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Social Shopper Marketing – Walmarts Elevenmoms
- 1. Marketing 2.0 Conference, Paris 2010 Social Shopper Marketing – Walmarts Elevenmoms BSI
- 2. Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
- 3. Walmart Elevenmoms Building a Community Platform Social Shopper Marketing John Andrews CEO
- 4. Media is undergoing the largest seismic shift since the advent of the TV
- 6. The iPod was the fastest selling CE device in history… … iPhone adoption is dwarfing the iPod
- 10. Social Media? or just another ad channel?
- 12. Emerging Media connecting consumers regardless of format
- 15. Community Platform Model Money Saving Influencers Social Syndication Social Connection
- 16. Weave Social Into All Campaigns
- 17. Community Driven Shopper Marketing Walmart’s Elevenmoms were asked to purchase iPhones at Walmart building experiential Awareness and social amplification to the product launch extending traditional media far into the social realm Media Integration
- 18. Social Media Influences Shopping Decisions Right Until The Point Of Purchase Source: Arc Worldwide Social-Media Survey, January 2010
- 19. Social Listening Leads to Actionable Insights Tyson Product Launch Case Example Tyson is recommending a planogram change based on community feedback that Mom typically buys chicken strips for herself and nuggets for her children on the same trip
- 20. Immerse Consumers in an Experience Connect the Conversation to the Shelf Consumer / Shopper Retailers Brands
- 21. Community as an Inspiration and Educational Tool
Hinweis der Redaktion
- 52% of consumers checked prices on a mobile device from within a retail establishment during the 2009 holiday shopping season
- Recommended reading including “Join the conversation” – Joseph Jaffee, “Open Brand” – Kelly Mooney, “Trust Agents”, Chris Brogan
- Approach Thinking “platform forward” is another core Collective Bias philosophy. By having an optimized smartphone experience for walmart.com the emerging media team was able to easily leverage social programs supporting the iPhone launch The iPhone was integrated into seasonal promotions leveraging the Elevenmoms, subtly reinforcing Walmart’s relationship with the device while demonstrating its utility to Mom Results Walmart has become the market share leader in iPod sales surpassing apple itself by leveraging a careful mix of merchandising, traditional and social media. Moms continue the discussion of the value of the iPhone to save both time and money in her life
- Toni, along with several other community members, provided very helpful demonstrations of how to get the Smoky Eye Look.