Social Media 101 - Part 3

Have you read Social Media 101 - Part 1 & Part 2? This post will make more sense if you have.
1. http://magnoliasolutions.blogspot.com/2009/10/social-media-101-part-1.html
2. http://magnoliasolutions.blogspot.com/2009/10/social-media-101-part-2.html

We have covered; What is Social Media and Networking sites MySpace & Facebook.

Twitter (www.twitter.com) is the social media of the moment, despite starting in 2006. Twitter asks users to answer “What are you doing right now?” in 140 characters or less. It is, in essence, a status update or a micro blog.

Like other social media sites, Twitter users are encouraged to connect and interact to build relationship and communications. ‘Twibes’, a wordplay on Tribes, are people with common interests. Connecting with members in your Twibe of interest ensures you get the most from your interactions and make better quality connections.

At the moment, on the Twibe site (www.twibes.com), there are:
o 21 ‘Retail’ Twibes
o 40 ‘Sales’ Twibes
o 19 ‘Customer’ Twibes
o 29 ‘Gift’ Twibes
o 35 ‘Shopping’ Twibes
o 40 ‘Shop’ Twibes

That is 184 Twibes that you as a Gift Retailer can interact with immediately. Once you find a Twibe you would like to join, you simply hit the button and enter your Twitter account and password (the first time only) and the information is automatically attached to your account.

It is important to make your ‘Tweets’ interesting and relevant.

Although Twitter is mainly text based you can upload photos to sites such as Twitpic (www.twitpic.com) and write a comment which will automatically update your Twitter status (too easy!). If you have more than one photo per topic then it is best to upload on your site, Facebook or blog and then Tweet about that via a link.

Twitter retail store application:

· Update Stock just in or on its way (create excitement)
· Communicate instore promotions
· Create ‘Spot Special’ excitement – clear stock that is not moving at what is normally a quiet time
· Interesting stories your have read online
· Interesting magazine articles
· Keep emphasising the thing that makes your store different
· Connect with complimentary businesses to promote your business
· Connect with suppliers, customers and other local businesses
· Connect with relevant Twibes

The Social Media landscape should be a little clearer for you now, next up: Blogging!

Social Media 101 - Part 2

Have you read Social Media 101? This post will make more sense if you have. http://magnoliasolutions.blogspot.com/2009/10/social-media-101-part-1.html

To understand where we are now, let’s look back a few years.

My Space (www.myspace.com) was launched in 2003 and quickly became ‘the’ must-join site. It predominantly engaged and was used by Gen Y, artists and musicians. It was easy to dismiss as it did not have an obvious business application, even though it did launch many bands and artists worldwide. It connected them directly with their market and encouraged direct interaction. For the first time, people could have a ‘personal’ interaction with their favourite artists, as well as other people that spanned time zones, countries and demographics.

My Space challenged Gen X and older. We did not share our personal information with perfect strangers! We were more private and did not see a place for this social site in our lives.

Facebook (www.facebook.com) quickly followed and was not as easy to dismiss or ignore. Initially, developed in 2004, as a ‘keep in touch’ tool for Harvard graduates, Facebook quickly spread around the world and across many generations. It allows users to have their own FREE mini-website and a voice. Users set up their page, invite people to connect with them and share information, photos, music and videos. It was the photo application that was quickly adopted by users and lead to Facebook’s incredibly rapid adoption among the not so tech-savvy public.

Facebook Applications were added to extend the interactions on the site. There are over 35 000 applications on the site, ranging from surveys, quizzes, petitions, fortune telling & real time chess! In addition to a personal page, Facebook allows business pages, blogging, advertising, creation of group and events. All of these tools/applications can be used to promote your business and develop a close relationship and interaction with current and new customers.

Pages can be public, so that anyone can view them, or private, where connections are made by invitation only. Generally, personal pages are private and people must request or be invited to connect. Business Pages and Events are generally open and can be followed at the click of a button.

Facebook users can post regular status updates, comment about information on friends’ pages or join a conversation on public interest pages. The choice is endless, the result is a closer immediate interaction. The beauty of Facebook is the ability to use images and text to make it more interesting.

Facebook retail store application:

· you can create a page for your store
· link to your website, blog, twitter
· provide store location & contact details
· update your status daily with: new stock in store, sale information, product information, funny short stories, nice customer interactions, website updates, loyalty program information etc
· upload pictures of your product lines
· invite customers to upload pictures with your products or experiences
· ask questions and engage your customers (Discussions tab)
· provide reviews / testimonials of past sales (Reviews tab)
· add a calendar of in-store events to your page so customers know what is coming then review it and upload photos after the fact
· remember to promote your Facebook page instore on your information and on your website and other media

Next, we'll cover Twitter & Blogging....

Subsequent posts:
Social Media - Part 3. http://magnoliasolutions.blogspot.com/2009/10/social-media-101-part-3.html

Social Media 101 - Part 1

The way we communicate, promote and brand our business has changed forever with the emergence of Social Media. The old rules are obsolete and now is the time to embrace the new media and take full advantage of the new communication age. In an increasingly competitive market, retailers need to stand out from the crowd and increase their profile online and offline.

Retailers have a great opportunity to connect with current customers and find new customers at a low cost without technical/programming skills.

Over the last few months I have fully immersed myself in Social Media, predominantly Facebook, Twitter & Blogging. The results have pleasantly surprised me! I knew that there was a strong online community but being a part of these conversations and building relationships has enriched my business and me personally.

I have received many queries and questions from retailers and thought this article was a great opportunity to at least introduce the concept, demystify the media and encourage innovative entrepreneurial retailers to get started (or seek help starting!). I have included theory and practical application to help you start creating your Social Media strategy.

