eCommerce & social media in 2013

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Social media changes so rapidly - how do you best use it for your business? Packed full of up-to-date facts, a network by network analysis, tips & tricks, and the components of a comprehensive social media strategy, this presentation is a great starting point or refresher for businesses small & large trying to come to grips with SM today.

Presented by Alison Sainsbury to the eCommerce Conference & Expo in Melbourne (16th - 18th April 2013).

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eCommerce & social media in 2013

  1. 1. Preparing for socialSession 2Alison Sainsbury
  2. 2. Social media & eCommerce in 2013• No longer the disruptive force but a mature saleschannel• 26% of Australians check social media daily• Over half the population uses social media• Increasingly used for product & consumerresearch• Mobile outstripping desktop
  3. 3. Social media & eCommerce in 2013• For pureplay onlineretailers, a greatplace to demonstratebrand personality &customer service• For omni-channel orbricks & mortarstores, newdevelopments make itimperative
  4. 4. The facts% of Aust population using these networks in Feb 20120102030405060Facebook YouTube LinkedIn Twitter Pinterest Instagram
  5. 5. The factsChange in usage by Aust population, Jul 2012 – Feb 201350%100%150%200%250%Facebook YouTube LinkedIn Twitter Pinterest Instagram
  6. 6. What are they using it for?Equates to– 2.5 million people using SM to research brands– 1.8 million to research productsIt’s an audience you cannot ignore.0% 5% 10% 15% 20% 25%Research brands & businessesAccess offers & promotionsResearch products & servicesProvide reviews
  7. 7. • Experts predicting decline – may be sour grapes• Constant changes to platform• Increasing emphasis on monetising after IPO• 51% of Australian population• 51% of world’s internet connected population• Greatest opportunity for B2C• Key to Facebook success is engagement• Competitions are very popular & can beused for research, not just building likes
  8. 8. Graph Search• Will allow users to search on location, category & what their friendshave liked• Getting ready for it:• Fill in "About" section - business hours, full description ofservices/products, website
  9. 9. Graph Search• Will allow users to search on location, category & what their friendshave liked• Getting ready for it:• Fill in "About" section - business hours, full description ofservices/products, website• Claim and merge or remove any duplicate pages• Get a Wikipedia page set up if you can• Using it for your business:• Identify pools of existing or potential customers• Identify types customers to target with ads• Do not invade people’s privacy• Expect changes and evolutions• Could be the new disruption.
  10. 10. • Product-oriented, very good for reaching theconsumer, particularly middle class females.• Great images – 400px wide, longer looks great
  11. 11. • Product-oriented, very good for reaching theconsumer, particularly middle class females.• Great images – 400px wide, longer looks great• Name your image files properly
  12. 12. • Product-oriented, very good for reaching theconsumer, particularly middle class females.• Great images – 400px wide, longer looks great• Name your image files properly• Keyword-rich alt tags• Have your own Pinterest account• Engage with users who arepinning from your siteand engage with them
  13. 13. • 13% of Australians on Twitter• Great brand advocates or brand terrorists• Can be used for both B2B and B2C• Get involved with events or discussions that intersect with yourbrand
  14. 14. – widely used but more a service than network– similar to YouTube – but expect changes– Queen of the B2B market, but useful for B2C– around 1.5%? But important for SEOOther networks
  15. 15. How to use SM for your business• Have a strategy• Showcase your productsand/or expert knowledge• Demonstrate service• Show your brand’spersonality• Use multiple networks –but be realistic about timeinvestment required• Engagement is always theaim0 20 40 60 80Company infoIndustry infoFeedback forumsInvitations to eventsTips & adviceCouponsProduct infoGiveawaysDiscountsWhat do social media users want from brands?
  16. 16. Creating a social media• Objective– Must be aligned with business goals• Design– Branding and updating• Content– Identify the content which will appeal– Establish content curation– Create a content calendar• Promotion– Determine other channels for promotion– Paid advertising/promotion?– Competitions?
  17. 17. Creating a social media• Engagement– How often? In-house or outsourced?– Aim to respond to each post (at least at first)– Have a complaint-handling process.• Conversion– Use clear CTAs to convert to sales– Understand the nature of the social media lead• Tracking & measuring– Look at engagement metrics rather than just likes– Regularly look at unlikes and unsubscribes
  18. 18. Integration – magnify your ROI1. Cross-promote your networks on your website & othermarketing materials2. Share / tweet / like / pinit buttons –get your code right!3. Leverage!– Use YouTube videos within the site.– Tweet stream into sidebar– Social media aggregators such asRebelMouse or Stackla create aninsta-blog out of yournetworks & embed it in your sitePLUS – don’t forget to integrate thenetworks with each other!
  19. 19. Integration – magnify your ROI1. Cross-promote your networks on your website & othermarketing materials2. Share / tweet / like / pinit buttons –get your code right!3. Leverage!– Use YouTube videos within the site.– Tweet stream into sidebar– Social media aggregators such asRebelMouse or Stackla create aninsta-blog out of yournetworks & embed it in your sitePLUS – don’t forget to integrate the networks with each other!
  20. 20. Tips & Traps• Get personal• Foster conversations• Re-post fans’ posts
  21. 21. Tips & Traps• Get personal• Foster conversations• Re-post fans’ posts• Use links & images• Use exclusive promotions
  22. 22. Tips & Traps• Get personal• Foster conversations• Re-post fans’ posts• Use links & images• Use exclusive promotions• 50% branded content maximum• Put effort into posts
  23. 23. Tips & Traps• Get personal• Foster conversations• Re-post fans’ posts• Use links & images• Use exclusive promotions• 50% branded content maximum• Put effort into posts• Update branding but keep avatar consistent• Promote through all channels – printed, email, online, packaging• Keep up with changes• This is fun and exciting, enjoy it!
  24. 24. Key takeaways• Don’t put social media in the too-hard basket, it’s easy,fun and cannot be ignored anymore• Have a strategy, adjust it when you need to, butstick to it• Constant, often unannounced changes – keep up to date• Fans & followers are nice but engagement is the KEY• Integrate and promote• Do it now, if you haven’t already

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