• Like
Social Shop Research Overview
Upcoming SlideShare
Loading in...5
×

Social Shop Research Overview

  • 4,677 views
Uploaded on

42 percent of Americans are using social media to shop – this equates to nearly 95 million social shoppers in the U.S. – and that number continues to rise. In fact, when asked how often social media …

42 percent of Americans are using social media to shop – this equates to nearly 95 million social shoppers in the U.S. – and that number continues to rise. In fact, when asked how often social media is used to shop today versus a year ago, almost 73 percent of people confirmed they are using it more.

SocialShop – a national quantitative and qualitative research study – looks at social media usage from the eyes of a shopper to understand the influence each respective platform has on a person’s buying behavior.

From Facebook and Twitter to YouTube and Groupon, people of all ages are using social networking sites and other user-generated content platforms as shopping tools. In fact, SocialShop found 42 percent of social shoppers are using Facebook more than they were a year ago, while 55 percent of shoppers are utilizing daily deals more and 46 percent of shoppers have increased engagement on review sites and forums.


With rapid expansion of social channels and the frequent launch of new platforms, brands and marketers are trying to figure out how to successfully use social media to connect with shoppers. According to the research, success is not measured by visibility on all social media channels, but by leveraging the strengths of platforms that cater to your shoppers’ needs.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • good work
    Are you sure you want to
    Your message goes here
  • It is very useful and helpful.Thanks for sharing.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
4,677
On Slideshare
0
From Embeds
0
Number of Embeds
3

