Company Confidential 1
How LinenTablecloth added $1.8M in
Incremental Revenue using Social Media?
Ashley Thomas
Marketing ...
Company Confidential 2
• Comprehensive Social
Commerce Platform
• Started in 2010
• 150+ Brand name customers
• Focused on...
Company Confidential 3
Company Confidential 4
• #1 online retailer for supplies and table
linens
• Started in 2005 by Ron & Maggie Berrett
• Loca...
Company Confidential 5
Marketing Strategies
• SEO
– Highly effective but very competitive
– Goal: Improve SEO rank
• PPC
–...
Company Confidential 6
Social – 1st Attempt
Off-site Strategy
• What we did
– Facebook Ads for driving sales
– Facebook Ad...
Company Confidential 7
Forrester Research on Consumer Trust
Company Confidential 8
Social – 2nd Attempt
On-site Strategy
• What we did
– Added social modules on LinenTablecloth.com
–...
Company Confidential 9
Decision Criteria?
A+ team
Comprehensive
social platform
Hosted solution,
Easy setup
Proven results
Company Confidential 10
Example : Get-a-Fan Module
Company Confidential 11
• Like gated coupon (15% off)
• Creative use of built-in targeting
options. E.g.
• Targeting paid ...
Company Confidential 12
Results
Company Confidential 13
1. Qualified Fan Acquisition
Company Confidential 14
2. 4x Higher Sales Conversion
1. Qualified Fan Acquisition
Company Confidential 15
2. 4x Higher Sales Conversion
1. Qualified Fan Acquisition
3. New Email Subscribers
Company Confidential 16
4. SEO Uplift
2. 4x Higher Sales Conversion
1. Qualified Fan Acquisition
3. New Email Subscribers
...
Company Confidential 17
4. SEO Uplift
2. 4x Higher Sales Conversion
1. Qualified Fan Acquisition
3. New Email Subscribers
...
Company Confidential 18
Ask-a-Friend
Company Confidential 19
Refer-a-Friend
Company Confidential 20
Viral Flash Sale
Company Confidential 21
Share-a-Purchase
Company Confidential 22
Results Dashboard
($20 higher AOV) Yearly rev. uplift
Conversion rate upliftIncremental salesNew f...
Company Confidential 23
PPC
SEO Uplift
Improved conversion from
PPC traffic made it more
efficient/affordable
Increase in ...
Company Confidential 24
Shopping Community
Company Confidential 25
Product Stories
Company Confidential 26
Social Connect
Company Confidential 27
Share-on-Mobile
Company Confidential 28
Viral Offer Sharing
Company Confidential 29
Company Confidential 30
PPC
SEO Uplift
Improved conversion from
PPC traffic made it more
efficient/affordable
Increase in ...
Company Confidential 31
Special Offer for today’s attendees
SSHoliday13
Mention the code above to get one free
month or an...
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ShopSocially Webinar on how LinenTablecloth added $1.8M Incremental Revenues using Social Media

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Tablecloth is not exactly a ‘social’ category. Yet LinenTablecloth has been highly successful in leveraging social media to increase sales, revenues, user engagement and Facebook fans.

After disappointing results from Facebook ads, they decided to take a different approach and focused on making their e-commerce website more social. LinenTablecloth has reaped healthy benefits from adopting the ShopSocially social commerce strategy of adding social commerce modules to their e-commerce website. Besides a 4X increase in sales conversion rate for social traffic generated through ShopSocially apps, LinenTablecloth got an incremental revenue of $1.8M through social commerce.

ShopSocially conducted a Webinar on this social commerce success story of LinenTablecloth on August 28th. Marketing manager from LinenTablecloth Ashley Thomas presented the webinar along with ShopSocially CEO Jai Rawat. It was a huge success with more than 200 people attending the Webinar and actively interacting with questions and comments. This is the presentation used for this Webinar.

To know more about how ShopSocially can help you in your social commerce initiatives, please visit ShopSocially.com or write to us at info@shopsocially.com.

