IRCE16 Jump Start Guide

SOCIAL

Consumers love social media, but as a retailer it can be challenging to figure out how to get the biggest bang

for your buck. There are many different social networks to choose from and different approaches. Some

retailers use social media solely to push products and brand content to consumers while others leverage

“buy” buttons to drive actual sales. Some retailers pull user-generated content such as customer photos of

products on social onto their sites to create more engaging user experiences. The right social strategy will

depend on your business and more importantly your target audience.

RE L ATE D SE SSIONS

DATE

8th Wed

9th Thu

9th Thu

9th Thu

9th Thu

9th Thu

10th Fri

TIME

9am-9:30am

8:45am-9:15am

10:30am-11am

11am-11:30am

1:15pm-1:45pm

3:15pm-3:45pm

8:30am-3:30pm

SESSION TITLE

Special Guest: A Social Strategy Tailored for All of Humanity

Stamina – Not Shortcuts – Gets Your Social Endorphins Pumping

Millennials on Your Mind? Snapchat Should Be, Too

Social Selling When Your Budget is Zero

Sneak Peek: What's Next at Facebook

Oops. We Didn't Mean That: How to Avoid – or Recover from – that Unfortunate Post

Social Workshop*

TRACK

General

General

Social Commerce & Marketing

Social Commerce & Marketing

Social Commerce & Marketing

Social Commerce & Marketing

[workshop registrationrequired]

W W W.IRCE.COM | #IRCE16

There are many different solutions and services to help you with your social strategy including social commerce, social marketing, ratings & reviews, and more.

RE L ATE D RE SOURCE S

FitForCommerce has also developed Best Practice

Guides and Key Questions to Ask Providers

designed to help you prepare and make the most

out of your time at IRCE. For example, here is our

Best Practices for Omnichannel.

To help you navigate the exhibit floor at IRCE, here is

a category map for some of the mobile solutions and

technologies that you will want to explore.

SAMPLE

Be sure to stop by the FitForCommerce booth #1701 to pick up other Jump Start Guide topics and Best

Practice Checklists. Email us with any of your questions at IRCEguide@fitforcommerce.com.

SAMPLE

W W W.IRCE.COM | #IRCE16

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#8Sent by

Social

Food & Beverage Area

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Food & Beverage Area

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West Hall Café Concessions

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EXHIBIT ENTRANCE Need Help Deciding Where To Go? Visit FitForCommerce's Booth For Guidance: #1701 EXHIBIT ENTRANCE

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eCommerce Diligence™ Checklist

For 1000s of Best Practices and Advice across 100s of topics: Join eCommerceKnow-How.com!

©FitForCommerce

Social Media Best Practices

1. Do not ignore the new frontier. Your customers are active on social media and they expect companies to engagewith them on social networks. The choice is how and where to engage.

2. Understand your customers and where they spend time. Best practices are still being established andmetrics can be hard to come by. Start by understanding your target audience, what social media channels they use andhow. Determine how your customers can benefit from social media.

3. Use Social Media to increase the touch points that you have with your customers. Offer both publicand private ways to be part of the brand’s community. Not everyone starts out a brand advocate.

4. Create value in social media. Whether you use social media for communicating new product launches, beta testing,local promotions, coupons, breaking news, or just to talk to your VIP customers, there has to be a reason for them to follow(adopt) and continue to be vested (retention). Turn negative sentiments positive with good (and visible) customer service.

5. Be social; don’t just “do” social. Customers know the difference between customer centricity and ‘marketing’.Getting ’20,000 friends’ on Facebook doesn’t matter unless you passionately engage them. Human involvement is whatgives brands their strongest competitive difference in social media today. Show your brand’s human side.

6. Go ahead and compliment yourself. Your strategies for social media should be done alongside what you are doingcurrently in lifecycle marketing. You should still strive to be top-of-mind, engaging and eventually turn consumers intobrand advocates.

7. Don’t oversell in social media. Sending too many ‘salesy’ messages will turn off your customers from engaging. Tryto have 5 or more helpful interactions to 1 sales pitch. And when you throw a sales pitch at them, make sure it is relevant tothem.

8. Monitor what is being said about your brand. Continually monitoring and getting alerts when your brand ismentioned will help you understand issues that need to be resolved or understand what is working well, how you areperceived by customers, etc. By tracking the most popular incoming links and product mentions you can more effectivelyoptimize your merchandising strategy.

