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From In-Store to Online: Mastering Social Media for the Holiday Season
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From In-Store to Online: Mastering Social Media for the Holiday Season

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  • Thanks for coming… I am… WGSN is… big part of what we do is RETAIL STRATEGY, from in-store tech to customer service and obviously social media, which is what we’re focused on today… Here to talk about Mastering Social Media for the Holiday Season.Going to start by setting the scene a little bit in terms of what’s ahead for 2013…
  • But first, this is a campaign from Warehouse in the UK to get everyone into the spirit – but also a nice little reminder of consumer expectations around holiday… faster, better, cheaper than ever before… Holiday sales can represent up to 40% of retailers’ annual sales, so getting it right is paramount.
  • This just out from NRF… Retail sales in the months of November and December are expected to increase 3.9%to $602.1 billion across the US – that’s compared to 3.5% growth in 2012, and an average from the past 10 years of 3.3%. Meanwhile, online sales are expected to increase by between 13 and 15% to $82bn. Emarketer is predicting a 15.1% increase
  • Within sales, mobile is proving one of the most significant growth areas. On Black Friday last year, 24% of site traffic came from a mobile device, up from 14.3% in 2011. Sales then exceeded 16%, a 63% increase on the year before.Even more growth is expected for 2013… This is also the case year round. Brands like Tory Burch say they now see 44% of site traffic coming from mobile, and 28% of total sales – that was 2012. With that in mind, mobile strategy as part of a broader omnichannel one is of course paramount for retailers today. According to the NRF, over half of retailers say a mobile-optimized website is one of their most important investments this year. Last week’s Shop.org conference also focused heavily on the role responsive design plays in making this possible. Consumers have become device agnostic. Last year they shopped in store, online and on mobile devices simultaneously to get the best bargains. Showrooming will be a familiar phrase to many of you – especially at this time of year. But there’s an argument there, that if everyone is competing on price, one of the differentiators especially around holiday becomes service
  • Within service, social is without a doubt one of the fastest growing resources for retailers. And within social, customer service through direct engagement on channels like Facebook and Twitter is an increasingly powerful way to influence shoppers.Statistics show us: 86% of them will pay more for a better customer experience And 37% of them now prefer customer service through social media rather than by telephone Furthermore, in 2012 65% of them said they used social media to help them find the perfect gift. Their top platforms were, Facebook, Pinterest, twitter, and then blogs and Instagram (in that order), which corresponds with how retailers are investing for this season.
  • Importantly – and no doubt the reason that you’re all here – they’re starting it now. The season begins earlier every year, for 2013, it’s kickstarting at Halloween. As you’ll have probably noticed, lots has started already, including news on layaway deals, free shipping and more.
  • Transcript

