how to build better brand loyalty by adding social content to your site search
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How to Build Better Brand Loyalty by Adding Social
Content to Your Site Search
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Introductions by Ed Hoffman, VP of Global Business and Corporate
Development, SLI Systems
Onsite Social Media: Today & Tomorrow by Bernardine Wu, Founder
& CEO, FitForCommerce
The Online Retailer’s Guide to Customer Loyalty by Steve Groenier,
VP Marketing & Sales, Artbeads
Q&A by Melissa Schleter, Marketing Manager, SLI Systems
Agenda
ON-SITE SOCIAL MEDIA: TODAY & TOMORROW
About FitForCommerce
FitForCommerce is a consultancy founded to help online businesses ‘figure out what they need and how/where to find it’
Team of former multichannel retailers, marketers, technologists and service providers, with hands-on expertise in eCommerce and mCommerce
eCommerce Diligence™ is a philosophy and methodology based on diligent preparation and decision-making to ensure successStrategic Diligence – eMerchandising, eMarketing, mCommerce, sCommerce, Multichannel, Operations, Technology, Organization, Financial PlanningSelection Diligence – Requirements, RFP, Selection of eCommerce technologies and providers including: platforms, mCommerce, back-end, all point solutions, 3PL/CSeCommerce MarketingImplementation Coaching
eCommerceKnowHow.com is the first eCommerce knowledge base:1000s of best practices, feature evaluations, expert advice and community content on 100s of features, functions and topics100s of provider and solution comparative info
“ Life Coach and eHarmony of eCommerce ”
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Discussion Topics
I. Value of Social Media on your site
II. Social Media Today The Basics Intermediate Advanced
III.Best Practices Today and Tomorrow
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Social Media Mix Influences Consumer
Choose the social media mix that fits your target audience and your brand
Mobile
Blog(s)
RSS, Linked In, Stumbled Upon,
Flickr etc.
YouTube/ video onsite
Product Reviews
Search, Tagging
Branded content, Q&A
Google+Facebook
Blog(s)
RSS, Linked In, Stumbled Upon,
Flickr etc.
YouTube/ video onsite
Product Reviews
Search, Tagging
Google+
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Social Media Mix Influences Consumer
Choose the social media mix that fits your target audience and your brand
Mobile
Blog(s)
RSS, Linked In, Stumbled Upon,
Flickr etc.
Google+Facebook
Blog(s)
RSS, Linked In, Stumbled Upon,
Flickr etc.
Google+
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Value of Rapid Adoption of Social Media
70% of active American social networkers shop online1
90% of purchases are subject to social influence2
3x Consumers who follow brands on Twitter are 3x more likely to amplify the influence of that brand.3
42% of online consumers have “followed” a retailer through Facebook, Twitter or a retailer’s blog4
6 Average person follows about 6 retailers4
Sources: 1. Neilsen, Sept 2011, 2. Wired, Feb 2011, 3. ExactTarget 4. Shop.org 2011 Social Commerce Study
Understand your consumer, get her to your site, and keep her connected to you through social media
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What will return the most value?
In a survey of CMOs:• The social media marketing activity with the
highest ROI:– Facebook– Ratings & Reviews– Twitter
• When CMOs asked which channel they will be increase investment -- YouTube
While retailers recognize the importance of social commerce, with such a fast moving landscape they often don't know
where to start … start with your site
Sources : MDG Advertising10
THE BASICS: ON-SITE SOCIAL MEDIA INTEGRATION
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Home Page Icon Adoption
No
Yes
24%
76%
Social Media Adoption Rate on Home Page by Top Sites
Best Practices: Add social media icons above the fold
Make sharing fast and easy
Source: FFC Survey of IR10012
Home Page Icon Examples
Google+
YouTube
4%
32%
68%
74%
Socia Media Icons Employed on Home Page by Top Sites
Source: FFC Survey of IR10013
Social Media Icon Location
Best Practice: Make social media icons ubiquitous by placing them in the footer
Source: FFC Survey of IR10014
• Over half of the top websites employ social media icons on their product detail pages.– “Like” a PRODUCT vs SITE
• Of those who employ SM icons, half include a sharing widget such as “Add This”
Widget ("AddThis")
Presence in Results
33%
62%
Product Detail Page Adoption Rate of Social Media on Top
Sites
Product Detail Page
Best Practice: Use the correct SM code for your desired action
Source: FFC Survey of IR10015
Product Detail Page: Example A
Placement of SM icons vary. SM Icons Placement: under the product name
Widget
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Product Detail Page: Example B
SM Icon Placement: under “Add to Cart” and “print”
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Product Detail Page: Example C
SM icon placement: under product image
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INTERMEDIATE: ON-SITE SOCIAL MEDIA INTEGRATION
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Intermediate: Onsite Search Gets Social
Sort by Likes
SM in Search Results
Search Suggestions
Auto Completed Results
Sort by Ratings
Sort by Popularity
1%
3%
21%
37%
50%
53%
On-site Search Functionality
Based on your customer knowledge and how they navigate your site, implement and refine the on-site search
functionality that drives profits
Source: FFC Survey of IR10020
Popularity and Rating Sorting
Best Practice: Provide customers with perspectives from outside of your site yielding the comfort and protection of the herd.
