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Magento's Imagine eCommerce Conference 2011 - With Friends Like These, Who Needs Revenue?

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With Friends Like These, Who Needs Revenue? February 5th, 2011 John Eckman Sr. Director jeckman@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 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 Archer http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=143876 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 6
Consumer Decision Journey David Court et al, “The Consumer Decision Journey,” McKinsey Quarterly, June 2009 (modified) © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 7
Journey is not Just Driven by Buying Behavior “In the past, marketing . . .put . . . resources into building brand awareness and then opening wallets at the point of purchase . . But touch points have changed . . . requiring a major adjustment to realign marketers’ strategy and budgets with 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
Strategies for Leveraging Social Stage Definition Examples Social Media Adding social media to Twitter Profiles Marketing traditional marketing Facebook Pages activities, spreading brand awareness and building traffic YouTube Channels Social Shopping Adding a social layer to Ratings and reviews ecommerce storefronts and Share & Like buttons traditional ecommerce processes Wish lists and registries Social 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
Strategies for Leveraging Social Social Media Marketing http://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
Social Media Marketing Example | A&F Tracking URLs © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 11
Social Media Marketing Example | 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
Social Media Marketing Tools | Google Analytics URL Builder http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 13
Social Media Marketing Example | Macy’s Million Dollar Makeover © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 14
Social Media Marketing Example | Macy’s Million Dollar Makeover © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 15
Social Media Marketing Example | Macy’s Million Dollar Makeover © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 16
Strategies for Leveraging Social Social Shopping http://www.flickr.com/photos/bowbrick/2268154901/ © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 17
Social Shopping Example | Facebook Registration © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 18
Social Shopping Example | Dunkin’ Donuts UGC © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 19
Social Shopping Example | Ask a Friend Social shopping example – ask a friend (FB Connect) © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 20
Social Shopping Example | Ask a Friend http://www.optaros.com/blogs/facebook-connect-social-shopping-for-magento http://www.magentocommerce.com/magento-connect/Optaros,+Inc/extension/1970/facebook-connect-social-shopping © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 21
Social Shopping Example | Facebook Commerce © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 22
Social Shopping Example | Penny’s Store © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 23
Strategies for Leveraging Social Social Business http://www.flickr.com/photos/daveduarte/3420117809/ © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 24
Social Business Example | Group Buying © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 25
Social Business Example | Walmart.com CrowdSaver © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 26
Social Business Example | Etsy Gift Finder © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 27
Social Business Example | Etsy Gift Finder © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 28
Social Business Example | Amazon Facebook Recommendations © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 29
Social Business Example | Embedded Retail Community © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 30
Social Business Example | Consumer-Driven Merchandizing © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 31
Social Business Example | Private Event Retail © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 32
Social Business Example | Private Event Retail © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 33
Social Business Example | Private Event Retail It's amazing to watch private sales events happen on the inside . . . there's 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
Strategies for Leveraging Social Stage Definition Examples Social Media Adding social media to Twitter Profiles Marketing traditional marketing Facebook Pages activities, spreading brand awareness and building traffic YouTube Channels Social Shopping Adding a social layer to Ratings and reviews ecommerce storefronts and Share & Like buttons traditional ecommerce processes Wish lists and registries Social 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
Q&A John Eckman Sr. Director jeckman@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 will create and engage Communities that drive Commerce transactions” © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 38
Strategic platform development to support true commerce mobility… Mobile Commerce Mobile 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 ecosystem OCentric SaaS Platform is • mCommerce-enabled for web & native © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 39
Proven Social business models that drive engagement & transactions… Social Commerce Social 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 – Syndication OCentric SaaS Platform • Private Event Retail • Facebook-enabled © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 40
Service-enabling your eCommerce platform for international markets… Global Commerce Global Commerce Strategic Services •Global Commerce Strategy Workshop •Business Vision Alignment •Service architecture assessment •Global Commerce Blueprint •Actionable Roadmap & Enablement Plan •Global Platform Development & Launch OCentric SaaS Platform • Internationalization-enabled © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 41
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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Magento's Imagine eCommerce Conference 2011 - With Friends Like These, Who Needs Revenue?

