<ul><li>Over  80%  of Americans use Social Media Monthly </li></ul><ul><li>  93%  of Americans who use social media believ...
Customer Service <ul><li>Benefits: </li></ul><ul><li>Reduce call and email volume </li></ul><ul><li>Build FAQ's </li></ul>...
<ul><li>Benefits: </li></ul><ul><li>Unbiased content that helps sell prospective customers </li></ul><ul><li>&quot;Free&qu...
and  confirm <ul><li>  How Social Media Impacts SEO:  </li></ul><ul><ul><li>Inbound links </li></ul></ul><ul><ul><li>Direc...
  <ul><li>  Methods : </li></ul><ul><li>Repeating promotions </li></ul><ul><li>Twitter # chats </li></ul><ul><li>Influence...
<ul><li>Benefits: </li></ul><ul><li>Credibility </li></ul><ul><li>Encourages commitment </li></ul><ul><li>Adds approachabi...
<ul><li>Benefits:   </li></ul><ul><ul><li>Heighten potential for sharing </li></ul></ul><ul><ul><li>Build credibility </li...
<ul><li>Methods: </li></ul><ul><ul><li>Social sharing as main message </li></ul></ul><ul><ul><li>Highlight social contest ...
<ul><li>Group Shopping Sites  </li></ul><ul><li>  </li></ul><ul><li>Recommendation Engines </li></ul>Social Shopping Sourc...
<ul><li>Methods: </li></ul><ul><ul><li>Facebook &quot;Shop&quot; app </li></ul></ul><ul><ul><li>Pay Per Click Advertising ...
 
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The Value of Being Social in Online Retail

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Covering benefits, best practices and current trends in social media marketing for ecommerce. Included are examples from One Click's own experiences as well as other companies' initiatives and real data to back claims.

