PLAYBOOK FOR BUSINESS BRAND PAGES. Shopyourway.com presents: The beginning of serious commerce Social Commerce.

Transcription

1 PLAYBOOK FOR BUSINESS BRAND PAGES Shopyourway.com presents: The beginning of serious commerce Social Commerce.

2 SHOP YOUR WAY FOR BUSINESS INDEX INDEX 2 ABOUT SHOP YOUR WAY 3 ABOUT BRAND PAGES 5 GETTING STARTED 6 ADMINISTRATOR FAQ 9 TACTICS 10 TOOL KIT FOR BUSINESS 12 CONTACT 14 BACK TO TOP > 2

3 BRAND PAGE ABOUT SHOP YOUR WAY Community of Shoppers Rewards Shop Your Way is a PROGRAM used by millions of loyal and spending members whose primary goal is to engage with the products, brands and other shoppers. Shop Your Way members create trends and follow trends as a part of their social product discovery. Shop Your Way members love: promotions, rewards, product launches. Community members benefit from our active online Personal Shoppers and Experts, who provide additional exposure to products and brands. Learn more: Personal Shopper, Experts The Shop Your Way platform rewards members for their loyalty and shopping activities. Shop Your Way members who are part of Shop Your Way Rewards (Shop Your Way Rewards Program) program earn at least 10 Points for every $1 spent with qualifying business partners (Partners Program). The more Shop Your Way Rewards members shop, the more Points they earn. Shop Your Way Rewards Program members can redeem as many POINTS as they like at checkout. Members can also participate in hundreds and soon thousands of sweepstakes and contests. Learn more: Partners Program, Contest & Sweepstakes BACK TO TOP > 3

4 BRAND PAGE ABOUT SHOP YOUR WAY Products Your Business On Shop Your Way members have access to a Marketplace of millions of products. Shop Your Way products are available either through Shop Your Way partners, such as Sears Marketplace, or are uploaded directly by a Shop Your Way member. The Shop Your Way bookmarklet tool lets you bring products into Shop Your Way. You can develop an application on Shop Your Way Open Platform. You can bring in your products to Shop Your Way by using the Shop Your Way bookmarklet feature or by developing an application on Shop Your Way Open Platform. You can also start selling your products on Shop Your Way by joining the Sears Marketplace. Shop Your Way is a sophisticated shopping platform that customized features to members based on personalization logic. Once your products are on Shop Your Way, your products will appear in Activity Feed, homepage and other locations accessible by Shop Your Way members. Whether you are a national or international brand or a local businesses serving your local community, Shop Your Way is a place where you can communicate your business s unique benefits and offerings to the online community of shoppers. There are several types of pages that you can leverage on Shop Your Way in order to build a presence for your business: Brand Pages, Store Pages, Topic Pages. There are simple tactics covered in this Playbook that you can put in place to start growing your business on Shop Your Way TODAY. Learn more: Bookmarklet, Open Platform, Sears Marketplace BACK TO TOP > 4

5 BRAND PAGE ABOUT BRAND PAGES You put a lot of effort into building your brand, improving and launching products, and planning promotions and programs that serve your costumers. Brands pages allow companies to showcase their brand and products by asking questions, creating polls, or publishing other content designed to provoke responses and make their stream an active discussion forum. The story of your business will not remain untold. What is your story? The Shop Your Way audience is ready to hear it. Feature several promotions Upload your logo Present your business value proposition or tagline Create catalogs to showcase your products, videos, articles and other types of content Provide frequent status updates Create polls to learn about shoppers who follow your brand Customize your activity feed content BACK TO TOP > 5

6 BRAND PAGE GETTING STARTED General directions: You need to be a registered user of Shop Your Way to be a Brand Page administrator. The Shop Your Way Brand Page creation process has checks established to ensure that Brand Pages are managed by their true owners. Most Brand Pages are already created and reside in our Brands Directory. Each Brand Page that already exists on Shop Your Way has to be claimed in order to be granted administrative rights to the page. To claim administrative rights to an existing Brand Page, follow directions on page 7. If you did not find your Brand Page in the Brand Directory, you can create a new brand page by yourself. To create a new brand page, follow directions on page Meet Leslie. Leslie is a social marketing manager. She came to Shop Your Way to create a Brand Page for her company. First Leslie is verifying is there is already an existing Brand Page created for her company. Follow Leslie s actions to identify if Shop Your Way has already created a Brand Page for your company. Leslie creates an account on shopyourway.com. Leslie clicks on link Brands on the left column of her homepage and goes to Brand Pages directory. Leslie finds her Brand Page in the Brand Directory. If Leslie does not find her brand page in the Brand Directory, Leslie will create a new Brand Page by following steps on page 8. BACK TO TOP > 6

