Social Media & E-commerce. What works, what doesn't and why. A smartphoto case
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The document discusses the effectiveness of social media in e-commerce, specifically through a case study of Smartphoto, which has a significant turnover and a wide range of products. It emphasizes that social media does not contribute meaningfully to direct traffic or conversions on e-commerce sites, challenging the notion of 'social commerce' as a genuine sales channel. The key takeaway is that successful social selling relies more on engagement rather than direct selling tactics.
Social Media & E-commerce. What works, what doesn't and why. A smartphoto case
- 1. Social Media & E-Commerce What works, what doesn't and why? smartphoto case-study
- 2. Pure E- Commerce € 35 Million turnover + 300 Products Up to 15.000 transactions per day 175 Staff 14 European countries 1 Lab (Wetteren) Stocklisted
- 10. 1. Paid Search 2. Organic search 3. Email 4. Direct 5. (Other) 6. Referral 7. Social 8. Display Revenue last-click attribution
- 12. Target audience
- 13. Target audience
- 14. Target audience
- 15. Target audience
- 19. Tone of voice Customer care
- 21. Proactive
- 22. Proactive
- 23. Ambassadors
- 24. Engagement
- 25. Intern
- 27. General goals 1. Visibility 2. Broad exposure for retargetting 3. Build engagement 4. Lead generation Message smartphoto: the webshop for original, fun and easy to make gifts. Overview videos 36 videos (18 / language) - Generic ad - Keyword related - Time related - Retargetting - On landingspage
- 34. Social media is categorically NOT a meaningful source of direct traffic to e-commerce websites or of direct purchase conversions on those sites. In short, “social commerce” is a unicorn, at least in terms of last-touch attribution. Jay Bear
- 35. The key to social selling is Social, Not Selling