Using Social Media to Stand Out From the E-tailing Crowd


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In the crowded and competitive online retail market, success is all about defining a unique position in the minds of your customers. Price and selection are commodities; these days customers must want to do business with you. That means your culture and your people are your greatest asset.

Social media tools present new opportunities to stand out from the crowd. Wouldn't you like to have the e-mail the customers actually look forward to receiving? You can enjoy that privileged position when you unleash the creative voices in your organization, involve your customers in the conversation and spread the good word through e-mail marketing. These days, culture and service drive sales. The key is to find your voice and amplify through all the channels you can. Paul Gillin looks at how successful retailers are using the new tools of online publishing to

reinvent customer relationships.

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Using Social Media to Stand Out From the E-tailing Crowd

  1. 1. Using Social Media to Stand Out From the E-tailing Crowd<br />Paul Gillin<br />Author<br />The New Influencers<br />Secrets of Social Media Marketing<br />Social Marketing to the Business Customer<br />1<br />
  2. 2. Chaos Theory<br />Small Is the New Big<br />Less Marketing is More Marketing<br />Gain Control By Giving Up Control<br />Publication Is a Beginning, Not an End<br />
  3. 3. The Way We Were<br /><ul><li>Message
  4. 4. Impressions
  5. 5. Reach & Frequency
  6. 6. Retention
  7. 7. CPM
  8. 8. Recall
  9. 9. Share of Voice
  10. 10. Coverage
  11. 11. Rate Base</li></li></ul><li>The Media in Collapse<br />Average age of US daily newspaper reader: 57<br />Reduction in US newsroom staffs since 2001: 45%<br />US Magazine Circulation<br />Growth in NBC prime time audience, 2008: -14.3%<br />Age of average network evening news viewer: 63<br />
  12. 12.
  13. 13. People Streams<br />Source: Elliance, Inc.<br />
  14. 14. New Media Facts<br /><ul><li>Facebook is the fastest growing consumer product in history
  15. 15. Word-of-mouth marketing spending will hit $3B by 2013
  16. 16. 93% of B2B buyers use search to begin the buying process
  17. 17. Direct-mail spending is expected to decline nearly 40% by 2014
  18. 18. 80% of IT decision-makers say word of mouth is their most important source when making buying decisions
  19. 19. Google Processes 38,000 search queries every second</li></ul>Survey of 105 Marketers, April, 2010<br />
  20. 20. No One Needs to Listen Anymore<br />If You’re Not Helping, They’re Not Listening<br />
  21. 21. New World Prospecting<br />OUTBOUND <br />Bottom-up lead gen<br />Enhanced lead qualification<br />Multiple points of engagement<br />INBOUND <br />SEO<br />Blogs<br />Twitter<br />Content Premiums<br />Word of Mouth<br />
  22. 22. The Funnel Is Flattening<br />Source: Monitor<br />
  23. 23.
  24. 24. Thanks to Web Analytics…<br />March 30<br />Prospect reaches website through search query "small business accounting," views four pages and subscribes to newsletter.<br />April 4<br />Prospect responds to e-mail invitation for "Choosing Small Business Accounting Software" webcast 30 minutes after e-mail is sent.<br />April 9<br />Prospect attends webcast, stays 45 minutes and submits a question related to legal practices.<br />April 10<br />Prospect clicks link in webcast summary e-mail to visit product description page. He downloads PDF of product brochure about software for legal practices.<br />April 12<br />Prospect downloads trial version of your small business accounting software for legal practices.<br />Oh, the Things That You’ll Know!<br />
  25. 25. Credibility Through Validation<br />Source: Elliance, Inc.<br />
  26. 26. “More than half of all online shoppers use Facebook, and among those shoppers who engage in social media, 81% are on Facebook…[O]nly a quarter of the top 100 online retailers by sales volume have a formal Facebook presence, and another quarter have less than 10,000 fans.”<br />--MediaPost, 2/9/10, quoting ForeSee research<br />“Of the 69% of online shoppers who say they use social media sites, 56% choose to proactively interact with companies on social sites by friending or following at least one retailer. This is an amazing testament to customer loyalty.”<br />--MultiChannel Merchant, 2/16/10, quoting the same study<br />Social Disconnect<br />
  27. 27. Useful – Or Invisible<br />A Google Search for “Personal Computer” Gives You…<br />Not a single computer dealer appears in the top 1,000 search results!<br />
  28. 28. Blogging for Business<br />73 blogs<br />17 bloggers<br />600% jump in leads<br />Top quality<br />“Get engineers talking to engineers and get everyone else out of the middle.”<br />Rick Short, Marcom Director<br />
  29. 29. The Fastest Way to Get Noticed<br />…But remember it’s about thought leadership, not pushing products<br />
  30. 30. What You’re Looking For<br />Search Visibility<br />Persistent Links<br />Content Syndication<br />Word of Mouth<br />Targeted Communities<br />Conversation<br />
  31. 31. Link Love<br />
  32. 32. Facebook is the New Home Page<br />Tip: Test promotions here before rolling them out in a direct marketing campaign<br />
  33. 33. The Power of 130<br />The average Facebook member has 130 friends, who each receive notifications of their network’s Facebook activities<br />
  34. 34. Twitter Is the New Talks Radio<br />Hundreds of e-tailers are using it to broadcast specials, find customers and engage in conversations with their customers<br />
  35. 35. A Versatile Tool<br />Promotions<br />Contests<br />Aggregators<br />Marketing<br />Tip: Search for people asking questions about your products or services. Those are potential buyers!<br />
  36. 36. Engage Popular People<br />
  37. 37. New Publishing Lifecycle<br />Begins as a tweet<br />Becomes a blog post<br />Create modular, reusable content that can be displayed via multiple media<br />Feeds a podcast<br />That gets tweeted!<br />Stokes a white paper<br />
  38. 38. Publish Everywhere<br />
  39. 39. Customize the Message<br />Hey, Bobby:<br />Dear Robert:<br />Duuuuude!<br />@bob:<br />
  40. 40. Social Users Engage Differently<br />
  41. 41. E-mail Binds Your Community Together!<br />
  42. 42. Generate Leads<br />
  43. 43. Spread the Message<br />Corporate website<br />Feed Aggregator<br />Partner website<br />Email Newsletter<br />
  44. 44. <ul><li>Social media for awareness, e-mail for retention
  45. 45. Be consistent, constructive and helpful
  46. 46. Offer multiple entry points: something for everyone
  47. 47. Promote through every possible channel
  48. 48. Help, don’t sell
  49. 49. Subscribership = membership
  50. 50. Invite feedback wherever possible
  51. 51. Drive traffic to other channels</li></ul>In Summary<br />
  52. 52. Thank you!<br />Site:<br />Blog:<br />Twitter: pgillin<br />Paul Gillin<br />508-656-0734<br /><br />