Push/Pull Social Marketing on Facebook and Beyond

11/3/2011

Push/Pull Social Marketingon Facebook and Beyond

Cathy HalliganSVP, Sales & Marketing

Melissa ParrishSenior Analyst

Today’s Speakers

#SocialPushPull

Becoming Responsive with Social Marketing1

The State of Social in E-commerce2

3 Push/Pull Best Practices in E-commerce

Webinar Agenda

5 Q&A – 10 minutes

4 Social Commerce Checklist

#SocialPushPull

Follow along or submit questions on Twitter: #SocialPushPull

© 2011 Forrester Research, Inc. Reproduction Prohibited4 © 2009 Forrester Research, Inc. Reproduction Prohibited

Becoming Responsive through push and pull social marketingMelissa Parrish, Senior Analyst

© 2011 Forrester Research, Inc. Reproduction Prohibited5

COREYour marketing mission for the next digital decade

#SocialPushPull


CORE is a Four Part Marketing Mission

Customize your

marketing experience

s

Respond to your customers

Empower your staff

and customers

Optimize your decisions

and processes

#SocialPushPull


Responsiveness:

Creating nimble processes to respond to customer needs and changing market conditions

#SocialPushPull


Marketers should maximize their Responsiveness by using social media to

Find the right opportunities to respond

Free up the resources you need to be responsive

Iterate marketing programs based on customer feedback

Pull high-value conversations

onto your own website

83% of US interactive marketers report

reaching the largest number of

consumers on their primary websites

Push broad conversations to

popular social networks

69% of US adults have a social

networking account

#SocialPushPull


Identify and respond to influential customers & conversations

Pull Strategy: Let influencers float to the top naturally

#SocialPushPull


Identify and respond to influential customers & conversations

Push Strategy: Track important users on social networks

#SocialPushPull


Free up resources to respond

Pull Strategy: Respond to on-site conversations first

#SocialPushPull


Free up resources to respond

Push Strategy: Schedule content in advance

#SocialPushPull


Use customer feedback to iterate marketing programs

Pull Strategy: Use the voice of the customer as ad creative

#SocialPushPull


Use customer feedback to iterate marketing programs

Push Strategy: Spot trends that can influence messaging

#SocialPushPull


Recommendations

Respond to customers in

purpose-built channels

Graduate to advanced Responsiveness Programs

Respond by creating marketing

programs that pivot on social

engagement

#SocialPushPull

© 2009 Forrester Research, Inc. Reproduction Prohibited

Thank you

Melissa [email protected]

@melissarparrish

www.forrester.com


Our perspective is informed by the range of our clients

@CathyHalligan #SocialPushPull

Facebook is the Consumers’ Community of Choice

#SocialPushPull

Facebook is the Consumers’ Community of Choice

Source: Facebook announcement livestream, July 6, 2011

800M

@CathyHalligan

Sharing is Growing Even Faster Than Users

#SocialPushPull

Facebook features encourage generating and sharing content

1. Original Friends

2. Photos

3. Newsfeed

4. Facebook Apps

5. Like Comments

6. Like Button

7. Groups

8. Messages

9. New F8 Features

1 23

45

67

8

Source: Facebook announcement live stream, July 6, 2011

9



There is a range of social content. . .

Source: Forrester Research, Inc. Study



..deployed to drive the intended performance

Increase brand reputation and marketing awareness & engagement through innovative social marketing and engagement

Social Brand & Marketing

Social Commerce

Ob

jecti

ve

Drive sales through customer conversation, joint buying, or game dynamics

Bu

sin

ess

Case

Emerging Exists

Metr

ic

Brand Strength & Stature

Awareness

Customer Acquisition

Traffic

Conversion

Cross Sell/Up Sell

Average Order

Social Insights

Understand and interpret the collective voice to drive brand, merchandising, and product development decisions

Emerging

Actionable Product level

insights

Actionable Brand level insights

Social Support

Reduce costs by letting customers assist other in answering support questions

Exists

Customer Satisfaction

Cost to Serve



…and the core case for Social Commerce DOES exist

Social Content on Your Product Page Increases

Conversion

15-85%

Sales =Traffic * Conversion * Average Order

Social Content Increases Average Order Value

20-50%Social Content Distributed on the Social Web Increase Referral Traffic, resulting in

$15.72w/ $132 AOV

Social Content Increases SEO Performance

25-49%



Social programming drives to a range of business outcomes…

Social Brand

Social Marketing

Social Commerce

Social Support

Oth

er

Netw

ork

s(v

ia d

eskto

p o

r m

ob

ile)

On

-sit

e (

via

desk t

op

or

mob

ile)



Push Social Integration on Social Networks

Social Brand

Social Marketing

Social Commerce

Social Support

Oth

er

Netw

ork

s(v

ia d

eskto

p o

r m

ob

ile)



Amazon on Twitter – Deal of the Day on Steroids



Advanced Auto Parts on YouTube



Endorsements from Facebook Friends drive sales


Source: Compete Data 2010

Facebook Accounts for More Than 15% of Referral Traffic to Etsy and Forever 21


Amazon.com Received 7.7% of Traffic from Facebook

Source: comScore and J.P. Morgan (January 2011).

Facebook referral traffic to Amazon rose 328% year over year.



Pull Social Integration on Your Properties

Social Brand

Social Marketing

Social Commerce

Social Support

On

-sit

e (

via

desk t

op

or

mob

ile)



REI – Social Programming on REI.com



Amazon – leveraging the open graph to deliver relevancy


Eventbrite


Eventbrite


Eventbrite ResultsThe Results

#1source of referral traffic was Facebook after only a year of using Facebook Connect

of all Facebook shares happened post-purchase

more ticket sales were driven from a post-purchase share vs. a pre-purchase share.

Value of an event shared to Facebook in ticket sales.$2.5

3

60%20%

Source: Facebook Case Study

Eventbrite Results


Step2

B

C

B

C

Facebook OnSite

A


Step2Facebook OnSite


Step2 Results

The Results

7%of Step2’s customers have verified their identity with Facebook OnSite

of verified customers share product reviews with their Facebook friends

Increase in referral traffic from Facebook over the past year

Increase in revenue from Facebook-referred visitors

50%135%

3X

Step2 Results


Advance Auto Parts

A B

C

D

Facebook Discovery

A B

C

D


Advance Auto PartsFacebook Discovery

A


Advance Auto PartsFacebook Discovery

B

C


PowerReviews’ Open Network Results

The Results

57% of all verified reviews are shared to Facebook

of all reviews shared to spur further engagement through Likes/Comments

more reviews are shared with Facebook OnSite vs. traditional methods

The value of a review shared to Facebook with Facebook OnSite.

70%

5X

$15.72



The UGC quantity you have on your site? On your product pages?

The % of transactions that generate UGC?

The % of your SKUs that have UGC? Your coverage?

Your SEO traffic to your product page?

The UGC quantity shared on the social web? And, the referral traffic and

resulting conversion?

If you have facebook connect, the % of users who verify and bring their

social profile into your site experience?

All Social Experiences are driven by UGC quantity and quality. Do you know?

If you don’t know and aren‘t managing these metrics, you risk social commerce results


Q&A – 10 Minutes

Thank you.Thanks for attending. Please take a moment to complete our brief survey upon leaving the webinar.

Today’s Speakers:

Melissa ParrishSr. Analyst,Forrester@MelissaRParrish

Cathy HalliganSVP, Sales & Marketing,PowerReviews@CathyHalligan

#SocialPushPull

Business

Push/Pull Social Marketing on Facebook and Beyond