This is the 2011 R&A Round Table presentation that focused 100% on social media. It was a great event and a lot of great education was passed along.

1. 2011 R&A Round Table Social Media 101: How to Profit from Social Media

2. Welcome & Introduction

3. Welcome & Introduction Introductions Agenda Takeaways

4. Welcome & Introduction Introductions R&A Marketing Team Chad Balser, Sales Development Kevin Doran, Owner Kyle Doran, Owner Rick Doran, Consultant David Lively, Consultant RaffyPendery, Website Genius Priscilla Powers, Account Executive Carl Wochele, Account Executive

5. Welcome & Introduction Agenda Day One: 11:00 AM-11:15 AM Introduction 11:15 AM-12:15 PM YOU+ME=US: Social Media 101 12:15 PM-12:45 PM Round Table Breakout #1 12:45 PM-1:30 PM Lunch

6. Welcome & Introduction Agenda 1:40 PM-2:40 PM Marketing Jeopardy 2:50 PM-3:20 PM Round Table Breakout #2 3:30 PM-5:00 PM Marketing + Facebook CAN = Sales 5:00 PM-6:00 PM Break & Individual Meeting Times

7. Welcome & Introduction Agenda 6:00 PM-8:00 PM Dinner & Cocktail Hour Day Two 8:00 AM-9:30 AM Breakfast 9:30 AM-10:30 AM Round Table Breakout #3 10:30 AM-10:45 AM Break

8. Welcome & Introduction Agenda 10:45 AM-11:30 AM Round Table Breakout Presentations 11:30 AM-12:00 PM Question & Answer Period

9. Welcome & Introduction Takeaways Fail Fast—Fail Forward Quantity does not always equal quality Quality can equal quantity The conversation starts NOW The relationship evolves LATER The sales begin once we figure out NOW & LATER Three solid ideas to jump start your social media strategy

10. YOU + ME = US: SOCIAL MEIDA 101 Where did Social Media start?

11. YOU + ME = US: SOCIAL MEIDA 101 situation X Social Media begins with… A YOU +

12. YOU + ME = US: SOCIAL MEIDA 101 situation X Social Media begins with… A ME =

13. YOU + ME = US: SOCIAL MEIDA 101 situation X Social Media begins with… A U S

14. YOU + ME = US: SOCIAL MEIDA 101 “Why are we trying to measure social media like a traditional channel anyway? Social media touches every facet of business and is more an extension of good business ethics.” --Erik Qualman

15. YOU + ME = US: SOCIAL MEIDA 101 “Social media is just a buzzword until you come up with a plan.” --Unknown

16. YOU + ME = US: SOCIAL MEIDA 101 “Our head of social media is the customer.” --McDonald’s

17. YOU + ME = US: SOCIAL MEIDA 101 Source: John Moore, Brand Autopsy How does this apply to business? SCISSORS PAPER ROCK

18. YOU + ME = US: SOCIAL MEIDA 101 Source: John Moore, Brand Autopsy PAPER PAPER ROCK SCISSORS

19. YOU + ME = US: SOCIAL MEIDA 101 Source: John Moore, Brand Autopsy Local Independent Core Competencies Include: Customer Service Limited $$$ Relationship Core Focus Quick reaction SCISSORS

20. YOU + ME = US: SOCIAL MEIDA 101 Source: John Moore, Brand Autopsy National Store Core Competencies Include: Buying Power Lots of $$$ Core Focus Slow reaction ROCK

21. YOU + ME = US: SOCIAL MEIDA 101 Source: John Moore, Brand Autopsy National Brand Core Competencies Include: Buying Power Lots of $$$ & Awareness Multiple Focus Ability to react & counteract PAPER

22. YOU + ME = US: SOCIAL MEIDA 101 Source: John Moore, Brand Autopsy PAPER PAPER ROCK SCISSORS TRADITIONAL MEDIA

23. YOU + ME = US: SOCIAL MEIDA 101 Source: John Moore, Brand Autopsy PAPER PAPER ROCK SCISSORS SOCIAL MEDIA

24. YOU + ME = US: SOCIAL MEIDA 101 Source: John Moore, Brand Autopsy How can this be? UNIFORMITY

25. YOU + ME = US: SOCIAL MEIDA 101 Source: John Moore, Brand Autopsy UNIFORMITY

26. YOU + ME = US: SOCIAL MEIDA 101 Where can you find social media?

27. YOU + ME = US: SOCIAL MEIDA 101 How long would we be here?

28. YOU + ME = US: SOCIAL MEIDA 101 This is not Social Media 900…it’s 101! Let’s go to the social media gateway for our introductory course

29. Nielsen Reports | 2010 Each month the average person views 1,050 pages and spends 25 hours month online Two-thirds of the global internet population visits social networks More than half of the U.S. population over age 12 have set up a social network Social Networks/Blogs account for one in every four and a half minutes online Facebook has over 600 million users

30. PracticaleCommerce.com On average, Fans spend an extra $71.84 they would not otherwise spend on products they describe themselves as Fans Fans are 28 percent more likely than non-Fans to continue using a specific brand. Fans are 41 percent more likely than non-Fans to recommend a product.

