Retailer Marketing Academy - Facebook for retailers. (Varier) Webinar #1. Afholdt 17.11.16

1. Retailer Marketing Academy
Facebook for retailers (Webinar #1) starts 1:00
P.M

2. Agenda for this webinar
• Introduction – who am I and why am I speaking
• About the webinars
• Disclaimer
• Digital overview in the customer journey
• Social media overview
• Facebook – Deep dive in numbers
• Facebook – For retailers, what to do
• Sum up and questions

3. Why me / us?
• Founder/Senior Digital
Marketing Specialist at
Compell
• Experience from before
Google (First PC 1996, First
website 2000)
• Google Premier Partner
• Facebook Managed Agency
• Extremely specialized team
working from Denmark
Strategy,
business &
numbers
Digital
natives
Creative
mindsets
(Ninjas)
The Magic
Happens 

4. Why this webinar?
• Varier wants to grow their business
• Varier wants YOU to grow – both in Varier sales and
other products!
• Digital revolution – problems and opportunities – lets face
it together
• Produced in collaboration with Frode Karlsen, Linda
Ødegaard, Kasper Eriksen and the rest of the marketing
department.

5. Disclaimers,
yes we have to!
• English, I´ll do my best
• Global trends, might
differ from your country
• We want to inspire you
to do it yourself!
• Feedback is very much
appreciated
• Webinar will be recorded and
distributed afterwards.
• Please ask questions, write
them and I´ll catch up on the
fly – both technical or my
language!
• Sum up and more questions
in the end.
• Time is around ~45 minutes
depending on my speed and
your questions 
Practical stuff

6. Marketing trends/insights – To you from
us!
Relevance and
content is king!
Micro Marketing –
everyone can fight
aligned
Global platforms
and media
Physical and online
work together
(Amazon e.g)
Everything is beta –
join the party!
Self service will
get you far!

7. Digital customer journey 2016
ZMOT
ROPO

8. ZMOT
Product research
Store research
Recommendations
etc.

9. ROPO/PORO
1) Research online 
Purchase offline
2) Research offline 
Purchase online
Understand your strenghts
and how you can get a
competive advantage!

10. Social media overview and overload
Facebook
Google Plus
Twitter
MySpace
….and many many more

11. What is a good network for us?
There needs to be users!
Users must be ready to get attacked by
business
The media must embrace us as a business 

12. Why focus on Facebook
The biggest (users and reach)
The best
- Advertising platform
- Business tools
- Results for all types of clients
- Users are ready for commercials 

13. Where do we use FB?
Waking up
Going to sleep
Transportation
Bored with what they´re doing
Second screen
Give the user something interesting and they are happy!
Relevance + Customers looking for something exciting =
Perfect marketing

17. Facebook for a Varier Retailer
Create and optimize your page (its free )
Communicate – page and chat
Advertising

18. Create/Claim your page
15 minutes task  If you don’t, someone else will

19. Yes – we have a page, what to do!
Post updates
Get likes
Talk to customers
Advertisings

20. Post updates
Pretty simple…
But what should we talk about?
What do your customers find interesting?
Discounts?
New
products
Inside
information
Inspiration

21. Post updates
No bad posts!
Try out and see reactions
Get to know your fans!

22. Get likes
• If you post  likes will come 
• Advertise in your store (banners, talk about it)
• Advertise on Facebook (later)
• Remember – relevance beats high numbers –
don’t go on fiverr.com

23. Talk to customers
A new inbox
Two way communication

24. Advertising
Access to all users on Facebook
Budget from 1$ pr. day / Pay as you go / Self service
Potential reach is 100% of Facebook
Users love adverts 

25. 2 ways to get to the advertising portal
Boost post
Adverts manager / Power editor

26. Facebook ads in 4 steps
Choose
audience
Choose
what they
will see
See the
results
Optimize

27. Audience
Age/Gender Location
Interests Behavior

28. Ads
Image Text
Video Etc?

29. Take-aways from today!
1. Embrace digital – it will help you!
2. Facebook is plug and play – try it out – nothing to lose!
3. Advertising – you need to try it!
Checklist
1. Create a Facebook page and do 1-2 posts pr. week
2. Try advertising out – just with a tiny budget.
Questions – thank you for your time / Slides will be sent