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.

1. Company Confidential 1
How LinenTablecloth added $1.8M in
Incremental Revenue using Social Media?
Ashley Thomas
Marketing Director
Jai Rawat
CEO

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. Company Confidential 3

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. 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. 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. Company Confidential 7
Forrester Research on Consumer Trust

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. Company Confidential 9
Decision Criteria?
A+ team
Comprehensive
social platform
Hosted solution,
Easy setup
Proven results

10. Company Confidential 10
Example : Get-a-Fan Module

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. Company Confidential 12
Results

13. Company Confidential 13
1. Qualified Fan Acquisition

14. Company Confidential 14
2. 4x Higher Sales Conversion
1. Qualified Fan Acquisition

15. Company Confidential 15
2. 4x Higher Sales Conversion
1. Qualified Fan Acquisition
3. New Email Subscribers

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. 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. Company Confidential 18
Ask-a-Friend

19. Company Confidential 19
Refer-a-Friend

20. Company Confidential 20
Viral Flash Sale

21. Company Confidential 21
Share-a-Purchase

22. Company Confidential 22
Results Dashboard
($20 higher AOV) Yearly rev. uplift
Conversion rate upliftIncremental salesNew fans
Email subscribers

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. Company Confidential 24
Shopping Community

25. Company Confidential 25
Product Stories

26. Company Confidential 26
Social Connect

27. Company Confidential 27
Share-on-Mobile

28. Company Confidential 28
Viral Offer Sharing

29. Company Confidential 29

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. 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