#MivaCon13 - Commerce is Social: Connecting with and Converting Online Prospects

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Keynote from #MivaCon13 Extraordinary E-Commerce Conference in San Diego, March 8, 2013. Audience: e-commerce site owners generating around $500k in annual sales. …

Keynote from #MivaCon13 Extraordinary E-Commerce Conference in San Diego, March 8, 2013. Audience: e-commerce site owners generating around $500k in annual sales.

Followers of my presentations will recognize some oldie-but-goodie cases, but all the e-commerce stats are very recent (last 6-12 months).

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  • 1. SPEAKER NOTES: My wife runs an art gallery and is “sick” of social media hype. She tells me how she got “tired”of participating on social and “just doesn’t have time” to maintain her business pages. Many feel the same, butlook around: like search, social is clearly here to stay.
  • 2. 7 THINGS TO KNOW 7 TIPS ON CONVERTINGABOUT SOCIAL SHOPPERS THEM INTO PURCHASERS
  • 3. ISSUE 1: THEY ARE EMPOWEREDSPEAKER NOTES: Empowered to share opinions, likes, loves, reviews, photos, videos and proof points. Socialefforts have toppled governments, and people feel very empowered to talk about things that impact their lives,including purchases.
  • 4. SPEAKER NOTES: This means we have to respect and consider that megaphone as we go to work with marketingand sales. When a social consumer gets picked up by traditional media, we have a problem.
  • 5. AT&T case: http://j.mp/justine-att Comcast case: http://j.mp/comcast-sleeping
  • 6. of all touchpoints foundonline are generated byCONSUMERS. (McKinsey, 2009)You cannot outpublish them.SO INFLUENCE WHATTHEY PUBLISH!
  • 7. ISSUE 2: THEY ARE MOBILE
  • 8. of the 117 million Americanswho have smartphones areusing them for shoppingactivities (finding stores,shopping lists, price checks,research, content sharingand purchase) (Nielsen, Oct 2012)
  • 9. of them expect you to havea mobile site.And 61% of them will leaveto find a site that IS mobile-friendly. (AdWeek, 2012)
  • 10. ISSUE 3: THEY ARE VISUALSPEAKER NOTES: Bandwidth increases mean larger visuals can be delivered more quickly, so think about yoursite UI and feel free to use larger, bolder imagery.
  • 11. Fastest-growing socialnetwork; broke all adoptionspeed recordsNow the third largest in theworld; bigger than LinkedIn,and nearly as big as Twitter
  • 12. “Pinterest brings togetherpeople with similar interests.Facebook is different in thatjust because we are friendsdoesn’t mean we’d beinterested in buying thesame products. Anotherunique opportunity [withPinterest] is the ability to seea product within the contextof your own lifestyle.”
  • 13. 68% of consumers useYouTube to browse andresearch a retailer.30% of consumers whofollow a brand on YouTubeactively search for brandvideos.27% are looking for how-tos,styling ideas and expertopinions.(National Retail Federation, 5/2012)
  • 14. ISSUE 4: THEY ARE TIME-STARVEDSPEAKER NOTES: If guys are taking business calls in airport bathrooms, you know we must be time-starved.
  • 15. ISSUE 5: THEY FEEL A WEE BIT ENTITLEDSPEAKER NOTES: Consumers’ friends and connections get back to them on social channels within seconds orhours. They expect brands should hear them and respond immediately as well. How immediately?
  • 16. 42% WANT A RESPONSE FROM YOU WITHIN ONE HOUR57% EXPECT THE SAME RESPONSE TIME FROM YOU ON NIGHTS ANDWEEKENDS! #CLEARLYNOTUNDERSTANDING
  • 17. ISSUE 6: THEY DELIGHT IN CONVERSATION FOCUSEDAROUND THEIR ISSUES – NOT YOURSSPEAKER NOTES: Social channels were created to connect people with people. Brands came late to the party,and stumbled through lots of awkward or annoying approaches to try to pitch and sell in social venues.
