how to build better brand loyalty by adding social content to your site search

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Online consumer recommendations and word of mouth are becoming one of the most credible forms of advertising for eCommerce sites. But with so much content out there, from social networks, videos, blogs and podcasts to user ratings and reviews, customer-generated questions and answers, and project ideas, the challenge with how to get the most impact and how best to showcase this social content can be daunting. Join us for this webinar to learn best practices and tips on how to incorporate social content, with product information into your site search and navigation experience, and how to measure which social content on your website really engages your audience and influences buying behavior. Steve Groenier, VP of Marketing & Sales, Artbeads will discuss ideas for going beyond simple Facebook "Like" buttons, and how to create consumer communities around non-product content that build better brand loyalty. Bernadine Wu, CEO & Founder, FitForCommerce, will examine the incredibly important opportunity social content represents to online retailers, and how to best leverage this information to increase conversions.

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Page 1: How to build better brand loyalty by adding social content to your site search

How to Build Better Brand Loyalty by Adding Social

Content to Your Site Search

We will start shortly and allow for a few more attendees to login.

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United States:Toll: +1 (609) 318-0024Access Code: 496-193-005Audio PIN: Shown after joining the Webinar

Should you get disconnected, please dial back in. We are recording this webinar and will email a link of the

recording to all attendees.

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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

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ON-SITE SOCIAL MEDIA: TODAY & TOMORROW

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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

Facebook

Mobile

Blog(s)

Email

RSS, Linked In, Stumbled Upon,

Flickr etc.

YouTube/ video onsite

Product Reviews

Search, Tagging

Branded content, Q&A

Twitter

Google+Facebook

Blog(s)

Email

RSS, Linked In, Stumbled Upon,

Flickr etc.

YouTube/ video onsite

Product Reviews

Search, Tagging

Twitter

Google+

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Social Media Mix Influences Consumer

Choose the social media mix that fits your target audience and your brand

Facebook

Mobile

Blog(s)

Email

RSS, Linked In, Stumbled Upon,

Flickr etc.

Google+Facebook

Blog(s)

Email

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

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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

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Home Page Icon Examples

Google+

YouTube

Twitter

FaceBook

4%

32%

68%

74%

Socia Media Icons Employed on Home Page by Top Sites

Source: FFC Survey of IR10013

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Social Media Icon Location

Best Practice: Make social media icons ubiquitous by placing them in the footer

Source: FFC Survey of IR10014

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• 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

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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

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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.

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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

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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)

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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)

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Help Customers Show Their Loyalty

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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

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How Does

Stack Up?

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The Solution:Curate The Best Content

And Start Sharing It

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The Search ForQuality Content

Comments

Impressions

Likes

Clicks

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Ed Hoffman, VP of Global Business and Corporate Development

[email protected]

Bernardine Wu, CEO & Founder, FitForCommerce,

[email protected]

Steve Groenier, VP Marketing & Sales, Artbeads,

[email protected] twitter: @marketonline

Q & A

Thank you for attending!