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Samir Palnitkar
VP , Customer Success
Presenters:
Erin Siefring
Social Media Coordinator
5 Proven Strategies to
Generate M...
Introductions
Facebook – a C2C Marketing Channel
5 Strategies for Measurable Social ROI
Case Studies
Q&A
Agenda
i
ROI
?
 Comprehensive Social Commerce Platform
 Started in 2010
 150+ Brand name customers
 Focused on generating ROI
LinkSha...
 America’s number one source for imprinted promotional
products
 Provides custom designed table-covers, can coolers, tot...
What is your role?
1. E-Commerce Expert
(I carry out E-Commerce strategy)
2. Social Media Marketing Specialist
(I run Soci...
Is Facebook Really Failing Marketers?
Organic reach of brand’s
content on Facebook is
down to 2%* now
Fake likes are dilut...
No... Brands are Misreading Social Networks
Social networks are a peer-to-peer
communication channel
Facebook newsfeed i...
5 Strategies for Social ROI
Encourage Social Sharing of Purchases
Good
Show Social Proof on Product Pages
Generate Deep I...
Bring Social to
Commerce
Strategy 1
Social on Commerce – and not vice-versa
 Missing purchase intent fails
commerce on social
 Purchase intent or interest i...
Case-study: Fabness US
 Leading creative canvas designer in USA and Australia
 Onsite Like-gated fan acquisition tool
Case-study: Fabness US
 Incentive offered inline – user never leaves website
 User feels she has earned the coupon, leading to 5-7X times highe...
 15,000+ real & high quality
Facebook fans acquired in short
span of time
 33.28% sales conversion rate for
Facebook fan...
Use Social in Right
Context
Strategy 2
Use Social at Point of Highest Customer Delight
 Points of highest customer delight
in purchase flow are:
• Completion of...
Case-study: Totally Promotional
 America’s number one source for imprinted promotional products
 Provides custom designe...
 Encouraged customers to showcase their table-cover designs
 Product pictures clicked on mobile & shared on Facebook
 C...
 Viral spread of Totally
Promotional brand through
word-of-mouth promotion
 16% increase in sales conversion
rate throug...
Encourage
Social Sharing of
Purchases
Strategy 3
Generate Referral Traffic through Social Sharing
of Purchases
 84% customers trust word-of-
mouth recommendations from
fr...
Case-study: Beretta USA
 Oldest firearms manufacturer in the world
 Synonymous with quality, technology and tradition
 ...
 Customers encouraged to showcase purchases just before they exited from
physical store or after online purchase
Case-stu...
 Numerous social testimonials generated, turning customers into brand
ambassadors
Case-study: Beretta USA
Case-study: Beretta USA
 Each socially shared purchase generates a viral post
 Facebook post optimized for SEO benefit
 $19.15 revenue generated from
each socially shared purchase
 15% overall revenue uplift –
measured through a rigorous A...
Show Social Proof
on Product Pages
Strategy 4
Social Proof Influences Purchase Decisions
 Social proof is one of the 6 key
principles of influence in a
purchase decisi...
Case-study: invino
 1st private sale shopping community for wine lovers
 Launched March 21, '10, invino has more than do...
 invino collated customer reviews generated out of social sharing of
purchases and showed them on product page as social ...
 Social proof increased time-spent on site, enhanced user-engagement
and increased sales
Case-study: invino
 22.22% increase in sales conversion
rate due to social proof – measured
through a rigorous A/B testing
 Increased user ...
Generate Deep
Insights into Social
Persona of Users
Strategy 5
Facebook Connect to Gather Rich Social Profiles
of Users
 Encourage users to connect with
your brand on Facebook
 Replac...
Case-study: Carol’s Daughter
 Leading beauty products retailer
 Selling natural beauty products online since 1999 with m...
Case-study: Carol’s Daughter
 Carol’s Daughter incentivized users to connect with their brand on Facebook
 Users share rich social profile with data like email, birthday, interests,
friend list, etc.
 Entire interaction happen...
 Social influencers identified & rewarded – leading to creation of loyal
social brand ambassadors
Case-study: Carol’s Dau...
 29.79% Sales conversion rate for
users who connected with Carol’s
Daughter brand on Facebook
 Overall revenue uplift of...
Recap – 5 Strategies for Social ROI
Encourage Social Sharing of Purchases
Good
Show Social Proof on Product Pages
Generat...
Q & A
Special Totally Promotional Offer
for today’s attendees
SAVE40SS
Use this coupon code at checkout to receive
40% OFF a 6' ...
Special ShopSocially Offer for today’s attendees
SSWebinar14
Mention the code above to get one free month
or an iPad mini ...
5 Proven Strategies to Generate Measurable Social ROI - Demandware and ShopSocially Webinar
5 Proven Strategies to Generate Measurable Social ROI - Demandware and ShopSocially Webinar
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5 Proven Strategies to Generate Measurable Social ROI - Demandware and ShopSocially Webinar

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Retailers are using social media as mainstream marketing channel but are still often unsure when it comes to determining true ROI of their social commerce efforts. Retailers have generated user-engagement and increased brand awareness using social, but haven’t been able to measure the precise business impact in terms of revenue uplift. Demandware and ShopSocially conducted a webinar to help retailers with 5 proven strategies to generate measurable social ROI. ShopSocially customer Totally Promotional co-presented the webinar. CEO of Totally Promotional Tom Casad and Social Media Coordinator Erin Siefring added insights from their successful social commerce strategies using ShopSocially platform which have yielded them 16% increase in sales conversion rate.

For more details on the webinar, please visit: http://blog.shopsocially.com/2014/04/30/demandware-shopsocially-unlock-5-proven-strategies-to-generate-measurable-social-roi/

Or write to us at info@shopsocially.com

Published in: Marketing, Technology, Business
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5 Proven Strategies to Generate Measurable Social ROI - Demandware and ShopSocially Webinar

  1. 1. Samir Palnitkar VP , Customer Success Presenters: Erin Siefring Social Media Coordinator 5 Proven Strategies to Generate Measurable Social ROI Tom Casad CEO Totally Promotional – a Casad Company @TPromotional ShopSocially @ShopSocially
  2. 2. Introductions Facebook – a C2C Marketing Channel 5 Strategies for Measurable Social ROI Case Studies Q&A Agenda i ROI ?
  3. 3.  Comprehensive Social Commerce Platform  Started in 2010  150+ Brand name customers  Focused on generating ROI LinkShare Technology Genius Award Most promising private companies 2013 Featured in a recent Social Commerce case study Top Startup Award Ask-a-Friend Refer-a-Friend Get-a-Fan Social Connect Social Login Viral Offer Sharing Viral Flash SaleShare-a-Purchase Share-on-Mobile Shopping Community Product StoriesSocial SEO Share-and-Win Get-an-Email
  4. 4.  America’s number one source for imprinted promotional products  Provides custom designed table-covers, can coolers, tote bags, backpacks, etc.
  5. 5. What is your role? 1. E-Commerce Expert (I carry out E-Commerce strategy) 2. Social Media Marketing Specialist (I run Social Media) 3. Boss (I make decisions) 4. Geek (I code) 5. Other If you chose (2) and haven’t tweeted about our webinar yet, your vote will be invalid!  Source: http://geek-and-poke.com/ Quick poll to understand audience composition
  6. 6. Is Facebook Really Failing Marketers? Organic reach of brand’s content on Facebook is down to 2%* now Fake likes are diluting reach of Facebook fanbase** Source: *Forrester ** Facebook Fraud video 1-2% 2007 2014
  7. 7. No... Brands are Misreading Social Networks Social networks are a peer-to-peer communication channel Facebook newsfeed is a private space of user Pushing commercial messages in it can actually be counter-productive for brands
  8. 8. 5 Strategies for Social ROI Encourage Social Sharing of Purchases Good Show Social Proof on Product Pages Generate Deep Insights into Social Persona of Customers Use Social in Right Context Bring Social to Commerce 
  9. 9. Bring Social to Commerce Strategy 1
  10. 10. Social on Commerce – and not vice-versa  Missing purchase intent fails commerce on social  Purchase intent or interest in brand is highest when user is on e- commerce website  Using social media influence on e-commerce site yields highest returns
  11. 11. Case-study: Fabness US  Leading creative canvas designer in USA and Australia
  12. 12.  Onsite Like-gated fan acquisition tool Case-study: Fabness US
  13. 13.  Incentive offered inline – user never leaves website  User feels she has earned the coupon, leading to 5-7X times higher sales conversion Case-study: Fabness US
  14. 14.  15,000+ real & high quality Facebook fans acquired in short span of time  33.28% sales conversion rate for Facebook fans  1 out 3 new fans also became qualified email subscriber Add onsite social commerce modules on your e-commerce site to turn website users into ‘real’ Facebook fans. Case-study: Fabness US…Results Action Item:
  15. 15. Use Social in Right Context Strategy 2
  16. 16. Use Social at Point of Highest Customer Delight  Points of highest customer delight in purchase flow are: • Completion of purchase • Delivery of product  Using social influence at these customer delight points ensures maximum social conversion, and hence increases social ROI
  17. 17. Case-study: Totally Promotional  America’s number one source for imprinted promotional products  Provides custom designed table-covers, can coolers, tote bags, backpacks, etc.
  18. 18.  Encouraged customers to showcase their table-cover designs  Product pictures clicked on mobile & shared on Facebook  Customer delight converted into social reviews Case-study: Totally Promotional
  19. 19.  Viral spread of Totally Promotional brand through word-of-mouth promotion  16% increase in sales conversion rate through social reviews Action Item: Identify the points of customer delight and use social in right context to maximize social impact. Case-study: Totally Promotional…Results Like Me too!!! Awesome Love it.. Love the Colors 
  20. 20. Encourage Social Sharing of Purchases Strategy 3
  21. 21. Generate Referral Traffic through Social Sharing of Purchases  84% customers trust word-of- mouth recommendations from friends & family most for their purchase decision*  Socially shared purchases spread virally and bring in quality referral traffic  Induce a user comment in share blurb and optimize it for SEO uptake Source: *nielsen
  22. 22. Case-study: Beretta USA  Oldest firearms manufacturer in the world  Synonymous with quality, technology and tradition  Since 1984, Beretta is an official supplier of firearms to U.S. Army
  23. 23.  Customers encouraged to showcase purchases just before they exited from physical store or after online purchase Case-study: Beretta USA
  24. 24.  Numerous social testimonials generated, turning customers into brand ambassadors Case-study: Beretta USA
  25. 25. Case-study: Beretta USA  Each socially shared purchase generates a viral post  Facebook post optimized for SEO benefit
  26. 26.  $19.15 revenue generated from each socially shared purchase  15% overall revenue uplift – measured through a rigorous A/B testing Action Item: Turn shoppers into brand ambassadors through social sharing of purchases and generate word-of-mouth reviews. Case-study: Beretta USA…Results How about Beretta AXR 100? Bought it yesterday. Feels great and amazing to shoot. Check my Facebook post?
  27. 27. Show Social Proof on Product Pages Strategy 4
  28. 28. Social Proof Influences Purchase Decisions  Social proof is one of the 6 key principles of influence in a purchase decision*  Conforming to popular belief is a natural human tendency  Reviews from other real customers act as social proof and increases sales conversion rate Source:*http://en.wikipedia.org/wiki/Robert_Cialdini
  29. 29. Case-study: invino  1st private sale shopping community for wine lovers  Launched March 21, '10, invino has more than doubled every year in business
  30. 30.  invino collated customer reviews generated out of social sharing of purchases and showed them on product page as social proof Case-study: invino
  31. 31.  Social proof increased time-spent on site, enhanced user-engagement and increased sales Case-study: invino
  32. 32.  22.22% increase in sales conversion rate due to social proof – measured through a rigorous A/B testing  Increased user engagement and improvement in SEO Rank Action Item: Influence customers’ purchase psychology through social proof by showcasing reviews from real customers. Case-study: invino…Result
  33. 33. Generate Deep Insights into Social Persona of Users Strategy 5
  34. 34. Facebook Connect to Gather Rich Social Profiles of Users  Encourage users to connect with your brand on Facebook  Replace email acquisition with Facebook Connect to now acquire rich social profiles of users  Identify social influencers for your brand  Use social insights for pin-pointed user-targeting
  35. 35. Case-study: Carol’s Daughter  Leading beauty products retailer  Selling natural beauty products online since 1999 with multi-million dollar revenues every year
  36. 36. Case-study: Carol’s Daughter  Carol’s Daughter incentivized users to connect with their brand on Facebook
  37. 37.  Users share rich social profile with data like email, birthday, interests, friend list, etc.  Entire interaction happens online – coupon delivered inline Case-study: Carol’s Daughter
  38. 38.  Social influencers identified & rewarded – leading to creation of loyal social brand ambassadors Case-study: Carol’s Daughter
  39. 39.  29.79% Sales conversion rate for users who connected with Carol’s Daughter brand on Facebook  Overall revenue uplift of 8%  670% Social ROI achieved Action Item: Get deep social insights into your customers. Identify social influencers and fine-tune your social targeting parameters Case-study: Carol’s Daughter…Results Influencer PotentialBuyers
  40. 40. Recap – 5 Strategies for Social ROI Encourage Social Sharing of Purchases Good Show Social Proof on Product Pages Generate Deep Insights into Social Persona of Customers Use Social in Right Context Bring Social to Commerce 
  41. 41. Q & A
  42. 42. Special Totally Promotional Offer for today’s attendees SAVE40SS Use this coupon code at checkout to receive 40% OFF a 6' Throw Style Custom Printed Tablecover on www.totallytablecovers.com erin@totallypromotion.com http://totallypromotional.com +1 866-235-2319
  43. 43. Special ShopSocially Offer for today’s attendees SSWebinar14 Mention the code above to get one free month or an iPad mini with one year subscription samir@ShopSocially.com sales@ShopSocially.com http://shopsocially.com +1 650 701 7759

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