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Social Commerce Best Practices: Prescribing the Right Plan for Your Business Veronika Sonsev, CEO of inSparq
Social Commerce Best Practices: Prescribing the Right Plan for Your Business
Veronika Sonsev, CEO of inSparq
Marketing landscape has changed
2
So what should you do?
Go social!
Cost effective marketing
Engages your most loyal customers
Delivers immediate results
Fab.com success story
~ 15% of Fab’s daily traffic comes from Facebook
~ 5% comes from sites like Twitter and Pinterest
Source: WSJ. February 2012
Eventbrite success story
Every link shared on Facebook generates $2.52 in ticket sales
Facebook sends more traffic than any other source, including Google
Tech Crunch October 2010
Source: TechCrunch. October 2010
Research confirms social works
Billions share the world over
Everyday people share:
4 billion things on Facebook
200 million things on Twitter
1 billion things on Google+ Source: TechCrunch, July 2011
23% of shoppers share over half the time
23%
Even more want to share
“83% of online shoppers say they want to share information about their purchases”
Source: Digital Buzz, March 2010
They share because they think their friends would like it
94% bought what friends recommend last year
94%
Customers are 71% more likely to purchase a product if referred by a social media channel
Organically customers are only 7% likely to purchase a productSource: Hubspot, January 2010
Recommendations increase likelihood to buy
“Word of mouth
is the ‘primary
factor’ behind
between 20%
and 50% of
purchases”
Source: McKinsey, April 2010
Word of mouth drives sales
64% would share more if they were incentivized to do so
The Power of Social Referrals
Top rewards that motivate
#1 Cash Back – 84%
#2 Discounts – 72%
#3 Free Shipping – 65%
Source: inSparq, April 2012
So how do you get started?
SCA was designed to help!
10-week program designed to drive
measurable sales lift through social
commerce
Webinars to deliver curriculum of best
practices
Participants receive the free software,
services and support
Goal: build a self-sustaining social action
plan customized for your business.
What the Accelerator will offer:
1. Three Social Commerce Health Assessments
2. SCA Webinar Series every Wednesday at 3pm
from May 16th – July 11th
3. One-on-One consulting with participating
companies
Benefits to participants
It starts with sharing
Fully integrated with the social media avenues customers most!
Tool #1: sharing widget
Sharing widget results
300% uplift in shares
Over 50% CTR on shares
Built DB of 10% most influential customers
Goal: newsletter sign ups
Action: created a contest to spread the word
Tool #2: tell-a-friend
Tell-a-friend results
Participants generated over 2 visits on average
17% of shares resulted in sign up
Most used channels were: FB, referral link, email then Pinterest (nobody Tweeted)
inSparq demo
inSparq Widget
Sharing & results by channel
SHARES SALES
Sharing best practices
1. Incentivize social actions
2. Incentivize multiple actors
3. Keep your offer/campaign simple
4. Always test offers/campaigns
5. Rally your customers around a contest/
sweepstakes
Best practices: Facebook Encourage customers to
share; start with a Like on your home page
Give shoppers option of both posting on their timeline or via direct message
Make sure the image is relevant to the product (not your company logo)
Keep copy simple: customers will include personalized messages to friends
Best practices: Pinterest
Hold a contests (e.g., Pin it and Win It) to encourage customers to pin
Use Pinterest friendly images Use suggested text: “This is
one of my favorites..." or "I love this…”
Including $ amount:– DO include in company
pinboards – gets into Gifts– DON’T include with
product sharing – hurts virality
Sources: Mashable, 2012; Search Engine Watch, 2012; Acappella's Digital Treats, 2012
Best practices: email
Have message come from friend or put friend’s name in subject
Address the recipient in the email
Allow sender to customize email copy
Make email look like it came from the friend – don’t use a graphical/newsletter templates
Best practices: Twitter
Include your @twitterhandle in the message copy
Experiment with different action words: Check this out, Look at this, What do you think?
Test both the product name (“Check out this ‘Cleopatra bib’”) and general category name (“Check out this necklace!”)
Empower your customers…
…to engage their networks and help you grow sales!
Getting started is easy
inSparq takes less than 10 minutes to install
Single integration for sharing and analytics
with the most important social channels:
Facebook, Twitter, Pinterest, SMS, email, etc.
Apps available for websites built on Magento
and Shopify
Hands on support from inSparq team!
But, wait there is more!
Week 1: SCA Health Assessment
Week 2: Sharing Widget & Tell-a-Friend
Showcase: Veronika Sonsev, CEO
Week 3: Personalizing Web & Email
Showcase: Michael Hershfield, VP Strategic Partnerships
Industry Expert: Cassie Lancellotti-Young: Former VP of Marketing at
Savored
Week 4: Metrics and ROI
Jake Stein, Co-Founder
SCA schedule
Week 5: Second Social Commerce Health Assessment
Week 6: Social Media Marketing
Showcase: Mairead Ridge, Marketing Manager
Industry Expert: Christian Moya: Producer
(formerly VP of Product )
Week 7: Customer Insights
Showcase: Jamie Ryan, Operations Specialist
Showcase: Peter Bordes
SCA schedule
Week 8: Deals & Flash Sales
Showcase: Mike Wilson
Showcase: Veronika Sonsev, CEO
Week 9: User Reviews & Loyalty Programs
Showcase: Nadim Hossain, VP Marketing
Industry Expert: Tara Hunt, CEO
Week 10: Final Social Commerce Health Assessment
SCA schedule
Thank You!
