Push/Pull Social Marketing on Facebook and Beyond
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  • 1. Push/Pull Social Marketingon Facebook and Beyond11/3/2011
  • 2. Today’s Speakers Melissa Parrish Senior Analyst Cathy Halligan SVP, Sales & Marketing #SocialPushPull
  • 3. Webinar Agenda 1 Becoming Responsive with Social Marketing 2 The State of Social in E-commerce 3 Push/Pull Best Practices in E-commerce 4 Social Commerce Checklist 5 Q&A – 10 minutes Follow along or submit questions on Twitter: #SocialPushPull #SocialPushPull
  • 4. Becoming Responsive through push andpull social marketingMelissa Parrish, Senior Analyst4 © 2009 Forrester Research, Inc. Reproduction Prohibited 2011
  • 5. COREYour marketing mission for the next digital decade 5 © 2011 Forrester Research, Inc. Reproduction Prohibited #SocialPushPull
  • 6. CORE is a Four Part Marketing Mission Customize your marketing experienceEmpower s your staff andcustomers Optimize your decisions and processes Respond to your customers6 © 2011 Forrester Research, Inc. Reproduction Prohibited #SocialPushPull
  • 7. Responsiveness: Creating nimble processes to respond to customer needs and changing market conditions7 © 2011 Forrester Research, Inc. Reproduction Prohibited #SocialPushPull
  • 8. Marketers should maximize their Responsiveness by using social media to  Find the right opportunities to respond  Free up the resources you need to be responsive  Iterate marketing programs based on customer feedbackPull high-value conversations Push broad conversations to onto your own website popular social networks 83% of US interactive marketers report 69% of US adults have a social reaching the largest number of networking account consumers on their primary websites 8 © 2011 Forrester Research, Inc. Reproduction Prohibited #SocialPushPull
  • 9. Identify and respond to influential customers & conversations Pull Strategy: Let influencers float to the top naturally 9 © 2011 Forrester Research, Inc. Reproduction Prohibited #SocialPushPull
  • 10. Identify and respond to influential customers & conversations Push Strategy: Track important users on social networks 10 © 2011 Forrester Research, Inc. Reproduction Prohibited #SocialPushPull
  • 11. Free up resources to respond Pull Strategy: Respond to on-site conversations first 11 © 2011 Forrester Research, Inc. Reproduction Prohibited #SocialPushPull
  • 12. Free up resources to respond Push Strategy: Schedule content in advance 12 © 2011 Forrester Research, Inc. Reproduction Prohibited #SocialPushPull
  • 13. Use customer feedback to iterate marketing programs Pull Strategy: Use the voice of the customer as ad creative 13 © 2011 Forrester Research, Inc. Reproduction Prohibited #SocialPushPull
  • 14. Use customer feedback to iterate marketing programs Push Strategy: Spot trends that can influence messaging 14 © 2011 Forrester Research, Inc. Reproduction Prohibited #SocialPushPull
  • 15. Recommendations Graduate to advanced Responsiveness Programs  Respond to customers in purpose-built channels Respond by creating marketing programs that pivot on social engagement 15 © 2011 Forrester Research, Inc. Reproduction Prohibited #SocialPushPull
  • 16. Thank youMelissa Parrishmparrish@forrester.com@melissarparrishwww.forrester.com © 2009 Forrester Research, Inc. Reproduction Prohibited
  • 17. Our perspective is informed by the range of our clients17 © 2011 Forrester Research, Inc. Reproduction Prohibited @CathyHalligan #SocialPushPull
  • 18. Facebook is the Consumers’ Community of Choice #SocialPushPull
  • 19. Facebook is the Consumers’ Community of Choice Sharing is Growing Even Faster Than Users 800MSource: Facebook announcement livestream, July 6, 2011 @CathyHalligan #SocialPushPull
  • 20. Facebook features encourage generating and sharing content 1. Original Friends 2. Photos 9 3. Newsfeed 8 4. Facebook Apps 7 6 4 5 5. Like Comments 3 2 1 6. Like Button 7. Groups 8. Messages 9. New F8 FeaturesSource: Facebook announcement live stream, July 6, 2011 @CathyHalligan #SocialPushPull
  • 21. There is a range of social content. . . Source: Forrester Research, Inc. Study21 © 2011 Forrester Research, Inc. Reproduction Prohibited @CathyHalligan #SocialPushPull
  • 22. ..deployed to drive the intended performance Social Social Social Social Brand & Marketing Commerce Support Insights Understand and Increase brand Drive sales through interpret theObjective reputation and Reduce costs by customer collective voice to marketing awareness letting customers conversation, joint drive & engagement assist other in buying, or game brand, merchandisi through innovative answering support dynamics ng, and product social marketing and questions development engagement decisions Brand Strength & Traffic Customer Actionable Stature Product levelMetric Conversion Satisfaction insights Awareness Cost to Serve Cross Sell/Up Sell Actionable Brand Customer level insights Acquisition Average Order Business Case Emerging Exists Exists Emerging 22 © 2011 Forrester Research, Inc. Reproduction Prohibited @CathyHalligan #SocialPushPull
