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San Francisco Gift Show: Social Media: What you should Know, Why should you care for your retail business.
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San Francisco Gift Show: Social Media: What you should Know, Why should you care for your retail business.

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Retailers today need to connect with customers in different ways. Using social media is a key component to any retail marekting programs today. Learn how to use SM to help your business thrive. For ...

Retailers today need to connect with customers in different ways. Using social media is a key component to any retail marekting programs today. Learn how to use SM to help your business thrive. For more details, contact CBCG info@cbc-group.net

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  • Introduce concept of influencer and brand evangelist
  • Introduce concept of influencer and brand evangelist
  • Owned by Google – SEO implications

San Francisco Gift Show: Social Media: What you should Know, Why should you care for your retail business. San Francisco Gift Show: Social Media: What you should Know, Why should you care for your retail business. Presentation Transcript

  • Social Media: What You Should Know? Why You Should Care About It For Your Retail Business? San Francisco Gift Show February 6, 2010
  • CBCG Is Here To Help
    • Lynn Switanowski, Founder and President ,
    • Creative Business Consulting Group
    • 25 Year Retail Industry Veteran
    • Former Senior Executive at Liz Claiborne, Reebok and Aramark
    • Areas of Expertise include:
      • Sales & Marketing: Strategy, Planning and Implementation
      • Social Media Strategy Development and Implementation
      • Open To Buy and Inventory Planning Program Development and Implementation
    www.cbc-group.net lynn@cbc-group.net @RetailHelper 617.437.9191
  • Today, Relationships Are Often Formed In Different Ways Than The Past - The Past - - Today - Face 2 Face Engagement Is No Longer A Requirement
  • The Internet Permits Facts, Thoughts And Opinions To Be Easily Expressed, Circulated And Amplified Hear Me Engage Me
  • Researching, Locating And Sharing Information Has Been Simplified By The Internet
  • Web 2.0 Communication Has Evolved From A Purely Informative To A Truly Interactive Format The Meaning Of Connection And Community Has Changed in 2010 Tell Me Converse With Me
  • Yesterday’s Marketing: 4 P’s Delivering The Right Product At The Right Price In The Right Place . Using Effective Promotion To Drive Awareness, Trial And Purchase Today’s Marketing: 4 C’s Adding User-generated Content Filtered, Aggregated, And Delivered In A Context That Makes It Useful For People To Make Connections With People, Products, And Brands They Can Build A Community Around Successful Businesses Have Transitioned From Traditional 4P Communication Strategies To 4C…
    • Outbound Marketing
    • Telemarketing
    • Trade Shows
    • Direct mail
    • Email Blasts
    • Print Ads
    • TV & Radio Ads
    • Interruption
    … While Shifting Emphasis To Consumer Engagement Through Permission, Not Interruption
    • Inbound Marketing
    • SEO
    • Blogging
    • Social Media
    • RSS
    • Viral Videos
    • Free Tools & Trials
    • Permission
  • Customers Expect Retailers To Participate With Them In A Social Media Dialogue Increased Emphasis On Customers Interactions And Sharing Of Customers’ Experiences
  • It’s Not Just For Kids; Trends In Social Media Usage Transcends Generations Relationship And Community Development Via The Internet Impacts Consumers Of All Ages
  • Consumers Are More Mobile And Expect Access To Information Wherever They Are
    • Mobility
    • Adoption Of Smart Phones And PDA’s Has Accelerated The Development Of Mobile Applications
    • Inexpensive “All You Can Eat” Data Packages And Broadband Expansion Has Facilitated An Increased Use Of Mobile Devices For Internet Search And Communications
    • Consumers Expect Access To The Same Information On Their Mobile Device As Their PC
    • Forward Thinking, Progressive Retailers Can Get Information In Consumers’ Device At The Point Of Sale
  • Numerous Social Media Sites Have Been Created Allowing Multiple Platforms For Dialogue… Not To Worry, You Don’t Need To Be An Expert In All Of Them
  • … Enabling Consumers To Engage Simultaneously With Multiple Retailers And Communities Key: The Retailer Is Not The Center Of The Conversation – The Consumer Is !!!!! Retailers Communities Consumer
  • The Internet Permits Facts, Thoughts And Opinions To Be Easily Expressed, Circulated And Amplified Hear Me Engage Me
  • Why Now? How Can Social Media Improve My Retail Performance?
    • Incremental Sales Growth
    • Lower Marketing Expenditures
