Social Commerce Playbook

How to Bring it all Together?
Social Selling

We are Social &
Emotional
Human Beings

6
COMMUNITY
CAMPAIGN
CONTENT
CRISIS
COMMERCE
Wrapping the brand
message within stories
to help build identity
Being pro-active when
issues about the brand
arise and spread
Building loyalty and
increasing monetization
through social currency
Creating rapport with
fans through relevant
daily conversations
Amplifying the brand story to
strengthen relationship with the
target market
SOCIAL
MARKETING
SOCIAL MEDIA
MARKETING
SOCIAL SELLING

7
To Be Successful We Need a Comprehensive Approach
Listen
Plan
Publish
Engage
Measure
Amplify
Use analytics to develop insights on
what campaigns and content get the
highest or least engagement to
report performance and inform
future planning
•Use the insights gained from listening
combined with your quarterly business
objectives to create desirable, relevant, on
brand content.
•Align your content mix to your social media
& business goals while incorporating brand
and product messaging
Follow conversations to understand
your audience’s interests. Identify
trending topics and keywords
Look for advocates & influencers
•Participate in two way
conversations with your fans.
Encourage advocates and
promptly respond to complaints
•Post your content using trending
keywords
•Schedule your content to be published at
optimal days/times to increase your reach
•*label your campaigns when you publish
to measure their performance later
Use paid media to increase your
reach, target specific segments or to
further promote content that is
performing well.

8
LISTEN LISTEN
https://www.socialbakers.co
m/free-social-tools/create-
your-persona/form

9
Google Trends highlights content trends within the hour
• Google Hot Trends is a tool that displays the top 20 fastest rising trends in the past hour. This is to find trends that have had a sudden surge in popularity.
Trends can be viewed by country. For each search term, Google provides a 24-hour search volume graph, along with related blog, news and web search
results. Learn more: www.google.com/trends/hottrends
Google Trends
displays the top local
searches, with top
links driving the
search volume.
Search Google Trends by
choosing a country in the
menu, or specify a location
and additional filters in
‘Explore Trends’
LISTEN: Start by Understanding Current Trends & Conversations

10
LISTEN: YouTube Trends
YouTube Trends Channel highlights content going viral
• YouTube Trends highlights top trending videos and topics using YouTube’s trends algorithm for viral content. These trending videos can be found on the
YouTube Trends channel, researched by country and demographics on the YouTube Trends dashboard, and explored with more analysis on the YouTube
Trends blog. Learn more: http://youtube-trends.blogspot.com
CHANNEL DASHBOARD BLOG

LISTEN: Twitter Trendsmap
Trendsmap gives you near real-time trend data, locally and globally
• Trendsmap is a new mash-up of Twitter, Google Maps, and trend tools that maps out Twitter trends at the local level. You can see what Twitter users are
talking about in London, San Diego, or the state of California. Clicking on any of the trends will bring up information on the volume of tweets for that word,
a description of the trend , and relevant multimedia and links. Learn more: www.trendsmap.com
City, country, and global level trends , using keywords and hashtags
Near real-time data with a view of the user content driving the
trends, and metrics on the volume of tweets over time
Insights into key influencers, and viral links and video content
Ì
Ì

Failing to
Plan is
Planning to
Fail
PEOPLE
Executive Support
Cross Functional Collaboration
Social Media Manager
Activation
Team Empowerment
PROCESS
PLANNING
Policy & Guidelines
Team coordination & workflow
Measurement & Reporting
TECHNOLOGY
Analytics
Social media management
Moderation
Apps
Social CRM
Internal collaboration

The Pros and Cons of
Each Social Network

14
Checklist for
Choosing
the Right
Social
Networks

Social Network PROS CONS
Facebook
• Largest audience on social media
• Advanced ad targeting options
• Interconnected with an ecosystem of
other platforms like Instagram,
WhatsApp, and others
• The network is continually improved
to provide more ad options and
account for changes in user
behavior
• Ability to communicate across
different types of content
• Recent privacy and data misuse
issues
• A budget for paid advertising is
required to earn business results
• It’s difficult to keep up with the
consistent changes to the network’s
newsfeed algorithm
• More crowded on the network than
ever before, making it more difficult
to stand out
• Young people prefer other platforms