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  • http://www.simplyzesty.com/brands/social-media-customer-service/ http://www.internetretailer.com/2011/03/01/retailers-can-turn-social-media-pans-praiseif-they-respond
  • http://mashable.com/2011/06/02/web-video-business/?utm_source=feedburner&amp;utm_medium=feed&amp;utm_campaign=Feed%3A+Mashable+%28Mashable%29 1.  Google is structuring its search engine results to reward sites that include video. 2.  4. Automated video production technology resources are growing - Ex. Overstock uses SundaySky to create thousands of videos monthly http://video-commerce.org/2010/09/ecommerce-overstock/
  •   Things to mention:   Confirmed via email and phone to Danny Sullivan of Search Engine Land in December of 2010 Social factors will have more and more impact on search results - from Google +1 to Facebook likes to Tweets 1)  any given video in an index of searchable keywords has a 50 times better chance of appearing on the first page of results than any given text page.   2) With personalized search results, it&apos;s crucial your company have a wide social network so you take advantage of social results in SERPs 3) Tweets containing keywords and links can influence your rankings and also improve the rate at which your pages are crawled and indexed   Direct Influence (Google + 1,Likes, Tweets)     SEO &amp; Social: http://mashable.com/2009/04/15/social-media-seo/ http://www.seomoz.org/blog/the-social-media-marketers-seo-checklist --&gt; http://www.seomoz.org/blog/google-bing-confirm-twitter-facebook-influence-seo Video: http://mashable.com/2011/06/02/web-video-business/?utm_source=feedburner&amp;utm_medium=feed&amp;utm_campaign=Feed%3A+Mashable+%28Mashable%29
  • http://www.simplyzesty.com/brands/social-media-customer-service/ http://www.internetretailer.com/2011/03/01/retailers-can-turn-social-media-pans-praiseif-they-respond
  • “ Perceptions of relationships with an organization seem to be significantly more favorable when the organization’s social networking page has a human presence rather than an organizational presence. Levels of trust, commitment, and satisfaction from users all appear to be positively affected by the use of the human voice in social media.” according to University of Missouri researchers.  http://scienceblog.com/45398/use-of-human-voice-in-social-media-can-help-organizations-build-relationships/
  • http://www.internetretailer.com/2011/04/26/facebook-introduces-another-way-consumers-share http://www.internetretailer.com/2011/03/02/more-likes More on Google +1: http://www.google.com/support/profiles/bin/answer.py?hl=en&amp;answer=1047397&amp;p=sign_up_about_plusones   Facebook &amp;quot;like&amp;quot; button - adds a user to a page&apos;s fan base Facebook &amp;quot;send&amp;quot; button - sends a link to a product or article, along with a short message, to Facebook friends Twitter &amp;quot;follow&amp;quot; button- enables a user to follow a Twitter account  Facebook comments box - allows retailers to add Facebook ’s comment boards to their pages Google +1 - allows Google account users to &amp;quot;vote&amp;quot; for search results thus recommending the page  
  • http://www.mrelevance.com/02/integrate-email-into-your-social-media-program/ http://mashable.com/2010/06/21/social-media-email-marketing-2/
  • Social shopping spans a wide range of definitions but can largely be divided into four categories. Primary benefit is to generate revenue and also increase brand awareness. &amp;quot;Shop Together Friends&amp;quot; developed by Decision Step  -  ShopTogether Friends enables a shopper to invite a friend to navigate the retail site with them, and also to post products she likes or has questions about to Facebook, MySpace and Twitter.  http://www.decisionstep.com/solutions/social-shopping/shoptogether-friends/ Social Shopping Sites: Polyvore: allows users to create sets (using products) and share on personal social media sites - vote for favorite sets, etc. Polyvore:http://www.businessoffashion.com/2010/08/ceo-talk-sukhinder-singh-cassidy-chief-executive-officer-polyvore.html#more-14487 http://thenextweb.com/socialmedia/2011/03/08/the-key-trends-in-social-commerce/   http://www.internetretailer.com/2010/03/23/social-shopping-tool-helps-drive-15-increase-in-sales-at-a-skin http://www.internetretailer.com/2011/03/14/want-sell-more-products-impress-shoppers-friends http://www.internetretailer.com/2011/03/23/cafepresscom-2011-all-about-mobile-social-and-global -Last stat: Product recommendations from friends and relatives inspire consumers to visit e-commerce sites more often than does advice from product experts or retailers, suggest survey data from Wantlet Inc., a social commerce company. The findings are based on a survey of some 700 consumers.
  • http://mashable.com/2011/06/03/snoop-dogg-facebook-likes/ http://mashable.com/2011/03/22/facebook-commerce-retailers/?utm_source=feedburner&amp;utm_medium=feed&amp;utm_campaign=Feed%3A+Mashable+%28Mashable%29
  • The Value of Being Social in Online Retail

