1.
Social Media Strategy for Ecommerce <ul><li>Salon eCom Montreal, 2011 </li></ul>

2.
BONJOUR <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>CT Moore </li></ul><ul><li>Strategist with @NVI </li></ul><ul><li>Staff Editor with @revenews </li></ul><ul><li>Netizen @gypsybandito </li></ul><ul><li>Tom Langdale </li></ul><ul><li>Social Media Dir. with @NVI </li></ul><ul><li>Netizen @Tom_Langdale </li></ul>

3.
SALON ECOM MONTREAL <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>Agenda </li></ul><ul><li>SEO & Social Media </li></ul><ul><li>Social Content Strategy </li></ul><ul><ul><li>Shareable Content 101 </li></ul></ul><ul><ul><li>Product Pages </li></ul></ul><ul><ul><li>Social Platform </li></ul></ul><ul><ul><li>Social News Promotion </li></ul></ul><ul><li>Facebook for Ecommerce </li></ul><ul><ul><li>Facebook Pages </li></ul></ul><ul><ul><li>Facebook Ads </li></ul></ul><ul><ul><li>Social Contests </li></ul></ul>

4.
SEO & Social Media

5.
WHY SEARCH IS THE #1 ROI DRIVER <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>78% of Canadians online will use search engines to research online and offline purchases </li></ul><ul><li>27% of those who researched product info online purchased online </li></ul><ul><li>45% of those that searched for product information online still purchase via traditional retail </li></ul><ul><li>In 2009, search represented over 41% of overall online revenue , $741 million in Canada </li></ul><ul><li>106 million search engine queries a day in Canada </li></ul><ul><li>77% of all Canadian Internet traffic starts from a search engine </li></ul><ul><li>98% of online users rely on search engines to find websites </li></ul>Source : IAB 2010 & Comscore 2009.

6.
FORECAST : US INTERACTIVE SPEND FROM 2009 – 2014 <ul><li>Social Media Strategy for Ecommerce </li></ul>Source : Forrester ’ s Interactive Advertising Models, 4/09 and 10/08 (US only) .

7.
SEO SEEN AS MOST EFFECTIVE IN GENERATING CONVERSIONS <ul><li>Social Media Strategy for Ecommerce </li></ul>Most effective digital marketing tools for generating conversations Source: © C opyright FORBES 2009

8.
SEO & PPC ARE THE MOST EFFECTIVE TACTICS WHEN IT COMES TO RESULT ACHIEVEMENT <ul><li>Social Media Strategy for Ecommerce </li></ul>Results vs. expectations for digital marketing compaigns Source: © C opyright FORBES 2009

9.
“ Intentional ” Targeting

10.
SEARCH BEHAVIOUR <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>“ Above the Fold ” </li></ul><ul><li>73% don ’ t go past 1 st page </li></ul><ul><li>71% don ’ t go past first 5 results </li></ul><ul><li>10% go to 3 rd result </li></ul><ul><li>4.5% go to 5 th result </li></ul>

11.
SEO “101” <ul><li>SEARCH MARKETING </li></ul><ul><li>Removing any hurdle to the crawlers is key for a perfect indexation </li></ul><ul><li>Map your site architecture in accordance with semantic verticals to reach ideal relevancy </li></ul><ul><li>Balance the q uantity, quality, aging & regularity of your linkgraph to maximize popularity </li></ul>INDEXATION + RELEVANCY + POPULARITY

12.
SEARCH ENGINE OPTIMIZATION <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>Overview </li></ul><ul><li>Keywords Research </li></ul><ul><li>Onsite SEO </li></ul><ul><li>Offsite SEO </li></ul>

13.
keyword research <ul><li>Search Marketing </li></ul><ul><li>A relevant selection of the best combinations of keywords for your site and industry </li></ul><ul><li>With search volume data provided by Google Keyword tool and other tools </li></ul><ul><li>List of best keywords associated with themes and sections/sub-sections/pages of your pages </li></ul><ul><li>Full list of keywords with search volume data, separated by themes </li></ul><ul><li>A suggested sitemap with URLs, meta descriptions, page titles & targeted keywords to optimize to all associated pages </li></ul>What Why <ul><li>To understand where your site traffic to your web site </li></ul><ul><li>To understand which keywords have best search volume & conversion potential </li></ul>How Deliverables

