SlideShare ist ein Scribd-Unternehmen logo
1 von 55
Downloaden Sie, um offline zu lesen
©2012 PHENOMBLUE LLC.
SCOTT BISHOP
VP, STRATEGY FOR PHENOMBLUE

@THESCOTTBISHOP




STEPHEN LEU
DIRECTOR, STRATEGY FOR PHENOMBLUE LA

@STEPHLEU
Phenomblue is a brand
experience agency.

We are an agency of strategists,
designers and engineers
using technology to connect people
and brands.
The brands we work with.
WTF IS SOCIAL COMMERCE?
buying
 stuff
online




           It is not limited to a specific
           platform or network

 digital
coupons
Social commerce is the introduction
of social aspects traditionally associated
with brick-and-mortar shopping into
the digital realm
Much of the time spent is
with experts and getting their advice
before purchase
Social interaction with
friends and peers to receive
feedback
WHY IS THIS HAPPENING?!
What's driving social commerce?
What's driving social commerce?

                                       new interaction mediums



• Online Video: 22hr viewed per
 month by individual user
• Social Media: 1 in 5 of all minute
 spent online
• Mobile: 4 in 5 smartphone owners
 purchase on their devices

 Comscore 2011
What's driving social commerce?

                                      new interaction mediums
                                      digitally-connected consumers

• 52% of laptop owners also own
 smartphones
• 31% of smartphone owners also
 own tablet devices
• 13% of american that own multiple
 devices own all three

 Pew Research 2012
What's driving social commerce?

                                      new interaction mediums
                                      digitally-connected consumers
                                      on-demand culture
• 2 billion hours spent by Netflix
 streaming customers
• 4 billion hours of video watched
 monthly on YouTube
• Wikipedia ranks in the first page
 results for 90%of Google searches

 Comscore 2011
What's driving social commerce?

new interaction mediums
digitally-connected consumers
on-demand culture
Generation C
WHAT'S GENERATION C?
I THOUGHT I WAS TALKING TO
       MILLENNIALS
Generation C

aged 18-34
American
more female than male
Generation C

aged 18-34
American
more female than male
They are not a standalone demographic
defined by age, geographic location,
gender or affluence
Generation C, the Connected
Generation, are those who integrate
Web usage and digital devices as part
of their everyday life
These are the social shoppers
GENERATION C




84% of millennials rely on UGR and UGC
from strangers in making their purchase.
70% of boomers does the same
Users of age 50+ are the fastest growing
adopters of social media, at a rate of 49%
year over year
Users of age 45 – 50 are the fastest
growing adopters of smart devices, at a rate
of 5% year over year
Bazaar Voice 2012, Pew Research 2011, Nielsens 2012
Generation C

They are a psychographic defined by
their interests, attitudes, values and
behaviors
FACEBOOK IS
                    WHERE I BRAG TO
Generation C        MY FRIENDS
                                      TWITTER IS WHERE
                                      I CONNECT WITH
                                      STRANGERS
They derive their social status by
what they share
They exhibit bee-like swarm behavior
They thrive on “social oxygen”
Generation C

The Web, and the digital
devices that provide access to it,
let people define themselves
however they want
Generation C

Consumers have never before had so
much power to shape a brand
THE SHOPPER'S   And it works both ways   THE COMPANY'S
  INFLUENCE                                INFLUENCE
FOLLOW THESE TENETS FOR
SUCCESSFUL SOCIAL COMMERCE
       (OR RISK A SLOW, INGLORIOUS DEATH)
1. Personalize the experience
2. Let consumers influence their friends
3. Be a thought leader
The Social Shopper
1. PERSONALIZE: TOOLS




Facebook-Connect, Twitter OAuth
FACEBOOK-CONNECTED USERS ARE NINE TIMES MORE
LIKELY TO SHARE THEIR EXPEIRENCES




Geolocation
CREATE A CUSTOMIZED EXPERIENCE AND IMMEDIATE CALL
TO ACTION BASED ON THE USER’S PHYSICAL LOCATION
1. PERSONALIZE: EXAMPLE




