Plum District is a popular mom-focused daily offers and ecommerce site. It was ranked among the top 100 sites for women by Forbes in 2012 and 2013. Plum District is using ShopSocially's platform to add social commerce modules to their site and make it more social. This is resulting into stellar success as follows: - 5.57% website users converting into quality Facebook fans - 20.5% of newly acquired Facebook fans also becoming email subscribers - 11.06% shoppers sharing their purchases on social networks - High sales conversion rate of 34.9% seen for traffic originating out of social sharing of purchases ShopSocially conducted a Webinar in which Jennifer Nuckles - CMO of Plum District - unraveled the social commerce strategy they have adopted to achieve this success. Through this social commerce strategy, Plum District is driving significant uplift in sales conversion rate, word-of-mouth recommendations, new customer acquisition and revenue growth while gaining deeper insights into their customer base. Read more about this Webinar at http://blog.shopsocially.com/2013/11/14/shopsocially-webinar-unravels-how-plum-district-is-getting-35-sales-conversion-rate-using-social-media/ Contact ShopSocially at info@shopsocially.com for more details.

1. How Plum District has Created a Winning
Social Commerce Strategy
@plumdistrict
@shopsocially
Jennifer Nuckles,
CMO, Plum District
Samir Palnitkar,
VP of Customer Success
Nov 13, 2013
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2. Ask-a-Friend
Refer-a-Friend
• Comprehensive Social
Commerce Platform
• Started in 2010
• 150+ Brand name customers
• Focused on generating ROI
Get-a-Fan
Social Connect
Social Login
Viral Offer Sharing
Viral Flash Sale
Share-a-Purchase
Share on Mobile
LinkShare
Technology Genius
Award
Most promising
private
companies
2013
Shopping Community
Social SEO
Product Stories
Featured in a
recent Social
Commerce
case study
Top Startup
Award
Share-and-Win
Get-an-Email
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3. Quick poll to
understand audience
composition
What is your role?
1. E-Commerce Guy
(I carry out
Ecommerce
strategy)
2. Social Media
Marketing Expert
(I run social for my
organization)
3. Boss (I make the
decisions)
4. Geek (I am the tech
brain)
5. Other
If you chose (2) and
haven’t tweeted about
our webinar yet, your
vote will be invalid! 
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4. o Plum District connects moms with inspirations and products that
make their lives easier – an ecommerce platform and media property for
moms
o Founded in 2010; Based in San Francisco, California, Plum District has
a national footprint and is in 60 metro areas across the United States
o Plum District has been named to the Forbes‟ 100 Best Websites for
Women in both 2012 and 2013
o Lead investments from Kleiner Perkins Caufield & Byers, General
Catalyst Partners, and Comcast Ventures
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5. Considerations
ROI
Budget
Resources required
Objectives
Brand image
Vendor selection
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6. Plum District‟s Marketing Strategy
Traditional Marketing:
• Media, Direct Mail, Networking
• PR, Word of Mouth, Exhibitions, Affiliates
Digital Marketing:
• Website/SEO, Email, Content
• Google Ad Words
• Mobile, Social
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7. Two pronged Social Strategy
OFF-SITE
ON-SITE
Engagement
Engagement
Feedback
Conversion rate/Revenue
Customer Service
Word-of-mouth amplification
Branding and PR
Rich profile acquisition
Video and Events
Deep insights (social
influencers, trending products
etc.)
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8. Off-Site Social Media Strategy
Nonpaid (engagement)
Paid Advertising (acquisition)
Engagement & Awareness
Engagement & Awareness
Awareness & Acquisition
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9. On-site Social Strategy
Get-a-Fan
Share-a-Purchase
Product Stories
Acquire
New Customers
Social Sharing
of Purchases
Generate Social Proof
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10. Get-a-Fan
•
•
•
•
•
Acquire genuine Facebook fans
Add email subscribers
Increase sales
Improve SEO rank
Add social virality
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11. • Facebook Like unlocks a 10% coupon
• Target users intelligently based on social profile, session history
• Auto-schedule campaign
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12. PLUMDISTRICT10
• Discount coupon shown inline; Entire interaction happens on-site
• User never leaves our website
• User can email the coupon to themselves
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13. • User can also opt to become email subscriber
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14. • Add quality Facebook fans and email addresses
• Since user feels she has „earned‟ the coupon in return of Facebook
Like, tends to convert at a higher rate
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15. Get-a-Fan
Results
• Acquire genuine Facebook fans
• Add email subscribers
• 5.71% of website visitors converted into Facebook fans
• Increase sales
• 26.62% sales conversion rate for acquired fans
• Improve SEO rank
• 20.61% fans also became email subscribers
• Add social virality
15

