San Francisco Gift Show: Facebook And Twitter Using Web 2 0 To Grow Your Retail Business

Facebook & Twitter :
Web 2.0 Isn’t Just For Kids Anymore
Learn How To Build Your Brand And Drive Profits For Your Business

San Francisco Gift Show February 7, 2010
Creative Business Consulting Group www.cbc-group.net

There are Bigger Things to Fear Than Social
Media!


1

CBCG Is Here To Help
Lynn Switanowski, Founder and President ,
Creative Business Consulting Group
• 25 Year Retail Industry Veteran
• Former Senior Executive at Liz Claiborne, Reebok and Aramark
• Areas of Expertise include:
Sales & Marketing: Strategy, Planning and Implementation
Social Media Strategy Development and Implementation
Open To Buy and Inventory Planning Program Development
and Implementation

www.cbc-group.net lynn@cbc-group.net @RetailHelper

617.437.9191

Today’s Consumers Increasingly Using Filters To
Opt Out Of Traditional Marketing Methods


2

Consumers Started Talking To Each Other To
Obtain Information On Products And Services

Result: Increased Emphasis On Customers Now
Finding You ..Not You Finding Them


Winning Retailers Have Shifted Focus To Engage
Consumers Through Permission Not Interruption
Outbound Marketing Inbound Marketing
• Telemarketing • SEO
• Trade Shows • Blogging
• Direct mail • Social Media
• Email Blasts • RSS
• Print Ads • Viral Videos
• TV & Radio Ads • Free Tools & Trials

Interruption Permission


3

“But, I’m 28 38 48 58 ; I Just Don’t
Understand This Social Media Stuff! “
Think Cocktail Party - Without The Constraints Of Time And Space

Cocktail Party Advice

• Meet People And Start Conversations
• Listen And Answer Questions – Help Others
• Ask Questions – Trust Other’s Advice
Social Media = Cocktail Party
• Become A Real Member Of The Community
• Add Value To The Community – Ask And Answer
Questions
• More Effective Than A Cocktail Party
Unlimited Time And Space
Easier For Others To Listen In On
Conversation

Who Uses Social Networking Websites?
Demographics of Social Networks Vary Greatly; Choose Wisely

• 350 Million Current People • More Twitter users are • Highest Average Income -
on Facebook employed part-time (16%) $89,000
• 35+ Users fastest growing • Average income of • Join Network For Business
• Facebook users are older $58,000 Or Work Purposes, Business
and better off (30.6) • Users interested in news, Development, And
• More likely to be married restaurants, sports, Recruiting.
(40%), white (80%) and politics, personal finance, • Like News, Employment
retired (6%) and religion Information, Sports, And
• Second-highest average • Into pop culture with Politics.
income ($61,000) music, movies, TV and • More Likely To Be Into The
• Average of 138 reading ranking higher Gym, Spas, Yoga, Golf And
connections than average Tennis
• Extremely loyal: 75% say • Users are not that loyal to • Users Own More Electronic
FB is favorite site the network: 43% said Gadgets
they could live without • More Likely To Be Male –
Twitter 57% vs. 43%
Source: Microsoft


4

Retailer Paradigm Shift Required; Get Out Of Your
Comfort Zone

Print Ad Activities Social Media Activities
• Develop Copy • Develop Network
• Search For Image • Create or Locate Content
• Proof Design • Publish or Share Content
• Call Ad Departments • Listen and Participate In
Dialogue
• Receive and Pay Invoice
• Measure Results
• Measure Results


Facebook

What is Facebook?
• Facebook Is A Social Networking Service That Lets You Connect
With Friends, Co-workers, And Others Who Share Similar Interests
Or Who Have Common Backgrounds
• Many Use It As A Way To Stay In Touch After Finishing School, Or As
A Way To Share Their Life Publicly
• What Makes Facebook Different From Other Social Networks Are Its
Extensive Privacy Controls, Its Development Platform, And Its Large
And Quickly Growing User Base
• Facebook Has Been Called The "Thinking Person's" Social Network.
• Compared To Many Other Social Networks, Facebook Gets New
Features And Improvements On A Regular Basis

Facebook Is A Social Utility Tool That Connects You
With The People Around You
Source: Cnet.com


5

Facebook

How Can Facebook Help My Business?
1. Peer Interaction. Meet Potential Customers For
Your Business.
2. Contacts And Competition. Not Only Are Your
Friends On Facebook, So Are Your Prospects,
Your Customers, Your Partners And Your
Competitors.
3. Open Doors. You Can Easily Begin A Dialog With
Highly Successful—even Famous—people Who
Were Previously Otherwise Unreachable
4. Build Relationships. By Engaging In
Conversations With Your Prospects And
Customers, You Can Better Adapt Your Marketing
And Business Services To Meet Their Needs
5. Raise Visibility. By Consistently Showing Up,
Posting Relevant Information, And Being A
Thought Leader, You Can Increase Visibility And
Credibility As An Expert In Your Area


