Social Media World 2013 - Γεωργιλή Αρετή: How retail embracing social media can boost in store sales


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Η παρουσίαση αυτή έγινε στα πλαίσια του Συνεδρίου Social Media World 2013, το οποίο πραγματοποιήθηκε στις 19 Ιουνίου, στο Divani Caravel στην Αθήνα.

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Social Media World 2013 - Γεωργιλή Αρετή: How retail embracing social media can boost in store sales

  1. 1. 1Issued by Black Hole storiesHow retail embracing socialmedia can boost in store sales
  2. 2. 2Issued by Black Hole storiesThe consumer journeyas we know it haschanged for good
  3. 3. 3Issued by Black Hole storiesSocial platformsextend the reachand the impact oftraditionalcampaigns• New Technologies• Integration of social media to traditional marketing andpr campaigns• Content buying process step 1 passes though smartphones and clever applications
  4. 4. 4Issued by Black Hole stories•QR codes.•Location-based services•Near field communication.•Google WalletFor example, the use of a QR code within a magazineor billboard advertisement now brings a previously staticmedium to life, extending the consumer journey at thetouch of a button “Like” in a clothing store, or evenlaunch an interactive interior design application whenvisiting a DIY store.Near fieldcommunicationallows retailer toconnect with eachspecific customer
  5. 5. 5Issued by Black Hole storiesWhat is this small extra “thing”that brings the customers toyour door?But do they all do?How can your brandbe different from allthe other retailersreaching the neck ofthe bottle?
  6. 6. 6Issued by Black Hole storiesCreating andmanaging socialmedia tools is onlyhalf the battleIf you want real value, you must beseen, shared and able to bring peoplein front of your door
  7. 7. 7Issued by Black Hole storiesFun + info =EngagementContent isalways the king
  8. 8. 8Issued by Black Hole storiesMyth1:The more you upload themore they see you•Quickly backfires on a Page’s Like count.•One of the top reasons for a fan to “unlike” a Page or un follow.•Quality content receives high user feedback, as opposed to having alot of posts with low user feedback, more chances to get into theNews Feed.•Limit your page’s daily content to 2 to 3 posts most likely to get highrates of engagement.
  9. 9. 9Issued by Black Hole storiesMyth2:Anything you wantto say, just say it•It’s not what you are sharing, but what and how you are saying thatmakes your content worthy of a comment, share or Like.•Vary your comments•Include photos, videos and polls receive the best engagement rates.•By accompanying text posts with interesting, trending or funny mediacontent or poll questions, you’re optimizing user engagement, andclaiming a space in your users’ News Feeds.
  10. 10. 10Issued by Black Hole storiesFind studies done that provide great recommendations as to what day and whattime content is most viewed by users.Log-on and engagement tendencies vary across user groups.To determine the optimal posting time for your audience, you’ll need toexperiment. Break from your regular posting schedule and see what resultscome of the change. Once you think you’ve discovered your optimal postingtime, take advantage of real-time content stream,Ticker, to post content during that time.Myth 3:Any time, allthe time
  11. 11. 11Issued by Black Hole stories•Use third party endorsers•Create an ecosystem around you that talksabout and for youeven if you are not aroundMyth 4:It’s a personal thing
  12. 12. 12Issued by Black Hole storiesMyth 5:Use more features& more apps•Make it personal.•Make them feel it’s a part of agroup worth talking about•Create a community
  13. 13. 13Issued by Black Hole storiesThe hard is notto findthe right tools•Location-based services apps such asFoursquare in store check ins to create loyalty-based rewards programmes, exclusive offers, newproducts,additional content and discounts•The Starbucks example
  14. 14. 14Issued by Black Hole stories…nor to use themIt won’t be long before we start to see moreand more people using their smartphone topay for their morning coffee, or the latestnew product display integrating real-lifeFacebook “Likes” in the same way we sawwith the recent Diesel ‘Like” campaign orGoogle Wallet.
  15. 15. 15Issued by Black Hole stories…is to find the rightwords•As long as brands are able to offer somethingunique, exclusive, and of benefit to theconsumer when checking-in, such tools couldserve to bridge that all important gap betweenusing social media to create engagement onlineand using social media to create actual footfalland sales in store.
  16. 16. 16Issued by Black Hole storiesThe use of social media when integrated successfullywith both traditional marketing campaigns and in-store set-up, really can provide customers with a muchmore complete and connected overall brandexperience - an experience that not only develops longbefore a sale is made, but one that can now extend formany months and years after.•.…and create anoverall brandexperience
  17. 17. 17Issued by Black Hole stories‘Like”campaignPeople love to share moments of their lives, what they do, what they think and, ofcourse, what they like. Beacuse of this, the "Like Button" is clicked 3 billion times aday. So, we thought: why not giving them the chance to like their favorite Diesel outfitsin the real world? Customers go to a Diesel Store, fall in love with a Denim and as theywould do on Facebook, they can share it on their wall by clicking on the "Like" fromtheir mobile phone. Easy!
  18. 18. 18Issued by Black Hole storiesThe free thinking zone experience
  19. 19. 19Issued by Black Hole storiesIs building a community
  20. 20. 20Issued by Black Hole storiesSharing books,sharing problems,sharing dreams.
  21. 21. 21Issued by Black Hole storiesWe ‘extend’ the experience ofpurchasing a book by getting thecontent out in real life.Digibate withbloggers ex PrimeMinister Mitsotakis
  22. 22. 22Issued by Black Hole storiesAn open thinktank sellingbooks, “aPnyka”Digibate with bloggersPresident European GreensDaniel Cohn Bendit
  23. 23. 23Issued by Black Hole stories 14/5/2013We like to create thecontent
  24. 24. 24Issued by Black Hole stories 14/5/2013We engage usingONLY SOCIALMEDIA platformsand new media
  25. 25. 25Issued by Black Hole storiesFirst twitbatesin Greece
  26. 26. 26Issued by Black Hole stories 14/5/2013We engage online…Posts on our wall
  27. 27. 27Issued by Black Hole stories 14/5/2013To increase in store footfall…
  28. 28. 28Issued by Black Hole storiesWe like to be very personal
  29. 29. 29Issued by Black Hole stories 14/5/2013…and sell even door to door
  30. 30. 30Issued by Black Hole storiesOur social activities attracttraditional media…Chicago Tribune
  31. 31. 31Issued by Black Hole stories 14/5/2013…and engage our futureuntraditional clients
  32. 32. 32Issued by Black Hole stories…organic growthw/o apps
  33. 33. 33Issued by Black Hole stories 14/5/20132013 e-awards candidate incategories:•Twitter organization•Digital media campaignOnly if you like us vote for us!a)Twitter organization
  34. 34. 34Issued by Black Hole storiesThank you for riding with us!