Mountain View, California (EastBayDaily) — Jai Rawat, CEO of the leading social commerce platform ShopSocially, was invited to present at the recent IRCE conference. Jai, along with his co-presenters, Susan Kim, CEO of Plum District and Michael Lee, Founder at Mezzmer Eyewear shared seven specific strategies for generating measurable and substantial ROI from social media. These strategies were based on real life examples and results. For example Plum District shared how they are getting an extraordinarily high sales conversion rate of 36.08% from social traffic and Mezzmer talked about a 9-fold increase in high quality Facebook fans.
In the recently concluded gathering of internet retailers at IRCE 2014, the problem of gaining positive social ROI was discussed with intent by the industry experts. In his talk titled “Boost Conversions with a Social Cast of Thousands”, ShopSocially CEO Jai Rawat suggested that retailers can achieve positive social ROI without necessarily spending huge budgets on paid media on social channels. Jai urged retailers to look at social from a holistic perspective and not just to promote brand through a B2C push on social channels. Besides engaging with customers on social media, retailers should also use onsite social strategies to obtain positive social ROI. Jai discussed seven specific strategies along with live examples and results. These strategies are:
1. Rapid fan acquisition by converting website users into real Facebook fans 2. Driving word-of-mouth promotion via purchase sharing 3. Demand generation through social discovery 4. Increasing sales conversion via real time social buzz and PhotomonialsTM 5. Replacing email acquisition with outreach through social profile acquisition 6. Enabling social login 7. Using social signals to boost SEO Rank
Getting users to invest their social capital in retailer’s brand ensures user commitment and results in higher conversions. This investment can be in form of a simple Facebook Like, sharing social profile information with retailers’ brand via Facebook Connect or recommending brand to friends on social media.
Leading mom-focused e-commerce platform Plum District used a few of the above strategies to create a two-pronged plan for engaging their customers both on social channels like Facebook and Instagram, and also on their own site. Plum District encouraged their customers to connect with their brand and share their purchases on social media. Referral traffic generated via this source was of high quality and converted at an astounding rate of 36% on their site. Plum District could showcase real time social buzz from customers as ‘trending deals’ on their Facebook page. The net result is increase in sales, new customer acquisition and huge word-of-mouth promotion for their brand without spending any budget on paid media or social media ads.
“Marketing on social channels is just one part of the story.” commented Susan Kim, CEO of Plum District. “Social should be a two-pronged strategy. Social media should not only be considered as a new marketing avenue, but should also be used to enhance the existing marketing channels.”
Leading retailer for quality eye-wear products, Mezzmer implemented fan acquisition app to convert website visitors into real Facebook fans. As website visitors liked Mezzmer brand on the site, they were rewarded with an incentive. Users felt they have ‘earned’ the discount coupon by investing social capital in form of a Facebook Like and hence converted at a high rate. Through this strategy, Mezzmer saw a 9-fold increase in their Facebook fan-base in no time.
“Shoppers visiting your physical or digital store are the ones that are potential fans.” commented Michael Lee, Founder at Mezzmer Eyewear. “Onsite fan acquisition strategy converted our website visitors into real Facebook fans without us spending even a single dollar on Facebook ads.”
Combination of onsite and offsite strategies can help generate positive social ROI with limited marketing resources. These two strategies work in tandem to enhance the net impact and drive social ROI. “Social strategy cannot operate in isolation. A smart use of social media influence on e-commerce website can boost sales conversion and deliver real revenue uplift without retailers having to spend thousands of dollars.” said Jai Rawat.
About Plum District: Plum District connects busy moms to high-quality products, activities, and inspirations for her kids and family. Through their daily offers, Plum District members can also enjoy steep discounts on local kids' activities, well-loved brands, technology, and more – and explore family activities in their neighborhood, and inspirations for themselves and their kids.
The company is headquartered in San Francisco with a national footprint in North America along with local focus in markets including Orange County, Los Angeles, New York City, San Diego, Denver, and San Francisco. Backed by Kleiner Perkins, General Catalyst, and Comcast Ventures, Plum District has been named to Forbes' 100 Best Websites for Women in 2012 and 2013.
About Mezzmer: Mezzmer Eyewear offers a wide variety of eyeglasses, sunglasses and prescription eyeglasses online. Committed to raising self-esteem of the young and the bespectacled, Mezzmer eyeglasses attempts at making their customers look smarter, more creative and innovative. Tracking the latest style trends, Mezzmer products are of designer quality and appearance. Without compromising on the style or quality aspect, Mezzmer has struck a fine balance of offering designer eyeglasses at attractive prices, making it popular among the fashion-conscious youngsters.
About ShopSocially ShopSocially is a SaaS social commerce platform driving millions of dollars in incremental revenue, new customer acquisition, improved SEO rank, growth in Facebook fan base, and word-of-mouth branding for 100s of top brands.ShopSocially platform enables a suite of onsite social apps for ecommerce sites. Examples of these apps include purchase sharing, fan acquisition, shopping community, social SEO, social photo testimonials on mobile and more.
ShopSocially has won several awards and has also been featured by Facebook in a Social Commerce case study. Launched in Oct 2010, ShopSocially is a privately held company in Mountain View, CA. For contact information, please visit: http://shopsocially.com/platform/request-a-demo.html.