The document discusses a seminar on using social media for jewelry businesses. The seminar objectives are to learn why social media matters, understand how consumers use social media, and learn social media tactics for different generations. It provides tips on using tools like Facebook, blogs, and mobile marketing to engage customers, generate leads, and build brands. Overall, it emphasizes that social media is important for businesses to meet evolving consumer needs and behaviors.

1. New Tools – New Tactics
Connecting With Your Customers Using Social
Media
Orlando Florida February 18, 2012
Seminar Objectives
• Learn Why Marketing With Social Media
Matters For Your Jewelry Business
• Understand How/Why Consumers Are Using
Social Media To Connect With The Brands
They Love
• Learn What Social Media Tactics To Employ
For Each Generation Of Customers
• Review Tips and Tactics for Using Social
Media Effectively in Your Jewelry Business
Creative Business Consulting Group www.cbc-group.net
What Are Today’s Best Marketers Doing To
Reach Consumers Effectively?
• Targeting Audiences
– Demographics/Psychographics
– Behavioral
• Creating Integrated
Campaigns
– By Combining Media Activity,
WOM Marketing And Events
• Measuring Results
Continuously
– Effectiveness Cannot Be
Calculated Without Quantifying
The Impact Of Activities
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2. What Are Today’s Best Marketers Doing To
Reach Consumers Efficiently?
• Investing In Social Networking
Efforts
– Facebook, Twitter, Blogging
• Investing In Technology
– Website Design And Search
Engine Optimization (SEO)
– Ad Placement
– Tracking
• Developing Solutions For Niche
Audiences
– Leveraging Technology To Create
The “Market-Of-One” Perception
Engaging Customers Is The Ultimate Goal;
Where And How To Deliver Has Changed
Social Media Is A 24/7 Cocktail Party Where No
One Controls The Guest List
Creative Business Consulting Group www.cbc-group.net
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3. How Can Your Jewelry Business Use Social
Media?
•Increase Brand Awareness
•Word of Mouth Marketing
•Lead Generation & Sales
•Connect With Customers
•Customer Service/Loyalty
•Recruit New Employees
24/7
Creative Business Consulting Group www.cbc-group.net
Small Businesses Must Learn To Shift
Marketing Tactics To Meet Consumer Needs
OLD
Sell
Take
Push
Buy Attention
Control
Talk
Transaction
Creative Business Consulting Group www.cbc-group.net
Small Businesses Must Learn To Shift
Marketing Tactics To Meet Consumer Needs
OLD NEW
Sell Help
Take Teach
Push Give
Buy Attention Attract
Control Earn Loyalty
Talk Listen
Transaction Experience
Creative Business Consulting Group www.cbc-group.net
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4. Consumers Are Using Social Media, Are You?
56% Of Shoppers Using Social Media Have
“Friended,” “Followed” Or “Subscribed” To A
Retailers’ Page or Feed
More Than 50% Of Online Shoppers Use SM To
Engage With Brands They Like/Buy
Almost 50% of Retailers’ Fans Follow To Learn About
Special Deals And Products
5% Use Social Media For Customer Service/Support
85% Of Gen Y Shoppers Participate In Social
Networking
However, Retailers Do Not Have The Same Presence On
Social Networks That Their Customers Do
* (Pricegrabber, 2010) Creative Business Consulting Group www.cbc-group.net
Social Media Consumption: Gen X
Review Sites For Planning And Sending
Links To Others; Used For Decision-
making Purposes
IPhone Applications To Find
Information While Out And About
Reviews And Testimonials; For
Candid Opinions And Quick Decision
Making
Instant Status Updates; Provide Quick,
Short, Sharp Bursts Of Information
Linkedin “Facebook For Business”
Way To Connect With Your Professional
Network
Creative Business Consulting Group www.cbc-group.net
Social Media Consumption: Gen Y
• Letting The Whole World Know
What’s Going On In Your Life
• Give You Instant
Recommendations
Follow The Movements Of
Celebrities
Create Content ie. Blog To
Keep In Touch With Family,
Post Photos, etc.
Arrange To Meet People And
Stay In Touch, Plan Social
Events
Creative Business Consulting Group www.cbc-group.net
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5. Social Media Consumption: Boomers
Communicate With Friends And
Relations Overseas And
Interstate, And Enable Easy Photo
Sharing
Somewhat Useful For Staying In
Touch With People (Facebook)
Majority Still Use Email
Limited Use Of Facebook on A
Regular Basis as Tool To Stay
Connected
Currently, Largest Demographic
Joining Facebook
Creative Business Consulting Group www.cbc-group.net
Familiar Tactics And Tools For Social Media
Marketing
Creative Business Consulting Group www.cbc-group.net
How Can Facebook Help Your Jewelry Business?
1. Develop Your Personal Brand. Reveal As Much
Or As Little About Yourself /Your Business As You
Wish, Allowing You To Personalize Your Brand
2. 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.
3. Get Rapid Top Google Placement. Current
Search Engines Are Crawling for SM Content. FB
Included!
