Retailers are using social media as mainstream marketing channel but are still often unsure when it comes to determining true ROI of their social commerce efforts. Retailers have generated user-engagement and increased brand awareness using social, but haven’t been able to measure the precise business impact in terms of revenue uplift. Demandware and ShopSocially conducted a webinar to help retailers with 5 proven strategies to generate measurable social ROI. ShopSocially customer Totally Promotional co-presented the webinar. CEO of Totally Promotional Tom Casad and Social Media Coordinator Erin Siefring added insights from their successful social commerce strategies using ShopSocially platform which have yielded them 16% increase in sales conversion rate. For more details on the webinar, please visit: http://blog.shopsocially.com/2014/04/30/demandware-shopsocially-unlock-5-proven-strategies-to-generate-measurable-social-roi/ Or write to us at info@shopsocially.com

1. Samir Palnitkar
VP , Customer Success
Presenters:
Erin Siefring
Social Media Coordinator
5 Proven Strategies to
Generate Measurable Social ROI
Tom Casad
CEO
Totally Promotional – a Casad Company
@TPromotional
ShopSocially
@ShopSocially

2. Introductions
Facebook – a C2C Marketing Channel
5 Strategies for Measurable Social ROI
Case Studies
Q&A
Agenda
i
ROI
?

4.  Comprehensive Social Commerce Platform
 Started in 2010
 150+ Brand name customers
 Focused on generating ROI
LinkShare
Technology
Genius Award
Most promising
private companies
2013
Featured in a recent
Social Commerce
case study
Top Startup
Award
Ask-a-Friend
Refer-a-Friend
Get-a-Fan
Social Connect
Social Login
Viral Offer Sharing
Viral Flash SaleShare-a-Purchase
Share-on-Mobile
Shopping Community
Product StoriesSocial SEO
Share-and-Win
Get-an-Email

5.  America’s number one source for imprinted promotional
products
 Provides custom designed table-covers, can coolers, tote bags,
backpacks, etc.

6. What is your role?
1. E-Commerce Expert
(I carry out E-Commerce strategy)
2. Social Media Marketing Specialist
(I run Social Media)
3. Boss
(I make decisions)
4. Geek
(I code)
5. Other
If you chose (2) and haven’t tweeted
about our webinar yet, your vote will
be invalid! 
Source: http://geek-and-poke.com/
Quick poll to understand audience composition

7. Is Facebook Really Failing Marketers?
Organic reach of brand’s
content on Facebook is
down to 2%* now
Fake likes are diluting reach of
Facebook fanbase**
Source: *Forrester
** Facebook Fraud video
1-2%
2007 2014

8. No... Brands are Misreading Social Networks
Social networks are a peer-to-peer
communication channel
Facebook newsfeed is a private
space of user
Pushing commercial messages in
it can actually be
counter-productive for brands

9. 5 Strategies for Social ROI
Encourage Social Sharing of Purchases
Good
Show Social Proof on Product Pages
Generate Deep Insights into Social Persona of Customers
Use Social in Right Context
Bring Social to Commerce


10. Bring Social to
Commerce
Strategy 1

11. Social on Commerce – and not vice-versa
 Missing purchase intent fails
commerce on social
 Purchase intent or interest in
brand is highest when user is on e-
commerce website
 Using social media influence on
e-commerce site yields highest
returns

12. Case-study: Fabness US
 Leading creative canvas designer in USA and Australia

13.  Onsite Like-gated fan acquisition tool
Case-study: Fabness US

14.  Incentive offered inline – user never leaves website
 User feels she has earned the coupon, leading to 5-7X times higher sales
conversion
Case-study: Fabness US

15.  15,000+ real & high quality
Facebook fans acquired in short
span of time
 33.28% sales conversion rate for
Facebook fans
 1 out 3 new fans also became
qualified email subscriber
Add onsite social commerce modules on your e-commerce
site to turn website users into ‘real’ Facebook fans.
Case-study: Fabness US…Results
Action Item:

16. Use Social in Right
Context
Strategy 2

17. Use Social at Point of Highest Customer Delight
 Points of highest customer delight
in purchase flow are:
• Completion of purchase
• Delivery of product
 Using social influence at these
customer delight points ensures
maximum social conversion, and
hence increases social ROI

18. Case-study: Totally Promotional
 America’s number one source for imprinted promotional products
 Provides custom designed table-covers, can coolers, tote bags, backpacks, etc.

19.  Encouraged customers to showcase their table-cover designs
 Product pictures clicked on mobile & shared on Facebook
 Customer delight converted into social reviews
Case-study: Totally Promotional

20.  Viral spread of Totally
Promotional brand through
word-of-mouth promotion
 16% increase in sales conversion
rate through social reviews
Action Item:
Identify the points of customer delight and use social in right
context to maximize social impact.
Case-study: Totally Promotional…Results
Like
Me too!!! Awesome
Love it..
Love the
Colors


21. Encourage
Social Sharing of
Purchases
Strategy 3

22. Generate Referral Traffic through Social Sharing
of Purchases
 84% customers trust word-of-
mouth recommendations from
friends & family most for their
purchase decision*
 Socially shared purchases spread
virally and bring in quality referral
traffic
 Induce a user comment in share
blurb and optimize it for SEO
uptake
Source: *nielsen

23. Case-study: Beretta USA
 Oldest firearms manufacturer in the world
 Synonymous with quality, technology and tradition
 Since 1984, Beretta is an official supplier of firearms to U.S. Army

24.  Customers encouraged to showcase purchases just before they exited from
physical store or after online purchase
Case-study: Beretta USA

25.  Numerous social testimonials generated, turning customers into brand
ambassadors
Case-study: Beretta USA

26. Case-study: Beretta USA
 Each socially shared purchase generates a viral post
 Facebook post optimized for SEO benefit

27.  $19.15 revenue generated from
each socially shared purchase
 15% overall revenue uplift –
measured through a rigorous A/B
testing
Action Item:
Turn shoppers into brand ambassadors through social sharing of
purchases and generate word-of-mouth reviews.
Case-study: Beretta USA…Results
How about Beretta AXR 100? Bought it
yesterday. Feels great and amazing to shoot.
Check my Facebook post?

28. Show Social Proof
on Product Pages
Strategy 4

29. Social Proof Influences Purchase Decisions
 Social proof is one of the 6 key
principles of influence in a
purchase decision*
 Conforming to popular belief is a
natural human tendency
 Reviews from other real customers
act as social proof and increases
sales conversion rate
Source:*http://en.wikipedia.org/wiki/Robert_Cialdini

30. Case-study: invino
 1st private sale shopping community for wine lovers
 Launched March 21, '10, invino has more than doubled every year in business

31.  invino collated customer reviews generated out of social sharing of
purchases and showed them on product page as social proof
Case-study: invino

32.  Social proof increased time-spent on site, enhanced user-engagement
and increased sales
Case-study: invino

33.  22.22% increase in sales conversion
rate due to social proof – measured
through a rigorous A/B testing
 Increased user engagement and
improvement in SEO Rank
Action Item:
Influence customers’ purchase psychology through social proof
by showcasing reviews from real customers.
Case-study: invino…Result

34. Generate Deep
Insights into Social
Persona of Users
Strategy 5

35. Facebook Connect to Gather Rich Social Profiles
of Users
 Encourage users to connect with
your brand on Facebook
 Replace email acquisition with
Facebook Connect to now acquire
rich social profiles of users
 Identify social influencers for your
brand
 Use social insights for pin-pointed
user-targeting

36. Case-study: Carol’s Daughter
 Leading beauty products retailer
 Selling natural beauty products online since 1999 with multi-million dollar
revenues every year

37. Case-study: Carol’s Daughter
 Carol’s Daughter incentivized users to connect with their brand on Facebook

38.  Users share rich social profile with data like email, birthday, interests,
friend list, etc.
 Entire interaction happens online – coupon delivered inline
Case-study: Carol’s Daughter

39.  Social influencers identified & rewarded – leading to creation of loyal
social brand ambassadors
Case-study: Carol’s Daughter

40.  29.79% Sales conversion rate for
users who connected with Carol’s
Daughter brand on Facebook
 Overall revenue uplift of 8%
 670% Social ROI achieved
Action Item:
Get deep social insights into your customers. Identify social
influencers and fine-tune your social targeting parameters
Case-study: Carol’s Daughter…Results
Influencer
PotentialBuyers

41. Recap – 5 Strategies for Social ROI
Encourage Social Sharing of Purchases
Good
Show Social Proof on Product Pages
Generate Deep Insights into Social Persona of Customers
Use Social in Right Context
Bring Social to Commerce


43. Q & A

44. Special Totally Promotional Offer
for today’s attendees
SAVE40SS
Use this coupon code at checkout to receive
40% OFF a 6' Throw Style Custom Printed Tablecover
on www.totallytablecovers.com
erin@totallypromotion.com
http://totallypromotional.com
+1 866-235-2319

45. Special ShopSocially Offer for today’s attendees
SSWebinar14
Mention the code above to get one free month
or an iPad mini with one year subscription
samir@ShopSocially.com
sales@ShopSocially.com
http://shopsocially.com
+1 650 701 7759