increasing website revenue by driving social behaviors

January 8, 2012

Affiliate Summit WestOliver RoupFounder / CEOoroup@viglink.com+1 (415) 287-9942

Increasing Website Revenue by Driving Social BehaviorsHow Social Media is Reshaping the Way Consumers Buy -- and How to Capitalize on it

3© VigLink All Rights Reserved.

1. Search for product 2. Select merchant 3. Select product and buy

Then | Search & Buy

Social Media is Changing Consumer Purchasing

4© VigLink All Rights Reserved.

of shoppers that find online social sources to

be an influential driver when making decisions

95% Increase95% Increase

Social Media is Changing Consumer Purchasing

5

Paid search and other traditional ways to acquire traffic and new customers

remain a critical component of our marketing strategy, but we’re finding that

these traditional avenues no longer provide a clear purchase funnel. Customers

come and go at different points, engaging in multiple conversations throughout

the process. The shift requires us to invest in a lot of different pots. Social

media is an area that allows us to obtain customers that market on our behalf

(i.e. who is going to talk about us? who is going to recommend us?).

© VigLink All Rights Reserved.

Cynthia Thomas

Sr. Director of Online Acquisition & Partner Marketing

Social Media is Changing Consumer Purchasing

6© VigLink All Rights Reserved.

1. Search for info 2. Seek guidance 3. Select product 4. Find merchant and buy

Now | Broad Exploration

Social Media is Changing Consumer Purchasing

7© VigLink All Rights Reserved.

The Question

8© VigLink All Rights Reserved.

One Answer

drive social drive social behaviorsbehaviors

drive social drive social behaviorsbehaviors

create a space where create a space where purchasing purchasing

decisions are madedecisions are made

create a space where create a space where purchasing purchasing

decisions are madedecisions are made

build a communitybuild a communitybuild a communitybuild a community

Enhance what you are already doing with social behavior.

9© VigLink All Rights Reserved.

How Do Social Behaviors Help you Earn More?

Social behaviors transform your site into a space where purchasing

decisions are made.

Benefit Monetization Opportunity

Increased Engagement Higher CTR’s

Free / High Quality Content More Ad Space & Affiliate Links

Repeat Traffic Additional Traffic

social behavior = more opportunities to monetizesocial behavior = more opportunities to monetize

10© VigLink All Rights Reserved.

Defining Social Behavior

Creating social behavior is not as simple as advertising on social

media sites.

11© VigLink All Rights Reserved.

Defining Social Behavior

... or creating a Facebook page.

11

12© VigLink All Rights Reserved.

Defining Social Behavior

... or Tweeting.

13© VigLink All Rights Reserved.

One Example of What the Community Looks Like

14© VigLink All Rights Reserved.

One Example of What the Community Looks Like

14

15© VigLink All Rights Reserved.

More Shares

These shares will drive a new kind of buyer to your site, one you can’t

capture via search engines.

16© VigLink All Rights Reserved.

More Traffic

The overall result will be more traffic -- and entirely new traffic

sources.

17© VigLink All Rights Reserved.

More Interaction

Readers that interact on your site return more frequently, and bring

others with them.

18© VigLink All Rights Reserved.

More Content

Social behavior drives free, high quality content, which in turn, creates more

opportunities to monetize.

19© VigLink All Rights Reserved.

More Revenue

Watchuseek is a community where purchasing decisions are made.

19

20© VigLink All Rights Reserved.

how to drive how to drive social behaviorssocial behaviors

21© VigLink All Rights Reserved.

Create a Foundation for Interaction

21

Incorporate your Incorporate your community within community within

your main site.your main site.

Incorporate your Incorporate your community within community within

your main site.your main site.

22© VigLink All Rights Reserved.

Create a Foundation for Interaction

22

Organize your community in Organize your community in a way that encourages, but a way that encourages, but

doesn’t force, product doesn’t force, product discussions.discussions.

Organize your community in Organize your community in a way that encourages, but a way that encourages, but

doesn’t force, product doesn’t force, product discussions.discussions.

23© VigLink All Rights Reserved.

Create a Foundation for Interaction

Don’t introduce advertising Don’t introduce advertising that makes it difficult to that makes it difficult to access the community.access the community.

Don’t introduce advertising Don’t introduce advertising that makes it difficult to that makes it difficult to access the community.access the community.

24© VigLink All Rights Reserved.

Stimulate Traffic to the Community

25© VigLink All Rights Reserved. 25

Stimulate Traffic to the Community

Use a forum in lieu of Use a forum in lieu of comments.comments.

Use a forum in lieu of Use a forum in lieu of comments.comments.

26© VigLink All Rights Reserved.

Stimulate Interaction

Ask questions.Ask questions.Ask questions.Ask questions.

27© VigLink All Rights Reserved.

Stimulate Interaction

Get people talking.Get people talking.Get people talking.Get people talking.

28© VigLink All Rights Reserved.

The End Result

more traffic = more ad revenuemore traffic = more ad revenuemore traffic = more ad revenuemore traffic = more ad revenue

29© VigLink All Rights Reserved.

The End Result

29

more interaction = more interaction = more salesmore sales

more interaction = more interaction = more salesmore sales

30© VigLink All Rights Reserved.

Q&A

Oliver

(web) oroup.com

(email) oroup@viglink.com

(twitter) @oroup

VigLink

(web) VigLink.com

(email) info@viglink.com

(twitter) @VigLink