Facebook
Messenger
• The mobile app is owned by Facebook,
integrated into its ecosystem
• Quick and efficient method of providing
customer service support for a
Facebook page
• Automate certain conversations and
interaction with customers using bots
• Can serve as an alternative to an email
newsletter
• Privacy concerns related to the data
usage issues at Facebook
• Messages sent on the app are not
encrypted by default

Instagram
• Popular destination for product
discovery amongst consumers
• Highly engaged audience
• Low barrier of entry to start an
account
• Effective at generating brand
awareness
• Still one of the fastest-growing social
media channels
• Advance advertising capabilities
through Facebook Ads Manager
• Ability to communicate visually
across different content formats
• Top channel for partnering with
influencers
• Limited ability to send traffic offsite
due to restrictions on sharing URLs
• Account functionality from desktop is
limited
• Organic reach will continue to
diminish with the increase of
advertising
• More difficult medium for promoting
services and B2B businesses

YouTube
• It’s the second-largest search engine
and owned by Google, thus content is
particularly SEO friendly
• Allows for hosting and discovery of
video series
• Analytics offerings are robust
• Integration across Google properties
provides greater reach for advertisers
• Time spent on YouTube is longer than
other platforms
• Top channel for partnering with
influencers
• Time-consuming and resource-intensive
to create video
• The amount of bullying, hate speech
and trolling on the platform
• Lack of control over the videos your
advertising appears with
• Pre-roll ads are disruptive to consumers

LinkedIn
• Only network that’s primarily focused
on business topics and working
professionals
• Ability to target ads based on job title,
seniority and other helpful attributes
• Platform for creating thought-
leadership-focused content
• Ideal for showcasing an employer’s
brand
• Organic reach is still high on the
network
• Best option for recruiting talent and
networking
• Large portions of the LinkedIn audience
only uses the network during their job
search
• Difficult to build an audience on a
company page
• Younger audiences aren’t as active on
the platform
• Advertising is often more expensive
than other social networks

Viber
• User-friendly interface
• Encrypted messaging to maintain the
privacy of messages
• Ability to offer seamless customer
service to users with automated
messages
• The mobile app is owned by Facebook,
integrated into its ecosystem
• Group chat is a widely used feature
• Option to share different content
formats
• Privacy concerns related to the data
usage issues at Facebook
• Lack of content moderation on the app
leads to spread of misinformation
• Account functionality from desktop and
non-mobile devices is limited

TikTok
• Ability to add content to a trending
hashtag challenge to start or enter a
conversation
• Easy to create short video and photo
slideshows with templates, music, voice
effects, and other features
• Opportunities for sharing original music
to connect with users
• A network quickly growing in popularity
amongst a younger demographic
• Less competition from other advertisers
on TikTok as the channel is still earning
mainstream visibility
• Content discovery is straightforward and
AI based, easier than other mobile-first
networks
• Seamless sharing functionality to other
social networks
• Limited desktop functionality
• Ad offerings are less developed than
other social networks
• The network is primarily used to drive
awareness and brand engagement, less
for earning sales and other conversions
• The use cases are limited to a short-list of
industries
• Limited reach amongst adult audiences

PLAN: Your Content Programming
Quarterly planning is our high –level view
•All marketing campaigns organized by quarter
•Holistic view makes quarterly and annual planning of messaging, frequency and
resources easier
Social Campaign Planning
Individual campaign planning supports
•Campaign-level alignment with Global social media KPIs
•Improved rhythm and life-span of content rollout
•Campaign transparency across the organization
Quarterly Planning
Once you have identified key trends and topics combine them with key launches and communication to support the priorities for
each campaign. Keep in mind the target of an 80/20 content mix.

