It's time to rethink e-commerce! Why has ecommerce not evolved much since the late 90s? Can adding a social layer to it make it more fun, more compelling? How can marketers and retailers take advantage of the new innovations in social shopping? Panel session given at Search Engine Strategies NYC 2012.

1. The Psychology of sCommerce
Do Not Be Afraid!
Dana Todd
SVP Marketing & New Business
Dana.Todd@performics.com | www.performics.com blog.performics.com | @DanaTodd
New York | March 19–23

2. New York | March 19–23, 2012 | #sesny
Who’s the Chick with the Purple Hair? @DanaTodd
• SVP Marketing at Performics
• 16 years in Internet industry
• Co-founder and former Chair of SEMPO. Founder of Newsforce and SiteLab
• Expert witness, advisor to industry and analysts
Performics is the original Performance Marketing firm, part of the
Publicis Groupe worldwide. Performics inspires participation
through performance marketing channels, integrating highly
efficient media with relevant brand experiences.
© All rights reserved. Performics.

3. New York | March 19–23, 2012 | #sesny
A Few of Our Global Brands
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4. It’s time to rethink the
shopping experience:
Regardless of
the medium, people crave
participation with your brand –
and each other.
New York | March 19–23
© All rights reserved. Performics.

5. @DanaTodd New York | March 19–23, 2012 | #sesny
If People Like to Interact with Fashion Like This…
© All rights reserved. Performics.

6. @DanaTodd New York | March 19–23, 2012 | #sesny
And Shop with Friends Like This…
© All rights reserved. Performics.

7. @DanaTodd New York | March 19–23, 2012 | #sesny
Then Why Does the Shopping Experience Feel Like This?
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8. What do people really want to
do socially while shopping?
New York | March 19–23

9. @DanaTodd New York | March 19–23, 2012 | #sesny
Participation Shapes the Shopping Experience
Apple Hauls JCP find more Fashism
Best Buy
OpenSky
UK - StylistPick
Where To Get It
Motillo
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10. @DanaTodd New York | March 19–23, 2012 | #sesny
Participants Expect Interactive Relationships
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11. @DanaTodd New York | March 19–23, 2012 | #sesny
They Conduct In-Store Social Activities
(Summary – Occasionally/Frequently)
Source: Performics & ROI Research 2011 Social Shopping Study: Participant Behaviors & Preferences
on Social, Shopping and Deal Sites
© All rights reserved. Performics.

12. @DanaTodd New York | March 19–23, 2012 | #sesny
They Conduct In-Store Search Activities
Source: Performics & ROI Research 2011 Social Shopping Study: Participant Behaviors & Preferences
on Social, Shopping and Deal Sites
© All rights reserved. Performics.

13. @DanaTodd New York | March 19–23, 2012 | #sesny
Social Shopping Influences Participation and
Purchasing Behaviors
How much do you agree or disagree with the following statements?
(Summary – Somewhat/strongly agree)
72%
[Shopping, Deal, Social] sites are an important part of
58%
the purchase process for me
41%
57%
I trust user reviews/recommendations on
53%
[shopping, deal, social] sites more than others
58%
46%
Positive reviews/recommendations regarding
49%
products/services cause me to buy things
50%
Negative reviews/recommendations on 46%
[shopping, deal, social] sites eliminates possibility of 46%
purchase 44%
Shopping Sites (N=889) Deal Sites (N=575) Social Networks (N=1,000)
Source: Performics & ROI Research 2011 Social Shopping Study: Participant Behaviors & Preferences
on Social, Shopping and Deal Sites @Performics
© All rights reserved. Performics.

14. @DanaTodd New York | March 19–23, 2012 | #sesny
60% of Social Shoppers Wait up to 10 Minutes for
Advice Before Proceeding
While at a physical location, have you ever When seeking advice on social networks prior to
paused prior to finalizing a purchase in order finalizing a purchase, how long do/would you
to seek advice on a social network? wait for feedback before proceeding with
purchase?
Less than
19%
No 75% 5 minutes
5 - 10
41%
minutes
Yes 25% 10 - 20
22%
minutes
More than
20 18%
minutes
Source: Performics & ROI Research 2011 Social Shopping Study: Participant Behaviors & Preferences
on Social, Shopping and Deal Sites
© All rights reserved. Performics.

15. @DanaTodd New York | March 19–23, 2012 | #sesny
Shopping Sites while Searching & Before Committing;
Social Networks After Purchase to Share Experience
How often do you use [social networks, shopping
sites, deal sites] at each of the following times?
(Summary – Occasionally/Frequently)
87%
In the beginning when searching for a product 70%
66%
83%
Right before I commit to purchasing 68%
64%
57%
After I make the purchase to share my
51%
experience Shopping Sites
59%
Deal Sites
55%
While I'm in the store or on the website 48% Social Networks
46%
Source: Performics & ROI Research 2011 Social Shopping Study: Participant Behaviors & Preferences
on Social, Shopping and Deal Sites
© All rights reserved. Performics.

16. @DanaTodd New York | March 19–23, 2012 | #sesny
Best Practices
• Don’t block mobile signals – and ensure mobile search visibility
for your site and products
• Reviews and comments are critical
• Implement interactive elements
(comments, sharing, reviews) on product pages
• Make them index-able
• Leverage online reviews in-store
• Verify what happens when people try to Share, Pin, Like, etc.
• Encourage check-ins in your store
• Facilitate in-store bar-code scanning (2D and 3D)
• Participate on social networks, search and shopping engines to
foster positive chatter and quickly respond to negative chatter
© All rights reserved. Performics.

17. @DanaTodd New York | March 19–23, 2012 | #sesny
Best Practices: Emerging Opportunities
• Implement a “Pin It” button to brand product pages (all or
prioritized selection) and create brand-owned style boards
• Turn product feeds into Polyvore-like pinboards that you
customize and own on your site. Measures shopping
journeys for merchandising intelligence.
• Loyalty shopping programs, rewards shoppers by pre-
determined levels of engagement and encouraging cross-
device activities
• Encourage user creation & sharing of style collages for
promotional or campaign specific initiatives
@Performics
© All rights reserved. Performics.

18. THANK YOU!!
Do Not Be Afraid!
Dana Todd
SVP Marketing & New Business
Dana.Todd@performics.com | www.performics.com blog.performics.com | @DanaTodd
New York | March 19–23