1.
Monetising Social Media “S-Retailing” Luxury Interactive London, May 2011www.ianjindal.com | www.internetretailing.net

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1. Exploding Channels2. PR3. Character

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Ian Jindal @ianjindal @etail @etailexpo

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Ian Jindalwww.ianjindal.comhttp://twitter.com/ianjindal

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Social Commerce – already here

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What’s on your mind?Summary

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Key trends for industry professionals - Survey

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What’s on your mind?25% - Social Media-- “ROI” – we’re doing it, but don’t know how we’ll measure it…-- “Brand Integration”-- making sense of the customer relationship and experienceSummary-- developing the ‘online shopkeeper mentality’

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The Social Customer

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Social traffic to retailers exceeds email

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Trend continued in 2010 http://weblogs.hitwise.com/heather-dougherty/2011/01/ holiday_retail_gets_more_socia.html

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Television and Mobile

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Television and Mobile

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Reviews

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Reviews• 215 billion user-generated impressions• 3500+ review impressions per second• 1,000+ retailers

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Reviews ! Sephora products with 2 or more questions have a 22% higher conversion rate ! Customers’ own words ! 20x update frequency ! Without Q&A, this top ranked page would not exist !

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Guerilla Commerce http://twitter.com/etail/tweetailers

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Whither the ‘purchasing funnel’? http://www.kaushik.net/avinash/wp-content/uploads/2007/11/coradiant_reports.png

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Social is not just online – let’s look at the store…

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Social Graph and Location meet promotionFacebook Deals – adding promotions to “place”and “social” http://www.internetretailing.net/2011/02/facebook-deals-adding-the-what-to-the-where-and-who/

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Social Graph and Location meet promotionFacebook Deals – adding promotions to “place”and “social” http://www.internetretailing.net/2011/02/facebook-deals-adding-the-what-to-the-where-and-who/

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Social Graph and Location meet promotionFacebook Deals – adding promotions to “place”and “social”

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Social Graph and Location meet promotionFacebook Deals – adding promotions to “place”and “social” http://www.fraunhofer.de/en/press/research-news/2010-2011/13/interactive-window-shopping.jsp

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Social Graph and Location meet promotion 900,000 views a month 45% on the dealer forecourt!!Facebook Deals – adding promotions to “place”and “social”

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Narrative – in the customers’ hands

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Narative is not owned by the brand

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When customers market the brand

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Supporting narrative – “tool watch”, bling and post-purchase dissonance

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Measure and assess

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Measure and assess • Social Retailing touches reviews, mobile, guerilla, cross- channel and sustains brand narratives in between purchases • Social Retailing develops and amplifies appreciative, discerning ‘audiences’ for our customers • Measure in the moment (for sales/reviews), in a consideration cycle and over a lifetime (like PR) – no single measure

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Social Commerce – Roundtable videos… http://www.internetretailing.net/events/bazaarvoice-social-commerce-insight-roundtable

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Modes of engagement 1. Customers talking to each other about us [monitor, act] 2. Customers talking to each other via us [service, host, act] 3. Us talking to (rather than at) customers [resource, connect, act] 4. Increasing interaction with space, place, time and sentiment [data, integration, consistency, service, act] 5. Amplification of any of the above [do more, better]

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Social Retailing

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Thank youwww.ianjindal.comwww.internetretailing.netwww.m-retailing.netwww.europeanecommerceforum.orghttp://twitter.com/ianjindal