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How to Build Better Brand Loyalty by Adding SocialContent to Your Site SearchWe will start shortly and allow for a few mor...
Should you get disconnected, please dial back in. Weare recording this webinar and will email a link of the             re...
Agenda   Introductions by Ed Hoffman, VP of Global Business and Corporate    Development, SLI Systems   Onsite Social Me...
ON-SITE SOCIAL MEDIA:TODAY & TOMORROW
About FitForCommerce                        “ Life Coach and eHarmony of eCommerce ”     •   FitForCommerce is a consultan...
Discussion Topics    I. Value of Social Media on your site    II. Social Media Today         The Basics         Intermed...
Social Media Mix Influences Consumer                        Facebook                        Facebook    Google+           ...
Social Media Mix Influences Consumer                     Facebook                     Facebook       Google+              ...
Value of Rapid Adoption of Social Media    70%             of active American social networkers shop online1    90%       ...
What will return the most value?       In a survey of CMOs:       • The social media marketing activity with the         h...
THE BASICS:     ON-SITE SOCIAL MEDIA     INTEGRATION11
Home Page Icon Adoption                                        Social Media Adoption Rate on                              ...
Home Page Icon Examples                        Socia Media Icons Employed on                           Home Page by Top Si...
Social Media Icon Location              Best Practice: Make social media icons ubiquitous                         by placi...
Product Detail Page                                        Product Detail Page Adoption                                   ...
Product Detail Page: Example A                                   Widget     Placement of SM icons vary.     SM Icons Place...
Product Detail Page: Example B     SM Icon Placement: under “Add to Cart” and “print”17
Product Detail Page: Example C        SM icon placement: under product image18
INTERMEDIATE:     ON-SITE SOCIAL MEDIA     INTEGRATION19
Intermediate: Onsite Search Gets Social                                          On-site Search Functionality             ...
Popularity and Rating Sorting      Best Practice: Provide customers with perspectives from outside of your site           ...
Search Suggestions     Best Practice: Enables customers to differentiate products                       in the search resu...
On-site Search: Auto-Complete       Best Practice: Incorporate lists of synonyms in case       customers aren‟t sure how t...
ADVANCED:     ON-SITE SOCIAL MEDIA     INTEGRATION24
Innovative Facebook Integration                                  Ability to sort                                  by Faceb...
Blue Nile Home Page Example     Consumer Actions:     • Connect with Facebook on the       Blue Nile home page.     • Prov...
Site Searches Deliver an Array of Results                                                 Results for a search            ...
Site Searches Deliver an Array of Results                                              “Social Networks”                  ...
Site Searches Deliver an Array of Results               …especially when the community/content is strong!29
Value: Increase Relevancy in Search Engines     Google and Bing use Twitter and Facebook to influence     regular search r...
Innovation: Handbags.com Shoppers care if their friends like their handbag. Icons appear when the consumer interacts onscr...
Buy.com’s Shop Together      • Have a shopping date with someone that lives        far away. Explore the site together. Ch...
Ticketmaster Delivers Social Connectivity IntoInteractive Seat Maps     • 80% of users share their ticket information thro...
The Future: Continuously Adapt Basedon Consumer Behavior     • Nearly 40% of social media users access social media       ...
Best Practice Summary     1. Deploy the right mix of social media (SM) icons above the fold on         your home page     ...
The Online Retailer’s Guide to     Customer Loyalty
What DoLoyal Customers     Look Like? (How to spot them in Social Media)    Buy from you again and again    Recommend you ...
What DoLoyal Customers     Look Like? (How to spot them in Social Media)  Voluntarily send you feedback & suggestions    (...
Help CustomersShow Their Loyalty
What Do Companies With  Loyal Customers   Have in Common?    Share their knowledge freely    Gather customer feedback    B...
How DoesStack Up?
The Solution:Curate The Best Content And Start Sharing It
The Search ForQuality ContentComments      LikesImpressions   Clicks
Q&A   Ed Hoffman, VP of Global Business and Corporate Development    Ed.Hoffman@sli-systems.com   Bernardine Wu, CEO & F...
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
How to build better brand loyalty by adding social content to your site search
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How to build better brand loyalty by adding social content to your site search

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Online consumer recommendations and word of mouth are becoming one of the most credible forms of advertising for eCommerce sites. But with so much content out there, from social networks, videos, blogs and podcasts to user ratings and reviews, customer-generated questions and answers, and project ideas, the challenge with how to get the most impact and how best to showcase this social content can be daunting.

