the value of being social in online retail
DESCRIPTION
Covering benefits, best practices and current trends in social media marketing for ecommerce. Included are examples from One Click's own experiences as well as other companies' initiatives and real data to back claims.TRANSCRIPT
• Over 80% of Americans use Social Media Monthly
• 93% of Americans who use social media believe a company should have a presence in social media
• 85% of Americans who use social media believe a company should interact with its consumers via social media
• U.S. social commerce sales will reach $30 billion by 2015, which will represent 12% of total U.S. e-commerce sales
Source: U.S. Commerce Department, The Broad Reach of Social Technologies, Go-Globe.com
Why is Social Media important to online retailers?
Customer Service
Benefits:1.Reduce call and email volume
2.Build FAQ's
3.Make a brand advocate out of a mistake
4.Increase customer loyalty
5.Increase customer lifetime value
6.Word of mouth potential
7.Letting your customers talk to each other
8.Team satisfaction
Source: Cone Business in Social Media Study
Benefits:1.Unbiased content that helps sell prospective customers2."Free" content3.Consistent fresh content means SEO benefit4.Share-able content
Content
User Generated Reviews, Social Updates Produced Blog, Video
Benefits:1.SEO advantage 2.Easy syndication3.Personalization opportunity4.Decreasing production costs5.Engagement method6.Product showcase
and confirm
How Social Media Impacts SEO: • Inbound links
• Direct Influence
• Real Time Search
• User Generated Content
• Brand Related Searches
• Reputation Management
• Social Search
Source: http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
SEO
Social Signals Impact Rankings
Methods:•Repeating promotions•Twitter # chats•Influencer reviews•Guest hosts•Response baiting•Content varying: videos, photos, questions, information
Audience Building
Benefits:•Brand building•Potential customer base expansion•Quality control survey pool•Testing ground for larger scale promotions
Benefits:
1.Credibility
2.Encourages commitment
3.Adds approachability
4.Builds trust
Humanization
Benefits:
• Heighten potential for sharing
• Build credibility
• Increase conversions
• Help SEO efforts
Examples:
• Social bookmarking buttons on your blog
• Facebook "like" button
• Google +1
• Facebook "send" button
• Twitter "follow" button
• Facebook comments box
• Customer Reviews
• Widgets
Store Integration
Methods:• Social sharing as main message• Highlight social contest winners
• Answer FAQs on social sites
• Blog content as email message material
Email Integration
Source: GetResponse Email Marketing
Benefits:•Social accounts are a source for opt-in list-building•Enables email marketers and subscribers to engage in real time•Social icons in email allow easy sharing of message beyond the inbox
Group Shopping Sites
Recommendation Engines
Social Shopping
Source: Social eCart, Wantlet
Categories:
Group Shopping Sites
Encourage groups of people to buy
together at wholesale prices
Shopping communities
Users communicate and aggregate
information about products, prices, and
deals
Recommendation engines
The in-store analogy is asking a fellow
shopper for advice
Shared Shopping Mechanisms
Allow shoppers to form ad-hoc
collaborative shopping groups
Shared Shopping
Shopping communities
Methods:• Facebook "Shop" app
• Pay Per Click Advertising
• Early product releases
• Private product sales
• Exclusive deals
• "Like-gating”
(Groupon-like incentivizing)
• Apps
Drive Sales