  • 1. With Friends Like These, Who Needs Revenue? February 5th, 2011 John Eckman Sr. Director jeckman@optaros.com @jeckman
  • 2. Like Me, Please! © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 2
  • 3. Like Me, Please! © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 3
  • 4. Like Me, Please! © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 4
  • 5. Like Me, Please! © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 5
  • 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 Archer http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=143876 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 6
  • 7. Consumer Decision Journey David Court et al, “The Consumer Decision Journey,” McKinsey Quarterly, June 2009 (modified) © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 7
  • 8. Journey is not Just Driven by Buying Behavior “In the past, marketing . . .put . . . resources into building brand awareness and then opening wallets at the point of purchase . . But touch points have changed . . . requiring a major adjustment to realign marketers’ strategy and budgets with 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. Strategies for Leveraging Social Stage Definition Examples Social Media Adding social media to Twitter Profiles Marketing traditional marketing Facebook Pages activities, spreading brand awareness and building traffic YouTube Channels Social Shopping Adding a social layer to Ratings and reviews ecommerce storefronts and Share & Like buttons traditional ecommerce processes Wish lists and registries Social 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. Strategies for Leveraging Social Social Media Marketing http://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. Social Media Marketing Example | A&F Tracking URLs © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 11
  • 12. Social Media Marketing Example | 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. Social Media Marketing Tools | Google Analytics URL Builder http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 13
  • 14. Social Media Marketing Example | Macy’s Million Dollar Makeover © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 14
  • 15. Social Media Marketing Example | Macy’s Million Dollar Makeover © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 15
  • 16. Social Media Marketing Example | Macy’s Million Dollar Makeover © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 16
  • 17. Strategies for Leveraging Social Social Shopping http://www.flickr.com/photos/bowbrick/2268154901/ © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 17
  • 18. Social Shopping Example | Facebook Registration © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 18
  • 19. Social Shopping Example | Dunkin’ Donuts UGC © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 19
  • 20. Social Shopping Example | Ask a Friend Social shopping example – ask a friend (FB Connect) © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 20
  • 21. Social Shopping Example | Ask a Friend http://www.optaros.com/blogs/facebook-connect-social-shopping-for-magento http://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. Social Shopping Example | Facebook Commerce © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 22
  • 23. Social Shopping Example | Penny’s Store © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 23
  • 24. Strategies for Leveraging Social Social Business http://www.flickr.com/photos/daveduarte/3420117809/ © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 24
  • 25. Social Business Example | Group Buying © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 25
  • 26. Social Business Example | Walmart.com CrowdSaver © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 26
  • 27. Social Business Example | Etsy Gift Finder © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 27
  • 28. Social Business Example | Etsy Gift Finder © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 28
  • 29. Social Business Example | Amazon Facebook Recommendations © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 29
  • 30. Social Business Example | Embedded Retail Community © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 30
  • 31. Social Business Example | Consumer-Driven Merchandizing © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 31
  • 32. Social Business Example | Private Event Retail © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 32
  • 33. Social Business Example | Private Event Retail © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 33
  • 34. Social Business Example | Private Event Retail It's amazing to watch private sales events happen on the inside . . . there's 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. Strategies for Leveraging Social Stage Definition Examples Social Media Adding social media to Twitter Profiles Marketing traditional marketing Facebook Pages activities, spreading brand awareness and building traffic YouTube Channels Social Shopping Adding a social layer to Ratings and reviews ecommerce storefronts and Share & Like buttons traditional ecommerce processes Wish lists and registries Social 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. Q&A John Eckman Sr. Director jeckman@optaros.com @jeckman © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 36
  • 37. Appendix: About Optaros © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 37
  • 38. 3C-designed User Scenarios built on service-oriented platforms… Our Approach “Delivering compelling Content will create and engage Communities that drive Commerce transactions” © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 38
  • 39. Strategic platform development to support true commerce mobility… Mobile Commerce Mobile 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 ecosystem OCentric SaaS Platform is • mCommerce-enabled for web & native © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 39
  • 40. Proven Social business models that drive engagement & transactions… Social Commerce Social 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 – Syndication OCentric SaaS Platform • Private Event Retail • Facebook-enabled © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 40
  • 41. Service-enabling your eCommerce platform for international markets… Global Commerce Global Commerce Strategic Services •Global Commerce Strategy Workshop •Business Vision Alignment •Service architecture assessment •Global Commerce Blueprint •Actionable Roadmap & Enablement Plan •Global Platform Development & Launch OCentric SaaS Platform • Internationalization-enabled © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 41
  • 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

Editor's Notes

  1. Urban keeps pushing like even after you’ve liked ‘em.
  2. Post-like, the content below the fold becomes accessible
  3. For more on the Customer Decision Journey see In the June 2009 issue of McKinsey Quarterly, David Court and three coauthors
  4. Cc-by-nc-sa, http://www.flickr.com/photos/bowbrick/2268154901/
  5. I love that the photo itself used here is creative-commons licensed, as is the resulting collage of image and quote.