#trendingnow: how to bridge the gap between e...
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#TrendingNow: How to Bridge the Gap Between E-Commerce and Social Media
Sponsored by
ALLISON ENRIGHTEditor
Internet Retailer
MICHAEL KANEDirector of Marketing
Karen Kane
EVAN CARROLLProduct Manager, Digital MarketingChannelAdvisorMODERATOR
Source: Source: Internet Retailer 2015 Social 500
Average social commerce sales for all Social 500 retailers
• 2014 $6.6 million• 2013 $5.2 million
Social risesAverage traffic from social networks—Facebook, Twitter, Pinterest, YouTube—for all Social 500 retailers
• 2014 5.77%• 2013 5.36%
Average monthly unique visitors from social to Social 500 retailer sites
• 2014 132,796• 2013 103,056
7.65%
26.9%
26.18%
#TrendingNow: How to Bridge the Gap Between E-Commerce and Social Media
September 23, 2015
The Evolution of Social Media
Generational Differences:
Baby Boomers learning to accept social media
Generation X comfortable with social media
Millennials believe social media is an important part of their lives
Generation Z has never known a world without social media
From “share” to “sell”: Shifted from a focus on people to a focus on brands and products
2003: Myspace
2004: Facebook
2007: Twitter
2010: Instagram
2010: Pinterest
2011: Wish
2012: Wanelo
2014: Spring
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Types: Organic Content vs. Sponsored Content
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Organic Content Sponsored Content
Purpose Foster a connection with the brand
Develop brand awareness or advertise specific products
Opportunities • Build customer loyalty• Generate a sense of
“lifestyle” around a brand• Share brand initiatives or
missions
• Drive traffic to e-commerce site
• Introduce new product categories
• Drive conversions among new and existing customers
Example Sharing a USA Today article focused on the brand’s initiative to in-source production and make 90% of its products in the US generated thousands of Likes and hundreds of Shares on Facebook
Advertising the Karen Kane “Maggie Trapeze Dress” through Facebook news feed/mobile ads has generated 37.9% of its total product revenue YTD ($32,455) with an average ROI of 4X
Best Practices:
Focus on visual messages (strong images, enticing offers)
Vary the content (brand-building vs. driving sales)
Content should be relevant and newsworthy
Use Facebook business tools:
Offers & Events
Photos & Videos
Ads
Locations
Promoted Posts
Purpose: Connect with family and friends
Opportunity: Advertise products and share news
Audience: Existing customers/fans; friends of fans
Facebook: Who It Serves & How to Use
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Facebook: Who It Serves & How to Use
# of Shares
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Locations
Posts/Photos
Videos
Situation:
After initial success in early spring 2015:
Product put on auto-replenishment
Wanted to capitalize on its popularity by creating Facebook ads for the spring/summer season
Results:
To date, ads have generated a 4X ROI and propelled the dress to become KarenKane.com’s #1 all-time best-selling style
In 2015, 5% of site revenue has been attributable to desktop referrals from Facebook, and 0.7% has been attributable to mobile referrals from Facebook
Facebook Case Study: “Maggie Trapeze Dress”
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Best Practices:
Focus on text-driven messages (140-character limit)
Not visually impactful
Content should be timely
Engage followers with questions and calls to action
Use Twitter business tools:
Promoted Tweets
Promoted Accounts
Cards
Organic Tweets
Purpose: Share news and information
Opportunity: Broadcast a concise message
Audience: Industry influencers, celebrities, customers
Twitter: Who It Serves & How to Use
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Twitter: Who It Serves & How to Use
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Follow relevant
influencers
Promoted Card
Retweet & engage with
followers
Situation:
In 2013:
30% of social media budget was spent on Twitter advertising
Results:
Due to lackluster results, Karen Kane shifted dollars from Twitter to Facebook and Instagram
Twitter has increased the size and presence of images on the platform, but Karen Kane has not shifted budget back
Twitter Case Study: Shifting Strategies
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80% of active users access
Twitter through a mobile device
Source: Twitter
Best Practices:
Content is king – make sure every post is a work of art
Follow industry influencers – their “likes” build buzz
Content should be concise, timely and relevant
As a general rule, for every photo posted, you should:
Like 3 other photos
Comment on 1-2 other photos
Schedule posts to avoid overwhelming followers
Purpose: Share (creative) photos and videos
Opportunity: Build brand awareness and tell a story
Audience: Fans, customers, industry influencers
Instagram: Who It Serves & How to Use
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Instagram: Who It Serves & How to Use
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Interact with relevant industry
influencers
Interact with fans
Use hashtag searches to keep up with competitors
& colleagues
Situation:
One of the best techniques used to grow fan base and drive fan interaction is to re-share relevant content posted by influential fashion bloggers
Once content is “Liked” by a highly influential user, it gets recommended to their followers
Results:
Karen Kane’s Instagram account has seen massive growth this year
+247.6% since September 2014
Instagram Case Study: Going Viral
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98% of time spent on
Instagram is via mobile device
Source: comScore
Best Practices: Photos are everything – make
sure content is strong
Crop visual elements to maximize feed real estate
Content lives forever; plan stock accordingly
Focus on influencer outreach, not on building your page
