Download - Facebook Trade Show Seminar
The Power of Facebook: Using Facebook to Grow Your Retail Business
July, 2010
© 2010 Brian Linton
Presented by Brian LintonFounder Sand Shack LLC
Brianlinton.comUnitedbyblue.com
© 2010 Brian Linton
My Background
Grew up in Singapore and Japan
Founded Sand Shack while in college in 2006
Also while in college, founded a coffee company – and failed
Launched United By Blue May 1st 2010
Live and work in Philadelphia
Girlfriend’s name is Joanna and Dog’s name is Zoey
Speak Chinese, love to travel, write, and scuba dive
© 2010 Brian Linton
Facebook Page
A Facebook Page is a public profile that enables you to share your business and products with Facebook users
© 2010 Brian Linton
Research Shows Benefits
• Facebook fans made 36 percent more visits to the store each month.
• Facebook fans spent 33 percent more at the store.
• Facebook fans had 14 percent higher emotional attachment to the store brand.
• Facebook fans had 41 percent greater psychological loyalty toward the store.
Study by Rice University
© 2010 Brian Linton
Most Important Rule
Facebook is about connecting with people
Not about blatantly selling your products
© 2010 Brian Linton
Don’t Waste Time
What is your basic objective?
Getting more customers in the door?
Building brand awareness?
Promoting events?
Creating a venue for customer support?
© 2010 Brian Linton
Keep Things Fresh with Status Updates
• Take fans behind the scene at your business.
• Start a conversation your customers will partake in
• Humanize your business with posts
• Share opportunities with your customers / Special offers
• Promote community or charity projects
• Thanks employees and customers for an accomplishment
• Share videos and pictures
© 2010 Brian Linton
Keep Things Fresh with Status Updates
• Industry news (trade shows, exhibitions, product recalls)
• Tips on using your products/services
• Stories about how your producst/services have helped people
• Stories about your employees and your customers
• You can link to or provide product reviews
• Provide links back to your blog/website
© 2010 Brian Linton
Elements of a Successful Facebook Fan Page
Create a resource– Provide quality content – link back to your blog
Create contests that include participation– People love free stuff!
Target a demographic– Target an active group of people
Link up to other social media platforms– Twitter, blogging, foursquare, myspace, etc…
© 2010 Brian Linton
Video
Add your own YouTube videos to your wall
Provide unique insight into who you are and what you do
Keep videos short
© 2010 Brian Linton
Images
Images increase interaction rates
People are more likely to read something with pictures
© 2010 Brian Linton
Success Story – Trail Creek Outfitters
© 2010 Brian Linton
Success Story – Sprinkles Cupcakes
Every day Sprinkles posts a word or phrase that a specified number of customers can use to get a free cupcake.
Incentives to help fan base grow.
© 2010 Brian Linton
Facebook Advertising
Should you pay to advertise on Facebook?
Pros:Highly accurate target advertisingAffordable pay per clickEasy to use and setup
Cons:Can get expensive, fastFacebook ads are largely ignoredMust convert clicks to sales
Advertising is not very social (despite Facebooks efforts)
© 2010 Brian Linton
Get More Fans
Add Facebook Link to your website homepage
Add Facebook information at checkout counter
Add Facebook information in any newsletter and email
Ask people to tell others about your page
Give an incentive
© 2010 Brian Linton
Facebook Search
Find and connect with people or groups who have influence over your potential customers
Search for what matters to your business
Reach out and network with leaders of relevant groups
Join groups and make friends
Note: Only Leaders/Administrators can mass-message all members and fans about you
© 2010 Brian Linton
Create Unique Facebook Pages
© 2010 Brian Linton
Insights
© 2010 Brian Linton
Too Much Work?
Make employees or interns Admins
Admins can post as if from the company
You still have ultimate control
University students want social media related experience
© 2010 Brian Linton
Custom Pages – Welcome Page
© 2010 Brian Linton
Custom Pages – Shopping Page
© 2010 Brian Linton
Custom Pages – Beach Cleanup Information