Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

From Discovery to Checkout: Don't Let Them Leave You On Read | #SMWONE 2020

Social shoppers are on the lookout for brands they can relate to, that are empathetic and are able to adapt quickly. Beyond looking for ways to stay connected and entertained, they are also looking for personalized and streamlined shopping experiences.

Is your brand capturing their attention? Or are you being ghosted between discovery and checkout? It’s time to embrace the new normal: think beyond ads and influencer campaigns, and focus on creating content that inspires and experiences that spark action.

Understanding how social shopping behavior is evolving, Joelle Irvine shares strategies and actionable tactics to engage your audience from discovery to purchase, using examples and tools from Instagram and Pinterest. - Presented at #SMWONE 2020

Sign up to Joelle's newsletter for monthly insights on content, SEO, social media and eCommerce: https://joelleirvine.com/newsletter-sign-up/

Related Books

Free with a 30 day trial from Scribd

See all
  • Be the first to comment

From Discovery to Checkout: Don't Let Them Leave You On Read | #SMWONE 2020

  1. 1. #SMWONE @joelleirvine Joelle Irvine Executive Growth Marketer @joelleirvine | joelleirvine.com From Discovery to Checkout: Don’t Let Them Leave You on Read
  2. 2. #SMWONE @joelleirvine LAST SUMMER… #SMWONE @joelleirvineImage source: @crystalinmarie on Instagram
  3. 3. #SMWONE @joelleirvine INSTA SHOPPING #SMWONE @joelleirvineImage source: @crystalinmarie on Instagram
  4. 4. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: Aritzia and Pinterest FROM DISCOVERY TO CHECKOUT
  5. 5. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: Aritzia & Pinterest THE SHOPPER JOURNEY 67% of users find visual search easier than text or voice queries – Elaboratum Improve Discovery Simplify Path to Purchase Personalize experience Reduce Friction
  6. 6. #SMWONE @joelleirvine CONSUMER INSIGHTS - for personalized experiences -
  7. 7. INSTAGRAM SHOPPERS #SMWONE @joelleirvineSource: Project Instagram by Ipsos, Nov. 2018
  8. 8. WHY PINTEREST? #SMWONE @joelleirvine LRW, US, Inspired Shopping on Pinterest among weekly Pinners and non-Pinners, Jan 2020 more likely to click through to a retailers site after visiting Pinterest, than after visiting other social media. 3x Weekly Pinners are 367 monthly active users on Pinterest
  9. 9. #SMWONE @joelleirvine TITLE TITLE, TITLE. Image Source: xxxx #SMWONE @joelleirvine IMPULSE BUYING say Pinterest inspires them to shop when they aren’t actually looking for anything.72% Source: GfK, Path to purchase study, Nov. 2018.
  10. 10. #SMWONE @joelleirvine TITLE TITLE, TITLE. Image Source: xxxx #SMWONE @joelleirvine BACK TO THE FUTURE #SMWONE @joelleirvineSource: Pinterest Internal Data, Global, Feb. 1 – May 3, 2020
  11. 11. #SMWONE @joelleirvine TITLE TITLE, TITLE. Image Source: xxxx #SMWONE @joelleirvine INSTANT GRATIFICATION #SMWONE @joelleirvineSource: GlobalWebIndex Custom Research, Apr. 22-27, 2020 The importance of same- or next-day delivery by income group Income Group:
  12. 12. #SMWONE @joelleirvine SHOPPER EXPERIENCE
  13. 13. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: @piprobins on Instagram BEING REAL
  14. 14. #SMWONE @joelleirvine#SMWONE @joelleirvine BUILDING ANTICIPATION Image source: @piprobins & @mattcrump on Instagram
  15. 15. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: @elenamontreal EMBRACING COMMUNITY A Tight-Knit (But Socially Distanced) Community Cookbook – By Elena & Friends
  16. 16. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: @rayban on Instagram & TikTok LEVERAGING TIKTOK
  17. 17. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: @adidas on Instagram ON & OFFLINE EXPERIENCES
