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How to Use Social Media to Build Lasting Relationships with Your Customers

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Social Media for webstores, e-commerce and retail

Social Media for webstores, e-commerce and retail

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  • Good morning everyone, For anyone that didn’t meet me in the last couple of webinars, I set up an ecommerce store back in 1999 selling sunglasses, and for the first 6 years we where the biggest sunglasses e-tailer in the UK, based on volume and turnover with a decent profit too.In 2004 Google decided they didn’t like us, we suffered a Google penalty, now Google penalities are talked about and most people have heard about them, or certainly penguins and pandas, but back then no one knew what they where,Overnight we went from top of Google for all our keywords to page 7 and 8!Going through 2 SEO agencies over an 18 month period neither of them could solve the problem, we lost 40% of our turnover, I then found a guy in newyork on a ridiculous hourly rate and within 2 weeks he solved the problem and got us back!Cutting a long story short, I became passionate about SEO and decided to change my career into helping others understand it and avoid the pitfalls of Google! This webinar is the last of a three-part webinar series:"Finding, converting and keeping ecommerce customers: SEO, blogging and social media for webstores" In the first webinar, I explained how SEO provides the building blocks of a successful webstore. In the second webinar, we unleashed the power of blogging and looked at the many different ways blogs can be used to drive online sales. You can download the previous webinars here: http://www.tricityretail.com/webinars.htm This webinar is all about how to use SOCIAL MEDIA to build lasting relationships with your customers. So Let’s begin! w:JonnyRoss.come:jonny.ross@jonnyross.com twitter: @jrconsultancyt: 0113 320 21 21
  • This webinar is all about SOCIAL MEDIA. We will cover:What is Social MediaTypes of Social MediaSocial Media monitoringSocial Retail - why use social media to connect with customers?Facebook – targeting and campaignsTwitter users - usage and campaignsYouTube traffic and campaignsPintrest targeting and campaignsVine VsInstagramVine and Instagram campaign ideasFoursquareIntegrated social media campaignsBlogging and social mediaTurning blogs into social media contentGoogle+ By the end of this webinar, you will hopefully be buzzing with ideas that you can take away and try out today. 
  • Social media is a buzz word for online platforms that people can interact with, share and comment on. It’s the likes of Twitter, Facebook and LinkedIn. Social media has been around since the beginning of computers. It used to take the form of chat rooms and message boards - these were the places you would go to communicate with others and get information. But social media now has evolved and there are many different platforms and many different ways to connect with customers through them. The retail world has been slow to adopt social media.  But at last we are seeing it take off – don't be left behind. 
  • If you’re not familiar with social media and need some convincing about why you should spend time on it for your business, here are some personal examples for you to think : 
  • I've just bought a new car. As this was a big purchase decision, I spent a lot of time doing research before I parted with my cash. This research helped me eliminate the risk of making a bad purchase decision. And where did spend a lot of my time researching? online, of course. I’m on LinkedIn and am part of a business networking group called The Yorkshire Mafia. As well as being great for new business contacts, the group has over time developed a friendly familiarity that means I really trust their opinion. So the first thing I did when deciding which car to purchase was go onto the Yorkshire Mafia group on LinkedIn and ask their opinion. I got loads of great responses, ranging from ‘best cars for making a good impression for work’ and ‘best cars for lots of business travel’ to ‘best cars in terms of space and safety for your family’. I got some to avoid, and even some contacts of professionals who could advise me in more detail.
  • One of my clients offers life coaching and NLP courses. She knows that some of her clients are into alterative medicines and spiritualism,  So we’ve looked at how we can interact with some of the Facebook groups based around this subject. This then allows her to better understand and engage with her clients and potential customers. As she spends time in these groups offering advice, people are much more willing to come to her for courses. She has used the pages to build trust – as trust is a really important part of her customers’ purchase decision. 
