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Social commerce IQ retail

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The Social Commerce IQ™: Retail, 8thBridge (http://www.8thbridge.com/socialcommerceiq) has analyzed the top 200 retailers on Facebook and ranked them based on their Social Commerce IQ™. We examine ...

The Social Commerce IQ™: Retail, 8thBridge (http://www.8thbridge.com/socialcommerceiq) has analyzed the top 200 retailers on Facebook and ranked them based on their Social Commerce IQ™. We examine how these retailers use Facebook and what strategies are the most critical for success. We believe that retailers with a higher Social Commerce IQ™ create better experiences for their customers.

Insights from the report include:
Social shopping engagement rates are 30% higher than other status updates
Over 35 million people have shared a product on Facebook
35% of people are more likely to buy a product if it has more Likes on the product page
Nearly 60% of Likes on product pages are driven by product owners
22 million people have been driven to make a purchase based on a Facebook recommendation

More about the authors here:
http://www.linkedin.com/in/melissabuening
http://twitter.com/erikeliason
http://twitter.com/paulwbmarsden

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Social commerce IQ retail Social commerce IQ retail Presentation Transcript

  • Social Commerce IQ™: Retail Retailers on Facebook September 7, 2011Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 1
  • Executive Summary Social Commerce IQ™: Retail Report Highlights Sale Status Updates Have 30% 57% of Product Likes Are Higher Engagement Rates From Owners 2.37% +30% 57% 1.81% 29% 24% 24% Sale Status All Status I bought it I’ve heard I want to I want to tell Updates Updates and liked it good things buy it my friends about it Research conducted by 8thBridge 35 Million Facebook Users Have 35% of People Are More Likely to Shared a Product Buy Liked Items Do more Facebook Likes on a product page increase the likelihood that you will buy that product? 35mm 35% Yes Shared A Product Haven’t Shared A Product 65% No 103mm *Based on number of U.S. Facebook usersSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 2
  • Welcome Letter Social Commerce IQ™: Retail Hello, Social commerce is the new frontier for the retail industry. The space has grown tremendously in the two years since we launched the first store on Facebook for 1-800-Flowers. Analysts now expect social commerce to be a $10B industry by 2015. The bullish position many are taking on social commerce is based on a belief that shopping on the social web will deliver a fundamentally better experience for customers. 8thBridge has been on a mission to reshape ecommerce around people because we believe it too. Weve seen first hand how much fun people have discovering products from their friends on Facebook and how much more useful online shopping is when its personalized (by real people not math) to your likes and interests. In fact, social commerce experiences much more closely resemble the offline shopping experiences (minus the lines) that still drive 95% of total retail sales each year. We are in the early days of social commerce but many brands have launched very innovative initiatives to which others can learn from. Were thrilled to share this study with you. The Social Commerce IQ™ report ranks how effective brands have been at creating social shopping experiences for their customers. In this inaugural report, 8thBridge has analyzed 200 retailers on Facebook and ranked them based on their Social Commerce IQ™. We examine how these retailers use Facebook and what strategies are the most critical for success. We believe that retailers with a higher Social Commerce IQ™ create better experiences for their customers. This is a 115 page report so were certain to have made some mistakes!  Please reach out to us at contact@8thbridge.com if you have any feedback or suggestions. Warm regards, Wade Gerten Founder & CEO 8thBridge, Inc.Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 3
  • Foreword Social Commerce IQ™: Retail Whatʼs your Social Commerce IQ™? Smart Social In other words, how smart are you at using social media to When reading the report, it may be useful to consider the drive business growth?  In this report, social commerce findings in the context of three emerging trends in social specialist 8thBridge benchmarks the Social Commerce IQ™ of commerce. the top 200 retailers on Facebook. 1. Personalization: Using Facebookʼs social graph to provide Just as consumers use their social intelligence to shop personalized experiences and offers to customers. smarter by learning from the shared experience of others, so too can retailers use their Social Commerce IQ™ to sell 2. Tryvertising: Selling in social media to tryvertise your new smarter - learning from the experience of businesses that sell products with fans.  By getting your products into the hands smart with social media. When it comes to social commerce and on the lips of your fans first, they will repay you in kind by smarts, GameStop, Victorias Secret and Walmart lead the advertising your product by word of mouth to their friends. field, creatively combining reach, engagement and shopping activity in social media.  Look, Like and Learn. 3. Group-Buy: Its here to stay, customers clubbing together to buy in bulk with volume discounts - how could you use your Social Smarts social smarts to help customers buy from you in bulk? It will be insights from the Social Commerce IQ™ report that may make the most interesting reading; qualifying truths and Simply reading the Social Commerce IQ™: Retail report will debunking myths.  For example, it turns out that social media boost your own social commerce IQ, learning from the success is driven largely by post-purchase engagement - and successes and setbacks of others.  A wise man, it is said, thus may be better suited to customer loyalty, cross-selling learns from the experience of others - a fool by his own. But and up-selling, as opposed to customer acquisition. for your business to profit from selling smart in social media, Likewise, while Facebook fans Like coupons, they Like sales youll need to start applying your newfound social commerce more, and while social used to sit awkwardly with luxury, now smarts.  And 8thBridge is there to help. luxury retailers are trailblazers in the evolution of social commerce. Dr. Paul Marsden Social Psychologist & Market Researcher Social Commerce TodaySocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 4
  • Social Commerce IQ™: Retail Social Commerce IQ™: Retail Table of Contents 1. ABOUT REPORT........................................................................................................................................................................6 • Methodology & Research • Social Commerce IQ Calculation 2. SOCIAL COMMERCE INSIGHTS..............................................................................................................................................12 • Top 10 • Social Commerce IQ™ by Category • Social Commerce = Balanced Approach • Facebook Influences Purchases • Most Likes Come From Existing Customers • Type of Status Update Affects Engagement • Niche Markets Drive Engagement • Shopping Engagement > Total Engagement 3. SOCIAL COMMERCE IQ™ INDEX............................................................................................................................................26 • Social Commerce IQ™ Index Classes • Category Breakdown 4. ABOUT 8THBRIDGE...............................................................................................................................................................111Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 5
  • 1 About ReportSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 6
  • About Report Social Commerce IQ™: Retail Research 8thBridge conducted a survey and researched 200 retailersʼ Fan pages on Facebook. Survey: Category and Retailer Selection: 8thBridge surveyed 1,202 U.S. residents on their 8thBridge segmented the categories based on the Facebook usage and interest in social commerce. designation of categories by Internet Retailerʼs Top 500 Survey questions included: Guide. • Have you shared a product on Facebook? 8thBridgeʼs process to select the 200 retailers was as • Have you asked for product recommendations on follows: Facebook? 1. Selected the 10 retailer categories from IR Top 500 • Has a Facebook recommendation ever driven you to Guide make a purchase? 2. Selected the top 10-15 companies in each category • Do more Facebook Likes on a page increase the based on the 2011 Internet Retailer overall ranking likelihood that you will buy that product? • On a retailer’s website that has the Facebook Like 3. For each of these companies, 8thBridge selected button, why would you click the Like button? retailers that have a significant presence on Facebook. For example, each of these companies might own multiple retailers (EG GAP owns Old Navy and Banana Republic) - we selected the most well-known retailers. Research Time Period: July 1, 2011-July 28, 2011Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 7
  • About Report Social Commerce IQ™: Retail Social Commerce IQ™ Calculation Reach Engagement Shopping 20% + 40% + 40% = SCIQSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 8
  • About Report Social Commerce IQ™: Retail Social Commerce IQ™ Scoring Methodology Figure 1.0: Social Commerce IQ™ Methodology Reach Facebook Fans - Number of fans the brand reaches on Facebook 20% Total Status Updates - How often the brand publishes status updates Engagement Rate - Weighted fan engagement with all fan page status updates Engagement Landing Tab - Customized landing tab for non-fans Gaming Tab - Gaming applications for Facebook fans 40% Facebook Upstream Traffic - Percent of traffic that comes directly from Facebook Shopping Updates - How often the brand publishes shopping updates on Facebook. Includes coupon, sale, and product posts. Shopping Engagement - Weighted fan engagement with shopping fan page status updates Shopping Store on Facebook - Store offered to fans on fan page (Y/N) 40% Store Finder Tab - Store finder application offered to fan on fan page (Y/N) Customer Service Tab - Customer service offered to all fans on fan page (Y/N) Facebook integration on Website - Facebook integration on website. Includes Facebook Login, Facebook Like button on product pages, FB Share, Send, and Like Box plugins.Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 9
