Category Archives: social commerce

The 2016 Olympics

2016 Rio Olympics Recap

By | social commerce | No Comments

As the Rio 2016 Olympics come to a close, we’re looking back on a great run for the USA, jam-packed with tons of memorable moments to recall for years to come. From the historic “double Simone” win with 19-year-old gymnast Simone Biles becoming the best gymnast in the world to 20-year-old swimmer Simone Manuel becoming the first African American woman to win an individual medal in swimming. From 19-year-old Katie Ledecky setting world records in women’s swimming, to meeting Michael Phelps’s newborn son Boomer, and who can forget Ryan Lochte dying his hair platinum blonde and then lying about being robbed?

With such an eventful run, it’s no surprise that the Olympics had a major impact on social media. With the 2016 Games being the first Olympics to take place in this era of increased virtual engagement through multiple viewing platforms, the numbers for viewer engagement were expected to skyrocket in comparison to the 2012 London Olympics. From multiple Snapchat filters and stories dedicated to the Games to Twitter exploding over popular Olympians, it was an exciting time to be in the loop! Each day brought about new trends and events to talk about.

Snapchat for the olympics

Image via The Next Web


For starters, the top three countries which engaged the most in social media for the 2016 Rio Olympics were Brazil, Russia, and the USA, in that order. This includes every single Instagram post, tweet, Youtube video–anything that shows users actively engaging with the 2016 Rio Olympics. Many popular brands jump at the chance to sponsor the Olympics each time because of its international audience. Some of the most mentioned brands this year included Samsung, Nissan, and McDonald’s. This didn’t come without a cost, however–it can cost up to $200 million for a four-year corporate sponsorship slot.

most mentioned olympic advertisers

Image via Mention.


Many of the Olympians themselves also took to social media to further expand their fan base and take advantage of the many opportunities for direct audience interaction. Simone Biles used Twitter and Instagram to keep her fans updated as she increased her medal count and rose to Olympic fame–and also won the hearts of many when her celebrity crush and millennial heartthrob Zac Efron paid a visit to the women’s gymnastics team. And the Internet absolutely lost it over photos of legendary sprinter Usain Bolt’s smiling and relaxed face during one of the three races he won a gold in (and you can bet that it instantly became a meme).


Image via Sports Illustrated.


It is intriguing to look at the social media engagement in this year’s games: with social media usage at an all time high and the average Olympian age resting at 27, the 2016 Rio Olympics had an overall more modern and contemporary feel as fans were able to track the journeys of the Olympians, starting from the very beginning with their training and trials.

While the flame that lit the Olympic torch has now been put out, the fervor surrounding the Games this year will continue to stick around as always. This has truly been a groundbreaking year for Team USA, and only time will tell us what’s in store for 2020. Here at Digital Operative, we’re always keeping an eye out for marketing trends in popular culture. Contact us for all your online and social media marketing needs!

10 Social Media Tips for Better ROI in Ecommerce

10 Social Media Tips For Better ROI in E-Commerce

By | social commerce | No Comments

These days’ social media plays an important part in marketing any business. But, when it comes to e-commerce the impact it has is even more. Studies show that almost 90% of consumers read user reviews on social media before making a purchase. So you can see the influence social media has on buying decisions.

Every e-commerce owner would love to have more traffic and sales to their online store. Everyone would advise getting more users to visit your site. In reality, it’s easier said than done. The problem with many of the e-commerce sites is that-

They don’t know how to market their products on social media
Despite their efforts they’re not doing well

Marketing for ecommerce is complex because it’s tough to find all the tips in one place. Here are 10 tips that will help you to succeed in your marketing plans.

  1.    Content strategy

When it comes to creating effective content the only rule to keep in mind is whether the content is based on your customer’s needs. Website developers will design some of the best dynamic sites for you. But, it’s the responsibility of your content team to give out engaging articles that users will be interested to read.

In an e-commerce site content has many forms like product descriptions, customer reviews, or even questions that may turn out to be a trending discussion. Once you get users to participate, then everything will become easy. Give equal importance to visual content as they have the highest user engagement rate.

