This Wednesday I visited the Ecommerce Expo at Earls Court. Although I missed the Google Keynote I was looking forward to Facebook, Ebay, Paypal and many more.
Email, social & art of storytelling
– Regular posting of fans + product – i.e send in your stories
– Users telling their stories rather than brand – videos of your USP
– Good example – mydeco.com
– Learn to speak by listening
– Story of the month – example Filofax
– Unusual photo competition – example Dunkin Doughnuts
– Tribe identity – G+ is the camp fire
I have a book from the speaker @JohnSadowsky (I queued for it!) if anyone wants a look
eBay seminar – Phoung Nguyen – Head of Advertising (email@example.com, 07825384885)
From the Hight-Street to the i-Street (released on ebayadvertising.com in the coming weeks)
- 90% of people surveyed shop online more or the same amount as they did last year. And this is still growing.
- Tesco and John Lewis are 2 of the best examples of companies who have embraced online shopping.
- The fashion and Grocery sectors are the two fastest growing .
- The continued growth in the fashion sector has been helped by many offering free returns.
- 35% of consumers are browsing online with a smartphone, but only 9% buy with a smartphone.
- Around 60% are browsing & buying on laptops
- Tablet rate sare much lower (not as common) but the buy and browse rate is very similar.
- Reasons people shop online – Convenience, value and choice (some things never change)
- Consumers notice adverts on shopping sites more than any other. Consumers are easily influenced by adverts on these site as they are already looking to spend money.
- Over 80% were positive-netural to targeted advertising.
- Like online shopping as they are shopping on their own terms – when, how and where they like.
- Same day delivery is set to become more popular.
- Amazon is currently trailing collection points in London.
- Experience centres are becoming more popular e.g. Nike and Apple – Apple offer free training courses and show live bands.
- Mobile phones will become ‘the complete store in your pocket’ – 10% of eBay sales are made from a mobile phone (1 every second).
- Multichannel – ebay retail sites with House of fraser, BMW etc
- Dynamic advertising formats – engagement experiences becoming more essential e.g.
Conversocial: Joshua March (@Joshuamarch) – key points
Bad social media campaigns;
Nestle Killer campaign from Greenpeace – Nestle ignored and deleted all comments made to them about this on their social media platforms.
Urban outfitters: Stolen jewellery designs from independent businesses, again ignored all comments and remarks on social media platforms.
- Asking people to email or call a separate number is not the best practise and can make people angrier, usually if someone has come to your social media platform to complain is because they have already tried the ‘official’ outlets to make a complaint and are not getting the answers they desire.
- Best example of social media customer service – ASOS, their average response time is under 1 hour!
- Worst example – Amazon, tend not to respond to any complaints, yet are seen to add updates!
- Average response time across social media is 48 hours – this should be less and most companies do this on a very ad-hoc basis and therefore some complaints get missed. Ideal is in a number of hours.
- Topshop have created a separate Facebook page ‘Helpers at Topshop’ who monitor the main Topshop page and ask people to contact them via this page if they make a complaint of the main page.
- Marketing and customer services should be involved and integrated in compiling the customer service guidelines for social media.
- At present the amount of time needed for customer services is very low, however as times change and if the trend continues eventually this could be equal to telephone customer service.
- Social media etiquette – some customer service individuals responsible for posting g on these sites may not be users themselves, need educating in the social media norms e.g. shortening works, @twitter, # etc.
- Best practise is to add is some personality to the responses, companies should encourage this, it feels more human.
- Need to establish a structure as to how social media should be managed, e.g. average response times, when to check and respond etc.
- Insights to social media should be fed back to marketing and customer service – decide what should be sent and how often.
- Sediment measures – not always reliable, best way would be to develop own guidelines and measure this daily in-house.
If you look at my Tweets from the day you can see I have many issues with the way it was organised, I am still waiting for the @EcommerceExpo press office to get back to me!