  • About Report Social Commerce IQ™: Retail Social Commerce IQ™ Scoring Figure 2.0: Breakdown of scoring Facebook Upstream Traffic Score Shopping Status Updates Score Range Score Range Score Calculating Engagement 2-5% 1 1-10 1 ( ) ) Total Interactions 5.01-8% 8.01-11% 2 3 11-25 26-50 2 3 ( Expected Fan Impression X 100 Status Updates 11.01%+ 4 51+ 4 Total Status Updates Score Total Engagement Score Range Score Range Score Total Interactions = Likes + Comments 1-20 1 .5-1% 1 Effective Fan Impressions = Number of 21-50 2 1.01-1.5% 2 Fans x % of fans seeing daily posts (see 51-100 3 1.51-2% 3 below) 101-125 4 2.01-2.5% 4 % of fans seeing daily 126+ 5 2.51%+ 5 No. of Fans posts Shopping Engagement Score 1k-10k 9.38% Range Score 10k-100k 6.02% .01-.5% 1 100k-1mm 6.11% .51-1% 2 1mm+ 2.79% 1.01-1.5% 3 Table Source: AllFacebook.com. Data Source: 1.51-2% 4 PageLever. http://www.allfacebook.com/ 2.01%+ 5 shocker-3-to-7-5-of-fans-see-your-pages- posts-2011-06Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 10
  • About Report Social Commerce IQ™: Retail Retailer Categories The 200 retailers included in the report were segmented into 10 categories, as outlined below. Retailers in each category were chosen based on the Internet Retailer ranking of their parent company. Not all retailers studied have been included in the index listing. Apparel Toys/Hobbies Computers/Electronics Books/Music Videos Health/Beauty Flowers/Gifts Jewelry Mass Merchants Sporting Goods Food/DrugSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 11
  • 2 Social Commerce Insights Top 10 Social Commerce IQ™ by Category Social Commerce = Balanced Approach Facebook Influences Purchases Most Likes Come From Existing Customers Type of Status Update Affects Engagement Niche Markets Drive Engagement Shopping Engagement > Total EngagementSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 12
  • Social Commerce Insights Social Commerce IQ™: Retail Top 10 Retailers by Social Commerce IQ™ & Fans Figure 3.0: Top 10 retailers by Social Commerce IQ™ score Figure 3.1: Top 10 retailers by fan count Top 10 Retailers by Social Commerce IQ™ Top 10 Retailers by Fan Count GameStop 92 Victoria’s Secret 14,641,106 Victoria’s Secret 89 Victoria’s Secret Pink 10,080,947 Walmart 84 Walmart 7,954,246 Sephora 79 Hollister 5,750,883 Clinique 78 Kohl’s 5,496,927 Eastbay 77 Target 5,245,902 FragranceNet.com 76 Abercrombie & Fitch 5,205,378 Hallmark 76 American Eagle 5,022,294 American Eagle Outfitters 75 Ralph Lauren 3,766,380 Zales 74 Best Buy 3,393,128 0 25 50 75 100 0 3,750,000 7,500,000 11,250,000 15,000,000Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 13
  • Social Commerce Insights Social Commerce IQ™: Retail Top 10 Retailers by Engagement Rate Figure 4.0: Top 10 retailers by total engagement rate Figure 4.1: Top 10 retailers by shopping engagement rate Top 10 Retailers by Shopping Top 10 Retailers by Engagement Rate Engagement Rate MyJewelryBox.com 6.26% Tiffany & Co. 9.28% GiftTree 6.19% MyJewelryBox.com 7.13% American Girl 6.10% Fresh Direct 6.87% Fresh Direct 5.71% Amway US 6.04% Nutrisystem 5.64% Costco 5.70% Tiffany & Co. 5.48% Nutrilite 5.35% Amway US 5.36% Estee Lauder 5.11% Nutrilite US 5.07% Artistry US 5.08% 1-800 CONTACTS 4.70% 1-800 CONTACTS 4.81% Costco 4.59% Zales 3.98% 0 1 2 3 4 5 6 7 0 3 5 8 10Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 14
  • Social Commerce Insights Social Commerce IQ™: Retail Top 10 Retailers by Facebook Upstream Traffic Figure 5.0: Top 10 retailers by Facebook upstream traffic CoastalContacts.com 28.41% Upstream Traffic mark.girl 26.89% Free People 19.10% The average Facebook upstream traffic for all LeapFrog 16.04% retailers was 6.27%. The top 10 brands by Facebook Rugby Ralph Lauren 15.64% upstream traffic is comprised Weight Watchers 14.73% of 4 Apparel retailers, 3 Health/Beauty retailers, 1GourmetGiftBaskets.com 14.60% Toys/Hobbies retailer, 1 CCS Flowers/Gifts retailer, and 1 14.58% Food/Drug retailer. Smashbox Cosmetics 13.04% Gilly Hicks 12.62% 0 8 15 23 30 Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 15
  • Social Commerce Insights Social Commerce IQ™: Retail Top 10 Retailers by Status Updates Figure 6.0: Top 10 retailers by status updates vs. number of Likes generated Number of Status Updates Number of Likes Generated (Likes/Status Update) 248 CCS 16,477 66.4 137 Eastbay 15,120 110.4 137 Sam’s Club 6,014 43.9 119 VitaCost.com 2,299 / 19.3 117 Free People 6,038 51.6 111 QVC 15,765 142.0 105 HSN 5,214 49.7 104 Neiman Marcus 40,745 391.8 99 HauteLook 10,749 108.6 95 DermStore 362 / 3.8 CCS was the most active brand with 248 status updates. The average number of status updates was 37 or approximately 1.37 updates per day. Neiman Marcus was the most Status Updates successful generating Likes from posts, averaging 391.8 Likes/status update even though Eastbay and QVC had larger fan bases.Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 16
  • Social Commerce Insights Social Commerce IQ™: Retail Social Commerce IQ™ by Category Figure 7.0: Social Commerce IQ™ by category 100 92 92 Social 90 89 84 79 77 77 76Commerce 80 74 74 73 IQ™ 70 60 61 62 50 55 57 57 57 57 55 50 51 50 40 42 42 48 30 31 35 34 30 20 25 21 10 12 12 0 Apparel Computers/Electronics Health/Beauty Jewelry Sporting Goods Toys/Hobbies Books/Music/Videos Flowers/Gifts Mass Merchants Food/Drug Average Average: 55 Data Averages Median: 56Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 17
  • Social Commerce Insights Social Commerce IQ™: Retail Social Commerce = Balanced Approach Figure 8.0: Comparing the top 10 retailers to other retailers (based on Social Commerce IQ™) Brands with the highest Social Commerce IQ™ had Top 10 All Other a balanced approach to reach, engagement, and Difference Retailers Retailers shopping. While the average Social Commerce IQ™ for the 200 retailers was 55, the top 10 retailers had Facebook Fans 3,616,062 584,865 +618% an average IQ of 81. The factors that separated the top retailers were: Store on Facebook 100% 26% +385% Product Status 1. Reach 21 12 +175% Updates The top 10 retailers invested in growing their fan Social Commerce IQ™ 81 53 +153% base. On average they had 6 times more fans (3.6m vs .6m) than other retailers and they posted status Total Shopping Status 28 19 +147% updates more often (48/mo vs. 36/mo). Updates (July) Shopping Status 2. Engagement 1.8% 1.3% +138% Engagement Rate The top 10 retailers had much higher engagement rates than the other retailers. The engagement rate Welcome Tab 90% 68% +132% for all status updates was 2.10% vs. 1.69%. The top Total Status Updates 47 36 +131% 10 retailers also generated 7.4 times more (July) comments per status update than the other retailers. Number of Facebook 13 10 +130% Tabs 3. Shopping The top 10 retailers shared more social shopping Status Update 2.1% 1.7% +124% Engagement Rate status updates and offered their fans a store directly on their Facebook fan page. The top brands talked Facebook Upstream 8.0% 6.6% +121% about products, not coupons. TrafficSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 18
  • Social Commerce Insights Social Commerce IQ™: Retail Facebook Influences Purchases Facebook has over 700 million users globally. The social Figure 9.0: Facebook influences consumer purchases network continues to add millions of members each month and users check Facebook numerous times each day. In addition, Conversion Funnel + Facebook to a brandʼs website, it is the most important destination on the Based on survey results applied to the population internet. Millions of users are being influenced by their of Facebook users in the United States Facebook friends when making purchasing decisions, as detailed below. Sharing a Product Facebook Users in U.S. 25% of poll respondents shared a product on Facebook. 138 Million* Asked for a Recommendation Shared a Product 19% of poll respondents asked for product recommendations 35 Million on Facebook Asked for Recommendation Driven to Purchase 26 Million 16% of poll respondents said that they were driven to make a purchase based on a Facebook recommendation Driven to Purchase 22 Million More Likes Equals More Purchases When asked if a Facebook page with more Likes increases the likelihood that you would buy the product, 35% of respondents said it does. *Data obtained from Facebook Ads Platform. 08.16.2011Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 19
  • Social Commerce Insights Social Commerce IQ™: Retail Facebook Influences Purchases Figure 10.0: Facebook friends influence a shopper’s decision Do more Facebook Likes on a product page increase Have you asked for product recommendations the likelihood that you will buy that product? on Facebook? 19% 35% Yes Yes No No 65% 81% Have you shared a product on Facebook? Has a Facebook recommendation ever driven you to make a purchase? 16% 25% Yes Yes No No 75% 84%Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 20
  • Social Commerce Insights Social Commerce IQ™: Retail Most Likes Come From Existing Customers Figure 11.0: Why users click on the Facebook Like button Facebook offers numerous resources for online retailers to integrate social features on their website. From Why Click The Like Button? seamless solutions such as the Facebook Like button to more custom integrations such as Facebook Login, 60% adding social features to a website influences shopper behavior. 57% Over 82% of retailers have integrated Facebook on their 45% website. One method of implementing Facebook is using the Like Button. As mentioned previously, 35% of poll respondents, or nearly 22 million Facebook users in 30% the U.S., are more likely to purchase a product if the 29% page has more Likes. 24% 24% But what do these Likes represent? Based on poll 15% responses, over 57% of Likes are customers that have bought the product and liked it. Another 30% of Likes are people who have heard good things about the product. 0% See Figure 11.0 for more details on why Facebook users I bought it I’ve heard I want to I want to click the Like button on a retailerʼs website. and liked good buy it tell my it things friends about itSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 21
