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Jason Falls's presentation at the AcuSport Retailers Show - Ft. Worth, Texas - Jan. 25-27, 2011
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AcuSport Dealer Show
January 25-27, 2011Ft. Worth, Texas
SOCIAL MEDIAThe New Era of Digital Marketing
for Firearms Retailers
Tuesday, January 25, 2011
social media explorer | AcuSport Dealer Show
Old Skool Internet Marketing
Tuesday, January 25, 2011
social media explorer | AcuSport Dealer Show
What That Got You
Tuesday, January 25, 2011
social media explorer | AcuSport Dealer Show
Internet Marketing Today
Tuesday, January 25, 2011
Image: Caption
People are Running From This
Tuesday, January 25, 2011
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They Want This
Tuesday, January 25, 2011
But It’s Different, Right?
SOCIAL M
EDIA
Tuesday, January 25, 2011
But It’s Different, Right?
Tuesday, January 25, 2011
social media explorer | AcuSport Dealer Show
What Social Media Can Do
• Improve branding and awareness
•Protect and improve reputation
•Build community or advocacy
• Increase customer satisfaction
•Harvest research & development
•Drive sales or leads
Tuesday, January 25, 2011
It’s Not About Technology
Social Networks are made of people, not organizations.
Communications there is personal.Tuesday, January 25, 2011
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We Must Build Trust
Tuesday, January 25, 2011
social media explorer | AcuSport Dealer Show
How Do We Do Market?
•Purposefully avoid pitching
•Illustrate your expertise, not your catalog
•Over share that of others
•Designate a channel for buyers only
•Offer to inform or help “if they’re interested”
•Be confident that you offer value
•Make the conversation about them
Tuesday, January 25, 2011
social media explorer | AcuSport Dealer Show
What We Know
• IF: You display thought leadership
• IF: You serve your networks well
• IF: You win search results
You Get Customers!
Tuesday, January 25, 2011
social media explorer | AcuSport Dealer Show
Display Thought Leadership
• Blog about your industry
• Displays your competency
• Drives search results
• Provide free advice on social networks
• Facebook/Google Groups
• Yahoo Answers
• Local Forums
Tuesday, January 25, 2011
social media explorer | AcuSport Dealer Show
Serve Your Networks Well
• Provide conversation
• Blog
• Twitter/Facebook/LinkedIn
• Provide useful links
Tuesday, January 25, 2011
social media explorer | AcuSport Dealer Show
Location-Based Opportunity
• People “check-in” to say they are there
• You can reward those who do
• Gamifies the store visit
• Facebook Places
• Foursquare
• Gowalla
• Whrrl
Tuesday, January 25, 2011
social media explorer | AcuSport Dealer Show
Earn Trust Electronically
• 85% of all Internet transactions begin with search
• Majority looking for “just like me” examples
• 80% of traffic comes from “first-time” visitors (Compendium)
• Search engines look for content
• Is it recent?
• Do other people think it’s good?
Tuesday, January 25, 2011
social media explorer | AcuSport Dealer Show
Win Search Results
Tuesday, January 25, 2011
social media explorer | AcuSport Dealer Show
Prove It All With Measurement
• Present clear calls-to-action to website/email subscriptions
• Track & measure leads, conversions
• Target search keywords
• Don’t give up easily
It’s a marathon, not a sprint
Tuesday, January 25, 2011
social media explorer | AcuSport Dealer Show
How Do I Do It?
• Define who you want to reach
• Define why you want to reach
them
• Define what you’ll say
• Define how you’ll reach them
Tuesday, January 25, 2011
social media explorer | AcuSport Dealer Show
Firearms Case Study
Tuesday, January 25, 2011
social media explorer | AcuSport Dealer Show
Firearms Case Study
Tuesday, January 25, 2011
social media explorer | AcuSport Dealer Show
Firearms Case Study
Tuesday, January 25, 2011
social media explorer | AcuSport Dealer Show
Where Do I Start?
• Forums & Message Boards
• Topics on Google Groups, Yahoo
Answers, LinkedIn or Facebook
• Facebook page
• Consider a blog
• YouTube
Tuesday, January 25, 2011
social media explorer | AcuSport Dealer Show
What You Can Do
• Learn what the tools/platforms can do
• Research what your target audiences are doing online
• Develop ways to add value to that online experience
• Present clear calls-to-action that drive your business metrics
Tuesday, January 25, 2011
social media explorer | AcuSport Dealer Show
Thank You!
Jason FallsPrincipal
Social Media Explorer
Email: [email protected]
Twitter: @JasonFalls
Phone: 502.509.4763
Web: socialmediaexplorer.com
Newsletter: socialmediaexplorer.com/newsletter
LEARN MORE, OFTEN
ExploringSocialMedia.com
Tuesday, January 25, 2011
