Tag Archives: social buying

Facebook Friends Share; Pinterest People Purchase

9 六月

Pinterest users are 79 percent more likely to purchase items they see pinned on the site compared to the purchasing behavior of Facebook users viewing items they’ve seen on the news feed or a friend’s wall, according to a new survey released from behavioral commerce company SteelHouse.

Thirty-three percent of Facebook users said they have purchased a product or service that they’ve seen in a Facebook ad, on the news feed or on a friend’s wall, compared to 59 percent of Pinterest users who have made a purchase based on an item they saw on the pinboarding site. However, Facebook remains consumers’ top choice for getting ideas on what products or services to purchase, according to the survey, and is also the preferred choice for social product sharing. More than one half of those surveyed said they regularly share their online purchases.

Fifty-five percent of shoppers prefer to share their purchases on Facebook, followed by Twitter (22 percent), Pinterest (14 percent), and Instagram (5 percent). LinkedIn bottomed the list with only 3 percent of respondents using it to socially share purchases.

When asked about mobile shopping, 43 percent of those surveyed said they have downloaded a retailer’s mobile app and primarily use the app to browse for items (32 percent), make purchases (22 percent), and earn discounts and deals (26 percent). When making purchases, though, close to one third of respondents said they prefer to make purchases from a retailer’s online store versus that retailer’s mobile app.

In addition to getting more social and mobile with shopping, 98 percent of shoppers say that online customer reviews have a major influence on their decision to purchase a product or service. Seventy-two percent of consumers said that they always read reviews before making a purchase, while 26 percent of consumers only sometimes read reviews before purchasing.

By: http://www.websitemagazine.com/content/blogs/posts/archive/2012/05/30/facebook-users-share-products-pinterest-users-purchase.aspx?utm_source=newsletter&utm_medium=email&utm_campaign=newsletter

When reading product reviews, 83 percent of shoppers take both the star rating and written comments into consideration. Star ratings are particularly important, as half of all respondents said the lowest star rating they would accept when making a purchase is three stars on a five-star scale.

Beyond just checking out reviews, many respondents said they also write reviews. Sixty-eight percent of shoppers say they rate and review products on a regular basis. The top product categories they write reviews on are electronics (23 percent), DVDs/CDs/MP3s (14 percent), books and clothing (both 13 percent).

廣告

Facebook Promoted Posts: A Step-By-Step Guide

9 六月

Facebook has started rolling out Promoted Posts for Brand Pages, a new feature that allows businesses to pay for posts to be more predominantly displayed on news feeds.

Earlier this year, Facebook shared the statistic that a Brand Page’s content is only seen by 16% of the fans. Facebook’s slew of ad tools and these new Promoted Posts are geared to help businesses reach and engage more of their fan base.

A brand can now pay $5, $10, $15 or $20 to “get more people who like your Page to see this post.”

“Promoted posts help increase the people you reach for any eligible post. It’s an easy and fast way to reach more of the people that “like” your page and your friends,” says a Facebook spokesperson in an explanatory video.

Facebook users will see promoted posts labeled with “Sponsored” in the news feed (not in the right rail where Facebook ads live) both on desktop and mobile. Promoted Posts have the same targeting ability that regular posts do, so you can geotarget just to your company’s area to get the most bang for your buck.

We walked through the process of creating a Promoted Post and the insights that assess their efficacy, so check out the gallery below for the step-by-step guide. Will you use this tool, and do you think it’ll be more effective than Facebook Ads? Let us know in the comments.

Infographic: Social Media Statistics For 2012

16 五月

It was a huge year for Social Media and here is a great infographic that rounds up the key Social Media Statistics to kickoff 2012. It’s pretty impressive to see that Facebook has grown to more than 800 million active users, adding more than 200 million in a single year. Twitter now has 100 million active users and LinkedIn has over 64 million users in North America alone.

A few interesting take outs for social media statistics in 2012:

Facebook Statistics 2012:

  • An average Facebook user has 130 friends and likes 80 pages
  • 56% of consumer say that they are more likely recommend a brand after becoming a fan
  • Each week on Facebook more than 3.5 billion pieces of content are shared

Twitter Statistics 2012:

  • 34% of marketers have generated leads using Twitter
  • 55% of Twitter users access the platform via their mobile

General Social Media Statistics 2012:

  • 30% of B2B marketers are spending million of dollars each year on social media marketing
  • Nearly 30% of these users are not tracking the impact of this marketing
  • 20% of Google searches each day have never been searched for before
  • Out of the 6 billion people on the planet 4.8 billion have a mobile and only 4.2 billion own a toothbrush

Check out more social media statistics for 2012 below in the full infographic, via Mediabistro.

