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Push/Pull Social Marketingon Facebook and Beyond11/3/2011
Today’s Speakers       Melissa Parrish       Senior Analyst       Cathy Halligan       SVP, Sales & Marketing             ...
Webinar Agenda 1     Becoming Responsive with Social Marketing 2     The State of Social in E-commerce 3     Push/Pull Bes...
Becoming Responsive through push andpull social marketingMelissa Parrish, Senior Analyst4   © 2009 Forrester Research, Inc...
COREYour marketing mission for the next digital decade 5   © 2011 Forrester Research, Inc. Reproduction Prohibited        ...
CORE is a Four Part Marketing Mission                                                                          Customize  ...
Responsiveness:                           Creating nimble processes to                           respond to customer needs...
Marketers should maximize their Responsiveness by  using social media to                               Find the right opp...
Identify and respond to influential customers & conversations       Pull Strategy: Let influencers float to the top natura...
Identify and respond to influential customers & conversations  Push Strategy: Track important users on social networks  10...
Free up resources to respond       Pull Strategy: Respond to on-site conversations first  11    © 2011 Forrester Research,...
Free up resources to respond                  Push Strategy: Schedule content in advance  12   © 2011 Forrester Research, ...
Use customer feedback to iterate marketing programs  Pull Strategy: Use the voice of the customer as ad creative  13   © 2...
Use customer feedback to iterate marketing programs   Push Strategy: Spot trends that can influence messaging  14   © 2011...
Recommendations  Graduate to advanced Responsiveness Programs  Respond to customers in   purpose-built channels Respond ...
Thank youMelissa Parrishmparrish@forrester.com@melissarparrishwww.forrester.com  © 2009 Forrester Research, Inc. Reproduct...
Our perspective is informed by the range of our               clients17   © 2011 Forrester Research, Inc. Reproduction Pro...
Facebook is the Consumers’ Community of Choice                                       #SocialPushPull
Facebook is the Consumers’ Community of Choice               Sharing is Growing Even Faster Than Users                    ...
Facebook features encourage generating and             sharing content                                                    ...
There is a range of social content. . .                                                                                Sou...
..deployed to drive the intended                                performance                 Social                        ...
…and the core case for Social Commerce DOES             exist                                                             ...
Social programming drives to a range of business                                                    outcomes…             ...
Push Social Integration on Social Networks                                                                         Social ...
Amazon on Twitter – Deal of the Day on Steroids26   © 2011 Forrester Research, Inc. Reproduction Prohibited               ...
Advanced Auto Parts on YouTube27   © 2011 Forrester Research, Inc. Reproduction Prohibited                                ...
Endorsements from Facebook Friends drive               sales28   © 2011 Forrester Research, Inc. Reproduction Prohibited  ...
Facebook Accounts for More Than 15% of        Referral Traffic to Etsy and Forever 21Source: Compete Data 2010            ...
Amazon.com Received 7.7% of Traffic fromFacebook                     Facebook referral traffic                     to Amaz...
Pull Social Integration on Your Properties                                                               Social           ...
REI – Social Programming on REI.com32   © 2011 Forrester Research, Inc. Reproduction Prohibited                           ...
Amazon – leveraging the open graph to deliver               relevancy33   © 2011 Forrester Research, Inc. Reproduction Pro...
Eventbrite             @CathyHalligan   #SocialPushPull
Eventbrite             @CathyHalligan   #SocialPushPull
Eventbrite Results        Eventbrite Results                The Results              #1                              sourc...
Facebook OnSiteStep2         BAB             CC        @CathyHalligan   #SocialPushPull
Facebook OnSiteStep2        @CathyHalligan   #SocialPushPull
Step2 Results        Step2 Results               The Results          7%                      of Step2’s customers have   ...
Facebook Discovery    Advance Auto Parts                  A             B    A   B                 C                      ...
Facebook Discovery    Advance Auto PartsA               @CathyHalligan   #SocialPushPull
Facebook Discovery    Advance Auto PartsBC               @CathyHalligan   #SocialPushPull
PowerReviews’ Open Network Results                 The Results           57%           of all verified reviews are shared ...
All Social Experiences are driven by UGC quantity                 and quality. Do you know?     The UGC quantity you have ...
Q&A – 10 Minutes          Thank you.          Thanks for attending. Please take a          moment to complete our brief su...
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Push/Pull Social Marketing on Facebook and Beyond

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    1. 1. Push/Pull Social Marketingon Facebook and Beyond11/3/2011
    2. 2. Today’s Speakers Melissa Parrish Senior Analyst Cathy Halligan SVP, Sales & Marketing #SocialPushPull
    3. 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. 4. Becoming Responsive through push andpull social marketingMelissa Parrish, Senior Analyst4 © 2009 Forrester Research, Inc. Reproduction Prohibited 2011
    5. 5. COREYour marketing mission for the next digital decade 5 © 2011 Forrester Research, Inc. Reproduction Prohibited #SocialPushPull
    6. 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. 7. Responsiveness: Creating nimble processes to respond to customer needs and changing market conditions7 © 2011 Forrester Research, Inc. Reproduction Prohibited #SocialPushPull
    8. 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. 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. 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. 11. Free up resources to respond Pull Strategy: Respond to on-site conversations first 11 © 2011 Forrester Research, Inc. Reproduction Prohibited #SocialPushPull
    12. 12. Free up resources to respond Push Strategy: Schedule content in advance 12 © 2011 Forrester Research, Inc. Reproduction Prohibited #SocialPushPull
    13. 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. 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. 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. 16. Thank youMelissa Parrishmparrish@forrester.com@melissarparrishwww.forrester.com © 2009 Forrester Research, Inc. Reproduction Prohibited
    17. 17. Our perspective is informed by the range of our clients17 © 2011 Forrester Research, Inc. Reproduction Prohibited @CathyHalligan #SocialPushPull
    18. 18. Facebook is the Consumers’ Community of Choice #SocialPushPull
    19. 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. 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. 21. There is a range of social content. . . Source: Forrester Research, Inc. Study21 © 2011 Forrester Research, Inc. Reproduction Prohibited @CathyHalligan #SocialPushPull
    22. 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. 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. 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. 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. 26. Amazon on Twitter – Deal of the Day on Steroids26 © 2011 Forrester Research, Inc. Reproduction Prohibited @CathyHalligan #SocialPushPull
    27. 27. Advanced Auto Parts on YouTube27 © 2011 Forrester Research, Inc. Reproduction Prohibited @CathyHalligan #SocialPushPull
    28. 28. Endorsements from Facebook Friends drive sales28 © 2011 Forrester Research, Inc. Reproduction Prohibited @CathyHalligan #SocialPushPull
    29. 29. Facebook Accounts for More Than 15% of Referral Traffic to Etsy and Forever 21Source: Compete Data 2010 @CathyHalligan #SocialPushPull
    30. 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. 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. 32. REI – Social Programming on REI.com32 © 2011 Forrester Research, Inc. Reproduction Prohibited @CathyHalligan #SocialPushPull
    33. 33. Amazon – leveraging the open graph to deliver relevancy33 © 2011 Forrester Research, Inc. Reproduction Prohibited @CathyHalligan #SocialPushPull
    34. 34. Eventbrite @CathyHalligan #SocialPushPull
    35. 35. Eventbrite @CathyHalligan #SocialPushPull
    36. 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. 37. Facebook OnSiteStep2 BAB CC @CathyHalligan #SocialPushPull
    38. 38. Facebook OnSiteStep2 @CathyHalligan #SocialPushPull
    39. 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. 40. Facebook Discovery Advance Auto Parts A B A B C DCD @CathyHalligan #SocialPushPull
    41. 41. Facebook Discovery Advance Auto PartsA @CathyHalligan #SocialPushPull
    42. 42. Facebook Discovery Advance Auto PartsBC @CathyHalligan #SocialPushPull
    43. 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. 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. 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
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