springbot | 2nd annual ecommerce expo south florida

7 Ways to Maximize the Impact of Social in Your Already Busy Schedule

Erika Jolly Brookes@springbot@ebrookes

7 Ways to Maximize the Impact of Social

We will cover: Social has transformed the business to

customer experience (hint: consumers now rule)

Pro tips for social as part of your total marketing mix:− Content− Cross channel integration− Social is a 1:1 medium

@springbotErika Jolly Brookes @ebrookes| |#EcommerceExpoSFL

The New Buyer’s Journey

@springbotErika Jolly Brookes @ebrookes| |

That was then….

This is now….

#EcommerceExpoSFL

Time Spent on Social

In 2005, 10% of internet users are on social media. Now, over 76% of internet users are on social media.


Tip 1: Track what works Develop unique trackable

links for promotions, social channel, promotional sales, new products available in your store Helps you track what works!

Leverage a third party tool, like Google URL Builder or even Springbot, to track links by campaign source, medium, name, and more


Tip 2: Social is a two-way street Focus on engagement –

with your brand, about your brand or branded content

Use power of social proof Gather product and service

feedback on social and incorporate them into your marketing campaigns

Use Twitter polls or quizzes on Facebook to garner input and conversation

Millennials trust their peers – leverage this content!

Ask for permission before sharing the photos


Tip 3: A picture is worth 1,000 words High resolution images (and

make sure they’re clear and bright)

Lifestyle images (to supplement stock photos) to make your brand more human

Use similar imagery across all of your marketing channels to reaffirm your message

Begin incorporating video into your strategy By 2019, 80% of internet traffic

will go to video

Stock image

Lifestyle photo


Tip 4: Reach Four different ad products to

try: Instagram (Sponsored Posts) Facebook (Ads/Promoted Posts) Twitter (Ads/Promoted Tweets) Pinterest (Buyable/promoted

pins) Pinterest buyable pins (87%

of people say they have purchased a product after seeing it on Pinterest)

Instagram shoppable landing page in bio


Tip 5: Be current and on trend Listen, monitor and moderate

your social content. Set and forget posting has its risks and rewards

Leverage pop culture trends, live events, and holidays Monitor and leverage hashtags

− Ex. #NationalCoffeeDay

Make sure you understand the trends before you market around them!

Make sure you are not marketing during a breaking news event, i.e. Boston Marathon


Tip 6: Social is a CX channel Monitor keywords associated

with your brand (name, trademarked words, spelling variations, etc) and your competition Setup alerts and follow streams with

tools like Hootsuite, Mention, and Google Alerts

Respond to every customer quickly 42% of customers who contact a

brand on social expect a response within 1 hour (ConvinceandConvert.com)

Top platforms for customer service include Facebook and Twitter


Tip 7: Integrate your marketing Place social share and follow

buttons into your email campaigns, website, etc Be careful about putting social share

buttons on product pages! Can distract from making a purchase

If you have a brick and mortar store, encourage shoppers to follow you on social (can offer discount in exchange)

Consider twice if automatically cross posting from one social network to another makes sense (audience or audience expectations are different by network)


Social in Summary

Social media channels are unavoidable in the 2016 buyer’s journey – leverage it!

Incorporate lifestyle photos, user generated content, and video

Connect social to customer service, logins, email newsletters, and more

Run social ad campaigns on Facebook, Twitter, Pinterest, and Instagram

Track everything!


springbot | 2nd annual ecommerce expo south florida

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