Company Confidential 1
How LinenTablecloth added $1.8M in
Incremental Revenue using Social Media?
Ashley Thomas
Marketing Director
Jai Rawat
CEO
Company Confidential 2
• Comprehensive Social
Commerce Platform
• Started in 2010
• 150+ Brand name customers
• Focused on generating ROI
LinkShare
Technology Genius
Award
Most promising
private
companies
2013
Featured in a
recent Social
Commerce
case study
Top Startup
Award
Ask-a-Friend
Get-a-Fan
Refer-a-Friend
Social Connect
Social Login
Viral Offer Sharing
Viral Flash Sale
Share-a-Purchase
Share on Mobile
Shopping Community
Product Stories
Company Confidential 3
Company Confidential 4
• #1 online retailer for supplies and table
linens
• Started in 2005 by Ron & Maggie Berrett
• Located in Portland, Oregon
• 50+ employees
• $20 million+ in revenues in 2012
Company Confidential 5
Marketing Strategies
• SEO
– Highly effective but very competitive
– Goal: Improve SEO rank
• PPC
– Effective but expensive
– Goal: Improve traffic conversion rate
• Email Newsletters
– Highly effective
– Goal: Acquire more email subscribers
Company Confidential 6
Social – 1st Attempt
Off-site Strategy
• What we did
– Facebook Ads for driving sales
– Facebook Ads for acquiring fans
• Results- Expensive
- Low ROI
- Poor quality fans (low engagement rate)
• Reasons- Lack of purchase intent
- Hard to find fans genuinely interested in our
brand/products
Company Confidential 7
Forrester Research on Consumer Trust
Company Confidential 8
Social – 2nd Attempt
On-site Strategy
• What we did– Added social modules on LinenTablecloth.com
– Users interacted with these modules without ever leaving the site
• Results- Highly cost effective- Significant increase in engagement & conversion- SEO rank uplift- High quality fans- Email subscribers- Word-of-mouth branding
• Reasons- Capitalized on existing purchase intent- Made our users feel more valued- Word-of-mouth (C2C) is more trusted than B2C
Company Confidential 9
Decision Criteria?
A+ team
Comprehensive
social platform
Hosted solution,
Easy setup
Proven results
Company Confidential 10
Example : Get-a-Fan Module
Company Confidential 11
• Like gated coupon (15% off)
• Creative use of built-in targeting
options. E.g.
• Targeting paid vs. free traffic
• Home page vs. other pages etc.
• Use of built-in auto-scheduling
options
Company Confidential 12
Results
Company Confidential 13
1. Qualified Fan Acquisition
Company Confidential 14
2. 4x Higher Sales Conversion
1. Qualified Fan Acquisition
Company Confidential 15
2. 4x Higher Sales Conversion
1. Qualified Fan Acquisition
3. New Email Subscribers
Company Confidential 16
4. SEO Uplift
2. 4x Higher Sales Conversion
1. Qualified Fan Acquisition
3. New Email Subscribers
SEO Correlation FactorsSource: searchmetrics
Company Confidential 17
4. SEO Uplift
2. 4x Higher Sales Conversion
1. Qualified Fan Acquisition
3. New Email Subscribers
5. Word-of-Mouth Virality
Company Confidential 18
Ask-a-Friend
Company Confidential 19
Refer-a-Friend
Company Confidential 20
Viral Flash Sale
Company Confidential 21
Share-a-Purchase
Company Confidential 22
Results Dashboard
($20 higher AOV) Yearly rev. uplift
Conversion rate upliftIncremental salesNew fans
Email subscribers
Company Confidential 23
PPC
SEO Uplift
Improved conversion from
PPC traffic made it more
efficient/affordable
Increase in qualified email
subscribers
Our social strategy is
boosting our key marketing
priorities
..and is also adding
significant additional benefits
High quality fans
Higher AOV
Word-of-Mouth virality
$AOV
Company Confidential 24
Shopping Community
Company Confidential 25
Product Stories
Company Confidential 26
Social Connect
Company Confidential 27
Share-on-Mobile
Company Confidential 28
Viral Offer Sharing
Company Confidential 29
Company Confidential 30
PPC
SEO Uplift
Improved conversion from
PPC traffic made it more
efficient/affordable
Increase in qualified email
subscribers
Our social strategy is
boosting our key marketing
priorities
..and is also adding
significant additional benefits
High quality fans
Higher AOV
Word-of-Mouth virality
$AOV
Company Confidential 31
Special Offer for today’s attendees
SSHoliday13Mention the code above to get one free
month or an iPad mini with one year
subscription
http://shopsocially.com
+1 650 701 7759
