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The Social Consumer: Cashing in on the social graph - MaRS Market Insights
2




             Janice Diner



                                     Social Marketing Technology



                                     Social Sales Incentive and Training Platform




                                                 Advisor & Client




@janicediner • www.horizon-studios.com
3




Social Commerce Opportunity

                                           $30 Billion Opportunity 2015


         Social
         Commerce
         Opportunity                            $30 B
                                               + 600%
         - Booz Allen




         $5 Billion Opportunity 2011

                      2011                               2015

       Booz Allen forecasts that today the social commerce opportunity is worth
        $5 Billion and by 2015 it will be worth $30 Billion (a 600% increase!).
4




The social consumer is a new breed of
engaged and informed consumer


                  They are researching,
      we talk about what we buy
               chatting, booking, sharing,
                 blogging, Facebooking,
                tweeting every aspect of
                  their lives and buying
    before
     we buy
                       while
              experience with their friends
               online, on mobile devices
                           we buy
                                              after
                                              we buy
                  and in multiple Social
                          Networks
5




The numbers tell the story, a lot of time is spent on Social Networks

11,092,299     40,491,000     29,153,439     11,399,103    34,345,293
 845+ million people share 4 B pieces of content daily



25,416,893     1,408,654      23,223,582     8,363,218      2,403,085




13,372,043     1,357,761      7,830,495      3,761,377      8,352,658
6




   Shopping is social!"
Social commerce needs "
to actually be social ...."
             "
7




Every industry and vertical is going to
be rethought in a social way.

The real opportunity is about people
redesigning these spaces.
Merchants
    of
 ‘Social’
      Six Ontario-based
    companies driving the
          growth of
      social commerce.


    www.marsdd.com/reports
9




 The Social Consumer: Cashing in on the social graph

   Peter Sheldon Senior                  Simon Chong
       Analyst Forrester                 Managing Director
              Research                   Georgian Partners




      Marianne Hamilton                  David Man, Chief
    Director of Marketing                Technology Officer Simply
Motorola Mobility Canada                 Good Technologies
The Social Consumer: Cashing in on the
Social Graph

Peter Sheldon
Senior Analyst, Serving eBusiness & Channel Strategy Professionals
Forrester Research
April 17, 2012


       @peter_sheldon




10   © 2012 Forrester Research, Inc. Reproduction Prohibited
       2009
To-date social networks have primarily been
 communication (versus shopping) tools




11   © 2012 Forrester Research, Inc. Reproduction Prohibited
Which has created a challenge for retailers when
 justifying the ROI associated with social




             Source: The State of Retailing Online 2011,” a Shop.org study conducted by Forrester Research

12   © 2012 Forrester Research, Inc. Reproduction Prohibited
However this has not prevented retailers like
 Sephora and RueLala from experimenting with social




13   © 2012 Forrester Research, Inc. Reproduction Prohibited
And retailers and brands from integrating social
 authentication into their online experience




14   © 2012 Forrester Research, Inc. Reproduction Prohibited
Few marketers are yet diverting their advertising
 budgets away from traditional programs




15   © 2012 Forrester Research, Inc. Reproduction Prohibited
But this may change as Facebook rolls out their “Offers”
platform




16   © 2012 Forrester Research, Inc. Reproduction Prohibited
72% percent of retailers increased their spending on
 social commerce in 2011




             Source: The State of Retailing Online 2011,” a Shop.org study conducted by Forrester Research
17   © 2012 Forrester Research, Inc. Reproduction Prohibited
Brands are finding that Facebook fans are much
 more likely to purchase, consider, and recommend
 than non-fans




                        Source: North American Technographics® Online Benchmark Recontact Omnibus Survey, Q4 2011 (US)
18   © 2012 Forrester Research, Inc. Reproduction Prohibitedor
                        †Respondents who are likely    highly likely to consider the brand for a future purchase.
                        ‡Respondents who are likely or highly likely to recommend the brand to a friend or relative.
Pinterest is attracting the eye of retail marketers, but only
 a few are yet pursuing the opportunity




