Blue Helm

YouTube is a wonderful and treacherous place. It can provide hours of entertainment, but can also suck the life out of you as you search for the real gems that can be found therein. I have tread through many videos in our young YouTube years and want to share a few of the better ones I have found. You may have already seen some of these videos, but they are worth another view. We’ll post more in future. What are your favorite videos?

What comes to mind when you think of a jeweler? A snobby rich man laden with gold and diamonds? A savvy business woman whose sole purpose is to take your money? Or that Saved by the Bell episode where Zack is swindled into buying fake class rings that turn everyone’s finger green?

Maybe you think of an impersonal company that doesn’t care about developing relationships with its customers. If you live in the New England area and know of Day’s Jewelers, you’d be wrong. “Jewelers are a misunderstood commodity,” says Jeff Corey, owner and president of Day’s Jewelers. “We’re real people.”

So how does a business that’s been around for nearly a century dispel misconceptions about itself and increase its business in hard economic times?

The answer: social media. Social media has opened new doors for companies like Day’s Jewelers. Jeff maintains that social media “presents us as real people” and gives jewelers an opportunity to “build a community.”

For this Brain Storm post I want to focus on content ideas for a jeweler. If you want additional ideas look at Day’s Jewelers blog, Facebook page, Twitter page and MySpace page. Remember, the main purpose of this series is to get your creative juices flowing by recognizing the many ways social media can positively impact your business.

So if I were the owner of a jewelry store, I might implement the following content ideas:

1. Run a contest: Ask customers to share their wedding proposal stories or the worst story involving a lost engagement ring. You can choose the best stories and give the winners a discount on their next purchase at your store.
2. Ask customers to post pictures: They can post pictures of their favorite ring, of their wedding or a photo of the beautiful piece of jewelry they recently purchased for their significant other.
3. Ask “real people” questions: This is something Day’s Jewelers does really well. They ask questions like What are you doing for the long 4-day weekend? or What fun things did you do this summer? These questions encourage communication with customers. As they respond to your questions, be sure to respond back. They’ll appreciate knowing that you care.
4. Share employee stories: Get your employees to share great experiences they’ve had working with customers. Did one of your employees recently help a young couple pick out the perfect wedding ring? Or perhaps someone has a funny story about helping a repentant guy find the perfect necklace for his offended wife. These stories will help customers see that your employees really do care about their jobs and the people they work with.
5. Write ‘how-to’ articles or posts: How do you properly polish a ring? What do you do when your ring accidentally goes down the drain? ‘How-to’ articles can be really useful for your customers. People love (and share) content that is valuable!
6. Educate with history: Post content that explains the unique history or geology of a certain metal, gem or rock. Maybe you could post a feature about a famous piece of jewelry like the Hope Diamond.
7. Create a video: Post a how-to video. Or make a video tour of your store. Create a ‘getting to know you and your employees’ video. Videos are a good way to show your personality on camera. Customers will be more comfortable coming into your store when they see an interesting video of you and your employees.

So what are your content ideas for a jeweler? Any requests for the next Brain Strom?

Related Posts: The Brain Storm: Ten social media content ideas for an Auto Repair Shop

Photo by: Elisabeth Feldman

Recently social media super stars Chris Brogan and Julien Smith released a new book called Trust Agents. In a relatively short time, the book skyrocketed in sales and became a New York Times Bestseller. But how did a book written by two first-time authors become such a success in such a short period of time?

I’m sure many of you read that question, rolled your eyes, and said to yourselves: “Well, it’s because they have 100,000 people following them on Twitter, tens of thousands of people who read their blogs, over 2500 fans of their Trust Agents Facebook page and they’re connected to people with huge online followings.”

Yes, that all contributed to the book’s success. But we’re leaving out the most important factor: psychology.

The Psychology

The two psychological principles I want to focus on are the Foot-in-the-Door technique and the Law of Consistency. The Foot-in-the-Door technique states that if you initially get someone to commit to something small, they will later commit to something bigger. The Law of Consistency states that people have a strong desire to be consistent in their thoughts and actions, and will go to great lengths to attain or maintain the feeling of consistency. A person’s desire to remain consistent may drive her to commit to something very large, even if she was previously only committed to something very small.

Visit the links below to better understand these laws:

The Foot-in-the-Door technique

The Law of Consistency

How Chris and Julien used the psychology

The first Foot-in-the-Door commitment Chris and Julien used was to get fans connected with them through social media. It’s a very simple commitment to ask someone to follow you on Twitter, to be friends with you on Facebook, to connect with you on LinkedIn or to read your blog.

Chris and Julian then leveraged their social platforms to prepare their connections to commit to buying and promoting their book at some point in the future. In October 2008, Chris wrote a blog post that outlined some strategies they were going to use to promote Trust Agents. One of his points was to “warm people up with blog posts”.

