expansionplus.com/May 2011 Spring into Social Media 20
    21. 21. Create interaction with users • Post relevant information about what’s going on in the industry  Example: Syracuse University lacrosse team remains No. 4 in major polls with No. 1 Notre Dame on tap  Do you think Syracuse should be above Hopkins in the polls? Have promotion to get more „Likes” so you can build your list of followers • Offer free socks to 600th fan, free shirt to 700th fan, …free outfit to 1000th fan. Source: http://www.expansionplus.com/May 2011 Spring into Social Media 21
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    28. 28. Facebook Twitter EmailMay 2011 Spring into Social Media 28
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    37. 37. Claim Your Real Estate • Google Places, Facebook, Twitter, Foursquare Develop a Consistent Voice and Look Create Content!! Start Conversations!! Engage In-StoreMay 2011 Spring into Social Media 37
    38. 38. May 2011 Spring into Social Media 38
    39. 39. With over a decade of industry experience in eCommerce, Ethan E. GiffinSEO and the dynamic technologies that drive them Ethan CEO & FounderGiffin founded Groove Commerce to be a boutique web ethan@groovecommerce.comagency that provides enterprise class service for onlineretailers.This blend of industry and agency experience has made Ethana sought after speaker and panelist at top events including:Internet Retailer, eTail, Search Engine Strategies (SES), SMX,American Marketing Association PubCon and Ad:Tech.Currently, as CEO Ethan is leading the charge to make GrooveCommerce the Mid-Atlantic‟s premier Magento partner. May 2011 Spring into Social Media 39
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