Join us for this webinar to learn best practices and tips on how to incorporate social content, with product information into your site search and navigation experience, and how to measure which social content on your website really engages your audience and influences buying behavior.

Steve Groenier, VP of Marketing & Sales, Artbeads will discuss ideas for going beyond simple Facebook "Like" buttons, and how to create consumer communities around non-product content that build better brand loyalty.

Bernadine Wu, CEO & Founder, FitForCommerce, will examine the incredibly important opportunity social content represents to online retailers, and how to best leverage this information to increase conversions.

Published in: Business, Technology
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How to build better brand loyalty by adding social content to your site search

  1. 1. How to Build Better Brand Loyalty by Adding SocialContent to Your Site SearchWe will start shortly and allow for a few more attendees to login.
  2. 2. Should you get disconnected, please dial back in. Weare recording this webinar and will email a link of the recording to all attendees.United States:Toll: +1 (609) 318-0024Access Code: 496-193-005Audio PIN: Shown after joining the Webinar
  3. 3. Agenda Introductions by Ed Hoffman, VP of Global Business and Corporate Development, SLI Systems Onsite Social Media: Today & Tomorrow by Bernardine Wu, Founder & CEO, FitForCommerce The Online Retailer’s Guide to Customer Loyalty by Steve Groenier, VP Marketing & Sales, Artbeads Q&A by Melissa Schleter, Marketing Manager, SLI Systems
  4. 4. ON-SITE SOCIAL MEDIA:TODAY & TOMORROW
  5. 5. About FitForCommerce “ Life Coach and eHarmony of eCommerce ” • FitForCommerce is a consultancy founded to help online businesses „figure out what they need and how/where to find it‟ – Team of former multichannel retailers, marketers, technologists and service providers, with hands-on expertise in eCommerce and mCommerce • eCommerce Diligence™ is a philosophy and methodology based on diligent preparation and decision-making to ensure success – Strategic Diligence – eMerchandising, eMarketing, mCommerce, sCommerce, Multichannel, Operations, Technology, Organization, Financial Planning – Selection Diligence – Requirements, RFP, Selection of eCommerce technologies and providers including: platforms, mCommerce, back-end, all point solutions, 3PL/CS – eCommerce Marketing – Implementation Coaching • eCommerceKnowHow.com is the first eCommerce knowledge base: – 1000s of best practices, feature evaluations, expert advice and community content on 100s of features, functions and topics – 100s of provider and solution comparative info5
  6. 6. Discussion Topics I. Value of Social Media on your site II. Social Media Today  The Basics  Intermediate  Advanced III.Best Practices Today and Tomorrow6
  7. 7. Social Media Mix Influences Consumer Facebook Facebook Google+ Google+ Twitter Twitter YouTube/ YouTube/ video onsite video onsite Email Email Blog(s) Blog(s) Search, Search, Tagging Tagging Product Product Reviews Reviews Mobile Branded RSS, Linked In, RSS, Linked In, content, Q&A Stumbled Upon, Stumbled Upon, Flickr etc. Flickr etc. Choose the social media mix that fits your target audience and your brand7
  8. 8. Social Media Mix Influences Consumer Facebook Facebook Google+ Google+ Email Email Blog(s) Blog(s) Mobile RSS, Linked In, RSS, Linked In, Stumbled Upon, Stumbled Upon, Flickr etc. Flickr etc. Choose the social media mix that fits your target audience and your brand8
  9. 9. Value of Rapid Adoption of Social Media 70% of active American social networkers shop online1 90% of purchases are subject to social influence2 3x Consumers who follow brands on Twitter are 3x more likely to amplify the influence of that brand.3 42% of online consumers have “followed” a retailer through Facebook, Twitter or a retailer‟s blog4 6 Average person follows about 6 retailers4 Understand your consumer, get her to your site, and keep her connected to you through social media9 Sources: 1. Neilsen, Sept 2011, 2. Wired, Feb 2011, 3. ExactTarget 4. Shop.org 2011 Social Commerce Study
