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Convergence:
How social commerce and mobile
change the way we make decisions
and shop

Social Media Week NYC 2011
@saatchiwellness
#smwsaatchi
• If you scanned this QR
  code, you just witnessed
  the power of convergence

• Without even realizing it-
  you‘ve used multiple
  previously distinguishable
  technologies
Converge:

To tend or move toward one point or one
another : come together

To come together and unite in a common
interest or focus
                                     Merriam- Webster
Does Convergence look like this?

Jackson Pollok‘s Convergence: Number 10; 1952
The merging of distinct technologies, industries, or devices
      into a unified whole– there are examples all around us


•   Multiple sources of information , which align at different touch points
•   Information exchange is ongoing and happens in real time
•   The way we encounter information has changed- discovery through the
    newsfeed
This is the way we used to look for directions
Travel directions today…
We live in an increasingly more digitized world


•   eBook sales have more than doubled from
    2009 to 2010
•   eBook sales grew 163% between
    January and August 2010, up from $89.8
    million in 2009 to $263 million in 2010
•   eBooks now make up 9.03% of total
    consumer book sales - compared to 3.31%
    at the close of 2009
•   Since 1971, Project Gutenberg has been
    digitizing books and offering these online for
    free-- they have over 33,000 free books
    available today


                   American Association of Publishers
The availability and our access to information is
immense
We are in fact becoming smarter because we are
always connected
Chris Anderson, Head of TED
conferences calls this ―Crowd
Accelerated Innovation‖

• Bring enough people with a
  common interest together and
  they will start to share and
  compete and improve

• He points to a dance video
  online which spurs other
  dancers to create videos that
  top the first
Convergence can be understood in terms of
the following developments:

  The merging of multiple channels onto a
    single application, device or service
   (i.e. broadcasting, telephone, television, motion
   pictures, photography, printed text and money)
•   38MM people watched on TV, 70 MM watched online
•   Facebook averaged 8,500 FB updates/min during the inauguration
•    At its peak, CNN served 1.3 million concurrent live streams
Video and social media continue to be some of our
government‘s most important communication tools
The lines of communications are blurred–
it‘s hard to tell where one ends and one begins
There is a growth in the interactivity and connectedness
of different networks, information platforms and devices
Our hardware today is smarter– Handheld
Convergence
There is growing amount of overlap in the functions that can
be performed by different devices– iPhone is also a ―business
card‖
• Convergence is redefining our expectations
• Breaking the mold for information formats and the way we
  interact with information
• We are in the midst of a ―digital renaissance‖
  (MIT Professor Henry Jenkins)
―…the pace of change of our human-created
  technology is accelerating and its powers
  are expanding at exponential pace.‖
                    - Ray Kurzweil
Convergence: How social commerce and mobile change the way we make decisions and shop
talk to me                 I‘ll make the
                                                   reservation
      I just got
     your email
                               It‘s on the next
                               block
                                                    Friend me

          I downloaded the
               photos




We are living in a world where we are perpetually plugged in,
which is driving the development of new types of business models
that take advantage of the potential and new value created
21
Mobile Convergence
 • Ubiquitous nature of
   mobile devices
 • New technologies


Unlocking a new type
of potential and value
Geo-location




Our devices are so smart, that they know where we are
• ―Checking-in‖ draws on a competitive mentality
• Leverages the social graph as a powerful promotional tool
Geo-location




As a consequence, we become hyper-aware of our
surroundings- It‘s the mashing of content and context
Shopping




  According to the WSJ, 2010 was the year of the app--
fostering a culture of “now-ism”, of instant gratification
Holiday Shopping 2010

•   52% of U.S. Smartphone users
    planned to use their phone to
    compare prices during the
    holiday season – Google Blog

•   40% planned to use their
    phones to read product
    reviews- Google Blog

•   eBay mobile sales reached
    $230M during the holiday, up
    166%- eBay
Near Field Communications




