Social Media eCommerce Strategies with Jason Falls

November 7, 2013

Do you run a eCommerce business?

Are you having success with your social media eCommerce strategy?

Learn from one of the best this week as Jason Falls joins me on the Social Media Social Hour Podcast. Jason has quite an extensive background with social media marketing as an author of a few books and Founder of Social Media Explorer. Recently, Jason also added the responsibility of VP of Digital Strategy for CafePress. Jason and I discuss what social media eCommerce tactics and strategies CafePress is using, how they measure it and more.

About  this show:

Social Media Social Hour PodcastThe Social Media Social Hour is a podcast for marketers and entrepreneurs looking to get on the social media fast track. The podcast is an interview format, where each week I get up close and personal with top brands and influencers to talk social media, tech and online marketing. Each week I also share tools that I personally use to help me with social media management, sales, marketing, account management and productivity.

In this episode, here’s what we’ll cover:

  • Tech Tool of the Week: Skitch for screen captures, photos, PDF, etc.
  • Jason started early on with experience in Radio, Broadcasting, and Journalism.
  • His career went into Public Relations and Journalism with college athletics and he always had an interest in the internet and social media.
  • His social networking experience let him take a new role in his ad agency after college.
  • Jason started using social in high school with online bulletin boards for video games.
  • In college, Jason began to utilize message boards and chat rooms.
  • Jason was fascinated by the idea of connecting with classmates and communicating in real time with people who were miles away.
  • Spending time online engaging with an audience about sports led him to see the online space as a marketing opportunity.
  • Social Media Explorer began as blog when Jason was exploring social media for the ad agency he worked for, Doe-Anderson.
  • He cultivated a following quickly as someone who called out the need for a strong presence on social media to really make a good return on investment, rather than just engaging in conversation on social.
  • He cautions against being a social media purist because social needs to go further than just engagement and joining in the conversation.
  • Engagement must be connected to business metrics to truly be marketing that drives revenue.
  • Jason got involved with Cafe Press when they reached out to him as someone who could run their social presence.
  • In talking about the differences in strategies between Cafe Press and Social Media Explorer, Jason talks about what content marketing means to each.
  • For an e-commerce site like Cafe Press, content means the design that is on the product or base good.
  • For social media marketing, content is blog posts, videos, and anything the consumer can digest to make them interested.
  • Online e-commerce marketing has traditionally been search engine marketing and is ROI driven.
  • Jason comes to Cafe Press as more of a brand marketer rather than direct response marketer.
  • He talks about the difference between brand marketing and direct response marketing.
  • Direct response marketing is where customers are utilizing search engines to help them buy, whereas brand marketing is helping people choose what they may want to buy when they are ready to buy it.
  • Jason talks about the integration of selling using social media and utilizing brand marketing to lead to direct response marketing.
  • The Facebook for Cafe Press will have the Design of the Day that creates awareness but does not necessarily sell. Sometimes they will do a “flash” sale on Facebook with great deals which drives traffic to the site.
  • Pinterest does pretty well organically with Cafe Press.
  • Jason says they don’t find a great deal of success with Twitter and are still trying out new strategies.
  • They certainly use Twitter and their other social platforms as customer service tools.
  • Some of the tools they use at Cafe Press are Sysomos, Sparkcentral, and Social Annex.

Jason Falls Social Media Six Pack:

  1. What smartphone are you using? iPhone
  2. What is your favorite app on your iPhone? TripIt
  3. What was the last app you bought for the iPhone? Over 
  4. What was the last social network you used? Facebook
  5. Last T-shirt you wore with a slogan on it? Fall City Beer
  6. Have you ever retweeted Andrew McCutchen? Probably not retweeted but commented on Facebook posts.
  7. Bonus Question: What’s up with Rick Pitino not tweeting? He’s an old school guy who doesn’t want anyone else tweeting for him.

Items mentioned in the episode: