BlogWell Bay Area Social Media Case Study: HSN, presented by Maggie Hatfield

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In her BlogWell Bay Area presentation, HSN’s Operating Vice President of Emerging Media, Maggie Hatfield, explains how the brand created a seamless consumer social experience across multiple channels. She shares how HSN leveraged different social platforms for different purposes and how they gathered real results through social metrics on Facebook, Pinterest, and Instagram.

Business Sports

Maggie Hatfield
Omni-Channel Integration Disrupts the
Traditional Path to Purchase
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
Bay Area
August 6, 2013
socialmedia.org/blogwell

OMNI-CHANNEL INTEGRATION DISRUPTS
THE TRADITIONAL PATH TO PURCHASE
MAGGIE HATFIELD
OPERATING VICE PRESIDENT, EMERGING MEDIA
V.5.1
3
@markethat

OMNI-CHANNEL INTEGRATION HELPS CUSTOMERS
ALONG A NON-TRADITIONAL PURCHASE PATH
3
@markethat

SOCIAL FOSTERS ENGAGEMENT ALONG THE ENTIRE
CUSTOMER JOURNEY
2
@markethatSource: Google Analytics, Q4 2012. N = US: 130M
SocialDisplay
Click
Organic
Search
Paid
Search
Referral
Email Direct
AWARENESS CONSIDERATION INTENT DECISION
ASSIST INTERACTION LAST INTERACTION
65% ASSIST | 35% LAST
66%
66% of total revenue comes
from purchases made in
more than one step
SocialSocial SocialSocial

THE #BEAUTYREPORT WEEKLY PROGRAM WAS THE PILOT
FOR BUILDING AN OMNI-CHANNEL EXPERIENCE
4
TV/PHONE
TABLET SMARTPHONE
HSN.COM
COMMUNITY
CONTENT
COMMERCE
SOCIAL SOCIAL
@markethat

CONTENT, CONVERSATION & INCENTIVES DRIVE
SOCIAL ENGAGEMENT & REPEAT VIEWERSHIP
Content & Chat
Incentives
Social TV CTA’s &
On-Air Graphics
Live Tweeting
HSN Partner
Participation
Destination on
HSN.com
TESTING & LEARNING TAKES TIME…
@markethat

6
SOCIAL MEDIA ENGAGEMENT ON TV IS MEASURED BY
TWEETS PER MINUTE
@markethat
MASS RELEVANCE CELEBRITY LIVE CHATPARTNER PARTICIPATION BEAUTY BUNDLE
Beauty Bundle Giveaway Celebrity Live Chat
Social-TV Graphics
Partner Participation
HSN.com Experience

WE CULTIVATED A GROUP OF ENTHUSIASTS TO BUILD
AWARENESS OF HSN AS A BEAUTY AUTHORITY
7
@markethat
Beauty Report enthusiasts
created thousands of stories,
resulting in 320X growth in
impressions.
#BeautyReport organically
trended on Twitter.
The Beauty Report extended from
a one-hour show to two hours
in June 2013.
On avg., Mass Relevance drove
21% of HSN’s Twitter
community growth.
21%
Social TV calls to action and
incentives sparked 5X growth in
TPM.
Omni-channel integration spurred
7.5X growth in #BeautyReport
mentions.

THANK YOU
MAGGIE HATFIELD
OPERATING VICE PRESIDENT, EMERGING MEDIA

Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
Bay Area
August 6, 2013
socialmedia.org/blogwell

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