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How Plum District has Created a Winning

Social Commerce Strategy

Jennifer Nuckles,

CMO, Plum District

Samir Palnitkar,

VP of Customer Success

Nov 13, 2013

@shopsocially@plumdistrict

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• Comprehensive Social

Commerce Platform

• Started in 2010

• 150+ Brand name customers

• Focused on generating ROI

LinkShare

Technology Genius

Award

Most promising

private

companies

2013

Featured in a

recent Social

Commerce

case study

Top Startup

Award

Get-an-Email

Ask-a-Friend

Refer-a-Friend

Get-a-Fan

Social Connect

Social Login

Viral Offer Sharing

Viral Flash Sale

Share-a-Purchase

Share on Mobile

Shopping Community

Product Stories

Social SEO

Share-and-Win

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Quick poll to

understand audience

composition

What is your role?

1. E-Commerce Guy (I carry out

Ecommerce

strategy)

2. Social Media

Marketing Expert (I run social for my

organization)

3. Boss (I make the

decisions)

4. Geek (I am the tech

brain)

5. Other

If you chose (2) and

haven’t tweeted about

our webinar yet, your

vote will be invalid!

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o Plum District connects moms with inspirations and products that

make their lives easier – an ecommerce platform and media property for

moms

o Founded in 2010; Based in San Francisco, California, Plum District has

a national footprint and is in 60 metro areas across the United States

o Plum District has been named to the Forbes‟ 100 Best Websites for

Women in both 2012 and 2013

o Lead investments from Kleiner Perkins Caufield & Byers, General

Catalyst Partners, and Comcast Ventures

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ROI

Budget

Resources required

Objectives

Brand image

Vendor selection

Considerations

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Plum District‟s Marketing Strategy

Traditional Marketing: • Media, Direct Mail, Networking

• PR, Word of Mouth, Exhibitions, Affiliates

Digital Marketing: • Website/SEO, Email, Content

• Google Ad Words

• Mobile, Social

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Two pronged Social Strategy

OFF-SITE

Engagement

Feedback

Customer Service

Branding and PR

Video and Events

ON-SITE

Engagement

Conversion rate/Revenue

Word-of-mouth amplification

Rich profile acquisition

Deep insights (social influencers, trending products etc.)

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Off-Site Social Media Strategy

Nonpaid (engagement)

Paid Advertising (acquisition)Engagement & Awareness

Engagement & Awareness Awareness & Acquisition

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On-site Social Strategy

Acquire

New Customers

Social Sharing

of Purchases

Generate Social Proof

Get-a-Fan

Share-a-Purchase

Product Stories

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Get-a-Fan

• Acquire genuine Facebook fans

• Add email subscribers

• Increase sales

• Improve SEO rank

• Add social virality

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• Facebook Like unlocks a 10% coupon

• Target users intelligently based on social profile, session history

• Auto-schedule campaign

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• Discount coupon shown inline; Entire interaction happens on-site

• User never leaves our website

• User can email the coupon to themselves

PLUMDISTRICT10

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• User can also opt to become email subscriber

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• Add quality Facebook fans and email addresses

• Since user feels she has „earned‟ the coupon in return of Facebook

Like, tends to convert at a higher rate

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• Acquire genuine Facebook fans

• Add email subscribers

• Increase sales

• Improve SEO rank

• Add social virality

Get-a-Fan

Results

• 5.71% of website visitors converted into Facebook fans

• 26.62% sales conversion rate for acquired fans

• 20.61% fans also became email subscribers

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• Convert shoppers into brand ambassadors

• Acquire new customers via word-of-mouth recommendations

• Create SEO friendly backlinks

• Identify loyal customers and influencers

Share-a-Purchase

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• At the end of purchase, reward customers for sharing their purchase

with a coupon

• Generates thousands of powerful brand endorsements

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Plum District

• Shoppers connect with Plum District brand on Facebook

• Shares rich social profile data

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• Purchases made viral through user‟s Facebook post

• Brings in quality social traffic

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• Shoppers comments while sharing the purchases are collated as

separate tab on Facebook

• Social Testimonials showcased as “Trending Deals” on Facebook

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• Generates deep social insights into your customer base

• Useful information to fine-tune your social media campaigns

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• Convert shoppers into brand ambassadors

• Acquire new customers via word-of-mouth recommendations

• Create SEO friendly backlinks

• Identify loyal customers and influencers

Share-a-Purchase

Results

• 11.08% shoppers shared their purchases on Facebook

• 36.08% sales conversion rate for traffic originating from social

sharing of purchases

• Rich social profile data gathered (data available: name,

email, birthday, gender, geo location, user interests and more)

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• Add social proof

• Increase sales conversion

• Improve SEO rank

Product Stories

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• Show social testimonials on the product page itself – adding social

proof at the point of purchase

• Increases sales conversion using social media influence

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• Add social proof

• Increase sales conversion

Product Stories

Results

• Social proof driving conversions uplift

• Increased user engagement on product page

• Improvement in SEO rank

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Get-a-Fan

Share-a-Purchase

Product Stories

Acquire quality fans

Drive Conversions

Generate Social Insights

“Trending Deals”

Word-of-Mouth Virality

Social Proof

Summing Up the Benefits

of On-Site Social Strategy

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Summing Up the

Numbers

New FansEmail

Subscribers

Social

Connects

Purchases

Shared

Sales

Conversion

Rate

9,464 1,951 1,159 11.08% 36.08%

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Social Connect App

• Gather rich social profiles -> Generate deep social insights

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• Facebook post adds viral aspect -> brings in more social traffic

• Acquires new customers and quality Facebook followers

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• Coupon offered inline

• Again, user never leaves the website

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• Facebook post adds viral aspect -> brings in more social traffic

• Acquires new customers and quality Facebook followers

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Social Connect App

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Share-on-Mobile App

Stacy Eason

Sunset at the top of Rocky Mountain

National Park, surrounded by wild

flowers. An awesome experience I'll never

forget!

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Social SEO App

• Social actions like Facebook Like, G+ Share creates a lot of “SEO

Love” from search engines -> Boosts SEO Rank

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Get-an-Email App

• Incentivized program to gather email ids for newsletter subscription

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Viral Flash Sale

• Deal is unlocked when user does a Facebook Like

• Add social virality to your flash sale

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Special Offer for today‟s attendees

SSHoliday13Mention the code above to get one free month or an iPad

mini with one year subscription

rob@ShopSocially.com

samir@ShopSocially.com

http://shopsocially.com

+1 650 701 7759