The importance of using Social Media with Internet Retailing to build brand loyalty

1. Social Media
+
Internet Retail
Consumers Changing
Their Buying Habits

3. Making shopping social
GroupBuy & Flash Sale
Embedded Store
F-Commerce
Affiliate Network
Per-to-Peer
Discount Sharing
Refer A Friend
Ratings & Review
SocialHub
Facebook Connect
Mobile Platform

8. THE BIG NEWS
Influence Search Rankings
Google: YES, we do use it as a signal. It is used as a signal in our
organic and news ranking. We also use it to enhance our news
universally, by marking how many people share an article
Google: We treat links shared on Facebook FAN pages the same
way we treat tweeted links. We have NO personal wall data from
Facebook
What we TWEET matters and what
we SHARE matters
&

9. Why is Social Media Important
for Internet Retailing?
 Social Media is about the importance of customers.
 It empowers Brands and Retailers to make meaningful
change to better serve your customer and build loyalty.
 You get honest feedback to build solutions that better
meet the customers needs.
 Understand the wants and needs of the customer, let
them tell you.

10. Why Social Network work for Internet Retail?
 47% of Twitter users access via their Smartphone
 57% of online shoppers have spent more that £65 on
Social Commerce websites, like Groupon & Living Social
 42% of online shoppers follow retailers on Social Networks,
with an average of 6 per consumer
 More than 56% of Facebook fans and 67% of Twitters users
click to a retail website as a result of a post or tweet
 Facebook Store convert at 2-3%, the same as an online store
 Shoppers trust recommendations 3x more than online ads
 35% of consumers, said they would buy through Facebook

11. Brand Continuity

12. Four Step Process
Measurement
Leads
Media mentions
Speak opportunity
Customer
Satisfaction
Time To market
Positive sentiment
Service calls
Tactics
More prospects
Media relations
Educate customer
Channel partners
Move customer
service online
Trade associations
Advertise
Four step process for Social Media Selection
Business Goals
Increase sales
Generate leads
Thought leadership
Product Launch
Test Ideas
Create Channels
Reduce Support
Counter Feedback
Tools
Blog – Content is King
Twitter
YouTube
Facebook Fan Page
LinkedIn
Community
Stumbleupon
Website
If your strategy is stand alone it will fall alone
Integration with e-commerce, Social Media,
PR and Marketing activities are KEY

13. LEAD Strategy
 Listen – Set up Monitoring folders and use free
search engines like, Social Mention, Addict-O-Matic
 Experiment – Use Hootsuite to send scheduled
messages to Twitter, Facebook, LinkedIn and track
using bit.ly
 Apply – Be consistent with your online voice and
communication
 Develop – Influencers, read, watch videos, trade
show, local events

14. 6 Steps to Successful Internet Retailing
1. PPC – Facebook & Google: engage with people who
are actually looking for your product
2. SEO – website, social media, press release, online
marketing
3. Email Marketing – CRM, SCRM
4. Social Media - blogs, Forums, Twitter, Facebook,
bookmarking
5. Digital Media – retargeting, media placements, viral
campaigns
6. Affiliates – online influencers, shopping sites

15. f-commerce
UK Retail Facebook Stores
ASOS f-store
UK e-tailer opens up a full f-store
International Delivery
Cheeky Beach f-store
SME opens up a full f-store
Integrated with CMS
Every time a user posted on their news feed that they bought a ticket from
TicketMaster, friends spent an additional $5.30.
At Eventbrite, a social site for selling tickets to lesser known events, every
link shared on Facebook generated $2.52 in ticket sales.

16. GroupBuy & FlashSale
Biggest Day For Sales in 3 Years Twitter = 3 Sales in 21 mins

17. Social Media + Internet Retailing
Top Tips to Takeaway
Online + Offline Integration – DIGITAL FIRST
Incorporate Social Media into your PR, email, direct mailing & advertising
Tracking Social Media ROI
Utilise Google Analytics and tools like Hootsuite to test and track
GroupBuy & Flash Sales
Expand your brand buy utilising crowdsourcing
Social Commerce
Let consumers connect where they buy and buy where they connect
Mobile Commerce
Make sure your website is mobile compatible use HTML 5 instead of apps
SEO
Create your online voice and communication around your keywords
Video
YouTube is the second largest search engine in the English-speaking world.

18. 2 HOUR
SOCIAL MEDIA
TRAINING
• 3 MONTH STRATEGY
• TOOLS FOR ANALYTICS
• SOCIALISE YOUR BUSINESS
• GLOOPLE
COMPLIMENTARY
7 Day E-course
COMPLIMENTARY
7 Day E-course

19. Warren Knight
www.warrenknight.co.uk
Warren Knight
e: warren@warrenknight.co.uk
t: @wvrknight
Gloople – Making Shopping Social
www.gloople.co.uk
t: @gloople
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Social Media + Internet Retailing
Training - Mentoring - Consultancy