How to spot social buying signals through effective Social Media Management. From Chat to Checkout: In a recent study, 72% of retailers said that social media had a significant effect on sales. Find out how to generate leads to your eCommerce site through social media and how to convert them to sales by optimising the purchase experience for your customers. Event Details Date & Time: 20th August 2013, 2pm-6pm Level: Beginner/Intermediate Price: FREE Location: Google Campus, 4-5 Bonhill Street, London, EC2A 4BX Read more: http://sendible.com/insights/free-event-google-campus-london-from-chat-to-checkout/#ixzz2chuEK4xq

1. HOW TO SPOT SOCIAL
BUYING SIGNALS?
Turn Social Media into Revenue
@sendible

2. The Plan
• Introduction to Sendible
• The last 15 years…
• What are buying signals?
• Types of buying signals
• Statistics of social media usage
• Getting you started in your search for your buying signals
• Best practices for responding
• Leveraging your own fans & followers
• Monitoring on reviews sites
• Track your progress

3. Who are we?
• Sendible.com – Social Media Management Tool for Businesses

4. In less than 15 Years…

5. We Live In Public

6. A Buying Signal is a signal from a
potential customer that shows an
intent to buy a product or service

7. Common Buying Signals
STORE VISIT
BANNER CLICK
SEARCH AND
CLICK

8. Today’s Buying Signal

9. Common Buying Process
Need
Recognition
Information
Search
Evaluate
Alternatives
Purchase
Decision
Post
Purchase
Evaluation

10. Lets see the stats…

11. Demographic Shift
75% aged 18 to 49 on social
95% aged 12 to 17 active online
* 2012 Pew Research Center’s Internet and American Life Project

12. The Impact of Online
80%
of customers do online research
before buying in-store
* PricewaterhouseCoopers 2012

13. The Impact of Social
64%
of Social Media users said that social had
influence on buying decisions
* Edison Research, June 2012

14. The Impact of Social
64%
of Social Media users said that social had
influence on buying decisions
* Edison Research, June 2012

16. Dissecting the Buying Signal

17. When in the Buy Cycle?
• Positive Event Driven (Pre-Buy)
• Wedding, Pregnancy, Graduation, Trade Shows, Major Events

18. When in the Buy Cycle?
• Negative Event Driven (Pre-Buy)
• Theft, Loss

19. When in the Buy Cycle?
• Early in the Cycle
• Desire, Seeking Solution

20. When in the Buy Cycle?
• Research Phase
• Fact Check, Advice, Brainstorming, Recommend

21. When in the Buy Cycle?
• Active
• Shopping , Referral

22. Ready to start?

23. Where to begin?
• Find your keywords
• Try a few “signal words”
• “Does anyone…”
• “I am looking for…”
• “Any recommendations”
http://twitter.com/search

24. Brand
• Easy to spot buying signals
• Brand opinions
• Consumer insight
• Discover brand advocates

25. Product & Services
• Easy to spot buying
signals
• Consumer insight
• Discover brand
advocates

26. Industry
• Monitor Competition
• Brand favourability
• Trigger words
• “Does anyone…”
• “I am looking for…”
• “Any
recommendations”

27. How to Configure in Sendible?

29. Best Practices for Responding

30. Best Practices for Responding
• Get to know the Twitterer
you’re talking to… before
you start the conversation.

31. Best Practices for Responding
• To promote or help? Go with the soft touch

32. Best Practices for Responding
• Incentivize!
@FUTUREFANOFMINE
Use 15% off Coupon
Code: socialpro13

33. Monitoring your competition
Competitor

34. Leveraging your own Fans and Followers

35. • 2089420894

36. Google +

37. Review sites

38. Review sites

39. Review sites
• Include all your reviews, even your negative ones
• Don’t add your own phony reviews.
• Ask for reviews & Consider offering incentives for leaving
reviews
• Respond to negative comments in a timely manner,
publicly

40. Track your progress

41. Free Social Media Audit
Register:
http://bit.ly/SendibleAudit
Any Questions?