This document summarizes key points from a presentation on integrating social media with sales. It discusses that social media sales strategies have been tried in different ways in the past with mixed success. It emphasizes that clear goals, listening to customers, and measurable metrics are essential for any effective social media sales strategy. It also notes that sales are typically a byproduct of comprehensive social engagement, content sharing, and community building rather than direct sales tactics on social platforms. The document provides several tactics for leveraging social media for sales and retail sales, including using analytics and attribution tools, user reviews, geo-location data, and inspirational content to drive awareness, exploration and purchases.
3. selling with social isn’t new
We’ve tried this a few different ways
F-commerce stores “We’re going to sell stuff
on Facebook!”
In-feed sales “We’re going to sell stuff on
Twitter!”
Image: http://www.bookingbug.com
Video annotations “People can buy stuff
straight from product videos!”
Rich Pins/Media “We’re going to sell stuff to
moms!”
@RyanGDickerson
4. strategy & tact are everything
Listening, clear goals, and measurable KPIs
are essential for any social sales strategy
What does success look like for your brand?
How will you measure those achievements?
When will you know if you’ve succeeded?
@RyanGDickerson
5. sales are a byproduct of a comprehensive
social media strategy
Social Sales
Direct ROI
Foundational
Activities
Real-time
Engagment
Social
Listening
Social
Traffic/Leads
Inspirational
Content
Enabled
Analytics
Community
Management
@RyanGDickerson
7. tactics for social media & online sales
Leverage what’s available from the platforms
Put on your analytics trucker hat
Consider social advertising for your marketing mix
Make user-generated reviews a cornerstone of your strategy
Source: Zazzle.com
@RyanGDickerson
8. leverage the basics
Marketers have a lot of tools at their
disposal to boost and track social
ROI
Meta tags, inbound traffic
measurements, UV attribution
Rich content (pins, cards, videos)
Native platform analytics
@RyanGDickerson
Source: www.business2community.com
9. get friendly with your data
Know what to look for and how to
show attribution
Mobile
Site UV
Mobile
Site
Search
Mobile
Site
Product
Page
Mobile
Site
Search
Mobile
Site
Product
Page
Mobile
Site
Product
Page
Product
Ratings &
Reviews
Mobile
Social
Login
Social
Team
Happy
Hour
Post-Sale
CRM
Sourcing
Reviews
Add To
Cart/
Checkout
Referral domain
Session duration
Site activity
Add to cart/checkout
Click events
Shopper pathing
“Over the period of Jan.- June 2013,
social traffic to e-commerce sites
has created a revenue increase of
17.8 percent.” Source: (ShopSocially)
@RyanGDickerson
sample e-commerce flow (mobile)
Social
Content
Click
10. are social ads right for you?
Social adverting has come a long, long, long way
Better segmentation “clusters”
Better attribution techniques
1st & 3rd party data integration (Equifax, Polk)
Industry demand for accountability
Facebook’s CTR saw a
275% increase in Q3.
Source: Adobe Social Intelligence Report
@RyanGDickerson
11. ugc is your digital reputation
Ratings & Reviews drive sales,
and have become synonymous
with online shopping
“78% of Americans said online
reviews help them decide on
whether or not to purchase a
product.” Source: http://www.marketingcharts.com
@RyanGDickerson
13. tactics for social media & retail sales
Know your social path to purchase
Use inspirational content to drive discovery
Work with your geo-social companies
Get creative with social incentives
@RyanGDickerson
14. know your social path to purchase
Having an understanding of where your social presence fits
into the path to purchase is critical in knowing where your
role starts and stops in a sales process
Source: http://www.mckinsey.com/
@RyanGDickerson
Source: http://www.zeromomentoftruth.com
15. inspiration drives sales
Inspire with your compelling
content
Engage with your community
Empower your loyalists
Deliver on your brand promise
Twenty-six percent of
in-store purchases from
Pinterest were at
discount retailers.
Source: Vision Critical
@RyanGDickerson
16. check-ins- an easy attribution tool
Check-in and geo-fencing technologies
could be your missing attribution tool
Associate check-ins with…
CRM data
Brand fans (Likes, Follows)
Competitors (visitors recent check-ins)
Easily identify influencers and key
behaviors
@RyanGDickerson
17. social incentives aren’t about the deal
Social incentive campaigns
build stickiness and help
brands…
Drive brand awareness
Gain deeper shopper
insights
Build long-term attribution
models
@RyanGDickerson
19. sales are a long-tail game
Sales are a byproduct of a well-executed social strategy
@RyanGDickerson
20. leverage the basic industry tools
The social platforms want to help
you succeed, so use what they offer
Twitter Cards
Rich Pins
YouTube Annotations
Google Analytics
Check-in data
@RyanGDickerson
21. know your channels strengths
@RyanGDickerson
Source: http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
23. don’t be a “swim fan brand”
Know what to ask for: Don’t be
the like me, love me, follow me,
pin me, + me,
me brand
Have tact: Don’t #Twitt-sta-
face-tube-pin-plus your salesdriven content
Maintain balance: Make sure
your sales-focused content isn’t
the key driver in your social
content mix
@RyanGDickerson
24. thank you
Feel free to send your critiques, praises, good jokes, or BBQ
recipes to @RyanGDickerson
25. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
DECEMBER 9–11, 2013
ORLANDO
SOCIALMEDIA.ORG/SUMMIT