Events & Awards

Live from JA New York: Why it pays to be ‘likeable’

Events & AwardsMar 03, 2014

Live from JA New York: Why it pays to be ‘likeable’

“The ROI (return on investment) of social media is that your business will still exist in five years.” That was the crux of a talk given Monday at the JA New York Winter show by Dave Kerpen, CEO of Likeable Jewelers and a best-selling author. 

New York--Because social media is now the No. 1 activity on the web, it’s a platform that cannot be ignored when it comes to marketing for small businesses, and is a powerful tool to reach targeted consumers when used correctly.

This was the message behind an educational seminar presented Monday at the JA New York show by Dave Kerpen, New York Times best-selling author of Likeable Business and Likeable Social Media and CEO of Likeable Jewelers. He discussed how retailers can leverage social media to build a base and bring in more customers.

To sum up the importance of social media to small businesses , Kerpen shared a quote from Erik Qualman, author of the best-selling Socialnomics: How Social Media Transforms the Way We Live and Do Business, who said: “the ROI (return on investment) of social media is that your business will still exist in five years.”

Since today’s consumers are spending more time on social media and less time surfing the web, more emphasis is put on recommendations that come from friends and family. And since Facebook is just “word of mouth on steroids,” Kerpen said, he predicts that social media will become more important than search engines over the next few years.

What social media will do:
1. Allow businesses to easily reach new clients. Kerpen said that these platforms are more effective than traditional marketing methods in reaching targeted consumers.
2. Help the business stay top of mind with current clients. Appearing in clients’ News Feed or Twitter feed gives a retailer regular exposure, and is the best way to drive ROI, according to Kerpen. It allows retailers to communicate with clients more often in “a way that’s not too sale-sy or spammy.”
3. Build lasting relationships with all clients. Social media is “Word of Mouth 2.0,” Kerpen said, and a presence on these sites can allow for reviews and recommendations that can help jewelers build clients for the long term.

What social media won’t do:
1. It won’t be free. The main cost for a strong social media presence is time, as well as any paid advertising.
2. It won’t bring instant results. Whereas some forms of marketing, such as mailers and emails to clients, may bring in new customers quickly, social media takes time to build up relationships with scale over time.
3. It won’t make up for an unlikeable

business. “If there are fundamental problems with the business, social media will make it worse,” Kerpen said, noting that negative reviews will just compound the issue.

How to use social media to grow your business:
1. Get started. Businesses need to take the time to set up an actual business page, and Kerpen suggested having an individual profile for Facebook as well, which can help users understand the platform better.
2. Personalize the page. Social networks are increasingly focusing on photos, which is where jewelers have an advantage. While there should be, of course, images of jewelry, there could also be pictures of welcoming employees and any nice shots of the storefront. “Authenticity, vulnerability, and transparency are huge benefits for small business,” he said.
3. Get current clients to “like” or follow the business on all chosen social media platforms. According to Kerpen, this is the most important aspect of using social media to build the business. “Word of mouth has to start with somebody, and the people it starts with are current clients,” he said. Everyone that comes into contact with the business is a potential “like” or follower.
4. Advertise to friends of current clients. Facebook’s paid advertising, in addition to featuring the business’s name and other information, also shows users which of their friends have “liked” a business, which means the “word of mouth recommendation is built into the ad.” Advertisers can also narrow down the reach by area, targeting the consumers most relevant to a business.
5. Use content to engage with clients. Retailers should be more concerned with updating regularly rather than spreading themselves too thin over too many social media platforms; jewelers shouldn’t take on more than they can handle well. Posts can provide value with education, teaching followers something they may not know about jewelry, or connect by entertaining with interactive posts like questions and fill-in-the-blank quizzes.
6. Create incentives. Kerpen suggested gifts with purchase for “liking” a page, sweepstakes and contests to get buzz around the social media networks.
7. Easily showcase a business on the page. “Why try to drive customers to your website when they’re already on Facebook?” Kerpen asked. Facebook pages for businesses now offer many of the same services as a web page, including maps, store locator, and looking up an item, among other features.
8. Acquire new clients. Though more posts should feature engaging or educating content, jewelers are still in business to sell, which means it’s OK to pitch products or make an offer every now and then, Kerpen said. For every nine educating, engaging, non-sales posts, it’s acceptable to share one promotional update.
9. Respond. Reviews should be addressed, even if they’re bad, at least once a week. A bad review isn’t necessarily detrimental to the business, unless no one responds and addresses the issue. Respond to direct questions any clients may have immediately as they come, however.

 

Brecken Branstratoris the senior editor, gemstones at National Jeweler, covering sourcing, pricing and other developments in the colored stone sector.

The Latest

Future Fortune sapphire ring
TechnologyMar 28, 2024
Pinterest’s 2024 Wedding Report Is Out

The report shows that couples are searching for vintage and antique rings, gold jewelry, pearls, and colorful pieces.

David Ettinger
IndependentsMar 28, 2024
David Ettinger of Bechdel Jewelers Dies at 69

He’s remembered as a “font of passion,” leaving behind a legacy of dedication to his craft and community.

Jewelers of America logo
IndependentsMar 28, 2024
JA to Host Series of Learning Workshops

The first one will take place next month during the Jewelers of Louisiana’s and Mississippi Jewelers Association’s conventions.