Social Media Statistics 2012

By: http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/

Google Mobile Playbook

1 五月

http://www.themobileplaybook.com/#/cover

Interest in Pinterest Reaches a Fever Pitch [INFOGRAPHIC]

1 五月

Could Pinterest be the silver bullet for retailers on social media?  Pinterest is clearly resonating with online consumers in a big way.  To put it simply, customers who find a product via Pinterest are more likely to purchase it than those who find the product via other social networks.

SEE ALSO: 10 Video Tips for Businesses on PinterestPinterest is hot. In fact, in March 2012 the site served up 2.3 billion page impressions to over 4 million unique visitors a day.

Who are these people? Why do Pinterest users respond so strongly to products that are pinned? This infographic from Tamba breaks down the stats, explaining why Pinterest is so powerful with its consumption-friendly audience.

By: http://mashable.com/2012/04/29/pinterest-interest/

THE FUTURE OF MOBILE [SLIDE DECK]

31 三月

http://www.businessinsider.com/embed?id=4f6b71486bb3f7cd43000012&width=600&height=430

By: http://read.bi/GFBGsh

5 Tips for Moving Social Media Leads Into the Sales Funnel

27 三月

Do Fans Mean Business?

Marketers have made tremendous strides in growing their audiences on social media channels. There have been concerns over whether social media could only be successful in business-to-consumer (B2C) companies, but we’re starting to see great case studies in both business-to-business (B2B) and business-to-consumer (B2C) brands.

In looking at the B2B software space, we can see tremendous success from companies like HubSpot, InfusionSoft and HootSuite that have grown large numbers of followers by providing valuable content to their target audiences.

In the B2C space, our passion for brands like Old Spice, Coca-Cola and Ford have been reignited by creative social media campaigns. But what now?

Have these large followings contributed to revenue for these brands? The next natural question for C-level executives and marketers is, “Can we monetize our social media following?”

As pressures have risen for solid measurements and a demonstration of social media ROI, more companies are recognizing that revenue generation has to be a top priority of social media strategies.

This doesn’t give license for tacky sales pitches on Twitter. Rather, it opens the door for a more strategic approach to social media content, content distribution and measurement.

To get started, there are a few things you’ll need to prepare for.

Tip #1: Understand Your Sales Funnel

It’s pretty difficult to place leads into the sales funnel if you don’t have a clear understanding of the sales process that supports it.

The first step in monetizing the social media channel is to have a clear understanding of which marketing channels are currently contributing leads to the funnel, what the sales follow-up process is and how long it takes to close the sale.

You’ll need to figure out where social media fits into the equation.

  • Will social media leads respond to existing sales processes?
  • Where are social media leads in the buying process?
  • Will they convert at the same rates?

To truly understand how social media leads behave, you’ll need to do some testing. It is unlikely that social media leads will perform the same way that other types of marketing leads do.

This is because with social media, more commonly you are reaching potential buyers earlier in the sales process, before your competition. Getting potential buyers’ attention early has tremendous value that can be overlooked if expectations haven’t been set for how the social media lead will perform.

If you compare social media with traditional sales, in essence social media adds three levels that extend your sales funnel to provide more opportunities for conversion.

funnel with goals

Social media adds three levels of brand awareness to the sales funnel, providing more opportunities to convert prospects.

Tip #2: Optimize Your Path to Conversion

It’s important to make sure it is super-easy for potential buyers to buy. We tend to be fairly lazy consumers and if we have to search out how to buy from you, we are less likely to convert.

Therefore, take a look at your Facebook page. Does a potential buyer have to click on the Info tab to find your website, then go to your website and figure out how to buy your products or services? If so, you are likely missing out on the opportunity to convert Facebook fans into purchasers.

Create a tab that allows fans to convert within Facebook and you’ll likely see a spike in new revenue.

Success in social media relies on having strong content to share on social networks, which many times resides on the corporate blog.

Look at your blog and make sure there are conversion points that will in essence turn every post into a landing page. Make sure you test multiple calls to action to figure out what works best at converting social media traffic.

funnel graphics

Understand the path to conversion from social media so you can optimize each step.

Tip #3: Provide Opportunities for Soft Conversion

The social media lead likely enters the sales funnel earlier in the buying process. He or she may not be ready to make a purchase; however, you have an opportunity to convert interested social media fans and followers into email subscribers.

Soft leads are people willing to provide their email address in exchange for highly valuable and relevant content. These are valuable leads who have said they are interested in your content; but they haven’t necessarily said they are interested in your product yet.

If you combine email marketing campaigns that provide a mix of content that helps to push them through the sales funnel while providing valuable information, you will have a better opportunity to convert social media’s soft leads into potential buyers.

Tip #4: Nurture the Social Media Lead Differently

It’s important to understand the difference between the social media lead and the traditional lead because traditional sales-related email campaigns will kill the sale with the social media buyer.

