Social Media for eCommerce - Merkle Inc. · PDF fileSEO . Tech On-Page Links . Social ....

Social Media for eCommerce

July 22, 2014

@gallate @daltondorne @swanstonway #RKG

Dalton Dorné CMO

@daltondorne

George Gallate CEO

@gallate

Graeme Jamieson Sr. Manager for Social Media

& Content Creation @swanstonway


3

Social Media for eCommerce • The Business of Social

• Defining Objectives

• Social Media Framework

• Building a Strategy

• Targets & Platforms

• Content: It’s What They Engage With

• Performance Measurement

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Why this webinar? Don’t you guys do search?


Digital Visibility The world is digital

We create Digital Visibility…


Digital Visibility We do this to drive outcomes –

Outcome

Sales, calls, visits, awareness, influence…

This is done by connecting with

consumers in three ways...


Outcome

Search

Social Paid

Digital Visibility

Paid is the start. Ads intercepting others’

content.

Search is what’s important to me now.

Social is what’s

important to people I like, or people like

me. It is earned media.

Paid, Search & Social

Paradigms


Content

Outcome

Search

Social Paid

Digital Visibility

Engaging with content shows

customer intent and creates a data

signal.

Content Connects with

Customers


Content

Outcome

Search

Social Paid

Digital Visibility

Interpreting these signals allows us to understand intent

and improve Digital Visibility.

Data Signals

DATA


Digital Visibility

PPC

CSEs

PLAs

Display

SEO

Tech

On-Page Links

Social

Website

Social Search

Content

Outcome

Search

Social Paid

Digital Visibility

These are the vehicles we use

to create Digital Visibility.

Social Ads

Mobile Community

Management

DATA

Mobile Mobile


– Avinash Kaushik, 2009

“Social Media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise it’s not better.”

That was then…

This is now… Social is Increasingly Important for Retailers: 2014 Social Media 500

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Where Your Customers Are Going

2. Facebook 137.7m

1. Google all 193.0m

3. Youtube 120.9m

8. Twitter 39.5m

10. LinkedIn 49.5m

24. Bing 80.5m

27. Pinterest 26.7m

4. Yahoo! all 192.3m

Source: Alexa for ranking. Comscore for monthly uniques – Mar 2014, Desktop Users @gallate @daltondorne @swanstonway #RKG

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…..How They’re Spending Time

Source: Alexa – May 21 2014 @gallate @daltondorne @swanstonway #RKG

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And They’re Converting Too

Source: Add Shopper via Internet Retailer @gallate @daltondorne @swanstonway #RKG

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What That Looks Like From Your

Perspective

Source: RKG Q2 2014 Digital Marketing Report @gallate @daltondorne @swanstonway #RKG

Source: Bloomreach “Facebook vs. Pinterest” April 2013

Pinterest Drives Conversions


18

Social Has A Growing Impact On Our Clients’

Businesses

Source: Internet Retailer, 2014 Social Media 500 & Business Insider @gallate @daltondorne @swanstonway #RKG

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Social Has A Growing Impact

On Retail


20

And There Are SEO Benefits Too

Google+ is important for rankings, and along

with Wikipedia and Freebase, is a known

contributor to the Knowledge Graph.

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Mobile Devices Produce 42% of Social Media Visits

Source: RKG Q2 2014 Digital Marketing Report @gallate @daltondorne @swanstonway #RKG

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8 Things Our Clients Want From Social

Business Insights / Research

Engagement With Core Audience

Community Growth

Loyalty

Share of Voice

Live Help / Customer Service

Conversion / Driving Traffic / Sales

Word of Mouth / Brand Awareness


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Three Areas Of Focus

Word of Mouth / Brand Awareness Business Insights / Research


Community Growth Loyalty

Share of voice



Listening / Research Marketing / Engagement Sales / CRM


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Data will be the source of your competitive advantage – Ginni Rometty, CEO, IBM


27

The Social Roadmap

Social Audit

Strategy

Asset Management

Community Management

Paid Social

Organic Social

Business Intelligence


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Audit

Objective

• Surface Who and Where Client’s Audiences are

• Assess Client’s Social Media Activity • Analyze Social Successes of Competitors

• Address How to Achieve Stated Objectives

• Provide Tactical Guidance

• Outline Strategic Opportunities

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Building a Strategy


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“Channel (platform) strategy is as important as content strategy. If your twitter and instagram strategy are the same, you should be fired”

– Urban Outfitters, 2014 RKG Summit


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CUSTOMERS

INFLUENCERS

FANS

PRESS

EMPLOYEES

FINANCIAL

Listening to Find Your Audience

37

Which Platforms are Right for You?


Better to be a rock star somewhere, than average everywhere.

Which Channels are Right for You?

