Embracing Social Commerce
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The document is about an online retail conference on May 24, 2012 presented by Paul Greenberg and Jessica Bent of DealsDirect Group Ltd. It provides an agenda for the conference including presentations on providing consumers access to online shopping, dealing brands at great prices, and online furniture stores. It also discusses the company's social media marketing strategy on platforms like Facebook, Pinterest, YouTube and its 152,000 followers. The conference aims to discuss moving beyond transactions to building relationships with consumers through emotional and social connections.
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Embracing Social Commerce
- 1. Online Retail Conference Thursday, 24th May 2012 Presented by: Paul Greenberg, Co-Founder (Twitter: @paulschirps ) Jessica Bent, Marketing Promotions Manager Online Retail Conference @ CeBIT Australia 2012 (Twitter: @JessBent_ Greenberg & Jessica Bent, DealsDirect Group Ltd Paul )
- 2. “ Providing over 10 million consumers access to great value brands via online shopping.” “Discount department “Experience the best deals.” “The biggest & most popular store with over 24 categories grocery brands at great value.” at your fingertips”. “Online bedroom furniture store Our commercial division offering great Aussie brands & great price & 100% customer satisfaction.” Online Retail Conference @ CeBIT Australia 2012 Paul Greenberg & Jessica Bent, DealsDirect Group Ltd
- 3. Source: Sean R. Nicholson, ‘Finding a Social Media Expert’ (cartoon). Accessed via www.socmedsean.com. Full URL: http://www.socmedsean.com/cartoon-finding-a-social-media-expert/ Online Retail Conference @ CeBIT Australia 2012 Paul Greenberg & Jessica Bent, DealsDirect Group Ltd
- 4. Online Retail Conference @ CeBIT Australia 2012 Paul Greenberg & Jessica Bent, DealsDirect Group Ltd
- 5. Source: Exact Target, 2012 Channel Preferences Survey, February 2012. Online Retail Conference @ CeBIT Australia 2012 Paul Greenberg & Jessica Bent, DealsDirect Group Ltd
- 6. Online Retail Conference @ CeBIT Australia 2012 Paul Greenberg & Jessica Bent, DealsDirect Group Ltd
- 7. Source: Tom Fishburne, Marketoonist, ‘Social Media ROI’ (cartoon). Accessed via http://tomfishburne.com/2012/02/social-media-roi.html Online Retail Conference @ CeBIT Australia 2012 Paul Greenberg & Jessica Bent, DealsDirect Group Ltd
- 8. Made a purchase as a result of a marketing Channel message received through that channel Email 66% Direct Mail 65% Telephone 24% Facebook 20% Text Messaging 16% Mobile App 10% Twitter 6% Linked In 4% Source: Exact Target, 2012 Channel Preferences Survey, Report #14, February 2012 Online Retail Conference @ CeBIT Australia 2012 Paul Greenberg & Jessica Bent, DealsDirect Group Ltd
- 9. Online Retail Conference @ CeBIT Australia 2012 Paul Greenberg & Jessica Bent, DealsDirect Group Ltd
- 10. The Opportunity “Move beyond a transactional interaction to a real relationship with consumers.” Why? “Building an emotional & social connection with shoppers can create lasting relationships that produce both pleasing shopping experiences and increased profit.” Online Retail Conference @ CeBIT Australia 2012 Paul Greenberg & Jessica Bent, DealsDirect Group Ltd
- 11. Some examples of our social media marketing strategy Facebook timeline headers Online Retail Conference @ CeBIT Australia 2012 Paul Greenberg & Jessica Bent, DealsDirect Group Ltd
- 12. Facebook wall posts Some examples of our social media marketing strategy Original image sourced from: http://www.zazzle.com.au/i_dont_want_to_brag_or_make _anybody_jealous_b_prin-228712354241728797 Online Retail Conference @ CeBIT Australia 2012 Paul Greenberg & Jessica Bent, DealsDirect Group Ltd
- 13. Some examples of our social media marketing strategy Pinterest pinboard Online Retail Conference @ CeBIT Australia 2012 Paul Greenberg & Jessica Bent, DealsDirect Group Ltd
- 14. Built a loyal fan base of 152,000+ followers Engaged our followers with: Interactive content Email newsletters Competitions What Utilised YouTube to showcase product demo videos we’ve & ‘behind the scenes’ company footage done well. Integrated our Pinterest account into Facebook Online Retail Conference @ CeBIT Australia 2012 Paul Greenberg & Jessica Bent, DealsDirect Group Ltd
- 15. What Facebook commerce we (i.e. Facebook as a sales channel) could’v Prompt customer service management e done better. of Facebook complaints Online Retail Conference @ CeBIT Australia 2012 Paul Greenberg & Jessica Bent, DealsDirect Group Ltd
- 16. National Online Retailer’s Association Online Retail Conference @ CeBIT Australia 2012 Paul Greenberg & Jessica Bent, DealsDirect Group Ltd
- 17. Online Retail Conference Thursday, 24th May 2012 Presented by: Paul Greenberg, Co-Founder (Twitter: @paulschirps) Email: paul@dealsdirect.com.au Jessica Bent, Marketing Promotions Manager (Twitter: @JessBent_) Online Retail Conference @ CeBIT Australia 2012 Paul Greenberg & Jessica Bent, DealsDirect Group Ltd
Editor's Notes
- PAUL & JESS introduce
- JESS We are definitely not the experts on social media nor do we feel like we have all the answers but, to avoid the risks associated with inactivity, we are giving it a go, learning along the way and sharing our experiences. Jess here isn’t an expert, but her social media qualification is her age. She’s part of Gen Y so we can automatically assume she knows about social media.
