powerreviews_essential_social_playbook

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The Essential Social Playbook
3 Steps To Turn Social Into Sales
Written by Blake Brysha

/ The Essential Social Playbook: 3 Steps To Turn Social Into Sales2
Share This:Social Into Sales
A Fundamental Shift in The Way We Do Business .....................
- A Brave, New, Social World
- The Current State of Social Commerce
The Key Components of a Winning Social Strategy ..................
Step 1: Let Your Customers Do the Talking ...............................
Step 2: Broadcast Social Content to Boost Engagement,
On-Site and Off ...............................................................
Step 3: Test, Measure, and Optimize ..........................................
Turn Social Into Sales Checklist ...................................................
About The Essential Social Suite..................................................
About PowerReviews ....................................................................
Appendix ........................................................................................
Table of Contents
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A Fundamental Shift in The Way We Do Business
If you’re reading this, chances are you’re
either a marketing professional or business
owner who understands that social is now
an integral component of any successful
e-commerce strategy. You recognize that
there’s been a dramatic shift in the way
brands and consumers are doing business
online. You realize how important this is. But
you may not be sure how to harness this
social phenomenon to make it work for your
business.
Social is changing the way customers interact,
but social isn’t yet driving tangible business results, such as sales, and business
fundamentals haven’t changed just yet. You’ve probably been experimenting with
social. You may have created a Pinterest page, implemented the “Like” button, or
even hired a social media team, but the only thing you’ve been able to measure
to this point are “Likes” and followers. It’s a start, a good start, but you’re probably
wondering when you’ll realize the return on all the time you’ve spent testing the
waters. The good news is, you’re not alone... and we’re here to help.
In this eBook, we’re going to share the PowerReviews formula for effective social
commerce, proven to drive meaningful business benefits. Validated by a network of
more than 5,500 of the world’s best brands, we’ll share best practices and give you
an inside look at how companies of all types have used the millions of conversations
happening around their products, services, and brands to drive traffic, shares, sales,
and more. We’ll provide a foundation that you can apply to your own business to
start turning your social efforts into more sales immediately.
Bird Watching: A Primer
We are big fans of data here at PowerReviews and, as a result, we’ve scattered
fun facts all throughout this playbook. We’re also strong proponents of sharing
(naturally), so when you see this little bird icon next to a social stat that
you find interesting, click it to easily share the stat with your Twitter followers.

A Brave, New, Social World
Social networking is a global phenomenon.
There’s no way around it. We all connect and
share with our personal and business networks
through Facebook, LinkedIn, Twitter, Pinterest,
and Google+. We’ve seen revolutions in the
Middle East and Africa organized and supported
by social technology. And people are now
spending nearly 25% of their time on social
networks1
.
Your customers are providing each other
with an avalanche of rich, relevant and real-time recommendations, questions and
answers, reviews, and content about your brand and products, and they’re doing so
on a massive scale. So much so, in fact, that 1 million pieces of social content are
created by consumers every 60 seconds2
.
You’ve likely been experimenting in social. But let’s face it, the end goal is more
traffic, conversions and sales... and “Likes” don’t equal sales. “Likes” don’t tap into
any of the social conversations customers are sharing with each other around your
brand. To quote Ad Age “There may be no actual engagement at all beyond the
fleeting moment of the click.” According to a recent Booz & Company survey, 71%
of social networking users said “liking,” a company on Facebook would have no
impact on their propensity to buy from that company3
.
You know you need to get in on this action around social, but where do you start?
In this eBook, we’ll take a step-by-step approach to show you how to turn the
thousands of conversations happening around your brand everyday into meaningful
sales.

