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Rockstar Social Media Commerce

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Rockstar Social Media Commerce by Adii Rockstar. Using WooThemes as a case study Adii explores the principles behind building a successful ecommerce venture using social media.

Rockstar Social Media Commerce by Adii Rockstar. Using WooThemes as a case study Adii explores the principles behind building a successful ecommerce venture using social media.

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  • 1. ” WHO IS ADII? “Calling myself a Rockstar is the best marketing decision I have ever made!” • Entrepreneur, co-founder of WooThemes and creator of Rockstar Awesomeness • Honours degree in business strategy (Stellenbosch University) • I’m not a web designer / developer / geek • Past delegate of Nomadic Marketing (2007) • Passion for business models and the marketing of • Been working as a freelance designer / developer those business models (self-taught) since beginning of 2007 • After the dot com bomb: challenges to create value / • Used only social media marketing to build my own earn a ROI online (especially in current economic and my businesses’ reputation climate)
  • 2. HISTORY & OVERVIEW OF WOOTHEMES • • Online Startup founded by myself in November Top-notch functions features at an entry-level cost 2007 (as Premium News Themes), rebranded as • Licenses: $70 - $150 WooThemes in July 2008 (with then co-founders • 3 Month Club Subscriptions: $150 - $225 Magnus & Mark) • Compared to custom designed / developed WP • 3 additional (full-time) team members located at our solution: $2K - $10K (R20K - R100K) “HQ” in Cape Town • Templates designed to be modified according to user • Template solutions for WordPress-powered requirements; more of a starting point than an end- websites (digital products) result • Wide variety of templates: Business, CMS, • You purchase: the template, as well as extensive Multimedia, Blog, Portfolio, Photoblogs & Videoblogs technical & customisation support (“buying into” a community)
  • 3. THE WOOTHEMES TIMELINE GROWTH BASED ON SALES & MEMBERSHIP FIGURES: Jul ‘08 Aug ‘08 Sep ‘08 Oct ‘08 Nov ‘08 Dec ‘08 Jan ‘09 Feb ‘09 Mar ‘09
  • 4. THE WOOTHEMES TIMELINE GROWTH BASED ON SALES & MEMBERSHIP FIGURES: Rebranded as Woo 8 Themes (1 Free) Jul ‘08 Aug ‘08 Sep ‘08 Oct ‘08 Nov ‘08 Dec ‘08 Jan ‘09 Feb ‘09 Mar ‘09
  • 5. THE WOOTHEMES TIMELINE GROWTH BASED ON SALES & MEMBERSHIP FIGURES: 1 New Theme Jul ‘08 Aug ‘08 Sep ‘08 Oct ‘08 Nov ‘08 Dec ‘08 Jan ‘09 Feb ‘09 Mar ‘09
  • 6. THE WOOTHEMES TIMELINE GROWTH BASED ON SALES & MEMBERSHIP FIGURES: 1 New Theme Featured in Web Designer Magazine Jul ‘08 Aug ‘08 Sep ‘08 Oct ‘08 Nov ‘08 Dec ‘08 Jan ‘09 Feb ‘09 Mar ‘09
  • 7. THE WOOTHEMES TIMELINE GROWTH BASED ON SALES & MEMBERSHIP FIGURES: 4 New Themes 1 Free Theme Recurring Subs 3-for-1 Halloween Jul ‘08 Aug ‘08 Sep ‘08 Oct ‘08 Nov ‘08 Dec ‘08 Jan ‘09 Feb ‘09 Mar ‘09
  • 8. THE WOOTHEMES TIMELINE GROWTH BASED ON SALES & MEMBERSHIP FIGURES: 4 New Themes 2 Free Themes Jul ‘08 Aug ‘08 Sep ‘08 Oct ‘08 Nov ‘08 Dec ‘08 Jan ‘09 Feb ‘09 Mar ‘09
  • 9. THE WOOTHEMES TIMELINE GROWTH BASED ON SALES & MEMBERSHIP FIGURES: 2 New Themes 4-for-1 Xmas Special Jul ‘08 Aug ‘08 Sep ‘08 Oct ‘08 Nov ‘08 Dec ‘08 Jan ‘09 Feb ‘09 Mar ‘09
  • 10. THE WOOTHEMES TIMELINE GROWTH BASED ON SALES & MEMBERSHIP FIGURES: 3 New Themes Permanent 2-for-1 Jul ‘08 Aug ‘08 Sep ‘08 Oct ‘08 Nov ‘08 Dec ‘08 Jan ‘09 Feb ‘09 Mar ‘09
