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Online all the time slideshare version

  1. 1. Online All The Time:Choosing The Right Tools For Building Your Jewelry StoreReputation With Social MediaFebruary 16, 2013 Is All This Talk About Social Media Driving You Crazy? 1
  2. 2. A Static Website And A Rarely Used FacebookPage Won’t Help Your Business Grow in 2013Traditional Marketing Methods Are No LongerEnough To Warrant Your Customers Attention 2
  3. 3. “Hugging Your Customer” Has ChangedDramatically in 2013Maximizing Your Online Presence Is The KeyTo Success; It Requires An Integrated Strategy 3
  4. 4. Businesses Today Must Create A Strong OnlinePresence And Become A Customer DestinationHow You Create Online Engagement Is ACritical Factor To Your Brands’ Success 4
  5. 5. Engaging Customers With Your Brand Is AProgression Thru A New Social Strategy Altimeter GroupWatching Is The First Stage of EngagementCustomers Follow WhatOthers Are Saying: Visit Social Networking Sites, Read Blogs, Watch Videos, Or Listen To PodcastsConsumers Are SeekingSocial-Created Content ToHelp With MakingDecisions, Learn FromPeers, Or Entertainment 5
  6. 6. Sharing Will Continue To Build Customer Engagement• Users Update Status On Social Sites Or Twitter, Upload Photos, Videos, Articles, Etc.• Users Share The Information With Peers; Two Goals: • Support Others, And Demonstrate Knowledge • Use Of Sharing Tools Maximizes Engagement Potential Commenting Means Devoted Customers Now Want To Commit Their Time To Engaging With Your Brand• Customers Regularly Respond To Others’ Content • Comment On Blogs Or News Stories, Add Review Or Rate Products• Commenters Support Brands In Public – Come To Aid of Brands If Other Participants Speak Harshly• Commenters Actively Participate, Support, Or Contribute Ideas/Opinions 6
  7. 7. Producing Showcases Further Growth OfCustomer Commitment To Your Brand Consumers Create And Publish Their Own Content on Company Websites, Blogs, Videos Or Podcasts They Want To Express Their Identity, Deliver Own Content, Be Heard Or Be Recognized Their Voice Matters On Behalf Of Your Brand Provide Public Recognition For Most Helpful Community MembersCurating Content For Your Most EngagedUsers Keeps Them Coming Back Curators Moderate Or Are Heavily Involved In Online Communities Including Wikipedia, Fan Pages And Discussion Boards Curators Are Invested In The Success Of A Product Or Brand And Want To Be Recognized Curators Are Protective Of Brand Value (Think Of Themselves As Surrogate Owners Of Business) 7
  8. 8. What Tools Should Your Jewelry Store Use ToCreate Maximum Engagement?Engaging Customers With An EffectiveFacebook Fan Page 8
  9. 9. Engaging Customers With An EffectiveFacebook Fan Page Comment:Watch: • Enable All Comment Filters• Create A Fan Page With • Encourage Fans To Regularly Numerous Activities For Engage By Commenting Your Customers To Follow• Create New Content EVERY Produce: DAY To Insure They Return • Publish Blogs, Videos, etc. And Link On A Regular Basis To Facebook Page • Ask Customers To Produce For YouShare:• Create Opportunities For Followers To Share Curate: Information, Links, Photos to • Give Public Credit To Highly Others Engaged Users and Content Curators • Showcase Curated ContentImproving Facebook EngagementKeep Your Updates Short Research Shows That 100Characters Or Fewer Seems To Be The Sweet Spot.Easy Cross-posting On TwitterAdd Photos/Videos Posts That Include A Picture OrVideo Generate 120% And 100% More EngagementDon’t Use URL Shorteners Engagement Rates Were 3XHigher For Facebook Posts That Use A Full-length URLPost At Times Ideal For Your Fans Optimal Time ToPost Is Between 1:00 Pm And 3:00 Pm• Links Posted Between 1 And 4 Pm Get The Highest Click-through Rates ( Wednesday At 3:00 Pm Being The Best Time To Post All Week)• Engagement Rates Are 18% Higher On Thursday And Friday• If Your Goal Is Likes Saturday And Sunday Posts Get The Most Likes Buddy Media 9
  10. 10. Creating Customer Loyalty With YourCompany BlogCreating Customer Loyalty With YourCompany BlogWatch: Comment:• Share News Relevant And • Enable All Blog Comment Filters Timely Articles About The SKI/Snow Industry • Encourage Commenting Often 0• Review Books, Websites, Produce: Blogs • Invite Industry Experts To GuestShare: Write Posts For Your Blog• Post Other Bloggers’ Posts Curate:• Post Useful Blog Resources • Recognize Subject Matter• Report Live From Trade Experts Within User Community Shows And Industry Events • Ask Them To Create Blog Content 10
  11. 11. Wowing And Winning Customers With YourCompany WebsiteWowing And Winning Customers With YourCompany WebsiteWatch: Comment:• Update SM Content On Your • Enable All Web Comment Website Regularly Features 0• Include Produced And Curated Produce: Content On Your Website • Update Website With NewlyShare: Produced Customer Content• Highlight Links To Your Social • Publish Articles and/or EBooks Media Sites On Your Website• Share SM Content Via Your Curate: Website • Link Curated Content On• Drive SM Traffic To Relevant Website Web Pages • Recognize Subject Matter Experts Within User Community 11
