Learn how 60 minutes a day can propel your retail business to the next level of social media success.

1. Running A Social Media Strategy For Your
Retail Business In An Hour A Day
San Francisco International Gift Fair August 1, 2010
Change .
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2. Change . Can Be Fabulous!
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Conversations About You Are Going On
Everywhere, Anytime…With Or Without You
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3. Retailers Must Find Better Ways To Connect With
Customers More Effectively In Order To Succeed
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Seminar Objectives
TIME IS MONEY – LET’S USE IT WISELY
This Session Will Include:
Tips For Creating An Effective Long Term Social Media Strategy
Sample Planning Guides For Social Media Interactions
Time Saving Tools To Minimize Your Time Devoted To Social Media
Tips For Engaging Repeat Visits To Your Social Networking Sites
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4. Where We’ve Been -The Mass Media Model
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Where We’re Headed – Are You There Yet?
The New Media Model Companies Will
Attention
Increase Their
Digital Marketing
Budgets An Average
Evangelism Engagement
Of 17% In 2010, With
Social Media Driving
Much Of That
TRUST Increase
~ eConsultancy ~
Loyalty Commitment
Today, More Than
Conversation
22% Of All Time
Online Is Spent
Using Social Media
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5. Social Media Fits With The New Approach To
Marketing
Old Approach New Approach
One to Many Broadcast Many To Many Dialogue
Periodic Message Continuous Interaction
Restricted Information Open and Transparent
Marketer Chooses Content Consumer Chooses Content
Marketer Controlled Flow Of Content On Demand Content
Interruption Based Permission Based
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Social Media Usage and Tools Are On Their
Second Evolution – It’s Not Just A Fad
Web 1.0 Web 2.0
Discussion Boards/ Forums/ Chat RSS
Rooms
Social Networks
Clubs/ Groups/ Communities
Personalized Search (Tags or Search-
Review/ Rating Sites Engine Powered)
Direct Feedback (Solicited) Wikis and Other Collaboration Tools
Blogs Podcasts
Virtual Worlds
“Mash Up”
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6. Questions Retailers Must Consider When
Getting Involved With Social Media Marketing
Where Are Your Customers Online?
What Are Your Customers Social Behaviors Online?
What Social Information Or People Do Your Customers Rely
On?
What Is Your Customer’s Social Influence? Who Trusts Them?
How Do Customers Use Social Technologies In The Context Of
Your Products?
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Conventional Wisdom Is Dangerous;
Top 10 Social Media Myths
1. It’s Easy
2. It’s Free
3. It’s About Technology
4. Social Media Reaches Mass Audiences
5. Marketers Can Talk About Their Products
6. All Internet Users Will Participate
7. Management Will Understand The Potential
8. We’ll See Results Right Away
9. Tracking, Measuring Is Easy
10. We’ll Put It Up And It Will Take Care Of Itself
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7. Social Media Engagement Is A Five Step
Process
Co-
Listen Speak Engage Support
create
Source: Jeremiah Owayang
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A Strategic Four Step Approach For Using Social
Media Will Act As Your Marketing Compass
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 Technologies To Use
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8. People
Social Media Strategy Formation Starts With
Understanding Where Your Customers Participate
Start By Assessing Where You Should Be Participating And Where
The Biggest Opportunities Exist
Where Do Your Current And Potential Customers Participate?
Listening Will Give You A Good Idea Of:
What’s Being Said About Your Company Online
Where Messages Are Posted
Where Users Spend Time
How Much Is Being Discussed
Don’t Forget To Assess How Your Competitors
Are Participating In Social Media
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People
Key Listening Tools
Google Alerts emails you whenever a chosen keyword is mentioned in
any form of online content
Google Blog Search (http://blogsearch.google.com/) scans the
blogosphere for any keyword or phrase you input.
Twitter Search (http://search.twitter.com/) scans all Twitter posts for your
selected keyword or phrase
SiteVolume (http://www.sitevolume.com/) reports how often keywords or
phrases appear on Twitter, Digg, MySpace, YouTube and Flickr
SocialMention (http://www.socialmention.com/) 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
Socialcast (http://www.socialcast.com/) offers real-time analytics on
microblogging and other social activities and identifies individual users’ level
of activity.
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9. Objectives
Define Objectives and Strategy – Establish Clear,
Quantifiable Goals
What Are You Looking To Get Out Of This Investment Today And In The Future?
What Steps Do You Need To Take To Make It Happen?
