1. SHOP Never Shop Alone
Social shopping involves using social media tools to
enhance the shopping experience. It’s a leading trend
among consumers, and it’s multi-platform, multi-cultural,
SOCIAL
and multi-functional. It occurs at all stages of the buying
cycle and happens during online and in-store shopping
excursions.
This phenomenon is poised to change significantly the
way people consume. “Behind every purchase is an
experience that creates a brand advocate or enemy, and
Emerging Social Media Trends & social media is now the battleground where shoppers
Their Effects on Consumer Behaviors take sides,” said Geoff Galat, Vice President of Worldwide
Marketing for Tealeaf Technology, Inc. Share mechanisms
make recommendations easily accessible and influence
purchase decisions. Pre- and post-purchase sharing,
via photo/video uploads and text updates, creates
community hubs around personal shopping behaviors
and preferences. Friendships form over similar purchase
interests, and shoppers support each other’s consumer
lifestyle in likes, tweets, and comments. So naturally, the
question emerges: Where does your brand fit in?
But before we jump ahead, there are some really
important people we’d like you to meet…
SHOP SOCIAL 1

2. The New ‘Social’
“I’m an impulse shopper “I kinda feel entitled to
& with social media I’m
Consumers deals online at this point.”
Social shopping introduces a bold new way to shop and
shopping even more...” an equally bold and new consumer. At present, Millenials
and Gen Xers are the most active social shoppers, but
they are also the earliest adopters and most prolific users
of social media: Facebook, Twitter, YouTube, Location-
Based Applications, etc. As a larger and more diverse
audience adopts these platforms, social shopping culture
will likely spread throughout all age groups.
Understanding social media platforms and how they
are used during the purchase cycle is the first step to
“Picture sharing is becoming the social brand social shoppers are seeking.
“Why wouldn’t you
a big deal for me.” Armed with the right knowledge and digital-social skills, share a good deal?”
brands can effectively reach, engage, and build genuine
relationships with social shoppers.
This report explores the emerging trends of social
shopping, examining the most active platforms and taking
an elemental look at the users that make them chatter and
buzz. Get ready for a crash course in social shopping and
walk away knowing how to shop, shout, find, and support
like a seasoned social shopper.
“Should I get it, or
should I get it in a “I share the information
different color?” probably more than not.”
“When I get a good
deal, I feel GREAT.”
SHOP SOCIAL 2

3. The Experiment
On Cyber Monday, November 29, 2010, Flightpath The goal of our research project was simply exploration.
launched a multi-media research project called We isolated an emerging consumer and wanted to take a
ShopSocial 2010. We interviewed a handful of social closer, more intimate look at their lifestyle. The following
shoppers and asked them to tell us how social media sections present the qualitative and quantitative data
tools and trends influence their shopping behaviors. gathered from the experiment and present analysis,
We created a microsite, a YouTube channel, and ran a theories, and predictions garnered from the research
contest to encourage user-generated submissions. project.
SHOP SOCIAL 3

4. “When I think of social
shopping, I think of me.”
“Deals and sales are
coming to me now…”
Arie Author of KMPblog.com Christine Author Tineey.com
The Shoppers Shops on recommendation
“I actually put my trust on Twitter.”
Purchase sharer via photos & videos
“Shopping is a daily routine.”
Leveraging our own internal social networks led us
to four candidates who live and work in New York City.
“I kinda feel entitled to
deals online at this point.”
Kelly Editor of MASQUE Magazine Jerry Groupon devotee
Actively recommends deal/products to friends
“I’ll see how many I can Reputable source of content & recommendations
“I’m a Twitter girl.” “I’m shopping or looking for a deal, everyday.”
get and buy it right there.”
SHOP SOCIAL 4

