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Using Social Media to Stand Out From the E-tailing Crowd
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Using Social Media to Stand Out From the E-tailing Crowd


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In the crowded and competitive online retail market, success is all about defining a unique position in the minds of your customers. Price and selection are commodities; these days customers must want …

In the crowded and competitive online retail market, success is all about defining a unique position in the minds of your customers. Price and selection are commodities; these days customers must want to do business with you. That means your culture and your people are your greatest asset.

Social media tools present new opportunities to stand out from the crowd. Wouldn't you like to have the e-mail the customers actually look forward to receiving? You can enjoy that privileged position when you unleash the creative voices in your organization, involve your customers in the conversation and spread the good word through e-mail marketing. These days, culture and service drive sales. The key is to find your voice and amplify through all the channels you can. Paul Gillin looks at how successful retailers are using the new tools of online publishing to

reinvent customer relationships.

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  • 1. Using Social Media to Stand Out From the E-tailing Crowd
    Paul Gillin
    The New Influencers
    Secrets of Social Media Marketing
    Social Marketing to the Business Customer
  • 2. Chaos Theory
    Small Is the New Big
    Less Marketing is More Marketing
    Gain Control By Giving Up Control
    Publication Is a Beginning, Not an End
  • 3. The Way We Were
  • The Media in Collapse
    Average age of US daily newspaper reader: 57
    Reduction in US newsroom staffs since 2001: 45%
    US Magazine Circulation
    Growth in NBC prime time audience, 2008: -14.3%
    Age of average network evening news viewer: 63
  • 12.
  • 13. People Streams
    Source: Elliance, Inc.
  • 14. New Media Facts
    • Facebook is the fastest growing consumer product in history
    • 15. Word-of-mouth marketing spending will hit $3B by 2013
    • 16. 93% of B2B buyers use search to begin the buying process
    • 17. Direct-mail spending is expected to decline nearly 40% by 2014
    • 18. 80% of IT decision-makers say word of mouth is their most important source when making buying decisions
    • 19. Google Processes 38,000 search queries every second
    Survey of 105 Marketers, April, 2010
  • 20. No One Needs to Listen Anymore
    If You’re Not Helping, They’re Not Listening
  • 21. New World Prospecting
    Bottom-up lead gen
    Enhanced lead qualification
    Multiple points of engagement
    Content Premiums
    Word of Mouth
  • 22. The Funnel Is Flattening
    Source: Monitor
  • 23.
  • 24. Thanks to Web Analytics…
    March 30
    Prospect reaches website through search query "small business accounting," views four pages and subscribes to newsletter.
    April 4
    Prospect responds to e-mail invitation for "Choosing Small Business Accounting Software" webcast 30 minutes after e-mail is sent.
    April 9
    Prospect attends webcast, stays 45 minutes and submits a question related to legal practices.
    April 10
    Prospect clicks link in webcast summary e-mail to visit product description page. He downloads PDF of product brochure about software for legal practices.
    April 12
    Prospect downloads trial version of your small business accounting software for legal practices.
    Oh, the Things That You’ll Know!
  • 25. Credibility Through Validation
    Source: Elliance, Inc.
  • 26. “More than half of all online shoppers use Facebook, and among those shoppers who engage in social media, 81% are on Facebook…[O]nly a quarter of the top 100 online retailers by sales volume have a formal Facebook presence, and another quarter have less than 10,000 fans.”
    --MediaPost, 2/9/10, quoting ForeSee research
    “Of the 69% of online shoppers who say they use social media sites, 56% choose to proactively interact with companies on social sites by friending or following at least one retailer. This is an amazing testament to customer loyalty.”
    --MultiChannel Merchant, 2/16/10, quoting the same study
    Social Disconnect
  • 27. Useful – Or Invisible
    A Google Search for “Personal Computer” Gives You…
    Not a single computer dealer appears in the top 1,000 search results!
  • 28. Blogging for Business
    73 blogs
    17 bloggers
    600% jump in leads
    Top quality
    “Get engineers talking to engineers and get everyone else out of the middle.”
    Rick Short, Marcom Director
  • 29. The Fastest Way to Get Noticed
    …But remember it’s about thought leadership, not pushing products
  • 30. What You’re Looking For
    Search Visibility
    Persistent Links
    Content Syndication
    Word of Mouth
    Targeted Communities
  • 31. Link Love
  • 32. Facebook is the New Home Page
    Tip: Test promotions here before rolling them out in a direct marketing campaign
  • 33. The Power of 130
    The average Facebook member has 130 friends, who each receive notifications of their network’s Facebook activities
  • 34. Twitter Is the New Talks Radio
    Hundreds of e-tailers are using it to broadcast specials, find customers and engage in conversations with their customers
  • 35. A Versatile Tool
    Tip: Search for people asking questions about your products or services. Those are potential buyers!
  • 36. Engage Popular People
  • 37. New Publishing Lifecycle
    Begins as a tweet
    Becomes a blog post
    Create modular, reusable content that can be displayed via multiple media
    Feeds a podcast
    That gets tweeted!
    Stokes a white paper
  • 38. Publish Everywhere
  • 39. Customize the Message
    Hey, Bobby:
    Dear Robert:
  • 40. Social Users Engage Differently
  • 41. E-mail Binds Your Community Together!
  • 42. Generate Leads
  • 43. Spread the Message
    Corporate website
    Feed Aggregator
    Partner website
    Email Newsletter
  • 44.
    • Social media for awareness, e-mail for retention
    • 45. Be consistent, constructive and helpful
    • 46. Offer multiple entry points: something for everyone
    • 47. Promote through every possible channel
    • 48. Help, don’t sell
    • 49. Subscribership = membership
    • 50. Invite feedback wherever possible
    • 51. Drive traffic to other channels
    In Summary
  • 52. Thank you!
    Twitter: pgillin
    Paul Gillin