  • Another example is another client of mine who has a target audience aged over 50, and more specifically, men who play golf. We are therefore currently looking at interacting with golf course Facebook pages and Twitter accounts with a view to creating a relationship with not only the course itself but also with its members. This hopefully will lead to my client being able to offer the golf course preferential rates to his customers through his website. It will also mean that his initial contact is not cold as a traditional first interaction may have been, as he has spent time interacting with the established trusted golf centres using their social media pages. So you can see that social media is an excellent way of building a relationship with your customers and potential new customers online, without being intrusive, and in a way you can establish yourself as a trusted supplier, and someone with something useful to offer them. Don’t worry about setting yourself up on every social media platform going: there’s no need. Just focus on the ones you know your customers will already be using to begin with and concentrate your energies there.So lets establish what is classed as social media
  • This insane graphic shows how ludicrously complicated social media marketing can be now, but let me break this down for you and help you find the right platforms
  • Social Networks – these include the likes of twitter/Facebook/ linkedin (which I am going to leave for today as that is more B2B then B2C)Paid / Non Paid – all of this costs money, its your time, but yes you can pay to advertise on Google/Facebook/twitter etc but we are going to cover the non paid side todaySocial Bookmarking – these are sites where you can bookmark your content for other users to find Check Ins – these are platforms for customers to check in to a physical locationForums – mothering forums/charity forums/dog trust etcTraditional Publishers – all the newspapers and magazines – these are absolutely classed as social media if they are online, I know in the UK one of the main newspapers (MailOnline) gets over 900 comments on most of its articles, they get around 2500 comments per hour, with over 9 million visitors per day!Blogs / Microblogs – this is the likes of wordpress/blogger/tumblr/twitterEmail marketing – this is absolutely classes as social media – it should be used to integrate campaignsAnd lastly you have all the Management / Monitoring / Automation tools, which some we will cover
  • The important thing to remember if you are new to social media is that you don’t have to be a social media whizz to get started – you just need to know your CUSTOMERS and your PRODUCTS and match your social media activities accordingly: Know your customers: Where do they spend their time online? What products do they buy?Know your products: Are they the kind of things people would discuss in forums, or are they something that someone would click on a Facebook or Google advert to buy?Know the purchase decision-making process: Taking into account your customers and your products, what do they do before they buy? Remember that higher value products (and this can be either higher financial value eg. A car; or emotional value eg. A beauty product) means that people will require more reassurance in order to make a purchase. You wouldn’t ask friends on Facebook which packet of chewing gum you should buy, but you might ask them to recommend an anti-aging cream that has worked for them
  • Once you know the demographic of your customers (for example Women aged 35-50), you can choose the social media platform that has a demographic most closely matching your customers. Alteernatively, you could go onto the bigger platforms (like Facebook for B2C, or LinkedIn for B2B) and search for topic areas around your products or services, then contribute to discussions – as I mentioned in my examples earlier.  The important thing is: Don’t be afraid of social media. Once you get started, you will soon pick up the etiquette by following what others are doing, and showing an interest. And don’t try and do everything all together.  
  • So I may have convinced you, I have also broken down the different types, and have started to talk demographics, but I am confident some of you will barriers, let’s hit them head on!
  • When I ask any business for the top risks of using social media, time and time again 2 key ones keep coming out.I don’t have the time for this, and what about Negative comments, back feedback
  • Firstly I am going to cover the worry of time, I think that’s a fair comment it is time consuming, however at some stage you have to bite the bullet, do you remember when you first had to start emailing and replying to emails, but eventually you had to otherwise you looked like a dinosaur, and actually emails saved time, no need to put things into an envelope, put a stamp on and things get delivered immediately. Yes there is going to be a learning curve, but in the long term, you will find that this saves you time in other ways for example phone calls, emails and marketing activities.It will also be outweighed by how you can reach new audiences, business is built on relationships. Social media is all about relationships not selling. Sharing is the most important activity that happens online and it’s already started.Your contacts and your target audience are using the internet socially right now, not tomorrow, who knows what they will be doing in the future.Don’t miss out on conversations and opportunities… why not join in, if you don’t you will have plenty of time on your hands!
