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7 Steps to Succeed
on Social Media for
Jewelers
With Dave Ganulin
Director of Marketing,
@LikeableLocal
#LikeableWebinar
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
SOCIAL ADS HAVE BUILT
IN ENDORSEMENTS
FROM FRIENDS.
#LikeableWebinar
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.
#LikeableWebinar
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!
#LikeableWebinar
Potential sales are out there on
social media!
Arm yourself with the knowledge to
defeat anxiety about social!
#LikeableWebinar
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
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
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
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
A FEW YEARS AGO IT
HAPPENED TO BIG BRANDS
.03% of
their
following
#LikeableWebina
NOW IT’S HAPPENED TO SMALL
BUSINESSES
… LIKE YOU
.006% of
their
following
#LikeableWebinar
SOLUTION: Advertise Smarter
✓Set Goals
✓Reach The Right People
✓Scale Smarter
3 Pillars of Ad Success
SET S.M.A.R.T GOALS FOR
YOUR SOCIAL ADS
Specific
Measureable
Attainable
Relevant
Time Bound
#LikeableWebinar
REACH THE RIGHT PEOPLE
Use Hypertargeting & Nanotargeting
#LikeableWebinar
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
TURBOPOST™
2. Sell Without Selling
“The best marketing doesn’t feel like marketing.”
- Tom Fishburne
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
#LikeableWebinar
Day 1 Day 2 Day 6Day 4Day 3 Day 5Curated Curated Curated CuratedSalesUnique
Curated Content
#LikeableWebinar
Unique Business-Specific Content
#LikeableWebinar
High Value Content
#LikeableWebinar
3. Use, Reuse, and Recycle
Great Content
“Traditional marketing talks at people. Content
marketing talks with them.”
- Doug Kessler
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
#LikeableWebinar
Recycling Content Works
#LikeableWebinar
#LikeableWebinar
#LikeableWebinar
“It’s your responsibility to
share and re-share great
content.”
-Dave Kerpen
Rework Your Content to Make It Fit Every
Social Network
#LikeableWebinar
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
You Never Get What You
Don’t Ask For
Referrals:
Incentivize and Ask
#LikeableWebinar
Reviews: Don’t Be Afraid To Ask For Them!
#LikeableWebinar
#LikeableWebinar
Show some
<3
5. Social Media: The New
Customer Service
"There are no traffic jams along the extra mile."
- Roger Staubach
How to Respond on Social Media
Do 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
#LikeableWebinar
How to Respond on Social Media
When 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!
#LikeableWebinar
How to Respond on Social Media
#LikeableWebinar
6. Educate Yourself
“Education is the most powerful weapon which you
can use to change the world.”
-Nelson Mandela
Free Online Materials =
Education is Possible for Everyone!
#LikeableWebinar
What else can you post to sell without
selling?
~Check out our Free eBook SocialContentEBook.com
~
Why Offer Your
Followers Freebies?
#LikeableWebinar
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
Use Your Unique Brand Voice
#LikeableWebinar
Use your brand to tell stories!
#LikeableWebinar
Say Thank You!
#LikeableWebinar
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
THANK YOU / QUESTIONS
Connect with me:
@LikeableLocal
contact@likeablelocal.com
(212) 359-4347
@dganulin
davidg@likeablelocal.com
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!

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Local Marketing Gone Digital
 

7 teps to Succeed on Social Media for Jewelers

  • 1. 7 Steps to Succeed on Social Media for Jewelers With Dave Ganulin Director of Marketing, @LikeableLocal #LikeableWebinar
  • 2. 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
  • 3. SOCIAL ADS HAVE BUILT IN ENDORSEMENTS FROM FRIENDS. #LikeableWebinar
  • 4. 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. #LikeableWebinar
  • 5. 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! #LikeableWebinar
  • 6. Potential sales are out there on social media! Arm yourself with the knowledge to defeat anxiety about social! #LikeableWebinar
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. A FEW YEARS AGO IT HAPPENED TO BIG BRANDS .03% of their following #LikeableWebina
  • 12. NOW IT’S HAPPENED TO SMALL BUSINESSES … LIKE YOU .006% of their following #LikeableWebinar
  • 13. SOLUTION: Advertise Smarter ✓Set Goals ✓Reach The Right People ✓Scale Smarter 3 Pillars of Ad Success
  • 14. SET S.M.A.R.T GOALS FOR YOUR SOCIAL ADS Specific Measureable Attainable Relevant Time Bound #LikeableWebinar
  • 15. REACH THE RIGHT PEOPLE Use Hypertargeting & Nanotargeting #LikeableWebinar
  • 16. 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
  • 18. 2. Sell Without Selling “The best marketing doesn’t feel like marketing.” - Tom Fishburne
  • 19. 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 #LikeableWebinar Day 1 Day 2 Day 6Day 4Day 3 Day 5Curated Curated Curated CuratedSalesUnique
  • 23. 3. Use, Reuse, and Recycle Great Content “Traditional marketing talks at people. Content marketing talks with them.” - Doug Kessler
  • 24. 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 #LikeableWebinar
  • 27. #LikeableWebinar “It’s your responsibility to share and re-share great content.” -Dave Kerpen
  • 28. Rework Your Content to Make It Fit Every Social Network #LikeableWebinar
  • 29. 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
  • 30. You Never Get What You Don’t Ask For
  • 32. Reviews: Don’t Be Afraid To Ask For Them! #LikeableWebinar
  • 34. 5. Social Media: The New Customer Service "There are no traffic jams along the extra mile." - Roger Staubach
  • 35. How to Respond on Social Media Do 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 #LikeableWebinar
  • 36. How to Respond on Social Media When 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! #LikeableWebinar
  • 37. How to Respond on Social Media #LikeableWebinar
  • 38. 6. Educate Yourself “Education is the most powerful weapon which you can use to change the world.” -Nelson Mandela
  • 39. Free Online Materials = Education is Possible for Everyone! #LikeableWebinar What else can you post to sell without selling? ~Check out our Free eBook SocialContentEBook.com ~
  • 40. Why Offer Your Followers Freebies? #LikeableWebinar
  • 41. 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
  • 42. Use Your Unique Brand Voice #LikeableWebinar
  • 43. Use your brand to tell stories! #LikeableWebinar
  • 45. 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
  • 46. THANK YOU / QUESTIONS Connect with me: @LikeableLocal contact@likeablelocal.com (212) 359-4347 @dganulin davidg@likeablelocal.com 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!