maven social social commerce
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MavenSocial
Social Commerce
360 Social Commerce Solution:
!
Media, Engage, Measure, Sell
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MavenSocial
MavenSocial
Thought Starters. !
Are you ok with the acquisition from social? !
Have you tracked or maximized your use of Earned Media?
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MavenSocial 3
Social Commerce involves using social media, online media that supports social interaction, and user contributions to assist in the online buying and selling of products and services.
!Wikipedia
MavenSocial
MavenSocial SolutionSocial B2C and B2B: Key Differentiator - Influencer Identification, Activation and Measurement
MS
Demand Generation Engagement Measure Monetize
Maven Modules 1) Contest Marketing 2) Influencer Marketing
Maven Widgets Incentive Based
1) Embedded Contest 2) Embedded Offers/
Coupons !
Organic 3) Comment and Reviews 4) Sharing Widget 5) Social Connect Widget
Maven Links (1) Influencer Measurement (2) Sharing Measurement (3) Media Channel
Measurement (4) Audience Measurement
Maven ROI (1)Sales (2)Offer Redemptions (3)Opt-ins (4)Audience Data
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$
Prod
ucts
Solu
tion
MavenSocial5
#InfluenceMarketing
Grows Opt-ins !
During Campaign
?Nurture Opt-ins
!During and After Campaign is
initiated
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!Purchases or
Offers Selected
!!
# of People Sharing
# of shares
!Actions on Marketing
Assets
!Referrals
Practitioners can now measure actual, observed
influence, the spread of influence, the outcome of influence and
influence Scoring.
NOW: Measure Effective Influence!
Network Size: Social Reach
!Engagement
!Influence
Score 1. Measurement back to the
influencer using web analytics,
unique URL tracking and campaign
codes!
2. Observing changes in activity or attitude before
and after a program or in absence of a
program, email, link visits
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MavenSocial
Identify Influencers 1
A B
SentimentPre-Campaign
Engagement During Campaign
Existing DatabaseEmployees, Customers
C
MavenSocial
Advocate Ambassador Citizen Professional CelebrityAn individual who shows support for, pleads the case of or defends a brand, cause, product or service while remaining formally unaffiliated with the brand and unremunerated
An individual remunerated by or otherwise ‘allied’ with a brand or cause; their actions are, in some manner, endorsed by the brand with an acknowledged and transparent affiliation that is mutually beneficial★ Citizen Influencers
The ‘everyman’ of influence. Citizen Influencers are otherwise average people who have greater than average likelihood to influence though their social network
Individuals, many times employees, who by definition of their job function, are in the position to influence others directly, through their authoritative or instructive statements
A 'popular' individual whose name recognition commands a great deal of public fascination (‘celebrity status’) and has the ability to use their status to communicate with broad effect
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Five Categories of Influencers
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2Activate Influencers: Content Syndication
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Measure Influence: Visits, Registrations, ROI3
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4Measure Influence: Social Reach, Shares, Impact/ROI, Engagement
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#ContestMarketing
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Influencers
Banner Ads
Print Ads
POS
Owned Email
Paid Email
Social Ads
TV Ads
Radio Ads
www.johngrishamcontest.com/scroogeholidayad
www.johngrishamcontest.com/NYTBR
www.johngrishamcontest.com/DSC_0014[2]
www.johngrishamcontest.com/DD140.NYT
www.johngrishamcontest.com/ownedemail
Paid – Owned – Earned Media Analytics
Media Conversion Analytics
Media Channels Tag Media Channels
www.johngrishamcontest.com/peoplead.mk3
www.johngrishamcontest.com/paidemail
www.johngrishamcontest.com/fb1 What was the best Ad
format to convert visits,
contacts and opt-ins
Capture all visits,
contacts, opt-ins, sharing
& referral
What converted the
best, Paid, Owned or
Earned Media
Engagement: Multi Media Channels, Influencer Activation, Convergence and Analytics
1 2
Deploy Engagement: Contest, Offer, Facebook App
3 4
Engagement Analytics
Facebook Ads
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#SocialEngagement
Content Calendar: Used Books • New Books •
Cheap Books
Amplifies Message on Paid, Earned, Owned
Engage to capture emails
and opt-ins
Engages email contacts, followers
Engages email contacts, followers
Build Trust and Sales through social referrals.
