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sCommerce 
StartupsFM 
Social commerce 
is the evolution and maturation of 
social media meets shopping 
Heidi Cohen
sCommerce 
StartupsFM 
Global ecommerce sales top $1.2 trillion 
Social commerce sales are forecasted to represent 
5% of all online retail revenue in 2015 
MediaBistro 
$15 
billion
sCommerce 
Conversion rate of social referrers 
Statista
sCommerce 
MediaBistro 
Average order value by social referrer
sCommerce 
Half of social media driven purchasing happens 
within one week of sharing, tweeting, liking or 
favouriting the product 
MediaBistro
sCommerce 
of marketers have successfully gained 
Postcron 
70% new customers via social networks
sCommerce 
74% of consumers rely on social networks 
to guide purchase decisions 
StartupsFM 
55% of consumers share purchases 
on social networks
sCommerce 
of consumers are more likely to buy a new product 
43% when learning about it on social media 
filemobile 
Nielsen 
48% of consumers think that posts created by others 
in their networks are a great way to discover new 
products, brands, trends or retailers 
48%
sCommerce 
Shopify 
MediaBistro 
60% of social traffic to retail sites originates from 
Facebook 
85% of all orders from social media come via
Social Advertising 
By 
2015 
Internet advertising will make up nearly 
25% of the entire ad market 
Postcron
Social Advertising 
Mobile ad spending will rise to $95 billion 
by 
2018 
eMarketer
Social Advertising 
Marketers advertise on… 
92% 35% 24% 23% 
Socialbakers
Social Advertising 
Providing networks with massive advertising revenues 
TechCrunch 
DailyDot 
VentureBeat 
in Q2/2014 
AdAge 
$2.9b $1.1b 
(for the whole of 2014) 
$106m $312m
Social Advertising 
But the true giant remains Google with an ARPU 
6x higher than Facebook’s 
KPCB 
$45 $7.24 $3.55
Social Advertising 
Facebook remains marketers’ favourite platform 
500,000 Facebook pages 
use promoted posts to boost 
their social success 
Accumulating 
2.5 million 
promoted posts on Facebook 
Jeff Bullas
Social Advertising 
But Twitter’s popularity increases 
Mashable 
44% 
of advertisers have increased Twitter spending over 
the last six months 
63% 
said they plan to do so over the next year 
59% 
said they expected to spend more on Facebook
Social Advertising 
Jeff Bullas 
45% of ads in the 2013 Super 
Bowl included Twitter hashtags 
A 24 hour Promoted Trend 
on Twitter costs $200,000
Social Advertising 
Pinterest: a MUST for ecommerce businesses 
Mashable 
42% of the IR500 top 50 have 
adopted rich pins 
Top brands in fashion & retail see high 
engagement rates, with an average of 46 repins 46
Social Advertising 
And let’s not forget about mobile… 
62%of Facebook’s profit 
comes from mobile ads 
TechCrunch 
TechCrunch 
81% of Twitter’s ad revenue 
comes from mobile
The Revolution of Mobile 
Worldwide mobile penetration 
amounts to 
93% 
We Are Social
The Revolution of Mobile 
We Are Social
The Revolution of Mobile 
Digital Marketing Magazine 
Mobile data traffic increased by 
+81% 
since 2013 
And will grow 
10x 
by 2019 
Ericson
The Revolution of Mobile 
Digital Marketing Magazine 
With users spending 
2h 
42m 
Per day on mobile devices
The Revolution of Mobile 
And 86% of that time being spent on apps 
TechCrunch
The Revolution of Mobile 
21 billion SMSs are sent daily 
Informa 
Leading to an SMS 
revenue growth of 
127 
billion
The Revolution of Mobile 
98% of all SMS messages are opened 
75% of people would like to have offers 
sent to them via SMS 
Digital Marketing Magazine
The Revolution of Mobile 