1.Set Strategic Goals
Add the goals your organization is already focused on, then add the goals that are
specific to social media that align with those business objectives. Lastly, pair
metrics with these goals to understand if your organization has achieved them or not.
Business Goals Social Media Goals Corresponding Metrics
Thought Leadership Content Engagement Mentions by Influencers
Audience Development Follower Growth Total Followers

Think about the customers your
company serves.
How would you organize them into
different
segments to better understand their
unique needs and challenges?
With these customers in mind, choose
a name to describe each segment
that’s easy to remember and quickly
identifies them.
2. Define Your Audience Set
Before creating detailed customer personas to define who your customers are,
answer the following questions about the people you’re trying to reach:

Topic Category Brief Description
3. Crafting Engaging Messaging
Choose three to five categories of topics to direct what themes you’ll consistently
address on social media.
Each topic you’re focused on must be engaging, relevant, and complementary.

Social Network
Primary Purpose
Secondary Purpose
Content Types
Publishing Frequency
4. Invest in a Smart Mix Channel
Being active on a mix of marketing channels is important for reaching your customers
at different touchpoints and for investing in a range of opportunities to earn attention.
Identify which social networks your organization will invest in by defining the primary
and secondary purpose for being active there, list what content types you’ll share per
network, and estimate how often you’ll publish on each network.

5. Building and Maintaining a Community
A community on social media is a group or account run by your organization where
people can connect over a common interest to share perspectives, discuss a topic,
and support each other.
The goal of fostering a community on social media is to encourage conversation,
build trust, and improve loyalty amongst your existing audience.
Define three ways your organization will encourage customers to participate on social
media, whether that’s starting a LinkedIn group, highlighting feedback from
community members, or another method.

Make a Purchase
Visit Website
View Instagram Feed
Read Article
Visit Website
Watch Instagram Ad
2 types of sales that happen on social media:
(1.) direct sales and (2.) assisted sales.
To start planning how you’ll drive sales from
your social media marketing activities, map
out a few conversion paths your customers are
most likely to take prior to a conversion. The
goal here is to visualize where social media
fits into the process of encouraging customers
to take action.
6. Encouraging Direct and Assisted Sales

Marketing Function Social Media Tools Options
Social Media Management MeetEdgar, Buffer, Sprout Social, Hootsuite
Social Media Analytics quintly, Keyhole, Rival IQ
Social Media Competitive Intelligence Tweetdeck, Socialbakers, Brandwatch
Social Media Monitoring Mention, Talkwalker, Brand24
Social Media Research BuzzSumo, Meltwater, Audiense
Social Media Visual Production Canva, Placeit, Animoto, Wave.video
Social Media Image Sourcing Unsplash, Death to Stock, Shutterstock
7. Creating a Social Media Marketing Toolkit
It’s helpful to build-out a social media toolkit to save time and automate the repetitive
processes.
Here’s a range of tools to consider for each type of social media marketing activity.

8. Staying Updated on Social Media Marketing
To continue to excel with social media marketing, it’s important to stay updated by
learning about new approaches, emerging channels, and advancements in
marketing.
Find podcasts, email newsletters, and publications that cover social media marketing
that you can reference on a regular basis to stay ahead of the curve.
Digiday - digiday.com
Marketing Dive - marketingdive.com
Social Media Today - socialmediatoday.com
Social Media Examiner - socialmediaexaminer.com

9. Create a
Content
Editorial
Calendar

PRINCIPLES WHAT HOW
1. Content is king
Be genuine Create an authentic brand voice.
Be generous by sharing valuable content and exclusive
offers
Use rich, relevant multimedia content to create
context and meaning around the product message.
Drive consumer engagement by rewarding desired
behavior
2. Join the
conversation
It is not enough to broadcast and abandon messages.
Social Media requires participation in a two way
conversation
Listen and provide timely responses to both positive
and negative comments
3. Focus on
relationship building
Successful social strategies require long term
perspective and on-going commitment
Two way communication is crucial to nurturing brand
affinity.
To drive business value fans must be engaged and
interact with brand content. Desired behavior should be
rewarded.
It’s important to keep content fresh with consistent
updates.
Support the entire consumer/rep lifecycle not just
short term campaigns for product launches
4. Be holistic
Social media is more effective if it is integrated as part of
the overarching strategy, business objectives and
communication philosophy
Social media accounts/pages and activity should be
promoted in all channels (print, TV, email, market
websites)
5. Measure & Adjust
Monitor progress see which campaigns and initiatives
resonate then repeatedly adjust your strategy
Measure key metrics on a regular interval and track
the growth and activity of your fan base

