maven social social commerce

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MavenSocial Social Commerce 360 Social Commerce Solution: Media, Engage, Measure, Sell 1 MavenSocial

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Social Commerce, Driving sales from social demand generation earned media and influencer marketing.

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Page 1: Maven social   social commerce

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Social Commerce

360 Social Commerce Solution:

!

Media, Engage, Measure, Sell

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MavenSocial

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Thought Starters. !

Are you ok with the acquisition from social? !

Have you tracked or maximized your use of Earned Media?

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Social Commerce involves using social media, online media that supports social interaction, and user contributions to assist in the online buying and selling of products and services.

!Wikipedia

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MavenSocial SolutionSocial B2C and B2B: Key Differentiator - Influencer Identification, Activation and Measurement

MS

Demand Generation Engagement Measure Monetize

Maven Modules 1) Contest Marketing 2) Influencer Marketing

Maven Widgets Incentive Based

1) Embedded Contest 2) Embedded Offers/

Coupons !

Organic 3) Comment and Reviews 4) Sharing Widget 5) Social Connect Widget

Maven Links (1) Influencer Measurement (2) Sharing Measurement (3) Media Channel

Measurement (4) Audience Measurement

Maven ROI (1)Sales (2)Offer Redemptions (3)Opt-ins (4)Audience Data

!

$

Prod

ucts

Solu

tion

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#InfluenceMarketing

Grows Opt-ins !

During Campaign

?Nurture Opt-ins

!During and After Campaign is

initiated

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!Purchases or

Offers Selected

!!

# of People Sharing

# of shares

!Actions on Marketing

Assets

!Referrals

Practitioners can now measure actual, observed

influence, the spread of influence, the outcome of influence and

influence Scoring.

NOW: Measure Effective Influence!

Network Size: Social Reach

!Engagement

!Influence

Score 1. Measurement back to the

influencer using web analytics,

unique URL tracking and campaign

codes!

2. Observing changes in activity or attitude before

and after a program or in absence of a

program, email, link visits

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Identify Influencers 1

A B

SentimentPre-Campaign

Engagement During Campaign

Existing DatabaseEmployees, Customers

C

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Advocate Ambassador Citizen Professional CelebrityAn individual who shows support for, pleads the case of or defends a brand, cause, product or service while remaining formally unaffiliated with the brand and unremunerated

An individual remunerated by or otherwise ‘allied’ with a brand or cause; their actions are, in some manner, endorsed by the brand with an acknowledged and transparent affiliation that is mutually beneficial★ Citizen Influencers

The ‘everyman’ of influence. Citizen Influencers are otherwise average people who have greater than average likelihood to influence though their social network

Individuals, many times employees, who by definition of their job function, are in the position to influence others directly, through their authoritative or instructive statements

A 'popular' individual whose name recognition commands a great deal of public fascination (‘celebrity status’) and has the ability to use their status to communicate with broad effect

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Five Categories of Influencers

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2Activate Influencers: Content Syndication

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Measure Influence: Visits, Registrations, ROI3

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4Measure Influence: Social Reach, Shares, Impact/ROI, Engagement

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#ContestMarketing

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Influencers

Banner Ads

Print Ads

POS

Owned Email

Paid Email

Social Ads

TV Ads

Radio Ads

www.johngrishamcontest.com/scroogeholidayad

www.johngrishamcontest.com/NYTBR

www.johngrishamcontest.com/DSC_0014[2]

www.johngrishamcontest.com/DD140.NYT

www.johngrishamcontest.com/ownedemail

Paid – Owned – Earned Media Analytics

Media Conversion Analytics

Media Channels Tag Media Channels

www.johngrishamcontest.com/peoplead.mk3  

www.johngrishamcontest.com/paidemail

www.johngrishamcontest.com/fb1 What was the best Ad

format to convert visits,

contacts and opt-ins

Capture all visits,

contacts, opt-ins, sharing

& referral

What converted the

best, Paid, Owned or

Earned Media

Engagement: Multi Media Channels, Influencer Activation, Convergence and Analytics

1 2

Deploy Engagement: Contest, Offer, Facebook App

3 4

Engagement Analytics

Facebook Ads

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#SocialEngagement

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Content Calendar: Used Books • New Books •

Cheap Books

Amplifies Message on Paid, Earned, Owned

Engage to capture emails

and opt-ins

Engages email contacts, followers

Engages email contacts, followers

Build Trust and Sales through social referrals.

Content Creation/Curation

Content Distribution Database Database

Activation Measure, Optimize Sales

!

