san francisco gift show summer 2010running your sm strategy in an hour a day

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Running A Social Media Strategy For Your Retail Business In An Hour A Day

San Francisco International Gift Fair August 1, 2010

Creative Business Consulting Group www.cbc-group.net

Change�.

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Change �. Can Be Fabulous!


Conversations About You Are Going On Everywhere, Anytime…With Or Without You

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Retailers Must Find Better Ways To Connect With Customers More Effectively In Order To Succeed


Seminar Objectives

TIME IS MONEY – LET’S USE IT WISELY

This Session Will Include:

� Tips For Creating An Effective Long Term Social Media Strategy

� Sample Planning Guides For Social Media Interactions

� Time Saving Tools To Minimize Your Time Devoted To Social Media

� Tips For Engaging Repeat Visits To Your Social Networking Sites

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Where We’ve Been -The Mass Media Model


Where We’re Headed – Are You There Yet?

Companies Will

Increase Their

Digital Marketing

Budgets An Average

Of 17% In 2010, With

Social Media Driving

Much Of That

IncreaseTRUST

Attention

Engagement

Commitment

Conversation

Loyalty

Evangelism

The New Media Model

~ eConsultancy ~

Today, More Than

22% Of All Time

Online Is Spent

Using Social Media

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Social Media Fits With The New Approach To Marketing

Old Approach New Approach

One to Many Broadcast Many To Many Dialogue

Periodic Message Continuous Interaction

Restricted Information Open and Transparent

Marketer Chooses Content Consumer Chooses Content

Marketer Controlled Flow Of Content On Demand Content

Interruption Based Permission Based


Social Media Usage and Tools Are On Their Second Evolution – It’s Not Just A Fad

� RSS

� Social Networks

� Personalized Search (Tags or Search-Engine Powered)

� Wikis and Other Collaboration Tools

� Podcasts

� Virtual Worlds

� “Mash Up”

� Discussion Boards/ Forums/ Chat Rooms

� Clubs/ Groups/ Communities

� Review/ Rating Sites

� Direct Feedback (Solicited)

� Blogs

Web 1.0 Web 2.0

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Questions Retailers Must Consider When Getting Involved With Social Media Marketing

Where Are Your Customers Online?

What Are Your Customers Social Behaviors Online?

What Social Information Or People Do Your Customers Rely On?

What Is Your Customer’s Social Influence? Who Trusts Them?

How Do Customers Use Social Technologies In The Context Of Your Products?


Conventional Wisdom Is Dangerous; Top 10 Social Media Myths

1. It’s Easy

2. It’s Free

3. It’s About Technology

4. Social Media Reaches Mass Audiences

5. Marketers Can Talk About Their Products

6. All Internet Users Will Participate

7. Management Will Understand The Potential

8. We’ll See Results Right Away

9. Tracking, Measuring Is Easy

10.We’ll Put It Up And It Will Take Care Of Itself

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Social Media Engagement Is A Five Step Process

Listen Speak Engage SupportCo-

create

Source: Jeremiah Owayang


A Strategic Four Step Approach For Using Social Media Will Act As Your Marketing Compass

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

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Social Media Strategy Formation Starts With Understanding Where Your Customers Participate

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

People


Key Listening Tools � Google Alerts emails you whenever a chosen keyword is mentioned in

any form of online content

� Google Blog Search (http://blogsearch.google.com/) scans the

blogosphere for any keyword or phrase you input.

� Twitter Search (http://search.twitter.com/) scans all Twitter posts for your

selected keyword or phrase

� SiteVolume (http://www.sitevolume.com/) reports how often keywords or

phrases appear on Twitter, Digg, MySpace, YouTube and Flickr

� SocialMention (http://www.socialmention.com/) 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

� Socialcast (http://www.socialcast.com/) offers real-time analytics on

microblogging and other social activities and identifies individual users’ level

of activity.

People

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What Are You Looking To Get Out Of This Investment 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 Qualify Fans And Convert Them To Customers

� Improve Customer Satisfaction

Define Objectives and Strategy – Establish Clear,

Quantifiable Goals

Objectives


Objectives Will Drive Key Questions And

Marketing ActivitiesObjective Key Questions Activities

Expand Brand Or Product Awareness

• How You Will Get Your Brand

Name Out There

• Advertising, Promotion, Integration With

Other Media, Blogger Outreach, Initiation Of

Peer Sharing User-generated Content

Campaigns

Build Or Enhance Brand Community

• How You Will Attract Fans And

Keep Them Engaged

• Awareness Building, Advertising, Promoting,

Appealing To A Specific Target Audience,

Tailored Content Plans, Tone, Frequency

&Types Of Interactions, Special Offers

Engage Qualify Fans And Convert Them To Customer

• How You Will Solicit Information

From Users

• How Will You Use That Insight To

Further The Relationship

• Surveys, Contests, Facebook Applications,

Conversation Starters, Measured Content

Views, Data Mining & Analytics, Sales Team

Involvement, Product Sampling, Boosting

The One-to-one Nature Of The

Conversation

Improve Customer Satisfaction

• How You Plan To Offer

Exceptional Service And Support

• How You Will Go Above And

Beyond Their Expectations

• Customer Surveys, Employee Incentives,

Mystery Shoppers, Extra Personnel,

Enhanced Segmentation & Differentiation of

Service Levels, Rewards/Loyalty Programs

Objectives

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How to Socialize Your BrandStrategy


