Samir Palnitkar VP , Customer Success Presenters: Erin Siefring Social Media Coordinator 5 Proven Strategies to Generate Measurable Social ROI Tom Casad CEO Totally Promotional – a Casad Company @TPromotional ShopSocially @ShopSocially
5 Proven Strategies to Generate Measurable Social ROI - Demandware and ShopSocially Webinar
Sep 14, 2014
Retailers are using social media as mainstream marketing channel but are still often unsure when it comes to determining true ROI of their social commerce efforts. Retailers have generated user-engagement and increased brand awareness using social, but haven’t been able to measure the precise business impact in terms of revenue uplift. Demandware and ShopSocially conducted a webinar to help retailers with 5 proven strategies to generate measurable social ROI. ShopSocially customer Totally Promotional co-presented the webinar. CEO of Totally Promotional Tom Casad and Social Media Coordinator Erin Siefring added insights from their successful social commerce strategies using ShopSocially platform which have yielded them 16% increase in sales conversion rate.
For more details on the webinar, please visit: http://blog.shopsocially.com/2014/04/30/demandware-shopsocially-unlock-5-proven-strategies-to-generate-measurable-social-roi/
Or write to us at [email protected]
For more details on the webinar, please visit: http://blog.shopsocially.com/2014/04/30/demandware-shopsocially-unlock-5-proven-strategies-to-generate-measurable-social-roi/
Or write to us at [email protected]
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
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
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
http://shopsocially.com
+1 650 701 7759
Related Documents