  1.    Know the needs of your customers

Before you start posting contents, you must at least have a rough idea about your customer’s needs. Once you have insights on your customer’s needs, you can write content accordingly. Then monitor the response rate of the content. If it’s well-received you can start writing such types; if not you have to come up with other plans.

So how can you know the needs of your customers? You can go through their social profiles and know about their interests, or you can ask them questions via social media or emails. 

  1.    Have a good relationship with influencers

Marketers consider individuals who can create an impact among users as influencers. These people can influence people through the trust they’ve earned from users. So e-commerce marketers persuade such types of influencers so that they can put in a good word about their brand. When a company can connect with the users of an influencer, it considered being beyond advertising. It is attracting new customers in a unique way.

  1.    Include shareable quotes in your blogs

People will enjoy reading your blog. But, some of the quotes or stats you mentioned would have caught their attention. Make sure you highlight such quotes or phrases so that readers can share it to Twitter or Facebook. Tools like Inline Tweet Sharer, which can be used to customize the sentences you find attractive so that they can be tweeted. 

  1.    Optimize for mobile users

According to the statistics of Quicksprout 1.2 billion people access the web using their mobile devices. There are also estimates that 63% of people are expected to shop using their mobile device in the next couple of years. So make sure you design a mobile-friendly app. If the users have trouble when accessing your app, they will switch to your competitor’s app. 

  1.    Know which channel will be suitable for your business

Most of the small e-commerce sites use every social networking site to promote their business. If you juggle with more than you can, then you’ll end up losing everything. If you promote on every social media, you won’t execute the plan properly. According to The Social media services for business – a Factosocial 101 infographic, Facebook can increase brand engagement by 176%.

Know on which site your customers are active and start your promotional activities there. Once you become familiar there, you can go to the next to broaden your customer base. Again, don’t be active on more than two sites because as your audience grows you won’t have time for


According to the website Business 2 Community

  •         93% of users on Pinterest utilize the platform to search for products. 83% have completed a purchase through Pinterest
  •         In 2015, when Instagram added the direct-response functionality options like “Buy Now”, “Download Now”, or “Learn More” they saw a marked increase in revenue
  •         According to Google, product review videos on YouTube had 50% more views in 2015
  •         Facebook says that 50% of its users log on to the site searching for products

Being active on top social media websites like Facebook, Instagram, and YouTube can help you reach a wider range of audiences. They each have their own niches in which they are relevant. For example, if you’re a brand specialized in graphic designing, Instagram can help you set up an unofficial portfolio feed. This gives your brand more feedback and exposure from your target audience.

  1.    Customer reviews are important

If your customers are satisfied with the products or your service, they will give you good reviews. Reviews are a powerful tool because it can be used as a medium to influence users into buying your products. Most of the time people don’t trust reviews from companies because they think it’s a sales pitch. But, when reviews come from another user it will be trustworthy and seem like a personal recommendation. 

  1.    Concentrate on Email Marketing

Even though some marketers would argue against it, email marketing can be used to persuade buyers. It is considered to be one of the best methods to convince people to buy more. These days’ people tend to check their emails even if it has a simple advertisement. According to the Blue Kangaroo Survey on Marketing Emails, 70% of users make use of the coupons and discounts they get through emails. And through e-mails you can convey messages that which can’t be shared via social media. 

  1.    Share information but, don’t sell it

Most of the users use social media not to get information about a product or to shop. So first concentrate on building a relationship with your customers. Share information which the user will benefit so that users will trust you when you try to sell a product. Earning the trust of your users should be your primary concern. 

  1.    Measure your progress

When you develop a strategy and implement you must know the rate of response from users. This will help you to know the plans that work for you. So make a habit of creating reports every other month to know how far your plans have worked out. If something isn’t giving the desired results, revise the plan or change it altogether.

When you market your business on social media in the right way, it will be a game changer. The correct strategy will help to bring brand awareness, drive traffic, develop customer engagement, and will help you to grow your business.


