5 Case Studies on Companies That Win at Social Media and eCommerce

.. What is their strategic approach? It makes the company real. The CEO leads by example he communicates about his passions.. he is personally invested in Social Media They do measure social media but don’t calculate it’s ROI on Sales as they don’t consider it a traditional marketing channel 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 (not telling you what they do) 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 Over 65 corporate twitter accounts More than 400,000 followers They do promote on Twitter eg “15% off any Dell Outlet Inspiron 15 – 1545 laptop. It leverages wisdom and creativity of the crowds It provides social validation of fashion choices to enhance selling It is user generated merchandising 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 Kids could interact and chat Play games Earn virtual currency Spend virtual currency on items in the virtual world, like clothes or furniture for your condo What the game did was create fundamental changes to the buying experience and value proposition that Extended the instore experience to online Increased frequency from occasional to daily or weekly Influenced 10% of sales 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.. This is what Mike Volpe The VP of Marketing revealed about some of the elements and successes of Hubspots Inbound marketing strategies “With our WebsiteGrader.com tool, we marketed it through social networks and it brought us 450,000 leads,” says Marketing VP Mike Volpe at HubSpot “Those leads are one of the most important channels for us as far as sales; 2 to 4 percent of the qualified leads convert to HubSpot customers.” Volpe’s firm hired an intern to post its software tutorial videos on YouTube, one of hundreds of content-sharing sites.