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Bentonville Chamber Presentation

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This presentation was given the Bentonville Chamber of Commerce on Dec 8th

This presentation was given the Bentonville Chamber of Commerce on Dec 8th

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  • Can ConAgra leverage location based social mobile to drive relevant conversation in Walmart? Can ConAgra activate community around family meals?

Transcript

  • 1. Driving Retail Sales Through Location Based Social Services
  • 2. Lots of news but what’s the story?
  • 3.
    • 96% of all transactions happen offline
    • 80% to 90% of Internet users now look online before buying in stores
    • PC vs. Mobile
      • PC: 70% of users complete search objective -- 1 week
      • Mobile: 70% of mobile users -- 1 hour
    Courtesy of Greg Sterling. Source: US Census Bureau, 2010, Compete, Yahoo!, BIGResearch, Motorola, BIA, other studies (2007-2010), Microsoft/Keystone Strategy: Mobile Search Behavior Analysis, 2009 It is a battle for the last block
  • 4. There is a difference between location vs. place
  • 5. Precision is the key to relevancy
    • Primary values:
    • What does it mean to others?
    • How can this data make my everyday life more fun or make information to me more relevant?
    • What else can I discover?
    Check-ins represent “Foot streams” = The real-world equivalent to the click stream
  • 6. Relevancy drives disruption AOL Overture Sponsored Keywords Google AdWords Physical World, Social, Mobile Relevancy MARKET DISRUPTION Billions at stake!
  • 7. 2011 will be a defining year 51% by Q3 2011
  • 8. Value will drive explosive growth. Top smart phones 6 months ago are now free Unlimited data for only $25 a month
  • 9. Some stats to think about…
    • From PEW research…
      • 46% of households earning less than $30,000 a year are wireless Internet users.
      • This income group is the fastest growing -- up by 11 percentage points from 35% in April 2009.
      • 10% of online Hispanics use check-in services.
  • 10. High Engagement High Reach Community & Programming USA WEEKEND, Whrrl and Collective Bias teamed up to drive hyper-relevant brand activation in retail venues. Purpose: Get people out into the stores trying new things
  • 11. USA WEEKEND Magazine Delivering Ideal Solutions for Shopper Marketing Success
      • Mass Reach
      • 22.6 million households every weekend
      • 48 million readers/shoppers
      • Delivered in 850+ local newspapers
      • Quick Audience Cume
      • 85% cume by Sunday night
      • 98% cume in first week- 100% cume by week three
      • Responsive Readers
      • 94% of readers read USA WEKEEND at home
      • 85% of readers take action on the products and services in the magazine
      • Readers spend an average of 25 minutes with the magazine
  • 12.
    • What is Collective Bias?
    • One-of-a-kind social media firm
    • Builds and fosters closed communities of social media influencers for brands and retailers
    • 866 members as of 12/7/2010
    • 21.2 MM Followers
    • Powering over 110 brand and category sub-groups
    • Translating private conversation into public action
  • 13. Whrrl increases the possibility of finding new experiences - new places to go and things to do. This is difficult mission. People are so comfortable with what they know. The probability that something new will be better than something you already know is low.
  • 14. How? Societies Personalization Algorithms Experiences 80% of Marie Callender ’s Society members want-to…. People who check in to Walmart, do the the following recommendations… Marissa Lomas, a Foodie VIP, recommends the following…. People who go to Walmart, go to Murphy USA’s afterwards. Rewards
  • 15. Consumers join Societies to exchange recommendations with people with similar passions, tastes or interests Family Meals
  • 16. Check in to discover Societies Checking in wherever you go, opens the opportunity to join societies, see real world recommendations, participate in contests, and receive special offers
  • 17. More Loyalty & Influence Trend- setter Maven VIP Insider Rookie How the game works:
    • Users earn points for influencing others, via:
    • Check-ins
    • Recommendations
    • Want Tos
    • Did-its
    • Sharing
    Users level up and earn titles as they gain points. Game encourages recommendations, and engagement
  • 18.
      • Rewards
      • Example: Murphy USA
