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Social Media SOS What to do when your small business social media efforts aren’t paying off
RJO Educational Series 2013 Covington, KY @staceykgordon
We orchestrate your content so you can strengthen long-term relationships and solidify your ���brand’s value in customers’ minds.
Suite Seven is a content strategy and brand communications consultancy in Oakland, CA.
“If you build it, they will come.”
“If you build it, they will come.”
Find and interact with consumers where they already hang out
Build a foundation and framework for providing a rewarding customer experience, communicating your value and meeting strategic goals.
Social ���media ���is the ���
#1 ���online activity.
1of 5 minutes spent online is spent on social media
82% of people age 15 and older have been reached by social media globally
3 of 4 minutes spent on social media is spent on Facebook
Have easier two-way conversations (and more emotional connections) with your customers
Engaged customers become brand lovers.
Bain & Co., 2011
Customers who engage with companies over social media spend
20% to 40% more money with those companies than other customers. They also demonstrate more emotional commitment to brands,
giving them a 33% higher Net Promoter score, a common measure of customer loyalty.
Social content can improve your search engine rankings.
Social media can actually drive sales.
21% of Pinterest users have purchased an item they saw on their Pinboards
Small business owners say social media is important.
83% of businesses in 2012 agreed that social media was important to their business for: • Building awareness
• Driving traf!c to their websites
• Search engine optimization
Social Media Marketing Industry Report, 2012
61% of small businesses
say they see no ROI from
social media
Manta, April 2013
Why isn’t it WORKING???
Companies aren’t telling their unique stories.
58% of companies are now on social media.
Everybody’s !ghting for the same eyeballs.
You have to differentiate yourself.
People expect a lot from you.
You have to entertain, excite, educate, support or inspire them.
It’s your job to make them want to keep engaging with you.
Companies aren’t giving users what they want.
DOS of Social Media Marketing
Discover your voice and tell your distinctive story.
DO #1:
THE STORY MAKES YOUR PRODUCT BETTER
Treat each social media platform distinctly.
DO #2:
What it’s good for: • Building a community
• Engaging loyal fans
• Starting a conversation
Content should be: • Visual
• Something people relate to
• Inviting people to talk back
• Shareable
What it’s good for: • Sharing great !nds
• Contributing to conversation
• Recognizing others
Content should be: • Fresh
• Interesting
• Complimentary
• Generous
What it’s good for: • Creating desire
• Letting people explore and dream
Content should be: • High-quality
• Beautiful
• Collectible
• Shareable
What it’s good for: • Storytelling
• Entertainment
• Education/support
Content should be: • Personal
• Captivating
• Useful
• Shareable
What it’s good for: • Getting attention in less
crowded space
• Community-building
• Google rankings
Content should be: • Visual
• Relatable
• Shareable
Invite people to interact with you — and listen and engage.
DO #3:
Social media is a two-way street.
“With everything you do in social media, you have to participate in order to build bridges that connect people and the company.”
Brian Solis, ���social media strategist
Be generous.
DO #4:
70% of your content should add value in some unique or original way.
20% should be content you share from others (curated content)
10% should directly promote your products
General rule of thumb for social media content
Add Value
Entertain
Inspire
Educate
Support
Connect
Focus on the social networks that can get you the best results.
DO #5:
Small businesses:
Do a few things well
Think smarter
Think local!
DO #6:
Social media and local marketing go hand in hand
• Establish your Google business page and business Facebook page
• Encourage “check-ins”
• Buy targeted Facebook advertising for your ZIP code
• Nurture Yelp! reviews and incorporate them into your other online marketing
• Post content about local happenings and link to events, other businesses, etc.
DON’T’S of Social Media Marketing
Start doing social media until you know what your goals are.
DON’T #1:
Social media marketing goals should be:
S M A R T
pecific easurable
ttainable
elevant
ime-bound
Post the same content on every social network.
DON’T #2:
“If you duplicate the same content across every social network because ‘you didn’t have the time or resources,’ you deserve whatever abuse happens to come your way.” Jeremy Waite,
head of social strategy at Adobe EMEA
Post and run.
DON’T #3:
You have to be ready to talk back.
42% of people who complain on social media expect a response from the brand within 60 minutes
The Social Habit, 2012
24% of users who contact a brand on a social network (about anything) expect a response within 30 minutes
Abandoned social media channels can do more to hurt your brand than if you’d never started at all.
Post for posting’s sake.
DON’T #4:
Frequency isn’t everything. Relevance and authenticity are.
Tarnish your brand with social media.
DON’T #5:
Your brand voice and image need to be consistent.