    • Improved Tracking/Measurement Of Promotional Offers
    • Increased Search Engine Optimization/Ranking
    • Enhanced Customer Service/Satisfaction
    • Promote Customer Loyalty/Stickiness
    • Creation Of Intimate Community And Brand Evangelists
    Only 28.7% Of Retailers Participate In Public Online Communities; Lagging Many Other Industries
  • What is Facebook? Facebook
    • Social Network That Lets You Connect With Friends, Co-workers, And Others Who Share Similar Interests Or Who Have Common Backgrounds
    • Secure Network with Rigorous Privacy Controls,
    • Facebook Has Been Called The "Thinking Person's" Social Network.
    • Compared To Many Other Social Networks, Facebook Gets New Features And Improvements On A Regular Basis
    • 48.2% of Companies Have A Corporate Profile – Works Best In B2C
    Source: Cnet.com, Marketing Profs Facebook Is A Social Utility Tool That Connects You With The People Around You
    • Peer Interaction. Meet Potential Customers For Your Business.
    • Contacts And Competition. Not Only Are Your Friends On Facebook, So Are Your Prospects, Your Customers, Your Partners And Your Competitors.
    • Open Doors. You Can Easily Begin A Dialog With Highly Successful—even Famous—people Who Were Previously Otherwise Unreachable
    • Build Relationships. By Engaging In Conversations With Your Prospects And Customers, You Can Better Adapt Your Marketing And Business Services To Meet Their Needs
    • Raise Visibility . By Consistently Showing Up, Posting Relevant Information, And Being A Thought Leader, You Can Increase Visibility And Credibility As An Expert In Your Area
    How Can Facebook Help My Business? Facebook
    • Develop Your Personal Brand . Reveal As Much Or As Little About Yourself /Your Business As You Wish, Allowing You To Personalize Your Brand
    • Target Your Niche . Users Volunteer Vast Amounts Of Information About Themselves That You Can Readily Access. These Kinds Of Demographics, Psychographics, And Techno Graphics Would Previously Have Cost Fortunes To Access.
    • Get Rapid Top Google Placement . Current Search Engines Are Crawling for SM Content. FB Included!
    • Place Targeted Ads . With Facebook Social Ads, You Can Test Out Extremely Targeted Advertising For Minimal Cost
    • FREE . Connect Regularly with Customers With No Cost
    Facebook How Can Facebook Help My Business?
  • Facebook Source: Facebook.com, Hubspot.com Businesses Use Fan Pages Engage Customers Repeatedly
    • Page Elements:
    • Event Calendar
    • Videos
    • Contest
    • Surveys
    • Discussion Boards
    • Photos
    • Blog Articles
    • Relevant Links
  • What Is Twitter?
    • Twitter Is A Learning Tool, A Sharing Platform, And A Networking System.
    • Twitter Is A Useful Communication Tool That Allows You To Interact With People Around The World In Three Different Ways:
      • Send A Short Message To A Bunch Of People Publicly
      • Send A Short Message To A Specific Person Publicly
      • Send A Short Message To A Specific Person Privately
    • Micro Blogging Service With Updates Limited To 140 Characters Or Less
    • 42.8% Of Companies Have A Corporate Profile – Works Best In B2B
    • 47.4% of Corporate Twitter Accounts Updated Daily – Compared To 28.9% of Facebook Accounts
    Source: Twiiter.com, Hubspot.com, Chris Brogan, Marketing Profs Twitter
    • Monitor. Obtain Instant Access To What Is Being Said About Your Company/Brand
    • Real Time Contact . Keep In Contact With Current Customers Of Your Business And Industry Experts
    • Learn. Find A Steady Stream Of Ideas, Content, Links, Resources, And Tips Focused On Your Business/Industry
    • Expertise. Create Expert Status For Yourself Or Your Company To Potential Customers
    Source: Marketing Profs 2009 Twitter How Can Twitter Help My Business?
  • It’s Simple To Start Tweeting Source:: Hubspot.com
    • So What Can You Tweet About?
    • An Observation: Tweet About What You’re Doing, Thinking Or Feeling
    • What You’re Reading: Post A Link To An Interesting Blog Post Or News Article
    • What You’re Watching: Post A Link To A Cool Video From Hulu Or Youtube
    • What Events You’re Going To: Share A Link To The Next Event You Plan To Attend
    • Promote Your Content: Post A Link To Your Most Recent Company Or Personal Blog Article
    • Promote Someone Else’s Content: Post A Link To Someone Else’s Blog Article As A Helpful Resource
    • Chat With Someone: Send Direct Messages Using An @ Sign Before Their Username
    • Retweet What Someone Else Has Said: Retweet (As In Forwarding An Interesting Email Message) To Repeat What Someone Else Has Said
    Twitter Remember That Your Most Valuable Asset Is The Information You Provide
  • Your Business and YouTube
    • Why Use YouTube? VIDEO Is Compelling
    • YouTube Has 90 Million Monthly Viewers
