SBTDC - Social Media Workshop

sbtdc - Breakfast Series

LOCAL * MOBILE * SEARCH * SOCIAL
FOR BRICK & MORTAR RETAILERS

Mike Duncan
mduncan@sageisland.com
facebook.com/MikeADuncan

“37% of shoppers
ﬁnd online social
sources to be
an inﬂuential
driver when
making decisions”

Google 2011

Source: Brian Solis & Jesse Thomas

Increased relevancy can be achieved by developing &
distributing compelling messaging speciﬁc to different
geographic markets or user locations

Geo
Message

Website Email Display Social Search Mobile

NOTHINGS BIGGER THAN FACEBOOK
25 Facebook Facts and Figures
1. 1 in every 13 people on Earth is on Facebook
2. 35+ demographic represents more than 30% of the entire user base
3. 71.2 % of all USA internet users are on Facebook
4. In 20 minutes 1,000,000 links are shared on Facebook
5. In 20 minutes 1,323,000 photos are tagged
6. In 20 minutes 1,851,000 status updates are entered
7. In 20 minutes 2,716,000 photos are uploaded
8. In 20 minutes 2,716,000 messages are sent
9. In 20 minutes 10.2 million comments are posted
10. In 20 minutes 1,587,000 wall posts are written
11. 48% of young Americans said they found out about news through Facebook
12. 48% of 18 to 34 year olds check Facebook right when they wake up
13. 50% of active users log on to Facebook in any given day
14. Average user has 130 friends
15. People spend over 700 billion minutes per month on Facebook
16. Average user is connected to 80 community pages, groups and events
17. Average user creates 90 pieces of content each month
18. About 70% of Facebook users are outside the United States
19. Entrepreneurs and developers from more than 190 countries build with Facebook Platform
20. People on Facebook install 20 million applications every day
21. Every month, more than 250 million people engage with Facebook on external websites
22. There are more than 250 million active users currently accessing Facebook through their mobile devices
23. There is over 16,000,000 Facebook fan pages
24. Texas Hold’em Poker is the most popular Facebook page with over 41 million fans
25. More than 650 million active users

OPTIMIZATION

• Use keyword tags to tell readers and search engines what your
video is about.

• Create a compelling headline to encourage viewers to watch
your video.

• Keep videos as short and engaging as possible with the most
important messaging in the beginning. If viewers get bored,
they won’t watch the whole thing.

• Pay attention to your thumbnail image to entice viewers to click
and watch. YouTube automatically selects a thumbnail by
selecting an image from about halfway through your video.

NASCAR Driver Tweets
From Car, Gains Over
100,000 Followers in
Two Hours!

Build Your Follower Base
 wefollow.com

 justtweetit.com

 search.twitter.com/advanced

Engage Your Followers
 twtqpon.com - Create coupons for Twitter. Give incentive to follow you.

 strawpollnow.com - Poll your followers. Ask questions about your brand, get instant feedback.

 twitpic.com - Share interesting photos of new products, office antics, and other cool stuff

 yfrog.com - Share photos and videos

Monitor Your Brand
 tweetscan.com - et up alerts for mentions of your brand and related
keywords; never miss @ replies

 tweetbeep.com - Like Google Alerts for Twitter

 twollow.com - Auto-follow people that mention your brand

 twittlerless.com - Graphs your followers and tells you who stops
following.

 tiny.cc | ow.ly | cl.ig | tr.im | adjix.com | etc. - Shrink your URLs

Only 19% of ‘new customers’ return to the
retailer/service provider after initial deal
Inc Magazine

TIPS FOR DEALS
 Capture deal customer emails/phone numbers in-store with an
incentive to return through an instant bounce-back coupon
 Incentivize deal customers to “like” and check-in
 Check-in deal for repeat purchases
 Be prepared, provide stellar service, and ask for a local review
 Pair up with a manufacturer/retailer for a co-op coupon or deal

TIPS FOR OWNED COUPONS
 Bid on coupon terms in Search (brand & non-brand)
 Use PPC ads and a “fangate” to offer a coupon on Facebook
 Make your web-based coupons mobile-friendly

10 Million Users
1 Billion Check-ins

Check-Ins, Deals, and Reviews

FOURSQUARE TIPS FOR CHECK-IN

 Add/Claim & Optimize your location proﬁle with specials
 Create a brand page & create your own tips
 Make them interesting and not 100% sales focused
 Monitor and reward mayors & other frequent customers
 Pair up with a brand for a co-op check-in special
 Pair up with a charity (e.g. 5Ks, Festivals, etc…)
 Monitor tips, many of which are essentially reviews
 Review check-in data for trends
 Promote the special

TIPS FOR FACEBOOK CHECK-IN DEALS

 Pair up with a brand or charity for a co-op check-in deal

 Simple copy is more engaging
 Mention any restrictions

 Include a clear call-to-action

 Be mindful of deal fatigue and the number of deals you run

 Logistics matter

 Promote the deal

 1/11 - 1M users
 1/12 – 15M users
 Will hit 1B photos this year

TIPS FOR SOCIAL PHOTO SHARING

 Create, share, and pin photos that reﬂect your brand
 Set up Boards using your city name
 Name a Board after your business type and products
 Try to post only high quality shots
 Give your audience a behind the scenes look
 Always use descriptive text / hash tags
 Cross-promote on other social platforms
 Don’t be lame
 Do more than just post product or other self-serving shots
 Follow other users and participate

70% of local business searches are now conducted online

TMP Directional Marketing, Google/IPSOS

Get started @ getlisted.org and yext.com

Drive-To Advertising
Network

“83% of consumers say online customer reviews
inﬂuence their purchase decisions”
Opinion Research Corp.

TIPS FOR RETAIL REVIEWS
 Don’t fake reviews
 Request reviews from loyal customers
 In-store, email, social, website
 Segment email by domain (Gmail, Yahoo!)

TIPS FOR BRAND REVIEWS
 "Write-a-Review" link on product
pages
 Email solicitation
 Order conﬁrmation follow-up
 Provide past reviewers with samples
 Ask reviewers to describe themselves
and how they use the product
 Monitor & engage wherever possible
 Leverage your best reviews as
testimonials
 Take feedback to heart

Questions?
mduncan@sageisland.com

SBTDC - Social Media Workshop

More Related Content

What's hot (20)

Similar to SBTDC - Social Media Workshop (20)

More from Sage Island (20)

Recently uploaded (20)

SBTDC - Social Media Workshop