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E commerce and Social Media


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I recently had the chance to give a very short talk on social media in eCommerce. Very high level, nothing too specific as that would have required TONS of time. Showed some good examples of …

I recently had the chance to give a very short talk on social media in eCommerce. Very high level, nothing too specific as that would have required TONS of time. Showed some good examples of eCommerce companies sort of getting things right.

Choosing which of the hundreds of social media platforms and tools to use as part of your eCommerce marketing strategy is very difficult.

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  • 1. eCommerce & Social Media Platforms
    Which is right for my brand / market?
    Matthew Bertulli
    Co-Founder & President
  • 2. Agenda
    That’s a lot of social!
    Choice is both very awesome, and very not-awesome.
    Understanding terminology.
    The Big Idea
    My Rules & Guidelines
    The Big Two (Facebook + Twitter)
    Case Studies (Good Examples)
  • 3. Yikes! That’s a lot of social!
    Which of these is the right fit for your business?
  • 4. Understanding Social
  • 5. The Big Idea
    Social Media is customer service. Choosing the right social media platform / tools is about getting better at customer service.
    “If you are talking about customer service, you aren’t doing it.” – Blake Nordstrom
  • 6.
  • 7. My Rules & Guidelines
    The current form of social media is too new for there to be any experts. Just because I’m up here speaking doesn’t make me an expert in your business and how it can work with social.
    Social Media Marketing is like all eCommerce marketing. It’s about iteration, testing different strategies and scaling those strategies that work.
    Social Media stinks if you are a “megaphone” marketer.
    It’s tough out there for eCommerce merchants. You guys actually sell something!
    Facebook isn’t great if you are B2B play. It’s not horrible, but the general rule is that this isn’t where you want to be.
    Twitter is pretty good as a communication tool for any business.
    Twitter is a customer service nightmare. Monitoring is a pain and can be very expensive.
    LinkedIn – Anybody using this effectively?
  • 8. Which is better for your store(s)?
  • 9. Product Reviews & Ratings
    This was the first really good application of social in eCommerce.
    Many stores still don’t allow reviews.
    Lowest hanging social fruit. ASPDNSF has this out of the box people.
    B2B Folks – What the heck is the problem!?!
    To moderate or not to moderate?
  • 10. The Big Two
    Facebook has largely been about connections you already have.
    It removes friction.
    Twitter has largely been about finding new connections.
  • 11. Noise
    Choosing the right platform is most likely not what you are going to have to think about. It’s about choosing which platform to use for which message.
    You can blog as often as you want. Daily is best. Weekly is ok. Monthly blogs tend to be forgotten.
    You can also tweet as often as you like, but people “unfollow” pretty easily.
    If you use Facebook pages, update them as often as you can. Think about having blog posts auto-feed into Facebook. Be VERY wary about feeding twitter posts into Facebook.
  • 12. Case #1 – Snugglebugz & Facebook
    • They use Facebook to have conversations with their customers. This is what creates fans.
    • 13. They don’t use Facebook as a megaphone.
    • 14. They post as many promotions as they do questions to their followers. Engagement is more important than promotion.
  • Case #2 – Macy’s
    • Using the “Like” button as a new kind of “exclusivity” wall.
    • 15. Contests still rock.
  • Case #3 – Etsy
    Community is at the core of everything Etsy does. Even gift recommendations!
  • 16. Case #4 – On-Site Social
    Social Media & eCommerce works when you remove friction!
  • 17. Case #5 – Twitter Coupons?
  • 18. Case #6 - Social Shopping
  • 19. Facebook Commerce
    There is no question. You need to get social. The only question is where to start.
  • 20. Twitter – B2B
    Yes, it’s this simple:
    Great for B2B brand building.
    Not a great B2B sales tool.
    Great for B2B customer service quick response.
    Not great for complicated product discussion.
  • 21. Twitter – B2C
    Be Careful!!
    B2C stores can have large customer bases that can quickly become unruly.
    Almost always ends up being a full time (or large-time-usage) position within your organization.
    Customers love to complain.
    “I want to love you, but right now it is not possible.” – Marten Mickos
  • 22. When you do choose, what’s next?
    Don’t use your company logo as an avatar.
    Use a picture of yourself (pretty sure we aren’t all cartoons).
    Re-tweeting someone else’s praise about your store comes off the same way it does in a real conversation. Douche-y.
    Promote others more than you promote yourself.
    Disclosure is key. Don’t hide the fact that you work for
  • 23. Tooling – My favorites
    AspDotNetStorefront – Duh?
    If you’re going to blog, use a platform that makes content syndication stupid easy (think Wordpress, Blogger).
    Disqus Comment System is AMAZING! – Multi platform broadcasting made easy.
    Social Media Measurement Tools
    Radian6, UberVu, Trackur & 200 others.
    Google Analytics URL Builder
    URL Shortneres
  • 24. Conclusion
    There are no experts. There is no shortage of choice. Test and figure out what works for you.