Facebook

How Can Facebook Help My Business?
6. Develop Your Personal Brand. Reveal As Much
Or As Little About Yourself /Your Business As You
Wish, Allowing You To Personalize Your Brand
7. Target Your Niche. Users Volunteer Vast Amounts
Of Information About Themselves That You Can
Readily Access. These Kinds Of Demographics,
Psychographics, And Techno Graphics Would
Previously Have Cost Fortunes To Access.
8. Get Rapid Top Google Placement. Current
Search Engines Are Crawling for SM Content. FB
Included!
9. Place Targeted Ads. With Facebook Social Ads,
You Can Test Out Extremely Targeted Advertising
For Minimal Cost
10. FREE. Connect Regularly with Customers With No
Cost


6

Facebook

Where To Start: Become A Fan Of Other
Company Pages For Research And Review
• Search For A Fan Page. For Example,
Do A Search On "Apple" And Click On
"Pages" When You Get The Search
Results. Click On "Apple Inc." To View
The Apple Fan Page

• Examine How The Page Is Structured

• Repeat For Businesses Of Your Choice
To See If They Have A Fan Page On
Facebook.

• Some Popular Or Notable Fan Pages Are Apple, The New Yorker,
Marmite, Blue Olive Photography, Beaver Falls Coffee & Tea
Company, And Absolut Vodka


Facebook
Next Step: Create A Business Page - You Must
First Have a Personal Page
http://www.facebook.com/pages/create.php


7

Facebook

Build Your Business Page And Bring It To Life
With Content – Make It Human!
Create An Engaging Page
Through The Use Of Visuals
And Interactive Elements
• Event Calendar
• Videos
• Contests
• Surveys
• Discussion Boards
• Photos
• Blog Articles
• Relevant Links

Source: Facebook.com, Hubspot.com


Facebook

San Francisco International Gift Fair Has A Fan
Page – Are You Following Them?

The Page Connects
Members of the SFIGF
community to
announce Events,
Show Specials, etc.
related to the show.


8

Facebook

Utilize Your Network To Spread The Word And
Drive Traffic To Your Facebook Page
• Email Your Opt-in Mailing List To Gather Followers

• Include A Link To Your Facebook Page On All Your
Email Signatures

• Post In Store Signs Directing Customers To Your
Fan Page

• Include Your Facebook Page Address On Your
Business Cards

• Include A Link To Your Facebook Page On All Your
Email Blast Campaigns

• Post A Link Or Badge To Your Facebook Page On
Your Website And/Or Blog



Facebook

Tip: Optimize Your Facebook Page For Search

Facebook Search
• Ranking Based On The
Number Of Fans Of Your
Page

Public Search
• Set Your Public Search
Listing In Your Privacy
Settings
• Permission Allows People To
Find And See The Public
Search Listing You’ve
Established



9

Facebook

Success Requires More Than Opening An
Account
• Participate In
Facebook Daily – Post
Information Your Fans
Will Find Interesting

• Utilize SM Aggregators
To Save Time – Friend
Feed.Com

• Upload Facebook
Application To Your
Cell Phone. Use
Mobile Posts To Save
Time And Post From
Wherever You Are –
Trade Shows, Events


Twitter

What Is Twitter?

• Twitter Is A Learning Tool, A Sharing Platform, And A Networking System.

• Twitter Is A Useful Communication Tool That Allows You To Interact With
People Around The World In Three Different Ways:

Send A Short Message To A Bunch Of People Publicly
Send A Short Message To A Specific Person Publicly
Send A Short Message To A Specific Person Privately

• Twitter Is Also Referred To As A "Micro‐blogging" Service.
• Updates Limited To 140 Characters Or Less.

The Power Of Immediate Interaction With Like-Minded Individuals Is
Life-altering When Used And Developed Correctly
Source: Twiiter.com, Hubspot.com, Chris Brogan


10

Twitter

What Can I Use Twitter For In My Business?
• Monitor. Obtain Instant Access
To What Is Being Said About
Your Company/Brand
• Real Time Contact. Keep In
Contact With Current
Customers Of Your Business
And Industry Experts
• Learn. Find A Steady Stream
Of Ideas, Content, Links,
Resources, And Tips Focused
On Your Business/Industry
• Expertise. Create Expert
Status For Yourself Or Your
Company To Potential
Customers
Source: MarketingProfs 2009


Twitter

Twitter Cons: (Other People’s Not Mine)
•Twitter Takes Up Time.

•Twitter Takes You Away From Other Productive
Work

•Without A Strategy, It’s Just Typing.

•Twitter Is Buggy And Not Enterprise-ready.

•Twitter Is Just For Techno-nerds.

•Twitter’s Only A Few Million People.

•Twitter Doesn’t Replace Direct Email Marketing.

•Twitter Opens The Company Up To More
Criticism And Griping


11

Twitter

Twitter – Getting Started

To Get Your Own Account, Go To
Http://Twitter.Com And Click The
“Join The Conversation!”
Button.

Clicking This Button Will Bring
You To A Page Where You Will
Select Your Username And
Password.

Source: Twiiter.com, Hubspot.com


Twitter

Twitter – Selecting Your Username

Choose Username Carefully.

