Presentation by: Andrew Koven, President of ECommerce & Customer Experience, Steve Madden, Ltd

1. Steve Madden
Social Commerce to Drive Your Entire Business
Andrew Koven, President of E-Commerce & Customer Experience
@stevemaddenshoe
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2. • The Social Commerce Mindset
• Facebook Social Engagement Initiatives
• Steve Madden Music
• Data and Analytics
• Mobile Performance and Analytics Overall
STEVE MADDEN MOBILE PRESENTATION OVERVIEW
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3. Today, the Steve Madden brand represents a
lifestyle. It is about embracing
fashion while still maintaining
that funky independence that
first defined the brand 20 years ago.
HERE’S WHAT WE’RE THINKING AT STEVE MADDEN
Steve Madden is always looking
toward to the future. As we near
the end of 2010, the future of
Mobile/Social Commerce is here and Steve Madden is an
innovative leader in the retail industry. Let us show you why….
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4. WHAT DO CONSUMERS WANT?
• Speed and Efficiency
• Information
– Personalized/Localized/Customized
– Timeliness – Availability – Efficiency
• Ease
• Recognition
• Great Service
• Social Synergies• Social Synergies
• To Be Engaged, Entertained and
Inspired
• To Share
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5. STEVE MADDEN MOBILE MAKING MOBILE SOCIAL , ENGAGING AND FUN!
•Users are able to “Like” Steve Madden (the
Facebook fan page) from any page on the
mobile site by clicking the Like button at the
top of the footer.
•Users are able to “Like” a product.
•Users are able to “Like” a recommendation
The total number of people who Like Steve
Store Locator Page
Homepage
The total number of people who Like Steve
Madden updates each time the button was
clicked by a unique fan.
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6. STEVE MADDEN MOBILE FACEBOOK LIKE FOR PRODUCTS
* Facebook Like appears on every product page. When users “like” the object a pop up appears
giving them the option to post the product they like to their Facebook wall.
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7. STEVE MADDEN MOBILE FACEBOOK LIKE PROMOTIONS
ABOUT THE PROMO:
• On Steve Madden’s Facebook fan
page we made a competition between 2
different shoes. (ex. Caryssa vs. Trinitie
shoe).
• The first shoe to 1,000 Facebook
“likes” wins and all Facebook fans are
offered a significant discount on that
shoe for 24 hours.
GOALS
• Drive mobile site awareness.
• To make the mobile site more like a
social platform and let people share
what they like.
RESULTS
A viral product promotion that:
• Increased mobile site traffic 30%
within 24 hours.
• Gained hundreds more Facebook fans
within 24 hours.
* This campaign was featured in MobileMarketer.com:
http://www.mobilemarketer.com/cms/news/commerce/6567.html
Steve Madden Facebook Page
Steve Madden Mobile Site
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8. STEVE MADDEN FACEBOOK ENCOURAGE USER-GENERATED CONTENT
* Landing page is Wall by default with option to show both Steve Madden wall posts as well as posts by
others (Likers), encouraging more discussion on the Wall, and ultimately, more viral spread in Newsfeeds.
* Likers are more inclined to comment and post photos, if others are. 8

9. STEVE MADDEN FACEBOOK ENCOURAGE USER ENGAGEMENT
* Users (Likers) are asked to share their feedback on Steve Madden products, about every day or two.
* Likers are more inclined to share whether they like or dislike a product rather than answer other questions.
* Each post encourages Likers to shop online and on mobile, incorporating mobile into social. 9

10. STEVE MADDEN FACEBOOK REWARD USER-GENERATED CONTENT
* Likers enjoy posting pics of themselves in Steve Madden
Merchandise on Facebook.
*We’ve rewarded select Likers by posting their photos on our blog,
giving them 15 minutes of fame while helping direct traffic to our blog. 10

