Today, Salesforce introduced new features for their Service Cloud and Marketing Cloud. Marketers will be able to use more conversational intelligence and identity resolution capabilities to boost customer engagement.
Varför vi bryr oss. You can’t have seamless customer experience without improved employee experience and workflow. Some of these improvements to the Service Cloud address both issues. An agent needs to have real-time data and insights in one place, whether at a call center, working remotely, or on-site with a customer.
Efficient workflows for service calls and other service and marketing insights benefits from conversational intelligence. Even though the cloud is doing it, it means organizations have the opportunity to listen to customers better.
Service Cloud call features. Salesforce partners will roll out telephony connectors to integrate phone and customer data. This will make automated call transcriptions possible and enable agents to receive intelligent real-time suggestions to help customers.
A new integration with AWS Contact Lens brings advanced transcription to Amazon Connect customers. Sentiment analysis and keywords from phone calls enables better coaching for service agents.
Out in the field. For in-person service calls, the Salesforce Field Service App now has a multi-level offline briefcase. This allows agents to access the right records offline. These records include secure contracts and customer data. The Field Service App places work plans, workflows and relevant safety checks all in one place for agents on a work site.
Salesforce also introduced a new visual remote assistant for customer support. This powers a virtual support session using augmented reality that customers can see on their phone screen. The agent can point and draw on their phone, directing the customer in a one-on-one session.
CDP features for Marketing Cloud. For the Marketing Cloud, marketers benefit from new streaming insights and data actions. Following real-time data signals, automated actions can be triggered by a new customer, a recent product transaction or a payment issue.
AI-powered advanced identity resolution brings customer data together from different sources. It automatically matches multiple spellings for customer names to assemble a single robust customer profile. Salesforce also introduced new capabilities for building anonymous profiles with rich data histories ready to merge with an existing customer profile when the match is made.
Få det dagliga nyhetsbrevet som digitala marknadsförare litar på.
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.
Generative AI and large language models are making customer experience platforms more accessible and humanized. These advances in recent months build on years of AI development that customer service and experience company NICE has put into their experience software.
The company unveiled generative AI use cases at this week’s NICE Interactions event in New York. Enlighten Actions and Enlighten Copilot use OpenAI generative models added to NICE’s AI-for-CX Enlighten platform.
“It makes applications broader and more easy to get to,” said Barry Cooper, president of NICE CX Division.
Using AI for customer service calls helps agents serve customers more efficiently. It also makes customer data available to inform experiences and actions across the customer journey.
“We started in service, but once you go to digital, you quickly go into ‘async’ (asynchronous communication),” said Cooper. “The moment you go to digital, async — WhatsApp and those kinds of things — the likelihood for an interaction to last for days, weeks, years is much greater. And then the likelihood of something that started as service to move to sales or other things is much greater because you have this open channel of communication [with the customer].”
Varför vi bryr oss. In the wave of new generative AI products and features for martech applications unleashed since OpenAI’s launch of ChatGPT, it’s easy to forget the history of chatbots in customer service. Marketers now look to use generative AI and large language models to help them navigate a CRM or ramp up production of marketing content across the entire marketing org. However, CX and customer service remain critical sources for getting to know customers better and retaining them with better experiences.
Enlighten Actions and Copilot features. NICE’s Enlighten AI offerings have already been on the market for three years; NICE’s CXone for eight years. By implementing these platforms, organizations move from having to manually spot-check customer service calls for quality and training to having 100% of customer interactions ready to be analyzed and acted on across the organization.
As a result of adding generative AI, Enlighten gives consumers access to self-service as effective as the best agents, Cooper said. And it gives call agents “super powers” by solving more customer issues quickly with easy-to-use dashboards that help generate solutions.
For instance, if a travel customer has a canceled flight (as many attendees in New York had with the Canadian wildfire smoke that fogged up the city), an agent would have hotels generated in their dashboard which they could then offer to book for the customer. And at the supervisor level, managers can easily spot trends and see that many customers in New York were having the same problem.
Generative web content. Enlighten Actions will also identify common problems and generate web articles and publicera them automatically. They will be search engine optimized so that they come up as a top search in a search engine. These articles then serve as another self-help tool for customers who search on Google first instead of searching for clues on the company’s homepage or messaging a live agent or chatbot.
The end goal for these automatically-created articles is to help customers and cut down on call volume, but they have potential for broader content marketing uses.
Data payload. Generative AI helps make interactions more conversational, but the deep knowledge about customers comes from interactions with them through Enlighten and through knowledge within the organization.
