The document discusses social selling tips for Amazon sellers. It outlines the typical customer journey when purchasing a product on Amazon, from initial awareness through consideration and decision. It suggests that social media can enhance the customer journey by providing branded social posts and discussions that influence customers prior to viewing Amazon product pages. The document also provides tips on using social media for customer service and complaints management. Finally, it promotes the speaker's social media marketing agency and an upcoming Amazon seller conference.
Online Reputation Marketing – How Optimizing Brand Presence Impacts your Reve...Subhakar Rao Surapaneni
The presentation explains the importance of practices of online reputation marketing. Online brand identity is the lifeblood for brands to thrive in the business competition. Business reputation is all about online reviews, comments and likes. One negative review can tarnish years of service & reputation built by brands. The PPT explains tools and dynamic ways how brands should safeguard them on the digital platform from wrong perceptions that can lead to bad online brand image.
This document discusses why voicing disapproval of a product is counterproductive. It argues that expressing negative opinions actually promotes the product by drawing more attention and discussion, expanding the potential customer base. While some will never buy due to moral objections, others who were previously unaware may now purchase it after hearing debates. Attempts to ban products also tend to fail if they have rating approval. Overall, voicing disapproval is futile as it won't change the views of those who disagree and may unintentionally advertise to potential new customers.
The document provides tips and guidelines for starting an effective blog. It recommends monitoring other blogs, leaving comments, and choosing a topic you are passionate about to engage your target audience. It also stresses the importance of transparency, accountability, and building an audience through regular updates and comments on other blogs. The document offers advice on choosing blog platforms, designing branding elements, and using tags and categories to improve searchability.
This document provides information about Ronald Van Den Hoff and various online platforms and websites related to him. It lists his personal blog, social network profiles, and websites for reviews and participating in meetings. It also mentions sharing content with friends on networks like Facebook, Flickr, and LinkedIn. The document gives contact and profile information for Ronald Van Den Hoff across multiple online domains.
Customer service should have a presence on social media to engage with customers, build trust through conversations, and eventually convert them to purchases. The document discusses who should "own" social media for a company and provides case studies of companies like Xbox, Zune, and Caesars Entertainment that have successful social media customer support presences. It concludes by providing tips for companies to get started with social media customer service, such as getting approval from legal and marketing, creating separate support accounts, responding to mentions, and being timely and personable.
Michael Vorel, CEO of Vastplanet.com on leading Ecommerce Trends, Online Merchants, Conversion Strategies and features high volume affiliate marketing sites. Presentation includes takeaway affiliate marketing strategies and industry trends.
Online Reputation Marketing – How Optimizing Brand Presence Impacts your Reve...Subhakar Rao Surapaneni
The presentation explains the importance of practices of online reputation marketing. Online brand identity is the lifeblood for brands to thrive in the business competition. Business reputation is all about online reviews, comments and likes. One negative review can tarnish years of service & reputation built by brands. The PPT explains tools and dynamic ways how brands should safeguard them on the digital platform from wrong perceptions that can lead to bad online brand image.
This document discusses why voicing disapproval of a product is counterproductive. It argues that expressing negative opinions actually promotes the product by drawing more attention and discussion, expanding the potential customer base. While some will never buy due to moral objections, others who were previously unaware may now purchase it after hearing debates. Attempts to ban products also tend to fail if they have rating approval. Overall, voicing disapproval is futile as it won't change the views of those who disagree and may unintentionally advertise to potential new customers.
The document provides tips and guidelines for starting an effective blog. It recommends monitoring other blogs, leaving comments, and choosing a topic you are passionate about to engage your target audience. It also stresses the importance of transparency, accountability, and building an audience through regular updates and comments on other blogs. The document offers advice on choosing blog platforms, designing branding elements, and using tags and categories to improve searchability.
This document provides information about Ronald Van Den Hoff and various online platforms and websites related to him. It lists his personal blog, social network profiles, and websites for reviews and participating in meetings. It also mentions sharing content with friends on networks like Facebook, Flickr, and LinkedIn. The document gives contact and profile information for Ronald Van Den Hoff across multiple online domains.
Customer service should have a presence on social media to engage with customers, build trust through conversations, and eventually convert them to purchases. The document discusses who should "own" social media for a company and provides case studies of companies like Xbox, Zune, and Caesars Entertainment that have successful social media customer support presences. It concludes by providing tips for companies to get started with social media customer service, such as getting approval from legal and marketing, creating separate support accounts, responding to mentions, and being timely and personable.
