Social networking is a global phenomenon. We all connect and share with our personal and business networks through Facebook, LinkedIn, and Twitter. And this has huge implications for business because consumers are now equal partners in shaping the brand conversations. So you probably have a social media plan with a Twitter account and a Facebook Fan Page. But do you know how to convert those "likes" and "tweets" into dollars? Join Jeremiah Owyang, Partner at Altimeter Group, and Nadim Hossain, VP of Marketing for PowerReviews, for a 60 minute webinar where they will explore how to turn social into sales. You will learn: - the seven step process of the Customer Hourglass Framework - the three core fundamentals of social commerce - how to turn social to sales through content generation, engagement, and advocacy

1. Awareness to Advocacy: Drive More Sales with Social
Co-hosted by
3/15/2012

2. Today’s Speakers
Jeremiah Owyang
Partner
Nadim Hossain
Vice President, Marketing
© 2012 Altimeter Group

3. Today’s Webinar Agenda
1. Seven Stages of the Customer Journey
2. The Customer Hourglass
3. PowerReviews Take on Social
4. Three Pillars of Social Success
5. Checklist to turn social into sales
6. Q&A

4. 4
Customer Journey
For PowerReviews
March 15, 2012
Jeremiah Owyang
Industry Analyst

5. Relationships with brands are changing
Source: Ask Your Target Market, Base=2000 US Internet Users, 2011
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6. Image by docsearls used with Attribution as directed by Creative Commons http://www.flickr.com/photos/docsearls/5500714140
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7. 7

8. Image by Pieter Musterd used with Attribution as directed by Creative Commons http://www.flickr.com/photos/piet_musterd/1858568495
Strategy: The Customer
Hourglass Framework
© 2011 Altimeter Group

9. The traditional purchase funnel is outdated
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10. The Customer Hourglass looks at the entire
experience
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11. The Customer Hourglass looks at the entire
experience
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12. Sephora triggers social word of mouth with
Like buttons
Some products on
Sephora’s website have
garnered up to 3,000 likes,
increasing referral traffic
from fans’ social graph.
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13. Check-in deals offer a way to connect with
consumers and generate awareness
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14. AmEx’s OPEN Forum surfaces small business
owner discussions and networking opportunities
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15. Awareness Key Take-Aways
 Expect paid media such as advertising, to fuel this
first phase
 Often, rely on content at the Lifestyle, or Pain
Point to trigger discussion.
 Lastly, listen do what customers are already
talking about and join the discussions they are
already having.
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16. The Customer Hourglass looks at the entire
experience
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17. 17
DellOutlet drives sales with Dialog

18. Customers who read reviews show higher
conversion rates and AOV
Diapers.com raised its
conversion rate by 14% in
just the first month after
adopting customer reviews
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19. Consideration Key Take-Aways
 Repurpose your product inventory information and
apply to the real world
 Aggregate 3rd party reviews to your corporate
website
 Similarly, repurpose your reviews on your
corporate site to 3rd party websites and
blogs, extend and repurpose.
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20. The Customer Hourglass looks at the entire
experience
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21. Mattel shoppers can shop together, browsing
and sharing in real time
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22. Target shoppers create and share wedding and
baby shower registry lists
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23. Intent Key Take-Aways
 While still emerging, social features are fueling
sales efforts by adding richer context to the
customer experience
 Expect next-generation applications to pre-
populate wish-lists and shopping carts based on
historical and social data
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24. The Customer Hourglass looks at the entire
experience
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25. Facebook launches group buying deals
Point of purchase is easily
sharable, plus transactions can be
tied to customer social profiles
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26. Eventbrite found motivation to share is higher
and worth more after the purchase is made
Eventbrite found that a post-
purchase share on Facebook
drives 20% more ticket sales
than a pre-purchase share
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27. Point of Purchase Key Take-Aways
 Social features allow friends to share point of
purchase with others
 WOM can be measured and attributed to
individuals
 Expect in the future that virtual currency or virtual
goods will offer consumers discounts or exclusive
deals
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28. The Customer Hourglass looks at the entire
experience
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29. Wells Fargo responds to customers – within
business hours
Wells Fargo demonstrates a human
voice yet clearly sets expectations of
how they’ll help customers during
business hours
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30. EA provides customer support updates and contact
options on its dedicate Facebook page
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31. Support Key Take-Aways
 Reduce support costs by giving information to
consumers on hand
 Use a tiered approach:
 Load up most frequented asked questions first
 Then follow up by providing the ability for them
to conduct peer to peer support
 Finally provide them with direct-to-company
support when the first two avenues have been
exhausted
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32. The Customer Hourglass looks at the entire experience
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33. Starbucks partners with Foursquare to offer
badges and discounts to loyal “Mayors”
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34. TopGuest links loyalty to social media, allowing
companies to measure loyalty and influence
Hilton HHonors members can
give a Facebook friend 25% off
a Doubletree Bed & Breakfast
reservation once they check in
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35. Loyalty Key Take-Aways
 Loyalty programs of the past are based on long-
term commitment and total potential spending
value
 In the future, companies will factor in game
mechanics, badges, and point-based systems to
foster longer term loyalty
 Allow currency to be interchangable, for example
“Checkins from Hilton on Foursquare in hotels can
convert to Hilton rewards points” (Andrew validate
this)
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36. The Customer Hourglass looks at the entire
experience
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37. American Eagle rewards customers who curate
product lists and refer friends
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Microsoft recognizes 4000 MVPs every year – the
program is run by 50 dedicated staff
Every year 4000 MVPs are
nominated by peers,
employees, and other
MVPs, and selected by an
internal panel. The length of
service is one year.

