Social Media and your retail store
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Social Media and your Retail Store
Using Social Media for Marketing my Retail Store
SPYDER TRAP ONLINE MARKETING
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Social Media and your Retail Store
The 2011 Consumer
Where are they now?
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Social Media and your Retail Store
Meet Mary
Mary’s House
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Social Media and your Retail Store
Mary’s Has a Need
Snow Blower
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Social Media and your Retail Store
Info Search
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Social Media and your Retail Store
Mary’s ready to buy: Are you there?
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Social Media and your Retail Store
What is social media?
• Definition:
“A category of sites that is based on user participation and user-generated content.”
– searchenginewatch.com
Social Media For Business
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Social Media and your Retail Store
Key Players in Social Media
1. a social networking service for high school, college, university, corporate, non-profit, military and geographic communities
– Quick Stats:– Facebook users Between 18-64: Minnesota 2.3 Million Iowa
1.1 Million Wisconsin 2.4 Million North Dakota 380k
2. social networking and micro-blogging service that enables its users to send and read other users' updates
3. a video sharing website on which users can upload and share videos
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Social Media and your Retail Store
Key Players in Social Media
4. business-oriented social networking site
5. free and open-source blog publishing application
6. Location based game- feature also available on Facebook
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Social Media and your Retail Store
Group buying
• 1. sites based on selling gift cards and certificates at a discount.
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Social Media and your Retail Store
Social Media Examples
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Social Media and your Retail Store
Continued
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Social Media and your Retail Store
What Can You Do With Social Media?• Connect with the local community: a. Your customersb. Potential customers
• Stay top of mind: a. When your audience has that “I need a snowblower moment”
• Engage with friends, fans, followersa. Be there as a resourceb. Learn about your fans
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Social Media and your Retail Store
Do’s &Dont’s
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Social Media and your Retail Store
Social Media Do’s• Have an objectivea. Example: Increase sales (x) percent through 2011 through social
media
• Listen first, then join the conversationa. What is being said regarding events in the community, popular
areas of conversation, areas where people are active.
• Show commitment to social mediaa. Continue to work and grow communication; it’s a marathon effort
and will not be done overnight.
• Start, share, react to conversation evenly• Ask Questions and converse freely with audience.
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Social Media and your Retail Store
Social Media Donts
• Don’t just pitch sales and offers as all your updates
• Don’t use social media as a sounding board and not respond to people
• Don’t ignore comments even if they are negative
• Don’t on-leash the flood-gates with too many posts all at once
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Social Media and your Retail Store
Messaging
• How do you create messaging for social media?
My MessageMy Message
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Social Media and your Retail Store
Identify Needs of your audience (Example Hardware Stores)
1. Seasonality
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Social Media and your Retail Store
2. Functionality
• What would I need something for and how would I use it?
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Social Media and your Retail Store
3. Do it yourself (DIY)
• Customer that does Home Projects that require some know-how to work on. This is a good time to prove thought-leadership in repair.
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Social Media and your Retail Store
Pre-Plan-
• Hardware Store Example: • Overall Topic Areas: 1. Seasonality2. Functionaliy3. Do it yourself (DIY)4. Conversation/ local interest
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Social Media and your Retail Store
Content Calendar
• Pre-write week to a month at a time of updates
• Have set times you’ll be posting- that doesn’t interfere with other activities.
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Social Media and your Retail Store
Example Content Calendar
Jan. 2011
Topic Areas:1. Seasonality 2. Functionality3. DIY
Day Time Medium Content Category
Graphic
Jan 10th
10am Facebook
Snowed in?
1. Yes
Jan 12th
10am Facebook
Snow removal
1 and 3 No
Jan 14th
12pm Email Monthly offer
1 and 3 Yes
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Social Media and your Retail Store
Social Media Where does it fit?
Website (Hub)Website (Hub) BloggingBlogging
Email Blast/Email
Communication
Email Blast/Email
Communication
= WEB TRAFFIC
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Social Media and your Retail Store
So where do I start?
Your Road Map
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Social Media and your Retail Store
Roadmap
• Listena. What are people saying right now about you and
their needs.• Set Objectives• Start using social media tools• Implement program• Track• Test and Repeat
**AND THEN YOU WILL BE THERE WHEN MARY IS LOOKING!
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Social Media and your Retail Store
• Spyder Trap Online Marketing118 E 26th St. Suite 203Minneapolis, MN 55404
Phone: 612-871-2270