  • 11. THE WOOTHEMES TIMELINE GROWTH BASED ON SALES & MEMBERSHIP FIGURES: 3 New Themes 2 New Team Members Free Icon Set Jul ‘08 Aug ‘08 Sep ‘08 Oct ‘08 Nov ‘08 Dec ‘08 Jan ‘09 Feb ‘09 Mar ‘09
  • 12. THE WOOTHEMES TIMELINE GROWTH BASED ON SALES & MEMBERSHIP FIGURES: 3 New Themes Featured in Web Designer Magazine Jul ‘08 Aug ‘08 Sep ‘08 Oct ‘08 Nov ‘08 Dec ‘08 Jan ‘09 Feb ‘09 Mar ‘09
  • 13. OVERVIEW OF SOCIAL MEDIA CHANNELS WOOTHEMES BLOG / RSS FEED WOOTHEMES TWITTER STREAM WOOTHEMES E-MAIL NEWSLETTER ADII ROCKSTAR BLOG / RSS FEED ADII ROCKSTAR TWITTER STREAM AFFILIATE NETWORK
  • 14. OVERVIEW OF SOCIAL MEDIA CHANNELS • Main website (http://www.woothemes.com) doubles as a WOOTHEMES BLOG / RSS FEED commercial / promotional / information website, along with a blog WOOTHEMES TWITTER STREAM • RSS feed published throughout the site; subscribers WOOTHEMES E-MAIL NEWSLETTER notified of all updates (news, blog posts & new themes) • We blog about: internal news / promotions, new themes, ADII ROCKSTAR BLOG / RSS FEED theme concepts, user feedback / engagement, competitions, industry / related news ADII ROCKSTAR TWITTER STREAM • Currently: 1200-odd RSS subscribers • AFFILIATE NETWORK Currently: 650K+ pageviews / month (Google Analytics) • No “focused” SEO strategy • Only 18% of our traffic from search engines (of which 50% search for “woothemes”, “wootheme” or “woo themes”)
  • 15. OVERVIEW OF SOCIAL MEDIA CHANNELS Example: The WooContest WOOTHEMES BLOG / RSS FEED • Users could submit theme design concepts (no coding) WOOTHEMES TWITTER STREAM • 3 weeks WOOTHEMES E-MAIL NEWSLETTER • 1st, 2nd & 3rd prize = $3500 USD • Purchased 6 additional concepts = $2000 USD ADII ROCKSTAR BLOG / RSS FEED • Value: Themes & Marketing (!!) ADII ROCKSTAR TWITTER STREAM AFFILIATE NETWORK
  • 16. OVERVIEW OF SOCIAL MEDIA CHANNELS WOOTHEMES BLOG / RSS FEED WOOTHEMES TWITTER STREAM • http://twitter.com/woothemes - Official WooThemes Twitter Stream WOOTHEMES E-MAIL NEWSLETTER • Twitter activities complimented by our respective, individual Twitter profiles ADII ROCKSTAR BLOG / RSS FEED • We tweet about: promotion of blog posts, Twitter- specific competitions, ask quick questions of our users & ADII ROCKSTAR TWITTER STREAM answer user questions • Use Twitter Search to monitor any mentions of AFFILIATE NETWORK WooThemes: ability to respond / market
  • 17. OVERVIEW OF SOCIAL MEDIA CHANNELS ” WOOTHEMES BLOG / RSS FEED WOOTHEMES TWITTER STREAM Example: Productum Contest Act quick! WIN a free copy of our new theme WOOTHEMES E-MAIL NEWSLETTER Productum: http://bit.ly/GElML ADII ROCKSTAR BLOG / RSS FEED 8:04 AM Mar 10th from TwitterFox ADII ROCKSTAR TWITTER STREAM • New Theme (Productum) was released AFFILIATE NETWORK • Re-Tweet competition to win one of a few free copies to the new theme • Tweets link back to WooThemes • 250+ mentions of Productum and / or WooThemes in a hour • Free & Viral Marketing
  • 18. OVERVIEW OF SOCIAL MEDIA CHANNELS ” WOOTHEMES BLOG / RSS FEED WOOTHEMES TWITTER STREAM Example Tweet: Promotion new business / cms theme by @adii... http:// WOOTHEMES E-MAIL NEWSLETTER bit.ly/qn8m9 ADII ROCKSTAR BLOG / RSS FEED 4:43 AM Mar 26th from TwitterFox ADII ROCKSTAR TWITTER STREAM AFFILIATE NETWORK
  • 19. OVERVIEW OF SOCIAL MEDIA CHANNELS ” WOOTHEMES BLOG / RSS FEED WOOTHEMES TWITTER STREAM Example Tweet: Adding Value great modification of our typebased theme by WOOTHEMES E-MAIL NEWSLETTER @screename: http://bit.ly/16xDF9 ADII ROCKSTAR BLOG / RSS FEED 12:38 AM Mar 20th from TwitterFox ADII ROCKSTAR TWITTER STREAM AFFILIATE NETWORK
