1.
<ul><li>“ The Digital economy in Europe - from eCommerce to Social Networking” </li></ul><ul><li>Vue du Royaume-Uni: Janvier 2009 </li></ul><ul><li>www.ianjindal.com </li></ul><ul><li>www.internetretailing.net </li></ul>

2.
UK - Europe’s biggest ecommerce market - Highest spending. - Most active/recent Source: ACSEL, Nielsen

3.
Why ‘social’? <ul><li>Talking is human nature </li></ul><ul><li>Not about technology </li></ul><ul><li>Distrust Marketing </li></ul><ul><li>Confidence </li></ul>

4.
Impact of ‘social’ on shopping/ecommerce <ul><li>People talk to each other </li></ul><ul><ul><li>Ratings/Reviews </li></ul></ul><ul><ul><li>New trend-setters </li></ul></ul><ul><ul><li>Influencing design and production </li></ul></ul><ul><li>Other sites talk about you </li></ul><ul><ul><li>Comparison (with rating) </li></ul></ul><ul><ul><li>Community </li></ul></ul><ul><ul><li>Behavioural tracking across the network (eg ChoiceStream) </li></ul></ul>

5.
Ratings and Reviews <ul><li>Reviews becoming standard </li></ul><ul><li>User “stories”, not just ratings </li></ul><ul><li>78%: “customer recommendations are the most credible form of advertising” (Nielsen) </li></ul><ul><li>Increase conversion </li></ul>83.85% higher conversion (20+ reviews)

6.
Style-setters <ul><li>Top style-setters become “Mavens” </li></ul><ul><li>Based on page views AND product clicks </li></ul><ul><li>Customers become sales-people </li></ul><ul><li>Social networks become retailers </li></ul>

7.
Influencing design and production <ul><li>nikeid.nike.com </li></ul><ul><li>Configure all panels, materials, colour </li></ul><ul><li>Preview your custom shoe </li></ul>

8.
Influencing design and production <ul><li>Configured option </li></ul><ul><li>Buy “your” show </li></ul><ul><li>Feedback to Nike on trends, colours </li></ul><ul><li>May put into production </li></ul>

9.
Summary <ul><li>Social = part of ecommerce </li></ul><ul><li>Behaviour, not technology </li></ul><ul><li>Involved in all of retail: </li></ul><ul><ul><li>Review </li></ul></ul><ul><ul><li>Suggest </li></ul></ul><ul><ul><li>Sell </li></ul></ul><ul><ul><li>Design </li></ul></ul>

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