39. Advocacy Key Take-Aways
 The holy grail of marketing, this is the lowest cost
yet highest trusted form of marketing
 Co-creation is the fuel of advocacy, help
customers feel ownership and empowerment
 When done correctly, this fuels the top of the
marketing funnel, growing the program over and
over
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40. The Customer Hourglass looks at the entire
experience
Learn
and
Innovate
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41. Summary
© 2011 Altimeter Group

42. Summary
1. Remember customers are behaving in new
ways, in new places, with new expectations
2. Think beyond the silo –customers expect a
single, holistic experience
• How will marketing, sales, support, and loyalty
programs work together?
3. Don’t arbitrarily deploy a strategy –think of the
whole customer life process using the customer
hourglass
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43. THANK YOU
Jeremiah Owyang
jeremiah@altimetergroup.com
web-strategist.com/blog
Twitter: jowyang
Disclaimer: Although the information and data used in this report have been produced and processed from
sources believed to be reliable, no warranty expressed or implied is made regarding the completeness,
accuracy, adequacy or use of the information. The authors and contributors of the information and data
shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference
herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply
its endorsement, recommendation or favoring by the authors or contributors and shall not be used for
advertising or product endorsement purposes. The opinions expressed herein are subject to change without
notice.

44. PowerReviews is the Social Performance
Company
5,500 Brands
96% Renewal Rate
27M Pieces of Social Content
Award Winning Technology
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45. Customers, Not Brands, are Driving the
Conversation
Customers
Recommendations
Q&A
Reviews
Earned Media
Brands
Advertising
Paid Media
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46. But Likes Don’t Equal Sales
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47. PowerReviews’ Recipe for Social Success
Focus on the 3 pillars
of social success:
1. Social Content
2. Social Engagement
3. Social Measurement
Use proven social
techniques to drive
sales where it matters.
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48. 1. Social Content
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49. Use Social Content to Attract and
Convert Customers
1 2 3
3X More Content 50% More Traffic 10% Higher Conversion
Josh Himwich, Vice President
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50. Give your customers the answers and
confidence they need to buy
Do this shoe Yes, all shoes
come in kid’s are available
sizes? kid’s sizes.
Asked on 12/20/2011 Answered on 12/20/2011
8:31 am 11:15 am
Checkout
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51. Connects Advocates and Prospects
to Drive More Conversion
A: Yes, my
Q: Is this 2 year old
appropriate loves it.
for toddlers?
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52. 2. Social Engagement
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53. Amplify Content & Connect Advocates
with Social Engagement
Love these
headphones!
1 2
Checkout
Push to Facebook Traffic From Facebook
Beats Q&A
3 4 Q?
Buy Now
A!
Gamification Q&A
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54. Amplify Social Content to Create
New Traffic & Customers
YOUR SITE
Nikon is a Should I buy
great camera! this Nikon
Camera from
Staples?
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55. Turn Your Customers int Advocates
and Promote Awareness

56. Keep Users in the Consideration Phase
Engaged Even After Leaving Your Site
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57. Give Users with Intent the Final Push
They Need to Make a Purchase
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58. Encourage Social Content Contributions and
Create Loyalty Through Gamification
Social Content
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59. Recognize and Reward Top
Contributors to Create Advocates
Thank you for your review Thank you for answer
You earned 10 points! You’ve earned the
Life Saver badge.
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60. 3. Social Measurement
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61. Measure and Optimize All Social
Campaigns to Drive More Sales
Optimize Social To Drive Sales
Measure the increase in
traffic from social activity
Track the impact of social
activity on conversion
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62. Link Social Activity To Sales
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63. Checklist to Turn Social Into Sales
1. Make it easy for customers to create social content.
2. Integrate sharing tools to promote social engagement.
3. Optimize campaigns with social measurement.
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64. PowerReviews’ Essential Social Suite
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65. “
Step 2 Moves Beyond “Likes” to Drive Sales
With PowerReviews
Essential Social Suite,
we’re able to tap into
the conversations
customers’ are having
and the content
they’re creating in
order to drive sales in
a way that just
”
gathering Facebook
fans can’t do.
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66. Q&A
Thank you for attending.
For a live demo,
please call:
(866) 345-1461
or email:
info@powerreviews.com
For more information on PowerReviews
Essential Social Suite, please visit:
www.PowerReviews.com
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