Content Marketing in Retail: A #CMWorld Twitter Chat with Carmella Lanni

vegecomgirlWhile the principles of content marketing apply to any industry, there are special considerations in different verticals. Carmella Lanni joined our recent #CMWorld Twitter chat to lead the conversation around what retail marketers need to be thinking about and doing differently.  Lots of great examples were shared as well.  

Go in-depth about retail – or 9 other vertical including financial services, industrial manufacturing and professional services – during the CMW Industry Labs on Thursday, September 11.

Let’s get started! Q1: What unique challenges do content marketers in the retail space face? #CMWorld

 

A1. One challenge is to try not to use #contentmarketing as a sales tool, but as a sales driver. There’s a difference. #cmworld

@vegecomgirl

 

A1. For me, sales tools make & optimize sales & data. They help you forecast & identify gaps and trends. #cmworld

@vegecomgirl

 

A1. Sales drivers are what bring the consumers to your business. You have to build relationship which will lead to a sale. #cmworld

@vegecomgirl

 

A1: Selling without selling. Establishing content that users want to consume, share and learn from while still driving sales #cmworld

@jesephm

 

@vegecomgirl The biggest challenge for me is to not use #contentmarketing as a pickup line. #cmworld

@BJMcCollister

 

@vegecomgirl I like your wording better! #cmworld

@jesephm

 

A1. Another challenge is in promotions. Not a discounter, you have to be creative in connecting & engaging consumers #cmworld

@vegecomgirl

 

A1 Being able to narrow down focus to a local market and measuring what’s actually driving sales/visits #cmworld

@tracibrowne

 

A1. I’ve faced such challenges. I have to put myself in the role of the consumer. Well, correction: We’re all consumers! #cmworld

@vegecomgirl

 

A1: I think it’s important to focus on content that is informative and relevant, rather than just sell, sell, sell! #CMWorld

@sugarsugarcg

 

@BJMcCollister LOL! Yeah it doesn’t work so well for dating in retail lol #cmworld

@vegecomgirl

 

I ask “What is my brand doing to connect with me?” “Why would I shop with my brand?” “What will my brand do after I buy?” #cmworld

@vegecomgirl

 

This is a small preview of what I’ve been working on for a retail company in the mid August for Christmas. #cmworld http://t.co/UGolqurPPC

@NenadSenic

 

@vegecomgirl That is SO important! #CMWorld

@cmcphillips

 

A1. If I can’t answer those questions, I need to go back, review and revise with self and team #cmworld

@vegecomgirl

 

A1 Content marketers in the retail space have to entertain and entice in order to get people to their storefront and sell! #cmworld

@outmarket

 

With retail, @vegecomgirl says you have to put yourself in the role of the consumer. We’re all consumers! #cmworld

@lindadessau

 

A1: For example, we have a client that is a wine bar. The could post a blog about wine pairings to show expertise. #CMWorld

@sugarsugarcg

 

@NenadSenic get that snow out of here! #cmworld

@jesephm

 

A1: Readers would then become interested in wine offerings and hopefully want to try some at the bar. #CMWorld

@sugarsugarcg

 

A1. Everything is not for sale. Give some stuff away. #cmworld

@Mark_Markets

 

@vegecomgirl Yes! Great point when brands realize that. Think of your own self as a customer for great reference framing #cmworld

@NathanStrum

 

@sugarsugarcg Absolutely! #CMWorld

@CMIContent

 

A1: Industry (or niche) reputation, not featuring all sales/products all the time. #CMWorld

@SocialViz

 

Good morning #cmworld!

@SFerika

 

A1: Differentiation – if you are monitoring industry and competition you have to adapt and evolve, not just copy things that work #cmworld

@jesephm

 

How about niche vs commodity product/brands? Differences in community building, content etc? #cmworld

@PatrickHayslett

 

@sugarsugarcg Exactly. We’re not just here to push products. We need to show value in what we do #cmworld

@vegecomgirl

 

@SFerika Hi Erika! #cmworld

@lindadessau

 

A1 Also in retail, consumers may already have preferred brands. Creating content that makes consumers consider something new. #cmworld

@outmarket

 

@Mark_Markets Definitely. We give away so much (content/ebooks/slideshares) and many times as for nothing in return. #CMWorld

@cmcphillips

 

.@vegecomgirl I 100% agree! It’s all about showcasing yourself and your company as an expert. #CMWorld

@sugarsugarcg

 

@lindadessau /wave looking forward to seeing you in person in a few short weeks! 😉 #cmworld

@SFerika

 

@jesephm Yes. Be an originator and balance it out with some curation where it can work for you. But the original comes first #cmworld

@vegecomgirl

 

Q1: Content marketers have the challenge of finding ways to engage w/ consumers online – the Platforms are always changing! #CMworld

@LindseySchnabel

 

@SFerika Me too 🙂 #cmworld

@lindadessau

 

@CMIContent @PatrickHayslett That is a great question! The differences come based on what the niche is seeking #cmworld

@vegecomgirl

 

@cmcphillips I have yet to receive any of your free stuff. What’s wrong with this picture? #cmworld

@Mark_Markets

 

@LindseySchnabel You’re right about that. And it doesn’t help to be on everything at once #cmworld

@vegecomgirl

 

Q1: another challenge is understanding & writing for the POV of the consumers. It’s always so simple #cmworld

@LindseySchnabel

 

@mikemyers614 @Mark_Markets @vegecomgirl I only go places for the free shit. #cmworld

@BJMcCollister

 

@Mark_Markets From CMI? Really? I can fix that. 🙂 #CMWorld

@cmcphillips

 

Q2: What conversions should online retailers be tracking and how can content marketing support these? #CMWorld

 

@BJMcCollister @mikemyers614 @Mark_Markets Oh you!!! Greedy Smurf is in the house! 😉 #cmworld

@vegecomgirl

 

A2. Traffic flow: #contentmarketing builds awareness & extends reach to bring new/current users to your site #cmworld

@vegecomgirl

 

A1. Making sth unique that your competitors haven’t done yet and then effectively promoting it #cmworld

@JoannaLangier

 

A2. Revenue & unit sales: #contentmarketing can introduce new items, give product experience and educate shoppers #cmworld

@vegecomgirl

 

@vegecomgirl excited to have you in the hot seat this morning! 🙂 #cmworld @CMIContent

@SFerika

 

Agree w @jesephm on differentiation. Brands are competing with media, not just other brands, so unique value prop is critical #cmworld

@IanMasonHF

 

A2. Average order value: #contentmarketing can help you segment when you’re looking at ticket items & find opportunities #cmworld

@vegecomgirl

 

@SFerika @vegecomgirl We are too! She rocks at twitter chats! #CMWorld

@CMIContent

 

A2: If there is a specific item that is capturing alot of attention, talk about it! Same for under-performing items- educate on it #cmworld

@NathanStrum

 

I’m a member of a niche community and I find that direct selling is more accepted, even desired in it (myself included) #cmworld

@PatrickHayslett

 

A2. Customer service stats: #contentmarketing can bring value to both brand & consumer. #cmworld

@vegecomgirl

 

Working on some content right now, but will be observing the #CMWorld 🙂

@Content_Money

 

A2. Examine how shoppers communicate with you & show you manage those interactions #cmworld

@vegecomgirl

 

A2: New user visits, repeat visits, exit pages/drop offs. Find the best path from acquisition to sale and try to replicate it #cmworld