Author Bio:

Nancy Grace is a social media writer at who also contributes for hundreds of other blogs. Her articles predominantly focus on social media and are widely followed by readers from all over the world


5 Tips For The Aspiring Social Commerce Superhero

By | social commerce | No Comments

With San Diego Comic-Con in full swing, downtown San Diego has transformed into Gotham City with costumed superheroes and supervillains around every corner. This year we decided to embrace our inner geek and combine our love for pop culture with our passion for eCommerce and create a list of the top five necessary tips for the aspiring social commerce superhero.

Engage With Your Customers

First, let’s not forget that the main reason customers use social media is to be social. As a brand, your goal should be to become part of your target customer’s social network. In order for this to happen, you must foster meaningful and personal relationships with your customers through social media before selling to them. Whether this means answering questions or responding to reviews (both positive and negative), customers are more likely to make purchases when they feel that the brand genuinely cares and wants to ensure their happiness.

Screen Shot 2015-07-10 at 10.33.41 AM

Image via:

Know Your Limitations

When advertising on certain social media sites, it is important to be familiar with each site’s specific regulations and policies. For example, your ads on Facebook may not include images with text that covers more than 20% of the image’s area. Facebook does this for several reasons including the fact that minimal text makes the content for engaging for users. It is also crucial that you are familiar with Facebook’s age appropriate content policies and ensure that your ads do not violate any of its “Prohibited Content” guidelines. So next time you are creating a Facebook ad, keep those limitations in mind and work with what you’ve got!

Image via:

Image via:

Utilize Retargeting Campaigns

We know that the majority of consumers use social media to research purchases well before actually making the purchase. By implementing retargeting campaigns, your brand remains front and center in the consumer’s mind and draws them back to your site when they are ready to purchase. Through repeated exposure, you will gain brand recognition with your customer and you will see an increase in conversions. Facebook tools such as Custom Audiences and Lookalike Audiences further help you target your ideal consumer audience. Custom Audiences helps strengthen existing connections by finding your current customers on Facebook using your email database. Lookalike Audiences help you make new connections by targeting people who are similar to your custom audience lists. These tools allow you to increase brand awareness and off-Facebook purchases.

Get Personal

Understanding your audience is key to successful social commerce campaigns and with developments such as Facebook’s Insights tool, it is now easier than ever to get into the mind of your target customer. Facebook Insights allows businesses to track their social commerce campaigns while using metrics such as “Likes” to gain valuable demographic and behavioral information about their customers. This assists businesses in understanding what messages, images, and rewards will be most effective in driving conversions from their customers.

Image via:

Image via:

Employ A Call-to-Action

Perhaps the most important thing to remember when creating social commerce campaigns is to implement a call-to-action with your message. Effective social commerce CTA’s make it easy for your customer to navigate from their social site to your website. With Facebook’s launch of “Shop Now” buttons at the end of 2014 and Pinterest’s newly implemented “Buy It” button, social media sites are making it even easier for customers to shop online and are further helping businesses drive conversions.

At the end of the week, the masked superheroes that currently fill the streets of downtown San Diego at Comic-Con will have to remove their capes and return to normal life. However, by following these five essential tips to succeed in social commerce, the aspiring social commerce superhero never has to take off their costume and can continue saving businesses from social commerce mistakes one day at a time.

If you need help with your social commerce needs, drop us a line and one of our many social commerce superheroes will come to the rescue!

Marketing Strategies 2015

2014 Is So Last Year……Is Your Company Ready for 2015?

By | analytics, digital marketing, PPC, social commerce, strategy and planning | No Comments

2014 is soon to be something of the past, with only 3 weeks until we say “Goodbye 2014” and “Hello 2015” – it’s crunch time. Is your 2015 Marketing plan ready?

We’ve put together the Top 5 Digital Marketing opportunities you should have on your list to successfully conquer 2015.

1. Optimization and Testing

A/b testing vs. multivariate testing on landing pages and websites. There is always something you can test and gather data on. If you aren’t testing you are missing out on some great insights of your consumers and weak points in your users’ path.

2. Social Commerce

Do you know the ins and outs of social advertising. It’s not just about Facebook and Twitter for advertising. There is also Linkedin, youtube, Pinterest, Google+ and third party services like outbrain. When it comes to social commerce did you know you can easily target specific demographics and serve ads to particular audiences that are on your mailing list?