57% of consumers would be happy to 
sign up to an SMS loyalty programme 
Digital Marketing Magazine
The Revolution of Mobile 
90% of consumers signed up to such schemes 
feel they have gained value from them 
Digital Marketing Magazine
The Revolution of Mobile 
Mobile advertising grows with global mobile use… 
KPCB
The Revolution of Mobile 
… and so does mobile app and advertising revenue 
KPCB
The Revolution of Mobile 
Mobile and social media go hand in hand 
60% of social media time is 
spent on mobile 
Business Insider
The Revolution of Mobile 
The Drum 
Facebook’s audience is growing via mobile 
and tablets, but holding steady or declining 
via PCs and laptops 
More people are using mobile to share a link 
to an article, comment on posts, watch video 
clips or message friends
The Revolution of Mobile 
Jeff Bullas 
Facebook owned 
21.7% 
of worldwide mobile internet 
ad revenue in 2014
The Revolution of Mobile 
Facebook is the second most popular app category 
Gaming: 32% of time spent on mobile 
Facebook: 17% of time spent on mobile 
TechCrunch
The Revolution of Mobile 
Mobile video consumption is increasing 
22% of video consumption happens on mobile 
… and will increase to >50% by 2019 
Mobile makes up 40% of Youtube’s global watch time 
Ericson 
KPCB
Social Video 
Video will continue to dominate the digital landscape 
Brainshark 
74% of all internet traffic will be video by 2017
Social Video 
Single Grain 
Video is shared 
1200% more times 
than links and text combined
Social Video 
Mobile & tablet shoppers are 300% more likely 
to view a video than laptop/desktop users 
Single Grain 
92% of mobile video viewers share video
Social Video 
But many brands ignore the potential… 
Single Grain 
9,100 tweets are sent every second 
But only 700 tweets a minute include YouTube videos 
And only 120 tweets a minute include Vines
Social Video 
YouTube is the 
#2 
search engine in the world 
DigitalSherpa
Social Video 
More than 1 billion users visit YouTube each month 
Over 6 billion hours of video are watched each month 
100 hours of video are uploaded every minute 
500 years of YouTube videos are watched on Facebook every day 
Relevancy Group 
YouTube
Social Video 
Many miss out on potential 
co-operations with the stars of YouTube 
KPCB
Social Video 
Micro-videos are equally important for a successful 
marketing strategy 
45% of viewers will stop watching a 
video after 1 minute 
60% will have stopped watching a 
video by 2 minutes 
DigitalSherpa
Social Video 
More than 40 million users total 
DMR 
MediaBistro 
create over 1 billion Vine loops daily
Social Video 
Every minute Vine users share 8,333 videos 
DMR 
And upload 12 million Vines to Twitter
Social Video 
Branded content accounts for 4% of the top 100 Vines 
receiving 400% more shares than branded videos 
Mashable
Social Video 
Hyperlapse received 30.000 mentions within the 
first two days of its launch 
and a social media reach of 60 million 
Brand24
Social Video 
With user-generated content dominating the discussion 
48% 
Brand24 
of Hyperlapses were user-generated
Social Video 
57% of Instagram users access the site every day 
35% of users access the site multiple times a day 
57% 
35% 
Pew Research
Social Video 
L2 
The average user spends 
257 minutes a month on the site 257 
Instagram engagement is 15x higher 
than Facebook engagement
Social Video 
Instagram videos are creating 
double the engagement 
of Instagram photos 
Inside Facebook 
88% of brands on Instagram have 
shared at least one video 
Totems
Social Video 
Still don’t believe in the power of social video and 
user-generated content?
