From the SocialPro Conference in Las Vegas, Nevada, November 18-19, 2015. SESSION: Your Social Store: Boosting Retail & Ecommerce Through Pinterest, Facebook & Twitter. PRESENTATION: Your Social Store: Ideas For Small Businesses and Budgets - Given by Dayna Winter, @nicecobra - Shopify, Social Media Lead. #SocialPro #22B

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Dayna Winter, Social Media Lead, Shopify
YOUR SOCIAL STORE: IDEAS FOR
SMALL BUSINESSES & BUDGETS

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Hello! I’m Dayna.
I lead the Social Team at Shopify, a multichannel commerce
platform built for small and medium businesses. We currently
power over 200K shops worldwide. Since 2013, I have expanded
the company's social reach across new platforms, cultivating a
community of more than 1.5-million strong.

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▪ Facebook Shop Tab ✔
▪ Pinterest Buyable Pins ✔
▪ Twitter Buy Button ✔
▪ Social Marketplace Integration ✔
▪ Instagram Commerce App Integration ✔
▪ Buy Button (for any site or blog) ✔
Shopify Social Buy Integration

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For SMBs, bloggers and influencers, the applications & benefits of a social
commerce strategy include:
▪ automation: instantly push new products to social
▪ influencer marketing
▪ limited release products
▪ exclusive releases or offers
▪ growing an audience / selling to an established audience
▪ temporary stores and events
▪ rewarding engaged audiences
Social Commerce

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▪ “Crash” hashtag chats
▪ Paid: target locals, trends (use Nuzzl to keep afloat of trends
before they peak)
▪ Events – incentivize hashtag targets with exclusive deals
▪ Giveaways – $0 limited-run item/gift card
▪ Influencer marketing – share products with buy functionality -
access to new audiences and eliminates the extra step/click
Twitter Buy Button

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Twitter Buy Button
Brit + Co. – Exclusive
offer or product
release for Twitter
followers.
Reward audience
loyalty

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Twitter Buy Button
KITH – Limited or
scheduled release
product
Build an audience with
advance releases only
available on Twitter

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What’s new?
▪ now mobile
▪ includes subscription opt-in
▪ prominent placement and
multiple CTAs
Facebook Shop

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Facebook Shop
Lil Bub
▪ Clear distinction between
shop and timeline – ideal for
influencers or social
celebrities where content is
primary, commerce is
secondary

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▪ 87% of Pinterest users say they have purchased
something they discovered while Pinning
▪ Average order value of sales coming from Pinterest
is $50 – higher than any other major social platform
(via Shopify)
▪ 47% of Pinners start shopping for the holidays
before Thanksgiving (via Pinterest)
Buyable Pins

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Buyable Pins
Access to Pinterest curated
collections for Buyable Pins only

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Buyable Pins Krylon (Agency: Deutsch) – World’s Longest
Yardsale: Pinterest Marketplace

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Buyable Pins
Krylon – Singular social
commerce channel is a great
strategy for growing that
audience

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Instagram
▪ Instagram still offers the best opportunity for organic
engagement for brands
▪ No unpaid solution for selling directly on Instagram (yet!)
▪ BUT Apps liaise between Instagram and your ecomm store
▪ Try: Foursixty, Like2Buy, Letsellit, Soldsie, etc.

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Instagram ▪ Spell Byron Bay x Foursixty - integrates with ecomm store

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Instagram
▪ Potential 5% sales lift and 9% conversion lift
▪ Help new customers see your products in the real world
Black Milk Clothing – SocialPhotos: aggregate customer social
photos on product pages

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Add affordable
ecommerce to any
website or blog;
generate code to embed
a buy button on any
page or post
Update: now embed
collections and product
pages
Buy Button

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Buy Button
Bloggers: embed products directly in your content – sell to an established audience.

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Buy Button
Use the sidebar on sites and blogs to sell individual/temporary products

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Other applications:
▪ influencer marketing – partner with bloggers to include your
products with embedded Buy Button on sponsored blog or
Tumblr posts
▪ low commitment: great for established content creators testing
the waters with ecommerce
▪ affiliate marketing, donations and fundraising, single-product
brands, events
Buy Button

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▪ Benefit from marketplace audience while syncing sales
instantly with your custom online store
▪ Built-in audience of millions of users
▪ Direct Sell on Wanelo integration only available to select large
brands, and Shopify merchants (relatively low competition)
Social Marketplace (Wanelo)

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Amazing Lace
▪ identified Wanelo as a traffic
referral and enabled the
channel
▪ referrals, alerts and chat
features make it engaging and
social
Social Marketplace (Wanelo)

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Small budgets can benefit from social buy buttons. Remember:
▪ community first
▪ be creative
▪ incentivize
▪ adopt new channels early
Social Commerce for SMB

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