- Social media means different things to different people. PAUL: For example, as a 50+ year old I may be considered somewhat of a ‘dinosaur’. I have an iPhone but, how do I use it? …I like to just use the phone section. iPad – I have one but my children use it. A Tweet? Is that Tweety bird? JESS: Whereas to me, a Gen Y-er, social media is part of my every day life. I’m not ‘addicted’ to social media (I definitely wouldn’t tweet while holding the olympic torch like rapper will-i-am did a couple of days ago) but I do go on facebook, twitter, pinterest and linked in pretty much every day. As part of the ‘now’ generation, social media allows me to stay informed and is a great way to socialise with my friends (particularly those who are overseas), organise events, and share photos. On a typical day I would use upwards of 7 different social media channels. I consider myself to be very connected.
- PAUL It’s not just about what you or I believe social media’s all about. It’s critical we understand what social media means to our target market – on-line shoppers, female 25-55 years of age. They are mums with kids, on a tight budget and very time poor. What mediums do they really use? As you can see from the Exact Target Channel Preference survey, 91% of consumers use Email on a daily basis, followed closely by Facebook.
- It’s confusing and hard to know… All the mediums; (new channels are constantly appearing) and What they are best used for (e.g. inform, promotions, sell a deal, PR, etc.) We can have access to all the gadgets, but do we know how to use them YouTube is great for product demonstrations, facebook is great for sharing fun and interesting content or competitions.. But even we don’t know what ‘delicious’ is. Even if you do understand this… Hard
- PAUL: The old marketing 101 of reach & frequency with TV ad campaigns does not really work with social media. While we can track direct sales from various channels such as FB and Twitter through Google Analytics, aspects of social media such as brand awareness, brand personality and customer engagement are difficult if not impossible to measure. 50% of marketing don’t know which works JESS: I quite like the analogy ‘Social Media is like airconditioning, its very difficult to measure the exact return on investment, but its necessary.”
- Nordstrump, jc penny & gap closed stores Journey – not the right time
- Social media can be an important part of the marketing mix, but experience has shown that it is rare that people who use social media want to be sold a deal. For example, Nordstrom, JC Penney & Gap all had Facebook stores at one time but have since closed them.
- Whilst social media may not be good for the pointy end of the stick – ‘hey, here’s a new product – now go and buy it!’ – it does offer us a great opportunity to inform / have fun / provide entertainment and help consumers form a relationship with our brand.
- Visuals such as these ones are featured within the header of our Facebook page. We design these to align with various promotions – e.g. Mother’s Day and Shopping Under the Stars (a Thursday evening shopping event at www.dealsdirect.com.au). Youtube video
- We have learnt that Facebook wall posts can receive dramatically different levels of engagement amongst our ‘fans’. When we post fun content we get a high level of engagement. On the other hand, when we post brand messages (deals or sales related content) engagement is generally much lower.
- “ Retailers that want to stand out on social networks have to keep up with the migratory patterns of online shoppers—and in the past two years, especially in the past few months, that's been to the fledgling social network Pinterest.” ( Zak Stambor, Senior Editor, Internet Retailer. ‘Wal-Mart goes for the ‘wow’’, 1 st May 2012. Accessible via: http://www.internetretailer.com/2012/05/01/wal-mart-goes-wow?p=1) The DDG have also explored the benefits of Pinterest – this is an example of one of our pinboards. We like to ‘pin’ products from DealsDirect alongside other images which are useful for inspiration.
- Retail entertainment What we have done well with social media: Built a loyal fan base of over 152,000 followers through Facebook advertisements, WOM and share functionality Engaged our followers with interactive content (such as ‘how many faces can you see in this picture’, surveys/polls, competitions and ‘caption this’ images). Encouraged followers to sign up to our email newsletter program and enter DealsDirect competitions Developed YouTube videos for product demonstrations, and to give customers a ‘sneak peak’ into the behind the scenes of DealsDirect Developed Custom ‘Facebook cover-pages’ to align with promotions Integrated our Pinterest Account into our Facebook page These successes have all helped us in our core focus of building customer deal-ight.
- What we could’ve done better: Facebook commerce – We find it difficult to use Facebook as a sales channel. While it can work for some organisations, DealsDirect followers seem to be more interested in socialising and learning about the brand than purchasing directly through Facebook. Customer Service Management – previously Facebook complaints weren’t a high priority in the Customer Service team and could sometimes be left unanswered for multiple hours, despite their high visibility in the public eye (need to make sure company has appropriate resources to handle this) … What we plan to improve: We aim to reply immediately to customer complaints that come through social channels, and attempt to move these offline and out of the public eye, i.e. utilise email or customer service phone line. Twitter – We aim to tweet more about DealsDirect, changes, improvements and any exciting new information. Currently this tool is predominantly used for promoting competitions and online events.
- What is it? Advocacy group for Australian online retail – industry wide advocacy group for any retailer with a digital strategy. Launched in March 2012 to represent the online retail industry and its interests