3. Email Marketing Campaign

Be sure that you have analytics installed on all of your pages along with Google Tag Manager. This will help in determining consumers paths and where traffic is coming from and how you can improve. This goes hand and hand with optimization and testing. One is nothing without the other. Do you have your AdWords auto-tagged?

4. Analytics and Tracking

Be sure that you have analytics installed on all of your pages along with tag manager. This will help in determining consumers paths and where traffic is coming from and how you can improve. This goes hand and hand with optimization and testing. One is nothing without the other. Have you included AdWords tracking?

5. Paid Media

Do you know who your audience is? Do you have budget dedicated to specific campaigns, including Black Friday, Cyber Monday, Valentines Day, etc.? Did you know that on Thanksgiving Day over 50% of all online shopping was done via mobile devices by mostly females? Make sure you are setting device specific allocations and know how to use data to improve your campaigns. It’s important to align with all marketing channels so you don’t have any missed opportunities. Communication is the key.

We have more tips where these came from and are ready to help you rock 2015. Drop us a line, because it is important to know exactly who your audience is and how to reach them.



Social Media for the Holidays

5 Tips for Social Media Success this Holiday Season

By | holidays, social commerce | One Comment

Ah, the holiday season is upon us once again. For most it’s time to relax, spend time with family and friends and eat delicious food. But for digital marketers, it’s also go time! Social media has become increasingly more important to holiday campaigns. This is also prime time for social commerce initiatives. Between Black Friday and Cyber Monday sales, holiday-related content and customer service inquiries, having a solid social media plan is essential in order to achieve holiday success. Here are 5 tips to help you succeed:

Find the balance between real-time and scheduled updates

Social media never sleeps but you can’t be expected to do the same (believe me, I’ve tried). Luckily, most social platforms like Facebook and Twitter, along with dashboards like TweetDeck or Hootsuite, allow you to schedule out updates. If you’re managing Black Friday/Cyber Monday deals and offers, schedule out your posts ahead of time, but make sure to check your links if the sales are slated to go live at a certain time i.e. midnight on Thanksgiving.

Let your posts roll out as planned, scheduled a few hours apart, checking them periodically to make sure that links are working and that there is still inventory. Live updates should be for things like engaging with customers, letting them know if an offer starts to run low or sells out, or to share user content as it comes in.


We all know that this time of the year can cause a lot of stress. Minimize any potential miscommunication by giving as much info as you can, as often as you can. If you have, say, a coupon code limited to 100 uses, make sure to include that in your post. Include things like expiration dates, sale price vs. regular price, and things like “excludes tax” or “free shipping” when sharing deals on social media. Since shoppers are focused on the offer, no need to get fancy with your wording. Give them all the details you can about the sale.

Because attention spans are short and characters are limited, have a central location of all your deals and offers on your blog in addition to your website. Maintain an updated list and make sure that any restrictions like “US only” or “percentage off based on MSRP” are clearly stated there are well. Drive to this page periodically for the people who want to see all your holiday offers.

Pro tip: If you have a holiday deals post from the prior year, update it instead of posting a new one. Change the deals and the date. Chances are your prior year post has been indexed by Google, helping with SEO and showing up in search results.

Designate team roles and responsibilities

Holiday is a crazy time for us all and you shouldn’t go it alone! Social media can be a beast on a regular day never-mind over the shopping weekend. Dividing and conquering the workload is the best way to handle all content, questions and concerns without losing your sanity. If you don’t have a customer service team monitoring social media, designate team members to do specifically that. Have another monitor the conversation in general.

If you have a larger team, have team members take on different channels. Get together ahead of time and craft messaging together so it’s complete and you have unified messaging, voice and tone across all channels. While you’re at it, create an ultimate social media support plan for the team with all logins, tracking codes, monitoring shifts, post times, who is responsible for what channel, your customer service process, and any other key information so it’s available at a glance for everyone involved. Using a social media platform is also recommend here so that you can all see what posts are scheduled, what posts have been responded to, etc. The more organized you are up front, the better.

