Accelerating Ecommerce Revenue with Social MediaPresenter: William Toll VP, Marketing, Yottaa Twitter: @utollwi           ...
William Toll Twitter/Skype: @utollwi           Marketing & Product Management Executive           •1999 ValueWeb (Now Host...
Commerce is a social construct
Alaskan Dude
anyjazz65
krossbow
zoetnet
Avrenim_acceber
Khym54
Mehfuz Hossain
The conversation has moved. It’s now online.
Billions of Minutes Monthly
Disruption everywhere!• German Internet users spend more time on  social networks and blogs than they do any  other online...
Ecommerce(Buying & Selling    Online)                        Social                      Commerce                    (Link...
Social Media: Fuel for your sales engine
72% of retailers plan to spendmore on marketing via socialnetworks this year than in2010                 State of Retailin...
Product       Product      ProductDiscovery     Selection    Referral• Awareness   • Decision   • Evangelism• Index       ...
It’s always about the people
People Talk
By 2015 companies willgenerate 50% of Web salesvia their social presence andmobile applications.                          ...
Social Commerce Growth                    $30 Billion (2015)$5 Billion (2011)                        Booz Allen
You can’t run from verbs!
Your Ecommerce                         SiteIncreased Sales,                                      Visitors Share     Higher...
Let’s go shopping
1                                                                  2                      3                          4    ...
1        3   4                                                    25    1.   Share Your Purchase:    3.   Share on Twitter...
1                              21.   Facebook – My Avatar. Long     Description from Amazon2.   Buy now button
1                           21.   Share via Email2.   Buy Now/Learn Morel
11.   Share via Twitter
1                                                 3                        21.   Simple Twitter search for @amazon “I just...
11.   Simple report (non-subscriber, limited     results) – last 50 Tweets with “I just     bought @amazon”. 52,050 potent...
1                                                   21.   Another “free” tool – Twitter Sentiment –     Positive mentions ...
Amazon shows the way. Accelerate your sales withSocial Media.
2                                               11.   Popular Childrens Toy Ecommerce Site in Denmark –     www.br.dk2.   ...
1              2                                                       11.   dba. A popular ecommerce site in Denmark,    ...
3              1     21.       dba. – Good engagement with customers – <50         minutes and a full reply.2.       32,00...
The                                    67% of visitors spend                                         average consumer that...
Social Media ecommerce action plan:
• Where are           they?                • Be Human                                                         • SharesList...
•Discover where your buyers are talking. What social         networks are they on.Listen         •What are they saying? Re...
Listen
•Participate in the conversations.             •Offer help, advice, service. Don’t sell!Engage         •Be human. Be authe...
Engage
Engage
•Make it fun, make it social.              •Add sharing buttonsInspire       •Enable reviews, foster methods for generatin...
Inspire
Inspire                   1          1.   Make it sharable!
Listen          Tweet received In response to content I shared with my social          network.Inspire          Tweet rece...
Inspire          1              1. Make it fun, enlist                 your employees.                                    ...
Is your ecommerce business social? What isworking for your business?
Thank You      William Toll      Twitter/Skype: @utollwi      william@williamtoll.com
Social media and ecommerce   william toll - final
Social media and ecommerce   william toll - final
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Social media and ecommerce william toll - final

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Social Media and Ecommerce - Accelerating Revenue with Engagement. Presented at Your Customer - Your Asset Nov 28, 2011 in Copenhagen Denmark by William Toll @utollwi william@williamtoll.com

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Transcript of "Social media and ecommerce william toll - final"