Allows a device to collect data from another device or NFC tag at close range--
                 Opens up huge potential for mobile payments
Mobile Payments
The number of mobile payment users
worldwide increased to 73.4 million in
2009, roughly a 70% increase over 2008,
and could breach 190 million by 2012
(Forbes, December 2010)
―E-commerce is Over. Long Live
      Social Commerce‖
         -Wired February 2011
Social Commerce
• The selling with social media

• There are generally two type of social commerce:
   – Shopping on a social media page (i.e. Facebook tab)
   – Social media incorporated into an e-commerce page (product
     reviews)

• Product discovery and purchase decisions are informed by the
  collective and distributed social intelligence of peoples‘ social
  graphs

• Transaction as communication – ―shop-and-tell‖
―If I had to guess, social commerce is the
next area to really blow up‖
                            - Mark Zuckerberg
2010 saw an explosion of group shopping sites that
   relied on the viral nature of crowd behavior
• Social commerce helps people realize the value
  expression of shopping— what psychologists call
  ‗impression-management’ – aka bragging rights,
  ego-tripping

• We discover brands and products through our online
  social network—not dissimilar from how we would
  discover these offline
Convergence and Social Commerce
• 90% of purchases are
  subject to some sort
  of social influence
• Value-expression
  function of shopping
• Make smarter
  shopping decisions
  using their social
  intelligence
Source: Oracle Retailing Blog
Convergence
                        Smarter hardware
                        and software




    On-demand                                Greater access to
    consumerism                              information
    Crowd accelerated                        Constantly
    innovation                               connected



                        Info discovery
                        Smarter People
                        Culture of Now-ism
―Welcome to convergence culture, where old
  and new media collide, where grassroots
  and corporate media intersect, where the
  power of the media producer and the
  power of the media consumer interact in
  unpredictable ways‖
                         – Henry Jenkins
THANK YOU
Social Media Week NYC 2011
@saatchiwellness




William Martino
SVP, Director of Digital Strategy
V 212.463.2524
william.martino@saatchiwellness.com

Sharon Mandler
Sr. Digital Strategist
V 212.463.4746
Sharon.Mandler@saatchiwellness.com

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Convergence: How social commerce and mobile change the way we make decisions and shop