“The payload is knowledge,” said Cooper. “We didn’t go to the Internet to get that knowledge, it doesn’t exist on the Internet. If you’re H&R Block, and [you create an article] ‘How to solve this tax issue’ it’s very specific and doesn’t exist on the Internet.”
The Enlighten platform applies AI to hundreds of stages in the customer journey that are mapped out in their previous and ongoing platform CXone. This means that marketers have an effective way to identify opportunities across the customer journey, based on what a customer shares during a conversation with an agent.
Additionally, marketers can draw on customer data elsewhere within their stack — from a CRM for instance — to add more context when a customer calls or messages.
Disney was able to identify and measure trends in agent calls and improve strategies that led to sales. Craig Nordengren, a system integration and development manager at Disney, was tasked with using the technology to improve the sales of “Magic Moments” photo sessions that visitors to Disney World can purchase for an extra cost.
A full analysis of calls showed that when agents mentioned “Magic Moments” to a customer during a call, this was more likely to lead to a sale. Nordengren implemented an incentive structure not just for more sales, but for more mentions of “Magic Moments” by the agents. Disney could then see the improvement of individual agents by having a running count of how many more times the agents said “Magic Moments.”
“We make sure that these are actions agents should be able to accomplish, but it’s a little bit of a stretch, so they can do it,” said Nordengren in a session at the conference. “And then we go into analyzing the performance and making adjustments, and this process keeps going over and over again.”
The advantage of using AI is that as processes repeat, the models get smarter and more insightful about the specific business that uses it.
Social media has become an indispensable tool for businesses in today’s digital age. You need it to connect with your target audience, boost your brand’s visibility, and drive sales.
But most businesses and even beginner marketers don’t fully understand how to use social media for e-handel.
If you’re one of them, we’ve got you covered.
Whether you’re new to social media or looking to enhance your existing social media strategy for ecommerce, this blog is here to help.
We’ve compiled ten effective social media ecommerce strategies that can propel your brand to new heights. So, grab your favorite snack, sit back, and get ready to unlock the potential of social media for your ecommerce business.
Let’s get started!
What is Ecommerce Social Media Marketing?
E-handel marknadsföring i sociala medier refers to the strategic use of social media platforms to promote, sell, engage, and support customers in the context of ecommerce.
Some of the most common ways brands use social media for ecommerce marketing include:
Setting up online shops and selling products directly on social platforms (this is known as social commerce)
Promoting brands on social media accounts and driving traffic to online stores (ecommerce websites)
Replying to customer queries and engaging with potential customers to build trust
Offering customer support before and after sales
Using customer insights and data to revamp marketing strategies
But why do brands do all of this? What’s the benefit of having a social media presence? Let’s try to understand.
What Are the Benefits of Using Social Media for Ecommerce?
Social media is a game-changer for ecommerce businesses, offering a wide array of benefits, such as:
Increasing Website Traffic & Generating Leads
To Build Brand Awareness
Building Customer Loyalty & Trust
Acquiring New Customers
Creating Opportunities for User-Generated Content (UGC)
Improving Customer Service
Engaging with Target Audiences in Real-Time
Enhancing SEO Efforts & Search Rankings
Fact: Did you know that online stores leveraging social media networks drive 32% more sales than those that don’t? (WPForms)
This stat alone should get you excited about crafting an effective social media strategy for your ecommerce business!
So, now that you know what ecommerce social media marketing is and the benefits it offers let’s look at how to use it.
10 Powerful Social Media Ecommerce Strategies
Here are ten powerful social media ecommerce strategies you can employ to drive sales for your brand:
1. Set Clear Goals
Setting clear and measurable goals should be the first step in your social media ecommerce strategy. Goals will provide you with direction, help measure success, and hold you accountable.
You don’t actually sell them anything but make them remember and trust your brand or business. So, when they’re in the buying mode, they know who they’d be calling – that’s social selling!
Social handel involves marketing and selling your product (or service) directly on social media platforms.
Social media users can stay on their social profiles, read about the product/service, and buy it — all of this without leaving the platform.
Facebook, TikTok, Instagram Shops and Pinterest Product Pins are typical examples of social commerce being executed.
Social media ecommerce marketing is what we’re studying in the blog right now: marketing your product, generating leads, and helping future prospects on social media but then driving them to your online stores.
So, first, decide what it’s gonna be for you and then move forward.
2. Build Your Social Media Strategy for Ecommerce
After you’ve set your goals, build a comprehensive ecommerce social media marketing strategy that helps you achieve them.
Your strategy should include the following:
Define Your Target Audiences
Who are your potential customers?
