These smart tips reinforce the points I made at Expo West last month in my Retail Mobile Apps education session. It really starts with strategy - what do you want to achieve?

Interesting look at how our national department store retailers have jumped into social commerce. Some are doing a better job than others at providing a truly social experience, and one that is consistent and cohesive across their many properties, and I assume that we’re looking at a long learning curve.If they’re listening to their shoppers, tapping into industry leaders for advice, and learning from their experience, they’ll get there.

I’m seeing some great examples of social commerce from Portland-based Shop Igniter. Check out their new Birkenstock Facebook store.

When Free Delivery is the Smartest Sales-Driving Tactic

People buy new appliances when they buy a new home or move, but the housing market is still in a slump. So, what’s a smart marketer to do to entice consumers to spend money on new appliances that often carry big price tags?

Something as simple as free delivery. Just like Best Buy announced today.

Why? Beyond affordability, people don’t buy new appliances because they have these hassles to figure out: how do I get the thing home, and what do I do with the beast in it’s space now?

Remove those obstacles to buy and you make the deal.

Wait…when you make the offer, remind me how much money I’ll save with the energy-efficient model, and of the extra time that I can spend with my family when I’m not washing dishes by hand. Or tell me that my broken washing machine will be refurbished and donated to the local homeless shelter to wash the linens. Making me feel good about doing business with you gets me back in your store. And I’ll tell friends.

Win!

…a brand is no longer just a badge consumers wear. When they “Like” a brand, it’s a reflection of who they believe they are and is based on their experience with your brand.

Are you letting them experience your brand, or handing out t-shirts?

Facebook says that the changes in Like vs Share buttons will be more meaningful to brands and content publishers because their link will ultimately get more visibility in the stream (higher EdgeRank score), provide more texture to the content on the other side, and therefore increase traffic to their site.

What’s easily overlooked is that Like was an easy vote for people. It was just one easy click as a way to endorse what people read.

The new Like is really a Share - and I’m wondering how many people want to share with their Facebook stream vs endorse what they’ve read. There’s a difference.

I also wonder if this is more about Facebook getting the Share button out of the icon lineup with Twitter, Digg, email, Stumbled…..and less about organizations.

If Portland Weather was a brand, they’d have a lot of disappointed and frustrated customers this week. Expectations were set for at least one full day of fun in the snow. Boots were set out. Sleds were dusted off. Gear was in place, and ready for play.

And the experience was nowhere near the expectations.

Everything about your brand sets up expectations. Everything. Do you dazzle and delight? Do you over-promise and under-deliver?

Manage customer expectations carefully. We want you to impress us with every interaction.

That’s a lot of people on Facebook. I’ll go out on a limb to say that you probably don’t have that many people coming to your website.

The question for every marketer is how to get a piece of that action. It’s a fact that conversations are happening there, so why not bring your brand to Facebook and let your fans chat about you, your brand and products with you there? That’s just one tactic in a social media strategy.

There’s still tremendous value in your website - especially if you have content that your customers find entertaining, useful or informative. Does your social media strategy connect the dots? Is your content easy for people to share? Are you enabling your biggest fans to spread your word through social commenting?

Just as I was working on social “wings” requirements for our content applications, I came across this smart piece from Carri Bugbee and Janrain: 7 Proven Ways to Integrate Social On Your Site. It’s a must read!

Love: some of these unique ways you can use QR codes to activate a campaign, ignite a conversation, or direct attendees to something really cool.

Hate: the business card I recently received that had the person’s name, Twitter profile, company name and a QR code. I simply won’t call or email you if I have to work that hard at it.

First, shame on this big media company for even putting this headline out there. I know that headlines like this generate a lot of attention and stir up emotion, but come on…really? Laying blame on working moms doesn’t pave the way to our hearts. Maybe big media doesn’t care about that.

Second…let this be a yet another call to everyone in the health and wellness or food industry. There is tremendous opportunity for you to help parents struggling to keep or get their kids healthy. Make it easier for them. Teach them. Give them resources and tools. And support.

If you can help a child avoid diabetes or obesity or other preventable childhood diseases, you’ve got a family of brand advocates.

Think Subway and Jared.

Gotta say, this video from Deshutes Brewery is a better reflection of Portlanders than Portlandia. IMHO

(that said, it wouldn’t surprise me if we see a spoof on this from those Portlandia guys soon)