San Francisco Gift show Summer 2010Running your sm strategy in an hour a day
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Transcript of 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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Creative Business Consulting Group www.cbc-group.net
Change �. Can Be Fabulous!
Creative Business Consulting Group www.cbc-group.net
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
Creative Business Consulting Group www.cbc-group.net
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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Creative Business Consulting Group www.cbc-group.net
Where We’ve Been -The Mass Media Model
Creative Business Consulting Group www.cbc-group.net
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
Creative Business Consulting Group www.cbc-group.net
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?
Creative Business Consulting Group www.cbc-group.net
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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Creative Business Consulting Group www.cbc-group.net
Social Media Engagement Is A Five Step Process
Listen Speak Engage SupportCo-
create
Source: Jeremiah Owayang
Creative Business Consulting Group www.cbc-group.net
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
Creative Business Consulting Group www.cbc-group.net
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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Creative Business Consulting Group www.cbc-group.net
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
Creative Business Consulting Group www.cbc-group.net
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
Creative Business Consulting Group www.cbc-group.net
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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Creative Business Consulting Group www.cbc-group.net
Technology
Choose Appropriate Social Media Applications Based on Customer Criteria and Strategy
Decide Where To Focus Your Efforts
Creative Business Consulting Group www.cbc-group.net
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
Creative Business Consulting Group www.cbc-group.net
Plan Your Participation On A Weekly Basis And Then Break Into Manageable Daily Efforts
xxx
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Social Media Planning Calendar - Examples
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Social Media Planning Calendar - Examples cont.
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Creative Business Consulting Group www.cbc-group.net
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
Creative Business Consulting Group www.cbc-group.net
SHARE
Think Dialogue, Not Monologue
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Creative Business Consulting Group www.cbc-group.net
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
Creative Business Consulting Group www.cbc-group.net
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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Creative Business Consulting Group www.cbc-group.net
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
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• 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!
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