Creative Opportunities For Retailers In Blogs, Tweets and Links

Following a panel discussion last month at the Las Vegas Market, a member of the audience asked a Lloyd Princeton-moderated panel of industry thought leaders, “With the market being as tight as it is, what would be the one thing you would recommend to me right now to get my company out there and in front of as many people as I possibly can?” Los Angeles designer Mark Cutler’s answer stressed the importance of embracing free marketing opportunities such as blogging, emphasizing the cumulative power of posted information as a marketing tool. Cutler recently signed two large design projects from a Russian client who saw a post on his blog from two and a half years ago, proving that the more you post, the more you put out there for the search engines to find.

About a month ago, our editorial staff began using another free tool, Twitter. The move was jump-started by the Jan. 30th edition of the weekly e-letter we receive from our company’s director of content strategy and development. It began by telling us in big bold letters to “Expand your Brand & Career: Open a Twitter Account. Right now.” Well, we did. And that was the end of my uncomplicated, deadline-driven editorial life.

Right after I started tweeting, I linked my personal Twitter updates to my Facebook page, a little trick I copied from one of my Facebook friends, OneCoast CEO Ted Teele (check out OneCoast's new Facebook page). I also began to notice that suddenly a lot more of my friends and business acquaintances are out there on Facebook, validated by recent Nielsen Online research that shows the 35-49 age group accounted for the biggest increase in Facebook users in 2008. So, to my article-writing, news-posting, blogging, emailing, texting, tweeting and linking-in, I’ve just added a bunch of Facebook updates, friends and apps.

 

As someone who sits in front of a computer screen all day most days, I’m slowly figuring out how to prioritize and integrate it into my daily routine. But what if you’re on the sales floor, running the back office or calling on clients? Is there any value in adding these tools to your already overloaded circuits?  

 

GUILDMASTER CEO STEVE CROWDER thinks so. Crowder has been using them to interact with fans and followers during a 15,000-mile cross-country journey he embarked upon in February to visit hundreds of retailers, some of whom don’t travel to any of the markets, to see first hand what they’re doing to be successful in this economy and how Guildmaster can help. Crowder’s “Guildmaster on Tour” Facebook , LinkedIn and Twitter posting has enabled two-way and group communication between Crowder, retailers, his employees, family members, friends and industry associates. His online tour coverage has also captured a bit of media attention along the way.

 

Thus far, the project has been a huge success. “First, the trip has lifted the spirits of our customers, as well as our own team,” Crowder said. “Connecting in person, discovering their passion and learning what drives them, has been invaluable. Twittering and Facebook have helped retailers, employees, friends and suppliers stay connected to the tour. I do not know of anything else that we could have used that would have been as efficient as both of these two social media tools.” 

 

Of the two, Crowder said the “Guildmaster on Tour” Facebook page has been more useful since it provides the project with an open platform for pictures, comments and discussions. However, the reception of Twitter, Facebook and LinkedIn by the home accents community has surprised him.

 

“Many retailers and sales reps have told me that the first time they have used these was to follow the Guildmaster Tour,” he said. “Some have jumped into the deep end, making connections with other retailers, sales reps and long lost friends. One rep told me she had 200 friends in two weeks.”

 

More important, Crowder said some retailers have told him they’re connecting more with customers on Facebook. “I believe we will begin seeing some creative uses. The retailers I have visited so far are creative and quick studies, so we are excited to be at the beginning of what could change the way retailers touch their customers.”

 

LESLIE CAROTHERS COULDN'T AGREE MORE. Carothers wears several hats as a social media strategist for the home furnishings industry and says that 70% of new business opportunities for her company, The Kaleidoscope Partnership, are coming through Carothers' Twitter account. “I have been twittering since mid-October of last year, so for about four and a half months. Twitter has almost replaced Gmail for me.” 

Also an active user of Facebook and LinkedIn, Carothers says each has its own place and purpose as facilitators of social interaction and customer building. “Facebook is the backyard barbeque; LinkedIn is the business cocktail party at market; Twitter is the virtual water cooler, so it combines both and it all happens faster there.

“Twitter, in my opinion, is the best for gaining access quickly to people you would never have a chance to gain access to in real life. Facebook is very powerful for retailers who want to promote events, post videos, etc. and is being used successfully by a wide variety of retailers now for this purpose. BlueFish Home  is a good example.”

 

Carothers said one of the most effective applications of Twitter she’s seen in home furnishings retailing is that of The Century House in Madison, Wisc., where the owner and his sales consultants are using the conversational aspect of Twitter to connect with vendors and engage potential customers. He even partnered with one of his vendors, Natura mattresses, for a mattress giveaway on Facebook that was co-promoted through Twitter. As a result, Carothers said Twitter is now the retailer’s number two source for referrals, after Google.

Retailers can also start or join groups on LinkedIn to promote their store, products or special services and to find people interested in their niche. Carothers started one called Social Networking for Furniture Retailers, Manufacturers and Suppliers where group members communicate with each other about ideas and opportunities, post links, and share original content.

During a March technology symposium at High Point University, I heard at least a dozen people from a variety of professions – musicians, designers, editors, teachers, realtors – agree that trying to incorporate the social media tools, groups and networks into their lives is getting messier and more chaotic by the day. But everyone also agreed that, without a doubt, therein lies a field of opportunity for creative thinkers.

Submitted by Susan Pyle Dickenson. Susan is a friend of C.H.I.P.s and retail editor for Home Accents Today.  She can be followed on Twitter here.