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How Wine Retailer invino is Getting a Social Boost with an Innovative Strategy

Tony Westfall, CEO, invino

@TonyWestfall

Jai Rawat, CEO, ShopSocially

@jairawat

Jan 28, 2014

@shopsocially @invino_buzz

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• Introductions• invino marketing strategies

overview• Deeper dive into social strategies• Specific examples• Results• Q&A• Code for free wine bottle

Agenda

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Ask-a-Friend

Refer-a-Friend

Get-a-Fan

Social Connect

Social Login

Viral Offer Sharing

Viral Flash Sale

Share-a-Purchase

Share-on-Mobile

Shopping Community

Product Stories

Social SEO

Share-and-Win

Get-an-Email• Comprehensive Social

Commerce Platform• Started in 2010• 150+ Brand name

customers• Focused on generating

ROI

LinkShare Technology Genius Award

Most promising private companies 2013

Featured in a recent Social Commerce case study

Top StartupAward

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Quick poll to understand audience composition

What is your role?1.E-Commerce Expert

(I carry out E-Commerce strategy)

2.Social Media Marketing Specialist

3.Boss (I make decisions)

4.Geek (I code)

5.Other

If you chose (2) and haven’t tweeted about our webinar yet, your vote will be invalid!

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• Original private sale shopping community for wine lovers

• Based in the heart of Sonoma’s Wine Country, invino sources wine from around the globe

• Attractive pricing at up to 70% off suggested retail price

• Sales events launch daily, with wines available exclusively to members for 72-96 hours on average; special offerings for the very best customers

• Founded in 2009, invino has enjoyed stellar growth and is a profitable business with several brand extensions including inclub, Invino on ebay, winebcusa.com, America strong wine club and burgeoning B2B business.

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Considerations

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invino Marketing Strategies

• Goal: Most buyers (not names) in our database

• Ineffective • Digital Banner Ads, Network Partners• Social Network Advertising

• Neutral• PR• Tradeshows/Wine Events• SEM• Mobile

• Effective• Word-of-mouth• Email Marketing• SEO

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Two pronged Social Strategy

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Off-Site Marketing Strategy

• Facebook & Twitter– Mainly brand building and engagement– Little direct selling

• Pinterest- Thought it was a strong candidate- One way communication does not work.

• Rev Share/CPA campaigns- They work- ROI monitored carefully.

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On-Site Marketing Strategy

Drive Word of Mouth Virality

Drive Word of Mouth ViralityRefer-a-Friend

Social Sharing of Purchases

Social Sharing of Purchases

Share-a-Purchase

Generate Social ProofGenerate Social ProofShopping Community

Increase ConversionsIncrease ConversionsProduct Stories

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• Maximize social reach • Increase SEO Rank• Improve conversion• Drive word-of-mouth virality for

brand

Refer-a-Friend

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• Users click on sidebar to see details of promotional offer• Only targeting users that are non-members• Helps sign-up new members while seamlessly creating a

referral

• Users click on sidebar to see details of promotional offer• Only targeting users that are non-members• Helps sign-up new members while seamlessly creating a

referral

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• Promotional offer shown inline; User do a Facebook Like to avail offer

• Entire interaction happens on-site; User never leaves website

• Each Facebook Like of page induces word-of-mouth virality

• Promotional offer shown inline; User do a Facebook Like to avail offer

• Entire interaction happens on-site; User never leaves website

• Each Facebook Like of page induces word-of-mouth virality

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• User signs up to avail the promotional offer• Users feel they ‘earned’ the offer; hence convert at a 5-7X

higher rate• Acquires new customers

• User signs up to avail the promotional offer• Users feel they ‘earned’ the offer; hence convert at a 5-7X

higher rate• Acquires new customers

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• Referral post created on Facebook • Brings in quality friends traffic• Referral post created on Facebook • Brings in quality friends traffic

Don Sharpe shared a link.

Don Sharpe

2010 Chateau Les Roches de Ferrandwww.invino.comAOC Fronsac, Bordeaux, France90pts – WE | Gold Medalist | U.S. Exclusive

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• Comparative evaluation of performance of two Refer-a-Friend offers

• Use of A/B Testing feature pre-built in ShopSocially platform

• Everybody loves a free bottle of wine!

• Comparative evaluation of performance of two Refer-a-Friend offers

• Use of A/B Testing feature pre-built in ShopSocially platform

• Everybody loves a free bottle of wine!

A/B Testing to Compare Campaign Performance

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• Maximize social reach • Increase SEO Rank• Improve conversion• Drive word-of-mouth virality for

brand

Refer-a-Friend

Results•Word-of-mouth brand promotion via social referrals

•3% of the visitors are referring invino to their friends

•15.67% sales conversion rate for traffic originating from social referrals

•SEO Rank boost via social sharing actions and back-links

Results•Word-of-mouth brand promotion via social referrals

•3% of the visitors are referring invino to their friends

•15.67% sales conversion rate for traffic originating from social referrals

•SEO Rank boost via social sharing actions and back-links

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• Convert shoppers into brand ambassadors

• Acquire new customers via word-of-mouth recommendations

• Create SEO friendly back-links• Identify loyal customers and

influencers

Share-a-Purchase

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2007 Ardente Estate Reserve Cab Sauv

• At the end of purchase, reward customers for sharing their purchase

• Generates thousands of powerful brand endorsements

• At the end of purchase, reward customers for sharing their purchase

• Generates thousands of powerful brand endorsements

I am discovering a lot of great wines with my invino membership. Can’t wait to try this one.