  10. 10. What will return the most value? In a survey of CMOs: • The social media marketing activity with the highest ROI: – Facebook – Ratings & Reviews – Twitter • When CMOs asked which channel they will be increase investment -- YouTube While retailers recognize the importance of social commerce, with such a fast moving landscape they often dont know where to start … start with your site10 Sources : MDG Advertising
  11. 11. THE BASICS: ON-SITE SOCIAL MEDIA INTEGRATION11
  12. 12. Home Page Icon Adoption Social Media Adoption Rate on Home Page by Top Sites Yes 76% No 24% Best Practices: Add social media icons above the fold Make sharing fast and easy12 Source: FFC Survey of IR100
  13. 13. Home Page Icon Examples Socia Media Icons Employed on Home Page by Top Sites FaceBook 74% Twitter 68% YouTube 32% Google+ 4%13 Source: FFC Survey of IR100
  14. 14. Social Media Icon Location Best Practice: Make social media icons ubiquitous by placing them in the footer14 Source: FFC Survey of IR100
  15. 15. Product Detail Page Product Detail Page Adoption Rate of Social Media on Top Sites Presence in Results 62% Widget ("AddThis") 33% • Over half of the top websites employ social media icons on their product detail pages. – “Like” a PRODUCT vs SITE • Of those who employ SM icons, half include a sharing widget such as “Add This” Best Practice: Use the correct SM code for your desired action15 Source: FFC Survey of IR100
  16. 16. Product Detail Page: Example A Widget Placement of SM icons vary. SM Icons Placement: under the product name16
  17. 17. Product Detail Page: Example B SM Icon Placement: under “Add to Cart” and “print”17
  18. 18. Product Detail Page: Example C SM icon placement: under product image18
  19. 19. INTERMEDIATE: ON-SITE SOCIAL MEDIA INTEGRATION19
  20. 20. Intermediate: Onsite Search Gets Social On-site Search Functionality Sort by Popularity 53% Sort by Ratings 50% Auto Completed Results 37% Search Suggestions 21% SM in Search Results 3% Sort by Likes 1% Based on your customer knowledge and how they navigate your site, implement and refine the on-site search functionality that drives profits20 Source: FFC Survey of IR100
  21. 21. Popularity and Rating Sorting Best Practice: Provide customers with perspectives from outside of your site yielding the comfort and protection of the herd. The Future: Filter product listings or reviews to prominently display content that friends have recommended.21
  22. 22. Search Suggestions Best Practice: Enables customers to differentiate products in the search results22
  23. 23. On-site Search: Auto-Complete Best Practice: Incorporate lists of synonyms in case customers aren‟t sure how to spell a product name.23
  24. 24. ADVANCED: ON-SITE SOCIAL MEDIA INTEGRATION24
  25. 25. Innovative Facebook Integration Ability to sort by Facebook likes. Products are sorted based on number of likes.25
  26. 26. Blue Nile Home Page Example Consumer Actions: • Connect with Facebook on the Blue Nile home page. • Provide access to your Facebook account • Blue Nile sends an immediate confirmation email and adds you to their ongoing email communication26
  27. 27. Site Searches Deliver an Array of Results Results for a search on “grill pans” display results on 3 tabs: Products, Recipes and Videos. Best Practice: Create and name content and products based on what consumers are searching for27
  28. 28. Site Searches Deliver an Array of Results “Social Networks” tab search results include relevant tweets and Facebook posts from customers. Best Practice: Tag your content with customer driven keywords that will be indexed by search engines28
  29. 29. Site Searches Deliver an Array of Results …especially when the community/content is strong!29