  • Social Commerce Insights Social Commerce IQ™: Retail Type of Status Update Affects Engagement Figure 12.0: Engagement rate by type of status updateFacebook status updates serve as one of the maincommunication channels for a retailer. The type of Engagement Rate by Type ofstatus update a retailer shares will affect how fans Status Update*perceive the retailer and feel motivated to engage. 2.5%8thBridge analyzed 7,354 status updates for nearly200 retailers on Facebook. The type of status 2.37%updates are delineated as follow: 2%Non-Shopping 1.81%Overall - all status updates from a retailerʼs fan 1.5% 1.71%page. 1.55%Fan- status updates which mention a fanʼs name,such as contests. 1% 1.08%ShoppingSale - status updates which mention a sale or 0.5%campaign.Product - status updates that mention a specificproduct(s). Typically includes link and photo of 0% Sale All Fan Product Couponproduct. Status Status Status Status StatusCoupon - status updates which include a coupon Updates Updates Updates Updates Updatescode or printable coupon for a single product orproduct category. *These rates are derived using the Effective Fan Impression multiple explained on slide 10.Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 22
  • Social Commerce Insights Social Commerce IQ™: Retail Niche Markets Drive Engagement Figure 13.0: Engagement rate compared to number of fans The size of a retailerʼs fan base will affect engagement rate. Typically, brands that serve niche Engagement vs. Fan Base markets (smaller fan bases) will have higher engagement rates. Bottom 20 Retailers Top 20 Retailers by Engagement by Engagement The graph at the right visually depicts the difference in engagement between fan base and engagement rate. The top 20 retailers by engagement averaged Average 247,000 fans. Whereas the bottom 20 retailers by 1.165mm Number 247k engagement average 1.165 million fans. of Fans The Flowers/Gifts category had the highest engagement across all categories at 3.7%. Some of this can be attributed to the fact that this category had an average fan base of only 113,000 compared to 807,000 for all retailers. Engagement 0.31% 6.72% RateSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 23
  • Social Commerce Insights Social Commerce IQ™: Retail Niche Markets Drive EngagementFigure 14.0: Fan engagement (Likes + Comments) for retailers’ status updates on Facebook vs. average fan count 113,508 232,039 4.0 Engagement Data 3.7% Average: 1.80% 289,843 3.4% 3.0 170,782 Range: 0% - 23.42% 359,267 Eng. 815,501 746,306 Standard Deviation: 2.42% Rate 2.5% 1,196,563 Total Status Updates: 7,386 1,201,017 2.0 411,128 1,682,581 2.1% 2.0% Total Likes: 2,282,385 1.8% 1.8% Total Comments: 598,066 1.0 1.2% 1.2% 1.1% 0.9% 0 Flowers/Gifts Books/Music/Video Food/Drug Jewelry Health/Beauty Toys/Hobbies Mass Merchant Sporting Goods Apparel Computers Average CategorySocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 24
  • Social Commerce Insights Social Commerce IQ™: Retail Shopping Engagement > Total Engagement Figure 15.0: Fan pages that saw the greatest increase in shopping engagement rates vs. total engagement rates 16,229,327 Brand Total Engagement Rate Shopping Engagement Rate Increase 14,641,106 Engagement rate for shopping Engagement rate for all status 10,784,682 Difference between two Facebook Fan Page (coupon, sale, product) status updates updates during July 2011 engagement rates during July 2011 10,080,947 Tiffany & Co. 5.48% 9.28% 69.43% 7,954,246 Bidz Auction 2.08% 3.39% 62.78% Saks Off 5th 1.41% 2.26% 60.38% Avon Products, Inc. 1.26% 2.00% 58.53% Blue Nile 2.58% 3.96% 53.50% CVS 0.81% 1.20% 48.31% Diamond Nexus Labs 2.35% 3.40% 44.75% Neiman Marcus 1.66% 2.35% 41.65% Victorias Secret 2.57% 3.51% 36.94% Dick’s Sporting Goods 0.14% 0.19% 35.00%Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 25
  • 3 Social Commerce IQ™ Index Index of retailers on FacebookSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 26
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce IQ™ Index Classes Figure 16.0: Explanation of Social Commerce IQ™ classes Social Commerce IQ™ Index Index Score Class Description Retailers (number and percent) Genius brands represent the most socially-advanced brands on Facebook. These brands typically have the highest 76-100 Genius engagement rates and offer relevant shopping offers in the 8 / 5% news feed. Superior was the largest category by number of brands represented - over 60% in total. These brands typically had 51-75 Superior fewer status updates and moderate engagement. 100 / 63% Challenged brands have few status updates, low engagement, and little to no social shopping status updates. They typically did not have any applications and had very few 26-50 Challenged tabs on their Facebook fan page. 47 / 29% Deficient brands were basically non-existent - they had no engagement, few fans, and rarely, if ever, sent updates to their 1-25 Deficient fans. 4 / 3%Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 27
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce IQ™ Index Classes Figure 17.0: List of retailers in each Social Commerce IQ™ class Class IQ Retailer Genius 92 GameStop Genius 89 Victorias Secret Genius 84 Walmart Genius 79 Sephora Genius 78 Clinique Genius 77 Eastbay Genius 76 FragranceNet.com Genius 76 Hallmark Superior 75 American Eagle Outfitters Superior 74 Zales Superior 73 Horchow Superior 72 Omaha Steaks Superior 72 Ralph Lauren Superior 72 Blue Nile Superior 72 MyJewelrybox.comSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 28
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce IQ™ Index Classes Figure 18.0: List of retailers in each Social Commerce IQ™ class Class IQ Retailer Superior 72 GiftTree Superior 72 Sams Club Superior 72 Peapod Delivers Superior 71 MAC Cosmetics Superior 70 Victorias Secret Pink Superior 70 Neiman Marcus Superior 70 TigerDirect.com Superior 70 Bidz Auction Superior 70 Egreetings Superior 69 Estee Lauder Superior 69 Tiffany & Co. Superior 68 jcpenney Superior 68 Harry & David Superior 67 Anthropologie Superior 67 77 KidsSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 29
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce IQ™ Index Classes Figure 19.0: List of retailers in each Social Commerce IQ™ class Class IQ Retailer Superior 67 drugstore.com Superior 67 Green Mountain Coffee Superior 66 CCS Superior 66 Ross-Simons Superior 65 Aerie Superior 65 Cabelas Superior 64 CoastalContacts.com Superior 64 GNC Live Well Superior 64 Bobbi Brown Cosmetics Superior 64 American Greetings Superior 64 Sears Superior 64 Weight Watchers Superior 63 Sportsmans Guide Superior 63 Aveda Superior 62 Woman WithinSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 30
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce IQ™ Index Classes Figure 20.0: List of retailers in each Social Commerce IQ™ class Class IQ Retailer Superior 62 Crutchfield Superior 62 Vitacost.com Superior 62 American Girl Superior 62 Costco Superior 61 Banana Republic Superior 61 Dell Superior 61 Beachbody Superior 61 Hayneedle Superior 61 Fresh Direct Superior 61 Nutrisystem Superior 60 Rugby Ralph Lauren Superior 60 Gilly Hicks Superior 60 Free People Superior 60 Smashbox Cosmetics Superior 60 Diamond Nexus LabsSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 31
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce IQ™ Index Classes Figure 21.0: List of retailers in each Social Commerce IQ™ class Class IQ Retailer Superior 60 Jewelry Television Superior 60 QVC Superior 59 Hollister Superior 59 Bergdorf Goodman Superior 59 Kmart Superior 59 Safeway Superior 58 Jessica London Superior 58 Avon Products, Inc. Superior 58 Gordons Jewelers Superior 58 Golfsmith Superior 58 LEGO Superior 58 LeapFrog Superior 58 1-800-Flowers.com Superior 58 HSN Superior 57 Best BuySocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 32
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce IQ™ Index Classes Figure 22.0: List of retailers in each Social Commerce IQ™ class Class IQ Retailer Superior 57 Amway US Superior 57 1-800-BASKETS.COM Superior 57 BlueMountain.com Superior 56 Old Navy Superior 56 Nordstrom Superior 56 Roamans Superior 56 Amazon.com Superior 55 Target Superior 55 Walgreens Superior 54 Abercrombie Superior 54 L.L. Bean Superior 54 Yoox Superior 54 Sony Superior 54 Bass Pro Shops Superior 54 Jo-Ann Fabric and Craft StoresSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 33
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce IQ™ Index Classes Figure 23.0: List of retailers in each Social Commerce IQ™ class Class IQ Retailer Superior 54 Toys "R" Us Superior 53 Origins Superior 53 GourmetGiftBaskets.com Superior 53 Macys Superior 52 Athleta Superior 52 Gilt Man Superior 52 Gilt Children Superior 52 OneStopPlus .com Superior 52 Ice.com Superior 52 CVS Superior 51 Gilt Groupe Superior 51 HP Superior 51 mark.girl Superior 51 1-800 CONTACTS Superior 51 Nutrilite USSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 34
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce IQ™ Index Classes Figure 24.0: List of retailers in each Social Commerce IQ™ class Class IQ Retailer Superior 51 Pagoda Superior 51 The Yankee Candle Company Superior 51 Kohls Challenged 50 Microsoft Challenged 50 REI Challenged 50 Chapters Indigo Books & Music Inc. Challenged 49 CUSP Challenged 49 Scholastic Challenged 48 Abercrombie Kids Challenged 48 Foot Locker Challenged 48 PC Mall Challenged 48 Sony Electronics Challenged 48 J&R Challenged 48 Artistry US Challenged 48 Dicks Sporting GoodsSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 35
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce IQ™ Index Classes Figure 25.0: List of retailers in each Social Commerce IQ™ class Class IQ Retailer Challenged 47 LEGO Games Challenged 47 Vermont Teddy Bear Challenged 47 Things Remembered Challenged 46 Urban Outfitters Challenged 46 The Vitamin Shoppe Challenged 46 LifeWay Christian Stores Challenged 46 Barnes & Noble Challenged 46 FTD Flowers Challenged 46 O.co Challenged 45 HauteLook Challenged 45 Gilt Home Challenged 44 Made Well Challenged 44 Babies "R" Us Challenged 43 Saks Challenged 43 Scholastic Book ClubsSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 36
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce IQ™ Index Classes Figure 26.0: List of retailers in each Social Commerce IQ™ class Class IQ Retailer Challenged 43 Buy.com Challenged 43 Audible.com Challenged 42 DermStore Challenged 42 GameFly Challenged 41 Basics Challenged 40 Sports Authority Challenged 39 Champs Sport Challenged 39 CDW Small Business Challenged 37 DeepDiscount.com Challenged 35 Last Call by Neiman Marcus Challenged 35 CDW Corporation Challenged 34 J. Crew Challenged 33 Gap Challenged 33 Lady Foot Locker Challenged 33 Newegg.comSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 37
