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Social Media For Retail

David Dorf
Sr. Director of Technology Strategy
@dordav



                                      SPONSOR LOGO
Terms

• Social Network: a structure of
  individuals and groups connected
  together by commonality.

• Social Media: Internet channels that
  support the collaborative publishing of
  information by and for social networks.

• Social Marketing: the use of social media for marketing, public
  relations, and customer service.

• Social Merchandising: the integration of social media and
  product discovery.

• Social Selling: the incorporation of e-commerce into social media.



                                                                       2
users
                                                                  750,000,000                               worldwide
                       The Rest
                                                                              active users log
    Top 10
     57%
                         43%
                                                                          50% in every day
                                                                                                            friends
                                          Starbucks
                                                                                                   130
                                                                                          19,598,753
                                                                                                            per user
       Canada        16,841,560
                                    Victoria's Secret                               11,462,279
                                                                                                            minutes spent
                                                                                                       55
             Italy   16,841,560               ZARA                            8,018,164

        Mexico       17,997,800                 H&M                    6,185,169                            per day
                                            Lacoste                 4,532,168
          India      20,221,700
                                           Burberry                4,069,684
                                                                                                            comments
        France

    Philippines
                     20,972,580

                      22,316,340
                                         Forever 21
                                            Walmart
                                                                   4,010,392
                                                                  3,314,176
                                                                                                       25   per month
                                           Old Navy         1,656,157
        Turkey         25,420,400

United Kingdom         28,041,780
                                          JCPenney         1,470,917
                                                                                                       9 per month
     Indonesia           34,498,920

  United States                                     148,867,700
                                                                                                        4 per month
                                                                                                                            3
Brands on Facebook


    Survey of 2500
 Facebook users in the
     UK, Jan 2011        Q: Why do you follow brands on Facebook?

Q: Do you follow
any brands on
Facebook?


                         Deals   Shopping Comments Advocate   Events



Q: Have you
made a purchase
via a brand’s
Facebook page?


                                                                       4
Facebook Drives Sales & Traffic




                                  5
175,000,000 users




Product & Services: 31% ask for   28% look for        19% want customer
opinions; 41% give opinions       discounts & sales   service

                                                                          6
7
ARTS Whitepapers
Educating Retailers


                       Retailers
                       Vendors
                       Industry Experts




     SOA               MOBILE              CLOUD
 BLUEPRINT            BLUEPRINT           COMPUTING




                                                      8
ARTS Whitepapers
Educating Retailers




                      1. Explain the concepts
                      2. Enumerate benefits and risks
                      3. Cite existing uses
                      4. Goals / Strategies / Tactics
                      5. Make recommendations


                      •   Marketing
                      •   IT
                      •   Merchandising


                                                        9
10
ARTS Social Blueprint for Retail
     The use of social technologies in the context of retail

Goals               Strategies          Tactics
Enforce Brand       Listen,             1. Sentiment / Chatter Analysis
Image               Understand &
                    Act                 2. Targeted Advertising
More Customers
                    Attract &           3. User Generated Content
Increase Loyalty    Influence           4. Check-ins
                    Engage &            5. Social Graph Analytics
                    Involve
                                        6. Crowdsourcing / Co-Creation
                                        7. Gamification
                                        8. F-Commerce
                                        9. Social Shopping
                                        10. Group Buying


                                                                     11
Social Commerce Strategies


1. Listen, Understand & Act
    • Listen and engage
    • Continuously improve
2. Attract & Influence
    • Brand awareness
    • Product promotions
3. Engage & Involve
    • Sense of belonging
    • Feeling of significance


                                12
Social Media

TACTICS


               13
1. Sentiment Analysis




                        14
2. Targeted Advertising




                          Acquire | Engage | Convert




                                                       15
3. User Generated Content


•   Ratings & Reviews
•   Recommendations
•   Lists
•   Forums
•   Blogs




                            16
4. Check-ins




               17
5. Social Graph Analytics




                            18
6. Crowdsourcing




                   19
7. Gamification




                  20
8. F-commerce




                21
9. Social Shopping



Buy with Friends




                         22
10. Group Buying

                           Daily Deal Sites




M                                                                              C
                          Vertical Deal Sites
E                                                                              O
R                                                                              N
C      White Label          Exchanges               Publishers                 S
H                                                                              U
A                                                                              M
N                                                                              E
T     Merchant Services                                                        R
S                                                                              S
                              Data      Consumer Services        Aggregators

