Aaron Kronis - Social Media for Retailers - Retail Camp April 9th, 2011, Burbank, CA - Woodbury College - Fashion. SOURCES: There were some key points here that were first indicated by Josh Ochs social media training course in San Francisco, feb 2011. http://medialeaders.tv/ for more on that. This event was put on by Wendy's Fashion Retail (i'm not sure the actual course title) students. A well run professional event with great speakers and interested atendees. Most people there were in the fashion industry.

1. 10 Things You Need To Know About
Social Retail Search
Aaron Kronis
@KRONiS
Organic Search Expert
www.DigitalVegetarian.com
Retail Camp – Burbank, April 2011

4. Let’s Start with

5. 1. The First Thing People Look At?
PHOTOS.
Traffic continues until photos are removed

6. Facebook
Post your image,
comment like it.
Vs.
Posting a
status update
Posting images
is better
WHY?

7. It’s a simple formula (Facebook Posts)
img + message + call to action + link
Leaves ‘evergreen’ content in the photos.
.

9. 2. How To Use the Button

10. Levis Jeans
Levis Jeans buttons
are on all of their
products.
• Once you like them, it
goes out to your news
feed.
• 3days later, they offer a
deal on your wall which
your friends see. They
keep offering you a deal
each week until you buy.

11. Levis Jeans
Like Button Techniques
• Use Admin Console find those who ‘liked’ certain jeans.
• It posts to their feed even if they delete it
• Three days later…they get offered a deal of 20% or 30% off
• They will be offered this deal for two weeks or until they buy.

12. This just in
New York Times – April 7th (2 days ago)
• Just reported on a Forrester Research study
• Shows how ’Offering promotions in exchange for Likes’ hasn’t
been all that super successful.

13. This just in
• According to Forrester: Email Marketing is Still King right now.
Facebook:
Average of a 1% click-through rate a 2% conversion rate
Email Marketing has an 11% click-through rate and an average
4% conversion rate.
• So
don't get fooled by Facebook!
Use Facebook connect to access reader’s existing accounts
add email addresses to mailing lists.

14. 3. Your Audience Engagement Strategy
WHAT ?????

15. To drive user engagement, you first need to
understand the actions your readers take.
These actions are things you need to understand
and monitor.

16. User Actions
• Reading ‘Liking’ blog posts
• Subscribing to the blog rss feed
• Signing up for the mailing list
• Searching the site.
• Get and review what people search for
(Internal Site Search)

17. What your readers are doing
• Emailing from contact forms or email links
• Making calls to the posted number
• Generating user comments
• Purchasing products / services
Anytime a user performs one of these things you
can say that you have achieved… what?

18. A Conversion

19. Conversion Rate Optimization (CRO)
• When you work to increase conversion rates,
often by testing more than one version of a page.
• For example: A|B testing.
When you create two versions of a page and test
which converts best.

20. Conversion Rate Optimization (CRO)
• Use Google’s Website Optimizer.
*TIP: This now works with Facebook fan pages since
the new switch to iframes and phasing out of FBML.
*TIP: Use odd / even seconds to make it random.
(Tell IT to simply send users arriving at 0:01, 0:03, 0:05
to the A page.
Users arriving at 0:02, 0:04, 0:06 etc. go to the B page.

21. 4. When to update Facebook

22. When To Post
• Post 1-3 times per day max or you will end up
‘hidden’
• Also remember that after about a week, after you
‘like’ something you will no longer see updates from it
if you don’t interact with the page. (Hence the
Forrester Research study mentioned earlier!)

23. When To Post
Post at 8AM in your markets.
• Monitor comments 30 minutes after posting

24. 5. What Next? Still On Facebook…
Some additional tips…and some psychology!

25. More Social Media Tips:
• When posting anything at all, like it!
• Immediately like your own content and comment
on your own post.
• This Tricks/Alerts Google’s algorithm to make
content appear faster in the stream can go viral
quicker.

26. Remember
• Upload Photos attach the comments
• Status updates only live on the wall
• Add and update photo albums often.

27. Psychographic Segmentation
Understanding WHO your
users are can greatly help in
connecting with them.
Remember if the CEO is
only one member of your
target groups.. You may be
only targeting the CEO!

28. Psychographic Segmentation
e.g. If you are writing and developing a website
targeting ‘foodies’ who frequent a food blog.
Then the type of sidebar flash game you place in a
widget for that site should be something food related.
e.g. Burgertime, or Tapper(beer game), not a crossword
or a Sodoku style game.

