Accelerating Ecommerce Revenue with Social MediaPresenter: William Toll VP, Marketing, Yottaa Twitter: @utollwi

http://np.netpublicator.com/?id=n05048178

Marketing & Product Management Executive

• 1999 ValueWeb (Now Hostway)• 2002 NTT/Verio• 2004 Affinity Internet (Now Hostway)• 2006 Intermedia.NET• 2008 NaviSite (Now a Time Warner Cable Company)• 2011 Yottaa

William Toll Twitter/Skype: @utollwi

Commerce is a social construct

Alaskan Dude

anyjazz65

 krossbow

zoetnet

Avrenim_acceber

Khym54

Mehfuz Hossain

The conversation has moved. It’s now online.

Billions of Minutes Monthly

• German Internet users spend more time on social networks and blogs than they do any other online category of sites, a total of 12.7 billion minutes in May 2011. (Nielsen)

• UK Internet users visited 229.6 million pages on Tubmlr #2, after Facebook 20.2 billion page views. (Nielsen)

http://blog.nielsen.com/nielsenwire/social/

Disruption everywhere!

Ecommerce (Buying & Selling

Online)

Social Media (Online Media

Supporting Social Interacion and

User Generated Content)

Social Commerce

(Linking Social Media and

Ecommerce)

Social Media: Fuel for your sales engine

State of Retailing Online survey conducted by Forrester Research Inc. for Shop.org

http://www.internetretailer.com/2011/05/31/retailers-bet-social

72% of retailers plan to spend more on marketing via social networks this year than in 2010

Product Discovery• Awareness• Index

Product Selection• Decision

Support

Product Referral• Evangelism • Referrals

It’s always about the people

People Talk

Gartner Research

By 2015 companies will generate 50% of Web sales via their social presence and mobile applications.

Social Commerce Growth

$5 Billion (2011)

$30 Billion (2015)

Booz Allen

You can’t run from verbs!

Your Ecommerce Site

Visitors Share Products or Purchases

Friends/ Followers: Click Links and Share

more

Increased Sales, Higher

Conversions, More Referrals

Let’s go shopping

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56

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1. Personalized2. Lists3. Reviews4. “Like”

5. Customer Supplied Images6. Share7. Algorithm

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3. Share on Twitter4. Share via Email5. Algorithm

1. Share Your Purchase: Facebook

2. Post to Facebook Wall

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1. Facebook – My Avatar. Long Description from Amazon

2. Buy now button

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1. Share via Email2. Buy Now/Learn Morel

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1. Share via Twitter

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1. Simple Twitter search for @amazon “I just bought” – every few minutes another Tweet

2. Link to purchase3. Walmart – Promoted Tweet

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1. Simple report (non-subscriber, limited results) – last 50 Tweets with “I just bought @amazon”. 52,050 potential views in 50 Tweets

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1. Another “free” tool – Twitter Sentiment – Positive mentions of Amazon = 80%

2. NOTE! Reviews can now be Tweeted, just like purchases can be.

Amazon shows the way. Accelerate your sales with Social Media.

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1. Popular Children's Toy Ecommerce Site in Denmark – www.br.dk

2. Share a link. Note no “cc” of the brand BR in the default Tweet text, a missed opportunity.

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1. dba. A popular ecommerce site in Denmark, owned by eBay. 1.1 million uniques monthly. Send to Facebook button

2. Facebook like button

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1. dba. – Good engagement with customers – <50 minutes and a full reply.

2. 32,000 likes3. Fcommerce – Shopping on Facebook

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90% of purchases are influenced socially

67% of visitors spend more after

recommendations

53% of retail transactions w/ Facebook converted

53% of retail transactions involving Facebook directly converted (from Facebook to checkout). [Source: Efficient Frontier, November 2010]

90% of all purchases are subject to social influence (Wired Magazine (UK)

67% spend more online after recommendations Bazaarvice.com

(1) http://www.mediapost.com/publications/article/161714/want-brand-love-on-social-offer-discounts.html?edition=39923(2) http://www.thepartneringgroup.com/pdf/2011_Social_Commerce_Study_%20exec_summ.pdf

(3) http://www.shop.org/c/document_library/get_file?folderId=193&name=DLFE-904.pdf

60% of social media users visit these networks to

receive coupons or promotions (1)

The average consumer that has “followed a retailer” now follows an average of 6.3

retailers (2)

71% of ecommerce shopping carts will be abandoned

Social Media ecommerce action plan:

• Where are they?

• What are they saying?

Listen• Be Human• Be

ResponsiveEngage

• Shares• ReferralsInspire

Listen

• Discover where your buyers are talking. What social networks are they on.

• What are they saying? Reviews? Recommendations?

• How are they saying it? What words do they use?

• How connected is their community? How influential are they?

Listen

Engage

• Participate in the conversations. • Offer help, advice, service. Don’t sell!

• Be human. Be authentic, don’t mask your identity.

• Be transparent! We all make mistakes, own up to them.

• Enlist help! Your employees and customers are part of the community – encourage them to participate.• Guide your employees. Reward your best brand

ambassadors.

• As Google’s SERPs (Search Engine Results Pages) become more social, it’s critical that your business, employees and customers become more social.

Engage

Engage

Inspire

• Make it fun, make it social.• Add sharing buttons• Enable reviews, foster methods for generating user

generated content

• Surprise them!• Create inspirational video content• Create promotions and contests for customers to join

• Never give up. Silence is defeat.• Trust and passion for your brand will die.

Inspire

1. Make it sharable!

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Inspire

Tweet received In response to content I shared with my social network.

Tweet received in response to a Tweet about some direct mail I received.

Tweet received in response to a blog post I wrote with a question on GaggleAMP’s roadmap.

Inspire

Engage

Listen

1. Make it fun, enlist your employees.

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http://www.youtube.com/watch?v=Pe2yUGtczT4

Inspire

Is your ecommerce business social? What is working for your business?

William Toll

Twitter/Skype: @utollwiwilliam@williamtoll.com

Thank You