Social Media Marketing for a 21st Century Newsagent and "Bricks and Mortar" Retailer


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Newsagents, Retailers and "Bricks and Mortar Stores" need to adapt their marketing strategies to suit an increasingly digital world that is embracing a social and sharing web world. Newspapers and magazine sales are falling as online publishing as people increasingly buy and find their news and information online. How do you adapt and change your marketing and your business to suit the new digital age and knowledge economy?

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  • Newspapers are read online Blogs are replacing Magazines iPads, iPhones and Laptops are replacing the way we receive and consume information Online stores are replacing bricks and mortar stores – we are seeing the closure of bookstores and recent announcements that even Solomon Lew is closing 55 fashion stores Magazine market drops by 4.5% Newspaper sales fall 4.2%
  • Taken from the universities and made available to the public PC’s became cheap Broadband and Wireless has made it available everywhere and anytime
  • 1994 the browser became widespread In late 1990’s online stores like eBay and Amazon started to emerge In the last 3 -4 years mobile broadband wireless became available, widespread and low cost
  • Google became number one because 1. It refined search using a technology called Pagerank 2. It created online advertising that was on a self serve basis called Adwords 3. They are everywhere. Mobile with Android and Google maps
  • Tthe online world has gone through three phases, defined by the way in which users discover information. Phase 1 – Portals About 10 years ago, the internet was dominated by p ortals , like Yahoo! and AOL. With fewer sites, this was the best way at the time for people to find what they were looking for online. Phase 2 – Search Engines As the internet grew and the number of pages exploded, portals became impractical. There was no way for them to keep up with the depth of content available on the increasing number of topics. Enter  search engines . As web crawling technology improved, it became possible for search engines like Google to catalogue the millions of web pages and serve them up to users based on a specific search term. No matter how obscure your search, a search engine could find you relevant information. In 2004, Google had their IPO marking the ascent of search engines to the top of the online world. However, there were still 3 downsides to search engines: They were not instant: it would often take a couple of days for new pages to be added to their index They were based on the opinions of strangers: a search engine’s page ranking algorithm wasn’t able to prioritize the opinions of people that you know and trust They lacked emotion: an algorithm is unable to detect the ‘aha’ moment in pop culture (think of Susan Boyle on Britain’s Got Talent) Phase 3 – Social Networks Solving each of these obstacles requires a certain level of human judgment. Today, the web’s largest  social networks  are able to remedy these problems. Bringing together millions of social connections provides a new way of finding information, one based on the opinion of your family and friends. This brings a new level of relevancy to information sharing online.
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  • In Australia with 10 million Facebook users more than 2 million people over the age of 45 are on Facebook On average more than 7 hours a month is spent by every person on Facebook 1 in 13 people on the planet are on facebook
  • There are literally 100’s of thousands of social media sites There are only 5 that will really matter to you Research has shown that of all social marketing activities over 90% are using Facebook
  • 3 Major Drivers are Low cost hardware Easy to use devices High speed broadband internet both fixed and wiresless http:// =kAG39jKi0lI
  • Video: My Blackberry is not Working http:// =kAG39jKi0lI
  • Provide email subscribe option Make it easy for people to follow you on Twitter and Facebook Enable Facebook and Twitter sharing in your online store
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  • Reading:
  • They are based in Melbourne Makes it easy for customers to share the product information
  • They use Storefront social Its where their customers hangout Integrate so it updates automatically with their online store
  • Uses Facebook store to highlight most popular items Extension of the online store 50% of online sales attributed to Facebook page