Wikipedia defines Social Media as:

“Social media are media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers.”

The objective of a Social Media presence is to:
· establish your business as an authority in your field, be the ‘go-to’ store
· communicate with current customers
· reach out, find and connect with new customers who may be out of your local area (or country)
· create excitement about your brand
· increase your online profile and consumer awareness
· encourage regular contact with your market
· customise communications to suit different groups of customers

There is a lot to cover so I will break this article up over 4 posts...sit back, relax & enjoy...

Subsequent posts:
Social Media - Part 2. http://magnoliasolutions.blogspot.com/2009/10/social-media-101-part-2.html
Social Media - Part 3. http://magnoliasolutions.blogspot.com/2009/10/social-media-101-part-3.html

Bit about Me!

Hello!

I thought I would cut my Bio short so that you can see all of the other things we have here! What to do with all the other info that gives you an insight into me and my business?
So I can put it here!

Over the past 20 years I have acquired many skills and things I love!

I am a paper lover, retail specialist, trainer, consultant, product designer, wholesaler and now adding blogger!!

I started Paper Magnolia in 2004, bringing exquisite stationery to Australia and developing my own products in response to the market. Fine Stationery is back in style and Australians are once again embracing fine, quality stationery. We work with great retailers from around Australia and New Zealand.

We pride ourselves on having products that are 'retail ready' as they have been developed with the market in mind. We understand the needs and limitations of retail and how best to work with retailers. Being a Grace Bros Management Cadet means that my knowledge and expertise in retail is based on a practical experience from the ground up!

Magnolia Solutions is our newest 'product', really a 'service', which has organically developed from our close relationships with customers and applying our retail marketing skills. Retail is hard work and we understand the vital elements required to create a successful retail business.

Magnolia Solutions offers customers creative marketing solutions for their retail business. We are working with retailers in all product categories. Despite the current economic climate, we are working to bring the theatre back in to retail while increasing profits.

Our packages have been developed to help customers as much, or as little, as they need it.
We offer packages from; a Business Health Check, Communications Package, Promotions Package and Full Embedded Support.

As with any business we have been evolving. We also work with some clients as their external Marketing Department which has been great fun and wonderful to see some projects that have been on the drawing board for a long time come to fruition and be successful!

Results are immediate, as is customers’ renewed enthusiasm in fine-tuning their business and getting on with what they love - being great retailers!

Enjoy the Blog!

Don't forget to leave your comments and let me know if there are any topics you would like explored!

Cheers!

Nancy :-)

Stationery is the New Candle

If someone told me that candles would be sold for $80.00 when I started my retail career as a Grace Bros cadet 22 years go, I would have thought they were dreaming!

The dream is a reality, with candles in all sizes, colours, fragrances, packaging and prices, becoming a key gift item over the last 10 years. In fact, there are dedicated stores that sell candles and all that goes with them.

Whilst I am a big fan of the candle and have them all over my house with backup in the linen cupboard, I think that I am a little candled-out and I am not alone.

When looking at the ‘next big thing’ we need to look at why the ‘current big thing’ was so popular. They appeal to a wide range of tastes, have multiple applications, appeal to both men and women, are ageless, have a fashion component and are functional.
Consumer value-perception is changing. They value a well designed piece, quality material and functionality. They will pay a little more for something that is different and not widely available.
Candles are; attractive, scented, evoke emotion, gorgeously packed, part of home-décor and don’t need to be hidden, suitable for a wide variety of tastes and ages and most importantly are functional as they are used and not just decoration! They are not a risky item for you to stock in your stores.

The retail landscape is also changing, we now have emerging specialists who are carving a place for themselves amongst the mass merchandisers and department stores. They offer a greater assortment of product, move with the trends faster and have a higher level of customer service.

When shopping at these stores consumers seek a ‘special’ total shopping experience which encompasses product, ambience, service and location. Price, while still an influencer, is not a deciding factor.

When looking at their product mix, Gift and Homeware Stores need to include products that these emerging specialists are selling. This will ensure they are capitalising on the growing awareness and consumer demand built by the specialist. To ignore this would be to drive your customers towards the specialty stores.

One example is the trend back to writing stationery.
The evolution of writing and boxed stationery, which includes fashion prints, notepads, journals, boxed cards, tags, photo albums etc, in the mainstream market is easy to follow over the past few years in Australia.

Specialty paper/stationery stores did not exist in Australia eight years ago. More and more specialists are opening their doors and creating a destination for arbiters of functional, attractive stationery and writing materials and all that goes with them.
Consumers are exposed to these stores and seeking a wider variety of these products in their normal shopping destinations.
Once upon a time, a card was $1.00 and the thought that we would be buying $10.00 cards was unbelievable. Now, it is a reality with a range of cards and wrap that rival London’s Paperchase stores.
Emails and social websites, such as Facebook, have only enhanced the need for personal communication and contact. Increasingly, I hear that people do not have time to read personal emails and are sick of only receiving bills in the mail. With such a wide variety of papers and cards available, finding your signature piece is easier than ever before.

Once a status symbol of the upper classes, fine-writing stationery, and gorgeous notecards are now sought after by the gift buying consumer. For years we dreamed of visiting the stores of the masters; Smythson of Bond Street in London, Crane & Co from the USA, Kate’s Paperie in New York and Cassegrain in Paris. In fact, it was on these trips that we stocked up as we could not buy such things in Australia.

Today’s consumer is now aware of these products in Australia and has added them to their shopping list when shopping at home. They desire something that is not just attractive and usable but also a reflection of their style.

So this leads me to make this bold statement – Stationery is the new Candle.