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce IQ™ Index Classes Figure 27.0: List of retailers in each Social Commerce IQ™ class Class IQ Retailer Challenged 32 Nordstrom Rack Challenged 31 Saks Off 5th Challenged 31 Piperlime Challenged 30 Gander Mountain Challenged 29 HP for Home - US Deficient 25 PC Connection Deficient 22 Ashford Deficient 21 Jomashop.com Deficient 12 RentATextSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 38
  • Apparel Retailers 48 apparel retailers on FacebookSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 39
  • Social Commerce Index Social Commerce IQ™: Retail Top 10 Apparel Retailers Based on SCIQ™/Fans Figure 28.0: Top 10 apparel retailers by Social Commerce IQ™ score Figure 28.1: Top 10 apparel retailers by fan count Top 10 Apparel Retailers by Social Top 10 Apparel Retailers by Fan Count Commerce IQ™ Score Victoria’s Secret 89 Victoria’s Secret 14,641,106 Eastbay 77 Victoria’s Secret Pink 10,080,947 American Eagle Outfitters 75 Hollister 5,750,883 Horchow 73 Abercrombie & Fitch 5,205,378 Ralph Lauren 72 American Eagle 5,022,294 Victoria’s Secret Pink 70 Ralph Lauren 3,766,380 Neiman Marcus 70 Old Navy 2,358,356 Anthropologie 67 Gap 1,585,665 77 Kids 67 Foot Locker 1,347,809 CCS 66 Nordstrom 904,706 0 30 60 90 0 3,750,000 7,500,000 11,250,000 15,000,000Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 40
  • Social Commerce Index Social Commerce IQ™: Retail Top 10 Apparel Retailers Based on Engagement Rate Figure 29.1: Top 10 apparel retailers by social shopping Figure 29.0: Top 10 apparel retailers by total engagement rate engagement rate Top 10 Apparel Retailers by Total Top 10 Apparel Retailers by Social Engagement Rate Shopping Engagement Rate Horchow 3.33% Victoria’s Secret 3.51% Ralph Lauren 3.17% Horchow 3.51% Victoria’s Secret 2.57% Ralph Lauren 3.26% Athleta 2.08% Neiman Marcus 2.35% Yoox 1.71% Saks Off 5th 2.26% L.L. Bean 1.67% L.L. Bean 2.08% Neiman Marcus 1.66% Athleta 2.03% Jessica London 1.57% Rugby Ralph Lauren 1.75% Rugby Ralph Lauren 1.50% Yoox 1.68% Saks Off 5th 1.41% Victoria’s Secret Pink 1.34% 0 1 2 3 4 0 1 2 3 4Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 41
  • Social Commerce Index Social Commerce IQ™: Retail Apparel Overview Figure 30.0: Apparel category vs. overall Figure 30.1: Apparel social shopping status updates Metric Category Overall Breakdown of Apparel Social Avg. Social Commerce IQ™ 55 55 Shopping Status Updates Avg. Facebook Likes 1,201,017 815,501 Fan Pages with Stores 36% 28% 4% Avg. Facebook Upstream Traffic 7.62% 6.27% Avg. Engagement Rate 1.07% 1.81% Avg. Status Updates/Month 42 37 28% Coupon Sale Product 68%Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 42
  • Social Commerce Index Social Commerce IQ™: Retail Case Study: American Eagle Outfitters Figure 31.0: Become a Fan tab Social Commerce IQ™ 75 Ranking Overall Rank 13 Apparel Rank 3 Fan Count 5,022,294 Status Updates (July) 41 Total Likes for Status Updates 24,785 Data Total Comments for Status 1,615 Updates Total Engagement Rate 0.46% Shopping Engagement Rate 0.56% Facebook Upstream Traffic 11.77% American Eagle Outfitter’s fan page has a Become a Fan tab that makes Facebook Downstream Traffic 14.57% Facebook users aware that they will get exclusive offers and special promos if they become fans of AEO on Facebook. This tab also shows other places they Facebook Integration on Website: can get exclusive offers. AEO “Likes” foursquare and shows the number of Like button for company and Like and Send buttons check-ins under its number of page Likes. The Music tab allows fans to view playlists (linking to a separate fan page) and then listen to the radio stations on for individual products. Facebook Login. Pandora. Fans can purchase gift cards on Facebook on the Buy Gift Cards tab.Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 43
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce Index: Apparel FACEBOOK TOTAL SHOPPING TOTAL SHOPPING STORE FACEBOOK/ BRAND FACEBOOK UPSTREAM STATUS STATUS LANDING GAMING CUSTOMER STORE ONRANK SCIQ™ ENGAGEMENT ENGAGEMENT FINDER WEBSITE PAGE FANS TRAFFIC UPDATES UPDATES TAB TAB SERVICE TAB FACEBOOK SCORE SCORE TAB INTEGRATION SCORE SCORE SCORE Victorias 1 89 14,641,106 4 2 2 5 5 Y Y N N Y N Secret 2 77 Eastbay 590,790 3 5 4 1 1 Y Y N N Y Y American 3 75 Eagle 5,022,294 4 2 2 0 2 Y Y Y N Y Y Outfitters 4 73 Horchow 35,046 1 1 2 5 5 N N N N Y Y Ralph 5 72 3,766,380 2 1 1 5 5 N N Y N Y N Lauren Victorias 6 70 10,080,947 4 2 2 2 3 Y N N N Y N Secret Pink Neiman 6 70 412,316 1 4 4 3 5 Y N N N N Y Marcus 8 67 Anthropologie 407,120 3 2 2 1 3 Y N N N Y Y 8 67 77 Kids 134,655 4 2 2 0 1 Y Y Y N Y YSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 44
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce Index: Apparel FACEBOOK TOTAL SHOPPING TOTAL SHOPPING STORE FACEBOOK/ BRAND FACEBOOK UPSTREAM STATUS STATUS LANDING GAMING CUSTOMER STORE ONRANK SCIQ™ ENGAGEMENT ENGAGEMENT FINDER WEBSITE PAGE FANS TRAFFIC UPDATES UPDATES TAB TAB SERVICE TAB FACEBOOK SCORE SCORE TAB INTEGRATION SCORE SCORE SCORE 10 66 CCS 281,849 4 5 4 1 1 Y N N N N Y 11 65 Aerie 625,113 4 2 2 0 1 Y N Y N Y Y Sportsmans 12 63 79,472 1 2 2 2 3 Y Y N N Y Y Guide Woman 13 62 72,871 2 2 1 2 2 Y Y N N Y Y Within Banana 14 61 344,323 1 1 1 2 3 Y N Y N Y Y Republic Rugby 15 60 Ralph 114,142 4 1 1 2 4 N N Y N N Y Lauren 15 60 Gilly Hicks 137,704 4 2 1 2 3 Y N N N N Y Free 15 60 319,156 4 4 4 0 1 Y N N N N Y People 18 59 Hollister 5,750,883 4 2 2 1 2 N N N N N YSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 45
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce Index: Apparel FACEBOOK TOTAL SHOPPING TOTAL SHOPPING STORE FACEBOOK/ BRAND FACEBOOK UPSTREAM STATUS STATUS LANDING GAMING CUSTOMER STORE ONRANK SCIQ™ ENGAGEMENT ENGAGEMENT FINDER WEBSITE PAGE FANS TRAFFIC UPDATES UPDATES TAB TAB SERVICE TAB FACEBOOK SCORE SCORE TAB INTEGRATION SCORE SCORE SCORE Bergdorf 18 59 120,637 2 3 3 2 2 Y Y N N N Y Goodman Jessica 20 58 29,746 0 2 2 3 2 Y N N N Y Y London 21 56 Old Navy 2,358,356 2 1 1 2 2 Y Y Y N Y N 21 56 Nordstrom 904,706 2 3 4 1 2 N Y N N N Y 21 56 Roamans 74,702 1 1 1 2 3 Y N N N Y Y 24 54 Abercrombie 5,205,378 3 2 1 1 2 Y N N N N Y 24 54 L.L. Bean 69,464 1 2 1 3 5 Y N N N N Y 24 54 Yoox 43,025 2 1 2 3 4 N N N N N Y 27 52 Athleta 38,950 2 2 1 4 5 Y N N N N NSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 46
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce Index: Apparel FACEBOOK TOTAL SHOPPING TOTAL SHOPPING STORE FACEBOOK/ BRAND FACEBOOK UPSTREAM STATUS STATUS LANDING GAMING CUSTOMER STORE ONRANK SCIQ™ ENGAGEMENT ENGAGEMENT FINDER WEBSITE PAGE FANS TRAFFIC UPDATES UPDATES TAB TAB SERVICE TAB FACEBOOK SCORE SCORE TAB INTEGRATION SCORE SCORE SCORE 27 52 Gilt Man 31,071 3 3 3 1 1 Y N N N N Y Gilt 27 52 26,140 3 3 3 1 1 Y N N N N Y Children OneStopPlus 27 52 .com 82,756 1 2 2 1 1 Y N N N Y Y 31 51 Gilt Groupe 319,279 3 3 3 0 1 N N N Y N Y 32 49 CUSP 14,140 3 1 2 1 2 N Y N N Y N Abercrombie 33 48 108,022 1 2 2 2 3 N N N N N Y Kids 33 48 Foot Locker 1,347,809 2 2 2 1 1 N Y N N N Y Urban 35 46 769,981 4 2 2 1 2 N N Y N N N Outfitters 36 45 HauteLook 326,870 2 3 4 1 2 Y N N N N NSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 47
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce Index: Apparel FACEBOOK TOTAL SHOPPING TOTAL SHOPPING STORE FACEBOOK/ BRAND FACEBOOK UPSTREAM STATUS STATUS LANDING GAMING CUSTOMER STORE ONRANK SCIQ™ ENGAGEMENT ENGAGEMENT FINDER WEBSITE PAGE FANS TRAFFIC UPDATES UPDATES TAB TAB SERVICE TAB FACEBOOK SCORE SCORE TAB INTEGRATION SCORE SCORE SCORE 36 45 Gilt Home 22,889 3 2 2 1 1 N N N N N Y 38 44 Made Well 45,894 3 1 1 1 2 Y N N N N Y 39 43 Saks 214,095 1 3 3 1 2 Y Y Y N N N 40 41 Basics 6,341 4 1 1 0 1 Y N Y N N Y Champs 41 39 467,838 1 2 1 0 1 Y Y Y N N Y Sport Last Call by 42 35 Neiman 26,604 1 2 3 0 1 N N N N N Y Marcus 43 34 J. Crew 347,013 2 1 1 0 1 N N N N N Y 44 33 Gap 769,981 2 1 1 0 1 Y Y Y N N N Lady Foot 44 33 326,870 1 2 2 0 1 N N N N N Y LockerSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 48
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce Index: Apparel FACEBOOK TOTAL SHOPPING TOTAL SHOPPING STORE FACEBOOK/ BRAND FACEBOOK UPSTREAM STATUS STATUS LANDING GAMING CUSTOMER STORE ONRANK SCIQ™ ENGAGEMENT ENGAGEMENT FINDER WEBSITE PAGE FANS TRAFFIC UPDATES UPDATES TAB TAB SERVICE TAB FACEBOOK SCORE SCORE TAB INTEGRATION SCORE SCORE SCORE Nordstrom 46 32 22,889 0 1 1 1 1 Y N N N N Y Rack Saks Off 47 31 45,894 0 1 1 2 5 N N Y N N N 5th 47 31 Piperlime 214,095 1 2 2 1 2 Y N N N N NSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 49
  • Computers/Electronics Retailers 15 computers/electronics retailers on FacebookSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 50
  • Social Commerce Index Social Commerce IQ™: Retail Top 10 Computers/Electronics Retailers Based on SCIQ™/Fans Figure 32.0: Top 10 computers/electronics retailers by Social Commerce IQ™ score Figure 32.1: Top 10 computers/electronics retailers by fan count Top 10 Computers/Electronics Top 10 Computers/Electronics Retailers by Social Commerce IQ™ Score Retailers by Fan Count TigerDirect.com 70 Best Buy 3,393,128 Crutchfield 62 Sony 794,138 Dell 61 Microsoft 793,262 Best Buy 57 TigerDirect.com 689,067 Sony 54 Dell 681,521 HP 51 Newegg.com 631,797 Microsoft 50 Sony Electronics 557,170 PC Mall 48 HP 515,685 Sony Electronics 48 HP for Home - US 162,658 J&R 48 Crutchfield 35,092 0 10 20 30 40 50 60 70 0 1,000,000 2,000,000 3,000,000 4,000,000Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 51
  • Social Commerce Index Social Commerce IQ™: Retail Top 10 Computers/Electronics Retailers Based on Engagement Rate Figure 33.0: Top 10 computers/electronics retailers by total Figure 33.1: Top 10 computers/electronics retailers by social engagement rate shopping engagement rate Top 10 Computers/Electronics Top 10 Computers/Electronics Retailers Retailers by Total Engagement Rate by Social Shopping Engagement Rate TigerDirect.com 1.91% Sony 1.50% CDW Corporation 1.34% Microsoft 1.35% Sony 1.32% Crutchfield 0.98% Microsoft 1.07% HP 0.84% HP 0.85% Sony Electronics 0.80% Crutchfield 0.85% Dell 0.76% Dell 0.73% TigerDirect.com 0.72% PC Connection 0.72% PC Connection 0.72% Best Buy 0.72% CDW Corporation 0.72% Sony Electronics 0.65% Best Buy 0.53% 0 0.5 1.0 1.5 2.0 0 0.5 1.0 1.5Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 52