The Future: Filter product listings or reviews to prominently display content that friends have recommended.
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Search Suggestions
Best Practice: Enables customers to differentiate products in the search results
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On-site Search: Auto-Complete
Best Practice: Incorporate lists of synonyms in case customers aren’t sure how to spell a product name.
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ADVANCED: ON-SITE SOCIAL MEDIA INTEGRATION
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Innovative Facebook Integration
Ability to sort by Facebook likes.
Products are sorted based on number of likes.
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Blue Nile Home Page Example
Consumer Actions:• Connect with Facebook on the
Blue Nile home page. • Provide access to your
Facebook account • Blue Nile sends an immediate
confirmation email and adds you to their ongoing email communication
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Results for a search on “grill pans” display results on 3 tabs: Products, Recipes and Videos.
Best Practice: Create and name content and products based on what
consumers are searching for
Site Searches Deliver an Array of Results
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Site Searches Deliver an Array of Results
“Social Networks” tab search results include relevant tweets and Facebook posts from customers.
Best Practice: Tag your content with customer driven keywords that will be indexed by search engines
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Site Searches Deliver an Array of Results
…especially when the community/content is strong!
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Value: Increase Relevancy in Search Engines
Google’s crawling, indexing, and rankings are directly influenced by Tweeted links and (public) Facebook “shares”
Google and Bing use Twitter and Facebook to influence regular search results
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Innovation: Handbags.comShoppers care if their friends like their handbag.Icons appear when the consumer interacts onscreen with the product.
Toolbar encourages sharing
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Buy.com’s Shop Together• Have a shopping date with someone that lives
far away. Explore the site together. Chat about products in real time
• Connect using Facebook, email, IM, or Twitter
By making the shopping experience social, retailers can turn on word-of-mouth to expand product awareness, increase time on site, and improve
the likelihood of purchase.
32
Ticketmaster Delivers Social Connectivity Into Interactive Seat Maps
• 80% of users share their ticket information through Facebook with everyone (not just friends, or friends of friends).
• RSVP feature ““Tell your friends you’re attending…” drives 33% more visits
• Each "like" = $5 in ticket sales
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The Future: Continuously Adapt Based on Consumer Behavior
• Nearly 40% of social media users access social media content from their mobile phone1
• Almost 50% of consumers say that social media is a great way to discover new products, brands, trends or eretailers2
• Trend: Google+ increase in relevancy
• Trend: Sites are integrating Facebook onto their site, not necessarily building another store on Facebook.
Sources: 1. Neilsen, Sept 2011, 2. Forrester BizrRate Insights Social Commerce Flash Survey, Q3 2011
The future combines functionality and social connectivity
at the point of consumer need and site profitability
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Best Practice Summary
1. Deploy the right mix of social media (SM) icons above the fold on your home page
2. Make sharing fast and easy
3. Add SM icons to your global footer. Program Facebook icon to like the site, not the page
4. Test SM icon positions on your product detail page
5. Do not clutter the page
6. Add social media into your site search results
7. Augment ratings and reviews with Facebook likes/Google+/Twitter.
8. Integrate Facebook onto your site, without building another store on Facebook.
9. Make sure your social media content (Facebook, Twitter, video, etc.) is appropriately tagged and indexed
10. Choose the social media mix that fits your target audience and your brand
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The Online Retailer’s Guide to Customer Loyalty
What Do
Loyal Customers Look Like?
(How to spot them in Social Media)
Buy from you again and again
Provide unsolicited praise for you and your products
(Facebook Wall Posts, Blogs, Tweets)
Recommend you and your products(Ratings & Reviews, Like & Share Buttons)
Feel like they are part of something bigger -- a part of a community
(Reviewer Profiles, Answer Questions, Share Content)
Recommend you and your products(Defend You When Others Complain)
Voluntarily send you feedback & suggestions(Store Reviews, Product Reviews, Facebook Wall Posts)
What Do
Loyal Customers Look Like?
(How to spot them in Social Media)
Help Customers Show Their Loyalty
What Do Companies With
Loyal Customers Have in Common?
Share their knowledge freely
Gather customer feedback
Build word of mouth networks
Make trying their products easy
Create customer communities
Make an emotional connection
How Does
Stack Up?
The Solution:Curate The Best Content
And Start Sharing It
The Search ForQuality Content
Comments
Impressions
Likes
Clicks
Ed Hoffman, VP of Global Business and Corporate Development
Ed.Hoffman@sli-systems.com
Bernardine Wu, CEO & Founder, FitForCommerce,
bwu@fitforcommerce.com
Steve Groenier, VP Marketing & Sales, Artbeads,
steve@artbeads.com twitter: @marketonline
Q & A
Thank you for attending!
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