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Social Media Marketing for a 21st Century Newsagent and "Bricks and Mortar" Retailer

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Newsagents, Retailers and "Bricks and Mortar Stores" need to adapt their marketing strategies to suit an increasingly digital world that is embracing a social and sharing web world. Newspapers and magazine sales are falling as online publishing as people increasingly buy and find their news and information online. How do you adapt and change your marketing and your business to suit the new digital age and knowledge economy?

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Social Media Marketing for a 21st Century Newsagent and "Bricks and Mortar" Retailer

  1. 1. Social Media Marketing for a 21 st Century Newsagent Facebook: Blog: Twitter: @jeffbullas
  2. 2. Problem: Digital Disruption
  3. 3. Why? The Web’s Growth
  4. 4. Introduction: The Web <ul><li>The Numbers: What has happened since 1990? </li></ul><ul><li>First Website in 1990 </li></ul><ul><li>130 Web Sites in 1993 </li></ul><ul><li>16 Million Users in 1995 </li></ul><ul><li>738 Million Internet users in Asia in December 2009 </li></ul><ul><li>252 Million Internet users in North America in 2009 </li></ul><ul><li>90 Trillion – The number of emails sent on the Internet in 2009 </li></ul><ul><li>1.8 Billion Users in 2010 </li></ul><ul><li>234 Million Websites in 2010 </li></ul><ul><li>247 Billion – Average number of email messages per day </li></ul><ul><li>30 Billion – Photos uploaded to Facebook per year 2010 </li></ul>
  5. 5. Google: Number One on the Web
  6. 6. 3 Phases of the Web <ul><li>Phase 1: Portals </li></ul><ul><li>Phase 2: Search Engines </li></ul><ul><li>Phase 3: Social Networks </li></ul>
  7. 7. Introduction Social Media – Video <ul><li>Video: Social Media Revolution </li></ul>
  8. 8. Some Social Media Facts <ul><li>Facebook has over 750 Million Users </li></ul><ul><li>Facebook has grown by 100 million users in last 9 months </li></ul><ul><li>If Facebook were a country it would be the 3rd largest in the world </li></ul><ul><li>The fastest growing segment on Facebook is 55-65 year-old females </li></ul><ul><li>There are over 155 Million Blogs </li></ul><ul><li>Over 30 Billion YouTube Videos are viewed every month </li></ul><ul><li>In 2010 Gen Y outnumbered Baby Boomers & 96% joined a social network </li></ul><ul><li>The 2nd largest search engine in the world is YouTube </li></ul><ul><li>Twitter passed the 10 Billion Tweets mark in March 2010 </li></ul><ul><li>Twitter received 225 Million unique visitors in February, 2011 </li></ul>
  9. 9. Social Media Universe
  10. 10. Social Media Universe: What Technology is Driving The Growth? <ul><li>Hardware Platforms </li></ul><ul><li>Laptops </li></ul><ul><li>Netbooks </li></ul><ul><li>Smartphones </li></ul><ul><li>iPad – coming </li></ul><ul><li>Software – Open Source and open API’s </li></ul><ul><li>Broadband – Faster Cheaper </li></ul><ul><li>Processors – Speed doubles every 12 mths </li></ul><ul><li>Hard Disks – Larger & Cheaper </li></ul><ul><li>YouTube Video: My Blackberry Is Not Working </li></ul>
  11. 11. Social Media Universe The Challenges of Technology <ul><li>My Blackberry Is Not Working </li></ul>
  12. 12. Social Media Universe <ul><li>What Drives All this Sharing? </li></ul><ul><li>Keep in Touch with Friends </li></ul><ul><li>Update your Status </li></ul><ul><li>Find News and Stay Updated </li></ul><ul><li>For Research </li></ul><ul><li>For Fun and Entertainment </li></ul><ul><li>Self Expression </li></ul><ul><li>Leave a Legacy </li></ul><ul><li>For Admiration and Affirmation </li></ul><ul><li>Attention Quantification </li></ul><ul><li>The Short Answer: “To Be Heard” </li></ul>
  13. 13. Social Media Universe <ul><li>Starts with Outstanding Multi-Media Content </li></ul><ul><li>with a Tempting Headline </li></ul><ul><ul><li>Interesting & Well Structured Writing </li></ul></ul><ul><ul><li>Captivating High Definition Images </li></ul></ul><ul><ul><li>Educational and Entertaining HD Videos </li></ul></ul>
  14. 14. Social Media Universe <ul><li>Social Media Amplifies your Content. </li></ul>
  15. 15. Social Media Universe <ul><li>Social Networks Provide “World of Mouth” </li></ul>
  16. 16. Social Media Universe <ul><li>Social Media provides low friction, minimal cost, high leverage “World of Mouth” & spreads your content and message fast and wide. </li></ul>
  17. 17. <ul><li>Think of Social Networking </li></ul><ul><li>as </li></ul><ul><li>“ Networking on Steroids” </li></ul>
  18. 18. Social Media <ul><li>Your Website and Blog as Your Home Base </li></ul>
  19. 19. Social Media <ul><li>Facebook as an Extension of Website </li></ul>
