The Digital Revolution for Retailers - Spring Fair International 2015Jeremy Corner - Blue Eyed Sun - Stand 4L66

Jeremy Corner Blue Eyed Sun

The Digital RevolutionInnovative Ways to market your retail business online

Tweet @Blue_Eyed_Sunwww.blueeyedsun.co.uk/blog

Who is Jeremy Corner?

The Digital Revolution for Retailers - Spring Fair International 2015Jeremy Corner - Blue Eyed Sun - Stand 4L66

Marketing has evolved

Those whoengage with

their customersWIN

Hank vs BobThe importance of story

The Digital Revolution for Retailers - Spring Fair International 2015Jeremy Corner - Blue Eyed Sun - Stand 4L66

Social Media Platforms

72% of all internet users are active on social media 60% of 50-60 yr old users are active on social media 71% of users access the internet on mobile devices

The Digital Revolution for Retailers - Spring Fair International 2015Jeremy Corner - Blue Eyed Sun - Stand 4L66

Facebook

• The #1 influencer for purchases for 47% of Americans

• Ave users spend over 15 hours a month on Facebook

Facebook is a free social networking website that allows users to create profiles, upload photos and video, send messages and keep in touch with people.

The Digital Revolution for Retailers - Spring Fair International 2015Jeremy Corner - Blue Eyed Sun - Stand 4L66

Bijou on Facebook• Elgin population 22,980

• Strong Offers

• Good Images - Food porn

• Engaging well locally

• Active in Groups

• Building a community of brand advocates

• User reviews for feedback and reassurance

• Cross promotion offline

• Target your FB marketing

• Not all about selling

• Fans like to Check-in

The Digital Revolution for Retailers - Spring Fair International 2015Jeremy Corner - Blue Eyed Sun - Stand 4L66

The Digital Revolution for Retailers - Spring Fair International 2015Jeremy Corner - Blue Eyed Sun - Stand 4L66

Twitter

• 284 Million active users sending 500 million tweets per day

• 80% of active Twitter users are on mobile devices and more engaged

• More than 50% of Twitter users visit websites of brands they follow

• 30% Have gone on to buy a product

• 15 million Twitter users in the UK (23% of the population)

• 1 in 4 are using Twitter whilst shopping, sightseeing or eating / drinking

• Popular with celebrities and journalists / PR folk

• Twitter users are active webstore visitors

• Tweeters buy more from tweeting retailers

Twitter is an online social networking service that enables users to send and read short 140-character messages called "tweets".

The Digital Revolution for Retailers - Spring Fair International 2015Jeremy Corner - Blue Eyed Sun - Stand 4L66

Top Tweeters• Watch and listen first

• Use http://search.twitter.com

• Engage and interact (customers & suppliers)

• Use hashtags, favourites, #FF and RTs

• Be useful or entertaining or both

• Be helpful, not pushy

• Avoid over selling yourself

• Ask questions

• Keep tweets to 100 characters for more RTs

• Never drink and tweet (Write, check, tweet)

• Grow followers by followingThe population of Lindley is 318

The Digital Revolution for Retailers - Spring Fair International 2015Jeremy Corner - Blue Eyed Sun - Stand 4L66

Pinterest

• 70 million users worldwide

• 1/3 of US women are on it = buying power

• 2 million UK users

• network that’s most likely to drive spontaneous purchasing

• Reverse show-rooming - find online and buy in store

• Pins last longer than FB posts

• Referrals from Pinterest are 10% more likely to buy product

• Pinners spend more and refer more than Facebook users

Pinterest is an online visual discovery tool that you can use to find ideas for all your projects and interests.

The Digital Revolution for Retailers - Spring Fair International 2015Jeremy Corner - Blue Eyed Sun - Stand 4L66

Instagram

• 300 million active users

• The visual story of your brand

• High quality images drive higher engagement

• Post 2 - 3 photos a week

• Eg. New arrivals to your shop

• Use hashtags Eg #SpringFair

• Find your communities

• Compelling content is key

• What’s in it for followers?