@jesephm

 

A2: Specialized coupon codes for brick-and-mortar sales that can be attributed to online marketing. #CMWorld

@sugarsugarcg

 

@PatrickHayslett As am I. And direct selling can work in certain categories. I do agree. In others, indirect can build loyalty too #cmworld

@vegecomgirl

 

@vegecomgirl It’s not as daunting as it seems, in my opinion. People are afraid to start. I say jump on in! #CMWorld

@cmcphillips

 

A2: In social split test product photos – analyze sharable data and use it to drive content strategy in marketing AND on site #cmworld

@jesephm

 

A1: Followers aren’t always ready to buy so providing content that captures people at all stages of the buying cycle #CMWorld

@KDADouglas

 

@cmcphillips It does take some work at it. Trying to build a strategy to support it esp in a NEW #ecomm biz has its challenges #cmworld

@vegecomgirl

 

A2. The unconversion … leaving stuff in the shopping cart. #cmworld

@Mark_Markets

 

@mikemyers614 Nice new profile pic. Love the hat! #cmworld

@SueBrady

 

@jesephm Would love to hear of any successes you have had at this! Good for you. #CMWorld

@CMIContent

 

@vegecomgirl traffic flow is SO important and gets missed to often. you HAVE to know how users are reaching checkout (or not) #cmworld

@jesephm

 

@KDADouglas Excellent point! Where are they in the buying cycle is certainly telling #cmworld

@vegecomgirl

 

@KDADouglas Great point of mention! This can be in the form of reminders, or sharing details to inspire to finalize purchase #cmworld

@NathanStrum

 

@Mark_Markets Cart abandonment is a huge issue – and HUGE opportunity. #CMWorld

@cmcphillips

 

A2 Time on product pages via content marketing is a telling metric on whether you linked to something relevant or not! #cmworld

@outmarket

 

@cmcphillips @Mark_Markets I am no stranger to those #cmworld

@NathanStrum

 

@SueBrady @mikemyers614 Agree! 🙂 #CMWorld

@CMIContent

 

@SueBrady Ha! Thanks. I was talking smack about thinking hats last week so I figured… #cmworld

@mikemyers614

 

@cmcphillips @Mark_Markets Whoops! Hit enter too soon. Those emails* saying I still have items left in my cart #cmworld

@NathanStrum

 

Might also be important as to what stage your product/service is in when you try content, like Amazon Local. Launched too early? #cmworld

@PatrickHayslett

 

@outmarket Time on a page can help you identify gaps. Put that with a heat map and the conversion funnel. It’s telling! #cmworld

@vegecomgirl

 

@CMIContent Twitter/FB are great for exposure. Pinterest is great for sales Use tweeted/fb’d images for Pins -> (people like them) #cmworld

@jesephm

 

@NathanStrum @Mark_Markets That’s also a B2B issue – we’re even working on that w/incomplete #CMWorld registrations. Helping people finish.

@cmcphillips

 

@vegecomgirl Love that tip! #cmworld

@outmarket

 

A2: Track user trends, feedback, and questions. Use that information to generate content. #CMWorld

@sugarsugarcg

 

@PatrickHayslett Well, you can certainly try content in its infancy to begin education. If you don’t educate, how will be know? #cmworld

@vegecomgirl

 

@outmarket yes! find out what is keeping people on site and scale it #cmworld

@jesephm

 

Q3: What are some examples of retailers who are exceling in content marketing? Why do you love them? #CMWorld

 

@cmcphillips @Mark_Markets It’s definitely a mental hangup. We love the feeling of adding items to a cart, hate seeing the total #cmworld

@NathanStrum

 

@cmcphillips @NathanStrum @Mark_Markets I work in a biz that does both. I hear that A LOT on the B2B side #cmworld

@vegecomgirl

 

@cmcphillips @Mark_Markets Incomplete online quotes are also a great opportunity to follow up, ask why. #cmworld

@mikemyers614

 

A2. The cart abandoner should be faced with this message to insure the conversion https://imgflip.com/i/bauvo #cmworld

@Mark_Markets

 

@sugarsugarcg Interacting with customers is key! #cmworld

@vegecomgirl

 

A3. My fave is @ModCloth! I adore them, because they treat consumers like REAL people. They know how to engage & connect #cmworld

@vegecomgirl

 

Oh I agree @vegecomgirl I meant aligning your content with how far along your end product currently is. #cmworld

@PatrickHayslett

 

@vegecomgirl @CMIContent A2: Google Analytics has an awesome new Ecommerce section 🙂 #cmworld

@KyleAkerman

 

exactly @vegecomgirl Also there’s the challenge of writing for every platform. Not all platforms are created equal! #cmworld

@LindseySchnabel

 

A3 Our fav retailer excelling in content is @lowes! Their Fix in 6 Secs Vine videos are so helpful, and drive consumers to store. #cmworld

@outmarket

 

A3. Product reviews, Style Gallery, Modstylists, blog, tutorials, etc. They have nailed it because they know the audience #cmworld

@vegecomgirl

 

A3. Not only do they know their audience. They know how to attract new visitors as well. #cmworld

@vegecomgirl

 

A3. Umm should I mention I just made a purchase with @ModCloth today? #cmworld

@vegecomgirl

 

@KyleAkerman That would be fantastic for us to use for our event registrations! #CMWorld

@CMIContent

 

@PatrickHayslett Ahh gotcha. Yes. I see your point there. #cmworld

@vegecomgirl

 

A3. Others I like include @ASOS because they’re often ahead of the curve with #ecommerce & #contentmarketing #cmworld

@vegecomgirl

 

A3: McDonald’s of CA is great because they address issues consumers face w their #brand directly (why doesn’t McDs of NA do that?) #cmworld

@mikemyers614

 

A2: Conversion from traffic sources to determine how well social traffic converts compared with other sources #CMWorld

@KDADouglas

 

A3. @LUSHCosmetics is one I like because they know how to make create use of different media platforms & keeping consumers engaged #cmworld

@vegecomgirl

 

A3. Coca-cola for the way they use emotions to connect with their audience #cmworld

@JoannaLangier

 

A3: Home improvement/supply stores (Think @lowes and @HomeDepot) are doing a great job of content, social, and personality #cmworld

@NathanStrum

 

A3: Lowes did a great vine video series with great tips for the home: http://lowesfixinsix.tumblr.com/ #cmworld

@SueBrady

 

.@vegecomgirl I agree! @modcloth rocks with content marketing! #CMWorld

@sugarsugarcg

 

A3: I really like what @CombatGent is doing -> https://www.combatgent.com/dress-smarter they understand customer and visuals are GREAT #cmworld

@jesephm

 

@SueBrady one of my favorite campaigns! #cmworld

@jesephm

 

A3: We think @WholeFoods rocks at content marketing! #cmworld

@wrightsmedia

 

I love what @lushcosmetics has been doing w/content over the past couple of months. Very engaging. Ex: http://www.lushusa.com/on/demandware.store/Sites-Lush-Site/en_US/Page-View?cid=sharkweek-landingpage-2014 #cmworld

@SFerika

 

@KDADouglas It does help in looking at traffic. I don’t delve so much into conversion with social media. I do monitor it though #cmworld

@vegecomgirl

 

@jesephm Me too! So easy to digest. #cmworld

@SueBrady

 

