Maven social social commerce
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MavenSocial provides a 360 degree social commerce solution called MavenSocial that allows companies to engage customers and sell products on social media. The solution involves identifying influencers, creating and distributing content, engaging audiences on social networks, and measuring results. A case study showed that using MavenSocial a company was able to generate over 30,000 visitors, nearly 14,000 contacts, and over 8,000 opt-ins, resulting in $2,036 in total sales from earned media.
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Maven social social commerce
- 1. MavenSocial Social Commerce 360 Social Commerce Solution: ! Media, Engage, Measure, Sell 1 MavenSocial
- 2. MavenSocial Thought Starters. ! Are you ok with the acquisition from social? ! Have you tracked or maximized your use of Earned Media? 2
- 3. MavenSocial 3 Social Commerce involves using social media, online media that supports social interaction, and user contributions to assist in the online buying and selling of products and services. ! Wikipedia
- 4. MavenSocial MavenSocial Solution Social B2C and B2B: Key Differentiator - Influencer Identification, Activation and Measurement MS Demand Generation Engagement Measure Monetize Maven Modules 1) Contest Marketing 2) Influencer Marketing Maven Widgets Incentive Based 1) Embedded Contest 2) Embedded Offers/ Coupons ! Organic 3) Comment and Reviews 4) Sharing Widget 5) Social Connect Widget Maven Links (1) Influencer Measurement (2) Sharing Measurement (3) Media Channel Measurement (4) Audience Measurement $ Maven ROI (1)Sales (2)Offer Redemptions (3)Opt-ins (4)Audience Data ! Products Solution
- 5. #InfluenceMarketing 5 MavenSocial ? Grows Opt-ins ! During Campaign Nurture Opt-ins ! During and After Campaign is initiated
- 6. NOW: Measure Effective Influence ! Influence Score 1. Measurement 6 MavenSocial ! Purchases or Offers Selected !! # of People Sharing # of shares ! Actions on Marketing Assets ! Referrals Practitioners can now measure actual, observed influence, the spread of influence, the outcome of influence and influence Scoring. Network Size: Social Reach ! ! Engagement back to the influencer using web analytics, unique URL tracking and campaign codes ! 2. Observing changes in activity or attitude before and after a program or in absence of a program, email, link visits 2
- 7. Identify Influencers 1 MavenSocial A B Sentiment Pre-Campaign Engagement During Campaign C Existing Database Employees, Customers
- 8. MavenSocial Advocate Ambassador Citizen Professional Celebrity An individual who shows support for, pleads the case of or defends a brand, cause, product or service while remaining formally unaffiliated with the brand and unremunerated An individual remunerated by or otherwise ‘allied’ with a brand or cause; their actions are, in some manner, endorsed by the brand with an acknowledged and transparent affiliation that is mutually beneficial ★ Citizen Influencers The ‘everyman’ of influence. Citizen Influencers are otherwise average people who have greater than average likelihood to influence though their social network Individuals, many times employees, who by definition of their job function, are in the position to influence others directly, through their authoritative or instructive statements A 'popular' individual whose name recognition commands a great deal of public fascination (‘celebrity status’) and has the ability to use their status to communicate with broad effect 8 Five Categories of Influencers
- 9. Activate Influencers: Content Syndication 2 9 MavenSocial
- 10. Measure Influence: Visits, Registrations, ROI 3 10 MavenSocial
- 11. Measure Influence: Social Reach, Shares, Impact/ROI, Engagement 4 11 MavenSocial
- 13. MavenSocial 13 Influencers Banner Ads Print Ads POS Owned Email Paid Email Social Ads TV Ads Radio Ads www.johngrishamcontest.com/scroogeholidayad www.johngrishamcontest.com/NYTBR www.johngrishamcontest.com/DSC_0014[2] www.johngrishamcontest.com/DD140.NYT www.johngrishamcontest.com/ownedemail 3 4 Capture all visits, contacts, opt-ins, sharing & referral Paid – Owned – Earned Media Analytics Media Conversion Analytics Media Channels Tag Media Channels www.johngrishamcontest.com/peoplead.mk3 www.johngrishamcontest.com/paidemail What converted the best, Paid, Owned or Earned Media www.johngrishamcontest.com/fb1 What was the best Ad format to convert visits, contacts and opt-ins Engagement: Multi Media Channels, Influencer Activation, Convergence and Analytics 1 2 Deploy Engagement: Contest, Offer, Facebook App Engagement Analytics Facebook Ads
