intro to social media for retail establishments
DESCRIPTION
Social Media! This term is in the news, on the web, and just about everywhere you turn nowadays. But what exactly is social media, and what’s the big deal about it? Blogs, Facebook, and Twitter are just a few of the social media tools that have revolutionized the way the world communicates. In this seminar we will explore what social media is and how your retail or wholesale business can use it to increase your Internet presence and improve interactions with customers – and most importantly, look at how doing so can increase your sales both on and offline.TRANSCRIPT
What is Social Media & How Can You Use It to Increase Business?
Presented by Brian LintonFounder Sand Shack LLC
Brianlinton.comSandshack.com
January 2010© 2010 Brian Linton
© 2010 Brian Linton
What We’re Talking About
Social Media Definition
My Background and Why I am Here
Social Media Benefits for Retail Stores
Social Media Basic Uses with Examples
What to do First and How to Get Started
How Much $ and How Much Time Does this All Cost?
© 2010 Brian Linton
What is Social Media – A Definition
A few definitions…
An umbrella term that defines the various activities that integrate technology and social interaction online.
Social Media is a collection of tools and online spaces available to help individuals and businesses to accelerate their information and communication needs.
Online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other.
Social Media is slightly different for everyone and how it is used may vary
© 2010 Brian Linton
A Definition for Our Industry
Social Media is a collection of online tools (mostly free) that allow retail establishments to connect and communicate with their customers. Social media allows for instant communication and feedback about events, promotions, and allow retail stores to find out what their customers like and don’t like.
Proper use of social media by retail establishments does not entail mindless self promotion, it is about consistent communication with customers and providing free, useful content that will influence customers to make a purchase from an online or offline store.
© 2010 Brian Linton
Forms of Social Media
• Blogs• Facebook• Twitter• YouTube
There are hundreds of forms of social media…Let’s start with these 4
© 2010 Brian Linton
Social Media Definition
My Background and Why I am Here
Social Media Benefits for Retail Stores
Social Media Basics with Examples
What to do First and How to Get Started
How Much $ and How Much Time Does this All Cost?
What We’re Talking About
© 2010 Brian Linton
My Background
Grew up in Singapore and Japan
Founded Sand Shack while in college in 2006
Live and work in Philadelphia
Girlfriend’s name is Joanna and Dog’s name is Zoey
Speak Chinese, love to travel, write, and like to raise fish
© 2010 Brian Linton
Why You Should Listen To Me
I am not a social media expert
I grew up using forms of social media
I successfully use social media for my business
Most importantly, I am in your industry-Sand Shack is a brand of resort merchandise
© 2010 Brian Linton
Social Media Definition
My Background and Why I am Here
Social Media Benefits for Retail Stores
Social Media Basics with Examples
What to do First and How to Get Started
How Much $ and How Much Time Does this All Cost?
What We’re Talking About
© 2010 Brian Linton
Benefits
It Pays to Be Social
If you are not online, you will lose to those who are
Having a website is no longer enough
People will judge you based on your online, social presence
© 2010 Brian Linton
Benefits
Build your web presence -when people search for your business or thing related to your business they find you
Improve your public relations-get press coverage
Be able to hear what your customers are saying about you and your company
-If it’s bad you can improve it-if it’s good, you can focus on it
© 2010 Brian Linton
Benefits
Connect with your customers
Gain new customers
Find out where your customers are both on and offline
Build your brand
All business, not matter the size, can benefit
© 2010 Brian Linton
Social Media Definition
My Background and Why I am Here
Social Media Benefits for Retail Stores
Social Media Basic Uses with Examples
What to do First and How to Get Started
How Much $ and How Much Time Does this All Cost?
What We’re Talking About
© 2010 Brian Linton
3 Free Social Media Tools to Use Today
There are 3 social media tools you can begin using today
© 2010 Brian Linton
Blogging
•A Blog is the headquarters for all your social media activity.
•Landing spot for all online, social activity
•Static vs Dynamic
•Personal vs Business – or both?