35
https://www.facebookblueprint.com/student/collection/205897-facebook-community-manager-elearning-
program?fbclid=IwAR22aRnq8zBvzgL9bM4KiKsWCiKeHoFkLzSMypLoBSOSWHrIgA4Nold23jM

37
Listen
Plan
Publish
Engage
Measure
Amplify
future planning
brand content.
keywords
performing well.
Session 2

Social Selling Best Practices | Examples and Case Study
1
Tips for Engaging your Audience | 5 Steps to an Engaging Social Selling
2
Q&A | session 2 (Publish and Engage)
3
3 Sessions | session 1 (Listen & Plan) , next / session 3 (Measure & Amplify)
4
SOCIAL SELLING | session 2
Learn the STEPPS | How to be talked about / more Viewers?

ARESOMETHINGSBORN
WORDOFMOUTHWORTHY?

QUALITY
Title of presentation
PRICING ADVERTISING
WORD OF MOUTH

VIRALITY ISN’T BORN, IT IS MADE.

persuasive targeted
WORD OF MOUTH

SCIENCE BEHIND VIRALITY
Social
Currency
Triggers
Emotions
Public
Stories
Practical
Value

TOBETALKEDABOUT,
SHARED,ORIMITATEDBYCONSUMERS

S
T
E
P
P
S
OCIAL CURRENCY
RIGGERS
MOTIONS
UBLIC
RACTICAL VALUE
TORIES
We share things that make us look good.
Top of mind, tip of tongue.
When we care, we share.
Built to show, built to grow.
News you can use.
Information disguised as idle chatter.

SOCIALCURRENCY

SOCIAL CURRENCY
Status by Association - How does it make people look to talk about a product or idea?
a sense of pride
Ice Bucket Challenge
the feeling of doing
something for a cause

67
DISCLOSING INFORMATION
IS INTRINSICALLYREWARDING.

69
MAKE PEOPLE FEEL LIKE INSIDERS.

LEVERAGE
GAME
MECHANICS
1. LEVELS OF GOALS
2. DIFF. CHALLENGES
3. DIFF. REWARDS
4. RANKS / TIERS
5. BASE / TOP

Make people look good by:
- Find inner remarkability: desire for social approval; something
interesting/surprising; breaking a pattern
- Leverage game mechanics: performance in relation to others (i.e.
frequent flier program; flappy bird, temple run, mystery manila)
- Make people feel like insiders: used scarcity and exclusivity (i.e.
Twister Fries)
SOCIALCURRENCY

TRIGGERS
Top of mind, tip of tongue.

TRIGGERS
● Queues in the environment make people more likely to think and share.
● Top of mind means tip of tongue
● Consider the context
● Grow your habitat
Cheerios
Morning Breakfast
Beaches Corona beer Coffee Break KitKat

Advocacy that sells its product Supported by Influencers Strengthens the Equity of the Brand

What’s the Trigger for Coca – Cola?

ACCESSIBLETHOUGHTS&IDEAS
LEADTOACTION.

Social Currency is the frontman/woman,
Triggers could be the drummer/bassist
Social Currency gets people talking,
but Triggers keep them talking.
The more something is triggered,
the more it will be top of mind,
and the more successful it will become.

EMOTIONS
When we care, we share.

EMOTION SHARING
ISLIKESOCIALGLUE.
TO RELATE

86
HIGH ENGAGEMENT
LOW ENGAGEMENT
POSITIVE NEGATIVE
Awe, Excitement,
Amusement, Humor
Contentment
Anger, Anxiety
Sadness
lead to action
stifle action
POSITIVE NEGATIVE

PEOPLE DON’T WANT TO FEEL LIKE
THEY’REBEINGTOLDSOMETHING,
THEYWANTTOBEENTERTAINED,
THEYWANTTOBEMOVED.
Anthony Cafaro, Google Designer

PUBLIC
Built to show, built to grow.

PUBLIC When we see something we are more likely to imitate it.
Spotify Wrapped playlists see
large number shares.

MAKING SOMETHING MORE
OBSERVABLE
MAKESITEASIERTOIMITATE.

