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THE CUSTOMER CONVERSION CONUNDRUM
SIX SIGNIFICANT iCONSUMER TRENDS
Source: McKinsey&Company, 2012 | iConsumer: Digital Consumers Altering the Value Chain
FOCUS
ON THE
CUSTOMER
= RETAIL 3.0
MOBILE RETAILING
Source: McKinsey&Company, 2012 | iConsumer: Digital Consumers Altering the Value Chain
MULTI...
TOP 5 MERCHANDISING INITIATIVES
AND PRIORITIES FOR ONLINE BUSINESS
DISPLAY ADVERTISING
CONTINUES TO SEE GAINS
DRIVEN BY RETAIL
ource: “U.S. Digital Future in Focus, 2013” by comScore
Enhanc...
OF RETAILERS WILL SPEND MORE
ON RETARGETING
IN 2013
Source: “The State of Retailing Online, 2013” a Shop.org study conduct...
LEVERAGE CRM DATA
TO GET FROM
1st to 2nd PURCHASE
RECOMMENDATION
Initiate one-to-one
marketing in display like
all other c...
• Customers Expect Experiences
• Mobile is a key part of their Journey
• Personalize as much of the Experience
• Leverage ...
Thank You
Rob Sopkic
VP of Sales, North America

rob.sopkic@sociomantic.com 

T 415.637.5233
Social Media and
Innovation in
Online Shopping
Carrie Whitehead
Zappos.com
24%
34%
48%
52% 56%
62%
% Who Currently
Have a Profile
on Any Social
Network
Six in Ten Americans Have
a Profile on a Soci...
Lady Gaga, Justin Bieber and Katy Perry have
more Twitter followers than the entire
populations of Germany, Turkey, South ...
@BronxZoosCobra
186,800
FOLLOWERS
75,650 followers in the
first 24 hours
One to one One to many Many to many
Everything.com/technology
http://community.secondlife.com/t5/image/serverpage/image-id/40433i91CE7E110D0F82A4/image-size/original?v=mpbl-1&px=-1
Cre...
Reciprocity: People tend to return favors.
Commitment and Consistency: People committing
orally or in writing to ideas or ...
CONTENT
The opportunity for
innovation lies in the
intersection of Content,
Context and Conversation.
CONTEXT
CONVERSATION...
CONTENT
It must be a good story, one
that resonates with human
emotions.
It should be fun and
authentic. And can take on
m...
Glance
A simple and fun
shopping experience
bringing curated
collections of the most
exciting products from
Zappos.
The Gl...
Make the story relevant
and memorable.
Make it discoverable. Be at
the right place at the right
time.
CONTEXT
Social Buzz
Displaying social activity on product
pages to help support purchase
decisions
50/50 AB Test
Those who clicked...
Make the conversation
popular. Get people to
continue telling the story for
true reach and frequency.
With a passionate en...
ROI is great, but social
media is an investment.
Continue to experiment,
learn and evolve to look
ahead and affect change.
Play, experiment and be human.
Thank you!
cwhitehead@zappos.com
@whitehead
Zappos.com/Expo
Sociomantic at DRS: The Customer Conversion Conundrum
Sociomantic at DRS: The Customer Conversion Conundrum
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Sociomantic at DRS: The Customer Conversion Conundrum

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The next-generation of marketing technology aims to keep the consumer at the center of the commerce experience by allowing businesses to seamlessly interact with with customers when, where and how they choose. How are retailers personalizing the experience in the way customers expect? What are marketers doing to leverage technology and build out their capabilities to meet the needs of the connected digital consumer? Sociomantic’s Rob Sopkic will discuss how retail experiences are evolving to not only respond to customer needs, but to actually anticipate and satisfy them.

