Yup, the little boy on this billboard above is me. That was the olden days, when no one had a cell phone, radio ads ruled and my grandfather, Monte Kobey, introduced the world of “swap” to San Diego. I was recruited early to work at Kobey’s Swap Meet and began pounding the asphalt a couple years ago, just as my grandfather had. It was a natural fit for me to take on social media initiatives, but not such a natural fit for a relatively low-tech business like a swap meet. Beginning late last year, I helped launch Kobey’s accounts on various networks, including Facebook, Twitter and YouTube. We’ve become big supporters and users of social media, and highly recommend that even the most offline business can find great returns for similar investments. Here are several tactics we’ve implemented to grow our social presence that we believe other organizations can use. • Be practical: It’s hard not to think of social media and immediately imagine the bells and whistles of engagement including cool graphics and fun contests, but don’t forget why people come to your Facebook/Twitter page. For example, most of our Facebook fans want to know if the swap meet is open in the rain and what bargains to watch for that day. • Facebook ads: On average, Kobey’s attracts about 50 new Facebook fans per week and many of them are a result of Facebook ads. Not only are they inexpensive, but extremely easy to set up in a matter of minutes. Great bang for few bucks. • Incentivize the “like:” When a non-fan visits Kobey’s Facebook account they arrive on a page that encourages them to “like us” for monthly coupons or event invites. If you want to create something similar, there are helpful “How to” instructional videos on YouTube if you search “Facebook landing page.” • Incorporate video: I’ve become the Kobey’s version of “Bob Barker” in a series of videos about the swap meet for a “Kobey’s TV” channel we set up on YouTube. We post the spots on Facebook and tweet them. The swap meet is a visual place and the response rate is very high when using a tool as powerful as video. • Say “thank you:” We recently hosted a “social media fan appreciation day” at the swap meet. All of our Facebook friends, Twitter followers and Foursquare mayors/badge holders received free admission, Kobey’s concessions, gifts such as vintage water bottles, in addition to raffle prizes. The event was also a great opportunity to gain new fans/followers. We signed up more people in one day than we would in a couple of weeks. Success! I think our journey into social media is a bit unexpected, but hopefully serves as a great example for other businesses that don’t think it’s possible or of value. Since November, we’ve nearly doubled our Facebook fans and Twitter followers. As a result, we’re now averaging 20,000 shoppers each weekend. We’ve been in San Diego for more than three decades, but that doesn’t mean we’re using the same techniques. My grandfather LOVED advertising and my mom tells me how proud he would be of the way I’ve helped the company evolve in this digital age. I’m all grown up now and so is Kobey’s Swap Meet. — Anthony Pretto is the assistant manager and director of social media for Kobey’s Swap Meet, a San Diego-based bargain-hunters’ goldmine for 30 years, drawing more than 1,000 sellers and 30,000 shoppers weekly. He can be reached at [email protected].
