JCPenney's Facebook store was one of the most talked-about social media failures of 2011. After nearly every big brand that opened a Facebook store closed it within months of launching,

1. Why social media
matters more to
small businesses
than big businesses
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2. meet 2 very different companies:
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5. (i bet you’re already very familiar with one of them)
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6. Basically
everyone
knows that
you can buy a
pair of these
at JCPenney.
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7. Basically everyone also knows you can buy them here:
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9. But not everyone knows that for a few short months in 2011,
you could also buy a pair of jeans here:
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11. JCPenney closed their Facebook store after just a few short
months because of disappointing sales performance.
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12. “there was a lot of anticipation that facebook would turn
into a new destination, a store, a place where people would
shop. but it was like trying to sell stuff to people while
they’re hanging out with their friends at the bar.”
Sulchirita Mulpuru, Forrester Analyst
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13. mandie miller used to be an air traffic controller.
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14. she quit her job to raise a child, &, coincidentally,
realized that she bakes a badass cake.
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15. at first, she only sold one to two cakes a week.
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16. Then, her sister created a Facebook page for her business.
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17. Now, she’s a Pretty Big Deal in the cake world.
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18. (She also sells a lot of amazing cakes. Like these.)
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19. the reason got what it cakes succeeded
where JCPenney failed is the reason
why social media often works better
for small businesses than for big
businesses.
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20. social media intimacy vs. social media anonymity
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21. • 10,000+ employees
• 1000+ storefronts
• 100,000 Twitter
followers
• Founded 101 years
ago
• Less than 10 employees
• 1 storefront
• 200+ Twitter followers
• Founded 4 years ago
JCPenney
got what it
cakes
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22. social media at big businesses looks like this.
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23. social media at small businesses looks like this.
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24. why bigger brands fail when they sell on social media:
• They’re risk averse.
• They move slow.
• They run into channel conflict.
• They outsource social media marketing.
• They communicate with ads, not stories.
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25. why small brands succeed when they sell on social media:
• They move fast and take risks.
• They’re looking for new customers.
• Their owners engage; not an agency.
• They tell authentic stories.
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26. social media best practices for smbs:
• Tell stories that are authentic.
• Have one-on-one engagements.
• Post as often as possible.
• Limit product line promotion.
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27. info@radius.com
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