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Shopping in Digital Age
Ashish Kumar
In digital age, Success of a brand is proportional to the
popularity on social media.
• Future of Shopping
Product discovery -social to sales
CONSUMER DECISION JOURNEY
The Opportunity
Amazon & Best Buy Fans spent more than twice
as
much as the average Internet user
(both online and in-store).
Target fans also spent nearly twice as much, while
Target friends of fans spent 50% more
Best Buy Friends of Fans spent 100% more than the
average Internet user.
Starbucks saw a 38% lift in purchase incidence (in-store)
as a result of earned exposures on Facebook
• A small number of active influencers accounted for a disproportionate share of total recommendations
(exhibit).These power users are even more significant for product categories such as shoes and clothing:
5 percent of the recommenders accounted for 45 percent of the social influence generated
• Influencer scores: Klout or a robust model
• Learn about the type of people who talk about your brand
• Top Advocates
• Top Detractors
• The most influential social media sites for Fashion sales
USE CASE 2 :

ENGAGE YOUR CUSTOMERS
AND
CROWD-SOURCE YOUR
CONTENT
• We can crowd-source the content and allow online users/ store executives to play around
with the product catalog and create product sets and let them publish it on social media.
• Helps build customer engagement, also enhances the visibility of product offerings by brand,
through social media.
• The Customer publishes the set and shares it to the
social media:Tweets the link, pins the set,Shares as post
• Sales executives create the product sets to help the customer s pick the best
combination of products available.
If all of these social-media activities improve general service
perceptions about the brand, that improvement should be reflected in
a higher volume of positive online posts.
If social sharing is effective, added clicks and traffic should result in
higher search placements.
If both of these assumptions hold true, social-media activity should help
drive sales—ideally, at a rate even higher than the company could
achieve with its average gross rating point (GRP) of advertising
expenditures.
REFERENCES
• McKinsey Reports, articles and ebooks
• Harvard Business Review

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social_media_POV

  • 1. Shopping in Digital Age Ashish Kumar
  • 2. In digital age, Success of a brand is proportional to the popularity on social media.
  • 3. • Future of Shopping
  • 4.
  • 5.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30. Amazon & Best Buy Fans spent more than twice as much as the average Internet user (both online and in-store). Target fans also spent nearly twice as much, while Target friends of fans spent 50% more Best Buy Friends of Fans spent 100% more than the average Internet user. Starbucks saw a 38% lift in purchase incidence (in-store) as a result of earned exposures on Facebook
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.
  • 44. • A small number of active influencers accounted for a disproportionate share of total recommendations (exhibit).These power users are even more significant for product categories such as shoes and clothing: 5 percent of the recommenders accounted for 45 percent of the social influence generated
  • 45.
  • 46.
  • 47.
  • 48.
  • 49. • Influencer scores: Klout or a robust model
  • 50.
  • 51. • Learn about the type of people who talk about your brand • Top Advocates • Top Detractors
  • 52. • The most influential social media sites for Fashion sales
  • 53. USE CASE 2 :
 ENGAGE YOUR CUSTOMERS AND CROWD-SOURCE YOUR CONTENT
  • 54. • We can crowd-source the content and allow online users/ store executives to play around with the product catalog and create product sets and let them publish it on social media. • Helps build customer engagement, also enhances the visibility of product offerings by brand, through social media.
  • 55.
  • 56. • The Customer publishes the set and shares it to the social media:Tweets the link, pins the set,Shares as post
  • 57. • Sales executives create the product sets to help the customer s pick the best combination of products available.
  • 58. If all of these social-media activities improve general service perceptions about the brand, that improvement should be reflected in a higher volume of positive online posts. If social sharing is effective, added clicks and traffic should result in higher search placements. If both of these assumptions hold true, social-media activity should help drive sales—ideally, at a rate even higher than the company could achieve with its average gross rating point (GRP) of advertising expenditures.
  • 59. REFERENCES • McKinsey Reports, articles and ebooks • Harvard Business Review