Audio and Support Information!
•  Audio will remain quiet until we begin at the top of the hour
•  Streaming Audio
–  Appe...
Tell the Right Story to the Right People at the Right
Time: Integrating Content, Commerce and Community!

Liza Kindred

Ke...
Housekeeping!
•  Slides and Recording: posted in the next 24 hours
•  Slides and Recording: 
–  acquia.com/resources/recor...
Upcoming Webinars!
•  Do I Need Drupal?
•  Adding Multilingual Capabilities to Your Drupal Site
•  Why Interscope Records ...
Questions!
• 
• 
• 
• 

For more information visit: www.acquia.com
Email: sales@acquia.com
Call Us: 888.9.ACQUIA
Follow Us...
6
Commerce Realities!
•  Digital disruption has fundamentally shifted
the way consumers shop
–  Opening new engagement metho...
Commerce Realities!
•  Digital disruption has fundamentally shifted
the way consumers shop
–  Opening new engagement metho...
Today’s Topics
•
•
•
•
•
•

Social Shopping Overview
3 Phases of Purchase
You’re Already in the Content Game
Best Practice...
All Shopping is Social
@Acquia @LizaK // Integrating Content, Commerce, & Community
@Acquia @LizaK // Integrating Content, Commerce, & Community
All Shopping is Social
69% ask friends + family first
43% always ask advice
85% use reviews + review sites

@Acquia @LizaK ...
@Acquia @LizaK // Integrating Content, Commerce, & Community
Showrooming
40% compare prices in-store
70% compare prices or read
reviews before going in-store

@Acquia @LizaK // Integr...
@Acquia @LizaK // Integrating Content, Commerce, & Community
$1.5 Trillion globally 2015
still only 8-9% of commerce
53% of transactions are web-influenced
rising to 60% by 2017

@Acqu...
Bonobos Guideshops

@Acquia @LizaK // Integrating Content, Commerce, & Community
@Acquia @LizaK // Integrating Content, Co...
Bonobos Guideshops
34% prefer online
55% prefer physical stores

@Acquia @LizaK // Integrating Content, Commerce, & Commun...
Purchase Phase 1 // Discovery

@Acquia @LizaK // Integrating Content, Commerce, & Community
Purchase Phase 1 // Discovery

Pinterest > Twitter+LinkedIn+Reddit
51% use the internet for research
before making a purch...
Purchase Phase 2 // Community

@Acquia @LizaK // Integrating Content, Commerce, & Community
Purchase Phase 2 // Community

@Acquia @LizaK // Integrating Content, Commerce, & Community
Purchase Phase 2 // Community

+42%
same session
conversion rate
@Acquia @LizaK // Integrating Content, Commerce, & Commun...
Purchase Phase 2 // Community

@Acquia @LizaK // Integrating Content, Commerce, & Community
Purchase Phase 3 // Sharing

@Acquia @LizaK // Integrating Content, Commerce, & Community
Social Production

@Acquia @LizaK // Integrating Content, Commerce, & Community
Social Consumption

@Acquia @LizaK // Integrating Content, Commerce, & Community
The Content Around Us

@Acquia @LizaK // Integrating Content, Commerce, & Community
@Acquia @LizaK // Integrating Content, Commerce, & Community
115M content creators on the web
52% of users are content creators
29.1% increase in revenue within 30
days of optimizing ...
@Acquia @LizaK // Integrating Content, Commerce, & Community
It’s the content
that our customers are
capturing and sharing that’s
really driving our business.
Nick Woodman, CEO // GoP...
Why create your own content?
If you wanna sell stuff online, you need to
attract customers with content. And likewise, if
...
!

If you’re a publisher, act like a brand.
If you sell things, act like a publisher.

@Acquia @LizaK // Integrating Conte...
Types of Content

@Acquia @LizaK // Integrating Content, Commerce, & Community
Product as Content

@Acquia @LizaK // Integrating Content, Commerce, & Community
@Acquia @LizaK // Integrating Content, Commerce, & Community
Getting out of
the online /
offline silo

@Acquia @LizaK // Integrating Content, Commerce, & Community
New Business Models
Advice + Styling

Affiliate Models 

Aggregation + Curation 

Algorithmic Shopping 

Communities

Conten...
Brands have traditionally built separate brand experiences and
e-Commerce shops, hidden behind the familiar “shop” link.
B...
How Can We Help?!
•  Drupal
–  The Platform for Integrated Content,
Community & Commerce

•  Acquia Lift
–  New tools to E...
Unify Content, Community !
and Commerce!

