With Friends Like These, Who NeedsRevenue?February 5th, 2011John EckmanSr. Directorjeckman@optaros.com@jeckman
Like Me, Please!       © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   2
Like Me, Please!       © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   3
Like Me, Please!       © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   4
Like Me, Please!       © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   5
Like Me, Please! Lots of big brands take pride with the numbers of "likes" they have on their Facebook page. . . The quest...
Consumer Decision JourneyDavid Court et al, “The Consumer Decision Journey,” McKinsey Quarterly, June 2009 (modified)     ...
Journey is not Just Driven by Buying Behavior“In the past, marketing . . .put . . . resources into building brand awarenes...
Strategies for Leveraging SocialStage                          Definition                         ExamplesSocial Media    ...
Strategies for Leveraging Social Social Media Marketinghttp://blog.hubspot.com/blog/tabid/6307/bid/4494/Social-Media-Marke...
Social Media MarketingExample | A&F Tracking URLs          © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   11
Social Media MarketingExample | A&F Tracking URL                                        Full URL:                         ...
Social Media MarketingTools | Google Analytics URL Builderhttp://www.google.com/support/analytics/bin/answer.py?hl=en&answ...
Social Media MarketingExample | Macy’s Million Dollar Makeover          © 2011 Optaros, Inc. Some rights reserved. (cc-by-...
Social Media MarketingExample | Macy’s Million Dollar Makeover          © 2011 Optaros, Inc. Some rights reserved. (cc-by-...
Social Media MarketingExample | Macy’s Million Dollar Makeover          © 2011 Optaros, Inc. Some rights reserved. (cc-by-...
Strategies for Leveraging SocialSocial Shopping                                                                    http://...
Social ShoppingExample | Facebook Registration          © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   18
Social ShoppingExample | Dunkin’ Donuts UGC          © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   19
Social ShoppingExample | Ask a FriendSocial shopping example – ask a friend (FB Connect)          © 2011 Optaros, Inc. Som...
Social Shopping  Example | Ask a Friend http://www.optaros.com/blogs/facebook-connect-social-shopping-for-magentohttp://ww...
Social ShoppingExample | Facebook Commerce          © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   22
Social ShoppingExample | Penny’s Store          © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   23
Strategies for Leveraging SocialSocial Business                 http://www.flickr.com/photos/daveduarte/3420117809/       ...
Social BusinessExample | Group Buying           © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   25
Social BusinessExample | Walmart.com CrowdSaver           © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   26
Social BusinessExample | Etsy Gift Finder           © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   27
Social BusinessExample | Etsy Gift Finder           © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   28
Social BusinessExample | Amazon Facebook Recommendations           © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) ...
Social BusinessExample | Embedded Retail Community           © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   30
Social BusinessExample | Consumer-Driven Merchandizing           © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   31
Social BusinessExample | Private Event Retail           © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   32
Social BusinessExample | Private Event Retail           © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   33
Social BusinessExample | Private Event Retail       Its amazing to watch private sales events       happen on the inside ....
Strategies for Leveraging SocialStage                          Definition                         ExamplesSocial Media    ...
Q&AJohn EckmanSr. Directorjeckman@optaros.com@jeckman       © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   36
Appendix: About Optaros© 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   37
3C-designed User Scenarios built on service-oriented platforms… Our Approach“Delivering compelling Content willcreate and ...
Strategic platform development to support true commerce mobility…  Mobile CommerceMobile Commerce Strategic Services(Web &...
Proven Social business models that drive engagement & transactions…  Social CommerceSocial Commerce Strategic Services•Soc...
Service-enabling your eCommerce platform for international markets…  Global CommerceGlobal Commerce Strategic Services•Glo...
3C-designed User Scenarios built on service-oriented platforms…OCentric Platform  OCentric is the only eCommerce platform ...
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Magento's Imagine eCommerce Conference 2011 - With Friends Like These, Who Needs Revenue?

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  • Urban keeps pushing like even after you’ve liked ‘em.
