Social Media Strategy for Ecommerce

Social Media Strategy for

Ecommerce

Salon eCom Montreal, 2011

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BONJOUR

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Social Media Strategy for Ecommerce

CT Moore

• Strategist with @NVI

• Staff Editor with @revenews

• Netizen @gypsybandito

Tom Langdale

• Social Media Dir. with @NVI

• Netizen @Tom_Langdale

SALON ECOM MONTREAL

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Agenda

• SEO & Social Media

• Social Content Strategyo Shareable Content 101o Product Pageso Social Platformo Social News Promotion

• Facebook for Ecommerceo Facebook Pageso Facebook Adso Social Contests

SEO & Social Media

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WHY SEARCH IS THE #1 ROI DRIVER

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• 78% of Canadians online will use search engines to research online and offline purchases

• 27% of those who researched product info online purchased online

• 45% of those that searched for product information online still purchase via traditional retail

• In 2009, search represented over 41% of overall online revenue, $741 million in Canada

• 106 million search engine queries a day in Canada

• 77% of all Canadian Internet traffic starts from a search engine

• 98% of online users rely on search engines to find websites

Source : IAB 2010 & Comscore 2009.

FORECAST : US INTERACTIVE SPEND FROM 2009 – 2014

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Source : Forrester’s Interactive Advertising Models, 4/09 and 10/08 (US only) .

SEO SEEN AS MOST EFFECTIVE IN GENERATING CONVERSIONS

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Most effective digital marketing tools for generating conversations

Source: © Copyright FORBES 2009

SEO & PPC ARE THE MOST EFFECTIVE TACTICS WHEN IT COMESTO RESULT ACHIEVEMENT

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Results vs. expectations for digital marketing compaigns

Source: © Copyright FORBES 2009

“Intentional”

Targeting

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SEARCH BEHAVIOUR

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“Above the Fold”

• 73% don’t go past 1st page

• 71% don’t go past first 5 results

• 10% go to 3rd result

• 4.5% go to 5th result

SEO “101”

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SEARCH MARKETING

INDEXATION + RELEVANCY + POPULARITY

• Removing any hurdle to the crawlers is key for a perfect indexation• Map your site architecture in accordance with semantic verticals to reach ideal relevancy• Balance the quantity, quality, aging & regularity of your linkgraph to maximize popularity

SEARCH ENGINE OPTIMIZATION

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Overview

• Keywords Research

• Onsite SEO

• Offsite SEO

keyword research

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Search Marketing

What Why• A relevant selection of the best combinations

of keywords for your site and industry•To understand where your site traffic to

your web site

•To understand which keywords have best search volume & conversion potential

How • With search volume data provided by Google Keyword tool

and other tools

• List of best keywords associated with themes and sections/sub-sections/pages of your pages

• Full list of keywords with search volume data, separated by themes

• A suggested sitemap with URLs, meta descriptions, page titles & targeted keywords to optimize to all associated pages

Deliverables

keyword research

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Google Adwords Tool

• Estimated Competition

• Global Search Volume

• Local Search Volume

• Average CPC

OnSITE SEO

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The 3 Basics

• Page Titles

• Meta Descriptions

• Copy & Content

OnSITE SEO

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Page Titles – 65 Characters

OnSITE SEO

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Meta Descriptions – 150 Characters

OnSITE SEO

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Page Copy / Content

• Unique Content

• 250 words min (suggested)o Intro, Body, Conclusion

• Headers (H1, H2, H3 tags)

• Bullet Lists

• 2-5% Keyword Density

OFFSITE SEO

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Source : SEOmoz Search Ranking Factors 2009

SEO Off-site represents 66% of the Search Ranking Factors

OFFSITE SEO

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What Why• On an ongoing basis, building authority and

popularity to the site•to increase keyword ranking results

How • Leveling powerful links of major competitors• Bartering with well ranked industry niche sites• Links from existing partners• Compensation-driven links from blogs & niche websites• Free / Paid useful Directories & Forums links• Links from the NVI network of corporate & blog sites• Widget deployment• Social News Optimization of content

• Link acquisition report• Rankings report• Traffic report

Deliverables

Social Media for SEO

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“Social Signals”

• Social Profiles• Branded• End Users

• Customer Reviews• Google Places• Facebook Places

• Twitter Activity

• Facebook Presence

Social Content

Strategy

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SOCIAL CONTENT STRATEGY

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Agenda

• Sharable Content 101o Product Pageso Blog – Social Platformo Social News Promotion

• Facebook Marketingo Facebook Pageso Facebook Adso Social Contests


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WHO’S SHARING CONTENT?

• Half of consumers share content on a weekly basis

• Over 60% of North Americans research products

online before purchase

• 1/3rd use social sites to research products

• 1/4th post comments/reviews about products they

purchased


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WHERE IS CONTENT BEING SHARED?

• Through E-Mail

• Social Networks (Facebook, Twitter, LinkedIn, etc.)

