How to build better brand loyalty by adding social content to your site search

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Online consumer recommendations and word of mouth are becoming one of the most credible forms of advertising for eCommerce sites. But with so much content out there, from social networks, videos, blogs and podcasts to user ratings and reviews, customer-generated questions and answers, and project ideas, the challenge with how to get the most impact and how best to showcase this social content can be daunting.

Join us for this webinar to learn best practices and tips on how to incorporate social content, with product information into your site search and navigation experience, and how to measure which social content on your website really engages your audience and influences buying behavior.

Steve Groenier, VP of Marketing & Sales, Artbeads will discuss ideas for going beyond simple Facebook "Like" buttons, and how to create consumer communities around non-product content that build better brand loyalty.

Bernadine Wu, CEO & Founder, FitForCommerce, will examine the incredibly important opportunity social content represents to online retailers, and how to best leverage this information to increase conversions.

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  • Basics: home page and product detail pagesFocus on what will make the consumers’ lives easierRelatively low barrier to entry compared to other marketing costs ($M/month paid search budget
  • Intro: Social Media connects individuals with the people, groups, and things that are of interest to them. For companies, social media provides a new way of connecting customers to the products or services that they sell.Eretailers should choose the social media mix that fits their target audience and their brand. [animation is built to fade out a couple of options to emphasis this selection]
  • Social media not only connects consumers with each other, but also with just about every place they go and everything they watch and buySocial Media connects individual with the people, groups, and things that are of interest to them. For companies social media provides a new way of connecting customers to the products or services that they sell.#1 - Good stats before holiday shopping season Other stats: Neilsen report: http://blog.nielsen.com/nielsenwire/online_mobile/social-media-report-spending-time-money-and-going-mobile/ http://blog.nielsen.com/nielsenwire/social/Americans spend ¼ of their time online on social networking sites. Most popular social network is Facebook, followed by Blogger, Tumblr, Twitter and LinkedIn700 billion minutes per month on Facebook - http://www.facebook.com/press/info.php?statisticsAdding Twitter to your home page increases social media mentions by 7x3. According to a new report from enterprise SEO platform provider BrightEdge. That figure is based on an analysis of more than 4 million tweets.Facebook: Facebook: 750MM users, 159MM uniques/mo. Twitter: 100 M active users, 230 M tweets/day, 50 M daily usersYouTube
  • Source: http://www.mdgadvertising.com/blog/infographic-the-roi-of-social-media-2/
  • Basics: home page and product detail pagesFocus on what will make the consumers’ lives easierRelatively low barrier to entry compared to other marketing costs ($M/month paid search budget
  • Key point:¾ of the top websites use social media icons to increase social traffic that drives sales, brand awareness, and affinity. Choose the social media mix that fits your target audience and your brand.
  • Diapers.com, Nutrisystem, REI
  • Where to place social sharing buttons on your website (Like+Share+Send) to drive additional traffic and conversions Walgreens - Foursquare checkins and mobile apps, Home Depot, Shutterfly, Yarn.com
  • If you like a site then the consumer becomes a fan of the site. If you follow a site, you are their “follower.”If the person likes a product, then that product is posted to their wall and moves through their feed. Ditto for Twitter.
  • Caution: social media icon could be perceived as a distraction and pull the consumer away from the buying process.
  • SM icon placement: under “wish list”, “email a friend”, and “print”
  • SM icon placement: under the product photoConclusion: multiple locations for SM icons throughout the site enables customers to reach their communities about the products/content they recommend/discuss
  • Transition: product discovery and purchase decisions are informed by the collective and distributed social intelligence of peoples’ social graphs.
