Social Media Marketing & Retail
Hi, I’m Joel Bloch, CEO of Tag’by At Tag’by we developed a social marketing platform for physical places with focus on ret...
A NEW AREA
For years Online stores tried to copy real stores•Basket•Cashier•Sales person•Product trialWith Social networks online sto...
Time has come for brick and mortar stores to catch up with  online
THE CURRENT SITUATION
-50%   -20%                                                       -40%                                                -50%...
Current Social Marketing is Not really adapted
A PARADOX
Retailers hunt for fans whereas they are in their stores         PHYSICAL VISITORS ARE THE REAL FANS                      ...
HOW TO LEVERAGE PHYSICAL FANS?
Retailers’ challengeRecruit fans in store                           +1  Turn them into Brand     Ambassador
Recruit Fans 1 Signage in Store      • Social network STICKER on the window      • QR code to simplify      • Special offe...
“Buy” Customers’ Endorsement 2 Make the show     • Kellog’s Tweet Store:        You pay your product by sending nice tweet...
Use Geo-location Service 3 The Checkin effect      •You recruit with attractive offer      •You count on the sharing featu...
Build a Social Marketing Channel 4 Social animation in store •Add a social spirit to the shopping experience •Develop fun ...
YES...BUT HOW TO DO IT?
OPTION #1 :Use Smartphone connection that holds user Id and get store message through a QR code or an NFC tap   2.   Scan ...
The message is displayed on the tablet or screen,  1.     connected with wifi or 3GOPTION #2 :Use In-store Screen connexio...
Good and Bad for each option           Smartphone                             Smart screens•A massive adoption but a major...
A NEW MARKETING AHEAD
BENEFITS Shopper experience                                   Loyalty program               Social recruitment   enhanceme...
A STRATEGIC MOVE                             Brand                             impact                Thought              ...
SUM UPFan Page publication      Send coupons to fans to drive them to storeSticker with incentives                        ...
THANK YOUjoel@tagby.com
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Social Media Marketing & Retail @LeWeb

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Social Media Marketing & Retail @LeWeb

  1. 1. Social Media Marketing & Retail
  2. 2. Hi, I’m Joel Bloch, CEO of Tag’by At Tag’by we developed a social marketing platform for physical places with focus on retailers Retail = only brick and mortar Social network = mainly Facebook
  3. 3. A NEW AREA
  4. 4. For years Online stores tried to copy real stores•Basket•Cashier•Sales person•Product trialWith Social networks online stores have taken an other unfair advantagethey can address and recruit customers’ friends to their online store through asimple « share button »…
  5. 5. Time has come for brick and mortar stores to catch up with online
  6. 6. THE CURRENT SITUATION
  7. 7. -50% -20% -40% -50%You push your online -60% ...with coupons, deals. fans to your store... -10% -30% -50% -10% I GOT THE INFO I’LL PROBABLY GO Shop HOW MANY FANS... ...TO GET 1 CUSTOMER ?
  8. 8. Current Social Marketing is Not really adapted
  9. 9. A PARADOX
  10. 10. Retailers hunt for fans whereas they are in their stores PHYSICAL VISITORS ARE THE REAL FANS • They are willing to share their enjoyment with their friends • They are under the charm of your sales persons, decorations, music, atmosphere, surrounded by your products • They give all their attention, they are in your world (online you are in their world)
  11. 11. HOW TO LEVERAGE PHYSICAL FANS?
  12. 12. Retailers’ challengeRecruit fans in store +1 Turn them into Brand Ambassador
  13. 13. Recruit Fans 1 Signage in Store • Social network STICKER on the window • QR code to simplify • Special offer to “like”You get :New Fans from the store but Marketing stays online
  14. 14. “Buy” Customers’ Endorsement 2 Make the show • Kellog’s Tweet Store: You pay your product by sending nice tweets • Diesel product QR codes: You get discount when flash and publish productYou get : One shot to communicate on Visitor’s wallValuable posts on visitor’s wall to reach their friendswithout any data collection
  15. 15. Use Geo-location Service 3 The Checkin effect •You recruit with attractive offer •You count on the sharing feature •You manage offers and results onlineYou get :An external source of visitors coming with (or not) their friends
  16. 16. Build a Social Marketing Channel 4 Social animation in store •Add a social spirit to the shopping experience •Develop fun and enjoyment •Integrate marketing into Photos and Message publicationsYou get :You own fans database, you improve loyalty and leveragefriends endorsement for recruitment
  17. 17. YES...BUT HOW TO DO IT?
  18. 18. OPTION #1 :Use Smartphone connection that holds user Id and get store message through a QR code or an NFC tap 2. Scan the QR code which host the message 3. The message is automatically published on your Timeline
  19. 19. The message is displayed on the tablet or screen, 1. connected with wifi or 3GOPTION #2 :Use In-store Screen connexion with brand message and get user ID through an RFID card or any loyalty card 2. Swipe your RFID card with your Facebook ID The message is automatically published 3.
  20. 20. Good and Bad for each option Smartphone Smart screens•A massive adoption but a majority of •New wave digital displays in retail to not connected consumers enhance shopper experience•Lack of visibility of the message to •Need a physical support of user ID,appeal the user loyalty card or mobile phone (NFC)•Application to download and accept •Need to connect to Facebook first time first time
  21. 21. A NEW MARKETING AHEAD
  22. 22. BENEFITS Shopper experience Loyalty program Social recruitment enhancement•Customer’s social network •Behavioral info •Every post is an opportunity available in the store to reach customer’s friends•Personalized offers even •Mixed with CRM •Branded photos at first visit thanks to his Facebook profile •Every social action better qualifies his profile •Social Wish list
  23. 23. A STRATEGIC MOVE Brand impact Thought Cross channel through communication mechanism Store Sales design organizationCreativity Preparation Piloting phase KPI
  24. 24. SUM UPFan Page publication Send coupons to fans to drive them to storeSticker with incentives Quick fans recruitments in store Make the show “Buy” Endorsement Geo-location offers Use the checkin Effect with valuable offers Social Marketing A permanent Social animation in store Channel
  25. 25. THANK YOUjoel@tagby.com

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