  • 1. Convergence: How social commerce and mobile change the way we make decisions and shop Social Media Week NYC 2011 @saatchiwellness #smwsaatchi
  • 2. • If you scanned this QR code, you just witnessed the power of convergence • Without even realizing it- you‘ve used multiple previously distinguishable technologies
  • 3. Converge: To tend or move toward one point or one another : come together To come together and unite in a common interest or focus Merriam- Webster
  • 4. Does Convergence look like this? Jackson Pollok‘s Convergence: Number 10; 1952
  • 5. The merging of distinct technologies, industries, or devices into a unified whole– there are examples all around us • Multiple sources of information , which align at different touch points • Information exchange is ongoing and happens in real time • The way we encounter information has changed- discovery through the newsfeed
  • 6. This is the way we used to look for directions
  • 8. We live in an increasingly more digitized world • eBook sales have more than doubled from 2009 to 2010 • eBook sales grew 163% between January and August 2010, up from $89.8 million in 2009 to $263 million in 2010 • eBooks now make up 9.03% of total consumer book sales - compared to 3.31% at the close of 2009 • Since 1971, Project Gutenberg has been digitizing books and offering these online for free-- they have over 33,000 free books available today American Association of Publishers
  • 9. The availability and our access to information is immense We are in fact becoming smarter because we are always connected
  • 10. Chris Anderson, Head of TED conferences calls this ―Crowd Accelerated Innovation‖ • Bring enough people with a common interest together and they will start to share and compete and improve • He points to a dance video online which spurs other dancers to create videos that top the first
  • 11. Convergence can be understood in terms of the following developments: The merging of multiple channels onto a single application, device or service (i.e. broadcasting, telephone, television, motion pictures, photography, printed text and money)
  • 12. 38MM people watched on TV, 70 MM watched online • Facebook averaged 8,500 FB updates/min during the inauguration • At its peak, CNN served 1.3 million concurrent live streams
  • 13. Video and social media continue to be some of our government‘s most important communication tools
  • 14. The lines of communications are blurred– it‘s hard to tell where one ends and one begins
  • 15. There is a growth in the interactivity and connectedness of different networks, information platforms and devices
  • 16. Our hardware today is smarter– Handheld Convergence
  • 17. There is growing amount of overlap in the functions that can be performed by different devices– iPhone is also a ―business card‖
  • 18. • Convergence is redefining our expectations • Breaking the mold for information formats and the way we interact with information • We are in the midst of a ―digital renaissance‖ (MIT Professor Henry Jenkins)
  • 19. ―…the pace of change of our human-created technology is accelerating and its powers are expanding at exponential pace.‖ - Ray Kurzweil
  • 21. talk to me I‘ll make the reservation I just got your email It‘s on the next block Friend me I downloaded the photos We are living in a world where we are perpetually plugged in, which is driving the development of new types of business models that take advantage of the potential and new value created 21
  • 22. Mobile Convergence • Ubiquitous nature of mobile devices • New technologies Unlocking a new type of potential and value
  • 23. Geo-location Our devices are so smart, that they know where we are • ―Checking-in‖ draws on a competitive mentality • Leverages the social graph as a powerful promotional tool
  • 24. Geo-location As a consequence, we become hyper-aware of our surroundings- It‘s the mashing of content and context
  • 25. Shopping According to the WSJ, 2010 was the year of the app-- fostering a culture of “now-ism”, of instant gratification
  • 26. Holiday Shopping 2010 • 52% of U.S. Smartphone users planned to use their phone to compare prices during the holiday season – Google Blog • 40% planned to use their phones to read product reviews- Google Blog • eBay mobile sales reached $230M during the holiday, up 166%- eBay
  • 27. Near Field Communications Allows a device to collect data from another device or NFC tag at close range-- Opens up huge potential for mobile payments
  • 28. Mobile Payments The number of mobile payment users worldwide increased to 73.4 million in 2009, roughly a 70% increase over 2008, and could breach 190 million by 2012 (Forbes, December 2010)
  • 29. ―E-commerce is Over. Long Live Social Commerce‖ -Wired February 2011
  • 30. Social Commerce • The selling with social media • There are generally two type of social commerce: – Shopping on a social media page (i.e. Facebook tab) – Social media incorporated into an e-commerce page (product reviews) • Product discovery and purchase decisions are informed by the collective and distributed social intelligence of peoples‘ social graphs • Transaction as communication – ―shop-and-tell‖
  • 31. ―If I had to guess, social commerce is the next area to really blow up‖ - Mark Zuckerberg
  • 32. 2010 saw an explosion of group shopping sites that relied on the viral nature of crowd behavior
  • 33. • Social commerce helps people realize the value expression of shopping— what psychologists call ‗impression-management’ – aka bragging rights, ego-tripping • We discover brands and products through our online social network—not dissimilar from how we would discover these offline
  • 34. Convergence and Social Commerce • 90% of purchases are subject to some sort of social influence • Value-expression function of shopping • Make smarter shopping decisions using their social intelligence
  • 36. Convergence Smarter hardware and software On-demand Greater access to consumerism information Crowd accelerated Constantly innovation connected Info discovery Smarter People Culture of Now-ism
  • 37. ―Welcome to convergence culture, where old and new media collide, where grassroots and corporate media intersect, where the power of the media producer and the power of the media consumer interact in unpredictable ways‖ – Henry Jenkins
  • 38. THANK YOU Social Media Week NYC 2011 @saatchiwellness William Martino SVP, Director of Digital Strategy V 212.463.2524 william.martino@saatchiwellness.com Sharon Mandler Sr. Digital Strategist V 212.463.4746 Sharon.Mandler@saatchiwellness.com