5. The Setup
Flightpath asked each social shopper to come in for a
video interview. The shoppers knew ahead of time that
they’d be filmed talking about social media and shopping,
but they did not know what questions they’d be asked.
We asked each candidate a series of ten questions and
some additional questions based on their responses.
The interviews lasted between 15 – 30 minutes, and
Flightpath edited each one down to a short montage
of the highlights. We posted the videos on the YouTube
channel, http://www.youtube.com/shopsocial, with a call
to action for other social shoppers to submit their videos
and join the conversation.
Flightpath added three additional video interviews to
the playlist throughout the campaign from internal staff
members noted for their social shopping.
SHOP SOCIAL 5

6. RESULTS
Quantitative Popularity among the videos varied:
*Views recorded on 1/3/2011.
The YouTube channel received
traffic and content views:
1,963 564
YouTube YouTube
Channel Views Upload Views
ShopSocial 2010 resulted in
a surplus of qualitative data
about new consumer habits
and behaviors growing
from social media tools and
102
148
platforms:
39
59
46
76
87
61
- How social media influences online shopping
ShopSocial 2010
Arie of KMPblog.com
Kelly of MASQUE Magazine
Christine of Tineey.com
Jerry
Denise of deecuisine.com
Cavol of @cavol
Jocelyn of @joceeide
- What/how platforms are used to shop socially
- How social shopping affects purchases
- What do consumers expect from brands
in social media
- How shoppers bond/interact over shared
consumers interests
- How consumers define “social shopping”
SHOP SOCIAL 6

7. SOCIAL SHOPPERS
USE TWITTER TO
Get real-time
recommendations
from friends about
purchases
- Does this color look good on me?
- Should I eat here?
- Is this deal really worth it?
Share
recommendations
with friends
Twitter Discoveries Participate in
The majority of participants in ShopSocial 2010 indicated Social shoppers expect a fast response on Twitter, whether
promotions
that Twitter was their favorite platform for social shopping. it’s from their own followers, using hashtags to connect - RT special deals/offers
Speed of response time emerged as the most attractive with the larger Twitterverse, or communicating directly
- Enter contests
feature of using Twitter as a shopping tool. with brands. They actively seek out recommendations,
and they aren’t shy about voicing their own opinions - Special offers from companies
about shopping experiences.
Interact with brands
People really enjoy the interaction they receive from a
brand or business, and they reported that this kind of
on a one-on-one level
attention makes them feel appreciated and increases - Praise/complain about a product
brand affinity. or service
- Ask questions about product
or service
- Offer suggestions for improvement
- Create a social “human” connection
SHOP SOCIAL 7

8. SHOPPING
BEHAVIORS
THAT OCCUR ON
FACEBOOK TEND
TO BE OUTGOING
AND OPEN
Sharing purchases and
purchase aspirations
- Photos of recent purchases
- Links to products one wants
Facebook Discoveries to buy or is going to buy
Facebook proved to be a stronger medium to find Facebook connections tend to be close: family, friends,
purchase recommendations. Since Facebook is not as colleagues, classmates, etc. This cultivates a more Asking for after-
fast-paced as Twitter, the value of an intended purchase intimate environment that influences social shopping purchase opinions
tends to be higher. Social shoppers reported that it’s behaviors and interactions. People will wait longer for
typical to ask for something like a car recommendation purchase feedback from their network on Facebook. - What do you think of this?
and patiently wait for feedback from their network. - Does this look good on me?
Brand promotions on Facebook were less popular
because they were usually more time-consuming and
took longer to conclude. People were more cautious
Joining brand
about “spamming” friends and family with share posts communities
associated with contests. - Responding to brand updates
Facebook Holiday Trend: People dropped their gift
- Engaging in conversations with
wish-lists hints via Facebook status updates for friends
other community members
and family to see. Several social-savvy retailers took - Using @username to mention brand/
note of this behavior and encouraged customers to person and start conversations
check Facebook feeds and or make those wishes visible.
SHOP SOCIAL 8

