1
How Carol's Daughter is Generating 8%
Revenue Uplift via Social Media
Jessica Klein, Director, E-Commerce Jai Rawat, CEO...
2
• Comprehensive Social
Commerce Platform
• Started in 2010
• 150+ Brand name customers
• Focused on generating ROI
LinkS...
3
Quick poll to understand
audience composition
What is your role?
1. E-Commerce Worker
Bee (I carry out
Ecommerce strateg...
4
o Known for its natural beauty products for 20 years
o Started eCommerce business in 1999
o Investments from celebrities...
5
ROI
Budget
Resources required
Objectives
Brand image
Vendor selection
Considerations
6
Think social = FB+Twitter+
Pinterest?
Think again!
Source: theconversationprism.com
7
Two pronged Social Strategy
OFF-SITE
Engagement
Feedback
Customer Service
Branding and PR
TV (HSN) and Events
ON-SITE
En...
8
Off-site : Facebook
• Strongest asset with 930k+ fans
• Almost all acquired organically
• Highly ENGAGED
Source: Styloph...
9
Off-site : Facebook
• Getting harder to drive traffic from our posts
• Even with large, highly engaged fan-base
• Added ...
10
Off-site : Instagram
• Most important channel after
Facebook
• Rapid growth
• Near zero to 24K followers in 6mo
• On tr...
11
On-site Social Strategy
Share-a-Purchase Product Stories
Get-a-Fan Social Connect
12
• Acquire genuine Facebook fans
• Add email subscribers
• Increase sales
• Improve SEO rank
• Add social virality
Get-a...
13
14
• Like gated coupon (10% off)
• Intelligent targeting options:
– paid vs. free traffic, visitor history, product catego...
15
16
17
Results
•2.45% of website
visitors converted into
Facebook fans
•32.79% sales
conversion rate for
acquired fans
•28.9% ...
18
• Email acquisition ++
– Acquire email + rich profiles
• New customer acquisition
• Increase sales
• Improve SEO rank
•...
19
• Users who do a deeper connect with Carol’s Daughter brand get
rewarded with a coupon
• Gives access to rich user prof...
20
Carol’s Daughter products make my
hair look so smooth and flowing!
Love it!
• Users who do a deeper connect with Carol’...
21
Tell your friends what do you love
about Carol’s Daughter.Carol’s Daughter will receive the following
info: your public...
22
Carol’s Daughter will receive the following
info: your public profile, friend list, email
address, relationships, birth...
23
Get 10% OFF at Carol’s Daughter
Connectwith us and tell your friends what do
you love about Carol’s Daughter to get 10%...
24
Get 10% OFF at Carol’s Daughter
Connectwith us and tell your friends what do
you love about Carol’s Daughter to get 10%...
25
Distribution of Users by
Age
Distribution of Users by
# of Facebook Friends
Distribution of Users by
Gender
Interest Gr...
26
27
28
• Convert shoppers into brand
ambassadors
• Acquire new customers via word-of-mouth
recommendations
• Create SEO friend...
29
Hair Milk 4-PIECE STARTER KIT
Love the feel of my hair after using Carol’s Daughter product. Muuuaaaahh 
• At the end ...
30
Hair Milk 4-PIECE STARTER KIT
Lovethe feel of my hair after using Carol’s Daughter product. Muuuaaaahh 
31
Hair Milk 4-PIECE STARTER KIT
Lovethe feel of my hair after using Carol’s Daughter product. Muuuaaaahh  A
E
C
D
B
32
Hair Milk 4-PIECE STARTER KIT
Lovethe feel of my hair after using Carol’s Daughter product. Muuuaaaahh 
Results
• ~10%...
33
• Add social proof
• Increase sales conversion
Product Stories
34
• Show social testimonials on the product page itself – adding social
proof at the point of purchase
• Increases sales ...
35
36
Share-a-Purchase
Product Stories
Summing Up the Benefits
of On-Site Social Strategy
Get-a-Fan
Acquire quality fans
Driv...
37
Summing Up the
Numbers
New Fans
Email
Subscribers
Social
Connects
ROI
Increase in
Revenue
26,029 7,056 5,470 670% 8%
38
Plans for the Holiday Season
Joann Stout
Look at my curls. Carol’s Daughter
hair products rock!
Ringletsthat will makes...
39
40
Special Offer for today’s attendees
SSHoliday13
Mention the code above to
get one free month or an
iPad mini with one y...
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Webinar: How Carol's Daughter is Generating 8% Revenue Uplift via Social Media

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Carol's Daughter is a leading retailer for hair, skin and body products.

Carol’s Daughter is maximizing word-of-mouth brand equity with ShopSocially’s social commerce platform. Social testimonials from satisfied customers is resulting in an increase in brand equity, referral traffic and revenue. Carol’s Daughter embedded social commerce modules on its e-commerce site to drive existing purchase intent into conversion by using social media influence.

Using the strategy of embedding social media modules on e-commerce site, Carol’s Daughter is seeing impressive success as below:
- 8% increase in revenue
- 33% sales conversion rate for visitors interacting with social modules
- 2.58x higher conversion rate for social referral traffic
- Identifying loyal and influential customers
- 15% increase in Facebook fan base
- Thousands of social testimonials created each month by customers who purchased from the brand

Jessica Klein, Director of E-Commerce at Carol's Daughter, presented a webinar along with Jai Rawat, CEO of ShopSocially, where she shared how they are using innovative social strategies to drive significant uplift in sales conversion rate, word-of-mouth recommendations, new customer acquisition and revenue growth while gaining deeper insights into their customer base.

Know more about the webinar at: http://blog.shopsocially.com/2013/10/10/shopsocially-webinar-reveals-how-carols-daughter-is-generating-8-revenue-uplift-via-social-media/

Contact ShopSocially at info@shopsocially.com for more details.

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  • This was a great webinar. Carol's Daughter is really using social media the right way.
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Webinar: How Carol's Daughter is Generating 8% Revenue Uplift via Social Media

  1. 1. 1 How Carol's Daughter is Generating 8% Revenue Uplift via Social Media Jessica Klein, Director, E-Commerce Jai Rawat, CEO @jairawat Oct 9, 2013 @shopsocially@carolsdaughter
  2. 2. 2 • 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 Sale Share-a-Purchase Share on Mobile Shopping Community Product Stories Social SEO
  3. 3. 3 Quick poll to understand audience composition What is your role? 1. E-Commerce Worker Bee (I carry out Ecommerce strategy) 2. Social Media Marketing Specialist (I am the middle bird) 3. Boss (I make the decisions) 4. Geek (iImplement) 5. Other If you chose (2) and haven’t tweeted about our webinar yet, your vote will be invalid! 
  4. 4. 4 o Known for its natural beauty products for 20 years o Started eCommerce business in 1999 o Investments from celebrities like Will Smith, Jay-Z and Mary Blige o Annual revenues of $60 million (source) o Products can be found in Carol's Daughter retail stores and on CarolsDaughter.com, at Sephora, Macy's, ULTA, and on HSN
  5. 5. 5 ROI Budget Resources required Objectives Brand image Vendor selection Considerations
  6. 6. 6 Think social = FB+Twitter+ Pinterest? Think again! Source: theconversationprism.com
  7. 7. 7 Two pronged Social Strategy OFF-SITE Engagement Feedback Customer Service Branding and PR TV (HSN) and Events ON-SITE Engagement Conversion rate/Revenue Word-of-mouth amplification Rich profile acquisition Deep insights (social influencers, trending products etc.)
  8. 8. 8 Off-site : Facebook • Strongest asset with 930k+ fans • Almost all acquired organically • Highly ENGAGED Source: Stylophane Top engagement metrics in the beauty industry
  9. 9. 9 Off-site : Facebook • Getting harder to drive traffic from our posts • Even with large, highly engaged fan-base • Added display ads • re-targeting and look-a-like profiling • currently in the right rail • will soon test sponsored posts in the newsfeed • Stats: • 1-3 million impressions / month • 0.05-0.09% CTRs • 0.02% impression-to-order rate (including view through)
  10. 10. 10 Off-site : Instagram • Most important channel after Facebook • Rapid growth • Near zero to 24K followers in 6mo • On track to double by year end • Cross channel promotions for Instagram followers. E.g.: • Instagram exclusive coupon promoted via Facebook • $100 gift card sweepstakes promoted via email
  11. 11. 11 On-site Social Strategy Share-a-Purchase Product Stories Get-a-Fan Social Connect
  12. 12. 12 • Acquire genuine Facebook fans • Add email subscribers • Increase sales • Improve SEO rank • Add social virality Get-a-Fan
  13. 13. 13
  14. 14. 14 • Like gated coupon (10% off) • Intelligent targeting options: – paid vs. free traffic, visitor history, product category etc. • Auto-schedule campaigns as required
  15. 15. 15
  16. 16. 16
  17. 17. 17 Results •2.45% of website visitors converted into Facebook fans •32.79% sales conversion rate for acquired fans •28.9% fans also became email subscribers
  18. 18. 18 • Email acquisition ++ – Acquire email + rich profiles • New customer acquisition • Increase sales • Improve SEO rank • Identify loyal customers and influencers Social Connect
  19. 19. 19 • Users who do a deeper connect with Carol’s Daughter brand get rewarded with a coupon • Gives access to rich user profiles (name, email, age, geo, gender) • Word-of-mouth referrals create new customers • Generates deep social insights into Carol’s Daughter customers
  20. 20. 20 Carol’s Daughter products make my hair look so smooth and flowing! Love it! • Users who do a deeper connect with Carol’s Daughter brand get rewarded with a coupon • Gives access to rich user profiles (name, email, age, geo, gender) • Word-of-mouth referrals create new customers • Generates deep social insights into Carol’s Daughter customers
  21. 21. 21 Tell your friends what do you love about Carol’s Daughter.Carol’s Daughter will receive the following info: your public profile, friend list, email address, relationships, birthday, interests, current city, likes and your friend’s relationships, birthdays, interests and likes • Users who do a deeper connect with Carol’s Daughter brand get rewarded with a coupon • Gives access to rich user profiles (name, email, age, geo, gender) • Word-of-mouth referrals create new customers • Generates deep social insights into Carol’s Daughter customers
  22. 22. 22 Carol’s Daughter will receive the following info: your public profile, friend list, email address, relationships, birthday, interests, current city, likes and your friend’s relationships, birhtdays, interests and likes FB07 • Users who do a deeper connect with Carol’s Daughter brand get rewarded with a coupon • Gives access to rich user profiles (name, email, age, geo, gender) • Word-of-mouth referrals create new customers • Generates deep social insights into Carol’s Daughter customers
  23. 23. 23 Get 10% OFF at Carol’s Daughter Connectwith us and tell your friends what do you love about Carol’s Daughter to get 10% OFF. Carol’s Daughter products make my hair look so smooth and flowing! Love it!
  24. 24. 24 Get 10% OFF at Carol’s Daughter Connectwith us and tell your friends what do you love about Carol’s Daughter to get 10% OFF. Carol’s Daughter products make my hair look so smooth and flowing! Love it! Results • 1.22% of website visitors connected with the brand • Rich Data (name, email, birthday, gender, geo location, user interests and more) • ~2clicks from each Facebook post resulting in new traffic/customers • 29.79%sales conversion rate from Social Connect
  25. 25. 25 Distribution of Users by Age Distribution of Users by # of Facebook Friends Distribution of Users by Gender Interest Graph of Users
  26. 26. 26
  27. 27. 27
  28. 28. 28 • Convert shoppers into brand ambassadors • Acquire new customers via word-of-mouth recommendations • Create SEO friendly backlinks • Identify loyal customers and influencers Share-a-Purchase
  29. 29. 29 Hair Milk 4-PIECE STARTER KIT Love the feel of my hair after using Carol’s Daughter product. Muuuaaaahh  • At the end of purchase, reward customers for sharing their purchase with a coupon • Generates thousands of powerful brand endorsements • Creates high quality referral traffic
  30. 30. 30 Hair Milk 4-PIECE STARTER KIT Lovethe feel of my hair after using Carol’s Daughter product. Muuuaaaahh 
  31. 31. 31 Hair Milk 4-PIECE STARTER KIT Lovethe feel of my hair after using Carol’s Daughter product. Muuuaaaahh  A E C D B
  32. 32. 32 Hair Milk 4-PIECE STARTER KIT Lovethe feel of my hair after using Carol’s Daughter product. Muuuaaaahh  Results • ~10% of customers are sharing their purchases! • ~2 referral clicks per post • 21.16% sales conversion rate for referral traffic • 1000s of word-of-mouth brand endorsements
  33. 33. 33 • Add social proof • Increase sales conversion Product Stories
  34. 34. 34 • Show social testimonials on the product page itself – adding social proof at the point of purchase • Increases sales conversion using social media influence
  35. 35. 35
  36. 36. 36 Share-a-Purchase Product Stories Summing Up the Benefits of On-Site Social Strategy Get-a-Fan Acquire quality fans Drive Conversions Generate Social Insights Identify Influencers Word-of-Mouth Enhance SEO Rank Social Connect
  37. 37. 37 Summing Up the Numbers New Fans Email Subscribers Social Connects ROI Increase in Revenue 26,029 7,056 5,470 670% 8%
  38. 38. 38 Plans for the Holiday Season Joann Stout Look at my curls. Carol’s Daughter hair products rock! Ringletsthat will makes all her friends jealous. My daughter loves it totally! Myhairs looks so beautiful, madeit my display pic :) Learning to like my curly hair in mysenior yrs.
  39. 39. 39
  40. 40. 40 Special Offer for today’s attendees SSHoliday13 Mention the code above to get one free month or an iPad mini with one year subscription rob@ShopSocially.com jai@ShopSocially.com http://shopsocially.com +1 650 701 7759 CDSS Use the code above to get 20% on CarolsDaughter.com (Expires Oct. 31, 2013) jklein@carolsdaughter.com +1 877-540-2101

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