5 Proven Strategies to Generate Measurable Social ROI - Demandware and ShopSocially Webinar

Samir PalnitkarVP , Customer Success

Presenters:

Erin SiefringSocial Media Coordinator

5 Proven Strategies to Generate Measurable Social ROI

Tom CasadCEO

Totally Promotional – a Casad Company @TPromotional

ShopSocially@ShopSocially

Introductions

Facebook – a C2C Marketing Channel

5 Strategies for Measurable Social ROI

Case Studies

Q&A

Agenda

i

ROI

?

Comprehensive Social Commerce Platform

Started in 2010

150+ Brand name customers

Focused on generating ROI

LinkShareTechnology

Genius Award

Most promising private companies

2013

Featured in a recent Social Commerce

case study

Top StartupAward

Ask-a-Friend

Refer-a-Friend

Get-a-Fan

Social Connect

Social Login

Viral Offer Sharing

Viral Flash SaleShare-a-Purchase

Share-on-Mobile

Shopping Community

Product StoriesSocial SEO

Share-and-Win

Get-an-Email

America’s number one source for imprinted promotional products

Provides custom designed table-covers, can coolers, tote bags, backpacks, etc.

What is your role?1. E-Commerce Expert

(I carry out E-Commerce strategy)

2. Social Media Marketing Specialist (I run Social Media)

3. Boss (I make decisions)

4. Geek (I code)

5. Other

If you chose (2) and haven’t tweeted about our webinar yet, your vote will be invalid!

Source: http://geek-and-poke.com/

Quick poll to understand audience composition

Is Facebook Really Failing Marketers?

Organic reach of brand’s content on Facebook is

down to 2%* now

Fake likes are diluting reach of Facebook fanbase**

Source: *Forrester** Facebook Fraud video

1-2%

2007 2014

No... Brands are Misreading Social Networks

Social networks are a peer-to-peer communication channel

Facebook newsfeed is a private space of user

Pushing commercial messages in it can actually be counter-productive for brands

5 Strategies for Social ROI

Encourage Social Sharing of Purchases

Good

Show Social Proof on Product Pages

Generate Deep Insights into Social Persona of Customers

Use Social in Right Context

Bring Social to Commerce

Bring Social to Commerce

Strategy 1

Social on Commerce – and not vice-versa

Missing purchase intent fails commerce on social

Purchase intent or interest in brand is highest when user is on e-commerce website

Using social media influence on e-commerce site yields highest returns

Case-study: Fabness US

Leading creative canvas designer in USA and Australia

Onsite Like-gated fan acquisition tool

Case-study: Fabness US

Incentive offered inline – user never leaves website

User feels she has earned the coupon, leading to 5-7X times higher sales conversion

Case-study: Fabness US

15,000+ real & high quality Facebook fans acquired in short span of time

33.28% sales conversion rate for Facebook fans

1 out 3 new fans also became qualified email subscriber

Add onsite social commerce modules on your e-commerce site to turn website users into ‘real’ Facebook fans.

Case-study: Fabness US…Results

Action Item:

Use Social in Right

Context

Strategy 2

Use Social at Point of Highest Customer Delight

Points of highest customer delight in purchase flow are:

• Completion of purchase

• Delivery of product

Using social influence at these customer delight points ensures maximum social conversion, and hence increases social ROI

Case-study: Totally Promotional

America’s number one source for imprinted promotional products

Provides custom designed table-covers, can coolers, tote bags, backpacks, etc.

Encouraged customers to showcase their table-cover designs

Product pictures clicked on mobile & shared on Facebook

Customer delight converted into social reviews

Case-study: Totally Promotional

Viral spread of Totally Promotional brand through word-of-mouth promotion

16% increase in sales conversion rate through social reviews

Action Item:

Identify the points of customer delight and use social in right context to maximize social impact.

Case-study: Totally Promotional…Results

Like

Me too!!! Awesome

Love it..