19   © 2012 Forrester Research, Inc. Reproduction Prohibited
Motorola Mobility
and Social Commerce

MaRS Market Insights
April 17, 2012


MOTOROLA and the Stylized M Logo are trademarks or registered trademarks of Motorola Trademark Holdings, LLC.
            © 2012 Motorola Mobility, Inc.
All other trademarks are the property of their respective owners. © 2012 Motorola Mobility, Inc. All rights reserved.
Social is a core business strategy for Motorola

 •  Communication
                                                   Owned
                                     Paid         Inside Motorola
 •  Education                                          Facebook
                                     Search
                                                        Twitter
 •  Product Demo                     Display
                                                       YouTube
                                   Sponsorship
 •  Advocacy                                        Google+

 •  Research                                Earned Foursquare

                                             Reviews
 •  Product Dev
                                            Consumer
 •  Customer Service                        mentions
                                             (blogs)
                                             Forums
  © 2012 Motorola Mobility, Inc.
Because it’s where our audience is

• Mobile device integration
• Conversation drives consideration
• Our role
  – Add value with relevant content
  – Entertain
  – Empathize
  – Learn
  – Adapt




   © 2012 Motorola Mobility, Inc.
Social also bridges gaps in the physical realm


                                             24-7
                                   B2B
                                         communications



                                           Manpower
                       Word of mouth
                                           constraints


  © 2012 Motorola Mobility, Inc.
Case in Point: Motorola Insiders                                      24




                                   	
                                    Because it was on Facebook it
                                   was easy to access from any type
                                   of device.

  © 2012 Motorola Mobility, Inc.
Ultimate Purpose: Increase Retail Recommendation
and Sell Through



                                                  conversations
Success factors:                      20,000      between sales
                                                  reps
 •  EnterTRAINment
 •  Ongoing, two-way dialogue         26% increase product sales
 •  Reward for participation        =      increase product
 •  Tangible & intangible prizing     50% recommendation in-
                                           store
 •  Advocate support                       of invited sales
                                      80% reps
                                           participating




  © 2012 Motorola Mobility, Inc.
Additional benefits realized…

                 Agile
                marketing

               Access to
               first hand
              information

                  Ability to
                 influence


               A matter of
                efficiency

  © 2012 Motorola Mobility, Inc.
27




And the community
has spoken!




   © 2012 Motorola Mobility, Inc.

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The Social Consumer: Cashing in on the social graph - MaRS Market Insights

