E-commerce and social media will be important for furniture retailers' future internet marketing. As consumers search and browse online, they make a series of decisions along their journey. Retailers must strategically influence these decisions by optimizing search engine results, social media profiles, websites and more to ultimately convert visitors into customers. Tracking analytics provides insights to improve marketing efforts over time. With social media like Facebook becoming more widely used than traditional search engines, claiming business profiles and customizing pages is important for brands.

1. E-Commerce and Social Media
The Future of Internet Marketing for Furniture Retailers

2. Who We Are: Our Team
Denise Keniston-CEO
Sev Ritchie- Sr. Vice President
Tim McPherson-Media/Sales
Srijna Jha-Web Development
Jeannine Lauber- Creative
Director
Cory Stevens-Social Media

3. Our Credentials
Website Design/Development
Pay Per Click (Google,Yahoo, MSN)
Search Engine Optimization (Organic Search)
Analytics (Google Analytics, Web Trends)
Salesforce.com (Turn lead into sales)

4. A Few of Our Clients

5. Who We Are
Web4Retail division of
Keniston & Company
•Award Winning
•Global Clientele
•Well Respected
•Media Experts

6. Web4Retail Commerce Shop
Beyond Simple Catalog Hosting

7. Beyond Simple Catalog Hosting: The E-Commerce Solution

8. Your Manufacturers
• Amesbury Chair • Kindeard
• Beechbrook
• Kingsdown
• Best Home
Furnishgings • La-z-boy Kidz
• Broyhill Furniture • Lance
• Carolina Furniture
Works • Liberty
• Chromcraft • Loloi
• Coaster
• Philip Reinisch
• Craftmaster
• Progressive
• Cramco
• Eagle Industries • Pulaski
• EDI • Ridgway Clocks
• Elarn • Riverside
• Flexsteel
• Sealy Mattress
• Four Seasons Furniture
• Helman • Wesley Allen
• Hillsdale • Woodcrest

9. How It Works: E-Commerce Content
• Upload product information
• Load top sellers (10 per category)
• Product Flow (manufacturer vs category)
• Design friendly to female shopper
• Tested and proven to enhance conversions
• Website Optimizer (show us what product flows
are working best

10. Analytics:
Data Used to Make Better Marketing decisions Going forward
• Define Conversions
• Track Conversions
• Feedback from Inquiry pages
• Bounce Rate
• Best Sellers
• Keywords that are working

11. Social Media for the Retailer
• Google Maps/Places Page
• Facebook
• Youtube
• Twitter
• Citation/Review Sites (YP, )
• Groupon
• Social Email

12. Consumer Conversion:
An Internet Maze
A Series of Decisions made by the Consumer
Retailer Strategy
• Consumers makes decisions
along the way-often in a matter
of seconds: Is your business
strategically influencing the
decision making process
• Tests the retailers online
marketing strategy
• Ultimate Goal is a defined
conversion for the retailer

13. Decision #1:
The Google Search Query
Search Term: “Furniture Atlanta”
75,000 searches monthly
sear ch is soci al
Position #1 34.35% 25,000
Position #2 16.96% 12,750
Position #3 11.42% 8,250
Position #4 7.73% 5,250
Position #5 6.19% 4,500
Position #6 5.05% 3,750
Position #7 4.02% 3,000

14. Consumers Decision #2:
Which business do I click on?
The Trip Begins:
Google Places/Maps
Local search results
appear
Is your company/
business of the first page
If so, for what keywords
and are those the most
searched keywords
What makes your
listing more appealing
than others

15. What does the search reveal
about your business?
NAP- Name, Address,
Phone
Claim your listing
Map Pin
Details
Media
Coupon Offers
Reviews
Post updates

16. What does the search reveal
about your business?
NAP- Name, Address,
Phone
Claim your listing
Map Pin
Details
Media
Coupon Offers
Reviews
Post updates

17. It’s a Revolution:
Retailers Must Connect with Consumers

18. Decision #3: Consumers clicks through to your
Landing Page
• Your website
• A specific call to
action landing
page
• Facebook
• Design
• Layout
• What are the
conversion
parameters?

19. Analytics
Tracks Visitors, Pageviews,Conversions

20. Decision #4: Will the consumer convert?
• Sign Up Form
• Newsletter Sign up
• Video Play
• Contact Us Form
• Purchase
• Phone Call (Vanity #)
• Groupon

21. Must be a Compelling Offer
Be Prepared
Take the Opportunity to
Engage Your Customers
The Results

22. Social Email:
Email Driving Customers to Review Product/Service or “Like” FB Page
After a online/in store conversion collect an email- You’ll be
sending them an in store coupon for % their next purchase
Trade Gift Cards
Facebook Likes
Reviews

