Omni-Channel Integration Disrupts Traditional Path to Purchase
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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.
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Omni-Channel Integration Disrupts Traditional Path to Purchase
- 1. 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
- 2. OMNI-CHANNEL INTEGRATION DISRUPTS THE TRADITIONAL PATH TO PURCHASE MAGGIE HATFIELD OPERATING VICE PRESIDENT, EMERGING MEDIA V.5.1 3 @markethat
- 3. OMNI-CHANNEL INTEGRATION HELPS CUSTOMERS ALONG A NON-TRADITIONAL PURCHASE PATH 3 @markethat
- 4. 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
- 5. 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
- 6. 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
- 7. 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
- 8. 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.
- 9. THANK YOU MAGGIE HATFIELD OPERATING VICE PRESIDENT, EMERGING MEDIA
- 10. 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