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Uploaded byEric Weaver
Commerce is Social: Connecting with and Converting Online Prospects
The document discusses how social media has transformed consumer behavior and marketing strategies, highlighting seven key issues that brands need to address to effectively engage social shoppers. These issues include consumer empowerment, mobile accessibility, visual content consumption, time constraints, and emotional decision-making. To convert social shoppers, brands should leverage consumer voices, enhance mobile usability, prioritize impactful visuals, be concise, respond promptly, engage meaningfully, and address emotional triggers.
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Commerce is Social: Connecting with and Converting Online Prospects
- 2. SPEAKER NOTES: Mywife runs an art gallery and is “sick” of social media hype. She tells me how she got “tired” of participating on social and “just doesn’t have time” to maintain her business pages. Many feel the same, but look around: like search, social is clearly here to stay.
- 3. 7 THINGS TOKNOW 7 TIPS ON CONVERTING ABOUT SOCIAL SHOPPERS THEM INTO PURCHASERS
- 4. ISSUE 1: THEYARE EMPOWERED SPEAKER NOTES: Empowered to share opinions, likes, loves, reviews, photos, videos and proof points. Social efforts have toppled governments, and people feel very empowered to talk about things that impact their lives, including purchases.
- 5. SPEAKER NOTES: Thismeans we have to respect and consider that megaphone as we go to work with marketing and sales. When a social consumer gets picked up by traditional media, we have a problem.
- 6. AT&T case: http://j.mp/justine-att Comcast case: http://j.mp/comcast-sleeping
- 7. of all touchpointsfound online are generated by CONSUMERS. (McKinsey, 2009) You cannot outpublish them. SO INFLUENCE WHAT THEY PUBLISH!
- 8. ISSUE 2: THEYARE MOBILE
- 9. of the 117million Americans who have smartphones are using them for shopping activities (finding stores, shopping lists, price checks, research, content sharing and purchase) (Nielsen, Oct 2012)
- 10. of them expectyou to have a mobile site. And 61% of them will leave to find a site that IS mobile- friendly. (AdWeek, 2012)
- 11. ISSUE 3: THEYARE VISUAL SPEAKER NOTES: Bandwidth increases mean larger visuals can be delivered more quickly, so think about your site UI and feel free to use larger, bolder imagery.
- 12. Fastest-growing social network; brokeall adoption speed records Now the third largest in the world; bigger than LinkedIn, and nearly as big as Twitter
- 13. “Pinterest brings together peoplewith similar interests. Facebook is different in that just because we are friends doesn’t mean we’d be interested in buying the same products. Another unique opportunity [with Pinterest] is the ability to see a product within the context of your own lifestyle.”
- 14. 68% of consumersuse YouTube to browse and research a retailer. 30% of consumers who follow a brand on YouTube actively search for brand videos. 27% are looking for how-tos, styling ideas and expert opinions. (National Retail Federation, 5/2012)
- 15. ISSUE 4: THEYARE TIME-STARVED SPEAKER NOTES: If guys are taking business calls in airport bathrooms, you know we must be time-starved.
- 16. ISSUE 5: THEYFEEL A WEE BIT ENTITLED SPEAKER NOTES: Consumers’ friends and connections get back to them on social channels within seconds or hours. They expect brands should hear them and respond immediately as well. How immediately?
- 17. 42% WANT ARESPONSE FROM YOU WITHIN ONE HOUR 57% EXPECT THE SAME RESPONSE TIME FROM YOU ON NIGHTS AND WEEKENDS! #CLEARLYNOTUNDERSTANDING
- 18. ISSUE 6: THEYDELIGHT IN CONVERSATION FOCUSED AROUND THEIR ISSUES – NOT YOURS SPEAKER NOTES: Social channels were created to connect people with people. Brands came late to the party, and stumbled through lots of awkward or annoying approaches to try to pitch and sell in social venues.
- 19. Out of 63,000followers, only five people responded. Who makes laundry resolutions?!?
- 20. SPEAKER NOTES: YouTubetook off and what did brands do? Get in your face with video preroll ads. Untargeted, irrelevant interruption and intrusion. Not the way to be social.
- 21. ISSUE 7: WEDECIDE VIA EMOTIONS
- 22. SPEAKER NOTES: Welike to think of ourselves as rational creatures who look at all the evidence, ponder, and then make informed decisions. http://www.flickr.com/ photos/jurvetson!
- 23. SPEAKER NOTES: Butthe reality is that we’re not. In 2002, Dr. Daniel Kahneman was awarded a Nobel Prize for his work on emotional versus rational decision making. He found that typically, we truly believe that we think something, then do something, then feel something about it. But the reality is that we feel, then we take action, and then we post-rationalize. THINK > DO > FEEL FEEL > DO > THINK
- 24. 95% Infact, 95% of our decisions are based on emotional decision-making. http://www.flickr.com/ photos/myklroventine/! EMO!
