I decided to look at some direct evidence for social media and its positive effects with eCommerce online businesses both for “Business to Consumer” (B2C) companies as well as “Business to Business” (B2B) companies.
Also I came across these rather diverse examples where social media was very evidentitent in producing results.
Case Study One: Zappos (Online Shoe Store)
Why is Zappos so successful at Social Media? .. What is their strategic approach? ..It comes down to two things..Service and Culture and they believe they are one and the same thing and because their culture is unique and offers the company a competitive advantage, they use Social media to project that culture out into the world..
So what are some of the elements of this approach
The primary purpose of their blogs and twitter is so that outsiders can get a glimpse of their company’s culture
“Quote from Twitter while I am typing here from a Zappos Employee…… “Good morning Zappos Fans! My name is Danika, and I am here to answer any questions you have about Zappos/Canada! “
Case Study Two: Dell
They are very strong on Social Media .. they have a “Conversations and Communities” team of 40 and they have several blogs, including a direct to consumer blog and several special interest blogs and engage in almost every major social media channel
Some other Highlights
Case Study Three: WetSeal
They are an online E-Commerce store that sells Teen Clothing For Girls
They launched a community section of their site where fans can design their own ensembles and publish them to the community for reviews.What does this achieve?
Result: Immediately After Using Social Media : 10% increase of sales as well as a 10% increase in the average dollar value of the sale (Net benefit.. 21% increase in revenue)
Case Study 4: Build-A-Bear Workshop
Challenge this one …..as it is an “Experience Retailer” (How Do You Create an In Store Experience and create it Online?) and ..How do you take your brand online, without losing your experience and commoditizing your product.
Well…They created a kids virtual world where
What the game did was create fundamental changes to the buying experience and value proposition that
Result: Since being initiated last year sales of “60,000 units” in virtual goods and nearly “half a million dollars in real revenue”.
Case Study Five: Hubspot
(Business: Online services to businesses for generating inbound leads.. Permission Marketing)..
This is what Mike Volpe The VP of Marketing revealed about some of the elements and successes of Hubspots Inbound marketing strategies
So is your eCommerce site using the social media to connect and promote? Look forward to hearing your story
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