  • Social Commerce Index Social Commerce IQ™: Retail Category Overview Figure 34.1: Computers/electronics social shopping status Figure 34.0: Computers/electronics category vs. overall updates Metric Category Overall Breakdown of Computers/Electronics Social Avg. Social Commerce IQ™ 50 55 Shopping Status Updates Avg. Facebook Likes 1,682,581 815,501 Fan Pages with Stores 44% 28% 3% Avg. Facebook Upstream Traffic 4.42% 6.27% Avg. Engagement Rate 0.92% 1.81% Avg. Status Updates/Month 39 37 32% Coupon Sale Product 65%Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 53
  • Social Commerce Index Social Commerce IQ™: Retail Case Study: Best Buy Figure 35.0: Shop + Share tab Social Commerce IQ™ 57 Ranking Overall Rank 97 Computers/Electronics Rank 4 Fan Count 3,393,128 Status Updates (July) 94,668 Total Likes for Status Updates 38,770 Data Total Comments for Status 6,235 Updates Total Engagement Rate 0.72% Shopping Engagement Rate 0.53% Facebook Upstream Traffic 4.35% Facebook Downstream Traffic 5.32% Facebook Integration on Website: Like button on products Best Buy’s fan page includes a Shop + Share tab, which allows fans to browse through products, click through to the Best Buy website to make a purchase, and ask their friends about products. Best Buy “Likes” other Best Buy pages.Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 54
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce Index: Computers/Electronics FACEBOOK TOTAL SHOPPING TOTAL SHOPPING STORE FACEBOOK/ BRAND FACEBOOK UPSTREAM STATUS STATUS LANDING GAMING CUSTOMER STORE ONRANK SCIQ™ ENGAGEMENT ENGAGEMENT FINDER WEBSITE PAGE FANS TRAFFIC UPDATES UPDATES TAB TAB SERVICE TAB FACEBOOK SCORE SCORE TAB INTEGRATION SCORE SCORE SCORE TigerDirect. 1 70 689,067 1 3 3 3 2 Y N N N Y Y com 2 62 Crutchfield 35,092 1 3 4 1 2 Y N N N Y Y 3 61 Dell 681,521 1 2 2 1 2 Y Y N Y Y Y 4 57 Best Buy 3,393,128 1 3 3 1 2 N Y Y N Y N 5 54 Sony 794,138 2 2 1 2 3 Y N Y N N Y 6 51 HP 515,685 1 2 3 1 2 Y Y N Y N Y 7 50 Microsoft 793,262 1 2 2 2 3 Y N N N N Y 8 48 PC Mall 5,750 2 1 2 0 1 Y Y N N Y Y Sony 8 48 557,170 2 2 2 1 2 N Y N N N Y ElectronicsSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 55
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce Index: Computers/Electronics FACEBOOK TOTAL SHOPPING TOTAL SHOPPING STORE FACEBOOK/ BRAND FACEBOOK UPSTREAM STATUS STATUS LANDING GAMING CUSTOMER STORE ONRANK SCIQ™ ENGAGEMENT ENGAGEMENT FINDER WEBSITE PAGE FANS TRAFFIC UPDATES UPDATES TAB TAB SERVICE TAB FACEBOOK SCORE SCORE TAB INTEGRATION SCORE SCORE SCORE 8 48 J&R 8,521 1 2 3 0 1 Y N N N Y Y CDW Small 11 39 1,984 1 1 1 1 0 N N N N Y Y Business CDW 12 35 1,480 1 1 1 2 2 N N N N N Y Corporation 13 33 Newegg.com 631,797 1 1 2 0 1 N N N N N Y HP for 14 29 162,658 1 2 2 0 1 Y N N Y N N Home - US PC 15 25 493 0 1 1 1 2 N N N N N Y ConnectionSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 56
  • Health/Beauty Retailers 22 health/beauty retailers on FacebookSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 57
  • Social Commerce Index Social Commerce IQ™: Retail Top 10 Health/Beauty Retailers Based on SCIQ™/Fans Figure 36.0: Top 10 health/beauty retailers by Social Commerce IQ™ score Figure 36.1: Top 10 health/beauty retailers by fan count Top 10 Health/Beauty Retailers by Top 10 Health/Beauty Retailers by Social Commerce IQ™ Score Fan Count Sephora 79 MAC Cosmetics 2,123,615 Clinique 78 Sephora 1,635,068 FragranceNet.com 76 Clinique 1,309,717 MAC Cosmetics 71 Avon Products, Inc. 425,532 Estee Lauder 69 CoastalContacts.com 403,748 drugstore.com 67 drugstore.com 365,750 CoastalContacts.com 64 Aveda 323,594 GNC Live Well 64 GNC Live Well 312,473 Bobbi Brown Cosmetics 64 Estee Lauder 306,746 Aveda 63 Origins 222,840 0 20 40 60 80 0 750,000 1,500,000 2,250,000Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 58
  • Social Commerce Index Social Commerce IQ™: Retail Top 10 Health/Beauty Retailers Based on Engagement Rate Figure 37.1: Top 10 health/beauty retailers by social shopping Figure 37.0: Top 10 health/beauty retailers by total engagement rate engagement rate Top 10 Health/Beauty Retailers by Top 10 Health/Beauty Retailers by Social Total Engagement Rate Shopping Engagement Rate Amway US 5.36% Amway US 6.04% Nutrilite US 5.07% Nutrilite US 5.35% 1-800 CONTACTS 4.70% Estee Lauder 5.11% Estee Lauder 4.26% Artistry US 5.08% Artistry US 4.17% 1-800 CONTACTS 4.81% FragranceNet.com 3.32% FragranceNet.com 3.08% Clinique 2.17% Avon Products, Inc. 2.00% MAC Cosmetics 2.14% Clinique 1.93% Bobbi Brown Cosmetics 1.56% MAC Cosmetics 1.84% Sephora 1.52% Bobbi Brown Cosmetics 1.81% 0 1.5 3.0 4.5 6.0 0 1 2 3 4 5 6 7Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 59
  • Social Commerce Index Social Commerce IQ™: Retail Category Overview Figure 38.0: Health/beauty category vs. overall Figure 38.1: Health/beauty social shopping status updates Metric Category Overall Breakdown of Health/Beauty Avg. Social Commerce IQ™ 61 55 Social Shopping Status Updates Avg. Facebook Likes 359,267 815,501 Fan Pages with Stores 36% 28% Avg. Facebook Upstream Traffic 8.40% 6.27% Avg. Engagement Rate 2.12% 1.81% 10% Avg. Status Updates/Month 36 37 Coupon 23% Sale Product 67%Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 60
  • Social Commerce Index Social Commerce IQ™: Retail Case Study: mark.girl Figure 39.0: mark.girl news feed store Social Commerce IQ™ 51 Ranking Overall Rank 124 Health/Beauty Rank 17 Fan Count 109,628 Status Updates (July) 10 Total Likes for Status Updates 330 Data Total Comments for Status 65 Updates Total Engagement Rate 0.59% Shopping Engagement Rate 0.78% Facebook Upstream Traffic 26.89% Facebook Downstream Traffic 32.35% mark.girl reps can create stores that include any products they would like and Facebook Integration on Website: share the stores with their friends in the news feed on Facebook. Their friends None can checkout without leaving the news feed. mark.girl’s fan page includes a Shop tab, which allows fans to browse through products and make a purchase without leaving Facebook.Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 61
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce Index: Health/Beauty FACEBOOK TOTAL SHOPPING TOTAL SHOPPING STORE FACEBOOK/ BRAND FACEBOOK UPSTREAM STATUS STATUS LANDING GAMING CUSTOMER STORE ONRANK SCIQ™ ENGAGEMENT ENGAGEMENT FINDER WEBSITE PAGE FANS TRAFFIC UPDATES UPDATES TAB TAB SERVICE TAB FACEBOOK SCORE SCORE TAB INTEGRATION SCORE SCORE SCORE 1 79 Sephora 1,635,068 2 2 2 3 4 Y Y N N Y Y 2 78 Clinique 1,309,717 2 2 1 4 4 Y N N N Y Y FragranceNet 3 76 .com 20,007 1 2 2 5 5 N N N N Y Y MAC 4 71 2,123,615 3 1 2 4 4 Y Y N N N Y Cosmetics Estee 5 69 306,746 2 1 2 5 5 N Y N N N Y Lauder drugstore 6 67 365,750 1 3 3 1 2 Y Y N Y Y Y .com Coastal 7 64 Contacts 403,748 4 1 2 1 2 N N N N Y Y .com GNC Live 7 64 312,473 2 3 3 1 2 N N N N Y Y Well Bobbi Brown 7 64 162,671 2 2 2 3 4 Y N N Y N Y CosmeticsSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 62
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce Index: Health/Beauty FACEBOOK TOTAL SHOPPING TOTAL SHOPPING STORE FACEBOOK/ BRAND FACEBOOK UPSTREAM STATUS STATUS LANDING GAMING CUSTOMER STORE ONRANK SCIQ™ ENGAGEMENT ENGAGEMENT FINDER WEBSITE PAGE FANS TRAFFIC UPDATES UPDATES TAB TAB SERVICE TAB FACEBOOK SCORE SCORE TAB INTEGRATION SCORE SCORE SCORE 10 63 Aveda 323,594 2 1 2 1 2 Y Y Y N Y Y 11 62 Vitacost.com 69,024 1 4 4 1 1 Y N N N Y Y 12 61 Beachbody 134,957 3 3 3 2 2 Y N N N N Y Smashbox 13 60 109,096 4 2 2 2 3 N N N N N Y Cosmetics Avon 14 58 Products, 425,432 3 2 1 2 4 Y N N N N Y Inc. 15 57 Amway US 79,510 3 1 1 5 5 Y N N N N N 16 53 Origins 222,840 4 1 1 1 2 Y Y N N N Y 17 51 mark.girl 109,628 4 1 1 1 2 N N N N Y N 1-800 17 51 2,438 2 1 1 5 5 Y N N N N N CONTACTSSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 63
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce Index: Health/Beauty FACEBOOK TOTAL SHOPPING TOTAL SHOPPING STORE FACEBOOK/ BRAND FACEBOOK UPSTREAM STATUS STATUS LANDING GAMING CUSTOMER STORE ONRANK SCIQ™ ENGAGEMENT ENGAGEMENT FINDER WEBSITE PAGE FANS TRAFFIC UPDATES UPDATES TAB TAB SERVICE TAB FACEBOOK SCORE SCORE TAB INTEGRATION SCORE SCORE SCORE 17 51 Nutrilite US 73,887 0 2 2 5 5 Y N N N N N 20 48 Artistry US 90,371 0 2 1 5 5 Y N N N N N The Vitamin 21 46 29,424 1 2 2 2 2 N N Y N N Y Shoppe 22 42 DermStore 9,381 2 3 4 0 1 N N N N N YSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 64
  • Jewelry Retailers 13 jewelry retailers on FacebookSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 65
  • Social Commerce Index Social Commerce IQ™: Retail Top 10 Jewelry Retailers Based on SCIQ™/Fans Figure 40.0: Top 10 jewelry retailers by Social Commerce IQ™ score Figure 40.1: Top 10 jewelry retailers by fan count Top 10 Jewelry Retailers by Social Top 10 Jewelry Retailers by Fan Count Commerce IQ™ Score Zales 74 Tiffany & Co. 1,461,318 Blue Nile 72 Zales 214,317 MyJewelrybox.com 72 Blue Nile 109,351 Bidz Auction 70 Ice.com 105,859 Tiffany & Co. 69 Pagoda 103,615 Ross-Simons 66 Bidz Auction 72,281 Diamond Nexus Labs 60 Jewelry Television 67,799 Jewelry Television 60 MyJewelrybox.com 31,786 Gordon’s Jewelers 58 Gordon’s Jewelers 30,075 Ice.com 52 Diamond Nexus Labs 9,254 0 20 40 60 80 0 375,000 750,000 1,125,000 1,500,000Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 66
  • Social Commerce Index Social Commerce IQ™: Retail Top 10 Jewelry Retailers Based on Engagement Rate Figure 41.1: Top 10 jewelry retailers by social shopping engagement Figure 41.0: Top 10 jewelry retailers by total engagement rate rate Top 10 Jewelry Retailers by Total Top 10 Jewelry Retailers by Social Engagement Rate Shopping Engagement Rate MyJewelrybox.com 6.26% Tiffany & Co. 9.28% Tiffany & Co. 5.48% MyJewelrybox.com 7.13% Zales 3.65% Zales 3.98% Gordon’s Jewelers 3.11% Blue Nile 3.96% Ross-Simons 2.83% Diamond Nexus Labs 3.40% Blue Nile 2.58% Bidz Auction 3.39% Diamond Nexus Labs 2.35% Gordon’s Jewelers 3.23% Bidz Aucion 2.08% Pagoda 1.80% Pagoda 1.80% Jewelry Television 1.75% Jewelry Television 1.73% Ross-Simons 1.70% 0 1 2 3 4 5 6 7 0 2 4 6 8 10Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 67
  • Social Commerce Index Social Commerce IQ™: Retail Category Overview Figure 42.0: Jewelry category vs. overall Figure 42.1: Jewelry social shopping status updates Metric Category Overall Breakdown of Jewelry Social Avg. Social Commerce IQ™ 57 55 Shopping Status Updates Avg. Facebook Likes 170,782 815,501 Fan Pages with Stores 0% 28% 6% Avg. Facebook Upstream Traffic 4.94% 6.27% Avg. Engagement Rate 2.56% 1.81% Avg. Status Updates/Month 28 37 Coupon Product 53% 41% SaleSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 68