  • Listening / Alerts /Social MonitoringI have had to swap things round a bit due to the huge number of you that are worried about negative comments, later I will talk you to about spotting a conversation or an opportunity, this bit is all about listening, alerts and monitoring.So lets talk about these negative comments…The first thing you have to accept is that whether you have a social presence or not, people will still moan about you, if there is something to moan about.Think about it, you go to a restaurant and you get bad service, you will more than likely tell someone, you may tweet about it or you may put it on you Facebook status. This is totally irrelevant as to whether that restaurant is on social media, or not, you will still tell your friends.Now I think that if that restaurant was on twitter or Facebook you are more than likely to direct the comment at them instead of your friends. The benefit of this is that the restaurant is the first to know about the comment. The power of having a presence is that you can contain and reply to the comment, therefore giving you an opportunity to publically defend or publically turn it round.The point here is that you can’t stop people making terrible comments, it will happen, its better you know about it, listen and get involved than not. I was watching Gordon Ramsay’s kitchen nightmares, he said If 16 people are saying the soup is crap in a particular restaurant, the restaurant needs to listen and find a better soup!That’s the point really…
  • One bad example was Harewood house in Leeds, it’s one of England’s treasure houses and is set in a beautiful landscape in Yorkshire.On 17th September last year, someone put onto their page, please let this be the last time our wedding coordinator is changed. Our last one was great and this is going to be our 3rd.What would you expect to see…? A reply, you would have thought, but no instead, they did Absolutely nothing, they could have said we are so sorry, Amy is now looking after you is absolutely fantastic, she has organised over 20 weddings, her clients really love her, don’t worry about a thing, and we are really sorry you are feeling concerned and we are going to through in a free bottle of champagne as an apology.What did they actually did, they ignored it and day later there was some ghastly comment about “our courtyard sale whisper whisper is going to be starting on Thursday, and then on the Tuesday, “love Harewood, live Harewood, our new membership scheme is out, and there a a load of comments about how the new membership scheme is going to be crap for me.  Again they could have said, listen we are really sorry we can never get this right for everybody we have tried to streamline it etc….So that’s an example of what not to do….so there are some simple ways to watch out for this
  • So some of you are also worried about how you are going to monitor, do you have time to monitor….There are so many tools out there to monitor / spot / receive alertsFirstly if anyone posts on your page or tweets / mentions you, as the account holder you automatically receive an email immediately, so you will soon find out if there is a good or bad comment. But here are some handy toolsGoogle Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your queries.Social Mentionis a social media search engine that searches user-generated content such as blogs, comments, bookmarks, events, news, videos, and microblogging services.Twilert is a Twitter search tool that sends you email alerts of tweets containing your brand, product, service... well any keyword you like really!Mention allows you to create alerts on your name, your brand, your industry and your competitors and be informed of any mention on the web and social networksFor AnalyticsTwitonomy – is the best twitter analytics tool you have never heard of! It’s Free and gives quite a lot of detail, it all depends how much you want. SocialBro is a set of Powerful marketing tools to grow your business through TwitterFor automation DeliverIt allows you to Distribute your blog to facebook, twitter, google+ and more.
  • ‘Social Retail’ – is a concept of using social media to drive retail sales – this brings many advantages: Get to know customers better, ie what they do and when (outside of buying process) Can inform timing and targeting for your marketing campaigns (and thus save you money/increase campaign ROI)Enables you to not only track buyer behaviour, but also understand opinions and motivations tooBuild long term (two-way) engagement Access valuable market research data for freeEngaged customers act as valuable brand ambassadors 
  • Targeting customers – who uses Facebook? 57% women, 43% men67% of users are over 35 years old – surprised?High engagement – users spend average of 32 minutes on site each visitThe Walmart boss in Leeds, in the UK he says “we post at 2.55pm as this is when mums are in the school playground waiting to pick kids up from school – they use spare time to check their Facebook” we find its one of the best items to get engagement, in fact if we don’t get 100 likes in the first 60 seconds we ditch the post!I can only wish for that volumne!!