Content Creation/Curation
Content Distribution Database Database
Activation Measure, Optimize Sales
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Videos, Written Words, Pictures, Shows, Book, InfoGraphic,
Recipe, Blog Articles, Direct Mail, Website, Mobile App,
Magazine, Podcasts, eBook, Reviews
Twitter, Facebook Paid, Linked-In,
Pinterest, Instagram, YouTube, SnapChat,
Google +, FourSquare, SlideShare
eMails, Followers, Likes, Community, Visitors,
Subscribers
eMail, Posts on Social,
InBox Message, Syndication
Channels, Offers, Messaging, PPC
Offer, Free Book, Subscription Service
Social Commerce SolutionBEST PRACTICES
01
$
MavenSocial
SocialMedia • Internet Distribution
Develop Database of Followers
Activate Database/Followers with Offers
Content
SOCIAL Activation Calendar THAT WORKS
02ContentVideo:
YouTube1/month (optional)
Articles:2 per week
Pictures:Part of all content
Internet Website Google + Google Places Google Paid
SocialTwitter:
2 Articles Posted weekly
Facebook Page:
2 Posts/week
Contest with Social Sharing
Google +2 Posts Per
Week
Followers Database
Database Engagement:Form, Facebook Connect, Twitter Connect
ActivateeMail:
Once every 2 weeks
Posts: 2 per week
InBox: Once 1 per
month
Sell with Offer
eMailContacts Facebook, Twitter #offer Contest
Close Sales
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Benefits
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Influencers
Male
Demo
Senior
Age
Traditional
Values
Books
Interests
Female
Demo
25-54
Age
Family
Values
Friends
Interests
Family
Demo
35+
Age
New
Values
Movies
Interests
Measure Influence: Audience Context, Persona’s5
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Engagement grows your database
2,000
Mavenize Site
10,000 Opt-in’s and Influencers
Build Opt-in and 1,000 Influencer Database
5,000
Offer Promo
7,000
Contest
10,000
FaceBook App
MavenSocial
Richard Hammond, 54
Jeremy Clarkson, 44 Amy Gient, 34
Emma Hutchin, 28facebook/hammond twitter @hutchin
facebook/clarkson linkedin/gient
rhammond@email.co
jclarkson@email.com agient@email.co
m
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ehutchin@email.co
Facilitate Sharing & Engagement
MavenSocial
$Call $2,000 Set-upfor one module
per month includes 2,000 contacts, service fees extra
Simple
Price21
1 month trial contract starts at $995/mth
Enterprise
MavenSocial
Case Study
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MavenSocial
Case Study
Outcome
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Objective: Engagement + Database of influencers and prospects - then to sales
36,385 Visitors
13,865 Contacts
8,427 Opt-ins
2,590 Shared
70% Amplification
MavenSocial
2,654Influencers Shared
14,327Visits from Influencers
$2,036Total Sales from Earned Media
398Registered at Least One Lead
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Influencer Statistics
1,926Contacts from Influencers
MavenSocial
3870Social Reach
73 of 3870: 2%Engagement
112Total contacts from
all Connections
76Impact: Total Opt-ins
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MavenScore
MavenSocial
Earned Media
Outcome
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Objective: Grow a database of prospects from Earned Media
Total Channel
$1,419 Earned Media
$434 Paid Media
0 Owned Media
9314 Total Opt-ins
MavenSocial
Audience
Outcome
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Audience: Understand the lead audience and buyer audience
Total Demo
Equal Gender
35-54 Age
Kuerig, buy online, 2-3 cups of coffee Survey
Female 54%
Male 46%
0
1
2
3
4
20-34 35-44 45-54 55-64 65+
Buyer
Prospect through Maven
Female 74%
Male 26%
0
450
900
1350
1800
20-34 35-44 45-54 55-64 65+
MavenSocial
Survey
Sales Outcome
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Audience: Understand the lead audience and buyer audience
Total Channel
46% Paid
54% Earned Media
54% Sales from MavenSocial
Use K Cups at office 8%
K Cups, 2-3 cups 31%
K Cups 15%
K Cups, buyonline, 2-3 cups 31%
Shipgooder 15%
Buyer
Prospect through Maven
K Cups, 2-3 cups 28%
K Cups 32%
K Cups, buyonline, 2-3 cups 39%
Shipgooder 1%
K Cups owners who buy online
Of those who answered 73% own K Cups. 10% of all respondents have K Cups at office
MavenSocial
Statistics
Sales Outcome
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Key Metrics: Understand Current Buying Behaviour. Recommend free sample offer.
69 Sales
$72 Avg. Sale
9,314 Total eMails
0.74%Conversion Rate from
Average Sale is $72
0
14.5
29
43.5
58
August0
18
36
54
72
August
69 total sales
Total in Database 9,314
Conversion rate: .74% Total Sales 69
54% of all Sales are from Maven.
MavenSocial
Toronto Singapore New York Los Angeles Atlanta
MavenSocial
tmischuk@mavensocial.com
facebook.com/MavenSocial linkedin.com/mavensocial
(289) 275-0248
Skype/tmischuktwitter.com/maven_social
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