Taken from a half day seminar given to local Baltimore retailers on how to start engaging in social media and local search.

1. Spring into
Social Media
Ethan Giffin
Groove Commerce
May 10th, 2011

2. Our goal is to bridge the gap between marketing
and technology and while helping retailers to
reach their full online potentials.
2400 Boston Street,
Services include: Suite 320,
Baltimore, Maryland 21224
• eCommerce Web Site Design
• Social Media Marketing www.groovecommerce.com
800.564.9826
• Pay Per Click (PPC) Management
@GrooveCommerce
• Search Engine Optimization (SEO)
• Email Marketing
• eCommerce Site Analysis
• Conversion Consulting
May 2011 Spring into Social Media 2

3. Social media usage by small business owners
doubled in 2009 and rose again in 2010.
• 91% are using at least one social media tool
• 80% have a company page on a social networking site
• 79% post status updates or articles of interest on social
media sites
• 54% monitor feedback about the business
• 52% are active on Twitter
Source: http://www.expansionplus.com/
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4. 93% of people active online fully expect companies to be
present in social spaces and be willing to have a
conversation with them.
• 4 of the top 7 highest-traffic websites (Facebook, YouTube,
Wikipedia, and Blogger) are social media websites
• More than half of all people in the U.S. over 12 have set up a social
media profile
• Twitter now has 110 million users and is adding 300,000 a day
• Two-thirds of the global internet population visit social networks —
Nielson, Global Faces and Network Places
Source: http://www.expansionplus.com/
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5. 67% of shoppers spend more after
recommendations from an online community of
friends. (Internet Retailer, September 2009)
53% of people on Twitter recommend companies
and/or products in their Tweets, with 48% of them
delivering on their intention to buy the product.
(ROI Research for Performance, June 2010)
Half of the top 25 retailers have integrated
Facebook into their own sites, as have 17 of 25
fastest-growing retailers. (Facebook)
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7. Claim
Build
Engage!
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8. Local Search
Youtube
Facebook
Twitter
Foursquare
Groupon
In Your Store… (Bonus)
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17.  Getting Fans
 Engaging Fans
 Monetizing Fans
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18. According to Facebook, people who click the “Like” button on external
sites have 2.4x the number of friends than the average Facebook
user, and click on 5.3x more external links, so ensuring you connect
with these word-of-mouth advocates is not just a nice-to-have, it‟s a
must-have.
Source: http://www.expansionplus.com/
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20. Consistently post content
• It’s important to give users a reason to come back to
the page. Posting once a day, if the information is
relevant, is a simple way to keep fans engaged
 Post recent news in the industry
 Talk about upcoming events
 Promotions going on on-line and in the stores
Respond to user posts
• Answering questions, assisting customers, and
responding to reviews can help you engage with your
audience as well as providing an opportunity to link
back to your site
Source: http://www.expansionplus.com/
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21. Create interaction with users
• Post relevant information about what’s going on in the
industry
 Example: Syracuse University lacrosse team remains No.
4 in major polls with No. 1 Notre Dame on tap
 Do you think Syracuse should be above Hopkins in the
polls?
Have promotion to get more „Likes” so you can
build your list of followers
• Offer free socks to 600th fan, free shirt to 700th fan,
…free outfit to 1000th fan.
Source: http://www.expansionplus.com/
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28. Facebook
Twitter Email
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37. Claim Your Real Estate
• Google Places, Facebook, Twitter, Foursquare
Develop a Consistent Voice and Look
Create Content!!
Start Conversations!!
Engage In-Store
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39. With over a decade of industry experience in eCommerce, Ethan E. Giffin
SEO and the dynamic technologies that drive them Ethan CEO & Founder
Giffin founded Groove Commerce to be a boutique web
ethan@groovecommerce.com
agency that provides enterprise class service for online
retailers.
This blend of industry and agency experience has made Ethan
a sought after speaker and panelist at top events including:
Internet Retailer, eTail, Search Engine Strategies (SES), SMX,
American Marketing Association PubCon and Ad:Tech.
Currently, as CEO Ethan is leading the charge to make Groove
Commerce the Mid-Atlantic‟s premier Magento partner.
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