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Jai RawatCEO
ShopSocially@ShopSocially
Mike EwingServices Program Manager
HubSpot@HubSpot
@HubSpot@ShopSocially
For Q&A
Tweet using #fbecom handle
Or use the chat panel
@HubSpot@ShopSocially
Inbound Marketing SaaS founded in 2006
10,000+ customers in 52 countries
All-In-One Marketing Software Including Revenue and Order Management
Abandoned Cart & Pre-transactional E-Commerce Nurturing
@HubSpot@ShopSocially
Comprehensive Social Commerce Platform
Started in 2010
150+ Brand name customers
Focused on generating ROI
LinkShareTechnology
Genius Award
Most promising private companies
2013
Featured in a recent Social Commerce
case study
Top StartupAward
Ask-a-Friend
Refer-a-Friend
Get-a-Fan
Social Connect
Social Login
Viral Offer Sharing
Viral Flash SaleShare-a-Purchase
Share-on-Mobile
Shopping Community
Product StoriesSocial SEO
Share-and-Win
Get-an-Email
@HubSpot@ShopSocially
What is your role?1.E-Commerce Expert
(I carry out E-Commerce strategy)
2.Social Media Marketing Specialist (I run Social Media)
3.Boss (I make decisions)
4.Geek (I code)
5.Other
If you chose (2) and haven’t tweeted about our webinar yet, your vote will be invalid!
Source: http://geek-and-poke.com/
@HubSpot@ShopSocially
Is Facebook Failing Marketers?
Why Marketers are Failing to Benefit from Facebook?
Seven Successful Strategies
@HubSpot@ShopSocially
@HubSpot@ShopSocially
OrganicReach
Paid Reach
1 2
@HubSpot@ShopSocially
Source: social@Ogilvy study
Organic reach of content published on brands’ Facebook Pages is down to 6%
For Pages with more than 500,000 Likes, organic reach is a dismal 2%
@HubSpot@ShopSocially
Step 1. Spend money to acquire Facebook Fans
Step 2. Now spend more money to reach these fans
@HubSpot@ShopSocially
OrganicReach
Paid Reach
1 2
Fewer than 15% of ads leverage social data
FB display ads are significantly less effective than display ads at other sites
@HubSpot@ShopSocially
What has been your experience with Facebook ads?
a. Never tried
b. Tried but no longer running
c. Currently running but ROI is poor
d. Currently running and happy with ROI
@HubSpot@ShopSocially
Chorus of angry rants from brands superbly led by this now-famous “Breakup Letter to Facebook” from Eat24
Relationship status between Facebook and Marketers:
It’s Complicated!!!
@HubSpot@ShopSocially
Why are Marketers Failing to Leverage Facebook?
@HubSpot@ShopSocially
’
Imagine you are a sports team. Who would you qualify as fans?
Like us to win a free ticket
@HubSpot@ShopSocially
Like buying results in poor quality fans, worse many of these are simply fake
Lack of engagement from poor/fake fans brings down organic reach & makes promoted posts more expensive!
@HubSpot@ShopSocially
Which country leads the Apple fanbase on Facebook?
a. USA
b. UK
c. China
d. Bangladesh
@HubSpot@ShopSocially
Fake Likes originating from Like-Farm countries
Google (16M Likes), Apple (11M Likes) are most popular in DhakaSource: EDGERANKCHECKER study
@HubSpot@ShopSocially
“I want to connect the world”: Mark Zuckerberg
Platform designed for C2C interaction
Newsfeed is private space of users; B2C push is less effective
@HubSpot@ShopSocially
An average Facebook user has 1500 eligible posts in feed every day
For users with lots of friends, this number can go up to 15,000
Remember – average time spent daily on Facebook is 18 minutes!
