Social Media Strategy for Ecommerce
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Social Media Strategy for Ecommerce

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Social media is a popular tool for public relations and customer service, but what about using it to drive sales? In this session, we will explore how different social channels can be used to (1)......

Social media is a popular tool for public relations and customer service, but what about using it to drive sales? In this session, we will explore how different social channels can be used to (1) target qualified users and (2) drive sale online. Specifically, we will cover:

1. Social Media for SEO: search delivers the highest ROI online, and the right blend of (1) social content strategy, and (2) social news optimization can help your brand rank on targeted keywords.
2. Facebook for Ecommerce: brands can now integrate their inventory into their Facebook Page and drive sales directly from Facebook; learn about this functionality and its best practices.
3. Facebook Ads: advertising on Facebook allows brands to “hyper-target” users according to demographics, as well as leverage their social graph / personal network to increase conversions.

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  • Signals from REAL HUMANS E asy to maintain The NEW Blog
  • H ark back to SEO content on Product Pages Trust their friends before a random site UGC about YOUR products is being shared
  • 250 words min people link to where they find the most info G et the Tweeted & Liked to rank better
  • - Reviews good for ranking – e.g. Amazon
  • S elling through volume People will share for a deal M ore of an expectation = new style of buying

Transcript

  • 1. Social Media Strategy for Ecommerce
    • Salon eCom Montreal, 2011
  • 2. BONJOUR
    • Social Media Strategy for Ecommerce
    • CT Moore
    • Strategist with @NVI
    • Staff Editor with @revenews
    • Netizen @gypsybandito
    • Tom Langdale
    • Social Media Dir. with @NVI
    • Netizen @Tom_Langdale
  • 3. SALON ECOM MONTREAL
    • Social Media Strategy for Ecommerce
    • Agenda
    • SEO & Social Media
    • Social Content Strategy
      • Shareable Content 101
      • Product Pages
      • Social Platform
      • Social News Promotion
    • Facebook for Ecommerce
      • Facebook Pages
      • Facebook Ads
      • Social Contests
  • 4. SEO & Social Media
  • 5. WHY SEARCH IS THE #1 ROI DRIVER
    • Social Media Strategy for Ecommerce
    • 78% of Canadians online will use search engines to research online and offline purchases
    • 27% of those who researched product info online purchased online
    • 45% of those that searched for product information online still purchase via traditional retail
    • In 2009, search represented over 41% of overall online revenue , $741 million in Canada
    • 106 million search engine queries a day in Canada
    • 77% of all Canadian Internet traffic starts from a search engine
    • 98% of online users rely on search engines to find websites
    Source : IAB 2010 & Comscore 2009.
  • 6. FORECAST : US INTERACTIVE SPEND FROM 2009 – 2014
    • Social Media Strategy for Ecommerce
    Source : Forrester ’ s Interactive Advertising Models, 4/09 and 10/08 (US only) .
  • 7. SEO SEEN AS MOST EFFECTIVE IN GENERATING CONVERSIONS
    • Social Media Strategy for Ecommerce
    Most effective digital marketing tools for generating conversations Source: © C opyright FORBES 2009
  • 8. SEO & PPC ARE THE MOST EFFECTIVE TACTICS WHEN IT COMES TO RESULT ACHIEVEMENT
    • Social Media Strategy for Ecommerce
    Results vs. expectations for digital marketing compaigns Source: © C opyright FORBES 2009
  • 9. “ Intentional ” Targeting
  • 10. SEARCH BEHAVIOUR
    • Social Media Strategy for Ecommerce
    • “ Above the Fold ”
    • 73% don ’ t go past 1 st page
    • 71% don ’ t go past first 5 results
    • 10% go to 3 rd result
    • 4.5% go to 5 th result
  • 11. SEO “101”
    • SEARCH MARKETING
    • Removing any hurdle to the crawlers is key for a perfect indexation
    • Map your site architecture in accordance with semantic verticals to reach ideal relevancy
    • Balance the q uantity, quality, aging & regularity of your linkgraph to maximize popularity
    INDEXATION + RELEVANCY + POPULARITY
  • 12. SEARCH ENGINE OPTIMIZATION
    • Social Media Strategy for Ecommerce
    • Overview
    • Keywords Research
    • Onsite SEO
    • Offsite SEO
  • 13. keyword research
    • Search Marketing
    • A relevant selection of the best combinations of keywords for your site and industry
    • With search volume data provided by Google Keyword tool and other tools
