Erika Jolly Brookes of Springbot offered a compelling presentation at The 2nd Annual eCommerce Expo South Florida hosted by Rand Marketing in Fort Lauderdale, Florida. Maximizing the Impact of Social was a relevant topic for all types of businesses. The presentation covered 7 ways to maximize the impact of social (over 76% of internet users are on social media), how to develop unique trackable links to track what works, focusing on engagement via social, listen, monitor and how to moderate your social content and tracking everything social.

1. 7 Ways to Maximize the
Impact of Social in Your
Already Busy Schedule
Erika Jolly Brookes
@springbot@ebrookes

2. 7 Ways to Maximize the Impact of Social
We will cover:
 Social has transformed the business to
customer experience (hint: consumers now
rule)
 Pro tips for social as part of your total
marketing mix:
− Content
− Cross channel integration
− Social is a 1:1 medium
@springbotErika Jolly Brookes @ebrookes| |#EcommerceExpoSFL

3. The New Buyer’s Journey
@springbotErika Jolly Brookes @ebrookes| |
That was then….
This is now….
#EcommerceExpoSFL

4. Time Spent on Social
In 2005, 10% of internet users are on social media. Now, over 76%
of internet users are on social media.
@springbotErika Jolly Brookes @ebrookes| |#EcommerceExpoSFL

5. Tip 1: Track what works
 Develop unique trackable
links for promotions, social
channel, promotional sales,
new products available in
your store
 Helps you track what works!
 Leverage a third party tool,
like Google URL Builder or
even Springbot, to track links
by campaign source,
medium, name, and more
@springbotErika Jolly Brookes @ebrookes| |#EcommerceExpoSFL

6. Tip 2: Social is a two-way street
 Focus on engagement –
with your brand, about your
brand or branded content
 Use power of social proof
 Gather product and service
feedback on social and
incorporate them into your
marketing campaigns
 Use Twitter polls or quizzes on
Facebook to garner input and
conversation
 Millennials trust their peers –
leverage this content!
 Ask for permission before
sharing the photos
@springbotErika Jolly Brookes @ebrookes| |#EcommerceExpoSFL

7. Tip 3: A picture is worth 1,000 words
 High resolution images (and
make sure they’re clear and
bright)
 Lifestyle images (to
supplement stock photos) to
make your brand more
human
 Use similar imagery across
all of your marketing
channels to reaffirm your
message
 Begin incorporating video
into your strategy
 By 2019, 80% of internet traffic
will go to video
Stock image
Lifestyle photo
@springbotErika Jolly Brookes @ebrookes| |#EcommerceExpoSFL

8. Tip 4: Reach
 Four different ad products to
try:
 Instagram (Sponsored Posts)
 Facebook (Ads/Promoted Posts)
 Twitter (Ads/Promoted Tweets)
 Pinterest (Buyable/promoted
pins)
 Pinterest buyable pins (87%
of people say they have
purchased a product after
seeing it on Pinterest)
 Instagram shoppable landing
page in bio
@springbotErika Jolly Brookes @ebrookes| |#EcommerceExpoSFL

9. Tip 5: Be current and on trend
 Listen, monitor and moderate
your social content. Set and
forget posting has its risks and
rewards
 Leverage pop culture trends,
live events, and holidays
 Monitor and leverage hashtags
− Ex. #NationalCoffeeDay
 Make sure you understand the
trends before you market
around them!
 Make sure you are not
marketing during a breaking
news event, i.e. Boston
Marathon
@springbotErika Jolly Brookes @ebrookes| |#EcommerceExpoSFL

10. Tip 6: Social is a CX channel
 Monitor keywords associated
with your brand (name,
trademarked words, spelling
variations, etc) and your
competition
 Setup alerts and follow streams with
tools like Hootsuite, Mention, and
Google Alerts
 Respond to every customer
quickly
 42% of customers who contact a
brand on social expect a response
within 1 hour
(ConvinceandConvert.com)
 Top platforms for customer
service include Facebook and
Twitter
@springbotErika Jolly Brookes @ebrookes| |#EcommerceExpoSFL

11. Tip 7: Integrate your marketing
 Place social share and follow
buttons into your email
campaigns, website, etc
 Be careful about putting social share
buttons on product pages! Can
distract from making a purchase
 If you have a brick and mortar
store, encourage shoppers to
follow you on social (can offer
discount in exchange)
 Consider twice if automatically
cross posting from one social
network to another makes sense
(audience or audience
expectations are different by
network)
@springbotErika Jolly Brookes @ebrookes| |#EcommerceExpoSFL

12. Social in Summary
 Social media channels are unavoidable
in the 2016 buyer’s journey – leverage it!
 Incorporate lifestyle photos, user
generated content, and video
 Connect social to customer service,
logins, email newsletters, and more
 Run social ad campaigns on Facebook,
Twitter, Pinterest, and Instagram
 Track everything!
@springbotErika Jolly Brookes @ebrookes| |#EcommerceExpoSFL