#TrendingNow: How to Bridge the Gap Between E-Commerce and Social Media

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#TrendingNow:

How to Bridge the Gap Between E-Commerce and Social Media

Social rises

Average 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%

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#TrendingNow: How to Bridge the Gap Between E-Commerce and Social Media

September 23, 2015

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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

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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

• Introduce new product site

Facebook: Who It Serves & How to Use

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Facebook: Who It Serves & How to Use

# of Shares

Locations

Posts/Photos

Videos

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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”

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 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

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Twitter: Who It Serves & How to Use

Follow relevant influencers

Promoted Card

Retweet &

engage with followers

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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

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 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

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Instagram: Who It Serves & How to Use

Interact with relevant industry

influencers

Interact with fans

Use hashtag searches to keep up with competitors

& colleagues

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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

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 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

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 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

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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

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 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

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

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

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What’s Next?

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TREND #1:

Social Platforms Enhance Commerce.

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Buy Buttons Connect Social Media to E-Commerce

Image Sources: Twitter & Facebook

Facebook

Twitter Pinterest Instagram

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Rich Pins Provide Additional Product Information

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Facebook Dynamic Product Ads Make It Relevant

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Promotions Gaining More Real Estate

Twitter’s Product Cards

Image Sources: Shopify

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TREND #2:

Shopping Is Social.

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The Social Landscape Is Growing

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

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

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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

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Polyvore: Who It Serves & How to Use

Retailers promote products

Users create and share sets

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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

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Houzz: The Pinterest for Design & Remodeling

Users search styles and save

pictures to

“Ideabooks”

Images come from more than

250,000 companies

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Houzz: Who It Serves & How to Use

Retailers can promote

products Users can find local service

providers

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74% of users are actively planning to decorate.

Houzz: Who It Serves & How to Use

25M+ monthly visitors Growth has more than doubled since

end of 2013

90% of users are homeowners

Source: Houzz

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Houzz: Who It Serves & How to Use

 Opportunity: Reach new audiences and drive conversions

 Audience: Homeowners actively seeking styles you may provide

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80% of Wanelo’s traffic is mobile

Wanelo: Want. Need. Love.

12M+ registered users

90% women 60% are under 24

Source: Wanelo

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Wanelo: Who It Serves & How to Use

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

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Wanelo: Who It Serves & How to Use

Products are added to a user’s feed

Users can buy the products within

Wanelo

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Wanelo: Who It Serves & How to Use

 Opportunity: Boost brand identity and drive conversions

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

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Recap

Shopping sites becoming more social

Social sites becoming more shopping-

oriented

Retailers Need to Be Where Buyers Are

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