Speaker: Rob Sopkic, vp of sales, north america, Sociomantic

Published in: Business, Technology
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Sociomantic at DRS: The Customer Conversion Conundrum

  1. 1. THE CUSTOMER CONVERSION CONUNDRUM
  2. 2. SIX SIGNIFICANT iCONSUMER TRENDS Source: McKinsey&Company, 2012 | iConsumer: Digital Consumers Altering the Value Chain
  3. 3. FOCUS ON THE CUSTOMER
  4. 4. = RETAIL 3.0 MOBILE RETAILING Source: McKinsey&Company, 2012 | iConsumer: Digital Consumers Altering the Value Chain MULTICHANNEL INTEGRATION +
  5. 5. TOP 5 MERCHANDISING INITIATIVES AND PRIORITIES FOR ONLINE BUSINESS
  6. 6. DISPLAY ADVERTISING CONTINUES TO SEE GAINS DRIVEN BY RETAIL ource: “U.S. Digital Future in Focus, 2013” by comScore Enhanced targeting and personalization is making display more accountable.
  7. 7. OF RETAILERS WILL SPEND MORE ON RETARGETING IN 2013 Source: “The State of Retailing Online, 2013” a Shop.org study conducted by Forrester Research
  8. 8. LEVERAGE CRM DATA TO GET FROM 1st to 2nd PURCHASE RECOMMENDATION Initiate one-to-one marketing in display like all other channels, e.g. email, search & loyalty
  9. 9. • Customers Expect Experiences • Mobile is a key part of their Journey • Personalize as much of the Experience • Leverage More Data in Advertising SUMMARY
  10. 10. Thank You Rob Sopkic VP of Sales, North America 
rob.sopkic@sociomantic.com 

T 415.637.5233
  11. 11. Social Media and Innovation in Online Shopping Carrie Whitehead Zappos.com
  12. 12. 24% 34% 48% 52% 56% 62% % Who Currently Have a Profile on Any Social Network Six in Ten Americans Have a Profile on a Social Networking Site 2008 2009 2010 2011 2012 2013 Edison Research and Arbitron, Infinite Dial 2013 research
  13. 13. Lady Gaga, Justin Bieber and Katy Perry have more Twitter followers than the entire populations of Germany, Turkey, South Africa, Egypt, United Kingdom, Canada, and Argentina Social Media has overtaken porn #1activity on the Web the Every minute 72 hours of video is uploaded to YouTube “We don’t have a choice on whether we DO social media, the question is how well we DO it.” – Erik Qualman
  14. 14. @BronxZoosCobra 186,800 FOLLOWERS 75,650 followers in the first 24 hours
  15. 15. One to one One to many Many to many
  16. 16. Everything.com/technology
  17. 17. http://community.secondlife.com/t5/image/serverpage/image-id/40433i91CE7E110D0F82A4/image-size/original?v=mpbl-1&px=-1 Create deeper connections. See the person behind the profile.
  18. 18. Reciprocity: People tend to return favors. Commitment and Consistency: People committing orally or in writing to ideas or goals are more likely to honor those commitments for self-image congruity. Social Proof: People will do things they see other people doing. Authority: People tend to obey authority figures, even when asked to perform objectionable acts. Liking: People are easily persuaded by other people they like. Scarcity: Perceived scarcity generates demand. People are still people.
  19. 19. CONTENT The opportunity for innovation lies in the intersection of Content, Context and Conversation. CONTEXT CONVERSATION INNOVATION
  20. 20. CONTENT It must be a good story, one that resonates with human emotions. It should be fun and authentic. And can take on many different forms.
  21. 21. Glance A simple and fun shopping experience bringing curated collections of the most exciting products from Zappos. The Glance average order value is more than 50% higher than Zappos
  22. 22. Make the story relevant and memorable. Make it discoverable. Be at the right place at the right time. CONTEXT
  23. 23. Social Buzz Displaying social activity on product pages to help support purchase decisions 50/50 AB Test Those who clicked on tab were more engaged
  24. 24. Make the conversation popular. Get people to continue telling the story for true reach and frequency. With a passionate enough audience, the people will close the sale. CONVERSATION
  25. 25. ROI is great, but social media is an investment. Continue to experiment, learn and evolve to look ahead and affect change.
  26. 26. Play, experiment and be human.
  27. 27. Thank you! cwhitehead@zappos.com @whitehead Zappos.com/Expo

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