6 Steps to Profitable Social Strategy SAF Boston 2019 by Crystal Vilkaitis

1. Six Steps to a
Profitable Social Media
Strategy
By: Crystal Vilkaitis
Retail Social Media Expert

2. Seminar Overview
• How to create a strong social media foundation
• Actionable and easy to-do’s to support your business
goals
• The types of social content that connects and converts
• How to effectively reach your customers
• What social media metrics to track and how to measure
success

3. 6 Pillars from Signature Course:
Social to Sale

4. 10+ Years Social Media Experience, 8+ Retail
• Record breaking sales days using Facebook and Instagram
• Selling out of items after put on social media
• Busiest events: a line of 200 people at checkout!
• Asked to speak to other local business owners about how to use
social media
• Consistent flow of traffic
• Confidence: “I learned how easy this can be.”
• Re-energized: A plan that’s excited because you see how it will build
your business.

7. • Record breaking sales days using Facebook and Instagram
• Selling out of items after put on social media
• Busiest events: a line of 200 people at checkout!
• Asked to speak to other local business owners about how to use
social media
• Consistent flow of traffic
• Confidence: “I learned how easy this can be.”
• Re-energized: A plan that’s excited because you see how it will build
your business.

10. Evolve or Die.

11. Social Can Be Simple!

13. 1. Strong Foundation

14. Several Parts to a Strong Foundation
• Consistent brand
• Right social media profiles
• Right person managing
• Knowing your customers
• Following best practices
• Optimized social accounts
• Mindset

19. A retailer’s horror story…

20. The store owner should not
manage.

21. “The biggest win for me was making one of
my employees the Social Media Manager.
Because of what I learned I am able to
help him post in ways that impact our
business in positive ways. We have grown
our followers and are about 1000% better
at responding to messages and comments
- making the experience for people
personal rather than like a corporation.” -
Rakini Chinery, Owner, Allan’s Flowers,
Prescott, AZ

22. 2. S.M.A.R.T. Goals

25. Example of SMART Goals:
• Increase Instagram following by at least 100/month;
within the next 3 months (at least 300 new followers)
• 15% increase in foot traffic from Facebook in 6 months
• Increase average purchase price in the next year

26. Real Example of Tactics to Support Goals:
Pet Store
• The Goal: Build awareness for new self-serve dog wash
• Assess channels: Facebook
• Tactics to support:
• Go live on FB announcing the self-serve stations!
• Using FB ads, promote the post to PCGs using $10
• RESULTS:
• Local news station watched live FB video, called and
ask to come in and do a feature!
• Great success – busy store!

27. Real Example of Tactics to Support Goals:
Women’s Boutique
• The Goal: Increase sales for storewide sale
• Assess channels: Facebook, Instagram, Email
• Tactics to support:
• Album of items
• Daily posts leading up to sale, 6 days in advance
• Promoted post on FB to PCGs, about $20
• Sent email announcing sale to list
• RESULT: Highest sales day EVER in store’s 13-year history!

28. Goal: Have a strong Mother’s Day
• Spent $100 to promote
• “We ran out of flowers!”
• 32 orders
• Just under $3K in sales

29. 3. Content that
Connects and Converts

30. Top 5 Reasons People Follow Brands on
Social:
1. Promotions and discounts
2. Latest product information
3. Customer support
4. Entertaining content
5. Ability to offer feedback

31. Content Best Practices: Diversify

32. Facebook Live (Anna’s Flowers)

33. Use Video on
FB and IG!

34. Engagement (Scotts Flowers)

35. Humanized Copy/Story (Farmgirl Flowers)

36. Product Slideshows (Mugford’s Flower Shop)

37. Contest + Humanized (Mugford’s Flower Shop)

38. Strong CTA (City Line Florist)

39. Behind-the-Scenes (Little Flowers)

40. Strong CTA (Love ‘n Fresh Flowers)

41. Behind the Scenes & Engagement
(Flower Kiosk)

42. Events (Flowers for Dreams)

43. Connecting and Humanizing (The Bud Stop)

44. Pick 7-10 Themes
●New products
●Promos (sales)
●Events
●BTS (Behind the
Scenes
●Staff
●Customers/Reviews/Te
stimonials
●Food and Beverage
●Owner
●Family
●Pets
●Demos/How To
●Trending/Popular
●Local Area
●Industry
●Humor
●Inspiration

45. Month: ENTER
Focus & Planned
Promotions:
• Sales, new lines, events,
holidays, new service
offerings, etc.
Content and Ads:
• 7-10 Themes
• Posts about focus & promos
• Posts about building strategies
• Content that Connects from
Intake Form and our ideas
• Content supporting goals
• Content connects to PCGs
Monthly Themes:
• Ex: Anniversary month, Holiday
Building Strategies:
• How will you build your
SM?

46. 4. Building a Loyal
Audience and Leads
List

47. Focus on both audiences!
Dependable and Undependable

48. My Gift to You!

49. Working TODAY?
• FB and IG Advertising
• Video ads
• Lookalike audiences

50. See Other Business Ads

52. 5. Strategy Framework:
Who, What, When,
Where, Why and How

53. The Strategy Framework:
Who

54. The Strategy Framework:
What

55. The Strategy Framework:
When

56. The Strategy Framework:
Where

57. The Strategy Framework:
Why

58. The Strategy Framework:
How

59. 6. Manage, Track and
Adapt

60. Managing:
• Daily/Weekly/Monthly Checklists
• Be consistent!
• Stay on top of trends and changes (I can help!)

61. For small businesses, it doesn’t
need to be overly complicated!
Keep it simple.
Tracking:

62. Evaluating Value vs. Complexity
• What gives you the highest return, spending the least
amount of time?
• What takes a ton of time, and gives little to no return?

63. A Few Meaningful Metrics:
• Goals!
• Coupon/offer redemptions (sales!)
• Conversions online
• Online Traffic – Google Analytics
• Offline Traffic – ask what brought people in

64. Meaningful Metrics:
• Leads and cost per leads
• Reviews and testimonials
• Branded hashtag
• Check-Ins
• Geo-tagged photos or posts
• Awareness – Reach (paid versus organic)
• Quality audiences
• Engagement

65. Six Pillars:
1. Strong Foundation
2. S.M.A.R.T. Goals
3. Content that Connects and Converts
4. Building a Loyal Audience and Leads List
5. Framework: Who, what, when, where, why, how
6. Manage, Track and Adapt

66. What are your imaginary barriers?
How are they stopping your best ideas
from running free?

68. Becoming an Insider:
1. Social to Sale – Start Here!
2. Monthly live training (evolve or die)
3. Weekly Bulletins – quick tips & motivation
4. Private Facebook Group – support from me and
my team!
5. Quarterly marketing planning meetings!

69. • $97/Month
• $997/Year (2 Free Months)
• SAF Boston Special! $797/Year!
Boston Show Special!

70. Results Wanted?
•Record breaking sales days
•Up 23%!
•Selling out of items in 1-2 days
•Busiest events: 200 people at checkout!
•Weekly consistent flow of traffic
•Becoming a Local Celebrity!
•Confidence: “I learned how easy this can be.”

71. Results Given.
•Record breaking sales days
•Up 23%!
•Selling out of items in 1-2 days
•Busiest events: 200 people at checkout!
•Weekly consistent flow of traffic
•Becoming a Local Celebrity!
•Confidence: “I learned how easy this can be.”

73. Take action on
your marketing!
Thank you!
Crystal Vilkaitis
crystal@crystalmediaco.co
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