• Make sure everything you post — images, videos, and text — are high-quality and re"ective of your af"uent brand.
• Be authentic: don’t speak in a voice that isn’t truly yours.
• Ensure that the person posting to your channels is savvy enough to understand the difference between appropriate and inappropriate (or offensive) content.
Treat your social media channels as siloes.
DON’T #6:
Posts should complement each other to tell different facets of your brand story.
Meet Our Jeweler on
Social Media
KE Butler & Co. Jewelers Vidalia, GA
Pro!le
• Founded 1955
• Owners: Earl and Kathy Butler
• Located in Vidalia, GA: draw from town and surrounding area, about 35,000-40,000 people
Customers and Products “We target a wide range of customers. We have people who will buy a $30 silver item all the way to a $45,000 special-order diamond. But we’re rural Georgia. We’re middle-end, but when we do sterling, it’s a little nicer. We target people who will pay a little more than they’ll pay at a department store. We do quite a bit of custom design (promoted mostly by word-of-mouth). We’re the only store in town who has a jeweler on staff.”
Social media goals
“We see things that are new and different and we jump on them early.”
“I like it as a reinforcement of our name – for when people are ready to buy.”
“We hoped to bring new customers in the door.”
Social media challenges
“I feel like I need to keep doing it, but don’t know if it’s paying off a lot.”
“The frustrating part is that we put a lot of dollars and time into it!”
“We post a lot of coupons, and nobody ever brings them in.”
Website by WR Cobb
Smartphone Apps
www.facebook.com/KEButlerJewelers
635 Likes 14.62% growth in new fans over past month People Talking about This (PTAT): 82 Engagement Rate: 12.9% (considered very high) 1.8 posts per day average
Facebook: Funny, cute, friendly
Facebook: Gem and jewelry education
Facebook: Sales and promotions
@KEButlerJeweler
303 tweets in nearly one year 225 following 147 followers 0.9 tweets per day (no tweets since March) 5 retweets 0 user mentions 0 RTs of others’ content 0 replies 13 links 281 hashtags
Twitter: mostly jewelry facts/education
@kebutlerjeweler
12 Boards 200 Pins 18 Followers 1 Following
Pinterest: designers, custom pieces, wedding inspiration
Google+
plus.google.com/114752085540331712258
5 people have them in circles 2 people in their circle 11 “plusses”
Google+: Fun, friendly, educational
YouTube
12 videos 3 - 48 views each Average 1 “like” per video
Recommendations:
What’s Working
The impulse to educate and entertain sel"essly is RIGHT. Frequency (on Facebook and Google+) is on-target. Great “voice” – friendly, playful, helpful
Stay on course
Facebook:
The beginning of a community is here. Nurture it!
Stay on course
Pinterest:
Sharing an aesthetic vision for how you see the world, how you curate products, etc. = the right retailer strategy
Stay on course
Recommendations:
Room for Improvement
Suggestions Make it easier for people to engage • Shorter posts (currently averaging
100-150 words) make it easier to skim.
• Ask speci!c questions and invite people to talk back.
• Use strong calls to action — tell people exactly what you want them to do next!
• Make the content relevant, fun and emotional.
Content Relevance
LESS:
MORE:
Is a string of bad luck bringing you down? Alexandrite is known for bringing fortune to its wearers— and it’s beautiful to boot. Make today your lucky day!
Suggestions Stay plugged in to local events, news, topics • The Downtown Merchants
Association is one of your biggest online supporters.
• Inspire local pride.
• Talk about what’s happening, promote events, schedule promotions to coincide with things happening locally.
Suggestions Improve your image(s)
Blurry photos, pixelated text, “clip art” style graphics cheapen brand image.
Suggestions Show off how you’re different • Highlight your custom designs — and tell
stories about them.
• Showcase the people who buy your special pieces and their stories.
Suggestions Tell more stories • Don’t just talk about product specs – tell
stories behind the products
• Use video to bring personal stories into your social media – people, events, happenings.
Suggestions Let Twitter "y the coop • Focus your energy and resources on
places where you can build a community.
• Don’t post for posting’s sake.
Suggestions Incentivize people to share • Share coupons and promotions for
chance to win or special discount
• “Share if you agree”
• Submit jewelry stories every month for chance to win
Suggestions Cross-promote content • Videos on YouTube, Facebook,
• Photos on Pinterest and Facebook
• Facebook/Pinterest on website, app
Be patient.
Try stuff.
Watch and adjust.
Don’t give up!
THANK YOU!
www.suiteseven.com/rjo13