  • A simple Facebook campaign by Diesel – bringing Facebook ‘likes’ into the real world:http://www.youtube.com/watch?v=4OZmbBPym1k
  • How Corona Light created a huge buzz without a huge budget, by giving its Facebook fans the chance to appear on a New York billboard:http://www.youtube.com/watch?v=utPtqdPjqwY
  • Who would have thought a soap product could have over 19 million likes and over 320,000 people engaging with the brand at any one time!
  • Twitter users and usage Targeting customers – who uses Twitter and how do they engage? Twitter users:Have above average income and education levelAre 3 times more likely to follow brands than Facebook usersAre twice as likely to purchase from a brand than Facebook users
  • Slide 7 – Twitter campaigns Twitter campaigns can be extremely cheap and easy to implement, but need to be well thought out.  When it goes right: Dominos #letsdolunch Aim: to get more lunchtime customersHow it worked: From 9am-11am on the set day, each time someone tweeted with #letsdolunchhashtag, the price of the Dominos Pepperoni Passion pizza was knocked down by 0.01p. At 11am, they stopped counting tweets and offered the pizza to all their consumers at the reduced price until 3pm that day. P Pizza price dropped from £15.99 to £7.74 in 2 hoursThat's 85,000 tweets with the hashtag #letsdolunch in the space of two hours!
  • @tescomobile is well worth a look too. As the name suggests, it’s a separate account set up in relation to Tesco Supermarkets new mobile phone offerings, and as you can see from the screen shot below – they’re definitely on the ball when it comes to a little banter in the name of healthy competition!
  • The Onion: ‘America’s Finest News Source’. The Onion isn’t perhaps a business in the traditional sense, in that their ‘product’ is their content, which is free, but they are truly a masterclass in tweets that get retweeted. How do they do it? by creating fresh, unique, shareable content. And lots of it!In turn, their tweets regularly go viral, and so their audience just keeps on growing!What can you learn from The Onion? Content is king. Make sure yours is good enough to be shared!
  • Innocent Drinks: What the smoothie making giants don’t know about social media, isn’t worth knowing. Their 165,000+ followers didn’t happen by chance. They’re the result of well thought out strategies that engage, educate and entertain. Their promotional tweets are well and truly balanced out amongst their funny photos, retweets from their followers, charity news and much much more. They are a true masterclass in building a social media network that people want to be a part of, because of its community feel and entertaining content.For a funny picture of a llama to score 131 retweets, and 85 favourites, you definitely need to have an actively engaged audience!What can you learn from Innocent? Engage, Entertain and Educate. Build a community that people want to get involved with and success will surely follow!Take a few notes from these twitter geniuses and you’ll soon be on your way to your own social media success story.
  • Takeaway website Just-Eat are another great example of a big brand that really knows how to engage with the little guy. They have set a casual, friendly tone that suits the brand perfectly, and their social media team work hard to reply to many tweets every day, as well as setting up giveaways, competitions and fun little snippets to entertain as well as engage. They’re another great example of a brand creating their own regular hashtags too, from the shamelessly promotional #TakeawayTuesday to the just for fun #WeirdWednesday, they encourage followers to get involved, a key ingredient for successful engagement.In this example you can see they have spotted someone has ordered a takeaway
  • Hear they spot someone mentioning them and have a fun reply
  • Here they simply notice someone saying they are hungry and jump in saying did you place an order….
  • Here is an example of When it goes wrong: McDonalds #McDstories When McDonalds chose to use the dangerously vague hashtag #McDstories as part of a campaign that was meant to draw attention to the brand’s fresh produce, the hashtag was taken over by people sharing McDonalds horror stories. Note:Read more: http://www.businessinsider.com/mcdonalds-twitter-campaign-goes-horribly-wrong-mcdstories-2012-1#ixzz2jj476w88 
  • YouTube traffic  YouTube is the second most popular search engine after GoogleIt has 490 million unique visitors per monthIt generates 92 billion page views each monthThe average user spends 25 minutes on the site each visitThe most watched music video is ‘Baby’ by Justin Bieber (he started his career on YouTube) – the video has 536 million views!