- 25. SPEAKER NOTES: Why?Because we’re crazy monkey people. We're primates. This came from fight-or-flight. We're wired to process emotions VERY quickly, using parallel processing. That's why we can feel both happy and sad, we can laugh while we’re crying. http://www.flickr.com/ photos/richardfisher/!
- 26. I can feelhappy and melancholy at my daughter’s graduation ceremony.
- 27. I can feelnervous and excited up here on stage.
- 28. SPEAKER NOTES: Butrational processing is MUCH more difficult. We can only single thread rational processing. If this is true, then x. If that's false, then y. It takes much more energy, more time to rationally process decisions. And in a time-starved world, it’s harder to convince people to take the time to rationally think through a decision.
- 29. SO – HOWDO WE CONVERT THE SOCIAL SHOPPER?
- 30. SINCE THEY’RE EMPOWERED TIP1: LEVERAGE CONSUMER VOICES
- 31. Encourage product sharing amongstfriends Encourage personal story- telling or sharing of experiences around your brand/product
- 33. SOURCE: ROI Research,2012.!
- 34. SINCE THEY’RE MOBILE TIP2: REMOVE CONVERSION OBSTACLES
- 35. of consumers aremore likely to purchase from you if you have a mobile-friendly site. (AdWeek, Sep 2012)
- 36. SOURCE: Kissmetrics, Akamai,Oct 2012! WHAT UP, NEIL PATEL!!!
- 37. A one-second delayin page response can result in a 7% reduction in conversions. If your e-commerce site is making $500k per year, a one-second delay can cost you $35,000 in lost sales annually. (KissMetrics & Akamai, 2012)
- 38. CONSUMERS ARE VISUAL? TIP3: DIAL UP YOUR IMAGERY
- 39. Why? Pinterest usersspend 10% more than others arriving from Facebook - and 70% more than those from websites BEST PRACTICES: Use only the best product photography – and invest in a great photographer Go for simplicity Go for a variety of bold colors and patterns Tell product stories and engage in commentary
- 44. SPEAKER NOTES: GrandSt.com:big, beautiful billboard shots, uncomplicated interface. Many site owners feel the more information they put on a page, the more useful it is for shoppers, resulting in overwhelming options and information. Think zen-like with minimal interface options.
- 45. SPEAKER NOTES: CanadianTourism sent its agency to the airport to welcome Mexican arrivals, in a successful effort to change Mexican blogger sentiment about Canada. Appeals to emotional decision-making! WATCH: http://j.mp/ddbcanada-welcome
- 46. IF THEY’RE TIME-STARVED TIP 4 : B E B R I E F
- 47. Minimal, concise product copy Separateproduct detail page if possible Highlight text for skimming Video can communicate more in seconds than text Keep videos under 90 secs Don’t overpost! 1-2 times daily max per channel
- 48. SPEAKER NOTES: Videosof 1 minute or less have the highest view rate (81%).
- 49. SPEAKER NOTES: Theyalso have the highest level of engagement. So be brief.
- 50. TIP 5: REACT QUICKLYTO THEIR COMMENTS & QUERIES
- 51. Check social sitestwice daily if possible Try to respond within 4 hrs After 24 hrs, they’re gone Set expectations in your conversation But also update your About Us or profile pages with your “online” hours and what you respond to
- 52. By moving customerservice from phone to social media, one client is saving 75% per incident resolution. But, this is the court of public opinion. Not all things should be solved publicly.
- 53. IF THEY’RE CONVERSATIONAL TIP6: ENGAGE — WITH RELEVANCE
- 54. SPEAKER NOTES: Byleveraging fans’ propensity to recommend your brand/site, you let them help you build touchpoints.
- 55. 345637-85!59:;!-<7;-=:49>-?-@!-:.-=@A-BCDD- &#$!!!$!!!" &!$!!!$!!!" %#$!!!$!!!" %!$!!!$!!!" #$!!!$!!!" !" !"#$%&'()*'+,- .#'/%++(*'+,0)"#$%&'()- 1+'#'+2#*'+,- .#'/%++(*'+,0'+'#'+2#-
- 56. HTC SOCIAL COMMUNITIES MANAGED BY
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- 63. IF THEY’RE EMOTIONALDECISION-MAKERS TIP 7: SPEAK TO EMOTIONAL DECISION-MAKING
- 65. (Brilliant campaign bymy former colleagues at DDB Canada)
- 67.