  • Post-like, the content below the fold becomes accessible
  • For more on the Customer Decision Journey see In the June 2009 issue of McKinsey Quarterly, David Court and three coauthors
  • Cc-by-nc-sa, http://www.flickr.com/photos/bowbrick/2268154901/
  • I love that the photo itself used here is creative-commons licensed, as is the resulting collage of image and quote.
  • Magento's Imagine eCommerce Conference 2011 - With Friends Like These, Who Needs Revenue?

    1. 1. With Friends Like These, Who NeedsRevenue?February 5th, 2011John EckmanSr. Directorjeckman@optaros.com@jeckman
    2. 2. Like Me, Please! © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 2
    3. 3. Like Me, Please! © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 3
    4. 4. Like Me, Please! © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 4
    5. 5. Like Me, Please! © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 5
    6. 6. Like Me, Please! Lots of big brands take pride with the numbers of "likes" they have on their Facebook page. . . The question is, . . . What are they truly aiming for? Now that a brand has all of these people "liking" them what are they going to tell them? – Justin Archerhttp://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=143876 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 6
    7. 7. Consumer Decision JourneyDavid Court et al, “The Consumer Decision Journey,” McKinsey Quarterly, June 2009 (modified) © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 7
    8. 8. Journey is not Just Driven by Buying Behavior“In the past, marketing . . .put . . . resources into building brand awareness andthen opening wallets at the point of purchase . . But touch points have changed. . . requiring a major adjustment to realign marketers’ strategy and budgetswith where consumers are actually spending their time.”Branding in a Digital Age – David C. Edelman, HBR December 2010 - http://hbr.org/search/R1012C © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 8
    9. 9. Strategies for Leveraging SocialStage Definition ExamplesSocial Media Adding social media to Twitter ProfilesMarketing traditional marketing Facebook Pages activities, spreading brand awareness and building traffic YouTube ChannelsSocial Shopping Adding a social layer to Ratings and reviews ecommerce storefronts and Share & Like buttons traditional ecommerce processes Wish lists and registriesSocial Business Building new applications and Group Buying business models enabled by Social Graph Recommendations social technology – in which the social aspect is critical Embedded Retail Communities and transformation, not Consumer-driven merchandizing incremental Private Event Retail © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 9
    10. 10. Strategies for Leveraging Social Social Media Marketinghttp://blog.hubspot.com/blog/tabid/6307/bid/4494/Social-Media-Marketing-Madness-cartoon.aspx © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 10
    11. 11. Social Media MarketingExample | A&F Tracking URLs © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 11
    12. 12. Social Media MarketingExample | A&F Tracking URL Full URL: http://www.abercrombie.com/webapp/wcs/stores/ser vlet/HomePage? langId=-1 &storeId=10051 &catalogId=10901 &utm_source=facebook &utm_medium=social &utm_term=product &utm_content=ALL &utm_campaign=012811fbpromo © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 12
    13. 13. Social Media MarketingTools | Google Analytics URL Builderhttp://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 13
    14. 14. Social Media MarketingExample | Macy’s Million Dollar Makeover © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 14
    15. 15. Social Media MarketingExample | Macy’s Million Dollar Makeover © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 15
    16. 16. Social Media MarketingExample | Macy’s Million Dollar Makeover © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 16
    17. 17. Strategies for Leveraging SocialSocial Shopping http://www.flickr.com/photos/bowbrick/2268154901/ © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 17
    18. 18. Social ShoppingExample | Facebook Registration © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 18
    19. 19. Social ShoppingExample | Dunkin’ Donuts UGC © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 19
    20. 20. Social ShoppingExample | Ask a FriendSocial shopping example – ask a friend (FB Connect) © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 20
    21. 21. Social Shopping Example | Ask a Friend http://www.optaros.com/blogs/facebook-connect-social-shopping-for-magentohttp://www.magentocommerce.com/magento-connect/Optaros,+Inc/extension/1970/facebook-connect-social-shopping © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 21
    22. 22. Social ShoppingExample | Facebook Commerce © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 22
    23. 23. Social ShoppingExample | Penny’s Store © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 23