  • Provide email subscribe option Make it easy for people to follow you on Twitter and Facebook Enable Facebook and Twitter sharing in your online store
  • Social Media Marketing for a 21st Century Newsagent and "Bricks and Mortar" Retailer

    1. 1. Social Media Marketing for a 21 st Century Newsagent Facebook: Blog: Twitter: @jeffbullas
    2. 2. Problem: Digital Disruption
    3. 3. Why? The Web’s Growth
    4. 4. Introduction: The Web <ul><li>The Numbers: What has happened since 1990? </li></ul><ul><li>First Website in 1990 </li></ul><ul><li>130 Web Sites in 1993 </li></ul><ul><li>16 Million Users in 1995 </li></ul><ul><li>738 Million Internet users in Asia in December 2009 </li></ul><ul><li>252 Million Internet users in North America in 2009 </li></ul><ul><li>90 Trillion – The number of emails sent on the Internet in 2009 </li></ul><ul><li>1.8 Billion Users in 2010 </li></ul><ul><li>234 Million Websites in 2010 </li></ul><ul><li>247 Billion – Average number of email messages per day </li></ul><ul><li>30 Billion – Photos uploaded to Facebook per year 2010 </li></ul>
    5. 5. Google: Number One on the Web
    6. 6. 3 Phases of the Web <ul><li>Phase 1: Portals </li></ul><ul><li>Phase 2: Search Engines </li></ul><ul><li>Phase 3: Social Networks </li></ul>
    7. 7. Introduction Social Media – Video <ul><li>Video: Social Media Revolution </li></ul>
    8. 8. Some Social Media Facts <ul><li>Facebook has over 750 Million Users </li></ul><ul><li>Facebook has grown by 100 million users in last 9 months </li></ul><ul><li>If Facebook were a country it would be the 3rd largest in the world </li></ul><ul><li>The fastest growing segment on Facebook is 55-65 year-old females </li></ul><ul><li>There are over 155 Million Blogs </li></ul><ul><li>Over 30 Billion YouTube Videos are viewed every month </li></ul><ul><li>In 2010 Gen Y outnumbered Baby Boomers & 96% joined a social network </li></ul><ul><li>The 2nd largest search engine in the world is YouTube </li></ul><ul><li>Twitter passed the 10 Billion Tweets mark in March 2010 </li></ul><ul><li>Twitter received 225 Million unique visitors in February, 2011 </li></ul>
    9. 9. Social Media Universe
    10. 10. Social Media Universe: What Technology is Driving The Growth? <ul><li>Hardware Platforms </li></ul><ul><li>Laptops </li></ul><ul><li>Netbooks </li></ul><ul><li>Smartphones </li></ul><ul><li>iPad – coming </li></ul><ul><li>Software – Open Source and open API’s </li></ul><ul><li>Broadband – Faster Cheaper </li></ul><ul><li>Processors – Speed doubles every 12 mths </li></ul><ul><li>Hard Disks – Larger & Cheaper </li></ul><ul><li>YouTube Video: My Blackberry Is Not Working </li></ul>
    11. 11. Social Media Universe The Challenges of Technology <ul><li>My Blackberry Is Not Working </li></ul>
    12. 12. Social Media Universe <ul><li>What Drives All this Sharing? </li></ul><ul><li>Keep in Touch with Friends </li></ul><ul><li>Update your Status </li></ul><ul><li>Find News and Stay Updated </li></ul><ul><li>For Research </li></ul><ul><li>For Fun and Entertainment </li></ul><ul><li>Self Expression </li></ul><ul><li>Leave a Legacy </li></ul><ul><li>For Admiration and Affirmation </li></ul><ul><li>Attention Quantification </li></ul><ul><li>The Short Answer: “To Be Heard” </li></ul>
    13. 13. Social Media Universe <ul><li>Starts with Outstanding Multi-Media Content </li></ul><ul><li>with a Tempting Headline </li></ul><ul><ul><li>Interesting & Well Structured Writing </li></ul></ul><ul><ul><li>Captivating High Definition Images </li></ul></ul><ul><ul><li>Educational and Entertaining HD Videos </li></ul></ul>
    14. 14. Social Media Universe <ul><li>Social Media Amplifies your Content. </li></ul>
    15. 15. Social Media Universe <ul><li>Social Networks Provide “World of Mouth” </li></ul>
    16. 16. Social Media Universe <ul><li>Social Media provides low friction, minimal cost, high leverage “World of Mouth” & spreads your content and message fast and wide. </li></ul>
    17. 17. <ul><li>Think of Social Networking </li></ul><ul><li>as </li></ul><ul><li>“ Networking on Steroids” </li></ul>
    18. 18. Social Media <ul><li>Your Website and Blog as Your Home Base </li></ul>
    19. 19. Social Media <ul><li>Facebook as an Extension of Website </li></ul>
    20. 20. 5 Major Social Media Marketing Channels <ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>LinkedIn </li></ul>
    21. 21. Social Media <ul><li>Why Blog? </li></ul><ul><li>To establish a home base that you own </li></ul><ul><li>Great for personal branding Eg.”” </li></ul><ul><li>Position you as a thought leader in your niche </li></ul><ul><li>Establishes Authority </li></ul><ul><li>Google likes fresh unique content </li></ul><ul><li>Easy to use </li></ul>