Michael Vorel, CEO of Vastplanet.com on leading Ecommerce Trends, Online Merchants, Conversion Strategies and features high volume affiliate marketing sites. Presentation includes takeaway affiliate marketing strategies and industry trends.
This document provides information on marketing local farms and food online. It discusses changing internet usage statistics and the importance of buying local. Good website content like high quality photos and product videos are emphasized. Tips are given for crafting an online story and conducting competitive analysis. Various options for an online presence are outlined, including online maps, business directories, social media, blogs and websites. Creating newsletters and measuring strategy effectiveness are also covered. The goal is to help farmers get ideas for establishing and improving their digital marketing.
This document analyzes Amazon's social media strategy and presence. It finds that Amazon has a strong social media presence, connecting with customers through frequent posts on sites like Facebook and Instagram. However, it could improve by having more localized content and a more consistent voice across channels. Opportunities exist in creating higher quality images for Facebook and using Instagram links to drive sales. Threats include the rise of local competitors and negative customer impressions from poor service issues.
E-Commerce Site Deconstruction: Strategies for AffiliatesAffiliate Summit
As an e-commerce web developer and affiliate marketer for 11 years, Michael Vorel will deconstruct leading e-commerce web sites to uncover strategies and trends that can be utilized by affiliates.
Brent Leary is a CRM consultant and industry analyst. Before 2004, he implemented CRM solutions for businesses. After 2004, he became an analyst advising companies like Intuit and Microsoft. He started blogging and podcasting about social media and CRM in the late 2000s. He saw the rise of social media and its importance for businesses to engage with customers. He advocates for an approach called "social CRM" where companies automate content creation, analyze social data, and engage boldly with customers online.
Optimizing Amazon: Your Product Search Frenemy and Social Media IdolGoDataFeed
The document discusses strategies for optimizing Amazon listings and leveraging social media to promote products on Amazon. It provides tips for factors that influence Amazon search ranking, how to optimize listings, and ideas for integrating social platforms like giving away products, linking from posts to product pages, and promoting charitable causes through AmazonSmile. The presentation aims to teach retailers how to improve Amazon sales and engagement through data and social media strategies.
5 social media trends to watch according to Justin Goldsborough:
1. The increasing business value of social media in engagement, customer service, thought leadership, and lead generation.
2. The importance of listening to social media conversations to avoid costly missteps made by brands that failed to listen.
3. The rise of content marketing through social media personalities like the Old Spice guy.
4. The need to reach the right targeted audiences with your message rather than just focusing on numbers of followers.
5. The blurring lines between traditional and social media as journalists increasingly use sources from Twitter and Facebook.
Voice of the Customer: Understand Customers through Surveys, Focus Groups, an...Americaneagle.com
The document discusses how companies can use surveys, focus groups, and other research methods to understand their customers better through Voice of the Customer initiatives. It provides examples of how the research firm Clear Voice can help companies gather both quantitative and qualitative feedback from customers through online surveys, panels, shop-alongs, and other traditional and social media-based research techniques. Understanding customers is important for businesses to create loyal customers who will recommend the company to others.
Social media allows brands to listen to customers, engage with them, and build communities. While it provides opportunities to strengthen relationships and gain insights, it also risks loss of control over messaging and negative publicity. Platforms like Twitter, blogs, and social networks are important to monitor. Case studies show the importance of responding quickly to issues and embracing user advocacy, as seen with Burger King, but also the risks of heavy-handed actions, as with Snickers. International brands like Zappos, Dell, and Ford demonstrate how to effectively engage customers through social media.
Social commerce engines (sCEs) will power next generation market research by providing data from online consumer interactions with products such as ratings, reviews, questions and answers. This will allow researchers to analyze real consumer experiences and behaviors toward products at a more granular level than traditional surveys. By integrating sCE data with existing research methods and assets, researchers can gain broader insights into how consumers consider and experience products across markets and online touchpoints like never before. This new landscape will revolutionize how companies understand shoppers and make product decisions.
Eric Swayne, Director of Social Analytics & Insights at M/A/R/C Research, highlighted the business applications of social media at the National Association of Local Advertisers in June 2011.
