ShopSocially Webinar - How Wine Retailer invino Increased its Sales Conversion Rate by 133% using Social Media
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Based in the heart of Sonoma’s Wine Country, popular wine retailer invino partnered with ShopSocially and increased its sales conversion rate by 133%. Invino embedded social commerce apps into its website and makes its site more social. ShopSocially’s social media strategies resulted in impressive gains for invino: - 3% of invino’s site visitors referred invino to its friends using Refer-a-Friend. - 15.67% sales conversion rate for traffic originating from social referrals. - 20.93% sales conversion rate for traffic originating from social sharing of purchases. ShopSocially conducted a Webinar in which Tony Westfall, CEO at invino, unraveled the social media strategies they have adopted to achieve success. Through this social commerce strategy, invino increased its sales conversion rate, word-of-mouth recommendations and revenue growth while gaining deeper insights into their customer base.This is the presentation used for the invino 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 - How Wine Retailer invino Increased its Sales Conversion Rate by 133% using Social Media
- 1. How Wine Retailer invino is Getting a Social Boost with an Innovative Strategy @invino_buzz @shopsocially Tony Westfall, Jai Rawat, CEO, invino @TonyWestfall CEO, ShopSocially @jairawat Jan 28, 2014 1
- 2. Agenda • • • • • • • Introductions invino marketing strategies overview Deeper dive into social strategies Specific examples Results Q&A Code for free wine bottle 2
- 3. Ask-a-Friend Refer-a-Friend • Comprehensive Social Commerce Platform • Started in 2010 • 150+ Brand name customers • Focused on generating ROI Get-a-Fan Get-an-Email Social Connect Social Login Social SEO Share-and-Win Share-a-Purchase LinkShare Technology Genius Award Most promising private companies 2013 Share-on-Mobile Shopping Community Product Stories Featured in a recent Social Commerce case study Top Startup Award Viral Offer Sharing Viral Flash Sale 3
- 4. Quick poll to understand audience composition What is your role? 1.E-Commerce Expert (I carry out E-Commerce strategy) 2.Social Media Marketing Specialist 3.Boss (I make decisions) 4.Geek (I code) 5.Other If you chose (2) and haven’t tweeted about our webinar yet, your vote will be invalid! 4
- 5. • Original private sale shopping community for wine lovers • Based in the heart of Sonoma’s Wine Country, invino sources wine from around the globe • Attractive pricing at up to 70% off suggested retail price • Sales events launch daily, with wines available exclusively to members for 72-96 hours on average; special offerings for the very best customers • Founded in 2009, invino has enjoyed stellar growth and is a profitable business with several brand extensions including inclub, Invino on ebay, winebcusa.com, America strong wine club and burgeoning B2B business. 5
- 7. invino Marketing Strategies • Goal: Most buyers (not names) in our database • Ineffective • • Digital Banner Ads, Network Partners Social Network Advertising • Neutral • • • • PR Tradeshows/Wine Events SEM Mobile • Effective • • • Word-of-mouth Email Marketing SEO 7
- 8. Two pronged Social Strategy 8
- 9. Off-Site Marketing Strategy • Facebook & Twitter – Mainly brand building and engagement – Little direct selling • Pinterest - Thought it was a strong candidate - One way communication does not work. • Rev Share/CPA campaigns - They work - ROI monitored carefully. 9
- 10. On-Site Marketing Strategy Refer-a-Friend Share-a-Purchase Drive Drive Word of Mouth Virality Word of Mouth Virality Social Sharing Social Sharing of Purchases of Purchases Shopping Community Generate Social Proof Generate Social Proof Product Stories Increase Conversions Increase Conversions 10
- 11. Refer-a-Friend • • • • Maximize social reach Increase SEO Rank Improve conversion Drive word-of-mouth virality for brand 11
- 12. •• •• •• Users click on sidebar to see details of promotional offer Users click on sidebar to see details of promotional offer Only targeting users that are non-members Only targeting users that are non-members Helps sign-up new members while seamlessly creating a referral Helps sign-up new members while seamlessly creating a referral 12