16. Share-a-Purchase
• Convert shoppers into brand
ambassadors
• Acquire new customers via word-of-mouth
recommendations
• Create SEO friendly backlinks
• Identify loyal customers and influencers
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17. • At the end of purchase, reward customers for sharing their purchase
with a coupon
• Generates thousands of powerful brand endorsements
17

18. Plum District
• Shoppers connect with Plum District brand on Facebook
• Shares rich social profile data
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19. • Purchases made viral through user‟s Facebook post
• Brings in quality social traffic
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20. • Shoppers comments while sharing the purchases are collated as
separate tab on Facebook
• Social Testimonials showcased as “Trending Deals” on Facebook
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21. • Generates deep social insights into your customer base
• Useful information to fine-tune your social media campaigns
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22. Share-a-Purchase
• Convert shoppers into brand
Results
ambassadors
• 11.08% shoppers shared their purchases on Facebook
• Acquire new customers via word-of-mouth
• 36.08% sales conversion rate for traffic originating from social
recommendations
sharing of purchases
• Create SEO friendly backlinks
• Rich social profile data gathered (data available: name,
Identify loyal customers and influencers
email, birthday, gender, geo location, user interests and more)
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23. Product Stories
• Add social proof
• Increase sales conversion
• Improve SEO rank
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25. • Show social testimonials on the product page itself – adding social
proof at the point of purchase
• Increases sales conversion using social media influence
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26. Product Stories
Results
• Add social proof
• Social proof driving conversions uplift
• Increase sales conversion
• Increased user engagement on product page
• Improvement in SEO rank
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27. Summing Up the Benefits
of On-Site Social Strategy
Acquire quality fans
Get-a-Fan
Drive Conversions
Generate Social Insights
Share-a-Purchase
“Trending Deals”
Word-of-Mouth Virality
Product Stories
Social Proof
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28. Summing Up the
Numbers
New Fans
Email
Subscribers
Social
Connects
Purchases
Shared
Sales
Conversion
Rate
9,464
1,951
1,159
11.08%
36.08%
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29. Social Connect App
• Gather rich social profiles -> Generate deep social insights
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30. • Facebook post adds viral aspect -> brings in more social traffic
• Acquires new customers and quality Facebook followers
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31. PLUMDISTRICT25
• Coupon offered inline
• Again, user never leaves the website
31

32. • Facebook post adds viral aspect -> brings in more social traffic
• Acquires new customers and quality Facebook followers
32

33. Social Connect App
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34. Share-on-Mobile App
Stacy Eason
Sunset at the top of Rocky Mountain
National Park, surrounded by wild
flowers. An awesome experience I'll never
forget!
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35. Social SEO App
• Social actions like Facebook Like, G+ Share creates a lot of “SEO
Love” from search engines -> Boosts SEO Rank
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36. Get-an-Email App
• Incentivized program to gather email ids for newsletter subscription
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37. Viral Flash Sale
• Deal is unlocked when user does a Facebook Like
• Add social virality to your flash sale
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39. Special Offer for today‟s attendees
SSHoliday13
Mention the code above to get one free month or an iPad
mini with one year subscription
rob@ShopSocially.com
samir@ShopSocially.com
http://shopsocially.com
+1 650 701 7759
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