@vegecomgirl @lushcosmetics I was just writing them up! #cmworld

@SFerika

 

@wrightsmedia @WholeFoods Agree! Definitely one of our B2C “go to” examples. #CMWorld

@CMIContent

 

@outmarket @Lowes Love those. Positions them as an educator rather than an advertiser #cmworld

@mikemyers614

 

A3: .@Sephora is one of my favorites. Always fresh content, ideas, blog posts. Different posts/images depending on the network. #CMWorld

@sugarsugarcg

 

A3 @johnlewisretail in the UK has been a content marketing trailblazer #cmworld

@webber_karen

 

@CMIContent Skate companies like @Volcom are rocking content marketing. Watch a guy do a backflip and u want to buy his clothes. #CMWorld

@VlandMarketing

 

A3 and @HSN did some really successful social selling using Pinterest. Awesome content there. #cmworld http://bit.ly/1lfeQRb

@outmarket

 

@KyleAkerman @CMIContent It’s a great tool, while I still prefer Omniture for #ecommerce data. I do get a great deal out of GA #cmworld

@vegecomgirl

 

@CMIContent My thought exactly 🙂 #cmworld

@KyleAkerman

 

@mikemyers614 Great question! But great they can localize concerns/issues in some capacity. #CMWorld

@CMIContent

 

@CMIContent @googleanalytics is a great tool to keep track of important conversion rates like Traffic flow, ROI, and more! #cmworld

@LindseySchnabel

 

@SFerika @lushcosmetics Nice!!! I also love their commitment to their CSR! #cmworld

@vegecomgirl

 

Not traditional retail per se but @expedia’s #ThrowMeBack campaign deserves credit http://instagram.piqora.com/expediathrowmeback #cmworld

@jesephm

 

@outmarket @HSN has been a great leader in sales media in general. Gamification, social, etc. #cmworld

@vegecomgirl

 

@sugarsugarcg @Sephora Fashion, beauty and home improvement – I see a trend with these examples! #CMWorld

@CMIContent

 

@webber_karen @johnlewisretail Nice! One we’ll have to look into more. We love new examples! Thanks, Karen. #CMWorld

@CMIContent

 

@vegecomgirl @outmarket I love using @googleanalytics as a tool to help monitor these changes in one place #cmworld

@LindseySchnabel

 

@VlandMarketing @Volcom Awesome! Thanks for sharing! #cmworld

@CMIContent

 

@webber_karen @johnlewisretail I’ll have to check them out while I’m in the UK next month #cmworld

@vegecomgirl

 

@outmarket Perfect! #CMWorld

@CMIContent

 

good morning, all. #cmworld

@SusynEliseDuris

 

@jesephm @expedia We love it! thanks, Jeseph! #CMWorld

@CMIContent

 

Q4: What can B2B brands learn from retailers? #CMWorld

 

@LindseySchnabel @outmarket @googleanalytics is a great tool. I do like that it’s easy to understand as well #cmworld

@vegecomgirl

 

Can anyone think of some local or small businesses that are getting retail content right, or is it mostly bigger brands? #cmworld

@PatrickHayslett

 

A3: Another vote for Whole Foods! Also, Nike is a content mktg machine. #CMWorld

@SocialViz

 

@Mark_Markets That might send them running… #cmworld

@atxcopywriter

 

.@CMIContent I think @Sephora is really successful because they do a great job of varying content for a wide audience. #CMWorld

@sugarsugarcg

 

@SusynEliseDuris Hi Susyn! When do classes begin? Are you still enjoying summer or are you full-force already? #CMWorld

@CMIContent

 

@vegecomgirl @CMIContent Unfortunately I’ve never had a chance to work with Omniture 🙁 #cmworld

@KyleAkerman

 

@PatrickHayslett I like @vegancuts speaking of niche. They do a nice job as a small business #cmworld

@vegecomgirl

 

A4. Honestly, there are parallels between B2B & B2C. Businesses are consumers as well. #cmworld

@vegecomgirl

 

A4: Mantra: Even in B2B, a person is still making the buying decision. #cmworld

@SueBrady

 

A4 @CMIContent Be human. Connect with humans. Be conversational. Be relatable. #cmworld

@moveo

 

A4. You’re building relationships, educating and delivering value in both & #contentmarketing can serve both well #cmworld

@vegecomgirl

 

@SocialViz They sure are! #CMWorld

@CMIContent

 

A4. B2B brands need to know their core audiences, but also know how to seek out new ones. Just like in B2C #cmworld

@vegecomgirl

 

@atxcopywriter or they will empty their wallet #cmworld

@Mark_Markets

 

A4: Everything takes personality and effort today. Retail is shifting to traditional people based marketing. B2B HAS to follow #cmworld

@jesephm

 

@NathanStrum indeed, also visual content that’s emotive #CMWorld

@KDADouglas

 

A4. Business is business. Businesses need to grow to succeed, no matter the TYPE of base #cmworld

@vegecomgirl

 

A4. B2B brands can have personality! B2C can have structure. If you work in a biz that does both, you learn A LOT #cmworld

@vegecomgirl

 

@SocialViz @CMIContent All good examples! #cmworld

@moveo

 

A4: B2C companies are great at utilizing user generated content. B2B can adopt that strategy as well to show successes, etc. #CMWorld

@sugarsugarcg

 

@KyleAkerman @CMIContent Yeah it was my life for a number of years. We rely more on GA at my current company. #cmworld

@vegecomgirl

 

A4: @vegecomgirl said it best- “business is business”. Learn from what others are doing successfully, mold it to your world #cmworld

@NathanStrum

 

A4 Personality & emotion are important – even in B2B where there are many other purchasing factors. #CMWorld

@webber_karen

 

A4 B2B can learn a lot from B2C: it’s all about message and position. Educate and entertain. #cmworld

@outmarket

 

@sugarsugarcg @Sephora Agree! As a consumer, very little appeals to me in there, but one section is my little “haven.” #CMWorld

@cmcphillips

 

@NathanStrum Thanks Nathan! #cmworld

@vegecomgirl

 

@PatrickHayslett @cleanmyspace is a #Toronto cleaning company doing an awesome job with content marketing http://cleanmyspace.com/ #cmworld

@lindadessau

 

A4: Retailers seem more willing to try things, experiment. Loosen up, B2B! 🙂 #cmworld

@mikemyers614

 

A4: I think B2B companies need to use a more human approach too. Businesses are still made up of individual consumers! #CMWorld

@sugarsugarcg

 

@vegecomgirl @PatrickHayslett @vegancuts They were a CM example of the week on our CMI FB page! #CMWorld

@CMIContent

 

A4 How to engage and educate at more granular levels #cmworld

@IanMasonHF

 

A4: Realize that even in a B2B market – your content needs to be relevant and valuable for individuals. Think one2one, not B2B #cmworld

@wrightsmedia

 

@vegecomgirl There sure are! #CMWorld

@CMIContent

 

A4 cont: B2B still has an end user somewhere. Marketing around your target’s customer and they’ll LOVe you in the end #cmworld

@jesephm

 

.@CMIContent doing pre-MBA work so while u people are lapping in luxury of #CMWorld, I will be eye-ball deep in case study work. 🙂 #cmworld

@SusynEliseDuris

 

@sugarsugarcg Couldn’t agree more! Humanizing a business is a great way to make customers content with your message #cmworld

@NathanStrum

 

