San Francisco Gift Show: Facebook And Twitter Using Web 2 0 To Grow Your Retail Business

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Creative Business Consulting Group www.cbc-group.net

Facebook & Twitter :Facebook & Twitter :Facebook & Twitter :Facebook & Twitter :Web 2.0 Isn’t Just For Kids AnymoreWeb 2.0 Isn’t Just For Kids AnymoreWeb 2.0 Isn’t Just For Kids AnymoreWeb 2.0 Isn’t Just For Kids Anymore

Learn How To Build Your Brand And Drive Profits For Your BusinessLearn How To Build Your Brand And Drive Profits For Your BusinessLearn How To Build Your Brand And Drive Profits For Your BusinessLearn How To Build Your Brand And Drive Profits For Your Business

San Francisco Gift Show February 7, 2010


There are Bigger Things to Fear Than Social Media!

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CBCG Is Here To Help

Lynn Switanowski, Founder and President ,

Creative Business Consulting Group

• 25 Year Retail Industry Veteran

• Former Senior Executive at Liz Claiborne, Reebok and Aramark

• Areas of Expertise include:

� Sales & Marketing: Strategy, Planning and Implementation

� Social Media Strategy Development and Implementation

� Open To Buy and Inventory Planning Program Development and Implementation

www.cbc-group.net [email protected] @RetailHelper

617.437.9191


Today’s Consumers Increasingly Using Filters To Opt Out Of Traditional Marketing Methods

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Consumers Started Talking To Each Other To Obtain Information On Products And Services

Result: Increased Emphasis On Customers Now

Finding You�..Not You Finding Them


Outbound Marketing

• Telemarketing

• Trade Shows

• Direct mail

• Email Blasts

• Print Ads

• TV & Radio Ads

Interruption

Winning Retailers Have Shifted Focus To Engage Consumers Through Permission Not Interruption

Inbound Marketing

• SEO

• Blogging

• Social Media

• RSS

• Viral Videos

• Free Tools & Trials

Permission

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Think Cocktail Party - Without The Constraints Of Time And Space

Cocktail Party Advice

• Meet People And Start Conversations• Listen And Answer Questions – Help Others• Ask Questions – Trust Other’s Advice

Social Media = Cocktail Party

• Become A Real Member Of The Community• Add Value To The Community – Ask And Answer

Questions• More Effective Than A Cocktail Party

� Unlimited Time And Space� Easier For Others To Listen In On

Conversation

“But, I’m 28> 38>48>58> ; I Just Don’t Understand This Social Media Stuff! “


Who Uses Social Networking Websites?Demographics of Social Networks Vary Greatly; Choose Wisely

Source: Microsoft

• 350 Million Current People on Facebook

• 35+ Users fastest growing • Facebook users are older

and better off (30.6)• More likely to be married

(40%), white (80%) and retired (6%)

• Second-highest average income ($61,000)

• Average of 138 connections

• Extremely loyal: 75% say FB is favorite site

• More Twitter users are employed part-time (16%)

• Average income of $58,000

• Users interested in news, restaurants, sports, politics, personal finance, and religion

• Into pop culture with music, movies, TV and reading ranking higher than average

• Users are not that loyal to the network: 43% said they could live without Twitter

• Highest Average Income -$89,000

• Join Network For Business Or Work Purposes, Business Development, And Recruiting.

• Like News, Employment Information, Sports, And Politics.

• More Likely To Be Into The Gym, Spas, Yoga, Golf And Tennis

• Users Own More Electronic Gadgets

• More Likely To Be Male –57% vs. 43%

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Retailer Paradigm Shift Required; Get Out Of Your Comfort Zone

Social Media Activities

• Develop Network

• Create or Locate Content

• Publish or Share Content

• Listen and Participate In Dialogue

• Measure Results

Print Ad Activities

• Develop Copy

• Search For Image

• Proof Design

• Call Ad Departments

• Receive and Pay Invoice

• Measure Results


What is Facebook?

Facebook

• Facebook Is A Social Networking Service That Lets You Connect With Friends, Co-workers, And Others Who Share Similar Interests Or Who Have Common Backgrounds

• Many Use It As A Way To Stay In Touch After Finishing School, Or As A Way To Share Their Life Publicly

• What Makes Facebook Different From Other Social Networks Are Its Extensive Privacy Controls, Its Development Platform, And Its Large And Quickly Growing User Base

• Facebook Has Been Called The "Thinking Person's" Social Network.

• Compared To Many Other Social Networks, Facebook Gets New Features And Improvements On A Regular Basis

Source: Cnet.com

Facebook Is A Social Utility Tool That Connects You With The People Around You

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1. Peer Interaction. Meet Potential Customers For Your Business.

2. Contacts And Competition. Not Only Are Your Friends On Facebook, So Are Your Prospects, Your Customers, Your Partners And Your

Competitors.

