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Shopfloor trend watching report réseaux sociaux   liens avec le processus d'achat-annexe, the_hub34_arc
Shopfloor trend watching report réseaux sociaux   liens avec le processus d'achat-annexe, the_hub34_arc
Shopfloor trend watching report réseaux sociaux   liens avec le processus d'achat-annexe, the_hub34_arc
Shopfloor trend watching report réseaux sociaux   liens avec le processus d'achat-annexe, the_hub34_arc
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Shopfloor trend watching report réseaux sociaux liens avec le processus d'achat-annexe, the_hub34_arc


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Je commence la « saison II » des post social média avec les résultats d’une étude publiée en début d’année par ArcWorldwide (branche marketing service de LeoBurnett). Le rapport (visualisable …

Je commence la « saison II » des post social média avec les résultats d’une étude publiée en début d’année par ArcWorldwide (branche marketing service de LeoBurnett). Le rapport (visualisable ci-dessous, présentation slideshare) nous apprend entre autres, graphiques et chiffres à l’appui, que

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  • 1. RE SE ARCH REP ORT The Socialized Shopper BY MARK RENSHAW shopping experiences across 10 product categories. Then, 500 respondents who had experienced social ARC WORLDW IDE media brand contact during a shopping experience I (called “Social-Media Shoppers”) and 500 respondents t’s no secret that social media is one of the who had not (“Non-Social Media Shoppers”) hottest topics on marketers’ radars. What isn’t completed a follow-up interview that delved more widely known is how to use social-media deeply into shopping behaviors and attitudes. This contacts to drive sales directly. provided the opportunity to identify the differences People of all ages are using social-networking and similarities between these two groups of people. sites and other user-generated content platforms at It’s big and growing: There are 95 million astonishing rates, and brands are scrambling to create social-media shoppers in the United States. More social-media strategies both as part of their overall than 40 percent of U.S. adults are using social media marketing and in isolation. in their shopping experiences, and this trend appears In fact, Forrester Research estimates that social- likely to continue. When asked how often social media marketing budgets will grow 34 percent per media is used in shopping versus a year ago, almost year from 2009 to 2014 — faster than any other form 30 percent said they are using it more, while three of online advertising. Moreover, within five years, percent said they are using it less. Currently, social-media contacts are made in a variety of forums. For 35 percent of shoppers, the New research shows how process includes — or starts with — online search. social media is changing What’s surprising is that 30 percent read user reviews on retailer websites as a part of the shopping process. shopping behavior. So, who are these social-media shoppers? They come from all walks of life, but the study uncovered a heightened relationship between age, education level and the use of social media in shopping. As expected, social media budgets will be larger than those for because they’ve grown up using technology, people both mobile and email marketing activities. under 35 and those holding college degrees are most Despite all of this increased attention and likely to be social-media shoppers. spending, we actually know very little about what is Interestingly, the study also revealed that social- perhaps the most critical factor in achieving positive media shoppers are not necessarily very “actively ROI through social-media marketing: How people’s social.” Only about one in four social-media shoppers behavior in shopping for and buying products is contributes anything to a conversation about a brand impacted by social media. or product; the rest view content posted by others. So, Leo Burnett and Arc Worldwide recently fielded a a very small group influences a very large group. research study that uncovers this connection. More than Social-media shoppers are more engaged with 3,500 online U.S. respondents completed interviews media and spend more time shopping. Importantly, about media contacts that they may have in their shoppers who access social media in their shopping 36 THE HUB JANUARY/FEBRUARY 2010
  • 2. Char t O ne Social-media shoppers incorporate more media channels into their shopping process I Social-media Non-social channels media 4.3 I TV, Radio, Print, Direct, In-store, shoppers Website Social media 7.5 3.0 shoppers 0 2 4 6 8 10 12 S OURCE : Arc Worldwide Social-Media Study process still use historically prevalent contact channels information from retailer and manufacturer websites such as television, radio, magazine, newspaper ads are likely to buy more expensive featured products, and direct mail, as well. In fact, they tend to engage we find that social-media shoppers are only a bit more even more with these channels (see chart one). likely to spend more (see chart two). Social-media shoppers see more value in the Social media impacts behavior throughout the opinions of other everyday people as useful input in shopping process. Television, print, magazine, direct their shopping decisions. For example, 39 percent of mail and online research brand contacts are most likely social-media shoppers strongly agree that they can learn to take place at the beginning, and in-store contacts a lot more about a brand by tend to spike at the end of the seeing what everyday people shopping process, but social are saying about it online media holds steady throughout Char t Two versus only 22 percent of non- (see chart three). This suggests Social-media shoppers spend social media shoppers. social media needs to play more time shopping, and to a Social-media shoppers multiple roles in shopping as have broadened the set of lesser degree, more money they are tapped at many stages sources they use for validation during the path-to-purchase. I Social-media and are seeking additional 150 shoppers Social brand-contacts information beyond what I Non-social are a communal activity. To media shoppers marketers, manufacturers, reveal why different types 132 and retailers provide. of media are accessed by Incorporating all of these 116 shoppers, respondents were additional social-media sources 100 asked to rate a series of into shopping takes time. In motivations for using media fact, social-media shoppers are in their shopping. Creating a 84 spending a significantly greater perceptual map of findings amount of time shopping. Their 72 validated two obvious, but greater time investment does unproven, benefits of using 50 not, however, automatically social media in shopping. Time spent Purchase lead to a similarly significant shopping amount Specifically, social media difference in what they spend. I NDEX : Social-Media Shopper Group / Total Online Adults enables shoppers to gather the While other research impressions and analysis of shows that shoppers gaining S OURCE : Arc Worldwide Social-Media Study others while channels such as JANUARY/FEBRUARY 2010 THE HUB 37
