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Sell The Lifestyle
Dayna Winter
Social Media Lead
@Shopify
//
@nicecobra
While social media is a growing channel for selling products, at its
core, social is about community. Build your audience with
authentic and engaging lifestyle content. Then, nurture that
community to turn followers into customers and customers into
brand advocates.
Sell lifestyle, not (just) products.
Getting Started
‣ Conduct a social audit – do any owned social
properties or content hurt your image/
brand? Nail down handles, report imposters
‣ Listen, research competitors
‣ Who is your customer? What do they eat,
watch, wear? Where do they hang out on
social? Who do they follow?
‣ Establish goals, voice, tone and content
strategy
Handle, name, URL, bio are
important! Consider search. How
are Pinners finding you?
Set up your boards with
purpose. Titles, header
images and descriptions a
tell a story.
Social Content
Question Everything
‣ Why are you doing it?
‣ Who is your audience?
‣ Is it on brand?
‣ Will it help achieve your social goals?
‣ How do you measure success?
‣ Is it the right time?
‣ Does it make sense for the platform?
‣ Authentic
‣ Timely
‣ Consistent
The best content is:
‣ Created
‣ Curated
‣ Crowdsourced
The content mix:
Created
‣ Original content is hard.
‣ Ask: what comes naturally? Is it realistic (within your budget/schedule)?
‣ Evergreen vs. trending – keep a bank of “anytime” content but stay on
top of trending topics
‣ Not a photographer? Add gadgets and apps to supercharge your
smartphone’s camera
‣ Consider other content types: webinars, social live stream, quizzes, etc.
Use a tool like Canva to add text
to your images
Shoot pro images with your smart
phone by using indirect natural
light from a large window
Use your Shopify store’s blog to
host DIY or lifestyle content
related to your products
Partner with other
complementary brands or blogs to
give your content more reach
Add a strong call to action to your
posts
Consider ideal share sizes/aspect
ratios for each social network
when shooting products or
lifestyle images (ex. taller for
Pinterest, wide for Twitter)
Create consistent, compelling
content that is network
appropriate, even if your product
is toilet paper and canned soup.
Ask for engagement
Partner with designers or
photographers to create social
content
Give your audience a reason t
stick around.
Tell a story: inspire your customers
with images that feature ways to
use or style your product – great
for related product
recommendations
Incentivize engagement and UGC
Don’t set it and forget it. Continue
to monitor and engage.
‣ Cross-platform
content: edit to suit
the audience, voice
and goals for each
You’re not a photographer.
‣ Camera+, UltraLight, VSCO – shoot/edit
‣ Touch ReTouch, Instasize, Facetune – edit
‣ PicFX – filters
‣ Phonto, Wordswag – add text to images
‣ Vinyet – 1:1 video/stop-motion for Vine
‣ Cameo, Videolicious - video, filters
‣ iMovie, Splice - video editing
‣ Snapseed, Pixlr (Android)
‣ Tripod/stabilizer: Gorilla Pod,
Spiderpodium $15-25
‣ Lenses: Photojojo, Olloclip $10-100
ea.
‣ Lighting: natural, from a window $0
You’re not a designer.
‣ Royalty-free stock images: Unsplash, Life
of Pix, Death to Stock
‣ Canva, Wordswag, Pablo - combine
photos, text and design elements; create
infographics
‣ Gimp - free Photoshop alternative
‣ Creative Market – licence photos, fonts,
graphics, logo templates, etc. (some free)
‣ Instasize
‣ Created 2.0: working with
influencers is a great way to
generate original content
(+reach, -work)
Let influencers “do what they do”
so that your sponsored post mixes
well with their other content
Find influencers who are ideal
customers OR have audiences
that resemble your ideal customer
Choose influencers who can
connect with your product. The
resulting posts will feel genuine.
‣ Group and
guest boards:
work with
(P)influencers
who embody
your brand’s
lifestyle
‣ Find influencers using tools like
Buzzsumo or Crowdfire
Local business? Find
influencers in your area.
Find specific types of
influncers (like bloggers)
Curated
‣ Use curated content to flesh out your own, add depth/variety and
access new audiences
‣ Borrow, don’t steal: be sure to give credit
‣ Include up to 20% content from other sources
‣ Especially important on Pinterest!