Are they millennials or Gen Z?
What do they like and dislike?
What interests them?
These insights will help you create relevant content, campaigns, and offers.
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Out of 4.48 billion social media users, 99% access the websites or apps through a mobile device – backlinko.
What does it tell you?
You must adapt your ecommerce strategy accordingly and make sure that all content looks great on small screens too.
Here are some tips to optimize your social media accounts:
Invest in creating high-quality visuals that look great on small screens.
Make sure your website is mobile responsive, and the checkout process is easy to complete.
Utilize mobile advertising tools like Facebook Ads, Instagram Ads, etc.
Use shorter hashtags and URLs to make them easier to tap or type on mobile keyboards.
Use a clear call-to-action in your posts so that users can take action right away.
Important: Having a responsive and easy-to-navigate ecommerce website is super important – don’t sleep on it!
6. Employ Chatbots
Chatbots are like your brand’s trusty sidekick in the world of social media ecommerce!
Did you know that around 50% of people are totally on board with making a purchase through a website’s chatbot using conversational marketing? That’s right! These friendly virtual assistants can offer personalized and real-time assistance to your customers, making their shopping experience a breeze.
Need product recommendations? Chatbot’s got you covered!
Have a question about shipping? Chatbot’s got the answer!
By having chatbots as part of your social media ecommerce strategy, you can provide instant support, boost engagement, and, most importantly, drive those all-important sales.
So, why not harness the power of chatbots and make your customers’ journey even more enjoyable?
7. Leverage UGC (User-Generated Content)
UGC refers to content created by your customers, such as reviews, testimonials, photos, and videos featuring your products.
It’s one of the most powerful tools for driving engagement and boosting sales.
It’s like having an army of brand advocates who are eager to spread the word about your offerings.
UGC showcases real-life experiences and authentic customer interactions with your brand.
It builds trust and credibility among your target audience as it comes from real customers.
Plus, it’s not just about showing off your products – it’s about making customers feel part of a community. It shows that you value their input and recognize their contribution to the brand.
So, why not include UGC in your social media ecommerce strategy?
Encourage your followers to post pictures with their purchases, use relevant hashtags, and provide incentives for doing so.
8. Publish Short-Form Content
Today, short-form content reigns supreme! With dwindling attention spans, social media users prefer watching short, 30sec-1min videos instead of reading text.
This is exactly what brands need to capitalize on and capture their audience’s interest quickly and effectively.
But what kind of short-form content can you create to engage your social media followers? Here are some ideas for short-form content:
Tips & Tricks: Share bite-sized advice and hacks relevant to your industry.
How-Tos: Break down complex processes into step-by-step guides.
Behind the Scenes: Offer glimpses into your brand’s inner workings.
Quick Product Demos: Showcase your products’ features and benefits in short videos.
Inspiring Stories: Share stories that evoke emotions and inspire action.
Remember to keep your content visually appealing, concise, and shareable.
Try different formats like Reels, Stories, or TikTok-style videos to maximize engagement and captivate your audience instantly!
Did you know that a whopping 72% of Gen Z and Millennials are avid followers of influencers on social media? That’s right!
Influencer marketing has taken the digital world by storm, and it’s an incredible opportunity for ecommerce brands like yours to connect with your target audience in a meaningful way.
Here’s how you can incorporate influencer marketing into your ecommerce marketing plan:
Find Relevant Influencers: Look for influencers who align with your brand values and target audience.
Set Clear Objectives: Define your goals for the influencer campaign to guide your strategy.
Prioritize Authenticity: Encourage influencers to create genuine content that resonates with their audience.
Foster Creative Collaboration: Involve influencers in the creative process to showcase your products in their unique style.
Track Performance: Measure the success of your campaigns using tracking tools and unique discount codes.
Consider Long-term Partnerships: Build strong relationships with influencers for ongoing brand integration and audience connection.
By collaborating with influencers, you can amplify your brand’s reach, enhance credibility, and drive meaningful results in the competitive ecommerce landscape.
10 . Track Progress & Evolve
Tracking and analyzing the results of your social media ecommerce strategies is vital for ongoing success.
Analytics tools can give you valuable insights into audience demographics, reach, and engagement.
Platforms like Facebook, Instagram, and Twitter provide built-in analytics dashboards to assess post performance. Use them to understand audience behavior and analyze what’s working for you.
Similarly, monitoring ad performance is especially important if you’re selling directly on social media. Tracking metrics such as click-through rates, conversion rates, and sales will help you assess the effectiveness of your ads and make data-driven decisions.