  • Does is surprise you that the biggest age group of audience on there is 35-49 year olds! Most people think teenages when you say social media, but look at the facts!
  • Slide 9 – YouTube campaigns The power of a viral video cannot be underestimated – and they can be created with minimal budget. YouTube is perfect for creating brand personality – great for brands that have a charismatic leader or employee.This company illustrates how you can have an incredibly successful yet cost effective marketing campaign. Mike, the owner and founder of Dollar Shave Club, is the star of the video. This business allows you to select one of their razors, pay one low monthly fee, and they send them right to your door and promises “No more over-paying for fancy brand name shave tech and no more forgetting to buy your blades” in a video that cost £4.5k to make, is frankly hilarious. So no surprise that they are a few hits shy of 12 million on You Tube. A witty use of language and humour means you can’t help but want to be associated with the brand and use their razors.Watch videoThis really illustrates bespoke personality marketing and the importance of a “sharable idea” which is at the heart of making a campaign go viral. You have to give people something to talk about, and this certainly does that. Just a few of the comments from You Tube highlight its popularity with many personal references to Mike “Mike you F**KING rock” and “I actually sought out this ad to watch, copy and send to friends. NOW THAT is a successful ad campaign!!”What he has also managed to do is get a raft of people to video receiving the razors in the post, unpacking them and reviewing them and posting their own videos on youtube! See DollarShaveClub.com: http://www.youtube.com/watch?v=ZUG9qYTJMsI
  • Pinterest is perfect for retail companies due to its visual nature. Users break down as follows:68.2% are women 50% of users have childrenAnnual household income $100,000+Pinterest has a higher referral traffic percentage than LinkedIn, Google+ & YouTube combined Link: http://www.dr4ward.com/dr4ward/2012/02/what-are-13-very-pinteresting-facts-about-pinterest-users-infographic.html
  •  As Pinterest is reasonably new, not many companies are using it well yet. This campaign by Kotex was one of the first Pinterest marketing campaigns: Kotex Women’s Inspiration Day Kotex found 50 "inspiring" women and looked at what they pinned on PinterestThey then sent the women a virtual giftIf the recipient pinned the gift, she then got a real one in the mailNearly 100% of the women posted something about their gift, not only on Pinterest, but on Facebook Twitter and InstagramThere were more than 2,200 interactions and 694,853 impressions from the 50 gifts (and many more from the video, which was also shared)
  • Vine and Instagram can both be used to share videos.My personal favourite is vine, I find the functinallity better and tend to get better engagement
  • (1) Product Launch or RebrandIf you’re about to introduce a new product or service, start generating buzz by giving viewers a sneak peek. Vine also works especially well for long-awaited product updates, new model year designs, new branding, and upcoming line extensions. Link viewers to your website where they can get more detail.(2) Virtual Tour of your Building or Team OfficeWhat do your four walls say about your brand? If it enhances your image in any way, give viewers a glimpse of your space. You could be trying to communicate your cool factor, update customers on your renovation project or put faces to names that customers are familiar with but haven’t met.Even use this to simply show some personalityTo help summarise what works well, I’ve picked a couple of examples to demonstrate!(3) Build Brand Equity (Urban Outfitters Retail shop in the UK)This Vine is great as it shows two cute dogs, and two absolute truths in marketing are that sex sells and people love to share content about animals. By understanding what your customers like, then sharing relevant content, you can help customers identify with your brand.Secondly it just has just two different clips in it, so it’s not painful on the eyes. In my opinion, the best examples use a single continuous clip or motion capture so the viewer doesn’t have to try and take in several different camera angles in just six seconds. I would suggest that unless there’s a particularly pressing need, Vines should be limited to around three of four different shots otherwise it can dilute the impact.(4) Run a Competition (Doritos)Another great example. The vine contains a single idea, but it’s incredibly creative and fun to watch. Doritos is also one of the few brands that have made use of the fact that Vine records sound as well as video. Finally, this clip ties into a competition so it serves a purpose beyond simply testing out Vine to see what it can do.
