TRG – Social Media For Retailers

ebook Ser ies: Volume 3
the promise behind the brand.
Social Media for retailerS

Social Media
for Retailers

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©The Russo Group, 2009. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.

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TABLE OF CONTENTS

Why Social Media?................................................................................................................................................................................3
How is it relevant to retail Stores? ...................................................................................................................................................5
Who can Benefit from it? ....................................................................................................................................................................6
How Should retailers Use it? ..............................................................................................................................................................7
the trend ..................................................................................................................................................................................................9
Who is increasing Sales through it? .............................................................................................................................................. 10
conclusion ............................................................................................................................................................................................. 12



Why Social
Media?
Because Social Media provides businesses the
ideal opportunity to talk directly with the consumer
– engaging them in a conversation that can not only
lead to stronger brand awareness, but also brand
loyalty and advocacy.



Why Social
Media?
For businesses with an established (but not necessarily
recognizable) brand, Social Media is a new frontier
in advertising and brand building.

Businesses that become a part of a Social Networking
community are making an effort to become more
visible to the millions upon millions of people that
utilize some sort of Social Networking site.

Social Media also provides consumers with the
ability to interact with the brand. From this, business
can easily attain feedback.



how is this
relevant
to retail
stores?

Because retail stores are just like
any other business. Retailers want
the same thing for their product
(the store) as other businesses do.
They want to build a brand,
increase their visibility and
gain a fan base.
And Social can provide that.



Who can
benefit
from it?

The main purpose of Social Media is to Dell is a great example of a company that
give users the ability to express themselves interacts with consumers on multiple social
and make connections. With the evolution media networks. The company’s online
of Social Networking sites, users have fanbase* consists of:
more legroom than ever to broaden their • Twitter – over 1.2 million
circle of friends. Any business that wants • Facebook – over 60,000
to reach out to this rapidly-expanding • YouTube – over 2,000 (subscribed)
populous could benefit from the high • MySpace – over 10,000
volume of people logged on. *Numbers refer to Dell’s main pages only.



hoW Should
RetaileRS
uSe it?
Retailers should spread themselves
out. Concentrating on one network
to broadcast the message is
good, but it won’t cover all the
bases. Establishing a Facebook
page, logging into Twitter, and
maintaining a relevant blog are all
very manageable outlets of Social
Media that a retailer can utilize
simultaneously.



hoW Should
RetaileRS
uSe it?
Using Twitter to broadcast sales or specials
is a good way to instantly expose all of a
retailer’s “followers” to what’s going on at
the store.

Using Facebook to build an image for a retailer
offers Facebook users a look at what is going
on in the day-to-day life of the retail store.

Blogging daily or weekly can offer consumers
a look at exactly what a retailer’s mission is
and how its brand “thinks”.



the
trend
The current trend in spending for retailers,
according to The National Retail Federation’s
Shop.org and Forrester Research, shows
that Social Media marketing budgets are
actually increasing or remaining the same,
while search engine marketing budgets are
being cut.



Who is
increasing sales
through it?
In one example, two clothing retailers increased their
sales though thorough Social Media utilization.

Urban Outfitters is a publicly traded company that
owns and operates five retail lines. It operates more
than 140 locations across the globe. Urban Outfitters
has been on the cutting edge of the Social Media
trend since the rise of Social Media and has used
such sites as YouTube and Blogspot (among others)
to drive traffic to their stores and website.



Who is
increasing
sales
through it?
Dirty Coast is another clothing retailer
with one location in Uptown New
Orleans. Dirty Coast also uses Social
Media to increase their sales by
consistently updating their Facebook
page with the newest shirt designs
and links that drive users to the site.



concluSion
The bottom line:
Social Media is a good thing. It’s an even better
thing for those with something to say. As a retailer,
the foremost product is the message. And if a
retailer can responsibly broadcast and manage
that message, then Social Media could
be its driving force.



RUSSO IS A STRATEGIC BRANDING AGENCY –
AND AS A BRANDING AGENCY, WE ARE BELIEVERS.

Here, we believe in the promise behind the brand.
And here, we believe that changing the conversation motivates consumer behavior.

Through the use of consumer insight, we develop branding initiatives for our clients
that form emotional connections with their consumers.

for more information on branding, social media
or to learn more about the russo Group, drop us a line, we would love to hear from you.

116 e. congress St., downtown lafayette, la 70501 | 337.769.1530 | f 337.769.1531
www.therussogroup.com | www.razorbrandingblog.com | jaci@therussogroup.com



Social Media
for Retailers

©The Russo Group, 2009. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.


TRG – Social Media For Retailers

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