  • 18. Out of 63,000 followers,only five people responded.Who makes laundryresolutions?!?
  • 19. SPEAKER NOTES: YouTube took off and what did brands do? Get in your face with video preroll ads. Untargeted,irrelevant interruption and intrusion. Not the way to be social.
  • 20. ISSUE 7: WE DECIDE VIA EMOTIONS
  • 21. SPEAKER NOTES: We like to think of ourselves as rational creatures who look at all the evidence,ponder, and then make informed decisions. http://www.flickr.com/ photos/jurvetson!
  • 22. SPEAKER NOTES: But the reality is that we’re not. In 2002, Dr. Daniel Kahneman was awarded a Nobel Prize forhis work on emotional versus rational decision making. He found that typically, we truly believe that we thinksomething, then do something, then feel something about it. But the reality is that we feel, then we take action,and then we post-rationalize.THINK > DO > FEELFEEL > DO > THINK
  • 23. 95% In fact, 95% of our decisions are based on emotional decision-making.http://www.flickr.com/photos/myklroventine/! EMO!
  • 24. SPEAKER NOTES: Why? Because we’re crazy monkey people. Were primates. This came from fight-or-flight. Were wired to process emotions VERY quickly, using parallel processing. Thats why we can feel both happy and sad, we can laugh while we’re crying.http://www.flickr.com/photos/richardfisher/!
  • 25. I can feel happy and melancholy at my daughter’s graduation ceremony.
  • 26. I can feel nervous and excited up here on stage.
  • 27. SPEAKER NOTES: But rational processing is MUCH more difficult. We can only single thread rational processing.If this is true, then x. If thats false, then y. It takes much more energy, more time to rationally process decisions.And in a time-starved world, it’s harder to convince people to take the time to rationally think through a decision.
  • 28. SO – HOW DO WE CONVERT THE SOCIAL SHOPPER?
  • 29. SINCE THEY’RE EMPOWEREDTIP 1: LEVERAGE CONSUMER VOICES
  • 30. Encourage product sharingamongst friendsEncourage personal story-telling or sharing ofexperiences around yourbrand/product
  • 31. SOURCE: ROI Research, 2012.!
  • 32. SINCE THEY’RE MOBILETIP 2: REMOVE CONVERSION OBSTACLES
  • 33. of consumers are more likelyto purchase from you if youhave a mobile-friendly site.(AdWeek, Sep 2012)
  • 34. SOURCE: Kissmetrics, Akamai, Oct 2012!WHAT UP, NEIL PATEL!!!
  • 35. A one-second delay in pageresponse can result in a 7%reduction in conversions.If your e-commerce site ismaking $500k per year, aone-second delay can costyou $35,000 in lost salesannually. (KissMetrics & Akamai, 2012)
  • 36. CONSUMERS ARE VISUAL?TIP 3: DIAL UP YOUR IMAGERY
  • 37. Why? Pinterest users spend10% more than othersarriving from Facebook - and70% more than those fromwebsitesBEST PRACTICES:Use only the best productphotography – and invest ina great photographerGo for simplicityGo for a variety of boldcolors and patternsTell product stories andengage in commentary
  • 38. SPEAKER NOTES: GrandSt.com: big, beautiful billboard shots, uncomplicated interface.Many site owners feel the more information they put on a page, the more useful it is for shoppers, resulting inoverwhelming options and information. Think zen-like with minimal interface options.
  • 39. SPEAKER NOTES: Canadian Tourism sent its agency to the airport to welcome Mexican arrivals, in a successfuleffort to change Mexican blogger sentiment about Canada. Appeals to emotional decision-making!WATCH: http://j.mp/ddbcanada-welcome
  • 40. IF THEY’RE TIME-STARVEDTI P 4 : B E B R I E F
  • 41. Minimal, concise productcopySeparate product detailpage if possibleHighlight text for skimmingVideo can communicatemore in seconds than textKeep videos under 90 secsDon’t overpost! 1-2 timesdaily max per channel
  • 42. SPEAKER NOTES: Videos of 1 minute or less have the highest view rate (81%).
