Social Commerce: Mobile
Applications & Social Media
Presenter: Jamie Cid

Mobile Applications & Do You
Really Need It?

Mobile Applications & Do You Really Need It?
Does your customer base use Smartphone's? Or can you identify a core group of engaged customers who use
Smartphone?
Market penetration of Smartphone s is still low and projected to reach around 40% by the year 2015
Are you trying to build brand loyalty or awareness?
An environment where a customer is only engaging with your brand via a mobile application is great way to increase
your brand equity
Is your customer base predominantly men between the ages of 18 and 44?
Research from eMarketer shows that the Smartphone users who are more likely to download mobile applications fall
into these two demographic groups. This does not mean that women or people younger than 18 or older than 44 do
not download mobile apps, just that they are slightly less likely to do so than the first group
Would your mobile marketing tactics benefit from the use of the native features (GPS, camera, Java) of a
mobile device?
Store locators, bar code scanners or extensive lists of product inventory are best incorporated into mobile apps as
opposed to mobile websites.
Do your customers like to use coupons, shop for in-store specials or are they members of a loyalty program?
These are some of the popular functions for mobile apps that retail customers find the most useful

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What is Social Commerce:
Social commerce: Helping people buy where they connect
and connect where they buy.
The use of social media in the context of retail.
Full Wikipedia definition: "Social commerce is a subset of
electronic commerce that involves using social media,
online media that supports social interaction and user
contributions, to assist in the online buying and selling of
products and services".

The Social Graph & Why companies can t ignore it?
Shares Drive Sales….
It s a matter of time—within the next five or so years—before more business will
be done on Facebook than Amazon Sumeet Jain, Principal, CMEA Capital
In three to five years, 10 percent to 15 percent of total consumer spending in
developed countries may go through sites such as Facebook Mike Fauscette,
Analyst, IDC Consulting
Anyone who still believes in 2010 that Facebook isn t going directly drive a
massive commerce opportunity for merchants and retailers alike on that platform
will find themselves this time next year in 2011 wishing for their own Christmas
miracle Karen Webster, President, pymnts.com.

The Facts…
First, f-commerce is already a viable retail platform
Top 3: The top 3 brands on Facebook (by fans) all sell directly on Facebook - Coca-Cola (24m),
Starbucks (20m) and Disney (19m)
2-4%: f-store conversion rates – on a par with web-stores (avg. 3.4%, according to Forrester/
Shop.org)
$650,000,000: The drop in Netflix share value when Warner opened up a Facebook movie rental
(streaming) service in 2011
1000: Number of diapers P&G sold on its f-store in under an hour
50,000: Number of retailers who have opened an f-store with Payvment
6 hours: Time it took for the Rachel Roy Facebook jewelry store to sell out
3rd highest: daily sales made by Rachel Roy, the day it opened it s pop-up f-store
1m+: Starbucks customers using their e-commerce-enabled Facebook CRM loyalty program
1300: Number of products added every week to the ASOS f-store
20%: Proportion of black Friday sales transactions on Facebook for e-tailer Kembrel
7-10%: Increased Average Order Value for Facebook transactions (vs. web-store) for Kembrel
5000+: customers using Walmart s group-buy Facebook app on the day of its launch
$34: Amount paid for the first transaction ever to take place in Facebook at 11.50 am EST on
July 8, 2009 for bouquet of flowers A Slice of Life on the f-store of U.S. florist 1-800 flowers

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