Online consumer recommendations and word of mouth are becoming one of the most credible forms of advertising for eCommerce sites. But with so much content out there, from social networks, videos, blogs and podcasts to user ratings and reviews, customer-generated questions and answers, and project ideas, the challenge with how to get the most impact and how best to showcase this social content can be daunting. Join us for this webinar to learn best practices and tips on how to incorporate social content, with product information into your site search and navigation experience, and how to measure which social content on your website really engages your audience and influences buying behavior. Steve Groenier, VP of Marketing & Sales, Artbeads will discuss ideas for going beyond simple Facebook "Like" buttons, and how to create consumer communities around non-product content that build better brand loyalty. Bernadine Wu, CEO & Founder, FitForCommerce, will examine the incredibly important opportunity social content represents to online retailers, and how to best leverage this information to increase conversions.

1. How to Build Better Brand
Loyalty by Adding Social
Content to Your Site Search
We will start shortly and allow for a few more attendees to login.

2. Should you get disconnected, please dial back in. We
are recording this webinar and will email a link of the
recording to all attendees.
United States:
Toll: +1 (609) 318-0024
Access Code: 496-193-005
Audio PIN: Shown after joining the Webinar

3. Agenda
 Introductions by Ed Hoffman, VP of Global Business and Corporate
Development, SLI Systems
 Onsite Social Media: Today & Tomorrow by Bernardine Wu, Founder
& CEO, FitForCommerce
 The Online Retailer’s Guide to Customer Loyalty by Steve Groenier,
VP Marketing & Sales, Artbeads
 Q&A by Melissa Schleter, Marketing Manager, SLI Systems

4. ON-SITE SOCIAL MEDIA:
TODAY & TOMORROW

5. About FitForCommerce
“ Life Coach and eHarmony of eCommerce ”
• FitForCommerce is a consultancy founded to help online businesses
„figure out what they need and how/where to find it‟
– Team of former multichannel retailers, marketers, technologists and service
providers, with hands-on expertise in eCommerce and mCommerce
• eCommerce Diligence™ is a philosophy and methodology based on
diligent preparation and decision-making to ensure success
– Strategic Diligence – eMerchandising, eMarketing, mCommerce, sCommerce,
Multichannel, Operations, Technology, Organization, Financial Planning
– Selection Diligence – Requirements, RFP, Selection of eCommerce
technologies and providers including: platforms, mCommerce, back-end, all point
solutions, 3PL/CS
– eCommerce Marketing
– Implementation Coaching
• eCommerceKnowHow.com is the first eCommerce knowledge base:
– 1000s of best practices, feature evaluations, expert advice and community
content on 100s of features, functions and topics
– 100s of provider and solution comparative info
5

6. Discussion Topics
I. Value of Social Media on your site
II. Social Media Today
 The Basics
 Intermediate
 Advanced
III.Best Practices Today and Tomorrow
6

7. Social Media Mix Influences Consumer
Facebook
Facebook Google+
Google+
Twitter
Twitter
YouTube/
YouTube/
video onsite
video onsite
Email
Email
Blog(s)
Blog(s)
Search,
Search,
Tagging
Tagging Product
Product
Reviews
Reviews
Mobile
Branded RSS, Linked In,
RSS, Linked In,
content, Q&A Stumbled Upon,
Stumbled Upon,
Flickr etc.
Flickr etc.
Choose the social media mix that fits your target
audience and your brand
7

8. Social Media Mix Influences Consumer
Facebook
Facebook Google+
Google+
Email
Email
Blog(s)
Blog(s)
Mobile
RSS, Linked In,
RSS, Linked In,
Stumbled Upon,
Stumbled Upon,
Flickr etc.
Flickr etc.
Choose the social media mix that fits your target
audience and your brand
8