DESIGN PRODUCTS OR INITIATIVES
THATADVERTISETHEMSELVES.

PRACTICALVALUE
News you can use.

WECAREABOUTOTHERS,
ANDWEWANTTOMAKE
THEIRLIVESBETTER.

PRACTICAL VALUE
News you can use, useful information - VALUE

https://www.shortstack.com/blog/comment-to-win-contests/

FITNESS FIRST REFERRAL AVON REFERRAL BPI INVESTMENT REFERRAL

97
PRACTICAL ADVICE
ISSHAREABLEADVICE.
SHARINGISCARING

STORIES
Information is disguised in idle chatter.

STORIESACTASVESSELSTOHELPTRANSMITINFORMATION.

MAKEMESSAGEINTEGRALTOTHE
NARRATIVETHATPEOPLECAN’T
TELLTHESTORYWITHOUTIT.

NOT JUST VIRALITY,
BUTVALUABLEVIRALITY.

STORIES
Narratives are inherently more
engrossing than basic facts.
They have a beginning,
middle, and end. If people get
sucked in early, they’ll stay for
the conclusion. And so, all
stories are trojan horses
carrying information inside -
Jonah Berger

1. ALTRUISTS
Helpful
Reliable
Thoughtful
Types of Sharers:

2. CAREERISTS
Intellect
Networkers
Professional
Types of Sharers:
Market by drawing on industry knowledge with recommendation
quizzes and applets

3. HIPSTERS
Young
Popular
Creative
Types of Sharers:
Market playfully

4. BOOMERANGS
Validation
Reaction
Engagers
Types of Sharers:
“How Much Does it Cost to Build an App” calculator that
went viral among boomerangs who shared it with people
with creative app ideas

5. CONNECTORS
Creative
Thoughtful
Relaxed
Types of Sharers:

6. SELECTIVES
Resourceful
Thoughtful
Careful
Types of Sharers:
An estimator that makes one ask key questions about the
direction in which childcare is headed

SOCIAL SELLING
MEASURE & OPTIMIZE
Albet Buddahim
Chief Marketing Capability Strategist

111
Listen
Plan
Publish
Engage
Measure
Amplify
future planning
brand content.
keywords
performing well.
Session 2
Session 1
Session 3

We’re overthinking things.
Because the truth is, we only need two things to create a successful
online business.
1. A product that genuinely helps people solve a problem.
2. A streamlined purchase journey. One that makes it easy to buy
and that begins where the customer is most active and engaged.

RETAIL | OMNI?
Video: The NEW Retail

WHAT TO ? | MINIMUM FOR SOCIAL SELLING
MEASURE & OPTIMISE
1. REACH – People who know about the Social Selling
or Community Event
2. VIEWERS – Increasing over time?
3. ENGAGEMENTS – Likes, Comments, Shares
4. LEADS (MEMBER SIGN-UPS)
5. MESSAGE (INQUIRIES)
6. OFFLINE STORE TRAFFIC
7. ONLINE (DOTCOM) TRAFFIC
8. SALES | CONVERSION

Case Study | How does Success looks like?
1
OPTIMIZE | WHY – WHAT – WHO – WHEN & WHERE – HOW
2
Q&A | session 3 (Measure and Optimize)
3
3 Sessions | session 1 (Listen & Plan) , session 3 (Publish, Go-Alive & Engage)
4
SOCIAL SELLING | session 3
MEASURE | 4 Levels of Digital Maturity = Measurement Capability

119
https://youtu.be/i6y7bPVde6A

They’re there to spend their time
in an enjoyable way.

What makes it powerful?
Suspense
The “can’t miss” factor is
enhanced by the “anything
can happen” element,
making live-content
extremely compelling.
The suspense is a potent
motivator that makes even
the most ordinary content
become more interesting.
Instantaneousness
Psychology explains humans
are hardwired to “seek”
information and rewards. Live
videos follow this gratification
journey with instant sharing,
consuming, and interaction.
The possibility of connecting
and getting a prompt
feedback is very attractive.
Sense of Belonging
When people think they’re
missing something, they
act. Live content can either
offer a replacement when
they can’t experience in
person – or create this
belonging feeling that
motivates users to join
a broadcasting.