  • 43. SPEAKER NOTES: They also have the highest level of engagement. So be brief.
  • 44. TIP 5:REACT QUICKLY TO THEIR COMMENTS & QUERIES
  • 45. Check social sites twicedaily if possibleTry to respond within 4 hrsAfter 24 hrs, they’re goneSet expectations in yourconversationBut also update your AboutUs or profile pages with your“online” hours and what yourespond to
  • 46. By moving customer servicefrom phone to social media,one client is saving 75% perincident resolution.But, this is the court of publicopinion. Not all thingsshould be solved publicly.
  • 47. IF THEY’RE CONVERSATIONALTIP 6: ENGAGE — WITH RELEVANCE
  • 48. SPEAKER NOTES: By leveraging fans’ propensity to recommend your brand/site, you let them help you buildtouchpoints.
  • 49. 345637-85!59:;!-<7;-=:49>-?-@!-:.-=@A-BCDD-&#$!!!$!!!"&!$!!!$!!!"%#$!!!$!!!"%!$!!!$!!!" #$!!!$!!!" !" !"#$%&()*+,- .#/%++(*+,0)"#$%&()- 1+#+2#*+,- .#/%++(*+,0+#+2#-
  • 50. HTC SOCIAL COMMUNITIES MANAGED BY
  • 51. ()*+),"-./)0"*12"34145671"56"1897:"58:47"6;4<46<1"9<=">::?4<@1A"*12"58:B"56"1897:"16B:";:716<9?"C1:D7:5E"9F6G5"58:B1:?3:1A"H43:"58:B"9<"6;;675G<45I"56"186J"6KA"L67"M/N$"9124<@"CBI";:716<9?"9<58:B"41"OOOOOOE"1;972:="B67:"589<"&P"586G19<="?42:1$"%Q!!"1897:1"9<="<:97?I"%!!!"D6BB:<51A"
  • 52. ()*+),"-./)0"H6"98:9=$"F79@"9"?4R?:A"S6G7"D6<T=:<D:"F:@:51"D6<T=:<D:"4<"I6G7";76=GD51A"*<=$"FI"19I4<@"86J"@7:95"I6G">::?"9F6G5"I6G7";76=GD5$"I6GU??"@:5"658:71"J86">::?"14B4?97?I"56"D84B:"4<A"
  • 53. ()*+),"-./)0"*7:"58:7:"DG77:<5":3:<51"67"9?7:9=IV59?2J6758I"411G:1"5895"D9<"F:"W:="56"I6G7"F79<="J4586G5"9;;:974<@"1:?>V4<5:7:15:=X"Y1:"58:B"Z"FG5"D97:>G??IA"[:"7:?:39<5"56"9"J4=:7"D6<3:719W6<"9<="59?2"4<"58:"D6<5:5"6>"J895"658:71"D97:"9F6G5$"<65"I6G7"F79<=A"*<=$"91"4<"7:9?"?4>:"D6<3:719W6<$"7:?4@46G1$";6?4WD9?"67"865VFGR6<"56;4D1"D9<"F9D2T7:"F4@VWB:A"
  • 54. ()*+),"-./)0"MGB67$"J8:<"=6<:"J:??$"D9<"=743:"D6<3:719W6<A".G7"D7:9W3:"5:9B"?:3:79@:="B:B:1"56"59?2"9F6G5"M/N"7:9D84<@"Q"B4??46<"L9D:F662">9<1A""
  • 55. ()*+),"-./)0"]5U1"57G:A"^I"J4>:"_:<9"41"58:"86R:15"J6B9<":3:7A"::">67"I6G71:?>A"!" P%"
  • 56. ()*+),"-./)0"`8IX"M6J"41"18:"79<2:="84@8:7"589<"^:@9<"L6"67"_:<<4>:7"*<4156<X"[:D9G1:"L?4D27"891"9"56<"6>"6<@64<@"D6<3:719W6<"Z"9<="H66@?:"?63:1"D6<3:719W6<A"]>"B9<I";:6;?:"97:"59?24<@"9F6G5"D6<5:<5$"H66@?:"911GB:1"B9<I"658:71"J4??"T<="45"7:?:39<5"9<="59?2VJ6758I"566$"9<="F66151"58:"D6<5:<5"79<24<@1"J4584<"58:"1:97D8"7:1G?51A"""(?G1$"]"B:9<$"D6B:".-A"8:U1";7:RI"865aa"H66@?:"2<6J1$"B9<$"H66@?:"+-.`A"" P&"
  • 57. IF THEY’RE EMOTIONAL DECISION-MAKERSTIP 7: SPEAK TO EMOTIONAL DECISION-MAKING