4. Place Targeted Ads. With Facebook Social Ads,
You Can Test Out Extremely Targeted Advertising
For Minimal Cost
5. FREE. Connect Regularly with Customers With No
Cost
Creative Business Consulting Group www.cbc-group.net
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6. Businesses Use Fan Pages To Engage Regularly
With Customers
Page Elements:
• Event Calendar
• Videos
• Contest
• Surveys
• Discussion Boards
• Photos
• Blog Articles
• Relevant Links
Source: Facebook.com, Hubspot.com
Creative Business Consulting Group www.cbc-group.net
Your Social Media Strategy Must Be Built To
Engage Followers and Build A Community
Using Social Media For Your Small Business Requires A Blend Of Business
And Personal Information
- Suggested Blend -
Personal 40% • Share Your Personality
• Publish Information That Will Help Establish You
And Your Brand With Your Followers
• Have Fun And Express Yourself
Share • Forward Blog Posts (Yours Or Others) That Are Of
Relevant Interest To Your Followers
Information • Share Articles That Will Be Interesting To Your Fans
30% • Make Yourself The Expert By The Information You
Share
Business 30% • Publish Promotions Or Store Events
• Publish Specials/Deals For Followers With Links To
Appropriate Webpages And/Or Locations
• Host Special Events For FB Fans Only
Creative Business Consulting Group www.cbc-group.net
357,000,000 People Blog About Jewelry
Blogging Generates Objective Word Of Mouth Referrals For Your Business
Creative Business Consulting Group www.cbc-group.net
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7. What Is A Blog?
• A Frequently Updated Online Journal
Posts Shown In Reverse
Chronological Order, Most Recent One
First
• Created With Software That
Automatically Archives Content By
Categories Created By The Blogger
• Inexpensive, Full-featured Content
Management System That Is Easily
Used By Someone With No Technical
Skills
• Blogs Can Focus On One Narrow
Subject Or Range Across A Universe
Of Topics. The Blog Form Is Unique To
The Web
• Searchable On The Internet
Creative Business Consulting Group www.cbc-group.net
Blog Tips And Tactics: How To Start? What To
Say
• News Relevant And Timely
Articles About The Bird Industry
• Post Other Bloggers’ Posts
• Post Useful Blog Resources
• Invite Industry Experts To Guest
• Blogger (owned by Google) is Write Posts For Your Blog
free. www.blogger.com/start • Report Live From Trade Shows
• WordPress is free, but you And Industry Events
may have to pay for some • Review Books, Websites, Blogs
features.
www.wordpress.com • For More Information: Read
Books about Blogging
• TypePad Micro -Not Free, but
has great features. • Naked Conversations by
Robert Scoble
www.typepad.com/micro
Creative Business Consulting Group www.cbc-group.net
Improving Performance in 2012 Requires An
Additional Set Of Tools
•Scheduling
•Monitoring
•(Micro)Publishing
Tools
•Mobile Marketing
• Location Based
Marketing
•Website Enhancement
Creative Business Consulting Group www.cbc-group.net
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8. Scheduling: Use Scheduling Tools To Improve
Efficiency And Productivity For Your Bird
Business
Benefits:
•Boost Productivity
•Consistent Messaging
•Long Range Planning
•Scheduled Delivery
Creative Business Consulting Group www.cbc-group.net
Monitoring Customer Engagement Will Help
Meet Needs And Build Value
Benefits:
•Listen To Ongoing
Conversations
•Understand Audience
Needs
•Respond In Timely Manner
•Understand Competitive
Arena
•Direct Future Marketing
Activity
Creative Business Consulting Group www.cbc-group.net
Publishing Tools Deliver Relevant
Business/Industry News On Consistent Basis
Benefits:
•Create Targeted Content
For Your Audience
•Create Expert Status
Among User Community
•Deliver Timely Information
•Share Relevant Industry
News
•Create Future Marketing
Content
Creative Business Consulting Group www.cbc-group.net
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9. Mobile Marketing Activity Can Help You Reach
Customers In The Palm Of Their Hand
• 50% Of Phones Are Smart
Phones Today
• Consumers Are Researching
Businesses From Their
Phone While Out Shopping
• Gen Y Consumers Using
Phone Like Prior Generations
Used Telephone Books,
Radio, TV
• Mobile Based Marketing
Programs Can Target Specific
Customers
• Mobile Programs Are More
Affordable Than Ever
Creative Business Consulting Group www.cbc-group.net
Use Location Based Marketing Tools And Daily
Deals To Build Traffic And Word Of Mouth
Creative Business Consulting Group www.cbc-group.net
Consumers View Websites Differently Today;
Retailer Websites Must Look Good In Anywhere
For More Information www.Howtogomo.com
Creative Business Consulting Group www.cbc-group.net
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10. Social Media Is Here To Stay
Permanent Part Of Media Consumption Behavior
• Generation Differences In Terms Of SM Engagement
Exist; Create Appropriate Strategy That Meets Needs
•New Media Consumed Alongside Traditional Forms
To (A) Reinforce Communications And (B) Provide
Credibility
• Facebook Important Tool For Consumers to Converse
With Brands Of Interest And Keeping Up-to-date
• SM Is About Two-way Conversation (I.E. Brands Need
To Respond To Consumer Content)
• A Multi-channel Marketing Strategy Is Most Effective
Creative Business Consulting Group www.cbc-group.net
CBCG Can Help You Engage With Your Online
Customers
• Help You Identify the Long-Term
Business Opportunities Created
By Using Social Media
• Teach You How to Create Social
Media Marketing Programs That
Engage Customers
• Show You The Cost Saving
Benefits Of Using Social Media
• Share How to Create An
Engaging Social Media Strategy
for Your Retail Business
Call Today: (617) 437-9191
Creative Business Consulting Group www.cbc-group.net
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