How To Make Social Shoppable

One of the most prevalent questions asked to marketers is the return on investment of social. Brands and individuals alike are constantly striving for more followers or likes, but how does having a certain number of Facebook friends actually create a profit? With competing metrics on the value of a retweet or a follower, many question the actual ability to–or value in–calculating the ROI of social.

User generated content provides the perfect opportunity to connect the dots between fans and brands. A new feature on the scene is shoppable links. By directly adding product attribution to social posts in a social hub, marketers can create an easy path to e-commerce or information pages and make social shoppable. Here are some of our favorite ways to utilize this new feature in any given industry.

Retail

The no-brainer of shoppable links. Fashionistas and online shoppers are turning to turning to social hubs and style related communities across social media for inspiration and the latest trends. This provides the perfect opportunity for brands to put their fans in the spotlight as product models and style leaders. Brands can make social shoppable by directly linking shoppers to e-commerce sites to buy products seen in a social post.

A social-savvy fashionista could be scrolling through Instagram posts on social hub, see a pair of fabulous booties or top from a fellow fashion-grammer or fashion brand, and be pointed to exactly where she can buy them. Instant social media ROI.

Shoppable links direct fashionistas from style social posts directly to the e-comm site to purchase.

Sports

Sports fanatics are some of the most active fans on social. Sporting events provide the perfect environment for captivating exciting photos and posts from brand loyal enthusiasts. User generated content from sporting events evokes an emotional reaction as fans are deeply engrained in the teams they support.

LOS ANGELES, CA – JUNE 06: A young Los Angeles Kings fan waits for the start of Game Four of the 2012 Stanley Cup Final against the New Jersey Devils at the Staples Center on June 6, 2012 in Los Angeles, California. (Photo by Dave Sandford/NHLI via Getty Images)

These in-arena experiences hinge on ticket sales. UGC in sports presents the opportunity to take full advantage of the multitude of posts by adding shoppable links directly to the point of sale for upcoming events.

Non-Profit

Social media is becoming increasingly popular with non-profits. Any great content has the potential to go viral, especially when backed by a great message or for a great cause. With content surrounded around people out in their communities making a difference or standing behind a cause, there is wonderful and compelling data to encourage people to get more information. Shoppable links allow non-profits to utilize these great posts on social for a “Donate Now” or “Learn More.”

Shoppable Link concept for the Oregon Humane Society adoption site.

This is the perfect way to get others in the community involved, and direct them straight to the information that is going to be the most beneficial.

Increase Readership

Brand loyal fans arise when there is an emotional connection and mutual respect between the two. Company blogs are a great way to humanize a brand by showing thought leadership and personality. Companies that blog have the ability to share their products and services, as well as interesting industry expertiese in a more casual setting than direct selling. Why not link back to a great blog post that answers a question from a customer Tweet? Adding a shoppable link directing fans to relevant blog posts is a great way to get individuals involved with the brand on a more personal level.

How To Make Social Shoppable