social commerce: how to build a successfully sustainable strategy
DESCRIPTION
The ecommerce world is abuzz about social commerce. Everywhere you turn lies new evidence of how social media is changing the landscape for your online business. But where do you draw the line between hype and reality? And how do you develop a sound social strategy? Learn these answers by joining Volusion's Matt Winn for this webinar event. From picking the right channels to building your fan base, you'll walk away empowered to make the most of social commerce.TRANSCRIPT
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t
Social Media + Your Crafts =
Online Sensation
Matt Winn Social
Media
Manager
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Matt Winn Social Media Manager, Volusion
• Chief blogger: The Ecommerce Authority
• Join me on YouTube every Tuesday
• Aspiring cook, sports junkie, certified nerd
• Small-town Texan, Mexican food fanatic
Howdy, ya’ll!
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Today’s Agenda
• What is social media anyway?
• Build your social strategy
• Grow and engage your fan base
• Create a consistent message
• Drive more sales with social media
• Debunk social media hype
• Remember these clichés
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What is social media?
“A category of sites that is based on user
participation and user-generated content.”
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What isn’t social media?
• Social media is NOT:
– A one-sided conversation
– An excuse to share crappy content
– Just Facebook and Twitter
– About sales pitches
– A free lunch
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93% a
of web users believe a brand should have a social media
presence
Build Your Social Strategy
80% a
of web users visit social sites on a monthly basis
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Soap Box #1: Strategy
“Only 41% of companies have a strategy to guide their social
media activities.” (MediaPost)
Strategy: A comprehensive plan meant to achieve a long-term objective
Tactic: A specific action within a strategy to help reach the desired goal
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Set Your Social Objectives
• Several to choose from:
– Brand awareness
– Thought leadership
– Networking
– Feedback mechanism
– Advocacy building
– SEO gains
• Pick the best channel(s) to meet your objective
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Pick Your Channels
85% of consumers online trust
recommendations from people they know; 70%
trust opinions of unknown users. (Econsultancy)
The average consumer mentions specific
brands over 90 times per week in
conversations with friends, family, and co-
workers. (WOMMA)
53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on their intention to buy the product. (ROI Research for Performance)
85%
90 times
53%
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Required: Blog as Your Base
Why?
– Primary hub for content creation and sharing
– Great SEO supplement for all keywords
– Best social tool for inbound marketing
– Premier outlet for niche audiences
Your blog should serve as the center of your social media strategy.
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Facebook: Community Center
Build your alliances and champion
your brand on Facebook:
• Share your personality
• Provide an insider’s view to your business
• Get fans interacting with each other
• Create a “face” for your brand
• Utilize various tabs and tools
• Spread your content (remember that blog thing?)
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Twitter: Extend Your Reach
Talk to outer circles and
potential customers:
• Understand your audience
• Listen first, then respond
• Look for pertinent keywords and topics
• Become a thought leader
• Identify and engage influencers
• Spread your content (still that blog thing)
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LinkedIn: Network It
Join industry groups, share
insights and get to know people:
• Understand your audience
• Find pertinent groups and participate
• Establish a professional reputation
• Provide product recommendations
• Spread your content (not letting it go)
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YouTube: Get in the Game
Show off yourself, your products
and your personality:
• #2 search engine in the world
• Provide product demonstrations
• Utilize video testimonials
• Educate your customers and prospects
• Spread your content (seeing a trend?)
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Pinterest: Connect
Build relationships on a
lifestyle level
• Fastest growing social site
• 80%+ of user base is female
• Create endless pinboards
• Show off your brand’s personality
• All about lifestyle, not selling
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Soapbox #2: Metrics
Base your metrics on your goals – there is no strategy without
objective measurements.
Some example KPIs:
• Number of fans/followers/subscribers
• % growth of followers, views, etc.
• Amount of visitors from social to website
• Coupon redemptions from social exclusives
• Reach (shares, likes, RTs) of unique content
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Exercise 3: Grow Your Community
Social media accounts for one out of every six minutes spent
online in US.
Twitter is adding nearly 500,000 users a day
Time spent on social networks is growing at 3x the overall
internet rate, reaching approximately 10% of all usage
1 in 6
500K
3x
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Grow Your Social Presence
Know why people follow your brand:
1. To receive discounts and promotions
2. To show others they like your brand
3. To receive access to exclusive information
4. To get updates and news about the company
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Grow Your Social Presence
Try these ideas:
– Run a contest
– Email your customer base
– Share good content (again)
Don’t be afraid to ask
– 75% of Facebook users liked a brand because they were directly invited (MarketingProfs)
– Place your icons everywhere, provide incentives, run contests, be creative!
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Create a Consistent Message
• Don’t ignore design,
visuals
• Keep your tone the
same
• Create branded, not
random, content
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Exercise 4: Drive More Sales
73%
67%
51%
73% of US companies use social media as a
marketing outlet
Twitter followers are 67% more likely to
purchase than non-followers
Those who like a brand’s Facebook page are
51% more likely to purchase
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Sell directly on your page
• Find a solution that allows
you to list products directly
on Facebook
• Don’t list every single
product on your page
• Remember that the goal is
to drive traffic back to your
actual website
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Kick it up with daily deals
• Great way to increase brand
awareness and acquire new
customers
• Watch your proverbial shirt
• Consider options outside of
standard daily deals sites
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Run contests and share discounts
• Make a detailed campaign plan
• Find the appropriate tool
• Get as much from it as possible
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Soapbox #3: Social Media Hype
“Don’t assume social media will solve everything. If
your product sucks, social media won’t fix it.”
Myth
• Revenue savior
• Only source of marketing
• It’s free and easy!
Reality
• Communication channel
• Piece of a larger puzzle
• Takes a lot of work
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If you’re taking notes…
Remember these five social clichés:
1. Listen first, engage second, measure always
2. Think conversations, not campaigns
3. Earn your plug
4. Give up control
5. Don’t feed the trolls
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Want to learn more?
• Ecommerce Bootcamp: Sell Online in 60 Minutes
– Sunday at 11:00am, Crowne Plaza San Miguel Room B
• Drop your business card or email address for a
copy of today’s presentation!
• Like us on Facebook for daily tips
– Facebook.com/volusion
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t
Questions?