Slides from a talk on social media given by Jeremy Corner, owner of Blue Eyed Sun and Ivy Ellen, to retailers visiting Widdop Bingham's showrooms on Tuesday 24th June 2014. Jeremy is a blogger, magazine columnist and greeting card and gift industry thought leader with specialist expertise in digital marketing.

1. Jeremy Corner
Blue Eyed Sun
Social Media -
What’s All the Fuss About?
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun

2. Hashtag #WiddopSocial
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun
Tweet @Blue_Eyed_Sun
www.blueeyedsun.co.uk/blog
Who is Jeremy Corner?

3. What will we cover today?
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun
1. How the world is changing
2. First things first
3. What’s important to your retail store?
4. Why use social media?
5. Examples of social media platforms
8. Some useful tools to take away
9. Useful blog posts

4. Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun
The world’s technology is evolving

5. Our needs are evolving
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun

6. How we interact is evolving
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun

7. How we shop has evolved
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun

8. Marketing is
evolving
!
Those who
engage with
their
customers
win
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun

9. First things first
1. Customers - who, why, what, when and how?
2. Product and pricing
3. Your Brand – how u r special / your communication
4. Your shop window
5. Your sales team
6. Your merchandising / display
7. Your special offers
8. How your customers like to connect
9. Website (with google analytics and mobile ready)
10. Choose Social Media that’s right for your needs
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun

10. What’s important to your store’s success?
1. Understanding your customers
2. Engaging with your customers
3. Good staff - finding, training and retaining
4. Sourcing good unique product
5. Finding good suppliers and engaging
6. Marketing locally
7. PR presence locally
8. Networking locally
9. Referrals
10. Opportunities
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun

11. Lots of Social Media Platforms
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun

12. Why Use Social Media?
• Assets that you can grow
• Protect your brand online
• People buy from People
• Customer Reassurance
• Critical to SEO success
• Grow Your Network - learn, save, find opportunities
• PR / Marketing
• It’s a huge social gathering
• It’s fun
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun

13. Set up your blog
• www.blueeyedsun.co.uk/blog
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun

14. Set up Google Analytics
• www.google.co.uk/analytics
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun

15. Analyse your website
• www.google.co.uk/analytics
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun

16. Why Facebook?
• 1 in 7 people in the world are on it
• Ave users spend 15 hours a month on it
• It’s used by all age groups
• 57% female users, 43% male
• One in every 5 page views online is FB
• It’s powerful for targeting adverts.
• Great for customer engagement
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun

17. Blue Eyed Sun on Facebook
• www.facebook.com/BlueEyedSun
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun
• Build a community of
brand advocates
• Choose your target
group
• Target your
marketing with FB
ads
• Competitions must
be run through 3rd
party apps
• Actively engage
using the like button
and replying to
comments where
necessary

18. Asos on Facebook
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun
• Game created and
players could join
front of queue in sale
• 174,000 joined virtual
queue
• Grew FB fans 32%
• 1/2 social media users
thinking about making
purchases whilst
using
• 1/2 actively deciding
to buy based on what
they’ve seen on social
media including
reviews and referrals
• social media key
influencer on
purchasing decisions

19. Bijou on Facebook
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun
• Good engagement
• Good use of Images
• Engaging locally
• Uses reviews for
feedback and
reassurance
• cross promotion of
events and other
outlets

20. Aunty Acid on Facebook
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun
• Humour gets shared
• Good engagement
• Follower sharing is
very high
• Good use of Images
• Words and images
engage in two
different ways
• Loads of comments
• Not all about the
selling

21. Twitter
• 17% of Twitter users are in the UK
• Estimated 34 million live accounts in the UK, 80% use mobile
• 25-34, 35-44 and 45-54 age groups each make up around 20%
of Twitter users
• The vast majority (81.1 and 74.1% respectively) of accounts
have fewer than 50 followers, and follow fewer than 50
accounts themselves
• Popular with celebrities and journalists / PR folk
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun

22. Top tips for Twitter
• Watch and listen first
• Engage and interact
• Use hashtags
• Use http://search.twitter.com
• Be useful or entertaining or both
• Be helpful, not pushy
• Avoid over selling yourself
• Ask questions
• Focus on your niche
• Never drink and tweet
• Be mindful of your actions - eg. Stay cool and avoid swearing
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun

23. Blue Eyed Sun on Twitter
• www.twitter.com/Blue_Eyed_Sun
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun
• Engaging retailers
• Allow connection
• Good for feedback
• Drives brand interest
• Fun
• Not about selling
• Meaningful 1 on 1
dialogue

24. Ivy Ellen on Twitter
• www.twitter.com/IvyEllen
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun
• Connecting with
other suppliers
• Networking
• Referrals
• Awards
• Brand awareness
• #FF

25. Be Aware
• On Twitter you can connect to anyone
• On LinkedIn it’s best to have met the person
• On Facebook your fans don’t want you reading their private feeds.
• Get your logo or avatar up when you set up each account
• SPAM exists on Twitter so avoid clicking on links saying “I saw you in this photo”
• These sites all have rules and can close your account, eg No competitions on FB.
• Don’t link feed your twitter account to FB page. Tools have different users and uses.
• Copyright is a problem, be prepared and be mindful of how you react.
• Claim your Social Media URL's ASAP
• Integrate Social Media with your offline activities - eg. brochure, trade shows, etc.
• Use calls to action
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun

26. Pinterest
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun
• 70 million users
worldwide
• 1/3 of US women are
on it = buying power
• 2 million UK users
• network that’s most
likely to drive
spontaneous
purchasing
• Reverse show-rooming
- find online and buy in
store
• IKEA pin it to win it
competition
• Referrals from
Pinterest are 10%
more likely to buy
product

27. Instagram
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun
• Images drive higher
engagement
• Compelling content
is key
• What’s in it for
followers?
• Pizza Express used
app to promote their
Calzone competition

28. YouTube,Vimeo &Vine
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun

29. LinkedIn
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun
!
• 15 million UK users
• Can be good for
groups
• Control how you are
found on the internet
• Allow people to
check you out before
trading
• Check out new staff
• High income user
base
• Easy to set up and
maintain

30. Google +
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun
• 3/4 of the world’s top
brands have a page
• Useful for SEO
• Directories
• Different interface
• Good for Google
hangouts
• Check out new staff
• Many repurpose
content from FB

31. GenY and Checking In
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun
!
• Rewards loyal
customers
• Gen Y / Millenials
birthday range from
1990 - 2000
• 68% access news
via social media
• 66% look up stores
after friends
• 91% make FB check-
ins public
• On in store signage
• Adapt now cash in
later

32. Integrate with Offline
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun

33. Some Useful Tools
• Scheduling Software: Hootsuite and Tweetdeck
• Twitter Directories: WeFollow and Twellow
• Sorting your followers: Twitcleaner
• Tracking large numbers of followers: Use lists
• Smartphones: Use twitter alerts
• Wordpress: for blogging
• Mailchimp: for emailing campaigns
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun

34. Useful Blog Posts on our blog
• How to set up a Twitter Page
• How to set up a Facebook Page
• 15 Tips for using LinkedIn
• How to get to the top of Google
• How to use Price to increase Sales
• What I learnt about selling from Liberty
• 9 Ways retailers can improve their card sales
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun

35. Tweet
@Blue_Eyed_Sun
!
FB.com/
BlueEyedSun
Hashtag #WiddopSocial
Tweet
@IvyEllen
!
FB.com/IvyEllen
Have fun and experiment
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun

36. Hashtag #WiddopSocial
Social Media - What’s All the Fuss? - Summer 2014 at Widdop Bingham
Jeremy Corner - Blue Eyed Sun
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