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Amafest 4
- 2. Matt Anderson MarketplaceAMP Panel Discussion: Challenges and Opportunities for Amazon Vendors Jérôme de Guigné e-tgw
- 3. Beth Blake @SocialBuk SOCIALB Social Selling Tips For Amazon Sellers
- 4. Imagine squinting at a typical Amazon product page…
- 8. Social Listening • Reviews • Product insights • Industry news and discussions • Brand advocates
- 10. Purchasing the product The Customer Journey Search Engine Searching Amazon Amazon reviews Price Shipping options CONSIDERATIONAWARENESS DECISION Leaving a great review
- 11. Purchasing the product The Customer Journey - with social Search Engine Searching Amazon A branded social post Discussions about brand or product Amazon reviews Price Shipping options Brand personality What others are saying CONSIDERATIONAWARENESS DECISION Leaving a great review
- 12. Social Media and Customer Service
- 13. Social Media and Customer Service Customer Complaints/Queries Management Date Name Platform Complaint/Query Details from customer sent? (email, contact number) Status 26/03/19 John Smith Twitter (direct message) My new oven dish was already damaged when it arrived. What’s the best way to organise a replacement? Requested - pending feedback Yes, details to follow 01/04/19 Amy Zone Facebook I love your products but I was devastated when my super soaker broke! Do you know why this has happened? Yes Resolved 03/04/19 Joe Bloggs Instagram (tagged) I’m so happy with my new top, it looks great! Yes Customer has been contacted and thanked beth@socialb.co.uk
- 14. Social Selling Top Tips
- 15. Social Media Content Calendar Company/industry/national event Bank holidays/school holidays Sharing relevant news Product/sales promotion Sharing blog content beth@socialb.co.uk
- 16. Where is your Amazon traffic coming from? www.bitly.com
- 17. Social Selling Top Tips
- 18. We are International Digital Marketing Experts Our UK Based team exist to provide world leading digital training & digital services Our Accreditations & Partners
- 21. Beth Blake @SocialBuk SOCIALB Social Selling Tips For Amazon Sellers
- 22. POWERED BY TIME FOR A BREAK WE’LL BE BACK AT 15.00pm #AMAFESTUK19
- 23. POWERED BY WANT TO SPONSOR OUR NEXT CONFERENCE THIS OCTOBER? EMAIL PS@ONLINESELLERUK.COM TO FIND OUT MORE #AMAFESTUK19
- 24. POWERED BY WE’RE ON THE LOOKOUT FOR PEOPLE TO SPEAK AT OUR NEXT CONFERENCE IN OCTOBER. IF YOU’RE INTERESTED VISIT: http://bit.ly/pitchforamafest #AMAFESTUK19
Editor's Notes
- Digital Marketing Executive at SocialB - a boutique international digital marketing agency. We work with a number of ecommerce clients, including those who sell on Amazon, to help turn online traffic into sales. Poll: How many of you have social media accounts for your businesses? How many of you created a social media account but not really sure why you have it/how to use it? Today we’ll run through how Amazon sellers can use social media to your best advantage and give you some tips/ideas for running your profiles.
- Imagine squinting at a typical Amazon product page…
- We all know that an Amazon product page isn’t the most flexible or inspiring. It’s difficult to show off your brand’s personality/values. You can have the most exciting product/brand ever but this is somewhat lost on your typical Amazon product page Take a look here, if you squint, you can barely tell that one of these is a vacuum cleaner and the other is a nerf gun supersoaker!
- This is by design - Amazon only allows for limited brand marketing on their platform. They want to retain ownership of their customers, rather than help them buy into your business and your brand Despite this, you still need to - or at least want to - create a loyal following for your business - rather than waiting for Amazon users to stumble across your products when they decide they want to buy something, you want to spread the word and encourage repeat purchases. Social media can be a more proactive approach to marketing your Amazon business - you’re building an online community around your brand. If people can 1: see your brand name more often, and 2: see your brand name in connection with conversations, reviews, blogs and other online content, not just in the context of advertising - people will buy from you on Amazon because they buy into your brand, not just because your product was the cheapest/most convenient. Another quick poll - who has taken to social media personally to talk about a recent purchase or a product? Positive or negative?
- That vacuum cleaner on the previous slide was by a brand called HoLife. HoLife don’t have any social media presence. But you’ll see here that people are still taking to social media to talk about the product and make jokes about the brand name. These conversations will happen on social - so you can either be there to participate in the conversations, or let them unfold without your involvement or control. On social media, consumers often freely offer what amount to reviews, product insights, and even content marketing for the brands that they purchase from. The art of monitoring these conversations is called social listening.
- Social listening is the process of monitoring digital conversations to understand what customers are saying about a brand and industry online. ... It is also used to surface feedback that could help to differentiate your brand, product, or service. Particularly if you’re 1P instead of 3P, you’re not privvy to your products sales data and you don’t get the same level of customer insights. For instance, your products could be frequently getting returned to Amazon and you wouldn’t necessarily know about it. But by actively monitoring what people are saying about you, your products, and even your competitors - you’ve got access to a wealth of information about opportunities to improve and grow. A great example of how a brand acted on social listening is Gillette. This was a few years ago now, Saw conversations on social from carers about the difficulty of shaving the faces of their husbands/fathers/sons. This prompted further research from Gillette. was named in Time magazine as one of the best inventions of 2018. On social media, consumers often freely offer what amount to reviews, product insights, and even content marketing for the brands that they purchase from. Another great example of this is Mrs Hinch and Minky cleaning products...
- Cleaning sensation Sophie Hinchliffe - aka Mrs Hinch - posts Instagram stories of her cleaning her house. She caused a frenzy last year when she told her millions of Instagram followers about one of her secret weapons. The mum from Essex swears by the green antibacterial double-sided pad, which she calls 'Minkeh', to clean surfaces in her kitchen and bathroom. Shoppers flocked to try and get their hands on one causing the Minky website to crash, the product to immediately sell out every time it was restocked, and forcing some stores to 'ration' them to three per person. Minky didn’t even have an Instagram account when Mrs Hinch first started including Minky products in her Instagram stories. But after they discovered why their green double-sided cleaning pad was flying off the virtual shelves, they quickly created one and they now have 186000 followers! On social media, consumers often freely offer what amount to reviews, product insights, and even content marketing for the brands that they purchase from. The only catch is that brands don’t know exactly where these conversations are taking place. Best way to monitor conversations on social - you can follow relevant hashtags about your brand/product/industry. There are paid tools which can do it for you, such as Hootsuite, Talkwalker, and Buzzsumo. Now to give you a basic overview of how you can use social media to enhance your customers’ buying journey. https://www.instagram.com/minkyhomecare/ https://www.instagram.com/mrshinchhome/
- This is just to give you an overview of how social media fits into the current customer journey - this is obviously a very simplified version! This is the basic customer journey without social media - Customer wants a vacuum cleaner, customer goes to Amazon and finds their chosen vacuum cleaner - They consider price, when they can have it, what others think. They want it as soon as possible because their other vacuum cleaner is broken, they buy it. Delighted with how clean their carpets are now, they leave a great review - which will be seen by the next load of customers who land on that product page. And this is how social media can enhance that journey
- At the awareness stage - rather than waiting for a customer to need your product and then find you, they might see a post by you or about you on social. At the consideration stage - as this is the stage where a customer might compare your offering with your competitors, social media can have a massive impact - what others are saying, and what you’re putting out there, your brand personality Decision - if they purchase your product and feel they have something to say about it, they might leave a review on social media, in front of people who haven’t even heard of you yet. You can even flip the conversation on its head by sharing your positive/funny Amazon reviews on social media….
- As well as monitoring what people are saying about you on social media, you can also flip it the other way and share Amazon reviews to your social media accounts. Some of the reviews people leave is just gold - you’ve got a resource of great content that you don’t have to pay for. The content being generated on amazon can be used to enhance your social media activity, whilst (subtly) reminding people that your products are available to buy on Amazon! Rather than reviews on Amazon being used at the consideration stage, use them to generate awareness in the first place Keep in mind that people share reviews that they find funny, so keep a look out for your own product reviews!
- An advantage of social is that you’re opening up a new way for you and your customers to communicate. But on the downside, you’ve just opened up a new way for you and your customers to communicate! There’s always a risk that you will receive some negative communication. When handling negative comms, I’d always advise: Don’t delete complaints - that won’t go unnoticed. Instead, reply to the comment and ask that they message you directly. Don’t sass back, unless that fits in with your brand personality, but even then that’s very risky! Keep a log of the feedback you receive via social - you may notice patterns emerging. This is an example of how we manage customer service on social media for our clients. This is a collaborative document we share with clients to raise and manage comments. If you would like a copy of this template, please email me. If you’re not sure about how you should be responding to customers on social - look up to some of the brands you admire. In fact, Amazon itself is a great example...
- If there’s anything else you’re not sure about when it comes to handling customer comms on social - take a look at how Amazon do it! Amazon replies to a staggering amount of comments left on its posts - and it does so quickly, politely, provides useful information and links, and adds the human touch by addressing commenters by first name, with the Amazon employee signing off each comment using their first name also. If the prospect of posting regular, original content seems like a daunting task...
- If the prospect of posting regular content seems like quite a daunting task, this is a tool that we use for our clients to keep our social media content organised. We take note of company events, national holidays, offers and promotions, and quickly the calendar fills up and you’ll find you already have one or two topics a week you can use! To get a copy of this schedule please email beth@socialb.co.uk Finally - how can you measure the impact of your social media activity?
- For those with social media accounts already, you probably already look at the metrics on the platform - Facebook Insights, Twitter Analytics... How can you track where your traffic is coming from? How can you measure the success your social media activity is having? You don’t have the same access to analytics that you might with your own website. I’d suggest checking out a site called bitly - it’s a free tool that shortens links and allows you to track how often that link has been clicked on/what channel that click came from. You could use this for your email marketing campaigns too. (You can also use Amazon Affiliate Link Shortener: amzn.to - put your affiliate link into bit.ly for the amzn.to version). Some final tips for managing your social media presence….
- Reply to all your queries/comments. Be social on social - people aren’t there to be sold to and will quickly tire of constant promotions Choose your platforms wisely - don’t be on everything for the sake of it A Social Media Today article reports on a study where almost half surveyed said it took two years for them to see social media have an impact on sales, while most social media marketing strategies need about 6 months to see a payoff, especially if you are not yet an established brand. https://www.socialmediatoday.com/marketing/sarah-snow/2015-09-21/how-long-does-it-take-social-media-marketing-start-paying Tools to check out that can monitor these conversations for you: Talkwalker Buzzsumo Hootsuite Finally, I can’t leave today without giving you a quick overview of SocialB...
- We help companies to use online profitably and turn online traffic into profitable sales. We work with businesses like yours to optimise their websites, social media channels, and presence on marketplaces such as Amazon. If we are carrying out digital marketing on your behalf we use data and intelligence to generate business for you. We’re a Google Partner, a Drum Recommended Agency, and affiliated with the Department of International Trade and the DMA.
- We’ve worked across a vast set of countries and across a wide variety of clients, as you can see here! So thank you for your time today, I’ve really enjoyed the conference so far and looking forward to speaking with more of you later on. As I said, if you wanted access to any of those templates I showed today, please email me.
- Poll: How many of you have social media accounts for your businesses? How many of you created a social media account but not really sure why you have it/how to use it?