Ecommerce Playbook by Optaros

Ecommerce Playbook
Convergence of the Content, Community & Commerce
Specific Use Case Examples
SEO Blogs Linked to Product
Syndicate Content to Retail Partners
Search Spans Products, Blogs, Community
Social Shopping
Systems to Support 3Cs

ConvergenceConsumer Expectations | Convergence
Consumer expectations for a Brand’s website are rising quickly. No longer is it enough to have corporate product information and links to retailers.
Consumers now expect to be able to seamlessly:
Find useful product information to help them make a decision (Content)
Engage with others that have product insight and experiences (Community)
Buy their chosen products directly from the Brand site (Commerce)
Convergence of 3Cs

BlogsConvergence Examples | Content & Commerce
Use blogs to drive cost effective traffic that converts
Example: Crutchfield blog
Content driving traffic to
commerce site
673,000 monthly searches
$2 average CPC
50% click on #1 organic link
Over $8 million worth of annual search advertising for free with a single blog

BlogsSEO Blogs | Increase organic search traffic – no Google fees
Search Engine Optimized
Blogs are a great option to create compelling content that is optimized to be found by search engines
Key is to associate the blog with product details and add to cart to drive conversions
Keywords: Title of blog equals title of page giving fullest weight to highly searched keywords
Meta data: Enter description, meta tags when blog is created

BlogsSEO Blogs | Easily Associate Products to Blogs
Product Association
It must be very easy for staff to write blogs and associate relevant products to the blog
Here is an example admin screen to create a blog that shows the ability to associate products to the blog. This automatically pulls in the product image, details and add to cart.
Search: Auto-search for related product during blog creation.
Product Catalog: Select from hierarchical product catalog

Content SyndicationSyndicate Content | Embed and Control Content on Partner Sites
Brands desire to manage their
brand presence on retailer
sites
Application syndication
services such as OView enable
Brands to achieve this
Embed Content on Partners
Any type of content: text, rich media, video, etc.
Auto-scales on hosted service
Content Management
Control content on each partner site directly through a browser interface CMS system
Analytics
Full visibility into interaction on page with content

Search3C Search | Search Should Span All Content
Here is a common search example (not trying to pick on anyone):
Here is Columbia’s new site.
It has a blog.
(Click to next page to see what happens when you search)

Example:
It searched products first and not content and found nothing. It did search content but placed it on another page, let’s click on that (go to next slide)

Example:
It found the number “30” in an earnings report, but not the blog. It doesn’t seem as if the blog is indexed for search.
The blog page isn’t Search Engine Optimized (SEO) either, so searching on Google for “30 Days of Cycling” doesn’t find it either.

SearchApple | Not Surprisingly Does it Right
Searching for “iPod” crosses all categories: Support, Products, Downloads, Apple Store, iTunes, Markets, Company. Ordered based on where you are on the site.

Social ShoppingSocial Shopping | Facebook Social Graph on Product Detail Page
Social Shopping
Open up site to enable visitors to reach out to friends easily and pull them into the conversation. Increases traffic virally and increases conversion with trusted reviews.
Access Facebook social graph on product detail page
Share “great find” with friends
Ask friends for advice to improve conversion rate
Drive traffic to the product detail page from Facebook

Social Shopping
Clicking on connect opens up a model to allow folks to connect to Facebook

Social Shopping
Now visitors can ask their friends for advice, encourage them to buy it as well
This can happen in real time with friends that are online at the time

Social Shopping
Now visitors can ask their friends for advice, encourage them to buy it as well
This can happen in real time with friends that are online at the time
Real-time advice from friends increase conversion rates

Social Shopping
Open up site to enable visitors to reach out to friends easily and pull them into the conversation. Increases traffic virally and increases conversion with trusted reviews.
Access Facebook social graph on product detail page
Share “great find” with friends
Ask friends for advice to improve conversion rate
Drive traffic to the product detail page from Facebook

Single Platform for 3CsSoftware Platform Reality | Siloed Systems
Until now, Brands have been forced to purchase 3 separate platforms to address Content, Commerce & Community.
Which results in:
Technical barriers blocking desired user experiences
Administration costs and challenges of 3 separate systems
Paying 3 times more than is necessary
Most importantly, falling behind
competitors on traffic, time on site and
conversions

Single Platform for 3CsSystems | A Single Integrated System, not 3 Separate Ones
Brands should look for software designed to meet their needs, not the needs of online retailers.
Balanced handling of Commerce, Content and Community in a user-centered manner
Integrated user experience – no artificial boundaries across the 3Cs
Search spans all three areas
Single admin interface

ConvergenceTo Learn More | Convergence
The best way to learn more is to experience other sites as a consumer and internalize what convergence means and follow blogs from folks focused on convergence.
Spend time on the following sites to experience how they are doing it:
Search: Apple
UGC: Ray Ban, Redtagcrazy
Community: LANE BRYANT, Sears
Content: Urban Outfitters, Crutchfield
Read some blogs
Jochen Krisch
Nikki Baird
Michael Levy
Convergence of 3Cs

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Ecommerce Playbook by Optaros

by Marc Osofsky

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Ecommerce Playbook by Optaros Presentation Transcript