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Proven Social Media Success: Leading Jewelers Guild

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

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Proven Social Media Success: Leading Jewelers Guild

  1. 1. Proven Social Media Success by:
  2. 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. 3. If you want a copy of today’s presentation, leave your business card and we’ll email it to you.
  4. 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. 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)
  6. 6. First, you must do a Customer Profile
  7. 7. It’s crowded. Intercept versus interrupt.
  8. 8. Facebook Success
  9. 9. Recent Facebook Change • More weight on photos and links • Less weight on status updates
  10. 10. Check to see what your audience responds to
  11. 11. Post helpful content
  12. 12. Post helpful content
  13. 13. Post helpful content
  14. 14. Funny/Inspiration gets high engagement online someecards.com
  15. 15. Show your appreciation!
  16. 16. PicMonkey.com
  17. 17. Humanize the Brand
  18. 18. Branding
  19. 19. 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
  20. 20. 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.
  21. 21. Great Cover Images
  22. 22. Great Cover Images
  23. 23. Great Cover Images
  24. 24. Great Cover Images
  25. 25. Great Cover Images
  26. 26. Great Cover Images Integrate!
  27. 27. All Facebook Image Dimensions – bit.ly/1eQ0aQ8
  28. 28. Product Posts – Create Action
  29. 29. Announce New Items *Just In*
  30. 30. Train customers to come back on certain days
  31. 31. Exclusive Offers
  32. 32. Help the shopper shop, online 20 Likes out of 340 Page Likes
  33. 33. Engagement Campaigns and Posts
  34. 34. Contests & Giveaways
  35. 35. “Fan Gate”
  36. 36. Build email addresses
  37. 37. Woobox.co m
  38. 38. User submitted content “Fan Gate”
  39. 39. Offerpop.com Stats as of 2.21: 114 Entries 2,105 Votes
  40. 40. 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!
  41. 41. Engage – Ask Questions
  42. 42. Engage – Ask Questions
  43. 43. Pinterest Success
  44. 44. 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)
  45. 45. Create a lookbook for your brand
  46. 46. 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
  47. 47. Etsy Success “The Pin It button outperforms the Facebook Like button in referral traffic to Etsy product pages”
  48. 48. Pinterest.com/popular/ to find trends or Pinterest.com/source/any website.com
  49. 49. Pinterest.com/source/yourwebsite
  50. 50. Pinterest Contest
  51. 51. Pinterest Contest
  52. 52. 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
  53. 53. Pinterest Success: Group Boards
  54. 54. 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!
  55. 55. QR Codes
  56. 56. 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
  57. 57. 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
  58. 58. 50% have scanned QR codes 18% have purchased afterwards Source: Mobile Commerce Daily
  59. 59. 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
  60. 60. 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
  61. 61. *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
  62. 62. Use QR Codes to Promote Social Networks
  63. 63. http://qrstuff.com
  64. 64. Qrcode.kaywa.com: Pricing
  65. 65. 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
  66. 66. Twitter Success: Bonobos
  67. 67. Results: Why was this successful? • Teaser Tweets • Responded to Tweets • Tweeted throughout the campaign
  68. 68. 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%!
  69. 69. Instagram Success *Tip* Use hashtags to gain more exposure and followers Ex: #picoftheday #light #tip #love #beautiful #{brand}
  70. 70. Questions?
  71. 71. Thank You! RDI Diamonds www.rdidiamonds.com Facebook.com/RDIDiamonds

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