14.
keyword research <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>Google Adwords Tool </li></ul><ul><li>Estimated Competition </li></ul><ul><li>Global Search Volume </li></ul><ul><li>Local Search Volume </li></ul><ul><li>Average CPC </li></ul>

15.
OnSITE SEO <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>The 3 Basics </li></ul><ul><li>Page Titles </li></ul><ul><li>Meta Descriptions </li></ul><ul><li>Copy & Content </li></ul>

16.
OnSITE SEO <ul><li>Social Media Strategy for Ecommerce </li></ul>Page Titles – 65 Characters

17.
OnSITE SEO <ul><li>Social Media Strategy for Ecommerce </li></ul>Meta Descriptions – 150 Characters

18.
OnSITE SEO <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>Page Copy / Content </li></ul><ul><li>Unique Content </li></ul><ul><li>250 words min (suggested) </li></ul><ul><ul><li>Intro, Body, Conclusion </li></ul></ul><ul><li>Headers (H1, H2, H3 tags) </li></ul><ul><li>Bullet Lists </li></ul><ul><li>2-5% Keyword Density </li></ul>

19.
OFFSITE SEO <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>SEO Off-site represents 66% of the Search Ranking Factors </li></ul>Source : SEOmoz Search Ranking Factors 2009

20.
OFFSITE SEO <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>On an ongoing basis, building authority and popularity to the site </li></ul><ul><li>Leveling powerful links of major competitors </li></ul><ul><li>Bartering with well ranked industry niche sites </li></ul><ul><li>Links from existing partners </li></ul><ul><li>Compensation-driven links from blogs & niche websites </li></ul><ul><li>Free / Paid useful Directories & Forums links </li></ul><ul><li>Links from the NVI network of corporate & blog sites </li></ul><ul><li>Widget deployment </li></ul><ul><li>Social News Optimization of content </li></ul><ul><li>Link acquisition report </li></ul><ul><li>Rankings report </li></ul><ul><li>Traffic report </li></ul>What Why <ul><li>to increase keyword ranking results </li></ul>How Deliverables

21.
Social Media for SEO <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>“ Social Signals ” </li></ul><ul><li>Social Profiles </li></ul><ul><ul><li>Branded </li></ul></ul><ul><ul><li>End Users </li></ul></ul><ul><li>Customer Reviews </li></ul><ul><ul><li>Google Places </li></ul></ul><ul><ul><li>Facebook Places </li></ul></ul><ul><li>Twitter Activity </li></ul><ul><li>Facebook Presence </li></ul>

22.
Social Content Strategy

23.
SOCIAL CONTENT STRATEGY <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>Agenda </li></ul><ul><li>Sharable Content 101 </li></ul><ul><ul><li>Product Pages </li></ul></ul><ul><ul><li>Blog – Social Platform </li></ul></ul><ul><ul><li>Social News Promotion </li></ul></ul><ul><li>Facebook Marketing </li></ul><ul><ul><li>Facebook Pages </li></ul></ul><ul><ul><li>Facebook Ads </li></ul></ul><ul><ul><li>Social C o ntests </li></ul></ul>

24.
SOCIAL CONTENT STRATEGY <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>WHO ’ S SHARING CONTENT? </li></ul><ul><li>Half of consumers share content on a weekly basis </li></ul><ul><li>Over 60% of North Americans research products online before purchase </li></ul><ul><li>1/3 rd use social sites to research products </li></ul><ul><li>1/4 th post comments/reviews about products they purchased </li></ul>

25.
SOCIAL CONTENT STRATEGY <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>WHERE IS CONTENT BEING SHARED? </li></ul><ul><li>Through E-Mail </li></ul><ul><li>Social Networks (Facebook, Twitter, LinkedIn, etc.) </li></ul><ul><li>Social News Sites (Digg, Reddit, StumbleUpon, etc.) </li></ul><ul><li>Websites and Blogs (ranking advantage) </li></ul>

26.
SOCIALIZE PRODUCT PAGES <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>WHY CONSUMERS SHARE CONTENT </li></ul><ul><li>Useful/Informative </li></ul><ul><li>Interesting </li></ul><ul><li>Unique/Original </li></ul><ul><li>Inspirational </li></ul><ul><li>Funny </li></ul><ul><li>Surprising </li></ul>