  • 20. OVERVIEW OF SOCIAL MEDIA CHANNELS ” WOOTHEMES BLOG / RSS FEED WOOTHEMES TWITTER STREAM Example Tweet: Communicate @SocialMtgExpert We are going to fix that WOOTHEMES E-MAIL NEWSLETTER when we update the backend. Just drop us an email and we will reset it for you. ADII ROCKSTAR BLOG / RSS FEED 10:43 AM Mar 19th from TwitterFox in reply to SocialMtgExpert ADII ROCKSTAR TWITTER STREAM AFFILIATE NETWORK
  • 21. OVERVIEW OF SOCIAL MEDIA CHANNELS WOOTHEMES BLOG / RSS FEED WOOTHEMES TWITTER STREAM • Currently: +- 9K subscribers WOOTHEMES E-MAIL NEWSLETTER • Consisting of WooThemes users, affiliates or any other ADII ROCKSTAR BLOG / RSS FEED interested party • Generally: monthly newsletters consisting of highlights ADII ROCKSTAR TWITTER STREAM from the blog (sometimes includes exclusive content) • Average of 48%** recipients open newsletter AFFILIATE NETWORK • 55%** of those recipients click link back to the website • These users spend 4+ minutes on the site and view 3+ pages (goal achieved?) ** Stats based on estimates from CampaignMonitor
  • 22. OVERVIEW OF SOCIAL MEDIA CHANNELS WOOTHEMES BLOG / RSS FEED WOOTHEMES TWITTER STREAM WOOTHEMES E-MAIL NEWSLETTER • http://adii.co.za ADII ROCKSTAR BLOG / RSS FEED • Personal publishing platform ADII ROCKSTAR TWITTER STREAM • Stats: 1700 RSS subscribers, 1K daily uniques (very niche following) AFFILIATE NETWORK • I blog about: business, design, strategy, branding, marketing, social media, development etc. • I don’t blog about: WooThemes
  • 23. OVERVIEW OF SOCIAL MEDIA CHANNELS WOOTHEMES BLOG / RSS FEED WOOTHEMES TWITTER STREAM WOOTHEMES E-MAIL NEWSLETTER ADII ROCKSTAR BLOG / RSS FEED • ADII ROCKSTAR TWITTER STREAM http://twitter.com/adii • Micro-blogging AFFILIATE NETWORK • More of a marketing channel compared to blog • Stats: 2200-odd followers (top Twitter-er in SA?) • Include additional 2000 followers on team members’ profiles (4K+ in total)
  • 24. OVERVIEW OF SOCIAL MEDIA CHANNELS WOOTHEMES BLOG / RSS FEED WOOTHEMES TWITTER STREAM ” WOOTHEMES E-MAIL NEWSLETTER ADII ROCKSTAR BLOG / RSS FEED Example Tweet: Marketing ADII ROCKSTAR TWITTER STREAM email from @woothemes user: quot;Your after sale AFFILIATE NETWORK support is great. Even some of your answers in your forums go beyond what is required.quot; :) 8:33 PM Mar 17th from twhirl
  • 25. OVERVIEW OF SOCIAL MEDIA CHANNELS WOOTHEMES BLOG / RSS FEED WOOTHEMES TWITTER STREAM ” WOOTHEMES E-MAIL NEWSLETTER ADII ROCKSTAR BLOG / RSS FEED Example Tweet: Viral ADII ROCKSTAR TWITTER STREAM RT: @mikestopforth: @adii you would not AFFILIATE NETWORK believe how many people here at #sxsw know about #woothemes - and LOVE you guys! (naturally) 9:01 PM Mar 16th from twhirl
  • 26. OVERVIEW OF SOCIAL MEDIA CHANNELS WOOTHEMES BLOG / RSS FEED WOOTHEMES TWITTER STREAM ” WOOTHEMES E-MAIL NEWSLETTER ADII ROCKSTAR BLOG / RSS FEED Example Tweet: Momentum ADII ROCKSTAR TWITTER STREAM hoping small UI (and ultimately usability) AFFILIATE NETWORK tweaks will improve the quot;support experiencequot; of @woothemes users (back- & frontend) 9:59 AM Mar 5th from twhirl
  • 27. SOCIAL MEDIA GROWTH GROWTH ON ALL PLATFORMS / CHANNELS ARE INTER-RELATED TO SALES / TURNOVER GROWTH: Growth Jul ‘08 Aug ‘08 Sep ‘08 Oct ‘08 Nov ‘08 Dec ‘08 Jan ‘09 Feb ‘09 Mar ‘09
  • 28. SOCIAL MEDIA GROWTH GROWTH ON ALL PLATFORMS / CHANNELS ARE INTER-RELATED TO SALES / TURNOVER GROWTH: Growth WWW Jul ‘08 Aug ‘08 Sep ‘08 Oct ‘08 Nov ‘08 Dec ‘08 Jan ‘09 Feb ‘09 Mar ‘09
  • 29. SOCIAL MEDIA GROWTH GROWTH ON ALL PLATFORMS / CHANNELS ARE INTER-RELATED TO SALES / TURNOVER GROWTH: Growth WWW Twitter - Woo Jul ‘08 Aug ‘08 Sep ‘08 Oct ‘08 Nov ‘08 Dec ‘08 Jan ‘09 Feb ‘09 Mar ‘09
