1

SOCIAL MARKETING

Social recommendations for BargainMatch properties

2

GOALS

Organically acquire new users through social media referrals1

Convert new users to returning users2

3

DATA DISCLAIMER

This presentation considers the following to identify target users:

Gender

Age

Social-specific online behavior

For this presentation, we are not yet looking at:

Region (within the US)

Income level

Education level

Etc.

4

SOCIAL SOLUTION CATEGORIES

Simple solutions | No development

Maintain and create social accounts: Facebook, Pinterest, Twitter, etc.

Wikipedia entry

Front-end solutions | Design + frontend dev

Add share icons to truncated search results

API Integration | Backend development

Serve users “liked” brands on successful install

Improve UI to facilitate sharing (i.e. link logo graphics, make links much easier to find. A better user experience will encourage users to share that experience with others.)

5

SOCIAL SOLUTION #1

Identify relevant social channels Channel reaches our target demographic Channel is worth maintaining (viability, continued support of I.E. …)

Create an online presence on selected channels Create consistent brand personality, user story

Regularly update social channels Content calendars

Wikipedia entry for Inuvo, BargainMatch

1. Simple solutions | No development

6

CUSTOMER PROFILE

Source: Compete.com. Published March 29, 2012.

Over 40% of users are 45+ Nearly 70% of users are female

7

0

HEY, THAT’S MY PIE!

116 million

U.S. Facebook Users

U.S. Facebook UsersFemale, 45+

28 million target users

Source: Adage.com. Data collected May 2011.

8

0

HEY, THAT’S MY PIE!

12 million

U.S. Pinterest Users

U.S. Pinterest UsersFemale, 45+

Source: Cision Blog. August 2012.

2 million target users

9

0

HEY, THAT’S MY PIE!

U.S. Twitter Users

U.S. Twitter UsersFemale, 50+

Source: The Next Web and . August 2012.

9.5 million target users

107 million users

10

CONSIDERATIONS

Social Media is not free

You cannot control what users say and do

More research would be required to identify exactly how many potential users we’d be reaching. We’d want to consider: Only a percentage of registered users are active Large chunk of users access primarily by mobile

11

HOW TO IMPLEMENT

Content Calendars Create a calendar of status updates for the next week/month Brand “voice” Schedule updates using Hootsuite, BufferApp, etc.

Creative Images and videos have much higher engagement Consideration: can we user affiliates creative on our social

channels? Maintenance

Daily review of user interaction Updates and review of schedule when big news happens Respond to user messages and posts Research new feature releases

12

RESOURCE ALLOCATION

Scheduling publisher such as Hootsuite, BufferApp (cheap, monthly) Requires initial design, copywriting, and PM resources for launch Requires recurring design, copywriting, and PM resources to update

and maintain Continued design of new assets is vital to success Timeline to launch is 2-3 weeks assuming full resources availability

Design

Copywriting

Scheduling

Follow up on engagement

HoursMonth

13

TYPES OF CONTENT - OPTIONS

Top 10 gift guides How to do it yourself (or “DIY”), and other ways to save Back to school shopping tips Fall fashion reductions Money tips and tips for saving Product bundles for back to school, wedding, baby, Christmas Facebook-only promotions to reward followers Calls for user generated content Visuals – infographics, products, how-to-wear, etc.

14

EXAMPLE

15

EXAMPLE

16

EXAMPLE

17

RESULTS

Providing valuable information for users about ways to save will position us as a trusted bargain resource

Creating personal relationships with our users will earn their trust, and therefore, their referral

Providing reliable and interesting content compels users to share

Social sharing improves SEO

18

SOCIAL SOLUTION #2

All search results should have a thumbnail image

Add share icons to truncated search results

Add social icons to site that link to our channels

2. Front-end solutions | Design + frontend dev

19

SOCIAL SOLUTION #2

Prioritize and simplify call to action Update home page to focus on succinct CTAs - what is the main

thing we want people to do on BargainMatch.com? Verbs should link!

Spruce up our UI: Error messages are difficult to read Content I want is hard to find Add social sharing to browser plugin User account balance and settings should always be visible Update sign-up process to reduce hassle

2. Front-end solutions | Design + frontend dev

20

Link MeLet me shop! Also, are “Shop” and “Search” different?

Prioritize MeOnly place on the page with a link to the browser extension!

Link MeThis doesn’t link to where I can redeem! Eek!

Explain MeThis doesn’t actually tell me what BargainMatch does, which makes me distrust it.

Remove MeThis countdown is stressful and I associate it with spam.

Explain MeFind what? Perhaps “search for deals!”

Link MeTo social channels for users who prefer to connect there

21

EXAMPLE

22

EXAMPLE

23

Do these make me look fat?

Anne Klein gold post earrings at BargainMatch.com!http://monica&chris/are/awesome.com

Get 20$ off at BargainMatch.com! 24 carat gold post earring bedazzled with semiprecious stones. These are sure to delight mom for the holidays!

EXAMPLE

24

Do these make me look fat?

Anne Klein earrings at BargainMatch.com!http://monica&chris/are/awesome.com

Get 20$ off at BargainMatch.com! 24 carat gold post earring bedazzled with semiprecious stones. These are sure to delight mom for the holidays!

EXAMPLE

25

7 of 8 randomly chosen friends are target users

Do these make me look fat?

Anne Klein earrings at BargainMatch.com!http://monica&chris/are/awesome.com

Get 20$ off at BargainMatch.com! 24 carat gold post earring bedazzled with semiprecious stones. These are sure to delight mom for the holidays!

EXAMPLE

Image, hyperlink, description, and my personal message are published to my entire network

Friends can “like,” comment, and share. Each action publishes the link to their social network

26

RESULTS

Curation culture – users want to share, to be seem as a source of information from their friends. Given the tools, many users will share

Improving the user experience will encourage more users to share that experience

Making important info easier to find improves engagement

27

SOCIAL SOLUTION #3

Facebook’s API allows us to source all user “likes” Self-identifying means very accurate

We can cross reference these likes with our database to determine all BargainMatch affiliates that a user likes We also know a user’s gender, education level, birthday, age,

employment status, geographic region, timezone, interests, religious view, relationship status, if they have RSVP’d for an upcoming wedding…

We even know these things about that user’s friends, and when their friends birthdays are!

We can serve a unique handful of these results on the installation page, and prioritize best matches in our search results.

Basically, there’s a lot to

3. API Integration | Backend development

28

API EXAMPLES

http://graph.facebook.com/k8perkins

29

API EXAMPLES

http://graph.facebook.com/827862/likes

30

CONSIDERATIONS

Large build; will require lots of resources Users will need to grant Facebook permission to view this data, adding

an extra step for the user More accurate results will lead to reduced attrition of current users More accurate results will lead to a higher conversion of first-time users

to sales ROI is hard to predict as there are few use cases, but potential is

tremendous

31

SUMMARY

Organically acquire new users through social media referrals1

Convert new users to returning users2

Simple Solutions: maintain social accounts

Frontend solutions to include and encourage social

API integration to serve users customized results

Succinct CTAs, verbs should link, product images

UX updates to facilitate signs ups and usage

API integration to deliver consistent, reliable results and target users who are considering with known preferences to drive purchases

Immediate

Soon

Long term

Immediate

Soon

Long term

32