Category: Internet

e-Commerce has gone Social

Think of Social Commerce as the “new mall”. Everyone is there. People watching. Catching up with familiar faces and checking out what others are wearing. What’s hot and what’s not. Shopping is a social sport. Online shoppers are motivated in similar ways, but rather than using window displays, it’s now “curated” online products and recommendations from friends, families or even an anonymous consumer. Word of mouth is still the cornerstone of commercial activity. 71% of online shoppers say that reviews from family members or friends exert a “great deal” or “fair amount” of influence…

The goals and metrics by which we measure our website traffic and success change with the evolution of social media. The reasons and places that online commerce take place are changing daily, and unfortunately, they are not trending towards your website. They are going social and mobile. With influences like Facebook friend’s purchase recommendations, social plugins, group buying incentives or photos and videos from smartphones showing off user’s acquisitions, it’s obvious that social media is playing a pivotal role in the online purchasing process…

I am stylin’ | A Case Study on Content Marketing

Watch the Slidecast (PPT+MP3): By now, most businesses have built a basic social media platform – a collection of social media sites and services that serve as the foundation for their social media communications.

But most have not realized that “join the conversation” does not mean “tell me about your products and services”.

It means there is a current conversation in progress and you’re welcome to participate – just like in a synchronous real world conversation between different people. The same assumptions most would make from this situation on what is acceptable and what is not acceptable is all too often overlooked my marketing and sales professionals. Bad manners, blatant intrusions and inappropriate language are not acceptable in the classroom, or in a restaurant, or in a place of business and it surely is not acceptable in social media…

Lessons in Influence: How I ranked #43 in Fast Company’s Influence Project

When I heard about The Influence Project sponsored by Fast Company to find the most influential person online I was slightly intrigued, if nothing else to find out if, and where, I may rank given my extensive work over the last number of years in the social media. I didn’t expect to see myself anywhere but I’d be pretty psyched if I did ;-)

I clicked a link that presented a very stimulating visual display of participants already engaged. The shiny bauble had me and I signed up with Facebook Connect to immediately enter (what I would come to consider) “the race to learn more”.

The use of my communications skills, creativity and strategy, in addition to my place in several moderately-developed social media sites, I figured, would greatly impact the success of my effort over someone without. Admittedly, other skill sets or starting placements in a network could probably also provide some strategic advantage…

Case Study: Expanding Customer Product Use for TUMS

Situation: Our client had identified pregnant women as a key market to expand product use by introducing the use of TUMS as a Calcium supplement. They had committed to a online media buy with BabyCenter.com and established metrics for success as the delivery of 50,000 sample via web-based requests.

Critical Business Issue: Communications initiatives must center around GSK/TUMS’ understanding of these needs and how the TUMS brand is uniquely suited to meet those needs (ranging from symptomatic relief of heartburn to the dramatic and changing needs for calcium for both the mother and the developing child). There is a reason TUMS is the choice of women and their doctors all during their pregnancy, from pre-conception through post-partum.

Reasons: Mothers-to-be have very different emotional, physical and nutritional needs at various times during their pregnancies. The same holds true post-partum.

Vision: Our clients told us they need a way to demonstrate TUMS is a “friend” to the mother (and developing baby) at every stage of pregnancy (before, during and after). “We know what you’re going through, we understand your needs and we’ll be with you as those needs change. ” TUMS will be there for you providing the heartburn relief you’ll need during pregnancy but more importantly delivering the added benefit of being a “natural” and complete and effective and trusted calcium supplement. We’re with you all the way.”

Case Study: Support Web Site for GSK Consumer Healthcare Sales Reps

Situation: We worked with the Director of Training within an international consumer healthcare manufacturer that develops and markets consumer healthcare products.

Critical Business Issue: It was taking one-to-two years for the company to realize their return on investment of new sales representativest. Twenty percent of new sales reps were never meeting their sales potential. Fifty percent of existing sales representatives were not meeting annual sales projections. Morale issues were affecting productivity and promoting rapid turnover.

Reasons: The Training Department was slow to market with new sales representatives. Training courses were delivered only once enough people were signed up. Some sales reps had to wait up to six months to receive a specific training program. In addition, training programs were expensive because they were delivered on site and the company incurred travel and lodging expenses for each attendee…