OVERVIEW
The Key Components of a
Winning Social Strategy

The Key Components of a Winning Social Strategy
The bad news: There is no such thing as a silver
bullet in social. There’s not a Facebook app, Twitter
promotion, or FourSquare challenge that will
guarantee you results. The good news, however,
is that we’ve identified and validated the 3 core
components that must exist in a complete social
strategy in order to find the social mix that will
work for your brand and achieve success in social.
The following are the 3 key components that
comprise a complete social strategy:
1. Customer Content
It all starts here. Social content is the fuel that drives the most valuable social
benefits for your brand. Without critical mass of social content, it’s nearly
impossible to realize success from your social campaigns.
To clarify, the social content we’re talking about isn’t company-authored tweets,
pins, or even blog posts. You must have you have your own, native, social
content engine, enabling your customers to initiate their own conversations
around your products and brand. Customer reviews, user-generated images and
videos, and Q&A are prime examples of native social content. This content—
through its relevance, freshness, and sheer volume—makes you easier to find
than your competition and turns more shoppers into buyers.
An effective social content engine will encourage high quality content and
remove barriers to your customers contributing content. With the necessary
volume of native, user-generated content, you’ll be fully realize the benefits of
social, on-site and across the social web.

2. Social Engagement
Once you’ve got your content engine in place, the possibilities really open up
and you’re able to leverage your social content in so many exciting ways. You
can amplify that social content across the web and social networks, organically
spreading your brand message and creating a network of links that point directly
back to your product pages. You can also encourage customers to contribute
and share even more by rewarding helpful behavior and giving them the tools
needed to connect with your community of customers.
A successful engagement platform will create new customers, improve your on-
site experience, and encourage brand advocacy, all based on your customers’
inherent desire to interact with your brand content and share thier experiences
with their social networks.
3. Measurement
Lastly, and most importantly, you must have the ability to track and measure
the success of everything you do in social. While most savvy companies have
some incarnation of a content engine, and some even dabble in engagement,
the vast majority of brands have no means of measuring how effective their
efforts actually are. This may sound crazy, but it’s a very real problem with
social marketing to date. You must have the ability to measure clicks, traffic,
conversion, and sales associated with your social campaigns to fully understand
how social activity is impacting your bottom line.
An effective social measurement platform will give you the ability to test and
optimize your social initiatives to find the social programming mix that’s right for
your brand.
If you’ve got any of the above in place currently, you’re off to an excellent start, but
it can’t be stressed enough how important it is to have all 3 components working
together cohesively, if you hope to achieve social commerce success.
In the subsequent sections, we’ll take a step-by-step look at Customer Content,
Social Engagement, and Measurement, offering examples, tips, and real results from
companies doing social commerce well today.

STEP 1
Let Your Customers Do The
Talking

Step 1: Let Your Customers Do The Talking
In this day and age, most brands have
some form of social content on their site,
but the majority of it is usually created by
a marketing department or social media
manager. It probably goes without saying,
authentic opinions shared by others are
overwhelmingly more influential than a brand
waxing poetic about themselves in marketing
copy or advertising. In fact, only 25% of
consumers trust advertising, while more
than 90% trust peer reviews4
.
It’s probably worth re-stating that in this
eBook we’re discussing native social content,
user-generated content that is originally generated and hosted on your own website.
The following are a few examples of common native (on-site) social content types:
• Community Forums
• Customer Questions & Answers
• User-Generated Videos
• Customer Reviews
• User-Generated Image Galleries
• Commenting/Voting Functionality
All provide unique benefits if
implemented correctly, but If you’re
looking for a place to start, consider
this: Based on a 2011 study from the
e-tailing group: Customers Reviews,
Q&A, and Community Forums were
the top 3 social tactics, respectively,
that consumers say have the greatest
impact on purchase decisions5
. Example of Social Q&A answered by both
customers and staff support

