Ps082 Acsel Londontour

Social Media in Retail ACSEL Trade Mission London, June 2009 Londres, Juin 2009 www.ianjindal.com www.internetretailing.net

Social Media in Retail 1. The Social Media Landscape 2. Early retail uses - marketing, service and sales support 3. Affiliates and retailers 4. What else is there? 5. Multichannel considerations

1. Social Media Landscape - let’s look at Facebook Profile Friends Mail Applications Events Fans Videos “Connect” Ecosystem

1. Social Media Landscape - the ‘oasis’ • 200 million users • 100 million log in every day • 120 friends (average user) • 8,000 sites linked by Facebook Connect • 30 million users via Mobile • Mobile users 50% more active Source: http://www.facebook.com/press/info.php?statistics

1. Social Media Landscape - the ‘oasis’ Robin Goad, Hitwise director of research, said: “UK Internet users are spending less of their online time shopping and more time browsing online media”. Source: http://preview.tinyurl.com/cmcukt

1. Social Media Landscape - the ‘oasis’ Upstream traffic from social media now exceeds email. Robin Goad, Hitwise director of research, said: “The growth of social networking, online video and the continuing popularity of news websites has meant that an increasing proportion of consumers’ online time in the UK has been devoted to online media”.

2. Retail Uses

2. Retail Uses - Marketing – ASOS Magazine – “Just a magazine” within the Facebook browser – No retail capability – No product selection – Very ‘old fashioned’, publishing approach

2. Retail Uses - Marketing – Nike has a better use: – engages user in participation – uses voting and viral dissemination – brand-building – a resource – relaxed brand voice

2. Retail Uses - Being a Fan • Compare the meerkat! – Sustained, in- character campaign – humour – linking video, TV, print and web – Viral - 376,923 fans!

2. Retail Uses - Being a Fan Awareness = up Time on site = up Integrated campaign.

2. Retail Uses

3. Retail Uses - Social Affiliates • Integration between site and FB app – Create on FB or web – Save/link each way – Share, rate, vote – But commerce is off-Facebook

3. Retail Uses - Disappointing • Usage is still basic – Lacking in revenue and checkout – Limited integration – Some affiliates show the way – Facebook itself is limiting: data, API, ownership.

3. Retail Uses - Great new arrival: Oasis • Oasis – iPhone App (by NN4M) – Good integration with product – Newsletter and storefinder – Basket... – ... but web still used for checkout.

3. Retail Uses - Great new arrival: ASOS Life • ASOS Life – Community site – “fan” and topics – No commerce as yet – Browser Bar (IE8) is more interesting - see EMC presentation on 9 June...

4. Other Options

4. Twitter Twitter.com. 291st site in UK. 974% growth yoy. 4.5% of traffic goes to retailers... http://twitterfacts.blogspot.com/2009/01/twitter-traffic-according-to-hitwise.html

4. Twitter

4. Reviews 83.85% higher conversion (20+ reviews) • Reviews becoming standard • User “stories”, not just ratings • 78%: “customer recommendations are the most credible form of advertising” (Nielsen)

4. Social Shopping and “co-retailing” or C2C • Top style-setters become “Mavens” • Customers become sales-people • Based on page views AND product • Social networks become retailers clicks Co-shoppers as retailers (ThisNext)

5. Multichannel considerations

5. Multichannel considerations • Configuration • Social • Virtual and real... • Can do on a mobile phone? Copyright Icon Nicholson - http://www.iconnicholson.com/ nrf07/

So? • Follow your customer - they’re using social networks • It’s not all about you though - contribute, but not control • ‘Conversational commerce’ - build reputation, preference, brand • Social media is greater than Facebook - need to consider a consistent approach and persona across channels • Reflect your engagement on your site, offline, by phone • Don’t both if you’re not social and don’t like you’re customers - it will show! ★ Revenues are on the way...

Thank you. Social Media in Retail ACSEL Trade Mission London, June 2009 Londres, Juin 2009 www.ianjindal.com (t @ianjindal) www.internetretailing.net (t @etail)

Ps082 Acsel Londontour

by Ian Jindal on Jun 08, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

1 Embed 19

Statistics

Ps082 Acsel Londontour — Presentation Transcript