Presentation given at Luxury Interactive 2011 on the subject of Social Retailing in the Luxury sector.

1. Monetising Social Media
“S-Retailing”
Luxury Interactive
London, May 2011
www.ianjindal.com | www.internetretailing.net

2. 1. Exploding Channels
2. PR
3. Character

3. Ian Jindal
@ianjindal
@etail
@etailexpo

4. Ian Jindal
www.ianjindal.com
http://twitter.com/ianjindal

5. Social Commerce – already here

6. What’s on your mind?
Summary

7. Key trends for industry professionals - Survey

8. What’s on your mind?
25% - Social Media
-- “ROI” – we’re doing it, but don’t know how we’ll measure it…
-- “Brand Integration”
-- making sense of the customer relationship and experience
Summary
-- developing the ‘online shopkeeper mentality’

9. The Social Customer

10. Social traffic to retailers exceeds email

11. Trend continued in 2010
http://weblogs.hitwise.com/heather-dougherty/2011/01/
holiday_retail_gets_more_socia.html

12. Television and Mobile

13. Television and Mobile

14. Reviews

15. Reviews
• 215 billion
user-generated
impressions
• 3500+ review
impressions per
second
• 1,000+ retailers

16. Reviews
! Sephora products with 2 or
more questions have a 22%
higher conversion rate
! Customers’ own words
! 20x update frequency
! Without Q&A, this top
ranked page would not exist
!

17. Guerilla Commerce
http://twitter.com/etail/tweetailers

18. Whither the ‘purchasing funnel’?
http://www.kaushik.net/avinash/wp-content/uploads/2007/11/coradiant_reports.png

19. Social is not just online – let’s look at the store…

20. Social Graph and Location meet promotion
Facebook Deals – adding promotions to “place”
and “social” http://www.internetretailing.net/2011/02/facebook-deals-adding-the-what-to-the-where-and-who/

21. Social Graph and Location meet promotion
Facebook Deals – adding promotions to “place”
and “social”
http://www.internetretailing.net/2011/02/facebook-deals-adding-the-what-to-the-where-and-who/

22. Social Graph and Location meet promotion
Facebook Deals – adding promotions to “place”
and “social”

23. Social Graph and Location meet promotion
Facebook Deals – adding promotions to “place”
and “social”
http://www.fraunhofer.de/en/press/research-news/2010-2011/13/interactive-window-shopping.jsp

24. Social Graph and Location meet promotion
900,000
views a
month 45% on the
dealer
forecourt!!
Facebook Deals – adding promotions to “place”
and “social”

25. Narrative – in the customers’ hands

26. Narative is not owned by the brand

27. When customers market the brand

28. Supporting narrative – “tool watch”, bling and post-purchase dissonance

29. Measure and assess

30. Measure and assess
• Social Retailing touches reviews, mobile, guerilla, cross-
channel and sustains brand narratives in between purchases
• Social Retailing develops and amplifies appreciative,
discerning ‘audiences’ for our customers
• Measure in the moment (for sales/reviews), in a consideration
cycle and over a lifetime (like PR) – no single measure

31. Social Commerce – Roundtable videos…
http://www.internetretailing.net/events/bazaarvoice-social-commerce-insight-roundtable

32. Modes of engagement
1. Customers talking to each other about us
[monitor, act]
2. Customers talking to each other via us
[service, host, act]
3. Us talking to (rather than at) customers
[resource, connect, act]
4. Increasing interaction with space, place, time and sentiment
[data, integration, consistency, service, act]
5. Amplification of any of the above
[do more, better]

33. Social Retailing

34. Thank you
www.ianjindal.com
www.internetretailing.net
www.m-retailing.net
www.europeanecommerceforum.org
http://twitter.com/ianjindal