31. Facebook Insights Once your Facebook page has more than 30 followers and regular activity, Facebook will automatically engage Insights to start monitoring your page’s activity and growth. These analytics can only be accessed by page administrators.

32. Facebook Insights

33. Facebook Insights WHAT YOU SHOULD BE PAYING ATTENTION TO

34. Understanding Insights New Likes

35. Understanding Insights Lifetime Likes

36. Understanding Insights Monthly Active Users

37. Understanding Insights Post Views

38. Understanding Insights Post Feedback

39. Understanding Insights Page Content Feedback

40. Understanding Insights Weekly Email Stats

41. 2011 R&A Round Table Social Media 101: How to Profit from Social Media

42. Round Table Discussion #1 Discussions What is the one thing you want out of social media? What is the best marketing concept you have ever done? What is your competition doing on social media? How long do you expect your social media strategy to take to get you ROI?

43. 2011 R&A Round Table Social Media 101: How to Profit from Social Media

44. Round Table Discussion #2 Applications What social vehicle can you begin today with no problems? Which social vehicle can you begin today with lots of problems? What is the best media to apply to the following avenues: Facebook? Twitter? Blogs?

45. 2011 R&A Round Table Social Media 101: How to Profit from Social Media

46. Facebook Case Studies FACEBOOK + MARKETING CAN = S A L E S

48. R&A Customer Since 2008

49. Full Line Mid-Priced Store

51. Starting your page and how to get Fans It’s not all about Fans It’s about engagement When someone clicks An average of 40 of their friends see it. Client wanted Facebook Fans Client wanted them Fast

52. Started page in January 2011 In four days 104 people liked George’s page How we advertised Announced on weekly radio call in show done by client. Also used Facebook posts and in-store signage Made give away time sensitive. This makes fans engage and share

53. Combining your FB “marketing message” with FB “relationship messages”. Its about finding the right balance BUY BUY BUY

54. 603 Impressions Its about finding the right balance

55. 500 + Impressions

56. 800 + Impressions

57. 1st Quarter 2011 Average 220 Monthly Active Users 42,463 Post Views Average 151 Post Feedback per Month Demographics Age 25-44 make up 45 percent of page users 80 percent of users are Female Total lifetime likes 131 By The Numbers

59. R&A Customer Since 1987

60. Full Line Mid-Priced Store

62. Use the new tool “Use Facebook as your page” as a tool for your marketing.

64. 700 + Impressions 700 + Impressions

65. Use the new tool “Use Facebook as Page” as a tool for your marketing. Great way to have a cross promotion or get your name out on other pages that people are looking at everyday.

66. Notifications Receive notifications when people interact with your page or posts. Search Find other pages to like and comment on them as your page. Home Keep up with the other pages you've liked through a newsfeed just for your page. Notifications Home Using Facebook as Fan Page Search

67. Using Facebook as Fan Page

68. 750 Impressions Don’t always talk about your business. Share tips, ideas, things happening around the community. 905 Impressions 650 Impressions

69. 1st Quarter 2011 Average 655 Monthly Active Users 29,598 Post View 94,300 Visits Average 197 Post Feedback per Month Demographics Age 25-44 make up 66 percent of page users 58 percent of users are Female 39 percent of users are Male By The Numbers

71. R&A Customer Since 1987

72. Full Line Mid-Priced Store

74. Contests Finding the right contest that meets your marketplace and your Facebook’s marketing place. Decide whether you want to create Fan interaction or you just want to increase Fans. You have to give away something Remember you’re a Furniture Store Make it Fun This is great PR… So BUILD it up!

75. Grand Prize: Sofa Contest Instructions Dress yourself, your family, or your kid up in a Halloween costume, take a picture and you might just win Month Long Contest Fans Decide Winner

76. Promoted On Website Press Release Email Marketing Word of Mouth POP Sales people required to talk about it

79. 264 Total Number of Contest Comments

80. Second and Third Place both bought from Connells after contest! Second Place 29 Comments 134 Number of Votes Third Place 33 Comments 132 Number of Votes

81. Grand Prize: $2,500 Gift Card Contest Instructions: Take a picture of your room, explain why you deserve a room makeover, post it on Facebook, and you could win a brand new room! Month Long Contest Fans Decide Three Finalists Judges Determine Winner