Spend time on SEO and crafting keywords
Product and board descriptions drive Pinterest search results
Plan content for both loyal customers and potential new shoppers
Purpose: Discover new ideas and products
Opportunity: Find new customers and drive conversions
Audience: Potential and existing customers
Pinterest: Who It Serves & How to Use
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General Trends:
US women use Pinterest 4X more than men (42% vs. 13%)
Surprisingly weak in Europe – only 3% of European web users
Dominated by tablet users (48% on iPads)
The average Pinterest user has a HHI of $100,000+ per year
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Once photo goes viral, reinforce
inventory to convert
potential orders
Strong visual
content
Create boards to target specific keywords
Pinterest: Who It Serves & How to Use
Situation:
The “Cascade Wrap Dress” has been our strongest-performing product since 2012
Began advertising this dress on Pinterest when advertising options became available
Results:
In 2015, Pinterest-generated revenue on KarenKane.com has jumped to 1.68% of total site revenue (vs. 0.16% in 2014)
Over 50% attributable to this product
Strongest product on Pinterest since launch
Customers gravitate toward this image; valuable in generating traffic to other sites that sell the same product
Pinterest Case Study: “Cascade Wrap Dress”
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• Pinterest generates over 400% more revenue per click over Twitter and 27% more than Facebook.
• 47% of all online shoppers in the US have made a purchase based on a Pinterest recommendation.
Sources:
Converto,
BlogHer
Use social media to cut through the clutter of email; rely on different communications to reach your customer
Take a multipronged approach to holiday promotions –focusing only on sales, special events or organic content may not deliver the best results
Understand how your customer shops during this period and tailor your message. Consider:
Are they shopping for self or someone else?
How important are your shipping & returns policies?
Is your product a popular gift? Are you targeting your message to the gift giver or to the intended gift receiver?
Checklist for Boosting Holiday Sales
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Understand the differences between platforms
Plan audience outreach based on differences
Set (appropriate) goals for conversion
Monitor response and adjust strategy
Update, engage, maintain and repeat
Summary
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What’s Next?
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TREND #1:Social Platforms Enhance Commerce.
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Buy Buttons Connect Social Media to E-Commerce
Image Sources: Twitter & Facebook
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Twitter Pinterest Instagram
Rich Pins Provide Additional Product Information
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Facebook Dynamic Product Ads Make It Relevant
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Promotions Gaining More Real Estate
Twitter’s Product Cards
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Image Sources: Shopify
TREND #2:Shopping Is Social.
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The Social Landscape Is Growing
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What do these sites all share?
Mobile first
Social isn’t an afterthought — important part of the model
Discovery is a key feature
Social Shopping Is Becoming a Bigger Trend
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Highest AOV of all social sites: $66.75
Polyvore Is a Social Commerce Powerhouse
20M+ monthly visitors
73% women
50% women under 34
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Sources: eMarketer, Polyvore
Polyvore: Who It Serves & How to Use
Retailers promote products
Users create and share sets
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Polyvore: Who It Serves & How to Use
Opportunity: To find new customers and drive conversions
Audience: Primarily fashion and style influencers; categories for home and beauty as well
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Houzz: The Pinterest for Design & Remodeling
Users search styles and save
pictures to “Ideabooks”
Images come from more than
250,000 companies
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Houzz: Who It Serves & How to Use
Retailers can promote products Users can find local service
providers
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74% of users are actively planning to decorate.
Houzz: Who It Serves & How to Use
25M+ monthly visitors
Growth has more than doubled since
end of 201390% of users are
homeowners
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Source: Houzz
Houzz: Who It Serves & How to Use
Opportunity: Reach new audiences and drive conversions
Audience: Homeowners actively seeking styles you may provide
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80% of Wanelo’s traffic is mobile
Wanelo: Want. Need. Love.
12M+ registered users
90% women
60% are under 24
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Source: Wanelo
Wanelo: Who It Serves & How to Use
Users can follow other users …or stores that share their style
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Wanelo: Who It Serves & How to Use
Products are added to a user’s feed
Users can buy the products within
Wanelo
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Wanelo: Who It Serves & How to Use
Opportunity: Boost brand identity and drive conversions
Audience: Young, socially active females interested in style and fashion
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Recap
Shopping sites becoming more social
Social sites becoming more shopping-
oriented
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Retailers Need to Be Where Buyers Are
ChannelAdvisor Overview
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