  20. 20. 5 Major Social Media Marketing Channels <ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>LinkedIn </li></ul>
  21. 21. Social Media <ul><li>Why Blog? </li></ul><ul><li>To establish a home base that you own </li></ul><ul><li>Great for personal branding Eg.”” </li></ul><ul><li>Position you as a thought leader in your niche </li></ul><ul><li>Establishes Authority </li></ul><ul><li>Google likes fresh unique content </li></ul><ul><li>Easy to use </li></ul>
  22. 22. Social Media <ul><li>Why Use Facebook? </li></ul><ul><li>Personal – Fun keeping in touch with friends easily and efficiently </li></ul><ul><li>Business – Generating fans spreading your unique content, blogs, videos </li></ul><ul><li>Pages, Groups and Personal profiles </li></ul><ul><li>Multi-Media rich </li></ul><ul><li>Easy To Use </li></ul><ul><li>Growing at over 600,000 users per day and over 750 million users </li></ul>
  23. 23. Social Media <ul><li>Why Use Twitter? </li></ul><ul><li>Communicating quickly and virally </li></ul><ul><li>Distributing content </li></ul><ul><li>Connecting </li></ul><ul><li>Promoting Facebook, Blogs, Websites </li></ul><ul><li>Real time search </li></ul><ul><li>Note: More than 225 million Twitter Users 2011 </li></ul>
  24. 24. Social Media <ul><li>Why Use Linked In? </li></ul><ul><li>Over 100 Million professionals are members worldwide </li></ul><ul><li>Great for networking professionally </li></ul><ul><li>Finding opportunities </li></ul><ul><li>Positioning you as an expert </li></ul><ul><li>Integrate your other sites including company, blog and Facebook </li></ul><ul><li>Average income of LinkedIn member: over $100,000 </li></ul>
  25. 25. Social Media <ul><li>Why Use YouTube? </li></ul><ul><li>Second Largest Search engine in the world </li></ul><ul><li>Easier to rank higher in organic search than Google </li></ul><ul><li>Important if you are connecting to “Gen Y” </li></ul><ul><li>Free </li></ul><ul><li>Easy to use </li></ul>
  26. 26. Provide Social Subscribing and Sharing 1.Subscribe or Follow 2. Share
  27. 28. <ul><li>Social Media </li></ul><ul><li>Marketing Tips for a </li></ul><ul><li>“ Newsagent” </li></ul>
  28. 29. <ul><li>Newsagents Have Always </li></ul><ul><li>Done Marketing Differently! </li></ul><ul><li>Traditional marketing doesn’t work! </li></ul><ul><li>So networking, building relationships and being known as the local community “Experts” </li></ul><ul><li>does work! </li></ul>
  29. 30. <ul><li>Conversations & Building Relationships </li></ul><ul><li>Social Media marketing is about having conversations building relationships and community. </li></ul><ul><li>Sound Familiar! </li></ul>
  30. 31. <ul><li>New Tools & New Ways of Working </li></ul><ul><li>Social Media gives us a new set of tools to participate in these conversations </li></ul>
  31. 32. Social Media Marketing for Newsagents <ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>LinkedIn </li></ul>
  32. 33. Social Media Marketing Video: Social Media ROI: Socialnomics
  33. 34. Social Media Marketing <ul><li>According to Wikipedia there are over 155 million blogs worldwide </li></ul><ul><li>Setting up and Optimizing Your Blog </li></ul><ul><li>Buy your own domain name not a sub-domain or name under TypePad or WordPress .. buying a homebase is a lot better than renting one. </li></ul><ul><li>Purchase a theme such as WordPress theme that can be optimised for Search </li></ul><ul><li>Post content regularly (at least once a week) .. Search engines love new unique content </li></ul><ul><li>Promote your Blog on Twitter regularly (Google now has real time search feed into Twitter API) </li></ul><ul><li>Include share buttons to other social media channels on  each blog post so visitors can add your blog and posts </li></ul><ul><li>Start building your email subscriber database </li></ul><ul><li>Tips </li></ul><ul><li>Solve problems with your posts. What do your customers worry about? </li></ul><ul><li>Provide Topical “News” and “How To” articles </li></ul><ul><li>Write great headlines </li></ul><ul><li>Send out email newsletters that link to your website, blog and Facebook page that drive traffic to your site and provide feedback and comments </li></ul>
  34. 35. Social Media Marketing Community Expert
  35. 36. Social Media Marketing <ul><li>Remember! -Your Blog as Your Home Base </li></ul>