3. Open Doors. You Can Easily Begin A Dialog With Highly Successful—even Famous—people Who Were Previously Otherwise Unreachable

4. Build Relationships. By Engaging In Conversations With Your Prospects And Customers, You Can Better Adapt Your Marketing And Business Services To Meet Their Needs

5. Raise Visibility. By Consistently Showing Up, Posting Relevant Information, And Being A Thought Leader, You Can Increase Visibility And Credibility As An Expert In Your Area

How Can Facebook Help My Business?

Facebook


6. Develop Your Personal Brand. Reveal As Much Or As Little About Yourself /Your Business As You Wish, Allowing You To Personalize Your Brand

7. Target Your Niche. Users Volunteer Vast Amounts Of Information About Themselves That You Can Readily Access. These Kinds Of Demographics, Psychographics, And Techno Graphics Would Previously Have Cost Fortunes To Access.

8. Get Rapid Top Google Placement. Current Search Engines Are Crawling for SM Content. FB Included!

9. Place Targeted Ads. With Facebook Social Ads, You Can Test Out Extremely Targeted Advertising For Minimal Cost

10. FREE. Connect Regularly with Customers With No Cost

Facebook

How Can Facebook Help My Business?

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Facebook

Where To Start: Become A Fan Of Other Company Pages For Research And Review

• Search For A Fan Page. For Example, Do A Search On "Apple" And Click On "Pages" When You Get The Search Results. Click On "Apple Inc." To View The Apple Fan Page

• Examine How The Page Is Structured

• Repeat For Businesses Of Your Choice To See If They Have A Fan Page On Facebook.

• Some Popular Or Notable Fan Pages Are Apple, The New Yorker,

Marmite, Blue Olive Photography, Beaver Falls Coffee & Tea

Company, And Absolut Vodka


Facebook

Next Step: Create A Business Page - You Must First Have a Personal Page

http://www.facebook.com/pages/create.php

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Facebook

Source: Facebook.com, Hubspot.com

Build Your Business Page And Bring It To Life With Content – Make It Human!

Create An Engaging Page Through The Use Of Visuals And Interactive Elements

• Event Calendar

• Videos

• Contests

• Surveys

• Discussion Boards

• Photos

• Blog Articles

• Relevant Links


Facebook

San Francisco International Gift Fair Has A Fan Page – Are You Following Them?

The Page Connects Members of the SFIGF community to announce Events, Show Specials, etc. related to the show.

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Facebook


Utilize Your Network To Spread The Word And Drive Traffic To Your Facebook Page

• Email Your Opt-in Mailing List To Gather Followers

• Include A Link To Your Facebook Page On All Your Email Signatures

• Post In Store Signs Directing Customers To Your Fan Page

• Include Your Facebook Page Address On Your Business Cards

• Include A Link To Your Facebook Page On All Your Email Blast Campaigns

• Post A Link Or Badge To Your Facebook Page On Your Website And/Or Blog


Facebook


Tip: Optimize Your Facebook Page For Search

Facebook Search

• Ranking Based On The Number Of Fans Of Your Page

Public Search

• Set Your Public Search Listing In Your Privacy Settings

• Permission Allows People To Find And See The Public Search Listing You’ve Established

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Success Requires More Than Opening An Account

• Participate In Facebook Daily – Post Information Your Fans Will Find Interesting

• Utilize SM Aggregators To Save Time – Friend Feed.Com

• Upload FacebookApplication To Your Cell Phone. Use Mobile Posts To Save Time And Post From Wherever You Are –Trade Shows, Events

Facebook


What Is Twitter?

• Twitter Is A Learning Tool, A Sharing Platform, And A Networking System.

• Twitter Is A Useful Communication Tool That Allows You To Interact With People Around The World In Three Different Ways:

�Send A Short Message To A Bunch Of People Publicly

�Send A Short Message To A Specific Person Publicly

�Send A Short Message To A Specific Person Privately

• Twitter Is Also Referred To As A "Micro‐blogging" Service.• Updates Limited To 140 Characters Or Less.

Source: Twiiter.com, Hubspot.com, Chris Brogan

Twitter

The Power Of Immediate Interaction With Like-Minded Individuals Is Life-altering When Used And Developed Correctly

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• Monitor. Obtain Instant Access To What Is Being Said About Your Company/Brand

• Real Time Contact. Keep In Contact With Current Customers Of Your Business And Industry Experts

• Learn. Find A Steady Stream Of Ideas, Content, Links, Resources, And Tips Focused On Your Business/Industry

• Expertise. Create Expert Status For Yourself Or Your Company To Potential Customers

Source: MarketingProfs 2009

What Can I Use Twitter For In My Business?

Twitter


Twitter Cons: (Other People’s Not Mine)

•Twitter Takes Up Time.

•Twitter Takes You Away From Other Productive Work

•Without A Strategy, It’s Just Typing.

•Twitter Is Buggy And Not Enterprise-ready.

•Twitter Is Just For Techno-nerds.

•Twitter’s Only A Few Million People.

•Twitter Doesn’t Replace Direct Email Marketing.

