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Embracing the New Social Media

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How Social, Mobile and Local technologies are changing shoppers' behaviors and expectations, and a few tips for engaging consumers with these tools.

How Social, Mobile and Local technologies are changing shoppers' behaviors and expectations, and a few tips for engaging consumers with these tools.

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Embracing the New Social Media Embracing the New Social Media Presentation Transcript

  • Embracing the New Social Media: SoMoLo 101 Dave Bruno, Director of Strategic Messaging, RedPrairieConfidential ©2012 RedPrairie Corporation. All rights reserved. 1
  • Who, What, Why (Why Not), and How to Fulfill Consumers’ SoMoLo ImperativeConfidential ©2012 RedPrairie Corporation. All rights reserved. 2
  • WHO Who Are These SO MO LO Shoppers?Confidential ©2012 RedPrairie Corporation. All rights reserved. 3 3
  • Who Are These SOCIAL MOBILE LOCAL Shoppers?Confidential ©2012 RedPrairie Corporation. All rights reserved. 4 4
  • WHY Why Should We Study These “SoMoLo” Shoppers?Confidential ©2012 RedPrairie Corporation. All rights reserved. 5 5
  • WHY Because They’re Everywhere…Confidential ©2012 RedPrairie Corporation. All rights reserved. 6 6
  • Shopper Demands Keep Escalating… WHATConfidential ©2012 RedPrairie Corporation. All rights reserved. 7
  • Research Approach Objective To ask businesses to pinpoint the SoMoLo expectations of their shoppers and how they are responding Study Conducted December 1 - 18, 2011 282 Respondents Revenue Breakdown $100M - $500M: 59% Greater than $500M: 41%Confidential ©2012 RedPrairie Corporation. All rights reserved. 8
  • 57%expect discounts sent to their phone46%expect to place orders via their phoneConfidential ©2012 RedPrairie Corporation. All rights reserved. Mobility Matters 9
  • 40% expect to use QR codes to access content on their phoneConfidential ©2012 RedPrairie Corporation. All rights reserved. 10
  • 50% expect to shop via tablet Tablets Are TriumphantConfidential ©2012 RedPrairie Corporation. All rights reserved. 11
  • Social: Sizzling…Or Fizzling? (Only) 38% expect to use socialsites to browse, shop, and buyConfidential ©2012 RedPrairie Corporation. All rights reserved. 12
  • 28% expect department-specific messages and offers to be sent to their phones when they are inside a store Locking In on (Micro) LocalConfidential ©2012 RedPrairie Corporation. All rights reserved. 13
  • We Have a Long Way to Go to Meet SoMoLo DemandsA Long Customers Expecting Business DeliveringRoad… 46% Place Orders 38% via Smartphone Availability and 42% Pricing on Phone 30% Order Status 44% Updates on Phone 30% QR Code Access 40% to Product Content 33% 13% average gap Browse/Shop/Buy 38% via Social Sites 22% Location-Specific 26% Offers via Phone 20% Dept-Specific 28% Offers via Phone 12%Confidential ©2012 RedPrairie Corporation. All rights reserved. 14
  • WHY (NOT) 33% Lack of Corporate Commitment 36% Inability to Integrate New Channels 36% Visibility Across Channels Limited Inventory 25% Support New Challenges Stores Unable to SoMoLo RoadblocksConfidential ©2012 RedPrairie Corporation. All rights reserved. 15
  • Where to Begin? 36% Indicate that they are struggling to choose which programs to implementConfidential ©2012 RedPrairie Corporation. All rights reserved. 16
  • HOW Enabling SoMoLo 5 Intriguing Technologies that Can Give SoMoLo Strategies a Kick Start #RedShift2012Confidential ©2012 RedPrairie Corporation. All rights reserved. 17
  • Twitter: Not So “Old School” Purveyors of exclusive content and consistent dialog 700,000 Followers (10M Facebook Fans) S/S 2012 Launched on Twitter BEFORE it Hit the RunwayConfidential ©2012 RedPrairie Corporation. All rights reserved. 18
  • Pinterest Brings Bulletin Boards to Life Users simply “pin” images they like to interest “boards” Board topics range from cupcakes to bathrooms Retail images dominate Women outnumber men 4.5-1Confidential ©2012 RedPrairie Corporation. All rights reserved. 19
  • Brands Are (Getting) Very Active…Confidential ©2012 RedPrairie Corporation. All rights reserved. 20
  • Brands Are (Getting) Very Active…Confidential ©2012 RedPrairie Corporation. All rights reserved. 21
  • Brands Are (Getting) Very Active…Confidential ©2012 RedPrairie Corporation. All rights reserved. 22
  • Instagram Makes Phone Cameras Relevant Wildly Popular Photo Enhancing and Sharing App for iPhone 25M active one-tap 1.5M pics shared users sharing every dayConfidential ©2012 RedPrairie Corporation. All rights reserved. 23
