Note: this story was originally published as a Storify. With the platform closing down, I’ve exported it here.
Highlights of Social Commerce 2014 at Twitter HQ
January 22, 2014 small business social media event in San Francisco
- Last night in San Francisco, @twitter brought together a panel of ecommerce pros, including their own twitter small business team and representatives from Square and ModCloth, to give local business owners inspiration for their social media marketing activities.
- …and an opportunity to network with each other over wine and some tasty snacks.
- The evening kicked off w/an overview of the opportunities small businesses have to reach their local community, and the increasing reach of social, presented by Mark Cooper, co-founder of event co-sponsor Offer Pop.
- Mark included a number of specific examples of interesting, effective social campaigns, for inspiration.
- For any small business owners out there who are still thinking social media is a fad, and their customers aren’t using it, take a look at some of these stats.
- So what are all those people doing on social media? Are they actually engaging with the brands/small businesses they follow? Yes.
- I was also glad to hear the conversation here go beyond just using social as a marketing/sales platform,. Mark reinforced th eimportance of engaging with your fans/followers, and building a community around your social presence.
- The main #socialcommerce2014attraction was the Small Biz Social panel with @kristacc from @modcloth, @emilyarden from @square, and @jimmyhang from @twittersmallbiz. Including everything from examples of effective integrated marketing campaigns with a solid social element to community management and user generated content tips.
As expected, the twitter team gave some great insights into making the most of twitter as a community engagement and marketing campaign tool. But unlike some other social platforms that give a hard sell on their advertising, twitter instead focused on organic methods to start with, noting that promoted tweets and accounts should come into play only after a business has a strong following and has identified what content resonates with their audience.
One of my favorite take-aways from the twitter team was their simple yet useful tip sheet for effective “Flock to Unlock” campaigns:1) Get input. What does your audience want in an offer? i.e. % off, free w/purchase, etc.2) Promote early. Let your followers know in advance when the promotion will start.3) Tweet clear instructions. What do they need to do to unlock the sale? Include specific number of RTs, photos, etc.4) Reward. When the challenge goal is met, what do participants get?5) Follow up. Ask participants to share their feedback or photos of what they got w/the promotion.
Overall, attendees seemed to appreciate both the networking opportunities with peers and the twitter small business specialists, and the content of the panel. I hope they take this show on the road — there definitely seems to be an appetite for it.Great job, @twitter!