Social Video 
80% of all online content is user-generated 
The biggest drivers are consumers: 
25 - 45 year olds contribute 70% of all UGC 
SparkReel
Social Video 
25% of search results for the world’s top 20 brands 
Social Times 
are links to user-generated content
Social Video 
User-generated content 
increases brand sales effectiveness by nearly 
20% 
SparkReel
Social Video 
On Youtube, UGC fan videos get 10x more views than 
brand-owned content 
Brand engagement rises by 28% when consumers are 
exposed to both professional content and user-generated 
product video 
filemobile
Social Video 
Statista 
97% of beauty related video content 
on Youtube is generated by vloggers 
In 2013, YouTube beauty vloggers had generated an average of 
255 videos per channel, more than double the amount of 
official brand channels
Social Video 
8-10% of consumers are influencers that typically generate 
3x more word-of-mouth messages 
and each message has 4x more impact than 
the average word-of-mouth message 
filemobile
Agile Marketing 
Incite 
One of the most disruptive trends in the industry 
Agile marketing 
Customer experience 
Content creation 
Multichannel 
Seamless collaboration
Agile Marketing 
29,000 retweets 
14,000 favourites 
16,000 retweets 
7,000 favourites
Agile Marketing 
CMG Partners 
63% of CMOs 
say agility is a 
high priority 
Yet only 40% 
call themselves agile
Agile Marketing 
Business needs 
are met with 
agility 
CMG Partners
Agile Marketing 
Find the right balance in your marketing strategy 
Econsultancy 
Agile marketing 
Automated 
marketing 
Planned 
marketing
Agile Marketing 
My Customer 
And win agile marketing in 2015 
• Define your strategic framework 
• Create an agile team with the right resources 
• Plan real-time marketing activities 
• Understand social data 
• Take risks and be bold 
• Measure your outcomes
Anonymity 
Users are concerned about online anonymity & privacy 
54% 
86% 
of internet users have taken steps 
online to remove or mask their 
digital footprints 
of mobile app users have decided 
not to install a mobile app when 
they realized how much personal 
information they would need to 
share in order to use it 
PEW 
PEW
Anonymity 
60% 
Pragmatists 
30% 
Fundamentalists 
10% 
Unconcerned 
Statslife 
Ipsos MORI 
Pragmatists’ concerns are based on situational 
circumstances, but are moderated by trust – which 
is dependent on previous brand experiences
Anonymity 
Yet many users don’t bother reading T&Cs 
Ipsos MORI
Anonymity 
Signing anything without second thoughts: 
88% of people signed Gamestation’s clause 
that gave the computer game retailer the 
‘non-transferable option to claim now and 
forever more your immortal soul” 
StatsLife
Anonymity 
Is ‘smart disclosure’ the solution to privacy concerns? 
71% would like to have access to the data that companies hold 
about them, which could help them to make better decisions 
Ipsos MORI 
– e.g. about how they spend their money
Anonymity 
So users started flocking to anonymous social media
Anonymity 
Usage numbers started to explode 
Whisper is nearing 3 billion page views a month 
with 45% of users actively creating content 
Allthingsdigital 
CNN 
50,000 users create accounts, send out invites 
hour and receive invitations to join Ello 
Forbes
Anonymity 
Anonymous networks get crucial financial support 
Whisper received funding of 57m 
and is valued at 200m 
Marketwired 
Allthingsdigital 
TechCrunch 
19m for Secret 
Mashable 
10m for Yik Yak 
TechCrunch 
2m for Confide 
TechCrunch
Anonymity 
But people are open to change – if brands treat them 
the right way 
52% of consumers are willing to share 
personal information to receive relevant 
communications from brands 
Emarsys
Anonymity 
55% of consumers appreciate that 
brands track their website behaviour to 
learn more about their audience 
Emarsys
Anonymity 
51% of millennials and 
40% of people 35+ 
would share information with 
companies as long as they 
get something in return 
USC Annenberg
Anonymity 
USC Annenberg 
56% of millennials and 
42% of people 35+ 
would share their location with 
companies in order to receive coupons 
or deals for nearby businesses
Private Messaging 
Private messaging got big over the last few years
Private Messaging 
and was the biggest boom in 2014 
Increase in user base 
The Drum 
Snapchat 
Kik 
WhatsApp 
Line 
WeChat
Private Messaging 
In February 2014 
Facebook acquired WhatsApp for 
19 billion 
Stratablue 
16 million 
= WhatsApp’s revenue for the first half of 2014 
DMR
Private Messaging 
600 million monthly active users 
1 million new registrations per day 
70% of users are active every day
Private Messaging 
64 billion messages sent per day 
700 million photos shared per day 
100 million video messages sent per day 
1000 heads 
DMR
Private Messaging 
monthly active users 
snaps a day 
Snapchat stories viewed per day 
KPCB 
DMR
Private Messaging 
DMR 
58% 
of college 
students 
are likely to purchase a product from a 
brand that sent them a Snapchat coupon 
Yet only 1% of marketers 
use Snapchat
Private Messaging 
438 million monthly active users 
100 million 
from outside China 
DMR
Private Messaging 
WeChat Moment’s share of 
DMR 
67k apps are connected to WeChat 
Before a business can advertise 
it needs 100,000 followers 
total Chinese social sharing: 23.4%

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130 stats about the 7 social media trends dominating 2015

  • 1.
