Social Media Takes Muscles


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This social media webinar was produced by Asheville’s FastPivot in conjunction with New York City partner, TurnTo Networks. FastPivot President, Matthew Ledford, and e-business consultant, Jonathan Poston, discussed mobile smart phone vs. standard e-store shopping, design & programming strategies behind social, and how good content creation & relationship building skills can be used to maximize social.

TurnTo’s George Eberstadt, CEO and Gadi BenMark, CRO, walked Yahoo! merchants through the various ways of leveraging social on-site.

FastPivot offers a wide range of social media packages. Contact FastPivot today with any questions you have on our social media design and social media management services.

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Social Media Takes Muscles

  1. 1. Flexing Social Media Muscles A Workout for Improving Conversion and Merchandising For any questions, contact Grant Henry at We will answer all questions from the webinar on our blog: http://
  2. 24. Social media takes muscles: Content Share Strategy, Content creation, Engaging & Interacting
  3. 25. Basic Share Strategy: Keep it Blog Centered
  4. 26. Content Creation <ul><li>Keep it relevant & clear, especially in the title </li></ul><ul><li>Use original material w/ keywords; reference. </li></ul><ul><li>Consider online readers (like short, bulleted, use photos, hyperlinked, clarity, useful / informative, catchy ) </li></ul><ul><li>Always include a single, focused call to action (watch for multiple messages) </li></ul><ul><li>Always edit for grammar and spelling. </li></ul>
  5. 27. Several Casting Tips <ul><li>Link back to your high conversion landing pages. </li></ul><ul><li>Use SEO keywords for every channel, so not only will your fans/followers etc. find you now, but so your entire target market can find your content later (compounded value) </li></ul><ul><li>Make it catchy, but short enough so it can be re-posted. </li></ul>
  6. 28. Grow Your Base: Get More Fans, Followers etc. <ul><li>Getting more fans, followers, etc. gives your business more social validity, which in turn makes others even more excited about affiliating with you. </li></ul><ul><li>Outside of optimizing your site for social…adding Facebook like, social icons above the fold, an integrated blog, all of which can do, let’s look at specific (Big Four) FB, Twitter, LI, YouTube growth strategies: </li></ul>
  7. 29. Grow Your Base: Facebook <ul><li>Make sure you have a unique business url for your fan page (not friend page)…this makes it easier to be found and to let folks know where you can be found. </li></ul><ul><li>Use custom design to create a splash page (page new fans land on before hitting your wall..this allows you some control over the branded message they receive </li></ul>
  8. 30. Grow Your Base: Facebook, cont. <ul><li>Add custom fields on your fan page for coupons etc. </li></ul><ul><li>Post on a regular basis (at least several times a week) </li></ul><ul><li>Advertise on Facebook (& elsewhere) to increase fan base/social validation </li></ul><ul><li>Engage your base with questions, helpful and entertaining information. </li></ul>
  9. 31. Linkedin Growth Strategies <ul><li>Create company profile and have employees join LI and affiliate with the company. </li></ul><ul><li>Join relevant groups: pose discussion questions and connect with potential partners, influencers etc. there. </li></ul><ul><li>Update your status and profile regularly. </li></ul>
  10. 32. Youtube Growth Strategy <ul><li>Create a Youtube channel, accessible from your site. </li></ul><ul><li>Design a branded wrap for your Youtube </li></ul><ul><li>Upload videos regularly and distribute through all social media channels. </li></ul><ul><li>Ask suppliers and vendors for product videos. </li></ul><ul><li>Use SEO keywords in video description/title. </li></ul>
  11. 33. Twitter Growth Strategy <ul><li>Follow people from your target market, relevant press, partners etc. </li></ul><ul><li>Don’t follow all at once…get to know who you’re following and establish some agreements of re-tweet reciprocity. </li></ul><ul><li>Try not to follow more people than are following you..this makes you look desperate and people will be hesitant to follow you. </li></ul>
  12. 34. Twitter Growth Strategy Cont. <ul><li>Wrap your twitter page with a branded design. </li></ul><ul><li>Regularly drop links to your Facebook, Youtube (and High Conversion Landing Pages), to encourage cross-growth/pollination. </li></ul><ul><li>Use the mention function to introduce yourself to key press or other contacts who don’t follow back. </li></ul>
