This document discusses leveraging social media for ecommerce portals and marketplaces. It outlines goals like connecting with more prospects, increasing online conversions and referrals. The strategy is to engage prospects in conversation, build a co-creation environment and provide sharing tools. An overview of key social media platforms like Facebook, Twitter, LinkedIn, Google+ and YouTube is provided. The document also outlines a social media strategy and editorial process for different objectives like maintaining relations, realizing mid-to-long term goals, and short-term campaign goals. Target audiences are identified along with which platforms would be best to reach each group.

1. LEVERAGING SOCIAL MEDIA FOR
Ecommerce Portals/Marketplace

2. ANINSIGHTINTODIGITALMARKETING
Let’s lookinto thefuture for Digital Marketing
television
computer
phone
tablet
I
Source: The Australian Online Consumer Report, Nielsen 2012
ATypical ModernHousehold Today!

3. SOCIALBEHAVIOUROFINDIANS
65% of all Indian netizens are
on Facebook i.e approx 100
Million. No 2nd in the world.
18 Million Indians are active on
Twitter. India has the 4th largest
base of Twitteratis.
26 Mn Indians have a LinkedIn
profile. That’s the 2nd highest in the
world.
55+ Million unique visits in a
month with a reach of almost
36% of Indian online
population
20 Million unique visits in a month
which majorly from India and US.

4. Goals
• Connect with more prospects
• Initiate new products & services
• Increase visitors through online conversions
• Increase leads from Social Media
• Increase referrals from through
word of mouth online and
positive reviews on online forums
• Improve new buyers
experience and satisfaction
Strategy
• Engage prospects in
conversation
• Build a co-creation
environment
• Provide tools for easy
sharing to fans
• Become a resource of
information and products
SOCIALMEDIAOVERVIEW

5. SOCIALMEDIASTRATEGY
• Boost the Content, frequency and management of the pageFacebook
• More participation in the form of updates, links, notifications,
products and technologyTwitter
• Extensive discussion forums participation for brand specific
promotion.Blog/ Forum
• Update about the campaign, incentives, events and regular
notifications about brand and it’s objectivesLinkedIn
• Promoting G+ page and updating it regularly with interesting
relevant content and adding G+ badge on the websiteGoogle+
• Videos of products, testimonials, company insights and
shopping experience of our customers.YouTube
• To leverage the popularity of these sites in improving branding
for Marketplace/EcommecePinterest/ Instagram
Shifting Gears for Official Brand Presence.

6. SOCIALEDITORIALPROCESS
Updates Projects Campaigns
Objective Maintaining relations in
a frequent manner
Mid to long-term
realization of objectives
Short-term realization
of objectives
Duration continuous 1-3 weeks Avg. 1 month
Frequency of new
content creation
High (almost daily) High: during the project
new content is shared
almost continuously
Low: the same content
is used repeatedly
throughout the
campaign
Intensity Low Average High
Media Pressure low Average High
Target Group New Fans Regular Fans Repetition
Media Choice Social networks Social networks and
Forums
All online channels
including video sites
Type of content Formal and informal
‘did-you-knows’, news,
a glimpse from new
products, industry
news, updates,
notifications, reviews.
Content in function of
project objectives like
events, shopping
experience, pricing
brand campaign.
Commercial content,
brand campaign
contests, cause etc.

7. Engaging Fans on Social Platforms
Twitter
Quora
LinkedIn
YouTube
Facebook
Engaging people in conversations and establishing a
connect with them
Forums

8. MARKETING OBJECTIVES
1. Building Awareness about brand
2. Building Visibility about shopping experience
3. Perception change in E-commerce space
4. Increase website visits & Sales
5. Online Reputation Management of Brand.

9. TARGET AUDIENCE
Social webWorking Professionals
College Goers
Homemakers
Typically have a LinkedIn account
Seek opinions & give suggestions
Interested in Financial/Business/Political news
Passively looking for Information
Have a strong influence on the final selection
Sharing Insights /opinions on buying experiebce
Consuming Information about products
Collaborating & building networks (kitty parties)
Member of various Forums (online & offline)
Thought Leadership in buying decisions
Typically are active on Facebook
Act as mentors and Guides with strong influence
about fashion and lifestyle products
Seeking suggestions and guidance on ecom platforms
Sharing opinions and concerns about purchases
Talking about unmet needs online
Typically are active on FB , WhatsApp, Forums etc
New are platforms like Vine , Instagram & Pinterest etc
Website a Primary source of Information and to stay updated

10. - Facebook
- Twitter
- Foursquare
- Forums
- Instagram
How we should plan to reach them?
Students & Friends Working Professionals
- Press Releases
- LinkedIn
- Twitter
- Forums
- Instagram
Homemakers
- Facebook
- Pinterest
- Ads
Shifting Gears for Official Brand Presence Online.