9. Value of Rapid Adoption of Social Media
70% of active American social networkers shop online1
90% of purchases are subject to social influence2
3x Consumers who follow brands on Twitter are 3x
more likely to amplify the influence of that brand.3
42% of online consumers have “followed” a retailer
through Facebook, Twitter or a retailer‟s blog4
6 Average person follows about 6 retailers4
Understand your consumer, get her to your site,
and keep her connected to you through social media
9 Sources: 1. Neilsen, Sept 2011, 2. Wired, Feb 2011, 3. ExactTarget 4. Shop.org 2011 Social Commerce Study

10. What will return the most value?
In a survey of CMOs:
• The social media marketing activity with the
highest ROI:
– Facebook
– Ratings & Reviews
– Twitter
• When CMOs asked which channel they will be
increase investment -- YouTube
While retailers recognize the importance of social
commerce, with such a fast moving landscape they often
don't know where to start … start with your site
10 Sources : MDG Advertising

11. THE BASICS:
ON-SITE SOCIAL MEDIA
INTEGRATION
11

12. Home Page Icon Adoption
Social Media Adoption Rate on
Home Page by Top Sites
Yes 76%
No 24%
Best Practices:
Add social media icons above the fold
Make sharing fast and easy
12 Source: FFC Survey of IR100

13. Home Page Icon Examples
Socia Media Icons Employed on
Home Page by Top Sites
FaceBook 74%
Twitter 68%
YouTube 32%
Google+ 4%
13 Source: FFC Survey of IR100

14. Social Media Icon Location
Best Practice: Make social media icons ubiquitous
by placing them in the footer
14 Source: FFC Survey of IR100

15. Product Detail Page
Product Detail Page Adoption
Rate of Social Media on Top
Sites
Presence in Results 62%
Widget ("AddThis") 33%
• Over half of the top websites employ social media icons on their
product detail pages.
– “Like” a PRODUCT vs SITE
• Of those who employ SM icons, half include a sharing widget such
as “Add This”
Best Practice:
Use the correct SM code for your desired action
15 Source: FFC Survey of IR100

16. Product Detail Page: Example A
Widget
Placement of SM icons vary.
SM Icons Placement: under the product name
16

17. Product Detail Page: Example B
SM Icon Placement: under “Add to Cart” and “print”
17

18. Product Detail Page: Example C
SM icon placement: under product image
18

19. INTERMEDIATE:
ON-SITE SOCIAL MEDIA
INTEGRATION
19

20. Intermediate: Onsite Search Gets Social
On-site Search Functionality
Sort by Popularity 53%
Sort by Ratings 50%
Auto Completed Results 37%
Search Suggestions 21%
SM in Search Results 3%
Sort by Likes 1%
Based on your customer knowledge and how they navigate
your site, implement and refine the on-site search
functionality that drives profits
20 Source: FFC Survey of IR100

21. Popularity and Rating Sorting
Best Practice: Provide customers with perspectives from outside of your site
yielding the comfort and protection of the herd.
The Future: Filter product listings or reviews to prominently display content that
friends have recommended.
21

22. Search Suggestions
Best Practice: Enables customers to differentiate products
in the search results
22

23. On-site Search: Auto-Complete
Best Practice: Incorporate lists of synonyms in case
customers aren‟t sure how to spell a product name.
23

24. ADVANCED:
ON-SITE SOCIAL MEDIA
INTEGRATION
24

25. Innovative Facebook Integration
Ability to sort
by Facebook
likes.
Products are
sorted based
on number
of likes.
25

26. Blue Nile Home Page Example
Consumer Actions:
• Connect with Facebook on the
Blue Nile home page.
• Provide access to your
Facebook account
• Blue Nile sends an immediate
confirmation email and adds
you to their ongoing email
communication
26

27. Site Searches Deliver an Array of Results
Results for a search
on “grill pans”
display results on 3
tabs:
Products, Recipes
and Videos.
Best Practice:
Create and name content and products based on what
consumers are searching for
27

28. Site Searches Deliver an Array of Results
“Social Networks”
tab search results
include relevant
tweets and
Facebook posts
from customers.
Best Practice: Tag your content with customer driven
keywords that will be indexed by search engines
28