  • 30. SOCIAL MEDIA GROWTH GROWTH ON ALL PLATFORMS / CHANNELS ARE INTER-RELATED TO SALES / TURNOVER GROWTH: Growth WWW Twitter - Woo RSS - Woo Jul ‘08 Aug ‘08 Sep ‘08 Oct ‘08 Nov ‘08 Dec ‘08 Jan ‘09 Feb ‘09 Mar ‘09
  • 31. OVERVIEW OF SOCIAL MEDIA CHANNELS WHY THE NEED FOR PERSONAL PROFILES? • “Champions of our own cause” • WooThemes is also = Adii, Magnus & Mark • Personalities of the founders are reflected in the way that WooThemes conducts business & communicates with stakeholders • Raising personal / individual profile = value to WooThemes’ marketing activities
  • 32. SOCIAL MEDIA GROWTH GROWTH ON ALL PLATFORMS / CHANNELS ARE INTER-RELATED TO SALES / TURNOVER GROWTH: Growth WWW Twitter - Woo RSS - Woo Twitter - Adii Jul ‘08 Aug ‘08 Sep ‘08 Oct ‘08 Nov ‘08 Dec ‘08 Jan ‘09 Feb ‘09 Mar ‘09
  • 33. OVERVIEW OF SOCIAL MEDIA CHANNELS WOOTHEMES BLOG / RSS FEED WOOTHEMES TWITTER STREAM WOOTHEMES E-MAIL NEWSLETTER ADII ROCKSTAR BLOG / RSS FEED ADII ROCKSTAR TWITTER STREAM • AFFILIATE NETWORK Our banners published on other blogs / websites • Affiliates earn a commission • Currently: 25 - 30% of sales generated via affiliate links • Top 2 affiliates responsible for about 5% of our traffic on monthly basis • Affiliate banners / links = more credible (and viral) than paid advertising
  • 34. TAKE-AWAY DISCLAIMER... • Sorry... But this may not be that easy for you... • The average WooThemes user / stakeholder already knows about blogs, RSS, Twitter, affiliate networking etc. • Reason: Our products are related to these services (i.e. online) and there is thus a relevance / benefit to being active on those channels, as well as being a WooThemes user. • Your clients / customers / stakeholders may not have heard of any of these technologies before. • This should however not prevent you from incorporating these “marketing” principles, as they can be implemented irrespective of the specific technology involved. • All channels mentioned are just channels; not a marketing strategy. • The Strategy = Social Media = User Engagement & Community Building • Social Media is not (only) technology
  • 35. TAKE-AWAY FIRST STEP: USER ENGAGEMENT • The majority of your marketing budget should go towards engaging with customers / stakeholders; the rest can go towards advertising / brand awareness / PR. • Social Media = Social (Online & Off) + Media (medium, technology, channel) • So it’s about a conversation... On way or another... Online is just easier! USER ENGAGEMENT 101 • INVOLVE YOUR USERS • WooThemes Support Forum = Crowdsourced Support • Feedback on theme concepts • ACKNOWLEDGE YOUR USERS • WooThemes Showcase = View great user modifications of any WooTheme • Re-Tweets on Twitter • Engagement via blog comments • LOVE YOUR USERS • Everyone loves freebies / competitions • Add value constantly (2-for-1) • Reward users via affiliate setup (say thanks for their attempts at taking your message viral)
  • 36. TAKE-AWAY STEP TWO: BUILD YOUR COMMUNITY • Ultimate Goal: To have a community of users who are fanatical about your company & your products / services. • People are part of communities because they feel safe / comfortable and they’re after some geek cred. • Acknowledging & Ranking (within a community) of users via their social profile. • This way, your users become the champions of your company <---- MASSIVE CREDIBILITY!
  • 37. QUESTIONS & GOODBYE • WooThemes: http://www.woothemes.com • WooThemes on Twitter: http://twitter.com/woothemes • Adii Rockstar: http://adii.co.za • Adii Rockstar on Twitter: http://twitter.com/adii • Icons by: http://wefunction.com