30. Twitter

31. Twitter
Why Twitter helps your business?
The potential to engage your customers daily
Without clogging their inbox.

32. 6. Twitter Don’ts

33. Twitter
Some don’ts to avoid appearing spammy
• Don’t use a hashtag (#searchterm) unless necessary
• Don’t use more than 2 or 3 EVER
• Don’t use all 140 chars! Leave it around 100-120
allowing people to retweet with comments.

34. Twitter DON’Ts
• Don’t tweet more than once every 15 mins.
• Don’t Fly by the seat of your pants (unless
retweeting, always follow the 2nd doc spreadsheet)
• Don’t reach out to people a second time unless you
have value to offer them!

35. Twitter DON’Ts
• Don’t be unclear:
e.g unclear:
“OMG! This is amazing + link”
e.g. clear:
“Who new a kid from Jersey could beat a Russian
expert at chess [VIDEO] +[LINK]”

36. 7. Gain More Followers on Twitter

37. Some Best Practices To Increase Followers
• Use Email Signatures:
‘Follow me on twitter’
‘Follow my company on twitter’
• This Hashtag #FollowFriday:
Not Spam. Actually a digital ‘Thank You’
Vouching ‘account realness’ to others
You may have recently encountered

38. Twitter
• Organic methods increase real user followers, not
automated accounts.
• Other ways to build followers the non-spammy way:
• Run Contests – E.g radio stations..
• The goal is to gain followers that are thought leaders
or authorities in their space. Be a Leader! Tweet with
meaning!
We will discuss online influence later on...

39. 8. How to tweet effectively as a brand evangelist

40. Twitter
How to Tweet Effectively?
Use the formula.
Ready?

41. Twitter
[Category] + [Message]+ [Call to Action] + [Link]
Formula

42. [Category] + [Message]+ [Call to Action] + [Link]
Examples:
[JUST IN] this leather couch has the softest leather
we've ever felt. Do you like brown or black? (LINK)
New Blog! Find out why your favorite food might not
be so good for your (LINK).

43. Category
Examples:
[JUST IN], [VIDEO], [HUMOR], [INTERVIEW]
[HOW TO], [INFOGRAPHIC], [REPORT], [PIC],
[PICS], [VIDEO], [VIDEOS], [LINK]
[OR CREATE YOUR OWN] – May cause more clicks

44. 9. Scheduling Tweets

45. Twitter
• How to plan tweets for several clients
• Use a Second Document Spreadsheet
• And a Twitter Deployment Calendar

46. Use A Second Document Spreadsheet
Easily created Google Doc, add the Formula Elements
then Follow Your Schedule.

47. Suggest Sites Create a Twitter Deployment Calendar
By NOT doing this you are setting yourself up for
missed opportunities and a less effective campaign.

48. Twitter Deployment Calendar example
8:30 am – Quote
9:30 am - push a product or start a giveaway
10:30 am - engagement Questions
(e.g. what did you do for blah holiday or whatever).
12:30 pm - Retweet of something light,
bright and polite”

49. Twitter Deployment Calendar
example
1:30 pm - Push a product or promote a friend
3:30 pm - Retweet your morning quote at 3:30pm
5:30 pm - Retweet of friends.

50. Twitter’s Effectiveness?
Why do I care so much?
• Although Twitter’s effectiveness for SEO purposes is
often debated, these best practices will clearly give
the client some structure to their social media.

51. 10. Understand Online Influence

52. Measuring Online Influence
How important is your online influence?
So what if you get retweeted a lot?
How does that help us?
Moreso our website’s strength in search?

53. What is online influence?

54. Online Influence
Online influence is the ability to drive actions online
For example:
• If I talk about my favorite restaurant in the city and
one of you goes there
• If I tweet about a link and you go read it. That's
influence.

55. How can influence be measured?
KLOUT
Because of the social web, we can now see who
tweeted out a link and how it spread.

56. KLOUT
Klout measures every single action between every
single person.
Certain nodes are powerful at spreading information
Someone may influence me, but I may not influence
them.

57. KLOUT
Why is this important?
1) To measure your social media success
2) Understand your ‘real’ network
3) To know who to connect to
4) For Measuring impact of marketing messages

58. KLOUT for @KRONiS
~39 +2K true reach.

59. KLOUT
So now instead of:
‘How many twitter followers do you have?’
‘Quality’ trumps ‘Quantity’
Now, you can ask…what is your ‘Klout’ score?
As Klout emerges, we will be able to determine more
and more what a good ‘klout score’ is.

60. Quick Mobile Info
It is easy to teach and use location based tools now.
With Hootsuite and GEOSearch
• Tap into local conversations
• Distribute regional promotions
• Increase location based engagement.

61. Never Stop Learning.
DigitalVegetarian.com
SEO Forums…Organic SEO
Write To: aaronkronis@gmail.com if
you need something!
Aaron Kronis
Twitter.com/KRONiS