‣ Tweet from your perspective, add commentary (vs. RT)
‣ Use sources like Buzzsumo, Medium, Feedly, Pocket and Topsy to find
and collect relevant, trending and complementary 3rd party content
Title Text
‣ Automate your curation: content source > Zapier/IFTTT > Buffer
Portland Retail Tour - Sell The Lifestyle
Crowdsourced
‣ Ask your customers to share their experiences
‣ Gather submissions using a hashtag or an app
‣ Reward your engaged audience with social currency
‣ Use a contest to incentivize
‣ Use receipt emails or product packaging
‣ Protect yourself: consider usage rights (try an app like getchute.com)
‣ Use an app like Socialphotos
(integrates with Shopify) to pull
customer Instagram photos into your
product pages
‣ Crowdsourced: 55K Instagram results for #thefrankeffect
‣ Created content that inspires UGC
‣ Incentivize your
hashtag campaigns
or use a contest/
giveaway as a means
to gather UGC
Put it together.
‣ clear bio ✔
‣ call to action ✔
‣ consistency ✔
‣ good mix of CCC ✔
‣ not overtly sales-y ✔
‣ nurtures community ✔
How to enjoy it, what
complements it
Tells a story, shares
glimpse behind the
scenes
Relates to lifestyle of
target customerclean grid of professional on-white photography,
easy to shop, highlights product details
VS.
Engagement
Follow up!
‣ Keep it “watered”: a community, like a plant, needs attention
‣ Be consistent
‣ Provide prompt, helpful support
‣ Acknowledge and reward your most engaged followers
‣ Host conversations, ask questions
Separate support channels don’t
have to be boring, and should
maintain brand tone and voice
Humanize your social support
Be engaging: proactive and reactive
Social Commerce
‣ Facebook Shop Section ✔
‣ Twitter Buy Button ✔
‣ Buyable Pins ✔
‣ Pins with guts:
Rich Pins and
Buyable Pins
‣ Allow your community
to shop lifestyle or
outfit shots from
Instagram using an app
like Foursixty
Q&A

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Portland Retail Tour - Sell The Lifestyle

  • 2. Dayna Winter Social Media Lead @Shopify // @nicecobra
  • 3. While social media is a growing channel for selling products, at its core, social is about community. Build your audience with authentic and engaging lifestyle content. Then, nurture that community to turn followers into customers and customers into brand advocates. Sell lifestyle, not (just) products.
  • 4. Getting Started ‣ Conduct a social audit – do any owned social properties or content hurt your image/ brand? Nail down handles, report imposters ‣ Listen, research competitors ‣ Who is your customer? What do they eat, watch, wear? Where do they hang out on social? Who do they follow? ‣ Establish goals, voice, tone and content strategy
  • 5. Handle, name, URL, bio are important! Consider search. How are Pinners finding you? Set up your boards with purpose. Titles, header images and descriptions a tell a story.
  • 7. Question Everything ‣ Why are you doing it? ‣ Who is your audience? ‣ Is it on brand? ‣ Will it help achieve your social goals? ‣ How do you measure success? ‣ Is it the right time? ‣ Does it make sense for the platform?
  • 8. ‣ Authentic ‣ Timely ‣ Consistent The best content is:
  • 9. ‣ Created ‣ Curated ‣ Crowdsourced The content mix:
  • 10. Created ‣ Original content is hard. ‣ Ask: what comes naturally? Is it realistic (within your budget/schedule)? ‣ Evergreen vs. trending – keep a bank of “anytime” content but stay on top of trending topics ‣ Not a photographer? Add gadgets and apps to supercharge your smartphone’s camera ‣ Consider other content types: webinars, social live stream, quizzes, etc.
  • 11. Use a tool like Canva to add text to your images Shoot pro images with your smart phone by using indirect natural light from a large window Use your Shopify store’s blog to host DIY or lifestyle content related to your products Partner with other complementary brands or blogs to give your content more reach Add a strong call to action to your posts Consider ideal share sizes/aspect ratios for each social network when shooting products or lifestyle images (ex. taller for Pinterest, wide for Twitter)
  • 12. Create consistent, compelling content that is network appropriate, even if your product is toilet paper and canned soup. Ask for engagement Partner with designers or photographers to create social content Give your audience a reason t stick around.
