Don’t Be Don’t Be Afraid of Afraid of

Facebook!Facebook!How to Create a How to Create a

Sensation in Social Sensation in Social MarketingMarketing

Presented by Susan WagnerEditor, Smart Retailer

www.smart-retailer.com/subscribe

afraid of afraid of facebook?facebook?

terrifiedterrifiedof twitter?of twitter?

leary ofleary oflinkedin?linkedin?

leveraging leveraging word-of-mouth word-of-mouth

marketingmarketing==

VIRAL MARKETINGVIRAL MARKETING

why social marketing makes why social marketing makes sensesense

• It’s a great way to leverage word-of-mouth marketing

• It helps build your brand and reach out to new customers

• It shows you are in tune with the times

• It appeals to a younger audience, your future customers

• It outranks email in popularity of internet use

• It can help increase traffic to your website

why social marketing makes why social marketing makes sensesense

Americans spend more time on Facebook than they do on any other website

More than 73% of businesses increased their use of Facebook, Twitter, YouTube and blogs in 2011

More than 45% of small businesses increased their spending on online video in 2011

More than 75% of all Americans use a social network and nearly 25% of all online time is spent here

Social media generates more exposure, increases traffic to website, and improves search engine rankings

social media & shoppingsocial media & shopping• 42% of online consumers have followed a retailer• 58% of respondents follow companies to find deals; 49% want

to keep up to date on products• 35% of shoppers likely to buy something from Facebook• 27% consumers compare/check prices on social media sites

using their mobile phones• 24% use social media to check reviews for

brands/places/services• 22% use it to tell

others where they are• 16% use it to get coupons

and discounts from local businesses

• 10% use it to tell others what they bought

facebookfacebook• More than 600 million active

users; 200 million on every day• 133 million U.S. users• More than 7 million pages

are “liked” every 20 minutes• 200 million people access Facebook via a

mobile device every day• Number 2 site in U.S.

behind Google (but closing in)• Average user spends more than 15 hours a

month on the site• Average user has 130 friends• Women 55 and up are fasting growing

demographic

twittertwitter• Growing faster than Facebook - 39% in 2011• Over 465 million users; 100 million active

users; 24 million U.S. users• 1 million new accounts added every day• Fastest growing demographic is 25-34 year

olds; adoption among 30-49 year olds has doubled since 2010

youtubeyoutube• More than 1 trillion

views in 2011• Over 4 billion videos

are viewed per day• 60 hours of video uploaded

every day• Total number of advertisers

using YouTube increased 10-fold in 2010

• Second most popular search engine behind Google

linkedinlinkedin• Has 135 million members• Two new members per

second• Over 40% of members are

manager, owner, ceo or vice president

• Users have an average household income of $109,000

• More than 2 million companies have company pages

location-based marketinglocation-based marketing• More smartphone users

than regular users• Fastest growing marketing

platform• Growth of iPhone 10 times

faster than growth of AOL• 70% of all mobile searches

result in action within 1 hour

• Mobile coupons get 10 times the redemption rate of traditional coupons

upcoming social sitesupcoming social sites• Google+ has 90 million users• Google+ is fourth largest social

network• Pinterest has 11.7 monthly unique

users• 97% of Pinterest users are women• Pinterest accounts for almost as

much referral traffic as Twitter

tips and best practicestips and best practices• Stay consistent; post on a regular basis• Design an engaging cover photo• Make use of custom tabs to gather email addresses,

provide e-commerce• Focus on 2-3 strong tabs• Use pictures and video• Be interactive; reTweet, start discussions, post polls• Follow 70-20-10 rule: 70% useful info, 20% sharing

other content, 10% promotion• Be honest and upfront; be prepared to deal with

unhappy customers• Use various forms of social networks; funnel content

back to website

tips and best practicestips and best practices• Encourage and build relationships with your “raving

fans”• Keep Facebook posts to couple sentences; Twitter

posts to 126 words so can RT• Let the person who enjoys this technology be the

point person• When measuring ROI, look for measurements that

make sense; review insights• Use apps that can update several sites at once, such

as HootSuite, TweetDeck• Set blog to automatically post to Facebook• Use Like Button or Like Box on your website• Encourage interaction on posts so they’ll be more apt

to show up in Top News feed

tips and best practicestips and best practices• Build up your brand’s story and history• Don’t follow everyone that follows you• Keep videos short, 15-30 seconds• Don’t make videos outright ads• Blog about videos or Facebook items and link them

to increase their views• Use keywords in posts and titles for SEO• Use the sites for building business as well as

educating yourself• Watch for spam and negative posts• Use sites to improve customer service, identify areas

of growth, test new ideas

tips and best practicestips and best practices• Use LinkedIn to network and learn• Use Twitter for quick, immediate posts; Facebook for

items with longer lead times• Tweet or posts about new products to excite

shoppers• Add a character before @ in tweets to go to everyone• Consider Foursquare or mobile marketing to target

local shoppers• Follow Facebook rules about contests• Don’t just talk, but listen

““The more we can engage The more we can engage the customers, the more the customers, the more

value we create, and the more value we create, and the more they can buy from us.”they can buy from us.”

—Rich Lyons,Lyons Consulting Group

resourcesresources• Marismith.com• Mashable.com• Social Media Examiner• Facebook Help• SnapRetail• iZigg.com• Static HTML: iframe tabs• Wildfireapp.com• Constant Contact• MailChimp• Shop Tab• Payvment• TabJuice