  12. 12. Linked In Has Powerful NetworkingOpportunitiesLinked In Has Powerful NetworkingOpportunities Comment:Watch: • Reply To Questions And On• Read Weekly Linked In Discussions In Targeted Business Updates For Changes In Community- Groups 0• Link Appropriate Social Produce: Media Content Via Groups • Start Your Own Linked In Group To Share Expertise And BuildShare: Community• Share Content From Industry Media To Establish Curate: Expert Status Within • Regularly Curate Content To Your Community Personal Page And Your Groups • Recognize Curators For Their Efforts 12
  13. 13. Encourage Email Customers To Transition ToSocial Media Via Attachments And LinksEncourage Email Customers To Transition ToSocial Media Via Attachments And LinksWatch: Comment:• Link Email Content to Social • Ask For/Encourage Media Sites Comments on Email Content• Regularly Remind Email • Drive To Social Media Customers About Social For Reply Media Activities Produce:Share: • Demo Videos And Publish Via Email, Blogs And Social• Create Opportunities For Media- Offer Sharing Tools Followers To Share On Posts Information, Links, Photos to Others Curate: • Offer Rewards For • Ask For Readers To Create Doing So Content – Run Contests 13
  14. 14. Ten Ways To Maximize Your Online Presence 1. Use The Online Marketing Programs We Discussed – Share Content EVERY DAY Including Your Company Blog, Facebook, Linked In, Twitter, Email Marketing 2. Get Listed In Google Places Google Searches Prioritizes Local Results. Enter Your Businesses Details In Google Places And Index Your Business And Provide These Details In Searches Improving Your Ranking And Providing Increased Traffic To Your Website 3. Start Following ‘Twitter’ Trend In Recent Time, Businesses Have Taken To Twitter As A Means Of Driving Traffic To Websites And Blogs. Add Links To Photos, Websites, Products, Offers Etc. To Drive Traffic From Your Twitter Site Creative Business Consulting Group www.cbc-group.netTen Ways To Maximize Your Online Presence4. Maximize Your Reviews And Make Them VisiblePeer Reviews And Referrals From FriendsHas A Much Greater Effect On ThePurchasing Decision Than Anything ElseObtain Testimonials, Case Studies And ThirdParty Reviews Which Will Help CustomersWith Their Buying Decisions. UseOrganizations Like TripAdvisor And Yelp5. Work On Improving Customers TrustInclude Details Of Corporate Or PersonalMembership Of Trade Bodies Or Institutes AsWell As Copies Of Certificates OfAchievements And Awards On Your Website.This Will Help Improve Trust Between TheCompany And Is Potential Customers. Creative Business Consulting Group 14
  15. 15. Ten Ways To Maximize Your Online Presence 6. Get Your Articles Published In Article Directories Develop Company Position As A Thought Leader And To Expose Your Brand To A Wider Audience Via Article Writing Articles Will Be Picked Up By Other Sites Or Bloggers And Published With By-line And Website Details. Google Indexes Articles Which Helps With SEO And Increased Traffic To Your Site 7. Have An Email Signature Email Signatures Are A Great Way To Promote Your Website, Blog Or Other On Line Presence. The Inclusion Of Hyperlinks To Your Website Makes It Easy For Potential Viewers To Connect. Creative Business Consulting Group www.cbc-group.netTen Ways To Maximize Your Online Presence 8. Fill Out Title Tags Title Tags Are Embedded In The Coding For Each Page Of Your Site. Typically, People Don’t Search By Company Name. Using Keywords And Phrases In The Title Tags Will Help In Search Engine Rankings 9. Enter Your Meta Tag Description This Is The Part Of The Search Engine Listing That Appears Below The Main Title Use This Space To Describe The Main Benefits That You Offer Customers For Your Business Google Will Default To The First Line Of A Company Website If A Meta Tag Description Is Not Found Creative Business Consulting Group 15
  16. 16. Ten Ways To Maximize Your Online Presence10. Benefit From Google ToolsGoogle Offer A Number Of FREE Tools To HelpYou Maximize Your Web Presence. Use Them.Google Analytics. Google Analytics ReportsHelp You To Understand How People InteractWith Your Website, Where The Enter And ExitThe Site, How Long They Stay, What KeywordsOr Search Terms They Use, Etc. Use ThisInformation To Improve Performance And ContentOf Your SiteGoogle Alerts Get Notified To Keep You AbreastOf What Is Happening In Your Industry, AnyBreaking News And Information On CompetitionGoogle Maps Embedding Maps Into YourWebsite Will Help Customers Find Your PhysicalPresence; Ensures Better Rankings For Your Site. Creative Business Consulting Group Creative Business Consulting Group 16