striking gold with your custom content and social media investments

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Are you getting the most out of your investments in creating custom content and growing your social media channels? Online retailers are sitting on a gold mine of content but much of it is so buried it will never fully deliver the results they expected. This session will showcase examples of how savvy retailers are striking content gold and improving customer engagement and website conversion rates. You’ll see how the customer experience from site search to product landing pages is delivering relevant user-generated content such as customer photos, product reviews and Q&As along with your custom produced blog articles, videos and educational resources. And, you’ll discover specific, actionable tactics you can use to get more out of your growing content library and social interactions. Presented at the 2011 Online Retailer Conference in Sydney Australia by Steve Groenier, VP Marketing & E-Commerce at Artbeads.com Follow Steve on Twitter @marketonline Connect with Steve on LinkedIn at: http://www.linkedin.com/in/stevegroenier

TRANSCRIPT

Striking GOLD with Your Custom Content

and Social Media Investments

Steve GroenierVP Marketing and Sales

Artbeads.com

Top Search Rank

More Impressions

More Views

Quality Content Wins

So, What Did We Do?

We Created ContentLots of Content

Expert Content

Industry Experts

Photos

Blogs

Videos

Facebook Posts

Tweets

HURRAY - More Customers

Lets Put Our Customers To Work Creating Content

Writing Reviews

Asking & AnsweringQuestions

Blogging

Taking Photos

Making Videos

Sharing on Facebook

We’ve Spent

A Mountain of Money

Mountain of Content

Filled With Content GOLD

What Is Content GOLD?

Inspirational

Educational

Entertaining

Customer in Need

What Can Content GOLD Do For Us?

Visitors

Abandon Rate

Conversion Rate

Content GOLD Can Help Us... Deliver Better Service

Run Better Promotions

Improve Product Quality

Become Smarter Buyers

Build Brand Loyalty

The Problem IsThe GOLD Is Buried

Content GOLD

Product Page

Social Media

Needs to Be Shared

BlogContent Page

SEARCH

Product MarketingService

ENTIRE COMPANY

Sales

Content GOLD Share It Internally

Mining for Content GOLD

What Does Content GOLD Look Like?

Comments

Clicks

Likes

Impressions

Quality Content

Expert Articles Videos

New Products

35 Comments196 Likes

Blog Contest - 579 Responses

Fun Videos

Customer Blog

My Dog Ate My Jump Ring

Facebook Wall Post

EUREKA!You Found

Content GOLD

Now What?

Start Sharing It

Custom Landing Pages

Videos

Products

Articles

Product Landing Pages

Customer Blog

Facebook Gallery

Facebook Gallery

Blog Post

Email Feature

Content Goes Viral

Blog Traffic Grows

Traffic from Blog Grows

Customer Videos

Customer Videoson Facebook

Nice Links

Customer Review Photos

Inspirational Blog Posts

Search TermsBecome Blog Posts

New Results for Search

Content GOLD in Search

Content GOLD in Search

Content GOLD in Search

Content GOLD in Search

Online Retailers EverywhereAre Striking

Content GOLD

Articles OnProduct Pages

Articles Tab In Search

CustomerProduct ReviewVideos

Free Webinars

Reality Show

Retailers Are Creating Entire Sites

Around Content

Online RetailersAre The New

Steve Groeniersteve@artbeads.com Twitter: @marketonline

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