Connected Consumption
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Connected Consumption Connected Consumption Presentation Transcript

  • image
by
Panoramas
 connected consumption trends
in
social
computing
and eCommerce an
ePaper
by
sidneyeve
matrix
  • .2. 60% retailers
have
 Although
it's
been
around
for
years,
 the
social
shopping
trend
peaked
 during
the
December
2009
holiday
 virtual
storefronts season.
More
retailers
and
consumers
 on
Facebook 2 are
online
than
ever
before.
 according
to
the
Internet
 Retailer
Top
500
Guide
1 image
by
kayla
casey
  • .. 47% 3 A
report
by
Shop.org
indicated
that
almost
 half
of
brick
and
mortar
retailers
were
 planning
to
increase
their
investments
in
 traditional
retailers online
social
media
campaigns
for
the
2009
 holiday
buying
binge.
3 increased
SMM
 for
holiday
2009 That
growth
is,
according
to
Reuters,
due
to
 the
fact
that
advertisers
perceive
social
media
 marketing
channels
have
matured
 considerably
since
2008,
becoming
an
 important
piece
of
a
cross‐platform
puzzle. According
to
the
Harvard
Business
Review connected
consumerism4 is
one
of
the
key
economic
trends
for
2010.
 Likewise,
the
annual
FEED
Report
from
 Razorfish
announced
the
mainstreaming
of
 social
commerce 5 occurred
in
mid‐2009.
 image:
Thomas
Hawk
  • Privacy
concerns
aside,
people
are
 .4. embracing
the
opportunity
to
 narrowcast
our
retail
transactions
and
 Social
media
marketing
encourages
 publicize
our
consumer
preferences
to
 friends,
fans
and
followers.
 bonding
over
brands
 and
bargains
 As
a
result,
social
shopping
is
taking
 in
a
networked
culture. brand
affiliation
and
ambassadorship
 to
a
whole
new
level. image
by
hfabulous
  • image
by
Always
Be
Cool According
to
author
Mitch
 Joel,
the
power
of
social
 shopping
is
"the
ability
to
 connect
directly
with
the
 brand
and
build
friendships
 with
individuals
who
have
like‐ 6 minded
interests." Thus,
the
social
glue
of
 consumer
communities
is
 loyalty
to
a
set
of
shared
 values
and/or
similar
lifestyle
 choice
represented
by
our
 preferred
brands. It
is
no
surprise
then,
that
opt‐ in
social
shopping
rituals
are
 emerging
as
the
next
 mechanism
for
elevating
 companies
and
brands
to
 (what
Saatchi
&
Saatchi
call)
 Lovemark
status.7 .5.
  • image
by
freefotouk The
stage
was
set
for
the
popularization
of
connected
consumption
as
web
users
 became
accustomed
to
the
presence
of
recommendation
engines
on
eCommerce
 8 sites,
and
the
increasing
number
of
brands
on
social
networks
like
Facebook.
 Whereas
few
people
admit
to
trusting
advertising
messages,
most
of
us
(70%
 according
to
Nielsen)
will
admit
we
use
social
comparison
models,
peer
 .6. 9 recommendations,
and
friend
referrals
when
making
purchase
decisions.
  • image:
Яick
Harris Trends
in
online
social
shopping
 help
consumers
who
are
plagued
 by
indecision
and
often
abandon
 their
electronic
shopping
carts
in
 frustration,
observes
Natalie
 Zmuda
at
Advertising
Age.
 10 Researchers
at
McMaster's
 University
in
Canada
demonstrated
 that
part
of
the
problem
with
 traditional
(nonsocial)
online
 shopping
is
that, "ecommerce
typically
lacks
human
warmth
 and
sociability,
since
it
is
more
impersonal,
 anonymous
and
automated
than
traditional
 face‐to‐face
commerce."
 11 But
adding
just
a
bit
of
social
interaction
and
peer‐to‐peer
advice,
via
a
live
chat
client
 or
message
boards,
can
make
the
difference
at
the
moment
of
impasse
between
a
 completed
purchase
and
the
shopper
bouncing
to
another,
more
info‐rich
site. .7.
  • As
researchers
at
the
MIT
Media
 Lab
have
pointed
out,
the
 emergence
of
these
digital,
 interest‐driven
shopping
 networks
is
contributing
to
 consumers
becoming
more
 information‐ aware.12 image
by
ratterrell This
in
turn
drives: • comparison
shopping
trends • increased
participation
in
 loyalty
programs,
and
 • creation
of
valuable
(and
 influential)
user
generated
 content. All
of
which
is
sure
to
please
 eCommerce
retailers
and
social
 media
marketers. image
by
ratterrell .8.
