Social Media Strategy for
Ecommerce
Salon eCom Montreal, 2011
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BONJOUR
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Social Media Strategy for Ecommerce
CT Moore
• Strategist with @NVI
• Staff Editor with @revenews
• Netizen @gypsybandito
Tom Langdale
• Social Media Dir. with @NVI
• Netizen @Tom_Langdale
SALON ECOM MONTREAL
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Social Media Strategy for Ecommerce
Agenda
• SEO & Social Media
• Social Content Strategyo Shareable Content 101o Product Pageso Social Platformo Social News Promotion
• Facebook for Ecommerceo Facebook Pageso Facebook Adso Social Contests
SEO & Social Media
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WHY SEARCH IS THE #1 ROI DRIVER
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Social Media Strategy for Ecommerce
• 78% of Canadians online will use search engines to research online and offline purchases
• 27% of those who researched product info online purchased online
• 45% of those that searched for product information online still purchase via traditional retail
• In 2009, search represented over 41% of overall online revenue, $741 million in Canada
• 106 million search engine queries a day in Canada
• 77% of all Canadian Internet traffic starts from a search engine
• 98% of online users rely on search engines to find websites
Source : IAB 2010 & Comscore 2009.
FORECAST : US INTERACTIVE SPEND FROM 2009 – 2014
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Social Media Strategy for Ecommerce
Source : Forrester’s Interactive Advertising Models, 4/09 and 10/08 (US only) .
SEO SEEN AS MOST EFFECTIVE IN GENERATING CONVERSIONS
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Social Media Strategy for Ecommerce
Most effective digital marketing tools for generating conversations
Source: © Copyright FORBES 2009
SEO & PPC ARE THE MOST EFFECTIVE TACTICS WHEN IT COMESTO RESULT ACHIEVEMENT
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Social Media Strategy for Ecommerce
Results vs. expectations for digital marketing compaigns
Source: © Copyright FORBES 2009
“Intentional”
Targeting
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SEARCH BEHAVIOUR
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Social Media Strategy for Ecommerce
“Above the Fold”
• 73% don’t go past 1st page
• 71% don’t go past first 5 results
• 10% go to 3rd result
• 4.5% go to 5th result
SEO “101”
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SEARCH MARKETING
INDEXATION + RELEVANCY + POPULARITY
• Removing any hurdle to the crawlers is key for a perfect indexation• Map your site architecture in accordance with semantic verticals to reach ideal relevancy• Balance the quantity, quality, aging & regularity of your linkgraph to maximize popularity
SEARCH ENGINE OPTIMIZATION
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Social Media Strategy for Ecommerce
Overview
• Keywords Research
• Onsite SEO
• Offsite SEO
keyword research
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Search Marketing
What Why• A relevant selection of the best combinations
of keywords for your site and industry•To understand where your site traffic to
your web site
•To understand which keywords have best search volume & conversion potential
How • With search volume data provided by Google Keyword tool
and other tools
• List of best keywords associated with themes and sections/sub-sections/pages of your pages
• Full list of keywords with search volume data, separated by themes
• A suggested sitemap with URLs, meta descriptions, page titles & targeted keywords to optimize to all associated pages
Deliverables
keyword research
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Social Media Strategy for Ecommerce
Google Adwords Tool
• Estimated Competition
• Global Search Volume
• Local Search Volume
• Average CPC
OnSITE SEO
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Social Media Strategy for Ecommerce
The 3 Basics
• Page Titles
• Meta Descriptions
• Copy & Content
OnSITE SEO
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Social Media Strategy for Ecommerce
Page Titles – 65 Characters
OnSITE SEO
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Social Media Strategy for Ecommerce
Meta Descriptions – 150 Characters
OnSITE SEO
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Social Media Strategy for Ecommerce
Page Copy / Content
• Unique Content
• 250 words min (suggested)o Intro, Body, Conclusion
• Headers (H1, H2, H3 tags)
• Bullet Lists
• 2-5% Keyword Density
OFFSITE SEO
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Social Media Strategy for Ecommerce
Source : SEOmoz Search Ranking Factors 2009
SEO Off-site represents 66% of the Search Ranking Factors
OFFSITE SEO
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Social Media Strategy for Ecommerce
What Why• On an ongoing basis, building authority and
popularity to the site•to increase keyword ranking results
How • Leveling powerful links of major competitors• Bartering with well ranked industry niche sites• Links from existing partners• Compensation-driven links from blogs & niche websites• Free / Paid useful Directories & Forums links• Links from the NVI network of corporate & blog sites• Widget deployment• Social News Optimization of content
• Link acquisition report• Rankings report• Traffic report
Deliverables
Social Media for SEO
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Social Media Strategy for Ecommerce
“Social Signals”
• Social Profiles• Branded• End Users
• Customer Reviews• Google Places• Facebook Places
• Twitter Activity
• Facebook Presence
Social Content
Strategy
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SOCIAL CONTENT STRATEGY
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Social Media Strategy for Ecommerce
Agenda
• Sharable Content 101o Product Pageso Blog – Social Platformo Social News Promotion
• Facebook Marketingo Facebook Pageso Facebook Adso Social Contests
SOCIAL CONTENT STRATEGY
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Social Media Strategy for Ecommerce
WHO’S SHARING CONTENT?
