1.
From pins & likes to
sales & orders.
Written by: Mitchell Abdullah
Designed by: David Shackelford

2.
eCommerce is on the rise .
eCommerce now accounts for
~6% of total US retail spending
(Government Census)
The second quarter of 2013
marked the 15th consecutive
quarter of positive year-overyear growth in US ecommerce
sales

3.
Social media is too .
27% of time spent online is on
a Social Media network
(Experian)
Social Media has overtaken
porn as the #1 activity on the
web… or so I’m told. (reuters)

4.
And the “attention” race is on! .
Everyone is fighting to grow their audience and
customer base on social media
Approximately 46% of online users
count on social media when making a
purchase decision. (Nielsen)
71% of social media users are more
likely to purchase from brands they
follow online. (Balihoo)
Social Media marketing budgets are
expected to double over the next 5
years.

5.
Where to start? .
Identify which Social Networks are right for you.
Spending time and money promoting to the wrong
audience is wasteful.
Image source: http://socialnewsdaily.com/14097/social-media-the-new-face-of-disaster-response-infographic/

6.
People don’t buy products they
buy stories. .
Don’t skimp on quality
Be yourself
Portray your
brand’s personality
Be consistent
Show why you’re different

7.
Social growth strategies .
Leverage existing audience
Engagement
Utilize partnerships
Advertising
Shareable content
Influencer outreach
Promotions:
-Incentives/Discounts
-Contests/Giveaways

8.
Leverage existing audience .
Friends/Family
Site visitors
Email list
Advantage: Easy first step

9.
Ask Partners .
Ask for a social mention
Co-promotions
Advantage: Easy & Repeatable.
On average social posts obtain a 52x increase in
reach when syndicated by channel partners
(Source: Zift Solutions)

10.
Focus on content... .
High quality
Easily shareable
Different
Authoritative
Frequent
Relate to the interests of your
target audience
Advantage: Helps establish your brand’s personality
and trustworthiness

11.
Engage .
Follow potential customers
Join conversations
Start conversations
Answer questions
Ask for opinions
Reply to inquiries
Build relationships
Advantage: Highly targeted towards potential
customers and influencers

12.
Incentive .
Facebook ‘Like gate’
Discount programs
Advantage: Increased following and
conversion rate
image source: http://www.whatcounts.com/2012/09/cross-promoting-with-social/

13.
Social Giveaways .
Lighting NY Results:
167% increase in sharing
213% growth in clicks
214% growth in influencers
100% increase in orders
View case study or view their testimonial.
Advantage: Great for publicity and
rapid growth

14.
Advertising .
!
Social amplifying advertisements (FB
News Feed Ads/Twitter Sponsored
Tweets)
Social PPC/Retargeting
Sponsorships
Social mention/inclusion in traditional
advertising channels
Advantage: Even higher potential customer targeting

15.
Social Retargeting .
Leverage your
social data for even
better targeting
Targetable social
actions forecast
purchase intent,
enabling high ROI
campaigns
Learn More about
Social Retargeting

16.
Influencers .
Locate people with large followings/authority
who’s audience fits your target demographic.
Helpful tools:
Advantage: Increased
AddShoppers’ influencer analytics
FollowerWonk (Twitter)
Circle Count (Google+)
Technorati
Klout
Peerindex
authority/trust with
potential customers
Who these people might be:
Industry leaders
Social media mavens/enthusiasts
Bloggers
Average Joes
Moms

17.
REPEAT! .
All of these tactics are not only initial audience drivers
but continual/repeatable social growth methods.

18.
Quick On-site Social Best Practices .
Top fold button placement
Call to action if possible
E.g. Share for coupon, Share To Enter,
Share & Save, etc.
De-emphasize or remove underperforming networks
Drive engagement with social interactions: Social
Contests, Post Purchase Sharing, Discovery Wall

19.
Social sharing/social buttons .
Building and marketing to a following is only half of
the battle.
The second half is getting potential customers, customers, fans, and visitors
to market your products for you.
The average social share drives $2.04 in
revenue.
Source: AddShoppers Stats