  • 58. (Brilliant campaign by my former colleagues atDDB Canada)
  • 59. `*/NM0"8R;0bbcAB;b19?5IV34=:6"
  • 60. ()*+),"-./)0"[:14=:1"579=4W6<9?"B:=49$"58:"dd["N9<9=9"5:9B"?:3:79@:="16D49?"D89<<:?1"56"5:??"58:"7:15"6>"9?5IU1"?4>:";615V=4<<:7V59F?:A"/8:1:"@47?1"6<"N895,6G?:R:">6G<="58:B1:?3:1"59?24<@"56"9"19?5"9<=";:;;:7"1892:7"D6G75:1I"6>"D6J672:7"eN9B:76<,::=A"
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  • 62. ()*+),"-./)0"/8:"1567I"D6<W<G:="349"658:7"34=:61"=:;?6I:="6<?I"6<"S6G/GF:A""`*/NM0"8R;0bbcAB;b19?5IV=9W<@"
  • 63. ()*+),"-./)0"L4<9??I$"58:"D6BBG<45I"B9<9@:B:<5"5:9B":<@9@:="D6<1GB:71"349";8656"D6<5:151"9<="34=:6"1GFB41146<1$"?:3:79@4<@"58:47"D7:9W345I"9<=":D45:B:<5"976G<="58:"D8979D5:7A"
  • 64. 6000 Facebook fans375,000 video impressions;total media cost: $020,000 Salty & Pep shakerssold outHighest website traffic EVERUnit sales rose by 24% overprevious yearSidekicks surpassed UncleBen’s as the #1 BRAND inthe category
  • 65. 1." LEVERAGE CUSTOMER VOICES2." REMOVE MOBILE & PAGELOAD OBSTACLES3." GO BIG WITH VISUALS4." BE BRIEF5." RESPOND QUICKLY6." ENGAGE — WITH RELEVANCE7." SPEAK TO EMOTIONAL DECISION-MAKING
  • 66. ERIC WEAVER (@Weave)SVP Social Strategy & IntelligenceMediabrands • Spring Creek Groupspringcreekgroup.comSEATTLE • NEW YORK • LONDON • AMSTERDAM
  • 67. 1 in 2 leads to B2B websites are coming from Leads from LinkedIn Groups most likely to convert. Visitors from LinkedIn Groups most likely to attend webinars.()*+),"-./)0"*"n^439N6<%Q"9G=4:<D:"B:BF:7"912:="9F6G5"58:"F:15"9;;769D8">67"[&["145:1A"*<1J:70"?:3:79@:"i4<2:=]<"9<="451"1576<@$"84@8VD6<3:7146<"579oDA" i)*dL.,^]j"/YdS".L"&kl"[&["N.^(*-])"m"L)["&!%%"
  • 68. ADWEEK ON MOBILE CONSUMERS, 9/25/12:http://www.adweek.com/news/technology/72-consumers-expect-brands-have-mobile-friendly-sites-143968McKINSEY QUARTERLY, 2009: https://www.mckinseyquarterly.com/The_consumer_decision_journey_2373NIELSEN, THE DIGITAL SHOPPER, 10/2012:http://www.nielsen.com/us/en/newswire/2012/digital-shopping-what-you-need-to-consider.htmlKISSMETRICS, ON SITE LOADING TIME, 8/2012: http://blog.kissmetrics.com/what-ecommerce-customers-want/ROI RESEARCH, ON UNFRIENDING BRANDS AND SHARED CATEGORIES:http://www.slideshare.net/performics_us/performics-life-on-demand-2012-wave-2-15573955#btnNextNATIONAL RETAIL FEDERATION, PINTEREST AND YOUTUBE STATS, 5/2012:http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1378CHADWICK MARTIN BAILEY, FANS MORE LIKELY TO BUY & RECOMMEND, 