  • 2.
  • 3. sCommerce StartupsFM Social commerce is the evolution and maturation of social media meets shopping Heidi Cohen
  • 4. sCommerce StartupsFM Global ecommerce sales top $1.2 trillion Social commerce sales are forecasted to represent 5% of all online retail revenue in 2015 MediaBistro $15 billion
  • 5. sCommerce Conversion rate of social referrers Statista
  • 6. sCommerce MediaBistro Average order value by social referrer
  • 7. sCommerce Half of social media driven purchasing happens within one week of sharing, tweeting, liking or favouriting the product MediaBistro
  • 8. sCommerce of marketers have successfully gained Postcron 70% new customers via social networks
  • 9. sCommerce 74% of consumers rely on social networks to guide purchase decisions StartupsFM 55% of consumers share purchases on social networks
  • 10. sCommerce of consumers are more likely to buy a new product 43% when learning about it on social media filemobile Nielsen 48% of consumers think that posts created by others in their networks are a great way to discover new products, brands, trends or retailers 48%
  • 11. sCommerce Shopify MediaBistro 60% of social traffic to retail sites originates from Facebook 85% of all orders from social media come via
  • 12.
  • 13. Social Advertising By 2015 Internet advertising will make up nearly 25% of the entire ad market Postcron
  • 14. Social Advertising Mobile ad spending will rise to $95 billion by 2018 eMarketer
  • 15. Social Advertising Marketers advertise on… 92% 35% 24% 23% Socialbakers
  • 16. Social Advertising Providing networks with massive advertising revenues TechCrunch DailyDot VentureBeat in Q2/2014 AdAge $2.9b $1.1b (for the whole of 2014) $106m $312m
  • 17. Social Advertising But the true giant remains Google with an ARPU 6x higher than Facebook’s KPCB $45 $7.24 $3.55
  • 18. Social Advertising Facebook remains marketers’ favourite platform 500,000 Facebook pages use promoted posts to boost their social success Accumulating 2.5 million promoted posts on Facebook Jeff Bullas
  • 19. Social Advertising But Twitter’s popularity increases Mashable 44% of advertisers have increased Twitter spending over the last six months 63% said they plan to do so over the next year 59% said they expected to spend more on Facebook
  • 20. Social Advertising Jeff Bullas 45% of ads in the 2013 Super Bowl included Twitter hashtags A 24 hour Promoted Trend on Twitter costs $200,000
  • 21. Social Advertising Pinterest: a MUST for ecommerce businesses Mashable 42% of the IR500 top 50 have adopted rich pins Top brands in fashion & retail see high engagement rates, with an average of 46 repins 46
  • 22. Social Advertising And let’s not forget about mobile… 62%of Facebook’s profit comes from mobile ads TechCrunch TechCrunch 81% of Twitter’s ad revenue comes from mobile
  • 23.
