Moda Exhibitions 2015 - e-commerce results using effective social media
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Tips on social media and blogging for e-commerce, how to be strategic using social media.
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Moda Exhibitions 2015 - e-commerce results using effective social media
- 1. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Blogging and social media: E-Commerce results using effective Social Media @jrconsultancy #HeartOfFashion
- 2. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Current social media usage?
- 3. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Introductions Jonny Ross • Former optician • Ran chain of opticians and ecommerce site • Website, SEO, ecommerce
- 4. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 5. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 6. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 7. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 8. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 9. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 10. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 11. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 12. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Online shopping • UK – 66% • Germany – 63% • South Korea - 62% • USA - 56%
- 13. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 14. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 UK
- 15. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 UK
- 16. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 USA
- 17. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 India
- 18. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Facebook Check In’s
- 19. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 @Dominos_uk #letsdolunch
- 20. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 @TescoMobile
- 21. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 22. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Puma using “grammers”
- 23. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Tony Hawk
- 24. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 25. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Instore Digital Technology
- 26. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Omnichannel Presence
- 27. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 28. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Challenge me? Does anyone want to challenge me, does anyone think this is all a load of nonsense? It’s time to ask questions! •For Tips, Tricks and more free advice Subscribe to my blog at JonnyRoss.com •Carry on the conversation with me on twitter @jrconsultancy
Editor's Notes
- Who is on FB Who is on Twitter? Who uses lists in twitter? Who is blogging? Who is on G+? Who uses Instagram? (just a show of hands – come back to them later) Who uses Pinterest? (just a show of hands – come back to them later) Any other photo apps?
- Introduction So, for those of you who don’t know, I set up an ecommerce store back in 1999 selling sunglasses and for the first 6 years we were the biggest sunglasses e-tailor in the UK, based on volume and turnover, with a decent profit too. In 2004 Google decided they didn’t like us, we suffered a Google penalty, now Google penalties are talked about and most people have heard about them, or certainly penguins and pandas, but back then no one knew what they where. Overnight we went from top of Google for all our keywords to page 7 and 8! Going through 2 SEO agencies over an 18-month period and neither of them could solve the problem, which resulted in us losing 40% of our turnover. I then found a guy in New York who worked on a ridiculous hourly rate but within 2 weeks he solved the problem and got us back! Cutting a long story short, I became passionate about SEO and decided to change my career into helping others understand it and avoid the pitfalls of Google. So that’s why I’m here today, to aid you in creating a professional online personal brand that will hopefully enable you to begin networking and build relationships with potential employers. For those of you who didn’t see my last talk at MODA, I am going to do a quick recap of why social media and blogging can help retailers. But we’re then going to move away from the SEO and blog examples I talked about last time and focus on the POWER OF PICTURES to capture attention and convert. We’re going to look at programmes like Instagram and Pinterest, which are becoming increasingly popular as business communication tools. And there will be time at the end for questions. So let’s get going…
- Now we’re going to look at some data and statistics on social media use and ecommerce in different countries around the world. The following few slides bring together international data on social media use from research conducted by WeAreSocial in January this year. They say: “Based on the trends within this data, we expect that mobile will help to push internet penetration beyond 50% of the world’s population during mid to late 2016. Before that, though, we expect to see social media penetration reach one-third of the world’s population – likely by the end of 2015 – with new users in developing nations accounting for almost all of this growth.”
- We’ll have a look at some of the data for each region and the different social media platforms shortly. But first I want to draw your attention to a key consideration for all your online promotional activity: the importance of MOBILE Mobile Internet: Mobile’s share of global web traffic leapt 39% since the same time last year, with one-third of all web pages now served to mobile phones. However, you can see from this slide that mobile use still varies greatly between countries:
- Google recently changed its algorithms to score mobile optimised websites MUCH more highly than non-optimised sites. To make an impact online, it is now VITAL that your website is mobile optimised, otherwise a lot of your digital marketing and social media activity will be in vain. The move to mobile is exemplified by the rapid rise of mobile-oriented services like WhatsApp, WeChat and Facebook Messenger – they now achieve the top social media ranking spots in some of the world’s biggest economies. So it’s clear that a lot of consumer digital behaviour is now converging around mobile devices. With smartphone handsets and tablets getting cheaper and data connections becoming more affordable and accessible, we will see mobile further dominate in future.