  • ASOSASOS is another brand that puts social at the centre of its marketing activities, and it has been particularly innovative with its use of Vine so far.Rather than using the app to display products, ASOS has attempted to get its followers to contribute content by posting clips of themselves unboxing their orders using the hashtag #ASOSUnbox.It has also posted straight-forward product-driven clips, but using Vine to get shoppers to show off their own experiences is a great idea.ASOS also suggested you could win free product and then selected several to product to!Gap CanadaGap’s use of Vine is very route one - it’s mainly nausea-inducing clips of loads of different products.A couple of them aren’t too bad though, including this clip of Gap jeans from past to present. Checkout Samsung and Dunkin Donuts on vine too!
  • So what kind of pictures should you take?Of course, if your business sells products you have a fairly rich subject matter, but what if you don’t?Teasers, sneak peeks & behind the scenes pictures work well. You can give your followers a new level of access by uploading Instagram pictures of places or things they haven’t seen before.People buy from people,  so add a bit of personality. It’s likely your brand already has a character, even if that’s unintentional, so build on this with some non-business pictures. Has someone in the office baked cakes or have you had a monster planning session and filled the walls with Post-it notes and flipchart sheets? Instagram has a way of making even the most mundane picture look beautiful, so get creative with your subject matter and start engaging your followers. Jamie Oliver does this well.
  • As with any social network that boasts million of users, brands have quickly moved in to try and use the platform as a way of extending their reach among consumers.One of the most common tactics for starting conversations with users and driving up follower numbers is to hold a photo competition. This generally involves coming up with a branded hashtag and asking users to submit images based around a particular theme. In fact, Instagram has written a blog post that gives advice on how to host a photo contest on its network.So with all these contests taking place, I thought it would be useful to flag up someexamples of brands that have used Instagram to run competitions...Dunkin’ DonutsDuring Halloween last year Dunkin’ Donuts ran a photo competition that encouraged people to post an image of a spookily dressed coffee cup.By using the hashtag #DresseDD users could enter themselves for the chance to win a Dunkin’ Donuts gift card.Compared to the other competitions, this seems like an awful lot of effort for entrants, but then it also means that Dunkin’ Donuts gets its logo in nearly every picture.
  • Samsung Camera used the hashtag#LiveInTheMoment to successfully promote their Instagram photo contest on their Facebook page.They had over 59000 entries, ironically this is one that went wrong too, the chosen winner turned out to be a picture that wasn’t owned by the person that posted it! Bad press is good press!
  • Macallan WhiskyPremium whisky brand The Macallan ran a competition last year that required users to post a photo of themselves with a bottle of the booze or a shot that represents their love for the brand.Photos needed to include the hashtag #meandthemacallan, with five winners taking home an unspecified Macallan prize. The competition was also promoted on its Facebook page and Twitter feed.
  • Tony HawkQuite a cool example was from, pro skater Tony Hawk occasionally he hides skateboards in random spots then posts a photo of the landmark with a clue as to the location.If his followers recognise the landmark and can get there before anyone else then they can pick up a free, signed board.
  • Foursquare allows users to “tag” when they have visited a place. Users build up scores based on number of visits, and are ranked on this. Foursquare is therefore a great platform for tracking visits to retail stores, and rewarding loyal customers. Here are some other ideas for Foursquare campaigns:Run ‘check-in’ specials that award loyalty pointsGive away freebies for check ins (you can do this with Facebook check ins etc too) Typically, you see Foursquare promotions at bars, restaurants and other venues. But one Florida eye doctor makes use of the platform to benefit his medical practice. Nathan Bonilla-Warford says he's been a fan of Foursquare since before it even launched in Tampa — he even founded Foursquare Day. He decided to make use of Foursquare both as a consumer and as a merchant, even though his business is somewhat nontraditional for the location-based service."I think the fact that we're not a bar or a restaurant is part of what's so compelling, because people think it's interesting," he says Bonilla-Warford. "It's different, it's surprising." What's especially surprising is what he offers as a reward for checkins: a locally-made hot sauce. He says he likes to keep things interesting."It's such a left-field kind of reward that it catches people's eyes — they smile and think its funny," says Bonilla-Warford. "Then they go home and talk about it — I went to the eye doctor, and I got this hot sauce!'" While hot sauce is the current reward, Bonilla-Warford has dabbled in more, well, relevant offerings. For Foursquare Day, he has offered 50% off a pair of glasses and a buy-one, get-one-free deal. For special occasions, he says, it's a fun promotion, but Bonilla-Warford couldn't afford to offer those promos all the time. He promotes the Foursquare campaigns in blog posts and emails, and there's advert on his retail window.
