Social Media World 2013 - Γεωργιλή Αρετή: How retail embracing social media can boost...

1Issued by Black Hole stories

How retail embracing social media can boost in store sales


The consumer journey as we know it has

changed for good


Social platforms extend the reach

and the impact of traditional

campaigns

• New Technologies

• Integration of social media to traditional marketing and pr campaigns

• Content buying process step 1 passes though smart phones and clever applications


•QR codes.•Location-based services

•Near field communication.•Google Wallet

For example, the use of a QR code within a magazine or billboard advertisement now brings a previously

static medium to life, extending the consumer journey at the touch of a button “Like” in a clothing store, or even launch an interactive interior design application when

visiting a DIY store.

Near field communication

allows retailer to connect with each specific customer


What is this small extra “thing” that brings the customers to

your door?

But do they all do?How can your brand be different from all

the other retailers reaching the neck of

the bottle?


Creating and managing social

media tools is only half the battle

If you want real value, you must be seen, shared and able to bring people

in front of your door


Fun + info =Engagement

Content is always the king


Myth1: The more you upload the

more they see you

•Quickly backfires on a Page’s Like count.

•One of the top reasons for a fan to “unlike” a Page or un follow.

•Quality content receives high user feedback, as opposed to having a lot of posts with low user feedback, more chances to get into the

News Feed.

•Limit your page’s daily content to 2 to 3 posts most likely to get high

rates of engagement.


Myth2: Anything you want

to say, just say it

•It’s not what you are sharing, but what and how you are saying that makes your content worthy of a comment, share or Like.

•Vary your comments

•Include photos, videos and polls receive the best engagement rates.

•By accompanying text posts with interesting, trending or funny media content or poll questions, you’re optimizing user engagement, and

claiming a space in your users’ News Feeds.

.


Find studies done that provide great recommendations as to what day and what time content is most viewed by users.

Log-on and engagement tendencies vary across user groups.

To determine the optimal posting time for your audience, you’ll need to experiment. Break from your regular posting schedule and see what results

come of the change. Once you think you’ve discovered your optimal posting time, take advantage of real-time content stream,

Ticker, to post content during that time.

.

Myth 3: Any time, all

the time


•Use third party endorsers

•Create an ecosystem around you that talks about and for you

even if you are not around

Myth 4:It’s a personal thing


Myth 5:Use more features

& more apps

•Make it personal. •Make them feel it’s a part of a

group worth talking about•Create a community


The hard is not to find

the right tools

•Location-based services apps such as Foursquare in store check ins to create loyalty-

based rewards programmes, exclusive offers, new products,additional content and discounts

•The Starbucks example


…nor to use them

It won’t be long before we start to see more and more people using their smartphone to

pay for their morning coffee, or the latest new product display integrating real-life

Facebook “Likes” in the same way we saw with the recent Diesel ‘Like” campaign or

Google Wallet.


…is to find the right words

•As long as brands are able to offer something unique, exclusive, and of benefit to the

consumer when checking-in, such tools could serve to bridge that all important gap between

using social media to create engagement online and using social media to create actual footfall

and sales in store.


The use of social media when integrated successfully with both traditional marketing campaigns and in-

store set-up, really can provide customers with a much more complete and connected overall brand

experience - an experience that not only develops long before a sale is made, but one that can now extend for

many months and years after.•.

…and create an overall brand

experience


http://www.youtube.com/watch?v=4OZmbBPym1k&feature=player_detailpage#t=4s

Diesel ‘Like”campaign

People love to share moments of their lives, what they do, what they think and, of course, what they like. Beacuse of this, the "Like Button" is clicked 3 billion times a

day. So, we thought: why not giving them the chance to like their favorite Diesel outfits in the real world? Customers go to a Diesel Store, fall in love with a Denim and as they

would do on Facebook, they can share it on their wall by clicking on the "Like" from their mobile phone. Easy!


The free thinking zone experience


Is building a community


Sharing books, sharing problems, sharing dreams.


We ‘extend’ the experience of purchasing a book by getting the

content out in real life.

Digibate with bloggers ex Prime

Minister Mitsotakis


An open think tank selling

books, “a Pnyka”

Digibate with bloggers President European Greens

Daniel Cohn Bendit

23Issued by Black Hole stories 14/5/2013

We like to create the content


We engage using ONLY SOCIAL

MEDIA platforms and new media


First twitbates

in Greece


We engage on line…

Posts on our wall


To increase in store footfall…


We like to be very personal


…and sell even door to door


Our social activities attract traditional media…

Chicago Tribune


…and engage our future untraditional clients


…organic growth w/o apps


2013 e-awards candidate in categories:

•Twitter organization

•Digital media campaign

Only if you like us vote for us!

a)Twitter organization


Thank you for riding with us!

Social Media World 2013 - Γεωργιλή Αρετή: How retail embracing social media can boost...

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