Post on 14-Sep-2014
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How Carol's Daughter is Generating 8%
Revenue Uplift via Social Media
Jessica Klein, Director, E-Commerce Jai Rawat, CEO
@jairawat
Oct 9, 2013
@shopsocially@carolsdaughter
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• Comprehensive Social
Commerce Platform
• Started in 2010
• 150+ Brand name customers
• Focused on generating ROI
LinkShare
Technology Genius
Award
Most promising
private
companies
2013
Featured in a
recent Social
Commerce
case study
Top Startup
Award
Ask-a-Friend
Refer-a-Friend
Get-a-Fan
Social Connect
Social Login
Viral Offer Sharing
Viral Flash Sale
Share-a-Purchase
Share on Mobile
Shopping Community
Product Stories
Social SEO
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Quick poll to understand
audience composition
What is your role?
1. E-Commerce Worker
Bee (I carry out
Ecommerce strategy)
2. Social Media
Marketing Specialist (I
am the middle bird)
3. Boss (I make the
decisions)
4. Geek (iImplement)
5. Other
If you chose (2) and
haven’t tweeted about our
webinar yet, your vote will
be invalid!
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o Known for its natural beauty products for 20 years
o Started eCommerce business in 1999
o Investments from celebrities like Will Smith, Jay-Z and Mary Blige
o Annual revenues of $60 million (source)
o Products can be found in Carol's Daughter retail stores and on
CarolsDaughter.com, at Sephora, Macy's, ULTA, and on HSN
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ROI
Budget
Resources required
Objectives
Brand image
Vendor selection
Considerations
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Think social = FB+Twitter+
Pinterest?
Think again!
Source: theconversationprism.com
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Two pronged Social Strategy
OFF-SITE
Engagement
Feedback
Customer Service
Branding and PR
TV (HSN) and Events
ON-SITE
Engagement
Conversion rate/Revenue
Word-of-mouth amplification
Rich profile acquisition
Deep insights (social influencers, trending products etc.)
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Off-site : Facebook
• Strongest asset with 930k+ fans
• Almost all acquired organically
• Highly ENGAGED
Source: Stylophane
Top engagement metrics in the beauty industry
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Off-site : Facebook
• Getting harder to drive traffic from our posts• Even with large, highly engaged fan-base
• Added display ads • re-targeting and look-a-like profiling
• currently in the right rail
• will soon test sponsored posts in the newsfeed
• Stats:• 1-3 million impressions / month
• 0.05-0.09% CTRs
• 0.02% impression-to-order rate
(including view through)
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Off-site : Instagram
• Most important channel after
• Rapid growth• Near zero to 24K followers in 6mo
• On track to double by year end
• Cross channel promotions for
Instagram followers. E.g.:• Instagram exclusive coupon
promoted via Facebook
• $100 gift card sweepstakes
promoted via email
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On-site Social Strategy
Share-a-Purchase Product Stories
Get-a-Fan Social Connect
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• Acquire genuine Facebook fans
• Add email subscribers
• Increase sales
• Improve SEO rank
• Add social virality
Get-a-Fan
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• Like gated coupon (10% off)
• Intelligent targeting options:– paid vs. free traffic, visitor history, product category etc.
• Auto-schedule campaigns as required
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Results
•2.45% of website
visitors converted into
Facebook fans
•32.79% sales
conversion rate for
acquired fans
•28.9% fans also
became email subscribers
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• Email acquisition ++
– Acquire email + rich profiles
• New customer acquisition
• Increase sales
• Improve SEO rank
• Identify loyal customers and influencers
Social Connect
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• Users who do a deeper connect with Carol’s Daughter brand get rewarded with a coupon
• Gives access to rich user profiles (name, email, age, geo, gender)
• Word-of-mouth referrals create new customers
• Generates deep social insights into Carol’s Daughter customers
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Carol’s Daughter products make my hair look so smooth and flowing! Love it!