  13. 36. On-site Social A quick introduction
  14. 37. Twitter today: #socialmediamuscle
  15. 38. On-site Social <ul><li>A strategy for driving sales by adding social functions on your ecommerce site </li></ul><ul><li>Leveraging the social connections of your entire customer base </li></ul><ul><li>Using “real-world” relationships by tapping in to social networks </li></ul><ul><li>Enabling direct connections between customers (esp future <-> past) </li></ul>
  16. 39. Where On-site Social Fits in the Social Commerce Landscape On-site Social Primarily about: Strangers (one-way comm.) Friends (two-way comm.) Off-site <ul><li>Discovery </li></ul><ul><li>Kaboodle </li></ul><ul><li>Stylehive </li></ul><ul><li>ThisNext </li></ul><ul><li>Reviews </li></ul><ul><li>ePinions </li></ul><ul><li>Buzzillions </li></ul><ul><li>Viewpoints </li></ul><ul><li>Social Networks </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>4 Square et al </li></ul>On-site <ul><li>Reviews </li></ul><ul><li>PowerReviews </li></ul><ul><li>Bazaarvoice </li></ul><ul><li>Recommendation </li></ul><ul><li>Certona </li></ul><ul><li>MyBuys </li></ul><ul><li>Baynote </li></ul><ul><li>RichRelevance </li></ul>Social Merchandising Social Product Sharing
  17. 40. Why friends rather than strangers?
  18. 41. Friends are More Influential Than Strangers Source: Rubicon Consulting
  19. 42. <ul><li>“ People I like” </li></ul><ul><li>“ People like me” </li></ul>
  20. 43. Why on-site rather than off-site?
  21. 44. In-Market Prospects Aren’t Using Social Networks for Shopping
  22. 45. In Fact…
  23. 46. Social Merchandising <ul><li>Leveraging your existing customers to enhance the shopping experience at your store </li></ul><ul><li>Key metrics: </li></ul><ul><li>Conversion rates </li></ul><ul><li>Average order values </li></ul><ul><li>Loyalty / repeat purchase </li></ul>
  24. 47. How <ul><li>Enable people shopping at your store to reach out for recommendations from your past customers </li></ul><ul><li>Tell shoppers which people in their network have bought from you (Friends, Friends-of-friends, Group-mates, Neighbors…) </li></ul><ul><li>Enable direct connections between your future customers and your past customers </li></ul>
  25. 48. A Great Example (non-e-Commerce)
  26. 49. Social Merchandising – Best Practices <ul><li>Put it right on the shopping path – Shoppers may not hunt for this </li></ul><ul><li>Leverage the purchase – “Bought is better than Like” </li></ul><ul><li>Tap in to your ENTIRE customer base – You never know who is going to be the key influencer for THIS customer </li></ul><ul><li>Respect privacy – Never show PII without permission </li></ul><ul><li>Make it easy – flow matters </li></ul>
  27. 50. Social Product Sharing <ul><li>Encouraging your customers to tell people in their network about you and your products </li></ul><ul><li>Key metrics: </li></ul><ul><li>Traffic volume </li></ul><ul><li>Traffic quality </li></ul>
  28. 51. Product Sharing Has Been Around…
  29. 52. What’s New: Referral Traffic From Facebook Now Rivals Google for Some Stores % of total traffic, selected online retailers, March 2010 Source: Compete
  30. 53. But I Thought You Said People Don’t Use Facebook for Shopping? <ul><li>Well, they don’t start their shopping there, but… </li></ul><ul><li>They DO respond to things posted in their newsfeeds. </li></ul><ul><li>Messaging to fans works, but… </li></ul><ul><li>The best way to get into someone’s newsfeed is having their friends put you there. </li></ul><ul><li>-> That’s Social Product Sharing! </li></ul>
  31. 54. Social Product Sharing – Best Practices <ul><li>Ask prominently – not just a “Share this” button </li></ul><ul><li>Ask at the right time – at the moment of purchase ! </li></ul><ul><li>Ask in the right way – tap into sharing motivations </li></ul><ul><li>Integrate with Social Merchandising </li></ul><ul><li>Make it easy – flow matters </li></ul>
  32. 55. The Two Onsite Social Strategies Work Well Together Friends become visitors Visitors become buyers
  33. 56. For More: <ul><li> </li></ul><ul><li>or </li></ul><ul><li> </li></ul>
  34. 57. On-site Social A quick introduction
  35. 58. Flexing Social Media Muscles A Workout for Improving Conversion and Merchandising For any questions, contact Grant Henry at We will answer all questions from the webinar on our blog: http://