How Artery Store went from zero to hero

Think social media is all about Twittering your FaceSpace to all the Diggers and sticking it on YouTube? Wonder why so many people say they tried to use social media for their business but didn't see any real benefit? Want to get that lightbulb moment where the point becomes clear?

This is the presentation I gave at the series of The Brew Small Business Expos around Sydney this week. It also contains a case study of ArteryStore.com, an Australian small business. Completely run by one woman and an assistant, ArteryStore.com has incorporated social media into a strategy that has turned her online store into one of the Sydney Morning Herald's top fifty places in cyberspace.

That's right - the social web is not about the tools - Twitter, Facebook etc. It is about customer engagement. Once you have determined how you want your brand to engage with an audience and what personality you should present, the right tools will become obvious. And don't forget, this also impacts on your email marketing, web design and your entire communications strategy.

Still think you don't have the time, the staff or the need to create a true customer engagement strategy in the social web? That's okay. Every race has to have losers as well as winners...

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