    • 1. Leading software platform designed for social customer service Expertise and services in training, implementation and social service process Join the conversation: #SeasonalSocial
    • 2. Win a $50 gift card from JackThreads Leading software platform designed for social customer service Expertise and services in training, implementation and social service process Tweet about the event using #SeasonalSocial for a chance to win a $50 JackThreads gift card
    • 3. HOLIDAY 2013: RETAIL OVERVIEW October 2013 Rachel Arthur, global senior editor
    • 4. 2013 HOLIDAY FORECAST TOTAL SALES: +3.9% $602.1bn ONLINE SALES: +13%-15% $82bn Source: National Retail Federation #SeasonalSocial
    • 5. THE IMPORTANCE OF MOBILE MOBILE SALES (2012): 16% OF SALES +63% GROWTH STRATEGY: · MOBILE OPTIMIZATION · RESPONSIVE DESIGN · SHOWROOMING? Source: IBM #SeasonalSocial
    • 6. SERVICE DIFFERENTIATOR 86% OF SHOPPERS WILL PAY MORE FOR A BETTER CUSTOMER EXPERIENCE 37% PREFER CUSTOMER SERVICE OVER SOCIAL MEDIA THAN THE PHONE IN 2012, 65% USED SOCIAL MEDIA TO FIND THE PERFECT GIFT Sources: Oracle / Nielsen / Crowdtap #SeasonalSocial
    • 7. NOW IS THE TIME TO START 49% OF RETAILERS WILL LAUNCH THEIR HOLIDAY CAMPAIGNS BEFORE HALLOWEEN IN 2013 HERE’S WHY: 43% OF CONSUMERS STARTED THEIR SHOPPING AROUND HALLOWEEN IN 2012 Sources: Experian / MDG Advertising #SeasonalSocial
    • 8. Agenda ‣Social Customer Service for the Holiday Season Joshua March, Leading software Conversocial platform designed for social customer ‣Retailer Experience: JackThreads service ‣Retailer Experience: Bergdorf Goodman Expertise and ‣Customer Service Best Practices from STELLA Service services in training, ‣Panel and Q&A Please implementation–and hold all questions until this time social service process WiFi W MeetingRoom Passcode WUS01 #SeasonalSocial
    • 9. Preparing Social Customer Service For The Holiday Period Joshua March, Founder & CEO @joshuamarch #SeasonalSocial
    • 10. Leading software platform designed for social customer service Expertise and services in training, implementation and social service process
    • 11. The leader in powering social customer service ‣150+ major brand customers in more than 20 countries ‣500m+ fans and followers served by our customers ‣300,000+ responses made every month through Conversocial Featured in #SeasonalSocial
    • 12. 150+ global customers #SeasonalSocial
    • 13. Poll Leading software platform designed for social customer service Expertise and services in training, implementation and social service process
    • 14. Why social customer service is business critical 88% Consumers who will be less likely to buy from you after seeing unanswered questions on your social channels #SeasonalSocial
    • 15. In-channel resolution key to the customer experience #SeasonalSocial
    • 16. Deflection report Show image of cover? 98% …of consumers given an email or phone number hadn’t asked for it #SeasonalSocial
    • 17. Deflection report Show image of cover? 83% 76% Conversations that went silent after redirection #SeasonalSocial
    • 18. Deflection report Show image of cover? 19% 83% Customers who responded saying they’d already tried the traditional channel #SeasonalSocial
    • 19. The best retailers deflected under 5% of queries 1.72% 3.63% #SeasonalSocial
    • 20. New research: what to expect in the holiday period Analyzed 200,000+ @mentions received by 10 major retails in 2012 holiday period 9000 8000 7000 6000 5000 4000 3000 2000 1000 1/1/13 12/30/12 12/28/12 12/26/12 12/24/12 12/22/12 12/20/12 12/18/12 12/16/12 12/14/12 12/12/12 12/10/12 12/8/12 12/6/12 12/4/12 12/2/12 11/30/12 11/28/12 11/26/12 11/24/12 11/22/12 11/20/12 0 In-depth analysis to understand exact issues retailers faced at different times #SeasonalSocial
    • 21. Average surge in volume over holiday period 123% vs. October #SeasonalSocial
    • 22. 9000 8000 7000 6000 Cyber Monday 5000 4000 3000 Thanksgiving 2000 Christmas 1000 New Year 0 11/20/12 11/25/12 11/30/12 12/5/12 12/10/12 12/15/12 12/20/12 12/25/12 12/30/12 #SeasonalSocial
    • 23. What were customers tweeting about? Top 3 topics: 1. Customer Dissatisfaction 2. Customer Satisfaction 3. Sales, Events & Promotions #SeasonalSocial
    • 24. Get it right – and your customers will share it @mikewhitmore: 100k followers #SeasonalSocial
    • 25. Product availability caused biggest negative surges #SeasonalSocial
    • 26. Post-Christmas Surge #SeasonalSocial
    • 27. Largest surge of positive mentions on a single day #SeasonalSocial
    • 28. Interactive Twitter conversation with gift card reward 2,772 tweets in one day 26x average daily volume #SeasonalSocial
    • 29. Summary - Be prepared for more than double normal volume - Biggest surge will be for the 7 days following Cyber Monday - Product availability issues could cause biggest unexpected surge - Negative offline service issues will get shared on social #SeasonalSocial
    • 30. Summary Get it right and you’ll generate a large amount of positive engagement #SeasonalSocial
    • 31. Poll Leading software platform designed for social customer service Expertise and services in training, implementati on and social service process
    • 32. Thank you Full report will be emailed to all attendees For more research see: www.conversocial.com
    • 33. Service With Style for the Holidays Service with Style How JackThreads Bolsters its Brand by Delighting its Customers David Tull Customer Engagment Manager @JackThreads
    • 34. Who We Are
    • 35. What We Do 366% 50% 10% Growth in new members year-over-year Of sales now come from mobile units Of total CS Volume is social media interactions
    • 36. Holiday Prep Brand Voice • Knowing Who We Are • Knowing What We Want • Providing actionable direction on how to play the part.
    • 37. Holiday Prep
    • 38. Holiday Prep Listen to Customers • • • • CSAT Social sentiment Know what we want to know Help our agents deliver the voice of the customer
    • 39. Holiday Prep
    • 40. Holiday Prep Your demographic might shift…
    • 41. Leading software platform designed for social customer service Expertise and services in training, implementati on and social service process Jordy Leiser CEO and Co-Founder STELLA Service @STELLAjordy
    • 42. Leading software platform designed for social customer service Expertise and services in training, implementati on and social service process
    • 43. Leading software platform designed for social customer service Expertise and services in training, implementati on and social service process
    • 44. Leading software platform designed for social customer service Expertise and services in training, implementati on and social service process
    • 45. Leading software platform designed for social customer service Rachel Arthur Global senior editor, digital media & marketing, WGSN Expertise and @rachel_arthur Joshua March CEO and CoFounder, Conversocial @joshua_march Cannon Hodge Social Media Manager, Bergdorf Goodman @Bergdorfs David Tull Customer Engagement Manager, JackThreads @JackThreads services in training, implementati on and social service process Jordy Leiser CEO and Co-Founder, STELLA Service @STELLAjordy

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