unless… you do it right - doncrowther.com€¦ · practices, and does a "don" good job...

Copyright 2012, Breakthrough Consulting Inc. 1

Building Your Bottom Line Using Social Media

Don Crowther

Social Media Doesn’t Work

Unless…You do it right

My Job…

1. Correct misconceptions and falsehoods in the industry

2. Teach you how to make social media make you money!

Agenda

• A few facts about social media and retail• Core principle to understand• 4 specific strategies to make social media

profitable

You’ve seen the dataI don’t have to tell you…

Social Media Has Exploded

• Your audience is there• Your audience is making buying

decisions based on recommendations in social media

• Customers who connect with you on social media are more likely to buy


Of Consumers Follow Retailers On Social Media Sites

38%Starbucks: 38% Higher Purchase

Target : 19% Increase In Purchase You’re Scared

• Your employees are already wasting tons of time on social media

• You’re going to blow a ton of time and money for no results

Example Social Media Doesn’t Work…

• It’s a tool• Just because you haven’t figured out how

to use it…• Is it the tool’s fault or the way you used

the tool?


Key Principle:

Social media is NOT• All about the

relationship• All about the

conversation

Social Media Is All About…

What Consumers Want From Retailers

• 51% want deals and coupons – Down from 58% last year

• 43% want product information• 36% want to read and post comments

about merchandise/servicesSource: 2012 Social and Mobile Commerce Study, a joint research project

by Shop.org, comScore and The Partnering Group

What They Want From Retailers

• 30% want info about events• 34% want current trends and ideas• 31% want photos and videos• 30% want “how-to’s” and styling ideas• 27% want expert opinions

Your Mission

• Deliver a steady stream of great content about your store’s subject matter that– Trains your audience to do what you tell

them to do– Builds your audience– Invites conversation around that content

The Conversation

• Is based on the content you provide

• And the relationship grows out of that


4 Specific Money‐Making Tactics

Along with a $ and time investment requirement for each

Specific Money‐Making Tactics

1. Offer people a gift certificate to get them to “Like” you on Facebook

2.3.4.

How To Do It

• Invest in a Facebook Fan Page building program that allows “fan-gating”

• Build a “tab” on your page that’s titled “Free Gift Certificate”

Building The Page

• Use the program’s Fan Gate capability• Builds two separate versions of the tab

1. Like us to get a free $X gift certificate2. Here’s your free $X gift certificate


Total Investment

• $ Investment– Facebook Fan-Page Builder ~$50

• Time: – ~2 hours

• Scalable:– N/A – do it once, it’s done

Marketing

• Bag stuffer: “Like Us On Facebook To Get A Free $X Gift Certificate”– Recommend picture of Facebook page with

an arrow so they know where to click

• Put it on everything you pass out


1. Offer people a gift certificate if they will “Like” you on Facebook

2. Use Pinterest to make money!3.4.


Pinterest• Huge growth – hottest

thing in social media right now!

• Consumers follow more retailers on Pinterest (9.3) than on Facebook (6.9) or Twitter (8.5)

Fastest to 10 Million!

3rd Most Popular In the World!

Copyright 2012, Breakthrough Consulting Inc. Duplication and unauthorized distribution strictly prohibited

Half Are Buyers!

• Nearly half of the women on Pinterest have bought something based on a Pinterest recommendation


Highest $/Order

Major Retailers On Pinterest• Whole Foods• Home Depot• Nordstrom• Macy’s• Pottery Barn• Saks Fifth Avenue

• Target• Ikea• Crate & Barrel• Jo-Anne• Bath & Body Works• American Eagle

Specific Strategy:

• Post images covering all information aspects of each of your product lines– Usage– Reviews– Product photos and deals

Offer Pinterest Discount

• Offer special gift certificate on Pinterest for Pinterest users only

Total Investment

• $ Investment– Digital camera and backdrop ~$200

• Time: – 20 minutes per day employee time

• Scalable:– Yes




2. Use Pinterest to make money!3. Post content multiple times per day4.

Content Strategy

• 5-8 posts per day on Twitter (can go as high as 18)

• 1-3 on Facebook• 1 blog post per day

Employee Job

Spend 1 hour per day:• Write content-based blog post (reviews,

usage, news) including a picture• Post that to social media sites• Post additional links from other people’s

content

Total Investment• $ Investment

– Digital camera and backdrop (Already have from Pinterest strategy)

• Time: – 40 minutes per day employee time (20 minutes

from the Pinterest strategy)• Scalable:

– Yes



2. Use Pinterest to make money!3. Post content multiple times per day4. Create videos as a Recommendation

Strategy

Video Recommendation Strategy

• Cheap video setup ($500 - $1000)• Have an employee(s) do a 1-5 minute

review of a product and why people should buy it

• End with your store’s contact info (online and offline)


Here’s The Key

• Don’t need fancy graphics• Don’t need lots of editing• Just talk about the product like you do

every single day• It’s the information, not the production

that counts!

This Sounds Like Work

• First three will take an hour each• Soon will require no more than 20

minutes

Objective

• Generate a pre-sold customer

What To Do With The Video

• Post the video to YouTube• Write up a blog post about that product• Embed the video into that blog post• Embed the video onto your ecommerce

store page for that product

Factoid

• 68% of consumers use YouTube to browse and research a retail company

Source: 2012 Social and Mobile Commerce Study, a joint research project by Shop.org, comScore and The Partnering Group


Then

• Email your list about the video• Post it to Twitter• Post it to Facebook• Post the video to Pinterest

What Happens

• After 100 or so of these videos…• You become seen as the default source

online and off for your type of products• You become seen as the experts on your

products

And

• You get more traffic from search engines• You get more views from YouTube

Bold Statement

• Creating video is one of THE top 3 things you can do to build your business - bar none.