CONTENT | COMMUNITY | COMMERCE
Create immersive digital content and campaigns, s...
Acquia Lift!
!

12

Grow revenue
faster with digital
experiences that
convert.!
How Acquia Lift Works!
Create content and offers with many variations to test
messaging, images, videos, forms, banners, l...
Acquia Commerce Cloud!

Move quickly and test
before you invest.

14

Build on the most secure,
reliable, and scalable
Dru...
What do you want to build?
Questions?

Thank you.
16
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Tell the Right Story to the Right People at the Right Time: Integrating Content, Commerce and Community

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Tell the Right Story to the Right People at the Right Time: Integrating Content, Commerce and Community

  1. 1. Audio and Support Information! •  Audio will remain quiet until we begin at the top of the hour •  Streaming Audio –  Appears automatically in pop-up window –  Or click Communicate: Join Audio Broadcast –  Remember to unmute your computer •  No Streaming Audio? –  Request Phone Access •  Technical Support –  US & Canada 866.229.3239 –  International Support 408.435.7088 1
  2. 2. Tell the Right Story to the Right People at the Right Time: Integrating Content, Commerce and Community! Liza Kindred Kelly O’Neill Founder Sr. Director, eCommerce Third Wave Fashion 2 Acquia
  3. 3. Housekeeping! •  Slides and Recording: posted in the next 24 hours •  Slides and Recording: –  acquia.com/resources/recorded_webinars •  Submit Questions: Q&A Tab in WebEx •  Twitter: @acquia 3
  4. 4. Upcoming Webinars! •  Do I Need Drupal? •  Adding Multilingual Capabilities to Your Drupal Site •  Why Interscope Records Ditched the Marketing Suite •  Consultancy Scrum: Making Agile Work for Clients and Vendors •  Drupal 7 Tutorial: Features Module •  Announcing Acquia Lift: Faster Delivery of HyperPersonal Digital Experiences 4
  5. 5. Questions! •  •  •  •  For more information visit: www.acquia.com Email: sales@acquia.com Call Us: 888.9.ACQUIA Follow Us: @acquia Today’s webinar recording will be posted to: www.acquia.com/resources/recorded_webinars 5
  6. 6. 6
  7. 7. Commerce Realities! •  Digital disruption has fundamentally shifted the way consumers shop –  Opening new engagement methods –  Enabling new business models –  Creating new shopping experiences 7
  8. 8. Commerce Realities! •  Digital disruption has fundamentally shifted the way consumers shop –  Opening new engagement methods –  Enabling new business models –  Creating new shopping experiences …And, creating lot’s of challenges in connecting those experiences 8
  9. 9. Today’s Topics • • • • • • Social Shopping Overview 3 Phases of Purchase You’re Already in the Content Game Best Practices for Social Content New Business Models How To Dive In Now @Acquia @LizaK // Integrating Content, Commerce, & Community
  10. 10. All Shopping is Social @Acquia @LizaK // Integrating Content, Commerce, & Community
  11. 11. @Acquia @LizaK // Integrating Content, Commerce, & Community
  12. 12. All Shopping is Social 69% ask friends + family first 43% always ask advice 85% use reviews + review sites @Acquia @LizaK // Integrating Content, Commerce, & Community
  13. 13. @Acquia @LizaK // Integrating Content, Commerce, & Community
  14. 14. Showrooming 40% compare prices in-store 70% compare prices or read reviews before going in-store @Acquia @LizaK // Integrating Content, Commerce, & Community
  15. 15. @Acquia @LizaK // Integrating Content, Commerce, & Community
  16. 16. $1.5 Trillion globally 2015 still only 8-9% of commerce 53% of transactions are web-influenced rising to 60% by 2017 @Acquia @LizaK // Integrating Content, Commerce, & Community
  17. 17. Bonobos Guideshops @Acquia @LizaK // Integrating Content, Commerce, & Community @Acquia @LizaK // Integrating Content, Commerce, & Community
  18. 18. Bonobos Guideshops 34% prefer online 55% prefer physical stores @Acquia @LizaK // Integrating Content, Commerce, & Community @Acquia @LizaK // Integrating Content, Commerce, & Community
  19. 19. Purchase Phase 1 // Discovery @Acquia @LizaK // Integrating Content, Commerce, & Community
  20. 20. Purchase Phase 1 // Discovery Pinterest > Twitter+LinkedIn+Reddit 51% use the internet for research before making a purchase in-store @Acquia @LizaK // Integrating Content, Commerce, & Community
  21. 21. Purchase Phase 2 // Community @Acquia @LizaK // Integrating Content, Commerce, & Community
