Why social mediamatters more tosmall businessesthan big businessesMonday, June 3, 13
meet 2 very different companies:Monday, June 3, 13
Monday, June 3, 13
Monday, June 3, 13
(i bet you’re already very familiar with one of them)Monday, June 3, 13
Basicallyeveryoneknows thatyou can buy apair of theseat JCPenney.Monday, June 3, 13
Basically everyone also knows you can buy them here:Monday, June 3, 13
Monday, June 3, 13
But not everyone knows that for a few short months in 2011,you could also buy a pair of jeans here:Monday, June 3, 13
Monday, June 3, 13
JCPenney closed their Facebook store after just a few shortmonths because of disappointing sales performance.Monday, June ...
“there was a lot of anticipation that facebook would turninto a new destination, a store, a place where people wouldshop. ...
mandie miller used to be an air traffic controller.Monday, June 3, 13
she quit her job to raise a child, &, coincidentally,realized that she bakes a badass cake.Monday, June 3, 13
at first, she only sold one to two cakes a week.Monday, June 3, 13
Then, her sister created a Facebook page for her business.Monday, June 3, 13
Now, she’s a Pretty Big Deal in the cake world.Monday, June 3, 13
(She also sells a lot of amazing cakes. Like these.)Monday, June 3, 13
the reason got what it cakes succeededwhere JCPenney failed is the reasonwhy social media often works betterfor small busi...
social media intimacy vs. social media anonymityMonday, June 3, 13
• 10,000+ employees• 1000+ storefronts• 100,000 Twitterfollowers• Founded 101 yearsago• Less than 10 employees• 1 storefro...
social media at big businesses looks like this.Monday, June 3, 13
social media at small businesses looks like this.Monday, June 3, 13
why bigger brands fail when they sell on social media:• They’re risk averse.• They move slow.• They run into channel confl...
why small brands succeed when they sell on social media:• They move fast and take risks.• They’re looking for new customer...
social media best practices for smbs:• Tell stories that are authentic.• Have one-on-one engagements.• Post as often as po...
info@radius.comMonday, June 3, 13
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Why Small Businesses Sell better than Big Businesses on Social Media

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JCPenney's Facebook store was one of the most talked-about social media failures of 2011. After nearly every big brand that opened a Facebook store closed it within months of launching,

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Why Small Businesses Sell better than Big Businesses on Social Media

  1. 1. Why social mediamatters more tosmall businessesthan big businessesMonday, June 3, 13
  2. 2. meet 2 very different companies:Monday, June 3, 13
  3. 3. Monday, June 3, 13
  4. 4. Monday, June 3, 13
  5. 5. (i bet you’re already very familiar with one of them)Monday, June 3, 13
  6. 6. Basicallyeveryoneknows thatyou can buy apair of theseat JCPenney.Monday, June 3, 13
  7. 7. Basically everyone also knows you can buy them here:Monday, June 3, 13
  8. 8. Monday, June 3, 13
  9. 9. But not everyone knows that for a few short months in 2011,you could also buy a pair of jeans here:Monday, June 3, 13
  10. 10. Monday, June 3, 13
  11. 11. JCPenney closed their Facebook store after just a few shortmonths because of disappointing sales performance.Monday, June 3, 13
  12. 12. “there was a lot of anticipation that facebook would turninto a new destination, a store, a place where people wouldshop. but it was like trying to sell stuff to people whilethey’re hanging out with their friends at the bar.”Sulchirita Mulpuru, Forrester AnalystMonday, June 3, 13
  13. 13. mandie miller used to be an air traffic controller.Monday, June 3, 13
  14. 14. she quit her job to raise a child, &, coincidentally,realized that she bakes a badass cake.Monday, June 3, 13
  15. 15. at first, she only sold one to two cakes a week.Monday, June 3, 13
  16. 16. Then, her sister created a Facebook page for her business.Monday, June 3, 13
  17. 17. Now, she’s a Pretty Big Deal in the cake world.Monday, June 3, 13
  18. 18. (She also sells a lot of amazing cakes. Like these.)Monday, June 3, 13
  19. 19. the reason got what it cakes succeededwhere JCPenney failed is the reasonwhy social media often works betterfor small businesses than for bigbusinesses.Monday, June 3, 13
  20. 20. social media intimacy vs. social media anonymityMonday, June 3, 13
  21. 21. • 10,000+ employees• 1000+ storefronts• 100,000 Twitterfollowers• Founded 101 yearsago• Less than 10 employees• 1 storefront• 200+ Twitter followers• Founded 4 years agoJCPenneygot what itcakesMonday, June 3, 13
  22. 22. social media at big businesses looks like this.Monday, June 3, 13
  23. 23. social media at small businesses looks like this.Monday, June 3, 13
  24. 24. why bigger brands fail when they sell on social media:• They’re risk averse.• They move slow.• They run into channel conflict.• They outsource social media marketing.• They communicate with ads, not stories.Monday, June 3, 13
  25. 25. why small brands succeed when they sell on social media:• They move fast and take risks.• They’re looking for new customers.• Their owners engage; not an agency.• They tell authentic stories.Monday, June 3, 13
  26. 26. social media best practices for smbs:• Tell stories that are authentic.• Have one-on-one engagements.• Post as often as possible.• Limit product line promotion.Monday, June 3, 13
  27. 27. info@radius.comMonday, June 3, 13

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