The Perfect Match: Ecommerce & Social Media


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The Perfect Match: E-commerce & Social Media
Presented by Shashi Bellamkonda, Network Solutions -

Did you know that 69% of consumers that purchase mostly online also visit social networking sites? Consumers are informed AND social these days. Listen as Shashi Bellamkonda, Social Media Swami of Network Solutions gives you the inside scoop on blending social media sites with your e-commerce business. What social media sites should you be paying attention to? Learn the right way – and best sites - to interact with consumers to grow your e-commerce business!

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  • Explain Film Mission Picture of Firefly and picture of Serenity then ? Of wanting more content CSTS was charity example Make more content + leverage charity approach of Browncoats = Browncoats Redemption
  • The Perfect Match: Ecommerce & Social Media

    1. 1. The Perfect Match: Ecommerce & Social Media Internet Merchants Association Conference Las Vegas 2010
    2. 2. The Perfect Match: Ecommerce & Social Media Social Commerce – Taking your Ecommerce business social
    3. 3. Network Solutions <ul><li>Domains </li></ul><ul><li>Find-a-domain services </li></ul><ul><ul><li>Certified Offer </li></ul></ul><ul><ul><li>Backorder </li></ul></ul><ul><ul><li>Premium Domains </li></ul></ul><ul><li>Domain Web Forwarding </li></ul><ul><li>Private Registration </li></ul><ul><li>Communication </li></ul><ul><li>Business E-mail </li></ul><ul><li>Secure E-mail </li></ul><ul><li>Sell Online </li></ul><ul><li>E-commerce website packages </li></ul><ul><li>E-commerce Tools Merchant Account </li></ul><ul><li>Do It For Me E-Commerce Website Design Service </li></ul><ul><li>Marketing </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Pay Per Click Advertising </li></ul><ul><li>Optimized Press Releases </li></ul><ul><li>Directory Services: Monster Marketplace & ThinkLocal </li></ul><ul><li>Enhanced Business Listings </li></ul><ul><li>Link Building </li></ul><ul><li>Content Creation </li></ul><ul><li>Security </li></ul><ul><li>SSL Certificate </li></ul><ul><li>PC Security </li></ul><ul><li>Websites </li></ul><ul><li>Website Hosting </li></ul><ul><li>Statistics and Website tools </li></ul><ul><li>Professional Website Design Services </li></ul><ul><li>Professional Logo Design Services </li></ul><ul><li>Mobile Websites </li></ul>PR Measurement Summit June 2009 <ul><li>We service over 3 million SMB customers and manage 7.5 million domain names. </li></ul>
    4. 4. What Skeptics Say About Social Media ? <ul><ul><li>No way to measure? Is there any ROI? </li></ul></ul><ul><ul><li>All these will pass </li></ul></ul><ul><ul><li>They are not mainstream, nobody pays attention to them </li></ul></ul><ul><ul><li>We cannot not control the message, lack of consistency, danger of going haywire </li></ul></ul><ul><ul><li>You can only promote the company or products </li></ul></ul><ul><ul><li>Multiple stake holder approval of the message </li></ul></ul><ul><ul><li>Tools are expensive </li></ul></ul>Photo Credit :
    5. 5. Community Media audience is growing <ul><ul><li>Gartner : By 2014, social networking services will replace e-mail as the primary communications vehicle for 20 % of business users. </li></ul></ul><ul><ul><li>With 400M users Facebook could be the 3rd largest country in population (China and India are larger for now) </li></ul></ul><ul><ul><li>LinkedIn Now 60 Million Strong </li></ul></ul><ul><ul><li>Nearly three quarters (73%) of online teens and (72%) of young adults use social network sites </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
    6. 6. “ 69% percent of consumers who buy mostly online visit  social  networking sites” – IBM e-Commerce Survey 2009
    7. 7. See the full study at
    8. 8. 25% Small Business use social media presence – Doubled since last year <ul><ul><li>Network Solutions – University of Maryland Small Business Success index </li></ul></ul>
    9. 9. Once you have a web presence your business is global <ul><li>Web searches for a local business </li></ul><ul><li>Searches on Maps </li></ul>