Consider How To:
Expand Brand Or Product Awareness
Build Or Enhance Brand Community
Engage Qualify Fans And Convert Them To Customers
Improve Customer Satisfaction
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Objectives
Objectives Will Drive Key Questions And
Marketing Activities
Objective Key Questions Activities
Expand Brand Or • How You Will Get Your Brand • Advertising, Promotion, Integration With
Product Name Out There Other Media, Blogger Outreach, Initiation Of
Awareness Peer Sharing User-generated Content
Campaigns
Build Or Enhance • How You Will Attract Fans And • Awareness Building, Advertising, Promoting,
Brand Community Keep Them Engaged Appealing To A Specific Target Audience,
Tailored Content Plans, Tone, Frequency
&Types Of Interactions, Special Offers
Engage Qualify • How You Will Solicit Information • Surveys, Contests, Facebook Applications,
Fans And Convert From Users Conversation Starters, Measured Content
Them To Customer • How Will You Use That Insight To Views, Data Mining & Analytics, Sales Team
Further The Relationship Involvement, Product Sampling, Boosting
The One-to-one Nature Of The
Conversation
Improve Customer • How You Plan To Offer • Customer Surveys, Employee Incentives,
Satisfaction Exceptional Service And Support Mystery Shoppers, Extra Personnel,
• How You Will Go Above And Enhanced Segmentation & Differentiation of
Beyond Their Expectations Service Levels, Rewards/Loyalty Programs
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10. Strategy
How to Socialize Your Brand
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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
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11. Technology
Choose Appropriate Social Media Applications
Based on Customer Criteria and Strategy
Decide Where To Focus Your Efforts
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Technology
Scheduling Tools Improve Productivity And
Ensure Consistent Engagement
• 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
• Social Oomph • Friendfeed
www.socialoomph.com - Schedule www.friendfeed.com - Connects All
Tweets Days Or Weeks In Advance Social Media Applications From
One Desktop View
• Sendible
www.sendible.com - Links Multiple • Selectivetweets
Social Media Applications From One www.selectivetweetscom -
Desktop Application. Allows For Future Facebook Application that Allows
Scheduling Options Posts From Twitter To Go Directly
To Your FB Fan Page
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12. Spade Or Excavator .Which Tool Would You
Rather Use?
OR
Work Smart – Not Hard
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Plan Your Participation On A Weekly Basis And
Then Break Into Manageable Daily Efforts
xxx
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13. Social Media Planning Calendar - Examples
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Social Media Planning Calendar - Examples cont.
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14. Weekly Planning Should Incorporate A Variety Of
Sites, Topics And Posting Categories
Theme: Christmas Gifts December
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Dec 5 Dec 6 Dec 7 Dec 8 Dec 9 Dec 10 Dec 11
Tell Christmas Story Egg Nog Recipe Contest Video Gift Ideas Quotes, Emp Birthdays Favorite Christmas CarolsGifts Under $100 FB only Contest
Blog Post Facebook You Tube Facebook Facebook Facebook Facebook
Facebook Twitter 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
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Think Dialogue, Not Monologue
SHARE
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15. Want Repeat Visits; Try Following These
Guidelines
• Start Out By Answering The Question, “What Does The Audience Need?”
• When Promoting Any Posting (Including Blogs), Ask A Question Or Explain
What’s Coming Next ; Don’t Just Attach A Link
• Tweet About Other People’s Stuff. Sharing Is Caring In Twitter World
• Ask Their Opinions; Social Media Users Want To Be Involved In The Retailers
They Support
• When You Do Talk About Your Stuff, Make The Information Useful. Give
Advice, Blog Posts, Pictures, Etc. .Do Not Just Promote!
• Display The Human Side Of Your Company. Share Pictures And Other
Human (Animal) Things About Your Company. Have A Sense Of Humor
• Don’t Toot Your Own Horn Too Much
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If A Tree Falls In The Forest Does Anyone
Hear It?
If We Don’t Or Can’t Know It Exists, Then It
Doesn’t Retailers Need To Engage To Exist!
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16. CBCG Is Here To Help If You Need It
Lynn Switanowski-Barrett is the Founder and President of
Creative Business Consulting Group, (CBCG) a Boston
based Retail Consulting firm. CBCG partners with retailers to
create and implement profit improving sales, marketing and
inventory management strategies.
CBCG helps retailers understand the business opportunities
created by today’s changing consumer trends and helps
retailers to harness the power of new media and marketing
tools to connect with today’s wired consumers.
Lynn’s retail background spans over 25 years and includes
senior executive positions at Fortune 500 apparel and
footwear retailers before launching CBCG in 2004. Lynn
speaks frequently at retail trade shows across North America
and teaches retail marketing and branding at several colleges
in the Boston area.
Creative Business Consulting Group www.cbc-group.net
Follow Creative Business Consulting Group
• We’d love to follow your progress as you engage and participate in the world
of social media. Send us invites and we’ll join your networks right away!
• Follow us if you want to, we’re always talking retail in one of these places!
@RetailHelper
http://cbcgretailreport.blogspot.com
www.linkedin.com/in/lynnswitanowski
http://www.facebook.com/CBCGroup
Philadelphia Gift Show July 2010 Creative Business Consulting Group www.cbc-group.net
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