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BEFORE WE START, LETS LOOK AT SOME IMPORTANT DATA
Apple just reached 15 billion app downloads Facebook has officially hit 750 million users Zuckerberg says that Facebook didn’t unveil this stat separately because the team doesn’t think counting users is important anymore
This is Adrian . He is 20 years old and goes to university at the London School of Economics. It’s saturday afternoon and he’s checking his facebook.
His best friend Steph just posted new pictures of her vacations in the Bahamas. She mentions a new camera in the album and he remembers he needs to buy a camera. Home Profile Acconunt
He goes into amazon and browses through all the digital camera options and decides to look more into detail into a canon model.
He scrolls down the page and sees a review of a professional photographer. He recommends it and all of a sudden Adrian is more inclined to buy this camera ...but he’s still not ready to buy it.
Hey, Steph! I’m thinking of buying a Canon. Do you recommend it?
So he decides to go to an electronics shop to get a hands on experience with the camera he liked on Amazon.
The attendant explains that if Adrian checks in the store on foursquare or recommends the store to his friends on Facebook, he gets the chance of personalizing his camera with a name and several colors. There, he discovers Canon has a special promotion happening in the store. Adrian Finch Adrian just checked-in @ Best Buy (w/savings on camera personalization) (London, UK) Best Buy Best Buy Like Adrian on foursquare
Just bought this new personalized canon at Best Buy! He completes the purchase recommending the store in his Facebook page. Home Profile Acconunt Finch
Social Media channels Social listening/mining Peer to peer influencing The Social Shopper path & how Cannon used it. Differentiated Purchasing & positive review In store Digital social interaction Geo Location & Mobile incentive Finch
So, Adrian is engaged, but ..... World population in emerging countries Adrian is part of 20% of possibilities Source: Population Reference Bureau http://www.prb.org/Publications/Datasheets/2008/2008wpds.aspx
A new global marketplace on the horizon Source: Oxford Economics h ttp://www.oxfordeconomics.com/free/pdfs/the_new_digital_economy.pdf The emerging-market customer takes center stage “ As a result, Western firms are turning to reverse innovation, creating products first for developing markets and then rolling them out to the industrial world.” Private and public spending Private and public spending will increase twice as fast in the BRIC economies than the top four advanced economies
DIFFERENT BUYING BEHAVIOUR The group buying sector in China grew dramatically over the past 2 years: from 4 sites in the beginning of 2009 to nearly 1.700 in Dec. 2010 The sector made 75.4 billion U.S. dollars in 2010 Source: http://www.slideshare.net/Jarrahbear/tuangou-group-buying-in-china
THE SHIFT IN GROUP BUYING Source: Power in Numbers - um knol por James Pruett Crowd Clouts on Electronics (low margin products) Group buying platform focusing on Expensive/ high margin items