27.
SOCIALIZED CONTENT ON PRODUCT PAGES <ul><li>Social Media Strategy for Ecommerce </li></ul>SHARABLE ELEMENTS OF PRODUCT PAGES PRODUCT ITSELF

28.
SOCIALIZED CONTENT ON PRODUCT PAGES <ul><li>Social Media Strategy for Ecommerce </li></ul>SHARABLE ELEMENTS OF PRODUCT PAGES PRODUCT DESCRIPTION

29.
SOCIALIZED CONTENT ON PRODUCT PAGES <ul><li>Social Media Strategy for Ecommerce </li></ul>SHARABLE ELEMENTS OF PRODUCT PAGES PRODUCT REVIEWS

30.
SOCIALIZED CONTENT ON PRODUCT PAGES <ul><li>Social Media Strategy for Ecommerce </li></ul>SHARABLE ELEMENTS OF PRODUCT PAGES Product Images & Video

31.
SOCIALIZED CONTENT ON PRODUCT PAGES <ul><li>Social Media Strategy for Ecommerce </li></ul>SHARABLE ELEMENTS OF PRODUCT PAGES PRICE Incredible Deals Group Buying

32.
Socializing Product Pages

33.
FACEBOOK CONNECT <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>Social Sharing </li></ul><ul><li>Registration & Login </li></ul><ul><ul><li>Access Real User Data </li></ul></ul><ul><li>Choice of FB Features </li></ul><ul><ul><li>Like, Share, Send, Comment, etc. </li></ul></ul><ul><li>Facebook Open-Graph </li></ul>

34.
FACEBOOK OPEN GRAPH <ul><li>Social Media Strategy for Ecommerce </li></ul>Facebook Twitter LinkedIn Google Yahoo! Name X X X X X Email X X X Nickname X X X Photo X X X X X Profile URL X X X X X Birthday X X X Gender X X Location X X X X X Social Graph X X X X X More X X X X

35.
FACEBOOK <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>Facebook Connect </li></ul><ul><li>Lollapalooza </li></ul><ul><ul><li>99% more Page Views </li></ul></ul><ul><li>Gawker </li></ul><ul><ul><li>45% increase in registrations, week over week </li></ul></ul><ul><li>Joost </li></ul><ul><ul><li>30% more views, 15% more comments, 38% more invites </li></ul></ul>

36.
Blogs: Social Platforms

37.
POWER OF BLOGS <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>BENEFITS OF BLOGS </li></ul><ul><li>Flexible Platform </li></ul><ul><li>Easy to Optimize (For SE and SM) </li></ul><ul><li>Naturally Social (Promotes Engagement) </li></ul><ul><li>Branding Opportunities </li></ul>

38.
BLOG – SOCIAL PLATFORM <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>SEO Benefits </li></ul><ul><li>Updated Content </li></ul><ul><ul><li>Posts, Comments, etc. </li></ul></ul><ul><li>Structured Content </li></ul><ul><ul><li>Categories, Tags, Users, RSS Feed, etc. </li></ul></ul><ul><li>Interlinking </li></ul>

39.
BLOG – SOCIAL PLATFORM <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>Goals </li></ul><ul><li>“ Hub & Spoke ” Content Publishing </li></ul><ul><li>Support SEO Efforts </li></ul><ul><li>Drives Traffic </li></ul><ul><li>Increase User Engagement </li></ul>

40.
Blogs: Now What?

41.
SOCIAL NEW PROMOTION <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>Goals </li></ul><ul><li>Drive Traffic & Registrations </li></ul><ul><li>Raise Brand Awareness </li></ul><ul><li>Foster User Engagement </li></ul><ul><li>Support SEO </li></ul><ul><ul><li>Attract Backlinks </li></ul></ul><ul><ul><li>Generation “ Social Signals ” </li></ul></ul>

42.
SOCIAL NEWS PROMOTION <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>Deliverables </li></ul><ul><li>Content Strategy </li></ul><ul><ul><li>Topical Content </li></ul></ul><ul><ul><li>Socially Viral Content </li></ul></ul><ul><li>Content Promotion </li></ul><ul><ul><li>StumbleUpon, Reddit, Digg, etc … </li></ul></ul><ul><ul><li>Facebook & Twitter </li></ul></ul><ul><li>Avg. 100-200 Social Backlinks </li></ul>