Beyond user info
gathered from its own
site, Amazon.com utilizes
Facebook Connect to
recommend products that
match the interests of
users and their friends
1. PERSONALIZE: EXAMPLE




Ticketmaster’s customized app recommends
products based on user activities
2. INFLUENCE

                                   FRIEND



Provide the digital means for
natural social habits                       LIKE



                                                    TRAVEL
                     LISTEN




                                            WATCH
                              FRIEND
The Social Shopper
2. INFLUENCE EXAMPLE




Macy’s Magic Fitting room bridges the gap between brick
and mortar and digital, and provides a unique experience
2. INFLUENCE EXAMPLE




 Spotify’s open graph app broadcasts the customer’s
 engagement through multiple points of distribution
3. LEAD




When your brand is a trusted expert
and advisor, consumers willingly share
their own experience and testimonials
3. LEAD: TOOLS




Expertise
SHARE YOUR KNOWLEDGE WITH CUSTOMERS
TO ENABLE THEM TO MAKE INFORMED DECISIONS ABOUT
YOUR BRAND




Personality
PROVIDE A DISTINCT IDENTITY AND VOICE THAT APPEALS TO
CONSUMER'S EMOTIONS
3. LEAD: EXAMPLE




64% of shoppers look for
reviews before making a
purchase
By providing sound advice,
they may buy your product
or share the value they’ve
received – or both
3. LEAD: EXAMPLE




Though the actual content
is not directly related to
the product, the brand
personality and value
delivered helps the viewer
to remember the brand
Brands must provide an
experience worth sharing, and foster
an environment where they can
facilitate conversation
BUT HOW DOES IT
GET ME $$$$$$?
AWARENESS




                          ENGAGEMENT


Traditionally-accepted
purchasing process       CONSIDERATION




                           DECISION
AWARENESS




                         SOCIAL
How the              RECOMMENDATION
                                                              ENGAGEMENT


purchasing process
actually works


                               DECISION               CONSIDERATION
SOCIAL COMMERCE - THE BOTTOM LINE




Online conversation has a tangible value
that are measured by DPS (dollar per
share) and VPS (visits per share)
The average dollar per share increased by
85% from $1.78 to $3.23
The average visits per share increased
from 7 to 17 visits
17% of social media users have purchased
a product/service based on a friend’s post
Eventbrite 2012, Forrester Research 2012
Be a part of guiding that social
recommendation
Speaking to your audience

companies and brands revolve
around them

“we”—not “me”
create conversations consumers can
swarm to
join conversations within and
across communities
THE PROGRESSIVE COURSE
  OF SOCIAL COMMERCE
Mobile Shopping
NFC (Near Field Communication)
Logistics
MOBILE SHOPPING




As of Q2 2012, purchases made
through a mobile device now account
for 15.1% of all online purchases
Technologies and advanced devices
enable social behaviors to take place
online, providing such interactions with
scale, speed and convenience
Mergers and acquisitions are already
taking place to support this trend
Source: IBM 2012
NFC (NEAR FIELD COMMUNICATION)




Enriches the mobile shopping
experience
Provides consumers the option to freely
share their personal information
Other emerging technology will
allow for seamless connectivity with
consumer devices
LOGISTICS




If prominent e-commerce players are
able to execute this change, big-box
retailers will be forced to adapt
Addresses a core customer value
(convenience) in a new way
The importance of marketers
encouraging social discussion and
recommendation of their product/
service will become paramount
THE SOCIAL COMMERCE
REVOLUTION HAS JUST BEGUN
Takeaways

“Social commerce” is not a turnkey
solution and not a channel
Social commerce is a conduit for
discovery and discussion that bridges
the social divide between brands and
consumers shopping online
Marketers should integrate
time-tested methods of tracking and
adjusting to social consumer
behavior with technology optimized
for multiple platforms
Thanks.
SCOTT BISHOP
                        VP, STRATEGY FOR PHENOMBLUE

                        @THESCOTTBISHOP




                        STEPHEN LEU
                        DIRECTOR, STRATEGY FOR PHENOMBLUE LA


PHENOMBLUE.COM          @STEPHLEU


©2012 PHENOMBLUE LLC.

