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27/05/2013 by
991 views

How Social Sharing Drives eCommerce Sales? (Infographic)

Some of us are finally discovering how social sharing drives eCommerce sales and marketing ROI. Get more insights from this story with infographic.

photo08 500x375 How Social Sharing Drives eCommerce Sales? (Infographic)

Retail seems to get the picture: eCommerce is still growing with the speed of light.

They also seem to understand that consumers with their social sharing are convincing their like-minded peers to buy great products and services as well.

Is social media going to close the loop in a See, Like, Buy way?

Infographic: Social Sharing Drives Sales

Social commerce platform AddShoppers analyzed $5,000,000 worth of eCommerce transactions.

They uncovered the following insights from thousands of merchants ranging from mom & pop shops to household brands like Everlast:

5M analyzed 500x2840 How Social Sharing Drives eCommerce Sales? (Infographic)

Pretty amazing intel, right?

Here’s a short summary of the key insights:

- The average Tweet is worth $1.62 to online retailers.
- Every Pin drives an average of $1.25 in revenue to an online retailer.
- The majority of products shared on Twitter are electronics.
- The average online order influenced by a Tweet is $181.37.
- Product shares via E-mail have the highest likelihood of turning into a purchase.
- More people share apparel products than any other product category.
- The average online order influenced by Tumblr is $200.33, the highest of any social networking site.

Looking at the high order value at Tumblr we can see why “big is only good when smart”: Their user’s share of wallet is much higher than that from Facebook or Twitter.

It might explain why Yahoo wanted to acquire Tumblr, which has 184.000.000 users.

Math Men can calculate Tumblr’s value beyond potential advertising revenues.

The Power of Predictive Marketing?

Most direct marketers have embraced the internet, search, social, crm and mobile from day one. Their main reason?

minority escena 3 500x281 How Social Sharing Drives eCommerce Sales? (Infographic)

Data makes marketing very measurable, accountable and fuels adaptive planning and predictive marketing.

And direct marketers, e-mail marketers and performance marketers have the answers to these crucial marketing and sales questions:

1. What are the costs of acquiring one opt-in e-mail address, one lead or one sale?
2. What is the ROI of each subscriber, fan, follower or lead?
3. What are the Costs Per Order of every sale (CPO)?
4. What is the economic value of one relationship?
5. How many relationships do we have? How can we grow them and at what costs?
6. How can we become a predictive brand, like Amazon.com?

How do you value and predict the economic value of your relations?

My Opinion?
I am glad that social marketing is finally being seen beyond: Reach, buzz, broadcasting and advertising.

Marketers in retail and eCommerce are finally starting to close the loop in social marketing: See + Like is becoming: See, Like and Buy.

I like that.

What About You?

How are you using social media and social sharing? Our audience would love to see your ideas in the comments below.

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About the Author
Igor Beuker was CMO at 3 listed companies, chairmain at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 2 agencies (sold to WPP) and Global Chief Social Officer at Mindshare. Now he is ‘freejack’ consultant and a sought after keynote speaker.

Source: AddShoppers.

 

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Comments (10)

  • Nick Steeves
    27/05/2013, 19:01

    Nice infographic!

    Rich Relevance did a study recently in which they ananlyzed 15 billion shopping sessions to see how social networks affected online purchases. It shows that Pinterest’s share of social shopping sessions increased from 6% to 25% over the past two quarters.

    Check it out here: http://wshe.es/19hdoVc

     
  • Mitchell Abdullah
    28/05/2013, 00:18

    Addshoppers (the creators of the infographic about) have data showing a similar trend with pinterest growth. We’ll be releasing that data in June.
    Thank you for posting this infograpihc Igor.
    -Mitchell Abdullah

     
  • Mitchell Abdullah
    28/05/2013, 00:23

    Which email address should I contact you at (when we release the data) to send you the story/images?

     
  • Laurens Bianchi
    29/05/2013, 10:16

    I find it remarkable that Google+ seems to have a high conversion rate, how come?

     
    • Mitchell Abdullah
      29/05/2013, 10:20

      Laurens, there is actually a great conversation going on about that already here: https://plus.google.com/+MikeElgan/posts/iz2KY7bJPBt

      For the most part we believe that it has a lot to do with the community that Google+ has. Most people have a G+ account but they don’t use it ever, not even to +1/share things. So the people who do share content and their followers are very active and want to share the best quality links that they can. Obviously you know that the same is untrue for most other networks, where everyone posts anything they can without a second thought.

       
  • We’ve won a pitch for G+ about 1,5 years ago to activate. In the briefing it did not fully became clear what they were: social network, interest network or….

    We thought G+ was an engine to fuel social search, but it seems like they had bigger plans.

    I’m convinced that if Google can add all it’s features, it can become a richer envirmnment, but for now it looks like not so many people see it as clear positioned?

     
 
 
 
 
 
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