Think Of Your Twitter Handle
As Your Personal Brand Name.
That’s How Important It Is.
Can Be Your Brand Name Or
Combination Of Your Name
And Your Brand Name

Choose Additional Twitter
Names For Your Brand.
Different Users Can Speak
With A Different Voice For The
Brand



12

Twitter

Twitter – Creating Your Profile
Personalizing Your Account Is
Critical To Your Success

Your Profile Is Where You Can
Reference Your Company, Your
Blog, Talk About Your Interests
And List Your Location.

Note: Personalize Your Account
Profile Before You Begin
Interacting And Following People.

Click The Settings Button At
The Top Right Corner Of Your
Screen And Fill In The Data. Add
A Picture To Avoid Looking Like
A Spammer.


Twitter

Twitter Terminology:
• @ The @ symbol is a way of referring to another Twitter user
• On your Twitter home page, you'll see a linked search where you can find people
mentioning your username with an @ before it.
• Retweet or RT - is when you share the tweet of one user with all of your
Twitter followers
• Note: It's considered rude or just plain not nice to take someone else's Tweet
and send it back out as your own. Give credit for the tweet where it's due
• Reply - Reply is when you respond to a tweet from a particular user.
• A reply is placed in the public feed where everyone can see what you are saying)
• Direct Message - or DM Whereas replies are completely public, a direct
message is a private message that you send through a discussion board You can
only send a direct message to someone that is following your account
• Hash Tags - or # Hash tags are words or acronyms that begin with the
number sign. Used when many people are tweeting about the same topic or
from the same event.
• At least one hash tag is often atop Twitter's trending topics list.


13

Twitter

Start Tweeting
So What Can You Tweet About?
1. An Observation: Tweet About What You’re Doing, Thinking Or Feeling
2. What You’re Reading: Post A Link To An Interesting Blog Post Or News Article
3. What You’re Watching: Post A Link To A Cool Video From Hulu Or Youtube
4. What Events You’re Going To: Share A Link To The Next Event You Plan To
Attend
5. Promote Your Content: Post A Link To Your Most Recent Company Or
Personal Blog Article
6. Promote Someone Else’s Content: Post A Link To Someone Else’s Blog
Article As A Helpful Resource
7. Chat With Someone: Send Messages Using An @ Sign Before Their
Username
8. Retweet What Someone Else Has Said: Retweet (Using RT Or Retweet In
The Beginning Of The Message) To Repeat What Someone Else Has Said

Remember That Your Most Valuable Asset Is The Information You Provide
Source:: Hubspot.com


Twitter

How To Get The Most Out Of Twitter – It Takes
More Than Opening An Account
• Participate In Twitter Daily –
Tweet, Retweet Or Share

• Utilize Tweet Scheduling Tools
With Socialoomph.Com
• Share Content - Link Article
Posts And Blog Posts To And
From Twitter With Tinyurl.Com

• Use Search Tools To Maximize
Experience -Search– To
Follow And Engage In
Dialogue About Topics Key To
Your Business
• Use Time Saving Tools To
Improve Efficiency


14

Conclusion
Key Concepts To Be Mindful Of When You Get
Started
• Develop A Strategy – Align The Path You Will Set Out On With The
Objectives Of The Journey – How Will This Activity Help Me Achieve My
Business Goal?
• Keep It Simple – Have A Simple System And Automate Everything You
Can – Minimize The Time Spent, Do Not Jeopardize The Results
• Abolish The Fear Of Transparency – Effective Social Media
Participation Requires A Paradigm Shift –Embrace The Fact That You
No Longer Control The Conversation And What People Say About Your
Business
• Be Flexible - Refresh Objectives And Strategies On A Regular Basis,
Make Sure You’re Still On Target And Remain Flexible

“Marketers Who Embrace Social Media Will Outdistance Competition,
Build Community Following, And Boost Loyalty” - Forrester Research


Case Study

Kogi Korean BBQ; A Taco Truck
Brought To You By Twitter
@Kogibbq On Twitter
• Nov. 20 Soft Opening In LA - 53,800
Followers As Of January 29
• Roving Vehicle Has Emerged As A Social-
networking Juggernaut, Drawing 300 To
800 People Each Time It Parks (Often
Several Times In An Evening)
• Spawned A Burgeoning Cyber-hippie
Movement Affectionately Referred To As
"Kogi Kulture.“
• Constant Twitter Feed Connects Truck-
followers And Updates Them About
Whether Kogi Is Going To Be Late To Its
Next Stop


15

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Growing My Social Media Presence

Creative Business Consulting Group
______Yes, Send me 42 Tips for Growing My Social Media Presence*
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Monthly Newsletter Packed with Information To Help Your Business
Prosper in 2010 and beyond

Name: _______________________________________________________
Email Address: ________________________________________________

lynn@cbc-group.net 617.437.9191 www.cbc-group.net


16

San Francisco Gift Show: Facebook And Twitter Using Web 2 0 To Grow Your Retail Business

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San Francisco Gift Show: Facebook And Twitter Using Web 2 0 To Grow Your Retail Business