Social Media for Ecommerce: Simple Ways to Build and Engage Your Audience
 

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Join our team of social media experts as they provide their top tips and advice to help your online business go social this summer!

Join our team of social media experts as they provide their top tips and advice to help your online business go social this summer!

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Social Media for Ecommerce: Simple Ways to Build and Engage Your Audience Presentation Transcript

  • 1. Confidential and Proprietary Information Social Media for Ecommerce: Simple Ways to Build & Engage Your Audience
  • 2. Confidential and Proprietary Information Your Hosts & Social Media Guides Jason Ferguson Communications Specialist Cindy Day Social Media & SEO Specialist Bethany Smith Social Media & SEO Specialist Continue the conversation @Volusion with #sell4Xmore
  • 3. Confidential and Proprietary Information 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  Exclusive Webinar Promotions  Q & A Continue the conversation @Volusion with #sell4Xmore
  • 4. Confidential and Proprietary InformationContinue the conversation @Volusion with #sell4Xmore
  • 5. Confidential and Proprietary Information 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 Continue the conversation @Volusion with #sell4Xmore
  • 6. Confidential and Proprietary Information Top Social Media Platforms for Ecommerce Continue the conversation @Volusion with #sell4Xmore
  • 7. Confidential and Proprietary Information Facebook Continue the conversation @Volusion with #sell4Xmore
  • 8. Confidential and Proprietary Information Facebook o 26% of social referral traffic is from Facebook o Ads allow for precise demographic targeting o 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 Continue the conversation @Volusion with #sell4Xmore
  • 9. Confidential and Proprietary Information 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 Continue the conversation @Volusion with #sell4Xmore
  • 10. Confidential and Proprietary Information Twitter Continue the conversation @Volusion with #sell4Xmore
  • 11. Confidential and Proprietary Information Twitter o Leading source of breaking news & viral content o Fantastic search feature o 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 Continue the conversation @Volusion with #sell4Xmore
  • 12. Confidential and Proprietary Information 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.) Continue the conversation @Volusion with #sell4Xmore
  • 13. Confidential and Proprietary Information Instagram Continue the conversation @Volusion with #sell4Xmore
  • 14. Confidential and Proprietary Information Instagram o Fastest growing social media network of 2013 o Visual content has higher conversion rates o 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 Continue the conversation @Volusion with #sell4Xmore
  • 15. Confidential and Proprietary Information 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. Continue the conversation @Volusion with #sell4Xmore
  • 16. Confidential and Proprietary Information 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 Continue the conversation @Volusion with #sell4Xmore
  • 17. Confidential and Proprietary Information Pinterest Continue the conversation @Volusion with #sell4Xmore
  • 18. Confidential and Proprietary Information Pinterest o Accounts for 25% of referral traffic o On average, visitors spend over twice as much at checkout o 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 Continue the conversation @Volusion with #sell4Xmore
  • 19. Confidential and Proprietary Information 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 Continue the conversation @Volusion with #sell4Xmore
  • 20. Confidential and Proprietary Information Google+ Continue the conversation @Volusion with #sell4Xmore
  • 21. Confidential and Proprietary Information Google+ o Property of Google o SEO benefits from rel=author o 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 Continue the conversation @Volusion with #sell4Xmore
  • 22. Confidential and Proprietary Information 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 Continue the conversation @Volusion with #sell4Xmore
  • 23. Confidential and Proprietary Information LinkedIn Continue the conversation @Volusion with #sell4Xmore
  • 24. Confidential and Proprietary Information LinkedIn o Largest online professional network o Third-fastest-growing social network o Unparalleled networking opportunities Why LinkedIn matters to ecommerce 400% more referral traffic 300 million members 60% interested in industry insights 20% user reach Continue the conversation @Volusion with #sell4Xmore
  • 25. Confidential and Proprietary Information 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 Continue the conversation @Volusion with #sell4Xmore
  • 26. Confidential and Proprietary Information Polyvore Continue the conversation @Volusion with #sell4Xmore
  • 27. Confidential and Proprietary Information Polyvore o Heavily commerce-focused o Highest order value of any network o 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 Continue the conversation @Volusion with #sell4Xmore
  • 28. Confidential and Proprietary Information 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 Continue the conversation @Volusion with #sell4Xmore
  • 29. Confidential and Proprietary Information Crafting Your Social Media Strategy Continue the conversation @Volusion with #sell4Xmore
  • 30. Confidential and Proprietary Information 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 Continue the conversation @Volusion with #sell4Xmore
  • 31. Confidential and Proprietary Information 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 Continue the conversation @Volusion with #sell4Xmore
  • 32. Confidential and Proprietary Information 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 Continue the conversation @Volusion with #sell4Xmore
  • 33. Confidential and Proprietary Information <insert graphic> Call 1-877-591-7006 or email services@volusion.com to learn more about exclusive webinar promotions Be sure to mention you attended the social media webinar! Continue the conversation @Volusion with #sell4Xmore
  • 34. Confidential and Proprietary Information 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