  • Bergdorf Goodman Makes Instagram Relevant to their Brand Share Your Shoe Obsession “Isn’t that the secret to the absolute perfect pair? You never know what adventures they hold.” • Photo sharing campaign > Consumers use Instagram to take/edit/post photos of BG shoes in various locales throughout the city • Primary goals: > Promote newly expanded shoe salon > Brand awarenessConfidential ©2012 RedPrairie Corporation. All rights reserved. 24
  • Customersembraced thecampaign… First 2 Weeks 650 Photos 8,000 FollowersConfidential ©2012 RedPrairie Corporation. All rights reserved. 25
  • Luminate: Content for 3 Trillion Images Ads, content, social tools overlay online images “image apps" turn static images into dynamic and interactive experiencesConfidential ©2012 RedPrairie Corporation. All rights reserved. 26
  • The Dawn of i-Commerce? PublishConfidential ©2012 RedPrairie Corporation. All rights reserved. 27
  • The Dawn of i-Commerce? Publish TagConfidential ©2012 RedPrairie Corporation. All rights reserved. 28
  • The Dawn of i-Commerce? Publish Tag Shop 4,000 publishers 150M visitors/month30B image views/year *TechCrunch >100 different merchants: Macy’s Zappos, Nordstrom, Gap, Piperlime, etc. Confidential ©2012 RedPrairie Corporation. All rights reserved. 29
  • The (Social) Google of Fashion 1.3M monthly users (up 500,000/month in 2011) cross-shop apparel, home decorating and kids productsConfidential ©2012 RedPrairie Corporation. All rights reserved. 30
  • The (Social) Google of Fashion 1.3M monthly users (up 500,000/month in 2011) cross-shop apparel, home decorating and kids productsConfidential ©2012 RedPrairie Corporation. All rights reserved. 31
  • ShopStyle Does SoMoLoConfidential ©2012 RedPrairie Corporation. All rights reserved. 32
  • Extra Credit A Few Thought-Provoking Ideas to Make Location Work for Direct BusinessesConfidential ©2012 RedPrairie Corporation. All rights reserved. 33
  • eBay Adds “Buying” with QR Codes • Shoppable windows on 5th Avenue • Collections curated by 30 “tastemakers” >Justin Bell, Liz Lange, Coco Rocha, Lake Bell, etc.Confidential ©2012 RedPrairie Corporation. All rights reserved. 34
  • QR Codes Link to Mobile Optimized Site “Always Open” Windows capitalize on impulse shopping > Nearly half of all shoppers enjoy window shopping > Want to make an immediate purchase when they spot something they loveConfidential ©2012 RedPrairie Corporation. All rights reserved. 35
  • SHOPBOX: Redefining Local and Mobile? The Far Reaches of Pop-Up Retail • Repurposed bright green shipping container > Completely unattended • Visitors browse items from plate glass window > Register on iPads attached to the sides • To purchase, customers text message their order > Products are shipped to their homes Intriguingpotential for event marketing?Confidential ©2012 RedPrairie Corporation. All rights reserved. 36
  • StyleLiner: Pop-Up Goes Mobile Former potato-chip truck now a mobile style galleryConfidential ©2012 RedPrairie Corporation. All rights reserved. 37
  • Summary and ConclusionsConfidential ©2012 RedPrairie Corporation. All rights reserved. 38
  • Key Objective for SoMoLo? Interaction Integration collaborative online and offline experiences Seamless, Notification of offers, opportunities, product lineup changes Alert customers Traffic Relentlessly seek opportunities to improve store traffic Education Inform shoppers about products, features, programs Relationships Engage, entertain and add value to bring them back Access Be available when, where, how, and on the devices THEY prefer Community Identify and embrace local influencers and advocates to build networks Transactions Arm each channel (and every salesperson) with conversion toolsConfidential ©2012 RedPrairie Corporation. All rights reserved. 39
  • Notes for the Final Exam • Think of yourself as media > Marketing = Media (not shallow self promotion) > “Always on customers” require “always on” marketing • Talk to your (target) customers > Understand their tech/social preferences > Reach them on their terms • Look for ways to add value > Exclusivity, early access, etc. • Be prepared for some trial and error > Learn from success and mistakesConfidential ©2012 RedPrairie Corporation. All rights reserved. 40
  • What if… Kodak had created Instagram? *Jon Thomas, StorytellingConfidential ©2012 RedPrairie Corporation. All rights reserved. 41
  • What if… Dole had created Fruit Ninja? *Jon Thomas, StorytellingConfidential ©2012 RedPrairie Corporation. All rights reserved. 42
  • What if… Whole Foods had created FarmVille? *Jon Thomas, StorytellingConfidential ©2012 RedPrairie Corporation. All rights reserved. 43
  • Full Study Now Available Online CommerceInMotion.comConfidential ©2012 RedPrairie Corporation. All rights reserved. 44
  • Thank You David.Bruno@RedPrairie.comConfidential ©2012 RedPrairie Corporation. All rights reserved. 45