    22. 22. Social Media <ul><li>Why Use Facebook? </li></ul><ul><li>Personal – Fun keeping in touch with friends easily and efficiently </li></ul><ul><li>Business – Generating fans spreading your unique content, blogs, videos </li></ul><ul><li>Pages, Groups and Personal profiles </li></ul><ul><li>Multi-Media rich </li></ul><ul><li>Easy To Use </li></ul><ul><li>Growing at over 600,000 users per day and over 750 million users </li></ul>
    23. 23. Social Media <ul><li>Why Use Twitter? </li></ul><ul><li>Communicating quickly and virally </li></ul><ul><li>Distributing content </li></ul><ul><li>Connecting </li></ul><ul><li>Promoting Facebook, Blogs, Websites </li></ul><ul><li>Real time search </li></ul><ul><li>Note: More than 225 million Twitter Users 2011 </li></ul>
    24. 24. Social Media <ul><li>Why Use Linked In? </li></ul><ul><li>Over 100 Million professionals are members worldwide </li></ul><ul><li>Great for networking professionally </li></ul><ul><li>Finding opportunities </li></ul><ul><li>Positioning you as an expert </li></ul><ul><li>Integrate your other sites including company, blog and Facebook </li></ul><ul><li>Average income of LinkedIn member: over $100,000 </li></ul>
    25. 25. Social Media <ul><li>Why Use YouTube? </li></ul><ul><li>Second Largest Search engine in the world </li></ul><ul><li>Easier to rank higher in organic search than Google </li></ul><ul><li>Important if you are connecting to “Gen Y” </li></ul><ul><li>Free </li></ul><ul><li>Easy to use </li></ul>
    26. 26. Provide Social Subscribing and Sharing 1.Subscribe or Follow 2. Share
    27. 28. <ul><li>Social Media </li></ul><ul><li>Marketing Tips for a </li></ul><ul><li>“ Newsagent” </li></ul>
    28. 29. <ul><li>Newsagents Have Always </li></ul><ul><li>Done Marketing Differently! </li></ul><ul><li>Traditional marketing doesn’t work! </li></ul><ul><li>So networking, building relationships and being known as the local community “Experts” </li></ul><ul><li>does work! </li></ul>
    29. 30. <ul><li>Conversations & Building Relationships </li></ul><ul><li>Social Media marketing is about having conversations building relationships and community. </li></ul><ul><li>Sound Familiar! </li></ul>
    30. 31. <ul><li>New Tools & New Ways of Working </li></ul><ul><li>Social Media gives us a new set of tools to participate in these conversations </li></ul>
    31. 32. Social Media Marketing for Newsagents <ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>LinkedIn </li></ul>
    32. 33. Social Media Marketing Video: Social Media ROI: Socialnomics
    33. 34. Social Media Marketing <ul><li>According to Wikipedia there are over 155 million blogs worldwide </li></ul><ul><li>Setting up and Optimizing Your Blog </li></ul><ul><li>Buy your own domain name not a sub-domain or name under TypePad or WordPress .. buying a homebase is a lot better than renting one. </li></ul><ul><li>Purchase a theme such as WordPress theme that can be optimised for Search </li></ul><ul><li>Post content regularly (at least once a week) .. Search engines love new unique content </li></ul><ul><li>Promote your Blog on Twitter regularly (Google now has real time search feed into Twitter API) </li></ul><ul><li>Include share buttons to other social media channels on  each blog post so visitors can add your blog and posts </li></ul><ul><li>Start building your email subscriber database </li></ul><ul><li>Tips </li></ul><ul><li>Solve problems with your posts. What do your customers worry about? </li></ul><ul><li>Provide Topical “News” and “How To” articles </li></ul><ul><li>Write great headlines </li></ul><ul><li>Send out email newsletters that link to your website, blog and Facebook page that drive traffic to your site and provide feedback and comments </li></ul>
    34. 35. Social Media Marketing Community Expert
    35. 36. Social Media Marketing <ul><li>Remember! -Your Blog as Your Home Base </li></ul>
    36. 37. Social Media Marketing <ul><li>Over 225 Million Users in February, 2011 </li></ul><ul><li>Setting Up and Optimizing Twitter </li></ul><ul><li>Include a photo </li></ul><ul><li>Add your Facebook or Website’s URL when setting up your account </li></ul><ul><li>Write a “Great Headline” </li></ul><ul><li>Place a “ReTweet” button on your blog articles to make it easy to “share”. </li></ul><ul><li>Include “Follow me on Twitter” buttons on your emails and blog </li></ul><ul><li>Leave at least 20 characters spare (make your tweet no longer than 120 charcters), so that it allows room for people to “Retweet” your “Tweet” with comments like “Great post” </li></ul><ul><li>Almost always include a link back to your blog, or Facebook page in your tweet (don’t waste a Tweet), this is a significant traffic driver for bloggers. </li></ul><ul><li>Tips: </li></ul><ul><li>Develop a targeted Twitter following </li></ul><ul><li>Listen, engage and communicate and build loyal followers in your community </li></ul><ul><li>Create a live feed on the corporate brand name eg “BondiNewsagent” to see what the world is saying about you </li></ul><ul><li>Tweet your specials, latest magazines that have turned up in store, Lottery news </li></ul>