    • 43% of Users Are Over 35 And 53% Of Users Earn More Than $60K
    • 20 Hours of Video Is Uploaded EACH Minute
    • It’s A Different Way To Convey What Your Business Is About
    • Great Repository For All Your Business Video Content
    • How To Use You Tube:
    • Buy A Portable Video Camera
    • Flip- You Tube Software Already Loaded – Direct To YouTube From Camera
    • What To Video About:
    • Product Training – How To Demonstrations
    • Employee Profiles – Give Your Brand A Personality
    • Customer Testimonials
    YouTube
  • Using YouTube Effectively Keep Videos Short And To The Point - Start Out With Vital Statistics: Name, Website, And Company. Spend 30 Seconds On What You Do, Another 30 Seconds On A Tip Of The Day. Remind Viewers Of Your Name And Website Again. Publish Often- Make A Schedule. Your Friends And Fans (And Hopefully Potential Clients) Will Keep Tuning In To Partake In Your Expertise. Push Videos Out To Facebook Profile - Want More Traffic: Add A Friendly Note And Ask Your Contacts To Help You Make It Go Viral And PASS IT ON! Copy The Html Code - From YouTube And Paste It To Your “Post A New Blog” Page (The Code Portion, Of Course) Add To Your Email Marketing Programs - More Is More Tag Your Videos - And Drive Traffic To Your Website And Add To Your SEO Opportunities YouTube
  • Be Mindful When You Start Using ANY Social Media As An Element In Your Marketing Plan
    • Develop A Strategy – Align The Path You Will Set Out On With The Objectives Of The Journey – How Will This Activity Help Me Achieve My Business Goal?
    • Allocate Appropriate Resources – Social Media Marketers Report Time Spent Working Averages 1-3 Hour Per Day, 5 Days Per Week
    • Keep It Simple – Have A Simple System And Automate Everything You Can – Minimize The Time Spent, Do Not Jeopardize The Results
    • Abolish The Fear Of Transparency – Effective Social Media Participation Requires A Paradigm Shift –Embrace The Fact That You No Longer Control The Conversation And What People Say About Your Business
    • Be Flexible – Refresh Objectives And Strategies On A Regular Basis, Make Sure You’re Still On Target And Remain Flexible
    • Measure Results – Establish Goals And Analyze Results
    • @Kogibbq On Twitter
    • Nov 2008 - Soft Opening In LA - 53,800 Followers As Of Jan 2010
    • Roving Vehicle Has Emerged As A Social-networking Juggernaut, Drawing 300 To 800 People Each Time It Parks (Often Several Times In An Evening)
    • Spawned A Burgeoning Cyber-Hippie Movement Affectionately Referred To As "Kogi Kulture.“
    • Constant Twitter Feed Connects Truck-Followers And Updates Them About Whether Kogi Is Going To Be Late To Its Next Stop
    • Sales Have Increased 3,000%
    Kogi Korean BBQ Case Study
  • Case Study: Martell Builders Shares Content and Maximizes Profit
    • Martell Builders Ontario, Canada
    • Youtube Channel Is Peppered With Trade Show Booth Interviews Done With Many Different Personalities And Experts On Home Building, Decorating And Design. Youtube Videos Are Positioned As Website Content
    • Facebook Page Gives A More In-depth Version Of What’s Happening With The Company, Including A Recent Wall Post Indicating A Website Refresh Is Coming And The Content/Blog Will Kick Into A Higher Gear Soon.
    • Twitter Stream Is All About Updating The Customers And Followers As To What Is Going On With Current Projects, Company Efforts, Land Purchases And More.
    ROI Results: Martell’s success with social media has resulted in 80% of homes being sold directly to consumers w/o Real Estate Agent involvement. Saved company over $500,000 in commissions
      • Marketing Strategy Based On Positive Word-of-mouth And Customer Retention
      • Enhance The Zappo’s Customer Experience
      • Encourage An Open And Communicative Company Culture
      • Mixed Use Of Personal And Professional Tweets That Creates “Personality For Zappo”s Twitter Account
    Zappo’s Case Study
    • DELL Ideastorm
    • Using The Power Of Web-based Community To Innovate Ideas, Refine Through Group-think
    • Build A Platform To Facilitate Collaboration & Innovation Amongst Product User Community
    • Test Popularity And Further Immerse Consumers In The Brand
    • Submit, Promote, Discuss Ideas From User Group
    • 347 Ideas Implemented
    Dell Case Study
  • Sign Up Today and Receive - 42 Tips for Growing My Social Media Presence Creative Business Consulting Group ______Yes, Send me 42 Tips for Growing My Social Media Presence * * As an Added Bonus You Will Also Receive CBCG Retail Report, our FREE Monthly Newsletter Packed with Information To Help Your Business Prosper in 2010 and beyond Name: _______________________________________________________ Email Address: ________________________________________________ [email_address] 617.437.9191 www.cbc-group.net