#TrendingNow: How to Bridge the Gap Between E …images.internetretailer.com/IR-Webinars/092315_ChannelAdvisor... · How to Bridge the Gap Between E-Commerce and Social Media

#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

5Copyright ChannelAdvisor 2015

Types: Organic Content vs. Sponsored Content


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


Facebook: Who It Serves & How to Use

# of Shares


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”


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


Twitter: Who It Serves & How to Use


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


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


Instagram: Who It Serves & How to Use


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


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


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


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”


• 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


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


What’s Next?


TREND #1:Social Platforms Enhance Commerce.


Buy Buttons Connect Social Media to E-Commerce

Image Sources: Twitter & Facebook

Facebook


Twitter Pinterest Instagram

Rich Pins Provide Additional Product Information


Facebook Dynamic Product Ads Make It Relevant


Promotions Gaining More Real Estate

Twitter’s Product Cards


Image Sources: Shopify

TREND #2:Shopping Is Social.


The Social Landscape Is Growing


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


Highest AOV of all social sites: $66.75

Polyvore Is a Social Commerce Powerhouse

20M+ monthly visitors

73% women

50% women under 34


Sources: eMarketer, Polyvore

Polyvore: Who It Serves & How to Use

Retailers promote products

Users create and share sets


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


Houzz: The Pinterest for Design & Remodeling

Users search styles and save

pictures to “Ideabooks”

Images come from more than

250,000 companies


Houzz: Who It Serves & How to Use

Retailers can promote products Users can find local service

providers


74% of users are actively planning to decorate.


25M+ monthly visitors

Growth has more than doubled since

end of 201390% of users are

homeowners


Source: Houzz


Opportunity: Reach new audiences and drive conversions

Audience: Homeowners actively seeking styles you may provide


80% of Wanelo’s traffic is mobile

Wanelo: Want. Need. Love.

12M+ registered users

90% women

60% are under 24


Source: Wanelo

Wanelo: Who It Serves & How to Use

Users can follow other users …or stores that share their style



Products are added to a user’s feed

Users can buy the products within

Wanelo



Opportunity: Boost brand identity and drive conversions

Audience: Young, socially active females interested in style and fashion


Recap

Shopping sites becoming more social

Social sites becoming more shopping-

oriented


Retailers Need to Be Where Buyers Are

ChannelAdvisor Overview


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#TrendingNow: How to Bridge the Gap Between E …images.internetretailer.com/IR-Webinars/092315_ChannelAdvisor... · How to Bridge the Gap Between E-Commerce and Social Media