strategies
Where-to-Play and
How-to-Win Strategic Choices
Launches
▪ Scale audience reach.
▪ Create exclusive
access for special
clusters.
▪ Build excitement
pre-launch.
▪ Make real-time
interaction a priority.
▪ Make loyal customers
part of the conversation.
Sales
▪ Add storytelling.
▪ Embrace an
exciting visual
approach.
▪ Make the best use
of platforms’
features.
▪ Show the purpose
behind the
commercial goals.
Experiences
▪ Create an
intimate
atmosphere.
▪ Embrace virtual
spaces
▪Try influencers.
▪ Show behind-the-
scenes.
Authority
▪ Educational
approach.
▪ Mentorships.
▪ Bring valuable
guests.
▪ Offer exclusive
networking
opportunities
▪ Humanise the
virtual space.

DIGITAL
MATURITY
LEVELS
DIGITAL MEASUREMENT BOARD
IMMAP DIGICON 2020

https://dmb.immap.com.ph/maturity-level

4MATURITY LEVELS
DIGITAL MEASUREMENT BOARD
IMMAP DIGICON 2020

SILO’D | ONE - WAY CAMPAIGN
1. TACTICAL

DATA / ROAS – DRIVEN | PIXELS & TAGS
2. STRATEGIC

CUSTOMER LIFETIME VALUE ONLINE
3. CUSTOMER-CENTRIC
Market | Customers ONLINE
Touchpoints
Online EXPERIENCE
Management | CLV
CUSTOMER DATABASE
CRM
System
RETENTION PURCHASE
FREQUENCY
2 3 4 AVERAGE
SPENDING
CAPTURE DATA
RECRUITMENT OF NEW
CUSTOMERS
ROBUST DATA FROM EACH
CUSTOMER
1
INCREMENTAL REVENUE
4

HOLISTIC BRAND / BUSINESS UNDERSTANDING
4. OMNI
Market | Customers ALL SHOPPING
Touchpoints
SHOPPING Experience
Management | CLV
CUSTOMER DATABASE
CRM
System
RETENTION PURCHASE
FREQUENCY
2 3 4 AVERAGE
SPENDING
CAPTURE DATA
RECRUITMENT OF NEW
CUSTOMERS
ROBUST DATA FROM EACH
CUSTOMER
1
INCREMENTAL REVENUE
4

WHY
Brand Value,
Product Offer
OPTIMIZE YOUR
WHO
Targeting,
Purchase Driver
WHAT
Message,
CTA Desirability
WHEN &
WHERE
Contextual,
“Event”
HOW
Customer
Satisfaction,
NPS / Referrals

Which Fried Chicken will prefer to buy and eat?

KNOW YOUR WHY
What is your Purpose?
Why do you want to want sell?
Why will people buy your product/service?
Why do we have the Right – to – Win versus
Competitors or alternatives to what you sell?

WHY
Brand Value,
Product Offer
WHO
Targeting,
Purchase Driver
WHAT
Message,
CTA Desirability
WHEN &
WHERE
Contextual,
“Event”
HOW
Customer
Satisfaction,
NPS / Referrals
OPTIMIZE YOUR

UNDERSTANDING WHO?
TARGET MARKET | PRIME PROSPECTS
Who will buy? and Why?
Customer Needs / Wants / Desires
INSIGHT = Fact + Motivation + Tension
Will the Target Market buy what you are
selling at the price you asked, versus
competition? What is Path-to-Purchase?

KPI: Reach, Impressions, Brand Lift, Ad
Recall
Billable Unit will be cheaper
KPI: Clicks, Post Engagements, Landing Page
Views, Video Views
KPI: Purchases, Lead Generation, Sign-ups
Billable Unit will be more expensive with a
bigger ROAS
By finding out who the target market (audience) is and analyzing their behaviour,
we can target the right audience with the right objective and right ad
AUDIENCE POOL
Generated from target market’s profile,
interest and behaviour
MID-TIER CUSTOMERS
Part of the target market profile
Shows interest in your brand and other
interests/behaviors related to your
brand/category
HIGH-VALUE CUSTOMERS
Audience actively looking for your brand /
products/services in your category
OBJECTIVE KPI AUDIENCE
TARGETING
Likely buy? Vs. Current Buyer?