39

Cross-Pollination Works, but Avoid the Same Content Everywhere


40

The Free Party Is Over

Facebook Organic Reach

0

200000

400000

600000

800000

1000000

1200000

1400000

1600000

1800000

2000000

10/24/13 11/24/13 12/24/13 1/24/14 2/24/14 3/24/14 4/24/14

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Leveraging Organic Insights Helps Paid Efforts

• It’s no longer earned or paid, but earned AND paid.

• Through segmentation, RKG helped client Ledbury refine targets based on age, interests and profession to more effectively serve relevant ads.

• The result? Ledbury has increased new customer acquisition through Facebook by about 26% per month.


42

Creative Analysis Provides Key Insights

Minor Changes Go A Long Way

Rolled pants and sleeves perform 48% better with 22-

34 year olds than 45-54 year olds

Shirts styled with a jacket and tie perform 15% better

than shirts alone


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44 Source: Hugh MacLeod

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Brand Created

Brand Curated

User Generated

The Evolution Of Content: Created – Curated - Social

Time

Importance/Focus

46

Content Audit, Strategy, and Engagement (CASE)

ENGAGEMENT (CONTENT MARKETING)

CONVERT

CLIENT

AUDIT & STRATEGY

1A: BUSINESS INTELLIGENCE

1B: RESEARCH & AUDIENCE 1C: UX/IA

1D: GAP ANALYSIS

2A: CONTENT TOPIC GENERATION

2B: INFLUENCER RESEARCH & ID

C1

C3

M&T

M&T C = CAMPAIGN M&T = MEASURE & TRACK

M&T C2

2C: CAMPAIGN EXECUTION 2D: MEASURE

& TRACK


47

Facebook: Post Length Matters

Source: http://socialmediatoday.com/morgan-j-arnold/566350/optimizing-facebook-engagement-effect-post-length @gallate @daltondorne @swanstonway #RKG

http://socialmediatoday.com/morgan-j-arnold/566350/optimizing-facebook-engagement-effect-post-length

48

Facebook: Photo Posts Boost Engagement

Source: Hubspot @gallate @daltondorne @swanstonway #RKG

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Twitter: Link Placement Matters

Place Links About 25% of the Way Through to Improve CTR

Source: Dan Zarrella @gallate @daltondorne @swanstonway #RKG

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Pinterest: Character Length & Image Height Improves Repins

Source: Dan Zarrella @gallate @daltondorne @swanstonway #RKG

51

Pinterest: Price Increases Likes by 36%

Source: Shopify “How Pinterest Drives Online Sales” @gallate @daltondorne @swanstonway #RKG

52

Google+


53

Let Good Images Do the Talking


54

Don’t Be Afraid of Unbranded (or Lightly Branded) Content

55

Strike a Balance: Curate & Create


56

YouTube: Leverage Related Channels & Best Content


57

Be Contextually Relevant (and Fast!)

58

Join Existing Conversations (#ManiMonday Unbranded)

59

Encourage User Generated Content (UGC)


60

Reward Community Participation

61

Encourage User Generated Content (UGC)


62

Lower Threshold to Purchase

63

Have Real Conversations

VS Pink Engagement


64

Avoid Canned Responses

VS Pink Increase in Twitter Follower Growth

300000

350000

400000

450000

500000

550000

Jan-13 Mar-13 May-13 Jun-13 Aug-13 Oct-13 Nov-13 Jan-14 Mar-14


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• Content: It’s What They Engage With& Social


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What’s the ROI of your mother? How can you put value on a relationship? - @GaryVee


67

You Can Measure Anything, But Should You?


68

Don’t Get Hung-up on Vapid Forms of

Measurement

Generally, the more effort

required in the action, the better

value it is

“We don’t want one million new fans, we want one thousand new customers” - @paddypower


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Measure What Matters

Measure Based on Your Objectives

1. Word of Mouth / Brand Awareness – reach, surveys, SOV 2. Business Insights / Research – insights and impact of implementing them 3. Engagement with core audience – comments, replies, shares 4. Community Growth – growth rate vs. competitive set 5. Loyalty – sentiment, repeat conversions 6. Share of Voice – reach 7. Live Help / Customer Service - response time, reduce number of offline

calls 8. Conversion / Driving Traffic - CTR, revenue


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Three Areas Of Measurement


Word of Mouth / Brand Awareness Business Insights / Research


Community Growth Loyalty

Share of voice



Listening / Research • Insights/impact • NPD • Competitive Intelligence

Marketing / Engagement • Reach, Surveys, SOV • Reach • Growth rate vs Competitors • Engagement • Response Time/Call Center Traffic • Database Growth

Sales / CRM • CTR • CPO • Revenue • Sentiment • Database Growth

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