ShopSocially Webinar - How Plum District is getting 35% sales conversion rate using social media
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1 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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14-Sep-2014 -
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Plum District is a popular mom-focused daily offers and ecommerce site. It was ranked among the top 100 sites for women by Forbes in 2012 and 2013. Plum District is using ShopSocially's platform to add social commerce modules to their site and make it more social. This is resulting into stellar success as follows: - 5.57% website users converting into quality Facebook fans - 20.5% of newly acquired Facebook fans also becoming email subscribers - 11.06% shoppers sharing their purchases on social networks - High sales conversion rate of 34.9% seen for traffic originating out of social sharing of purchases ShopSocially conducted a Webinar in which Jennifer Nuckles - CMO of Plum District - unraveled the social commerce strategy they have adopted to achieve this success. Through this social commerce strategy, Plum District is driving significant uplift in sales conversion rate, word-of-mouth recommendations, new customer acquisition and revenue growth while gaining deeper insights into their customer base. Read more about this Webinar at http://blog.shopsocially.com/2013/11/14/shopsocially-webinar-unravels-how-plum-district-is-getting-35-sales-conversion-rate-using-social-media/ Contact ShopSocially at [email protected] for more details.
Transcript of ShopSocially Webinar - How Plum District is getting 35% sales conversion rate using social media
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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
http://shopsocially.com
+1 650 701 7759
