Social media marketing is all about using social data to refine your customer segments and making customized and compelling offers to these segments which customers cannot refuse. To achieve this, the key things marketers’ needs are (a) access to social profiles data of these customer segments; and (b) tools to understand and act upon it.
Facebook provides this rich data; but to make use of it, advertiser necessarily has to use Facebook advertising platform and spend on Facebook. This is where ShopSocially steps in!
ShopSocially’s social commerce platform empowers an online retailer to leverage the rich social profile data from Facebook for advertising on THEIR OWN SITE! This will not only make your social media marketing efforts extremely targeted, but also will reveal to you deep insights into social behavior of your website users. You can find out what are the exact likes and interests of your customers and run on your website itself very highly targeted social marketing campaigns based on these insights. Isn’t that just awesome!
Let’s look at how does ShopSocially weave this magic of social commerce on your site:
Step I: Collecting Social Profile Data
First step in achieving this social commerce success is to collect social profiles. Users on your e-commerce website have high purchase intent, and with additional incentives, they are willing to share their social profile data with your brand. Context sensitive incentives work really well. ShopSocially apps like Social Connect allow an e-tailer to offer incentives to its website users to connect with your e-commerce brand. In the process, app also collects rich social profiles of these users. Through this, online retailer can get access to useful information like:
- User’s gender, birthday and age
- Number of Facebook friends
- Interests and Likes
This rich information is collected and made available to you in real time.
Step II: Gaining Deep Understanding of Social Personas of Website Users
Once you have started collecting social profiles, second step is to derive deep insights into social personas of your website users. ShopSocially reporting engine allows retailer to visualize social profiles data in a meaningful manner and identify patterns to be used for targeted social media efforts. Below are some quick snapshots of how your social media analytics can look like:
Distribution of Social Profiles based on gender
Distribution of Social Profiles based on Number of Facebook Friends & Age
Interest cloud for social profiles
Step III: Leveraging Social Profile Data for Targeted Social Commerce Campaigns
Online retailers can make most of these rich social media insights to create highly targeted campaigns with a high ROI potential. Starting with a simple targeting based on gender and age combination, online retailers can go granular and offer customized incentives based on user’s social profile. Here are a few examples:
Users with large number of Facebook friends can be leading social influencers for the brand. Offering them discount to tempt them into sharing their purchases on Facebook or referring a product to their friends can bring in high quality social referral traffic for the retailer
Users with birthday in coming days or weeks would be delighted to receive a customized offer for their birthday. Chances of conversions will be intuitively higher in such cases
Facebook interest graph of a user provides deep insight into the likes and dislikes of a user. An online retailer can use this to make a customized campaign targeting users with particular set of interests. Think how effective and rewarding it will be if an online retailer selling merchandise of a popular TV show can do a targeted campaign only for users who have explicitly mentioned interest in that TV show!
ShopSocially’s social commerce platform enables you to do all of the above and many more exciting targeting combinations. It is a delight for social marketers to be able to reach out to their customers with such pin-pointed targeting, and maximize the potential of social commerce for their brand. Check this blog post to know about some interesting scenarios that social media marketers can look at to increase revenues and conversions on their e-commerce site.