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BizReport : Ecommerce archives : December 30, 2010


2010 holidays pin social to shopping

A recent Tealeaf report shows merchants heading into 2011 just how important social channels are to their online business. According to the Tealeaf Online Shopping Social Media Buzz Report, social conversations (via Twitter) increased more than 200% on both Black Friday and Cyber Monday as consumers checked out online deals and shared information.

by Kristina Knight

"[If] you look at the whole [holiday shopping] period, from November, only about 38% of conversations have been positive only about 24% of conversations have been negative - even on those big days," said Geoff Galat, Vice President of Worldwide Marketing with Tealeaf. You can read the entire report here. "The number of conversations on the big day spiked up 200% but the overall trend has been steady throughout. [The biggest complaints were]struggles on the website. It's kind of alarming how many websites aren't working, are too slow, how many checkouts aren't working correctly and how that is effecting consumers in the space."

To read the full Tealeaf Online Shopping Social Media Buzz Report, click here.

Moving in to 2011, the report is an indicator of why brands need to not only have social profiles, but why they need to monitor social channels to learn what consumers are saying. The good, the bad and the ugly.

"Step one is to at least monitor and pay attention to what consumers are saying about brands. Where businesses struggle is how they can correlate what consumers are saying and doing something about it. Our solution will help brands find out who is saying things about the brand and showing the brand why the website didn't work, for example, and then the sites can be fixed," said Galat.

Another New Years fix that brands need to address? The functionality of their websites. With the bulk of social conversations about problems consumers had with websites - whether shopping cart related, out of stock items or other issues - it is clear that there is an experience problem for many online shoppers. Research has shown that problems with websites are the top reasons that consumers do not return for another shopping event.

"Etailers need to look at their websites to make sure they work. Then, step back and look at all of the data: it will show that this is the biggest sales year online ever," said Galat. "[But] where was opportunity lost? [Tealeaf] can help etailers identify anything that gets in the way of consumers successfully engaging and integrating with the websites."

Finally, Galat suggests that etailers become more proactive in 2011. Begin by looking at what worked and what didn't work in 2010 and build a program that takes what worked and makes it even better.






Tags: 2010 holiday season, Geoff Galat, online shopping, social marketing, social shopping, Tealeaf








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