  18. 18. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: @bonappetitmag on Instagram EXPERIENCES IRL
  19. 19. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: @mileycyrus & @adidas on Instagram CONVERSATIONS LIVE OR NOT Bright Minded Instagram show where Miley Cyrus shared fun and positive content with her viewers. The Huddle A weekly series by Adidas that brings sport and culture together through conversation.
  20. 20. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: Adidas & Instagram ENHANCE WITH AR Adidas & Instagram
  21. 21. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: Pinterest INSPIRATION & THE FUTURE
  22. 22. VISIBILITY FOR LESSER KNOWN BRANDS of all Pinterest searches are non-branded.1 97% 70%of weekly Pinners discover new products on Pinterest.2 Source: 1. Pinterest internal data 2017; 2. GfK, Path to purchase study, Nov. 2018. #SMWONE @joelleirvine
  23. 23. #SMWONE @joelleirvine CONTENT STRATEGY
  24. 24. #SMWONE @joelleirvine CONTENT STRATEGY Where to start? 1. Understand your audience 2. Set clear goals (overall and per post) 3. Add value for your audience 4. Be open, honest & transparent 5. Be on brand 6. Consistent style, varied content 7. Think more lifestyle, less salesy! #SMWONE @joelleirvine
  25. 25. #SMWONE @joelleirvine CONTENT STRATEGY Where to start? 1. Understand your audience 2. Set clear goals (overall and per post) 3. Add value for your audience 4. Be open, honest & transparent 5. Be on brand 6. Consistent style, varied content 7. Think more lifestyle, less salesy! #SMWONE @joelleirvine#SMWONE @joelleirvine
  26. 26. #SMWONE @joelleirvine CONTENT STRATEGY Where to start? 1. Understand your audience 2. Set clear goals (overall and per post) 3. Add value for your audience 4. Be open, honest & transparent 5. Be on brand 6. Consistent style, varied content 7. Think more lifestyle, less salesy! #SMWONE @joelleirvine
  27. 27. #SMWONE @joelleirvine CONTENT STRATEGY Where to start? 1. Understand your audience 2. Set clear goals (overall and per post) 3. Add value for your audience 4. Be open, honest & transparent 5. Be on brand 6. Consistent style, varied content 7. Think more lifestyle, less salesy! #SMWONE @joelleirvine
  28. 28. #SMWONE @joelleirvine “It’s important to think about the feeling and the way that you want consumers to be receptive to your products or services. And oftentimes visually inspiring someone to do that really evokes emotion in a way that doesn’t with just text or voice.” – Amy Vener, Head of Retail Strategy & Marketing at Pinterest Source: business.pinterest.com
  29. 29. #SMWONE @joelleirvine CONTENT STRATEGY Where to start? 1. Understand your audience 2. Set clear goals (overall and per post) 3. Add value for your audience 4. Be open, honest & transparent 5. Be on brand 6. Consistent style, varied content 7. Think more lifestyle, less salesy! #SMWONE @joelleirvine
  30. 30. #SMWONE @joelleirvine CONTENT STRATEGY Where to start? 1. Understand your audience 2. Set clear goals (overall and per post) 3. Add value for your audience 4. Be open, honest & transparent 5. Be on brand 6. Consistent style, varied content 7. Think more lifestyle, less salesy! #SMWONE @joelleirvine
  31. 31. #SMWONE @joelleirvine CONTENT STRATEGY Where to start? 1. Understand your audience 2. Set clear goals (overall and per post) 3. Add value for your audience 4. Be open, honest & transparent 5. Be on brand 6. Consistent style, varied content 7. Think more lifestyle, less salesy! #SMWONE @joelleirvine
  32. 32. #SMWONE @joelleirvine WHAT’S NEW?
  33. 33. #SMWONE @joelleirvineImage source: @instagramforbusiness and @piprobins SUPPORT STICKERS #SMWONE @joelleirvine
  34. 34. #SMWONE @joelleirvineImage source: Search Engine Journal #SMWONE @joelleirvine ENCOURAGING POSITIVITY
  35. 35. #SMWONE @joelleirvineImage source: Facebook #SMWONE @joelleirvine INSTAGRAM SHOPS
  36. 36. #SMWONE @joelleirvine TITLE TITLE, TITLE. Image Source: xxxx #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: Shopify PINTEREST & SHOPIFY
  37. 37. #SMWONE @joelleirvine TITLE TITLE, TITLE. Image Source: xxxx #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: Pinterest PINTEREST TRY ON
  38. 38. #SMWONE @joelleirvineImage source: Pinterest NEW WAYS TO SHOP ON PINTEREST #SMWONE @joelleirvine Shop Style GuideShop similar from Pin
  39. 39. #SMWONE @joelleirvineImage source: Pinterest SHOPPING SPOTLIGHTS BY PINTEREST #SMWONE @joelleirvine
  40. 40. #SMWONE @joelleirvine TITLE TITLE, TITLE. Image Source: xxxx #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: Pinterest PINTEREST CREATORS
  41. 41. #SMWONE @joelleirvine LET’S GET TECHNICAL - and reduce friction -
  42. 42. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: @tastemade on Pinterest VIDEO ON PINTEREST Videos on Pinterest should be: 1. Evergreen 2. Published consistently to build an audience 3. Vertical 4. 45 sec. to 3 min log 5. Published 2 to 3 months in advance for holiday content
  43. 43. #SMWONE @joelleirvine TITLE TITLE, TITLE. Image Source: xxxx #SMWONE @joelleirvine CREATE AR FILTERS FOR INSTAGRAM
  44. 44. #SMWONE @joelleirvine TITLE TITLE, TITLE. Image Source: xxxx #SMWONE @joelleirvine AR FOR ECOMM #SMWONE @joelleirvineImage source: indigo9ditial.com
  45. 45. #SMWONE @joelleirvine TITLE TITLE, TITLE. Image Source: xxxx #SMWONE @joelleirvine SPARK AR #SMWONE @joelleirvineImage source: SparkAR
  46. 46. #SMWONE @joelleirvine TITLE TITLE, TITLE. Image Source: xxxx #SMWONE @joelleirvine TUTORIALS & TEMPLATES
  47. 47. #SMWONE @joelleirvine TITLE TITLE, TITLE. Image Source: xxxx #SMWONE @joelleirvine OPTIMIZE FOR VISUAL SEARCH (& INSTAGRAM SHOPS 🎱)
  48. 48. #SMWONE @joelleirvine USER EXPECTATIONS ARE GROWING Source: ViSenze, 2018 of millennials would like to be able to search by image 62% of millennials would like to be able to click to purchase directly from content. 58%
  49. 49. #SMWONE @joelleirvine TITLE TITLE, TITLE. Image Source: xxxx #SMWONE @joelleirvine PINTEREST LENS #SMWONE @joelleirvine 🙌 Image source: Pinterest
  50. 50. #SMWONE @joelleirvine VISUAL SEARCH ISN’T PERFECT Auto-select the wrong focal point Categorize people instead of products Display items that are out of stock #SMWONE @joelleirvine
  51. 51. #SMWONE @joelleirvine SYNC DATA WITH PLATFORMS Instagram Shopping ‘Shop by brand’ on Pinterest #SMWONE @joelleirvineImage source: @everlane & @adidas
  52. 52. #SMWONE @joelleirvine ENABLE RICH PINS Pinterest Rich Pin Image source: Pinterest Rich Pins in Pinterest feedPinterest feed w/o Rich Pins #SMWONE @joelleirvine
  53. 53. #SMWONE @joelleirvine STANDARD IMAGE OPTIMIZATION Image Search Visual Search • Image size • Responsiveness • File names • Keywords • Alt tags • Title tags • Meta descriptions • Captions • URLs #SMWONE @joelleirvineImage source: Pinterest
  54. 54. #SMWONE @joelleirvine IMAGES SHOULD BE CLUTTER FREE #SMWONE @joelleirvine
  55. 55. #SMWONE @joelleirvine TITLE TITLE, TITLE. Image Source: xxxx #SMWONE @joelleirvine GET VERIFIED
  56. 56. #SMWONE @joelleirvine ON INSTAGRAM Image source: Instagram Business TIPS ON BEING NOTABLE: 1. Drive earned media through outreach 2. Get a knowledge graph for your brand 3. Connect all of your channels #SMWONE @joelleirvine
  57. 57. #SMWONE @joelleirvine GET VERIFIED Image source: Instagram Business 1 TIPS ON BEING NOTABLE: 1. Drive earned media through outreach 2. Get a knowledge graph for your brand 3. Connect all of your channels #SMWONE @joelleirvine
  58. 58. #SMWONE @joelleirvine GET VERIFIED Image source: Google Search 2 #SMWONE @joelleirvine Knowledge Panel TIPS ON BEING NOTABLE: 1. Drive earned media through outreach 2. Get a knowledge graph for your brand 3. Connect all of your channels
  59. 59. #SMWONE @joelleirvine GET VERIFIED Image source: Unsplash TIPS ON BEING NOTABLE: 1. Drive earned media through outreach 2. Get a knowledge graph for your brand 3. Connect all of your channels 3 #SMWONE @joelleirvine
  60. 60. #SMWONE @joelleirvine …ON PINTEREST Image source: Pinterest Business TIPS ON BEING NOTABLE: 1. Drive earned media through outreach 2. Get a knowledge graph for your brand 3. Connect all of your channels #SMWONE @joelleirvine
  61. 61. #SMWONE @joelleirvine VERIFIED MERCHANTS ON PINTEREST Image source: Pinterest #SMWONE @joelleirvine
  62. 62. #SMWONE @joelleirvine THE RECAP
  63. 63. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: Aritzia & Pinterest THE PINTEREST SHOPPER JOURNEY 67% of users find visual search easier than text or voice queries – Elaboratum Improve Discovery Simplify Path to Purchase Personalize experience Reduce Friction
  64. 64. #SMWONE @joelleirvine THANK YOU Joelle Irvine Executive Growth Marketer @joelleirvine | joelleirvine.com
  65. 65. #SMWONE @joelleirvine BONUS RESOURCES!
  66. 66. #SMWONE @joelleirvine INSTAGRAM RESOURCES #SMWONE @joelleirvine https://business.instagram.com/blog/instagram-covid19-directory/ https://www.facebook.com/business/news/insights/how-instagram-boosts-brands-and-drives-sales https://www.facebook.com/business/instagram/shopping/guide
  67. 67. #SMWONE @joelleirvine PINTEREST RESOURCES #SMWONE @joelleirvine https://business.instagram.com/blog/instagram-covid19-directory/ https://newsroom.pinterest.com/ https://business.pinterest.com/en/blog https://business.pinterest.com/en/verified-merchant-program
  68. 68. #SMWONE @joelleirvine GOOGLE TRENDS #SMWONE @joelleirvine https://trends.google.com/trends/
  69. 69. #SMWONE @joelleirvine RISING RETAIL CATEGORIES #SMWONE @joelleirvine https://www.thinkwithgoogle.com/marketing-resources/search-insights- category-trends-and-opportunities/
  70. 70. #SMWONE @joelleirvine ANSWER THE PUBLIC #SMWONE @joelleirvine https://answerthepublic.com/
  71. 71. #SMWONE @joelleirvine GLOBALWEBINDEX #SMWONE @joelleirvine https://www.globalwebindex.com/coronavirus https://app.globalwebindex.com/
  72. 72. #SMWONE @joelleirvine RIVALIQ #SMWONE @joelleirvine https://www.rivaliq.com/blog/coronavirus-on-social-media-engagement-for-brands/
  73. 73. #SMWONE @joelleirvine SPROUT SOCIAL INSIGHTS #SMWONE @joelleirvine https://sproutsocial.com/insights/
  74. 74. #SMWONE @joelleirvine BUZZSUMO BuzzSumo is one of my favorite tools. Great for researching content and monitoring your brand mentions, backlinks and engagement. #SMWONE @joelleirvine 🙌 https://buzzsumo.com/
  75. 75. #SMWONE @joelleirvine GOOGLE VERIFICATION #SMWONE @joelleirvinehttps://www.blog.google/products/search/get-verified-manage-your-presence-google/

    Be the first to comment

  • NatalieHaggar

    May. 29, 2020

Social shoppers are on the lookout for brands they can relate to, that are empathetic and are able to adapt quickly. Beyond looking for ways to stay connected and entertained, they are also looking for personalized and streamlined shopping experiences. Is your brand capturing their attention? Or are you being ghosted between discovery and checkout? It’s time to embrace the new normal: think beyond ads and influencer campaigns, and focus on creating content that inspires and experiences that spark action. Understanding how social shopping behavior is evolving, Joelle Irvine shares strategies and actionable tactics to engage your audience from discovery to purchase, using examples and tools from Instagram and Pinterest. - Presented at #SMWONE 2020 Sign up to Joelle's newsletter for monthly insights on content, SEO, social media and eCommerce: https://joelleirvine.com/newsletter-sign-up/

Views

Total views

337

On Slideshare

0

From embeds

0

Number of embeds

115

Actions

Downloads

0

Shares

0

Comments

0

Likes

1

×