  30. 30. Value: Increase Relevancy in Search Engines Google and Bing use Twitter and Facebook to influence regular search results Google‟s crawling, indexing, and rankings are directly influenced by Tweeted links and (public) Facebook “shares”30
  31. 31. Innovation: Handbags.com Shoppers care if their friends like their handbag. Icons appear when the consumer interacts onscreen with the product. Toolbar encourages sharing31
  32. 32. Buy.com’s Shop Together • Have a shopping date with someone that lives far away. Explore the site together. Chat about products in real time • Connect using Facebook, email, IM, or Twitter By making the shopping experience social, retailers can turn on word-of- mouth to expand product awareness, increase time on site, and improve the likelihood of purchase.32
  33. 33. Ticketmaster Delivers Social Connectivity IntoInteractive Seat Maps • 80% of users share their ticket information through Facebook with everyone (not just friends, or friends of friends). • RSVP feature ““Tell your friends you‟re attending…” drives 33% more visits • Each "like" = $5 in ticket sales33
  34. 34. The Future: Continuously Adapt Basedon Consumer Behavior • Nearly 40% of social media users access social media content from their mobile phone1 • Almost 50% of consumers say that social media is a great way to discover new products, brands, trends or eretailers2 • Trend: Google+ increase in relevancy • Trend: Sites are integrating Facebook onto their site, not necessarily building another store on Facebook. The future combines functionality and social connectivity at the point of consumer need and site profitability34 Sources: 1. Neilsen, Sept 2011, 2. Forrester BizrRate Insights Social Commerce Flash Survey, Q3 2011
  35. 35. Best Practice Summary 1. Deploy the right mix of social media (SM) icons above the fold on your home page 2. Make sharing fast and easy 3. Add SM icons to your global footer. Program Facebook icon to like the site, not the page 4. Test SM icon positions on your product detail page 5. Do not clutter the page 6. Add social media into your site search results 7. Augment ratings and reviews with Facebook likes/Google+/Twitter. 8. Integrate Facebook onto your site, without building another store on Facebook. 9. Make sure your social media content (Facebook, Twitter, video, etc.) is appropriately tagged and indexed 10. Choose the social media mix that fits your target audience and your brand35
  36. 36. The Online Retailer’s Guide to Customer Loyalty
  37. 37. What DoLoyal Customers Look Like? (How to spot them in Social Media) Buy from you again and again Recommend you and your products (Ratings & Reviews, Like & Share Buttons) Provide unsolicited praise for you and your products (Facebook Wall Posts, Blogs, Tweets)
  38. 38. What DoLoyal Customers Look Like? (How to spot them in Social Media) Voluntarily send you feedback & suggestions (Store Reviews, Product Reviews, Facebook Wall Posts) Recommend you and your products (Defend You When Others Complain) Feel like they are part of something bigger -- a part of a community (Reviewer Profiles, Answer Questions, Share Content)
  39. 39. Help CustomersShow Their Loyalty
  40. 40. What Do Companies With Loyal Customers Have in Common? Share their knowledge freely Gather customer feedback Build word of mouth networks Make trying their products easy Create customer communities Make an emotional connection
  41. 41. How DoesStack Up?
  42. 42. The Solution:Curate The Best Content And Start Sharing It
  43. 43. The Search ForQuality ContentComments LikesImpressions Clicks
  44. 44. Q&A Ed Hoffman, VP of Global Business and Corporate Development Ed.Hoffman@sli-systems.com Bernardine Wu, CEO & Founder, FitForCommerce, bwu@fitforcommerce.com Steve Groenier, VP Marketing & Sales, Artbeads, steve@artbeads.com twitter: @marketonline Thank you for attending!

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