With Friends Like These, Who Needs Revenue?

With Friends Like These, Who NeedsRevenue?February 5th, 2011John EckmanSr. Directorjeckman@optaros.com@jeckman

Like Me, Please! Lots of big brands take pride with the numbers of "likes" they have on their Facebook page. . . The question is, . . . What are they truly aiming for? Now that a brand has all of these people "liking" them what are they going to tell them? – Justin Archerhttp://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=143876 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 6

Journey is not Just Driven by Buying Behavior“In the past, marketing . . .put . . . resources into building brand awareness andthen opening wallets at the point of purchase . . But touch points have changed. . . requiring a major adjustment to realign marketers’ strategy and budgetswith where consumers are actually spending their time.”Branding in a Digital Age – David C. Edelman, HBR December 2010 - http://hbr.org/search/R1012C © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 8

Strategies for Leveraging SocialStage Definition ExamplesSocial Media Adding social media to Twitter ProfilesMarketing traditional marketing Facebook Pages activities, spreading brand awareness and building traffic YouTube ChannelsSocial Shopping Adding a social layer to Ratings and reviews ecommerce storefronts and Share & Like buttons traditional ecommerce processes Wish lists and registriesSocial Business Building new applications and Group Buying business models enabled by Social Graph Recommendations social technology – in which the social aspect is critical Embedded Retail Communities and transformation, not Consumer-driven merchandizing incremental Private Event Retail © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 9

Strategies for Leveraging Social Social Media Marketinghttp://blog.hubspot.com/blog/tabid/6307/bid/4494/Social-Media-Marketing-Madness-cartoon.aspx © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 10

Social Media MarketingExample | A&F Tracking URL Full URL: http://www.abercrombie.com/webapp/wcs/stores/ser vlet/HomePage? langId=-1 &storeId=10051 &catalogId=10901 &utm_source=facebook &utm_medium=social &utm_term=product &utm_content=ALL &utm_campaign=012811fbpromo © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 12

Social Shopping Example | Ask a Friend http://www.optaros.com/blogs/facebook-connect-social-shopping-for-magentohttp://www.magentocommerce.com/magento-connect/Optaros,+Inc/extension/1970/facebook-connect-social-shopping © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 21

Social BusinessExample | Private Event Retail Its amazing to watch private sales events happen on the inside . . . theres a lot of up front work, and then at 11AM when the bell rings, the crowd goes wild . . . In all my years of retail, I have never seen customer acquisition work like this . . . -John Mulliken, CSN Stores (Joss & Main) © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 34

Strategies for Leveraging SocialStage Definition ExamplesSocial Media Adding social media to Twitter ProfilesMarketing traditional marketing Facebook Pages activities, spreading brand awareness and building traffic YouTube ChannelsSocial Shopping Adding a social layer to Ratings and reviews ecommerce storefronts and Share & Like buttons traditional ecommerce processes Wish lists and registriesSocial Business Building new applications and Group Buying business models enabled by Social Graph Recommendations social technology – in which the social aspect is critical Embedded Retail Communities and transformation, not Consumer-driven merchandizing incremental Private Event Retail © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 35

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With Friends Like These, Who Needs Revenue?

by John Eckman

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With Friends Like These, Who Needs Revenue? Webinar Transcript