Jewelers of America Fly In Washington, D.C.
Brought to you by
How Jewelers of America Represents Your Business

For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.

Jaeger-LeCoultre Madison Avenue NYC store
WatchesMar 28, 2024
Peek Inside Jaeger-LeCoultre’s Revamped NYC Flagship

The redesigned boutique features interactive displays and a workshop space for hands-on learning about watchmaking.

Weekly QuizMar 28, 2024
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Asian Star’s diamond manufacturing facility in India
SourcingMar 27, 2024
Compliance, Caution, and Concern: The Current Outlook of Indian Diamantaires

There is a willingness to comply with new government-mandated regulations, with an insistence that they should be practical and realistic.

Kira Diam solar plant
Lab-GrownMar 27, 2024
Indian Lab-Grown Diamond Manufacturers Keep Growing

A combination of factors is driving growth in the industry despite the precipitous drop in prices across the board.

BTYB-HoBrothers-updated.png
Brought to you by
The Scalable, Professional, and Effortless Solution for High-Demand Custom Jewelry Retailers

Ho Brothers offers scalable solutions for the future of custom jewelry.

Bharat Ratnam, a Mega Common Facilitation Centre (CFC)
SourcingMar 27, 2024
Reinvigorating SEEPZ, the Epicenter of India’s Studded Jewelry Exports

The zone’s modernization will enhance and increase India’s jewelry manufacturing capabilities while aiding small and mid-sized businesses.

SRK Empire and SRK House
Policies & IssuesMar 27, 2024
SRK Exports’ Journey Toward Net Zero Impact

By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.

Georgia May Jagger Tommy Hilfiger ad campaign
FinancialsMar 27, 2024
Movado’s Full-Year Sales Sink 11%

The company plans to invest $25 million in marketing initiatives to boost awareness around its namesake and licensed brands.

Hand holding shopping bags
SurveysMar 27, 2024
Consumer Confidence Held Steady in March

Optimism about the current state of the economy was offset by anxiety around inflation and the political environment.

Bernadette Mack
Policies & IssuesMar 27, 2024
Mercury Free Mining Hires Bernadette Mack

The former WJA executive director is MFM’s new managing director.

April Is Diamonds Do Good Month
Policies & IssuesMar 27, 2024
Diamonds Do Good Announces Its April Initiative

DDG encourages retailers to educate customers on the positive impact of purchasing natural diamonds.

Tiffany & Co. With Love, Since 1837
MajorsMar 26, 2024
Tiffany & Co. Debuts ‘With Love, Since 1837’ Campaign

Highlighting the most iconic Tiffany collections, it’s inspired by the company’s late window designer, Gene Moore.

National Jeweler columnists Duvall O’Steen and Jen Cullen Williams
ColumnistsMar 26, 2024
Creative Connecting: AI Tools and Tips for Social Media

Jen Cullen Williams and Duvall O’Steen explore how jewelers can save time and money by using AI to analyze engagement and create content.

Nordstrom Men’s Store New York City
MajorsMar 26, 2024
Nordstrom May Go Private, Says Report

The retailer previously turned down an $8.4 billion offer in 2018.

Interior of Miami Lakes Jewelers
IndependentsMar 26, 2024
Miami Lakes Jewelers to Close After 37 Years

The Florida store’s owner Miguel Gonzalez is retiring.

 International Gemological Institute
GradingMar 26, 2024
IGI Announces Tech for ID’ing Lab-Grown Colored Diamonds

The lab stresses the importance of accurate identification, as the difference in price is “substantial.”

Kendra Scott lab-grown diamond jewelry
CollectionsMar 25, 2024
Kendra Scott Debuts Lab-Grown Diamond Fashion Jewelry

The brand also plans to expand its retail footprint from 138 to 200 stores over the next three years.

Carie Lehrke and Megan Mattice
MajorsMar 25, 2024
Borsheims Announces New VP of HR, Assistant Manager

Longtime employees Carie Lehrke and Megan Mattice have received promotions.

My Next Question graphic vintage jewelry webinar
Recorded WebinarsMar 22, 2024
Watch: How to Buy and Sell Vintage Jewelry

Three guests joined National Jeweler and Jewelers of America to discuss trending time periods, spotting reproductions, and more.

Chris Clipper and Robert Lepere
MajorsMar 22, 2024
David Yurman Announces New CFO, Chief People Officer

Chris Clipper and Robert Lepere join the company with 50 years of combined experience.

Nakard pyrite earrings
CollectionsMar 22, 2024
Piece of the Week: Nakard’s Pyrite Earrings

The trendy, metallic earrings wink at classic spring colors.

Stock image of police cars with their lights on
CrimeMar 21, 2024
Sparks Fly as Burglars Lose Safe on California Freeway

JSA said a man and woman pulled the safe out of an Oakland jewelry store but couldn’t quite get it into their van.

Grizzly Mining rough emeralds
SourcingMar 21, 2024
Grizzly Sells 4,145-Carat Emerald for Over $1M

The miner’s March auction generated $19 million.

Helen McCluskey
MajorsMar 21, 2024
Signet Jewelers Names New Board Chair

Helen McCluskey will succeed H. Todd Stitzer when he meets his 12-year term limit in June.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy