Social Media & Retail
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Social Media & Retail

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How social media has pushed retailers to innovate beyond customer expectations - getting to customer wants...

How social media has pushed retailers to innovate beyond customer expectations - getting to customer wants...

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  • <br />
  • All Media is Social Media - it&#x2019;s about communication and we&#x2019;ve done it for a long time - we&#x2019;re all pros at this... <br /> Water Cooler, Grapevine, Gossip - Hollywood is a great example of this medium - the more we hear about torrid love affairs and head shaving wig outs through gossip circles, the more we want to see the movies or concerts... <br /> Turn to Faberge <br />
  • Faberge figured this out in the late seventies... <br /> What a smart company - not only did they jump on the &#x201C;organic&#x201D; bandwagon but their understanding of the social graph - although fairly rudimentary, was bang on... have to play the ad now... <br />
  • Two Friends, that&#x2019;s all it takes...marvelous insight and I&#x2019;ll bet the VP of sales had an awesome handwritten chart that went along with this ad proposal to show the possible increase in sales if only a customer told two friends... What a great call to action... Let&#x2019;s pause here and talk a little bit about how things have changed... <br />
  • For me, the water cooler represents areas of congregation. People need to drink so they would meet up at these cool water dispensing apps to drink and socialize - well we know that the internet changed all of this? <br />
  • Just like water, information is something that we can&#x2019;t seem to live without and so, Web 2.0 has brought us a ridiculous amount of areas to drink from and chat with other drinkers. The interesting balance between full out communication and a thin veil of anonymity are driving forces - essentially, we&#x2019;ve all got loose lips now... TITLE OF PRESO <br />
  • This question drives a lot of the conversation. <br /> This is half of it and the other half is when the user offers it... <br /> This normally happens during moments of extremes... <br />
  • We can only do this through listening and observation. <br /> Aggregate the information and understand what the thematic catalysts are to communication. <br /> Because people don&#x2019;t tend to communicate about experiences unless they hit moments of passion or pain. My latest water cooler experience was in a discussion about bad hair days... <br />
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Social Media & Retail Social Media & Retail Presentation Transcript

  • Where did you Get That? Social Media & Retail - OpenDialogue Inc. Sonia Carreno - @PassageC February 24th, 2010
  • New & Improved
  • Evolution of the Water Cooler Nice Sandals, Nice Shoes, Where’d you get Where’d you get them?? them??
  • Today’s Water Cooler
  • Where did you get that? ✤ Great Price ✤ Excellent Product ✤ Amazing Value Or ✤ B Slap at the Check Out ✤ Brutal Hair Cut ✤ Fly in your Soup
  • Pain & Passion ✤ Identify customer areas of Pain & Passion ✤ Innovate against these areas
  • Two Friends...
  • The Formula ✤ Characters/Narrators ✤ Plot – Pain & Passion ✤ Prop/Location/Product
  • The Customer is Always Right ✤ The New Financial Report ✤ Measurable “Rightitude” ✤ Net Promoter Scores
  • Opportunity Gap What What Consumers Consumers Expect White Space Want •  Industry Standards •  Game Changers •  Me-Too Strategies •  Social Objects
  • Crowd Gathering in the Social Media Mall
  • Signage ✤ Fragmented Signage ✤ How visible are you? ✤ Is your presence aligned with your brand identity? ✤ Search, blogs, yellow pages and community directories ✤ Watered, loved and most importantly burped
  • Activity ✤ Listen ✤ Flurries of activity or constant patterns? What is making people talk? ✤ Is there an “active” fan base? ✤ In general, would you come in?
  • Who’s on the Floor? ✤ Community Manager? ✤ Reaching out to customers ✤ Understanding point of passion and pain and gaining real insight ✤ Moving from quantifiable to qualitative insights to develop appropriate communication strategies
  • What are your Social Objects? ✤ What’s the conversation piece? ✤ How does the “where did you get that” line apply to your social media activity?
  • Baggage Please... ✤ Consumers are identifying themselves with more than just brand names ✤ Enabling the answer to “where did you get that?” ✤ “Support Tap Water”, “Down with Typos”. “I just saved a seal” ✤ Consumers are selective about the “bags” they’ll carry.
  • 2 Friends? Pishaaaaw... Retailers are Social Networks
  • The Killer App
  • Traditional Uses...
  • Traditional Strategies
  • The Killer App...? Soooo 2010
  • But Really...The Killer App(s)...
  • 10 Million Customers... Features: - GPS - Shopping List Download - Flyer - Self Scan Items - Fast Pay (COming soon) - Recipes - Product Search
  • Communities
  • Support Groups?
  • Richer Directory Experiences
  • Pure Play Recommendation Engines
  • Loyalty Darling...
  • Loyalty Darling...
  • In Summary ✤ Retail has only just begun ✤ It’s ok to start with the basics BUT ✤ Customers reveal their personal points of pain and passion - our job is to listen and innovate ✤ The customer is always right...
  • Thank You Scarreno@capitalc.ca @PassageC