A RETAILER S GUIDE TO SOCIAL MEDIA
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1 A RETAILER S GUIDE TO SOCIAL MEDIA
2 Sponsored by:
3 How are Businesses using it?
4 Retailers Using Social Media How Has Your Use of Social Media Changed Over the Past Several Years? Have website and offer products on it No plans for a website 3.4% Decreased Planning website 20.3% No Change 76.3% Increased 35% Source: NRHA and Hardware Retailing Magazine, Advertising Survey, 2010
5 Retailers Using Social Media How Will the Use of Social Media Change in the Future? 8.1% Stay About the Same 91.9% Increase 0% No Change Source: NRHA and Hardware Retailing Magazine, Advertising Survey, 2010
6 Retailers Using Social Media How Often Do you Engage in Social Media as a Business Strategy? 7.1% Every Couple Months 7.1% Every Couple Months 32.1% More than Weekly Monthly 12.5% Every Couple of Weeks 28.6% Every Week Source: NRHA and Hardware Retailing Magazine, Advertising Survey, 2010
7 Retailers Using Social Media How Effective Do You Feel Social Media Advertising is at the Following? 11.5% 6.6% 11.3% 6.5% 6.8% 19.7% 26.2% 17.7% 19.4% 16.9% 27.9% 41.0% 29.5% 37.7% 35.5% 35.5% 35.5% 38.7% 35.6% 40.7% Promoting In-Store Sales Promoting In-Store Events Promoting Store Services Promoting My Store s Brand Positioning My Store Against the Competition Highly Effective Effective About Average Somewhat Effective Not Effective At All Source: NRHA and Hardware Retailing Magazine, Advertising Survey, 2010
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9 Calendar Create assignments to clarify mission, goals and communication. Set guidelines for expectations. Regularly review success of your implementation. For example: Focus: September: Marke-ng Themes: Erin- B2B Marke-ng Jaime- B2C Marke-ng Emily- PR/Adver-sing
10 Policy Establish Internal Terms, Community Guides and User Content Agreement. Post these guidelines on website to establish what your expectations and goals are. Check out the March issue of Hardware Retailing. By not having a social media policy, you are putting yourself and business at risk. Give your employees a fence, so they can play in the yard. -Chuck Gose, Social Media Expert, Indy S.M. Breakfast
11 Dissection of Popular Social Media Formats
12 Anatomy of Twitter 140 characters or less to get your point across. Think of it as a constant stream of messages. Features short links, hashtags, RT and Reply. Func-ons as a great vehicle to push people to websites and other social networking sites (Facebook, YouTube). Perfect as a networking tool and rela-onship builder. We use TweetDeck to help manage the constant interac-on. Must constantly interact on TwiRer in order to not be lost among other Tweets. High upkeep and maintenance.
13 Strengths Customer loyalty and personal connec-on to brands Able to disseminate informa-on easily Easy to use as a tool to find internet trends 140 character limit Real -me news Weakness 140 character limit Tech- savvy channel I think the question is less about whether social media is appropriate and more about how it is most appropriately used. - Jamie Lee Wallace, 20 Support Cases for Using Social Media in B2B Marketing
14 Fan Page Individual
15 Anatomy of the Individual Page Statuses spur conversa-on or inform of NRHA events. Newsfeed documents friends ac-vity. Lets others get to know the associa-on s different personali-es. Ability to friend and like stores and retailers. Link to Fan site. Dynamic Community: Videos, Photos, Real- -me Updates. Suggest friends to other users. Live chat to answer ques-ons.
16 Anatomy of Fan Page Fan Page is for company/organiza-on support Brand Unifica-on Provides Marke-ng Analy-cs Immediate Blogging Capabili-es Individual pages toss to NRHA page for unified message Free Event Marke-ng
17 Strengths Free to build Facebook pages are indexed in search engines A Page can have mul-ple administrators Analyze Traffic No Fan Limits Ability to send messages to all of your fans at once Tabs have their own URL Weakness Limita-ons to customizing Pages cannot post to fan Profiles Membership has it s privileges Social media is where the conversation is, it s where your customers are, and it s where your competition is. Get in on it. - Glen Gilmore, Gilmore Business Network Founder
18 YouTube is a social media site that allows users to upload user-created videos. The site is becoming increasingly popular by major companies for business use. 20,000 Views Since February 2011 (Doubled Since March of Last Year)
19 Web Integration Social Media Enhances Web Content Provides a rich content and social experience to our web users. Allows customers to stay more connected to your store. Most sites are free. Creates opportunity for one-onone human interaction. We re here to talk to not speak at users.
20 Social Media Best Practices 1. Useful content, not sales pitch 2. Become a genuine and ac-ve member 3. Keep it brief and simple 4. Provide your opinion, not just facts 5. Be honest and open 6. Link to other social content, don t speak in a vacuum 7. Be consistent and responsive Source: Social Media Tips, Kodak, September 2009
21 Social Media Best Practices 8. Prepare to let go of control 9. Make social media part of your signature 10. Provide / solicit execu-ve support for social media 11. Know what you re talking about 12. Always be transparent 13. Post frequently 14. Add value 15. Listen and Respond Source: Social Media Tips, Kodak, September 2009
22 Frequently Asked Questions What Are You Doing?
23 Should I advertise? Should I put my circulars, events and fliers on my social media site?
24 Will I Lose Control? Anyone can write on my site. What if someone says something bad about our company or steals our ideas?
25 Do I Need Dedicated Staff? How do I keep up with and regulate these sites regularly?
26 How Do You Monetize Social Media? 300,000+ business have a presence on Facebook Dell Sold $300,000 worth of computers on Twitter Only 18 percent of TV campaigns generate a positive ROI 25 percent of Ford s marketing is on digital/social media
27 Thank You! Jaime Koch Associate Editor NRHA/Hardware Retailing
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