  22. 22. Purchase Phase 2 // Community @Acquia @LizaK // Integrating Content, Commerce, & Community
  23. 23. Purchase Phase 2 // Community +42% same session conversion rate @Acquia @LizaK // Integrating Content, Commerce, & Community
  24. 24. Purchase Phase 2 // Community @Acquia @LizaK // Integrating Content, Commerce, & Community
  25. 25. Purchase Phase 3 // Sharing @Acquia @LizaK // Integrating Content, Commerce, & Community
  26. 26. Social Production @Acquia @LizaK // Integrating Content, Commerce, & Community
  27. 27. Social Consumption @Acquia @LizaK // Integrating Content, Commerce, & Community
  28. 28. The Content Around Us @Acquia @LizaK // Integrating Content, Commerce, & Community
  29. 29. @Acquia @LizaK // Integrating Content, Commerce, & Community
  30. 30. 115M content creators on the web 52% of users are content creators 29.1% increase in revenue within 30 days of optimizing ugc @Acquia @LizaK // Integrating Content, Commerce, & Community
  31. 31. @Acquia @LizaK // Integrating Content, Commerce, & Community
  32. 32. It’s the content that our customers are capturing and sharing that’s really driving our business. Nick Woodman, CEO // GoPro @Acquia @LizaK // Integrating Content, Commerce, & Community
  33. 33. Why create your own content? If you wanna sell stuff online, you need to attract customers with content. And likewise, if you want monetize your loyal audience of readers online, you need to sell them stuff. -Pando Daily @Acquia @LizaK // Integrating Content, Commerce, & Community
  34. 34. ! If you’re a publisher, act like a brand. If you sell things, act like a publisher. @Acquia @LizaK // Integrating Content, Commerce, & Community
  35. 35. Types of Content @Acquia @LizaK // Integrating Content, Commerce, & Community
  36. 36. Product as Content @Acquia @LizaK // Integrating Content, Commerce, & Community
  37. 37. @Acquia @LizaK // Integrating Content, Commerce, & Community
  38. 38. Getting out of the online / offline silo @Acquia @LizaK // Integrating Content, Commerce, & Community
  39. 39. New Business Models Advice + Styling Affiliate Models Aggregation + Curation Algorithmic Shopping Communities Content + Commerce Group Buying Image Sharing + Discovery + Inspiration Marketplaces Mass Customization + Bespoke Membership Non-ownership Peer to Peer Platforms Preorder Recommerce Scarcity Sales Social Production + Consumption Social Shopping Subscription Commerce Virtual Closets + Inventory Tracking book.HowWeBuyNow.com Book.HowWeBuyNow.com @Acquia @LizaK // Integrating Content, Commerce, & Community
  40. 40. Brands have traditionally built separate brand experiences and e-Commerce shops, hidden behind the familiar “shop” link. But this divide makes customers choose between content and commerce and creates one more hurdle to jump through. How many get lost on the way? -CMS Wire @Acquia @LizaK // Integrating Content, Commerce, & Community
  41. 41. How Can We Help?! •  Drupal –  The Platform for Integrated Content, Community & Commerce •  Acquia Lift –  New tools to Experiment, Test, Learn & Refine •  Acquia Commerce Cloud –  The Open Source platform that moves at the speed of the web 10
  42. 42. Unify Content, Community ! and Commerce! CONTENT | COMMUNITY | COMMERCE Create immersive digital content and campaigns, socialize them across multiple communities and channels, and deliver the ultimate shopping experiences along the customer journey. 11
  43. 43. Acquia Lift! ! 12 Grow revenue faster with digital experiences that convert.!
  44. 44. How Acquia Lift Works! Create content and offers with many variations to test messaging, images, videos, forms, banners, landing pages, or even entire microsites. Associate offers directedly with user profiles and contexts (referring sources, devices, etc.) to get Acquia Lift going. Sit back and relax while Acquia Lift goes to work. Content offer performance is evaluated against initial profile segments and conversion goals. Lift revenue by analyzing results, realizing what works and doesn’t, and accelerating design of content experiences that convert. 13
  45. 45. Acquia Commerce Cloud! Move quickly and test before you invest. 14 Build on the most secure, reliable, and scalable Drupal-tuned platform. Consistency across devices, channels, and the next social craze.
  46. 46. What do you want to build?
  47. 47. Questions? Thank you. 16

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