increasing website revenue by driving social behaviors

January 8, 2012

Affiliate Summit WestOliver RoupFounder / [email protected]+1 (415) 287-9942

Increasing Website Revenue by Driving Social BehaviorsHow Social Media is Reshaping the Way Consumers Buy -- and How to Capitalize on it

mailto:[email protected]

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1. Search for product 2. Select merchant 3. Select product and buy

Then | Search & Buy

Social Media is Changing Consumer Purchasing


of shoppers that find online social sources to

be an influential driver when making decisions

95% Increase95% Increase


5

Paid search and other traditional ways to acquire traffic and new customers

remain a critical component of our marketing strategy, but we’re finding that

these traditional avenues no longer provide a clear purchase funnel. Customers

come and go at different points, engaging in multiple conversations throughout

the process. The shift requires us to invest in a lot of different pots. Social

media is an area that allows us to obtain customers that market on our behalf

(i.e. who is going to talk about us? who is going to recommend us?).

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Cynthia Thomas

Sr. Director of Online Acquisition & Partner Marketing



1. Search for info 2. Seek guidance 3. Select product 4. Find merchant and buy

Now | Broad Exploration



The Question


One Answer

drive social drive social behaviorsbehaviors

drive social drive social behaviorsbehaviors

create a space where create a space where purchasing purchasing

decisions are madedecisions are made

create a space where create a space where purchasing purchasing

decisions are madedecisions are made

build a communitybuild a communitybuild a communitybuild a community

Enhance what you are already doing with social behavior.


How Do Social Behaviors Help you Earn More?

Social behaviors transform your site into a space where purchasing

decisions are made.

Benefit Monetization Opportunity

Increased Engagement Higher CTR’s

Free / High Quality Content More Ad Space & Affiliate Links

Repeat Traffic Additional Traffic

social behavior = more opportunities to monetizesocial behavior = more opportunities to monetize


Defining Social Behavior

Creating social behavior is not as simple as advertising on social

media sites.



... or creating a Facebook page.

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... or Tweeting.


One Example of What the Community Looks Like


One Example of What the Community Looks Like

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More Shares

These shares will drive a new kind of buyer to your site, one you can’t

capture via search engines.


More Traffic

The overall result will be more traffic -- and entirely new traffic

sources.


More Interaction

Readers that interact on your site return more frequently, and bring

others with them.


More Content

Social behavior drives free, high quality content, which in turn, creates more

opportunities to monetize.


More Revenue

Watchuseek is a community where purchasing decisions are made.

19


how to drive how to drive social behaviorssocial behaviors


Create a Foundation for Interaction

21

Incorporate your Incorporate your community within community within

your main site.your main site.

Incorporate your Incorporate your community within community within

your main site.your main site.



22

Organize your community in Organize your community in a way that encourages, but a way that encourages, but

doesn’t force, product doesn’t force, product discussions.discussions.

Organize your community in Organize your community in a way that encourages, but a way that encourages, but

doesn’t force, product doesn’t force, product discussions.discussions.



Don’t introduce advertising Don’t introduce advertising that makes it difficult to that makes it difficult to access the community.access the community.

Don’t introduce advertising Don’t introduce advertising that makes it difficult to that makes it difficult to access the community.access the community.


Stimulate Traffic to the Community

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Stimulate Traffic to the Community

Use a forum in lieu of Use a forum in lieu of comments.comments.

Use a forum in lieu of Use a forum in lieu of comments.comments.


Stimulate Interaction

Ask questions.Ask questions.Ask questions.Ask questions.


Stimulate Interaction

Get people talking.Get people talking.Get people talking.Get people talking.


The End Result

more traffic = more ad revenuemore traffic = more ad revenuemore traffic = more ad revenuemore traffic = more ad revenue


The End Result

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more interaction = more interaction = more salesmore sales

more interaction = more interaction = more salesmore sales


Q&A

Oliver

(web) oroup.com

(email) [email protected]

(twitter) @oroup

VigLink

(web) VigLink.com

(email) [email protected]

(twitter) @VigLink

increasing website revenue by driving social behaviors

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