Community Generated Marketing:How to beat the E-commerce giants by getting your customers

to market your products for you!

By Michael JulianHead of Growth Marketing at Communify

Download slide deck here: http://bit.ly/1OiOt8mEmail: michael@communify.com

My blog: michaeljulian.ioTwitter: @msjjulian

Top performers growing 3.5 faster than the rest

Revenue

Time

Good E-commerce

Best in class Ecommerce

This could be you

Pushing the bar in E-commerce innovation since 1994

What are trying to say amazon?

Lower price

High Volume

E-commerce Giants Business Model

There’s always someone willing to make less than you!!

ProfitMargin

It’s a race to the bottom

What can you do?

You

You’re a small fish in a big pond

2015 Benchmark report:eCommerce Growth Survey of

200+ E-commercestores

$25 billion in transactions

31 million customers

3 crazy statistics on E-commerce

Top performing companies are growing revenueat a rate 3.5x that of the others.

3 crazy statistics on E-commerce

AOV of $102 for Top performing E-commerce,36% higher than companies in the lowest quartile.

3 crazy statistics on E-commerce

Majority of revenue for top E-commerce from repeat purchases.

3 crazy statistics on E-commerce

Creating a near frictionless buying experience.Providing product and service.

Service

How did the top performers do it?

Building passionate communities.

Community for “bros” who like shorts.Sells mens shorts and shirts.

How did the top performers do it?

Community for urban men with beards.

Sells products for beard care.

How did the top performers do it?

Building passionate communities.

Community around shared interests of dog lovers.

Sells treats and accessories for dogs.

How did the top performers do it?

Building passionate communities.

Blending content and commerce.

How did the top performers do it?

Customer Life Time ValueThe State of Retailing Online 2013: Marketing & Merchandising: Forrester and

shop.org

Why does community make such a big difference?

Community members market for you

Why does community make such a big difference?

Members tell people they know about your community

Why does community make such a big difference?

Members will write content for you

Traffic Trust (conversion) AOV Repeat purchases

Why does community make such a big difference?

How do you build a community?

Encourage customers to share opinions

Search Traffic

+10%

ConversionRates

+125%

Time On Site

+157%

Case study: Coffee for less product reviews

Allow negative reviews

What are their secrets?

Case study: Coffee for less product reviews

Give them instructions on writing reviews& examples of good reviews

What are their secrets?

Case study: Coffee for less product reviews

Encourage customers to write helpful reviewswith prizes

What are their secrets?

Case study: Coffee for less product reviews

Automate review requests

What are their secrets?

Case study: Coffee for less product reviews

Share reviews on social media

What are their secrets?

Case study: Coffee for less product reviews

Search Engine Friendly

What are their secrets?

Case study: Coffee for less product reviews

Next steps:Turn your customers into

raving fans who refer their friends

Fitness for nerds by nerds? That’s unique!

What makes you unique?

Find your ideal customers.

Who do you want in your community?

2000 organic visitors/day by October?

30% conversion rate by August?

What are your SMART goals?

Foster a loyal connection through personal touch

Community for urban men with beards. Sells products for beard care.

Tell your story!

The right person to getThe right contentAt the right placeAt the right timeIn the right formatIn the right languageOn the right device

From The Content Marketing Institute: http://contentmarketinginstitute.com/

Create outstanding, engaging content

TOMS is a master at using media to humanise their brand.http://www.toms.com/tribe

Make use of media: Humanise your brand

Start small and use email

Recruit community members

Ask members to recruit friends

Recruit community members

Comments on blogs

Get people involved

Tips and tricks on product pages

Get people involved

What are your best tips for tricking your lazy baby into sweeping the floor?

Angela A.I like to hide treats around the room for them to hunt for.

Tom W.I have a spare mop for when my friends bring their babies round.

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Interactive FAQ’s

Get people involved

Share controversial content

Get people involved

Enable community members to start discussionshttp://www.redbullcliffdiving.com/en_INT/article/final-stage-set

Get people involved

Customisable profiles

Get people involved

How can Communify help?

Want to use Communify for free?Send me an email!

By Michael JulianHead of Growth Marketing at Communify

Download slide deck here:

Email: michael@communify.comMy blog: michaeljulian.io

Twitter: @msjjulian