Presentation given by RDI Diamonds in March 2014 to the Leading Jewelers Guild in Palm Springs.

1. Proven Social Media
Success
by:

2. Seminar
Overview:
1. Social media campaigns and
case studies from other jewelers
and retailers
2. How they did it/tools used
3. How you can too!

3. If you want a copy of
today’s
presentation, leave
your business card
and we’ll email it to
you.

4. About Crystal
• In the social media/Internet marketing world for 7
years
• Past success:
• Coverage in Entrepreneur Magazine, USA Today, 70+
blogs
• Tripled web sales for past eCommerce clients
• Top 10 Small Biz Facebook Page by
SocialMediaExaminer.com
• Fast Company’s Most Influential Person Online campaign
– more influential than Shaq!

5. Why is this important?
• 72% of all Internet users are now active on social media (Search Engine
Journal)
• 15,100,000 consumers go to social media channels before making purchase
decisions (Knowledge Networks)
• 58% of Facebook users expect offers, events or promotions when they
become fans (Hubspot)
• 47% of Americans say Facebook is their #1 influencer of purchases (Search
Engine Journal)
• Customer testimonials have the highest effectiveness rating for all types of
content marketing, with a rating of 89% (Social Media Today)
• 81% of US respondents indicated that friends’ social media posts directly
influenced their purchase decision(Forbes)

7. First, you must do a Customer Profile

8. It’s crowded. Intercept versus interrupt.

9. Facebook Success

10. Recent Facebook Change
• More weight on photos and links
• Less weight on status updates

11. Check to see what your audience
responds to

12. Post helpful content

13. Post helpful content

14. Post helpful content

15. Funny/Inspiration
gets high
engagement online
someecards.com

16. Show your appreciation!

17. PicMonkey.com

18. Humanize the Brand

19. Branding

20. Custom Welcome Tab and Thumbnail
Images
• Branding/using Facebook as a website
• Information Included
•
•
•
•
•
•
Call to action – “Like us to receive a…”
Special offer, gift certificate
Email sign-up
Display video
Store/”Shop Online”
Locations

21. Yikes, no cover photo!
Successfully Use Cover Photos
• Have one!
Store
picture
or logo
• Switch it out - monthly at the least
•
•
•
•
•
Feature new items
Show different displays within store
Store events
Seasonal – holidays, times of year
CTA’s – RSVP, buy, call, visit website, join email, etc.

22. Great Cover Images

23. Great Cover Images

24. Great Cover Images

25. Great Cover Images

26. Great Cover Images

27. Great Cover Images
Integrate!

28. All Facebook Image Dimensions – bit.ly/1eQ0aQ8

29. Product Posts – Create
Action

30. Announce
New Items
*Just In*

32. Train customers to come back on certain
days

33. Exclusive Offers

34. Help the shopper shop, online
20 Likes out of
340 Page Likes

35. Engagement Campaigns and
Posts

36. Contests &
Giveaways

37. “Fan
Gate”

38. Build email
addresses

39. Woobox.co
m

40. User submitted
content
“Fan
Gate”

42. Offerpop.com
Stats as of 2.21:
114 Entries
2,105 Votes

44. Post Ideas that gets a response
• Fill in the blank:
• “Fill in the blank: If I could be anywhere right now, I would be _______”
• Ask for it!
• “Click ‘Like’ if you’re a morning person
• Yes or No
• “Yes or No: You’ve been to our store before?”
• Asking questions
• Coco Chanel said, “Fashion fades, only style remains the same.” What fashion pieces
are timeless to you?
• Upload a photo of a popular item and tell customers they can get a 30%
discount on the item if they tag themselves!