Videos, Written Words, Pictures, Shows, Book, InfoGraphic,

Recipe, Blog Articles, Direct Mail, Website, Mobile App,

Magazine, Podcasts, eBook, Reviews

Twitter, Facebook Paid, Linked-In,

Pinterest, Instagram, YouTube, SnapChat,

Google +, FourSquare, SlideShare

eMails, Followers, Likes, Community, Visitors,

Subscribers

eMail, Posts on Social,

InBox Message, Syndication

Channels, Offers, Messaging, PPC

Offer, Free Book, Subscription Service

Social Commerce SolutionBEST PRACTICES

01

$

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SocialMedia • Internet Distribution

Develop Database of Followers

Activate Database/Followers with Offers

Content

SOCIAL Activation Calendar THAT WORKS

02ContentVideo:

YouTube1/month (optional)

Articles:2 per week

Pictures:Part of all content

Internet Website Google + Google Places Google Paid

SocialTwitter:

2 Articles Posted weekly

Facebook Page:

2 Posts/week

Contest with Social Sharing

Google +2 Posts Per

Week

Followers Database

Database Engagement:Form, Facebook Connect, Twitter Connect

ActivateeMail:

Once every 2 weeks

Posts: 2 per week

InBox: Once 1 per

month

Sell with Offer

eMailContacts Facebook, Twitter #offer Contest

Close Sales

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Benefits

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Facebook

Influencers

Google

Male

Demo

Senior

Age

Traditional

Values

Books

Interests

Female

Demo

25-54

Age

Family

Values

Friends

Interests

Family

Demo

35+

Age

New

Values

Movies

Interests

Measure Influence: Audience Context, Persona’s5

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Engagement grows your database

2,000

Mavenize Site

10,000 Opt-in’s and Influencers

Build Opt-in and 1,000 Influencer Database

5,000

Offer Promo

7,000

Contest

10,000

FaceBook App

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Richard Hammond, 54

Jeremy Clarkson, 44 Amy Gient, 34

Emma Hutchin, 28facebook/hammond twitter @hutchin

facebook/clarkson linkedin/gient

[email protected]

[email protected] [email protected]

m

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[email protected]

Facilitate Sharing & Engagement

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$Call $2,000 Set-upfor one module

per month includes 2,000 contacts, service fees extra

Simple

Price21

1 month trial contract starts at $995/mth

Enterprise

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Case Study

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Case Study

Outcome

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Objective: Engagement + Database of influencers and prospects - then to sales

36,385 Visitors

13,865 Contacts

8,427 Opt-ins

2,590 Shared

70% Amplification

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2,654Influencers Shared

14,327Visits from Influencers

$2,036Total Sales from Earned Media

398Registered at Least One Lead

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Influencer Statistics

1,926Contacts from Influencers

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3870Social Reach

73 of 3870: 2%Engagement

112Total contacts from

all Connections

76Impact: Total Opt-ins

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MavenScore

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Earned Media

Outcome

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Objective: Grow a database of prospects from Earned Media

Total Channel

$1,419 Earned Media

$434 Paid Media

0 Owned Media

9314 Total Opt-ins

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Audience

Outcome

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Audience: Understand the lead audience and buyer audience

Total Demo

Equal Gender

35-54 Age

Kuerig, buy online, 2-3 cups of coffee Survey

Female 54%

Male 46%

0

1

2

3

4

20-34 35-44 45-54 55-64 65+

Buyer

Prospect through Maven

Female 74%

Male 26%

0

450

900

1350

1800

20-34 35-44 45-54 55-64 65+

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Survey

Sales Outcome

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Audience: Understand the lead audience and buyer audience

Total Channel

46% Paid

54% Earned Media

54% Sales from MavenSocial

Use K Cups at office 8%

K Cups, 2-3 cups 31%

K Cups 15%

K Cups, buyonline, 2-3 cups 31%

Shipgooder 15%

Buyer

Prospect through Maven

K Cups, 2-3 cups 28%

K Cups 32%

K Cups, buyonline, 2-3 cups 39%

Shipgooder 1%

K Cups owners who buy online

Of those who answered 73% own K Cups. 10% of all respondents have K Cups at office

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Statistics

Sales Outcome

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Key Metrics: Understand Current Buying Behaviour. Recommend free sample offer.

69 Sales

$72 Avg. Sale

9,314 Total eMails

0.74%Conversion Rate from

Email

Average Sale is $72

0

14.5

29

43.5

58

August0

18

36

54

72

August

69 total sales

Total in Database 9,314

Conversion rate: .74% Total Sales 69

54% of all Sales are from Maven.

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Toronto Singapore New York Los Angeles Atlanta

MavenSocial

[email protected]

facebook.com/MavenSocial linkedin.com/mavensocial

(289) 275-0248

Skype/tmischuktwitter.com/maven_social

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