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ad:tech Sydney - General Pants Social Media and eCommerce

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Presentation by Tim O'Neill and Dan Ferguson at ad:tech Sydney March 2010, on the topic of Social Media and eCommerce

Presentation by Tim O'Neill and Dan Ferguson at ad:tech Sydney March 2010, on the topic of Social Media and eCommerce

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  • Hi my name is Tim O’Neill, I’m one of the founders and managing directors of Reactive, and we’re General Pants’ lead digital agency. This is Dan Ferguson, the Online Channel Manager at General Pants.
  • Tim This is the Home page of the General Pants Web site, which is a full eCommerce site selling General Pants gear, and what we’re going to talk about today is...
  • Tim: ... The evolution of social media within General Pants. Interestingly, when Reactive took over development of the site in late 2008, we STARTED with social media. The Bubble (which I’ll show next) actually launched before the product catalogue or eCommerce. The list on this slide shows the progression of the General Pants Web site. We started with The Bubble, then launched the non-transactional product catalogue, then came social media campaigns (Denim Roadtests and Splendour in the Grass fashion parade), THEN we went live with eCommerce. Then we put more energy into Facebook and Twitter. In the next few minutes Dan and I are going to briefly take you through each of these initiatives.
  • Tim: The Bubble is a competition for young creative people. They can upload their creative work in various categories, like art, photography, video, music and illustration, and create a mini-portfolio for themselves.
  • Tim: This is an example of an entry, in the Art category. Site visitors can vote for entries, and the most popular entries win prizes and recognition.
  • Tim: In addition to public voting, there is a mentor for each category. The mentors exhibit some of their own work, and also choose their favourites from the public entries. So, The Bubble is classic user generated content, but what impact does it have on sales?
  • Tim The Bubble has been a huge success, and General Pants are able to run new competitions whenever they like. The result is a huge repository of interesting artwork and user-generated content, which is hugely shareable. In fact, this sharing component is the key. Competition entrants are encouraged to share their work with their friends, and encourage their friends to vote for them. This results in a huge spike in traffic with each new competition. In fact, the launch of The Bubble resulted in a 400% increase in site traffic. This also resulted in a 25% increase in email subscribers. Importantly, The Bubble also contributes to eCommerce sales; About 5% of sales on the site are from people who browse The Bubble content Visitors to The Bubble area are more likely to purchase on the site (a higher conversion rate) And they are also more engaged – they spent TWICE as long on the site, and visit twice as many pages.
  • Dan: Last July customers were invited via email to roadtest our latest denim range. All product items on our site valid for the invitation were tagged with a roadtest button and visitors invited to submit entries as to why they should roadtest Out of approx 100 entries we choose a subset of testers who – as part of the conditions – had to wear the jeans for a week and blog about them daily. We gave them access to the blog on site, and after a week gave them the jeans. Over the 10 months since we’ve had approx 30,000 page views of the content generated , with 80 percent of this in the first 3 weeks.
  • Dan: To coincide with Splendour in the Grass and our exclusive retail partnership with the event, we broadcast our attendance at the festival and shot over 250 people for a fashion feature on our site. Each subject was given the details of the promotion.
  • Dan: 40 final street models were selected and for each their ‘look’ was paired to items from our new season range where applicable. Results were published and publicized on facebook and via email to our database. Over 5,000 visitors browsed the content, and we published excerpts and details on our Facebook fan page over a 2 week period, resulting in a 20% rise in visitors to our site from that source.
  • Dan: Launched around April last year, Facebook Fans has been a ongoing learning curve for us at GP. Some key observations encourage discussion to drive interest be a little bit controversial – ‘real discussions’ drive more response and interactions than lower risk sales, or functional content be fair and open – leave good and bad comments live + find a voice respond quickly and in detail track response and set goals by week/month – ‘be methodical in your randomness’ Currently Facebook is a significant source of visits for GP, and these people have a higher visit frequency, stay for a shorter period of time. They also contribute ongoing revenue
  • Dan: In the spirit of experimentation GP recently launched their Facebook online shop. We’re seeing where this takes us and carefully tracking what interests our customers about it and what doesn’t. To date its already driving daily traffic and more importantly sales.
  • Dan: Here’s a overview of revenue driven from Social media for General Pants. We like to call it our ‘social media heartbeat’ as …well …it looks like a heart beat! Driving approx 4% of our revenue and a larger % of traffic, we see visitor behavioural impact as immediate but longevity minimal. In general we see some correlation with overall site visit patterns , and moreover plenty of value in continuing along our social commerce evolution…

Transcript

  • 1. The Impact Of Social Content On eCommerce Dan Ferguson Online Channel Manager, General Pants Tim O’Neill Joint Managing Director, Reactive
  • 2.  
  • 3. Social media evolution…
    • The Bubble
    • Product catalogue launch
    • Social media campaigns;
      • Denim Roadtests
      • Splendour in the Grass fashion Parade
    • General Pants Online Store live
    • Facebook & Twitter
    • What’s next?
  • 4.  
  • 5.  
  • 6.  
  • 7. The Bubble
    • Interesting content, snackable, shareable
    • Launch of the Bubble drove the highest site visits yet recorded (400% increase)
    • Plus a 25% increase in email subscribers
    • Bubble visitors;
      • Contribute 4.5% of all sales
      • Are more likely to purchase (higher conversion rate)
      • Spend twice as long on the site & visit twice as many pages
  • 8.  
  • 9.  
  • 10.  
  • 11.  
  • 12.  
  • 13. Social Media Heartbeat Sales from Facebook
  • 14. Thank you. Dan Ferguson Email: [email_address] LinkedIn: http://au.linkedin.com/in/danferguson1 Tim O’Neill Email: [email_address] Twitter: @timwoneill