Facebook’s algorithms rightfully pushes content which user would want to interact and engage with
Sources: TechCrunch, Statistic Brain
@HubSpot@ShopSocially
SocialOutreach
Email Marketing
Registration
SEO Conversion
Customer Acquisition
Social Proof
Ads
@HubSpot@ShopSocially
Section III
Strategies for Generating Positive ROI from Facebook
@HubSpot@ShopSocially
SocialOutreach
1995: Email2014: Fans & Followers
Email Marketing
Registration
SEO
Conversion
Customer Acquisition
Social Proof
@HubSpot@ShopSocially
Like us to win a free ticket
@HubSpot@ShopSocially
Onsite Like-gated fan acquisition widget
@HubSpot@ShopSocially
High quality fans : familiar with the brand, interested in their products
Onsite : users never leave the site
Higher conversion: ‘earning’ coupon makes it more valuable
@HubSpot@ShopSocially
15,000+ real & high quality Facebook fans acquired in short span of time
33.28% sales conversion rate for Facebook fans
@HubSpot@ShopSocially
Email Marketing
1995: Email Acquisition
2014: Profile Acquisition
Social
Registration
SEO
Conversion
Customer Acquisition
Social ProofOutreach
@HubSpot@ShopSocially
’
Encouraging users to do a Facebook Connect
@HubSpot@ShopSocially
Capture rich profile data e.g. name, email, b’day, interests & location
Pre-verified email address means coupon can be delivered inline rather than sending users away from the site to their inbox
’
@HubSpot@ShopSocially
29.79% Sales conversion rate for users getting personalized communication
Overall revenue uplift of 8%
670% ROI
’
Name
Birthday
Gender
Location
Friend Graph
Interests
@HubSpot@ShopSocially
Registration
1996: User Id - Password2014: Social Login
SocialOutreach
Email Marketing
SEO
Conversion
Customer Acquisition
Social Proof
@HubSpot@ShopSocially
By the end of 2015, 50% of new retail customer identities will be based on social network identities
Source: Gartner research
@HubSpot@ShopSocially
88% of consumers have encountered social login before
51% of consumers using social login
@HubSpot@ShopSocially
SEO
2005: backlinks, keywords
2014: social signals
SocialOutreach
Email Marketing
Registration Conversion
Customer Acquisition
Social Proof
@HubSpot@ShopSocially
Source: searchmetrics
@HubSpot@ShopSocially
Thenupdated
10/16/2012
Nowupdated
05/27/2013
Google has officially replaced ‘back links’with ‘sharing’ as the key SEO driver
Source: http://goo.gl/VxcHFR
@HubSpot@ShopSocially
@HubSpot@ShopSocially
Conversion
1998: visitor -> buyer
2014: buyer -> brand ambassador
SocialOutreach
Email Marketing
Registration
SEO
Customer Acquisition
Social Proof
@HubSpot@ShopSocially
Proactively encourage users to share their purchases from your site
Leverage points of highest customer delight in purchase flow:
• Completion of purchase
• Delivery of product
@HubSpot@ShopSocially
Customers encouraged to showcase purchases just after online transaction
@HubSpot@ShopSocially
Case Study: Beretta USA
Shoppers encouraged to take a ‘selfie’ and share it before exiting the physical store
@HubSpot@ShopSocially
$19.15 revenue generated from each post
15% overall revenue uplift –measured through a rigorous A/B testing
How about Beretta AXR 100? Bought ityesterday. Feels great and amazing to shoot.Check my Facebook post?
@HubSpot@ShopSocially
Customer Acquisition2005: Search
(demand fulfillment)2014: Social
(demand generation)
SocialOutreach
Email Marketing
Registration
SEO
Conversion
Social Proof
@HubSpot@ShopSocially
User like the product and share it on Facebook with a comment
@HubSpot@ShopSocially
Facebook post is shared with all friends – leading to social discovery
Each post drives 4-5 click-throughs and 10-15 view-throughs
@HubSpot@ShopSocially
Gallery of user-comments facilitates social discovery and customer acquisition
@HubSpot@ShopSocially
Social Proof2006: Product Review2014: Real time buzz, photomonials
SocialOutreach
Email Marketing
Registration
SEO
Conversion
Customer Acquisition
@HubSpot@ShopSocially
Social Proof from Real People on Product Pages
@HubSpot@ShopSocially
Real Time View of User Generated Photos Shared on Instagram, Twitter etc.
@HubSpot@ShopSocially
SEO
2005: backlinks, keywords
2014: social signalsConversion
1998: visitor -> buyer
2014: buyer -> brand ambassador
Customer Acquisition2005: Search
(demand fulfillment)2014: Social
(demand generation)
Social Proof
2006: Product Review2014: Real time social buzz, photomonials
SocialOutreach
1995: Email2014: Fans & Followers
Email Marketing
1995: Email Acquisition2014: Profile
Acquisition
Registration
1996: User Id/ Password2014: Social Login
• 15-20% Increase in conversion rate• 7-10x ROI• 10-15% Incremental Traffic
@HubSpot@ShopSocially
Thanks
Q&A?
http://shopsocially.com