21 Content & Engagement Strategies (Part 2 of 2)Social4Biz
Part 4 of the Facebook series. Copy & paste the following into your browser to view: http://social4biz.com/2012/secrets-to-facebook-success-video-4-content-and-engagement/
The document provides guidance on how small businesses can effectively utilize social media marketing. It discusses the importance of being social online by listening to and engaging with fans, thanking customers, and sharing ideas. It then examines case studies of three small businesses that have found success through social media by regularly posting content that promotes interactions. The key lesson is that being social builds customer loyalty and encourages word-of-mouth advertising, helping to drive traffic and future opportunities for small businesses.
C.C. Chapman discusses how to build participation in your community by harnessing the power of passion. Chapman explains that passion is contagious and shares examples of how giving fans ownership and a voice can help spread passion. The key lessons are to listen to your community, allow many voices to be heard to tell a full story, and give people something to talk about in order to generate interest and participation over time.
This document discusses strategies for boosting sales on non-English markets through listing translations. It recommends focusing on Germany, UK, France, Spain and Italy initially. Translating listings and using keywords in other languages are important. Proper keyword research and testing different keywords and titles is also recommended. Using tools like Google Translate can help but proper translations are better.
This document summarizes a presentation about optimizing Amazon PPC campaigns. It discusses:
1) Testing different bid amounts to determine the ad position achieved at each bid level and the frequency of appearance. Higher bids resulted in ads appearing more often in higher positions.
2) Factors like budget and desired visibility determine the optimal bid level. For consistent top visibility, a bid of $1.50 was needed.
3) Amazon treats singular and plural keywords the same, so bidding differently can result in the higher bid winning for both.
4) Creating a spreadsheet to track product properties like size, color, etc. and using this to negatively target expansions and related terms for sibling SKUs to improve
This document discusses strategies for private label brand protection on Amazon. It outlines issues like unauthorized sellers, counterfeiters, and intellectual property infringement. It then describes tools and procedures for protecting trademarks, trade dress, patents, and copyrights. These include identifying hijackers, issuing cease and desist letters, reporting infringement to Amazon, and considering litigation if needed. Specific defenses, Amazon's patent program, and DMCA provisions are also covered. The presentation aims to help brands protect their intellectual property on e-commerce platforms like Amazon.
This document discusses strategies for private label brand protection on Amazon. It outlines issues like unauthorized sellers, counterfeiters, and intellectual property infringement. It then describes tools and procedures for protecting trademarks, trade dress, patents, and copyrights. These include identifying hijackers, issuing cease and desist letters, reporting infringement to Amazon, and considering litigation if needed. Specific defenses, Amazon's patent program, and DMCA provisions are also covered. The presentation aims to help brands protect their intellectual property on e-commerce platforms like Amazon.
This document describes the Amazon selling case study of Chris Buckley. It details how he and his wife Helen started selling baby hand and foot casting kits on Amazon in 2017 as a side business. They began with 4 product offerings and saw steady sales growth from £1.3k in the first month to £21k in November. However, their Amazon seller account was suddenly closed in early December due to a bank account name issue. After resolving it, they were able to resume sales through the holiday season. Looking ahead, they plan to expand their product line, improve packaging instructions, and grow the business further.
This document provides a list of questions that clients should ask any new web development agency. It includes questions about project scope and cost, personnel experience, examples of previous work, client involvement, website optimization plans, and how results will be measured. The document also discusses topics like templates vs custom builds, in-house vs outsourced work, and what to do if issues arise after launch.
This document provides information on marketing local farms and food online. It discusses changing internet usage statistics and the importance of buying local. Good website content like high quality photos and product videos are emphasized. Tips are given for crafting an online story and conducting competitive analysis. Various options for an online presence are outlined, including online maps, business directories, social media, blogs and websites. Creating newsletters and measuring strategy effectiveness are also covered. The goal is to help farmers get ideas for establishing and improving their digital marketing.
This document analyzes Amazon's social media strategy and presence. It finds that Amazon has a strong social media presence, connecting with customers through frequent posts on sites like Facebook and Instagram. However, it could improve by having more localized content and a more consistent voice across channels. Opportunities exist in creating higher quality images for Facebook and using Instagram links to drive sales. Threats include the rise of local competitors and negative customer impressions from poor service issues.
E-Commerce Site Deconstruction: Strategies for AffiliatesAffiliate Summit
As an e-commerce web developer and affiliate marketer for 11 years, Michael Vorel will deconstruct leading e-commerce web sites to uncover strategies and trends that can be utilized by affiliates.
