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Maggie Hatfield
Omni-Channel Integration Disrupts the
Traditional Path to Purchase
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
Bay Area
August 6, 2013
socialmedia.org/blogwell
OMNI-CHANNEL INTEGRATION DISRUPTS
THE TRADITIONAL PATH TO PURCHASE
MAGGIE HATFIELD
OPERATING VICE PRESIDENT, EMERGING MEDIA
V.5.1
3
@markethat
OMNI-CHANNEL INTEGRATION HELPS CUSTOMERS
ALONG A NON-TRADITIONAL PURCHASE PATH
3
@markethat
SOCIAL FOSTERS ENGAGEMENT ALONG THE ENTIRE
CUSTOMER JOURNEY
2
@markethatSource: Google Analytics, Q4 2012. N = US: 130M
SocialDisplay
Click
Organic
Search
Paid
Search
Referral
Email Direct
AWARENESS CONSIDERATION INTENT DECISION
ASSIST INTERACTION LAST INTERACTION
65% ASSIST | 35% LAST
66%
66% of total revenue comes
from purchases made in
more than one step
SocialSocial SocialSocial
THE #BEAUTYREPORT WEEKLY PROGRAM WAS THE PILOT
FOR BUILDING AN OMNI-CHANNEL EXPERIENCE
4
TV/PHONE
TABLET SMARTPHONE
HSN.COM
COMMUNITY
CONTENT
COMMERCE
SOCIAL SOCIAL
@markethat
CONTENT, CONVERSATION & INCENTIVES DRIVE
SOCIAL ENGAGEMENT & REPEAT VIEWERSHIP
Content & Chat
Incentives
Social TV CTA’s &
On-Air Graphics
Live Tweeting
HSN Partner
Participation
Destination on
HSN.com
TESTING & LEARNING TAKES TIME…
@markethat
6
SOCIAL MEDIA ENGAGEMENT ON TV IS MEASURED BY
TWEETS PER MINUTE
@markethat
MASS RELEVANCE CELEBRITY LIVE CHATPARTNER PARTICIPATION BEAUTY BUNDLE
Beauty Bundle Giveaway Celebrity Live Chat
Social-TV Graphics
Partner Participation
HSN.com Experience
WE CULTIVATED A GROUP OF ENTHUSIASTS TO BUILD
AWARENESS OF HSN AS A BEAUTY AUTHORITY
7
@markethat
Beauty Report enthusiasts
created thousands of stories,
resulting in 320X growth in
impressions.
#BeautyReport organically
trended on Twitter.
The Beauty Report extended from
a one-hour show to two hours
in June 2013.
On avg., Mass Relevance drove
21% of HSN’s Twitter
community growth.
21%
Social TV calls to action and
incentives sparked 5X growth in
TPM.
Omni-channel integration spurred
7.5X growth in #BeautyReport
mentions.
THANK YOU
MAGGIE HATFIELD
OPERATING VICE PRESIDENT, EMERGING MEDIA
Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
Bay Area
August 6, 2013
socialmedia.org/blogwell

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BlogWell Bay Area Social Media Case Study: HSN, presented by Maggie Hatfield

  • 1. Maggie Hatfield Omni-Channel Integration Disrupts the Traditional Path to Purchase This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Bay Area August 6, 2013 socialmedia.org/blogwell
  • 2. OMNI-CHANNEL INTEGRATION DISRUPTS THE TRADITIONAL PATH TO PURCHASE MAGGIE HATFIELD OPERATING VICE PRESIDENT, EMERGING MEDIA V.5.1 3 @markethat
  • 3. OMNI-CHANNEL INTEGRATION HELPS CUSTOMERS ALONG A NON-TRADITIONAL PURCHASE PATH 3 @markethat
  • 4. SOCIAL FOSTERS ENGAGEMENT ALONG THE ENTIRE CUSTOMER JOURNEY 2 @markethatSource: Google Analytics, Q4 2012. N = US: 130M SocialDisplay Click Organic Search Paid Search Referral Email Direct AWARENESS CONSIDERATION INTENT DECISION ASSIST INTERACTION LAST INTERACTION 65% ASSIST | 35% LAST 66% 66% of total revenue comes from purchases made in more than one step SocialSocial SocialSocial
  • 5. THE #BEAUTYREPORT WEEKLY PROGRAM WAS THE PILOT FOR BUILDING AN OMNI-CHANNEL EXPERIENCE 4 TV/PHONE TABLET SMARTPHONE HSN.COM COMMUNITY CONTENT COMMERCE SOCIAL SOCIAL @markethat
  • 6. CONTENT, CONVERSATION & INCENTIVES DRIVE SOCIAL ENGAGEMENT & REPEAT VIEWERSHIP Content & Chat Incentives Social TV CTA’s & On-Air Graphics Live Tweeting HSN Partner Participation Destination on HSN.com TESTING & LEARNING TAKES TIME… @markethat
  • 7. 6 SOCIAL MEDIA ENGAGEMENT ON TV IS MEASURED BY TWEETS PER MINUTE @markethat MASS RELEVANCE CELEBRITY LIVE CHATPARTNER PARTICIPATION BEAUTY BUNDLE Beauty Bundle Giveaway Celebrity Live Chat Social-TV Graphics Partner Participation HSN.com Experience
  • 8. WE CULTIVATED A GROUP OF ENTHUSIASTS TO BUILD AWARENESS OF HSN AS A BEAUTY AUTHORITY 7 @markethat Beauty Report enthusiasts created thousands of stories, resulting in 320X growth in impressions. #BeautyReport organically trended on Twitter. The Beauty Report extended from a one-hour show to two hours in June 2013. On avg., Mass Relevance drove 21% of HSN’s Twitter community growth. 21% Social TV calls to action and incentives sparked 5X growth in TPM. Omni-channel integration spurred 7.5X growth in #BeautyReport mentions.
  • 9. THANK YOU MAGGIE HATFIELD OPERATING VICE PRESIDENT, EMERGING MEDIA
  • 10. Learn more about past and upcoming BlogWells socialmedia.org/blogwell This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Bay Area August 6, 2013 socialmedia.org/blogwell