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Proven Social Media Success: Leading Jewelers Guild
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- 2. Seminar Overview: 1. Social mediacampaigns and case studies from other jewelers and retailers 2. How they did it/tools used 3. How you can too!
- 3. If you wanta copy of today’s presentation, leave your business card and we’ll email it to you.
- 4. About Crystal • Inthe 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. Why is thisimportant? • 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)
- 7. First, you mustdo a Customer Profile
- 8. It’s crowded. Interceptversus interrupt.
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- 10. Recent Facebook Change •More weight on photos and links • Less weight on status updates
- 11. Check to seewhat your audience responds to
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- 20. Custom Welcome Taband 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
- 21. Yikes, no coverphoto! 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.
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- 28. All Facebook ImageDimensions – bit.ly/1eQ0aQ8
- 29. Product Posts –Create Action
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- 32. Train customers tocome back on certain days
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- 34. Help the shoppershop, online 20 Likes out of 340 Page Likes
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- 42. Offerpop.com Stats as of2.21: 114 Entries 2,105 Votes
- 44. Post Ideas thatgets 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!
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- 48. Pinterest Stats • Pinterestgenerates 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)
- 49. Create a lookbookfor your brand
- 50. Create a lookbookfor 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
- 51. Etsy Success “The PinIt button outperforms the Facebook Like button in referral traffic to Etsy product pages”
- 52. Pinterest.com/popular/ to find trendsor Pinterest.com/source/any website.com
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- 56. 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
- 57. Pinterest Success: GroupBoards
- 58. Pinterest Tips • Sellonline, 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!
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- 60. 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
- 61. Smartphone users were asked whythey would scan a QR code, 87% said to get a coupon, discoun t or deal. Source: Mobile Commerce Daily
- 62. 50% have scanned QRcodes 18% have purchased afterwards Source: Mobile Commerce Daily
- 63. Case Study: LetterboxDeals • 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
- 64. Examples: Bloomingdales • Wantedto 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
- 65. *TIP* Use QRCodes 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
- 66. Use QR Codesto Promote Social Networks
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- 69. 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
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- 71. Results: Why was thissuccessful? • Teaser Tweets • Responded to Tweets • Tweeted throughout the campaign
- 72. Instagram Success An averageof 25% of Fox and Fawn’s daily sales are made from IG. Bad-weather days, it could be as high as 40%!
- 73. Instagram Success *Tip* Usehashtags to gain more exposure and followers Ex: #picoftheday #light #tip #love #beautiful #{brand}
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