Brent Leary is a CRM consultant and industry analyst. Before 2004, he implemented CRM solutions for businesses. After 2004, he became an analyst advising companies like Intuit and Microsoft. He started blogging and podcasting about social media and CRM in the late 2000s. He saw the rise of social media and its importance for businesses to engage with customers. He advocates for an approach called "social CRM" where companies automate content creation, analyze social data, and engage boldly with customers online.
Optimizing Amazon: Your Product Search Frenemy and Social Media IdolGoDataFeed
The document discusses strategies for optimizing Amazon listings and leveraging social media to promote products on Amazon. It provides tips for factors that influence Amazon search ranking, how to optimize listings, and ideas for integrating social platforms like giving away products, linking from posts to product pages, and promoting charitable causes through AmazonSmile. The presentation aims to teach retailers how to improve Amazon sales and engagement through data and social media strategies.
5 social media trends to watch according to Justin Goldsborough:
1. The increasing business value of social media in engagement, customer service, thought leadership, and lead generation.
2. The importance of listening to social media conversations to avoid costly missteps made by brands that failed to listen.
3. The rise of content marketing through social media personalities like the Old Spice guy.
4. The need to reach the right targeted audiences with your message rather than just focusing on numbers of followers.
5. The blurring lines between traditional and social media as journalists increasingly use sources from Twitter and Facebook.
Voice of the Customer: Understand Customers through Surveys, Focus Groups, an...Americaneagle.com
The document discusses how companies can use surveys, focus groups, and other research methods to understand their customers better through Voice of the Customer initiatives. It provides examples of how the research firm Clear Voice can help companies gather both quantitative and qualitative feedback from customers through online surveys, panels, shop-alongs, and other traditional and social media-based research techniques. Understanding customers is important for businesses to create loyal customers who will recommend the company to others.
Social media allows brands to listen to customers, engage with them, and build communities. While it provides opportunities to strengthen relationships and gain insights, it also risks loss of control over messaging and negative publicity. Platforms like Twitter, blogs, and social networks are important to monitor. Case studies show the importance of responding quickly to issues and embracing user advocacy, as seen with Burger King, but also the risks of heavy-handed actions, as with Snickers. International brands like Zappos, Dell, and Ford demonstrate how to effectively engage customers through social media.
Social commerce engines (sCEs) will power next generation market research by providing data from online consumer interactions with products such as ratings, reviews, questions and answers. This will allow researchers to analyze real consumer experiences and behaviors toward products at a more granular level than traditional surveys. By integrating sCE data with existing research methods and assets, researchers can gain broader insights into how consumers consider and experience products across markets and online touchpoints like never before. This new landscape will revolutionize how companies understand shoppers and make product decisions.
Eric Swayne, Director of Social Analytics & Insights at M/A/R/C Research, highlighted the business applications of social media at the National Association of Local Advertisers in June 2011.
21 Content & Engagement Strategies (Part 2 of 2)Social4Biz
Part 4 of the Facebook series. Copy & paste the following into your browser to view: http://social4biz.com/2012/secrets-to-facebook-success-video-4-content-and-engagement/
The document provides guidance on how small businesses can effectively utilize social media marketing. It discusses the importance of being social online by listening to and engaging with fans, thanking customers, and sharing ideas. It then examines case studies of three small businesses that have found success through social media by regularly posting content that promotes interactions. The key lesson is that being social builds customer loyalty and encourages word-of-mouth advertising, helping to drive traffic and future opportunities for small businesses.
C.C. Chapman discusses how to build participation in your community by harnessing the power of passion. Chapman explains that passion is contagious and shares examples of how giving fans ownership and a voice can help spread passion. The key lessons are to listen to your community, allow many voices to be heard to tell a full story, and give people something to talk about in order to generate interest and participation over time.
This document discusses strategies for boosting sales on non-English markets through listing translations. It recommends focusing on Germany, UK, France, Spain and Italy initially. Translating listings and using keywords in other languages are important. Proper keyword research and testing different keywords and titles is also recommended. Using tools like Google Translate can help but proper translations are better.
This document summarizes a presentation about optimizing Amazon PPC campaigns. It discusses:
1) Testing different bid amounts to determine the ad position achieved at each bid level and the frequency of appearance. Higher bids resulted in ads appearing more often in higher positions.