  1. 1. Accelerating Ecommerce Revenue with Social MediaPresenter: William Toll VP, Marketing, Yottaa Twitter: @utollwi http://np.netpublicator.com/?id=n05048178
  2. 2. William Toll Twitter/Skype: @utollwi Marketing & Product Management Executive •1999 ValueWeb (Now Hostway) •2002 NTT/Verio •2004 Affinity Internet (Now Hostway) •2006 Intermedia.NET •2008 NaviSite (Now a Time Warner Cable Company) •2011 Yottaa
  3. 3. Commerce is a social construct
  4. 4. Alaskan Dude
  5. 5. anyjazz65
  6. 6. krossbow
  7. 7. zoetnet
  8. 8. Avrenim_acceber
  9. 9. Khym54
  10. 10. Mehfuz Hossain
  11. 11. The conversation has moved. It’s now online.
  12. 12. Billions of Minutes Monthly
  13. 13. Disruption everywhere!• German Internet users spend more time on social networks and blogs than they do any other online category of sites, a total of 12.7 billion minutes in May 2011. (Nielsen)• UK Internet users visited 229.6 million pages on Tubmlr #2, after Facebook 20.2 billion page views. (Nielsen) http://blog.nielsen.com/nielsenwire/social/
  14. 14. Ecommerce(Buying & Selling Online) Social Commerce (Linking Social Media and Social Media Ecommerce) (Online MediaSupporting Social Interacion and User Generated Content)
  15. 15. Social Media: Fuel for your sales engine
  16. 16. 72% of retailers plan to spendmore on marketing via socialnetworks this year than in2010 State of Retailing Online survey conducted by Forrester Research Inc. for Shop.org http://www.internetretailer.com/2011/05/31/retailers-bet-social
  17. 17. Product Product ProductDiscovery Selection Referral• Awareness • Decision • Evangelism• Index Support • Referrals
  18. 18. It’s always about the people
  19. 19. People Talk
  20. 20. By 2015 companies willgenerate 50% of Web salesvia their social presence andmobile applications. Gartner Research
  21. 21. Social Commerce Growth $30 Billion (2015)$5 Billion (2011) Booz Allen
  22. 22. You can’t run from verbs!
  23. 23. Your Ecommerce SiteIncreased Sales, Visitors Share Higher Products or Conversions, Purchases More Referrals Friends/ Followers: Click Links and Share more
  24. 24. Let’s go shopping
  25. 25. 1 2 3 4 5 6 71. Personalized 5. Customer Supplied Images2. Lists 6. Share3. Reviews 7. Algorithm4. “Like”
  26. 26. 1 3 4 25 1. Share Your Purchase: 3. Share on Twitter Facebook 4. Share via Email 2. Post to Facebook Wall 5. Algorithm
  27. 27. 1 21. Facebook – My Avatar. Long Description from Amazon2. Buy now button
  28. 28. 1 21. Share via Email2. Buy Now/Learn Morel
  29. 29. 11. Share via Twitter
  30. 30. 1 3 21. Simple Twitter search for @amazon “I just bought” – every few minutes another Tweet2. Link to purchase3. Walmart – Promoted Tweet
  31. 31. 11. Simple report (non-subscriber, limited results) – last 50 Tweets with “I just bought @amazon”. 52,050 potential views in 50 Tweets
  32. 32. 1 21. Another “free” tool – Twitter Sentiment – Positive mentions of Amazon = 80%2. NOTE! Reviews can now be Tweeted, just like purchases can be.
  33. 33. Amazon shows the way. Accelerate your sales withSocial Media.
  34. 34. 2 11. Popular Childrens Toy Ecommerce Site in Denmark – www.br.dk2. Share a link. Note no “cc” of the brand BR in the default Tweet text, a missed opportunity.
  35. 35. 1 2 11. dba. A popular ecommerce site in Denmark, owned by eBay. 1.1 million uniques monthly. Send to Facebook button2. Facebook like button
  36. 36. 3 1 21. dba. – Good engagement with customers – <50 minutes and a full reply.2. 32,000 likes3. Fcommerce – Shopping on Facebook
  37. 37. The 67% of visitors spend average consumer that has 90% of purchases are more after “followed a retailer” now influenced socially recommendations follows an average of 6.3 retailers (2) 71% of ecommerce 60% of social media users53% of retail transactions shopping carts will be visit these networks to w/ Facebook converted abandoned receive coupons or promotions (1) 53% of retail transactions involving Facebook directly converted (from Facebook to checkout). [Source: Efficient Frontier, November 2010] 90% of all purchases are subject to social influence (Wired Magazine (UK) 67% spend more online after recommendations Bazaarvice.com (1) http://www.mediapost.com/publications/article/161714/want-brand-love-on-social-offer-discounts.html?edition=39923 (2) http://www.thepartneringgroup.com/pdf/2011_Social_Commerce_Study_%20exec_summ.pdf (3) http://www.shop.org/c/document_library/get_file?folderId=193&name=DLFE-904.pdf
  38. 38. Social Media ecommerce action plan:
  39. 39. • Where are they? • Be Human • SharesListen • What are Engage • Be Inspire • Referrals they Responsive saying?
  40. 40. •Discover where your buyers are talking. What social networks are they on.Listen •What are they saying? Reviews? Recommendations? •How are they saying it? What words do they use? •How connected is their community? How influential are they?
  41. 41. Listen
  42. 42. •Participate in the conversations. •Offer help, advice, service. Don’t sell!Engage •Be human. Be authentic, don’t mask your identity. •Be transparent! We all make mistakes, own up to them. •Enlist help! Your employees and customers are part of the community – encourage them to participate. •Guide your employees. Reward your best brand ambassadors. •As Google’s SERPs (Search Engine Results Pages) become more social, it’s critical that your business, employees and customers become more social.
  43. 43. Engage
  44. 44. Engage
  45. 45. •Make it fun, make it social. •Add sharing buttonsInspire •Enable reviews, foster methods for generating user generated content •Surprise them! •Create inspirational video content •Create promotions and contests for customers to join •Never give up. Silence is defeat. •Trust and passion for your brand will die.
  46. 46. Inspire
  47. 47. Inspire 1 1. Make it sharable!
  48. 48. Listen Tweet received In response to content I shared with my social network.Inspire Tweet received in response to a Tweet about some direct mail I received.Engage Tweet received in response to a blog post I wrote with a question on GaggleAMP’s roadmap.
  49. 49. Inspire 1 1. Make it fun, enlist your employees. http://www.youtube.com/watch?v=Pe2yUGtczT4
  50. 50. Is your ecommerce business social? What isworking for your business?
  51. 51. Thank You William Toll Twitter/Skype: @utollwi william@williamtoll.com
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