Disruption everywhere!• German Internet users spend more time on social networks and blogs than they do any other online category of sites, a total of 12.7 billion minutes in May 2011. (Nielsen)• UK Internet users visited 229.6 million pages on Tubmlr #2, after Facebook 20.2 billion page views. (Nielsen) http://blog.nielsen.com/nielsenwire/social/
Ecommerce(Buying & Selling Online) Social Commerce (Linking Social Media and Social Media Ecommerce) (Online MediaSupporting Social Interacion and User Generated Content)
72% of retailers plan to spendmore on marketing via socialnetworks this year than in2010 State of Retailing Online survey conducted by Forrester Research Inc. for Shop.org http://www.internetretailer.com/2011/05/31/retailers-bet-social
Product Product ProductDiscovery Selection Referral• Awareness • Decision • Evangelism• Index Support • Referrals
1 3 21. Simple Twitter search for @amazon “I just bought” – every few minutes another Tweet2. Link to purchase3. Walmart – Promoted Tweet
11. Simple report (non-subscriber, limited results) – last 50 Tweets with “I just bought @amazon”. 52,050 potential views in 50 Tweets
1 21. Another “free” tool – Twitter Sentiment – Positive mentions of Amazon = 80%2. NOTE! Reviews can now be Tweeted, just like purchases can be.
Amazon shows the way. Accelerate your sales withSocial Media.
2 11. Popular Childrens Toy Ecommerce Site in Denmark – www.br.dk2. Share a link. Note no “cc” of the brand BR in the default Tweet text, a missed opportunity.
1 2 11. dba. A popular ecommerce site in Denmark, owned by eBay. 1.1 million uniques monthly. Send to Facebook button2. Facebook like button
3 1 21. dba. – Good engagement with customers – <50 minutes and a full reply.2. 32,000 likes3. Fcommerce – Shopping on Facebook
The 67% of visitors spend average consumer that has 90% of purchases are more after “followed a retailer” now influenced socially recommendations follows an average of 6.3 retailers (2) 71% of ecommerce 60% of social media users53% of retail transactions shopping carts will be visit these networks to w/ Facebook converted abandoned receive coupons or promotions (1) 53% of retail transactions involving Facebook directly converted (from Facebook to checkout). [Source: Efficient Frontier, November 2010] 90% of all purchases are subject to social influence (Wired Magazine (UK) 67% spend more online after recommendations Bazaarvice.com (1) http://www.mediapost.com/publications/article/161714/want-brand-love-on-social-offer-discounts.html?edition=39923 (2) http://www.thepartneringgroup.com/pdf/2011_Social_Commerce_Study_%20exec_summ.pdf (3) http://www.shop.org/c/document_library/get_file?folderId=193&name=DLFE-904.pdf
• Where are they? • Be Human • SharesListen • What are Engage • Be Inspire • Referrals they Responsive saying?
•Discover where your buyers are talking. What social networks are they on.Listen •What are they saying? Reviews? Recommendations? •How are they saying it? What words do they use? •How connected is their community? How influential are they?
•Participate in the conversations. •Offer help, advice, service. Don’t sell!Engage •Be human. Be authentic, don’t mask your identity. •Be transparent! We all make mistakes, own up to them. •Enlist help! Your employees and customers are part of the community – encourage them to participate. •Guide your employees. Reward your best brand ambassadors. •As Google’s SERPs (Search Engine Results Pages) become more social, it’s critical that your business, employees and customers become more social.
•Make it fun, make it social. •Add sharing buttonsInspire •Enable reviews, foster methods for generating user generated content •Surprise them! •Create inspirational video content •Create promotions and contests for customers to join •Never give up. Silence is defeat. •Trust and passion for your brand will die.
Listen Tweet received In response to content I shared with my social network.Inspire Tweet received in response to a Tweet about some direct mail I received.Engage Tweet received in response to a blog post I wrote with a question on GaggleAMP’s roadmap.
Inspire 1 1. Make it fun, enlist your employees. http://www.youtube.com/watch?v=Pe2yUGtczT4
Is your ecommerce business social? What isworking for your business?
Thank You William Toll Twitter/Skype: @utollwi firstname.lastname@example.org