This is the webinar deck from our guest speaker, Beardbrand.

1. GOING SOCIAL b2c social media the right way 1
GOING SOCIAL
A guide to building a social media presence in the B2C space
Eric Bandholz // Founder of Beardbrand

2. GOING SOCIAL b2c social media the right way 2
ERIC BANDHOLZ
Founder of Beardbrand
eric@beardbrand.com
704.299.5378
Eric Bandholz founded Beardbrand in 2012 after
attending a beard competition in Portland, Oregon.
His vision was to build a community of urban
beardsman who were stylish, independent, and of
course bearded. Before Beardbrand, beardsmen
where thought of as bikers, hippies, vagabonds,
or outdoorsmen and he saw a more professional
community of beardsmen.
Beardbrand started off as a blog and when he was
contacted by NY Times to be quoted for an article
on beard care he designed to launch the ecommerce
portion of Beardbrand. Through bootstrapping, and
social media Eric was able to grow Beardbrand from
zero in sales to over $120k per month in less than a
year. Beardbrand has been quoted in Men’s Journal,
Yahoo, and many other publications.

3. SOCIAL MEDIA STARTS WITH A MARKETING PLAN
Do you have the resources for active management?
Do your customers have an expectation for you to be online?
Do you have the support within your organization?
BEARDBRAND SOCIAL MEDIA PLAN
1) Produce quality content that is searchable and related to our products
2) Curate daily content to maintain audience’s attention & build brand
3) Interact with community and answer questions / complaints
4) Own the platformW
WHO MANAGES OUR SOCIAL MEDIA?
It’s a team effort for us. I personally am still engaged in certain aspects of our
social media - most specifically YouTube and email. Our in-house customer
service talent will handle our Tumblr and Pinterest. We outsource our social
media for Facebook, Twitter, and Instagram.
GOING SOCIAL b2c social media the right way 3
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4. GOING SOCIAL b2c social media the right way 4
WHERE IS BEARDBRAND TODAY?
Our community launched in February 2012 and was actively built starting in January 2013.
Current numbers as of September, 2014.
Facebook: 39,000
Tumblr: 18,500
YouTube: 18,500
Email: 14,000
Instagram: 10,00
Twitter: 3500
Pinterest: 750
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5. GOING SOCIAL b2c social media the right way 5
WHERE DID OUR CUSTOMERS FIRST HEAR ABOUT BEARDBRAND?
Social Media 46%
Google Search 35%
Referral 6%
Web Ads
SOCIAL MEDIA BREAKDOWN
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Other 10%
YouTube
Facebook
Reddit
Other
4%
54%
27%
12%
7%

6. GOING SOCIAL b2c social media the right way 6
SELECTING YOUR SOCIAL MEDIA CHANNELS
Building with a strategy to control your content.
Better to be very active in a few than; not active in all of them.
Understanding the communities of each channel.
What platform suits your company’s culture the best?

7. GOING SOCIAL b2c social media the right way 7
GENERAL OVERVIEW OF PLATFORMS
AGE GENDER INTERESTS TIME REQUIREMENT EASE OF USE
Facebook broad both broad low easy
Instagram teens - 20’s both photography low easy
LinkedIn 20’s - 50’s both business moderate moderate
Pinterest teen’s - 40’s female life inspiration + products moderate easy
Reddit teen’s - 30’s male technology + cats + anything high difficult
Tumblr teen’s - 20’s both creativity + photography + individuality moderate easy
Twitter broad both real time information + direct talk high moderate
YouTube broad both broad moderate difficult
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8. GOING SOCIAL b2c social media the right way 8
SOCIAL MEDIA WRAP UP
Don’t over complicate the process - it’s just content and communication.
Communicate and create with purpose.
Don’t plan for any “viral” marketing. Build to last.
Tell a story and have a voice.
Tips for growing your community - have contests via Gleam.io.

9. GOING SOCIAL b2c social media the right way 9
QUESTIONS?