23. The Potential Gain/Loss of Revenue
Back in Atlanta
Ranking % Clicks Conversions
@2% @$500 per
sale gross
Position #1 34.35% 25,000 $250,000/mo
Position #2 16.96% 12,750 $127,500/mo
Position #3 11.42% 8,250 $82,500/mo
Position #4 7.73% 5,250 $52,500/mo
Position #5 6.19% 4,500 $45,000
Position #6 5.05% 3,750 $37,500
Position #7 4.02% 3,000 $30,000

24. The Future is Happening Now
✴ A slow transition from
traditional website to social
sites
✴ Evolution of internet from
traditional search to more
flexible and social use
✴ Able to make genuine
connections
✴ Branding at its best

25. Facebook Pages Come of Age and then........
✴500 Million Users
✴More used than Google
✴Redefining internet usage
✴Socializing your Brand
✴Develop new faithful

26. Facebook Makes 2 Big Changes!
Facebook creates vanity
URLs
Facebook allows ability
to customize you page
with graphics, media,
campaigns, and
everything you can put
on a traditional website

27. Is it a website or FB page?
HTML code allows for build
out of website-like pages
Email Capture
Media
Promotions

28. Product Catalogs and E-Commerce
Shop Tab
Clicks through to
Your Cart
Can increase sales

29. Facebook’s Vanity URL is BRANDING
✴Ability to Customize
✴Vanity URL allows
you to brand
✴Include all forms of
Media
✴Direct contact with
friends and fans of your
brand and page

30. Larger Brands Know:
The Importance of Your Name
“Names, in their simplest form, are how an association is created
between an individual and tangible objects, actions and concepts. These
labels and associations can affect how people will ultimately perceive an
entity, both on and offline — so they matter for brands”. Benjamin J.
Weisman

31. Everything is Public by Default
For most Facebook users, the ‘public by default’ setting won’t have much of an effect on their daily
habits — they don’t want to make their private conversations public. Nonetheless, Facebook is letting
them do so, and in this way creating ‘mineable’ data like what Twitter has.
✴ Status updates
✴ Links people share
✴ Comments
✴ Friend relationships
✴ Valuable information in determining what sort of things people like — and would like advertising for.

32. Smaller Brands:
Facebook is a Level Playing Field
“For brands, the
‘everything public’ is
great, since they will have
the ability display a public-
facing profile that can be
reviewed by the anyone
and everyone, showcased
by the website itself and
its user-base. A company
can now have their social
media presence elevated
as a true extension of
their brands and services”.
Benjamin J. Weissman

33. Staking Out Your Claim NOW
By getting a vanity URL, brands and companies can further develop their presence on the
web. These URLs can be easily recognized anywhere (you can imagine seeing http://
www.facebook.com/coca-cola in a Coke ad, for example), and they can help a profile
page appear more prominently in search results. Of course, there’s another incentive to
get a vanity URL – someone could use a vanity URL with your name or brand to spread
false information or take your business, as has happened with many domains on the web.

34. Facebook Analytics
Insights Dashboard
You can view analytics around specific
stories that people "like" on your site, or
how many users commented on posts
made on your Facebook Page. "From
there, you will have a better idea of what
your audience finds most interesting and
c a p i t a l i ze o n t h a t c o n t e n t , " s ay s
Facebook's Alex Himel.
The dashboard has been around for
a while, but now it contains more
data, as well as new visualization
tools. You can view graphs in full
screen, print them, or save them.
Facebook has also released a new
demographics visualization, which shows
more info about the audience that is
interacting with your site, your Facebook
Page, or your app if you have one.
Obviously, this can be of tremendous
benefit to your marketing efforts.

35. YouTube Channel
Tagging videos juices
SEO
Repurpose your
media-tv commercials
Generate Channel
Comments

36. Web4Retail Commerce Shop
Beyond Simple Catalog Hosting
Features and Benefits

37. *Simple Themed Website
$299/month
*Simple Facebook Page
$499 Set-Up; $199/month
*Web4Retail Commerce Shop
Set-up $7,500-$10,000
$399/month
With Social Shop
$499 Set-Up=$199/month
Monthly Investment $598

38. Investment
*Simple Themed Website
$299/month
*Simple Facebook Page
$499 Set-Up; $199/month
*Web4Retail Commerce Shop
Set-up $7,500-$10,000
$399/month
With Social Shop
$499 Set-Up=$199/month
Monthly Investment $598

39. Your Opportunity

40. Your Opportunity
✴ Don’t be too late adopting social media, especially Facebook

41. Your Opportunity
✴ Don’t be too late adopting social media, especially Facebook
✴ Utilize Facebook to speak directly to you customers

42. Your Opportunity
✴ Don’t be too late adopting social media, especially Facebook
✴ Utilize Facebook to speak directly to you customers
✴ Utilize Facebook to reinforce your brand to new potential customers

43. Your Opportunity
✴ Don’t be too late adopting social media, especially Facebook
✴ Utilize Facebook to speak directly to you customers
✴ Utilize Facebook to reinforce your brand to new potential customers
✴ Claim Your Territory NOW