Date post: | 09-May-2015 |
Category: |
Business |
Upload: | marc-osofsky |
View: | 2,170 times |
Download: | 1 times |
Ecommerce Playbook
Convergence of the Content, Community & Commerce
Specific Use Case Examples
SEO Blogs Linked to Product
Syndicate Content to Retail Partners
Search Spans Products, Blogs, Community
Social Shopping
Systems to Support 3Cs
2 © 2009 Optaros, Inc. All rights reserved.
Convergence
Consumer Expectations | Convergence
Consumer expectations for a Brand’s website are rising quickly. No longer is it enough to have corporate product information and links to retailers.
Consumers now expect to be able to seamlessly:• Find useful product information to help them
make a decision (Content)
• Engage with others that have product insight and experiences (Community)
• Buy their chosen products directly from the Brand site (Commerce)
Convergence of 3Cs
3 © 2009 Optaros, Inc. All rights reserved.
Blogs
Convergence Examples | Content & Commerce
Use blogs to drive cost effective traffic that converts
Example: Crutchfield blogContent driving traffic tocommerce site• 673,000 monthly searches• $2 average CPC• 50% click on #1 organic link
• Over $8 million worth of annual search advertising for free with a single blog
4 © 2009 Optaros, Inc. All rights reserved.
Blogs
SEO Blogs | Increase organic search traffic – no Google fees
Search Engine Optimized• Blogs are a great option
to create compelling content that is optimized to be found by search engines
• Key is to associate the blog with product details and add to cart to drive conversions
• Keywords: Title of blog equals title of page giving fullest weight to highly searched keywords
• Meta data: Enter description, meta tags when blog is created
5 © 2009 Optaros, Inc. All rights reserved.
Blogs
SEO Blogs | Easily Associate Products to Blogs
Product Association• It must be very easy for
staff to write blogs and associate relevant products to the blog
• Here is an example admin screen to create a blog that shows the ability to associate products to the blog. This automatically pulls in the product image, details and add to cart.
• Search: Auto-search for related product during blog creation.
• Product Catalog: Select from hierarchical product catalog
6 © 2009 Optaros, Inc. All rights reserved.
Content Syndication
Syndicate Content | Embed and Control Content on Partner Sites
Brands desire to manage theirbrand presence on retailersites
Application syndicationservices such as OView enableBrands to achieve this
Embed Content on Partners• Any type of content: text, rich
media, video, etc.• Auto-scales on hosted service
Content Management• Control content on each partner
site directly through a browser interface CMS system
Analytics• Full visibility into interaction on
page with content
7 © 2009 Optaros, Inc. All rights reserved.
Search
3C Search | Search Should Span All Content
Here is a common search example (not trying to pick on anyone):
Here is Columbia’s new site.
It has a blog.
(Click to next page to see what happens when you search)
8 © 2009 Optaros, Inc. All rights reserved.
Search
3C Search | Search Should Span All Content
Example:
It searched products first and not content and found nothing. It did search content but placed it on another page, let’s click on that (go to next slide)
9 © 2009 Optaros, Inc. All rights reserved.
Search
3C Search | Search Should Span All Content
Example:
It found the number “30” in an earnings report, but not the blog. It doesn’t seem as if the blog is indexed for search.
The blog page isn’t Search Engine Optimized (SEO) either, so searching on Google for “30 Days of Cycling” doesn’t find it either.
10 © 2009 Optaros, Inc. All rights reserved.
Search
Apple | Not Surprisingly Does it Right
Searching for “iPod” crosses all categories: Support, Products, Downloads, Apple Store, iTunes, Markets, Company. Ordered based on where you are on the site.
11 © 2009 Optaros, Inc. All rights reserved.
Social Shopping
Social Shopping | Facebook Social Graph on Product Detail Page
Social Shopping• Open up site to enable visitors to reach out to friends easily and pull them into the
conversation. Increases traffic virally and increases conversion with trusted reviews.• Access Facebook social graph on product detail page• Share “great find” with friends• Ask friends for advice to improve conversion rate• Drive traffic to the product detail page from Facebook
12 © 2009 Optaros, Inc. All rights reserved.
Social Shopping
Social Shopping | Facebook Social Graph on Product Detail Page
Social Shopping• Clicking on connect
opens up a model to allow folks to connect to Facebook
13 © 2009 Optaros, Inc. All rights reserved.
Social Shopping
Social Shopping | Facebook Social Graph on Product Detail Page
Social Shopping• Clicking on connect
opens up a model to allow folks to connect to Facebook
• Now visitors can ask their friends for advice, encourage them to buy it as well
• This can happen in real time with friends that are online at the time
14 © 2009 Optaros, Inc. All rights reserved.
Social Shopping
Social Shopping | Facebook Social Graph on Product Detail Page
Social Shopping• Clicking on connect
opens up a model to allow folks to connect to Facebook
• Now visitors can ask their friends for advice, encourage them to buy it as well
• This can happen in real time with friends that are online at the time
• Real-time advice from friends increase conversion rates
15 © 2009 Optaros, Inc. All rights reserved.
Social Shopping
Social Shopping | Facebook Social Graph on Product Detail Page
Social Shopping• Open up site to enable
visitors to reach out to friends easily and pull them into the conversation. Increases traffic virally and increases conversion with trusted reviews.
• Access Facebook social graph on product detail page
• Share “great find” with friends
• Ask friends for advice to improve conversion rate
• Drive traffic to the product detail page from Facebook
16 © 2009 Optaros, Inc. All rights reserved.
Single Platform for 3Cs
Software Platform Reality | Siloed Systems
Until now, Brands have been forced to purchase 3 separate platforms to address Content, Commerce & Community.
Which results in:• Technical barriers blocking desired user
experiences
• Administration costs and challenges of 3 separate systems
• Paying 3 times more than is necessary
Most importantly, falling behindcompetitors on traffic, time on site and conversions
17 © 2009 Optaros, Inc. All rights reserved.
Single Platform for 3Cs
Systems | A Single Integrated System, not 3 Separate Ones
Brands should look for software designed to meet their needs, not the needs of online retailers.
• Balanced handling of Commerce, Content and Community in a user-centered manner
• Integrated user experience – no artificial boundaries across the 3Cs
• Search spans all three areas
• Single admin interface
18 © 2009 Optaros, Inc. All rights reserved.
Convergence
To Learn More | Convergence
The best way to learn more is to experience other sites as a consumer and internalize what convergence means and follow blogs from folks focused on convergence.• Spend time on the following sites to
experience how they are doing it:- Search: Apple- UGC: Ray Ban, Redtagcrazy- Community: LANE BRYANT, Sears - Content: Urban Outfitters, Crutchfield
• Read some blogs- Jochen Krisch- Nikki Baird- Michael Levy
Convergence of 3Cs