Weitere ähnliche Inhalte

Andere mochten auch

Design Session vol. 2 - Form ‹ Function ‹ Idea
Design Session vol. 2 - Form ‹ Function ‹ IdeaDesign Session vol. 2 - Form ‹ Function ‹ Idea
Design Session vol. 2 - Form ‹ Function ‹ IdeaPhenomblue
 
Design Session vol. 1 - UX & Interaction Design: Process & Practice
Design Session vol. 1 - UX & Interaction Design: Process & PracticeDesign Session vol. 1 - UX & Interaction Design: Process & Practice
Design Session vol. 1 - UX & Interaction Design: Process & PracticePhenomblue
 
Five Tenets of Success in the Connected Age
Five Tenets of Success in the Connected AgeFive Tenets of Success in the Connected Age
Five Tenets of Success in the Connected AgePhenomblue
 
powerpoint.16
powerpoint.16powerpoint.16
powerpoint.16rebwball
 
Design Elements- Texture, Color, Form + Function
Design Elements- Texture, Color, Form + FunctionDesign Elements- Texture, Color, Form + Function
Design Elements- Texture, Color, Form + FunctionSami Nerenberg
 

Andere mochten auch (6)

Design Session vol. 2 - Form ‹ Function ‹ Idea
Design Session vol. 2 - Form ‹ Function ‹ IdeaDesign Session vol. 2 - Form ‹ Function ‹ Idea
Design Session vol. 2 - Form ‹ Function ‹ Idea
 
Design Session vol. 1 - UX & Interaction Design: Process & Practice
Design Session vol. 1 - UX & Interaction Design: Process & PracticeDesign Session vol. 1 - UX & Interaction Design: Process & Practice
Design Session vol. 1 - UX & Interaction Design: Process & Practice
 
Five Tenets of Success in the Connected Age
Five Tenets of Success in the Connected AgeFive Tenets of Success in the Connected Age
Five Tenets of Success in the Connected Age
 
powerpoint.16
powerpoint.16powerpoint.16
powerpoint.16
 
Design Elements- Texture, Color, Form + Function
Design Elements- Texture, Color, Form + FunctionDesign Elements- Texture, Color, Form + Function
Design Elements- Texture, Color, Form + Function
 
Philosophies of f l wright
Philosophies of f l wright Philosophies of f l wright
Philosophies of f l wright
 

Ähnlich wie The Social Shopper

Harnessing Social and Mobile to Court the Digital Consumer
Harnessing Social and Mobile to Court the Digital ConsumerHarnessing Social and Mobile to Court the Digital Consumer
Harnessing Social and Mobile to Court the Digital ConsumerCognizant
 
Social Media Marketing - What's Up?
Social Media Marketing - What's Up?Social Media Marketing - What's Up?
Social Media Marketing - What's Up?Havas Media APAC
 
Suzanne El-Moursi - Digital Marketing
Suzanne El-Moursi - Digital MarketingSuzanne El-Moursi - Digital Marketing
Suzanne El-Moursi - Digital Marketingrmannino
 
Social technology theory & practices for professional
Social technology theory & practices for professionalSocial technology theory & practices for professional
Social technology theory & practices for professionalMoonshot Digital
 
Your Social Media Strategy Is Wrong
Your Social Media Strategy Is WrongYour Social Media Strategy Is Wrong
Your Social Media Strategy Is WrongJames LaPorte
 
India online digital trends 2013
India online   digital trends 2013India online   digital trends 2013
India online digital trends 2013Vikram Gupta
 
Digital Academy | Class 13
Digital Academy | Class 13Digital Academy | Class 13
Digital Academy | Class 13DigitasLBi MENA
 
A deep look at Social Media
A deep look at Social MediaA deep look at Social Media
A deep look at Social MediaMatt Hames
 
Face of Today's Consumer: 2010 Trend Review
Face of Today's Consumer: 2010 Trend ReviewFace of Today's Consumer: 2010 Trend Review
Face of Today's Consumer: 2010 Trend ReviewK Anggakara
 
Indiaonline digitaltrends 2013
Indiaonline digitaltrends 2013Indiaonline digitaltrends 2013
Indiaonline digitaltrends 2013Ansh Aggarwal
 
Four Technology Trends to Watch
Four Technology Trends to WatchFour Technology Trends to Watch
Four Technology Trends to WatchASAE
 
Future branding and VR
Future branding and VRFuture branding and VR
Future branding and VRVividlyapp
 
Social Media as a Force Multiplier for the Travel Industry
Social Media as a Force Multiplier for the Travel IndustrySocial Media as a Force Multiplier for the Travel Industry
Social Media as a Force Multiplier for the Travel IndustryMarc Lefton
 
Social Commerce Trends Report
Social Commerce Trends ReportSocial Commerce Trends Report
Social Commerce Trends ReportDigital Pymes
 
2011 Trends in Emerging Media
2011 Trends in Emerging Media 2011 Trends in Emerging Media
2011 Trends in Emerging Media Shaun Quigley
 
The New Brand Ecosystem
The New Brand EcosystemThe New Brand Ecosystem
The New Brand EcosystemJuan Robayo
 
Communication in a changing landscape
Communication in a changing landscape   Communication in a changing landscape
Communication in a changing landscape Bolaji Okusaga
 
ENGAGE 2015 - Experience Optimization - Havas Media Group
ENGAGE 2015 - Experience Optimization - Havas Media GroupENGAGE 2015 - Experience Optimization - Havas Media Group
ENGAGE 2015 - Experience Optimization - Havas Media GroupIAB Canada
 
Social Media Marketing.pptx
Social Media Marketing.pptxSocial Media Marketing.pptx
Social Media Marketing.pptxKhairunAmala1
 

Ähnlich wie The Social Shopper (20)

Harnessing Social and Mobile to Court the Digital Consumer
Harnessing Social and Mobile to Court the Digital ConsumerHarnessing Social and Mobile to Court the Digital Consumer
Harnessing Social and Mobile to Court the Digital Consumer
 
Tech Consumer Insights
Tech Consumer InsightsTech Consumer Insights
Tech Consumer Insights
 
Social Media Marketing - What's Up?
Social Media Marketing - What's Up?Social Media Marketing - What's Up?
Social Media Marketing - What's Up?
 
Suzanne El-Moursi - Digital Marketing
Suzanne El-Moursi - Digital MarketingSuzanne El-Moursi - Digital Marketing
Suzanne El-Moursi - Digital Marketing
 
Social technology theory & practices for professional
Social technology theory & practices for professionalSocial technology theory & practices for professional
Social technology theory & practices for professional
 
Your Social Media Strategy Is Wrong
Your Social Media Strategy Is WrongYour Social Media Strategy Is Wrong
Your Social Media Strategy Is Wrong
 
India online digital trends 2013
India online   digital trends 2013India online   digital trends 2013
India online digital trends 2013
 
Digital Academy | Class 13
Digital Academy | Class 13Digital Academy | Class 13
Digital Academy | Class 13
 
A deep look at Social Media
A deep look at Social MediaA deep look at Social Media
A deep look at Social Media
 
Face of Today's Consumer: 2010 Trend Review
Face of Today's Consumer: 2010 Trend ReviewFace of Today's Consumer: 2010 Trend Review
Face of Today's Consumer: 2010 Trend Review
 
Indiaonline digitaltrends 2013
Indiaonline digitaltrends 2013Indiaonline digitaltrends 2013
Indiaonline digitaltrends 2013
 
Four Technology Trends to Watch
Four Technology Trends to WatchFour Technology Trends to Watch
Four Technology Trends to Watch
 
Future branding and VR
Future branding and VRFuture branding and VR
Future branding and VR
 
Social Media as a Force Multiplier for the Travel Industry
Social Media as a Force Multiplier for the Travel IndustrySocial Media as a Force Multiplier for the Travel Industry
Social Media as a Force Multiplier for the Travel Industry
 
Social Commerce Trends Report
Social Commerce Trends ReportSocial Commerce Trends Report
Social Commerce Trends Report
 
2011 Trends in Emerging Media
2011 Trends in Emerging Media 2011 Trends in Emerging Media
2011 Trends in Emerging Media
 
The New Brand Ecosystem
The New Brand EcosystemThe New Brand Ecosystem
The New Brand Ecosystem
 
