Monetizing Social Interactions

Social Login
Forcing visitors to register before shopping or checking out drives them away. Social login streamlines the process, something that's especially important in an increasingly mobile environment. The technique is a perfect example of a social strategy that can lead directly to more robust results. It addition to removing annoying hurdles for customers, social login gives retailers access to relevant user information to help them better understand and connect with visitors down the road, even if they don't buy anything on their initial visit.

Social Links
With the ever-expanding universe of social media sites, it can be challenging to figure out which ones best align with your brand's target audience. An effective way to gather data on how shoppers use social media is to create links and tools for an array of social media sites and see which ones customers use, giving them a snapshot of where shoppers who visit their sites hang out online.

Reward Shoppers for Shares
Do more than just make it possible for users to share your products with friends — encourage it with social apps and contests. With a few incentives, you can turn fans into potent brand advocates whose referrals from their own social networks can be driven back to your site.

Ulla Popken, an international retailer featuring stylish plus-size wear for women, enjoyed 15,000 likes on its Facebook page, but needed to turn that interest into action. The retailer offered shoppers a chance to win $250 for liking products on Facebook, and 20 percent off for sharing on Facebook, Twitter or via email. In just 60 days, Ulla Popken's social promotions reached 65,000 people, generated $16,000 in incremental revenue, and triggered peer referrals with a 17 percent conversion rate.

Customer Loyalty Programs
As the torrid pace of online sales slows in the maturing e-commerce marketplace, winning repeat business is going to be more important than ever. Loyalty and retention programs focused on points-based systems around both on-site behavior and actions on social networks can be key ways to generate repeat business.