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• Shoppers connect with invino brand on Facebook• Rich social data of user shared with invino • Shoppers connect with invino brand on Facebook• Rich social data of user shared with invino

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Don Sharpe Home Find Friends

Don Sharpe shared a link.

Get $10 OFF at invinoConnect with us and tell your friends about invino to get $10 Off your first purchase.

Dan SharpeI am discovering a lot of great wines with my invino membership. Can’t wait to try this one.

Get $10 OFF at invinoConnect with us and tell your friends about invino to get $10 Off your first purchase.

invino.com Get $10 OFF at invinoConnect with us and tell your friends about invino to get $10 Off your first purchase.

invino.com

• Purchases made viral through user’s Facebook post; Brings in quality social traffic

• ShopSocially built an API interface for invino to aggregate all purchase shares and automatically credit user with $25 for social sharing

• Purchases made viral through user’s Facebook post; Brings in quality social traffic

• ShopSocially built an API interface for invino to aggregate all purchase shares and automatically credit user with $25 for social sharing

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Don Sharpe Home Find Friends

Don Sharpe shared a link.

Get $10 OFF at invinoConnect with us and tell your friends about invino to get $10 Off your first purchase.

Dan SharpeI am discovering a lot of great wines with my invino membership. Can’t wait to try this one.

Get $10 OFF at invinoConnect with us and tell your friends about invino to get $10 Off your first purchase.

invino.com Get $10 OFF at invinoConnect with us and tell your friends about invino to get $10 Off your first purchase.

invino.com

• Posts are optimized for driving traffic and SEO benefits• Social actions enhances SEO Rank• Posts are optimized for driving traffic and SEO benefits• Social actions enhances SEO Rank

A

E

C

D

B

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• Generates deep insights into your customers social persona

• Increased accuracy of campaign targeting using these social insights

• Generates deep insights into your customers social persona

• Increased accuracy of campaign targeting using these social insights

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• Gather rich social profiles • Rich data includes birthday, # of friends, location, gender,

etc.

• Gather rich social profiles • Rich data includes birthday, # of friends, location, gender,

etc.

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• Convert shoppers into brand ambassadors

• Acquire new customers via word-of-mouth recommendations

• Create SEO friendly backlinks• Identify loyal customers and

influencers

Share-a-Purchase

Results•Viral spread of invino brand through social sharing of purchases

•20.93% sales conversion rate for traffic originating from social sharing of purchases

•Rich social profile data gathered (data available: name, email, birthday, gender, geo location, user interests and more)

Results•Viral spread of invino brand through social sharing of purchases

•20.93% sales conversion rate for traffic originating from social sharing of purchases

•Rich social profile data gathered (data available: name, email, birthday, gender, geo location, user interests and more)

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• Increase engagement• Boost conversion rate• Improve AOV via social discovery• Increase SEO Rank via user

generated content

Shopping Community

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• Shoppers comments while sharing the purchases are collated on website

• Social Testimonials showcased as social proof

• Shoppers comments while sharing the purchases are collated on website

• Social Testimonials showcased as social proof

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• Add social proof• Increase sales conversion• Improve SEO rank

Product Stories

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• Show social testimonials on the product page itself – adding social proof at the point of purchase

• Show social testimonials on the product page itself – adding social proof at the point of purchase

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• Enhance user engagement • Increases sales conversion using social media influence• Enhance user engagement • Increases sales conversion using social media influence

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• Add social proof• Increase sales conversion• Improve SEO rank

Product Stories

Results•Social proof driving conversions uplift

•Increased user engagement on product page

•Improvement in SEO rank

Results•Social proof driving conversions uplift

•Increased user engagement on product page

•Improvement in SEO rank

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Refer-a-Friend

Share-a-Purchase

Shopping Community

Acquire New Customers

Acquire New Customers

Viral Spread of Brand

Viral Spread of Brand

Increase Sales Conversions

Increase Sales Conversions

Generate Rich Social InsightsGenerate Rich Social Insights

Word-of-Mouth Virality

Word-of-Mouth Virality

Social Proof Social Proof

Summing Up the Benefits of On-Site Social Strategy

Product Stories

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Sales conversion rate for Refer-a-Friend

13.60%

Sales conversion rate for Share-a-Purchase

17.19%

Overall increase in sales conversion rate due to onsite social media modules

133%

Summing Up the Numbers for On-Site Social Strategy

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More Apps in Offing – Share-on-Mobile

Kay Lantow

This was a real surprise – deep color and flavor, minimal tannins, excellent

Share a photo of your favourite wine and write a small story (25 words) about it. The story with most Facebook Likes wins $1000

• Captures customer delight at the moment of product delivery

• Generates valuable social testimonials on mobile• Creates social proof

• Captures customer delight at the moment of product delivery

• Generates valuable social testimonials on mobile• Creates social proof

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Special Offer for today’s Special Offer for today’s attendeesattendees

ssfreecab Mention the code above to get one free bottle of

wine from invino

rob@ShopSocially.comjai@ShopSocially.com

http://shopsocially.com +1 650 701 7759

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• Increase engagement• Boost conversion rate• Improve AOV via social discovery• Increase SEO Rank via user

generated content

Shopping Community

Results•Increased engagement of user on invino website

•SEO Rank uplift via user generated social content

•Social discovery of products leading to increased conversions

Results•Increased engagement of user on invino website

•SEO Rank uplift via user generated social content

•Social discovery of products leading to increased conversions