The document provides tips for retailers on using social media to connect with customers. It discusses how word-of-mouth and online communities are influencing purchase decisions. It recommends understanding where customers engage on social media, setting goals for social media strategy, deciding which platforms to use, and using tools to listen to conversations. It also provides tips on content, time management, and using mobile technology to improve social media efforts.

1. Social Media Boot Camp Part II
Tips And Tactics for Connecting With Your
Retail Customers
September 13, 2011
There are Bigger Things to Fear Than Social
Media!
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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2. Word of Mouth Within “Communities” Is Swaying
Purchase Decisions More Than Ever Before
• 49% of Respondents Say They
Give Advice to Others, Motivated by
a Feeling of Solidarity With Other
Shoppers
• 59% Believe They Have an
Advantage Over Manufacturers or
Retailers Because the Internet
Allows Them to Seek Other
Opinions
• 25% Are More Likely to Seek
Others' Opinions Now That Social
Networking/online Communities Are
Available
Source: Yahoo
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Is Your Marketing Working Effectively To
Connect With Customers?
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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3. Consumer Trust Is Central To The New Media
Model
Did You Know?
25% Of All Time Online
Is Spent Using Social
Media (35 Min Day)
617-437-9191 Creative Business Consulting Group www.cbc-group.net
Planning Is Prospering: 60 Minutes To Achieve
Social Media Success
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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4. Social Media Implementation Covers Four Key
Areas; Time Allocation May Change Daily
People
Assess Your Customers’ Social Activities
Objectives
Decide What You Want To Accomplish
Strategy
Plan What To Say And How Your
Interactions With Customers Will Change
Technology
Decide Which Social Technology To Use
617-437-9191 Creative Business Consulting Group www.cbc-group.net
People
Shoppers Are Increasing Interacting With
Retailers Via Social Media
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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5. People
First Step: Understand Where Your Customers
Are Participating with Social Media
Learning Where Your Customers Are
Participating Will Give You Direction For Where
Your Business Should Begin To Participate
The Goal Is To “Meet” Your Customers Where
They Are And Engage With Them Regularly
Where Do Your Current And Potential
Customers Participate?
Listen To Hear:
How Your Customers Regularly Interact
With Social Media Sites
What’s Being Said About Your Company
Where Messages Are Posted
Where Users Spend Time
How Much Is Being Discussed
617-437-9191 Creative Business Consulting Group www.cbc-group.net
People
Set Up Tools To “Listen” To Customer
Conversations About Your Business
Google Alerts emails you whenever a chosen
keyword is mentioned in any form of online content
Google Blog Search scans the blogosphere for
any keyword or phrase you input.
SiteVolume reports how often keywords or
phrases appear on Twitter, Digg, MySpace,
YouTube and Flickr
SocialMention enables you to search keywords
and phrases by specific channel category (blogs,
images, news,video, etc.), or as a whole, and to
receive email alerts when a new mention is posted
Don’t Forget To Assess And Listen To Where And How Your
Competitors Are Participating In Social Media
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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6. Objectives
Define Objectives and Strategy – Establish Clear,
Quantifiable Goals
•What Are You Looking To Get Out Of A
Social Media Marketing Program - Today
And In The Future?
Expand Brand Or Product Awareness
Build Or Enhance Brand Community
Engage Fans And Convert Them To
Customers
Improve Customer Satisfaction
What Steps Do You Need To Take To Make Your
Social Media Strategy An Effective Tool To Grow Your
Business?
