The big hot topic in ecommerce at the moment is personalisation. Through intelligent integration of Facebook Login, online retailers can access data on likes, interests, friends, even photos — a much greater wealth of more truly personal information.
In order to make the most of this information, follow these five tips so that you can provide a tailored experience to your customers:
The world’s biggest social network is essentially offering retailers access to the largest bank of personal data ever created. So, as online retailers are looking to create personalised ecommerce experiences, it would seem to be a given to take advantage of this opportunity.
Many online retailers implement Login with Facebook for account creation, but not account linking. Quickening the new user sign-up process is one benefit of Login with Facebook, but it is really only scratching the surface in terms of making the most of the benefits. Make sure to take advantage of Facebook Login for account linking.
Put the Login with Facebook option front and centre so your customers can’t miss it. Highlight the benefits for the customer of signing in with Facebook too. Rather than the long forms users are often expected to complete during registration, with a couple of clicks and a redirection to Facebook permissions, the registration process can be made dramatically less complicated. However, gaining your customers’ trust is important when requesting access to personal information they share on Facebook.
What do you need to know about your customers to help you deliver a truly personal experiences? Access to a user’s friends list and other information on their public profile will certainly be useful, but think what can be achieved using data on their Facebook Likes and Interests. Ensure you have a clear strategy from the start, as you cannot send permissions to a user through Facebook twice.
You have the data, so use it. If you are a music retailer, recommend a new artist’s release to customers who like that artist, or similar artists, on Facebook. If you stock tents or rucksacks, promote the product on your home page to users whose interests include hiking. Show your customers what their friends have bought, reviewed or liked to turn their online shopping experience into a truly personal one.
Providing a tailored experience to your customers will allow you to build relationships, loyalty, conversions and ultimately, revenue. With personalisation shaping the future of ecommerce, make sure you are not missing out on this valuable opportunity.
Declan Kennedy is chief executive at Betapond.
“Increasingly, the internet has become the place where we live our lives. But in the end, a small group of American companies may unilaterally dictate how billions of people work, play, communicate, and understand the world.”
A lot of our clients are struggling with the speed of change — in social media, in marketing and in customer behaviour. They are also struggling with innovation.
A friend (thanks Alan Boyd) recommended Filter Bubble by Eli Pariser. Boy am I impressed. It is a book that covers the impact of the introduction of personalised search. My search results on “soccer” will be very different than yours — and that has all kinds of consequences.
This book touches on privacy, data, innovation, culture, the role of news, democracy, marketing, selling, tracking and much more.
What this book shows is that Big Brother has arrived and he is called Acxiom (billions of data profiles), Bluecavia (database of every computer, mobile device, piece of hardware), Google and Facebook.
Thanks to this book I have learned lots of new terms and concepts, including: attention crash; click signals; retargeting; advertar; and information obesity. I have also learned some interesting facts — for instance, did you know that:
We are literally becoming what we click. As with food, you are what information you consume (information obesity). The ultimate consequence is the threat of monoculture (1984).
Through manipulation, curation, context and information flow, you can be managed. Imagine a world where Google searches, Facebook likes, your e-mails, your documents (Google docs!), your DNA, your location data from your smartphone, radio frequency identification (RFID) on all the items you bought, the data from cookies on your computer and more are all combined and are then used to: sell, manipulate and influence.
Increasingly, the internet has become the place where we live our lives. But in the end, a small group of American companies may unilaterally dictate how billions of people work, play, communicate, and understand the world. Protecting the early vision of radical connectedness and user control should be an urgent priority for all of us.
The lessons for business; opportunity, threat, be aware, take a position.
Whether you’re tweeting, pinning, blogging or composing the perfect Facebook update, it’s essential to make sure your social media copywriting is up to speed.
How to write a good tweet
If you’re new to Twitter, you’ll probably already be familiar with the most common problem — fitting everything you want to say into 140 characters. Writing short copy is a great discipline and a skill all of its own. Any online copywriting agency will tell you that whittling down an idea into a short, clear message is tougher than writing a long piece.
Make sure you’re using the shortest and most straightforward words you can find, and strip out any unnecessary adjectives. Get right to the point, and keep each tweet centred on a single theme. Don’t forget to add a link if you’re talking about something people can read about elsewhere — especially if it’s a link to your own site. Hashtags can help you connect to other people writing about the same things.
What makes a good Facebook update?
Facebook is probably the most widespread and best-known social platform. It gives you a bit more wiggle-room than Twitter in terms of word count, but it’s still a good idea to keep your posts punchy and to-the-point, especially when you think about how many other people’s messages yours will be competing with in any one user’s news feed.
Facebook users love to chat, so invite comments by asking a question or posting a picture or video for people to share their reactions to. The more reactions your message gets, the more “newsworthy” Facebook will rate it, so that it appears in more of your users’ news feeds.
It’s also worth thinking about when your user base is most likely to be online, so you can schedule or post your updates at peak times. If you’re in the UK for example, you might post at around 13:00 GMT to catch people on their lunch breaks at work, or at 20:00 when they’re sitting down with their laptops after dinner.