- So now let’s look at some of the facts and figures: The last 12 months in digital (milestones achieved in 2014): Worldwide social media users exceeded 2 billion in August 2014. Worldwide penetration of mobile phones passed 50% in September 2014. The number of global internet users passed 3 billion in early November 2014. The number of active mobile connections surpassed the total world population in December 2014. Here is a global digital snapshot as of January 2015:
- Internet access Almost 42% of the world’s population has access to the internet in January 2015 – up from 35% a year earlier.
- And here is that usage broken down by country:
- Social Media In terms of social media use, approximately 29% of the world’s population now uses social media in January 2015 – this is a 12% increase since January 2014. Research by GlobalWebIndex suggests that the average social media user spends 2 hours and 25 minutes per day using social networks and microblogs, with Argentinian and Filipino users registering the most, at more than 4 hours per day. The figures broken down by country can be seen below:
- Social media platforms around the world Facebook: 1.366 billion active users (January 2015) (1.133 of these access Facebook via mobile) As you can see, Facebook still dominates on the global stage. (Qzone is a Chinese-language social site and VKontakte holds the top social media spot in Russia).
- We’ll take a look at some examples of social retail campaigns from around the world shortly. In the meantime, let’s have a look at some data from GlobalWebIndex of online shopping trends. Online shopping What percentage of the population bought something online in the past month? Here are the top 4 countries for ecommerce sales: At the other end of the scale: despite their high mobile use, South and Southeast Asia lag when it comes to e-commerce, with data suggesting barely 14% of Indians bought something online in the past month. Similarly, fewer than 1 in 5 Thais and Filipinos used e-commerce in the past 30 days.
- If you’d like to find out more and see full data breakdowns per country, go to WeAreSocial.net and check out their Digital Social Mobile Worldwide 2015 research.
- We’re now going to go onto looking at some international social media campaigns… Topshop’s blog Inside-Out This blog is a really great example of how to use blogging to power other social media channels. It is also a great example of how to use a blog to position your brand within a particular market and a particular demographic This post ia bout Glastonbury – Topshop doesn’t sell music, but they know that their target customer Blogging is all about producing great original content that has a connection with your audience – Topshop makes a link here with popular youth culture – young people that enjoy live music, festivals, and fashion Glastonbury is also typically British. Topshop have created the link to align the brand with British youth culture. So you see content shouldn’t all be about what you make or sell, but about what your customers are into and want to read about. It’s about brand positioning rather than informing abiout your products – your main website should do this.
- You can see here that the Topshop blog has been tied in to their feature on their Facebook page, showing fans how to put together the best Glastonbury wardrobe! So here, Topshop are making that direct link to driving sales.
- Great example of how to use Pinterest for business Doesn’t necessarily have to be part of your other campaigns, can simply be ideas or images that represent your brand or that you feel your target audience would engage well with For distributers and retailers, imagery and visuals are crucial and Pinterest is a great way to use images to inspire other people
- Amazon the world-wide distributor have recently launched their own site in India. This is a snapshot of the Facebook page which is completely different to their UK Facebook page. While many brands struggling to showcase the real pulse of Indians in their short ad commercials, this video has captured the crowd’s sentiment rightly. From husbands who cheat on a diet to cricket freaks to the food sharing culture, Amazon had captured everything in a nutshell. Aur Dikhao also captures the fact that the Indian customer is never satisfied with the varying choices and endless products. So keeping in mind the huge collection Indians would like to shop from
- Twitter campaigns Twitter campaigns can be extremely cheap and easy to implement, but need to be well thought out. When it goes right: Dominos #letsdolunch Aim: to get more lunchtime customers How it worked: From 9am-11am on the set day, each time someone tweeted with #letsdolunch hashtag, the price of the Dominos Pepperoni Passion pizza was knocked down by 0.01p. At 11am, they stopped counting tweets and offered the pizza to all their consumers at the reduced price until 3pm that day. P Pizza price dropped from £15.99 to £7.74 in 2 hours That's 85,000 tweets with the hashtag #letsdolunch in the space of two hours!
- @tescomobile is well worth a look too. As the name suggests, it’s a separate account set up in relation to Tesco Supermarkets new mobile phone offerings, and as you can see from the screen shot below – they’re definitely on the ball when it comes to a little banter in the name of healthy competition!