9. SOCIAL SHOPPERS
SPEND TIME
DAILY ON
GROUP-BUYING/
COUPONING SITES
Groupon Discoveries
The pioneer of group-buying websites, Groupon, offers Social shoppers will forward daily deals, even if they don’t Reviewing daily deals
large discounts (typically 50% or more) on goods and purchase them, if they think they’re relevant to a friend. - Usually local business product/
services through geo-targeted, daily emails. Groupon This type of recommendation is a critical part of social services offerings
and other similar sites, LivingSocial, Gilt City, etc., were shopping and one of the most influential. The majority
a significant part of our candidates social shopping of the candidates reported that a direct forward from a
routines. friend significantly increased their likelihood to purchase Purchasing deals
if they liked the product/service. Social-network forwards that interest them
often lead to group-buying coupon purchases. Friends
are highly likely to purchase a daily deal just to share
the experience. Our shoppers voiced appreciation of the
Forwarding/
Groupon one-click purchasing model on mobile devices: recommending deals
iPhone, Android, Blackberry, etc. to friends
Researching new
companies
SHOP SOCIAL 9

10. LOCATION-BASED
APPS
Social shoppers
adjust behaviors to
take advantage of
location-based offers
- Checking in at certain locations
- Shopping at a store to take
advantage of special sale or
Location-Based Apps Discoveries promotion
Mobile, location-based applications like Foursquare, Location-based apps were the least popular form of
Scvngr, Shopkick, and Facebook Places offer yet another social shopping among the candidates. However, they Social shoppers are
opportunity for social shopping. Checking in at various spoke of positive experiences when using the apps and privy to certain deals
physical locations in a city is a key ritual in a digital native’s receiving discount codes, coupons, and other offers. because they are
lifestyle. Most location-based apps offer incentive for
checking in at check-out—discount on purchase, points,
Remembering to check in at a location was one of the
most difficult tasks for our shoppers, and some reported
“regulars”
and other rewards: discouragement at checking in for a deal that had recently - Frequent check-ins result in
sold out. On the positive side, shoppers reported feeling special deals/savings
special or appreciated when they received a discount
offer for frequenting a business location.
Social shoppers spread
the word to their social
network about savings,
deals, sales, etc., when
they check in
SHOP SOCIAL 10

11. Who Are Social Shoppers?
Resourceful
Social shoppers are extremely resourceful consumers.
They scour the vast corners of the internet to unearth cool
new products and special deals. They hop on social plat-
forms to shop by following other users and friends’ links
to products of interest. They interact with brands through
their social media feeds, influencing when and how they
shop with that brand. And they shop the old-fashioned
way—going to the brick-and-mortar stores in their area,
often after getting wind of a good deal or sale online. 25%
Outgoing 50%
shopping for
shouting about
Social shoppers are not shy. They make their voices
& finding a deal
25%
heard when it comes to customer service issues. They of-
ten have one-on-one contact with brands via social media
conversations. They broadcast the latest discount infor-
mation to their network. supporting their
network through
shares/comments
Social
Social shoppers love to share the experience of shop-
ing, and they form friendships, online and offline, based
on this hobby. They support each other by engaging in
shopping-related conversations: product recommenda-
tions, feedback, opinions, reviews, suggestions, etc. They
pass on personal recommendations to their friends, and
they wait to get a good deal and support their friends’
purchase decisions.
We broke down the habits of social shoppers based on their collective
responses to our interview questions.
*Data gathered from the ShopSocial 2010 interview candidates
SHOP SOCIAL 11