7 BRAND PAGE GETTING STARTED General directions: Leslie has already identified the brand page of her company. Now Leslie will claim the ownership of the brand page. Follow Leslie s actions. The Shop Your Way Brand Page creation process has checks established to ensure that Brand Pages are managed by their true owners. Each Brand Page has to be claimed in order to be granted administrative rights to the page. 4 Leslie clicks on link Submit a request located on the right column on the unclaimed Brand Page. 5 Leslie fills out the online form requesting administrator rights to the Brand Page to 48 hours after the submission of the form Leslie receives the confirmation . She is now the administrator of the Brand Page. BACK TO TOP > 7

8 BRAND PAGE GETTING STARTED General directions: If you did NOT identify the brand page of your company in Brand Directory you will be able to create a new Brand Page. Follow Leslie s actions to create a new Brand Page on Shop Your Way. The Shop Your Way Brand Page creation process is simple. Just click on Create Page option on the left navigation panel of your registered Shop Your Way homepage (step 1) and follow steps of the wizard (step 2). 1 Leslie clicks on Page creation wizard. 2 Leslie creates a new Brand Page by filling out just a few basic information. Once new Brand Page is created Leslie will be able to add additional information to the page in section Edit Settings BACK TO TOP > 8

9 BRAND PAGE ADMINISTRATOR FAQ Leslie is now the administrator of a Brand Page on Shop Your Way. Below are answers to the questions that she and you may have at the very beginning. Q How do I access my Brand Page as an administrator? A If you want to use Shop Your Way as a Brand Page, not as your personal profile, you need to choose a correct option in the expandable area (2) which opens when you click on your Profile picture in the site s header. When you are on your Brand Page you will also see a tab Edit Settings. Q How do I customize my Brand Page? A In the settings section (1) you will find all the tools you need to customize and manage your Brand Page. Visit this section often as new features become available often on Shop Your Way. Q How can I add another administrator to my Brand Page? A Feature that allows you to add new administrators to your Brand Page is located in section Edit Settings. New administrator can be added from the list of your Shop Your Way friends. 1 Access to Setting section 2 User indicator BACK TO TOP > 9

10 BRAND PAGE TACTICS Powerful tactics to grow your business by using SHOP YOUR WAY Brand Pages Cover the basics Shop Your Way Recommends: Communicate your business value proposition through your logo and tagline. Upload captivating designs, current promotions and information about your important customer programs into horizontal placeholder for banners. Create a minimum of 3-4 catalogs containing your products. Create catalogs featuring your videos, articles and various promotional content. Users recommend Just like in real life you have just a few seconds to captivate the attention of users coming to your Brand Page. Since day one, we made sure that members who visit our own Brand Page have so much interesting content to consume that they simply do not want to leave our page. Christina, Kenmore Learn more: catalogs, content Acquire followers Shop Your Way Recommends: Grow your personal network of Shop Your Way friends and keep inviting them to visit your Brand Page. Inform your customers and followers on other social forums and pages about your new Brand Page. Each Shop Your Way Brand Page has a unique URL that you can share. You can also grow traffic by tagging relevant products to your Brand Page. If you previously bookmarked products from your site to Shop Your Way you will be able to tag those products to your Page. Members visiting a page of products may end up coming to your Brand Page for more information. Use your personal profile to make posts that drive to the Brand Page. This will encourage all of your friends to follow your Brand Page. Promote your Brand Page in your signature. Users recommend We implemented a shopyourway.com button on our website, blogs, social pages and micro-sites. We see a high ROI in growing our social capital on a Shop Your Way Brand Page because Shop Your Way members are coming here to shop, not only hang out. Jonathon, MyGofer Learn more: Shop Your Way button, tags, bookmarklet BACK TO TOP > 10

11 BRAND PAGE TACTICS Powerful tactics to grow your business by using SHOP YOUR WAY Brand Pages Broadcast & Engage Shop Your Way Recommends: Frequently upload good quality editorial, promotional and educational content in various formats: images (banners, print ads), videos (TV commercials, educational videos), articles (press releases, blog posts), news, and product information. Use the catalog feature to store and organize various types of content. You should create a minimum of one new catalog per week. Create polls to engage users and gain valuable market insights. Remember to acknowledge contributions of your followers. Promote the Shop-in feature available in the Shop Your Way mobile application. It is a perfect way to know when your followers are stepping into your door. Please remember, you are responsible for any content you post. Users recommend Keep your Brand Page alive and fresh. Every post to your Brand Page results in a new post published on the activity feed of your followers. You will drive frequency of visits if you publish to your Brand Page on a regular basis. Things change daily in our business. We publish at least 3 times a day. We noticed that members react more to images and videos than text, so we keep a balance between various types of content uploaded. Caroline, Kmart Learn more: content, catalog, weekly check list, poll, Q&A, Shop In Listen & Converse Shop Your Way Recommends: Read through likes and comments that followers leave on your page. Identify hot topics, trends and key influencer. Use this learning to understand how to engage your followers in the future not only on your Shop Your Way Brand Page but through your other promotional formats. Talk with your followers through comments or by liking their posts. Welcome users who join your Page by a simple welcome comment or a like on the activity feed story. Users recommend Our followers talk to us through an array of features available on Shop Your Way brand pages. Any time they vote on polls that we launch or they comment on new images of our product that we post, we are gaining an important insight into their tastes, expectations and needs. That is why we make it our priority to always interact back with our followers. Sarah, Attention Learn more: poll, activity feed BACK TO TOP > 11