      Merchant Agencies
          SOON…




                                                                                   23
Call to Action
ARTS Social Blueprint for Retail



                               Volunteer


                           Look for final
                        version at Big Show


                           Experiment and
                            differentiate



                                              24   24

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Social Blueprint 2011-09-27

  • 1. Social Media For Retail David Dorf Sr. Director of Technology Strategy @dordav SPONSOR LOGO
  • 2. Terms • Social Network: a structure of individuals and groups connected together by commonality. • Social Media: Internet channels that support the collaborative publishing of information by and for social networks. • Social Marketing: the use of social media for marketing, public relations, and customer service. • Social Merchandising: the integration of social media and product discovery. • Social Selling: the incorporation of e-commerce into social media. 2
  • 3. users 750,000,000 worldwide The Rest active users log Top 10 57% 43% 50% in every day friends Starbucks 130 19,598,753 per user Canada 16,841,560 Victoria's Secret 11,462,279 minutes spent 55 Italy 16,841,560 ZARA 8,018,164 Mexico 17,997,800 H&M 6,185,169 per day Lacoste 4,532,168 India 20,221,700 Burberry 4,069,684 comments France Philippines 20,972,580 22,316,340 Forever 21 Walmart 4,010,392 3,314,176 25 per month Old Navy 1,656,157 Turkey 25,420,400 United Kingdom 28,041,780 JCPenney 1,470,917 9 per month Indonesia 34,498,920 United States 148,867,700 4 per month 3
  • 4. Brands on Facebook Survey of 2500 Facebook users in the UK, Jan 2011 Q: Why do you follow brands on Facebook? Q: Do you follow any brands on Facebook? Deals Shopping Comments Advocate Events Q: Have you made a purchase via a brand’s Facebook page? 4
  • 5. Facebook Drives Sales & Traffic 5
  • 6. 175,000,000 users Product & Services: 31% ask for 28% look for 19% want customer opinions; 41% give opinions discounts & sales service 6
  • 7. 7
  • 8. ARTS Whitepapers Educating Retailers Retailers Vendors Industry Experts SOA MOBILE CLOUD BLUEPRINT BLUEPRINT COMPUTING 8
  • 9. ARTS Whitepapers Educating Retailers 1. Explain the concepts 2. Enumerate benefits and risks 3. Cite existing uses 4. Goals / Strategies / Tactics 5. Make recommendations • Marketing • IT • Merchandising 9
  • 10. 10
  • 11. ARTS Social Blueprint for Retail The use of social technologies in the context of retail Goals Strategies Tactics Enforce Brand Listen, 1. Sentiment / Chatter Analysis Image Understand & Act 2. Targeted Advertising More Customers Attract & 3. User Generated Content Increase Loyalty Influence 4. Check-ins Engage & 5. Social Graph Analytics Involve 6. Crowdsourcing / Co-Creation 7. Gamification 8. F-Commerce 9. Social Shopping 10. Group Buying 11
  • 12. Social Commerce Strategies 1. Listen, Understand & Act • Listen and engage • Continuously improve 2. Attract & Influence • Brand awareness • Product promotions 3. Engage & Involve • Sense of belonging • Feeling of significance 12
  • 15. 2. Targeted Advertising Acquire | Engage | Convert 15
  • 16. 3. User Generated Content • Ratings & Reviews • Recommendations • Lists • Forums • Blogs 16
  • 18. 5. Social Graph Analytics 18
  • 22. 9. Social Shopping Buy with Friends 22
  • 23. 10. Group Buying Daily Deal Sites M C Vertical Deal Sites E O R N C White Label Exchanges Publishers S H U A M N E T Merchant Services R S S Data Consumer Services Aggregators Merchant Agencies SOON… 23
  • 24. Call to Action ARTS Social Blueprint for Retail Volunteer Look for final version at Big Show Experiment and differentiate 24 24