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- 73. 6000 Facebook fans 375,000video impressions; total media cost: $0 20,000 Salty & Pep shakers sold out Highest website traffic EVER Unit sales rose by 24% over previous year Sidekicks surpassed Uncle Ben’s as the #1 BRAND in the category
- 74. 1." LEVERAGE CUSTOMER VOICES 2." REMOVE MOBILE & PAGELOAD OBSTACLES 3." GO BIG WITH VISUALS 4." BE BRIEF 5." RESPOND QUICKLY 6." ENGAGE — WITH RELEVANCE 7." SPEAK TO EMOTIONAL DECISION-MAKING
- 75. ERIC WEAVER (@Weave) SVPSocial Strategy & Intelligence Mediabrands • Spring Creek Group springcreekgroup.com SEATTLE • NEW YORK • LONDON • AMSTERDAM
- 76. 1 in 2leads to B2B websites are coming from Leads from LinkedIn Groups most likely to convert. Visitors from LinkedIn Groups most likely to attend webinars. '()*+),"-./)'0"*"n^439N6<%Q"9G=4:<D:"B:BF:7"912:="9F6G5"58:"F:15"9;;769D8">67"[&["145:1A"*<1J:70"?:3:79@:"i4<2:=]<" 9<="451"1576<@$"84@8VD6<3:7146<"579oDA" i)*dL.,^]j"'/YdS".L"&kl"[&["N.^(*-])'"m"L)["&!%%"
- 77. ADWEEK ON MOBILECONSUMERS, 9/25/12: http://www.adweek.com/news/technology/72-consumers-expect-brands-have-mobile-friendly-sites-143968 McKINSEY QUARTERLY, 2009: https://www.mckinseyquarterly.com/The_consumer_decision_journey_2373 NIELSEN, THE DIGITAL SHOPPER, 10/2012: http://www.nielsen.com/us/en/newswire/2012/digital-shopping-what-you-need-to-consider.html KISSMETRICS, ON SITE LOADING TIME, 8/2012: http://blog.kissmetrics.com/what-ecommerce-customers-want/ ROI RESEARCH, ON UNFRIENDING BRANDS AND SHARED CATEGORIES: http://www.slideshare.net/performics_us/performics-life-on-demand-2012-wave-2-15573955#btnNext NATIONAL RETAIL FEDERATION, PINTEREST AND YOUTUBE STATS, 5/2012: http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1378 CHADWICK MARTIN BAILEY, FANS MORE LIKELY TO BUY & RECOMMEND, 2010: http://blog.cmbinfo.com/press-center-content/bid/46920/Consumers-Engaged-Via-Social-Media-Are-More-Likely-To-Buy- Recommend B2B LEAD GEN, 2011: http://www.leadformix.com/Why-Should-You-Use-Linkedin-For-B2B-Generation/ THANKS TO SPRING CREEK COLLEAGUES KIM ERVIN AND NICOLE SHEMA FOR THEIR ASSISTANCE IN PUTTING THIS PRESENTATION TOGETHER. SALTY & CANADIAN TOURISM CAMPAIGNS CREATED BY DDB CANADA. HOTTEST WOMAN EVER CAMPAIGN BY GOOGLE — MUCH TO THE CHAGRIN OF JENA SCOTT WEAVER. ;)
- 79. DO SOCIAL BETTER. Wecreate meaningful brand impact in a competitive marketplace by helping you understand and align with your customers via social media. By putting your constituents at the top of your value chain, our clients increase marketing efficacy across all touchpoints. pl"
- 80. Founded in 2006,we are one of the very first pure-play social agencies. We were one of the Inc. 500 fastest- growing companies in 2011, after which we were acquired by IPG Mediabrands in 2011. Founding member of WOMMA Our headquarters are in Seattle, with additional offices in New York, London, Amsterdam & Frankfurt. k!"
- 81. “From the greencarpet to the control room, Spring Creek worked with speed and grace in a challenging and chaotic environment. Their efforts lead to a great experience with our fans…” Justin Ried Senior Manager, Social Marketing – HTC WHO’S SPRING CREEK? “Whether through the daily management of our outreach and engagement efforts or by delivering key insights in our monthly reporting, the account management team functions as an integral extension of our Marketing team.” Stephen Bury Digital Marketing Lead – Microsoft Office 365 k%"
- 82. AUDIENCE SOCIAL COMMUNITY SOCIAL INFLUENCER INTELLIGENCE STRATEGY MANAGEMENT CREATIVE & PROGRAMS BEYOND THAT SPANS THE THAT IS SKILLED, CAMPAIGNS & SYNDICATION TRADITIONAL ENTIRE ORG, ON-BRAND & CRAFTED AROUND SPREADING LISTENING TYING TACTICS TO SUSTAINABLE INSIGHTS BRAND LOVE BUSINESS GOALS Competitive Social enterprise Editorial calendars, User experience, Influencer ID & analysis, live strategy, resource & channel tactics, app & tab outreach, loyalty performance workflow planning, advocacy, outreach development, event program planning, dashboards, playbooks, crisis & engagement support, campaign content syndication community audits, communications, planning, traditional ROI tracking social customer + social integration care
- 83. springcreekgroup.com! springcreekgroup.com/blog! facebook.com/springcreekgroup! twitter.com/springcreekgrp! foursquare.com/venue/173046! All content ©2011, Proprietary and Confidential!