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Steve Madden Andrew Koven Presentation - BDI 11/11/10 Social Commerce Leadership Forum
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Steve Madden Andrew Koven Presentation - BDI 11/11/10 Social Commerce Leadership Forum

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Presentation by: Andrew Koven, President of ECommerce & Customer Experience, Steve Madden, Ltd

Presentation by: Andrew Koven, President of ECommerce & Customer Experience, Steve Madden, Ltd

Published in: Business, Technology
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  • 1. Steve Madden Social Commerce to Drive Your Entire Business Andrew Koven, President of E-Commerce & Customer Experience @stevemaddenshoe 1
  • 2. • The Social Commerce Mindset • Facebook Social Engagement Initiatives • Steve Madden Music • Data and Analytics • Mobile Performance and Analytics Overall STEVE MADDEN MOBILE PRESENTATION OVERVIEW 2 2
  • 3. Today, the Steve Madden brand represents a lifestyle. It is about embracing fashion while still maintaining that funky independence that first defined the brand 20 years ago. HERE’S WHAT WE’RE THINKING AT STEVE MADDEN Steve Madden is always looking toward to the future. As we near the end of 2010, the future of Mobile/Social Commerce is here and Steve Madden is an innovative leader in the retail industry. Let us show you why…. 3 3
  • 4. WHAT DO CONSUMERS WANT? • Speed and Efficiency • Information – Personalized/Localized/Customized – Timeliness – Availability – Efficiency • Ease • Recognition • Great Service • Social Synergies• Social Synergies • To Be Engaged, Entertained and Inspired • To Share 4 4
  • 5. STEVE MADDEN MOBILE MAKING MOBILE SOCIAL , ENGAGING AND FUN! •Users are able to “Like” Steve Madden (the Facebook fan page) from any page on the mobile site by clicking the Like button at the top of the footer. •Users are able to “Like” a product. •Users are able to “Like” a recommendation The total number of people who Like Steve Store Locator Page Homepage The total number of people who Like Steve Madden updates each time the button was clicked by a unique fan. 5
  • 6. STEVE MADDEN MOBILE FACEBOOK LIKE FOR PRODUCTS * Facebook Like appears on every product page. When users “like” the object a pop up appears giving them the option to post the product they like to their Facebook wall. 6
  • 7. STEVE MADDEN MOBILE FACEBOOK LIKE PROMOTIONS ABOUT THE PROMO: • On Steve Madden’s Facebook fan page we made a competition between 2 different shoes. (ex. Caryssa vs. Trinitie shoe). • The first shoe to 1,000 Facebook “likes” wins and all Facebook fans are offered a significant discount on that shoe for 24 hours. GOALS • Drive mobile site awareness. • To make the mobile site more like a social platform and let people share what they like. RESULTS A viral product promotion that: • Increased mobile site traffic 30% within 24 hours. • Gained hundreds more Facebook fans within 24 hours. * This campaign was featured in MobileMarketer.com: http://www.mobilemarketer.com/cms/news/commerce/6567.html Steve Madden Facebook Page Steve Madden Mobile Site 7
  • 8. STEVE MADDEN FACEBOOK ENCOURAGE USER-GENERATED CONTENT * Landing page is Wall by default with option to show both Steve Madden wall posts as well as posts by others (Likers), encouraging more discussion on the Wall, and ultimately, more viral spread in Newsfeeds. * Likers are more inclined to comment and post photos, if others are. 8
  • 9. STEVE MADDEN FACEBOOK ENCOURAGE USER ENGAGEMENT * Users (Likers) are asked to share their feedback on Steve Madden products, about every day or two. * Likers are more inclined to share whether they like or dislike a product rather than answer other questions. * Each post encourages Likers to shop online and on mobile, incorporating mobile into social. 9
  • 10. STEVE MADDEN FACEBOOK REWARD USER-GENERATED CONTENT * Likers enjoy posting pics of themselves in Steve Madden Merchandise on Facebook. *We’ve rewarded select Likers by posting their photos on our blog, giving them 15 minutes of fame while helping direct traffic to our blog. 10
