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Newsagents, Retailers and "Bricks and Mortar Stores" need to adapt their marketing strategies to suit an increasingly digital world that is embracing a social and sharing web world. Newspapers and magazine sales are falling as online publishing as people increasingly buy and find their news and information online. How do you adapt and change your marketing and your business to suit the new digital age and knowledge economy?
Citation preview
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Social Media Marketing for a 21st Century Newsagent
Facebook: Jeffbullas.comBlog: Jeffbullas.com Twitter: @jeffbullas
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Problem: Digital Disruption
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Why? The Web’s Growth
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Introduction: The Web The Numbers: What has happened since 1990?
First Website in 1990 130 Web Sites in 1993 16 Million Users in 1995 738 Million Internet users in Asia in December 2009 252 Million Internet users in North America in 2009 90 Trillion – The number of emails sent on the Internet in 2009 1.8 Billion Users in 2010 234 Million Websites in 2010 247 Billion – Average number of email messages per day 30 Billion – Photos uploaded to Facebook per year 2010
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Google: Number One on the Web
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3 Phases of the Web
Phase 1: Portals
Phase 2: Search Engines
Phase 3: Social Networks
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Introduction Social Media – Video
Video: Social Media Revolution
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Some Social Media Facts Facebook has over 750 Million Users Facebook has grown by 100 million users in last 9 months If Facebook were a country it would be the 3rd largest in the world The fastest growing segment on Facebook is 55-65 year-old
females There are over 155 Million Blogs Over 30 Billion YouTube Videos are viewed every month In 2010 Gen Y outnumbered Baby Boomers & 96% joined a social
network The 2nd largest search engine in the world is YouTube Twitter passed the 10 Billion Tweets mark in March 2010 Twitter received 225 Million unique visitors in February, 2011
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Social Media Universe
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Social Media Universe: What Technology is Driving The Growth?
Hardware Platforms Laptops Netbooks Smartphones iPad – coming
Software – Open Source and open API’s
Broadband – Faster Cheaper
Processors – Speed doubles every 12 mths
Hard Disks – Larger & Cheaper
YouTube Video: My Blackberry Is Not Working
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Social Media UniverseThe Challenges of Technology
My Blackberry Is Not Working
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Social Media Universe
What Drives All this Sharing?
Keep in Touch with Friends Update your Status Find News and Stay Updated For Research For Fun and Entertainment Self Expression Leave a Legacy For Admiration and Affirmation Attention Quantification
The Short Answer: “To Be Heard”
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Social Media Universe
Starts with Outstanding Multi-Media Content
with a Tempting Headline
Interesting & Well Structured Writing Captivating High Definition Images Educational and Entertaining HD Videos
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Social Media Universe
Social Media Amplifies your Content.
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Social Media Universe
Social Networks Provide “World of Mouth”
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Social Media Universe
Social Media provides low friction, minimal cost, high leverage “World of Mouth” & spreads your content and message fast and wide.
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Think of Social Networking
as
“Networking on Steroids”
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Social MediaYour Website and Blog as Your Home Base
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Social MediaFacebook as an Extension of Website
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5 Major Social Media Marketing Channels
Blog
YouTube
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Social Media
Why Blog?
To establish a home base that you own Great for personal branding Eg.”jeffbullas.com” Position you as a thought leader in your niche Establishes Authority Google likes fresh unique content Easy to use
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Social Media
Why Use Facebook?
•Personal – Fun keeping in touch with friends easily and efficiently•Business – Generating fans spreading your unique content, blogs, videos•Pages, Groups and Personal profiles•Multi-Media rich•Easy To Use•Growing at over 600,000 users per day and over 750 million users
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Social MediaWhy Use Twitter?
Communicating quickly and virally Distributing content Connecting Promoting Facebook, Blogs, Websites Real time search
Note: More than 225 million Twitter Users 2011
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Social MediaWhy Use Linked In?
Over 100 Million professionals are members worldwide Great for networking professionally Finding opportunities Positioning you as an expert Integrate your other sites including company, blog and Facebook
Average income of LinkedIn member: over $100,000
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Social Media
Why Use YouTube?
Second Largest Search engine in the world Easier to rank higher in organic search than Google Important if you are connecting to “Gen Y” Free Easy to use
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Provide Social Subscribing and Sharing
1.Subscribe or Follow
2. Share
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Social Media
Marketing Tips for a
“Newsagent”
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Newsagents Have Always
Done Marketing Differently!
Traditional marketing doesn’t work!
So networking, building relationships and being known as the local community “Experts”
does work!
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Conversations & Building Relationships
Social Media marketing is about having conversations building relationships and community.
Sound Familiar!
