Overview of the Canadian Social Shopper behaviours, social shopping and social commerce trends and how brands should approach social shopping.

1. The Canadian
Social Shopper
Sponsored by: Presented by:
Steve Bielawski Rosalina Lin-Allen
eCommerce Practice Director Director, Client Strategy
Tenzing Delvinia
www.tenzing.com www.delvinia.com
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

2. Webinar Agenda
• Introduction – Steve Bielawski, Tenzing
• The Canadian Social Shopper - Rosalina Lin-Allen, Delvinia
• Q&A
If you have questions during the webinar, please input them in the Q&A panel on the
right side of your screen and we will address them at the end of the presentation.
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

3. About Tenzing
Company Highlights
Tenzing
• Founded in 1998, privately owned Data Centers
Production
• Datacenters: Toronto, Kelowna & Disaster Recovery Environments
Vancouver, plus 3 separate Operation Environments
Centers for 24x7x365 support
• 450 customers (15% in US and abroad)
• Consistent double digit growth: last 5 years
• Profit 200 Ranking – 6 years in a row APAC EMEA
• 80 employees (75% dedicated to service delivery)
Business Focus: Managed IT Services
• Ecommerce Platform Solutions (mid/enterprise)
• SaaS solutions
• Web Collaboration Solutions
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

4. Ecommerce IT Infrastructure –
Example Example >>>
Typical Mid Market
Ecommerce IT Infrastructure
Ecommerce Phases
Provision
Design
Deploy
Test
Production
Fees
One Time Set Up Fee
36 Monthly Payment Plan
Your Online Store
Is Open: 24 x 7 x 365
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

5. Ecommerce Managed Services
We Focus On This So You can Focus On This
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

6. Sample Tenzing Clients
Ecommerce Software-as-a-Service Enterprise Web
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

7. We are a
Digital Strategy & Customer Experience Design
firm.
Help companies connect with their customers
by turning data into actionable experiences
that drive business results.
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

8. Our Capabilities.
Insight Strategy Design
The Delvinia Insights group offers Delvinia’s Digital Strategy group is Delvinia’s team of experienced
expertise in a comprehensive expert in helping organizations to designers will leverage the digital
repertoire of qualitative and identify key trends and competitive strategy and employ various user
quantitative research methodologies threats in the digital landscape, centered design methodologies and
critical to understanding the digital evaluate their current digital tools to create the most engaging
universe today. presence, and establish a strategic customer experience while achieving
plan and roadmap to ensure their your business objectives.
success.
▼ ASKINGCANADIANS | VOICE OF THE CUSTOMER SOLUTIONS
Full service online survey programming & hosting
Online Panel Development and Hosting
Custom Recruitment
Online Research Community AskingMedia Data Capture Tools
160,000 Members Digital Mosaic Segmentation
Social PRIZMC2
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

9. Agenda
Canadian Social Shopper Behaviours
Social Shopping Trends
Approach to Social Shopping
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

10. Why Brands Should Care About Social Media
23% Internet traffic goes to
social media sites
(source: AC Nielson, Sept 2011)
21h average time Canadians spent
on Facebook per month
(source: Facebook, June 2011)
Feb’10 Facebook traffic surpassed that
of Google’s in the U.S.
(source: Socialnomics)
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

11. From Links to Likes
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Toronto, Ontario
M5V 1J9

12. Social Media Impact on Content Consumption
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Toronto, Ontario
M5V 1J9

13. Social Media Impact on Shopping
69.2%
Check ratings and reviews as part of
their shopping process.
Source: , Nov 2011, n=956
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

14. Social Enables New Business Models
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

15. Social Networks in Brick-and-Mortar
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

16. Social Used Throughout the Shopping Process
My Blogs,
Social Search Ratings & My
Sphere Reviews Social
Sphere
Product
Brick & Mortar Word of Mouth Social
Product Sites Site
My Social
Sphere
Brick & Mortar Product
Product Blogs,
Sites Product
Social Ratings &
Site Sites Reviews
RESEARCH PURCHASE POST PURCHASE
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

