Crafted Media - the state of ecommercePresentation Transcript
Crafted Media Briefing: the state of ecommerce
Hello Crafted Media
32 Ipswich-based staff specialising in
Search engine marketing
Mobile sites & apps
Our ecommerce clients turned over c£6m in 2010.
Shopping Shops are not the same – from boutique to superstore.
Integration (social and logistic) is the order of the day.
With social commerce, there are software providers - fcommerce packages. With true ecommerce it is about true integration:
from high margin and high volume product sales, to label printing and pick & pack, to trackable data that can be analysed and used to develop a better customer experience.
Just ecommerce isn't a strategy.
Customers change a little, technology changes a lot.
The stats Recent research from Forbes demonstrates exactly how valuable Facebook Fans are to a brand:
They are 41% more likely to recommend a company.
28% more likely to continue using them in the future.
Fans are worth on average $136.38 to a business and spend $71.84 more per year.
Search + Social Media increases CTR by 94 percent. (GroupM and comScore)
The way we were It’s all about search, paid and natural. And conversion. And maybe a follow-up email. Done. ‘traditional’ media = + +
The way we should be now Now social influence during the search and research phase is more important than ever... = + +
The way we need to be
Ecommerce basics Optimise your images – image search traffic is significant Integrate Facebook at product level: a ‘most Liked’ category on your site? Google Base – 5-15% of retailers’ turnover Robust content strategy
Blogs – for life post-Panda
Video – YouTube is the 2nd largest search engine!
Email still works Reviews – not only incentivising them, but featuring in the search listings via Google checkout Enable the user
Mobile Mobile shouldn’t remove the opportunity to consultatively sell. There is less real estate to visually sell, so it is more important to focus on how your customers might view your business, products and services. Mobile should
highlight your products,
emphasise your service
enable the user
to reserve & collect
to find store locations
Mobile is a new channel, not a replacement.
So sell Social commerce Mobile commerce
Combine your site’s analytics with industry trends to identify target platforms
Device considerations: the range of screen sizes and orientations meant that the design had to be very fluid:
ranging from 320 pixels wide for an upright iPhone 3, to 960 pixels wide for an iPhone 4 on its side.
Note: the iPhone 4 has twice the resolution as an iPhone 3 (640x960 compared to 320x480), although the physical screen size is the same!
Shares the same code base as the main site, so feeds off of the same data and images, avoiding data re-entry for the client.
There are also a handful of HTML5 features, (where supported) to allow easier entry of telephone numbers and email addresses using new form tags.
Significant % of overall sales within days of launch.
Usability / user experience is more important than ever.
Social change Social commerce – e-commerce through social networks Social change: social shopping and social influence are an integral part of our lives. (Note: I didn’t mention ‘online’ or ‘digital’ there) Customer behaviour has not changed (much), but when we ask a question, or seek an opinion or recommendation, it is amplified.
The power of advocacy Now harness it and monetise it.
Social recommendation Fanning the flames for social and search benefit
encourage / incentivise reviews
voucher codes for (tracked) recommendations
provide links to the ordered product pages to share socially
‘people who also bought’ shareable links (unsubtle hints for gifts)
Google checkout as a payment option to enabled featured reviews in your search listings (beware of confusing your customers)
Social commerce The socialisation of your brand drives business
Nearly 40% of consumers ’like’ companies on Facebook to publicly display their brand affiliation to friends. [Source: ExactTarget, via Social Media Examiner, October 2010]
40% click ‘like’ button for, or ‘liked’ a company, brand or association on Facebook to receive discounts and promotions. [Source: ExactTarget, September 2010]
Social commerce Facebook Connect – log-in & checkout using FB details Facebook wall-stores. Not just sharing the story, sharing your shop! Full Facebook stores - great for a few products. Conversion stats? Facebook Deals – a campaign strategy to emphasise location / relevance / convenience
Facebook commerce A convenience store? Payment in Facebook: PayPal & Credits The phasing out of FBML, the phasing in of iframes – where does the transaction occur? People are happy with the ‘security’ of Facebook. The purchase process is quite slow and clunky. Remember these are your customers. Control the customer experience.
Facebook commerce Forbes states that Facebook’sreferral traffic to Amazon grew 328% year on year in Oct. 2010, while Google’s traffic dropped 2%. Facebook traffic to eBay grew 81% while Google traffic dropped 3%. 8th Bridge forecasts retail sales on Facebook in 2011 will be IRO $100 million. They also state that people are ‘18 times more likely to buy directly in their News Feed than when clicking off to a separate website’. Facebook disagrees. Why? Learn, test, refine. Facebook is a campaign tool, a marketing strategy with benefits.
Truly social commerce ‘Free personal shopping network service complete with live chat, enabling consumers to seek product advice and recommendations from knowledgeable advisors in real-time.’
Off(line) and on again
Off(line) and on again
EU Cookies ‘Law’ Don’t Panic!
Remember to not get excited about the shiny thing. Simply focus on where your customers are and how to sell to them