September 30th, 2009
One of the sessions at Shop.org 2009 that I thought it probably best I attend, was the “Twitter and Social Media All-Stars” panel that ran on the first day of the conference.
The panel was moderated by Denise Zimmerman, President & CSO of NetPlus Marketing and had three social media-focused representatives for commerce companies with a strong online presence:
- Tracy Benson, Sr. Director of Best Buy Interactive Marketing & Emerging Media
- Alison Jeske, Sr. Director of Product Management at Drugstore.com
- Kevin Ranford, Director of Web Marketing, 1-800-Flowers.com
I took a couple of videos from this session that I thought would be of interest for folks that are thinking about applying social media to their ecommerce business.
The first video clip below focuses more on the foundation businesses need to put in place when embarking on social media implementation. Kevin from 1-800-flowers.com talks about making sure you know what your customers are interested in before reaching out to them. He also addresses the integration of social media within existing strategies and groups within the organization.
Alison adds that topics will drive the day (for example, swine flu was a hot topic on drugstore.com so they had to have information and conversations related to that). She concludes by talking about individual management of different Twitter feeds on behalf of the company based on conversation topic (much like I manage the eBayInkblog feed but other individuals manage the eBayMotors and KijijiUS Twitter feeds):
The second video sees Kevin and Tracy talk about how each social media platform will have multiple feeds that address different needs (some Twitter feeds are good for “Deals of the Day” for example, whereas others are better for news distribution).
Cheers,
RBH
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