Social Selling
Social run as a sales channel, influencer work included. It does not stop at awareness; it connects to the path to purchase.
Area
Social & influencer
Cadence
Weekly
Scope
Account ownership
Social is run as a sales channel, not as a place to be seen. Posting more without revenue moving usually means nothing connects to a path to purchase.
CIZ handles content production, the posting plan, and comments and DMs. What it is run for is purchases on your own store, not follower count.
Influencer work is built on genuine use of the product. A post from someone who does not use it buys short-term visibility and little else.
Understanding the problem
Selection, negotiation, briefing and post management are all handled here. Posts are structured so the moment the product is useful comes across.
Whatever performs is licensed for reuse and moved into paid creative. This is where it shows up in advertising efficiency.
Organic and paid are not treated as separate briefs, so everything produced serves both. Nothing is shot twice.
Who it is for
Posting is planned by message, not by volume. The same product performs better split by use case and by the problem it solves.
Comments and DMs are where pre-purchase questions collect. How well they are answered moves conversion.
By use case
Targeting is built around who actually uses the product, not around age and gender alone.
By problem
Targeting is built around the people who actually use the product.
Where a store usually sits
How the options for running social differ.
Posting vendor: the volume gets delivered, but nothing is designed to lead to a purchase.
Influencer broker: casting happens, but reuse rights and the move into paid are usually out of scope.
In-house: the product knowledge is there, but shooting, editing and the link to advertising never get the hours.
How do we turn a response on social into a purchase?
User Model
Before taking over, we review what has been posted and how it performed.
What the diagnostic covers
Whether posts lead anywhere. A single link in the profile is not a path to purchase.
Whether the posts that perform and the posts that sell are the same posts.
Whether the rights on existing material allow it to be used in paid.
Whether comments and DMs are actually answering pre-purchase questions.
Domestic and cross-border audiences need different messaging.
Evaluated on purchases, not on followers.
A post is designed as a step in selling, not as an act of awareness.
What running it tells you
Posts built on genuine use hold up far more reliably once they are moved into paid.
A message that lands organically tends to land in paid as well.
The range of messages matters more than how often you post.
Questions in the comments become the to-do list for the product page.
Connect the post to the path to purchase.
Running social
The work is three things: producing content, planning what goes out, and handling the conversations.
Content production: shot and edited, and delivered in a form that works for both organic and paid.
Posting plan: messages split by use case and by problem, each built together with its route to purchase.
Conversations: comments and DMs answered, so pre-purchase questions stop blocking the sale.
Influencer work
Influencer work starts from the requirement that they actually use the product.
Selection: judged on whether their audience overlaps with who uses the product. Follower count is secondary.
Negotiation and briefing: what gets posted and how far reuse extends are agreed up front.
Management and reuse: performance is watched, and what works is moved into paid.
Reusing the material
Operating conventions
In short
Measured on its own, social only ever produces awareness figures. Because CIZ also holds the store and the advertising, the line from post to purchase stays visible.
From there, the messages that worked are carried into the product pages and into search.
Notes
©2026 | CIZ
R
TIME:
11:58 PM
JST
C
I
Z
Social Selling
Social run as a sales channel, influencer work included. It does not stop at awareness; it connects to the path to purchase.
Area
Social & influencer
Cadence
Weekly
Scope
Account ownership
Social is run as a sales channel, not as a place to be seen. Posting more without revenue moving usually means nothing connects to a path to purchase.
CIZ handles content production, the posting plan, and comments and DMs. What it is run for is purchases on your own store, not follower count.
Influencer work is built on genuine use of the product. A post from someone who does not use it buys short-term visibility and little else.
Understanding the problem
Selection, negotiation, briefing and post management are all handled here. Posts are structured so the moment the product is useful comes across.
Whatever performs is licensed for reuse and moved into paid creative. This is where it shows up in advertising efficiency.
Organic and paid are not treated as separate briefs, so everything produced serves both. Nothing is shot twice.
Who it is for
Posting is planned by message, not by volume. The same product performs better split by use case and by the problem it solves.
Comments and DMs are where pre-purchase questions collect. How well they are answered moves conversion.
By use case
Targeting is built around who actually uses the product, not around age and gender alone.
By problem
Targeting is built around the people who actually use the product.
Where a store usually sits
How the options for running social differ.
Posting vendor: the volume gets delivered, but nothing is designed to lead to a purchase.
Influencer broker: casting happens, but reuse rights and the move into paid are usually out of scope.
In-house: the product knowledge is there, but shooting, editing and the link to advertising never get the hours.
How do we turn a response on social into a purchase?
User Model
Before taking over, we review what has been posted and how it performed.