    10. 10. Mobile strategy <ul><li>The world has 1.4 Billion Tvs </li></ul><ul><li>2.5 billion cell phones </li></ul><ul><li>When people shop they don’t take their PC along </li></ul><ul><li>Customers see desperate need to compare prices </li></ul><ul><li>Buyers their social network for advice </li></ul>
    11. 11. 3 C’s of Social Commerce C onnections C onversations C onversions
    12. 12. Case Studies
    13. 13. Network Solutions Ecommerce customer - Having a business & taking care of a baby <ul><li>17 th : </li></ul><ul><li>First order came from a Twitter conversation, </li></ul><ul><li>SSL certs & seals for credibility </li></ul>
    14. 14. Case Study: Independent Sci-Film Browncoats: Redemption
    15. 15. Background: Independent Sci-Film for Charity
    16. 16. <ul><li>Goal Sell 32,000 DVD units – proceeds go to charity </li></ul><ul><li>Built a community of supporters </li></ul><ul><li>Give them good content </li></ul><ul><li>Get them involved </li></ul><ul><li>Transfer ownership to community </li></ul><ul><li>Share the success </li></ul>
    17. 17. Ready to jump on the Social Media Bandwagon ? Graphic credit :
    18. 19. Reasons why <ul><li>Free (requires time commitment) </li></ul><ul><li>Flexible options </li></ul><ul><li>Help Your Search Engine Rankings  </li></ul><ul><li>Traffic to your website / business </li></ul><ul><li>Good Word of mouth </li></ul><ul><li>Leads </li></ul>
    19. 20. Business Objectives <ul><li>Connect with customers </li></ul><ul><li>Get ideas, trends, buzz </li></ul><ul><li>Find peers and network </li></ul><ul><li>Easy distribution of content </li></ul><ul><li>Greater reach </li></ul><ul><li>New Clients </li></ul>
    20. 21. Become an expert yourself <ul><ul><li>You have to learn the tools </li></ul></ul><ul><ul><li>Spend your own time </li></ul></ul><ul><ul><li>Find other enthusiasts/partners in crime </li></ul></ul><ul><ul><li>Invest time in attending offline events </li></ul></ul>
    21. 22. 3 step process <ul><li>Integrate Social media into your marketing campaign </li></ul><ul><li>Make your existing marketing collateral social </li></ul><ul><li>Engage with your existing customers </li></ul>
    22. 23. Make your email social <ul><li>Consolidate all your contact lists </li></ul><ul><li>Tweet news about your email offers </li></ul><ul><li>Make your email available online </li></ul>Tip : Add your social media links to your email signatures
    23. 24. Add your social media channels to your website Encourage visitors to join your social media properties
    24. 25. Make your product pages shareable Share options on product pages Add Tip : Encourage your customers to review your products. Offer them a coupon post sale.
    25. 26. Share your happy moments
    26. 27. Use Google Alerts as a business intelligence tool <ul><li>Get alerted to conversations about your product </li></ul><ul><li>Trends and competition </li></ul>Tip : Use Google alerts to get content ideas
    27. 28. Social Business Intelligence Tools <ul><li>Radian 6 </li></ul><ul><li> http:// / </li></ul><ul><li>Alterian SM2 / </li></ul>Tip: Recommended blog - http:// /
    28. 29. Build your profile in sites like Linkedin Links to your website and appear in searches for LinkedIn users Tip : Ask for recommendations to include you in Service provider directory
    29. 30. Document sharing Sites <ul><li>Docstoc – </li></ul><ul><li>Slide Share – </li></ul><ul><li>Scribd - </li></ul>Tip : Add a custom offer for each channel and monitor traffic from these sites
    30. 31. Websites and Blogs Call to Action to visit the company website Blog has a call to action about the bloggers Business – i.e Ordering prints
    31. 32. Engage with blog visitors Talk to your audience who read your content Comments Reviews Newsletters Tip : Look for other blogs where you can be a guest poster and get links to your blog/business
    32. 33. Twitter Business Info here – Your conversations will lead your connections to your page Tip : Consider having a separate account for your products and tweet a special offers and blog feeds
    33. 34. Twitter has made Dell $2 million in 2009 <ul><li> </li></ul>
    34. 35. If chips can have their own page so can you! Tip : A Facebook page is different from your personal profile. You can create multiple Facebook pages
    35. 36. Facebook <ul><li>Add a newsletter sign up widget </li></ul><ul><li>Give special Facebook offers </li></ul><ul><li>Ask for feedback </li></ul><ul><li>Ask website visitors to become your Facebook fan </li></ul><ul><li>Encourage customers to join the Facebook page </li></ul>