  • We are back to one of my most popular brands, they totally get the meaning of being online!ASOSASOS is one of the most popular brands on Facebook with 2.2m fans compared to Topshop’s 3.1m and New Look’s 1.9m.Like Walmart, ASOS posts 2-3 visual updates per day, including on weekends. ASOS summer sale campaignAllowed customers to preview through a Facebook appApp allowed fans to play a series of games that meant players with the most points went to the front of the virtual queue and could access the sale firstCampaign was supported with Facebook Ads and Sponsored Stories174,000 people joined the virtual queueThere were over 1 million views of the application ASOS' fan base grow by 32%You will find fabulous examples from ASOS on Facebook, Twitter, Pinterest, Google Plus and Vine
  • Webinar 2 was all about blogging, the reason to blog, how to blog, some of the key tips and tricks, the importance of editorial calendars, and how to plan the next 12 months.To remind you, I see the blog as the core of any social media campaignBlogs provide regular content to share through your other social media sitesWritten, audio, photos, illustrations, infographics or videosVideo bloging is called ‘vlogging’The sharable nature of product images is perfect for retailUser-generated content, ‘likes’ and ‘shares’ are now being ranked more highly by search engines, so it pays to invest in social media and blogging.
  • So how do we turn blogs into social media content….As well as increasing exposure to your social media pages through campaigns, you also need to make sure your website and social media channels have great content that your customers want to keep coming back to. A blog is a great way of generating content for your social media pages.  Use your blogs to:Pull out ‘how to’ and ‘top tips’ lists Create infographicsAdd photos and videos Share this content through your social media channels, and you will drive traffic back to your e-commerce website.
  • As I said the blog is the core, imagine it as your glue to create an integrated campaignTake 5 key points from your blog and turn it into 5 tweets for the week, remember the tips I gave you in webinar 2 use numbers in blog titles, 7 secrets to success, that sounds like 7 tweets for me!Take the main point and use it as a Facebook status, can you create a question / poll in relation to your blog to post on Facebook?What vine video can you create to compliment this weeks blog?What images will complement this weeks blog to post on instagram/Pinterest?Are there any offers that tie in nicely for foursquare?Could you video blog some of the post to post onto youtube?Don’t forget forums – mothering forums/music forums/charity forums/any interest there is a forum, does this weeks blog help you create a thought provoking question to post in the forum, or an offer?- Email Campaigns, do you send a monthly email, if not why not? you never have to worry again about what you are going to put in the email campaign, show snippets from your most recent blog posts!Spend time working out what you are going to blog about, create fab blogs and the rest will follow
  • Remember to share all your content through Google+. Google is by far the most popular search engine. Google rankings are therefore very influential. As Google runs Google+, it assigns a higher ranking to this social media platform than the others. Therefore, sharing your website content through Google+ will have a very positive effect on your search engine rankings using Google authorship (something I discussed in depth in webinar 1), as well as integrated Google adwords campaigns!
  • So lets summarise So we have now covered:Why social media is such an important marketing channelWhich customers use which social media platforms – and how to target themCampaign ideas for all the main social media platformsHow social media can help your website SEOI hope these slides have given you lots of inspiration and ideas on how to use social media to increase your customer base and build long-term engagement between your customers and your brand.