@wrightsmedia YES! 100% agree with you there #cmworld

@vegecomgirl

 

A4. B2B should focus more on emotions just like B2C companies do, but on a different set of emotions than B2C #cmworld

@JoannaLangier

 

A4: Tell stories, the sales funnel isn’t always a straight line, show your personality. #CMWorld

@SocialViz

 

A4: B2B marketing needs to have personality too. It can’t be dry, otherwise it’s boring to the end user. Lighten things up! #CMWorld

@sugarsugarcg

 

@webber_karen Definitely. B2B does not = dry, technical, complex–despite popular belief. #cmworld

@moveo

 

@cmcphillips @sugarsugarcg @Sephora You know what? Retailers need to recognize that. It’s never bad to segment content to attract #cmworld

@vegecomgirl

 

A4: Seems like retail is ahead of B2B at successfully integrating content across different channels, eg Doritos Tacos Locos #cmworld

@PatrickHayslett

 

.@SocialViz Love what you said about how the funnel isn’t always a straight line – so true! Many paths to purchase. #cmworld

@outmarket

 

@sugarsugarcg And too many seem to think that B2B should be dry. It’s no longer working #cmworld

@vegecomgirl

 

New #CMWorld visual content marketing eBook w/ tips from: Cisco, Microsoft, Tumblr + http://tprk.us/cmvisual14

@GetCurata

 

Rather than only white paper by white paper, I mean… A4 How to engage and educate at more granular levels #cmworld

@IanMasonHF

 

.@vegecomgirl @cmcphillips Agree! @Sephora content shows very high-end products, bargain items, and everything in between! #CMWorld

@sugarsugarcg

 

@PatrickHayslett You know. I think there’s something of a B2B culture that needs to break down its walls a bit #cmworld

@vegecomgirl

 

@vegecomgirl Cool! You can be my go to person for Omniture if I ever get to use it 🙂 #cmworld

@KyleAkerman

 

Q4: Learn to understand the brand personality & how consumers connect w/ those businesses b/c it plays a HUGE role! #cmworld

@LindseySchnabel

 

A4: You have valuable content. Just because you sell something doesn’t mean everything you say is perceived as an ad. #CMWorld

@SaraTambascio

 

@WholeFoods Gotta give the credit where it’s due – you should join the #cmworld chat on Tuesdays (everyone is talking about you guys!)

@wrightsmedia

 

@KyleAkerman Let’s do it! #cmworld

@vegecomgirl

 

A4 – I don’t know if @WholeFoods was mentioned, but they have great content. Think B2B can learn better #SoMe engagemt from B2C. #cmworld

@SusynEliseDuris

 

A4: Also, content & social media need to be quick & agile. Have solid strategy & identity, so you can move on opportunities! #CMWorld

@SocialViz

 

@SusynEliseDuris @CMIContent Ew. Been there. Godspeed. #cmworld

@mikemyers614

 

.@vegecomgirl I think B2B content that’s unique or humorous can make a big impression because it is unusual these days. #CMWorld

@sugarsugarcg

 

@sugarsugarcg @vegecomgirl @Sephora And like anything, even w/best online experience, IRL needs to hold same standard. They excel. #CMWorld

@cmcphillips

 

@JoannaLangier Interesting and agreed! Which emotions are you thinking of? #cmworld

@IanMasonHF

 

a4 cont again: I wrote up a quick post about taking B2B marketing to next level to find the right target http://qcmny.com/business/customer-service-keeping-right-people-happy/ #cmworld

@jesephm

 

You know who would I love to see do more, because they’re so creative…Trader Joe’s! #cmworld

@vegecomgirl

 

@SusynEliseDuris @WholeFoods 100% cc: @Bepkoboy #cmworld

@outmarket

 

@jesephm I need to check it out #cmworld

@vegecomgirl

 

@SaraTambascio So, so important Sara. Rather than attract someone with this, it will instead push potential customers away #cmworld

@NathanStrum

 

@SusynEliseDuris I think @WholeFoods wins the informal #CMWorld content poll today! =)

@SocialViz

 

@mikemyers614 Thanks. I am having a freaking ball! Love every moment thus far. #cmworld

@SusynEliseDuris

 

@vegecomgirl Thanks for sharing would love some feedback 🙂 #cmworld

@jesephm

 

Q5: Are there different content marketing considerations for ecommerce vs brick and mortar sales? #CMWorld

 

Only good things! MT @wrightsmedia @WholeFoods you should join the #cmworld chat on Tuesdays (everyone is talking about you guys!) #cmworld

@NathanStrum

 

Yes @vegecomgirl and I think sales compensation in B2B promotes one and done attempts over integrated customer journey #cmworld

@PatrickHayslett

 

.@vegecomgirl I would love to see a Trader Joe’s Instagram! #CMWorld

@sugarsugarcg

 

A5. You need to consider touchpoints. How are these customers getting to you online and offline #CMWorld

@vegecomgirl

 

A5. Quick answer: There are some, but the differences are fewer and fewer #cmworld

@vegecomgirl

 

@SusynEliseDuris @WholeFoods They have a few times! But I don’t think they mind the extra votes. 🙂 #CMWorld

@CMIContent

 

A5 I would think in ecommerce a sale is your goal…brick and mortar just getting people in the door is the main goal #cmworld

@tracibrowne

 

A5. However, we’re seeing the differences dwindling in how we market to consumers, who are seeking similar experiences #cmworld

@vegecomgirl

 

A5: Tracking and… trackability! But the message and targeting remains fairly consistent #cmworld

@jesephm

 

A5. Some tactics may be different when looking at foot vs. online traffic, but how strategize to convert shouldn’t be #cmworld

@vegecomgirl

 

A5. It’s a good idea to consider the cost of overhead difference for brick and morters #cmworld

@Mark_Markets

 

@CMIContent heck yes! #CMWorld

@MelissaBreau

 

A5: There is an inherent difference in the way that business is handled, so it’s natural that their CM efforts would also differ #cmworld

@NathanStrum

 

A5 Different forms of content for ecomm vs brick/mortar, yes. But both can utilize all forms! Print, web, social, PR… #cmworld

@outmarket

 

A5. How we market may different, but it comes down to the relationship & the experience. There should be consistency #cmworld

@vegecomgirl

 

A5. I wrote a blog on this within the #vegan framework, which I can share if you don’t mind #cmworld

@vegecomgirl

 

A5: As it is with #finsvs, ecommerce #brands have to make the intangible tangible. No easy feat. #cmworld

@mikemyers614

 

@MelissaBreau 🙂 Care to expand? #CMWorld

@CMIContent

 

A5: Product reviews are so important in ecommerce #cmworld

@SueBrady

 

A5: Most of our clients are brick&mortar. We focus on local search, content optimization, direct mail to get people in the door. #CMWorld

@sugarsugarcg

 

@vegecomgirl Please do! #CMWorld

@CMIContent

 

@vegecomgirl That sounds very interesting! Would love to hear some more of your perspective! #cmworld

@NathanStrum

 

@mikemyers614 It’s not, but we also have tools we can do to give a real-life experience rather than flat images #cmworld

@vegecomgirl

 

@CMIContent Thanks! Blog on #vegan online shopping: http://bit.ly/msvshopping #cmworld

@vegecomgirl

 

A5 for very localized biz…how do you best focus your reach locally…we always talk about global audience. Not always relevant. #cmworld

@tracibrowne

 

