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In her BlogWell Bay Area presentation, HSN’s Operating Vice President of Emerging Media, Maggie Hatfield, explains how the brand created a seamless consumer social experience across multiple channels. She shares how HSN leveraged different social platforms for different purposes and how they gathered real results through social metrics on Facebook, Pinterest, and Instagram.
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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