Actions

Shares
Downloads
170
Comments
2
Likes
10

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. How people use social media to shop
  • 2. 96use social media % © 2011 Leo Burnett l Arc Worldwide
  • 3. 42incorporate social mediainto the shopping journey % © 2011 Leo Burnett l Arc Worldwide
  • 4. And they use social media to enhance In-store On mobile phone shopping beyond the desktop. 54 % 23 % With Geolocation On Twitter/Real Time 20 % 51 %% for Heavy / Index Heavy vs. All Social Shoppers
  • 5. Social media hasthe power to growyour customerbase exponentially © 2011 Leo Burnett l Arc Worldwide
  • 6. So we asked… Why do people use social media to shop?© Leo Burnett and Arc Worldwide 2011 © 2011 Leo Burnett l Arc Worldwide
  • 7. Two waves of researchJanuary 2011 4th Quarter 2011Quantitative Quantitative1500 online shoppers 1500 online shoppers700 social shoppers 700 social shoppersQualitative Qualitative+100 heavy social shoppers +100 Facebook shoppers © 2011 Leo Burnett l Arc Worldwide
  • 8. We learned…Reasons people use socialmedia to shop – needsTypes of social media peopleuse for shopping – platformsVariations in behavior acrosscategories – category © 2011 Leo Burnett l Arc Worldwide
  • 9. Today we d like to share a framework that will help you use social media to influence shoppers© Leo Burnett and Arc Worldwide 2011 © 2011 Leo Burnett l Arc Worldwide
  • 10. Our study uncovered8 social shopper needs
  • 11. 8 social shopper needs © 2011 Leo Burnett l Arc Worldwide
  • 12. Not all shoppers have similar social shopping needs© Leo Burnett and Arc Worldwide 2011 © 2011 Leo Burnett l Arc Worldwide
  • 13. Our segmentation revealed 6 shopper archetypesLight Social Shoppers Heavy Social Shoppersdollar defaulter efficient sprinter quality devotee strategic saver opportunistic adventurer savvy passionistaTo find the cheaper To buy most popular For reviews and ratings To comparison shop To score fun, For broadcasting alternatives. or convenient. to help validate choice. and find savings on unexpected latest trends, brands brands she wants. content or deals. and retailers. © 2011 Leo Burnett l Arc Worldwide
  • 14. And each shopper usessocial media in differentways to accomplishdifferent things. © 2011 Leo Burnett l Arc Worldwide
  • 15. Shoppers with more utilitarian needsdollar defaulter efficient sprinterTo find the cheaper alternatives. To buy most popular or convenient. © 2011 Leo Burnett l Arc Worldwide
  • 16. Shoppers with more informational needsquality devotee strategic saverFor reviews and ratings to help validate choice. To comparison shop and find savings on brands she wants. © 2011 Leo Burnett l Arc Worldwide
  • 17. Shoppers with more indulgent needssavvy passionistaFor broadcasting latest trends, brands and retailers. © 2011 Leo Burnett l Arc Worldwide
  • 18. Shoppers with more impulse needsopportunistic adventurerTo score fun, unexpected content or deals. © 2011 Leo Burnett l Arc Worldwide
  • 19. Address these shoppersneeds using social mediaplatforms
  • 20. Each platform serves certain shopper needs better than others© Leo Burnett and Arc Worldwide 2011 © 2011 Leo Burnett l Arc Worldwide
  • 21. Eachplatformservesshopperneedsdifferently © 2011 Leo Burnett l Arc Worldwide
  • 22. Know which platformbest servesshoppers needs © 2011 Leo Burnett l Arc Worldwide
  • 23. Know which socialshopper needs andplatforms to invest in
  • 24. Deciding platforms depends on the shopper needs in your category© Leo Burnett and Arc Worldwide 2011 © 2011 Leo Burnett l Arc Worldwide
  • 25. Shoppers tell us their needs change based on the categoryburden passion they are shoppingroutine fun © 2011 Leo Burnett l Arc Worldwide
  • 26. burden Regular Cars SUV s passion We ve mapped " PDAs Video Game System HDTV Vacation Destinations over 60 categoriesInvestment Brokerage Firms MP3 Players Luxury Cars Fine Jewelry Stores and channels Cellular Service Providers ToysCar Insurance Bathroom PC s Sinks & Tubs Designer Pet Supplies Electronic Stores Shampoo Clothes Washing Machines Credit Cards Tires Banks Designer Jeans Cell Phone Hardware Store Specialty Casual Clothing Airlines Makeup Shoes Fragrance OTC Mass Merchandise Casual Sit Down Warehouse Clubs Restaurants Greeting Cards Frozen Entrees Beer Office Supply Stores Fem Care Deodorant Cereal Coffee Shops Toothpaste QSR s Yogurt Laundry Sports Drinks Detergent Ice Cream Batteries Gas Bottled Water Cookies Light bulbs Salt Carbonated Plastic Trash Bags Bar Soap Soft Drink routine fun © 2011 Leo Burnett l Arc Worldwide
  • 27. burden passion We ve also mapped social shoppers & needs for categoriesroutine fun © 2011 Leo Burnett l Arc Worldwide
  • 28. burden passion Giving us some direction on what platforms to leverage for each category needroutine fun © 2011 Leo Burnett l Arc Worldwide
  • 29. Three steps to developing a social shopping strategy1 Diagnose your category mindset 2 Identify your shopper needs 3 Select relevant platforms passion passion © 2011 Leo Burnett l Arc Worldwide
  • 30. passion Passion categories " like apparel should " help shoppers: stay up with trends share ideas get inspiration © 2011 Leo Burnett l Arc Worldwide
  • 31. burden Burden categories " like electronics should help shoppers do: comparative research digest complex information solicit input from friends and experts © 2011 Leo Burnett l Arc Worldwide
  • 32. Routine categories " like groceries should help shoppers: source local deals do easy, on-the-spot product comparisonsroutine © 2011 Leo Burnett l Arc Worldwide
  • 33. Fun categories like sodas and books should give shoppers: tailored recommendations timely deals hot news and fun ideas reviews that are hard to pass upfun © 2011 Leo Burnett l Arc Worldwide
  • 34. Before you developyour next socialshopper programask yourself . . . © 2011 Leo Burnett l Arc Worldwide
  • 35. Thank YouTo learn more about this study,Please contact:Lynsey RoumellLynsey.roumell@leoburnett.com