  36. 37. Social Media Marketing <ul><li>Over 225 Million Users in February, 2011 </li></ul><ul><li>Setting Up and Optimizing Twitter </li></ul><ul><li>Include a photo </li></ul><ul><li>Add your Facebook or Website’s URL when setting up your account </li></ul><ul><li>Write a “Great Headline” </li></ul><ul><li>Place a “ReTweet” button on your blog articles to make it easy to “share”. </li></ul><ul><li>Include “Follow me on Twitter” buttons on your emails and blog </li></ul><ul><li>Leave at least 20 characters spare (make your tweet no longer than 120 charcters), so that it allows room for people to “Retweet” your “Tweet” with comments like “Great post” </li></ul><ul><li>Almost always include a link back to your blog, or Facebook page in your tweet (don’t waste a Tweet), this is a significant traffic driver for bloggers. </li></ul><ul><li>Tips: </li></ul><ul><li>Develop a targeted Twitter following </li></ul><ul><li>Listen, engage and communicate and build loyal followers in your community </li></ul><ul><li>Create a live feed on the corporate brand name eg “BondiNewsagent” to see what the world is saying about you </li></ul><ul><li>Tweet your specials, latest magazines that have turned up in store, Lottery news </li></ul>
  37. 38. Social Media Marketing <ul><li>3 Billion Video Views Per Day – Comscore May 2011 </li></ul><ul><li>Setting up and Optimizing YouTube </li></ul><ul><li>Create your own branded YouTube Channel </li></ul><ul><li>Link to your Blog, Facebook fanpage or your website to make it easy for people to link back to your site </li></ul><ul><li>Put the category such as [Social Media Marketing] in Brackets before each Title of your video </li></ul><ul><li>Put “Tags” in your video tags section, make them relevant to your video title </li></ul><ul><li>Again promote your YouTube video on Twitter and place them on your blog in a Video or YouTube Channel section </li></ul><ul><li>Tips: </li></ul><ul><li>Interview senior influential people in your community </li></ul><ul><li>Create information videos that educates clients while you sleep </li></ul><ul><li>Create online videos that updates the latest local news or even lottery results </li></ul>
  38. 39. Social Media Marketing <ul><li>There are now over 100 million members on LinkedIn </li></ul><ul><li>Setting up and Optimizing LinkedIn </li></ul><ul><li>Create a public profile (don’t lock it away) </li></ul><ul><li>Use the questions and answers feature to start conversations, create community, and </li></ul><ul><li>Position yourself as a Thought Leader or expert by answering questions, </li></ul><ul><li>In your homepage activate your Twitter link </li></ul><ul><li>Activate your blog feed to your homepage on LinkedIn </li></ul><ul><li>Integrate “Slideshare” into LinkedIn </li></ul><ul><li>Make sure your websites and blogs (you can enter 3) includes My Company, My Blog ( and My Facebook “Page” URLs </li></ul><ul><li>Tips: </li></ul><ul><li>Update your posts on LinkedIn after publishing. </li></ul><ul><li>Participate in one of the 900,000 groups that is suitable for your target audience </li></ul><ul><li>Create your own group that doesn’t sell but provides a forum for your industry niche </li></ul>
  39. 40. Social Media Marketing <ul><li>Facebook has over 750 million Members </li></ul><ul><li>Setting up and Optimizing Facebook </li></ul><ul><li>Use a group or page profile for your business </li></ul><ul><li>Choose a vanity URL eg “BondiNewsagent ” </li></ul><ul><li>When you post content, always include video or imagery. Facebook users are very visual. </li></ul><ul><li>Publish fresh content at least once a day </li></ul><ul><li>Analyze and optimize using the Facebook Insights Tool </li></ul><ul><li>Tips: </li></ul><ul><li>Start building a Facebook Fan following and grow your online store and community tribe on Facebook. </li></ul><ul><li>Make it easy for people to ‘like’ your page on your blog, email and other online properties. So you “Crowd Source” sharing </li></ul><ul><li>Engage communicate and get feedback in real time </li></ul>
  40. 41. Facebook 8 Ways to Market with Facebook <ul><li>Create a community portal </li></ul><ul><li>Capture emails </li></ul><ul><li>Grow Facebook ‘Likes’ </li></ul><ul><li>Drive traffic to your online bricks and mortar store </li></ul><ul><li>Drive traffic to your online store </li></ul><ul><li>Highlight products with an online catalogue </li></ul><ul><li>Sell products from your F-commerce store </li></ul><ul><li>Capture feedback and comments from customers </li></ul>
  41. 42. Facebook: Case Studies Red Nose Day: Capturing Facebook “Likes” and “ Email” Subscribers
  42. 43. Facebook: Case Studies Vintage Marketplace: Facebook Catalogue
  43. 44. Facebook: Case Studies Livescribe: Facebook Store
  44. 45. Facebook Case Studies Facebook Shop
  45. 46. Local Social Deals
  46. 47. Key Takeaways <ul><ul><li>Create a community portal </li></ul></ul><ul><ul><li>Grow email subscribers </li></ul></ul><ul><ul><li>Increase Facebook likes </li></ul></ul><ul><ul><li>Highlight specials </li></ul></ul><ul><ul><li>Sell from Facebook </li></ul></ul><ul><ul><li>Make it easy to share and subscribe from your web store </li></ul></ul><ul><ul><li>Create Valuable Online Assets </li></ul></ul><ul><ul><li>Think social & digital </li></ul></ul>