  • Consumer is looking for the “positive buy” – other customers who have purchased and highly ratedDefinitions:Sorting search results by popularity –Improves the searching of the site based on popularity, or social behavior.Rating and reviews – Shows the ratings (number of stars), reviews, and the number of reviews, in the search results page for each product. Users can re-order product results by rate or number of reviews. Users can also navigate through reviews. Auto-Complete - Provides search text suggestions in the search box based on others’ previous search activity of search. Search Suggestions (or related search) – They appear at the top or bottom of the search page results. They are automatically created based on what people have done on the site: popular search terms people have used = products or info they clicked on before, or most clicked on. Very useful – works like related videos on YouTube.
  • Green Mountain Coffee is also employing the Sort by popularity and rating.Popular search terms people have used = products or info they clicked on before, or most clicked on.
  • How do you spell “glucosamine” if you are on Walgreens? Help customers find what they’re looking for. If you don’t sell something, offer alternative products and consider if the product is worth stocking Social content distracts from products. Users will end-up reading blogs and reviews about the products instead of clicking on the BUY NOW button. eCommerce sites have seen a short term in decreased revenues after implementing social content on their site. But the benefits are in the long term, as sales pick up again. Consumer intent - Not every user is ready to buy - so you want to engage before and after the purchase. Social helps you do that. Existing customers are also more likely to become repeat customers with social content. Help customers find what they’re looking for. Incorporate lists of synonyms in case customers aren’t sure how to spell a product time. If you don’t sell something, offer alternative products and consider if the product is worth stocking
  • Transition: Social strategies are going beyond building a nice Facebook page and sprinkling Like buttons throughout the site. Here are innovative advanced social media implementations.
  • Content = products, recipes, and videosTo determine “customer driven keywords” use keyword research tools such as Google Adwords. Also review your own site search results for common customer vernacular.
  • Yarn.com – SLI Systems clientContent – products, Facebook, Twitter, viral video, etc.
  • Community drops down showing Blog & Forum, Facebook Corporate, Facebook Local, YouTube, Twitter
  • Google and Bing use Twitter and Facebook to influence regular search resultsFactors - # followers that tweets your link, the frequency of their tweets, the number of links included within their tweetsUncover untapped keywords based on customers’ vernacular => inform content, site search search suggestions and auto-complete
  • Example presented at Shop.orgOn Handbags.com shoppers can register on the site with their Facebook login which connects with a Facebook toolbar for “Liking” or “Sharing”, and for “Commenting” on the site which can also be posted to the news feed. What was powerful about this toolbar was that it kept the shopper on the retailer’s website and didn’t lose them on trip a back to Facebook.Handbags was created by ebags. For luggage purchasers, ratigns and reviews are important in the purchase process (will the bag withstand airport handling?).Different from purchasing handbags. Start with the customer.
  • Div pops up on Buy.com site asking if you want to “Shop with your friends” once you allow buy.com access to your account you can see what others are viewing (right bar)Get a second opinion or just have fun shopping with your friends in a private conversation on Buy.comShoppers can choose to share their social profile data and friends lists when they sign-up .  This social graph data opens the door to social shopping on Buy.com. Mattel has also implemented this app.By making the shopping experience social, retailers can turn on word-of-mouth to expand product awareness, increase time on site, and improve the likelihood of purchase.Note the social sharing icons (FB, T, G+) are above the product.
  • Example presented at Shop.org SummitNEW FEATURE: The ability to see who is sitting where. Ability to designate who they want to share their tag with RSVP feature – the ask - “Tell your friends you’re attending The Counting Crows” message also accounted for upwards of $5 in ticket sales.these stats were the key to greater investment in social by the organization. Set goals then MEASUREPresentation can be found at http://www.shop.org/summit11/recapvideos
  • Summary: Social Commerce, building “a social layer on top of online commerce”, “turning products into conversations”, is attracting big funding, big buzz and generating big revenue. The business impact of social media is real and tangible, and translates into a positive impact on a company's bottom line. Social media gives you unprecedented opportunities to build communities and establish loyalty among these people76% of businesses are using social media (“SM”) to drive their business objectives
  • How to build better brand loyalty by adding social content to your site search