- Greggs were launching their new coffee brand in their stores, but instead of using their name to power their campaign, they did the opposite and removed their branding from the campaign with amazing results! The brand recently took to the streets of seven cities across the UK to offer up a blind taste of its coffee, asking people to compare the coffee to their usual cup in a survey. The participants, who were also filmed for the activity, were encouraged to guess the brand behind the blend via Twitter using the hashtag #TopSecretCoffee. The next day, the brand was revealed and they were all sent a voucher to get a free coffee. They then used this content to power Twitter, Facebook and create great engagement with their audiences.
- Puma knew that Instagram was one of their weaker social media platforms and so decided to run a campaign to change this! They noted that lifestyle/fashion bloggers were among some of the most popular and so used these to power their campaign. After selecting some of the most influential bloggers who had an active presence on Instagram, they used these, and their loyal following, to their advantage. They sent the Instagrammers all over the world and to different events, to capture the ‘awesome places that shoes take you’. All the bloggers had to do was to hashtag their images back the Puma’s website and Instagram.
- Tony Hawk Quite a cool example was from, pro skater Tony Hawk occasionally he hides skateboards in random spots then posts a photo of the landmark with a clue as to the location. If his followers recognise the landmark and can get there before anyone else then they can pick up a free, signed board.
- Marc Jacobs started an Instagram campaign, cleverly not just to create engagement or raise brand awareness, but to find the latest Marc Jacobs model. The company called for any aspiring model who wanted to be considered for their Fall campaign in 2014 to take a picture on Instagram and use the #CastMeMarc to be in with a chance of winning. The campaign had a staggering 70,000 entrants who were whittled down to just 30 who were flown in from all across the world to be photographed. Not only great from a campaign and engagement point of view, but it also meant that their casting was effectively carried out for them!
- Many companies, including John Lewis, are looking for new and innovative tech companies to form partnerships with. John Lewis for example has invested in the new iBeacon technology for their stories which works with iOS7 or iOS8 devices and notifies the iBeacon transmitters of their presence. This allows stores to be notified when people walk into the store, which could be useful when customers walk in to collect their orders, and allows shops to connect and perform actions when customers are in store via their mobile phones.
- Another key feature for retail is having an omnichannel presence. It is vitally important to have a great presence on social media, with a great website and a blog to work alongside all of this. However it is also important for brands and retailers to be present on several different channels. One key example of this is Ann Summers, the lingerie retailer, selling their items on both Amazon and Ebay. This not only exposes the demographic of Ann Summers but also provides them with more engagement opportunities. This is something that all brands should be looking to take part in.
- For me the Blog is the core of any social media or SEO campaign Blogs provide regular content to share through your other social media sites (which we will cover in detail in webinar 3). The sharable nature of product images is perfect for retail, with sites such as Pinterest seeing huge expansion as consumer demand for visual content has grown rapidly. User-generated content, ‘likes’ and ‘shares’ are now being ranked more highly by search engines, so it pays to invest in social media and blogging. Blogs provide Status updates for Facebook Tweets for Twitter- take a blog with the title “top 5 tips”, well all of a sudden you have created 5 tweets, all with links to the blog, don’t tweet them alll in one go, spread them out over the week/month. Stuck for tweets, go back to blogs from 6 months ago! Updates for Linkedin personal and company profiles Statuss for Google Plus Email campaigns – do you get to start of the month and think, what are we going to put into our email campaing this month? if you have fab blogs, there is your content already written!) They give content for your keywords to be found in Google, search engine optimisation, you will only be found if you mentino the keyword, and the more times you mentino it the more relevant you are (don’t mention for sake, it must be relevant) A blog should be an integral part of your marketing and comms strategy, but you need to set goals. What are you marketing goals? Need to sell more teenage products, what could we write that would engage with teenagers? Lets give them some information, lets become a resource and during the process, lets build trust with them and let them know what products we have that we could offer them.
- I hope this talk has given you some ideas and inspiration for your campaigns And that you know have an understanding of the power of pictures shared through Instagram and Pinterest to boost sales and reach new audiences. Feel free to carry on the conversation with me on twitter Subscribe to my blog for more tips, tricks and inspiration