Holiday Social Selling

Holiday Social Selling
Increase your sales with powerful social promotion
© 2013 Bigcommerce Pty. Ltd.

Use #BCHolidayTips to continue the conversation

Social & Mobile Drive Holiday Sales
-  Social determines gifts desired
-  Social answers “What do I buy?”
-  Mobile = shopping any place and time
“36% will use social media to
help them make Christmas
buying decisions while 2% of
direct buying traﬃc will come
from social media.”
- Adobe Digital Index 2013
Online Shopping Forecast


Who is shopping on mobile?
More than 50% of store traﬃc is mobile

Average order value on tablets: $329,
smartphone: $250

Men: 45%, women: 35%;
Men during oﬃce hours, women after

“In 2016 mobile will account for $87
Billion of ecommerce.”
-Morgan Stanley


Buying via mobile
-  31% purchase if product information
is easy to get

-  Less steps = more checkouts
-  Who does the work now:
You or your customers?



Second screen trends
Usage while watching TV
or gaming:
85% once a month
40% daily


19% shop for products
seen in shows while
watching TV

79% visit Facebook
while watching TV

Power Holiday Sales with Pinterest
-  Generates 28% of all social shopping referrals
-  $170 average order size from Pinterest users
-  81% of women trust reviews of products found on
Pinterest

-  80% of American users are women
-  Moms are 61% more likely to visit


How to interact with customers
−  Contests and cause marketing
−  Real life product usage and ideas
−  Check engagement with content from your store
−  www.pinterest.com/source/”domain.com”
“70% of brand engagement
on Pinterest is generated by
users not brands.” — Digitas


Is your content working in Pinterest?
•  # of pins from your store
•  # of repins of products from your store
•  Top pins from your store



Where we wish for and
search for holiday gifts


Facebook only promotions
-  Exclusive access; motive to share
-  Drive engagement

-  Digital gifts for last minute giving

-  Events to drive new shoppers


A little birdy will boost your
sales

Holiday shopping with Twitter users
-  55% discuss gift ideas, 64% purchase when discovered new
product
Make sure every product is easily shared on Twitter

-  57% determine where they should buy & would purchase via
mobile
Make sure it is easy to purchase via mobile and get listed on local search

-  2% tweet about the purchase just made
In purchase conﬁrmation enable people to tweet about it


Use #hashtags or not to use #hashtags?
•  Started on Twitter but crossed into most social
media

•  Use same # if running contest in multiple social
media tools
(Instagram, Twitter, Facebook, Pinterest)

•  Social Media users know it as short hand to
search on


Speaking your customers language

Holiday terms
Gifts for Moms, Mother in law, etc.
Search reaches all social media

Make sure the words on your store are following the searching trends.
Research using Google Trends and Ad Words


Short Tail vs. Long Tail Keywords
Short Tail Keywords
•  A short tail keyword generally
consists of one to two keywords
•  Often have higher search volume
but generally not as close of a
match as a long tail keyword

Seed List Examples
1.  Dog
2.  Dog Toys
3.  Dog sweaters


Long Tail Keywords
•  A long tail keyword is generally
deﬁned by less search volume,
but close to the searcher’s
speciﬁc intent
•  Generally more conversion and
longer time on site

Examples
1.  Handmade Bamboo Dog Collar
2.  Organic Dog Toys
3.  Cold Weather Dog sweaters

Title Tags & Meta Description for your store

Complete Title Tags and Meta Descriptions
for your...
o  Homepage
o  Category Pages
o  Product Pages
o  Web Content Pages
o  News Items


Did they make it to purchase?
Close the deal with abandon cart reminders

Missing out on the holiday purchase?

If 70% of all shopping carts are abandoned, how much
in sales are you losing in your store?

Abandon cart functionality can return up to 15% of the
sales left in the shopping cart.

56% leave product in a cart because they are saving
them to access later.

Customer Case Study:
Bulk Apothecary
•  16% of abandon carts made it to pay
•  Recovered 25% of lost revenue for store
•  11% of store revenue came from abandon cart

What makes an eﬀect abandon cart email?
• 
• 
• 
• 

Timely (20 minutes) and simple is most effective

Mobile friendly and easy to purchase

Show your humor and personality

Don’t always lead with a discount or free shipping

You recently visited our online
store and we noticed that you
didn't complete your order for
the following items:

1 x Cocoon Polarized Pilot
(L) Black & Grey

$49.95 each

To complete your order right
now, just click on the link
below:

Complete Your Order

We can only assume two
things ... you got pulled away on
an enjoyable dog walk or your
dog ate your credit card. First
the homework, and now the
plastic!

No worries, we saved your
order so you can quickly jump
back in and gather up products
that your four-legged friend will
love!

Step up to
free shipping!
You are only
$5 away from
free shipping
for the items
in your cart.
Consider
these items to
enjoy free
shipping!

Social Promotions Checklist
þ  Turn on mobile view and update with custom mobile templates desired
þ  Review text on your store and update for holiday friendly SEO

þ  Connect Social (Pinterest, Facebook, Twitter) Sharing widget on product pages and store

þ  Register store domain with Pinterest and create theme boards not just products

þ  Engage with How-To’s, infographics and contests

þ  Create a connection to shop directly from Facebook (pop up store or offer)

þ  Consider a Facebook only promotion/special discount

þ  Establish a # hashtag around a product track social activity

þ  Upon purchase make it easy to tweet about gift just purchased

Start selling with Social Media!

Bigcommerce has all the tools you need
to sell built right in.
Implement the Social Selling checklist
Free trial of Bigcommerce to use all the tools
www.bigcommerce.com


Holiday Social Selling

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