social media for ecommerce: simple ways to build and engage your audience
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Social Media for Ecommerce:Simple Ways to Build & Engage Your
Audience
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Your Hosts & Social Media Guides
Jason Ferguson Communications Specialist
Cindy DaySocial Media & SEO Specialist
Bethany SmithSocial Media & SEO Specialist
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Today’s Agenda
Top Social Media Platforms for Ecommerce• Each platform’s reach, characteristics & market share
• Why each platform matters
• Best practices
• Common, costly pitfalls & how to avoid them
Crafting Your Social Media Strategy• Transforming your audience’s needs into social capital
• Tracking your competition so that you can outpace them
• Drafting your social media summer calendar
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Q & A
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But Why Start in the Summer?
A profitable following takes time to build—social media builds on previous success
Benefit from summer workers & internships
Mobile usage spikes during the summer & social media is mobile gold
Have a dedicated client base to market to during the holiday season
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Top Social Media Platforms for Ecommerce
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o 26% of social referral traffic is from Facebooko Ads allow for precise demographic targetingo Virtually everyone is on it
Why Facebook matters to ecommerce
1.31 billion active users
6.8 million mobile users
1 million links every 10 minute
22% yearly user increase
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Facebook Dos & Don’ts
Do . . . Groom your profile with an attractive cover photo
Provide variety in your posts
Recognize & reward loyalty
Invest in your ad campaign
Don’t . . .
Spam your feed with sales-focused posts
Ignore or remove comments
Link solely to your own website
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o Leading source of breaking news & viral contento Fantastic search featureo Google crawls Twitter faster than any other
network
Why Twitter matters to ecommerce
2.1 billion search engine queries per day
645 million active users
9,100 tweets per second
40% “lurking” users
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Twitter Dos & Don’ts
Do . . . Treat Twitter as a conversation, not a bullhorn
Plan your tweets & organize them into hashtag groups
Go beyond your own profile
Carve out a leadership niche
Don’t . . .
Post for the sake of posting
Wait for your audience to come to you
Limit yourself to one medium (links, images, etc.)
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o Fastest growing social media network of 2013o Visual content has higher conversion rateso Easy & fun to interact with desktop & mobile users
Why Instagram matters to ecommerce
1.2 billion likes per day
152 million active users
70% of users log in daily
13% of internet users
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Instagram Dos & Don’ts
Do . . . Post appealing images that represent the brand’s products & principles
Integrate with other social networks
Label your photos with hashtags
Run giveaways or contests
Don’t . . .
Violate Instagram’s Terms of Service (especially if you are running a contest)
Focus on sales-heavy material
Forget to live in the moment.
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Alternatively, Consider Vine
Do . . . Keep it simple & focus on one idea
Use sound, even though it is optional
Share & test regularly
Don’t . . .
Use Vine without a clear, coherent vision
Bet on going viral
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o Accounts for 25% of referral traffico On average, visitors spend over twice as much at
checkouto 81% trust recommendations & advice from Pinterest
Why Pinterest matters to ecommerce
70 million active users
$140-180 per order
80% of users are female
70% user engagement
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Pinterest Dos & Don’ts
Do . . . Diversify your boards
Choose colorful photos & test them against each other
Pay special attention to your cover photo
Size of images matter
Don’t . . .
Don’t ignore labels & descriptions
Don’t limit yourself to brand images
Don’t forget images that communicate your company culture & personality
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Google+
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Google+
o Property of Googleo SEO benefits from rel=authoro Integrates with Google Adwords & Google Local
Why Google+ matters to ecommerce
1 billion enabled accounts
359 million active monthly users
20 million mobile monthly users
22% adults use monthly
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Google+ Dos & Don’ts
Do . . . Form, join & lead active communities
Take (reasonable) advantage of Google Authorship
Add comments & expertise when posting links
Browse old posts when joining communities
Don’t . . .
“Link & leave” communities
Use undersized images
Share everything with everyone—circles exist for a reason
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o Largest online professional networko Third-fastest-growing social networko Unparalleled networking opportunities
Why LinkedIn matters to ecommerce
400% more referral traffic
300 million members
60% interested in industry insights
20% user reach
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LinkedIn Dos & Don’ts
Do . . . Share your ideas, even if your “ideas” are questions
Leave helpful comments for others
Showcase your professional appearance in your images & your writing
Don’t . . .
Don’t rush to build your network
Don’t be timid about your expertise
Don’t delve too far into your non-professional life
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Polyvore
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Polyvore
o Heavily commerce-focusedo Highest order value of any networko 91% of retailers saw SEO improvements
Why Polyvore matters to ecommerce
7.5 billion product impressions per month
20 million users
$383 average order value
17.8% revenue increase
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Polyvore Dos & Don’ts
Do . . . Showcase products—yours and others’
Connect with influencers
Share your creations on other platforms
Don’t . . .
Neglect the (rather specific) terms of service
Overdo your outreach
Focus on “salesy” content
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Crafting Your Social Media Strategy
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Turning Needs into Social Capital
Use common questions to create infographics
Cite helpful articles for questions that you are unable to answer yourself
Hold live Q & A sessions through social media posts
Describe new products in terms of the problems that they solve
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Turning Competition into Social Capital
Avoid traditional “competitive advertising”
Track your competitors’ successful posts & engagement
Make small, regular improvements to proven strategies
Convey successful ideas on other platforms & using other media
Keep a careful eye on well-targeted complaints—complaints are needs
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Your Summer Calendar
June July August Beyond
Appoint dedicated staff
Define & measure goals
2 weeks of advanced posts
Ad marketing & research
Create share-worthy content
Researched, strategic posts
Run contests
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Thank you for attending!
Facebook: Facebook Statistics
Twitter: Twitter Statistics
Instagram: Instagram Company Statistics
Pinterest: By the Numbers: 80 Amazing Pinterest Statistics, 15 Stats Retailers Should Know About Pinterest
Google+: 27 Amazing Google+ Statistics, New Social Statistics You Need to Know
LinkedIn: About LinkedIn, 7 Essential LinkedIn Marketing Stats: When to Post, What to Post and How to Improve
Polyvore: 15 Eye-Popping Stats About Social Shopping, Move Over Pinterest, Along Comes Polyvore