617-437-9191 Creative Business Consulting Group www.cbc-group.net
Objectives
Determine Social Media Goals And Objectives
Based On Business Goals And Capability
•Xxx
•Xxx
•xxx
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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7. Strategy
Decide Where to Concentrate Your Efforts
You Can’t Be Everywhere At Once – Start Slowly And Build
Don’t be Overwhelmed; Avoid Paralysis By Analysis
Start With One Social Media Program (I.E. Facebook)
Learn The Basics
Layer In More Functionality
Incorporate Time Saving Applications
Use Younger Employees (Or Children) To Mentor You
Integrate Additional Social Media Application When You Are
Ready
Listen In On Social Search Sites (I.E Yelp!) And Start To
Participate
617-437-9191 Creative Business Consulting Group www.cbc-group.net
Strategy
Determine Which Social Media Tools To Use
Based On Overall Goals And Objectives
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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8. Technology
Maximize Your Effectiveness And Minimize Your
Time Commitment Using Scheduling Tools
• Tweet Deck • Hootsuite
www.tweetdeck.com - Desktop www.hootsuite.com - Desktop
Application That Shows Twitter, Application That Links Twitter,
Facebook, Search And Followers On Facebook, Search And Followers
One Screen On One Screen
• Sendible • Friendfeed
www.sendible.com - Links Multiple www.friendfeed.com - Connects All
Social Media Applications From One Social Media Applications From
Desktop Application. Allows For One Desktop View
Scheduling of Future Posts.
Creative Business Consulting Group www.cbc-group.net
Technology
Mobile Technology Can Improve Efficiency And
Responsiveness When Out Of The Store
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9. Time Management
Time Required To Participate On Social Media
Will Vary Based on Resources Allocated
617-437-9191 Creative Business Consulting Group www.cbc-group.net
Time Management
Use A Calendar To Insure Social Media Goals
Align With Overall Marketing Objectives
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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10. Time Management
Weekly Calendar Delivers Marketing Themes and
Messages; Document Is Easily Implemented
Theme: Breed Week- Labs September
Sunday Monday Tuesday Wed Thursday Friday Saturday
Sept 18 Sept 19 Sept 20 Sept 21 Sept 22 Sept 23 Sept 24
Lab Quote Why We Love Labs How To Play Lab Photos We Love Our Lab Lab Toys FB only Contest
Blog Post You Tube Facebook Facebook Facebook Facebook
Facebook Facebook Reply to Fans Twitter Twitter Twitter
Twitter Reply to Fans Twitter Reply to Fans Reply to Fans Reply to Fans
Reply to Fans Link to Website Facebook Link to Website
Reply to Fans
The Desired Outcome Is An Integrated Campaign Focused On A Central
Theme That Engages Customers Across A Range Of Relevant Applications
617-437-9191 Creative Business Consulting Group www.cbc-group.net
Content Management
Providing Entertaining And Enlightening
Content Will Inspire Your “Community”
• Answer The Question, “What
Does My Audience Need?”
• Remember the 40/30/30 Rule
• Ask A Question Or Explain
What’s Coming Next; Don’t
Just Attach Links
• Ask Opinions; Involve Your
Fans
• Provide Useful Information.
Give Advice, Blog Posts,
Pictures, Etc.
• Share Your Brand Personality
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11. Content Management
Make Your Content Interesting; Your
Customers Are Looking For Entertainment
617-437-9191 Creative Business Consulting Group www.cbc-group.net
CBCG Can Help You Learn To Use Social
Media Effectively For Your Business
•Understand Business
Opportunities Created by Using
Social Media
•Understand How Customers Are
Using Social Media
•Learn How to Create Social
Media Marketing Programs That
Engage Customers Daily
•The Cost Saving Benefits Of
Using Social Media for Your
Business
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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12. Follow Creative Business Consulting Group
We Talk Retail In These Places!
@RetailHelper
http://cbcgretailreport.blogspot.com
www.linkedin.com/in/lynnswitanowski
http://www.facebook.com/CBCGroup
Creative Business Consulting Group www.cbc-group.net
But Why Listen To Me?
25 + Years Retail Industry
Experience
Fortune 100 Senior Sales and
Marketing Executive And Small
Business Strategist
Experienced Retail Strategist And
Marketing Executive
Helping Retailers Of All Size Design
Successful Social Media Campaigns
Since 2008
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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