
SMC Phoenix
Small Biz using social media
8/13
Panel action tonight
Dana Arnold is Chair – Works for local Agency
Jim Davis – Bobbies Flowers – Blog, Twitter, FB, soon Linked in – one store bobbies_flowers
Heather Cordova – Bookmans – FB Twitter, Myspace(Not so much) – bookmans
Kristen – Wildflower – 9 Locations in AZ – Twitter, FB, Yelp – wildflowerbread
Joe Johnston – Joe’s Farm, Liberty Market – realjoe , libertymarket, joesfarmgrill
Why SM?
Joe – 1)passion and 2)serve from heart – does it to show community where it comes from – ex. food classes, menu recommendations, feedback – interacts with anyone who goes there and uses twitter
Kristen – built biz on word of mouth, show passion, also searches for what is being said about them online
Heather – being aware and engaging conversation about their brand, also for reaching out to community
Jim – reaching out to community, is new to it about 3 months now, likes the idea of it and is business focused but working on social, trying for the younger crowd, sees it as another networking avenue
Is SM effective/measurable?
Jim – has noticed new customers due to FB, is not advertising just using a FB page
Heather – deciper the various types of success – 1) numbers 2)community – sees the branding aspect as very effective
Kristen -have been on since April – have tried some focused promotions, got 40 people on a single day promotion for cheesecake discount, also using the feedback capability as method of winning back customers. they get alerts whenever someone posts about wildflower, the company owner gets involved with these feedback.
Joe – direct measure by getting more money from hosting EVFN and other events that bring people into their store, about $10k in additional revenue from 9 months promotion. also sees large buzz about liberty market name online. sees the momentum created as really big aspect.
Jim – comment feedback is very effective also creating buzz online, no dollar at this time to measure
How much time on SM?
Joe – 2 to 2.5 hours a day, has partners that help operate businesses. he is focused on the concept. does not buy advertising
Kristen – 5 hours a week – majority of time is handling reactive situations, sees it as a need for customer support, wants to see how things can be more proactive. she runs Twitter, FB, and runs the marketing department.
Jm – How much time is reactive vs proactive?
Jim – 2 hours per day, feels that once he learns and gets strategy and will not have to spend that much time in the future. wants to reduce time spent on there. his wife does twitter
heather – 8 to 9 hours of monitoring, doesnt feel its enough, active participation is 2 hours at least a day, but needs to be on there more – she is the web monkey
how do you solicit followers?
jim – friends of friends – searches through the profiles of friends on FB, on twitter is building is slower sees it easier to add friends on FB over twitter
joe – is aggressive about it, checks @ replies and follows immediately, searches for no @’s and get them, tracks followers and goes after theirs, searches critics, and keeps expanding it, checks followers followers, is bumping into the twitter ceiling, once you have 2000 followers you have to have more than 1800 following back
kristen – does drawings and contests for getting more followers, uses referral and word of mouth for building FB
heather – responds to @’s, RT good messages about the store, FB is strange for her as new users show up randomly
what is the response time for comments?
kristen – has not had a realtime response yet, is looking for it. she saw one instance and the user felt he was being stalked as she responded in twitter.
joe – responds pretty fast
what are your doing to get people in the store?
Heater – ticket giveaways if you come to the store, events, have not had more than 5 people show up, no stampedes
Jim – offered some coupons, good response with free flowers, sends out a newsletter with trivia question that required blog response or be a fan and that drove up follower numbers
when you post updates how much is personal?
Jim – tries not to be negative but lets some personality come out but tries to be positive
heather – more personal than she used to, comes with a comfort level on twitter. has to make it real so that people will pay attention. they struggle with getting the individual personality out that each store has.
kristen – tries to show personality but has to police herself a lot. @ replies are more than just ‘thank you’
how many times do you DM over public?
kristen – not seeing her @ replies
joe – sees bathroom replies. their baristas are also encouraged to tweet
can you give us a specific idea that was successful with SM?
joe – passion for the food, has classes that have limited seating, sends out invites 1 week early, booked within 45 minutes
heather – helped advertise a tweetup for espresso guy in front of tucson store
jim – helped out rock and roll fingers and by a few tweets resulted in getting news cameras to location
what is tough for your business using SM? or is there an issue with B2B?
jim – searching on 1800flowers for bad experiences and picks up business to help them out
how would you agitate followers to be more conversational?
heather – make it about the users and grow from that
jim – talks about his dog and that gets comments
joe – asking customer for feedback, also helps for product development, BLT or Tuna
do you use pics or video?
jim – wants to know about it
heather – people love when pics are posted about employee dogs, video about events and local performances
kristen – uses twipic when talking about menu items, gets managers at each store to send them pictures
joe – uses phone camera and ubertwitter, posts immediatley about new menu items, also has library of stock photos and uses those for various @’s, videos of restrooms
advise for getting started with SM?
heather – not having enough time to respond to everything, streamling, yelp makes it difficult with multiple locations
kristen – find some followers and searches to check in on, do not be analytical
joe – DIY because the personal aspect is important, no one knows your business like you do. does not like giving discounts.
is there an ROI? how are businesses doing?
jim – goal was to build SEO, not sure about ROI on SM
heather – not really focused on ROI
kristen – doesn’t have a number
do you track where customers are coming from?
kristen – gets feedback from managers each night but very small at this point
jim- pulls out business cards from networking meeting and says he can now follow up with them on twitter to keep dialogue going