  • 2. 2 Janice Diner Social Marketing Technology Social Sales Incentive and Training Platform Advisor & Client @janicediner • www.horizon-studios.com
  • 3. 3 Social Commerce Opportunity $30 Billion Opportunity 2015 Social Commerce Opportunity $30 B + 600% - Booz Allen $5 Billion Opportunity 2011 2011 2015 Booz Allen forecasts that today the social commerce opportunity is worth $5 Billion and by 2015 it will be worth $30 Billion (a 600% increase!).
  • 4. 4 The social consumer is a new breed of engaged and informed consumer They are researching, we talk about what we buy chatting, booking, sharing, blogging, Facebooking, tweeting every aspect of their lives and buying before we buy while experience with their friends online, on mobile devices we buy after we buy and in multiple Social Networks
  • 5. 5 The numbers tell the story, a lot of time is spent on Social Networks 11,092,299 40,491,000 29,153,439 11,399,103 34,345,293 845+ million people share 4 B pieces of content daily 25,416,893 1,408,654 23,223,582 8,363,218 2,403,085 13,372,043 1,357,761 7,830,495 3,761,377 8,352,658
  • 6. 6 Shopping is social!" Social commerce needs " to actually be social ...." "
  • 7. 7 Every industry and vertical is going to be rethought in a social way. The real opportunity is about people redesigning these spaces.
  • 8. Merchants of ‘Social’ Six Ontario-based companies driving the growth of social commerce. www.marsdd.com/reports
  • 9. 9 The Social Consumer: Cashing in on the social graph Peter Sheldon Senior Simon Chong Analyst Forrester Managing Director Research Georgian Partners Marianne Hamilton David Man, Chief Director of Marketing Technology Officer Simply Motorola Mobility Canada Good Technologies
  • 10. The Social Consumer: Cashing in on the Social Graph Peter Sheldon Senior Analyst, Serving eBusiness & Channel Strategy Professionals Forrester Research April 17, 2012 @peter_sheldon 10 © 2012 Forrester Research, Inc. Reproduction Prohibited 2009
  • 11. To-date social networks have primarily been communication (versus shopping) tools 11 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 12. Which has created a challenge for retailers when justifying the ROI associated with social Source: The State of Retailing Online 2011,” a Shop.org study conducted by Forrester Research 12 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 13. However this has not prevented retailers like Sephora and RueLala from experimenting with social 13 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 14. And retailers and brands from integrating social authentication into their online experience 14 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 15. Few marketers are yet diverting their advertising budgets away from traditional programs 15 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 16. But this may change as Facebook rolls out their “Offers” platform 16 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 17. 72% percent of retailers increased their spending on social commerce in 2011 Source: The State of Retailing Online 2011,” a Shop.org study conducted by Forrester Research 17 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 18. Brands are finding that Facebook fans are much more likely to purchase, consider, and recommend than non-fans Source: North American Technographics® Online Benchmark Recontact Omnibus Survey, Q4 2011 (US) 18 © 2012 Forrester Research, Inc. Reproduction Prohibitedor †Respondents who are likely highly likely to consider the brand for a future purchase. ‡Respondents who are likely or highly likely to recommend the brand to a friend or relative.
  • 19. Pinterest is attracting the eye of retail marketers, but only a few are yet pursuing the opportunity 19 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 20. Motorola Mobility and Social Commerce MaRS Market Insights April 17, 2012 MOTOROLA and the Stylized M Logo are trademarks or registered trademarks of Motorola Trademark Holdings, LLC. © 2012 Motorola Mobility, Inc. All other trademarks are the property of their respective owners. © 2012 Motorola Mobility, Inc. All rights reserved.
  • 21. Social is a core business strategy for Motorola •  Communication Owned Paid Inside Motorola •  Education Facebook Search Twitter •  Product Demo Display YouTube Sponsorship •  Advocacy Google+ •  Research Earned Foursquare Reviews •  Product Dev Consumer •  Customer Service mentions (blogs) Forums © 2012 Motorola Mobility, Inc.
  • 22. Because it’s where our audience is • Mobile device integration • Conversation drives consideration • Our role – Add value with relevant content – Entertain – Empathize – Learn – Adapt © 2012 Motorola Mobility, Inc.
  • 23. Social also bridges gaps in the physical realm 24-7 B2B communications Manpower Word of mouth constraints © 2012 Motorola Mobility, Inc.
  • 24. Case in Point: Motorola Insiders 24 Because it was on Facebook it was easy to access from any type of device. © 2012 Motorola Mobility, Inc.
  • 25. Ultimate Purpose: Increase Retail Recommendation and Sell Through conversations Success factors: 20,000 between sales reps •  EnterTRAINment •  Ongoing, two-way dialogue 26% increase product sales •  Reward for participation = increase product •  Tangible & intangible prizing 50% recommendation in- store •  Advocate support of invited sales 80% reps participating © 2012 Motorola Mobility, Inc.
  • 26. Additional benefits realized… Agile marketing Access to first hand information Ability to influence A matter of efficiency © 2012 Motorola Mobility, Inc.
  • 27. 27 And the community has spoken! © 2012 Motorola Mobility, Inc.