Communication in a changing landscape
Communication in a changing landscape   Communication in a changing landscape
Communication in a changing landscape
 
ENGAGE 2015 - Experience Optimization - Havas Media Group
ENGAGE 2015 - Experience Optimization - Havas Media GroupENGAGE 2015 - Experience Optimization - Havas Media Group
ENGAGE 2015 - Experience Optimization - Havas Media Group
 
Social Media Marketing.pptx
Social Media Marketing.pptxSocial Media Marketing.pptx
Social Media Marketing.pptx
 

The Social Shopper

  • 2. SCOTT BISHOP VP, STRATEGY FOR PHENOMBLUE @THESCOTTBISHOP STEPHEN LEU DIRECTOR, STRATEGY FOR PHENOMBLUE LA @STEPHLEU
  • 3. Phenomblue is a brand experience agency. We are an agency of strategists, designers and engineers using technology to connect people and brands.
  • 4. The brands we work with.
  • 5. WTF IS SOCIAL COMMERCE?
  • 6. buying stuff online It is not limited to a specific platform or network digital coupons
  • 7. Social commerce is the introduction of social aspects traditionally associated with brick-and-mortar shopping into the digital realm
  • 8. Much of the time spent is with experts and getting their advice before purchase
  • 9. Social interaction with friends and peers to receive feedback
  • 10. WHY IS THIS HAPPENING?!
  • 12. What's driving social commerce? new interaction mediums • Online Video: 22hr viewed per month by individual user • Social Media: 1 in 5 of all minute spent online • Mobile: 4 in 5 smartphone owners purchase on their devices Comscore 2011
  • 13. What's driving social commerce? new interaction mediums digitally-connected consumers • 52% of laptop owners also own smartphones • 31% of smartphone owners also own tablet devices • 13% of american that own multiple devices own all three Pew Research 2012
  • 14. What's driving social commerce? new interaction mediums digitally-connected consumers on-demand culture • 2 billion hours spent by Netflix streaming customers • 4 billion hours of video watched monthly on YouTube • Wikipedia ranks in the first page results for 90%of Google searches Comscore 2011
  • 15. What's driving social commerce? new interaction mediums digitally-connected consumers on-demand culture Generation C
  • 16. WHAT'S GENERATION C? I THOUGHT I WAS TALKING TO MILLENNIALS
  • 18. Generation C aged 18-34 American more female than male They are not a standalone demographic defined by age, geographic location, gender or affluence
  • 19. Generation C, the Connected Generation, are those who integrate Web usage and digital devices as part of their everyday life These are the social shoppers
  • 20. GENERATION C 84% of millennials rely on UGR and UGC from strangers in making their purchase. 70% of boomers does the same Users of age 50+ are the fastest growing adopters of social media, at a rate of 49% year over year Users of age 45 – 50 are the fastest growing adopters of smart devices, at a rate of 5% year over year Bazaar Voice 2012, Pew Research 2011, Nielsens 2012
  • 21. Generation C They are a psychographic defined by their interests, attitudes, values and behaviors
  • 22. FACEBOOK IS WHERE I BRAG TO Generation C MY FRIENDS TWITTER IS WHERE I CONNECT WITH STRANGERS They derive their social status by what they share They exhibit bee-like swarm behavior They thrive on “social oxygen”
  • 23. Generation C The Web, and the digital devices that provide access to it, let people define themselves however they want
  • 24. Generation C Consumers have never before had so much power to shape a brand
  • 25. THE SHOPPER'S And it works both ways THE COMPANY'S INFLUENCE INFLUENCE
  • 26. FOLLOW THESE TENETS FOR SUCCESSFUL SOCIAL COMMERCE (OR RISK A SLOW, INGLORIOUS DEATH)
  • 27. 1. Personalize the experience 2. Let consumers influence their friends 3. Be a thought leader
  • 29. 1. PERSONALIZE: TOOLS Facebook-Connect, Twitter OAuth FACEBOOK-CONNECTED USERS ARE NINE TIMES MORE LIKELY TO SHARE THEIR EXPEIRENCES Geolocation CREATE A CUSTOMIZED EXPERIENCE AND IMMEDIATE CALL TO ACTION BASED ON THE USER’S PHYSICAL LOCATION