  • 11. STEVE MADDEN FACEBOOK INCENTIVIZE NON-LIKERS * We encourage non-Likers to become Likers through our Walk to 100,000 Sweepstakes. *We choose a winner of Steve Madden’s hottest shoes every time the fanbase grows by 1000 Likers. * Those that do not like the Page* Those that do not like the Page are directed to Like the page in order to gain access to the Sweepstakes Entry Button and Form. 11
  • 12. STEVE MADDEN FACEBOOK INCENTIVIZE NON-LIKERS * Entry Form appears when user Likes page. *Share button also appears when user Likes page. * We remind Likers of the sweepstakes (so they tell friends) by posting announcements whenby posting announcements when our fanbase increases by 1000 and by making winner announcements. 12
  • 13. STEVE MADDEN FACEBOOK PERFORM CUSTOMER RELATIONSHIP MANAGMENT * Customers naturally share customer relations questions and concerns on the wall to which we respond with a customer service (CS) profile to help separate the brand voice from the CRM voice. 13
  • 14. STEVE MADDEN FACEBOOK RECOGNITION * EcommerceJunkie, an online e-commerce news resource, mentioned us as “a great example of a company that uses Facebook to offer great customer service.” 14
  • 15. STEVE MADDEN FACEBOOK ANALYTICS AVERAGE DAILY STATS June 14, 2010 – October 21, 2010 • Likers – 436.27 • Unlikes – 5.3% • Active Users – 9,968.02 • User Wall Posts – 8.05 • Steve Madden Posts – 2.33 AVERAGE DAILY STATS February 1, 2010 – June 13, 2010 • Likers – 60.84 • Unlikes – 13.3% • Active Users – 876.49 (April ‘10 – June ‘10) • User Wall Posts – 1.12 • Steve Madden Posts – 0.38 • Steve Madden Posts – 2.33 • Post Impressions – 47,093.94 • Post Likes – 113.63 • Post Comments – 50.99 • Photo Views – 416.08 Total Page Likers – 71,355 • Steve Madden Posts – 0.38 • Post Impressions – 10,570.56 (April ‘10 – June ‘10) • Post Likes – 6.17 • Post Comments – 1.83 • Photo Views – 100.64 Total Page Likers – 16,922 15
  • 16. STEVE MADDEN FACEBOOK COMMERCE * Our latest addition to our Facebook offerings is Facebook Commerce. * This integration echoes both our full site and mobile site, while providing a consistentproviding a consistent brand experience. * Everything a shopper can access on the full site will be available. 16
  • 17. STEVE MADDEN FACEBOOK COMMERCE * A feature unique to our mobile site and our Facebook commerce addition is the geo-location feature. 17
  • 18. STEVE MADDEN FACEBOOK COMMERCE HIGHLIGHTS • Secure within an iFrame • Stays in Facebook during entire process • Maintains Facebook aesthetics • Full product selection • Store locator • Multi-views • Recommendations 18
  • 19. STEVE MADDEN FACEBOOK COMMERCE PROMOTION • Added Tab to top level navigation. •Initial interest with minimal promotion. • Added “Shop on Facebook” link to product postings. Over an 8 day period of product posts on the Facebook Wall • Total Clickthroughs: 665 • Clicks to Facebook shop: 356 54% • Clicks to mobile site: 103 15% • Clicks to online/full site: 204 31% 19
  • 20. STEVE MADDEN FACEBOOK COMMERCE FACEBOOK COMMERCE (Since Launch Oct. 27 – Nov. 9) • Visits: 959 • Average time spent in shop: 5.83 minutes • Page Views: 4,199 • Page views per visit: 4.38 • Orders: 6 • Units Sold: 7 • Revenue: $396 • Average conversion rate: .65% (as high as 2.90% on some days) • Average order: $66 20
  • 21. STEVE MADDEN MUSIC * Steve Madden Music connects music fans and brand fans together. 21
  • 22. STEVE MADDEN MUSIC – SHOP THE VIDEO * Shop the Video brings together lifestyle and shopping and allows customers to shop the items worn by the Steve Madden Music artists. 22
  • 23. OVERALL STATS APRIL19 – OCTOBER 25 • Visits – 880,642 • Average Time on Site - 6 minutes 53 seconds • Total Time on Site – 6.25 million minutes • Average Page Views per Visit – 4.71 STEVE MADDEN MOBILE ANALYTICS – THE RESULTS • Average Page Views per Visit – 4.71 • Orders – 6,223 • Products Sold – 7,856 • Revenue - $520,866 • Average Order Price - $83.70 • Conversion - 0.71% 23
  • 24. STEVE MADDEN MOBILE ANALYTICS - DEVICES TOP TEN DEVICES BY ORDER PERCENTAGE APRIL 19 – OCTOBER 25 1) Apple iPhone 55.6% 2) Apple iPod Touch 6.9% 3) Apple iPad 6.8% 4) BlackBerry 9700/Onyx 4.0% 5) Motorola Droid 3.2% 6) T-Mobile myTouch 3G 2.6% 7) BlackBerry Tour 9630 2.5%7) BlackBerry Tour 9630 2.5% 8) BlackBerry 8530/Curve 2.5% 9) T-Mobile G1 1.8% 10) Motorola Cliq 1.6% 24

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