Don’t be afraid to try new things

Holiday might seem like a time to stick to what you know but it’s also a great time to try new things! Have you been meaning to test out Promoted Tweets? Maybe you’re ready to launch your Instagram presence. With so much attention on holiday deals over the Thanksgiving weekend, this gives you a natural boost to your new program or channel. Capitalize on those extra eyeballs that are hunting for the best offers and shopping for gifts.

Remember to breathe

This can be an overwhelming time for a regular person, never-mind a digital marketing professional. While holiday is critical time for many business looking to solidify revenue numbers before the end of the year, remember to take time for yourself too. Plan ahead as much as you can, leverage your team, and kick back with a nice hot cocoa at the end of the day…or something stronger if you need it.


Contact us if you want guidance or more information regarding success in social commerce.


Facebook Atlas

A Marketers Ultimate Treasure – Atlas

By | facebook, social commerce, social media | No Comments

Calling all advertisers and marketers! Facebook recently relaunched Atlas, its new and improved ad network that lets you place ads across the web AND mobile devices, directly targeting consumers needs and interests.

Facebook purchased Atlas from Microsoft in 2013 for $100 million and totally reformed the matrix.

So Why The Reformation And Relaunch?

Well, Mark Zuckerberg and the Facebook team first took a great liking to what Atlas provided, being an extensive tracking platform, and perfected it. Atlas can now track people with cross-device reporting capabilities.

How Does Atlas Work?

When you’re logged into your Facebook account, Atlas has the ability to utilize user data to place ads on Facebook, and all other networks you’re running, whether it be on the web or on your smartphone.

And wait, there’s more, “With built-in targeting and measurement capabilities, Atlas can also connect online campaigns with offline sales to help marketers assess the effectiveness of their ads”, noted Erik Johnson head of the new Facebook service.

A Marketers Perspective

You can say that Atlas is a dream come true, just ask anyone in the advertising or marketing department! Advertisers and marketers now have a useful tool that can perfect audience-targeting, a viable alternative to to Google’s AdWords. Tracking consumer data across many devices and browsers by tracing cookies on mobile, has proven quite the challenge; Atlas serves as the problem solution since it uses “people-based marketing”.

Should Consumers Be Concerned?

When users or consumers hear that some instrument is using data collected from them, people tend to get a little anxious. But rest assured, Atlas is “done anonymously and on an aggregated audience basis” said Greg Sterling, vice president of strategy and insights for the Local Search Association.

Our marketing team here at DO knows a lot about Social Media Marketing. If you have any questions or need help with anything digital, don’t hesitate to drop us a line!


One Jackson Launches Social Commerce Website for Indie-Design Kids Clothes

By | blogging, digital commerce, ecommerce, social commerce, startup | 2 Comments

Social Commerce company launches

What do you get when you bring together “crowdsourced design,” “customer voting,” and of course “cute kids clothing?” You get One Jackson, a startup based out of Silicon Valley headed by former execs from eBay, Gymboree and PayPal, and initial funding is by of a number of high-profile VCs, including four of the top female investors working together for the first time: Theresia Ranzetta, Accel; Patricia Nackache, Trinity; Ann Miura-Ko, Floodgate and Aileen Lee, formerly with Kleiner Perkins who is investing with her new seed fund.

One Jackson, the new kids clothing company, claims to be the first to use this business model in the kid’s space, giving independent and edgy designers relatively easy access to capital and a viable platform to get their designs to market. With One Jackson, the biggest winners, of course are the kids, who will be turned out in adorable, high-end duds that are unique and affordable. Prices range from $16-$42.

Social Commerce Website Startup

I had a chance to sign up with the site using my Facebook account, browse the current products and “Love” some of my favorites. There were a couple very unique Red Tricycle designs I would definitely purchase on a whim. As a Dad with three little ones at home, I could see this website being browsed by mom on the iPad at night. So with full support, I shared one of the designs to my Facebook page. From a functional standpoint, it’s very straight-forward and easy for parents. I look forward to seeing more designs in the future. Maybe even penciling my own together.