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New Tools & New Ways of Working
Social Media gives us a new set of tools to participate in these conversations
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Social Media Marketing for Newsagents
Blog
YouTube
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Social Media Marketing
Video: Social Media ROI: Socialnomics
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Social Media Marketing
According to Wikipedia there are over 155 million blogs worldwide
Setting up and Optimizing Your Blog
Buy your own domain name not a sub-domain or name under TypePad or WordPress .. buying a homebase is a lot better than renting one.
Purchase a theme such as WordPress theme that can be optimised for Search Post content regularly (at least once a week) .. Search engines love new unique content Promote your Blog on Twitter regularly (Google now has real time search feed into Twitter API) Include share buttons to other social media channels on each blog post so visitors can add your
blog and posts Start building your email subscriber database
Tips 1. Solve problems with your posts. What do your customers worry about?2. Provide Topical “News” and “How To” articles3. Write great headlines4. Send out email newsletters that link to your website, blog and Facebook page that drive traffic to
your site and provide feedback and comments
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Social Media Marketing Community Expert
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Social Media Marketing
Remember! -Your Blog as Your Home Base
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Social Media Marketing
Over 225 Million Users in February, 2011
Setting Up and Optimizing Twitter
Include a photo Add your Facebook or Website’s URL when setting up your account Write a “Great Headline” Place a “ReTweet” button on your blog articles to make it easy to “share”. Include “Follow me on Twitter” buttons on your emails and blog Leave at least 20 characters spare (make your tweet no longer than 120 charcters), so that it allows room
for people to “Retweet” your “Tweet” with comments like “Great post” Almost always include a link back to your blog, or Facebook page in your tweet (don’t waste a Tweet),
this is a significant traffic driver for bloggers.
Tips: 1. Develop a targeted Twitter following2. Listen, engage and communicate and build loyal followers in your community 3. Create a live feed on the corporate brand name eg “BondiNewsagent” to see what the world is saying
about you4. Tweet your specials, latest magazines that have turned up in store, Lottery news
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Social Media Marketing
3 Billion Video Views Per Day – Comscore May 2011
Setting up and Optimizing YouTube Create your own branded YouTube Channel Link to your Blog, Facebook fanpage or your website to make it easy
for people to link back to your site Put the category such as [Social Media Marketing] in Brackets before
each Title of your video Put “Tags” in your video tags section, make them relevant to your
video title Again promote your YouTube video on Twitter and place them on
your blog in a Video or YouTube Channel section
Tips: 1. Interview senior influential people in your community2. Create information videos that educates clients while you sleep3. Create online videos that updates the latest local news or even lottery results
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Social Media Marketing
There are now over 100 million members on LinkedIn
Setting up and Optimizing LinkedIn Create a public profile (don’t lock it away) Use the questions and answers feature to start conversations, create community,
and Position yourself as a Thought Leader or expert by answering questions, In your homepage activate your Twitter link Activate your blog feed to your homepage on LinkedIn Integrate “Slideshare” into LinkedIn Make sure your websites and blogs (you can enter 3) includes My Company, My
Blog (jeffbullas.com) and My Facebook “Page” URLs
Tips: 1. Update your posts on LinkedIn after publishing. 2. Participate in one of the 900,000 groups that is suitable for your target audience3. Create your own group that doesn’t sell but provides a forum for your industry niche
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Social Media Marketing
Facebook has over 750 million Members
Setting up and Optimizing Facebook
Use a group or page profile for your business Choose a vanity URL eg “BondiNewsagent” When you post content, always include video or imagery. Facebook users are
very visual. Publish fresh content at least once a day Analyze and optimize using the Facebook Insights Tool
Tips: 1. Start building a Facebook Fan following and grow your online store and
community tribe on Facebook. 2. Make it easy for people to ‘like’ your page on your blog, email and other online
properties. So you “Crowd Source” sharing3. Engage communicate and get feedback in real time
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8 Ways to Market with Facebook
1. Create a community portal2. Capture emails3. Grow Facebook ‘Likes’4. Drive traffic to your online bricks and mortar
store5. Drive traffic to your online store6. Highlight products with an online catalogue7. Sell products from your F-commerce store 8. Capture feedback and comments from
customers
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Facebook: Case Studies
Red Nose Day: Capturing Facebook “Likes” and “Email” Subscribers
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Facebook: Case Studies
Vintage Marketplace: Facebook Catalogue
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Facebook: Case Studies
Livescribe: Facebook Store
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Facebook Case Studies
BabyandMeGifts.com Facebook Shop
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Local Social Deals
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Key Takeaways
1.Create a community portal2.Grow email subscribers3.Increase Facebook likes4.Highlight specials 5.Sell from Facebook6.Make it easy to share and
subscribe from your web store7.Create Valuable Online Assets8.Think social & digital
