| Date post: | 12-Jan-2017 |
| Category: |
Marketing |
| Upload: | michael-julian |
| View: | 64 times |
| Download: | 0 times |
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: [email protected]
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.
3 comments sort comments by date
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: [email protected] blog: michaeljulian.io
Twitter: @msjjulian