2010:http://blog.cmbinfo.com/press-center-content/bid/46920/Consumers-Engaged-Via-Social-Media-Are-More-Likely-To-Buy-RecommendB2B LEAD GEN, 2011: http://www.leadformix.com/Why-Should-You-Use-Linkedin-For-B2B-Generation/THANKS TO SPRING CREEK COLLEAGUES KIM ERVIN AND NICOLE SHEMA FOR THEIR ASSISTANCE IN PUTTING THISPRESENTATION TOGETHER. SALTY & CANADIAN TOURISM CAMPAIGNS CREATED BY DDB CANADA. HOTTEST WOMAN EVERCAMPAIGN BY GOOGLE — MUCH TO THE CHAGRIN OF JENA SCOTT WEAVER. ;)
  • 69. DO SOCIAL BETTER.We create meaningful brand impact in acompetitive marketplace by helping youunderstand and align with your customers viasocial media.By putting your constituents at the top of yourvalue chain, our clients increase marketing efficacyacross all touchpoints. pl"
  • 70. Founded in 2006, we are one of thevery first pure-play social agencies.We were one of the Inc. 500 fastest-growing companies in 2011, after whichwe were acquired by IPG Mediabrandsin 2011. Founding member of WOMMAOur headquarters are in Seattle, withadditional offices in New York, London,Amsterdam & Frankfurt. k!"
  • 71. “From the green carpet to the control room, SpringCreek worked with speed and grace in a challengingand chaotic environment. Their efforts lead to a greatexperience with our fans…” Justin Ried Senior Manager, Social Marketing – HTCWHO’S SPRING CREEK? “Whether through the daily management of our outreach and engagement efforts or by delivering key insights in our monthly reporting, the account management team functions as an integral extension of our Marketing team.” Stephen Bury Digital Marketing Lead – Microsoft Office 365 k%"
  • 72. AUDIENCE SOCIAL COMMUNITY SOCIAL INFLUENCERINTELLIGENCE STRATEGY MANAGEMENT CREATIVE & PROGRAMSBEYOND THAT SPANS THE THAT IS SKILLED, CAMPAIGNS & SYNDICATIONTRADITIONAL ENTIRE ORG, ON-BRAND & CRAFTED AROUND SPREADINGLISTENING TYING TACTICS TO SUSTAINABLE INSIGHTS BRAND LOVE BUSINESS GOALSCompetitive Social enterprise Editorial calendars, User experience, Influencer ID &analysis, live strategy, resource & channel tactics, app & tab outreach, loyaltyperformance workflow planning, advocacy, outreach development, event program planning,dashboards, playbooks, crisis & engagement support, campaign content syndicationcommunity audits, communications, planning, traditionalROI tracking social customer + social integration care
  • 73. springcreekgroup.com! springcreekgroup.com/blog! facebook.com/springcreekgroup! twitter.com/springcreekgrp! foursquare.com/venue/173046!All content ©2011, Proprietary and Confidential!