12 SHOP YOUR WAY FOR BUSINESS TOOL KIT FOR BUSINESS Activity feed Bookmarklet Catalog Content Shop Your Way Activity feed is a scalable, easy to read messaging system that pushes relevant and personalized commerce content to the member including but not limited to product recommendations, promotions, news, updates from pages that the member is following and network recommendations. Content in the activity feed is unique for each Shop Your Way member. Analytics The most important goal of every website, page or microsite is conversion. The various web analytics tools available on Shop Your Way to help page administrators monitor page performance. COMING SOON Bookmarklet is a feature that allows Shop Your Way members to add a product from anywhere on the web to Shop Your Way product catalogs. You install the bookmarklet simply by dragging it to your browser s bookmarks bar. You can use bookmarklet to bring products from your site onto Shop Your Way. Install Shop Your Way Bookmarklet. Experts The Shop Your Way community includes special types of members, such as Experts and Personal Shoppers, who offer buyer support. Experts are individuals who know a lot about a given product category or service area who answer questions asked by Shop Your Way members about products or services. Catalogs allow Shop Your Way members to store and organize various types of content, like products, videos, or images. You can create catalogs as a page. Your followers will have then access to everything which is related to your business. Check our Catalog About Shop Your Way Contests & Sweepstakes Shop Your Way sponsors and launches hundreds and soon thousands of contests and sweepstakes every day to attract and keep shoppers on the site. Coming soon: Soon your business will be able to sponsor and launch your own contest and sweepstakes. Visit Shop Your Way upcoming Contest and Sweepstakes Have you ever asked yourself what it takes to get online shoppers to engage with your brand and follow your business online? A key driver is to provide instant access to various types of editorial, promotional and educational content about your brand. Everything from your TV commercials, print or radio ads, information about new, best selling and trending products, educational articles, videos and more. Shop Your Way not only enables and allows businesses to upload all types of content to their Brand Pages, but also pushes uploaded content to members based on relevancy and personalization logic. Check how others do it. Visit mygofer.com brand page. BACK TO TOP > 12

13 SHOP YOUR WAY FOR BUSINESS TOOL KIT FOR BUSINESS Open Platform Shop Your Way Open Platform enables external developers to build customized applications on Shop Your Way. You will be able to leverage the Shop Your Way network of members and a number of features designed to provide shoppers with personalized recommendations and buyer support that grows businesses Q&A The ability to ask and answer questions is an important part of dialogues between Page owners and their Page followers. COMING SOON Shop In Promote checking in to your business location by featuring Shop IN. Check Shop Your Way mobile application in itunes Store Partners Program Participate as a business partner in Shop Your Way Rewards loyalty campaigns targeted to Shop Your Way members and market Shop Your Way Rewards points offers to members that drive results for you. Visit business partners page. Polls Polls enable businesses to gain additional market insight into the needs, preferences and opinions of Shop Your Way members. Setting up a poll is quick and simple. Each poll has a unique URL that you can also share with your customers who are not yet your Shop Your Way followers. Vote on the poll Best source of information for business? Shop Your Way button You can embed direct links to your business s existing online web pages on Shop Your Way. Each Shop Your Way page - whether it is a Brand Page, Topic Page or Store Page - has a unique URL. You can also use the Shop Your Way logo as an access point for redirection. Personal Shopper The Shop Your Way community includes special types of members, such as Experts and Personal Shoppers, who offer buyer support. Personal Shoppers are members who help other Shop Your Way shoppers (their clients) find and buy relevant products and services. Personal Shoppers are a powerful group of Shop Your Way members who can give additional exposure to products and brands through the power of word of mouth selling and advising. Explore Personal Shopper Program Sears Marketplace You will be able to sell your products on shopyourway.com when you join Sears Marketplace. Sears Marketplace allows merchants to advertise or sell products on the Sears Holdings Corporation family of websites, which includes this one right here: shopyourway.com. Join Sears Marketplace now. Tags On Shop Your Way, members can tag products with keywords. Once tagged, products will appear in the Product section of a corresponding Page. New tags create a new Page. The tagging feature allows you to create a new page and add all relevant products, including your own products, to each type of page you manage, whether it is a Brand Page, Topic Page or Store Page. Weekly Check List Post 2-3 status updates per day. Note: For every text-based status update, post 1 video or 2 images. Create 1 new catalog per week. Publish 1 poll every 3 days. Like and comment on actions of your followers. Everyday add 2-4 new pieces of various content to your existing catalogs: products, advertisements, articles, videos, images. BACK TO TOP > 13

14 SHOP YOUR WAY FOR BUSINESS CONTACT Inquiry type: Create a new Brand Page Contact: support@shopyourway.com Become a Shop Your Way Rewards Partner partners@shopyourway.com Start building an application on Shop Your Way Open Platform platform@shopyourway.com Follow us on Shop Your Way for Business Page BACK TO TOP > 14

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