Love the Colors

Encourage

Social Sharing of Purchases

Strategy 3

Generate Referral Traffic through Social Sharing

of Purchases

84% customers trust word-of-mouth recommendations from friends & family most for their purchase decision*

Socially shared purchases spread virally and bring in quality referral traffic

Induce a user comment in share blurb and optimize it for SEO uptake

Source: *nielsen

Case-study: Beretta USA

Oldest firearms manufacturer in the world

Synonymous with quality, technology and tradition

Since 1984, Beretta is an official supplier of firearms to U.S. Army

Customers encouraged to showcase purchases just before they exited from physical store or after online purchase

Case-study: Beretta USA

Numerous social testimonials generated, turning customers into brand ambassadors

Case-study: Beretta USA

Case-study: Beretta USA

Each socially shared purchase generates a viral post

Facebook post optimized for SEO benefit

$19.15 revenue generated from each socially shared purchase

15% overall revenue uplift –measured through a rigorous A/B testing

Action Item:

Turn shoppers into brand ambassadors through social sharing of purchases and generate word-of-mouth reviews.

Case-study: Beretta USA…Results

How about Beretta AXR 100? Bought ityesterday. Feels great and amazing to shoot.Check my Facebook post?

Show Social Proof on Product Pages

Strategy 4

Social Proof Influences Purchase Decisions

Social proof is one of the 6 key principles of influence in a purchase decision*

Conforming to popular belief is a natural human tendency

Reviews from other real customers act as social proof and increases sales conversion rate

Source:*http://en.wikipedia.org/wiki/Robert_Cialdini

Case-study: invino

1st private sale shopping community for wine lovers

Launched March 21, '10, invino has more than doubled every year in business

invino collated customer reviews generated out of social sharing of purchases and showed them on product page as social proof

Case-study: invino

Social proof increased time-spent on site, enhanced user-engagement and increased sales

Case-study: invino

22.22% increase in sales conversion rate due to social proof – measured through a rigorous A/B testing

Increased user engagement and improvement in SEO Rank

Action Item:

Influence customers’ purchase psychology through social proof by showcasing reviews from real customers.

Case-study: invino…Result

Generate Deep Insights into Social

Persona of Users

Strategy 5

Facebook Connect to Gather Rich Social Profiles of Users

Encourage users to connect with your brand on Facebook

Replace email acquisition with Facebook Connect to now acquire rich social profiles of users

Identify social influencers for your brand

Use social insights for pin-pointed user-targeting

Case-study: Carol’s Daughter

Leading beauty products retailer

Selling natural beauty products online since 1999 with multi-million dollar revenues every year

Case-study: Carol’s Daughter

Carol’s Daughter incentivized users to connect with their brand on Facebook

Users share rich social profile with data like email, birthday, interests, friend list, etc.

Entire interaction happens online – coupon delivered inline

Case-study: Carol’s Daughter

Social influencers identified & rewarded – leading to creation of loyal social brand ambassadors

Case-study: Carol’s Daughter

29.79% Sales conversion rate for users who connected with Carol’s Daughter brand on Facebook

Overall revenue uplift of 8%

670% Social ROI achieved

Action Item:

Get deep social insights into your customers. Identify social influencers and fine-tune your social targeting parameters

Case-study: Carol’s Daughter…Results

Influencer Pote

nti

al B

uye

rs

Recap – 5 Strategies for Social ROI

Encourage Social Sharing of Purchases

Good

Show Social Proof on Product Pages

Generate Deep Insights into Social Persona of Customers

Use Social in Right Context

Bring Social to Commerce

Q & A

Special Totally Promotional Offer for today’s attendees

SAVE40SSUse this coupon code at checkout to receive

40% OFF a 6' Throw Style Custom Printed Tablecoveron www.totallytablecovers.com

erin@totallypromotion.com

http://totallypromotional.com

+1 866-235-2319

Special ShopSocially Offer for today’s attendees

SSWebinar14Mention the code above to get one free month

or an iPad mini with one year subscription

samir@ShopSocially.com

sales@ShopSocially.com

http://shopsocially.com

+1 650 701 7759