  • 30. 1. PERSONALIZE: EXAMPLE Beyond user info gathered from its own site, Amazon.com utilizes Facebook Connect to recommend products that match the interests of users and their friends
  • 31. 1. PERSONALIZE: EXAMPLE Ticketmaster’s customized app recommends products based on user activities
  • 32. 2. INFLUENCE FRIEND Provide the digital means for natural social habits LIKE TRAVEL LISTEN WATCH FRIEND
  • 34. 2. INFLUENCE EXAMPLE Macy’s Magic Fitting room bridges the gap between brick and mortar and digital, and provides a unique experience
  • 35. 2. INFLUENCE EXAMPLE Spotify’s open graph app broadcasts the customer’s engagement through multiple points of distribution
  • 36. 3. LEAD When your brand is a trusted expert and advisor, consumers willingly share their own experience and testimonials
  • 37. 3. LEAD: TOOLS Expertise SHARE YOUR KNOWLEDGE WITH CUSTOMERS TO ENABLE THEM TO MAKE INFORMED DECISIONS ABOUT YOUR BRAND Personality PROVIDE A DISTINCT IDENTITY AND VOICE THAT APPEALS TO CONSUMER'S EMOTIONS
  • 38. 3. LEAD: EXAMPLE 64% of shoppers look for reviews before making a purchase By providing sound advice, they may buy your product or share the value they’ve received – or both
  • 39. 3. LEAD: EXAMPLE Though the actual content is not directly related to the product, the brand personality and value delivered helps the viewer to remember the brand
  • 40. Brands must provide an experience worth sharing, and foster an environment where they can facilitate conversation
  • 41. BUT HOW DOES IT GET ME $$$$$$?
  • 42. AWARENESS ENGAGEMENT Traditionally-accepted purchasing process CONSIDERATION DECISION
  • 43. AWARENESS SOCIAL How the RECOMMENDATION ENGAGEMENT purchasing process actually works DECISION CONSIDERATION
  • 44. SOCIAL COMMERCE - THE BOTTOM LINE Online conversation has a tangible value that are measured by DPS (dollar per share) and VPS (visits per share) The average dollar per share increased by 85% from $1.78 to $3.23 The average visits per share increased from 7 to 17 visits 17% of social media users have purchased a product/service based on a friend’s post Eventbrite 2012, Forrester Research 2012
  • 45. Be a part of guiding that social recommendation
  • 46. Speaking to your audience companies and brands revolve around them “we”—not “me” create conversations consumers can swarm to join conversations within and across communities
  • 47. THE PROGRESSIVE COURSE OF SOCIAL COMMERCE
  • 48. Mobile Shopping NFC (Near Field Communication) Logistics
  • 49. MOBILE SHOPPING As of Q2 2012, purchases made through a mobile device now account for 15.1% of all online purchases Technologies and advanced devices enable social behaviors to take place online, providing such interactions with scale, speed and convenience Mergers and acquisitions are already taking place to support this trend Source: IBM 2012
  • 50. NFC (NEAR FIELD COMMUNICATION) Enriches the mobile shopping experience Provides consumers the option to freely share their personal information Other emerging technology will allow for seamless connectivity with consumer devices
  • 51. LOGISTICS If prominent e-commerce players are able to execute this change, big-box retailers will be forced to adapt Addresses a core customer value (convenience) in a new way The importance of marketers encouraging social discussion and recommendation of their product/ service will become paramount
  • 53. Takeaways “Social commerce” is not a turnkey solution and not a channel Social commerce is a conduit for discovery and discussion that bridges the social divide between brands and consumers shopping online Marketers should integrate time-tested methods of tracking and adjusting to social consumer behavior with technology optimized for multiple platforms
  • 55. SCOTT BISHOP VP, STRATEGY FOR PHENOMBLUE @THESCOTTBISHOP STEPHEN LEU DIRECTOR, STRATEGY FOR PHENOMBLUE LA PHENOMBLUE.COM @STEPHLEU ©2012 PHENOMBLUE LLC.