2) Factors like budget and desired visibility determine the optimal bid level. For consistent top visibility, a bid of $1.50 was needed.
3) Amazon treats singular and plural keywords the same, so bidding differently can result in the higher bid winning for both.
4) Creating a spreadsheet to track product properties like size, color, etc. and using this to negatively target expansions and related terms for sibling SKUs to improve
This document discusses strategies for private label brand protection on Amazon. It outlines issues like unauthorized sellers, counterfeiters, and intellectual property infringement. It then describes tools and procedures for protecting trademarks, trade dress, patents, and copyrights. These include identifying hijackers, issuing cease and desist letters, reporting infringement to Amazon, and considering litigation if needed. Specific defenses, Amazon's patent program, and DMCA provisions are also covered. The presentation aims to help brands protect their intellectual property on e-commerce platforms like Amazon.
This document discusses strategies for private label brand protection on Amazon. It outlines issues like unauthorized sellers, counterfeiters, and intellectual property infringement. It then describes tools and procedures for protecting trademarks, trade dress, patents, and copyrights. These include identifying hijackers, issuing cease and desist letters, reporting infringement to Amazon, and considering litigation if needed. Specific defenses, Amazon's patent program, and DMCA provisions are also covered. The presentation aims to help brands protect their intellectual property on e-commerce platforms like Amazon.
This document describes the Amazon selling case study of Chris Buckley. It details how he and his wife Helen started selling baby hand and foot casting kits on Amazon in 2017 as a side business. They began with 4 product offerings and saw steady sales growth from £1.3k in the first month to £21k in November. However, their Amazon seller account was suddenly closed in early December due to a bank account name issue. After resolving it, they were able to resume sales through the holiday season. Looking ahead, they plan to expand their product line, improve packaging instructions, and grow the business further.
This document provides a list of questions that clients should ask any new web development agency. It includes questions about project scope and cost, personnel experience, examples of previous work, client involvement, website optimization plans, and how results will be measured. The document also discusses topics like templates vs custom builds, in-house vs outsourced work, and what to do if issues arise after launch.
Explore the key differences between silicone sponge rubber and foam rubber in this comprehensive presentation. Learn about their unique properties, manufacturing processes, and applications across various industries. Discover how each material performs in terms of temperature resistance, chemical resistance, and cost-effectiveness. Gain insights from real-world case studies and make informed decisions for your projects.
10. Purchasing the product
The Customer Journey
Search Engine
Searching Amazon
Amazon reviews
Price
Shipping options
CONSIDERATIONAWARENESS DECISION
Leaving a great review
11. Purchasing the product
The Customer Journey - with social
Search Engine
Searching Amazon
A branded social post
Discussions about brand or
product
Amazon reviews
Price
Shipping options
Brand personality
What others are saying
CONSIDERATIONAWARENESS DECISION
Leaving a great review
13. Social Media and Customer Service
Customer Complaints/Queries Management
Date Name Platform Complaint/Query
Details from customer sent?
(email, contact number)
Status
26/03/19 John Smith
Twitter
(direct message)
My new oven dish was already damaged when it
arrived. What’s the best way to organise a
replacement?
Requested - pending feedback Yes, details to follow
01/04/19 Amy Zone Facebook
I love your products but I was devastated when my
super soaker broke! Do you know why this has
happened?
Yes Resolved
03/04/19 Joe Bloggs Instagram (tagged) I’m so happy with my new top, it looks great! Yes
Customer has been
contacted and thanked
beth@socialb.co.uk
15. Social Media Content Calendar
Company/industry/national event
Bank holidays/school holidays
Sharing relevant news
Product/sales promotion
Sharing blog content
beth@socialb.co.uk
16. Where is your Amazon traffic coming from?
www.bitly.com
18. We are International Digital
Marketing Experts
Our UK Based team exist to provide world
leading digital training & digital services
Our Accreditations & Partners
23. POWERED BY
WANT TO SPONSOR OUR NEXT
CONFERENCE THIS OCTOBER?
EMAIL PS@ONLINESELLERUK.COM TO
FIND OUT MORE
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24. POWERED BY
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Editor's Notes
Digital Marketing Executive at SocialB - a boutique international digital marketing agency.
We work with a number of ecommerce clients, including those who sell on Amazon, to help turn online traffic into sales.
Poll:
How many of you have social media accounts for your businesses?
How many of you created a social media account but not really sure why you have it/how to use it?
