Marketing 2.0 Conference, Paris 2010 Social Shopper Marketing – Walmarts Elevenmoms BSI
Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
Walmart Elevenmoms Building a Community Platform Social  Shopper Marketing John Andrews CEO
Media is undergoing the largest  seismic shift since the advent  of the TV
3 trends affecting consumer behavior  (and brand response) <ul><li>Influence  (peer > commercial) </li></ul><ul><li>Transp...
The iPod was the fastest selling CE device in history… … iPhone adoption is dwarfing the iPod
The Future of Social Media is Mobile The Future is Now <ul><li>80% of Twitter traffic comes from 3 rd -party apps and mobi...
Overview <ul><li>Consumer behavior is amidst a seismic shift </li></ul><ul><ul><li>Social media – People are the medium </...
“ The Groundswell” <ul><li>“ A trend in which people use technologies  to get the things they need from each  other instea...
Social Media?    or just another ad channel?
Wal-marting Across America <ul><li>How to Create a Flog </li></ul>An early social media program created by one of Walmart’...
Emerging Media connecting consumers regardless of format
 
Walmart Elevenmoms <ul><li>The Elevenmoms group is a community of money-saving communities.  The group was founded as a li...
Community Platform Model Money Saving Influencers Social Syndication Social Connection
Weave Social Into All Campaigns
Community Driven Shopper Marketing  Walmart’s Elevenmoms were asked to purchase iPhones at Walmart building experiential A...
Social Media Influences Shopping Decisions Right Until The Point Of Purchase Source: Arc Worldwide Social-Media Survey, Ja...
Social Listening Leads to Actionable Insights Tyson Product Launch Case Example Tyson is recommending a planogram change b...
Immerse Consumers in an Experience Connect the Conversation to the Shelf Consumer / Shopper Retailers Brands
Community as an Inspiration  and Educational Tool
Smoky Eye Results <ul><li>Broad Based Social Results </li></ul><ul><li>15MM+ impressions </li></ul><ul><li>3K pieces of so...
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Social Shopper Marketing – Walmarts Elevenmoms

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  • 52% of consumers checked prices on a mobile device from within a retail establishment during the 2009 holiday shopping season
  • Recommended reading including “Join the conversation” – Joseph Jaffee, “Open Brand” – Kelly Mooney, “Trust Agents”, Chris Brogan
  • Approach Thinking “platform forward” is another core Collective Bias philosophy. By having an optimized smartphone experience for walmart.com the emerging media team was able to easily leverage social programs supporting the iPhone launch The iPhone was integrated into seasonal promotions leveraging the Elevenmoms, subtly reinforcing Walmart’s relationship with the device while demonstrating its utility to Mom Results Walmart has become the market share leader in iPod sales surpassing apple itself by leveraging a careful mix of merchandising, traditional and social media. Moms continue the discussion of the value of the iPhone to save both time and money in her life
  • Toni, along with several other community members, provided very helpful demonstrations of how to get the Smoky Eye Look.
  • Social Shopper Marketing – Walmarts Elevenmoms

    1. 1. Marketing 2.0 Conference, Paris 2010 Social Shopper Marketing – Walmarts Elevenmoms BSI
    2. 2. Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
    3. 3. Walmart Elevenmoms Building a Community Platform Social Shopper Marketing John Andrews CEO
    4. 4. Media is undergoing the largest seismic shift since the advent of the TV
    5. 5. 3 trends affecting consumer behavior (and brand response) <ul><li>Influence (peer > commercial) </li></ul><ul><li>Transparency (price, evaluation & relationship) </li></ul><ul><li>Crowd sourced quality cues (ratings, reviews and experiences) </li></ul>Total impressions are being replaced by quality of impressions
    6. 6. The iPod was the fastest selling CE device in history… … iPhone adoption is dwarfing the iPod
    7. 7. The Future of Social Media is Mobile The Future is Now <ul><li>80% of Twitter traffic comes from 3 rd -party apps and mobile traffic </li></ul><ul><li>60% of mobile traffic is social based </li></ul>
    8. 8. Overview <ul><li>Consumer behavior is amidst a seismic shift </li></ul><ul><ul><li>Social media – People are the medium </li></ul></ul><ul><ul><li>Mobile web – Access and feedback is immediate </li></ul></ul>Successful Brands Will build Authentic, Long-Term Relationships with their Ardent fans…and, voracious detractors
    9. 9. “ The Groundswell” <ul><li>“ A trend in which people use technologies to get the things they need from each other instead of from companies.” </li></ul><ul><li>— Charlene Li and Josh Bernoff </li></ul>
    10. 10. Social Media?  or just another ad channel?
    11. 11. Wal-marting Across America <ul><li>How to Create a Flog </li></ul>An early social media program created by one of Walmart’s PR firms, the “Fake” blog (Dubbed Flog by Groundswell) was quickly discovered in the social sphere and heavily criticized “ The story, told in full, with certain financial payments disclosed, does not reflect as well on Wal-Mart as perhaps the company would like. The tale of how they started the blog reveals how hungry Wal-Mart is to find people who have anything positive to say about the company.” [ BusinessWeek 10/8/06]
    12. 12. Emerging Media connecting consumers regardless of format
    13. 14. Walmart Elevenmoms <ul><li>The Elevenmoms group is a community of money-saving communities. The group was founded as a listening platform to answer the simple question: </li></ul><ul><li>“ What could Walmart do to support conversations about saving money?” </li></ul>Start With Brand Mission
    14. 15. Community Platform Model Money Saving Influencers Social Syndication Social Connection
    15. 16. Weave Social Into All Campaigns
    16. 17. Community Driven Shopper Marketing Walmart’s Elevenmoms were asked to purchase iPhones at Walmart building experiential Awareness and social amplification to the product launch extending traditional media far into the social realm Media Integration
    17. 18. Social Media Influences Shopping Decisions Right Until The Point Of Purchase Source: Arc Worldwide Social-Media Survey, January 2010
    18. 19. Social Listening Leads to Actionable Insights Tyson Product Launch Case Example Tyson is recommending a planogram change based on community feedback that Mom typically buys chicken strips for herself and nuggets for her children on the same trip
    19. 20. Immerse Consumers in an Experience Connect the Conversation to the Shelf Consumer / Shopper Retailers Brands
    20. 21. Community as an Inspiration and Educational Tool
    21. 22. Smoky Eye Results <ul><li>Broad Based Social Results </li></ul><ul><li>15MM+ impressions </li></ul><ul><li>3K pieces of social content </li></ul><ul><li>Ongoing product conversation </li></ul><ul><li>Strong retail results </li></ul><ul><li>72 person P&G beauty community established for ongoing campaigns </li></ul>Community content drives recency in search results

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