    • List of best keywords associated with themes and sections/sub-sections/pages of your pages
    • Full list of keywords with search volume data, separated by themes
    • A suggested sitemap with URLs, meta descriptions, page titles & targeted keywords to optimize to all associated pages
    What Why
    • To understand where your site traffic to your web site
    • To understand which keywords have best search volume & conversion potential
    How Deliverables
  • 14. keyword research
    • Social Media Strategy for Ecommerce
    • Google Adwords Tool
    • Estimated Competition
    • Global Search Volume
    • Local Search Volume
    • Average CPC
  • 15. OnSITE SEO
    • Social Media Strategy for Ecommerce
    • The 3 Basics
    • Page Titles
    • Meta Descriptions
    • Copy & Content
  • 16. OnSITE SEO
    • Social Media Strategy for Ecommerce
    Page Titles – 65 Characters
  • 17. OnSITE SEO
    • Social Media Strategy for Ecommerce
    Meta Descriptions – 150 Characters
  • 18. OnSITE SEO
    • Social Media Strategy for Ecommerce
    • Page Copy / Content
    • Unique Content
    • 250 words min (suggested)
      • Intro, Body, Conclusion
    • Headers (H1, H2, H3 tags)
    • Bullet Lists
    • 2-5% Keyword Density
  • 19. OFFSITE SEO
    • Social Media Strategy for Ecommerce
    • SEO Off-site represents 66% of the Search Ranking Factors
    Source : SEOmoz Search Ranking Factors 2009
  • 20. OFFSITE SEO
    • Social Media Strategy for Ecommerce
    • On an ongoing basis, building authority and popularity to the site
    • Leveling powerful links of major competitors
    • Bartering with well ranked industry niche sites
    • Links from existing partners
    • Compensation-driven links from blogs & niche websites
    • Free / Paid useful Directories & Forums links
    • Links from the NVI network of corporate & blog sites
    • Widget deployment
    • Social News Optimization of content
    • Link acquisition report
    • Rankings report
    • Traffic report
    What Why
    • to increase keyword ranking results
    How Deliverables
  • 21. Social Media for SEO
    • Social Media Strategy for Ecommerce
    • “ Social Signals ”
    • Social Profiles
      • Branded
      • End Users
    • Customer Reviews
      • Google Places
      • Facebook Places
    • Twitter Activity
    • Facebook Presence
  • 22. Social Content Strategy
  • 23. SOCIAL CONTENT STRATEGY
    • Social Media Strategy for Ecommerce
    • Agenda
    • Sharable Content 101
      • Product Pages
      • Blog – Social Platform
      • Social News Promotion
    • Facebook Marketing
      • Facebook Pages
      • Facebook Ads
      • Social C o ntests
  • 24. SOCIAL CONTENT STRATEGY
    • Social Media Strategy for Ecommerce
    • WHO ’ S SHARING CONTENT?
    • Half of consumers share content on a weekly basis
    • Over 60% of North Americans research products online before purchase
    • 1/3 rd use social sites to research products
    • 1/4 th post comments/reviews about products they purchased
  • 25. SOCIAL CONTENT STRATEGY
    • Social Media Strategy for Ecommerce
    • WHERE IS CONTENT BEING SHARED?
    • Through E-Mail
    • Social Networks (Facebook, Twitter, LinkedIn, etc.)
    • Social News Sites (Digg, Reddit, StumbleUpon, etc.)
    • Websites and Blogs (ranking advantage)
  • 26. SOCIALIZE PRODUCT PAGES
    • Social Media Strategy for Ecommerce
    • WHY CONSUMERS SHARE CONTENT
    • Useful/Informative
    • Interesting
    • Unique/Original
    • Inspirational
    • Funny
    • Surprising
  • 27. SOCIALIZED CONTENT ON PRODUCT PAGES
    • Social Media Strategy for Ecommerce
    SHARABLE ELEMENTS OF PRODUCT PAGES PRODUCT ITSELF
  • 28. SOCIALIZED CONTENT ON PRODUCT PAGES
    • Social Media Strategy for Ecommerce
    SHARABLE ELEMENTS OF PRODUCT PAGES PRODUCT DESCRIPTION
  • 29. SOCIALIZED CONTENT ON PRODUCT PAGES
    • Social Media Strategy for Ecommerce
    SHARABLE ELEMENTS OF PRODUCT PAGES PRODUCT REVIEWS
  • 30. SOCIALIZED CONTENT ON PRODUCT PAGES
    • Social Media Strategy for Ecommerce
    SHARABLE ELEMENTS OF PRODUCT PAGES Product Images & Video
  • 31. SOCIALIZED CONTENT ON PRODUCT PAGES
    • Social Media Strategy for Ecommerce
    SHARABLE ELEMENTS OF PRODUCT PAGES PRICE Incredible Deals Group Buying
  • 32. Socializing Product Pages
  • 33. FACEBOOK CONNECT
    • Social Media Strategy for Ecommerce
    • Social Sharing
    • Registration & Login
      • Access Real User Data
    • Choice of FB Features
      • Like, Share, Send, Comment, etc.
    • Facebook Open-Graph
  • 34. FACEBOOK OPEN GRAPH
    • Social Media Strategy for Ecommerce