• Half of consumers share content on a weekly basis
• Over 60% of North Americans research products
online before purchase
• 1/3rd use social sites to research products
• 1/4th post comments/reviews about products they
purchased
SOCIAL CONTENT STRATEGY
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Social Media Strategy for Ecommerce
WHERE IS CONTENT BEING SHARED?
• Through E-Mail
• Social Networks (Facebook, Twitter, LinkedIn, etc.)
• Social News Sites (Digg, Reddit, StumbleUpon, etc.)
• Websites and Blogs (ranking advantage)
SOCIALIZE PRODUCT PAGES
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Social Media Strategy for Ecommerce
WHY CONSUMERS SHARE CONTENT
• Useful/Informative
• Interesting
• Unique/Original
• Inspirational
• Funny
• Surprising
SOCIALIZED CONTENT ON PRODUCT PAGES
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Social Media Strategy for Ecommerce
SHARABLE ELEMENTS OF PRODUCT PAGES
PRODUCT ITSELF
SOCIALIZED CONTENT ON PRODUCT PAGES
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Social Media Strategy for Ecommerce
SHARABLE ELEMENTS OF PRODUCT PAGES
PRODUCT DESCRIPTION
SOCIALIZED CONTENT ON PRODUCT PAGES
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Social Media Strategy for Ecommerce
SHARABLE ELEMENTS OF PRODUCT PAGES
PRODUCT REVIEWS
SOCIALIZED CONTENT ON PRODUCT PAGES
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Social Media Strategy for Ecommerce
SHARABLE ELEMENTS OF PRODUCT PAGES
Product Images & Video
SOCIALIZED CONTENT ON PRODUCT PAGES
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Social Media Strategy for Ecommerce
SHARABLE ELEMENTS OF PRODUCT PAGES
PRICEIncredible Deals Group Buying
Socializing Product
Pages
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FACEBOOK CONNECT
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Social Media Strategy for Ecommerce
Social Sharing
• Registration & Logino Access Real User Data
• Choice of FB Featureso Like, Share, Send, Comment, etc.
• Facebook Open-Graph
FACEBOOK OPEN GRAPH
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Social Media Strategy for Ecommerce
Facebook Twitter LinkedIn Google Yahoo!
Name X X X X X
Email X X X
Nickname X X X
Photo X X X X X
Profile URL X X X X X
Birthday X X X
Gender X X
Location X X X X X
Social Graph X X X X X
More X X X X
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Social Media Strategy for Ecommerce
Facebook Connect
• Lollapalooza
o 99% more Page Views
• Gawker
o 45% increase in registrations, week over week
• Joosto 30% more views, 15% more comments, 38%
more invites
Blogs:
Social Platforms
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POWER OF BLOGS
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Social Media Strategy for Ecommerce
BENEFITS OF BLOGS
• Flexible Platform
• Easy to Optimize (For SE and SM)
• Naturally Social (Promotes Engagement)
• Branding Opportunities
BLOG – SOCIAL PLATFORM
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Social Media Strategy for Ecommerce
SEO Benefits
• Updated Contento Posts, Comments, etc.