11. STEVE MADDEN FACEBOOK INCENTIVIZE NON-LIKERS
* We encourage non-Likers to
become Likers through our Walk
to 100,000 Sweepstakes.
*We choose a winner of Steve
Madden’s hottest shoes every time
the fanbase grows by 1000 Likers.
* Those that do not like the Page* Those that do not like the Page
are directed to Like the page in
order to gain access to the
Sweepstakes Entry Button and
Form.
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12. STEVE MADDEN FACEBOOK INCENTIVIZE NON-LIKERS
* Entry Form appears when user
Likes page.
*Share button also appears when
user Likes page.
* We remind Likers of the
sweepstakes (so they tell friends)
by posting announcements whenby posting announcements when
our fanbase increases by 1000
and by making winner
announcements.
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13. STEVE MADDEN FACEBOOK PERFORM CUSTOMER RELATIONSHIP MANAGMENT
* Customers naturally share customer relations questions and concerns on the wall to which we
respond with a customer service (CS) profile to help separate the brand voice from the CRM voice.
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14. STEVE MADDEN FACEBOOK RECOGNITION
* EcommerceJunkie, an online e-commerce news resource,
mentioned us as “a great example of a company that uses
Facebook to offer great customer service.”
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15. STEVE MADDEN FACEBOOK ANALYTICS
AVERAGE DAILY STATS
June 14, 2010 – October 21, 2010
• Likers – 436.27
• Unlikes – 5.3%
• Active Users – 9,968.02
• User Wall Posts – 8.05
• Steve Madden Posts – 2.33
AVERAGE DAILY STATS
February 1, 2010 – June 13, 2010
• Likers – 60.84
• Unlikes – 13.3%
• Active Users – 876.49 (April ‘10 – June ‘10)
• User Wall Posts – 1.12
• Steve Madden Posts – 0.38 • Steve Madden Posts – 2.33
• Post Impressions – 47,093.94
• Post Likes – 113.63
• Post Comments – 50.99
• Photo Views – 416.08
Total Page Likers – 71,355
• Steve Madden Posts – 0.38
• Post Impressions – 10,570.56 (April ‘10 – June ‘10)
• Post Likes – 6.17
• Post Comments – 1.83
• Photo Views – 100.64
Total Page Likers – 16,922
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16. STEVE MADDEN FACEBOOK COMMERCE
* Our latest addition to our
Facebook offerings is
Facebook Commerce.
* This integration echoes
both our full site and
mobile site, while
providing a consistentproviding a consistent
brand experience.
* Everything a shopper
can access on the full site
will be available.
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17. STEVE MADDEN FACEBOOK COMMERCE
* A feature unique to our mobile site and our Facebook commerce addition is the geo-location feature.
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18. STEVE MADDEN FACEBOOK COMMERCE
HIGHLIGHTS
• Secure within an iFrame
• Stays in Facebook during entire process
• Maintains Facebook aesthetics
• Full product selection
• Store locator
• Multi-views
• Recommendations
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19. STEVE MADDEN FACEBOOK COMMERCE
PROMOTION
• Added Tab to top level
navigation.
•Initial interest with minimal
promotion.
• Added “Shop on Facebook”
link to product postings.
Over an 8 day period of product posts on the Facebook Wall
• Total Clickthroughs: 665
• Clicks to Facebook shop: 356 54%
• Clicks to mobile site: 103 15%
• Clicks to online/full site: 204 31%
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20. STEVE MADDEN FACEBOOK COMMERCE
FACEBOOK COMMERCE
(Since Launch Oct. 27 – Nov. 9)
• Visits: 959
• Average time spent in shop: 5.83 minutes
• Page Views: 4,199
• Page views per visit: 4.38
• Orders: 6
• Units Sold: 7
• Revenue: $396
• Average conversion rate: .65%
(as high as 2.90% on some days)
• Average order: $66
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21. STEVE MADDEN MUSIC
* Steve Madden Music connects music fans and brand fans together.
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22. STEVE MADDEN MUSIC – SHOP THE VIDEO
* Shop the Video brings together lifestyle and shopping and allows
customers to shop the items worn by the Steve Madden Music artists.
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23. OVERALL STATS
APRIL19 – OCTOBER 25
• Visits – 880,642
• Average Time on Site - 6 minutes 53 seconds
• Total Time on Site – 6.25 million minutes
• Average Page Views per Visit – 4.71
STEVE MADDEN MOBILE ANALYTICS – THE RESULTS
• Average Page Views per Visit – 4.71
• Orders – 6,223
• Products Sold – 7,856
• Revenue - $520,866
• Average Order Price - $83.70
• Conversion - 0.71%
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24. STEVE MADDEN MOBILE ANALYTICS - DEVICES
TOP TEN DEVICES BY ORDER PERCENTAGE
APRIL 19 – OCTOBER 25
1) Apple iPhone 55.6%
2) Apple iPod Touch 6.9%
3) Apple iPad 6.8%
4) BlackBerry 9700/Onyx 4.0%
5) Motorola Droid 3.2%
6) T-Mobile myTouch 3G 2.6%
7) BlackBerry Tour 9630 2.5%7) BlackBerry Tour 9630 2.5%
8) BlackBerry 8530/Curve 2.5%
9) T-Mobile G1 1.8%
10) Motorola Cliq 1.6%
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