• Users who do a deeper connect with Carol’s Daughter brand get rewarded with a coupon
• Gives access to rich user profiles (name, email, age, geo, gender)
• Word-of-mouth referrals create new customers
• Generates deep social insights into Carol’s Daughter customers
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Tell your friends what do you love
about Carol’s Daughter.Carol’s Daughter will receive the following
info: your public profile, friend list, email
address, relationships, birthday, interests,
current city, likes and your friend’s
relationships, birthdays, interests and likes
• Users who do a deeper connect with Carol’s Daughter brand get rewarded with a coupon
• Gives access to rich user profiles (name, email, age, geo, gender)
• Word-of-mouth referrals create new customers
• Generates deep social insights into Carol’s Daughter customers
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Carol’s Daughter will receive the following
info: your public profile, friend list, email
address, relationships, birthday, interests,
current city, likes and your friend’s
relationships, birhtdays, interests and likes
FB07
• Users who do a deeper connect with Carol’s Daughter brand get rewarded with a coupon
• Gives access to rich user profiles (name, email, age, geo, gender)
• Word-of-mouth referrals create new customers
• Generates deep social insights into Carol’s Daughter customers
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Get 10% OFF at Carol’s DaughterConnect with us and tell your friends what do you love about Carol’s Daughter to get 10% OFF.
Carol’s Daughter products make my hair look so smooth and flowing! Love it!
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Get 10% OFF at Carol’s DaughterConnect with us and tell your friends what do you love about Carol’s Daughter to get 10% OFF.
Carol’s Daughter products make my hair look so smooth and flowing! Love it!
Results
• 1.22% of website visitors
connected with the brand
• Rich Data (name, email,
birthday, gender, geo location, user interests and more)
• ~2 clicks from each Facebook
post resulting in new traffic/customers
• 29.79% sales conversion
rate from Social Connect
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Distribution of Users by
Age
Distribution of Users by
# of Facebook Friends
Distribution of Users by
Gender
Interest Graph of Users
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• Convert shoppers into brand
ambassadors
• Acquire new customers via word-of-mouth
recommendations
• Create SEO friendly backlinks
• Identify loyal customers and influencers
Share-a-Purchase
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Hair Milk 4-PIECE STARTER KIT
Love the feel of my hair after using Carol’s Daughter product. Muuuaaaahh
• At the end of purchase, reward customers for sharing their purchase with a coupon
• Generates thousands of powerful brand endorsements
• Creates high quality referral traffic
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Hair Milk 4-PIECE STARTER KIT
Love the feel of my hair after using Carol’s Daughter product. Muuuaaaahh
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Hair Milk 4-PIECE STARTER KIT
Love the feel of my hair after using Carol’s Daughter product. Muuuaaaahh A
E
CD
B
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Hair Milk 4-PIECE STARTER KIT
Love the feel of my hair after using Carol’s Daughter product. Muuuaaaahh
Results
• ~10% of customers are
sharing their purchases!
• ~2 referral clicks per
post
• 21.16% sales
conversion rate for referral
traffic
• 1000s of word-of-mouth
brand endorsements
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• Add social proof
• Increase sales conversion
Product Stories
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• Show social testimonials on the product page itself – adding social
proof at the point of purchase
• Increases sales conversion using social media influence
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Share-a-Purchase
Product Stories
Summing Up the Benefits
of On-Site Social Strategy
Get-a-FanAcquire quality fans
Drive Conversions
Generate Social Insights
Identify Influencers
Word-of-Mouth
Enhance SEO Rank
Social Connect
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Summing Up the
Numbers
New FansEmail
Subscribers
Social
ConnectsROI
Increase in
Revenue
26,029 7,056 5,470 670% 8%
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Plans for the Holiday Season
Joann Stout
Look at my curls. Carol’s Daughter
hair products rock!
Ringlets that will makes all her friends jealous. My daughter loves it totally!
My hairs looks so beautiful, made it my display pic :)
Learning to like my curly hair in my senior yrs.
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Special Offer for today’s attendees
SSHoliday13Mention the code above to
get one free month or an
iPad mini with one year
subscription
rob@ShopSocially.com
jai@ShopSocially.com
http://shopsocially.com
+1 650 701 7759
CDSSUse the code above to get
20% on CarolsDaughter.com (Expires Oct. 31, 2013)
jklein@carolsdaughter.com
+1 877-540-2101