You’ve probably got at least one of these examples of social content live on your site
but, if not, you really can’t afford to wait. Take a look at your brand goals, launch
at least one of the noted social content types on your site immediately, and start
experimenting on the path to finding the social mix that works for your business.
Benefits of On-Site Social Content
The benefits of adding social content to your site have been proven many times
over in recent years. To give you a taste of how powerful social content can be (or
give you an idea for how your current social performance stacks up), consider the
following.
1. Social Content Promotes Authenticity
Your customers expect user-generated content on your site. So much so, in fact,
that 70% of Americans now say they look at product reviews before making
a purchase6
. Social content adds a level of authenticity to your brand that
simply can’t be achieved with marketing copy. Furthermore, most consumers
need to read 4-7 opinions before they feel confident enough to make a
purchase decision7
, so it’s important that you have critical mass of social
content to keep them from having to look elsewhere for purchase validation.
2. Social Content Increases SEO & Traffic
Search optimization is critical component
to any successful e-commerce strategy,
though many brands neglect to even
consider social content when it comes
to their SEO strategy. The fact is, social
content contains long tail keywords and
natural language that search engines
like Google love. Social content captures
the words and phrases that show up
when consumers search, and a no SEO
strategy is complete without Social SEO.
Social content can be so good for SEO, in
fact, that brands with optimized social
content see, on average, an increase of
50% in natural traffic8
.

3. Social Content Drives Sales
A highly-rated product will increase the likelihood of purchase for 55% of
consumers9
. Customers want to read discussions, reviews, and feedback
from people like them in order to make an informed purchase decision. In
addition to increasing natural search traffic, brands typically see a 10% increase
in conversion rate with the addition of social content10
to their site.
Do This Now
If you’re not currently live with some form of social content on your website, get
the ball rolling and figure out what it’s going to take to launch something as soon as
possible. Every day you sit without the ability for customers to contribute, you forfeit
the thousands of conversations that could be driving significant benefits for your
brand. Don’t miss the boat.
If you do currently have social content on your site, great. Remember that in order
to be fully optimized, your content must all work together. Whatever you’ve got
implemented needs to play nicely with your other components in order to maximize
the return on your social efforts. Q&A should be integrated with customer reviews,
reviews should be integrated with user-generated video, and so on and so forth.
Consider the following questions:
1. Do I currently have native social content on my site and is it easy
for customers to contribute high-quality content?
2. Is my social content coverage enough to prevent my customers
from looking elsewhere?
3. Can Google see my social content (you’d be surprised) and is it
optimized?
4. Do I know my conversion rates before and after integrating social
content and how they compare to industry benchmarks?
If you don’t already know the answer to all of the above, it’s recommended that
you investigate and have a firm understanding of each before continuing on to the
following sections.

STEP 2
Broadcast Social Content to
Boost Engagement, On-Site
and Off

Step 2: Broadcast Social Content to Boost Engagement
So you’ve got your social content engine in place, are starting to see some
real business benefits, but are wondering how you can supercharge all of this
content you’ve collected to drive even more results. Enter social engagement. An
effective engagement platform will amplify your social content across the web,
help consumers discover new products on their social networks, connect brand
advocates, and create new ones.
So what is social
engagement? Simply
defined, a social
engagement strategy
helps link the social
activity of consumers
on networks like
Facebook, Pinterest,
and LinkedIn, with
the social content
on your site. The
most common
example would be
the “Like” button,
now ubiquitous
across the web.
Facebook changed
the game over two
years ago, making it possible, with the click of a button, to bridge the gap between
a social network and outside websites. On your site, total Likes are reflected with a
numerical value and on Facebook, your customers “Like” shows up in their Timeline
and friends’ Tickers, with links back to the source. Innovative for the time, no doubt,
but let’s remember that “Likes” don’t equal sales.
To bridge the social sales divide, we recommend a much deeper integration than
just the “Like” button, centered on the content proven to drive traffic and sales, your
native social content. There are 3 key “flavors” of social engagement tactics that you
need to be familiar with: Discovery, Loyalty, and Community.