.@ParnassusBooks1 maybe? I’m biased though, cause I’m a big fan of the writer/owner #cmworld

@atxcopywriter

 

A5. The most underutilized/unexploited ADVANTAGE brick and mortar has… the ability to shape the content consumption experience. #cmworld

@kiporama

 

@NathanStrum Awww, thanks so much! #cmworld

@WholeFoods

 

@CMIContent sales process is different. People buy ecommerce when they know what they want and then choose provider (short funnel) #cmworld

@MelissaBreau

 

@CMIContent and I can’t say enough about the great content my two guilty pleasures – #Apple and @lululemon – put out. 😀 #cmworld

@SusynEliseDuris

 

@tracibrowne a blessing and a curse for sure #cmworld

@jesephm

 

@SueBrady Yes! Product reviews, especially when included with your merchandising, can do a lot #cmworld

@vegecomgirl

 

@CMIContent Thanks so much! #blushing #cmworld

@WholeFoods

 

@PatrickHayslett @vegecomgirl Very interesting – yet many B2B sales are inherently complicated and multi-touch… #cmworld

@IanMasonHF

 

@tracibrowne Especially in the door of your distillery 🙂 #cmworld

@KyleAkerman

 

@CMIContent or, with online sales long funnel format (info services/classes/etc) people need to be educated before purchase #cmworld

@MelissaBreau

 

A5: Brick-and-mortar does have the advantage of an actual human element within the purchasing experience. #CMWorld

@sugarsugarcg

 

A5: Not necessarily different, but local & brick & mortar face additional challenges of laser focus & door swings #CMWorld

@SocialViz

 

A4: Don’t be afraid to throw in a sales offer every now and again, if you’ve spent time nurturing a following #CMWorld

@KDADouglas

 

@kiporama It can, but now there’s showrooming, which I see on both sides. It can work, especially with rush of mobile commerce #cmworld

@vegecomgirl

 

A5: For online experiences, it’s important to replicate that human touch with excellent content and customer service. #CMWorld

@sugarsugarcg

 

@SocialViz Won’t argue with that! 🙂 #cmworld

@WholeFoods

 

@CMIContent B&M marketing is broader (expertise in many products) ppl come to stores both for specific solutions and with problems #cmworld

@MelissaBreau

 

@moveo @webber_karen Part of marketing’s job is convincing decision makers in B2B companies of this. #cmworld

@atxcopywriter

 

@vegecomgirl Yes, but how else do you combat showrooming? Immerse them in an emotionally evocative experience & they’ll spend. #cmworld

@kiporama

 

Just wanted to say Hi @WholeFoods! Thanks for being here for #cmworld! #cmworld

@vegecomgirl

 

@MelissaBreau Ha! It sure is! But you nailed it. #cmworld

@CMIContent

 

Q6: What content marketing strategies work well for customer retention / loyalty in the retail space? #CMWorld

 

@NathanStrum Let me know what you think: http://bit.ly/msvshopping #cmworld

@vegecomgirl

 

@vegecomgirl Well that’s a little exciting, isn’t it? #CMWorld

@CMIContent

 

@tracibrowne You’re right, enough not said about local mktg – and a lot of these brick and mortars really need help with SoLoMo. #cmworld

@SusynEliseDuris

 

@vegecomgirl @sugarsugarcg NOBODY wants to read that. Good way to get me to roll my eyes and leave your site. #CMWorld

@atxcopywriter

 

@kiporama Yes and that happens both online and offline from my experience #cmworld

@vegecomgirl

 

A6 Utilizing word of mouth! When someone says something positive, highlight them and share it! Customers do the content for you. #cmworld

@outmarket

 

@SusynEliseDuris yes, it’s always about reach reach reach…but some retail doesn’t want or can’t serve a broad reach #cmworld

@tracibrowne

 

@CMIContent @KDADouglas Are you seeing the sales as an incentive to the following? Then I agree #cmworld

@vegecomgirl

 

A6 Tailored, personalised content that is highly relevant and based on past behaviour builds trust and loyalty. #CMWorld

@webber_karen

 

@WholeFoods @SocialViz Hello … we’ve got a big brand siting. Everybody act cool. #cmworld

@Mark_Markets

 

@vegecomgirl But the opportunity 2 shape/control/state the content consumption experience is a CLEAR brick & mortar advantage. #cmworld

@kiporama

 

@vegecomgirl Bookmarked! Thanks for sharing! Looking forward to checking it out later today #cmworld

@NathanStrum

 

@vegecomgirl @KDADouglas We are! #CMWorld

@CMIContent

 

@webber_karen Agree 100% with that! #cmworld

@wrightsmedia

 

@atxcopywriter @sugarsugarcg You’re right about that! I don’t need cut and dry if you want my $$. #cmworld

@vegecomgirl

 

A6: Reward loyalty without additional tasks… Customer for x months? Total of xx spend? send them a freebie/discount/thank you #cmworld

@jesephm

 

A6 with brands I love and have proven value, loyalty prgms. But can’t be loyalty prgm first, prove your value first with content! #cmworld

@SusynEliseDuris

 

A6: We’re all about subject matter expertise. Customers need to trust you to keep coming back. #CMWorld

@sugarsugarcg

 

@Mark_Markets @WholeFoods @SocialViz HA! And so true! #starstruck #CMWorld

@CMIContent

 

thanks @IanMasonHF emotions such those related to possibility of advancing in your career; pride, ambition #cmworld

@JoannaLangier

 

@outmarket people were talking about that at last nighs #socialchat. Highlight positive consumer content & do your brand a favor! #cmworld

@LindseySchnabel

 

@CMIContent A5: User experience is crucial in both, but looks different in each case #cmworld

@atxcopywriter

 

A6. #SoMe lives here… loyalty and retention. #cmworld

@kiporama

 

@CMIContent @vegecomgirl yes indeed! 🙂 #CMWorld

@KDADouglas

 

@kiporama To me, it’s not so much that way anymore, esp. for online only. They are finding ways to being it full circle #cmworld

@vegecomgirl

 

A6: Here’s a thought. Use your user database to create a FB custom audience. Target a dark post at them and just say “thank you!” #cmworld

@jesephm

 

@WholeFoods @SocialViz MENTIONED!!!! #cmworld #breathonlyhasoneE http://twitter.com/Mark_Markets/status/501770049909432322/photo/1

@Mark_Markets

 

@vegecomgirl Hello! Thanks for tagging us in the convo! #cmworld

@WholeFoods

 

A6: Gorgeous visuals, amazing stories, exclusive & occasional deals/sales. Occasional (& real) scarcity. #CMWorld

@SocialViz

 

A6. User-generated content can work wonderfully, but brands need to follow through on how they’re using it #CMWorld

@vegecomgirl

 

A6. Brands need to be transparent in either their policies on #ugc and if/when/how they use content, giving credit #cmworld

@vegecomgirl

 

@tracibrowne Yep, a lot of that is from FB, who preach reach. Brick/mortars need to start small, in own bk yd, build from there. #cmworld

@SusynEliseDuris

 

A6. Extending that, look at blogger networks, even create your own! They’ll help spread your message #cmworld

@vegecomgirl

 

A6. Blogs – Great stories spread. If you brands can use their blog to educate creatively & involve their audience, WOW #cmworld #cmworld

@vegecomgirl

 

