Keynote from #MivaCon13 Extraordinary E-Commerce Conference in San Diego, March 8, 2013. Audience: e-commerce site owners generating around $500k in annual sales. Followers of my presentations will recognize some oldie-but-goodie cases, but all the e-commerce stats are very recent (last 6-12 months).

2. SPEAKER NOTES: My wife runs an art gallery and is “sick” of social media hype. She tells me how she got “tired”
of participating on social and “just doesn’t have time” to maintain her business pages. Many feel the same, but
look around: like search, social is clearly here to stay.

3. 7 THINGS TO KNOW 7 TIPS ON CONVERTING
ABOUT SOCIAL SHOPPERS THEM INTO PURCHASERS

4. ISSUE 1: THEY ARE EMPOWERED
SPEAKER NOTES: Empowered to share opinions, likes, loves, reviews, photos, videos and proof points. Social
efforts have toppled governments, and people feel very empowered to talk about things that impact their lives,
including purchases.

5. SPEAKER NOTES: This means we have to respect and consider that megaphone as we go to work with marketing
and sales. When a social consumer gets picked up by traditional media, we have a problem.

6. AT&T case: http://j.mp/justine-att Comcast case: http://j.mp/comcast-sleeping

7. of all touchpoints found
online are generated by
CONSUMERS. (McKinsey, 2009)
You cannot outpublish them.
SO INFLUENCE WHAT
THEY PUBLISH!

8. ISSUE 2: THEY ARE MOBILE

9. of the 117 million Americans
who have smartphones are
using them for shopping
activities (finding stores,
shopping lists, price checks,
research, content sharing
and purchase) (Nielsen, Oct 2012)

10. of them expect you to have
a mobile site.
And 61% of them will leave
to find a site that IS mobile-
friendly. (AdWeek, 2012)

11. ISSUE 3: THEY ARE VISUAL
SPEAKER NOTES: Bandwidth increases mean larger visuals can be delivered more quickly, so think about your
site UI and feel free to use larger, bolder imagery.

12. Fastest-growing social
network; broke all adoption
speed records
Now the third largest in the
world; bigger than LinkedIn,
and nearly as big as Twitter

13. “Pinterest brings together
people with similar interests.
Facebook is different in that
just because we are friends
doesn’t mean we’d be
interested in buying the
same products. Another
unique opportunity [with
Pinterest] is the ability to see
a product within the context
of your own lifestyle.”

14. 68% of consumers use
YouTube to browse and
research a retailer.
30% of consumers who
follow a brand on YouTube
actively search for brand
videos.
27% are looking for how-tos,
styling ideas and expert
opinions.
(National Retail Federation, 5/2012)

15. ISSUE 4: THEY ARE TIME-STARVED
SPEAKER NOTES: If guys are taking business calls in airport bathrooms, you know we must be time-starved.

16. ISSUE 5: THEY FEEL A WEE BIT ENTITLED
SPEAKER NOTES: Consumers’ friends and connections get back to them on social channels within seconds or
hours. They expect brands should hear them and respond immediately as well. How immediately?

17. 42% WANT A RESPONSE FROM YOU WITHIN ONE HOUR
57% EXPECT THE SAME RESPONSE TIME FROM YOU ON NIGHTS AND
WEEKENDS! #CLEARLYNOTUNDERSTANDING

18. ISSUE 6: THEY DELIGHT IN CONVERSATION FOCUSED
AROUND THEIR ISSUES – NOT YOURS
SPEAKER NOTES: Social channels were created to connect people with people. Brands came late to the party,
and stumbled through lots of awkward or annoying approaches to try to pitch and sell in social venues.

19. Out of 63,000 followers,
only five people responded.
Who makes laundry
resolutions?!?

20. SPEAKER NOTES: YouTube took off and what did brands do? Get in your face with video preroll ads. Untargeted,
irrelevant interruption and intrusion. Not the way to be social.

21. ISSUE 7: WE DECIDE VIA EMOTIONS

22. SPEAKER NOTES: We like to think of ourselves as rational creatures who look at all the evidence,
ponder, and then make informed decisions.
http://www.flickr.com/
photos/jurvetson!

23. SPEAKER NOTES: But the reality is that we’re not. In 2002, Dr. Daniel Kahneman was awarded a Nobel Prize for
his work on emotional versus rational decision making. He found that typically, we truly believe that we think
something, then do something, then feel something about it. But the reality is that we feel, then we take action,
and then we post-rationalize.
THINK > DO > FEEL
FEEL > DO > THINK

24. 95%
In fact, 95% of our decisions are based on emotional decision-making.
http://www.flickr.com/
photos/myklroventine/!
EMO!

