March 16, 2011, 2:09 PM

Social marketing can pay off—but not overnight

Social marketing can contribute to web sales growth, says an IRCE speaker.

Bill Briggs

Senior Editor

Lead Photo

Social marketing through blogs, Facebook and Twitter contributed to web sales growth at Pegasus Lighting last year, says vice president Chris Johnson. Measuring its exact impact was the tricky part.

Johnson will speak at the Internet Retailer Conference & Exhibition 2011 in San Diego during the Social Marketing Workshop on June 17 from 3:45 p.m. to 4:30 p.m. in a session titled “Measuring the success of social marketing”. He will offer details and examples about how retailers can use such social marketing tools as blogs and forums and social media including Facebook and Twitter for branding their e-commerce sites as well as growing sales.

“We knew going into it in May of 2009 that we weren’t going to be able to see ‘x’ dollars in sales directly from social marketing,” Johnson says. “But in May 2010 we went over all our analytics and saw visits were up by 19% and orders were up 29%.” He notes that other variables came into play, but social marketing has helped get the company name into people’s conversations about lighting and that affected sales. “I don’t know if it’s directly tied to social marketing, but I have to think there is something there because Twitter and Facebook let us reach out to people who probably never heard of us before.”

Internet Retailer’s editors asked Johnson to speak because of his expertise in managing Pegasus Lighting’s technology infrastructure, including its e-commerce web site, blog, and forum, as well as all servers, computers, software, and communications network and documentation systems. He also manages marketing and public relations efforts.

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