A6. We’re looking what’s sharable and relatable. We also need to acknowledge influence, esp peer-to-peer #cmworld

@vegecomgirl

 

A6. Loyalty/Superfan programs: Identify your top brand loyalists & reward/incentivize with content! Acknowledgement is key #cmworld

@vegecomgirl

 

A6. Get niche: If you can tap into a niche/specialty audience, it can be a quick means to grow reach in small numbers #cmworld

@vegecomgirl

 

Q7: Are there certain content marketing tactics that work especially well in the retail space? Why? #CMWorld

 

Would love to talk about some offline/non-digital content examples for retail…is that on the agenda? #cmworld

@tracibrowne

 

A6: Exclusive content is always great too. It makes customers feel special and appreciated, which can work wonders. #CMWorld

@sugarsugarcg

 

100% MT @SusynEliseDuris A6 Can’t be loyalty prgm first, prove your value first with content! #cmworld

@vegecomgirl

 

@tracibrowne Great suggestion Traci. #cmworld

@NathanStrum

 

@vegecomgirl But brick & mortar can CONTROL content presentation. Big speakers/displays/emotions. Online can’t ASSURE that. #cmworld

@kiporama

 

@tracibrowne We’re focusing on e-commerce specifically, but we have B2C offline coming up on a chat soon! #CMWorld

@CMIContent

 

A7: It’s pretty old school but direct mail is still a very powerful tool for the retail space. A tangible reminder. #CMWorld

@sugarsugarcg

 

A6; Building an audience/subscription strategies work anywhere (when done well) and don’t always have to include a monetary cost. #cmworld

@mikemyers614

 

@SusynEliseDuris Yes! If you try to push that sort of commitment too soon (which I’ve experienced), it misses the point #cmworld

@atxcopywriter

 

Going to #cmworld ? Come to @BMANEOhio event on sept 10 http://bmaneo910.eventbrite.com for details.

@B2BinCLE

 

@sugarsugarcg And email! Segmentation (a la direct mail) is still so important. #CMWorld

@CMIContent

 

A7 When I get a direct mail piece from a retailer that includes a coupon, I’m sold! #cmworld

@outmarket

 

@sugarsugarcg Especially a personalized, interactive direct mail piece. #cmworld

@wrightsmedia

 

A7: It helps to “be but I guess that’s not possible for everyone #cmworld

@jesephm

 

@kiporama Brick & mortar to me cannot control emotion as much as tone. But online has ways to do it too. It’s not so separate now #cmworld

@vegecomgirl

 

A7. Acknowledgment of individuals. Human-to-human interactions are meaningful and help build the brand & business #cmworld

@vegecomgirl

 

A7 – loyalty programs for one, in-store mktg obviously, a lot of display and other type internet advertising works better for B2C. #cmworld

@SusynEliseDuris

 

A7: Personalization wins me over EVERY time. #cmworld

@NathanStrum

 

A7. Curating content: People want to see what you’re interested beyond your walls! What YOU are learning from others #cmworld

@vegecomgirl

 

@jesephm Yeah, @GoPro is so great at showing instead of selling. Amazing content. #cmworld

@outmarket

 

A7. Twitter chats & Google Hangouts How can I not say that mention them! I’ve met so many great people & brands this way! #cmworld

@vegecomgirl

 

A7. (as previously stated in convo stream)… Big speakers/displays/sounds/emotions=immersive experience online can’t assure. #cmworld

@kiporama

 

A7: We have done some really cool personalized pieces. People absolutely love seeing their own names! It’s a unique touch. #CMWorld

@sugarsugarcg

 

A7. Offline events: Meetups, conferences, exhibitions! Personally, I’ve found to be so useful esp for smaller biz #cmworld

@vegecomgirl

 

A7. Contests/Incentives: In moderation with an element of surprise, it can ramp things up during a slow period #cmworld

@vegecomgirl

 

@vegecomgirl like me! And @Applebees, of course. #cmworld

@BJMcCollister

 

@vegecomgirl Brilliant point! #cmworld

@CMIContent

 

A7. Think movie trailers… they’re ALWAYS better in the theatre. #cmworld

@kiporama

 

Thrilled (and a bit intimidated) to be on future panel at #cmworld on September 10! Some big brains there.

@B2BinCLE

 

I don’t even know what’s going on, right … @WholeFoods fav’d my tweet. http://stream1.gifsoup.com/view2/1153749/is-this-real-life-o.gif #cmworld

@Mark_Markets

 

A7 – which leads me to #iBeacon in #iOS and other mobile technologies that can lure people in through location. #cmworld

@SusynEliseDuris

 

Personalized content can do A LOT! It can make users feel “welcome,” heard and understood. “They get me!” #cmworld

@vegecomgirl

 

A7: Coupons too! Coupons via social media are great for engagement/reach. Coupons get me in the door like nothing else. #CMWorld

@sugarsugarcg

 

@Mark_Markets @WholeFoods It’s all surreal right now, Mark #cmworld

@vegecomgirl

 

A7: Impulse buys work well in #retail, as long as you know your audience and what their hot buttons are. #cmworld

@mikemyers614

 

A7. Take advantage of customers’ physical presence. Utilize it, engage, immerse, evoke, humanize, befriend, solve, transact! #cmworld

@kiporama

 

@atxcopywriter amen, sister! #cmworld

@SusynEliseDuris

 

@B2BinCLE Awesome! Look forward to your chat. #cmworld

@NathanStrum

 

@sugarsugarcg Comcast seems to think so judging by the number of mailers I get each week 🙂 #Cmworld

@KyleAkerman

 

@kiporama You know what else is better in the theaters … overpriced refreshments. #cmworld

@Mark_Markets

 

@B2BinCLE See you there! #cmworld

@outmarket

 

@SusynEliseDuris Oh, thought you said #bacon for a second there. Darn. 🙂 #cmworld

@mikemyers614

 

@sugarsugarcg Coupons are great. Just don’t go overboard. Be smart with them. Please differentiate too #cmworld

@vegecomgirl

 

@Mark_Markets I love the bouquet of a $7 soft drink, Mark! B^D #cmworld

@kiporama

 

@Mark_Markets @kiporama Don’t forget about the overpriced and half-filled candy boxes #cmworld

@NathanStrum

 

Q8: Are there certain things that DON’T work well in the retail space that content marketers should avoid doing? #CMWorld

 

A7 Social content that’s truly entertaining. Engage at the watering holes! Competitions as well. #CMWorld

@webber_karen

 

@sugarsugarcg One of the worst examples: Same offer, different code, changed every 1-2 days. UGH #cmworld

@vegecomgirl

 

A8. Ignoring the negative. You have to address it, at times get creative to resolve it and be real about it #cmworld

@vegecomgirl

 

@NathanStrum @kiporama Well, they’re just being thoughtful … they don’t want you to get diabeetus #cmworld

@Mark_Markets

 

@vegecomgirl @sugarsugarcg Yes! Too many and you run the risk of appearing cheap #cmworld

@NathanStrum

 

@CMIContent A7: I would guess anything that feels personalized – good in B2B too, but prob more meaningful in B2C #cmworld

@atxcopywriter

 

A8. Sell. Your content marketing shouldn’t include a sales flyer or circular! It should be about WHY you do what you do #cmworld

@vegecomgirl

 

another thing that B2C does better is personalization/segmentation. #cmworld

@SusynEliseDuris

 