  • Social Commerce Index Social Commerce IQ™: Retail Case Study: Zales Figure 43.0: Shoppers tab Social Commerce IQ™ 74 Ranking Overall Rank 15 Jewelry Rank 1 Fan Count 214,317 Status Updates (July) 22 Total Likes for Status Updates 9,325 Data Total Comments for Status 1,198 Updates Total Engagement Rate 3.65% Shopping Engagement Rate 3.98% Facebook Upstream Traffic 5.20% Facebook Downstream Traffic 6.18% Zales’ fan page includes a Shoppers tab where fans can share their purchases Facebook Integration on Website: from Zales. This tab shows the top shoppers‘ profile pictures on the top and the Like and share buttons on products top products purchased. Fans can Like, comment, and click on an I Own This button for the purchases that have been shared. Zales uses the Polls & Quizzes tab to show pictures of products and then have fans vote on their favorites.Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 69
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce Index: Jewelry FACEBOOK TOTAL SHOPPING TOTAL SHOPPING STORE FACEBOOK/ BRAND FACEBOOK UPSTREAM STATUS STATUS LANDING GAMING CUSTOMER STORE ONRANK SCIQ™ ENGAGEMENT ENGAGEMENT FINDER WEBSITE PAGE FANS TRAFFIC UPDATES UPDATES TAB TAB SERVICE TAB FACEBOOK SCORE SCORE TAB INTEGRATION SCORE SCORE SCORE 1 74 Zales 214,317 2 2 2 5 5 Y Y N N N Y 2 72 Blue Nile 109,351 2 2 2 5 5 Y N N N N Y MyJewelry 2 72 31,786 2 2 3 5 5 Y N N N N Y box.com Bidz 4 70 72,281 2 3 3 4 5 Y N N N N Y Auction Tiffany & 5 69 1,461,318 2 1 1 5 5 Y N N N N Y Co. Ross- 6 66 6,347 2 2 2 5 4 Y Y N N N Y Simons Diamond 7 60 9,254 2 2 2 4 5 N N N N N Y Nexus Labs Jewelry 7 60 67,799 1 3 3 3 4 N N N Y N Y Television Gordons 9 58 30,075 0 1 2 5 5 Y N N N N Y JewelersSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 70
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce Index: Jewelry FACEBOOK TOTAL SHOPPING TOTAL SHOPPING STORE FACEBOOK/ BRAND FACEBOOK UPSTREAM STATUS STATUS LANDING GAMING CUSTOMER STORE ONRANK SCIQ™ ENGAGEMENT ENGAGEMENT FINDER WEBSITE PAGE FANS TRAFFIC UPDATES UPDATES TAB TAB SERVICE TAB FACEBOOK SCORE SCORE TAB INTEGRATION SCORE SCORE SCORE 10 52 Ice.com 105,859 2 2 2 2 3 N N N N N Y 11 51 Pagoda 103,615 0 2 2 3 4 N N N N N Y 12 22 Ashford 1,377 1 1 1 0 0 N N N N N Y Jomashop 13 21 6,791 0 1 1 0 1 N N N N N Y .comSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 71
  • Sporting Goods Retailers 7 sporting goods retailers on FacebookSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 72
  • Social Commerce Index Social Commerce IQ™: Retail Top 7 Sporting Goods Retailers Based on SCIQ™/Fans Figure 44.0: Top 7 sporting goods retailers by Social Commerce IQ™ score Figure 44.1: Top 7 sporting goods retailers by fan count Top 7 Sporting Goods Retailers by Top 7 Sporting Goods Retailers by Fan Social Commerce IQ™ Score Count Cabela’s 65 Bass Pro Shops 1,286,060 Golfsmith 58 Cabela’s 1,279,714 Bass Pro Shops 54 Sports Authority 338,140 REI 50 Dick’s Sporting Goods 295,267 Dick’s Sporting Goods 48 Gander Mountain 281,956 Sports Authority 40 REI 265,220 Gander Mountain 30 Golfsmith 129,161 0 18 35 53 70 0 500,000 1,000,000 1,500,000Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 73
  • Social Commerce Index Social Commerce IQ™: Retail Top 7 Sporting Goods Retailers Based on Engagement Rate Figure 45.1: Top 7 sporting goods retailers by social shopping Figure 45.0: Top 7 sporting goods retailers by total engagement rate engagement rate Top 7 Sporting Goods Retailers by Top 7 Sporting Goods Retailers by Social Total Engagement Rate Shopping Engagement Rate Cabela’s 1.72% Cabela’s 1.00% Bass Pro Shops 1.10% REI 0.92% Gander Mountain 1.06% Golfsmith 0.70% Golfsmith 1.05% Gander Mountain 0.66% REI 0.78% Bass Pro Shops 0.47% Sports Authority 0.21% Dick’s Sporting Goods 0.19% Dick’s Sporting Goods 0.14% Sports Authority 0.12% 0 0.5 1.0 1.5 2.0 0 0.3 0.5 0.8 1.0Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 74
  • Social Commerce Index Social Commerce IQ™: Retail Category Overview Figure 46.0: Sporting goods category vs. overall Figure 46.1: Sporting goods social shopping status updates Metric Category Overall Breakdown of Sporting Goods Avg. Social Commerce IQ™ 51 55 Social Shopping Status Updates Avg. Facebook Likes 411,128 815,501 Fan Pages with Stores 40% 28% 5% Avg. Facebook Upstream Traffic 4.16% 6.27% Avg. Engagement Rate 1.22% 1.81% Avg. Status Updates/Month 37 37 23% Coupon Sale Product 73%Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 75
  • Social Commerce Index Social Commerce IQ™: Retail Case Study: Cabela’s Figure 47.0: Fans sharing photos of their “Big Catch” Social Commerce IQ™ 65 Ranking Overall Rank 44 Sporting Goods Rank 1 Fan Count 1,279,714 Status Updates (July) 37 Total Likes for Status Updates 12,633 Data Total Comments for Status 10,106 Updates Total Engagement Rate 2.17% Shopping Engagement Rate 1.72% Facebook Upstream Traffic 4.56% Facebook Downstream Traffic 4.82% Cabela’s allows fans to post photos and videos to its page. Fans post tons of Facebook Integration on Website: photos and videos of their “Big Catch.” The Shop & Share tab allows fans to Like button on product pages browse through products and then click through to Cabela’s website to make a purchase. You can ask your friends about specific items and share items on this tab. Cabela’s asks its fans a lot of questions on the Questions tab.Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 76
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce Index: Sporting Goods FACEBOOK TOTAL SHOPPING TOTAL SHOPPING STORE FACEBOOK/ BRAND FACEBOOK UPSTREAM STATUS STATUS LANDING GAMING CUSTOMER STORE ONRANK SCIQ™ ENGAGEMENT ENGAGEMENT FINDER WEBSITE PAGE FANS TRAFFIC UPDATES UPDATES TAB TAB SERVICE TAB FACEBOOK SCORE SCORE TAB INTEGRATION SCORE SCORE SCORE 1 65 Cabelas 1,279,714 1 2 1 3 2 N N Y N Y Y 2 58 Golfsmith 129,161 1 1 1 2 2 Y N Y N Y Y Bass Pro 3 54 1,286,060 1 1 1 2 1 N N N N Y Y Shops 4 50 REI 265,220 2 3 1 1 2 Y Y N N N Y Dicks 5 48 Sporting 295,267 1 1 1 0 1 Y N Y N Y Y Goods Sports 6 40 338,140 1 3 2 0 1 N N Y N N Y Authority Gander 7 30 281,956 1 1 1 2 2 N N N N N N MountainSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 77
  • Toys/Hobbies Retailers 9 toys/hobbies retailers on FacebookSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 78
  • Social Commerce Index Social Commerce IQ™: Retail Top 9 Toys/Hobbies Retailers Based on SCIQ™/Fans Figure 48.0: Top 9 toys/hobbies retailers by Social Commerce IQ™ score Figure 48.1: Top 9 toys/hobbies retailers by fan count Top 9 Toys/Hobbies Retailers by Top 9 Toys/Hobbies Retailers by Fan Social Commerce IQ™ Score Count GameStop 92 GameStop 2,620,375 American Girl 62 Toys “R” Us 1,542,415 LEGO 58 LEGO 999,724 LeapFrog 58 Babies “R’ Us 809,766 Jo-Ann Fabric and Craft Stores 54 LeapFrog 306,759 Toys “R” Us 54 GameFly 251,855 LEGO Games 47 Jo-Ann Fabric and Craft Stores 119,864 Babies “R” Us 44 American Girl 44,242 GameFly 42 LEGO Games 21,758 0 25 50 75 100 0 1,000,000 2,000,000 3,000,000Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 79
  • Social Commerce Index Social Commerce IQ™: Retail Top 9 Toys/Hobbies Retailers Based on Engagement Rate Figure 49.1: Top 9 toys/hobbies retailers by social shopping Figure 49.0: Top 9 toys/hobbies retailers by total engagement rate engagement rate Top 9 Toys/Hobbies Retailers by Top 9 Toys/Hobbies Retailers by Social Total Engagement Rate Shopping Engagement Rate American Girl 6.10% American Girl 2.52% GameStop 2.56% LEGO 2.30% LEGO 2.27% LEGO Games 1.68% LEGO Games 1.36% GameStop 1.39% Jo-Ann Fabric and Craft Store 1.24% Jo-Ann Fabric and Craft Stores 0.91% LeapFrog 0.97% LeapFrog 0.67% GameFly 0.66% Toys “R” Us 0.52% Toys “R” Us 0.52% Babies “R” Us 0.30% Babies “R” Us 0.30% GameFly 0.25% 0 1 2 3 4 5 6 7 0 0.5 1.0 1.5 2.0 2.5 3.0Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 80
  • Social Commerce Index Social Commerce IQ™: Retail Category Overview Figure 50.0: Toys/hobbies category vs. overall Figure 50.1: Toys/hobbies social shopping status updates Metric Category Overall Breakdown of Toys/Hobbies Avg. Social Commerce IQ™ 57 55 Social Shopping Status Updates Avg. Facebook Likes 746,306 815,501 Fan Pages with Stores 22% 28% 4% Avg. Facebook Upstream Traffic 6.40% 6.27% Avg. Engagement Rate 1.77% 1.81% Avg. Status Updates/Month 31 37 Coupon Sale 49% Product 48%Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 81
  • Social Commerce Index Social Commerce IQ™: Retail Case Study: GameStop Figure 51.0: Facebook integration on website Social Commerce IQ™ 92 Ranking Overall Rank 1 Toys/Hobbies Rank 1 Fan Count 2,620,375 Status Updates (July) 77 Total Likes for Status Updates 82,985 Data Total Comments for Status 60,978 Updates Total Engagement Rate 2.56% Shopping Engagement Rate 1.39% Facebook Upstream Traffic 6.25% GameStop has a Shop tab that allows fans to browse games and then click Facebook Downstream Traffic 8.16% through to GameStop’s website to make a purchase. The Deals tab shows tweets from GameStop. Fans can like and send messages about new games to Facebook Integration on Website: their friends on the New Releases tab. The Gaming News tab shows an RSS Like and share featured items (EG Pre Order feed that allows fans to Like and send articles. News, videos, photos, upcoming events, and polls are included on the Tournaments tab. GameStop allows Batman) Facebook users to Like and share featured items from its website.Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 82
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce Index: Toys/Hobbies FACEBOOK TOTAL SHOPPING TOTAL SHOPPING STORE FACEBOOK/ BRAND FACEBOOK UPSTREAM STATUS STATUS LANDING GAMING CUSTOMER STORE ONRANK SCIQ™ ENGAGEMENT ENGAGEMENT FINDER WEBSITE PAGE FANS TRAFFIC UPDATES UPDATES TAB TAB SERVICE TAB FACEBOOK SCORE SCORE TAB INTEGRATION SCORE SCORE SCORE 1 92 GameStop 2,620,375 2 3 4 5 3 Y Y N N Y Y American 2 62 44,242 2 1 1 5 5 N N N N N Y Girl 3 58 LEGO 999,724 1 1 1 4 5 Y N N N N Y 3 58 LeapFrog 306,759 4 2 1 1 2 Y Y N N Y N Jo-Ann 5 54 Fabric and 119,864 1 3 4 2 2 N N N N N Y Craft Stores 5 54 Toys "R" Us 1,542,415 1 2 3 1 2 Y Y Y N N Y LEGO 7 47 21,758 1 1 1 2 4 Y Y N N N Y Games Babies "R" 8 44 809,766 2 3 3 0 1 Y N N N N Y Us 9 42 GameFly 251,855 2 1 1 1 1 Y Y N N N YSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 83
  • Books/Music/Videos Retailers 7 books/music/videos retailers on FacebookSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 84