  • 24. The Revolution of Mobile Worldwide mobile penetration amounts to 93% We Are Social
  • 25. The Revolution of Mobile We Are Social
  • 26. The Revolution of Mobile Digital Marketing Magazine Mobile data traffic increased by +81% since 2013 And will grow 10x by 2019 Ericson
  • 27. The Revolution of Mobile Digital Marketing Magazine With users spending 2h 42m Per day on mobile devices
  • 28. The Revolution of Mobile And 86% of that time being spent on apps TechCrunch
  • 29. The Revolution of Mobile 21 billion SMSs are sent daily Informa Leading to an SMS revenue growth of 127 billion
  • 30. The Revolution of Mobile 98% of all SMS messages are opened 75% of people would like to have offers sent to them via SMS Digital Marketing Magazine
  • 31. The Revolution of Mobile 57% of consumers would be happy to sign up to an SMS loyalty programme Digital Marketing Magazine
  • 32. The Revolution of Mobile 90% of consumers signed up to such schemes feel they have gained value from them Digital Marketing Magazine
  • 33. The Revolution of Mobile Mobile advertising grows with global mobile use… KPCB
  • 34. The Revolution of Mobile … and so does mobile app and advertising revenue KPCB
  • 35. The Revolution of Mobile Mobile and social media go hand in hand 60% of social media time is spent on mobile Business Insider
  • 36. The Revolution of Mobile The Drum Facebook’s audience is growing via mobile and tablets, but holding steady or declining via PCs and laptops More people are using mobile to share a link to an article, comment on posts, watch video clips or message friends
  • 37. The Revolution of Mobile Jeff Bullas Facebook owned 21.7% of worldwide mobile internet ad revenue in 2014
  • 38. The Revolution of Mobile Facebook is the second most popular app category Gaming: 32% of time spent on mobile Facebook: 17% of time spent on mobile TechCrunch
  • 39. The Revolution of Mobile Mobile video consumption is increasing 22% of video consumption happens on mobile … and will increase to >50% by 2019 Mobile makes up 40% of Youtube’s global watch time Ericson KPCB
  • 40.
  • 41. Social Video Video will continue to dominate the digital landscape Brainshark 74% of all internet traffic will be video by 2017
  • 42. Social Video Single Grain Video is shared 1200% more times than links and text combined
  • 43. Social Video Mobile & tablet shoppers are 300% more likely to view a video than laptop/desktop users Single Grain 92% of mobile video viewers share video
  • 44. Social Video But many brands ignore the potential… Single Grain 9,100 tweets are sent every second But only 700 tweets a minute include YouTube videos And only 120 tweets a minute include Vines
  • 45. Social Video YouTube is the #2 search engine in the world DigitalSherpa
  • 46. Social Video More than 1 billion users visit YouTube each month Over 6 billion hours of video are watched each month 100 hours of video are uploaded every minute 500 years of YouTube videos are watched on Facebook every day Relevancy Group YouTube
  • 47. Social Video Many miss out on potential co-operations with the stars of YouTube KPCB
  • 48. Social Video Micro-videos are equally important for a successful marketing strategy 45% of viewers will stop watching a video after 1 minute 60% will have stopped watching a video by 2 minutes DigitalSherpa
  • 49. Social Video More than 40 million users total DMR MediaBistro create over 1 billion Vine loops daily
  • 50. Social Video Every minute Vine users share 8,333 videos DMR And upload 12 million Vines to Twitter
  • 51. Social Video Branded content accounts for 4% of the top 100 Vines receiving 400% more shares than branded videos Mashable
  • 52. Social Video Hyperlapse received 30.000 mentions within the first two days of its launch and a social media reach of 60 million Brand24
  • 53. Social Video With user-generated content dominating the discussion 48% Brand24 of Hyperlapses were user-generated
  • 54. Social Video 57% of Instagram users access the site every day 35% of users access the site multiple times a day 57% 35% Pew Research
  • 55. Social Video L2 The average user spends 257 minutes a month on the site 257 Instagram engagement is 15x higher than Facebook engagement
  • 56. Social Video Instagram videos are creating double the engagement of Instagram photos Inside Facebook 88% of brands on Instagram have shared at least one video Totems
  • 57. Social Video Still don’t believe in the power of social video and user-generated content?
  • 58. Social Video 80% of all online content is user-generated The biggest drivers are consumers: 25 - 45 year olds contribute 70% of all UGC SparkReel
  • 59. Social Video 25% of search results for the world’s top 20 brands Social Times are links to user-generated content
  • 60. Social Video User-generated content increases brand sales effectiveness by nearly 20% SparkReel
  • 61. Social Video On Youtube, UGC fan videos get 10x more views than brand-owned content Brand engagement rises by 28% when consumers are exposed to both professional content and user-generated product video filemobile
  • 62. Social Video Statista 97% of beauty related video content on Youtube is generated by vloggers In 2013, YouTube beauty vloggers had generated an average of 255 videos per channel, more than double the amount of official brand channels
  • 63. Social Video 8-10% of consumers are influencers that typically generate 3x more word-of-mouth messages and each message has 4x more impact than the average word-of-mouth message filemobile
  • 64.
