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7 Steps to Succeed on Social Media for
Jewelers
With Dave GanulinDirector of Marketing,
@LikeableLocal
#LikeableWebinar
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SOCIAL MEDIA = THE NEW WORD OF MOUTH
90% of people trust business recommendations from someone they know.
People are 4x more likely to buy when referred by a friend
#LikeableWebinar
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SOCIAL ADS HAVE BUILT IN ENDORSEMENTS
FROM FRIENDS.
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THE REALITIES OF SOCIAL MEDIA
• $8.5 billion was spent on social in 2015.• $14 billion will be spent in 2018.
BUT• Social media will NOT bring you immediate results.
• Social media cannot make up for a bad product or service.
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SOCIAL MEDIA IS YOUR MARKETING WEAPON
•There are 1.44 billion Facebook users.
•71% of people trust services they find on social media.
•The average user logs into social networks 1.72 hours per day.
•That’s 28% of all online activity!
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Potential sales are out there on social media!
Arm yourself with the knowledge to defeat anxiety about social!
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7 Questions We Hear a Lot About Social Media
• Why isn’t anyone seeing my content?• Will people engage with a sales pitch on social?
• Do I have to constantly think of new content?
• What if I get a bad reputation online?• How do respond to online comments?• Does everybody else already have a head start on social media if I’m starting now?
• Does anybody click ads online?#LikeableWebinar
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7 Steps to Succeed on Social Media for Jewelers
• Overcoming the Facebook Reachageddon• Sell without selling• Use, reuse, and recycle great content• Incentivize referrals, respond to reviews, and surprise and delight
• Customer service is on social media now• Educate yourself• Show personality and be Likeable, even in paid advertising
#LikeableWebinar
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1. Overcoming the Facebook Reachageddon
“Obstacles don't have to stop you. If you run into a wall, don't turn around and give up. Figure out how to climb it, go through it, or work around it.”- Michael Jordan
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Facebook Reachageddon
“Facebook Reachageddon”
means businesses now have to pay to
play to get their content seen”
= The End of Organic Reach. If you aren’t paying to boost your posts, only 1-2% of your fans will
see your posts organically
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A FEW YEARS AGO IT HAPPENED TO BIG BRANDS
.03% of their
following
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NOW IT’S HAPPENED TO SMALL BUSINESSES… LIKE YOU
.006% of their
following
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SOLUTION: Advertise Smarter
✓Set Goals ✓Reach The Right People ✓Scale Smarter
3 Pillars of Ad Success
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SET S.M.A.R.T GOALS FOR YOUR SOCIAL ADS
SpecificMeasureableAttainableRelevantTime Bound
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REACH THE RIGHT PEOPLEUse Hypertargeting & Nanotargeting
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Let the Algorithm Help You Out: Custom & Lookalike Audiences
✓ Get more business and referrals from current customers✓ Attract people similar to your current customers✓ Get already-interested prospects closer to buying✓ Retarget “cold-feet” visitors
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TURBOPOST™
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2. Sell Without Selling“The best marketing doesn’t feel like marketing.”- Tom Fishburne
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The 4-1-1 Rule (Guideline)For every 6 pieces of content…
• 4 Pieces of Curated Content• 1 Piece of Unique Business-Specific Content• 1 Piece of High-Value, Lead Generation/Sales Content
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Day 1 Day 2 Day 6Day 4Day 3 Day 5Curated Curated Curated CuratedSalesUnique
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Curated Content
#LikeableWebinar
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Unique Business-Specific Content
#LikeableWebinar
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High Value Content
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3. Use, Reuse, and Recycle Great Content
“Traditional marketing talks at people. Content marketing talks with them.”- Doug Kessler
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Follow the 10 Commandments of Content Creation
~From our Free eBook SocialContentEBook.com ~
-Give your followers a reason to engage-Think positive-Remember to K-I-S-S (Keep It Simple, Stupid!)-Have a Conversation -Ask Yourself: Is it Shareable? -Know How to Properly Curate -Be Mindful of the 4-1-1 Rule-Keep It Timely -Use Visuals To Enhance Your Message-Tell a Story
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Recycling Content Works
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#LikeableWebinar
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#LikeableWebinar
“It’s your responsibility to share and re-share great content.” -Dave Kerpen
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Rework Your Content to Make It Fit Every Social Network
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4. Building an Online Reputation“A story to me means a plot where there is some surprise. Because that is how life is - full of surprises.”- Isaac Bashevis Singer
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You Never Get What You Don’t Ask For
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Referrals: Incentivize and Ask
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Reviews: Don’t Be Afraid To Ask For Them!
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#LikeableWebinar
Show some <3
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5. Social Media: The New Customer Service
"There are no traffic jams along the extra mile."- Roger Staubach
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How to Respond on Social MediaDo Not Delete• This tells your customer you don’t care.• There are a few exceptions. Feel free to get rid of
obscene comments or private information.No response is a response• Tells your customer their opinion doesn’t matter• Ignoring a comment = putting someone on hold and never
getting back to them
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How to Respond on Social MediaWhen responding to a negative comment• Respond quickly and publically, then respond to the
customer privately• ALWAYS apologize • Don’t forget to also respond to the positive comments• Thank you’s go a long way!
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How to Respond on Social Media
#LikeableWebinar
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6. Educate Yourself“Education is the most powerful weapon which you can use to change the world.”-Nelson Mandela
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Free Online Materials = Education is Possible for Everyone!
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What else can you post to sell without selling?
~Check out our Free eBook SocialContentEBook.com ~
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Why Offer Your Followers Freebies?
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7. Show Your Personality, Be Likeable
"I would maintain that thanks are the highest form of thought; and that gratitude is happiness doubled by wonder." - G.K. Chesterton
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Use Your Unique Brand Voice
#LikeableWebinar
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Use your brand to tell stories!
#LikeableWebinar
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Say Thank You!
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NOW LET’S REGROUP…
#LikeableWebinar
• Overcoming the Facebook Reachageddon• Sell without selling• Use, reuse, and recycle great content• Incentivize referrals, respond to reviews, and surprise and delight
• Customer service is on social media now• Educate yourself• Show personality and be Likeable, even in paid advertising
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THANK YOU / QUESTIONS
Connect with me: @LikeableLocal
[email protected](212) 359-4347
Grow your business at LikeableDemo.
com
Mention #LikeableWebinar to save!
“How dare you settle for less when the world has made it so easy for you to be remarkable?” - Seth Godin
GRAND PRIZE!