Because social media leads may enter the sales funnel at an earlier stage in the buying process, you will need to adjust your email campaigns to provide value and content that will help drive the decision-making process.

This will require a strategy that includes decision-making content. Decision-making content is designed to answer questions that commonly arise when purchasing your product, overcome objections that are frequently heard in the sales process and provide opportunities to convert into a hard lead.

A hard lead is someone who has taken an action that directly indicates he or she is now interested in your product. This means the lead is now in the research and consideration phase of the buying cycle and you have an opportunity to convert the lead into a buyer.

Through your other social media efforts, you have been able to develop trust with prospects; therefore, if you continue to show thought leadership in helping them to make a decision, they will be more likely to purchase from you rather than the competitor they don’t have a relationship with.

Having a combination of decision-making and topically relevant content that is sent to soft leads will help you identify when the lead makes the jump to product interest.

At that point, you can follow up with traditional product-based information and put the lead in the traditional sales processMany times you can recognize this transition if you identify pages and calls to action that indicate product interest, such as signing up for a product demonstration, attending a product-based webinar or downloading decision-making content.

Tip #5: Measure Your Results

Finally, the only way to identify where leads are in the sales process is to measure your efforts.

The quickest and most cost-effective way to monitor social media conversions is to apply Google analytics campaign tracking to the links you shorten and post on social networks.

The combination of Google Analytics and HootSuite Pro makes this easy. Once you have the data, it is important to put it into a format that tells the management team what they want to know.

Use these metrics to demonstrate success through the sales funnel:

  • Cost per impression
  • Cost per engagement
  • Cost per soft lead
  • Cost per hard lead
  • Cost per sale

BY: http://www.socialmediaexaminer.com/5-tips-for-moving-social-media-leads-into-the-sales-funnel/

10 Things You Need to Know About Facebook Timeline

13 三月

Facebook Launches ‘Facebook Offers’ For Businesses

9 三月

A few select brands on Facebook are currently running tests of a new Facebook product for businesses called “Offers.” The most recent Offer, which generated a fair amount of buzz in the past week, was posted by Macy’s. Macy’s first posted the Offer on Thursday, February 23rd at 7:11am Pacific with an expiration date of February 26th. The Offer was: “Get 25% off your purchase of $100 or more.

The Offer jumped out at me in my News Feed last Thursday when a friend of mine (plus six others!) claimed the Offer. Then I saw the Offer repeatedly in my News Feed, so clicked through to Macy’s to check it out on their wall too.

Facebook Offers - Marsh Engle Claimed Macy's

Simple, one-click claim – INCLUDING on mobile!

What’s super exciting about this new Facebook product for businesses, is the absolute simplicity and ease with which users can claim the Offer. Literally ONE click and Facebook lets you know the Offer is in your email inbox!

Facebook Offers - One Click Claim

Users can claim the Offer from the wall of the brand’s fan page.

Or, users can claim the Offer from their News Feed. Including MOBILE. Hello? Yes, mobile. Now that is thrilling.

More than half of Facebook’s 845 Million active users access the site via their mobile devices. Imagine the possibilities of Offers for your business! For local businesses. Wow. I haven’t been this excited about a new Facebook product since…. well, since last September when Subscribe came out. ;)

On that note, feel free to Subscribe to my Timeline public updates! Click the button below:

//www.facebook.com/plugins/subscribe.php?href=https%3A%2F%2Fwww.facebook.com%2Fmaris&layout=standard&show_faces=true&colorscheme=light&font=arial&width=450&appId=102079246572280

Einstein Bros Bagels Offer

By way of example on how super easy it is to claim an Offer on mobile, check out this recent Offer by Einstein Bros Bagels (claimed over 25,000 times so far!). I didn’t see this in my News Feed, per se. I just pulled up Einstein Bros Bagels on my iPhone and did the uber easy one-click claim:

Einstein Bros Bagles - Facebook Offer

And after the one-click (or one-touch, really, on iPhone!):

Einstein Bros Bagels - Facebook Offer Claimed

Credit to AK Stout and this post on SayingItSocial.com where a commenter pointed out the Einstein Bros Bagels offer.

Redeem by email, share from email

Not only can users easily claim the offer from their News Feed – on any computer or mobile device – the actual offer can be redeemed simply by showing the coupon on your phone to Macy’s staff. See the email below:

Facebook Offers - Claim Email

And, notice the big “Share Offer” button in the email. LOVE that. Boom – one-click claim. Instant gratification. And another one-click to share with friends!

