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How To Get Real ROI From Social Media for Jewelers

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Get real ROI from social media for your jewelry business. A presentation from the Jewelers of America New York show, March 14th 2016

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How To Get Real ROI From Social Media for Jewelers

  1. How To Get Real ROI From Social Media With Dave Kerpen CEO, @LikeableLocal for Jewelers #JANYjewelry
  2. SOCIAL MEDIA = THE NEW WORD OF MOUTH 90% of people trust business recommendations from someone they know. People are 4x more likely to buy when referred by a friend #JANYjewelry
  4. THE REALITIES OF SOCIAL MEDIA • $8.5 billion was spent on social in 2015. • $14 billion will be spent in 2018. BUT • Social media will NOT bring you immediate results. • Social media cannot make up for a bad product or service. #JANYjewelry
  5. SOCIAL MEDIA IS YOUR MARKETING WEAPON • There are 1.44 billion Facebook users. • 71% of people trust services they find on social media. • The average user logs into social networks 1.72 hours per day. • That’s 28% of all online activity! #JANYjewelry
  6. Potential sales are out there on social media! Arm yourself with the knowledge to defeat anxiety about social! #JANYjewelry
  7. 5 Questions We Hear a Lot About Social Media • Why isn’t anyone seeing my content? • Will people engage with a sales pitch on social? • Do I have to constantly think of new content? • What if I get a bad reputation online? • Does anybody click ads online? #JANYjewelry
  8. 5 Answers to Those Questions To Get You On the Road to Social Success • Overcoming the Facebook Reachageddon • Sell without selling • Use, reuse, and recycle great content • Incentivize referrals, respond to reviews, and surprise and delight • Show personality and be Likeable, even in paid advertising #JANYjewelry
  9. 1. Overcoming the Facebook Reachageddon “Obstacles don't have to stop you. If you run into a wall, don't turn around and give up. Figure out how to climb it, go through it, or work around it.” - Michael Jordan
  10. Facebook Reachageddon “Facebook Reachageddon” means businesses now have to pay to play to get their content seen” = The End of Organic Reach. If you aren’t paying to boost your posts, only 1-2% of your fans will see your posts organically
  11. A FEW YEARS AGO IT HAPPENED TO BIG BRANDS .03% of their following #JANYjewelry
  12. NOW IT’S HAPPENING TO SMALL BUSINESSES … LIKE YOU .06% of their following #JANYjewelry
  13. SOLUTION: Advertise Smarter ✓Set Goals ✓Reach The Right People ✓Scale Smarter 3 Pillars of Ad Success
  14. SET S.M.A.R.T GOALS FOR YOUR SOCIAL ADS Specific Measureable Attainable Relevant Time Bound #JANYjewelry
  15. REACH THE RIGHT PEOPLE Use Hypertargeting & Nanotargeting #JANYjewelry
  16. Let the Algorithm Help You Out: Custom & Lookalike Audiences ✓ Get more business and referrals from current customers ✓ Attract people similar to your current customers ✓ Get already-interested prospects closer to buying ✓ Retarget “cold-feet” visitors
  18. 2. Sell Without Selling “The best marketing doesn’t feel like marketing.” - Tom Fishburne
  19. The 4-1-1 Rule (Guideline) For every 6 pieces of content… • 4 Pieces of Curated Content • 1 Piece of Unique Business-Specific Content • 1 Piece of High-Value, Lead Generation/Sales Content #JANYjewelry Day 1 Day 2 Day 6Day 4Day 3 Day 5Curated Curated Curated CuratedSalesUnique
  20. Curated Content #JANYjewelry
  21. Unique Business-Specific Content #JANYjewelry
  22. High Value Content #JANYjewelry
  23. Free Online Materials = Education is Possible for Everyone! #JANYjewelry What else can you post to sell without selling? ~Chcck out our Free eBook SocialContentEBook.com ~
  24. Why Offer Your Followers Freebies? #JANYjewelry
  25. 3. Use, Reuse, and Recycle Great Content “Traditional marketing talks at people. Content marketing talks with them.” - Doug Kessler
  26. Follow the 10 Commandments of Content Creation ~From our Free eBook SocialContentEBook.com ~ -Give your followers a reason to engage -Think positive -Remember to K-I-S-S (Keep It Simple, Stupid!) -Have a Conversation -Ask Yourself: Is it Sharable? -Know How to Properly Curate -Be Mindful of the 4-1-1 Rule -Keep It Timely -Use Visuals To Enhance Your Message -Tell a Story #JANYjewelry
  27. Recycling Content Works #JANYjewelry
  28. #JANYjewelry
  29. #JANYjewelry “It’s your responsibility to share and re-share great content.” -Dave Kerpen
  30. Rework Your Content to Make It Fit Every Social Network #JANYjewelry
  31. 4. Building an Online Reputation “A story to me means a plot where there is some surprise. Because that is how life is - full of surprises.” - Isaac Bashevis Singer
  32. You Never Get What You Don’t Ask For
  33. Referrals: Incentivize and Ask #JANYjewelry
  34. Reviews: Don’t Be Afraid To Ask For Them! #JANYjewelry
  35. #JANYjewelry Show some <3
  36. 5. Show Your Personality, Be Likeable "I would maintain that thanks are the highest form of thought; and that gratitude is happiness doubled by wonder." - G.K. Chesterton
  37. Use Your Unique Brand Voice #JANYjewelry
  38. Use your brand to tell stories! #JANYjewelry
  39. Say Thank You! #JANYjewelry
  40. NOW LET’S REGROUP… #JANYjewelry • Overcome the Facebook Reachageddon • Sell Without Selling • Use, Reuse, and Recycle Great Content • Build an Online Reputation • Show Your Personality, Be Likeable
  41. THANK YOU / QUESTIONS Connect with me: @LikeableLocal contact@likeablelocal.com @Dave Kerpen dave@likeable.com Grow your business at LikeableDemo.com Mention #JANYjewelry to save! “How dare you settle for less when the world has made it so easy for you to be remarkable?” - Seth Godin GRAND PRIZE!