A8. Don’t be everywhere at once. Use the platforms where your audience is. Go to them. Don’t make them come to you #CMWorld

@vegecomgirl

 

@sugarsugarcg It’s my birthday week so my inbox is flooded w/bday offers! I’ve revisited a few lapsed faves just bc of reminder. #CMWorld

@cmcphillips

 

@mikemyers614 you silly, silly boy. 🙂 #cmworld

@SusynEliseDuris

 

A8. Shamless promoting: Coupons may work for easy sales but they can deter quality. Quality of your consumers is a value #cmworld

@vegecomgirl

 

Q6: @CMIContent at @igotgroove uses @sweettooth to build customer loyalty w clients! Check it out, they have amazing results! #cmworld

@LindseySchnabel

 

A7. Telling a story and taking customer on a journey. So crucial for customer engagement and loyalty #cmworld

@CrowdContent

 

A8: Don’t oversell. They’ve already done their research before coming to you…make it easy to buy! #cmworld

@mikemyers614

 

@cmcphillips Happy b-day! Mine was last week 🙂 #cmworld

@lindadessau

 

@cmcphillips @sugarsugarcg Ah, the best kind of present is one to yourself. I never return those #cmworld

@NathanStrum

 

@CrowdContent You bring the customer along your journey and they’ll do the same for you #cmworld

@vegecomgirl

 

.@cmcphillips Love that! A unique way to show appreciation for your customers, once a year. Not all the time! 🙂 #CMWorld

@sugarsugarcg

 

@LindseySchnabel @igotgroove @sweettooth We will – thanks! #CMWorld

@CMIContent

 

@vegecomgirl Looks like we’re gonna have 2 agree 2 disagree agreeably on the differences/advantages here, Carmella. B^D #cmworld

@kiporama

 

@lindadessau @cmcphillips Happy Birthday to you both!!! #cmworld

@vegecomgirl

 

Lurking in #cmworld chat. Nice info!

@MarthaGiffen

 

@kiporama Yup, but we’re still friends 🙂 #cmworld

@vegecomgirl

 

@kiporama and that’s what makes the world…at least on Twitter…go round? #cmworld

@vegecomgirl

 

@lindadessau Happy belated birthday, Linda! Hope it was wonderful. 🙂 #CMWorld

@cmcphillips

 

@vegecomgirl Of course… B^D #cmworld

@kiporama

 

@kiporama That’s why I’m always there before the trailers start! #cmworld

@KyleAkerman

 

@MarthaGiffen Hi Martha! Great to see you. #CMWorld

@CMIContent

 

@cmcphillips Yes, thank you! – yours as well 🙂 We’ll celebrate together next month! #cmworld

@lindadessau

 

Q8: Too much of anything can be a bad thing. Don’t bombard customers or it will just turn them off. #CMWorld

@sugarsugarcg

 

I’m not sure why there isn’t more disc about #ibeacon and those technologies in marketplace. Can. be. huge. for. retailers. #cmworld

@SusynEliseDuris

 

Get to know them! MT @mikemyers614 A8: Don’t oversell. They’ve done their research before coming to you. Make it easy to buy! #cmworld

@vegecomgirl

 

Q8: Also, I know they can be successful, but as a consumer, I hate those abandoned cart emails! #CMWorld

@sugarsugarcg

 

@KyleAkerman Seriously, Kyle. We forget the psychology of analog experience. People want to FEEL–experience, friendship. #cmworld

@kiporama

 

@tracibrowne @KyleAkerman @kiporama Taking the kids to see The Giver tonight…will get there early! #CMWorld

@cmcphillips

 

Especially in the retail setting. Q8: Don’t bombard customers or it will just turn them off. #CMWorld

@SaraTambascio

 

@CMIContent At least when I read my own comment after seeing 2-3 people say the same thing, I know it was a good one 🙂 #cmworld

@atxcopywriter

 

@sugarsugarcg It’s all in th delivery and method. #CMWorld

@CMIContent

 

A8: Don’t assume anything. You’re not entitled to sales and some people don’t know your products. Always communicate value #cmworld

@jesephm

 

@sugarsugarcg I think some forget about timing. I don’t need it EVERYDAY or every week. Send me a reminder w/i 24-48 hours & done #cmworld

@vegecomgirl

 

@cmcphillips @tracibrowne @KyleAkerman Excellent, Cathy! People R willing 2 open wallets 2 feel. Small trade $ for experience. #cmworld

@kiporama

 

@cmcphillips You must see #Boyhood. That will get an Oscar nod. #cmworld

@SusynEliseDuris

 

A8 Retail is competitive, so you can’t let ppl wait. Give the info they need & respond quickly to complaints/queries. #CMWorld

@webber_karen

 

We’ll spend the last 10 minutes asking @vegecomgirl questions on content marketing, retail & ecommerce. Ask questions now! #CMWorld

@CMIContent

 

.@CMIContent Very good point! Sometimes they are just creepy. #CMWorld

@sugarsugarcg

 

@sugarsugarcg Or the latest retargeting efforts. #CMWorld

@CMIContent

Hot seat time! #cmworld

@vegecomgirl

 

@kiporama I’m getting more into live events (improv especially) because of the energy you get from live performers and audience. #cmworld

@KyleAkerman

 

Actually I have a question for everyone! #cmworld

@vegecomgirl

 

Thanks for hosting today @vegecomgirl and @CMIContent – great job! #cmworld

@NathanStrum

 

@KyleAkerman Yes! In a digital world, presence is the brick and mortar advantage. #cmworld

@kiporama

 

@sugarsugarcg @atxcopywriter Thank you both! It was a fun one for sure. #CMWorld

@cmcphillips

 

@vegecomgirl @sugarsugarcg I definitely get fed up with a company if I get constant emails after a purchase or signing up #cmworld

@atxcopywriter

 

For a retailer new to social media, how much of a concern should brand protection be? At what point do they let go? #cmworld

@vegecomgirl

 

@SusynEliseDuris Noted! Thanks! #CMWorld

@cmcphillips

 

@vegecomgirl flippin da script! #cmworld

@jesephm

 

@vegecomgirl can you elaborate on brand protection? #cmworld

@jesephm

 

@NathanStrum @CMIContent Thanks for being here Nathan!! Always great to chat #cmworld

@vegecomgirl

 

.@atxcopywriter @vegecomgirl Absolutely. They need to find that marketing sweet spot between too much and too little. #cmworld

@sugarsugarcg

 

@NathanStrum @vegecomgirl Thanks, Nathan! We always value your contributions. #CMWorld

@CMIContent

 

@jesephm Sure. Brand protection: Worrying about tarnishing, cheapening the brand. Maintaining the quality and name as it’s known #cmworld

@vegecomgirl

 

@atxcopywriter Yep, and some of these B2C/B2B orgs must work on their onboarding emails. Definitely needs work… #cmworld

@SusynEliseDuris

 

@jesephm @vegecomgirl Funny! #CMWorld

@CMIContent

 

@vegecomgirl If you are just one person…what’s the best thing to focus on doing (for a local only biz?) #cmworld

@tracibrowne

 

On the consumer side, what does everyone find they respond best to? #cmworld

@atxcopywriter

 

@vegecomgirl Great ? (I thought we were…oh nevermind) I think listening on #SoMe is as important as talking. Lots to learn. #cmworld

@mikemyers614

 