29. Site Searches Deliver an Array of Results
…especially when the community/content is strong!
29

30. Value: Increase Relevancy in Search Engines
Google and Bing use Twitter and Facebook to influence
regular search results
Google‟s crawling, indexing, and rankings are directly
influenced by Tweeted links and (public) Facebook “shares”
30

31. Innovation: Handbags.com
Shoppers care
if their friends
like their
handbag.
Icons appear
when the
consumer
interacts
onscreen with
the product.
Toolbar
encourages
sharing
31

32. Buy.com’s Shop Together
• Have a shopping date with someone that lives
far away. Explore the site together. Chat about
products in real time
• Connect using Facebook, email, IM, or Twitter
By making the shopping experience social, retailers can turn on word-of-
mouth to expand product awareness, increase time on site, and improve
the likelihood of purchase.
32

33. Ticketmaster Delivers Social Connectivity Into
Interactive Seat Maps
• 80% of users share their ticket information through Facebook
with everyone (not just friends, or friends of friends).
• RSVP feature ““Tell your friends you‟re attending…” drives 33%
more visits
• Each "like" = $5 in ticket sales
33

34. The Future: Continuously Adapt Based
on Consumer Behavior
• Nearly 40% of social media users access social media
content from their mobile phone1
• Almost 50% of consumers say that social media is a
great way to discover new products, brands, trends or
eretailers2
• Trend: Google+ increase in relevancy
• Trend: Sites are integrating Facebook onto their site, not
necessarily building another store on Facebook.
The future combines functionality and social connectivity
at the point of consumer need and site profitability
34
Sources: 1. Neilsen, Sept 2011, 2. Forrester BizrRate Insights Social Commerce Flash Survey, Q3 2011

35. Best Practice Summary
1. Deploy the right mix of social media (SM) icons above the fold on
your home page
2. Make sharing fast and easy
3. Add SM icons to your global footer. Program Facebook icon to like
the site, not the page
4. Test SM icon positions on your product detail page
5. Do not clutter the page
6. Add social media into your site search results
7. Augment ratings and reviews with Facebook likes/Google+/Twitter.
8. Integrate Facebook onto your site, without building another store on
Facebook.
9. Make sure your social media content (Facebook, Twitter, video, etc.)
is appropriately tagged and indexed
10. Choose the social media mix that fits your target audience and
your brand
35

36. The Online Retailer’s Guide to
Customer Loyalty

37. What Do
Loyal Customers
Look Like?
(How to spot them in Social Media)
Buy from you again and again
Recommend you and your products
(Ratings & Reviews, Like & Share Buttons)
Provide unsolicited praise for you
and your products
(Facebook Wall Posts, Blogs, Tweets)

38. What Do
Loyal Customers
Look Like?
(How to spot them in Social Media)
Voluntarily send you feedback & suggestions
(Store Reviews, Product Reviews, Facebook Wall Posts)
Recommend you and your products
(Defend You When Others Complain)
Feel like they are part of something bigger --
a part of a community
(Reviewer Profiles, Answer Questions, Share Content)

39. Help Customers
Show Their Loyalty

40. What Do Companies With
Loyal Customers
Have in Common?
Share their knowledge freely
Gather customer feedback
Build word of mouth networks
Make trying their products easy
Create customer communities
Make an emotional connection

41. How Does
Stack Up?

61. The Solution:
Curate The Best Content
And Start Sharing It

62. The Search For
Quality Content
Comments Likes
Impressions Clicks

77. Q&A
 Ed Hoffman, VP of Global Business and Corporate Development
Ed.Hoffman@sli-systems.com
 Bernardine Wu, CEO & Founder, FitForCommerce,
bwu@fitforcommerce.com
 Steve Groenier, VP Marketing & Sales, Artbeads,
steve@artbeads.com twitter: @marketonline
Thank you for attending!