push/pull social marketing on facebook and beyond
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TRANSCRIPT
11/3/2011
Push/Pull Social Marketingon Facebook and Beyond
Cathy HalliganSVP, Sales & Marketing
Melissa ParrishSenior Analyst
Today’s Speakers
#SocialPushPull
Becoming Responsive with Social Marketing1
The State of Social in E-commerce2
3 Push/Pull Best Practices in E-commerce
Webinar Agenda
5 Q&A – 10 minutes
4 Social Commerce Checklist
#SocialPushPull
Follow along or submit questions on Twitter: #SocialPushPull
© 2011 Forrester Research, Inc. Reproduction Prohibited4 © 2009 Forrester Research, Inc. Reproduction Prohibited
Becoming Responsive through push and pull social marketingMelissa Parrish, Senior Analyst
© 2011 Forrester Research, Inc. Reproduction Prohibited5
COREYour marketing mission for the next digital decade
#SocialPushPull
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CORE is a Four Part Marketing Mission
Customize your
marketing experience
s
Respond to your customers
Empower your staff
and customers
Optimize your decisions
and processes
#SocialPushPull
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Responsiveness:
Creating nimble processes to respond to customer needs and changing market conditions
#SocialPushPull
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Marketers should maximize their Responsiveness by using social media to
Find the right opportunities to respond
Free up the resources you need to be responsive
Iterate marketing programs based on customer feedback
Pull high-value conversations
onto your own website
83% of US interactive marketers report
reaching the largest number of
consumers on their primary websites
Push broad conversations to
popular social networks
69% of US adults have a social
networking account
#SocialPushPull
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Identify and respond to influential customers & conversations
Pull Strategy: Let influencers float to the top naturally
#SocialPushPull
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Identify and respond to influential customers & conversations
Push Strategy: Track important users on social networks
#SocialPushPull
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Free up resources to respond
Pull Strategy: Respond to on-site conversations first
#SocialPushPull
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Free up resources to respond
Push Strategy: Schedule content in advance
#SocialPushPull
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Use customer feedback to iterate marketing programs
Pull Strategy: Use the voice of the customer as ad creative
#SocialPushPull
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Use customer feedback to iterate marketing programs
Push Strategy: Spot trends that can influence messaging
#SocialPushPull
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Recommendations
Respond to customers in
purpose-built channels
Graduate to advanced Responsiveness Programs
Respond by creating marketing
programs that pivot on social
engagement
#SocialPushPull
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Thank you
Melissa [email protected]
@melissarparrish
www.forrester.com
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Our perspective is informed by the range of our clients
@CathyHalligan #SocialPushPull
Facebook is the Consumers’ Community of Choice
#SocialPushPull
Facebook is the Consumers’ Community of Choice
Source: Facebook announcement livestream, July 6, 2011
800M
@CathyHalligan
Sharing is Growing Even Faster Than Users
#SocialPushPull
Facebook features encourage generating and sharing content
1. Original Friends
2. Photos
3. Newsfeed
4. Facebook Apps
5. Like Comments
6. Like Button
7. Groups
8. Messages
9. New F8 Features
1 23
45
67
8
Source: Facebook announcement live stream, July 6, 2011
9
@CathyHalligan #SocialPushPull
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There is a range of social content. . .
