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eCommerce & Social Media Platforms,[object Object],Which is right for my brand / market?,[object Object],Matthew Bertulli,[object Object],Co-Founder & President ,[object Object],@mbertulli,[object Object]
Agenda,[object Object],That’s a lot of social!,[object Object],Choice is both very awesome, and very not-awesome.,[object Object],Understanding terminology.,[object Object],The Big Idea,[object Object],My Rules & Guidelines,[object Object],The Big Two (Facebook + Twitter),[object Object],Noise,[object Object],Case Studies (Good Examples),[object Object]
Yikes! That’s a lot of social!	,[object Object],Which of these is the right fit for your business?,[object Object]
Understanding Social,[object Object]
The Big Idea	,[object Object],Social Media is customer service.  Choosing the right social media platform / tools is about getting better at customer service.,[object Object],   “If you are talking about customer service, you aren’t doing it.” – Blake Nordstrom,[object Object]
E commerce and Social Media
My Rules & Guidelines,[object Object],The current form of social media is too new for there to be any experts.  Just because I’m up here speaking doesn’t make me an expert in your business and how it can work with social.,[object Object],Social Media Marketing is like all eCommerce marketing.  It’s about iteration, testing different strategies and scaling those strategies that work.,[object Object],Social Media stinks if you are a “megaphone” marketer.  ,[object Object],It’s tough out there for eCommerce merchants.  You guys actually sell something!  ,[object Object],Facebook isn’t great if you are B2B play.  It’s not horrible, but the general rule is that this isn’t where you want to be.,[object Object],Twitter is pretty good as a communication tool for any business. ,[object Object],Twitter is a customer service nightmare.  Monitoring is a pain and can be very expensive.  ,[object Object],LinkedIn – Anybody using this effectively?  ,[object Object]
Which is better for your store(s)?,[object Object]
Product Reviews & Ratings,[object Object],This was the first really good application of social in eCommerce.,[object Object],Many stores still don’t allow reviews.,[object Object],Lowest hanging social fruit.  ASPDNSF has this out of the box people.,[object Object],B2B Folks – What the heck is the problem!?!,[object Object],To moderate or not to moderate?,[object Object]
The Big Two	,[object Object],Facebook has largely been about connections you already have.,[object Object],It removes friction.,[object Object],Twitter has largely been about finding new connections.,[object Object]
Noise,[object Object],Choosing the right platform is most likely not what you are going to have to think about.  It’s about choosing which platform to use for which message.,[object Object],You can blog as often as you want.  Daily is best.  Weekly is ok. Monthly blogs tend to be forgotten.,[object Object],You can also tweet as often as you like, but people “unfollow” pretty easily.,[object Object],If you use Facebook pages, update them as often as you can.  Think about having blog posts auto-feed into Facebook.  Be VERY wary about feeding twitter posts into Facebook.,[object Object]
Case #1 – Snugglebugz & Facebook,[object Object],[object Object]
 They don’t use Facebook as a megaphone.
 They post as many promotions as they do questions to their followers.  Engagement is more important than promotion.,[object Object]
 Contests still rock.,[object Object]
Case #4 – On-Site Social,[object Object],Social Media & eCommerce works when you remove friction!,[object Object]
Case #5 – Twitter Coupons?,[object Object]
Case #6 - Social Shopping,[object Object]
Facebook Commerce,[object Object],There is no question.  You need to get social.  The only question is where to start. ,[object Object]
Twitter – B2B,[object Object],Yes, it’s this simple:,[object Object],Great for B2B brand building.  ,[object Object],Not a great B2B sales tool.,[object Object],Great for B2B customer service quick response.,[object Object],Not great for complicated product discussion. ,[object Object]
Twitter – B2C	,[object Object],Be Careful!!,[object Object],B2C stores can have large customer bases that can quickly become unruly.,[object Object],Almost always ends up being a full time (or large-time-usage) position within your organization.,[object Object],Customers love to complain.,[object Object],“I want to love you, but right now it is not possible.” – Marten Mickos,[object Object]
When you do choose, what’s next?,[object Object],Don’t use your company logo as an avatar.  ,[object Object],Use a picture of yourself (pretty sure we aren’t all cartoons).,[object Object],Re-tweeting someone else’s praise about your store comes off the same way it does in a real conversation.  Douche-y.,[object Object],Promote others more than you promote yourself.,[object Object],Disclosure is key.  Don’t hide the fact that you work for www.storename.com,[object Object]
Tooling – My favorites,[object Object],AspDotNetStorefront – Duh?,[object Object],If you’re going to blog, use a platform that makes content syndication stupid easy (think Wordpress, Blogger).,[object Object],Disqus Comment System is AMAZING!,[object Object],Ping.fm – Multi platform broadcasting made easy.,[object Object],Social Media Measurement Tools ,[object Object],Radian6, UberVu, Trackur & 200 others.,[object Object],Google Analytics URL Builder,[object Object],URL Shortneres,[object Object]

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