@vegecomgirl I think these concerns come from the thought that social is SO different. It’s just another channel for your message #cmworld

@jesephm

 

@tracibrowne Good question. Focus on your audience. Get to know them. It’ll help you decide how to market to them and promote biz #cmworld

@vegecomgirl

 

thanks! @CMIContent Always interested in content marketing! #CMWorld

@MarthaGiffen

 

@vegecomgirl I think you can be personable without crossing the line into offensive #cmworld

@atxcopywriter

 

@vegecomgirl attack social as a TEAM – make sure everybody is “in” and quality should be sustained #cmworld

@jesephm

 

@atxcopywriter I like brands that show me how to do something…put on makeup, put together an outfit, re-carpet my stairs #cmworld

@tracibrowne

 

@vegecomgirl Does anyone really “let go”? For new brands, first impressions can be hard to change… #cmworld

@IanMasonHF

 

@atxcopywriter I respond to peer-to-peer. I love real people connections #cmworld

@vegecomgirl

 

Ignite your content marketing reach & engagement with these 3 visual content tips from @MarkWSchaefer http://ow.ly/ArOx3 #CMWorld

@leeodden

 

I love learning something from brands as well! It becomes an engaging experience that’s more memorable. #CMWorld

@sugarsugarcg

 

@tracibrowne @vegecomgirl Attention, service, product/service expertise, storytelling, likeability! #cmworld

@kiporama

 

Thanks for the insights today. Great job @vegecomgirl and, as always @CMIContent. Good stuff! #cmworld

@mikemyers614

 

@IanMasonHF You’re right. Now what if you’ve made a good impression? I’ve seen biz scared that it’ll be lost on social #cmworld

@vegecomgirl

 

@vegecomgirl let go? To bring in agency? Create sound strategy, build awareness first. In a sense, not diff from startup. #cmworld

@SusynEliseDuris

 

@leeodden @MarkWSchaefer TY, Lee. Mark’s stuff is always insightful. #cmworld

@kiporama

 

@SusynEliseDuris Not bringing in strategy. More feeling (biz culture-wise) to be social. But you know, an agency may help with that #cmworld

@vegecomgirl

 

@mikemyers614 @vegecomgirl Thanks, Mike! Always great to see you. #CMWorld

@CMIContent

 

@mikemyers614 @CMIContent Thanks so much Mike! Great chatting with you #cmworld

@vegecomgirl

 

Awesome stuff today! Thanks @CMIContent and @vegecomgirl #cmworld

@jesephm

 

Wow! I had such a blast today that I forgot to order my lunch! LOL #cmworld

@vegecomgirl

 

@jesephm @vegecomgirl You were awesome today – thank you! #CMWorld

@CMIContent

 

@jesephm @CMIContent Thanks Jeseph. It was so great to see you here. As always, love your insights & shares #cmworld

@vegecomgirl

 

@vegecomgirl You are awesome at this!! Thank you so much! #CMWorld

@cmcphillips

 

Yep, be useful > MT @tracibrowne @atxcopywriter I like brands that show me how to do something… #cmworld

@mikemyers614

 

@vegecomgirl Great question. A wise mix of principles-based guidelines plus a hiring policy aimed at SM’ers with sound judgment… #cmworld

@IanMasonHF

 

Nice talking to everyone! The day(s) of our in-person meeting is fast approaching #cmworld

@atxcopywriter

 

@vegecomgirl Learned a ton of great info from you today. Wow! #CMWorld

@EFChandler

 

@cmcphillips Who me? No way! I learn a lot from you guys at @CMIContent #cmworld

@vegecomgirl

 

@vegecomgirl Got it. But it does come down to strategy. What pt do you go social equates to what do you want to do with revenues? #cmworld

@SusynEliseDuris

 

@atxcopywriter Can’t wait!! #CMWorld

@cmcphillips

 

I should also add to that…then make it easy for me to buy all those things @mikemyers614 @atxcopywriter #cmworld

@tracibrowne

 

@EFChandler Whoa! I’m so shocked (happily) that you tweeted that! Thanks Eric 🙂 #cmworld

@vegecomgirl

 

Great chat today! Thanks so much @CMIContent and @vegecomgirl. I CAN’T WAIT for #CMWorld next month. Woohoo!

@sugarsugarcg

 

Thanks! Good info! @CMIContent and @vegecomgirl #cmworld

@MarthaGiffen

 

Great #retail discussion today. Thanks @vegecomgirl and @CMIContent. #cmworld

@SusynEliseDuris

 

@SusynEliseDuris Thanks, Susyn! #CMWorld

@CMIContent

 

I so wish I could join you all going to #CMWorld live! I’ll be following along #cmworld

@vegecomgirl

 

Thanks to @vegecomgirl for joining us on our #CMWorld chat today! Great learnings on retail and ecommerce!

@CMIContent

 

@CrowdContent definitely! We totally agree, creating an emotional connection with your audience is the key! #cmworld

@weareparable

 

@vegecomgirl So disappointed you won’t be there! #CMWorld

@CMIContent

 

Thanks everyone! Going to see what I can repurpose from all the good examples. #cmworld

@tracibrowne

 

@mikemyers614 I did not recognize you in the new photo 🙂 #cmworld

@KyleAkerman

 

Thanks everyone for such a great chat and for all the great sharing! Thank you @CMIContent for inviting me! This was fun! #cmworld

@vegecomgirl

 

@CMIContent Next year, I hope! #cmworld

@vegecomgirl

 

On next wk’s #CMWorld twitter chat we talk traditional advertising & content marketing w/@jasontherrien: http://contentmarketingworld.com/cmworld-twitter-chats/

@CMIContent

 

@tracibrowne Same! Let’s compare notes. 🙂 #CMWorld

@CMIContent

 

@CMIContent Looking forward to next week! #cmworld

@vegecomgirl

 

@CMIContent @vegecomgirl Agreed – thanks Carmella! #cmworld

@IanMasonHF

 

Find more info on @vegecomgirl, visit her website: http://about.me/eclanni #CMWorld

@CMIContent

 

ContentWRX is sponsoring Content Marketing World in Cleveland Sept. 8-11. Join us! #cmworld http://ow.ly/AfOcZ

@ContentWRX

 

@IanMasonHF @CMIContent Thank you Ian! #cmworld

@vegecomgirl

 

Not advocating “If you build it, they will come”, but part abt trading $ 4 peace is dead on. Advantage B&M http://qub.me/5Cc7Ey #cmworld

@kiporama

 

See over 100 speakers at #CMWorld in Sept! Join us in #CLE: http://t.co/g3NJdAbCQ6. “CMWSOCIAL saves $100!

@CMIContent

 

@MarthaGiffen @CMIContent Thank you Martha! #cmworld

@vegecomgirl

 

@KyleAkerman @cmcphillips Thanks so much Kyle! It was a blast! #cmworld

@vegecomgirl

 

Can’t wait to be at CMWorld! “@CMIContent: See over 100 speakers at #CMWorld in Sept! Join us in #CLE:

@sararuthw

 

@vegecomgirl @CMIContent Snap! Reading through the #cmworld I just missed. Very cool, Ms.HotSeat! Cheers.

@tsledzik

 

@SusynEliseDuris I do agree with you there on strategy. It’s a question I’ve asked a number of times! #cmworld

@vegecomgirl

 

Great #CMWorld chat today – thanks @vegecomgirl and @CMIContent!

@dwheeler11