Decide Where to Concentrate Your Efforts

Strategy

� 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

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Technology

Choose Appropriate Social Media Applications Based on Customer Criteria and Strategy

Decide Where To Focus Your Efforts


Scheduling Tools Improve Productivity And Ensure Consistent Engagement

• Tweet Deck www.tweetdeck.com - Desktop

Application That Shows Twitter,

Facebook, Search And Followers On

One Screen

• Social Oomph www.socialoomph.com - Schedule

Tweets Days Or Weeks In Advance

• Sendiblewww.sendible.com - Links Multiple

Social Media Applications From One

Desktop Application. Allows For Future

Scheduling Options

Technology

• Hootsuitewww.hootsuite.com - Desktop

Application That Links Twitter,

Facebook, Search And Followers

On One Screen

• Friendfeedwww.friendfeed.com - Connects All

Social Media Applications From

One Desktop View

• Selectivetweetswww.selectivetweetscom -

Facebook Application that Allows

Posts From Twitter To Go Directly

To Your FB Fan Page

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OR

Spade Or Excavator��.Which Tool Would You Rather Use?

Work Smart – Not Hard


Plan Your Participation On A Weekly Basis And Then Break Into Manageable Daily Efforts

xxx

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Social Media Planning Calendar - Examples


Social Media Planning Calendar - Examples cont.

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Weekly Planning Should Incorporate A Variety Of Sites, Topics And Posting Categories

The Desired Outcome Is An Integrated Campaign Focused On A Central

Theme That Engages Customers Across A Range Of Relevant Applications

Tell Christmas Story Egg Nog Recipe Contest Video Gift Ideas Quotes, Emp Birthdays Favorite Christmas CarolsGifts Under $100 FB only Contest

Blog Post Facebook You Tube Facebook Facebook Facebook Facebook

Facebook Twitter Reply to Fans Twitter Twitter Twitter

Twitter Reply to Fans Twitter Reply to Fans Reply to Fans Reply to Fans

Reply to Fans Link to Website Facebook Link to Website

Reply to Fans

Theme: Christmas Gifts December

Dec 5 Dec 6 Dec 7 Dec 8 Dec 9 Dec 10 Dec 11

SaturdaySunday Monday Tuesday Wednesday Thursday Friday


SHARE

Think Dialogue, Not Monologue

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Want Repeat Visits; Try Following These

Guidelines

• Start Out By Answering The Question, “What Does The Audience Need?”

• When Promoting Any Posting (Including Blogs), Ask A Question Or Explain

What’s Coming Next ; Don’t Just Attach A Link

• Tweet About Other People’s Stuff. Sharing Is Caring In Twitter World

• Ask Their Opinions; Social Media Users Want To Be Involved In The Retailers

They Support

• When You Do Talk About Your Stuff, Make The Information Useful. Give

Advice, Blog Posts, Pictures, Etc. �.Do Not Just Promote!

• Display The Human Side Of Your Company. Share Pictures And Other

Human (Animal) Things About Your Company. Have A Sense Of Humor

• Don’t Toot Your Own Horn Too Much


If A Tree Falls In The Forest Does Anyone Hear It?

If We Don’t Or Can’t Know It Exists, Then It Doesn’t4Retailers Need To Engage To Exist!

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CBCG Is Here To Help If You Need It

Lynn Switanowski-Barrett is the Founder and President of

Creative Business Consulting Group, (CBCG) a Boston

based Retail Consulting firm. CBCG partners with retailers to

create and implement profit improving sales, marketing and

inventory management strategies.

CBCG helps retailers understand the business opportunities

created by today’s changing consumer trends and helps

retailers to harness the power of new media and marketing

tools to connect with today’s wired consumers.

Lynn’s retail background spans over 25 years and includes

senior executive positions at Fortune 500 apparel and

footwear retailers before launching CBCG in 2004. Lynn

speaks frequently at retail trade shows across North America

and teaches retail marketing and branding at several colleges

in the Boston area.

Creative Business Consulting Group www.cbc-group.netPhiladelphia Gift Show July 2010

Follow Creative Business Consulting Group

• We’d love to follow your progress as you engage and participate in the world

of social media. Send us invites and we’ll join your networks right away!

• Follow us if you want to, we’re always talking retail in one of these places!

@RetailHelper

http://cbcgretailreport.blogspot.com

www.linkedin.com/in/lynnswitanowski

http://www.facebook.com/CBCGroup

san francisco gift show summer 2010running your sm strategy in an hour a day

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