  • 65. Agile Marketing Incite One of the most disruptive trends in the industry Agile marketing Customer experience Content creation Multichannel Seamless collaboration
  • 66. Agile Marketing 29,000 retweets 14,000 favourites 16,000 retweets 7,000 favourites
  • 67. Agile Marketing CMG Partners 63% of CMOs say agility is a high priority Yet only 40% call themselves agile
  • 68. Agile Marketing Business needs are met with agility CMG Partners
  • 69. Agile Marketing Find the right balance in your marketing strategy Econsultancy Agile marketing Automated marketing Planned marketing
  • 70. Agile Marketing My Customer And win agile marketing in 2015 • Define your strategic framework • Create an agile team with the right resources • Plan real-time marketing activities • Understand social data • Take risks and be bold • Measure your outcomes
  • 71.
  • 72. Anonymity Users are concerned about online anonymity & privacy 54% 86% of internet users have taken steps online to remove or mask their digital footprints of mobile app users have decided not to install a mobile app when they realized how much personal information they would need to share in order to use it PEW PEW
  • 73. Anonymity 60% Pragmatists 30% Fundamentalists 10% Unconcerned Statslife Ipsos MORI Pragmatists’ concerns are based on situational circumstances, but are moderated by trust – which is dependent on previous brand experiences
  • 74. Anonymity Yet many users don’t bother reading T&Cs Ipsos MORI
  • 75. Anonymity Signing anything without second thoughts: 88% of people signed Gamestation’s clause that gave the computer game retailer the ‘non-transferable option to claim now and forever more your immortal soul” StatsLife
  • 76. Anonymity Is ‘smart disclosure’ the solution to privacy concerns? 71% would like to have access to the data that companies hold about them, which could help them to make better decisions Ipsos MORI – e.g. about how they spend their money
  • 77. Anonymity So users started flocking to anonymous social media
  • 78. Anonymity Usage numbers started to explode Whisper is nearing 3 billion page views a month with 45% of users actively creating content Allthingsdigital CNN 50,000 users create accounts, send out invites hour and receive invitations to join Ello Forbes
  • 79. Anonymity Anonymous networks get crucial financial support Whisper received funding of 57m and is valued at 200m Marketwired Allthingsdigital TechCrunch 19m for Secret Mashable 10m for Yik Yak TechCrunch 2m for Confide TechCrunch
  • 80. Anonymity But people are open to change – if brands treat them the right way 52% of consumers are willing to share personal information to receive relevant communications from brands Emarsys
  • 81. Anonymity 55% of consumers appreciate that brands track their website behaviour to learn more about their audience Emarsys
  • 82. Anonymity 51% of millennials and 40% of people 35+ would share information with companies as long as they get something in return USC Annenberg
  • 83. Anonymity USC Annenberg 56% of millennials and 42% of people 35+ would share their location with companies in order to receive coupons or deals for nearby businesses
  • 84.
  • 85. Private Messaging Private messaging got big over the last few years
  • 86. Private Messaging and was the biggest boom in 2014 Increase in user base The Drum Snapchat Kik WhatsApp Line WeChat
  • 87. Private Messaging In February 2014 Facebook acquired WhatsApp for 19 billion Stratablue 16 million = WhatsApp’s revenue for the first half of 2014 DMR
  • 88. Private Messaging 600 million monthly active users 1 million new registrations per day 70% of users are active every day
  • 89. Private Messaging 64 billion messages sent per day 700 million photos shared per day 100 million video messages sent per day 1000 heads DMR
  • 90. Private Messaging monthly active users snaps a day Snapchat stories viewed per day KPCB DMR
  • 91. Private Messaging DMR 58% of college students are likely to purchase a product from a brand that sent them a Snapchat coupon Yet only 1% of marketers use Snapchat
  • 92. Private Messaging 438 million monthly active users 100 million from outside China DMR
  • 93. Private Messaging WeChat Moment’s share of DMR 67k apps are connected to WeChat Before a business can advertise it needs 100,000 followers total Chinese social sharing: 23.4%

Hinweis der Redaktion

  1. http://digiday.com/brands/15-stats-brands-should-know-about-online-privacy/