25. SPEAKER NOTES: Why? Because we’re crazy monkey people. We're primates. This came from fight-or-flight.
We're wired to process emotions VERY quickly, using parallel processing. That's why we can feel both happy and
sad, we can laugh while we’re crying.
http://www.flickr.com/
photos/richardfisher/!

26. I can feel happy and melancholy at my daughter’s graduation ceremony.

27. I can feel nervous and excited up here on stage.

28. SPEAKER NOTES: But rational processing is MUCH more difficult. We can only single thread rational processing.
If this is true, then x. If that's false, then y. It takes much more energy, more time to rationally process decisions.
And in a time-starved world, it’s harder to convince people to take the time to rationally think through a decision.

29. SO – HOW DO WE CONVERT THE SOCIAL SHOPPER?

30. SINCE THEY’RE EMPOWERED
TIP 1: LEVERAGE CONSUMER VOICES

31. Encourage product sharing
amongst friends
Encourage personal story-
telling or sharing of
experiences around your
brand/product

33. SOURCE: ROI Research, 2012.!

34. SINCE THEY’RE MOBILE
TIP 2: REMOVE CONVERSION OBSTACLES

35. of consumers are more likely
to purchase from you if you
have a mobile-friendly site.
(AdWeek, Sep 2012)

36. SOURCE: Kissmetrics, Akamai, Oct 2012!
WHAT UP, NEIL PATEL!!!

37. A one-second delay in page
response can result in a 7%
reduction in conversions.
If your e-commerce site is
making $500k per year, a
one-second delay can cost
you $35,000 in lost sales
annually. (KissMetrics & Akamai, 2012)

38. CONSUMERS ARE VISUAL?
TIP 3: DIAL UP YOUR IMAGERY

39. Why? Pinterest users spend
10% more than others
arriving from Facebook - and
70% more than those from
websites
BEST PRACTICES:
Use only the best product
photography – and invest in
a great photographer
Go for simplicity
Go for a variety of bold
colors and patterns
Tell product stories and
engage in commentary

44. SPEAKER NOTES: GrandSt.com: big, beautiful billboard shots, uncomplicated interface.
Many site owners feel the more information they put on a page, the more useful it is for shoppers, resulting in
overwhelming options and information. Think zen-like with minimal interface options.

45. SPEAKER NOTES: Canadian Tourism sent its agency to the airport to welcome Mexican arrivals, in a successful
effort to change Mexican blogger sentiment about Canada. Appeals to emotional decision-making!
WATCH: http://j.mp/ddbcanada-welcome

46. IF THEY’RE TIME-STARVED
TI P 4 : B E B R I E F

47. Minimal, concise product
copy
Separate product detail
page if possible
Highlight text for skimming
Video can communicate
more in seconds than text
Keep videos under 90 secs
Don’t overpost! 1-2 times
daily max per channel

48. SPEAKER NOTES: Videos of 1 minute or less have the highest view rate (81%).

49. SPEAKER NOTES: They also have the highest level of engagement. So be brief.

50. TIP 5:
REACT QUICKLY TO THEIR COMMENTS & QUERIES

51. Check social sites twice
daily if possible
Try to respond within 4 hrs
After 24 hrs, they’re gone
Set expectations in your
conversation
But also update your About
Us or profile pages with your
“online” hours and what you
respond to

52. By moving customer service
from phone to social media,
one client is saving 75% per
incident resolution.
But, this is the court of public
opinion. Not all things
should be solved publicly.

53. IF THEY’RE CONVERSATIONAL
TIP 6: ENGAGE — WITH RELEVANCE

54. SPEAKER NOTES: By leveraging fans’ propensity to recommend your brand/site, you let them help you build
touchpoints.

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56. HTC SOCIAL COMMUNITIES
MANAGED BY

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63. IF THEY’RE EMOTIONAL DECISION-MAKERS
TIP 7: SPEAK TO EMOTIONAL DECISION-MAKING

65. (Brilliant campaign by my former colleagues at
DDB Canada)

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73. 6000 Facebook fans
375,000 video impressions;
total media cost: $0
20,000 Salty & Pep shakers
sold out
Highest website traffic EVER
Unit sales rose by 24% over
previous year
Sidekicks surpassed Uncle
Ben’s as the #1 BRAND in
the category

74. 1." LEVERAGE CUSTOMER
VOICES
2." REMOVE MOBILE &
PAGELOAD OBSTACLES
3." GO BIG WITH VISUALS
4." BE BRIEF
5." RESPOND QUICKLY
6." ENGAGE — WITH
RELEVANCE
7." SPEAK TO EMOTIONAL
DECISION-MAKING

