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Innovation and the Rise of the Social Consumer

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Innovation and the Rise of the Social Consumer

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CMA Digital Day presentation.

Every industry and vertical is going to be rethought in a social way.

The real opportunity is about people redesigning these spaces.

CMA Digital Day presentation.

Every industry and vertical is going to be rethought in a social way.

The real opportunity is about people redesigning these spaces.

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Innovation and the Rise of the Social Consumer

  1. 1 Innovation and the rise of the Social Consumer @JaniceDiner
  2. 2 Horizon has a proven track record connecting brands to consumers in the social and emerging media space Huge Monster
  3. 3 The only thing consistent is change Facebook f8 - Open Graph Beta, Timeline, Ticker Facebook Platform for Mobile Facebook Credits Launch on Mobile Platform Facebook Launches Location TAB Facebook Page Insights Update eBay Partners with Facebook - x.commerce Walmart Labs Launches My Local Walmart Facebook is Testing Facebook Credits for Websites
  4. 4 Every industry and vertical is going to be rethought in a social way. The real opportunity is about people redesigning these spaces.
  5. 5 Every industrywith the social is going to Marketing and vertical graph be rethought in a social way. Engaging across all screens The real opportunity is about people redesigningproducts with purpose Build these spaces. we buy
  6. 6 The social consumer is a new breed of engaged and informed consumer They are researching, chatting, booking, sharing, y blogging, Facebooking, tweeting every aspect of their lives and buying experience with their friends online, on mobile devices and in multiple Social Networks
  7. 7 The social consumer is a new breed of engaged and informed consumer They are researching, we talk about what we buy chatting, booking, sharing, y blogging, Facebooking, tweeting every aspect of their lives and buying before we buy while experience with their friends online, on mobile we buy after we buy devices and in multiple Social Networks
  8. 8 The numbers tell the story, consumers are spending a lot of time on Facebook 7,861,253 34,829,861 25,682,332 8,926,910 29,204,532 23,230,709 888,200 20,908,420 5,297,569 2,251,913 9,755,684 1,185,002 6,001,435 3,416,828 7,581,233
  9. 9 The numbers tell the story, consumers are spending a lot of time on Facebook 7,861,253 34,829,861 25,682,332 8,926,910 29,204,532 100 million “likes” per day for Facebook pages 250+ million people engage with Facebook on external websites monthly. 23,230,709 888,200 20,908,420 5,297,569 2,251,913 350 million users are engaging with Facebook on mobile phones 2x more active people that use Facebook on their mobile devices 9,755,684 1,185,002 6,001,435 3,416,828 7,581,233 20 million times a day (on average people on Facebook app installs
  10. 10 Agenda 1. Facebook Commerce 2. Facebook Platform for Mobile 3. Facebook Credits 4. Facebook Location - Places 5. f8 Facebook Open Graph Beta
  11. 11 1. Facebook Commerce
  12. F-Stores F-Commerce Commerce inside Facebook.com Facebook e-commerce Ecosphere stores where shoppers can purchase real goods with real currency without leaving Facebook Facebook Ads Facebook Credits & Sponsored The mandatory currency used Stories for games and in-app virtual goods and digital goods on Facebook Ad and Sponsored Facebook. Credits are now a Story products help drive mobile payment option for awareness, engagement and Facebook mobile web apps purchase Facebook Platform Open Graph Open Graph Facebook Commerce Facebook Commerce Facebook Mobile Platform Social Plugins Facebook Platform for Mobile enables shoppers to engage with Facebook influenced friends and the shopping commerce on e-commerce experience through Notifications, websites with Like, Share, Requests, Timeline and News Recommend and Facebook Feed on Facebook mobile apps. Connect Facebook Facebook Places & Open Graph Beta Location Tab Define Facebook social Facebook’s Location TAB is shopping actions and objects cataloging physical location for (verbs and nouns) and share every Facebook business page. them through user’s Timeline, Retailers are integrating online News Feed and Tickers and mobile with in-store experiences © October 25th, 2011, Janice Diner www.horizon-studios.com @janicediner
  13. 13 The Social Commerce market is growing Turning fast and estimated revenues are set to US “Like to Buy” $30 billion globally in the next 5 years* F-Commerce $1.2 Billion is the projected size of the US virtual goods market in 2011**
  14. 14 Brands are selling direct to consumers on Facebook Heinz Soup fans send personalized ‘get-well’ cans of Heinz soup for $3.00 via a store app on the Brand’s page Euro-energy drink 28 Black sold 10,000 cans in 28 hours from Burberry Pop-Up Fan-Store their Facebook wall A fan only Facebook store that ships exclusive Burberry product with two samples to share with friends