•Transparency
© 2010 Brian Linton
Personal Blogging
Brianlinton.com
© 2010 Brian Linton
Business Blogging
Sandshack.com/blog
© 2010 Brian Linton
Getting Started
Host your blog on your .com website -don’t use ‘free’ domain names-integrate it with your existing
website
Use wordpress to manage your blog and content
-visit wordpress.org -Use one of 1000s of free
templates
Online resources abound-wordpress.org tutorials-1000s of blogs on the subject
(problogger.net)
© 2010 Brian Linton
Blogging Musts and Benefits
•Don’t just publish, interact•Better communication•Comments
•Build Community
•Low Cost and Easy
•Search Engine Ranking
•You Must PROMOTE your blog – this can be done free
•Create a blog of value •Convert readers into customers
© 2010 Brian Linton
Blog Promotion
•Write quality content
•Blog regularly
•Tag and categorize appropriately
•Make your blog search engine friendly
•Encourage comments, tweets, diggs, stumbles, etc.
•Comment on other blogs
•Be a guest blogger
•Participate in forums and discussion boards
•Email marketing with newsletters
© 2010 Brian Linton
Advanced Blogging
•Become a source on a topic
•Blog Promotion – Guest blogging,
•Understanding Statistics
•Create a family of blogs that drive traffic back to your main website and store• Ie. Sandshack.org, Stop Overfishing, Stop Shark Finning, Save our Coral Reefs
•Come to the Advanced Social Media Seminar
© 2010 Brian Linton
•Create and use a Facebook Page
•Use Facebook’s Search function
•Organize and host online and offline events using Facebook.
•Drive traffic back to your blog
© 2010 Brian Linton
Facebook Pages
A Facebook Page is a public profile that enables you to share your business and products with Facebook users
Tips For Using Facebook Pages
-Create a community-Post regular updates
-Start the conversation
-Converse – Don’t Sell
© 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
Some Benefits of Networking
You get mentioned on a popular Facebook page
You get listed on a website with link back to yours
Sandshack’s $5,555 giveaway
© 2010 Brian Linton
Facebook Events
Host online and offline events and promote them with Facebook Events
Name our Lobster Competition
-Over 100 name submissions
-Brought polling back to our blog
TipsBe creative Offer a prizeDon’t spam
The power of FREE
© 2010 Brian Linton
Twitter is more important for larger brands, but small brands are having success with it as well
Use twitter to gain followers
Great real-time search engine
© 2010 Brian Linton
Twitter for Business
Update Followers
Don’t just self-promote
Monitor conversations
Address problems (bigger brands)
Join a conversation
Be human – not a robot
© 2010 Brian Linton
Twitter Search
Different than Google because you can monitor what people are talking about
Join the conversation with @ reply
© 2010 Brian Linton
Twitter for Research
Ask questions and get feedback
Not just your followers can answer you – anyone can
© 2010 Brian Linton
Social Media Definition
My Background and Why I am Here
Social Media Benefits for Retail Stores
Social Media Basic Uses with Examples
What to do First and How to Get Started
How Much $ and How Much Time Does this All Cost?
What We’re Talking About
© 2010 Brian Linton
Where to Start
Building a social media presence is a process and you can take it as slow or as fast as you want.
© 2010 Brian Linton
Social Media Definition
My Background and Why I am Here
Social Media Benefits for Retail Stores
Social Media Basic Uses with Examples
What to do First and How to Get Started
How Much $ and How Much Time Does this All Cost?
What We’re Talking About
© 2010 Brian Linton
What is Your Investment?
If you own your .com a blog can be added to it for free-Wordpress vs blogger
Facebook and twitter accounts are free
Digital camera that takes movie and photos: $200 -Imagery adds a lot to your social media presence
Largest investment is your time -2 to 20 hours / week-You get what you put into it
Tip – Get interns from local university to help build your social media presence
© 2010 Brian Linton
Help me Be More Social
• 15 second video testimonial– Good and the bad
• Seminar Review Sheet
• Business cards for Social Media Newsletter
• A video of this presentation and the powerpoint will be available on Brianlinton.com