    1. 2. <ul><li>Over 80% of Americans use Social Media Monthly </li></ul><ul><li>  93% of Americans who use social media believe a company should have a presence in social media </li></ul><ul><li>85% of Americans who use social media believe a company should interact with its consumers via social media </li></ul><ul><li>U.S. social commerce sales will reach $30 billion by 2015, which will represent 12% of total U.S. e-commerce sales </li></ul>Source: U.S. Commerce Department, The Broad Reach of Social Technologies, Go-Globe.com Why is Social Media important to online retailers?
    2. 3. Customer Service <ul><li>Benefits: </li></ul><ul><li>Reduce call and email volume </li></ul><ul><li>Build FAQ's </li></ul><ul><li>Make a brand advocate out of a mistake  </li></ul><ul><li>Increase customer loyalty  </li></ul><ul><li>Increase customer lifetime value </li></ul><ul><li>Word of mouth potential </li></ul><ul><li>Letting your customers talk to each other  </li></ul><ul><li>Team satisfaction </li></ul>Source: Cone Business in Social Media Study
    3. 4. <ul><li>Benefits: </li></ul><ul><li>Unbiased content that helps sell prospective customers </li></ul><ul><li>&quot;Free&quot; content </li></ul><ul><li>Consistent fresh content means SEO benefit </li></ul><ul><li>Share-able content </li></ul>Content User Generated Reviews, Social Updates Produced Blog, Video <ul><li>Benefits: </li></ul><ul><li>SEO advantage </li></ul><ul><li>Easy syndication </li></ul><ul><li>Personalization opportunity </li></ul><ul><li>Decreasing production costs </li></ul><ul><li>Engagement method </li></ul><ul><li>Product showcase </li></ul>
    4. 5. and confirm <ul><li>  How Social Media Impacts SEO: </li></ul><ul><ul><li>Inbound links </li></ul></ul><ul><ul><li>Direct Influence </li></ul></ul><ul><ul><li>Real Time Search </li></ul></ul><ul><ul><li>User Generated Content </li></ul></ul><ul><ul><li>Brand Related Searches </li></ul></ul><ul><ul><li>Reputation Management </li></ul></ul><ul><ul><li>Social Search </li></ul></ul>Source: http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389 SEO Social Signals Impact Rankings
    5. 6.   <ul><li>  Methods : </li></ul><ul><li>Repeating promotions </li></ul><ul><li>Twitter # chats </li></ul><ul><li>Influencer reviews </li></ul><ul><li>Guest hosts </li></ul><ul><li>Response baiting </li></ul><ul><li>Content varying: videos, photos, questions, information </li></ul>Audience Building <ul><li>  Benefits : </li></ul><ul><li>Brand building </li></ul><ul><li>Potential customer base expansion </li></ul><ul><li>Quality control survey pool </li></ul><ul><li>Testing ground for larger scale promotions </li></ul>
    6. 7. <ul><li>Benefits: </li></ul><ul><li>Credibility </li></ul><ul><li>Encourages commitment </li></ul><ul><li>Adds approachability </li></ul><ul><li>Builds trust </li></ul>Humanization
    7. 8. <ul><li>Benefits:   </li></ul><ul><ul><li>Heighten potential for sharing </li></ul></ul><ul><ul><li>Build credibility </li></ul></ul><ul><ul><li>Increase conversions </li></ul></ul><ul><ul><li>Help SEO efforts </li></ul></ul><ul><li>Examples:  </li></ul><ul><ul><li>Social bookmarking buttons on your blog  </li></ul></ul><ul><ul><li>Facebook &quot;like&quot; button  </li></ul></ul><ul><ul><li>Google +1 </li></ul></ul><ul><ul><li>Facebook &quot;send&quot; button  </li></ul></ul><ul><ul><li>Twitter &quot;follow&quot; button </li></ul></ul><ul><ul><li>Facebook comments box </li></ul></ul><ul><ul><li>Customer Reviews </li></ul></ul><ul><ul><li>Widgets </li></ul></ul>Store Integration
    8. 9. <ul><li>Methods: </li></ul><ul><ul><li>Social sharing as main message </li></ul></ul><ul><ul><li>Highlight social contest winners </li></ul></ul><ul><ul><li>Answer FAQs on social sites </li></ul></ul><ul><ul><li>Blog content as email message material </li></ul></ul>Email Integration Source: GetResponse Email Marketing <ul><li>Benefits: </li></ul><ul><li>Social accounts are a source for opt-in list-building </li></ul><ul><li>Enables email marketers and subscribers to engage in real time </li></ul><ul><li>Social icons in email allow easy sharing of message beyond the inbox </li></ul>
    9. 10. <ul><li>Group Shopping Sites </li></ul><ul><li>  </li></ul><ul><li>Recommendation Engines </li></ul>Social Shopping Source: Social eCart , Wantlet Categories: Group Shopping Sites Encourage groups of people to buy together at wholesale prices Shopping communities Users communicate and aggregate information about products, prices, and deals Recommendation engines The in-store analogy is asking a fellow shopper for advice Shared Shopping Mechanisms Allow shoppers to form ad-hoc collaborative shopping groups Shared Shopping Shopping communities
    10. 11. <ul><li>Methods: </li></ul><ul><ul><li>Facebook &quot;Shop&quot; app </li></ul></ul><ul><ul><li>Pay Per Click Advertising </li></ul></ul><ul><ul><li>Early product releases </li></ul></ul><ul><ul><li>Private product sales </li></ul></ul><ul><ul><li>Exclusive deals   </li></ul></ul><ul><ul><li>&quot;Like-gating” </li></ul></ul><ul><ul><li>(Groupon-like incentivizing) </li></ul></ul><ul><ul><li>Apps </li></ul></ul>Drive Sales

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