Social Media for eCommerce - Merkle Inc. · PDF fileSEO . Tech On-Page Links . Social ....
Transcript of Social Media for eCommerce - Merkle Inc. · PDF fileSEO . Tech On-Page Links . Social ....
Dalton Dorné CMO
@daltondorne
George Gallate CEO
@gallate
Graeme Jamieson Sr. Manager for Social Media
& Content Creation @swanstonway
@gallate @daltondorne @swanstonway #RKG
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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
AG
END
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Digital Visibility The world is digital
We create Digital Visibility…
@gallate @daltondorne @swanstonway #RKG
Digital Visibility We do this to drive outcomes –
Outcome
Sales, calls, visits, awareness, influence…
This is done by connecting with
consumers in three ways...
@gallate @daltondorne @swanstonway #RKG
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
@gallate @daltondorne @swanstonway #RKG
Content
Outcome
Search
Social Paid
Digital Visibility
Engaging with content shows
customer intent and creates a data
signal.
Content Connects with
Customers
@gallate @daltondorne @swanstonway #RKG
Content
Outcome
Search
Social Paid
Digital Visibility
Interpreting these signals allows us to understand intent
and improve Digital Visibility.
Data Signals
DATA
@gallate @daltondorne @swanstonway #RKG
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
@gallate @daltondorne @swanstonway #RKG
– 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…
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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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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
@gallate @daltondorne @swanstonway #RKG
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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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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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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
AG
END
A
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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
@gallate @daltondorne @swanstonway #RKG
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Three Areas Of Focus
Word of Mouth / Brand Awareness Business Insights / Research
Engagement With Core Audience
Community Growth Loyalty
Share of voice
Live Help / Customer Service
Conversion / Driving Traffic / Sales
Listening / Research Marketing / Engagement Sales / CRM
@gallate @daltondorne @swanstonway #RKG
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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
AG
END
A
Data will be the source of your competitive advantage – Ginni Rometty, CEO, IBM
@gallate @daltondorne @swanstonway #RKG
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The Social Roadmap
Social Audit
Strategy
Asset Management
Community Management
Paid Social
Organic Social
Business Intelligence
@gallate @daltondorne @swanstonway #RKG
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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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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
AG
END
A
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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
AG
END
A
“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
@gallate @daltondorne @swanstonway #RKG
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Cross-Pollination Works, but Avoid the Same Content Everywhere
@gallate @daltondorne @swanstonway #RKG
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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.
@gallate @daltondorne @swanstonway #RKG
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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
@gallate @daltondorne @swanstonway #RKG
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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
AG
END
A
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Brand Created
Brand Curated
User Generated
The Evolution Of Content: Created – Curated - Social
Time
Importance/Focus
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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
@gallate @daltondorne @swanstonway #RKG
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Facebook: Post Length Matters
Source: http://socialmediatoday.com/morgan-j-arnold/566350/optimizing-facebook-engagement-effect-post-length @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
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Pinterest: Price Increases Likes by 36%
Source: Shopify “How Pinterest Drives Online Sales” @gallate @daltondorne @swanstonway #RKG
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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
@gallate @daltondorne @swanstonway #RKG
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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& Social
• Performance Measurement
AG
END
A
What’s the ROI of your mother? How can you put value on a relationship? - @GaryVee
@gallate @daltondorne @swanstonway #RKG
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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
@gallate @daltondorne @swanstonway #RKG
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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
@gallate @daltondorne @swanstonway #RKG
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Three Areas Of Measurement
@gallate @daltondorne @swanstonway #RKG
Word of Mouth / Brand Awareness Business Insights / Research
Engagement With Core Audience
Community Growth Loyalty
Share of voice
Live Help / Customer Service
Conversion / Driving Traffic / Sales
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