SAF Conference: Stand Out on Social by Crystal Vilkaitis of Social Edge
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SAF Conference: Stand Out on Social by Crystal Vilkaitis of Social Edge
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SAF Conference: Stand Out on Social by Crystal Vilkaitis of Social Edge
- 2. • You have a local brick-and-mortar store • You want to increase your online visibility • You want to move up in search results • You want more people in your store! You’re in the right place if:
- 3. How to easily take your brand from chaos to cohesive What to include in Yelp and other review site listings, how to monitor, respond to and optimize these listings How to use graphics, video, ads and local listings online to your competitive advantage Today you’ll learn:
- 4. Body Level One Body Level Two ‣ Body Level Three ‣ Body Level Four Sound familiar? • It's 1:00 am….
- 5. Body Level One Body Level Two ‣ Body Level Three ‣ Body Level Four Sound familiar? • Your new shipment has arrived! Hooray! But….
- 6. Body Level One Body Level Two ‣ Body Level Three ‣ Body Level Four Sound familiar? • You did it. You set up your Facebook Ad campaign… but something's not working!
- 7. Body Level One Body Level Two ‣ Body Level Three ‣ Body Level Four I’ve been there, many times!
- 8. Body Level One Body Level Two ‣ Body Level Three ‣ Body Level Four 2007: Start up tech company, reading Business Week on an airplane…
- 9. Body Level One Body Level Two ‣ Body Level Three ‣ Body Level Four 2010: Retailers Had LOTS of Q’s and Needed Help
- 10. Body Level One Body Level Two ‣ Body Level Three ‣ Body Level Four 2012: SocialEdge.co Launched
- 11. Body Level One Body Level Two ‣ Body Level Three ‣ Body Level Four Empowering through Education • International trainer and speaker • Over 2,500 Facebook Ad Campaigns • 1-to-1 consultations with 100’s of retailers • Weekly emails of successes
- 12. Body Level One Body Level Two ‣ Body Level Three ‣ Body Level Four Social Can Be Simple!
- 13. Body Level One Body Level Two ‣ Body Level Three ‣ Body Level Four
- 14. Body Level One Body Level Two ‣ Body Level Three ‣ Body Level Four
- 15. Body Level One Body Level Two ‣ Body Level Three ‣ Body Level Four
- 16. Body Level One Body Level Two ‣ Body Level Three ‣ Body Level Four
- 17. Body Level One Body Level Two ‣ Body Level Three ‣ Body Level Four
- 18. Local Search Stats: • 50% of consumers who conducted a local search on their smartphone visited a store within a day • 34% who searched on computer/tablet did the same. Ranking in local search has a direct impact on in-store traffic. • 18% of local mobile searches lead to a sale within one daySource: Google
- 24. Social + Local • 72% of small businesses are using social media • 7 out of 10 consumers are more likely to use a local business if it has info on social media sites Source: Google
- 25. Where would you shop?
- 26. From Chaos to Cohesive
- 27. Brand Consistency: • Logo – Tagline – Social Bios – Colors – Fonts- Tone - Messaging • Builds recognition • Brand Standards/Branding Guide • Team is in the know • Easy for team to access logos, colors
- 30. Action Item: Is your brand consistent? • Facebook, Instagram, Pinterest, Twitter, YouTube, etc. • Website • Review websites • In-store – signage, windows, register • Print • Radio • Local Listing sites
- 34. How do errors happen? • Have you ever moved? • Changed your phone?
- 35. If you don’t claim your listings… • Wrong Phone Numbers • Duplicate Listings • Wrong Name of Business • Wrong Address of Business • Wrong Hours of Business • No Information on Business
- 36. Listings should include: • Contact info • (Correct) Store Hours • Updated pictures/video • Optimized copy (in the mind of the searcher) • Check-In Offers
- 37. Optimize Your Facebook Page: •Have a Page •Address and map •Website •Phone Number •Email •Hours •Parking •USP/Story •Items you sell
- 38. Optimize Your IG Bio: •Have a biz acct •Address •Website •Phone Number •Email •Hours •Unique Selling Point (USP) •Branded # •Emojis •CTA
- 40. Reviews
- 41. Top Reviewed Industry on Yelp?
- 42. Review Stats: • 88% of consumers trust online reviews as much as personal recommendations • 35% of consumers trust a business after reading 2-3 reviews • 33% will trust a business after reading 4- 6 reviews • And after reading 10 reviews, most consumers won't look any further Source: BrightLocal’s Consumer Review Survey and RevLocal
- 43. Build Reviews on…. • Yelp • Facebook • Google • Your Website
- 44. Building Strategies: • Ask! • On your website • Email footer • Post-purchase survey • Use Facebook/Instagram ads to ask for reviews
- 45. Monitoring & Responding to Reviews • Claim your listings • Hug your haters (within 24 hours) • Always respond • Google Alerts
- 50. Facebook & Instagram Reach Ads 67% of smartphone users want ads customized via city and zip code. 61% want ads customized to their immediate surroundings Source: Google
- 51. Stand Out: Graphics with Canva
- 52. Stand Out: Graphics with Canva
- 53. Ripl App
- 54. Stand Out: Posts/Ads • Follow Best Practices • Use video! • Correct size facebook.com/business/a ds-guide/ • Test!
- 55. Stand Out: Posts/Ads – People/BTS
- 56. Stand Out: Copy • Authentic • List consumer known brands • Short • Visual/Emojis • Branded # • Test! • USP
- 58. Your USPs May Be… • # of years in business • Family-owned • Only sold here • Customization • Loyalty or Return • Affiliations: community or non-profits
- 59. Consistent and optimized listings and social profiles are very important…but you need a strategy to drive real business results.
- 60. Social to Sale Doors Are Open Until September 19th, 2018 Want Lesson 1 for Free?
- 61. Live Social to Sale Workshop!
- 63. Take Action on Your Social Media! Thank you! Crystal Vilkaitis
Editor's Notes
- Do it with me.