17. The Stats
Check ratings for a particular
product on a retailer/brand site
69.2%
Read blogs relating to the
product or product category
28.2%
Check the retailer/brand social
media page to help make 25.9%
decision
Email friend(s) to seek their
opinion on a particular 17.8%
purchase decision
Interact with the retailer/brand
through their social media page 10.3%
to help make decision
Post a picture of the product on
a social network site and ask 5.6%
your friends for opiniions
0% 10% 20% 30% 40% 50% 60% 70% 80%
Source: , Nov 2011, n=956
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

18. What to Expect
Mainstream Canadians are in early ‘utility’ phase.
Information Utility Transaction
Main Stream
ACTIVITIES
CONSUMER
Research information Start integrate social more
Comfortable and expect social
CORE
into their daily lives
Interactive content to be part of the transaction
Use more for info & utility
experience
CONSUMER
CONCERNS
Security & privacy concerns Can live with the security and
Declining concern but still
privacy risks relative to the
act as barriers to do more reluctant to transact
value
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

19. Social Commerce
Social technology enhanced shopping experience
Ratings & Reviews E-commerce in Social Networks
Social Component in E-commerce Sites Social Technology in the
Brick and Mortar Environment
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

20. E-commerce in Social Networks
2.7%
have purchased products via Facebook
while 28.7% will consider purchasing
products via a brand/retailer Facebook
page in the near future
(source: , Nov 2011, n=977)
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

21. E-commerce in Social Networks
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

22. What is the approach to meet
the needs of social shoppers?
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

23. Approach
Followed or friended a brand/
retailer social media page
Step 1: Listen
Understand how your target audience
interact with your category & brand
on social media in their shopping
process.
Source:
Nov 2011, n=1005
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

24. Approach
Step 2: Define Strategy
Identify sweet spot for your brand
& category.
Establish key performance indicators.
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

25. Approach
Step 3: Cultivate
the Community
37% has unliked or
Top 3 reasons consumers engage with brands stopped following a
1. Learn about discounts & deals branded social
2. Find out about the latest products & events
media site in the
3. Get opinion/advice from other consumers
past month.
Source: , Nov 2011, n=1,005
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

26. Approach
Step 4: Experiment
Keep trying new things.
Get customer input - social media is a
forum for a two-way dialogue.
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

27. Approach
Step 5: Measure
Measure against your key
performance indicators.
You can’t improve upon what you
can’t measure.
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

28. Some Results to Date
$1M USD
Revenue Dell
claims via Twitter
sales alert.
(Dec 2008)
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

29. Some Results to Date
$65M
Drop in Netflix
share value when
Warner opened a
Facebook movie
rental (streaming)
service
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

30. Future Shoppers
The future social shoppers are a lot more social
network savvy than the mainstream consumers today.
85% 330 50,000
Teenage girls use Average number of Number of retailers
their friends & peers Facebook friends who have opened a
as a source of trend each Canadian facebook store with
information and 45% between the ages of Payvment
seek the opinion of 13-24 has, compared
those same groups to an average of 225
when purchasing for all demographics
clothing or footwear. (50% more).
(Source: eMarketer, Nov 2010) (Source: Facebook, June 2010)
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

31. Other Great Resources
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

32. Past Webinars
85% 40%
of Canadian consumers of Canadian smartphone owners
research price online as part of have used their phone in the
their shopping process. process of shopping.
Download the Download the
Canadian Multichannel Shopper Canadian Mobile Shopper
Webinar Webinar
http://www.slideshare.net/delviniainteractive/the-canadian- http://www.slideshare.net/delviniainteractive/the-mobile-
multichannel-shopper shopper
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

33. Sponsored by: Presented by:
Steve Bielawski Rosalina Lin-Allen
eCommerce Practice Director Director, Client Strategy
Tel. 877-767-5577 x436 Tel.416-364-1455 X271
Email. steve.bielawski@tenzing.com Email. rlinallen@delvinia.com
Tenzing www.twitter.com/rlinallen
www.tenzing.com www.linkedin.com/rlinallen
Delvinia
www.delvinia.com
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9