Today we’ll run through how Amazon sellers can use social media to your best advantage and give you some tips/ideas for running your profiles.
Imagine squinting at a typical Amazon product page…
We all know that an Amazon product page isn’t the most flexible or inspiring. It’s difficult to show off your brand’s personality/values.
You can have the most exciting product/brand ever but this is somewhat lost on your typical Amazon product page
Take a look here, if you squint, you can barely tell that one of these is a vacuum cleaner and the other is a nerf gun supersoaker!
This is by design -
Amazon only allows for limited brand marketing on their platform. They want to retain ownership of their customers, rather than help them buy into your business and your brand
Despite this, you still need to - or at least want to - create a loyal following for your business - rather than waiting for Amazon users to stumble across your products when they decide they want to buy something, you want to spread the word and encourage repeat purchases.
Social media can be a more proactive approach to marketing your Amazon business - you’re building an online community around your brand. If people can 1: see your brand name more often, and 2: see your brand name in connection with conversations, reviews, blogs and other online content, not just in the context of advertising - people will buy from you on Amazon because they buy into your brand, not just because your product was the cheapest/most convenient.
Another quick poll - who has taken to social media personally to talk about a recent purchase or a product? Positive or negative?
That vacuum cleaner on the previous slide was by a brand called HoLife.
HoLife don’t have any social media presence. But you’ll see here that people are still taking to social media to talk about the product and make jokes about the brand name. These conversations will happen on social - so you can either be there to participate in the conversations, or let them unfold without your involvement or control.
On social media, consumers often freely offer what amount to reviews, product insights, and even content marketing for the brands that they purchase from.
The art of monitoring these conversations is called social listening.
Social listening is the process of monitoring digital conversations to understand what customers are saying about a brand and industry online. ... It is also used to surface feedback that could help to differentiate your brand, product, or service.
Particularly if you’re 1P instead of 3P, you’re not privvy to your products sales data and you don’t get the same level of customer insights. For instance, your products could be frequently getting returned to Amazon and you wouldn’t necessarily know about it. But by actively monitoring what people are saying about you, your products, and even your competitors - you’ve got access to a wealth of information about opportunities to improve and grow.
A great example of how a brand acted on social listening is Gillette. This was a few years ago now,
Saw conversations on social from carers about the difficulty of shaving the faces of their husbands/fathers/sons. This prompted further research from Gillette.
was named in Time magazine as one of the best inventions of 2018.
On social media, consumers often freely offer what amount to reviews, product insights, and even content marketing for the brands that they purchase from.
Another great example of this is Mrs Hinch and Minky cleaning products...
Cleaning sensation Sophie Hinchliffe - aka Mrs Hinch - posts Instagram stories of her cleaning her house. She caused a frenzy last year when she told her millions of Instagram followers about one of her secret weapons.
The mum from Essex swears by the green antibacterial double-sided pad, which she calls 'Minkeh', to clean surfaces in her kitchen and bathroom. Shoppers flocked to try and get their hands on one causing the Minky website to crash, the product to immediately sell out every time it was restocked, and forcing some stores to 'ration' them to three per person.
Minky didn’t even have an Instagram account when Mrs Hinch first started including Minky products in her Instagram stories. But after they discovered why their green double-sided cleaning pad was flying off the virtual shelves, they quickly created one and they now have 186000 followers!
On social media, consumers often freely offer what amount to reviews, product insights, and even content marketing for the brands that they purchase from. The only catch is that brands don’t know exactly where these conversations are taking place.
Best way to monitor conversations on social - you can follow relevant hashtags about your brand/product/industry. There are paid tools which can do it for you, such as Hootsuite, Talkwalker, and Buzzsumo.
Now to give you a basic overview of how you can use social media to enhance your customers’ buying journey.
https://www.instagram.com/minkyhomecare/
https://www.instagram.com/mrshinchhome/
This is just to give you an overview of how social media fits into the current customer journey - this is obviously a very simplified version!
This is the basic customer journey without social media -
Customer wants a vacuum cleaner, customer goes to Amazon and finds their chosen vacuum cleaner -
They consider price, when they can have it, what others think. They want it as soon as possible because their other vacuum cleaner is broken, they buy it.
Delighted with how clean their carpets are now, they leave a great review - which will be seen by the next load of customers who land on that product page.