GOOGLE MULTI - LAYERED TARGETING
Targets Multiple Reach on Keywords, Remarketing, Topic and Core Audiences

1
WHY
Brand Value,
Product Offer
WHO
Targeting,
Purchase Driver
WHAT
Message,
CTA Desirability
WHEN &
WHERE
Contextual,
“Event”
HOW
Customer
Satisfaction,
NPS / Referrals
OPTIMIZE YOUR

SHARING TRIGGERS
Product
Quality

SHARING TRIGGERS
Product
Purpose

SHARING TRIGGERS
Product
Benefit (from a Feature)

SHARING TRIGGERS
Product
List
(Top ten Must… or Best of…)

SHARING TRIGGERS
Flat Lay of Camping Bag content
#OOTD

Where to Play | Increase Brand Accessibility & SKU Availability
EXPERIENCE Offline
Marketplace | (Supermarket)
E-Boutique | (Department)
Owned | (.com)
Omnichannel
Online
Shelf Space Listing within a Category
Space within a Section
Stand Alone Shop
Everywhere Offline Everywhere Online
Brand.com
Section within the Marketplace

WHY
Brand Value,
Product Offer
5 Business Growth Levers for Marketing
WHO
Targeting,
Purchase Driver
WHAT
Message,
CTA Desirability
WHEN &
WHERE
Contextual,
“Event”
HOW
Customer
Satisfaction,
NPS / Referrals

1
6
1
HOW – TO – WIN?
ONLINE SALES CHANNELS
Are we set-up for Success?
PLAN | DO | CONTROL | ADJUST
KRA’s = Key Results Areas
KPI’s = Key Performance Indications

Drive-to-site
CTR %,
CPC / CPTraffic
Add-to-Cart Ratings and
Reviews
Net
Promoter
Score (NPS)
Repeat Rate
AWARENESS CONSIDERATION PURCHASE LOYALTY
Placing an Order Order Processing Fulfillment Logistics After Sales Loyalty
ADS
MEDIA
ANALYTICS
OGSM,
Targeting, Ad
Sets and Ads,
etc.
Merchandising
More Products into
the Website
Limited Time Offer,
Unique and Exciting
offers
Top Sellers, HERO
Products,
Gift Sets
Order and
Payment Process
Payment Options,
Site speed, Order
Verification,
Delivery Details
Order Fulfillment
Delivery Update
and Tracking
Communications
Right and
Complete SKU,
Color/Size
Delivery &
Packaging
Branding in
Packaging;
Days from Order
Confirmed to
Doorstep
* 5 days for NCR
(vs. 12 days)
After Sales
Services
Order
Confirmation
NPS and CSAT
Survey
Returns and
Complaints
Processing
Cross-Sell and Up-
Sell
CLP / CRM
Communications
T+30/60/90 to
180/365 days
Knowing the
Customers at a
Person Level
CUSTOMER JOURNEY MAPPING WILL DRIVE CONVERSION RATES, CSAT
AND REFERRALS / NET PROMOTER SCORE
Campaign Conversion Rate | drive Campaign ROAS, ROI
Checkouts -Cancellations
Organic Growth | growing the Company from Current Customers

WHAT TO ? | MINIMUM FOR SOCIAL SELLING
MEASURE & OPTIMISE
1. REACH – People who know about the Social
Selling or Community Event
2. VIEWERS
3. ENGAGEMENTS
4. LEADS (MEMBER SIGN-UPS)
5. MESSAGE (INQUIRIES)
6. OFFLINE STORE TRAFFIC
7. ONLINE (DOTCOM) STORE TRAFFIC
8. SALES | CONVERSION

https://dmb.immap.com.ph/maturity-level
NEXT STEPS
1. Take the Digital Maturity Test
2. Download Reference & Guides

Social Commerce Playbook

Recomendados

Recomendados

Mais conteúdo relacionado

Semelhante a Social Commerce Playbook

Semelhante a Social Commerce Playbook (20)

Mais de Albet Buddahim, CPM

Mais de Albet Buddahim, CPM (9)

Último

Último (20)

Social Commerce Playbook