12. Types of Social Shoppers Tweets:
Initiators I’m hanging out with @Initiator and
Initiators are highly influential within the social media we’re trying @brand’s new product/
space. Four of our seven participants were Initiators. service.
They are typically content producers and may have
blogs, large social networks, and are likely to maintain
Hi @entirenetwork check out my
active profiles on many different social media platforms.
They spend more time shopping and finding deals and
new pictures/video of a product I
follow up by sharing promotions via their social media
just bought. Tell me what you think.
feeds.
@brand I had a really great/
Initiators a part of a larger group called “Influencers,” but poor experience at your place of
what sets them apart is a stronger focus on shopping. An business.
Initiator’s audience is primarily interested in their product
opinions and endorsements. They possess considerable @entirenetwork looks like @brand
sway over the purchase decisions of their network and is running a deal/sale/promo!
are often a lifestyle leader, setting consumer trends that Here’s for the exclusive info http://
others willingly follow. short.url
Endorsers Hey @network do you think I
should buy this @brand’s product
Endorsers are quieter in the social media space. Their
or service? Why or why not?
social networks are usually smaller and they spend less
time producing content. They are much less likely to
have a blog and do much less “shouting” in the space.
Dear @localfriends, check out this
They spend a significant amount of time shopping, al- deal and buy one, too! Then we
though less than Initiators, and their primary focus is rec- can go together & hang out.
ommending products and asking for recommendations
from their social group. Endorsers tend to be on more Thanks @friend for the great
intimate terms with their online networks and, typically, recommendation. I took your
have an offline relationship with many members of their advice and purchased the
online networks. upgraded model.
SHOP SOCIAL 12

13. SOCIAL SHOPPING
2010 & BEYOND
Aggregation Nation The New Breed Share, Share Everywhere
Social shoppers, particularly Initiators, will continually The earliest adopters of social shopping tend to be tech- As more retailers become hip to the social shopping
look for simple ways to aggregate their content and savvy influencers, but that, too, will likely change with trend, they will respond by making their products more
updates. They are using services like Tumblr and time. As the numbers on all social media platforms grow, readily shareable across social networks, including
Hootsuite currently to update multiple profiles in one more and more people will, in turn, become exposed to mechanisms like Facebook Connect, Tweet This
place and will continue to try new technologies that make social shopping culture. New social shoppers and social functionality, and more. Retail trendsetters will continue
that process simpler and more efficient. Aggregators shopping communities will evolve with users of varying to explore the world of location-based apps to provide
primed for retail “share” functionality with the option to age groups, technological aptitude, and income levels. incentives for consumers, collaborating with leaders like
make simultaneous, multi-platform updates and personal Foursquare and Facebook Places.
recommendations would be best suited for the needs of
an influential social shopper.
The Need for Speed
Social shoppers place value on the speed at which they
can communicate to one another during the shopping
cycle. Twitter is the platform favorite right now, due to its
immediacy, but other platforms may evolve or new ones
may spring up to better suit the need for speed within
social shopping communities.
SHOP SOCIAL 13

14. Summary About Flightpath
It’s 2011, social shopping is big and Flightpath provides digital imperatives—web design and mobile apps, SEM, SEO, social media—with full-service creative
and production capabilities. Our team members are a group of truly talented professionals and really cool people, who
poised to get bigger and bigger.
discover and mine emotional currency to create real business value.
Consumers like it. It’s FUN, entertaining,
social, and allows them to connect with We create campaigns that forge a connection through a range of compelling visual language, artful messaging, and
charm. It isn’t rocket science, but it is emotional sensitivity.
the people in their lives, and even those
they don’t know, over shared interests, Connect with Us to Learn More:
and products. 36 W 25th Street, 9th Floor, New York, NY 10010 | 212.674.5600
facebook.com/flightpathny flightpath.com/insights
This new kind of shopping with some
twitter.com/flightpathny www.flightpath.com
rudimentary rules: 1. Consumers
are friends with each other, and 2.
Consumers expect friendships plus
benefits with brands. But brands get
benefits for their contributions too, References
namely being appreciated out in the digital-
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other consumers are keeping score. twitter-share-online-experiences>.
“Bazaarvoice Data Indicates Dramatic Change in How People Shop and Buy - CRM Magazine.” DestinationCRM.com
- The Leading Resource for Customer Relationship Management - from the Editors of CRM Magazine. 6 Dec. 2010.
<http://www.destinationcrm.com/Articles/ReadArticle.aspx?ArticleID=72214>.
“Fluent: The Razorfish Social Influence Marketing Report Fluent: The Razorfish Social Influence Marketing Report.”
<http://fluent.razorfish.com/publication/?m=6540&l=1>.
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