• Structured Contento Categories, Tags, Users, RSS Feed, etc.
• Interlinking
BLOG – SOCIAL PLATFORM
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Social Media Strategy for Ecommerce
Goals
• “Hub & Spoke” Content Publishing
• Support SEO Efforts
• Drives Traffic
• Increase User Engagement
Blogs:
Now What?
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SOCIAL NEW PROMOTION
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Social Media Strategy for Ecommerce
Goals
• Drive Traffic & Registrations
• Raise Brand Awareness
• Foster User Engagement
• Support SEO• Attract Backlinks• Generation “Social Signals”
SOCIAL NEWS PROMOTION
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Social Media Strategy for Ecommerce
Deliverables
• Content Strategyo Topical Contento Socially Viral Content
• Content Promotiono StumbleUpon, Reddit, Digg, etc… o Facebook & Twitter
• Avg. 100-200 Social Backlinks
SOCIAL NEWS PROMOTION
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Social Media Strategy for Ecommerce
Case Study – Sherweb.com
• Facebook Etiquette Blog Post
• >20,000 Visits over 48 Hours
• >60,000 Visits over 1 Month
• 150,000 Visits to Date
• 124 Comments
• PageRank 3
acebook
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Social Media Strategy for Ecommerce
• A place where people connect…
• A personal environment…
• Facebook Pages
• Facebook Ads
• Facebook Contests
FACEBOOK PAGES
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Social Media Strategy for Ecommerce
Roadmap
• Welcome Splash Tab
• Integrated Shopping
• Run Ad Campaigns
• Sponsor Contests
FACEBOOK PAGES
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Social Media Strategy for Ecommerce
Welcome Splash Tab
FACEBOOK PAGES
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Social Media Strategy for Ecommerce
Facebook Shopping
FACEBOOK PAGES
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Social Media Strategy for Ecommerce
Facebook Shopping
FACEBOOK PAGES
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Social Media Strategy for Ecommerce
Facebook Shopping
FACEBOOK ADS
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Social Media Strategy for Ecommerce
Goals
• Branding
• Increase Visibility
• Engage Targeted Users
• Facebook Fans
• Generate Sales
FACEBOOK ADS
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Social Media Strategy for Ecommerce
Features
• Demographic Targeting
• Geo-Targeting
• Pay Per Click
• Set Daily Budget
• Ads, Surveys, and Sponsored Stories
FACEBOOK ADS
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Social Media Strategy for Ecommerce
Deliverables
• Facebook Campaign Set-Upo Traffic to Siteo Traffic to Fan Page
• Ongoing Optimization
• Targeted & Qualified Traffic
SOCIAL MEDIA CONTESTS
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Social Media Strategy for Ecommerce
Opportunity
• 50% of users like to enter an contests or
sweepstakes at least once/month.
• Businesses that offer contests have twice as many
social network fans.
– Forrester Research
SOCIAL MEDIA CONTESTS
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Social Media Strategy for Ecommerce
Goals
• Engage Consumers
• Promote Your Products
• Build Fans/Followers (generate “Likes”)
• Leverage Users’ Activity Feed
• Stimulate Demand for Products/Services
• Collect & Mine User-Data
SOCIAL MEDIA CONTESTS
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Social Media Strategy for Ecommerce
Ideas & Options
• Facebook Contest (Likes & Fans)o Rules & Legality
• Blog Contest (Comments & Emails)
• Twitter Contest (Tweets & Retweets)
• Blogger Giveaways (Backlinks & PR)
BUSINESS CASE: BOUCLAIR
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Social Media Strategy for Ecommerce
Facebook Ads & Contests
• Targeted Canadian Users
• Promoted with Ads
• Traffic Fan Page
• Avg. CPC $0.51
• >2,000 new Fans
• >500 Email Addresses
Questions
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Social Media Strategy for Ecommerce
Contact Us
• Site: NVIsolutions.com
• EN Blog: NVIsolutions.com/blog
• FR Blog: Go-Referencement.org
• Twitter: @NVI
• Emailo [email protected] [email protected]