    24. 24. Strategies for Leveraging SocialSocial Business http://www.flickr.com/photos/daveduarte/3420117809/ © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 24
    25. 25. Social BusinessExample | Group Buying © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 25
    26. 26. Social BusinessExample | Walmart.com CrowdSaver © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 26
    27. 27. Social BusinessExample | Etsy Gift Finder © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 27
    28. 28. Social BusinessExample | Etsy Gift Finder © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 28
    29. 29. Social BusinessExample | Amazon Facebook Recommendations © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 29
    30. 30. Social BusinessExample | Embedded Retail Community © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 30
    31. 31. Social BusinessExample | Consumer-Driven Merchandizing © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 31
    32. 32. Social BusinessExample | Private Event Retail © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 32
    33. 33. Social BusinessExample | Private Event Retail © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 33
    34. 34. Social BusinessExample | Private Event Retail Its amazing to watch private sales events happen on the inside . . . theres a lot of up front work, and then at 11AM when the bell rings, the crowd goes wild . . . In all my years of retail, I have never seen customer acquisition work like this . . . - John Mulliken, CSN Stores (Joss & Main) © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 34
    35. 35. Strategies for Leveraging SocialStage Definition ExamplesSocial Media Adding social media to Twitter ProfilesMarketing traditional marketing Facebook Pages activities, spreading brand awareness and building traffic YouTube ChannelsSocial Shopping Adding a social layer to Ratings and reviews ecommerce storefronts and Share & Like buttons traditional ecommerce processes Wish lists and registriesSocial Business Building new applications and Group Buying business models enabled by Social Graph Recommendations social technology – in which the social aspect is critical Embedded Retail Communities and transformation, not Consumer-driven merchandizing incremental Private Event Retail © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 35
    36. 36. Q&AJohn EckmanSr. Directorjeckman@optaros.com@jeckman © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 36
    37. 37. Appendix: About Optaros© 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 37
    38. 38. 3C-designed User Scenarios built on service-oriented platforms… Our Approach“Delivering compelling Content willcreate and engage Communities thatdrive Commerce transactions” © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 38
    39. 39. Strategic platform development to support true commerce mobility… Mobile CommerceMobile Commerce Strategic Services(Web & Native Apps)•Mobile Strategy Workshop •Business Vision Alignment •Ideation & Conceptual Design•Mobile Commerce Blueprint •Actionable Roadmap & Implementation Plan •Prioritized Feature/Function Backlog•Mobility Platform Development & Launch •Phase 1 – mCommerce Storefront •Phase 2 – Mobile-based business services •Phase 3 – Commerce Mobility scenarios •Phase 4 – Mobility platform ecosystemOCentric SaaS Platform is • mCommerce-enabled for web & native © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 39
    40. 40. Proven Social business models that drive engagement & transactions… Social CommerceSocial Commerce Strategic Services•Social Commerce Strategy Workshop •Business Vision Alignment •Ideation & Conceptual Design•Social Commerce Blueprint •Actionable Roadmap & Implementation Plan •Prioritized Feature/Function Backlog•Social Platform Development & Launch •Phase 1 – Social intelligence & sharing optimization •Phase 2 – Social shopping-based business services •Phase 3 – Social commerce platform ecosystem •Phase 4 – SyndicationOCentric SaaS Platform • Private Event Retail • Facebook-enabled © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 40
    41. 41. Service-enabling your eCommerce platform for international markets… Global CommerceGlobal Commerce Strategic Services•Global Commerce Strategy Workshop •Business Vision Alignment •Service architecture assessment•Global Commerce Blueprint •Actionable Roadmap & Enablement Plan•Global Platform Development & LaunchOCentric SaaS Platform • Internationalization-enabled © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 41
    42. 42. 3C-designed User Scenarios built on service-oriented platforms…OCentric Platform OCentric is the only eCommerce platform built on an integrated Content, Community and Commerce technology stack Seamless integration powered by: | eCommerce Engine | Content & Community Engine | Enterprise Search | Enterprise Integration | PCI Payment Gateway | Advanced Site Analytics | Multivariate Testing | Single Sign On © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 42

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