Key takeaways from Macy’s Offer

Some points to note about Macy’s offer:

  • The offer was clean, simple, obvious and used a “%” sign and a “$dollar” amount.
  • Macy’s chose an extremely eye-catching image of a red shoe and a blue shoe on a white background, clearly chosen very strategically (red, white and blue = power color combo!). Plus, the fact it’s shoes – I don’t know any female out there who doesn’t love shoes. (Of course, many men claimed the Offer too!)
  • The choice of verbiage in the Offer was compelling: starting with “Get” (mirrored with the “Get Offer”), and the use of “save” and “BIG.” Clever!
  • Macy’s first posted the Offer on February 23rd, and posted it again on February 25th (Saturday morning at 7am Pacific) with the the description “Just two days left to get a head start on spring shopping!” (Einstein Bros Bagels did the same repeating of the Offer on its fan page wall, which of course goes into the fans’ News Feed again).

  • Ultimately, 41,602 people claimed the Macy’s Offer. And the original Offer post was shared a total of 2,491 times and the reminder of the Offer shared 374 times. Awesome social proof!

See also Build-A-Bear Workshop‘s Facebook page for this Offer. (Credit to AK Stout for spotting it).

Will Facebook unveil Offers at the FMC today? [Update: Yes!]

Congrats, Facebook. I do believe you’ve found simplicity on the other side of complexity with this new Offers product.

Will Offers be one of the BIG new product launches announced at the Facebook Marketing Conference today? Rumor has it Facebook is unveiling a whopping 7 new changes/products/upgrades. We know that one will be Timeline for Pages. Another is new Premium Ads. And a third surely has to be these Offers—well, in fact I understand that Offers is part of the new Premium Ads product. [Update: turns out Offers are a standalone product and appear to be FREE to create and share! Select Pages only, so far.] And, I heard last Friday from a reliable source that currently only around 25 big brands even know about Offers. Hm, still, I sure hope the product is imminent for the rest of us.

Stay tuned for more. I’ll be watching the Livestream of the FMC and tweeting and posting my thoughts on my Facebook page and profile.

By: http://www.marismith.com/facebook-offers/

Facebook May Release New Premium Ad Product Feb. 29

9 三月

Facebook may announce a complete overhaul of its premium ads at next Wednesday’s invitation-only Facebook Marketing Conference in New York.

February 29 is shaping up to be a monster day for Facebook, as the social network will also reportedly announce the beginning of beta-testing of timeline for businesses, also at its FMC event.

The information below, as well as the screen shots, comes from leaked documents obtained by Peter Corbett, chief executive officer of social agency iStrategyLabs, and posted by GigaOM.

According to the documents, the following ad types will be phased out at the end of this month:

  • Premium like, photo and video;
  • Premium event, photo and video;
  • Video comment; and
  • Premium poll, photo and video.

Premium standard ads (links to destination off Facebook, photo and video) will still be available, as will marketplace ads, which are not affected since they are not considered part of the homepage.

The leaked document outlined the six types of premium ads that will be available as of the end of February:

  • Status updates: Up to 150 characters of text, no additional media;
  • Photos: Up to 90 characters of text, 185-pixel-by-104-pixel thumbnail, 16:9 aspect ratio (we previously reported the reduction from 135 characters to 90);
  • Videos: Up to 90 characters of text, 185-pixel-by-104-pixel thumbnail, 16:9 aspect ratio;
  • Links: Up to 90 characters of text, 75-pixel-by-75-pixel thumbnail;
  • Questions: Four answers will be displayed — three, plus a “see more” link; and
  • Events: Up to 90 characters of text, 75-pixel-by-75-pixel thumbnail.

The leaked documents say that the social network will offer the same analytics reporting options as it does with its current classic and premium ads. However, the revamped premium ads will only accommodate impression tags, and not click tags for third-party tracking.

The documents also say that Facebook’s team will provide advertisers with specific instructions based on their needs for each campaign.

The introduction of the new premium ads reads:

The ad is created from the content of your page post. Anything you can post on your page, you can turn into an ad.

When the person seeing your ad has friends who are fans of your page, we’ll automatically expand the ad with enhanced social context about those friends, at no extra cost to you.

When fans see your ad, they’ll see an expanded interface below the ad that lets them like or comment on the post directly from the ad.

And the documents’ concluding pitch is as follows:

At Facebook, we believe that businesses will be better in a connected world. We connect 800 million people and their friends to the things they care about. Your page is the place where your business connects with people, and premium ads and featured stories help you reach those people, and their friends, more often.

Premium Ads are more effective when they start from page posts. These ads put your page’s voice on the homepage, in front of your ideal audience. For your fans and their friends, it will expand to show how friends are connected to your brand alongside your message, all in one. This social context appears at no additional cost to you.

Premium Ads with enhanced social context are 80 percent more likely to be remembered, driving 40 percent higher engagement and a significant increase in purchase intent.

Facebook Premium Ads Overviewhttp://www.scribd.com/embeds/82289675/content?start_page=1&view_mode=list

By: http://www.allfacebook.com/premium-ads-facebook-2012-02