sbtdc - social media workshop

LOCAL * MOBILE * SEARCH * SOCIALFOR BRICK & MORTAR RETAILERS

sbtdc - Breakfast Series

Mike Duncanmduncan@sageisland.com

facebook.com/MikeADuncan

“37% of shoppers find online social sources to be an influential driver when making decisions”

Google 2011

Source: Brian Solis & Jesse Thomas

Increased relevancy can be achieved by developing & distributing compelling messaging specific to different geographic markets or user locations

GeoMessage

Website Email Display Social Search Mobile

NOTHINGS BIGGER THAN FACEBOOK25 Facebook Facts and Figures

1. 1 in every 13 people on Earth is on Facebook2. 35+ demographic represents more than 30% of the entire user base3. 71.2 % of all USA internet users are on Facebook4. In 20 minutes 1,000,000 links are shared on Facebook5. In 20 minutes 1,323,000 photos are tagged6. In 20 minutes 1,851,000 status updates are entered7. In 20 minutes 2,716,000 photos are uploaded8. In 20 minutes 2,716,000 messages are sent9. In 20 minutes 10.2 million comments are posted10. In 20 minutes 1,587,000 wall posts are written11. 48% of young Americans said they found out about news through Facebook12. 48% of 18 to 34 year olds check Facebook right when they wake up13. 50% of active users log on to Facebook in any given day14. Average user has 130 friends15. People spend over 700 billion minutes per month on Facebook16. Average user is connected to 80 community pages, groups and events17. Average user creates 90 pieces of content each month18. About 70% of Facebook users are outside the United States19. Entrepreneurs and developers from more than 190 countries build with Facebook Platform20. People on Facebook install 20 million applications every day21. Every month, more than 250 million people engage with Facebook on external websites22. There are more than 250 million active users currently accessing Facebook through their mobile devices23. There is over 16,000,000 Facebook fan pages24. Texas Hold’em Poker is the most popular Facebook page with over 41 million fans25. More than 650 million active users

developers.facebook.com

addthis.com

Facebook Profile

Facebook (Business) Pages

New Timeline - March 30

Facebook Groups

Facebook Events

Facebook Profile Images

Fangate - Welcome Pages

Welcome PagesFangate - Welcome Pages

Who’s Your Customer?

Or is it Mom?

Sales Post

News / Events

Dude

Real Time Event

Personal Industry

Products / Services

Image Questions

Questions / Surveys

Notes / RSS / Blog

Out of Ideas?

woobox.com

payvment.com

OPTIMIZATION

• Use keyword tags to tell readers and search engines what your video is about.

• Create a compelling headline to encourage viewers to watch your video.

• Keep videos as short and engaging as possible with the most important messaging in the beginning. If viewers get bored, they won’t watch the whole thing.

• Pay attention to your thumbnail image to entice viewers to click and watch. YouTube automatically selects a thumbnail by selecting an image from about halfway through your video.

NASCAR Driver Tweets From Car, Gains Over 100,000 Followers in Two Hours!

Build Your Follower Base

wefollow.com

justtweetit.com

search.twitter.com/advanced

Engage Your Followers twtqpon.com - Create coupons for Twitter. Give incentive to follow you.

strawpollnow.com - Poll your followers. Ask questions about your brand, get instant feedback.

twitpic.com - Share interesting photos of new products, office antics, and other cool stuff

yfrog.com - Share photos and videos

Monitor Your Brand tweetscan.com - et up alerts for mentions of your brand and related

keywords; never miss @ replies

tweetbeep.com - Like Google Alerts for Twitter

twollow.com - Auto-follow people that mention your brand

twittlerless.com - Graphs your followers and tells you who stops following.

tiny.cc | ow.ly | cl.ig | tr.im | adjix.com | etc. - Shrink your URLs

Only 19% of ‘new customers’ return to the retailer/service provider after initial deal

Inc Magazine

TIPS FOR DEALS Capture deal customer emails/phone numbers in-store with an

incentive to return through an instant bounce-back coupon Incentivize deal customers to “like” and check-in

Check-in deal for repeat purchases Be prepared, provide stellar service, and ask for a local review Pair up with a manufacturer/retailer for a co-op coupon or deal

Bid on coupon terms in Search (brand & non-brand) Use PPC ads and a “fangate” to offer a coupon on Facebook Make your web-based coupons mobile-friendly

TIPS FOR OWNED COUPONS

10 Million Users

1 Billion Check-ins

Check-Ins, Deals, and Reviews

FOURSQUARE TIPS FOR CHECK-IN

Add/Claim & Optimize your location profile with specials

Create a brand page & create your own tips

Make them interesting and not 100% sales focused

Monitor and reward mayors & other frequent customers

Pair up with a brand for a co-op check-in special

Pair up with a charity (e.g. 5Ks, Festivals, etc…)

Monitor tips, many of which are essentially reviews

Review check-in data for trends

Promote the special

TIPS FOR FACEBOOK CHECK-IN DEALS

Pair up with a brand or charity for a co-op check-in deal

Simple copy is more engaging

Mention any restrictions

Include a clear call-to-action

Be mindful of deal fatigue and the number of deals you run

Logistics matter

Promote the deal

1/11 - 1M users

1/12 – 15M users

Will hit 1B photos this year

TIPS FOR SOCIAL PHOTO SHARING

Create, share, and pin photos that reflect your brand Set up Boards using your city name Name a Board after your business type and products Try to post only high quality shots Give your audience a behind the scenes look

Always use descriptive text / hash tags Cross-promote on other social platforms Don’t be lame

Do more than just post product or other self-serving shots Follow other users and participate

70% of local business searches are now conducted online

TMP Directional Marketing, Google/IPSOS

Get started @ getlisted.org and yext.com

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Map

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Organic Search

Google Agency Land

Google Agency Land

Drive-To Advertising Network

“83% of consumers say online customer reviews influence their purchase decisions”

Opinion Research Corp.

Ask for the reviews!

TIPS FOR RETAIL REVIEWS Don’t fake reviews Request reviews from loyal customers

In-store, email, social, website Segment email by domain (Gmail, Yahoo!)

TIPS FOR BRAND REVIEWS

"Write-a-Review" link on product pages

Email solicitation

Order confirmation follow-up

Provide past reviewers with samples

Ask reviewers to describe themselves and how they use the product

Monitor & engage wherever possible

Leverage your best reviews as testimonials

Take feedback to heart

Questions?mduncan@sageisland.com