•Twitter Opens The Company Up To More Criticism And Griping

Twitter

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Twitter – Getting Started

To Get Your Own Account, Go ToHttp://Twitter.Com And Click The“Join The Conversation!”

Button.

Clicking This Button Will BringYou To A Page Where You WillSelect Your Username AndPassword.

Source: Twiiter.com, Hubspot.com

Twitter


Twitter – Selecting Your Username


Choose Username Carefully.

Think Of Your Twitter Handle As Your Personal Brand Name. That’s How Important It Is.Can Be Your Brand Name Or Combination Of Your Name And Your Brand Name

Choose Additional Twitter Names For Your Brand. Different Users Can Speak With A Different Voice For The Brand

Twitter

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Twitter – Creating Your Profile


Personalizing Your Account Is

Critical To Your Success

Your Profile Is Where You Can Reference Your Company, Your Blog, Talk About Your Interests And List Your Location.

Note: Personalize Your Account Profile Before You Begin Interacting And Following People.

Click The Settings Button At

The Top Right Corner Of Your Screen And Fill In The Data. Add A Picture To Avoid Looking Like A Spammer.

Twitter


Twitter Terminology:• @ The @ symbol is a way of referring to another Twitter user

• On your Twitter home page, you'll see a linked search where you can find people mentioning your username with an @ before it.

• Retweet or RT - is when you share the tweet of one user with all of your Twitter followers

• Note: It's considered rude or just plain not nice to take someone else's Tweet and send it back out as your own. Give credit for the tweet where it's due

• Reply - Reply is when you respond to a tweet from a particular user.• A reply is placed in the public feed where everyone can see what you are saying)

• Direct Message - or DM Whereas replies are completely public, a direct message is a private message that you send through a discussion board You can only send a direct message to someone that is following your account

• Hash Tags - or # Hash tags are words or acronyms that begin with the number sign. Used when many people are tweeting about the same topic or from the same event.

• At least one hash tag is often atop Twitter's trending topics list.

Twitter

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Start Tweeting

Source:: Hubspot.com

So What Can You Tweet About?

1. An Observation: Tweet About What You’re Doing, Thinking Or Feeling2. What You’re Reading: Post A Link To An Interesting Blog Post Or News Article3. What You’re Watching: Post A Link To A Cool Video From Hulu Or Youtube4. What Events You’re Going To: Share A Link To The Next Event You Plan To

Attend5. Promote Your Content: Post A Link To Your Most Recent Company Or

Personal Blog Article6. Promote Someone Else’s Content: Post A Link To Someone Else’s Blog

Article As A Helpful Resource7. Chat With Someone: Send Messages Using An @ Sign Before Their

Username8. Retweet What Someone Else Has Said: Retweet (Using RT Or Retweet In

The Beginning Of The Message) To Repeat What Someone Else Has Said

Twitter

Remember That Your Most Valuable Asset Is The Information You Provide


How To Get The Most Out Of Twitter – It Takes More Than Opening An Account

• Participate In Twitter Daily –Tweet, Retweet Or Share

• Utilize Tweet Scheduling Tools With Socialoomph.Com

• Share Content - Link Article Posts And Blog Posts To And From Twitter With Tinyurl.Com

• Use Search Tools To Maximize Experience -Search– To Follow And Engage In Dialogue About Topics Key To Your Business

• Use Time Saving Tools To Improve Efficiency

Twitter

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Key Concepts To Be Mindful Of When You Get Started

• Develop A Strategy – Align The Path You Will Set Out On With The Objectives Of The Journey – How Will This Activity Help Me Achieve My Business Goal?

• Keep It Simple – Have A Simple System And Automate Everything You Can – Minimize The Time Spent, Do Not Jeopardize The Results

• Abolish The Fear Of Transparency – Effective Social Media Participation Requires A Paradigm Shift –Embrace The Fact That You No Longer Control The Conversation And What People Say About Your Business

• Be Flexible - Refresh Objectives And Strategies On A Regular Basis, Make Sure You’re Still On Target And Remain Flexible

“Marketers Who Embrace Social Media Will Outdistance Competition, Build Community Following, And Boost Loyalty” - Forrester Research

Conclusion


@Kogibbq On Twitter

• Nov. 20 Soft Opening In LA - 53,800 Followers As Of January 29

• Roving Vehicle Has Emerged As A Social-networking Juggernaut, Drawing 300 To 800 People Each Time It Parks (Often Several Times In An Evening)

• Spawned A Burgeoning Cyber-hippie Movement Affectionately Referred To As "Kogi Kulture.“

• Constant Twitter Feed Connects Truck-followers And Updates Them About Whether Kogi Is Going To Be Late To Its Next Stop

Kogi Korean BBQ; A Taco Truck Brought To You By Twitter

Case Study

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San Francisco Gift Show: Facebook And Twitter Using Web 2 0 To Grow Your Retail Business

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Transcript of San Francisco Gift Show: Facebook And Twitter Using Web 2 0 To Grow Your Retail Business