- 15. Content Calendar: Used Books • New Books • Cheap Books Amplifies Message on Paid, Earned, Owned Engage to capture emails and opt-ins Engages email contacts, followers Engages email contacts, followers Build Trust and Sales through social referrals. Content Creation/Curation Content Distribution Database Database Activation Measure, Optimize Sales ! Videos, Written Words, Pictures, Shows, Book, InfoGraphic, Recipe, Blog Articles, Direct Mail, Website, Mobile App, Magazine, Podcasts, eBook, Reviews Twitter, Facebook Paid, Linked-In, Pinterest, Instagram, YouTube, SnapChat, Google +, FourSquare, SlideShare eMails, Followers, Likes, Community, Visitors, Subscribers eMail, Posts on Social, InBox Message, Syndication Channels, Offers, Messaging, PPC Offer, Free Book, Subscription Service Social Commerce Solution BEST PRACTICES 01 $
- 16. Content 02 MavenSocial SOCIAL Activation Calendar THAT WORKS Content SocialMedia • Internet Distribution Develop Database of Followers Activate Database/Followers with Offers Video: YouTube 1/month (optional) Articles: 2 per week Pictures: Part of all content Internet Website Google + Google Places Google Paid Social Twitter: 2 Articles Posted weekly Facebook Page: 2 Posts/week Contest with Social Sharing Google + 2 Posts Per Week Followers Database Database Engagement: Form, Facebook Connect, Twitter Connect Activate eMail: Once every 2 weeks Posts: 2 per week InBox: Once 1 per month Sell with Offer eMail Contacts Facebook, Twitter #offer Contest Close Sales
- 18. Measure Influence: Audience Context, Persona’s 5 MavenSocial 18 Facebook Google Influencers Male Demo Senior Age Traditi onal Values Books Interests Female Demo 25-54 Age Family Values Friends Interests Family Demo 35+ Age New Values Movies Interests
- 19. MavenSocial 19 Engagement grows your database 10,000 Opt-in’s and Influencers Build Opt-in and 1,000 Influencer Database 2,000 Mavenize Site 5,000 Offer Promo 7,000 Contest 10,000 FaceBook App
- 20. MavenSocial Richard Hammond, 54 Emma Hutchin, 28 facebook/hammond twitter @hutchin rhammond@email.co Jeremy Clarkson, 44 Amy Gient, 34 facebook/clarkson linkedin/gient jclarkson@email.co m agient@email.co m 20 ehutchin@email.co Facilitate Sharing & Engagement
- 21. MavenSocial Simple $Call $2,000 Set-up for one module per month includes 2,000 contacts, service fees extra Price 21 1 month trial contract starts at $995/mth Enterprise
- 22. MavenSocial Case Study 22
- 23. MavenSocial Case Study Outcome 23 Objective: Engagement + Database of influencers and prospects - then to sales 36,385 Visitors 13,865 Contacts 8,427 Opt-ins 2,590 Shared 70% Amplification
- 24. MavenSocial 2,654 Influencers Shared 14,327 Visits from Influencers $2,036 Total Sales from Earned Media 398 Registered at Least One Lead 24 Influencer Statistics 1,926 Contacts from Influencers
- 25. MavenSocial Social Reach 3870 Engagement 73 of 3870: 2% 112 Total contacts from all Connections 76 Impact: Total Opt-ins 25 MavenScore
- 26. MavenSocial Earned Media Outcome 26 Objective: Grow a database of prospects from Earned Media Total Channel $1,419 Earned Media $434 Paid Media 0 Owned Media 9314 Total Opt-ins
- 27. MavenSocial Audience Outcome 27 Audience: Understand the lead audience and buyer audience Total Demo Equal Gender 35-54 Age Kuerig, buy online, 2-3 cups of coffee Survey Female 54% Male 46% 4 3 2 1 0 20-34 35-44 45-54 55-64 65+ Buyer Prospect through Maven Female 74% Male 26% 1800 1350 900 450 0 20-34 35-44 45-54 55-64 65+
- 28. MavenSocial Survey Sales Outcome 28 Audience: Understand the lead audience and buyer audience Total Channel 46% Paid 54% Earned Media 54% Sales from MavenSocial Use K Cups at office 8% K Cups, 2-3 cups 31% Shipgooder K Cups, buyonline, 2-3 cups K Cups 15% 31% 15% Buyer Prospect through Maven K Cups, 2-3 cups 28% K Cups, buyonline, 2-3 cups K Cups 32% 39% Shipgooder 1% K Cups owners who buy online Of those who answered 73% own K Cups. 10% of all respondents have K Cups at office
- 29. MavenSocial Statistics Sales Outcome 29 Key Metrics: Understand Current Buying Behaviour. Recommend free sample offer. 69 Sales $72 Avg. Sale 9,314 Total eMails Conversion 0.74% Rate from Email Average Sale is $72 58 43.5 29 14.5 0 August 72 54 36 18 0 August 69 total sales Total in Database 9,314 Conversion rate: .74% Total Sales 69 54% of all Sales are from Maven.
- 30. MavenSocial MavenSocial Toronto Singapore New York Los Angeles Atlanta tmischuk@mavensocial.com facebook.com/MavenSocial linkedin.com/ mavensocial (289) 275-0248 twitter.com/maven_social Skype/tmischuk 30