innovative social media for giftware retailers - spring fair 2015

CONTENTS

About me

2 Approaches to social media marketing

1 Community Plan

2 key types of community space

5 irresistable types of content

8 tools to thrive

ABOUT ME

Toby is an internet and social media veteran.

Previously:

Founded London’s Facebook Developer Garage (now London Social Developers)

Created and sold social media agency (Nudge Social Media)

CTO of GroopGifts.com

Created Affiliate Window's Wishlist application.

Currently:

Sky News Social Media Expert

Founder CEO of Rise www.rise.global - the scorekeeping social network

2 APPROACHES TO SOCIAL MEDIA MARKETING

Traditional business centric approach:

Create a Facebook page

Create a Twitter profile

Create a Pinterest page

Grow your reach

Constantly top up with fresh content = E X H A U S T I N G !!

Modern customer centric approach:

Ruthlessly focus on a niche community

Engage with them and their content

Spark the community into action

A COMMUNITY PLAN CONSISTS OF

Business Objectives

Success Criteria

ResourcesVision

Goals

BUSINESS OBJECTIVES

What do you want to achieve through community marketing?

“To ensure our brand is top of mind when a local resident realises they

need to buy a gift for a specific occasion”

Business Objectives

Success Criteria

ResourcesVision

Goals

SUCCESS CRITERIA

How will you know if it is working?

“We will aim to recognise at least 2 people in the shop each week from

our social media community”

Business Objectives

Success Criteria

ResourcesVision

Goals

RESOURCES

How much are you going to invest?

“£900/month. We will spend 1 hour a day on digital marketing, valuing

our time at £20 / hour and a further £400 a month on digital advertising

and tools”

Business Objectives

Success Criteria

ResourcesVision

Goals

VISION

Why will others gather in your community?

“To be the best givers of thoughtful presents in our area”

Business Objectives

Success Criteria

ResourcesVision

Goals

GOALS

How will you answer the question ‘What’s in it for me’?

“Members will be able to ask other members to solve their gifting

dilemmas”

Business Objectives

Success Criteria

ResourcesVision

Goals

Business Objectives

Success Criteria

ResourcesVision

Goals

POPUP COMMUNITY SPACES

What happens when the community gathers around a digital object online

Examples

hashtag “#hillaryscraftevent”

facebook post and comments

blog comments

Importantly:

You don’t have to own the channel to popup a conversation that engages your

community

OWNED COMMUNITY SPACES

Does your community need its own home? If so where?

Examples:

Twitter channel

Facebook group

Ning social network

Remember:

Managing a community space is a long term commitment and requires

continual maintenance

WHAT MAKES THE NEWS?

1. High impact events

2. Shared issues, threats and problems

3. Leadership changes

4. Shared achievements

5. Human interest stories

6. New opportunities

7. Opinion and analysis

1. HIGH IMPACT EVENTS WITH

People can’t resist a story about a

major event that affected them

Summarise a story, add your own

commentary and share

Really good for weather events!

e.g. Mashable reposted tweets and

videos from a recent bay area storm

2. SHARED ISSUES ON

Interview community members (via Skype, Google Hangouts, Face to Face)

about their views on a shared issue and post to YouTube.

3. LEADERSHIP CHANGES ON

People can’t resist finding out where they stand on a leaderboard.

4. SHARED ACHIEVEMENTS ON

Create a hashtag for people to share what they’ve achieved

5. HUMAN INTEREST ON

People can’t resist pictures of themselves.

Pictures of local people make human interest stories and instagram is a

perfect host

1. PUT THE COMMUNITY VISION ON

Make sure everyone understands what your community is about

2. STORE KNOWLEDGE ON

A wiki is a community contributed knowledge base.

3. MANAGE CHANNELS ON

Save time by bringing all conversations into one place

4. ARRANGE EVENTS ON

Get your community together face to face on a regular basis.

5. SNATCH CONTENT FROM

Klout suggests relevant content to schedule from your Twitter channel.

6. LIST MEMBERS ON

Who’s who lists are useful and

searchable. Rank them

anyway you choose for

something more interesting

than alphabetical.

7. DIGEST WEEKLY VIA

Flipboard lets you create your own weekly digital magazine, from other

people’s articles. Awesome.

8. ORGANISE COLLECTIONS ON

Pinterest is still the visual leader for collecting and pinning stuff.

NEXT STEPS IN SOCIAL MEDIA

1. Have a community plan – who are you targeting, what type of

community are you creating?

2. Use tools that save you time and get your community more active?

3. Think popups. Sometimes a hashtag is all you need

THE SPRING AND AUTUMN FAIR INDEPENDENT

RETAILERS POWER 100 - #SAF100Submit your company details and we’ll provide free weekly feedback on

your social media performance versus similar businesses.

www.rise.global/saf100

#SAF100

THAT’S A WRAP

FOLLOW ME ON TWITTER:

@tobyberesford