43.
SOCIAL NEWS PROMOTION <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>Case Study – Sherweb.com </li></ul><ul><li>Facebook Etiquette Blog Post </li></ul><ul><li>>20,000 Visits over 48 Hours </li></ul><ul><li>>60,000 Visits over 1 Month </li></ul><ul><li>150,000 Visits to Date </li></ul><ul><li>124 Comments </li></ul><ul><li>PageRank 3 </li></ul>

44.
acebook

45.
FACEBOOK <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>Facebook </li></ul><ul><li>A place where people connect … </li></ul><ul><li>A personal environment … </li></ul><ul><li>Facebook Pages </li></ul><ul><li>Facebook Ads </li></ul><ul><li>Facebook Contests </li></ul>

46.
FACEBOOK PAGES <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>Roadmap </li></ul><ul><li>Welcome Splash Tab </li></ul><ul><li>Integrated Shopping </li></ul><ul><li>Run Ad Campaigns </li></ul><ul><li>Sponsor Contests </li></ul>

47.
FACEBOOK PAGES <ul><li>Social Media Strategy for Ecommerce </li></ul>Welcome Splash Tab

48.
FACEBOOK PAGES <ul><li>Social Media Strategy for Ecommerce </li></ul>Facebook Shopping

49.
FACEBOOK PAGES <ul><li>Social Media Strategy for Ecommerce </li></ul>Facebook Shopping

50.
FACEBOOK PAGES <ul><li>Social Media Strategy for Ecommerce </li></ul>Facebook Shopping

51.
FACEBOOK ADS <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>Goals </li></ul><ul><li>Branding </li></ul><ul><li>Increase Visibility </li></ul><ul><li>Engage Targeted Users </li></ul><ul><li>Facebook Fans </li></ul><ul><li>Generate Sales </li></ul>

52.
FACEBOOK ADS <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>Features </li></ul><ul><li>Demographic Targeting </li></ul><ul><li>Geo-Targeting </li></ul><ul><li>Pay Per Click </li></ul><ul><li>Set Daily Budget </li></ul><ul><li>Ads, Surveys, and Sponsored Stories </li></ul>

53.
FACEBOOK ADS <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>Deliverables </li></ul><ul><li>Facebook Campaign Set-Up </li></ul><ul><ul><li>Traffic to Site </li></ul></ul><ul><ul><li>Traffic to Fan Page </li></ul></ul><ul><li>Ongoing Optimization </li></ul><ul><li>Targeted & Qualified Traffic </li></ul>

54.
SOCIAL MEDIA CONTESTS <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>Opportunity </li></ul><ul><li>50% of users like to enter an contests or sweepstakes at least once/month. </li></ul><ul><li>Businesses that offer contests have twice as many social network fans. </li></ul><ul><li>– Forrester Research </li></ul>

55.
SOCIAL MEDIA CONTESTS <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>Goals </li></ul><ul><li>Engage Consumers </li></ul><ul><li>Promote Your Products </li></ul><ul><li>Build Fans/Followers (generate “ Likes ” ) </li></ul><ul><li>Leverage Users ’ Activity Feed </li></ul><ul><li>Stimulate Demand for Products/Services </li></ul><ul><li>Collect & Mine User-Data </li></ul>

56.
SOCIAL MEDIA CONTESTS <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>Ideas & Options </li></ul><ul><li>Facebook Contest ( Likes & Fans ) </li></ul><ul><ul><li>Rules & Legality </li></ul></ul><ul><li>Blog Contest ( Comments & Emails ) </li></ul><ul><li>Twitter Contest ( Tweets & Retweets ) </li></ul><ul><li>Blogger Giveaways ( Backlinks & PR ) </li></ul>

57.
BUSINESS CASE: BOUCLAIR <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>Facebook Ads & Contests </li></ul><ul><li>Targeted Canadian Users </li></ul><ul><li>Promoted with Ads </li></ul><ul><li>Traffic  Fan Page </li></ul><ul><li>Avg. CPC $0.51 </li></ul><ul><li>>2,000 new Fans </li></ul><ul><li>>500 Email Addresses </li></ul>

58.
Questions <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>Contact Us </li></ul><ul><li>Site: NVIsolutions.com </li></ul><ul><li>EN Blog: NVIsolutions.com/blog </li></ul><ul><li>FR Blog: Go-Referencement.org </li></ul><ul><li>Twitter: @NVI </li></ul><ul><li>Email </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>T l [email_address] </li></ul></ul>