  • Social Commerce Index Social Commerce IQ™: Retail Top 7 Books/Music/Videos Retailers Based on SCIQ™/Fans Figure 52.0: Top 7 books/music/videos retailers by Social Commerce IQ™ score Figure 52.1: Top 7 books/music/videos retailers by fan count Top 7 Books/Music/Videos Retailers Top 7 Books/Music/Videos Retailers by by Social Commerce IQ™ Score Fan Count Chapters Indigo Books & Music Inc. 50 Barnes & Noble 793,643 Scholastic 49 Scholastic Book Clubs 243,199 LifeWay Christian Stores 46 Chapters Indigo Books & Music Inc. 165,829 Barnes & Noble 46 Scholastic 121,614 Scholastic Book Clubs 43 LifeWay Christian Stores 44,283 DeepDiscount.com 37 RentAText 22,257 RentAText 12 DeepDiscount.com 5,891 0 13 25 38 50 0 200,000 400,000 600,000 800,000Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 85
  • Social Commerce Index Social Commerce IQ™: Retail Top 7 Books/Music/Videos Retailers Based on Engagement Rate Figure 53.0: Top 7 books/music/videos retailers by total Figure 53.1: Top 6 books/music/videos retailers by social shopping engagement rate engagement rate Top 7 Books/Music/Videos Top 6 Books/Music/Videos Retailers by Retailers by Total Engagement Rate Social Shopping Engagement Rate LifeWay Christian Stores 3.73% LifeWay Christian Store 1.06% Scholastic 1.02% DeepDiscount.com 1.03% DeepDiscount.com 0.92% Scholastic 0.92% Barnes & Noble 0.74% Chapters Indigo Books & Music Inc. 0.85% Chapters Indigo Books & Music Inc. 0.73% Barnes & Noble 0.51% Scholastic Book Clubs 0.66% Scholastic Book Clubs 0.49% RentAText 0.54% 0 1 2 3 4 0 0.5 1.0 1.5Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 86
  • Social Commerce Index Social Commerce IQ™: Retail Category Overview Figure 54.0: Books/music/videos category vs. overall Figure 54.1: Books/music/videos social shopping status updates Metric Category Overall Breakdown of Books/Music/Videos Social Avg. Social Commerce IQ™ 48 55 Shopping Status Updates Avg. Facebook Likes 232,039 815,501 Fan Pages with Stores 0% 28% Avg. Facebook Upstream Traffic 4.30% 6.27% 13% Avg. Engagement Rate 3.37% 1.81% Avg. Status Updates/Month 33 37 Coupon Sale 50% Product 37%Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 87
  • Social Commerce Index Social Commerce IQ™: Retail Case Study: Chapters Indigo Books & Music Inc. Figure 55.0: Welcome tab Social Commerce IQ™ 50 Ranking Overall Rank 138 Books/Music/Videos Rank 1 Fan Count 165,829 Status Updates (July) 30 Total Likes for Status Updates 1,576 Data Total Comments for Status 632 Updates Total Engagement Rate 0.73% Shopping Engagement Rate 0.85% Facebook Upstream Traffic 5.28% Facebook Downstream Traffic 8.35% Facebook Integration on Website: Chapters Indigo Books & Music Inc.’s page includes a very informative Welcome Like and share buttons on products tab. The Welcome tab includes information about its book club, creating a wish list, gift ideas for kids, its reward program, how to find locations, its YouTube channel, and its Twitter feed.Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 88
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce Index: Books/Music/Videos FACEBOOK TOTAL SHOPPING TOTAL SHOPPING STORE FACEBOOK/ BRAND FACEBOOK UPSTREAM STATUS STATUS LANDING GAMING CUSTOMER STORE ONRANK SCIQ™ ENGAGEMENT ENGAGEMENT FINDER WEBSITE PAGE FANS TRAFFIC UPDATES UPDATES TAB TAB SERVICE TAB FACEBOOK SCORE SCORE TAB INTEGRATION SCORE SCORE SCORE Chapters 1 50 Indigo Books 165,829 2 2 1 1 2 Y Y Y N N Y & Music Inc. 2 49 Scholastic 121,614 2 2 1 2 2 Y N N N N Y LifeWay 3 46 Christian 44,283 0 3 2 5 3 N N N N N N Stores Barnes & 3 46 793,643 2 2 2 1 2 N N N N N Y Noble Scholastic 5 43 243,199 2 2 1 1 1 N Y N N N Y Book Clubs DeepDiscount 6 37 .com 5,891 1 1 2 1 3 N N N N N Y 7 12 RentAText 22,257 0 1 0 1 0 N N N N N NSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 89
  • Flowers/Gifts Retailers 12 flowers/gifts retailers on FacebookSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 90
  • Social Commerce Index Social Commerce IQ™: Retail Top 10 Flowers/Gifts Retailers Based on SCIQ™/Fans Figure 56.0: Top 11 flowers/gifts retailers by Social Commerce IQ™ score Figure 56.1: Top 10 flowers/gifts retailers by fan count Top 11 Flowers/Gifts Retailers by Top 10 Flowers/Gifts Retailers by Fan Social Commerce IQ™ Score Count Hallmark 76 Hallmark 256,875 GiftTree 72 1-800-Flowers.com 237,795 Egreetings 70 American Greetings 126,869 American Greetings 64 GourmetGiftBaskets.com 119,818 1-800-Flowers.com 58 BlueMountain.com 79,447 1-800-BASKETS.COM 57 FTD Flowers 48,477 BlueMountain.com 57 Things Remembered 16,178 GourmetGiftBaskets.com 53 Egreetings 11,295 The Yankee Candle Company 51 Vermont Teddy Bear 7,043 Vermont Teddy Bear 47 Things Remembered 47 1-800-BASKETS.COM 4,235 0 20 40 60 80 0 75,000 150,000 225,000 300,000Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 91
  • Social Commerce Index Social Commerce IQ™: Retail Top 10 Flowers/Gifts Retailers Based on Engagement Rate Figure 57.1: Top 10 flowers/gifts retailers by social shopping Figure 57.0: Top 10 flowers/gifts retailers by total engagement rate engagement rate Top 10 Flowers/Gifts Retailers by Top 10 Flowers/Gifts Retailers by Social Total Engagement Rate Shopping Engagement Rate GiftTree 6.19% GiftTree 3.38% Hallmark 3.83% 1-800-BASKETS.COM 2.77% Egreetings 3.48% Egreetings 2.55% BlueMountain.com 3.20% Vermont Teddy Bear 2.23% 1-800-BASKETS.COM 2.75% The Yankee Candle Company 1.70% Vermont Teddy Bear 2.47% FTD Flowers 1.41% American Greetings 1.79% American Greetings 1.07% The Yankee Candle Company 1.49% Hallmark 0.94% Things Remembered 1.26% Things Remembered 0.87% FTD Flowers 1.13% 1-800-Flowers.com 0.81% 0 1 2 3 4 5 6 7 0 0.5 1.0 1.5 2.0 2.5 3.0 3.5Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 92
  • Social Commerce Index Social Commerce IQ™: Retail Category Overview Figure 58.0: Flowers/gifts category vs. overall Figure 58.1: Flowers/gifts social shopping status updates Metric Category Overall Breakdown of Flowers/Gifts Avg. Social Commerce IQ™ 57 55 Social Shopping Status Updates Avg. Facebook Likes 113,508 815,501 Fan Pages with Stores 27% 28% 5% Avg. Facebook Upstream Traffic 7.01% 6.27% Avg. Engagement Rate 3.73% 1.81% Avg. Status Updates/Month 20 37 Coupon 30% Sale Product 65%Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 93
  • Social Commerce Index Social Commerce IQ™: Retail Case Study: 1-800-Flowers.com Figure 59.0: 1-800-Flowers.com news feed store Social Commerce IQ™ 58 Ranking Overall Rank 89 Flowers/Gifts Rank 5 Fan Count 237,795 Status Updates (July) 39 Total Likes for Status Updates 3,777 Data Total Comments for Status 1,061 Updates Total Engagement Rate 0.85% Shopping Engagement Rate 0.81% Facebook Upstream Traffic 5.90% Facebook Downstream Traffic 8.41% 1-800-Flowers.com was the first retailer to make a sale on Facebook on July 8th, Facebook Integration on Website: 2009. Fans can shop and checkout without leaving their news feed. There is a Like and send buttons on products. Facebook Shop tab where fans can browse through products and make a purchase without Connect. leaving Facebook. The Exclusive Offer tab informs fans of the benefits of being a fan of 1-800-Flowers.com.Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 94
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce Index: Flowers/Gifts FACEBOOK TOTAL SHOPPING TOTAL SHOPPING STORE FACEBOOK/ BRAND FACEBOOK UPSTREAM STATUS STATUS LANDING GAMING CUSTOMER STORE ONRANK SCIQ™ ENGAGEMENT ENGAGEMENT FINDER WEBSITE PAGE FANS TRAFFIC UPDATES UPDATES TAB TAB SERVICE TAB FACEBOOK SCORE SCORE TAB INTEGRATION SCORE SCORE SCORE 1 76 Hallmark 256,875 3 1 1 5 2 Y N N N Y Y 2 72 GiftTree 947 2 1 1 5 5 Y N N N Y Y 3 70 Egreetings 11,295 3 2 1 5 5 Y N N N N Y American 4 64 126,869 3 2 1 3 3 Y Y Y N N Y Greetings 1-800- 5 58 237,795 2 2 1 1 2 Y N N N Y Y Flowers.com 1-800- 6 57 BASKETS. 4,235 1 1 1 5 5 Y N N N N Y COM BlueMountain 6 57 .com 79,447 2 2 1 5 2 N N N N N Y GourmetGift 8 53 119,818 4 1 1 1 2 N Y N N Y N Baskets.com The Yankee 9 51 Candle 359,443 1 2 2 2 4 N N N N N Y CompanySocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 95
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce Index: Flowers/Gifts FACEBOOK TOTAL SHOPPING TOTAL SHOPPING STORE FACEBOOK/ BRAND FACEBOOK UPSTREAM STATUS STATUS LANDING GAMING CUSTOMER STORE ONRANK SCIQ™ ENGAGEMENT ENGAGEMENT FINDER WEBSITE PAGE FANS TRAFFIC UPDATES UPDATES TAB TAB SERVICE TAB FACEBOOK SCORE SCORE TAB INTEGRATION SCORE SCORE SCORE Vermont 10 47 7,043 0 1 1 4 5 N N N N N Y Teddy Bear Things 10 47 Remembered 16,178 2 1 1 2 2 Y N Y N N Y FTD 12 46 48,477 1 2 1 2 3 N N N Y N Y FlowersSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 96
  • Mass Merchants 16 mass merchants on FacebookSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 97
  • Social Commerce Index Social Commerce IQ™: Retail Top 10 Mass Merchants Based on SCIQ™/Fans Figure 60.0: Top 10 mass merchants by Social Commerce IQ™ score Figure 60.1: Top 10 mass merchants by fan count Top 10 Mass Merchants by Social Top 10 Mass Merchants by Fan Count Commerce IQ™ Score Walmart 84 Walmart 7,954,246 Sam’s Club 72 Kohl’s 5,496,927 jcpenney 68 Target 5,245,902 Sears 64 Macy’s 2,022,834 Costco 62 jcpenney 1,888,778 Hayneedle 61 Amazon.com 1,500,773 QVC 60 Sears 705,303 Kmart 59 Kmart 532,306 HSN 58 QVC 461,329 Amazon.com 56 Costco 307,792 0 23 45 68 90 0 2,000,000 4,000,000 6,000,000 8,000,000Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 98
  • Social Commerce Index Social Commerce IQ™: Retail Top 10 Mass Merchants Based on Engagement Rate Figure 61.1: Top 10 mass merchants by social shopping Figure 61.0: Top 10 mass merchants by total engagement rate engagement rate Top 10 Mass Merchants by Total Top 10 Mass Merchants by Social Engagement Rate Shopping Engagement Rate Costco 4.59% Costco 5.70% Amazon.com 1.47% Amazon.com 1.25% Walmart 1.27% Target 1.22% Target 1.14% Audible.com 1.19% Macy’s 1.11% Walmart 1.08% Audible.com 1.11% Hayneedle 1.00% jcpenney 1.04% Buy.com 0.98% HSN 1.03% Macy’s 0.91% O.co 0.97% Kohl’s 0.91% Kohl’s 0.92% Sears 0.88% 0 1 2 3 4 5 0 1 2 3 4 5 6Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 99
  • Social Commerce Index Social Commerce IQ™: Retail Category Overview Figure 62.0: Mass merchants category vs. overall Figure 62.1: Mass merchants social shopping status updates Metric Category Overall Breakdown of Mass Merchants Avg. Social Commerce IQ™ 57 55 Social Shopping Status Updates Avg. Facebook Likes 1,196,563 815,501 Fan Pages with Stores 29% 28% 2% Avg. Facebook Upstream Traffic 4.99% 6.27% Avg. Engagement Rate 1.25% 1.81% Avg. Status Updates/Month 48 37 Coupon 39% Sale Product 58%Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 100
