Learn more about how to ma

1. Running Your Social Media Strategy In An
Hour A Day
Orlando, Florida Saturday February 18, 2012
There are Bigger Things to Fear Than Social
Media!
617-437-9191 Creative Business Consulting Group www.cbc-group.net
Why Listen To Me?
25 + Years Retail Industry Experience
Fortune 100 Senior Sales and Marketing
Executive And Small Business Strategist
Experienced Retail Strategist And
Marketing Executive
Helping Retailers Of All Size Design
Successful Social Media Campaigns Since
2008
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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2. Consumers Are Using Social Media, Are You?
56% Of Shoppers Using Social Media Have
“Friended,” “Followed” Or “Subscribed” To A
Retailers’ Page or Feed
More Than 50% Of Online Shoppers Use SM To
Engage With Brands They Like/Buy
Almost 50% of Retailers’ Fans Follow To Learn About
Special Deals And Products
5% Use Social Media For Customer Service/Support
85% Of Gen Y Shoppers Participate In Social
Networking
However, Retailers Do Not Have The Same Presence On
Social Networks That Their Customers Do
* (Pricegrabber, 2010) Creative Business Consulting Group www.cbc-group.net
Consumer Trust Is Central To The New Media
Model
Did You Know?
25% Of All Time Online
Is Spent Using Social
Media (35 Min Day)
617-437-9191 Creative Business Consulting Group www.cbc-group.net
Planning Is Prospering: 60 Minutes To Achieve
Social Media Success
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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3. POST Tactics Will Help Align Your Time Spent on
Social Media to Best Achieve Marketing Goals
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
617-437-9191 Creative Business Consulting Group www.cbc-group.net
People
Strategy Formation Starts With Understanding
Where Your Customers Are And What They Say
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
617-437-9191 Creative Business Consulting Group www.cbc-group.net
People
Key Listening Tools
Google Alerts Emails You Whenever A
Chosen Keyword Is Mentioned In Any Form
Of Online Content.
Twitter Search Scans All Twitter Posts For
Your Selected Keyword Or Phrase
Sitevolume Reports How Often Keywords
Or Phrases Appear On Twitter, Digg,
Myspace, Youtube And Flickr
Socialmention 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
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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4. Objectives
Define Objectives and Strategy – Establish Clear,
Quantifiable Goals
•What Are You Looking To Get Out Of A
Social Media Marketing Program - 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 Fans And Convert Them To
Customers
Improve Customer Satisfaction
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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
617-437-9191 Creative Business Consulting Group www.cbc-group.net
Technology
Scheduling Tools Will 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
• Sendible • Friendfeed
www.sendible.com - Links Multiple www.friendfeed.com - Connects All
Social Media Applications From One Social Media Applications From
Desktop Application. Allows For One Desktop View
Scheduling of Future Posts.
Creative Business Consulting Group www.cbc-group.net
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5. Time Management
Daily Participation Is Critical For Success; Use
A Planning Calendar To Stay Focused
617-437-9191 Creative Business Consulting Group www.cbc-group.net
Time Management
Weekly Planning Should Incorporate A Variety Of
Sites, Topics And Posting Categories
19-Feb 20-Feb 21-Feb 22-Feb 23-Feb 24-Feb 25-Feb
SUN MON TUE WED THU FRI SAT
Theme: Theme: Theme: Theme: Theme: Theme: Theme:
Spg Quote New Prod How to.. Empl Info Cust Survey Wknd Events FB Contest
Facebook Facebook Facebook Facebook Facebook Facebook Facebook
Twitter Twitter Twitter Twitter Twitter Twitter Twitter
Blog You Tube You Tube Blog
Reply/Fans Reply/Fans Reply/Fans Reply/Fans Reply/Fans Reply/Fans Reply/Fans
Email
The Desired Outcome Is An Integrated Campaign Focused On A Central
Theme That Engages Customers Across A Range Of Relevant Applications
617-437-9191 Creative Business Consulting Group www.cbc-group.net
Content Management
Providing Entertaining And Enlightening
Content Will Inspire Your “Community”
• Answer The Question, “What
Does My Audience Need?”
• Remember the 40/30/30 Rule
• Ask A Question Or Explain
What’s Coming Next; Don’t
Just Attach Links
• Ask Opinions; Involve Your
Fans
• Provide Useful Information.
Give Advice, Blog Posts,
Pictures, Etc.
• Share Your Brand Personality
Creative Business Consulting Group www.cbc-group.net
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6. Follow Creative Business Consulting Group
We Talk Retail In 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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