how to integrate social media with sales, presented by ryan dickerson
TRANSCRIPT
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SOCIALMEDIA.ORG/SUMMITORLANDO
How to integrate socialmedia with sales
RYAN DICKERSONAUTOTRADER.COM
DECEMBER 9–11, 2013
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social media & sales @RyanGDickerson
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selling with social isn’t new
We’ve tried this a few different ways
F-commerce stores “We’re going to sell stuff on Facebook!”
In-feed sales “We’re going to sell stuff on Twitter!”
Video annotations “People can buy stuff straight from product videos!”
Rich Pins/Media “We’re going to sell stuff to moms!”
Image: http://www.bookingbug.com
@RyanGDickerson
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strategy & tact are everything
Listening, clear goals, and measurable KPIs are essential for any social sales strategy
What does success look like for your brand?
How will you measure those achievements?
When will you know if you’ve succeeded?
@RyanGDickerson
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sales are a byproduct of a comprehensive social media strategy
Direct ROI
Foundational Activities
Social Traffic/Leads
Enabled Analytics
Social Listening
Community Management
Real-time Engagment Inspirational
Content
Social Sales
@RyanGDickerson
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social media & online sales
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tactics for social media & online sales
Leverage what’s available from the platforms
Put on your analytics trucker hat
Consider social advertising for your marketing mix
Make user-generated reviews a cornerstone of your strategy
Source: Zazzle.com
@RyanGDickerson
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leverage the basics
Marketers have a lot of tools at their disposal to boost and track social ROI
Meta tags, inbound traffic measurements, UV attribution
Rich content (pins, cards, videos)
Native platform analytics
Source: www.business2community.com
@RyanGDickerson
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get friendly with your data
Know what to look for and how to show attribution
Referral domain
Session duration
Site activity
Add to cart/checkout
Click events
Shopper pathing
Social Content
Click
Mobile Site UV
Mobile Site
Search
Mobile Site
Product Page
Mobile Site
Search
Mobile Site
Product Page
Mobile Site
Product Page
Product Ratings & Reviews
Mobile Social Login
Add To Cart/
Checkout
Post-Sale CRM
Sourcing Reviews
Social Team Happy Hour
“Over the period of Jan.- June 2013, social traffic to e-commerce sites has created a revenue increase of 17.8 percent.” Source: (ShopSocially)
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@RyanGDickerson
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are social ads right for you?
Social adverting has come a long, long, long way
Better segmentation “clusters”
Better attribution techniques
1st & 3rd party data integration (Equifax, Polk)
Industry demand for accountability
Facebook’s CTR saw a 275% increase in Q3. Source: Adobe Social Intelligence Report
@RyanGDickerson
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ugc is your digital reputation
Ratings & Reviews drive sales, and have become synonymous with online shopping
“78% of Americans said online reviews help them decide on whether or not to purchase a product.” Source: http://www.marketingcharts.com
@RyanGDickerson
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social media & retail sales
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tactics for social media & retail sales
Know your social path to purchase
Use inspirational content to drive discovery
Work with your geo-social companies
Get creative with social incentives
@RyanGDickerson
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know your social path to purchase
Having an understanding of where your social presence fits into the path to purchase is critical in knowing where your role starts and stops in a sales process
Source: http://www.zeromomentoftruth.com Source: http://www.mckinsey.com/
@RyanGDickerson
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inspiration drives sales
Inspire with your compelling content
Engage with your community
Empower your loyalists
Deliver on your brand promise
Twenty-six percent of in-store purchases from Pinterest were at discount retailers. Source: Vision Critical
@RyanGDickerson
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check-ins- an easy attribution tool
Check-in and geo-fencing technologies could be your missing attribution tool
Associate check-ins with…
CRM data
Brand fans (Likes, Follows)
Competitors (visitors recent check-ins)
Easily identify influencers and key behaviors
@RyanGDickerson
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social incentives aren’t about the deal
Social incentive campaigns build stickiness and help brands…
Drive brand awareness
Gain deeper shopper insights
Build long-term attribution models
@RyanGDickerson
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key takeaways & best practices
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sales are a long-tail game
Sales are a byproduct of a well-executed social strategy
@RyanGDickerson
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leverage the basic industry tools
The social platforms want to help you succeed, so use what they offer
Twitter Cards
Rich Pins
YouTube Annotations
Google Analytics
Check-in data
@RyanGDickerson
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know your channels strengths
Source: http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey @RyanGDickerson
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be inspirational
Inspiration drives exploration, and gives consumers unique ways to connect with a brand
@RyanGDickerson
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don’t be a “swim fan brand”
Know what to ask for: Don’t be the like me, love me, follow me, pin me, + me, me brand
Have tact: Don’t #Twitt-sta-face-tube-pin-plus your sales-driven content
Maintain balance: Make sure your sales-focused content isn’t the key driver in your social content mix
@RyanGDickerson
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thank you
Feel free to send your critiques, praises, good jokes, or BBQ recipes to @RyanGDickerson
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