Rob Hughes - Social Commerce - SAScon 2016
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Transcript of Rob Hughes - Social Commerce - SAScon 2016
Social Commerce
SAScon 2016 – Rob Hughes
ROB HUGHES // SEO, SOCIAL, CONTENT, DEVELOPMENT
HEAD OF EARNED @ JD WILLIAMS GROUP // N BROWN GROUP PLC
RUNNING A TEAM WITH SOME GREAT SEARCH, SOCIAL AND CONTENT CAPABILITIES AND GETTING THE CHANCE TO HELP GROW SOME AMAZING, INTERNATIONAL BRANDS.
WITH EXPERIENCE IN SEARCH, SOCIAL, CONTENT AND DEVELOPMENT SINCE 2004; ROB BRINGS A WEALTH OF EXPERIENCE MAKING HIM PERFECTLY POSITIONED TO DELIVER AND SUPPORT A CLIENT’S SEARCH STRATEGY AND CAMPAIGN FROM THE GROUND UP
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_ROBH_
ROB.HUGHES87
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N BROWN GROUP PLC
A LEADING DIGITAL FASHION RETAILER, WITH 140 YEARS OF EXPERIENCE.
WE OFFER OUR CUSTOMERS AN EXTENSIVE RANGE OF PRODUCTS, PRINCIPALLY CLOTHING, FOOTWEAR AND HOMEWARES.
WE ARE SIZE INCLUSIVE, FROM 10-32 IN WOMENSWEAR AND S TO 5XL IN MENSWEAR. THIS MEANS WE MEET THE NEEDS OF TWO SIGNIFICANT BUT UNDER-SERVED CUSTOMER GROUPS – SIZE 20-PLUS AND AGE 50-PLUS.
TRADITIONALLY A MAIL ORDER CATALOGUE BUSINESS, WE NOW SEE OVER 60% OF DEMAND COMING FROM ONLINE, AND ARE CHANGING OUR APPROACH ACCORDINGLY. IN ORDER TO DRIVE BOTH SALES AND BRAND AWARENESS, WE ALSO OPERATE A SMALL STORE ESTATE IN THE UK, FOCUSED ON KEY SHOPPING AREAS.
OUR SOCIAL BREAKDOWN
Drag picture to placeholder or click icon to addCUSTOMER SERVICE
SOCIAL MEDIA PAID MEDIA
KEEPING IT BASIC
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OUR APPROACH TO SOCIAL
SOME NUMBERS
REACH ENGAGE CONVERT
GAIN ATTENTION CREATE CONVERSATION BE READY TO SELL
CONVERT // PAID MEDIAGET THE CREATIVE
RIGHT //
DEVICE //
TARGETING //
PRICE - PROMOTIONS - DISCOUNT LED
BESPOKE CONTENT
CORE AUDIENCE - SEGMENTATION - SIMILARITIES
ENGAGE // SOME NUMBERS
BACKGROUND //
HYPOTHESIS //
PROCESS //
CONFIRMATION //
WE WANT TO UNDERSTAND THE VALUE OF OUR SOCIALLY ENGAGED AUDIENCE
SOCIALLY ENGAGED CUSTOMERS ARE WORTH MORE
WHICH OF OUR CUSTOMERS ARE SOCIALLY ENGAGED? (REFERRAL TRAFFIC FROM
FACEBOOK)
HOW DOES THIS AFFECT BUYING HABITS?
BREAK THIS DOWN BY SEASON TO UNDERSTAND CAMPAIGN IMPACT
ENGAGE // SOME NUMBERS // CONFIRMATION
Revenue AOV Orders Items
Season 1 Season 2
ENGAGE // SOME NUMBERS // RESULTS
ITEMS PER ACCOUNT //
ORDERS PER ACCOUNT //
REVENUE PER ACCOUNT //
AVERAGE ORDER VALUE //
189%
177%
76%
91%
157%
203%
161%
153%
103%
102%
103%
101%