The 3 Flavors of Social Engagement
1. Discovery
Social Discovery amplifies your social content to and from social networks. Social
discovery helps brands get in front of new audiences—on a massive scale—by
empowering customers to advocate products to friends and connections. Examples
include:
• Social Advisory
Letting users connect with their social networks without ever having to leave
your site. If a customer is considering a purchase but wants to run it by
their Facebook friends first, providing them the option to easily connect with
trusted friends and get the final validation needed to make a purchase.
• Social Subscription
If a consumer is considering a purchase, but not quite ready to pull the
trigger, giving them the option to follow a product (e.g. “Beats by Dre
Headphones”) and reach them where they’re spending most of their time
online, on Facebook. As new
social content is submitted
about a product, push them
updates in their timeline
with images, reviews, and
links back to your site.
Similar to the option to
Follow a Product, providing
the option to subscribe to
a broader category (e.g.
“Headphones”) is helpful
to customers considering
a purchase, but not yet
considering any specific
products.
• User Follow
A tactic that we’re all too familiar in our day-to-day interaction with
Facebook, Twitter, and Pinterest. Offering follow functionality on your site
helps users connect with one another and receive regular updates from the
users that they find most interesting.

2. Loyalty
Social Loyalty applies proven gamification
techniques to encourage customers to
engage with your site, create more social
content, and share more to their social
networks. Examples include:
• Point Pograms
Rewarding customers with points for
taking meaningful actions on your
site. For instance, assigning points
for submitting a video, answering a
question, receiving a helpful vote, or
sharing something with their social
network.
• Badges
Encouraging customers to create and share more content by providing
badges that can be seen by all, denoting their contributions on your site.
Badges are generally assigned based either on points or specific actions. For
example, a customer can be a “Top Answerer” for answering 50+ questions
or a “Photography Pro” for submitting 20+ images.
Example of offering points both for submitting a review and for sharing with Facebook.

2. Loyalty (continued)
• Leaderboard
To feel successful, users need
to trust that the system works,
that it’s fair, and that they’ve
truly earned the points they’ve
accumulated. By offering a
Leaderboard, you provide a way
for users to see their results,
understand how the system
works, and see how they rank
relative to other customers.
3. Community
Community tactics help connect brand advocates and prospects in the purchase
cycle. Examples include:
• Comprehensive User Profiles
A user profile is a way to provide more information about a customer or
content contributor than just a name or alias. Profiles add authenticity to
social content and serve to humanize contributors with a profile picture,
personality attributes (e.g. “avid golfer” or “foodie”), and a historical summary
of a user’s site and social
activity.
Profiles are also the tie
that binds all social activity
together across your site
and social networks. Today,
profiles commonly make
use of Facebook Login, to
remove barriers to login for
consumers, and automatically
sync information to and from
Facebook.

3. Community (continued)
• Questions, Comments, and Voting
Offering the ability for users to connect with each other to comment on a
contribution, ask an individual a question about a particular product (not in
their Facebook network), or vote social content as helpful or not.
Benefits of Social Engagement Tactics
Exciting stuff, right? While most engagement tactics are relatively young, that’s not to
say they haven’t been proven by a handful of innovative companies already.
Take for example Step2, America’s largest manufacturer of childrens’ toys. Step2
has long been a believer in the power of social content and encouraged customer
feedback for many years now. Interested in taking their social programming to the
next level, Step2 decided they should take advantage of their customers’ (current
and soon-to-be mothers) passion for their products, and develop a loyalty program
to create deeper bonds with existing customers.
What They Did
Step2 launched a comprehensive profiling system to help customers learn more
about one another through profiles complete with picture, location, historical activity
on Step2, and other relevant info . They added community aspects that would help
customers connect based on similar attributes (e.g. “first-time mom,” “mother of
twins,” “grandparent”), and ask questions of one another or follow specific users.
Step2 also launched a loyalty program
to keep a tally of users’ interactions with
their site and reward the most active
contributors with points and badges. Points
are awarded for uploading user images
and videos, writing a review, or sharing to
social networks, and top contributors are
recognized on Step2’s “Buzzboard” (a form
of Leaderboard) showing publicly how they
stack up relative to other customers’ social
contributions.

