7 Steps to Succeed on Social Media for

Jewelers

With Dave GanulinDirector of Marketing,

@LikeableLocal

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SOCIAL MEDIA = THE NEW WORD OF MOUTH

90% of people trust business recommendations from someone they know.

People are 4x more likely to buy when referred by a friend

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SOCIAL ADS HAVE BUILT IN ENDORSEMENTS

FROM FRIENDS.

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THE REALITIES OF SOCIAL MEDIA

• $8.5 billion was spent on social in 2015.• $14 billion will be spent in 2018.

BUT• Social media will NOT bring you immediate results.

• Social media cannot make up for a bad product or service.

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SOCIAL MEDIA IS YOUR MARKETING WEAPON

•There are 1.44 billion Facebook users.

•71% of people trust services they find on social media.

•The average user logs into social networks 1.72 hours per day.

•That’s 28% of all online activity!

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Potential sales are out there on social media!

Arm yourself with the knowledge to defeat anxiety about social!

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7 Questions We Hear a Lot About Social Media

• Why isn’t anyone seeing my content?• Will people engage with a sales pitch on social?

• Do I have to constantly think of new content?

• What if I get a bad reputation online?• How do respond to online comments?• Does everybody else already have a head start on social media if I’m starting now?

• Does anybody click ads online?#LikeableWebinar

7 Steps to Succeed on Social Media for Jewelers

• Overcoming the Facebook Reachageddon• Sell without selling• Use, reuse, and recycle great content• Incentivize referrals, respond to reviews, and surprise and delight

• Customer service is on social media now• Educate yourself• Show personality and be Likeable, even in paid advertising

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1. Overcoming the Facebook Reachageddon

“Obstacles don't have to stop you. If you run into a wall, don't turn around and give up. Figure out how to climb it, go through it, or work around it.”- Michael Jordan

Facebook Reachageddon

“Facebook Reachageddon”

means businesses now have to pay to

play to get their content seen”

= The End of Organic Reach. If you aren’t paying to boost your posts, only 1-2% of your fans will

see your posts organically

A FEW YEARS AGO IT HAPPENED TO BIG BRANDS

.03% of their

following

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NOW IT’S HAPPENED TO SMALL BUSINESSES… LIKE YOU

.006% of their

following

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SOLUTION: Advertise Smarter

✓Set Goals ✓Reach The Right People ✓Scale Smarter

3 Pillars of Ad Success

SET S.M.A.R.T GOALS FOR YOUR SOCIAL ADS

SpecificMeasureableAttainableRelevantTime Bound

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REACH THE RIGHT PEOPLEUse Hypertargeting & Nanotargeting

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Let the Algorithm Help You Out: Custom & Lookalike Audiences

✓ Get more business and referrals from current customers✓ Attract people similar to your current customers✓ Get already-interested prospects closer to buying✓ Retarget “cold-feet” visitors

TURBOPOST™

2. Sell Without Selling“The best marketing doesn’t feel like marketing.”- Tom Fishburne

The 4-1-1 Rule (Guideline)For every 6 pieces of content…

• 4 Pieces of Curated Content• 1 Piece of Unique Business-Specific Content• 1 Piece of High-Value, Lead Generation/Sales Content

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Day 1 Day 2 Day 6Day 4Day 3 Day 5Curated Curated Curated CuratedSalesUnique

Curated Content

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Unique Business-Specific Content

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High Value Content

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3. Use, Reuse, and Recycle Great Content

“Traditional marketing talks at people. Content marketing talks with them.”- Doug Kessler

Follow the 10 Commandments of Content Creation

~From our Free eBook SocialContentEBook.com ~

-Give your followers a reason to engage-Think positive-Remember to K-I-S-S (Keep It Simple, Stupid!)-Have a Conversation -Ask Yourself: Is it Shareable? -Know How to Properly Curate -Be Mindful of the 4-1-1 Rule-Keep It Timely -Use Visuals To Enhance Your Message-Tell a Story

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Recycling Content Works

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“It’s your responsibility to share and re-share great content.” -Dave Kerpen

Rework Your Content to Make It Fit Every Social Network

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4. Building an Online Reputation“A story to me means a plot where there is some surprise. Because that is how life is - full of surprises.”- Isaac Bashevis Singer

You Never Get What You Don’t Ask For

Referrals: Incentivize and Ask

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Reviews: Don’t Be Afraid To Ask For Them!

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Show some <3

5. Social Media: The New Customer Service

"There are no traffic jams along the extra mile."- Roger Staubach

How to Respond on Social MediaDo Not Delete• This tells your customer you don’t care.• There are a few exceptions. Feel free to get rid of

obscene comments or private information.No response is a response• Tells your customer their opinion doesn’t matter• Ignoring a comment = putting someone on hold and never

getting back to them

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How to Respond on Social MediaWhen responding to a negative comment• Respond quickly and publically, then respond to the

customer privately• ALWAYS apologize • Don’t forget to also respond to the positive comments• Thank you’s go a long way!

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How to Respond on Social Media

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6. Educate Yourself“Education is the most powerful weapon which you can use to change the world.”-Nelson Mandela

Free Online Materials = Education is Possible for Everyone!

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What else can you post to sell without selling?

~Check out our Free eBook SocialContentEBook.com ~

Why Offer Your Followers Freebies?

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7. Show Your Personality, Be Likeable

"I would maintain that thanks are the highest form of thought; and that gratitude is happiness doubled by wonder." - G.K. Chesterton

Use Your Unique Brand Voice

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Use your brand to tell stories!

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Say Thank You!

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NOW LET’S REGROUP…

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• Overcoming the Facebook Reachageddon• Sell without selling• Use, reuse, and recycle great content• Incentivize referrals, respond to reviews, and surprise and delight

• Customer service is on social media now• Educate yourself• Show personality and be Likeable, even in paid advertising

THANK YOU / QUESTIONS

Connect with me: @LikeableLocal

contact@likeablelocal.com(212) 359-4347

@dganulindavidg@likeablelocal.com

Grow your business at LikeableDemo.

com

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“How dare you settle for less when the world has made it so easy for you to be remarkable?” - Seth Godin

GRAND PRIZE!