Social Web and the Connected Consumer: In-Store

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Kurt Karlenzig, The Marketing Store's SVP, Global Digital shares social media marketing for in-store and shopper marketing with POPAI's Masters Program. The Marketing Store is one of the world's largest brand activation agencies. For more information, visit: http://themarketingstore.com or follow @marketingstore

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  • Original map posted on xkcd Randall Munroe in 2007: http://xkcd.com/256/
  • Original map posted on xkcd by Randall Munroe in 2010: http://xkcd.com/802/
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  • Social Web and the Connected Consumer: In-Store

    1. 1. POPAI MASTERS SERIES June 28, 2011 Kurt Karlenzig SVP, The Marketing Store Worldwide SOCIAL WEB AND THE CONNECTED CUSTOMER SOCIAL MARKETING FOR BRANDS AND RETAIL
    2. 2. AGENDA SOCIAL MARKETING POPAI CHICAGO 2011 1. A BRIEF HISTORY LESSON MASSIVE GROWTH AND EVOLUTION 2. EVOLVING Behavior 3. SOCIAL WEB & THE CONNECTED CUSTOMER SOCIAL SHOPPING 4. Marketing Opportunities 5. Q&A
    3. 3. INTRODUCTION
    4. 4. SOCIAL MARKETING POPAI CHICAGO 2011 GLOBAL NETWORK. LOCAL RELEVANCE. Birmingham, UK | Buenos Aires | Chicago | Hong Kong | London | Paris | Sao Paulo | Shanghai | Sydney | Tokyo | Toronto The Marketing Store has nearly 1,000 employees on five continents around the globe.
    5. 5. SOCIAL WEB - HOW IT STARTED
    6. 6. February 2006, Forrester Big Idea “Social Computing” TECH & SOCIAL CONVERGENCE CREATE SOCIAL COMPUTING SOCIAL MARKETING POPAI CHICAGO 2011
    7. 11. SOCIAL MARKETING POPAI CHICAGO 2011
    8. 12. SOCIAL MARKETING POPAI CHICAGO 2011
    9. 13. SOCIAL MARKETING POPAI CHICAGO 2011 ONLINE ACTIVITY -2010
    10. 14. GOING MOBILE RAPID SHIFT AND BEHAVIOR CHANGE
    11. 15. SOCIAL MARKETING POPAI CHICAGO 2011 2000 2010 MOBILE GETS SMARTER
    12. 16. SOCIAL MARKETING POPAI CHICAGO 2011 SOURCE- MARY MEEKER- KPCB - FEB 2011 NEW BEHAVIOR
    13. 17. THE SOCIAL WEB IS MOBILE SOCIAL MARKETING POPAI CHICAGO 2011
    14. 18. Predicted to eclipse fixed internet use by the end of MOBILE WEB USE 2013
    15. 19. SOURCE- EMARKETER- MARCH 2011
    16. 20. SOCIAL MARKETING POPAI CHICAGO 2011
    17. 21. SOCIAL SHOPPING <ul><li>Shopping Apps and tools </li></ul><ul><li>Group deals/shopping sites </li></ul><ul><li>Shopping communities that bring like-minded people together to discuss, share, and shop. </li></ul><ul><li>Recommendation engines allow shoppers to provide advice to fellow shoppers. </li></ul><ul><li>Social Shopping Marketplaces which bring sellers and buyers together to connect and transact
 </li></ul>SOCIAL MARKETING POPAI CHICAGO 2011
    18. 22. SOCIAL MARKETING POPAI CHICAGO 2011 Retailer apps (Walmart, Target, Etc.) Deal sites (Groupon, Etc.) Barcode scanners Coupon apps Price comparison Location-based apps for nearby deals 52 % 49 % 42% 22 % 37 % 34 % SHOPPING MomS & APP USE
    19. 23. GROUP DAILY DEALS SOCIAL MARKETING POPAI CHICAGO 2011
    20. 24. SCANNER APPS SOCIAL MARKETING POPAI CHICAGO 2011
    21. 25. LOCATION BASED SHOPPING SOCIAL MARKETING POPAI CHICAGO 2011
    22. 26. CROWD Powered REVIEWs SOCIAL MARKETING POPAI CHICAGO 2011
    23. 27. SOCIAL CONNECTED SHOPPiNG SOCIAL MARKETING POPAI CHICAGO 2011
    24. 28. SOCIAL CONNECTED SHOPPNG SOCIAL MARKETING POPAI CHICAGO 2011
    25. 29. SOCIAL CONNECTED SHOPPNG SOCIAL MARKETING POPAI CHICAGO 2011
    26. 30. GETTING THERE SOCIAL CONNECTED MARKETING
    27. 31. SOCIAL MARKETING POPAI CHICAGO 2011
    28. 32. SOCIAL MARKETING POPAI CHICAGO 2011 Live it- Understand how the social network functions before you build your presence Stop, Look, Listen to the conversation Use social monitoring tools to capture data GETTING STARTED
    29. 33. SOCIAL MARKETING POPAI CHICAGO 2011 <ul><li>Enable discussion, the wall, photos, etc . read and respond to comments </li></ul><ul><ul><li>Always be transparent about your role </li></ul></ul><ul><li>Create useful apps and experiences that model what friends do naturally – share info, experiences and laughs </li></ul><ul><li>Offer a reason to engage and provide value </li></ul><ul><li>Plan out how you will get grow a following and get distributed beyond Facebook and Twitter </li></ul>BUILDING A FOLLOWING
    30. 34. SOCIAL MARKETING POPAI CHICAGO 2011
    31. 35. SOCIAL MARKETING POPAI CHICAGO 2011
    32. 36. SOCIAL MARKETING POPAI CHICAGO 2011
    33. 37. SOCIAL MARKETING POPAI CHICAGO 2011
    34. 38. SOCIAL MARKETING POPAI CHICAGO 2011
    35. 39. SOCIAL MARKETING POPAI CHICAGO 2011
    36. 40. SOCIAL MARKETING POPAI CHICAGO 2011
    37. 41. Q&A SOCIAL MARKETING POPAI CHICAGO 2011
    38. 42. Follow us on twitter @marketingstore @dkmann SOCIAL MARKETING POPAI CHICAGO 2011

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