It is important not to ‘jump in’ to social media because your competitor’s are.

You may also want to read:
The Value of Social Media for Online Retailers >>
Key Social Media Questions >>

Here are some points to consider:

  • Social Media / Commerce – the two stages
    • External sites Phase 1 = “Fingers in as many virtual pies as possible” = a ‘marketing’ presence to gain reach, traffic, drive customer acquisition, PR etc. = embed, distribute, repost, syndicate…

    • External site Phase 2 = “Tills next to as many virtual water-coolers as possible” = transactional (but still want to pull through to ‘mothership’ for best cross-selling, retention, user experience etc.)
  • Use social media to build awareness, traffic (and, in time, sales) but build and own your own community on your site, in the appropriate way for your audience.

  • Social Commerce will happen in real time on your site, customer to customer, whether you like it or not – so get ready to join the conversation.

  • Don’t spend a fortune on ‘content’ if you haven’t got it, or haven’t got the skills. Spend it on community and, especially, customer service (including embracing social media channels).

  • Keeping it cost effective:
    • Listen first
    • Do a bit at a time
    • Get existing staff/systems to do it
    • Don’t be afraid to do “sales-as-a-service” (e.g. offers via Twitter)
    • Track ROI
    • But most of all, get your customers to do as much of the work as possible. Give them something to talk about and the means / place to talk. See Customer Ratings and Reviews >>

Useful Social Media Websites

FreshNetworks - social media software and online communities
Somatica - online brand mapping / social web
Omniture - guides on measuring social media/commerce value
Bazaarvoice - case studies, data and ROI business cases for social commerce / ratings & reviews
Feefo – independent online customer ratings and reviews service

For more information on social media, call or email us: 09 889 8020 or results@steer.co.nz

Social Media Resources

Top 10 Social Media Tactics >>
15 Free Social Media Monitoring Tools >>
Top 10 Links for Social Media Optimisation >>
Key Social Media Questions >>
The Future of Social Media >>
How to promote your business on Twitter >>
The Value of Social Media for Online Retailers >>
How to Approach Social Media >>