1. Social Media For Retail
David Dorf
Sr. Director of Technology Strategy
@dordav
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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.
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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
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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?
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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
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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
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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…
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24. Call to Action
ARTS Social Blueprint for Retail
Volunteer
Look for final
version at Big Show
Experiment and
differentiate
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