Social Commerce that Doesn’t Stink

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Last week, our CMO, Hope Frank, published an article and white paper on “Why Your Social Commerce Efforts Stink,” which outlined common mistakes most retailers make when trying to sell on Facebook.  Among these:

  • Lack of nurturing or ongoing contact with your brand
  • Inability for fans to “express their love”
  • Disconnect between Facebook and other marketing efforts

It’s certainly true that many retailers, if they are trying to sell at all on Facebook, have simply added a shopping tab to their page and are hoping for the best.  But there are many success stories, and more cropping up every day.

One of those success stories is the Portland Trail Blazers, who launched a Facebook store and increased their Facebook fan base by 25% all while driving 16% higher conversion rates on transactions originating from a Facebook friend’s post, share, or comment activity.

How Did The Blazers Do It?

By avoiding the very pitfalls outlined by Hope — they nurtured, they involved the fans, and they provided rewards to these fans for participating and sharing.  They also leveraged ShopIgniter’s Social Commerce Platform, which includes both the Facebook store and ShopIgniter’s Social Promotion Engine  – a rules based platform that engages consumers through viral promotions, shareable coupon programs, incentive and loyalty programs, and social reviews – activities that all have a high viral impact, build trust and turn customers into advocates and drivers of revenue.

And how is ShopIgniter measuring the effectiveness of their Social Promotion Engine?  With Webtrends, of course!

Announcing A New Partnership!

We’re pleased to announce a strategic partnership with social ecommerce leader ShopIgniter. Webtrends will power ShopIgniter’s Social Metrics for all ShopIgniter customers.

This joint ShopIgniter/Webtrends solution will help retailers and brands:

  • Measure and track hard ROI on social media product promotions and “earned” media across Facebook and Twitter
  • Understand messaging reach and purchase influence of consumers, and friends of consumers across social networks and ecommerce websites.
  • Effectively measure, manage and optimize social rewards, shareable deals and incentive programs
  • Understand the effectiveness of Facebook store applications and product promotion applications in driving and influencing sales
  • Measure conversions against reward programs, product promotions and fan acquisition campaigns

You Can’t Improve What You Can’t Measure

Most importantly we can tell you which promotions are resonating with fans, which are being shared, and which reward programs are driving your most influential fans to share early and share often. By measuring and optimizing your promotions and involving and rewarding fans, social commerce will begin to take off. So what are you waiting for?