  • Social Commerce Index Social Commerce IQ™: Retail Case Study: QVC Figure 63.0: Bare Escentuals tab Social Commerce IQ™ 60 Ranking Overall Rank 74 Mass Merchants Rank 7 Fan Count 461,329 Status Updates (July) 111 Total Likes for Status Updates 15,765 Data Total Comments for Status 11,115 Updates Total Engagement Rate 0.86% Shopping Engagement Rate 0.73% Facebook Upstream Traffic 6.30% QVC’s fan page includes 26 tabs, 388 videos, and 57 photo albums. There is an emphasis on the use of videos. The Today’s Special Value tab allows fans to Facebook Downstream Traffic 7.58% click through to make a purchase on QVC’s website. There is a Facebook Friends Exclusive Offer tab that allows fans to purchase an item before anyone else. Live streaming videos can be viewed on the Livestream tab. The Hosts tab Facebook Integration on Website: shows the hosts on QVC and contains links to each host’s Facebook fan page. Like and share buttons on products Bare Escentuals has its own tab that lets fans browse products and then click through to QVC’s website to make a purchase. QVC “Likes” pages of companies it sells products for.Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 101
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce Index: Mass Merchants FACEBOOK TOTAL SHOPPING TOTAL SHOPPING STORE FACEBOOK/ BRAND FACEBOOK UPSTREAM STATUS STATUS LANDING GAMING CUSTOMER STORE ONRANK SCIQ™ ENGAGEMENT ENGAGEMENT FINDER WEBSITE PAGE FANS TRAFFIC UPDATES UPDATES TAB TAB SERVICE TAB FACEBOOK SCORE SCORE TAB INTEGRATION SCORE SCORE SCORE 1 84 Walmart 7,954,246 1 3 4 2 3 Y Y Y Y Y Y 2 72 Sams Club 133,452 1 5 4 1 1 Y Y Y N Y Y 3 68 jcpenney 1,888,778 1 2 2 2 2 Y Y Y N Y Y 4 64 Sears 705,303 1 2 3 1 2 Y Y Y N Y Y 5 62 Costco 307,792 1 1 1 5 5 Y N N N N Y 6 61 Hayneedle 125,263 2 2 2 1 2 N Y N N Y Y 7 60 QVC 461,329 2 4 4 1 2 Y Y N N N Y 8 59 Kmart 532,306 1 2 3 1 2 N Y N N Y Y 9 58 HSN 106,021 1 4 3 2 2 Y Y N N N YSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 102
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce Index: Mass Merchants FACEBOOK TOTAL SHOPPING TOTAL SHOPPING STORE FACEBOOK/ BRAND FACEBOOK UPSTREAM STATUS STATUS LANDING GAMING CUSTOMER STORE ONRANK SCIQ™ ENGAGEMENT ENGAGEMENT FINDER WEBSITE PAGE FANS TRAFFIC UPDATES UPDATES TAB TAB SERVICE TAB FACEBOOK SCORE SCORE TAB INTEGRATION SCORE SCORE SCORE 10 56 Amazon.com 1,500,773 1 2 2 2 3 Y N N Y N Y 11 55 Target 5,245,902 1 2 1 2 3 Y Y N N N Y 12 53 Macys 2,022,834 1 2 2 2 2 N Y Y N N Y 13 51 Kohls 5,496,927 1 2 2 1 2 Y Y N N N Y 14 46 O.co 88,700 1 2 3 1 2 Y Y N N N Y 15 43 Buy.com 32,740 1 2 2 1 2 Y Y N N N Y 15 43 Audible.com 23,402 3 1 2 2 3 Y N N N N NSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 103
  • Food/Drug Retailers 10 food/drug retailers on FacebookSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 104
  • Social Commerce Index Social Commerce IQ™: Retail Top 10 Food/Drug Retailers Based on SCIQ™/Fans Figure 64.0: Top 10 food/drug retailers by Social Commerce IQ™ score Figure 64.1: Top 10 food/drug retailers by fan count Top 10 Food/Drug Retailers by Top 10 Food/Drug Retailers by Fan Social Commerce IQ™ Score Count Omaha Steaks 73 Walgreens 1,146,763 Peapod Delivers 72 Weight Watchers 773,242 Harry & David 68 CVS 529,043 Green Mountain Coffee 67 Safeway 230,311 Weight Watchers 64 Omaha Steaks 114,268 Fresh Direct 61 Green Mountain Coffee 101,107 Nutrisystem 61 Harry & David 61,222 Safeway 59 Peapod Delivers 24,660 Walgreens 55 Nutrisystem 15,197 CVS 52 Fresh Direct 900 0 20 40 60 80 0 312,500 625,000 937,500 1,250,000Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 105
  • Social Commerce Index Social Commerce IQ™: Retail Top 10 Food/Drug Retailers Based on Engagement Rate Figure 65.1: Top 10 food/drug retailers by social shopping Figure 65.0: Top 10 food/drug retailers by total engagement rate engagement rate Top 10 Food/Drug Retailers by Total Top 10 Food/Drug Retailers by Social Engagement Rate Shopping Engagement Rate Fresh Direct 5.71% Fresh Direct 6.87% Nutrisystem 5.64% Green Mountain Coffee 2.16% Harry & David 3.52% Harry & David 1.88% Green Mountain Coffee 3.27% Peapod Delivers 1.59% Peapod Delivers 2.71% Nutrisystem 1.53% Weight Watchers 1.64% Omaha Steaks 1.26% Omaha Steaks 1.44% CVS 1.20% Walgreens 1.25% Safeway 1.04% Safeway 1.05% Walgreens 0.95% CVS 0.81% Weight Watchers 0.86% 0 2 4 6 0 1 2 3 4 5 6 7Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 106
  • Social Commerce Index Social Commerce IQ™: Retail Category Overview Figure 66.0: Food/drug category vs. overall Figure 66.1: Food/drug social shopping status updates Metric Category Overall Breakdown of Food/Drug Social Avg. Social Commerce IQ™ 62 55 Shopping Status Updates Avg. Facebook Likes 289,843 815,501 Fan Pages with Stores 9% 28% 5% Avg. Facebook Upstream Traffic 7.64% 6.27% Avg. Engagement Rate 2.52% 1.81% Avg. Status Updates/Month 38 37 Coupon Sale 54% 41% ProductSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 107
  • Social Commerce Index Social Commerce IQ™: Retail Case Study: Walgreens Figure 67.0: Weekly Ad tab Social Commerce IQ™ 55 Ranking Overall Rank 104 Food/Drug Rank 9 Fan Count 1,146,763 Status Updates (July) 49 Total Likes for Status Updates 14,628 Data Total Comments for Status 4,968 Updates Total Engagement Rate 1.25% Shopping Engagement Rate 0.95% Facebook Upstream Traffic 6.30% Facebook Downstream Traffic 6.30% Facebook Integration on Website: Share button on products Walgreens’ fan page includes a Weekly Ad tab where fans can browse through items in the weekly ad for their location, post comments about the items, and share the items. Walgreens asks its fans a lot of questions on the Questions tab.Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 108
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce Index: Food/Drug FACEBOOK TOTAL SHOPPING TOTAL SHOPPING STORE FACEBOOK/ BRAND FACEBOOK UPSTREAM STATUS STATUS LANDING GAMING CUSTOMER STORE ONRANK SCIQ™ ENGAGEMENT ENGAGEMENT FINDER WEBSITE PAGE FANS TRAFFIC UPDATES UPDATES TAB TAB SERVICE TAB FACEBOOK SCORE SCORE TAB INTEGRATION SCORE SCORE SCORE Omaha 1 73 114,268 2 3 3 2 3 Y N N N Y Y Steaks Peapod 2 72 24,660 3 2 2 5 4 Y Y N N N Y Delivers Harry & 3 68 61,222 2 1 2 5 4 Y Y Y N N Y David Green 4 67 Mountain 101,107 1 2 1 5 5 Y Y N N N Y Coffee Weight 5 64 773,242 4 3 1 3 2 Y N N N N Y Watchers Fresh 6 61 900 4 2 2 5 5 Y N N N N N Direct 6 61 Nutrisystem 15,197 4 2 1 5 4 Y N N N N N 8 59 Safeway 230,311 2 2 2 2 3 Y Y Y N N Y 9 55 Walgreens 1,146,763 2 2 2 2 2 N N Y N N YSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 109
  • Social Commerce Index Social Commerce IQ™: Retail Social Commerce Index: Food/Drug FACEBOOK TOTAL SHOPPING TOTAL SHOPPING STORE FACEBOOK/ BRAND FACEBOOK UPSTREAM STATUS STATUS LANDING GAMING CUSTOMER STORE ONRANK SCIQ™ ENGAGEMENT ENGAGEMENT FINDER WEBSITE PAGE FANS TRAFFIC UPDATES UPDATES TAB TAB SERVICE TAB FACEBOOK SCORE SCORE TAB INTEGRATION SCORE SCORE SCORE 10 52 CVS 529,043 2 2 2 1 3 Y Y N N N YSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 110
  • 4 About 8thBridgeSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 111
  • About 8thBridge Social Commerce IQ™: Retail About Us 8thBridge is first in social commerce. We create shopping experiences centered on people instead Our Approach of pages or products. Merchants partner with 8thBridge to create social shopping experiences for their customers inside Facebook and on their ecommerce sites. Portable Personal Filter my news feed only Bring your store and Customers are empowered to shop with merchants to offers my friends and offers to me on their own terms in a shopping experience that is I care about portable, personalized, and participatory. PEOPLE 8thBridge clients include Paramount Pictures, Delta Air Lines, 1-800-Flowers, Landsʼ End, Best Buy, Hallmark, TIME, 7 For All Mankind, and the fastest growing division of AVON called Mark. Participatory Enable me to become your advocate to my friendsSocial Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 112
  • About 8thBridge Social Commerce IQ™: Retail Social Shopping Evolution 85% Shopping is Friend to 18.4X Lift in Friend Shopping Massive News Feed Lift in Stores Impressions 80% Increase vs. Facebook Ad Links CTR First travel First movie tix First retail store booking option invites arrive in on a Facebook arrives from Delta your News Feed Fan Page opens in your Facebook from your News Feed friends Portable Personalized Participatory 2009 2010 2011Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 113
  • About 8thBridge Social Commerce IQ™: Retail Contact Us Brands that have partnered with 8thBridge Contact us today to learn how we can create social shopping experiences for your customers. Phone: (612) 927-3434 Email: contact@8thbridge.com Connect with 8thBridge:Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 114
  • About 8thBridge Social Commerce IQ™: Retail The Authors Erik Eliason Melissa Buening Dr. Paul Marsden Director of Marketing Sales and Marketing Associate Social Psychologist, Market 8thBridge 8thBridge Researcher, Blogger eeliason@8thbridge.com mbuening@8thbridge.com Social Commerce Today Erik is 8thBridgeʼs Director of Melissa is a Sales and Marketing Dr. Paul Marsden is a social Marketing. Prior to 8thBridge, Erik Associate at 8thBridge. She has a psychologist and market researcher co-founded two companies. Most B.S. in Architecture and studied specializing in digital culture and social recently, Erik co-founded entrepreneurial management at the media. He is author of Connected SocialEarth Media, a blog network Carlson School of Management at Marketing and editor of Social for social entrepreneurship. The the University of Minnesota. While Commerce Today, the leading web company has over 100 attending the University of journal on selling with social media.   contributors in 25 countries and Minnesota, she completed an generates nearly a million views internship at 8thBridge (then Paul works as a digital planner to per year. Alvenda). After completing college, brands and organizations in the she joined the team at 8thBridge. development of effective digital Prior to that, Erik co-founded a She helped in developing the Social marketing strategies, and as a venture-backed start-up which Commerce IQ™, gathering and professional trainer in digital served as a social network for analyzing the data, and designing communications and online PR. He is college admissions. Erik earned and writing the report.  a certified Net Promoter Associate, his MBA from Harvard Business and a Fellow of the Royal Society of School. Arts.Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 115