• Social News Sites (Digg, Reddit, StumbleUpon, etc.)

• Websites and Blogs (ranking advantage)

SOCIALIZE PRODUCT PAGES

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WHY CONSUMERS SHARE CONTENT

• Useful/Informative

• Interesting

• Unique/Original

• Inspirational

• Funny

• Surprising

SOCIALIZED CONTENT ON PRODUCT PAGES

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SHARABLE ELEMENTS OF PRODUCT PAGES

PRODUCT ITSELF


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PRODUCT DESCRIPTION


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PRODUCT REVIEWS


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Product Images & Video


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PRICEIncredible Deals Group Buying

Socializing Product

Pages

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FACEBOOK CONNECT

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Social Sharing

• Registration & Logino Access Real User Data

• Choice of FB Featureso Like, Share, Send, Comment, etc.

• Facebook Open-Graph

FACEBOOK OPEN GRAPH

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Facebook Twitter LinkedIn Google Yahoo!

Name X X X X X

Email X X X

Nickname X X X

Photo X X X X X

Profile URL X X X X X

Birthday X X X

Gender X X

Location X X X X X

Social Graph X X X X X

More X X X X

FACEBOOK

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Facebook Connect

• Lollapalooza

o 99% more Page Views

• Gawker

o 45% increase in registrations, week over week

• Joosto 30% more views, 15% more comments, 38%

more invites

Blogs:

Social Platforms

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POWER OF BLOGS

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BENEFITS OF BLOGS

• Flexible Platform

• Easy to Optimize (For SE and SM)

• Naturally Social (Promotes Engagement)

• Branding Opportunities

BLOG – SOCIAL PLATFORM

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SEO Benefits

• Updated Contento Posts, Comments, etc.

• Structured Contento Categories, Tags, Users, RSS Feed, etc.

• Interlinking

BLOG – SOCIAL PLATFORM

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Goals

• “Hub & Spoke” Content Publishing

• Support SEO Efforts

• Drives Traffic

• Increase User Engagement

Blogs:

Now What?

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SOCIAL NEW PROMOTION

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Goals

• Drive Traffic & Registrations

• Raise Brand Awareness

• Foster User Engagement

• Support SEO• Attract Backlinks• Generation “Social Signals”

SOCIAL NEWS PROMOTION

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Deliverables

• Content Strategyo Topical Contento Socially Viral Content

• Content Promotiono StumbleUpon, Reddit, Digg, etc… o Facebook & Twitter

• Avg. 100-200 Social Backlinks

SOCIAL NEWS PROMOTION

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Case Study – Sherweb.com

• Facebook Etiquette Blog Post

• >20,000 Visits over 48 Hours

• >60,000 Visits over 1 Month

• 150,000 Visits to Date

• 124 Comments

• PageRank 3

acebook

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FACEBOOK

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Facebook

• A place where people connect…

• A personal environment…

• Facebook Pages

• Facebook Ads

• Facebook Contests

FACEBOOK PAGES

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Roadmap

• Welcome Splash Tab

• Integrated Shopping

• Run Ad Campaigns

• Sponsor Contests

FACEBOOK PAGES

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Welcome Splash Tab

FACEBOOK PAGES

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Facebook Shopping

FACEBOOK PAGES

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Facebook Shopping

FACEBOOK PAGES

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Facebook Shopping

FACEBOOK ADS

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Goals

• Branding

• Increase Visibility

• Engage Targeted Users

• Facebook Fans

• Generate Sales

FACEBOOK ADS

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Features

• Demographic Targeting

• Geo-Targeting

• Pay Per Click

• Set Daily Budget

• Ads, Surveys, and Sponsored Stories

FACEBOOK ADS

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Deliverables

• Facebook Campaign Set-Upo Traffic to Siteo Traffic to Fan Page

• Ongoing Optimization

• Targeted & Qualified Traffic

SOCIAL MEDIA CONTESTS

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Opportunity

• 50% of users like to enter an contests or

sweepstakes at least once/month.

• Businesses that offer contests have twice as many

social network fans.

– Forrester Research


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Goals

• Engage Consumers

• Promote Your Products

• Build Fans/Followers (generate “Likes”)

• Leverage Users’ Activity Feed

• Stimulate Demand for Products/Services

• Collect & Mine User-Data


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Ideas & Options

• Facebook Contest (Likes & Fans)o Rules & Legality

• Blog Contest (Comments & Emails)

• Twitter Contest (Tweets & Retweets)

• Blogger Giveaways (Backlinks & PR)

BUSINESS CASE: BOUCLAIR

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Facebook Ads & Contests

• Targeted Canadian Users

• Promoted with Ads

• Traffic Fan Page

• Avg. CPC $0.51

• >2,000 new Fans

• >500 Email Addresses

Questions

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Contact Us

• Site: NVIsolutions.com

• EN Blog: NVIsolutions.com/blog

• FR Blog: Go-Referencement.org

• Twitter: @NVI

• Emailo [email protected] [email protected]