And this is how social media can enhance that journey
At the awareness stage - rather than waiting for a customer to need your product and then find you, they might see a post by you or about you on social.
At the consideration stage - as this is the stage where a customer might compare your offering with your competitors, social media can have a massive impact - what others are saying, and what you’re putting out there, your brand personality
Decision - if they purchase your product and feel they have something to say about it, they might leave a review on social media, in front of people who haven’t even heard of you yet.
You can even flip the conversation on its head by sharing your positive/funny Amazon reviews on social media….
As well as monitoring what people are saying about you on social media, you can also flip it the other way and share Amazon reviews to your social media accounts.
Some of the reviews people leave is just gold - you’ve got a resource of great content that you don’t have to pay for.
The content being generated on amazon can be used to enhance your social media activity, whilst (subtly) reminding people that your products are available to buy on Amazon!
Rather than reviews on Amazon being used at the consideration stage, use them to generate awareness in the first place
Keep in mind that people share reviews that they find funny, so keep a look out for your own product reviews!
An advantage of social is that you’re opening up a new way for you and your customers to communicate.
But on the downside, you’ve just opened up a new way for you and your customers to communicate!
There’s always a risk that you will receive some negative communication. When handling negative comms, I’d always advise:
Don’t delete complaints - that won’t go unnoticed. Instead, reply to the comment and ask that they message you directly.
Don’t sass back, unless that fits in with your brand personality, but even then that’s very risky!
Keep a log of the feedback you receive via social - you may notice patterns emerging. This is an example of how we manage customer service on social media for our clients. This is a collaborative document we share with clients to raise and manage comments.
If you would like a copy of this template, please email me.
If you’re not sure about how you should be responding to customers on social - look up to some of the brands you admire. In fact, Amazon itself is a great example...
If there’s anything else you’re not sure about when it comes to handling customer comms on social - take a look at how Amazon do it!
Amazon replies to a staggering amount of comments left on its posts - and it does so quickly, politely, provides useful information and links, and adds the human touch by addressing commenters by first name, with the Amazon employee signing off each comment using their first name also.
If the prospect of posting regular, original content seems like a daunting task...
If the prospect of posting regular content seems like quite a daunting task, this is a tool that we use for our clients to keep our social media content organised.
We take note of company events, national holidays, offers and promotions, and quickly the calendar fills up and you’ll find you already have one or two topics a week you can use!
To get a copy of this schedule please email beth@socialb.co.uk
Finally - how can you measure the impact of your social media activity?
For those with social media accounts already, you probably already look at the metrics on the platform - Facebook Insights, Twitter Analytics...
How can you track where your traffic is coming from? How can you measure the success your social media activity is having? You don’t have the same access to analytics that you might with your own website.
I’d suggest checking out a site called bitly - it’s a free tool that shortens links and allows you to track how often that link has been clicked on/what channel that click came from. You could use this for your email marketing campaigns too.
(You can also use Amazon Affiliate Link Shortener: amzn.to - put your affiliate link into bit.ly for the amzn.to version).
Some final tips for managing your social media presence….
Reply to all your queries/comments.
Be social on social - people aren’t there to be sold to and will quickly tire of constant promotions
Choose your platforms wisely - don’t be on everything for the sake of it
A Social Media Today article reports on a study where almost half surveyed said it took two years for them to see social media have an impact on sales, while most social media marketing strategies need about 6 months to see a payoff, especially if you are not yet an established brand. https://www.socialmediatoday.com/marketing/sarah-snow/2015-09-21/how-long-does-it-take-social-media-marketing-start-paying
Tools to check out that can monitor these conversations for you:
Talkwalker
Buzzsumo
Hootsuite
Finally, I can’t leave today without giving you a quick overview of SocialB...
We help companies to use online profitably and turn online traffic into profitable sales. We work with businesses like yours to optimise their websites, social media channels, and presence on marketplaces such as Amazon.
If we are carrying out digital marketing on your behalf we use data and intelligence to generate business for you.
We’re a Google Partner, a Drum Recommended Agency, and affiliated with the Department of International Trade and the DMA.
We’ve worked across a vast set of countries and across a wide variety of clients, as you can see here!
So thank you for your time today, I’ve really enjoyed the conference so far and looking forward to speaking with more of you later on. As I said, if you wanted access to any of those templates I showed today, please email me.
Poll:
How many of you have social media accounts for your businesses?
How many of you created a social media account but not really sure why you have it/how to use it?