Total Investment

• $ Investment– Digital video setup $500 - $1000

• Time: – 30 minutes per day employee time

• Scalable:– Yes


Total Investment – 4 Tactics

• $ Investment– $750 - $1250

• Time: – 90 minutes per day employee time– Assuming you have to pay someone just to do

this: $20/day = $4,000/year• Grand Total = $5,000

ROI

• Assume 50% margin• Requires $10,000 in sales to pay back

What That Investment Gets You

• More return traffic from existing customers

• More walk-in traffic from new customers• Higher sales volume per customer• Significantly higher ecommerce sales

What That Investment Gets You

• Positioning as the subject matter experts in your area, AND worldwide

• Huge audience that you can use to increase sales virtually at will

Want To Take That To An Even Higher Level?

This is only a fraction of the tactics I’ve used to build the business of tens of thousands of businesses worldwide


What You Need…

• Someone who understands social media• Someone who understands how to use

social media to build businesses just like yours

• Someone who can coach you through this process…

Yvonnie Ametin, Key WestThere's a lot of information out there about Social Media and you could spend a lot of money buying product after product, but I feel I was lucky because I had Don as my first teacher. Being taught the wrong thing, and getting the wrong habits in this Social Media can be disastrous. Don teaches from experience and his videos are made with the student in mind. Don is the best in the business. He's realistic, he's positive, he's encouraging and you won't regret you take any course he offers.

Ed McGarr, Lindon, UT

Don is a very honest, thorough, and professional teacher. He teaches what he practices, and does a "Don" good job of it. His materials are clean, clear, and easy to follow and implement. He takes you by the hand and shows you each strategy and tactic step by step. You will enjoy his personality.

Amy Wong, TorontoUsing the strategies that Don taught, I landed my first Social Media client two years ago. The client paid me $100,000 over a period of 9 months. I was able to deliver results that just last week I landed a second another project with same client for $45,000. Over the last two years, my business has grown tremendously and this is a direct result of what I learned with Don.

Introducingis

• An online course, focusing on the highest-returning strategies you can use to build your business using social media


Why 3X?• I’ve boiled the entirety of social media

down to the 3 systems the deliver the greatest ROI

• “The Fastest Path To Cash!”

3 Key SystemsFor each system you get:• The system itself• Specific step-by-step instructions on how

to implement it

Plus• Since I know you’re a busy manager…• Executive summary video of each system

Delivery• Online membership site• Online video• Ability to ask questions and get answers• Yes, your team can access the content!

5 Modules1. Getting started in social media2. System #13. System #24. System #35. Wrapping It All Up

Schedule• 10-Week program• Each module lasts for 2 weeks

– Week 1: Learn– Week 2: Earn

• Course officially starts Thursday July 5rd, 2012


We Work Around Your Life!• Ongoing access• Study any time you need to, even a year

from now!

30 Days!Starts July 3, 2012

Plus:

• Do what I teach• If in 1 year, you haven’t made back at

least the cost of the course, I’ll personally write you a check for $5,000!

Special Bonus #1• I know you’re going to

have questions…• 10 Question and Answer Webinars, one

each week! Your team can attend!• Recorded and placed into the portal• And… Retail-specific!• Value $3,000

Special Bonus #2For each strategy you get:• Step-By-Step Flowchart • Learning Guide• And Checklist • Value: $1,000

Special Bonus #3• Ticket to my live event• 3 days of live training• $997 value


Special Bonus #4

• 3 Months Membership• Membership site teaching online

marketing skills• $97/month - $291 value

Special Bonus #5

• PinIncome Course –How To Build Your Business With Pinterest

• Value $47

Here’s What You Get…3XSocial Course• 5 modules• Executive Summary

Video• 30-Day Guarantee• $5,000 “You’ll Make

Money” Guarantee

Bonuses:1. 10 Q&A Webinars2. Flowcharts, Learning

Guides & Checklists3. Ticket to my live event4. PrivateVIPMembership,

3 months5. PinIncome

Total Investment: $1,997

Our Studies Show Significantly higher success rate for those who:• Have a personal mentor to guide them

through the program• Personally consult with Don

Special Mentor Option• Personal coach and mentor to guide you

through the program • And hold you accountable• 20-minute call each week for 10 weeks,

answering questions and helping you execute the strategies

Optional Mentoring Investment: $2,000

Consult With Don Option• One hour personal skype/phone

coaching call with me• A hotseat on one of our coaching

webinarsOptional Coaching With Don Investment: $2,500


Investment OptionsInvest Individually:• 3XSocial: $1997• Mentoring: $2000• Don Coaching:$2500• Total $6497

Save With Our Premium Package:• Get all three for

$5,000• Save $1497

Invest Now!

http://www.doncrowther.com/a/whizbang

Powerful Program• Focuses on the fastest path to cash• Walks you through step-by-step, along

with Q&A webinars, flowcharts and guides to help you along the way

• Fully guaranteed• This stuff really works!

Don Crowther• DonCrowther.com• facebook.com/doncrowthersocial• twitter.com/don_crowther• linkedin.com/in/doncrowther

unless… you do it right - doncrowther.com€¦ · practices, and does a "don" good job...

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