  • 3. Char t Thre e Social-media contacts run throughout, while other contacts occur early in the shopping process Share of media contacts throughout process 40 In Store/ Word of 30 Mouth Social Media 20 Online Research 10 TV, Radio, Print Very beginning Relatively Middle Relatively Very end of shopping early late of shopping process process S OURCE : Arc Worldwide Social-Media Study television, print and radio allow them to form their WH AT TH I S M E A N S own impressions and analysis (see chart four). This It’s clear that it’s not enough for brands simply introduces a significant point regarding the “wisdom to have a social-media presence — a Facebook fan of the crowd.” page, Twitter account or corporate blog, for example. With so few people actually contributing to the If brands truly want to connect with shoppers and conversation, the early adopters and posters have a impact their ultimate purchase decisions using social heavily weighted influence on the message. Their contacts, they must develop strategies that continually impact is the greatest and can become self-perpetuating. engage with shoppers throughout the process. Social media’s impact on shopping varies widely Although the “right” approach will undoubtedly by category. Nearly 50 percent of people shopping for vary from brand to brand, here are a few guiding computer hardware/software and books are likely to principles that marketers can refer to when devising incorporate social media into the shopping process. their social-media plans: With greater purchase risk and reward, greater value • Monitor constantly, listen early and respond is given to the opinions and advice of others. regularly. People are constantly talking about brands In contrast, only nine percent of people shopping (on social-networking sites, blogs or ratings/reviews for laundry detergent and soft drinks are likely to use sites, etc.), to the tune of hundreds of thousands of social media. Conventional wisdom might suggest this conversations per day. is because people don’t seek peer reinforcement when As a result, much like Best Buy with its @Twelpforce buying lower-involvement, commodity-type products. Twitter account, brands should: Monitor social media However, an argument could be made that chatter with regularity; listen in real time to consumer engagement with social media contacts in such comments (both positive and negative); incorporate categories is low simply because those contacts aren’t that feedback into their marketing activities; provide as readily accessible or heavily promoted. If true, this answers and advice; and, when appropriate, engage presents a ripe opportunity for both brands and retailers. people in further conversation. 38 THE HUB JANUARY/FEBRUARY 2010
  • 4. Char t Four Social media and other brand contacts play a variety of roles in the shopping process I Product in a movie / TV show I Facebook, Internet Forums, Blogs, Twitter I Radio ads I Talked with family / friends Obtaining the I Sent email / IM / text Forming your I TV ads impressions Digg, Delicious, post own general on review websites I of others impressions I Infomercials Read blogs I Read product review websites I I Received email / IM/ text Read net forums or boards I I Magazine or newspaper ads I Direct mail piece Accessing I Retail store I Product display in store Conducting the analysis I Product info in store your own conducted by I Manufacturer websites analysis others Professional reviews in I Retailer websites I magazines or websites User reviews on I retailer websites I Search engine to find information I Social media I TV, radio, print, direct, in-store/word-of-mouth, website S OURCE : Arc Worldwide Social-Media Study • Facilitate conversation, don’t force it. Contrary integrated communication strategies. to the practices of many marketers, blasting brand Brands must ensure that their social-media announcements and promotions to people via messages are consistent with what people are exposed Facebook and Twitter does not constitute a viable to on television, in print, in stores and elsewhere social-media plan. As the research suggests, shoppers online, and that they’re encouraging cross-channel rely on social-media contacts to seek out the opinions behavior. of others. Walgreens, for example, created a Facebook To that end, brands need to provide tools — both application that allows users to print and pick up their on and off their sites — that facilitate conversations Facebook photos at local stores, and promotes that amongst shoppers and allow them to share information application through various print and online media. with each other in as turnkey a way as possible. Don’t think of social media as a campaign. Social Jansport’s integration of Facebook Connect into its media lives and breathes. onsite shopping experience is just one best-in-class Engaging advocates to drive word-of-mouth example. to increase brand loyalty requires constant fuel, • Assess your competition. Brands can monitor participation and management. I social channels to determine how their competitors are using social media and the size/impact of their presence. Consider how their brand is being perceived MARK RENSHAW is EVP, Digital versus yours, and why. Practice Lead at Arc Worldwide and Leo Burnett. Arc Worldwide, the • Integrate social media into the broader marketing services arm of Leo Burnett communication strategy. The fact that social- Group, specializes in shopper, digital, media shoppers are supplementing, not replacing, promotion and direct marketing. Email: other media contacts during the shopping process reinforces the importance of developing fully- JANUARY/FEBRUARY 2010 THE HUB 39