The second Foot-in-the-Door commitment they used was to get their fans to join the Facebook page for their book. These Facebook fans had now committed to at least two requests. As a result, their internal desire to remain consistent (and buy the book) increased.

The third commitment was to buy the book, followed closely by the fourth commitment–to promote the book. As people committed to buying the book, they felt the need to be consistent and respond to Chris and Julien’s requests to promote the book. Chris admits where the success of the book came from: “You pushed. You tweeted. You blogged. You showed people twitpics. You took part in the Trust Agents community. It was all you.”

How you can use the psychology

These simple psychological principles are key to the success of any social media campaign. You have to get people to commit to something smaller in order to get them to commit to something bigger. Here are a few simple steps to help you employ these principles:

1. Network – Connect with people! It will take time to build a large network, but don’t forget that you are preparing a place to commit people to bigger and better things. Start building your network now!
2. Provide great content – People have committed to connecting with you, now reward them for making that commitment. Provide content that your connections want to read. This will prepare your connections for greater commitments in the future.
3. A larger commitment – Commit your connections to something a little bigger. You could get them to join a product page like Chris and Julien did, or you could just get them to make regular comments on your blog, maybe retweet a message or bookmark your post.
4. Ask for the big commitment – Don’t forget to ask. One the main reasons Trust Agents is so successful is because Chris and Julien asked people to buy and promote it. If you don’t ask people for their business or their help, they are much less likely to give it to you.

Photo By:Graeme Weatherston

If you follow social media blogs, you read time and time again that content is king. You’ll continually see statements like, “You must provide interesting content your customers will value!” This is all well and good, but how do you come up with content that’s worth publishing? I see so many individuals and businesses that open a Twitter account, start a Facebook Page or publish a blog, but post content that is really dumb, boring or, worst of all, disingenuous.

So what do you do? You own a business or you’re in charge of marketing and you keep hearing that you need to be a part of this huge social media craze, but you just can’t think of anything great to post.

Never fear! Blue Helm is here to help. We decided to create The Brain Storm, a blog series that illustrates ideas and suggestions we hope will enhance the quality of the content on your social media sites. The ideas will be wide-ranging and can be applied to a blog, Facebook, Twitter, Friend Feed, Flicker, YouTube or any other social media account. Each week we’ll come up with a number of content ideas for a new type of business. We’re open to requests and hope you will comment and add your own ideas.

This week I decided to focus on how to enhance social media content for a small auto repair shop. From what I can see, there aren’t very many repair shops in the social media sphere. I found a few, but most were not using their tools very well (I thought Favour Auto Repair in Greensboro, NC ran a pretty good Twitter page @FavourAuto). But for most auto repair shops with a social media presence, it boils down to really bad or limited content.  So without further ado, here are ten social media content ideas for an auto repair shop:

1. Give repair and car care tips. You can tweet or post updates about what to do when your car overheats or when your clutch feels too tight or too loose. What benefits are there to using a higher octane gas? How often should I get my fluids checked? You get the idea.
2. Post special deals on Twitter or Facebook. You could offer a discount for an oil change or tire rotation. Running specials will increase your followers and get more people in your store.
3. Refer your followers to businesses that do things you don’t. Maybe your repair shop doesn’t do body work, but you know of a really good shop down the street that does. Sharing information like this shows your customers that you care. Not only are you developing a better relationship with your customers, but the other shop will appreciate the business you’re sending them and they may even reciprocate.
4. Provide testimonials from customers. There’s no better way to prove your company is the best than through a satisfied customer.
5. Post pictures. Update photos of your employees, the work space, the newly-decorated waiting area, customers using your WiFi, etc. These pictures will not only show the human element in your shop, but what is available at your shop.
6. Run contests to invoke more participation from fans. Some ideas for contests include:
   1. Who has the best before-and-after pictures of a car they fixed up?
   2. Who has the craziest ‘my car broke down’ story?
   3. Who owns the prettiest/ugliest car out there?
7. Try a giveaway. You could give something free to the first person who comes into your shop with the answer to a trivia question you asked on one of your networks.
8. Comment on current events. Post your perspective on things happening to car companies in the bad economy (just make sure to keep your posts politically neutral and without controversy).
9. Generate discussion, particularly on your Facebook Page. You could have employees write about their favorite type of car or why they got into the car repair industry. Ask your customers and fans to include their opinions.
10. Run a “Hottest Car” tournament. Every week you could compare two cars and have your fans vote for which one they think is cooler. Put the winner against a new car the next week.

Do you have any additional content ideas for an auto repair shop? How about requests for future posts? Let me know!