    1. 1. How to Build Better Brand Loyalty by Adding SocialContent to Your Site SearchWe will start shortly and allow for a few more attendees to login.
    2. 2. Should you get disconnected, please dial back in. Weare recording this webinar and will email a link of the recording to all attendees.United States:Toll: +1 (609) 318-0024Access Code: 496-193-005Audio PIN: Shown after joining the Webinar
    3. 3. Agenda Introductions by Ed Hoffman, VP of Global Business and Corporate Development, SLI Systems Onsite Social Media: Today & Tomorrow by Bernardine Wu, Founder & CEO, FitForCommerce The Online Retailer’s Guide to Customer Loyalty by Steve Groenier, VP Marketing & Sales, Artbeads Q&A by Melissa Schleter, Marketing Manager, SLI Systems
    4. 4. ON-SITE SOCIAL MEDIA:TODAY & TOMORROW
    5. 5. About FitForCommerce “ Life Coach and eHarmony of eCommerce ” • FitForCommerce is a consultancy founded to help online businesses „figure out what they need and how/where to find it‟ – Team of former multichannel retailers, marketers, technologists and service providers, with hands-on expertise in eCommerce and mCommerce • eCommerce Diligence™ is a philosophy and methodology based on diligent preparation and decision-making to ensure success – Strategic Diligence – eMerchandising, eMarketing, mCommerce, sCommerce, Multichannel, Operations, Technology, Organization, Financial Planning – Selection Diligence – Requirements, RFP, Selection of eCommerce technologies and providers including: platforms, mCommerce, back-end, all point solutions, 3PL/CS – eCommerce Marketing – Implementation Coaching • eCommerceKnowHow.com is the first eCommerce knowledge base: – 1000s of best practices, feature evaluations, expert advice and community content on 100s of features, functions and topics – 100s of provider and solution comparative info5
    6. 6. Discussion Topics I. Value of Social Media on your site II. Social Media Today  The Basics  Intermediate  Advanced III.Best Practices Today and Tomorrow6
    7. 7. Social Media Mix Influences Consumer Facebook Facebook Google+ Google+ Twitter Twitter YouTube/ YouTube/ video onsite video onsite Email Email Blog(s) Blog(s) Search, Search, Tagging Tagging Product Product Reviews Reviews Mobile Branded RSS, Linked In, RSS, Linked In, content, Q&A Stumbled Upon, Stumbled Upon, Flickr etc. Flickr etc. Choose the social media mix that fits your target audience and your brand7
    8. 8. Social Media Mix Influences Consumer Facebook Facebook Google+ Google+ Email Email Blog(s) Blog(s) Mobile RSS, Linked In, RSS, Linked In, Stumbled Upon, Stumbled Upon, Flickr etc. Flickr etc. Choose the social media mix that fits your target audience and your brand8
    9. 9. Value of Rapid Adoption of Social Media 70% of active American social networkers shop online1 90% of purchases are subject to social influence2 3x Consumers who follow brands on Twitter are 3x more likely to amplify the influence of that brand.3 42% of online consumers have “followed” a retailer through Facebook, Twitter or a retailer‟s blog4 6 Average person follows about 6 retailers4 Understand your consumer, get her to your site, and keep her connected to you through social media9 Sources: 1. Neilsen, Sept 2011, 2. Wired, Feb 2011, 3. ExactTarget 4. Shop.org 2011 Social Commerce Study
    10. 10. What will return the most value? In a survey of CMOs: • The social media marketing activity with the highest ROI: – Facebook – Ratings & Reviews – Twitter • When CMOs asked which channel they will be increase investment -- YouTube While retailers recognize the importance of social commerce, with such a fast moving landscape they often dont know where to start … start with your site10 Sources : MDG Advertising
    11. 11. THE BASICS: ON-SITE SOCIAL MEDIA INTEGRATION11
    12. 12. Home Page Icon Adoption Social Media Adoption Rate on Home Page by Top Sites Yes 76% No 24% Best Practices: Add social media icons above the fold Make sharing fast and easy12 Source: FFC Survey of IR100
    13. 13. Home Page Icon Examples Socia Media Icons Employed on Home Page by Top Sites FaceBook 74% Twitter 68% YouTube 32% Google+ 4%13 Source: FFC Survey of IR100
    14. 14. Social Media Icon Location Best Practice: Make social media icons ubiquitous by placing them in the footer14 Source: FFC Survey of IR100
    15. 15. Product Detail Page Product Detail Page Adoption Rate of Social Media on Top Sites Presence in Results 62% Widget ("AddThis") 33% • Over half of the top websites employ social media icons on their product detail pages. – “Like” a PRODUCT vs SITE • Of those who employ SM icons, half include a sharing widget such as “Add This” Best Practice: Use the correct SM code for your desired action15 Source: FFC Survey of IR100
    16. 16. Product Detail Page: Example A Widget Placement of SM icons vary. SM Icons Placement: under the product name16
    17. 17. Product Detail Page: Example B SM Icon Placement: under “Add to Cart” and “print”17
    18. 18. Product Detail Page: Example C SM icon placement: under product image18
    19. 19. INTERMEDIATE: ON-SITE SOCIAL MEDIA INTEGRATION19
    20. 20. Intermediate: Onsite Search Gets Social On-site Search Functionality Sort by Popularity 53% Sort by Ratings 50% Auto Completed Results 37% Search Suggestions 21% SM in Search Results 3% Sort by Likes 1% Based on your customer knowledge and how they navigate your site, implement and refine the on-site search functionality that drives profits20 Source: FFC Survey of IR100