What the diagnostic covers
Whether posts lead anywhere. A single link in the profile is not a path to purchase.
Whether the posts that perform and the posts that sell are the same posts.
Whether the rights on existing material allow it to be used in paid.
Whether comments and DMs are actually answering pre-purchase questions.
Domestic and cross-border audiences need different messaging.
Evaluated on purchases, not on followers.
A post is designed as a step in selling, not as an act of awareness.
What running it tells you
Posts built on genuine use hold up far more reliably once they are moved into paid.
A message that lands organically tends to land in paid as well.
The range of messages matters more than how often you post.
Questions in the comments become the to-do list for the product page.
Connect the post to the path to purchase.
Running social
The work is three things: producing content, planning what goes out, and handling the conversations.
Content production: shot and edited, and delivered in a form that works for both organic and paid.
Posting plan: messages split by use case and by problem, each built together with its route to purchase.
Conversations: comments and DMs answered, so pre-purchase questions stop blocking the sale.
Influencer work
Influencer work starts from the requirement that they actually use the product.
Selection: judged on whether their audience overlaps with who uses the product. Follower count is secondary.
Negotiation and briefing: what gets posted and how far reuse extends are agreed up front.
Management and reuse: performance is watched, and what works is moved into paid.
Reusing the material
Operating conventions
In short
Measured on its own, social only ever produces awareness figures. Because CIZ also holds the store and the advertising, the line from post to purchase stays visible.
From there, the messages that worked are carried into the product pages and into search.
Notes
©2026 | CIZ
R
TIME:
11:58 PM
JST
C
I
Z
Social Selling
Social run as a sales channel, influencer work included. It does not stop at awareness; it connects to the path to purchase.
Area
Social & influencer
Cadence
Weekly
Scope
Account ownership
Social is run as a sales channel, not as a place to be seen. Posting more without revenue moving usually means nothing connects to a path to purchase.
CIZ handles content production, the posting plan, and comments and DMs. What it is run for is purchases on your own store, not follower count.
Influencer work is built on genuine use of the product. A post from someone who does not use it buys short-term visibility and little else.
Understanding the problem
Selection, negotiation, briefing and post management are all handled here. Posts are structured so the moment the product is useful comes across.
Whatever performs is licensed for reuse and moved into paid creative. This is where it shows up in advertising efficiency.
Organic and paid are not treated as separate briefs, so everything produced serves both. Nothing is shot twice.
Who it is for
Posting is planned by message, not by volume. The same product performs better split by use case and by the problem it solves.
Comments and DMs are where pre-purchase questions collect. How well they are answered moves conversion.
By use case
Targeting is built around who actually uses the product, not around age and gender alone.
By problem
Targeting is built around the people who actually use the product.
Where a store usually sits
How the options for running social differ.
Posting vendor: the volume gets delivered, but nothing is designed to lead to a purchase.
Influencer broker: casting happens, but reuse rights and the move into paid are usually out of scope.
In-house: the product knowledge is there, but shooting, editing and the link to advertising never get the hours.
How do we turn a response on social into a purchase?
User Model
Before taking over, we review what has been posted and how it performed.
What the diagnostic covers
Whether posts lead anywhere. A single link in the profile is not a path to purchase.
Whether the posts that perform and the posts that sell are the same posts.
Whether the rights on existing material allow it to be used in paid.
Whether comments and DMs are actually answering pre-purchase questions.
Domestic and cross-border audiences need different messaging.
Evaluated on purchases, not on followers.
A post is designed as a step in selling, not as an act of awareness.
What running it tells you
Posts built on genuine use hold up far more reliably once they are moved into paid.
A message that lands organically tends to land in paid as well.
The range of messages matters more than how often you post.
Questions in the comments become the to-do list for the product page.
Connect the post to the path to purchase.
Running social
The work is three things: producing content, planning what goes out, and handling the conversations.
Content production: shot and edited, and delivered in a form that works for both organic and paid.
Posting plan: messages split by use case and by problem, each built together with its route to purchase.
Conversations: comments and DMs answered, so pre-purchase questions stop blocking the sale.
Influencer work
Influencer work starts from the requirement that they actually use the product.
Selection: judged on whether their audience overlaps with who uses the product. Follower count is secondary.
Negotiation and briefing: what gets posted and how far reuse extends are agreed up front.
Management and reuse: performance is watched, and what works is moved into paid.
Reusing the material
Operating conventions
In short
Measured on its own, social only ever produces awareness figures. Because CIZ also holds the store and the advertising, the line from post to purchase stays visible.
From there, the messages that worked are carried into the product pages and into search.
Notes
©2026 | CIZ
R
TIME:
11:58 PM
JST
C
I
Z
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