Fairytales Bookstore & More is an award-winning children's bookstore that specializes in hand-curated books and educational toys. The owner hired C. McKenna Consulting to increase foot traffic, create a social media strategy, and provide quality social media content. McKenna implemented strategies across Facebook, Twitter, and Pinterest that included regular posting, engaging with followers, and highlighting products. Analytics showed spikes in engagement on Facebook and a doubling of followers on Twitter within a month.

1. Christine McKenna
C. McKenna Consulting
Fairytales
10.28.14
Bookstore & More!
Social Media Management & Content Marketing

2. Overview
Fairytales Bookstore & More is an award-winning children’s bookstore and gift shop.
They specialize in providing hand-curated books and educational toys for kids, using
organic and fair-trade products whenever available. The owner told me her business
goals were to:
1. Increase foot traffic in-store and online (new website).
2. Create an integrated social media strategy to enhance her current marketing plan.
3. Provide quality content on her social media sites (Facebook, Twitter, etc.), and be
seen as a community resource and thought leader in her industry.
I was hired for content marketing, social media strategy and management of social media
accounts. The following slides are samples of my content marketing work for this client
on Pinterest, Twitter, and Facebook.
- Chrissy McKenna, C. McKenna Consulting

3. Facebook
Samples of Facebook content and analytics

4. Why Facebook?
Facebook has over a billion users. It’s largest user segment is
parents and grandparents, which is Fairytales’ target demographic.
This segment has the most purchasing power, as well as the highest
interest in books and educational toys.
According to a marketing survey, Facebook also has the highest
percentage of B2C sales leads (67%), making it a great sales funnel.
Fairytales’ strategy for utilizing Facebook is to:
1. Increase brand awareness.
2. Engage with customers.
3. Highlight products to drive in-store and online sales.
4. Position store as a valuable resource.
Sources:
http://marketingland.com/survey-facebook-best-for-b2c-sales-linkedin-for-b2b-20219
http://www.socialmediatoday.com/content/twitter-vs-facebook-social-media-debate-0/

6. Page Analytics:
10/22/14-10/28/14

7. Best times to post? 9am-9pm

8. Page Posts/Engagement

9. Organic (non-paid) Reach
I began working with Fairytales Bookstore on October 1, 2014. Prior to
then, Facebook page was limited in posts and engagement. The
numbers spiked after we implemented a daily posting schedule.

10. Fan engagement spiked in October!

11. Sample Facebook posts

12. Facebook posts

13. Facebook posts

14. Facebook posts

15. Facebook posts

16. Facebook posts

17. Facebook posts

18. Facebook posts

19. Facebook posts

20. Facebook posts

21. Facebook posts

22. Facebook posts

23. Facebook posts

24. Facebook posts

25. Facebook posts
Fairytales sells arts and crafts supplies,
but occasionally posting FREE art projects
and activities for online customers can:
1. create goodwill
2. increase engagement opportunities
3. demonstrate the store’s commitment
to art and creativity

26. Facebook posts

27. Twitter
Fairytales page & posts

28. Why Twitter?
Twitter is a different type of community than Facebook. While Facebook
is conversational, Twitter is the opposite – it gets straight to the point, in
140 characters or less…It’s a concise way to share events, news, links,
photos and video.
Twitter also has a younger demographic – almost 50% of users are teens
to young adults – so it’s an effective way to reach young adult readers.
Statistics show 67% of Twitter users are more likely to buy from brands
they follow on Twitter, so businesses can’t afford to ignore using it.
Fairytales’ strategy for utilizing Twitter is to:
1. Engage with customers
2. Expand demographic reach
3. Network
4. Create brand awareness
5. Promote products and events to drive traffic to store.
Source: http://www.socialmediatoday.com/content/twitter-vs-facebook-social-media-debate-0/

29. Twitter page & tweets
Fairytales had a
Twitter account
but hadn’t
actively used it
since 2011…
I started
managing the
page and posting
several times a
week as well as
engaging with
our followers –
it’s paying off!
We’ve doubled
the number of
followers in less
than 1 month!

30. Sample tweets

31. Sample tweets

32. Sample tweets

33. Sample tweets

34. Sample tweets

35. Sample tweets

36. Twitter mentions
We started engaging
with followers on
Twitter by interacting
with their posts and
comments - this has
led to quite a few
reciprocal “mentions”
which has increased
Fairytales visibility!

37. Twitter mentions, cont.

38. Pinterest
Boards created & pin samples

39. Why Pinterest?
Pinterest’s user base is primarily 80% women – and their top interests are fashion,
home design, crafts and kids. With over 70 million users and a growing “visual
storytelling” trend, Pinterest has huge potential!
Pinterest is also a terrific way to collect marketing messages in one place,
keeping them organized and easy to access. It can be used for sharing audio,
video, slideshows, photos, maps and other useful links!
Fairytales’ strategy for utilizing Pinterest is to:
1. Network
2. Source and share relevant content
3. Inspire customers
4. Visually promote the business

40. Pinterest page & boards
I created
client’s
Pinterest page
from scratch
and added all
the boards/pins.

41. Pinterest boards, cont.

42. Sample board & pins

43. Two of Pinterests’ hottest pin topics include home decorating and kids – we tapped this
audience by sharing bookshelves/storage inspiration & children’s book nook ideas.

44. These are actual products that are for sale at Fairytales or can be
special ordered. (Djeco is sold exclusively in Nashville by Fairytales.)

45. This board has book lists and recommendations for young adult
readers. These book are available in store or can be ordered in.

46. Book trailers are a fun way for readers to visually experience a
book, much like a movie preview, and generate excitement.

47. Contact me
Liked what you saw? Consider hiring me to do your social
media and content marketing. I can set up your accounts,
find awesome content and train you to manage your own
social media – or you can have me maintain it for you!
Christine McKenna
C. McKenna Consulting
www.linkedin.com/in/comckenna
cmckennaconsulting@gmail.com