Source: Forrester Research, Inc. Study
@CathyHalligan #SocialPushPull
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..deployed to drive the intended performance
Increase brand reputation and marketing awareness & engagement through innovative social marketing and engagement
Social Brand & Marketing
Social Commerce
Ob
jecti
ve
Drive sales through customer conversation, joint buying, or game dynamics
Bu
sin
ess
Case
Emerging Exists
Metr
ic
Brand Strength & Stature
Awareness
Customer Acquisition
Traffic
Conversion
Cross Sell/Up Sell
Average Order
Social Insights
Understand and interpret the collective voice to drive brand, merchandising, and product development decisions
Emerging
Actionable Product level
insights
Actionable Brand level insights
Social Support
Reduce costs by letting customers assist other in answering support questions
Exists
Customer Satisfaction
Cost to Serve
@CathyHalligan #SocialPushPull
© 2011 Forrester Research, Inc. Reproduction Prohibited23
…and the core case for Social Commerce DOES exist
Social Content on Your Product Page Increases
Conversion
15-85%
Sales =Traffic * Conversion * Average Order
Social Content Increases Average Order Value
20-50%Social Content Distributed on the Social Web Increase Referral Traffic, resulting in
$15.72w/ $132 AOV
Social Content Increases SEO Performance
25-49%
@CathyHalligan #SocialPushPull
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Social programming drives to a range of business outcomes…
Social Brand
Social Marketing
Social Commerce
Social Support
Oth
er
Netw
ork
s(v
ia d
eskto
p o
r m
ob
ile)
On
-sit
e (
via
desk t
op
or
mob
ile)
@CathyHalligan #SocialPushPull
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Push Social Integration on Social Networks
Social Brand
Social Marketing
Social Commerce
Social Support
Oth
er
Netw
ork
s(v
ia d
eskto
p o
r m
ob
ile)
@CathyHalligan #SocialPushPull
© 2011 Forrester Research, Inc. Reproduction Prohibited26
Amazon on Twitter – Deal of the Day on Steroids
@CathyHalligan #SocialPushPull
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Advanced Auto Parts on YouTube
@CathyHalligan #SocialPushPull
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Endorsements from Facebook Friends drive sales
@CathyHalligan #SocialPushPull
Source: Compete Data 2010
Facebook Accounts for More Than 15% of Referral Traffic to Etsy and Forever 21
@CathyHalligan #SocialPushPull
Amazon.com Received 7.7% of Traffic from Facebook
Source: comScore and J.P. Morgan (January 2011).
Facebook referral traffic to Amazon rose 328% year over year.
@CathyHalligan #SocialPushPull
© 2011 Forrester Research, Inc. Reproduction Prohibited31
Pull Social Integration on Your Properties
Social Brand
Social Marketing
Social Commerce
Social Support
On
-sit
e (
via
desk t
op
or
mob
ile)
@CathyHalligan #SocialPushPull
© 2011 Forrester Research, Inc. Reproduction Prohibited32
REI – Social Programming on REI.com
@CathyHalligan #SocialPushPull
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Amazon – leveraging the open graph to deliver relevancy
@CathyHalligan #SocialPushPull
Eventbrite
@CathyHalligan #SocialPushPull
Eventbrite
@CathyHalligan #SocialPushPull
Eventbrite ResultsThe Results
#1source of referral traffic was Facebook after only a year of using Facebook Connect
of all Facebook shares happened post-purchase
more ticket sales were driven from a post-purchase share vs. a pre-purchase share.
Value of an event shared to Facebook in ticket sales.$2.5
3
60%20%
Source: Facebook Case Study
Eventbrite Results
@CathyHalligan #SocialPushPull
Step2
B
C
B
C
Facebook OnSite
A
@CathyHalligan #SocialPushPull
Step2Facebook OnSite
@CathyHalligan #SocialPushPull
Step2 Results
The Results
7%of Step2’s customers have verified their identity with Facebook OnSite
of verified customers share product reviews with their Facebook friends
Increase in referral traffic from Facebook over the past year
Increase in revenue from Facebook-referred visitors
50%135%
3X
Step2 Results
@CathyHalligan #SocialPushPull
Advance Auto Parts
A B
C
D
Facebook Discovery
A B
C
D
@CathyHalligan #SocialPushPull
Advance Auto PartsFacebook Discovery
A
@CathyHalligan #SocialPushPull
Advance Auto PartsFacebook Discovery
B
C
@CathyHalligan #SocialPushPull
PowerReviews’ Open Network Results
The Results
57% of all verified reviews are shared to Facebook
of all reviews shared to spur further engagement through Likes/Comments
more reviews are shared with Facebook OnSite vs. traditional methods
The value of a review shared to Facebook with Facebook OnSite.
70%
5X
$15.72
@CathyHalligan #SocialPushPull
© 2011 Forrester Research, Inc. Reproduction Prohibited44
The UGC quantity you have on your site? On your product pages?
The % of transactions that generate UGC?
The % of your SKUs that have UGC? Your coverage?
Your SEO traffic to your product page?
The UGC quantity shared on the social web? And, the referral traffic and
resulting conversion?
If you have facebook connect, the % of users who verify and bring their
social profile into your site experience?
All Social Experiences are driven by UGC quantity and quality. Do you know?
If you don’t know and aren‘t managing these metrics, you risk social commerce results
@CathyHalligan #SocialPushPull
Q&A – 10 Minutes
Thank you.Thanks for attending. Please take a moment to complete our brief survey upon leaving the webinar.
Today’s Speakers:
Melissa ParrishSr. Analyst,Forrester@MelissaRParrish
Cathy HalliganSVP, Sales & Marketing,PowerReviews@CathyHalligan
#SocialPushPull