Spreading the word on LinkedIn
Writing on LinkedIn is all about showcasing your strength as an opinion leader and curating content that shows your credibility within your industry.
Post hot news stories about your area of work, and make sure you preface them with a quick comment showing your own opinion on the subject. Asking a question in your update is also a good way to start conversations with like-minded people who might comment on your post.
LinkedIn is an ideal place to share news about your company, especially if you’re hiring new people or expanding your business.
If you’re looking for a new job or you’re a freelancer, treat it as part of your job application or pitch process — keep the tone of your updates professional and keep an eye on your spelling, grammar and capitalisation.
Writing content that’s shareable
Even if you’re not actually writing on a social media platform, it’s worth remembering that your content is likely to be shared across social channels. It might be via an automatic feed to your corporate Twitter and Facebook accounts or shares by interested readers who are posting your content to their own social streams.
Headlines are the key to shareable content. A strong, self-contained headline that gives a clear idea of what your article is about, and also gives the reader a good reason to click through and read it, is your goal. That’s because on Twitter, the headline is all they’re likely to see.
It might sound like a tall order, but there’s a lot you can learn from an online copywriting agency like Sticky Content. The trick is to think like your users. What do people want to read? What are their motivations, pain-points and goals?
Charlotte Rivington is a freelance writer on social media and marketing.
Being disruptive pays. Following the pack does not. At least not for most people.
Starbucks was a disruptor as it changed the habits of a generation (as did FaceBook, Google and so on). But what is new today becomes old tomorrow. Today’s revolutionaries are tomorrow’s Old Guard.
A great disruptor doesn’t just do more than interrupt; it can change the face of the landscape. This is particular true of the customer experience.
Starbucks changed how and where we socialise, Amazon changed how we shopped…. So while we can quote the big disruptors I think that we can all disrupt, if only on a smaller stage.
You can zig when they zag. Go against the traffic. Challenge the notion of “that’s how we do it around here”.
Depending on your marketplace, think what would happen if you:
I am sure you get where I am coming from.
Robert Craven is the author of business best-sellers Kick-Start Your Business and Bright Marketing. He runs The Directors' Centre and is described by the Financial Times as "the entrepreneurship guru". Read more here.
Targeting customers through social media has become more and more prolific over recent years. Household brands through to much smaller start-up companies are using tools such as Twitter, Facebook, LinkedIn and YouTube.
However, it is vital that when selecting the social media tools you intend to use to target your audience, you are selected the correct ones. For example, Twitter, Facebook and LinkedIn users all have very different demographic profiles, so there is no point using a tool like Facebook to reach a target audience of professionals aged 40+, when statistics show that around over 80 per cent of UK Facebook users are under 40.
Once you’ve decided which social media tool or tools you are going to use, decide how you’re going to approach it carefully. What are you saying and to whom?
There have been numerous examples of major brands attempting to conduct social media campaigns or stunts, which have badly backfired and resulted in a consumer backlash, and ridicule aplenty.
No brand can afford that kind of damage, no matter how large or small.
Always have the consumer at the centre of any social media activity, and think as they would. Add value for your consumer, and always think of how they will gain from your activity. For example, a Facebook page that offers discounts and information about your product or service is innovative and is likely to increase brand awareness virally.
Be different and try to make sure that your social media campaign is one that will get people talking and one they will remember. No matter how simple.
And last, but by no means least, encourage your consumers to engage with you through social media activity. Simply talking at them by posting regular updates sends out the wrong message entirely.
Social media is all about engagement and interaction, and is not a passive process.
If you can actively encourage consumers to get involved in these campaigns, for example by posting suggestions for new products ideas as part of a competition, they will feel that they have some ownership of the brand, and this is vital.
Consumers engaging with each other through social media and sharing brand opinion has a favourable reaction, not only because these consumers feel they have ownership of the process, but also because they are more likely to relate to others’ opinions about the brand as they seem more ‘real’ than direct marketing messages.
Finally, don’t forget that many mobile phones today have powerful interactivity and will be linked to platforms such as Facebook, Twitter and LinkedIn. You can take advantage of this by developing a downloadable application, which can be done on a relatively low budget and connects you directly with your consumer. Just remember that an app needs to add value for your consumer. That way it will make their life easier and cement their relationship with your brand.
Howard Scott is digital marketing director at Sequence Digital. The digital marketing agency’s clients include the BBC, S4C, The Welsh Assembly Government, Storm Model Management and Rachel's Organic.
Facebook won't suddenly transform your business into a superstar sales machine. But it can help you win friends and influence people. But like anything else in life, this is about commitment, effort and starting on the right footing.
A lot of people still get sucked into the idea of thinking "if we build, they will come". And doubly so with Facebook — just because there's a huge audience, it doesn't mean everyone is suddenly going to beat a path to your door!
So it's as well to begin with the basics — think long term, trust in your network of friends and stay focused. With that in mind, here's my ten steps to create a powerful Facebook page:
Hopefully, that all makes perfect sense and you're inspired enough to venture forth and create an amazing page for your company. And be sure to come back and tell me how you got on!