    Brands provide a number of prizes and an end date. Whrrl adaptively calculates odds based on level of activity and user level.
  • 19. Capture the Story: Photos, Notes & Comments Whrrl users share their real-world experiences out to Facebook and Twitter as photos and notes. Their friends then comment and “like” their slides - a viral loop. When friends are together, they can join their check-ins and connect their cameras!
  • 20. Meanwhile, on the Web... Photos and notes are published out to Twitter and Facebook (not shown) Whrrl tracks page views
  • 21.
      • Case Study: Marie Callendar's Family Meals Society
      • Can ConAgra own Family Meals?
  • 22.
      • How did it work?
    USA WEEKEND Strip Ad drove awareness of program.
  • 23. How to join… Readers go to whrrl.com/family and unlock the safe to join the Marie Callender’s Family Meals society
  • 24.
    • Users are encouraged to save recommendations they like for future use in store while shopping
    • Users are encouraged to share their own recommendations or share recommendations they like with friends
    Once you are part of the Society…
  • 25. Recs Home Page Notifications Whrrl Jeanna B. made a rec to Family Meals Society @ Walmart: Make Classic Backed Corn Pudding. Ingredients cost me $15 Close View Family Meals Society members could activate at the store
  • 26. Collective Bias Drove Content WEEK 1 WEEK 2 WEEK 3 WEEK 4 Group created and seeded community discussion around family meals First set of in-store shopping immersions for Marie Callender’s bakes and pies at Walmart stores nationwide with seeded recommendations in Family Meals Whrrl Society USA Weekend ad run and second set of shopping immersions with continued recommendations in Family Meals Whrrl Society Continued Family Meals Whrrl Society discussion and check-in to win at Walmart
  • 27. In 30 days, Marie Callender’s Family Meals Society dominated social activity Social activity = User driven FB Wall posts, likes, comments, Twitter mentions, Whrrl want-tos, did-its, recommends, shares, check-in plays Brand Social Activity Stouffer's 1,720 Bertolli 1,147 Sara Lee Desserts 766 Marie Callender's 17,598
  • 28. Family Meals Society delivering against its objectives 32% Of Society Members choose 8-10 (on 10 point scale) 52% Of Society Members choose 8-10 (on 10 point scale) Did the Family Meals Society help you bring your family together? (Scale from 1-10) Would you recommend Family Meals Society to a friend? (Scale from 1-10) N = 161
  • 29. Content Aggregation & Re-Distribution
    • 7,075 page views on Whrrl stories for second round of shoppers
    • 16,485 page views on Whrrl stories over entire Marie Callender’s Family Meals Campaign
    • 208,000 monthly page views on blog posts for second round of shoppers
    • 254,940 monthly page views on blog posts for entire Marie Callender’s Family Meals Campaign
    • 179,300 Twitter impressions for #familymeals to-date
  • 30. Collective Bias Search Engine Optimization
    • Collective Bias SEO Metrics
    • 2 results on first page Google results for search team “Walmart family meals”
    • 2 results on first page Google results for search term “Walmart ConAgra family meals”
    • 6 results on first page Google results and 6 results on second page Google results for search term “Marie Callender’s Family Meals”
    • 3 results on first page (including first result) Google results for search term “ConAgra Family Meals”
    • 5 results on first page (including first and second result) Google results for search term “Marie Callender’s Family”
    • 4 results on first page (including first result) Google results for search term “Marie Callender’s Family Bakes”
  • 31. 44% Of Society Members had never been to Murphy USA before program 85% Of Society members choose Murphy USA over another gas retailer because of Whrrl program 3X Whrrl Society Members are 3X More likely to visit more than once per week vs average customer. Rank #3 In 90 days, Whrrl ranked the 3 rd most influential channel for driving physical world visits 50% Of Society members marked top 3 box (scale of 1-10) Murphy USA helped them be more social 57% Of Society members marked top 3 box (scale of 1-10) Murphy USA helped have more fun
      • Case Study: Murphy USA
      • More info upon request
  • 32. QA/Contact us John Kim VP of Products for Pelago @jkimlosangeles
      • Laura Hendricks
      • Retail/Shopper Marketing Manager
      • @laurafromusaw
      • Brad Lawless
      • Director of Communications
      • @bradlawless