20.
Simplicity - less is more .
Make social buttons easily
available, near the content &
above the fold
Make content easy to share
Utilize correct schemas and
markups
Remove social buttons to
networks you don’t target
Result: Less hesitation and resistance
to share.
Image source: http://WhatisBlik.com

21.
Quality > Quantity .
Instead of trying to force people to share as
much as you can get them to, give them
content they’ll want to share and reshare
-Images and content needs to be of the highest quality.
-Focus attention on the products people are interested in
instead of the ones you’re trying to quickly unload.
Result: Increased re-shares in addition to increased
click throughs

22.
Growth hacking .
Pinterest:
Pinterest pin and follower exchange: Pinwoot
Join large follower group boards
Pinterest “Laddering”
Twitter:
Twitter follower exchange: Twiends
Twitter auto favoriting software
Ifttt/Hootsuite/buffer - Automated and scheduled tweets
Paper.li
Exchange programs work when well managed. NEVER! buy followers for $ though.

23.
Product Discovery Wall .
3tailer.com/discover
Present popular
products to increase
the likelihood of
sharing.
Increases site
engagement,
pageviews, and
average order values

24.
Incentive - everyone likes a bribe .
O’Neill clothing offered a 10% off for sharing reward and received back $18.76
in revenue per share, a 1,535.3% return on investment.
Read this case study
Result: Greatly increased social share counts & increased customer conversions

25.
Sharing contests .
Examples: Pin to win, like for reward
“We had two goals when we started this contest: to add emails to our
customer email list and to increase product sharing/promote our new product
sharing capabilities. We needed a way to track unique product shares and to
link those influencers that shared to the contest. The contest (using
AddShoppers) yielded a 167% growth in social sharing, 213% more clicks, and
a 214% growth in influencers. We also saw our orders increase by 100%.”
-
-Cody Kratzer, Lighting New York

26.
Bonus: Increase Re-shares
Utilize social network
specific schemas for
higher quality posts:
-Rich Pins (Pinterest),
-Twitter Cards
-FB Open Graph
Image source: http://moz.com/blog/meta-data-templates-123

27.
What metrics should I focus on? .
While likes and followers are great indicators
of brand awareness and brand growth and are
really only indicative of overall popularity.
Popularity doesn’t write checks.
The metrics that you want to know:
Revenue per share
Social conversion rate
Social ROI

28.
What is revenue per share? .
Value per share is the calculation that dictates how
much revenue was generated because of that share.
Example: When Steve shares Product X to twitter, two people click the link
and one person buys Product X for $10. The revenue generated from that
share is $10.
Easy way to calculate average RPS: Revenue from social / Total social shares

29.
Utilizing revenue per share .
Knowing your RPS per network can help you
understand which social networks will bring in more
revenue per share, allowing for the elimination of
ineffective networks.
Your RPS also allows for you to understand the potential around contests,
promotions and discounts.
For example, if you realize that for every pin of your products you’re getting
$4 in revenue you can make the simple decision to offer a $2 discount per
share. Ultimately gaining additional revenue, new customers, new followers,
an increase in social shares, and boosting your conversion rate…. All
without risking a dime.

30.
What is a social conversion rate? .
Social conversion rate is the % rate at which someone
will purchase based on a single social share.
Social Conversion Rate:
# of Orders
Social Shares

31.
Utilizing social conversion rates .
Social conversion rates define which social networks
are truly interested in your products.
The higher the social conversion rate the more likely someone on that
network will buy the product.
If a social conversion rate for a network is oddly low, this opens up the
opportunity to investigate further.
In the case of an oddly low social conversion rate, your investigation and
experimentation could open your eyes to potential issues that you were
encountering on that social network. For example: The way that your data is
displayed could dramatically increase conversions… increasing revenues!

32.
What is social ROI? .
Social ROI is your return on investment (ROI) through
the efforts and capital that you’ve applied towards
social media.
ROI = Amount of financial gain
Total investment amount

33.
Utilizing social ROI .
Social ROI helps you know if you’ve gained money on
a promotion or not.
Continual tracking of social ROI will allow for you to reformat and repeat
your successful promotions and campaigns.

34.
Thank You .
For more information or to sign up for a free account
and begin tracking your social ROI go to:
www.AddShoppers.com/pricing/
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