Presentation showing the significant impact that social media had on the #indiexmas campaign to help promote independent local retailers in Exeter and how they could build on this going forward.

1. Is Social Media for Local
Business?
Exeter FSB
Feb 2012 Meeting

2. Intro to Chris Wood
• Online Marketing
& Social Media Specialist
• Provides training to businesses on how to
use social media
• Showing how to engage & promote online
to customer base

3. Intro - Seminar Goals
To give yourselves an overview of how
Social Media
could be used as a
Marketing & Engagement tool
for your local business
To Answer Your Queries

4. Topics
• What is social media?
• What are the key social media platforms?
• How social media played it’s part in #IndieXmas
Q&A

5. What is Social Media? Watch
Video

6. Key Social Media Platforms
• Facebook – 33m UK members – 50% of
population
• Twitter – approx. 10m UK members
• LinkedIn – over 5m UK members
Who is using them already?

7. What is Twitter?
Social Messaging Network – Engage & Promote
Follow
& Be
Followed By
Other
Twitter
Profiles

8. Twitter Stats
– Over 200 million Twitter users
• 50 Million Users Log In To Twitter Every Day
– One billion tweets posted every week
– 80% of Twitter usage is outside of Twitter…people
update anywhere, anytime…
• imagine what that means for bad customer experiences? This is why
BT, Vodafone, Dell etc are on it.
• 1 m people view tweets about customer service each week
– Majority of Twitter users are aged between 30 and 49
– 54% female, 46% male

9. #Tags – reach out to wider audience

10. How did #Exeter #Indiexmas come about?
• Nationwide campaign
• Launched by Clare Ryan who founded The
Independent Retail Campaign (@indieretailuk)
• 50 cities signed up – Exeter were one of the
prominent cities involved
• Sue (@cafeat36) saw a tweet from @indieretailuk
about #indiexmas & contacted them

11. #Exeter #Indiexmas – How did it work?
• 28 independent Exeter
based shops/cafes involved
• Each using their Twitter
account to promote
#Exeter #Indiexmas
• Followers of these profiles
picked up on this and it
spread virally online

12. #IndieXmas #Exeter – at least 6 mentions a day

13. #IndieXmas – UK – at least 29 mentions a day

14. Exeter Indies Website
• Setup by West Country
• Promoting
• #indiexmas in Exeter
• Retailers involved
• Shopping Trail map
• Almost 1,000 visits

15. In Google – almost 100 entries

16. Google Map – 548 views since mid-Nov

17. Free Media Coverage
• All picked up from Twitter
• Led to being featured in Exeter
Christmas Shopping brochure
• 4 weeks exposure in E&E
• Richard West from ITV picked
up the story from following
InsideOut – wrote feature
article early Dec

18. High Profile Local Figures

19. Blog Post Coverage – several blog sites

20. New Feature Opportunities
• @Fancyacuppa review
cafés and coffee houses
across UK
• They picked up on
@cafeat36 via Sue
tweeting to them about
#indiexmas
• They then visited Exeter –
blogged & videoed their
time here

21. Benefits
• New customers – never previously heard of them,
likely to come back
• Created a buzz around independent local retailers,
not just about John Lewis now being in Exeter
• Free media exposure
• More followers on Twitter
• Addressed queries from public via Twitter and
pointed them to website
• Helping to create long term customer loyalty

22. Ways to Improve (suggestions only)
• Twitter Training available to those involved – Retweeting, Scheduling
Tweets, #Tags (more use of #Exeter #IndieXmas), List Management, Keyword Searches
• Photos of people with the map (/loyalty card)
• Facebook Page & Ad campaign to Exeter – 80,000 people – budget?
• YouTube Channel – featuring retailers involved
• More exposure post Xmas – Media, Photos of people spending their vouchers
• Seasonal campaigns – making more use of website – “exeter shops”
searched 22,000 times/month – website is on pg 2 halfway down
Q&A

23. We Can Help
Setup / Training / Strategy /
Outsource
Contact Details:
• Chris@qsocialmedia.co.uk
• @qchriswood
• www.linkedin/in/qchriswood