    36. 37. Videos : Tell your Story Tip : Create a How to video, talk about your community Kodak Zi8 HD Pocket Video Camera 
    37. 38. Podcasts & Your Own Radio Shows Flickr photo by  Mark J Hunter Tip : Interview your users, promote their business
    38. 39. Story telling with photos - Flickr Tip : Make your story interesting with pictures . Flickr cannot be used for commerce
    39. 40. Document sharing Sites <ul><li>Docstoc – </li></ul><ul><li>Slide Share – </li></ul><ul><li>Scribd - </li></ul>Tip : Track visitors from these sites. Add custom offers to these documents
    40. 41. Community Building strategy <ul><li>Survey your customers </li></ul><ul><ul><li>Surveymonkey </li></ul></ul><ul><ul><li>Twitpoll </li></ul></ul><ul><li>You can build your own customer community </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
    41. 42. Review Sites Tips : Claim your profile , thank reviewers and answer any negative comments with grace
    42. 43. Social Customer Service
    43. 44. Social Media press release Tips : Use other free releases
    44. 45. Social bookmarking <ul><li>Delicious </li></ul><ul><li>Stumbleupon </li></ul><ul><li>Bizsugar </li></ul><ul><li>Amplify </li></ul><ul><li> </li></ul>Tips : Use browser bookmarklets to make it efficient
    45. 46. Social Aggregators <ul><li>FriendFeed </li></ul><ul><li>Google Buzz </li></ul>Tips : Power of the Google profile – complete profile , add links and use sidewiki
    46. 47. You can do cool things like widgets Tips : Test with free sites like Widgetbox,
    47. 48. Your Social Media Plan <ul><ul><li>Setup Alerts </li></ul></ul><ul><ul><li>Join and setup profiles in 3 social networks </li></ul></ul><ul><ul><li>15-20 minutes a day tracing the alerts and responding </li></ul></ul><ul><ul><li>Choose 3 blogs on your field to read and comment </li></ul></ul><ul><ul><li>Converse, don’t sell </li></ul></ul><ul><ul><li>Answer questions and become an expert in your niche on LinkedIn </li></ul></ul><ul><ul><li>2 hours a week - Learn and write about the products you promote </li></ul></ul><ul><ul><li>Measure your efforts </li></ul></ul><ul><ul><ul><li>How many times were you mentioned </li></ul></ul></ul><ul><ul><ul><li>How many people read your posts </li></ul></ul></ul><ul><ul><ul><li>Inbounds links </li></ul></ul></ul><ul><ul><ul><li>Are your customers evangelizing </li></ul></ul></ul><ul><ul><li>Attend one local event a month </li></ul></ul><ul><ul><li>Ask for help from the community if you need it </li></ul></ul>
    48. 49. Future trends <ul><ul><li>Location based search </li></ul></ul><ul><ul><ul><li>Example : Realtime results for  &quot;indian food&quot; near:&quot;dc&quot; within:15mi </li></ul></ul></ul><ul><ul><li>Geo tagging </li></ul></ul><ul><ul><ul><li>Foursquare, Google latitude </li></ul></ul></ul><ul><ul><li>Mobile social networking </li></ul></ul><ul><ul><li>Niche Social networks </li></ul></ul>
    49. 50. Blogs to Follow <ul><li>Small Business Trends </li></ul><ul><li>Get Elastic http:// / </li></ul><ul><li>SMART Ecommerce Blog ( Network Solutions ) </li></ul><ul><li>GrowSmartBusiness </li></ul>This presentation will be on tomorrow
    50. 51. Follow us on Twitter <ul><li>@netsolcares </li></ul><ul><li>@nsoffers ( Coupons and Offers ) </li></ul><ul><li>@WgBiz </li></ul><ul><li>@GrowSmartBiz </li></ul>Special Offers for you at http:// Free Setup and 10% off for nsCommerce Starter: Coupon: COMMERCE10 Get a new domain name for $9.99 using coupon : WOWDOMAINS
    51. 52. Questions ? <ul><ul><li>Shashi Bellamkonda [email_address] </li></ul></ul><ul><ul><li>Twitter: @shashib </li></ul></ul><ul><ul><li>Small Business Success Index : </li></ul></ul><ul><ul><li>Network Solutions Blog : </li></ul></ul><ul><ul><li>Web Community Network : </li></ul></ul><ul><ul><li>Small Business Network : </li></ul></ul><ul><ul><li>Women Entrepreneurs : </li></ul></ul><ul><ul><li>Other Media: </li></ul></ul><ul><ul><ul><li>Technology & Social Media: </li></ul></ul></ul><ul><ul><ul><li>Digital Thoughts: </li></ul></ul></ul><ul><ul><ul><li>Restaurant Reviews: </li></ul></ul></ul><ul><ul><ul><li>Examiner Column : Tech Cocktail Column: What I am reading: </li></ul></ul></ul>