Since we’re talking Social Commerce, I thought it was important to get the perspective from one of the team members of One Jackson. Luckily I was able to get in touch with Anne Raimondi, a co-founder. I asked Anne, “What is Social Commerce and how is it changing the way people shop online?”

Social Commerce is discovering, buying, sharing, and even creating products based on information from people who matter most to you. Influencers, friends, and in the case of One Jackson, the original designers of the product. Consumers can now directly impact what gets made and designers can get feedback from customers every step of the way. Ultimately, the interactive nature of social commerce makes shopping more meaningful–we can have a direct say in what gets created, we waste less in making things no one wants, and we are connected to the individual creating what we consume.

You can’t argue with that. Having a say in what gets manufactured? Seems like a great combination of the customer being heard and indie designers having a marketplace for their hardwork. Love the model. Shop One Jackson.

Magento Coming to San Diego for Ecommerce Forum Series – Hosted by Digital Operative

By | ecommerce, education, events, magento, partners, social commerce | 3 Comments

Magento San Diego event - partner

Our good friends at Magento asked us if we were interested in hosting one of their Ecommerce Forum events in San Diego this year. Why wouldn’t we? So next week on May 19, 2011 from 8am to 10am, we’re hosting the first ever Magento ecommerce forum at the Hard Rock Hotel San Diego complete with all of the following ingredients:

  • FREE entry … if you’re ready to register go here
  • FREE catered food … Hard Rock doesn’t disappoint
  • A Magento overview from one of their team members
  • An in-depth demo of the Magento Enterprise ecommerce platform
  • Networking – Talk to Magento reps, Solution partners and other folks interested in everything ecommerce from current customers to potential customers
  • Other perks include – $20 valet for hotel, sweet David Bowie room, perks if you decide to stay overnight


If you have any questions about San Diego, Magento or the event please contact BJ Cook at our office – 619-795-0630

GILT GROUPE Becoming An Ecommerce Platform

By | ecommerce, social commerce | No Comments

With the recent news of GILT Groupe acquiring website Decorati, a place for consumers to connect with actual interior designers; the home decorating market just got a little more competitive. With GILT’s powerful marketing and ecommerce platform, they’ll be giving consumers direct access to products you just couldn’t get before. I don’t think this is necessarily a shocker in the sense that many of these private/members-only sales websites are being spun off into many different verticals. But what’s most interesting is how the two actually get integrated and beyond the home category, where will GILT strike next?

DO Social Responsibility It’s Good For Business

By | social commerce | No Comments

I had the opportunity of attending the 2nd annual Peace and Prosperity Summit at the University of San Diego. The topic of the summit was “Increasing Market Share through Social Branding.” The summit included some great social marketing leaders including Colin Brady, COO of Product (RED) and Priya Haji, CEO of World of Good.

Social branding represents a giant shift in corporate marketing by putting more attention on the work a company is doing to benefit people or the planet. In today’s market place 93% of customers feel that a company should be held responsible for their environmental impact. This large percentage weighs heavily on how businesses today should be branding themselves. The consumer is not only being more educated on corporate environmental impact but they are also allowing this knowledge to play a bigger role in their decision to purchase a product. Another recent survey shows that 86% of customers will purchase a product that is socially responsible over one that is not when price and quality are considered equal. And according to Jake Kloberdanz, CEO of One Hope, 90% of consumers say they will consider switching brands when they know a company is aligned with a cause. It is not only about low price points and quality products anymore, people want social responsibility available with every purchase.

It certainly isn’t all bad news though for the companies needing to make a shift in their social responsibility though. Not only does a business have the satisfaction of taking care of the environment and helping others but it clan play a huge role in the most important spot of a business, the bottom line. For example a green movement within an organization may cause the business to reduce energy costs. In a larger corporation a 20% drop in energy not only lowers the environmental impact but it can also make an impact to the bottom line by equaling up to a 5% revenue gain.

What business needs to learn is that social responsibility is here to stay, and rightly so. It is time that corporations take action in helping the communities around them whether it be by protecting the natural environment or providing food for the hungry. It’s good for business and more importantly good for the rest of us.

Want to help change the world and leverage businesses towards social responsibility? Check out WikiChoice

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