In this On-Demand Amazon, retailers will learn how to drive orders by integrating social into their existing channels like SEO, email marketing, and retargeting. CPC Strategy’s Stephen Kerner and AddShoppers Co-founder Chad Ledford team up to deliver advanced social commerce strategies supported by real client data.
A few highlights from the webinar:
Overview of Google Dynamic Remarketing
Conversion Rate Optimization
So if you’re new to C.P.C. Strategy webinars, it’ll probably be a help to know who we are first. [laughs] So we’re a retail-focused search agency that specializes in matching your inventory with consumer intent. So in a nutshell, we manage retail third channels to ensure your product show up for shopper queries and express a high intent to buy.
Typically those active retail intent channels are Google Shopping, Amazon, shopping engines, and traditional paid search – places where shoppers are searching actively to actually buy products, not just research. But today we’ll be talking about a mix of both active and inactive channels in the retail search base, especially with your targeting. So basically, here is where you can target shoppers who want to show that high intent to buy.
The reality is that these inactive channels are equally important in the grand scheme of driving conversions, so it’s good to know both fields. The areas we’ll be talking about today includes S.E.O. C.R.O., which is conversion rate optimization, and retargeting, more specifically, how social can enhance each of those. So today, Stephen Kerner and Chad Ledford are our speakers. Stephen is a Retail Search Manager here atC.P.C. and has really taken it upon himself to be the lead on social advertising for our clients. He’s a perfect fit for this webinar, and actually, Stephen is making his big webinar debut today, so you know, no pressure, Stephen. And on the other side, we have Chad from AddShoppers, he’s a co-founder there.
Chad actually used to work with us here at C.P.C. is a retail client but since then he’s been responsible for the huge growth AddShoppers has seen in the last couple of years. So for today’s agenda, Chad is going to start by defining Social Commerce 1.0. We’ve kind of been throwing around that Social Commerce 2.0 term, so it makes little sense to talk about, you know, what we’ve seen and that area thus far. Chad will then dive into the 2.0 version; basically how social can tie into and improve your existing marketing channels with real-life examples of retailers who are actually using those social applications. Next, Stephen will give us a walk-through of Google Dynamic Marketing; it’s really, you know, an effective marketing program that we use here for a lot of our clients.
Stephen will also be using gifs to show some of the more, you know, practical steps for implementing dynamic remarketing. So if we don’t catch them now they’ll be in the recording that we send out next week. So to head things off, we’ll also be having our . . . now let’s see what it is. We’ll also be having our Q&A for 10 or 15 minutes, you know, as we always do, so whenever you guys have questions, just throw them in the questions box as they pop up. So Chad, I’m going to switch over to you right now.
Chad: Okay, great, thanks for the introduction.
Social Commerce 1.0
Chad: All right, great. Yeah, so as Jon presented it, we’re going to start off talking about Social Commerce 1.0, which is what we still see a lot of retailers doing now. And how we kind of defined 1.0 is really the bare minimum of what you would need to get up and running. So in this example, we’re looking at Best Buy here, and as you can see they have sort of just a generic Sharing button like a lot of you probably already have on your stores, and we really see that as sort of the first step. Most retailers, they kind of put those sharing buttons on there and you hope your customers share the products out, that their customers see those products, and then come back to the store and end up placing an order. But as you know, there’s really not a whole lot of activity that actually happens there.
Another phase of Social 1.0 is just setting up your Facebook page, you’re Twitter profile, Google Plus, and things like that; but as you know, you need a lot of engagement to really see some results there, and it can be quite time-consuming and it’s really hard to put sort of an R.O.I. number behind what those efforts are. So 1.0 is basically just kind of getting your feet in the water and just getting social off the ground and up and running. And then from that, we’ve seen a lot of retailers see some pretty explosive growth from things that they’ve done by utilizing social and sort of tying it into the overall marketing strategy. So most of you are probably familiar with Fab now. Fab sort of pioneered a lot of things that have been proven to work to help make things a more viral and really drive revenue.
So on Fab, they have a great refer a friend program, and so you refer one friend and you both get $10 off, and they also do a really good job of integrating things like login with Facebook into their store. Another retailer who’s done a great job with this has been Rue La La, where they have the invite friend and you both get $10. The main goal here for these retailers was to increase their K-factor, which is basically for every one customer they get, how do they get that one customer to refer another customer. So that they do things like making account registration easier by signing with Facebook or Twitter, and at the same time they encourage more customer referrals to things like referring a friend and post-purchase sharing.
And then some people who are kind of paving the way on more of the social features are going to be Zappos and eBay. So I’m not sure if you’ve seen Glance by Zappos, but it’s essentially the customer curated version of their catalog, so customers can come here, sign up for Glance, and then sort of curate whatever outfit they want. And Zappos does a lot of [steam with] this, but this seems to be that’s sticking and they’re starting to see some pretty good results with it. Another version of this is eBay; if you just go to the eBay homepage, down at the bottom you’ll see curate a list of what customers think kind of belongs together. And these type of lists is more shareable, instead of just showing a pair of sunglasses or just showing a T-shirt, if you pair all of these things together and create these type of collections, you can encourage more sharing and more people to just sort of discover what’s happening.
Social Commerce 2.0
So with AddShoppers, what we do is essentially help you drive revenue from these things that you’re doing on social. So the way we define Social 2.0 is how we integrate this into your existing marketing channel to actually drive revenue from it. So a couple areas that I’m going to focus on for 2.0 is going to be boosting your S.E.O.ranking, and I’ll show you a couple of growth facts that we picked up on over the past two years. And we’re also going to focus on increasing your conversion rate and retargeting towards the end. So to kick things off with S.E.O., there are a couple things that you should keep in mind. One of them is going to be Pinterest [flattering]. So it’s called Pinterest [flattering,] but it’s essentially you have inside of Pinterest we’re looking at Wayfair here.
They have multiple boards that you see down below, so whenever they post a product, let’s say that we’re looking at this pool pic, they would post it day one under July 4th ideas; day two, it will go under Pool Pics; day three, it would go under Summer Cocktails. And you essentially post the same product to multiple boards; and what happens is that, as you can see here, they have a following of 535 for their entire profile, but if I go to this July 4th posting, somehow it’s a little over 14,000 followers. So the first time I post here, it’s going to show to these followers, and then the next day when I post it to Pool Pics, it’s going to go to these 14,000 followers. So each board that you post to, it’s going to increase the number of people who actually see the product and the number of people who comment and re-pin.