Step2’s Results
As a result of their changes, Step2 saw an influx of social content being contributed
and shared. Most importantly, however, was the fact that Step2 had the necessary
foundation in place to track their social performance and realize that it was, in fact,
driving real business benefits. With their social conent and engagement programs
launched in February 2012, in just 3 months Step2 saw:
• 6X increase in user-generated images and videos11
• 135% increase in Facebook-referred traffic12
• 3X increase in revenue from Facebook-referred visitors13
To see and experience Step2’s loyalty program live, visit www.step2.com.
Do This Now
Step2 is just one of many brands already successfully engaging customers, on-site
and off, with social content. As demonstrated in the Step2 example, the business
benefits are real, and adopting social engagement tactics into your own marketing
plan can drive meaningful sales when done properly.
If you’re looking for a place to start, re-review the 3 “flavors” of engagement tactics
outlined, pick the one that you feel is most appropriate for your brand, and start
experimenting. Whether you’re tiptoeing in with Community or diving head first
with a combination of all 3, draft a social roadmap today outlining your brand’s
objectives in social and launch plan of attack. Map out the order in which you plan
to roll-out social features ahead of time to have a clear view of how your social
programs will work together holistically over time. As with your social content
engine, a points program needs to integrate with user profile, which needs to work
well with a leaderboard, which needs to integrate with user follow. I think you
probably get the point by now.
By nature, social is meant to be shared and open. Having a clear vision of an
integrated social experience will help you avoid missteps that can hinder progress,
and start seeing social activities translating to sales that much quicker.

STEP 3
Test, Measure, and Optimize

Step 3: Test, Measure, and Optimize
Of course you need to be able to measure the
performance of social campaigns. It’s obvious,
right? Wrong. It’s astonishing how few brands
are actually measuring their social programs
from start to finish. Sure you’ve probably got a
handle on Twitter followers, Facebook fans, and
potentially even how many Likes/Comments
or re-tweets are generated by your company’s
social updates, but do you have a handle on how
these social initiatives have translated into sales?
You need to.
A well-implemented social measurement platform enables you to precisely measure
the sales impact of social activity. As with anything else in your social strategy, it’s
necessary to have an integrated platform where you can link social content activity
(contributions and interactions) to native sales and traffic data data. A single,
integrated platform means that social activity on your site is optimized to drive
traffic, conversion, and revenue, and can answer critical questions about your social
performance. Questions such as:
• “Which type of shared content creates the most organic traffic?”
• “Which type of engagement is most likely to drive conversion?”
• “Who are my brand advocates and how can I leverage their
advocacy in social?”
And most importantly...
• “Am I getting the expected ROI from my social activity?”
The insight that can be gained analyzing social content and interaction is truly
limitless. With answers to any one of the above questions, you’ll have identified an
actionable place to focus your energy and improve your business through social.

Do This Now
Pull together everything you currently know
about your social performance and make a list.
Hopefully you’ve got more than just Facebook
and Twitter fan counts, but if that’s all you got,
throw them in there too. Work with your team
to see if you’re able to draw any definitive lines
between a social campaign and traffic or sales.
Can you do it? Where are the holes preventing
you from making that link?
The following is a baseline guide for what you
should be able to measure:
1. Content Volume (comments, images/videos, reviews, etc.)
2. Clicks (interaction with your content on-site and on social networks)
3. Social Shares (number of shares on social networks)
4. Traffic (resulting from social content and the referring source)
5. Conversion Rates (resulting from social content and social-referred
visitors)
6. Sales (resulting from social content and social-referred visitors)
If you don’t currently have the means to measure the performance of most of the
above, figure out how to start tracking immediately. You know this by now, but
it’s critical that your measurement platform be integrated across all of your social
programs. Having a grasp on any of the above data points isn’t nearly as valuable
without an understanding of how your all of your social initiatives are working
together, and where you’ve got leverage when you need to make changes. While
measuring sentiment (number of positive Likes/Tweets) is an okay start, your
measurement platform must be able to tell you exactly which campaigns led to
which dollars, if you ever hope to achieve true social success.
Now get out there and start experimenting! Just be sure you’re also measuring, so
you can show your boss (in numbers) that there actually is something to this social
thing and, more importantly, that it’s finally time for that promotion because you’re
one of the few that can make sense of it all.