9. Engage directly with your active fans and followers. Pinpoint your brand’s most active fans and brandadvocates, and make sure to include them in the discussion. Letting your biggest fans know that you’re listening buildsstronger emotional ties and can further their efforts as brand advocates. A simple retweet can go a long way.

10. The conversation is happening with or without you. Customers expect companies to engage with them. Withmillions of twitter updates and Instagram posts every hour, the conversation is happening. You can’t beat them so you mustjoin them.

11. Leverage user-generated content from social on your own channels. Social media can be used to shareyour messages, but many retailers are finding that the more effective use of social media is to pull and feature user-generated content (especially photos) on their ecommerce site and marketing materials.

12. Treat social as your other arm. In marketing emails, affiliate placements, keywords, landing pages and promotions,you test and retest to meet your ROI goal. Social is no exception. Ensure that you optimize your tweet times, yourInstagram photos, Snapchat posts and Facebook updates as you would normal campaign activities.

13. Make sure you think of Social Media Optimization, SMO. SMO can help drive SEO by having customerswrite content, reviews, tag products, etc. These all are benefits to SEO that come from Social Media.

14. Listen and learn to see the 360 view. By integrating social media with your CRM, you can use social interactions tolearn about customers’ needs and desires, and improve the relevancy of your emails and other communication.

eCommerce Diligence™ Checklist

For 1000s of Best Practices and Advice across 100s of topics: Join eCommerceKnow-How.com!

©FitForCommerce

Social Media Key Questions to Ask Providers Company

1. How long have you been in this business?2. How many clients have you sold? How many

have you lost, and why?3. What type of clients fall into your “sweet spot”?

4. What peripheral or supporting services do youoffer (e.g., graphic design, SEO/SEM,customization, integration with CRM/ESPs)?

Products/Services

1. What is the process to add features youcurrently don’t have?

2. What redundancy and disaster recovery do youhave in place?

3. How long to launch a basic campaign? Asophisticated one?

4. What type of training do you provide to useyour solution?

5. What skills does my organization (or hired thirdparty) need to implement this platform?

6. What technical support services are available?7. Are there human beings I can reach during

reasonable hours (chat or phone) or do I have towait 24 hours for an email response or callback?

8. Is your support team located in the US orabroad? What is your SLA for support issues

9. Do you have a support knowledge base,community forum, or applications that areshared by customers?

10. What are the client support requirementsFeatures

1. What key features are included in your solution?(Please indicate if they are B2B- or B2C-based.)

2. Is there a key feature you have that no one elsehas in the social media space?

3. What features are currently missing that manyof your competitors have?

4. What features are on your roadmap?5. What features does management love? What

about shoppers?6. What is your product‘s competitive advantage

over other packages? Why? Price? Features?Ease of use? Flexibility? Don’t say “all”.

7. Can I integrate my own eCommerce system withyour Social Media solution? How?

8. Please list the ecommerce solutions for whichyou have standard integrations already built.

9. Please list ones where you have built customintegrations.

10. Is your platform geared strictly to B2C sales or isthere special B2B functionality available as well?

11. Describe the features that you consider B2B.

12. Do you have a management console? What canI manage with it? Is it web-based, application-based, other? Reporting and a dashboard?

13. Please describe your reporting capabilities?14. Please provide a list of standard reports.15. Does your platform come pre-configured for

shipping, tax and payment processingintegration? If I don’t want to use the providersyou selected, what are my options?

16. What analytics tools does your solution include?17. Does it provide the ability to analyze cart

abandonment, quantify browser searches, tieproduct purchases to search terms, etc.?

18. How does your platform address the evolvingsecurity standards? Has it been certified byindependent third parties as PCI DSS compliantor do you just promise it is? In the future, freetools may not be capable of effectively keepingup with corporate content management or youremployees’ use of social media. How do youcombat this?

Pricing

1. What are the pricing schedules and whatfeatures do they include? On what are theybased? Provide an annual estimate of cost,based on some performance metrics.

2. What ROI can I expect from social media?

3. How do you charge for annual support? Whatabout maintenance?

4. Are there any additional fees (e.g.,implementation, transaction costs, revenuesharing)?