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Crafted Media<br />Briefing: the state of ecommerce<br />

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Hello<br />Crafted Media<br /><ul><li>32 Ipswich-based staff specialising in

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E-commerce

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Design

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Development

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Search engine marketing

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Social media

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Copywriting

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Mobile sites & apps</li></ul> Our ecommerce clients turned over c£6m in 2010.<br />

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Shopping<br />Shops are not the same – from boutique to superstore.<br /><ul><li>Integration (social and logistic) is the order of the day.

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With social commerce, there are software providers - fcommerce packages. With true ecommerce it is about true integration:</li></ul>from high margin and high volume product sales, to label printing and pick & pack, to trackable data that can be analysed and used to develop a better customer experience.<br /><ul><li>Just ecommerce isn't a strategy.

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Customers change a little, technology changes a lot.</li></li></ul><li>The stats<br />Recent research from Forbes demonstrates exactly how valuable Facebook Fans are to a brand:<br /><ul><li>They are 41% more likely to recommend a company.

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28% more likely to continue using them in the future.

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Fans are worth on average $136.38 to a business and spend $71.84 more per year.

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Search + Social Media increases CTR by 94 percent. (GroupM and comScore)</li></li></ul><li>The way we were<br />It’s all about search, paid and natural.<br />And conversion.<br />And maybe a follow-up email.<br />Done.<br />‘traditional’ media<br />=<br />+<br />+<br />

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The way we should be now<br />Now social influence during the search and research phase is more important than ever...<br />=<br />+<br />+<br />

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The way we need to be<br />

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Ecommerce basics<br />Optimise your images – image search traffic is significant<br />Integrate Facebook at product level: a ‘most Liked’ category on your site?<br />Google Base – 5-15% of retailers’ turnover<br />Robust content strategy<br /><ul><li>Blogs – for life post-Panda

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Video – YouTube is the 2nd largest search engine!</li></ul>Email still works<br />Reviews – not only incentivising them, but featuring in the search listings via Google checkout<br />Enable the user<br />

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Mobile<br />Mobile shouldn’t remove the opportunity to consultatively sell.<br />There is less real estate to visually sell, so it is more important to focus on how your customers might view your business, products and services.<br />Mobile should<br /><ul><li>highlight your products,

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emphasise your service

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enable the user

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to reserve & collect

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to find store locations</li></ul>Mobile is a new channel, not a replacement.<br />

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So sell<br />Social commerce<br />Mobile commerce<br />

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Allfancydress.com<br />

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m.allfancydress.com<br /><ul><li>Combine your site’s analytics with industry trends to identify target platforms

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Device considerations: the range of screen sizes and orientations meant that the design had to be very fluid:</li></ul> ranging from 320 pixels wide for an upright iPhone 3, to 960 pixels wide for an iPhone 4 on its side. <br /><ul><li>Note: the iPhone 4 has twice the resolution as an iPhone 3 (640x960 compared to 320x480), although the physical screen size is the same! </li></li></ul><li><ul><li>Shares the same code base as the main site, so feeds off of the same data and images, avoiding data re-entry for the client.</li></ul>Allfancydress.com<br />

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<ul><li>There are also a handful of HTML5 features, (where supported) to allow easier entry of telephone numbers and email addresses using new form tags.</li></ul>Allfancydress.com<br />

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<ul><li>Significant % of overall sales within days of launch.

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Usability / user experience is more important than ever.

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Simplify don’t compromise > functionality, design, forms.</li></ul>Allfancydress.com<br />

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Social change<br />Social commerce – e-commerce through social networks<br />Social change: social shopping and social influence are an integral part of our lives. (Note: I didn’t mention ‘online’ or ‘digital’ there)<br />Customer behaviour has not changed (much), but when we ask a question, or seek an opinion or recommendation, it is amplified.<br />

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Social interaction<br />

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The power of advocacy<br />Now harness it and monetise it.<br />

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Social recommendation<br />Fanning the flames for social and search benefit<br /><ul><li>encourage / incentivise reviews

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voucher codes for (tracked) recommendations

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provide links to the ordered product pages to share socially

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‘people who also bought’ shareable links (unsubtle hints for gifts)

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Google checkout as a payment option to enabled featured reviews in your search listings (beware of confusing your customers)</li></li></ul><li>Social commerce<br />The socialisation of your brand drives business<br /><ul><li>Nearly 40% of consumers ’like’ companies on Facebook to publicly display their brand affiliation to friends. [Source: ExactTarget, via Social Media Examiner, October 2010]

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40% click ‘like’ button for, or ‘liked’ a company, brand or association on Facebook to receive discounts and promotions. [Source: ExactTarget, September 2010]</li></li></ul><li>Social commerce<br />Facebook Connect – log-in & checkout using FB details<br />Facebook wall-stores. Not just sharing the story, sharing your shop!<br />Full Facebook stores - great for a few products. Conversion stats?<br />Facebook Deals – a campaign strategy to emphasise location / relevance / convenience<br />

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Facebook commerce<br />A convenience store?<br />Payment in Facebook: PayPal & Credits<br />The phasing out of FBML, the phasing in of iframes – where does the transaction occur?<br />People are happy with the ‘security’ of Facebook.<br />The purchase process is quite slow and clunky.<br />Remember these are your customers. Control the customer experience.<br />

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Facebook commerce<br />Forbes states that Facebook’sreferral traffic to Amazon grew 328% year on year in Oct. 2010, while Google’s traffic dropped 2%.<br />Facebook traffic to eBay grew 81% while Google traffic dropped 3%.<br />8th Bridge forecasts retail sales on Facebook in 2011 will be IRO $100 million. They also state that people are ‘18 times more likely to buy directly in their News Feed than when clicking off to a separate website’.<br />Facebook disagrees. Why?<br />Learn, test, refine. Facebook is a campaign tool, a marketing strategy with benefits.<br />

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Truly social commerce<br />‘Free personal shopping network service complete with live chat, enabling consumers to seek product advice and recommendations from knowledgeable advisors in real-time.’<br />

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Off(line) and on again<br />

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Off(line) and on again<br />

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Group-buying<br />

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Group-buying<br />

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EU Cookies ‘Law’<br />Don’t Panic!<br />

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Remember to not get excited about the shiny thing. Simply focus on where your customers are and how to sell to them<br />

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Contact<br /><ul><li>tom.griffiths@craftedmedia.com

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07760 209403

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www.craftedmedia.com</li>