CHECKLIST
Turn Social Into Sales

Turn Social Into Sales Checklist
For beginners, linking social to sales may seem like a daunting, if not impossible, task.
I can only hope that this eBook demonstrated that creating sales through social is not
only achievable, but fairly straightforward, as long as you approach it in a thoughtful
and systematic way. To re-cap, let’s review in the form of a checklist including some
key questions that should be considered at each stage of your progress:
Launch a Social Content Engine, Leveraging Customer Content
- Do I have the right mix of social content on my site?
- Do I make it easy for customers to contribute high-quality content?
- Is my content coverage enough to prevent customers from looking elsewhere?
Broadcast Social Content to Boost Engagement, On-Site and Off
- Do I make it easy for customers to share content to their social networks?
- Do my customer have a way to connect with one another on my site?
- Do I reward my customers for engagement and positive contributions?
- Do my social programs integrate with and compliment one another?
Test, Measure, and Optimize
- Do I have a measurement platform today that can link any of my social programs
to actual traffic and sales?
- Do I know how on-site activity impacts activity on social networks and vice versa?
- Am I seeing expected ROI on my social investments?
- Do I know which programs I should invest in, or cut, if I had to tomorrow?
There’s no time like the present to bridge the gap between social and sales. Whether
you’re a social media vet or newbie just learning the ropes, if you follow the steps in
this eBook, you’ll have the foundation built to realize true social success and be well-
equipped to adapt right along with social innovations for years to come.
Until next time... stay social, my friends.

How To Turn Social Into Sales Today.
PowerReviews’ Essential
Social Suite is only complete
solution to integrate the 3
key components of social
success—social content,
social engagement, and
social measurement—in
one complete package.
The Social Content Engine generates the most valuable product-related
social content, proven to drive higher conversion and improve SEO.
The Social Engagement layer helps amplify social content across the
web, increase loyalty, and drive traffic to your site through established
gamification techniques.
Social Measurement helps measure and optimize the impact of
social activity on sales through the first integrated social measurement
platform.
For more info on how The Essential Social Suite can work for your brand,
or review your social strategy with a PowerReviews social commerce
expert, contact us today:

About PowerReviews
PowerReviews is the world’s largest social commerce network. It helps companies
tap into consumer conversations to drive better business, while providing
consumers an easy way to share their insights about brands, products and services.
Leading brands have standardized on PowerReviews to drive sales, increase traffic
and shape product development.
PowerReviews has helped more than 5,500 of the world’s best brands turn social
into sales. On average, our customers see:
• 3X More Content
• 50% More Traffic
• 10% Higher Conversion
To speak with a PowerReviews representative and learn more about how our
complete social solution can help your business, click here to contact us >
Blake Brysha
Blake is Sr. Marketing Manager at PowerReviews, focused on social strategy and
emerging media. He’s worked in social technology for more than 5 years, and
has nearly 10 years e-commerce experience. Blake’s work has been published
in numerous industry publications including Internet Retailer, ClickZ, AdAge,
TechCrunch, and The New York Times. He currently resides in New York City.
Additional Contributors: Jessica Falarski & Dave Hawley
About the Author

Appendix

Appendix
1. Social Media Report: Spending Time, Money and Going Mobile (Neilsen)
2. Facebook Infographic (gopopcorn.ca)
3. Booz & Company 2010 Data
4. Edelman Data
5. The 2011 Social Shopping Study (the e-tailing group)
6. The Zero Moment of Truth (Google)
7. The 2011 Social Shopping Study (the e-tailing group)
8. PowerReviews Data
9. Habits and Motivations of Consumers (eConsultancy)
10. PowerReviews Data
11, 12, 13. Step2 Social Loyalty Case Study (PowerReviews Data)

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