  • 23. …and the core case for Social Commerce DOES exist Sales = Traffic * Conversion * Average Order Social Content Social Content on Your Increases SEO Product Page Increases Social Content Increases Performance Conversion Average Order Value 25-49% 15-85% 20-50%Social Content Distributedon the Social Web IncreaseReferral Traffic, resulting in $15.72 w/ $132 AOV23 © 2011 Forrester Research, Inc. Reproduction Prohibited @CathyHalligan #SocialPushPull
  • 24. Social programming drives to a range of business outcomes… Social Social Social Social Brand Marketing Commerce Support (via desk top orOn-site mobile) (via desktop or mobile) Other Networks 24 © 2011 Forrester Research, Inc. Reproduction Prohibited @CathyHalligan #SocialPushPull
  • 25. Push Social Integration on Social Networks Social Social Social Social Brand Marketing Commerce Support (via desktop or mobile)Other Networks 25 © 2011 Forrester Research, Inc. Reproduction Prohibited @CathyHalligan #SocialPushPull
  • 26. Amazon on Twitter – Deal of the Day on Steroids26 © 2011 Forrester Research, Inc. Reproduction Prohibited @CathyHalligan #SocialPushPull
  • 27. Advanced Auto Parts on YouTube27 © 2011 Forrester Research, Inc. Reproduction Prohibited @CathyHalligan #SocialPushPull
  • 28. Endorsements from Facebook Friends drive sales28 © 2011 Forrester Research, Inc. Reproduction Prohibited @CathyHalligan #SocialPushPull
  • 29. Facebook Accounts for More Than 15% of Referral Traffic to Etsy and Forever 21Source: Compete Data 2010 @CathyHalligan #SocialPushPull
  • 30. Amazon.com Received 7.7% of Traffic fromFacebook Facebook referral traffic to Amazon rose 328% year over year. Source: comScore and J.P. Morgan (January 2011). @CathyHalligan #SocialPushPull
  • 31. Pull Social Integration on Your Properties Social Social Social Social Brand Marketing Commerce Support (via desk top orOn-site mobile) 31 © 2011 Forrester Research, Inc. Reproduction Prohibited @CathyHalligan #SocialPushPull
  • 32. REI – Social Programming on REI.com32 © 2011 Forrester Research, Inc. Reproduction Prohibited @CathyHalligan #SocialPushPull
  • 33. Amazon – leveraging the open graph to deliver relevancy33 © 2011 Forrester Research, Inc. Reproduction Prohibited @CathyHalligan #SocialPushPull
  • 34. Eventbrite @CathyHalligan #SocialPushPull
  • 35. Eventbrite @CathyHalligan #SocialPushPull
  • 36. Eventbrite Results Eventbrite Results The Results #1 source of referral traffic was Facebook after only a year of using Facebook Connect 60% of all Facebook shares happened post-purchase 20% more ticket sales were driven from a post-purchase share vs. a pre-purchase share. $2.53 Value of an event shared to Facebook in ticket sales. Source: Facebook Case Study @CathyHalligan #SocialPushPull
  • 37. Facebook OnSiteStep2 BAB CC @CathyHalligan #SocialPushPull
  • 38. Facebook OnSiteStep2 @CathyHalligan #SocialPushPull
  • 39. Step2 Results Step2 Results The Results 7% of Step2’s customers have verified their identity with Facebook OnSite 50% of verified customers share product reviews with their Facebook friends 135% Increase in referral traffic from Facebook over the past year 3X Increase in revenue from Facebook-referred visitors @CathyHalligan #SocialPushPull
  • 40. Facebook Discovery Advance Auto Parts A B A B C DCD @CathyHalligan #SocialPushPull
  • 41. Facebook Discovery Advance Auto PartsA @CathyHalligan #SocialPushPull
  • 42. Facebook Discovery Advance Auto PartsBC @CathyHalligan #SocialPushPull
  • 43. PowerReviews’ Open Network Results The Results 57% of all verified reviews are shared to Facebook of all reviews shared to spur 70% further engagement through Likes/Comments 5X more reviews are shared with Facebook OnSite vs. traditional methods $15.72 The value of a review shared to Facebook with Facebook OnSite. @CathyHalligan #SocialPushPull
  • 44. All Social Experiences are driven by UGC quantity and quality. Do you know? The UGC quantity you have on your site? On your product pages? The % of transactions that generate UGC? The % of your SKUs that have UGC? Your coverage? Your SEO traffic to your product page? The UGC quantity shared on the social web? And, the referral traffic and resulting conversion? If you have facebook connect, the % of users who verify and bring their social profile into your site experience? If you don’t know and aren‘t managing these metrics, you risk social commerce results44 © 2011 Forrester Research, Inc. Reproduction Prohibited @CathyHalligan #SocialPushPull
  • 45. Q&A – 10 Minutes Thank you. Thanks for attending. Please take a moment to complete our brief survey upon leaving the webinar. Today’s Speakers: Melissa Parrish Cathy Halligan Sr. Analyst, SVP, Sales & Marketing, Forrester PowerReviews @MelissaRParrish @CathyHalligan #SocialPushPull