Social Commerce

SAScon 2016 – Rob Hughes

ROB HUGHES // SEO, SOCIAL, CONTENT, DEVELOPMENT

HEAD OF EARNED @ JD WILLIAMS GROUP // N BROWN GROUP PLC

RUNNING A TEAM WITH SOME GREAT SEARCH, SOCIAL AND CONTENT CAPABILITIES AND GETTING THE CHANCE TO HELP GROW SOME AMAZING, INTERNATIONAL BRANDS.

WITH EXPERIENCE IN SEARCH, SOCIAL, CONTENT AND DEVELOPMENT SINCE 2004; ROB BRINGS A WEALTH OF EXPERIENCE MAKING HIM PERFECTLY POSITIONED TO DELIVER AND SUPPORT A CLIENT’S SEARCH STRATEGY AND CAMPAIGN FROM THE GROUND UP

ROB.HUGHES@JDWILLIAMS.CO.UK

ROB.HUGHES87

_ROBH_

ROB.HUGHES87

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N BROWN GROUP PLC

A LEADING DIGITAL FASHION RETAILER, WITH 140 YEARS OF EXPERIENCE.

WE OFFER OUR CUSTOMERS AN EXTENSIVE RANGE OF PRODUCTS, PRINCIPALLY CLOTHING, FOOTWEAR AND HOMEWARES.

WE ARE SIZE INCLUSIVE, FROM 10-32 IN WOMENSWEAR AND S TO 5XL IN MENSWEAR. THIS MEANS WE MEET THE NEEDS OF TWO SIGNIFICANT BUT UNDER-SERVED CUSTOMER GROUPS – SIZE 20-PLUS AND AGE 50-PLUS.

TRADITIONALLY A MAIL ORDER CATALOGUE BUSINESS, WE NOW SEE OVER 60% OF DEMAND COMING FROM ONLINE, AND ARE CHANGING OUR APPROACH ACCORDINGLY. IN ORDER TO DRIVE BOTH SALES AND BRAND AWARENESS, WE ALSO OPERATE A SMALL STORE ESTATE IN THE UK, FOCUSED ON KEY SHOPPING AREAS.

OUR SOCIAL BREAKDOWN

Drag picture to placeholder or click icon to addCUSTOMER SERVICE

SOCIAL MEDIA PAID MEDIA

KEEPING IT BASIC

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OUR APPROACH TO SOCIAL

SOME NUMBERS

REACH ENGAGE CONVERT

GAIN ATTENTION CREATE CONVERSATION BE READY TO SELL

CONVERT // PAID MEDIAGET THE CREATIVE

RIGHT //

DEVICE //

TARGETING //

PRICE - PROMOTIONS - DISCOUNT LED

BESPOKE CONTENT

CORE AUDIENCE - SEGMENTATION - SIMILARITIES

ENGAGE // SOME NUMBERS

BACKGROUND //

HYPOTHESIS //

PROCESS //

CONFIRMATION //

WE WANT TO UNDERSTAND THE VALUE OF OUR SOCIALLY ENGAGED AUDIENCE

SOCIALLY ENGAGED CUSTOMERS ARE WORTH MORE

WHICH OF OUR CUSTOMERS ARE SOCIALLY ENGAGED? (REFERRAL TRAFFIC FROM

FACEBOOK)

HOW DOES THIS AFFECT BUYING HABITS?

BREAK THIS DOWN BY SEASON TO UNDERSTAND CAMPAIGN IMPACT

ENGAGE // SOME NUMBERS // CONFIRMATION

Revenue AOV Orders Items

Season 1 Season 2

ENGAGE // SOME NUMBERS // RESULTS

ITEMS PER ACCOUNT //

ORDERS PER ACCOUNT //

REVENUE PER ACCOUNT //

AVERAGE ORDER VALUE //

189%

177%

76%

91%

157%

203%

161%

153%

103%

102%

103%

101%