Organic Social: How do you achieve high growth one-to-one social proof? with Mark Yeramian, Moast (episode 172)
by April Buencamino-dyMark Yeramian is the co-founder and CEO at Moast, a tool that enables you to connect new shoppers with local product owners to provide honest, authentic, and unique shopping experiences. AKA on-on-one social proof.
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Dive in:
[04:07] How Moast connects undecided shoppers with local customers.
[08:56] The Halo effect improves the shopping experience.
[10:31] Marketing strategy requires work to find what works.
[14:29] Interactive testimonials and customers becoming touch points.
[19:01] Digital word of mouth
[21:21] Obsess over product, and engage and create content.
[25:10] Authentic social interactions are vital for eCommerce.
[27:51] How to create interactive testimonials for business.
Getting Started in eCommerce
Mark’s eCommerce journey began when he co-founded a digital services agency that worked with eCommerce brands. He and his co-founder fell in love with the industry, especially with the consumer-facing side.
From his work at the agency, Mark saw a common pain point among eCommerce brands. Shoppers often needed more support before making high-value purchases. This led to Moast’s creation, a platform that connects undecided shoppers with existing satisfied customers to enhance the shopping experience.
The Halo Effect
Some brands may have concerns about letting customers talk to each other. However, Mark says that the customers interested in participating are usually the brand’s best and most enthusiastic customers. This ensures a natural filter for positive and authentic interactions.
This approach creates a trust “double whammy”. Customers witness one-on-one social proof and trust that the brand is supporting these interactions. This is what Mark refers to as the “Halo Effect”, which enhances the shopping experience. This contrasts with influencer marketing, which can lack authenticity in the eyes of consumers.
Interactive Testimonials
The Moast platform goes beyond traditional reviews and embraces the concept of interactive testimonials. Shoppers can engage in two-way conversations with current customers, asking specific questions and gaining personalized insights about products.
This is akin to the organic social media practice of engaging with followers, responding to comments, and fostering meaningful dialogues. Such interactions build stronger relationships and trust.
Mark also mentions the potential for user-generated content with Moast. Customers can create profiles, share their experiences, and upload product pictures. This gives brands a valuable source of UGC that can be repurposed across various marketing channels, including social media, blogs, ads, and PR efforts.
Digital Word of Mouth
Mark says organic word-of-mouth is crucial in promoting products.
The Moast platform is like creating a digital version of this powerful phenomenon. By connecting potential customers with existing ones in their local communities, it aims to replicate the effect of word-of-mouth in the digital space. These recommendations from real people can significantly influence purchase decisions.
Insider Tips
If we’ve inspired someone to take their first step with organic social media – what do they need to know to give themselves the best chance of success?
Be deeply passionate about the product you’re selling. The most successful brands today are those with founders who naturally gravitate toward their chosen industry and find it natural to discuss and create content about it.
Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve organic social media performance?
Mark’s favorite way to improve performance is through A/B testing. It’s important to rely on data and experimentation rather than intuition when making decisions about creative elements, such as ad copy and images.
If someone listening wants to learn more about organic social media is there one cheap/free resource you’d recommend?
Mark recommends getting into the resources provided by Shopify as a cost-effective way to learn more about eCommerce. Follow Shopify’s content across various platforms, including Twitter and LinkedIn, as well as the social media profiles of Shopify’s founder and employees.
Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in organic social media?
Mark believes that there will be a growing focus on “one-to-one social proof” or social commerce. He says that while AI and automation are becoming more prevalent, there’s still a desire for authentic human interactions. Offering authentic engagement to meet shoppers’ cravings for genuine experiences is more important than ever.
Interview Links
Mark on Social media:
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