Besides analyzing your social media posts, keep a close on your website analytics (Google Analytics) to measure the impact of your social media campaigns. See which platform gets you the most traffic and which one’s not doing the job.
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But remember, tracking progress isn’t just about numbers; it’s about understanding your audience and their preferences.
Use the data to identify patterns, trends, and customer behaviors that can shape your future strategies. Adapt and evolve your approach based on these insights to ensure continued success in the dynamic world of social media.
Supercharge Your Ecommerce Journey with Social Media
So, this is it — use this 10-step strategy to build an effective ecommerce marketing plan on social media and drive real results for your brand.
If you find tracking progress and analyzing data challenging, consider completing Digital Marketer’s Social Media Certificate.
This short but in-depth program can help you master the art of creating an effective social media strategy for ecommerce to drive engagement and revenue for your business.
Sounds like too much work? Mongoose Media is an award-winning, modern digital marketing agency. They can develop & execute effective strategies to maximize your brand’s online presence and drive sales.
Don’t hesitate to reach out and take your ecommerce business to new heights!
Social media is now a crucial part of how consumers discover new CPG products. From brand accounts to online influencers, huge shares of the more than 3,000 CPG shoppers we surveyed in February 2023 said they turn to social along the path to purchase for day-to-day essentials.
45% of Beauty Shoppers Say Social Media Has Introduced Them to New Products
When asked where they had seen or heard about new beauty products that they later went on to purchase, 45% of beauty shoppers chose social media, a higher percentage than television! Television was the top channel for OTC health as well as food and beverage shoppers, but social media still came in second for each.
Social media topped television for product discovery across all three product categories studied for both Gen Z and millennials, highlighting the importance of the channel to younger generations. Incredibly, 65% of Gen Z beauty shoppers recalled seeing or hearing about beauty products on social media that they later went on to purchase.
Turning our attention to which social platforms are most influential to product discovery, Facebook won out in every product category studied when looking at all respondents. This is unsurprising given its status as the most used social app in the US.
However, zooming in on Gen Z, TikTok and Instagram outpaced Facebook across all three product categories.
Thus, reaching CPG shoppers effectively is hugely different from one generation to the next when it comes to which platforms are likely to drive product awareness. This is also the case when evaluating the effectiveness of online influencers and brand social accounts.
Influencers and Brand Socials are Far More Important to Younger Shoppers
Across beauty, food and beverage, and OTC health products, Gen Z saw the highest share of shoppers who said they had bought a product in the last year based on the recommendation of an online influencer. At least 75% of Gen Zers in each product category bought a product recommended by an influencer. By comparison, less than 60% of Boomer respondents in each category had purchased a product recommended by an online influencer.
Similarly, younger generations are much more likely to follow brand accounts on social media. Boomers were less than half as likely as Gen Zers to follow brand accounts in each of the product categories studied.
In terms of what brand followers are most looking for from such accounts, the most popular answers were to hear about new products, to hear about promotions/discounts, and for details about the products those brands sell. While entertainment was a reason that many shoppers selected for following brand accounts, it was less important than all other possible reasons presented to respondents across all three surveys.
Most Consumers Aren’t Turning to Social Media for Product Search Just Yet
Google data has indicated that about 40% of younger people would go to TikTok or Instagram, rather than Google, when looking for a place for lunch. When it comes to CPGs, however, social media is far down the list of where young people search first, trailing search engines, and particularly large retail sites.
Looking at the share of respondents who first turn to a search engine like Bing or Google for product searches compared to those who would first search on social media, search engines far outpace social platforms across product categories, even for Gen Z respondents. Both social platforms and search engines lag far behind retail sites like Walmart and Amazon when it comes to initial product searches in these categories.
In the case of OTC health products, Gen Z respondents were more than four times as likely to start a search on a search engine than on a social media platform. This will be a trend to keep an eye on as social platforms increasingly provide search advertising capabilities.
Social media is now the most important digital channel for first hearing about or seeing new CPG products across the beauty, food and beverage, and OTC health categories. However, the importance of influencers, brand social accounts, and specific platforms varies significantly by the age of shoppers.
As such, CPG brands need a strong understanding of who they’re aiming to reach through social media, and should create targeted campaigns that provide well-tailored messaging. This is particularly true given that a majority of respondents in each of the three surveys expressed a desire to see ads that are either personalized to them based on past actions or that appeal to groups that share their demographics or general interests. A minority of respondents preferred ads that appeal to the most people.
The importance of social media is likely to grow moving forward. Marketers should make sure they’re putting their best foot forward as its influence balloons across key CPG categories.