Maggie Hatfield
Omni-Channel Integration Disrupts the Traditional Path to Purchase
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellBay Area
August 6, 2013socialmedia.org/blogwell
OMNI-CHANNEL INTEGRATION DISRUPTS
THE TRADITIONAL PATH TO PURCHASE
MAGGIE HATFIELD
OPERATING VICE PRESIDENT, EMERGING MEDIA
V.5.1
3
@markethat
OMNI-CHANNEL INTEGRATION HELPS CUSTOMERS ALONG A NON-TRADITIONAL PURCHASE PATH
3 @markethat
SOCIAL FOSTERS ENGAGEMENT ALONG THE ENTIRE CUSTOMER JOURNEY
2 @markethat Source: Google Analytics, Q4 2012. N = US: 130M
Social Display Click
Organic Search
Paid Search
Referral
Email Direct
AWARENESS CONSIDERATION INTENT DECISION
ASSIST INTERACTION LAST INTERACTION
65% ASSIST | 35% LAST
ASSISTING channels build awareness, consideration, and intent earlier in the customer journey or “purchase funnel.” LAST INTERACTION channels act as the last point of contact prior to a purchase.
66% 66% of total revenue comes
from purchases made in more than one step
Social Social Social Social
THE #BEAUTYREPORT WEEKLY PROGRAM WAS THE PILOT FOR BUILDING AN OMNI-CHANNEL EXPERIENCE
4
TV/PHONE
TABLET SMARTPHONE
HSN.COM
COMMUNITY
CONTENT
COMMERCE
SOCIAL SOCIAL
@markethat
CONTENT, CONVERSATION & INCENTIVES DRIVE
SOCIAL ENGAGEMENT & REPEAT VIEWERSHIP
Content & Chat
Incentives
Social TV CTA’s &
On-Air Graphics
Live Tweeting
HSN Partner
Participation
Destination on
HSN.com
TESTING & LEARNING TAKES TIME…
@markethat
6
SOCIAL MEDIA ENGAGEMENT ON TV IS MEASURED BY TWEETS PER MINUTE
@markethat
MASS RELEVANCE CELEBRITY LIVE CHAT PARTNER PARTICIPATION BEAUTY BUNDLE
Beauty Bundle Giveaway Celebrity Live Chat
Social-TV Graphics
Partner Participation HSN.com Experience
WE CULTIVATED A GROUP OF ENTHUSIASTS TO BUILD AWARENESS OF HSN AS A BEAUTY AUTHORITY
7 @markethat
Beauty Report enthusiasts created thousands of stories, resulting in 320X growth in impressions.
#BeautyReport organically trended on Twitter.
The Beauty Report extended from a one-hour show to two hours in June 2013.
On avg., Mass Relevance drove 21% of HSN’s Twitter community growth.
21%
Social TV calls to action and incentives sparked 5X growth in TPM.
Omni-channel integration spurred 7.5X growth in #BeautyReport mentions.
THANK YOU
MAGGIE HATFIELD
OPERATING VICE PRESIDENT, EMERGING MEDIA
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellBay Area
August 6, 2013socialmedia.org/blogwell
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