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ShopSocially Webinar on how LinenTablecloth added $1.8M Incremental Revenues using Social Media

  1. 1. Company Confidential 1 How LinenTablecloth added $1.8M in Incremental Revenue using Social Media? Ashley Thomas Marketing Director Jai Rawat CEO
  2. 2. Company Confidential 2 • Comprehensive Social Commerce Platform • Started in 2010 • 150+ Brand name customers • Focused on generating ROI LinkShare Technology Genius Award Most promising private companies 2013 Featured in a recent Social Commerce case study Top Startup Award Ask-a-Friend Get-a-Fan Refer-a-Friend Social Connect Social Login Viral Offer Sharing Viral Flash Sale Share-a-Purchase Share on Mobile Shopping Community Product Stories
  3. 3. Company Confidential 3
  4. 4. Company Confidential 4 • #1 online retailer for supplies and table linens • Started in 2005 by Ron & Maggie Berrett • Located in Portland, Oregon • 50+ employees • $20 million+ in revenues in 2012
  5. 5. Company Confidential 5 Marketing Strategies • SEO – Highly effective but very competitive – Goal: Improve SEO rank • PPC – Effective but expensive – Goal: Improve traffic conversion rate • Email Newsletters – Highly effective – Goal: Acquire more email subscribers
  6. 6. Company Confidential 6 Social – 1st Attempt Off-site Strategy • What we did – Facebook Ads for driving sales – Facebook Ads for acquiring fans • Results - Expensive - Low ROI - Poor quality fans (low engagement rate) • Reasons - Lack of purchase intent - Hard to find fans genuinely interested in our brand/products
  7. 7. Company Confidential 7 Forrester Research on Consumer Trust
  8. 8. Company Confidential 8 Social – 2nd Attempt On-site Strategy • What we did – Added social modules on LinenTablecloth.com – Users interacted with these modules without ever leaving the site • Results - Highly cost effective - Significant increase in engagement & conversion - SEO rank uplift - High quality fans - Email subscribers - Word-of-mouth branding • Reasons - Capitalized on existing purchase intent - Made our users feel more valued - Word-of-mouth (C2C) is more trusted than B2C
  9. 9. Company Confidential 9 Decision Criteria? A+ team Comprehensive social platform Hosted solution, Easy setup Proven results
  10. 10. Company Confidential 10 Example : Get-a-Fan Module
  11. 11. Company Confidential 11 • Like gated coupon (15% off) • Creative use of built-in targeting options. E.g. • Targeting paid vs. free traffic • Home page vs. other pages etc. • Use of built-in auto-scheduling options
  12. 12. Company Confidential 12 Results
  13. 13. Company Confidential 13 1. Qualified Fan Acquisition
  14. 14. Company Confidential 14 2. 4x Higher Sales Conversion 1. Qualified Fan Acquisition
  15. 15. Company Confidential 15 2. 4x Higher Sales Conversion 1. Qualified Fan Acquisition 3. New Email Subscribers
  16. 16. Company Confidential 16 4. SEO Uplift 2. 4x Higher Sales Conversion 1. Qualified Fan Acquisition 3. New Email Subscribers SEO Correlation Factors Source: searchmetrics
  17. 17. Company Confidential 17 4. SEO Uplift 2. 4x Higher Sales Conversion 1. Qualified Fan Acquisition 3. New Email Subscribers 5. Word-of-Mouth Virality
  18. 18. Company Confidential 18 Ask-a-Friend
  19. 19. Company Confidential 19 Refer-a-Friend
  20. 20. Company Confidential 20 Viral Flash Sale
  21. 21. Company Confidential 21 Share-a-Purchase
  22. 22. Company Confidential 22 Results Dashboard ($20 higher AOV) Yearly rev. uplift Conversion rate upliftIncremental salesNew fans Email subscribers
  23. 23. Company Confidential 23 PPC SEO Uplift Improved conversion from PPC traffic made it more efficient/affordable Increase in qualified email subscribers Our social strategy is boosting our key marketing priorities ..and is also adding significant additional benefits High quality fans Higher AOV Word-of-Mouth virality $AOV
  24. 24. Company Confidential 24 Shopping Community
  25. 25. Company Confidential 25 Product Stories
  26. 26. Company Confidential 26 Social Connect
  27. 27. Company Confidential 27 Share-on-Mobile
  28. 28. Company Confidential 28 Viral Offer Sharing
  29. 29. Company Confidential 29
  30. 30. Company Confidential 30 PPC SEO Uplift Improved conversion from PPC traffic made it more efficient/affordable Increase in qualified email subscribers Our social strategy is boosting our key marketing priorities ..and is also adding significant additional benefits High quality fans Higher AOV Word-of-Mouth virality $AOV
  31. 31. Company Confidential 31 Special Offer for today’s attendees SSHoliday13 Mention the code above to get one free month or an iPad mini with one year subscription rob@ShopSocially.com jai@ShopSocially.com http://shopsocially.com +1 650 701 7759

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