    21. 21. Popularity and Rating Sorting Best Practice: Provide customers with perspectives from outside of your site yielding the comfort and protection of the herd. The Future: Filter product listings or reviews to prominently display content that friends have recommended.21
    22. 22. Search Suggestions Best Practice: Enables customers to differentiate products in the search results22
    23. 23. On-site Search: Auto-Complete Best Practice: Incorporate lists of synonyms in case customers aren‟t sure how to spell a product name.23
    24. 24. ADVANCED: ON-SITE SOCIAL MEDIA INTEGRATION24
    25. 25. Innovative Facebook Integration Ability to sort by Facebook likes. Products are sorted based on number of likes.25
    26. 26. Blue Nile Home Page Example Consumer Actions: • Connect with Facebook on the Blue Nile home page. • Provide access to your Facebook account • Blue Nile sends an immediate confirmation email and adds you to their ongoing email communication26
    27. 27. Site Searches Deliver an Array of Results Results for a search on “grill pans” display results on 3 tabs: Products, Recipes and Videos. Best Practice: Create and name content and products based on what consumers are searching for27
    28. 28. Site Searches Deliver an Array of Results “Social Networks” tab search results include relevant tweets and Facebook posts from customers. Best Practice: Tag your content with customer driven keywords that will be indexed by search engines28
    29. 29. Site Searches Deliver an Array of Results …especially when the community/content is strong!29
    30. 30. Value: Increase Relevancy in Search Engines Google and Bing use Twitter and Facebook to influence regular search results Google‟s crawling, indexing, and rankings are directly influenced by Tweeted links and (public) Facebook “shares”30
    31. 31. Innovation: Handbags.com Shoppers care if their friends like their handbag. Icons appear when the consumer interacts onscreen with the product. Toolbar encourages sharing31
    32. 32. Buy.com’s Shop Together • Have a shopping date with someone that lives far away. Explore the site together. Chat about products in real time • Connect using Facebook, email, IM, or Twitter By making the shopping experience social, retailers can turn on word-of- mouth to expand product awareness, increase time on site, and improve the likelihood of purchase.32
    33. 33. Ticketmaster Delivers Social Connectivity IntoInteractive Seat Maps • 80% of users share their ticket information through Facebook with everyone (not just friends, or friends of friends). • RSVP feature ““Tell your friends you‟re attending…” drives 33% more visits • Each "like" = $5 in ticket sales33
    34. 34. The Future: Continuously Adapt Basedon Consumer Behavior • Nearly 40% of social media users access social media content from their mobile phone1 • Almost 50% of consumers say that social media is a great way to discover new products, brands, trends or eretailers2 • Trend: Google+ increase in relevancy • Trend: Sites are integrating Facebook onto their site, not necessarily building another store on Facebook. The future combines functionality and social connectivity at the point of consumer need and site profitability34 Sources: 1. Neilsen, Sept 2011, 2. Forrester BizrRate Insights Social Commerce Flash Survey, Q3 2011
    35. 35. Best Practice Summary 1. Deploy the right mix of social media (SM) icons above the fold on your home page 2. Make sharing fast and easy 3. Add SM icons to your global footer. Program Facebook icon to like the site, not the page 4. Test SM icon positions on your product detail page 5. Do not clutter the page 6. Add social media into your site search results 7. Augment ratings and reviews with Facebook likes/Google+/Twitter. 8. Integrate Facebook onto your site, without building another store on Facebook. 9. Make sure your social media content (Facebook, Twitter, video, etc.) is appropriately tagged and indexed 10. Choose the social media mix that fits your target audience and your brand35
    36. 36. The Online Retailer’s Guide to Customer Loyalty
    37. 37. What DoLoyal Customers Look Like? (How to spot them in Social Media) Buy from you again and again Recommend you and your products (Ratings & Reviews, Like & Share Buttons) Provide unsolicited praise for you and your products (Facebook Wall Posts, Blogs, Tweets)
    38. 38. What DoLoyal Customers Look Like? (How to spot them in Social Media) Voluntarily send you feedback & suggestions (Store Reviews, Product Reviews, Facebook Wall Posts) Recommend you and your products (Defend You When Others Complain) Feel like they are part of something bigger -- a part of a community (Reviewer Profiles, Answer Questions, Share Content)
    39. 39. Help CustomersShow Their Loyalty
    40. 40. What Do Companies With Loyal Customers Have in Common? Share their knowledge freely Gather customer feedback Build word of mouth networks Make trying their products easy Create customer communities Make an emotional connection
    41. 41. How DoesStack Up?
    42. 42. The Solution:Curate The Best Content And Start Sharing It
    43. 43. The Search ForQuality ContentComments LikesImpressions Clicks
    44. 44. Q&A Ed Hoffman, VP of Global Business and Corporate Development Ed.Hoffman@sli-systems.com Bernardine Wu, CEO & Founder, FitForCommerce, bwu@fitforcommerce.com Steve Groenier, VP Marketing & Sales, Artbeads, steve@artbeads.com twitter: @marketonline Thank you for attending!

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