83. March 2011 Room Makeover

84. March 2011 Room Makeover

85. What to Post Share links to interesting and relevant articles, post thought-provoking or meaningful updates, share a joke, or ask a question. Just keep it lively, interesting, and consistent! The words in updates that triggered the most “likes” and comments are: 1. Event 2. Win3. Winner4. Sale 5. Contest Wall Posts—When & What

86. Top Post Examples “Success is simple. Do what's right, the right way, at the right time.” (Quote) 505 Impressions “Creating a Reading Nook” (Blog) 750 Impressions “We have something big to offer just for our FB Fans on Friday. Be Sure to visit our page Friday morning for this amazing offer!” 802 Impressions Wall Posts—When & What

87. Be sure to check you Page Post Insights to see what your fans react to the most! Wall Posts—When & What

88. A report from Buddy Media found that the hours companies should post to Facebook don’t necessarily coincide with business hours. The four best times for higher engagement rates among followers are at 4 a.m., 7 a.m., 11 p.m., and 5 p.m. I encourage you to approach your timing on a case-by-case basis Wall Posts—When & What

89. Offer something to just your Facebook fans They are fans of you for a reason Reward them for being a fan Make it something distinctive Unique enough to stand out above the rest Make it share worthy The more sharable the more likely it will be a better event Events are fun The more fun they have the more likely they remember you when shopping Events

92. “Let the Savings Begin” “When Did Liking Someone Ever Pay Off” “When Did Liking Someone Ever Pay Off”

94. Facebook Fan Offer Only Ran right after a Contest High visit and user rates Offered a greater discount to Facebook fans than the public. Reward them for being a Fan of your page Made it time sensitive. This will increase customers to visit page. Deal Share

95. Deal Share (one day insights)

96. Interaction 750 Impressions 650 Impressions Deal Share

97. 127% Increase in New Likes after month one 112,539 Post Views 1% Post Feedbacks 140% More Average Monthly Active Users 4% of Fans Have Bought 20% of Deal Shares Redeemed in less than 24 hours Average ticket of $1900 2.3 times higher than the national average $800 higher than their average ticket 24 times the unique votes cast for Room Makeover than entries Black Friday Promotion 95% Advertising Return 2nd Highest Month in Connell’s history during Room Makeover Contest 4% of the unique visitor's from Facebook to the website Third highest traffic source to Connells Website behind: Direct URL Google Facebook/Bing

98. Facebook Tips Slow and Steady Wins the Race Find Quality Fans Offer Promotions and Discounts Post Interesting and Valuable Content Provide Excellent Customer Service

99. 2011 R&A Round Table Social Media 101: How to Profit from Social Media

100. Round Table Discussion #3 Strategy What is the best way you can generate traffic and revenue from your social media outlet? Take the best marketing idea you ever had and apply that to using that in social media? What is the best way to get your social media objectives done? Inside? Outside? Combo of both?

101. 2011 R&A Round Table Social Media 101: How to Profit from Social Media

102. 2011 R&A Round Table apps This whole Facebook thing just got a whole lot easier.

103. Nielsen Reports | 2010 Each month the average person views 1,050 pages and spends 25 hours month online Two-thirds of the global internet population visits social networks More than half of the U.S. population over age 12 have set up a social network Social Networks/Blogs account for one in every four and a half minutes online Facebook has over 600 million users

104. PracticaleCommerce.com On average, Fans spend an extra $71.84 they would not otherwise spend on products they describe themselves as Fans Fans are 28 percent more likely than non-Fans to continue using a specific brand. Fans are 41 percent more likely than non-Fans to recommend a product.

105. apps Fan Offer Convert visitors into fans of your Facebook page by rewarding them with an exclusive coupon or invitation to a special event. Upload a custom image and text to entice visitors and a second image that only fans of your Page will see. The app's flexibility allows you to change the promotion and images in seconds.

106. apps

107. apps Email Sign Up Create contact forms, online surveys, and invitations to capture valuable information directly from your Fan page. Optional fan gating feature helps grow your fan count. This app enables you to embed easily customized content capture forms for registrations, newsletters, or other information.

108. apps

109. apps Sweepstakes Launch a sweepstakes on your Facebook Page in minutes with this all-in-one app. We take the guesswork out of the Facebook sweepstakes process with simple features that allow you to upload custom images and text to entice visitors to enter your sweepstakes through an easily customizable form that you control.

110. apps

111. apps Deal Share Create and launch a viral deal on your Facebook Page where you can set the number of registrations required to unlock a group discount. Customizable deal settings (timelines, participants, price) allow for complete flexibility, and easy editing tools enable custom deal design and share settings.

112. apps

113. 2011 R&A Round Table apps $50 with a creative package $50 plus creative with no package

114. 2011 R&A Round Table Q&A