SOCIALMEDIA.ORG/SUMMITORLANDO

How to integrate socialmedia with sales

RYAN DICKERSONAUTOTRADER.COM

DECEMBER 9–11, 2013

social media & sales @RyanGDickerson

selling with social isn’t new

We’ve tried this a few different ways

F-commerce stores “We’re going to sell stuff on Facebook!”

In-feed sales “We’re going to sell stuff on Twitter!”

Video annotations “People can buy stuff straight from product videos!”

Rich Pins/Media “We’re going to sell stuff to moms!”

Image: http://www.bookingbug.com

@RyanGDickerson

strategy & tact are everything

Listening, clear goals, and measurable KPIs are essential for any social sales strategy

What does success look like for your brand?

How will you measure those achievements?

When will you know if you’ve succeeded?

@RyanGDickerson

sales are a byproduct of a comprehensive social media strategy

Direct ROI

Foundational Activities

Social Traffic/Leads

Enabled Analytics

Social Listening

Community Management

Real-time Engagment Inspirational

Content

Social Sales

@RyanGDickerson

social media & online sales

tactics for social media & online sales

Leverage what’s available from the platforms

Put on your analytics trucker hat

Consider social advertising for your marketing mix

Make user-generated reviews a cornerstone of your strategy

Source: Zazzle.com

@RyanGDickerson

leverage the basics

Marketers have a lot of tools at their disposal to boost and track social ROI

Meta tags, inbound traffic measurements, UV attribution

Rich content (pins, cards, videos)

Native platform analytics

Source: www.business2community.com

@RyanGDickerson

get friendly with your data

Know what to look for and how to show attribution

Referral domain

Session duration

Site activity

Add to cart/checkout

Click events

Shopper pathing

Social Content

Click

Mobile Site UV

Mobile Site

Search

Mobile Site

Product Page

Mobile Site

Search

Mobile Site

Product Page

Mobile Site

Product Page

Product Ratings & Reviews

Mobile Social Login

Add To Cart/

Checkout

Post-Sale CRM

Sourcing Reviews

Social Team Happy Hour

“Over the period of Jan.- June 2013, social traffic to e-commerce sites has created a revenue increase of 17.8 percent.” Source: (ShopSocially)

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@RyanGDickerson

are social ads right for you?

Social adverting has come a long, long, long way

Better segmentation “clusters”

Better attribution techniques

1st & 3rd party data integration (Equifax, Polk)

Industry demand for accountability

Facebook’s CTR saw a 275% increase in Q3. Source: Adobe Social Intelligence Report

@RyanGDickerson

ugc is your digital reputation

Ratings & Reviews drive sales, and have become synonymous with online shopping

“78% of Americans said online reviews help them decide on whether or not to purchase a product.” Source: http://www.marketingcharts.com

@RyanGDickerson

social media & retail sales

tactics for social media & retail sales

Know your social path to purchase

Use inspirational content to drive discovery

Work with your geo-social companies

Get creative with social incentives

@RyanGDickerson

know your social path to purchase

Having an understanding of where your social presence fits into the path to purchase is critical in knowing where your role starts and stops in a sales process

Source: http://www.zeromomentoftruth.com Source: http://www.mckinsey.com/

@RyanGDickerson

inspiration drives sales

Inspire with your compelling content

Engage with your community

Empower your loyalists

Deliver on your brand promise

Twenty-six percent of in-store purchases from Pinterest were at discount retailers. Source: Vision Critical

@RyanGDickerson

check-ins- an easy attribution tool

Check-in and geo-fencing technologies could be your missing attribution tool

Associate check-ins with…

CRM data

Brand fans (Likes, Follows)

Competitors (visitors recent check-ins)

Easily identify influencers and key behaviors

@RyanGDickerson

social incentives aren’t about the deal

Social incentive campaigns build stickiness and help brands…

Drive brand awareness

Gain deeper shopper insights

Build long-term attribution models

@RyanGDickerson

key takeaways & best practices

sales are a long-tail game

Sales are a byproduct of a well-executed social strategy

@RyanGDickerson

leverage the basic industry tools

The social platforms want to help you succeed, so use what they offer

Twitter Cards

Rich Pins

YouTube Annotations

Google Analytics

Check-in data

@RyanGDickerson

know your channels strengths

Source: http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey @RyanGDickerson

be inspirational

Inspiration drives exploration, and gives consumers unique ways to connect with a brand

@RyanGDickerson

don’t be a “swim fan brand”

Know what to ask for: Don’t be the like me, love me, follow me, pin me, + me, me brand

Have tact: Don’t #Twitt-sta-face-tube-pin-plus your sales-driven content

Maintain balance: Make sure your sales-focused content isn’t the key driver in your social content mix

@RyanGDickerson

thank you

Feel free to send your critiques, praises, good jokes, or BBQ recipes to @RyanGDickerson

SOCIALMEDIA.ORG/SUMMITORLANDO

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DECEMBER 9–11, 2013

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