    37. 38. Social Media Marketing <ul><li>3 Billion Video Views Per Day – Comscore May 2011 </li></ul><ul><li>Setting up and Optimizing YouTube </li></ul><ul><li>Create your own branded YouTube Channel </li></ul><ul><li>Link to your Blog, Facebook fanpage or your website to make it easy for people to link back to your site </li></ul><ul><li>Put the category such as [Social Media Marketing] in Brackets before each Title of your video </li></ul><ul><li>Put “Tags” in your video tags section, make them relevant to your video title </li></ul><ul><li>Again promote your YouTube video on Twitter and place them on your blog in a Video or YouTube Channel section </li></ul><ul><li>Tips: </li></ul><ul><li>Interview senior influential people in your community </li></ul><ul><li>Create information videos that educates clients while you sleep </li></ul><ul><li>Create online videos that updates the latest local news or even lottery results </li></ul>
    38. 39. Social Media Marketing <ul><li>There are now over 100 million members on LinkedIn </li></ul><ul><li>Setting up and Optimizing LinkedIn </li></ul><ul><li>Create a public profile (don’t lock it away) </li></ul><ul><li>Use the questions and answers feature to start conversations, create community, and </li></ul><ul><li>Position yourself as a Thought Leader or expert by answering questions, </li></ul><ul><li>In your homepage activate your Twitter link </li></ul><ul><li>Activate your blog feed to your homepage on LinkedIn </li></ul><ul><li>Integrate “Slideshare” into LinkedIn </li></ul><ul><li>Make sure your websites and blogs (you can enter 3) includes My Company, My Blog ( and My Facebook “Page” URLs </li></ul><ul><li>Tips: </li></ul><ul><li>Update your posts on LinkedIn after publishing. </li></ul><ul><li>Participate in one of the 900,000 groups that is suitable for your target audience </li></ul><ul><li>Create your own group that doesn’t sell but provides a forum for your industry niche </li></ul>
    39. 40. Social Media Marketing <ul><li>Facebook has over 750 million Members </li></ul><ul><li>Setting up and Optimizing Facebook </li></ul><ul><li>Use a group or page profile for your business </li></ul><ul><li>Choose a vanity URL eg “BondiNewsagent ” </li></ul><ul><li>When you post content, always include video or imagery. Facebook users are very visual. </li></ul><ul><li>Publish fresh content at least once a day </li></ul><ul><li>Analyze and optimize using the Facebook Insights Tool </li></ul><ul><li>Tips: </li></ul><ul><li>Start building a Facebook Fan following and grow your online store and community tribe on Facebook. </li></ul><ul><li>Make it easy for people to ‘like’ your page on your blog, email and other online properties. So you “Crowd Source” sharing </li></ul><ul><li>Engage communicate and get feedback in real time </li></ul>
    40. 41. Facebook 8 Ways to Market with Facebook <ul><li>Create a community portal </li></ul><ul><li>Capture emails </li></ul><ul><li>Grow Facebook ‘Likes’ </li></ul><ul><li>Drive traffic to your online bricks and mortar store </li></ul><ul><li>Drive traffic to your online store </li></ul><ul><li>Highlight products with an online catalogue </li></ul><ul><li>Sell products from your F-commerce store </li></ul><ul><li>Capture feedback and comments from customers </li></ul>
    41. 42. Facebook: Case Studies Red Nose Day: Capturing Facebook “Likes” and “ Email” Subscribers
    42. 43. Facebook: Case Studies Vintage Marketplace: Facebook Catalogue
    43. 44. Facebook: Case Studies Livescribe: Facebook Store
    44. 45. Facebook Case Studies Facebook Shop
    45. 46. Local Social Deals
    46. 47. Key Takeaways <ul><ul><li>Create a community portal </li></ul></ul><ul><ul><li>Grow email subscribers </li></ul></ul><ul><ul><li>Increase Facebook likes </li></ul></ul><ul><ul><li>Highlight specials </li></ul></ul><ul><ul><li>Sell from Facebook </li></ul></ul><ul><ul><li>Make it easy to share and subscribe from your web store </li></ul></ul><ul><ul><li>Create Valuable Online Assets </li></ul></ul><ul><ul><li>Think social & digital </li></ul></ul>