- 13. •• •• •• Promotional offer shown inline; User do a Facebook Like to avail offer Promotional offer shown inline; User do a Facebook Like to avail offer Entire interaction happens on-site; User never leaves website Entire interaction happens on-site; User never leaves website Each Facebook Like of page induces word-of-mouth virality Each Facebook Like of page induces word-of-mouth virality 13
- 14. •• •• •• User signs up to avail the promotional offer User signs up to avail the promotional offer Users feel they ‘earned’ the offer; hence convert at a 5-7X higher rate Users feel they ‘earned’ the offer; hence convert at a 5-7X higher rate Acquires new customers Acquires new customers 14
- 15. Don Sharpe Don Sharpe shared a link. 2010 Chateau Les Roches de Ferrand www.invino.com AOC Fronsac, Bordeaux, France 90pts – WE | Gold Medalist | U.S. Exclusive Referral post created on Facebook •• Referral post created on Facebook Brings in quality friends traffic •• Brings in quality friends traffic 15
- 16. A/B Testing to Compare Campaign Performance •• •• •• Comparative evaluation of performance of two Refer-a-Friend offers Comparative evaluation of performance of two Refer-a-Friend offers Use of A/B Testing feature pre-built in ShopSocially platform Use of A/B Testing feature pre-built in ShopSocially platform Everybody loves a free bottle of wine! Everybody loves a free bottle of wine! 16
- 17. Refer-a-Friend Results • Maximize social reach •Word-of-mouth brand promotion via social referrals via social referrals • Increase SEO Rank •3% of the visitors are referring invino to their friends are referring • Improve conversion invino to their friends •15.67% sales conversion rate for traffic originating frombrand • Drive sales conversion rate for traffic originating from social word-of-mouth virality for social referrals referrals •SEO Rank boost via social sharing actions and back-links via social sharing actions and back-links 17
- 18. Share-a-Purchase • Convert shoppers into brand ambassadors • Acquire new customers via word-of-mouth recommendations • Create SEO friendly back-links • Identify loyal customers and influencers 18
- 19. 2007 Ardente Estate Reserve Cab Sauv I am discovering a lot of great wines with my invino membership. Can’t wait to try this one. At the end of purchase, reward customers for sharing their purchase •• At the end of purchase, reward customers for sharing their purchase Generates thousands of powerful brand endorsements •• Generates thousands of powerful brand endorsements 19
- 20. •• •• Shoppers connect with invino brand on Facebook Shoppers connect with invino brand on Facebook Rich social data of user shared with invino Rich social data of user shared with invino 20
- 21. Don Sharpe Home Find Friends Dan Sharpe Don Sharpe shared a link. I am discovering a lot of great wines with my invino membership. Can’t wait to try this one. Get $10 OFF at invino Connect with us at tell your Get $10 OFFand invino friends about invino to with us Off tell your purchase. Connect get $10 and your firstfriends about invino to get $10 Off your first purchase. Get $10 OFF at invino invino.com Connect with us and tell your friends about invino to get $10 Off your first purchase. invino.com Purchases made viral through user’s Facebook post; Brings in quality social traffic •• Purchases made viral through user’s Facebook post; Brings in quality social traffic ShopSocially built an API interface for invino to aggregate all purchase shares and •• ShopSocially built an API interface for invino to aggregate all purchase shares and automatically credit user with $25 for social sharing automatically credit user with $25 for social sharing 21
- 22. Don Sharpe Home Find Friends Dan Sharpe Don Sharpe shared a link. I am discovering a lot of great wines with my invino membership. Can’t wait to try this one. Get $10 OFF at invino Connect with us at tell your Get $10 OFFand invino friends about A E invino to with us Off tell your purchase. Connect get $10 and your firstfriends about invino to get $10 Off your first purchase. Get $10 OFF at invino B invino.com Connect with us and tell your friends about invino to get $10 Off your first purchase. C D invino.com Posts are optimized for driving traffic and SEO benefits •• Posts are optimized for driving traffic and SEO benefits Social actions enhances SEO Rank •• Social actions enhances SEO Rank 22
- 23. •• •• Generates deep insights into your customers social persona Generates deep insights into your customers social persona Increased accuracy of campaign targeting using these social insights Increased accuracy of campaign targeting using these social insights 23
- 24. •• •• Gather rich social profiles Gather rich social profiles Rich data includes birthday, # of friends, location, gender, etc. Rich data includes birthday, # of friends, location, gender, etc. 24
- 25. Share-a-Purchase • Convert shoppers into brand Results •Viral spread of invino brand through social sharing of ambassadors through social sharing of purchases purchases • Acquire new customers via word-of-mouth •20.93% sales conversion rate for traffic originating from social sales conversion rate recommendations for traffic originating from social sharing of purchases sharing of purchases • Create SEO friendly backlinks •Rich social profile data gathered (data available: name, email, gathered (data available: name, email, • Identify loyal customers and more) birthday, gender, geo location, user interests and more) birthday, gender, geo location, user interests and influencers 25
- 26. Shopping Community • • • • Increase engagement Boost conversion rate Improve AOV via social discovery Increase SEO Rank via user generated content 26
- 27. Shoppers comments while sharing the purchases are collated on website •• Shoppers comments while sharing the purchases are collated on website Social Testimonials showcased as social proof •• Social Testimonials showcased as social proof 27
- 28. Product Stories • Add social proof • Increase sales conversion • Improve SEO rank 28
- 29. Show social testimonials on the product page itself – adding social proof at •• Show social testimonials on the product page itself – adding social proof at the point of purchase the point of purchase 29
- 30. •• •• Enhance user engagement Enhance user engagement Increases sales conversion using social media influence Increases sales conversion using social media influence 30
- 31. Product Stories Results • Add social proof •Social proof driving conversions uplift • Increase sales conversion •Increased user engagement on product page • Improve SEO rank •Improvement in SEO rank 31
- 32. Summing Up the Benefits of On-Site Social Strategy Refer-a-Friend Acquire New Customers Acquire New Customers Viral Spread of Brand Viral Spread of Brand Share-a-Purchase Shopping Community Increase Sales Increase Sales Conversions Conversions Generate Rich Generate Rich Social Insights Social Insights Word-of-Mouth Virality Word-of-Mouth Virality Product Stories Social Proof Social Proof 32
- 33. Summing Up the Numbers for On-Site Social Strategy Sales conversion rate for Refer-a-Friend 13.60% Sales conversion rate for Share-a-Purchase 17.19% Overall increase in sales conversion rate due to onsite social media modules 133% 33
- 34. More Apps in Offing – Share-on-Mobile Share a photo of your favourite wine and write a small story (25 words) about it. The story with most Facebook Likes wins $1000 Kay Lantow This was a real surprise – deep color and flavor, minimal tannins, excellent •• •• •• Captures customer delight at the moment of product delivery Captures customer delight at the moment of product delivery Generates valuable social testimonials on mobile Generates valuable social testimonials on mobile Creates social proof Creates social proof 34
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- 36. Special Offer for today’s attendees ssfreecab Mention the code above to get one free bottle of wine from invino rob@ShopSocially.com jai@ShopSocially.com http://shopsocially.com +1 650 701 7759 36
- 37. Shopping Community Results • Increase engagement •Increased engagement of user on invino website user • Boost conversionofrateon invino website •SEO Rank uplift via user generated social content via via social discovery • Improve AOV user generated social content •Social discovery of products leading to increased leading to increased • Increase SEO Rank via user conversions conversions generated content 37