ACtion Magazine - April 2016 - (Page 12)
Make your social media
"Just as e-commerce is becoming more social, social is becoming
Social media is now a business mainstay that will become even
more important as the key means to communicate and grow a re- more sales-centric," Carnoy explained. "For businesses struggling to
lationship with your customer base," stated Tony Molla, vice presi- monetize the social capital they have spent significant resources to build,
dent, Automotive Service Association, during his keynote at the Mobile the concept of social commerce is groundbreaking. It allows businesses
Air Conditioning Society (MACS) Worldwide's 2016 annual convention to finally fully integrate social into their overarching marketing strategy."
and training event. "It's (social media) the new 'word-of-mouth.' Being
Build a better social storefront
adept with social media will be the primary means of staying in touch with
Carnoy shared several best practices to consider when creating a social
and being relevant to those who fuel your business."
Make no mistake - customers are better in●
Use customer photos: To insert your
formed than ever before, Molla added. They use
storefront into the social platforms your brand
an increasing amount of online research, rating
...social is becoming is active on, it's important that your markettools and personal social media before they ever
more sales-centric ing blends in with the native content already
talk to a shop: "The criteria that matter to them
on your social platforms. For example, display
include trust, product/service recommendations,
photos and videos that look similar to those creconvenience, your professional appearance, cerated and shared by your followers' peers. Better
tifications and other qualifications, as well as value - a much broader
yet, use real customer photos and videos to market and sell. Be sure
term than price."
to ask permission to use the material before using it to your benefit.
Evolve to social commerce
● Post consistently: At first glance, this one may be obvious, but it
"For companies intent on growing an effective social media presence,
actually requires the most effort. However, there is direct correlation
building a shoppable digital storefront that their customers visit regularly
between how often a brand posts and the rate of return visitors. Be
is critical to success," advised Juliet Carnoy of Social Media Today, a B2B
cognizant that it often takes multiple returns to turn a prospective
publisher of social media news. "In a perfect world, businesses would
customer into a customer. Don't forget to interact with them. Alloallow followers to shop on every social channel possible, but limited recate time to 'Comment' and 'Like' your fans' posts and to monitor
sources constrain the choice of one or two high-impact channels. Focus on
the conversation around your brand.
the platforms whose demographics reflect those of your target customers."
● Analyze data: Collect key metrics, such as the number of likes,
Digitally savvy shops recognize the need to expand their social media
comments and shares for each photo that your brand uses to market
presence from a customer service channel into a "social commerce" chanand sell on social media. Monitoring these numbers will help you to
nel - a streamlined shopping experience. The social commerce premise
understand which types of content resonate best with your followers.
is simple: Instead of pushing consumers to leave their social media habFollow the format of your strongest content, but don't be afraid to
its to visit an e-commerce site, bring the site to the customers. Integrattest something new and creative.
ing a digital storefront inside the social networks your customers frequent
On Facebook, Carnoy suggested businesses create a Facebook page
makes it easy to convert "researchers" into "buyers."
tab that allows users to access a shoppable gallery of photos. "It's an easy
way for followers to browse products and buy in one click, directly on the
social network. It's also a great place to feature the highest quality photos
from your social media marketing campaigns and engage with loyal customers."
On Twitter, retweeting customer photos and including a link to the
featured product's page can drive more sales from your social presence.
"When your customers and other browsers scroll through their social
newsfeeds, your social commerce effort blends in [with] customer content
viewed by their friends. This helps everyone organically discover your
products and services without feeling like they are heavily marketed to or
"Once you have selected the correct initial platforms for your shop
Stat: Of the $327 billion U.S. consumers are expected to
and implement social commerce best practices, your ROI will increase
spend online in 2016, 74 percent of online customers say
and be more immediate," Carnoy shared. "In time, you will then have the
that they rely on social media to guide their purchase deciresources to invest in creating social storefronts on other social platforms
sions. - Forrester Research Inc. (U.S. Online Retail Forecast
your target customers use, such as Instagram, Pinterest and others." ❆
ACTION * April 2016
Table of Contents for the Digital Edition of ACtion Magazine - April 2016
ACtion Magazine - April 2016
Training is key offering at 2016 MACS
Networking at MACS
By the Numbers
New Products and Services
ACtion Magazine - April 2016