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.
- Empowering the customer journey: weave a social layer across all campaigns #socialcommerce2014
- 62% of marketers say social has become more important to their marketing campaigns in last 6 months #socialcommerce2014
- Mark included a number of specific examples of interesting, effective social campaigns, for inspiration.
- Like the @fabkids #saidnomomever campaign example #socialcommerce2014
- Great @ModCloth name that dress campaign example. sales of these types of audience engaged products 2x average #socialcommerce2014
- 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.
- 3.4 million tweets during last week’s 49ers//seahawks game. twitter is where people go for real time sharing #socialcommerce2014
- So what are all those people doing on social media? Are they actually engaging with the brands/small businesses they follow? Yes.
- 72% of #smb followers are likely to make a future purchase #socialcommerce2014
- 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.
- What if the future of commerce isn’t about technology…what if it is just about humanity? how can you surprise/delight? #socialcommerce2014
- Acquire an audience and build an engaged community, and make sure it’s mobile ready #socialcommerce2014
- 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.
- Instead of saying, “BUY MY PRODUCT!!” Be authentic and tell your brand story. #SocialCommerce2014
- @emilyarden “distinguish between your story and your brands story” #SocialCommerce2014 @TwitterSmallBiz
- Listen to your audience, using twitter. #socialcommerce2014 @ Twitter HQ http://instagram.com/p/jfqPYrjAlJ/
- Great to hear @ModCloth talking about connecting with the fans posting photos, using it with permission. #socialcommerce2014
- ModCloth is thinking about how take UGC from their site reviews and bring them to social. #SocialCommerce2014 SocialCommerce2014
- And @ModCloth also using more informal, real life style for social content versus beautifully styled product shots #socialcommerce2014
- Businesses can share user content in the same platform, but if you want to user in advertising or other places must ask #socialcommerce2014
- Consider elevating certain community members, sharing their content, and building that relationship #socialcommerce2014
- Xcellent content here at @TwitterSmallBiz from speakers – interesting conversations w attendees #SocialCommerce2014 #amplify #engage
- Was waiting for this topic! Customer service through @twitter is big–company size doesn’t matter. @Genesyslab #CX #socialcommerce2014
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.
- Be friendly, conversational, and have fun. Tips by @jimmyhang on engaging with your customers on Twitter. #SocialCommerce2014
- You want to run your business on Twitter? Treat them (your audience) like a friend. —@jimmyhang #socialcommerce2014
- Really like @TwitterSmallBiz suggesting organic before buying paid ads. Less aggro than another network I know #SocialCommerce2014
- Lead generation cards available from @TwitterSmallBiz Great way to harness information from interested customers! #SocialCommerce2014
- @TwitterSmallBiz lead generation cards great tool no idea it existed #SocialCommerce2014
- Top reason Twitter users follow brands: 68% are for discounts and promotions. #SocialCommerce2014
- 1/3 of twitter users more likely to recommend brand after becoming follower; 92% trust friend opinions most #socialcommerce2014 RT @SFerika
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.
- Great insights and new ideas from today’s #SocialCommerce2014 with @jimmyhang @emilyarden @kristacc @TwitterSmallBiz
- Though I work for a big company, I enjoyed the #socialcommerce2014 talk of @TwitterSmallBiz & @offerpop. The fundamentals are similar.
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!