1.
Maggie Hatfield
Omni-Channel Integration Disrupts the
Traditional Path to Purchase
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
Bay Area
August 6, 2013
socialmedia.org/blogwell

2.
OMNI-CHANNEL INTEGRATION DISRUPTS
THE TRADITIONAL PATH TO PURCHASE
MAGGIE HATFIELD
OPERATING VICE PRESIDENT, EMERGING MEDIA
V.5.1
3
@markethat

3.
OMNI-CHANNEL INTEGRATION HELPS CUSTOMERS
ALONG A NON-TRADITIONAL PURCHASE PATH
3
@markethat

4.
SOCIAL FOSTERS ENGAGEMENT ALONG THE ENTIRE
CUSTOMER JOURNEY
2
@markethatSource: Google Analytics, Q4 2012. N = US: 130M
SocialDisplay
Click
Organic
Search
Paid
Search
Referral
Email Direct
AWARENESS CONSIDERATION INTENT DECISION
ASSIST INTERACTION LAST INTERACTION
65% ASSIST | 35% LAST
66%
66% of total revenue comes
from purchases made in
more than one step
SocialSocial SocialSocial

5.
THE #BEAUTYREPORT WEEKLY PROGRAM WAS THE PILOT
FOR BUILDING AN OMNI-CHANNEL EXPERIENCE
4
TV/PHONE
TABLET SMARTPHONE
HSN.COM
COMMUNITY
CONTENT
COMMERCE
SOCIAL SOCIAL
@markethat

6.
CONTENT, CONVERSATION & INCENTIVES DRIVE
SOCIAL ENGAGEMENT & REPEAT VIEWERSHIP
Content & Chat
Incentives
Social TV CTA’s &
On-Air Graphics
Live Tweeting
HSN Partner
Participation
Destination on
HSN.com
TESTING & LEARNING TAKES TIME…
@markethat

7.
6
SOCIAL MEDIA ENGAGEMENT ON TV IS MEASURED BY
TWEETS PER MINUTE
@markethat
MASS RELEVANCE CELEBRITY LIVE CHATPARTNER PARTICIPATION BEAUTY BUNDLE
Beauty Bundle Giveaway Celebrity Live Chat
Social-TV Graphics
Partner Participation
HSN.com Experience

8.
WE CULTIVATED A GROUP OF ENTHUSIASTS TO BUILD
AWARENESS OF HSN AS A BEAUTY AUTHORITY
7
@markethat
Beauty Report enthusiasts
created thousands of stories,
resulting in 320X growth in
impressions.
#BeautyReport organically
trended on Twitter.
The Beauty Report extended from
a one-hour show to two hours
in June 2013.
On avg., Mass Relevance drove
21% of HSN’s Twitter
community growth.
21%
Social TV calls to action and
incentives sparked 5X growth in
TPM.
Omni-channel integration spurred
7.5X growth in #BeautyReport
mentions.

9.
THANK YOU
MAGGIE HATFIELD
OPERATING VICE PRESIDENT, EMERGING MEDIA

10.
Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
Bay Area
August 6, 2013
socialmedia.org/blogwell