    Facebook Twitter LinkedIn Google Yahoo! Name X X X X X Email X X X Nickname X X X Photo X X X X X Profile URL X X X X X Birthday X X X Gender X X Location X X X X X Social Graph X X X X X More X X X X
  • 35. FACEBOOK
    • Social Media Strategy for Ecommerce
    • Facebook Connect
    • Lollapalooza
      • 99% more Page Views
    • Gawker
      • 45% increase in registrations, week over week
    • Joost
      • 30% more views, 15% more comments, 38% more invites
  • 36. Blogs: Social Platforms
  • 37. POWER OF BLOGS
    • Social Media Strategy for Ecommerce
    • BENEFITS OF BLOGS
    • Flexible Platform
    • Easy to Optimize (For SE and SM)
    • Naturally Social (Promotes Engagement)
    • Branding Opportunities
  • 38. BLOG – SOCIAL PLATFORM
    • Social Media Strategy for Ecommerce
    • SEO Benefits
    • Updated Content
      • Posts, Comments, etc.
    • Structured Content
      • Categories, Tags, Users, RSS Feed, etc.
    • Interlinking
  • 39. BLOG – SOCIAL PLATFORM
    • Social Media Strategy for Ecommerce
    • Goals
    • “ Hub & Spoke ” Content Publishing
    • Support SEO Efforts
    • Drives Traffic
    • Increase User Engagement
  • 40. Blogs: Now What?
  • 41. SOCIAL NEW PROMOTION
    • Social Media Strategy for Ecommerce
    • Goals
    • Drive Traffic & Registrations
    • Raise Brand Awareness
    • Foster User Engagement
    • Support SEO
      • Attract Backlinks
      • Generation “ Social Signals ”
  • 42. SOCIAL NEWS PROMOTION
    • Social Media Strategy for Ecommerce
    • Deliverables
    • Content Strategy
      • Topical Content
      • Socially Viral Content
    • Content Promotion
      • StumbleUpon, Reddit, Digg, etc …
      • Facebook & Twitter
    • Avg. 100-200 Social Backlinks
  • 43. SOCIAL NEWS PROMOTION
    • Social Media Strategy for Ecommerce
    • Case Study – Sherweb.com
    • Facebook Etiquette Blog Post
    • >20,000 Visits over 48 Hours
    • >60,000 Visits over 1 Month
    • 150,000 Visits to Date
    • 124 Comments
    • PageRank 3
  • 44. acebook
  • 45. FACEBOOK
    • Social Media Strategy for Ecommerce
    • Facebook
    • A place where people connect …
    • A personal environment …
    • Facebook Pages
    • Facebook Ads
    • Facebook Contests
  • 46. FACEBOOK PAGES
    • Social Media Strategy for Ecommerce
    • Roadmap
    • Welcome Splash Tab
    • Integrated Shopping
    • Run Ad Campaigns
    • Sponsor Contests
  • 47. FACEBOOK PAGES
    • Social Media Strategy for Ecommerce
    Welcome Splash Tab
  • 48. FACEBOOK PAGES
    • Social Media Strategy for Ecommerce
    Facebook Shopping
  • 49. FACEBOOK PAGES
    • Social Media Strategy for Ecommerce
    Facebook Shopping
  • 50. FACEBOOK PAGES
    • Social Media Strategy for Ecommerce
    Facebook Shopping
  • 51. FACEBOOK ADS
    • Social Media Strategy for Ecommerce
    • Goals
    • Branding
    • Increase Visibility
    • Engage Targeted Users
    • Facebook Fans
    • Generate Sales
  • 52. FACEBOOK ADS
    • Social Media Strategy for Ecommerce
    • Features
    • Demographic Targeting
    • Geo-Targeting
    • Pay Per Click
    • Set Daily Budget
    • Ads, Surveys, and Sponsored Stories
  • 53. FACEBOOK ADS
    • Social Media Strategy for Ecommerce
    • Deliverables
    • Facebook Campaign Set-Up
      • Traffic to Site
      • Traffic to Fan Page
    • Ongoing Optimization
    • Targeted & Qualified Traffic
  • 54. SOCIAL MEDIA CONTESTS
    • Social Media Strategy for Ecommerce
    • Opportunity
    • 50% of users like to enter an contests or sweepstakes at least once/month.
    • Businesses that offer contests have twice as many social network fans.
    • – Forrester Research
  • 55. SOCIAL MEDIA CONTESTS
    • Social Media Strategy for Ecommerce
    • Goals
    • Engage Consumers
    • Promote Your Products
    • Build Fans/Followers (generate “ Likes ” )
    • Leverage Users ’ Activity Feed
    • Stimulate Demand for Products/Services
    • Collect & Mine User-Data
  • 56. SOCIAL MEDIA CONTESTS
    • Social Media Strategy for Ecommerce
    • Ideas & Options
    • Facebook Contest ( Likes & Fans )
      • Rules & Legality
    • Blog Contest ( Comments & Emails )
    • Twitter Contest ( Tweets & Retweets )
    • Blogger Giveaways ( Backlinks & PR )
  • 57. BUSINESS CASE: BOUCLAIR
    • Social Media Strategy for Ecommerce
    • Facebook Ads & Contests
    • Targeted Canadian Users
    • Promoted with Ads
    • Traffic  Fan Page
    • Avg. CPC $0.51
    • >2,000 new Fans
    • >500 Email Addresses
  • 58. Questions
    • Social Media Strategy for Ecommerce
    • Contact Us
    • Site: NVIsolutions.com
    • EN Blog: NVIsolutions.com/blog
    • FR Blog: Go-Referencement.org
    • Twitter: @NVI
    • Email
      • [email_address]
      • T l [email_address]