case study on overstock.com: a digital native brand's approach to social
DESCRIPTION
Overstock.com is a child of the Web, founded in the e-commerce boom in 1997. Since then it’s been a major Internet marketer, pouring money into tactics like search marketing. Like any brand worth its stripes, Overstock.com is now focused on social. Hear J. Kate Scott, Overstock.com's social media manager, discuss their approach to social content and fan engagement.TRANSCRIPT
A Digital Native Brand's Approach to Social and Mobile
Smart Phones: The Last Free Terrain
Mobile Savvy Stats• Two hours a day is spent looking at a mobile screen• 40% of all video is viewed on a mobile device• Mobile phones are unlocked about 110 times a day• 40% of shoppers consult 3 or more channels before making a
purchase• 70% of mobile searches lead to an online interaction within 60
minutes• Mobile is predicted to overtake desktop this year• 75% of users bring their phone in the bathroom
Market to Everyone and Market to No One
• Brands need to become publishers• Find your brands niche market• B2B doesn’t mean boring to bland• Find your “always on” strategy
Differentiate For Stickiness• Everyone loves a great story• Tell your brand’s story• Entertain and inform• Encourage UGC• Reward brand advocates
Engage with Mobile Users• Make it simple• Look at every post and sweepstakes from a mobile
perspective• SoLoMo• Evaluate user experience