• Great for contests that engage your fanbase

The Digital Revolution for Retailers - Spring Fair International 2015Jeremy Corner - Blue Eyed Sun - Stand 4L66

LinkedIn

• 15 million UK users

• Google SEO value

• Can be good for groups

• Control how you are found on the internet

• Allow people to check you out before trading

• Check out new staff

• High income user base

• Easy to set up and maintain

• Live digital address book

The Digital Revolution for Retailers - Spring Fair International 2015Jeremy Corner - Blue Eyed Sun - Stand 4L66

Le Bizz on Google BusinessGoogle My Business connects you directly with customers, whether they’re looking for you on Search, Maps or Google+

• Make sure your business is easily found by customers

• Include opening hours

• Control search terms

• Correct contact details

• Link to your website

• Reviews and News

• It’s free

• Get started on Google Business

• Add Trip Advisor if you serve food

The Digital Revolution for Retailers - Spring Fair International 2015Jeremy Corner - Blue Eyed Sun - Stand 4L66

Google Maps Business ViewEnhance your presence across Google with a premium quality, 360º virtual tour powered by Street View technology.

• Visit stores digitally

• Day trippers and tourists love it

• List of Google approved photographers

• Specialist kit used by trained photographers like David Firth

• Small shop costs £250-£500

• Can link to ecommerce with Tourdash and Tourmake

• Best updated periodically

The Digital Revolution for Retailers - Spring Fair International 2015Jeremy Corner - Blue Eyed Sun - Stand 4L66

Other Great Google Products

•540 million active users

•3/4 of the world’s top brands a page

•Free and Useful for SEO

•Show up at the top of Google searches with paid adverts

•Free and invaluable for understanding your website

The Digital Revolution for Retailers - Spring Fair International 2015Jeremy Corner - Blue Eyed Sun - Stand 4L66

Online Marketplaces

•Pre-established customer bases

•Millions of visitors per month

•Powerful on SEO

•Saves website costs

• Free to set up

•Easy to list products

•Costs paid from sales

The Digital Revolution for Retailers - Spring Fair International 2015Jeremy Corner - Blue Eyed Sun - Stand 4L66

Customer Lists

• Build a list of your customers

• Offer a simple incentive

• Keep in touch

• Have good offers

• Be useful and valuable to your list

• Connect back to your blog or site

• Make it easy to share

• Email lists can power your profits

• Use a specialist provider. Eg Mailchimp

• Click here to join Blue Eyed Sun’s list

The Digital Revolution for Retailers - Spring Fair International 2015Jeremy Corner - Blue Eyed Sun - Stand 4L66Click here to read "12

General Social Media Tips• Digital Marketing is a beast that needs feeding - have a plan, make time, be consistent

• On Twitter you can connect to anyone - just following users can drive sales.

• On LinkedIn it’s best to have met the person. Use your account as a person not a company.

• On Facebook your fans don’t want you reading their private feeds. Use Pages for business.

• Get your logo or avatar up when you set up each account - it increases followers.

• SPAM exists on Twitter so avoid clicking on links saying “I saw you in this photo”.

• These sites all have rules and can close your account, eg No competitions on FB.

• Don’t link feed your twitter account to FB page. Tools have different users and uses.

• Claim your Social Media vanity URL's ASAP Eg. www.Twitter.com/IvyEllen

• Integrate Social Media with your offline activities - eg. POS, signage, etc.

• Make it easy: Eg Like us at www.FB.com/BlueEyedSun and have SM links from your website

• Use calls to action. Eg. Click here to read "12 Ways to Grow Your Retail Profits".

The Digital Revolution for Retailers - Spring Fair International 2015Jeremy Corner - Blue Eyed Sun - Stand 4L66

Useful Blog Posts• 10 Business Basics to get right before using Social Media

• How to set up a Twitter Page

• How to set up a Facebook Page

• 15 Tips for using LinkedIn

• How to get to the top of Google

• Social Media for Retailers - How to get started

• How to use Price to increase Sales

• What I learnt about retail selling from Liberty of London

• 9 Ways retailers can improve their card sales

• 5 Great restaurants near the NEC

• Our Top 10 Business Tools

The Digital Revolution for Retailers - Spring Fair International 2015Jeremy Corner - Blue Eyed Sun - Stand 4L66

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