With eCommerce hitting record highs this holiday season, more and more brands embracing "people to people" marketing, and the continued rise of photo centric social platforms, Oracle and Ditto Labs share how social is becoming the new tipping point for commerce.

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Will Social Serve as the Tipping Point for
Commerce?
Bill Hobbib, VP Product Marketing: Commerce and Social
Mary Tarczynski, CMO, Ditto Labs
Oracle Confidential – Internal/Restricted/Highly Restricted

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70% of Fortune 500 firms in
1990 are gone today, and 50%
are gone since 2000
Very few retailers survive
beyond a decade
Iconic brands disappear

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The buyer is in control.
(But you‘re often still marketing,selling
and servicingas if this wasn’t true.)

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$327 billion
will be spent online by U.S.
consumers in 2016
74% of consumers rely
on social media to guide
their purchases
43% of consumers are
more likely to buy a new
product when learning
about it on social
60% of SMBs say they’ve
gained new customers
through their social media
efforts
State of Social Commerce
Oracle Confidential – Internal/Restricted/Highly Restricted 5

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Share of Social Generated E-Commerce Revenue
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Growth Rate of Social Media Fan Base
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Source: “Has Social Commerce Reached a Tipping Point” (Retail Touchpoints Survey report: 2014)

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Impact of Social on Commerce Sales: Today vs 2018
None less than
5%
5-10%
11-20%
21-30%31-40%
41-50%
51-75%
76-90%
More
than 90%
None
less than
5%
5-10%
11-20%
21-30%
31-40%
41-50%
51-75%
76-90%
More
than 90%
What % of Sales Do You Attribute to Social Commerce?
Today By 2018
Source: “Has Social Commerce Reached a Tipping Point” (Retail Touchpoints Survey report: 2014)

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Do You Have a Social Commerce Strategy in Place?
Oracle Confidential – Internal/Restricted/Highly Restricted
72%
21%
70%
Yes
No, but plan to
add
No
If “no”, what is preventing your organization from
investing in social commerce? (check all that apply)
4%
22%
33%
41%
48%
0% 10% 20% 30% 40% 50% 60%
Not relevant to our target
audience
Lack of internal expertise to
develop Social Commerce…
Budget constraints
Other priorities take precedence
Still working to perfect our e-
Commerce Strategy
Source: “Has Social Commerce Reached a Tipping Point” (Retail Touchpoints Survey report: 2014)

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Top 400 retailers earned $3.4B from social
shopping in 2014.
Up 26% from 2013, vs 16% growth rate for overall e-commerce market
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Authentic engagement, user-generated content
Convenience, immediate calls to action
Incentives to buy via social
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Get insight from Social about content that will resonate with your audience
Leverage user-generated content to drive social sales
Actively engage with influencers
Understand your channels, target right content to each channel
Add "buy" button to social channels, propagate storefront to social
Use Commerce/Social data to find look alike audiences
Use Social to promote incentives

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1.8 Billion Photos are Shared on Social Media Every Day

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But text listening tools miss many of these pictures
No reference to
Bolthouse Farms
No reference to
Uber
No reference to
Pampers

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Ditto uses proprietary image recognition to detect brands
in social photos and organize them for marketers

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Ditto clients primarily use image recognition for customer
insights, visual analytics and influencer engagement

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But several factors have recently converged to make
social photos the tipping point for social commerce
Smart phones with cameras = UGC
+ Social networks = attention on photos
+ Low cost data plans = massive UGC
+ Computer vision = structure photo content
+ ElasticCloud = affordability @scale
+ Affiliate models = social commerce

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Brands are already using photos to drive interest and sales

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What if that content was generated by real customers?

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Computer vision curates for presence of brand, faces,
smiles, scenes and objects and can be trained on “allure”

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Images sourced by Ditto feed into the Oracle Social Media
Mixer Module for manual approval