  • .9. A
collection
of
new
social
 shopping
apps
for
smartphone
 users
promises
to
simplify
the
 process
of
sharing
purchase
 history
with
family
and
friends
as
 social
shopping
 goes
mobile. The
iPhone
and
3rd
party
app
 development
is
another
 foundational
element
supporting
 structures
of
connected
 consumption. iPhone
is
the
platform
for
mobile
 social
shopping
campaigns,
since
 research
shows
users
of
this
 smartphone
brand
have
the
 highest
click‐thru
rate
for
animated
 13 mobile
ads. image
by
Sami
Keinanen
  • .10. Although
it's
not
news
that
we
construct
and
communicate
our
identities
through
 consumer
habits,
it's
likely
we've
never
done
so
quite
so
publicly
prior
to
the
mass
 adoption
of
smartphones.
 On
their
handhelds
mobile
shoppers,
theatregoers,
diners,
and
cafe
crawlers
are
 laying
down
a
set
of
digital
footprints
through
the
malls,
shops,
and
 marketplaces‐‐‐a
trail
of
P2P
referrals
for
friends
to
follow.
 No
small
wonder
that
articles
about
the
advertising
potential
of
geo‐loco
socnet
 14 apps
like
Foursquare
are
popping
up
all
over
the
web. image
by
Andy
Wilson
  • Resources Cited 1. 
http://www.directnews.co.uk/news/online‐ marketing/social‐networking/over‐50‐of‐top‐e‐ retailers‐have‐facebook‐presence‐ $1337549.htm 2. 
http://cm.media.mit.edu/publications/ connected‐consumption‐hidden‐networks‐ consumption 3.
http://www.utalkmarketing.com/pages/ Article.aspx? ArticleID=15864&Title=Retailers_rely_on_socia l_media_advertising_for_Christmas 4.
The
Harvard
Business
Review
social
trend
 report
is
cited
in
http:// socialcommercetoday.com/harvard‐business‐ on‐6‐social‐media‐trends‐for‐2010/ 5.
Razorfish
annual
FEED
report:
http:// feed.razorfish.com/feed09/digital‐primacy/
 6.
Mitch
Joel
on
social
shopping:
http:// www.twistimage.com/blog/archives/social‐ shopping‐takes‐hold‐as‐the‐next‐hot‐online‐ social‐network/ 7.Saatchi
&
Saatchi
on
brand
love:
http:// www.lovemarks.com/ image
by
AlinaKulesh
  • 7.Saatchi
&
Saatchi
on
brand
love:
http:// www.lovemarks.com/ 8.
Brands
on
Facebook:
http:// www.insidefacebook.com/2009/02/16/ facebook‐to‐launch‐redesigned‐pages‐for‐ businesses‐tour‐first‐impressions/ 9.
Nielsen
on
consumer
trust
in
adverts:
http:// blog.nielsen.com/nielsenwire/consumer/ global‐advertising‐consumers‐trust‐real‐ friends‐and‐virtual‐strangers‐the‐most/
 10.
Interview
with
Nancy
Zmuda
from
 Advertising
Age:
http:// www.crainsdetroit.com/article/20090413/ EMAIL01/904139962# 11.
Researchers
from
Ontario’s
McMaster
 University:
http://is.gd/91b7r 12.
http://pubs.media.mit.edu/pubs/papers/ main.pdf 13.
http://mashable.com/2009/05/06/iphone‐ shopping‐savings/ 14.
iPhone
users
click
on
mobile
adverts:
http:// www.bizreport.com/2009/10/ study_cpg_auto_scoring_well_in_mobile.ht ml 15.
Geoloco
adverts:
http:// www.mediastyle.ca/2010/01/mobile‐tech‐ opportunity‐in‐foursquare/ image
by
Armano
Maynez

  • image
by
CWMc about the author Sidneyeve
Matrix,
PhD.
 Queen's
National
Scholar,
Film
&
Media,
Queen's
University,
Canada.
 Blogger,
Speaker,
Professor
teaching
digital
culture,
mass
 communication
&
marketing,
pop
culture,
television,
&
film
courses.
 Website:
sidneyevematrix.com Attribution‐ Noncommercial‐Share
 Alike
3.0
License.