45. Engage – Ask
Questions

46. Engage – Ask
Questions

47. Pinterest Success

48. Pinterest Stats
• Pinterest generates 4x more revenue (per click) than Twitter and 27%
more per click than Facebook. (Social Media Today)
• 80% of Pins are Repins (DMR)
• U.S. consumers who use Pinterest follow an average
of 9.3 retailers on the site. (Shop.org)
• Moms are 61 percent more likely to visit Pinterest than the average
American. (Nielsen)
• Pinterest accounts for 25 percent of retail referral traffic.
(Rich
Relevance)

49. Create a lookbook for your brand

50. Create a lookbook for your brand
“I signed on a new client to do a $40K bathroom remodel project from
posting a board about a prior engagement. He pointed to one of my
pins and said, “I want that bathroom, right now.” –Heather, Organized
Interiors

51. Etsy Success
“The Pin It button
outperforms the
Facebook Like button
in referral traffic to
Etsy product pages”

52. Pinterest.com/popular/
to find trends or
Pinterest.com/source/any
website.com

53. Pinterest.com/source/yourwebsite

54. Pinterest Contest

55. Pinterest Contest

56. What worked/didn’t work:
• Received 1000’s of entries
• Partnered with an influencer, Lauren Conrad
• Branded pins
• Built email list
Missed Opportunity:
• Liking pins to their site
• Missed the male demo

57. Pinterest Success: Group Boards

58. Pinterest Tips
• Sell online, directly link to product page
• Provide content for your customers to repin
• Track using bit.ly and/or Google analytics
• Pin useful content:
•
•
•
•
•
Gift certificates
Staff/store – be authentic!
How-to (video or pics)
Local info
Product
Add price!

59. QR Codes

60. QR Code Overview
• Quick Response Code is scanned by a QR Code Reader App on a
Smartphone
• Can contain almost anything – message, link, video, website, social
media (Like button), phone number, event info, etc.
• Create codes for free at QRStuff.com or qrcode.kaywa.com

61. Smartphone
users were
asked why they
would scan a
QR code, 87%
said to get a
coupon, discoun
t or deal.
Source: Mobile Commerce Daily

62. 50%
have scanned QR codes
18%
have purchased afterwards
Source: Mobile Commerce Daily

63. Case Study: Letterbox Deals
• Objective to build household awareness
for the Letterbox Deals brand
• Contest, giving away a Dell laptop
• Enter to win by scanning QR Code
• 25% of the portal visitors accessed the
giveaway through the QR Code

64. Examples: Bloomingdales
• Wanted to give customers latest
fashion items and chances to win
• After scanning, watch video about
Spring promotion and inviting back to
the store for their chance to win gift
cards.
• 1,000 scans
• 10% that scanned outside, scanned
inside

65. *TIP* Use QR Codes to Support an Event
• Put on Print Materials with Event Details – like printed ads or in-store
signage
• Link to Facebook Event page
• Give free entry with codes or chances to win prizes – scavenger hunts!
• Display map of where event will be held
• Use at the event to get attendees to easily ‘Like’ you on Facebook
• Depending on store – use on products Ex: How We Made It, product info
• Prominently place a compelling call-to-action (e.g. “Scan to Win”) near the
QR code

66. Use QR Codes to Promote Social
Networks

67. http://qrstuff.com

68. Qrcode.kaywa.com: Pricing

69. Twitter Case Study: Gary Vaynerchuk
Spent $7,500 and offered free shipping for
WineLibrary.tv via three marketing channels –
• Billboard ad won 170 new customers
• Radio brought in 240 orders
• Direct marketing mailing brought in little over 300
new customers;
• Tweeting the promotion on Twitter attracted 1,700
new customers in 48 hours!
–– Gary Vaynerchuk, who grew his family business from $4 million in sales to $50 million using Social
Media, NYTimes.com

70. Twitter Success: Bonobos

71. Results:
Why was this successful?
• Teaser Tweets
• Responded to Tweets
• Tweeted throughout the
campaign

72. Instagram Success
An average of
25% of Fox and
Fawn’s daily sales
are made from
IG. Bad-weather
days, it could be
as high as 40%!

73. Instagram Success
*Tip* Use hashtags
to gain more
exposure and
followers
Ex: #picoftheday
#light #tip #love
#beautiful #{brand}

74. Questions?

75. Thank You!
RDI Diamonds
www.rdidiamonds.com
Facebook.com/RDIDiamonds