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“The Digital economy in Europe - from eCommerce to Social Networking”
 

“The Digital economy in Europe - from eCommerce to Social Networking”

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“The Digital economy in Europe - from eCommerce to Social Networking” ...

“The Digital economy in Europe - from eCommerce to Social Networking”

Presentation given at the ACSEL conference on Social Networking in February 2009.

See blog post here:
http://www.innoparticularorder.com/recent-speaking-acsel-in-paris-and-econsultancy-in-london/

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    “The Digital economy in Europe - from eCommerce to Social Networking” “The Digital economy in Europe - from eCommerce to Social Networking” Presentation Transcript

      • “ The Digital economy in Europe - from eCommerce to Social Networking”
      • Vue du Royaume-Uni: Janvier 2009
      • www.ianjindal.com
      • www.internetretailing.net
    • UK - Europe’s biggest ecommerce market - Highest spending. - Most active/recent Source: ACSEL, Nielsen
    • Why ‘social’?
      • Talking is human nature
      • Not about technology
      • Distrust Marketing
      • Confidence
    • Impact of ‘social’ on shopping/ecommerce
      • People talk to each other
        • Ratings/Reviews
        • New trend-setters
        • Influencing design and production
      • Other sites talk about you
        • Comparison (with rating)
        • Community
        • Behavioural tracking across the network (eg ChoiceStream)
    • Ratings and Reviews
      • Reviews becoming standard
      • User “stories”, not just ratings
      • 78%: “customer recommendations are the most credible form of advertising” (Nielsen)
      • Increase conversion
      83.85% higher conversion (20+ reviews)
    • Style-setters
      • Top style-setters become “Mavens”
      • Based on page views AND product clicks
      • Customers become sales-people
      • Social networks become retailers
    • Influencing design and production
      • nikeid.nike.com
      • Configure all panels, materials, colour
      • Preview your custom shoe
    • Influencing design and production
      • Configured option
      • Buy “your” show
      • Feedback to Nike on trends, colours
      • May put into production
    • Summary
      • Social = part of ecommerce
      • Behaviour, not technology
      • Involved in all of retail:
        • Review
        • Suggest
        • Sell
        • Design
    • Merci de votre attention www.ianjindal.com