  • Does anyone want to challenge me, does anyone think this is all a load of nonsense?Feel free to submit questions thoughts to Tri-CityFor Tips, Tricks and more free advice Subscribe to my blog at JonnyRoss.comCarry on the conversation with me on twitter @jrconsultancy
  • Transcript

    • 1. How to Use Social Media to build lasting relationships with your customers by Jonny Ross w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 2. We will cover • • • • • • • • • • • • • • • What is Social Media Types of Social Media Social Media monitoring Social Retail - why use social media to connect with customers? Facebook – targeting and campaigns Twitter users - usage and campaigns YouTube traffic and campaigns Pintrest targeting and campaigns Vine Vs Instagram Vine and Instagram campaign ideas Foursquare Integrated social media campaigns Blogging and social media Turning blogs into social media content Google+ w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 3. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 4. Need to be convinced? w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 5. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 6. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 7. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 8. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 9. Types of Social Media • • • • • • • • • Social Networks Paid / Non Paid Social Bookmarking Check Ins Forums Traditional Publishers Blogs / Microblogs Email Management / Monitoring / Automation tools w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 10. Ask yourself questions Know your customers • Where do they spend their time online? • What products do they buy? • What services do they use? Know your products/services • Are they the kind people would discuss in a forum? • Are they suitable for a Facebook / Google Advert? w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 11. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 12. But there are still barriers! w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 13. • Time consuming • Negative Comments w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 14. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 15. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 16. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 17. Social Monitoring/Analytics/Automation • • • • Google alerts http://www.google.com/alerts Socialmention http://socialmention.com/ Twilert http://www.twilert.com/ Mention https://mention.net/ • Google Analytics https://www.google.com/analytics/web/ • Twitonomy http://twitonomy.com/ • Socialbro http://www.socialbro.com • Dlvr.it http://dlvr.it/ w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 18. Social Retail w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 19. Facebook Targeting w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 20. Diesel bringing Facebook Likes into the real world w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 21. Corona Light w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 22. Dove Soap w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 23. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 24. @Dominos_uk #letsdolunch w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 25. @TescoMobile w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 26. @TheOnion w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 27. @InnocentDrinks w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 28. @JustEatUK w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 29. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 30. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 31. McDonalds #McDstories w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 32. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 33. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 34. YouTube Campaigns w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 35. Pinterest targeting w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 36. Pinterest campaigns w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 37. Vine Vs Instagram w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 38. Vine campaign ideas • Product Launch / Rebrand • Virtual Tour of your Building or Team Office • Build Brand Equity (Urban Outfitters) • Run a Competition (Doritos) w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 39. Vine Ideas • UnBox Competition from ASOS • Show Company history - Gap w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 40. Instagram w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 41. Instagram Ideas Dunkin’ Donuts #DresseDD w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 42. Samsung #LiveInTheMoment w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 43. Macallan Whisky #meandthemacallan w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 44. Tony Hawk w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 45. Foursquare w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 46. Who is running great integrated social media campaigns? w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 47. Blogging and social media • Blogs provide regular content to share through your other social media sites • Written, audio, photos, illustrations, infographics or videos • Video blogging is called ‘vlogging’ • The sharable nature of product images is perfect for retail • User-generated content, ‘likes’ and ‘shares’ are now being ranked more highly by search engines, so it pays to invest in social media and blogging. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 48. Turning blogs into social media content • Use your blogs to: – Pull out ‘how to’ and ‘top tips’ lists – Create infographics – Add photos and videos • Share this content through your social media channels, and you will drive traffic back to your e-commerce website. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 49. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 50. Google+ w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 51. Summary So we have now covered: • Why social media is such an important marketing channel • Which customers use which social media platforms – and how to target them • Campaign ideas for all the main social media platforms • How social media can help your website SEO w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    • 52. Challenge Me? Does anyone want to challenge me, does anyone think this is all a load of nonsense? Feel free to submit questions thoughts to Tri-City • For Tips, Tricks and more free advice Subscribe to my blog at JonnyRoss.com • Carry on the conversation with me on twitter @jrconsultancy w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross