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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
• 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
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
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
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
Engagement
Conversion rate/Revenue
Word-of-mouth amplification
Rich profile acquisition
Deep insights (social
influencers, trending products
etc.)
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
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
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
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-Fan
13
14
• Like gated coupon (10% off)
• Intelligent targeting options:
– paid vs. free traffic, visitor history, product category etc.
• Auto-schedule campaigns as required
15
16
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
• Email acquisition ++
– Acquire email + rich profiles
• New customer acquisition
• Increase sales
• Improve SEO rank
• Identify loyal customers and influencers
Social Connect
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
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
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
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
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
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
Distribution of Users by
Age
Distribution of Users by
# of Facebook Friends
Distribution of Users by
Gender
Interest Graph of Users
26
27
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
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
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% 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
• 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 conversion using social media influence
35
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
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 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
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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Webinar: How Carol's Daughter is Generating 8% Revenue Uplift via Social Media

  • 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 • 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 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 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
  • 6. 6 Think social = FB+Twitter+ Pinterest? Think again! Source: theconversationprism.com
  • 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 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 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 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 On-site Social Strategy Share-a-Purchase Product Stories Get-a-Fan Social Connect
  • 12. 12 • Acquire genuine Facebook fans • Add email subscribers • Increase sales • Improve SEO rank • Add social virality Get-a-Fan
  • 13. 13
  • 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
  • 16. 16
  • 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 • Email acquisition ++ – Acquire email + rich profiles • New customer acquisition • Increase sales • Improve SEO rank • Identify loyal customers and influencers Social Connect
  • 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 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 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 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 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 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 Distribution of Users by Age Distribution of Users by # of Facebook Friends Distribution of Users by Gender Interest Graph of Users
  • 26. 26
  • 27. 27
  • 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 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 Hair Milk 4-PIECE STARTER KIT Lovethe feel of my hair after using Carol’s Daughter product. Muuuaaaahh 
  • 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 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 • Add social proof • Increase sales conversion Product Stories
  • 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
  • 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 Summing Up the Numbers New Fans Email Subscribers Social Connects ROI Increase in Revenue 26,029 7,056 5,470 670% 8%
  • 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
  • 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