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ePaper on social shopping

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Connected Consumption Connected Consumption Document Transcript

  • image:
Panoramas
 connected consumption trends
in
social
computing
and eCommerce an
ePaper
by
sidneyeve
matrix
  • .2. 60% retailers
have
 virtual
storefronts on
Facebook according
to
the
Internet
 Retailer
Top
500
Guide
1 Although
it's
been
around
for
years,
the
 social
shopping
trend
peaked
during
the
 December
 2009
 holiday
 season.
 More
 retailers
and
consumers
 are
online
than
 ever
before.
2 image
by
kayla
casey
  • image:
Thomas
Hawk 47% of
traditional
retailers increased
SMM
 spend
for
holiday
2009 A
report
by
Shop.org
indicated
that
almost
half
of
brick
and
mortar
 retailers
were
planning
to
increase
their
investments
in
online
social
 media
campaigns
for
the
2009
holiday
buying
binge.
 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 4 connected
consumerism 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.
 .3.
  • .4. Privacy
 concerns
 aside,
 people
 are
 embracing
the
opportunity
to
narrowcast
 our
 retail
 transactions
 and
 publicize
 our
 consumer
preferences
to
friends,
fans
and
 followers.
 As
a
result,
social
shopping
is
taking
brand
 affiliation
and
ambassadorship
to
a
whole
 new
level. Social
media
marketing
encourages
 bonding
over
brands
 and
bargains
 in
a
networked
culture. 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‐minded
interests." 6 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
 sites,
 and
the
increasing
number
of
brands
on
social
networks
like
 Facebook.
8 Whereas
few
people
admit
to
trusting
advertising
messages,
 most
 of
 us
 (70%
 according
 to
 Nielsen)
 will
 admit
 we
 use
 social
 comparison
 models,
 peer
 recommendations,
 and
 9 friend
referrals
when
making
purchase
decisions. .6.
  • 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
 U n i v e r s i t y
 i n
 C a n a d a
 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.
  • image
by
ratterrell 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 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. .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
mobile
ads.13 13 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
apps
like
Foursquare
are
popping
up
all
over.14 image
by
Andy
Wilson
  • image
by
AlinaKulesh references 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_social_media_advertising_for_Christ mas 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/ 11
  • 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_social_media_advertising_for_Chr istmas 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/ image
by
Armano
Maynez
 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.html foursquare/ . . 15.
Geoloco
adverts:
http://www.mediastyle.ca/2010/01/mobile‐tech‐opportunity‐in‐ 12 1. http://www.directnews.co.uk/ news/online‐marketing/social‐
  • 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.