75. ERIC WEAVER (@Weave)
SVP Social Strategy & Intelligence
Mediabrands • Spring Creek Group
springcreekgroup.com
SEATTLE • NEW YORK • LONDON • AMSTERDAM

76. 1 in 2 leads to B2B
websites are coming from
Leads from LinkedIn Groups most likely to convert.
Visitors from LinkedIn Groups most likely to attend
webinars.
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77. ADWEEK ON MOBILE CONSUMERS, 9/25/12:
http://www.adweek.com/news/technology/72-consumers-expect-brands-have-mobile-friendly-sites-143968
McKINSEY QUARTERLY, 2009: https://www.mckinseyquarterly.com/The_consumer_decision_journey_2373
NIELSEN, THE DIGITAL SHOPPER, 10/2012:
http://www.nielsen.com/us/en/newswire/2012/digital-shopping-what-you-need-to-consider.html
KISSMETRICS, ON SITE LOADING TIME, 8/2012: http://blog.kissmetrics.com/what-ecommerce-customers-want/
ROI RESEARCH, ON UNFRIENDING BRANDS AND SHARED CATEGORIES:
http://www.slideshare.net/performics_us/performics-life-on-demand-2012-wave-2-15573955#btnNext
NATIONAL RETAIL FEDERATION, PINTEREST AND YOUTUBE STATS, 5/2012:
http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1378
CHADWICK MARTIN BAILEY, FANS MORE LIKELY TO BUY & RECOMMEND, 2010:
http://blog.cmbinfo.com/press-center-content/bid/46920/Consumers-Engaged-Via-Social-Media-Are-More-Likely-To-Buy-
Recommend
B2B LEAD GEN, 2011: http://www.leadformix.com/Why-Should-You-Use-Linkedin-For-B2B-Generation/
THANKS TO SPRING CREEK COLLEAGUES KIM ERVIN AND NICOLE SHEMA FOR THEIR ASSISTANCE IN PUTTING THIS
PRESENTATION TOGETHER. SALTY & CANADIAN TOURISM CAMPAIGNS CREATED BY DDB CANADA. HOTTEST WOMAN EVER
CAMPAIGN BY GOOGLE — MUCH TO THE CHAGRIN OF JENA SCOTT WEAVER. ;)

79. DO SOCIAL BETTER.
We create meaningful brand impact in a
competitive marketplace by helping you
understand and align with your customers via
social media.
By putting your constituents at the top of your
value chain, our clients increase marketing efficacy
across all touchpoints.
pl"

80. Founded in 2006, we are one of the
very first pure-play social agencies.
We were one of the Inc. 500 fastest-
growing companies in 2011, after which
we were acquired by IPG Mediabrands
in 2011.
Founding member
of WOMMA
Our headquarters are in Seattle, with
additional offices in New York, London,
Amsterdam & Frankfurt.
k!"

81. “From the green carpet to the control room, Spring
Creek worked with speed and grace in a challenging
and chaotic environment. Their efforts lead to a great
experience with our fans…”
Justin Ried
Senior Manager, Social Marketing – HTC
WHO’S SPRING CREEK?
“Whether through the daily management of our outreach and engagement
efforts or by delivering key insights in our monthly reporting, the account
management team functions as an integral extension of our Marketing team.”
Stephen Bury
Digital Marketing Lead – Microsoft Office 365
k%"

82. AUDIENCE SOCIAL COMMUNITY SOCIAL INFLUENCER
INTELLIGENCE STRATEGY MANAGEMENT CREATIVE & PROGRAMS
BEYOND THAT SPANS THE THAT IS SKILLED, CAMPAIGNS & SYNDICATION
TRADITIONAL ENTIRE ORG, ON-BRAND & CRAFTED AROUND SPREADING
LISTENING TYING TACTICS TO SUSTAINABLE INSIGHTS BRAND LOVE
BUSINESS GOALS
Competitive Social enterprise Editorial calendars, User experience, Influencer ID &
analysis, live strategy, resource & channel tactics, app & tab outreach, loyalty
performance workflow planning, advocacy, outreach development, event program planning,
dashboards, playbooks, crisis & engagement support, campaign content syndication
community audits, communications, planning, traditional
ROI tracking social customer + social integration
care

83. springcreekgroup.com!
springcreekgroup.com/blog!
facebook.com/springcreekgroup!
twitter.com/springcreekgrp!
foursquare.com/venue/173046!
All content ©2011, Proprietary and Confidential!