  • 13. Tell a story: inspire your customers with images that feature ways to use or style your product – great for related product recommendations Incentivize engagement and UGC Don’t set it and forget it. Continue to monitor and engage.
  • 14. ‣ Cross-platform content: edit to suit the audience, voice and goals for each
  • 15. You’re not a photographer. ‣ Camera+, UltraLight, VSCO – shoot/edit ‣ Touch ReTouch, Instasize, Facetune – edit ‣ PicFX – filters ‣ Phonto, Wordswag – add text to images ‣ Vinyet – 1:1 video/stop-motion for Vine ‣ Cameo, Videolicious - video, filters ‣ iMovie, Splice - video editing ‣ Snapseed, Pixlr (Android) ‣ Tripod/stabilizer: Gorilla Pod, Spiderpodium $15-25 ‣ Lenses: Photojojo, Olloclip $10-100 ea. ‣ Lighting: natural, from a window $0
  • 16. You’re not a designer. ‣ Royalty-free stock images: Unsplash, Life of Pix, Death to Stock ‣ Canva, Wordswag, Pablo - combine photos, text and design elements; create infographics ‣ Gimp - free Photoshop alternative ‣ Creative Market – licence photos, fonts, graphics, logo templates, etc. (some free) ‣ Instasize
  • 17. ‣ Created 2.0: working with influencers is a great way to generate original content (+reach, -work)
  • 18. Let influencers “do what they do” so that your sponsored post mixes well with their other content Find influencers who are ideal customers OR have audiences that resemble your ideal customer Choose influencers who can connect with your product. The resulting posts will feel genuine.
  • 19. ‣ Group and guest boards: work with (P)influencers who embody your brand’s lifestyle
  • 20. ‣ Find influencers using tools like Buzzsumo or Crowdfire Local business? Find influencers in your area. Find specific types of influncers (like bloggers)
  • 21. Curated ‣ Use curated content to flesh out your own, add depth/variety and access new audiences ‣ Borrow, don’t steal: be sure to give credit ‣ Include up to 20% content from other sources ‣ Especially important on Pinterest! ‣ Tweet from your perspective, add commentary (vs. RT) ‣ Use sources like Buzzsumo, Medium, Feedly, Pocket and Topsy to find and collect relevant, trending and complementary 3rd party content
  • 23. ‣ Automate your curation: content source > Zapier/IFTTT > Buffer
  • 25. Crowdsourced ‣ Ask your customers to share their experiences ‣ Gather submissions using a hashtag or an app ‣ Reward your engaged audience with social currency ‣ Use a contest to incentivize ‣ Use receipt emails or product packaging ‣ Protect yourself: consider usage rights (try an app like getchute.com)
  • 26. ‣ Use an app like Socialphotos (integrates with Shopify) to pull customer Instagram photos into your product pages
  • 27. ‣ Crowdsourced: 55K Instagram results for #thefrankeffect
  • 28. ‣ Created content that inspires UGC
  • 29. ‣ Incentivize your hashtag campaigns or use a contest/ giveaway as a means to gather UGC
  • 30. Put it together. ‣ clear bio ✔ ‣ call to action ✔ ‣ consistency ✔ ‣ good mix of CCC ✔ ‣ not overtly sales-y ✔ ‣ nurtures community ✔
  • 31. How to enjoy it, what complements it Tells a story, shares glimpse behind the scenes Relates to lifestyle of target customerclean grid of professional on-white photography, easy to shop, highlights product details VS.
  • 33. Follow up! ‣ Keep it “watered”: a community, like a plant, needs attention ‣ Be consistent ‣ Provide prompt, helpful support ‣ Acknowledge and reward your most engaged followers ‣ Host conversations, ask questions
  • 34. Separate support channels don’t have to be boring, and should maintain brand tone and voice Humanize your social support
  • 35. Be engaging: proactive and reactive
  • 37. ‣ Facebook Shop Section ✔ ‣ Twitter Buy Button ✔ ‣ Buyable Pins ✔
  • 38. ‣ Pins with guts: Rich Pins and Buyable Pins
  • 39. ‣ Allow your community to shop lifestyle or outfit shots from Instagram using an app like Foursixty
  • 40. Q&A