  15. 15 People who click Facebook “Like’s” are more engaged, active and connected then the average Facebook user Looking at data from 12 weeks in aggregate, Eventbrite found that each social media share equates to $1.78 in ticket sales FANS CONSUME VALUE OF A INCREASED INCREASED MORE PRODUCT SHARE REFERRAL SALES A Coca-Cola Fan consumes A share on... 40x referral traffic from American Eagle added the two times more product than Facebook equals $2.52 Facebook for Leviʼs “Like” button to every product a non-fan and purchase intent Twitter equals $0.43 ecommerce site after on their site and found, of a fan is ten times higher linkedIn equals $0.90 implementing the Like Facebook referred visitors then that of a non-fan e-mail equals $2.34 spent 57% more money than button non-Facebook referred visitors * Facebook Stats
  16. 16 2. Facebook Platform for Mobile
  17. 17 Facebook Platform for Mobile - Create meaningful engagement anywhere anytime For businesses developing on Facebook Platform, the Facebook Platform for Mobile is a key technology to enable more connections anytime, anywhere. • Distribution • Engagement • Cross-platform 350M+ mobile users 2x more active
  18. 18 Extending the Facebook platform from the PC world to mobile devices means that Facebook’s members will be able to launch games or other applications while they are using the social network.
  19. Socialize your mobile app Recommendations from friends help Facebook Likes define what users read define music content on HuffPost for AUDIOVROOM People share, read and generally engage more with any type of content when it’s surfaced through friends & people they know and trust.
  20. 20 • 53% of Facebook users play games • Facebook takes 30% on all Facebook Credit transactions within Game applications • $1.2 Billion is the projected size of the US virtual goods market in 2011* 2. Facebook Credits Have Arrived on the Mobile Phone *Source: Inside Virtual Goods: The US Virtual Goods Market 2010 - 2011
  21. 22 Facebook Credits arrive on the Mobile Phone Your app or game can prompt the user to pay for a virtual good by using Facebook Credits.
  22. 21 Facebook Credits arrive on the Mobile Phone Zynga recently reported a few key numbers. • 230 million monthly active users (across all of Zynga’s games) • 60 million users play Zynga games on a daily basis. • Zynga sells 38,000 virtual items every second. • Zynga made $575 million in revenue off the sale of virtual goods in 2010 Your app or game can prompt the user to pay for a virtual good by using Facebook Credits.
  23. 23 Facebook Credits as incentives for shoppers pre-paid Gift Cards that can be purchased at major retailers in the U.S., Canada and the U.K. Check-in and Use your Facebook Credits to watch a movie get Facebook credits Earn Facebook Credits for checking-in at retail locations, at participating retailers like BestBuy, Macy’s, American Eagle 30 Credits = 1 Movie = $3 40 Credits = 1 Movie = $4
  24. 24 4. Facebook Location merging in-store, online and mobile
  25. 25 Location TAB The Locations TAB for Facebook Pages enables business to register every single brick-and-mortar location Seamless integration across Facebook pages and Mobile places check ins Facebook advertising targeted by zip code drives local marketing activity
  26. 26 Facebook Places, Check-in Walmart’s going local: Turning Facebook “Likes” into targeted local sales • Fans can connect to their local Walmart store • 3500 Walmart Superstores • 9.5 Million fans • 260 friends - Walmart fans have 2x more fans then the average users
  27. 27 Connect with Facebook on Ticketmaster.com while buying concert tickets and see which of their Facebook friends are and where they are sitting. It’s not just your location, where you sits counts A Facebook share for a concert ticket generates an average of $5 in incremental sales
  28. 28 5. f8 - Facebook Open Graph Beta
  29. 29 Open Graph 2010 f8 Open Graph Beta “We think this is going to 100 million “likes” make it possible to build a per day for Facebook pages completely new class of 250+ million people engage with apps that wasn’t possible Facebook on external websites monthly. before,” says Zuckerberg * Facebook Stats
  30. 30 Open Graph Beta allows 3rd party applications to include arbitrary actions and objects.
  31. 31 My Facebook Info Permission screen to access 1. About Me your personal Facebook Info 2. Activities 3. Birthday 4. Check-Ins 5. Education 6. Events 7. Groups 8. Hometown 9. Interests 10. Likes 11. Location 12. Notes 13. Photos 14. Photos Tags 15. relationships 16. Website 18. Work History 19. Contact Info
  32. 32 TripAdvisor -Instant personalization Plan the best trip of your life with help from your friends When you visit TripAdvisor while logged into Facebook, the site will act like your “personalized travel planner, complete with friends’ reviews, a map showing places friends have visited, and a list of their most popular destinations.”
  33. 33 Starbucks Loyalty Cards can be managed inside Facebook and on a mobile devices 1.5 Billion was loaded onto Starbuck’s loyalty cards, a 21% increase from previous year Purchase, loyalty and rewards managed across multiple screens Photo Credit: Starbucks Facebook page
  34. 34 Loyalty, Rewards & Sales American Express Launches "Link, Like, Love" on Facebook -- First-Ever Platform to Deliver Deals, Access and Experiences Based on Cardmember "Likes" and Interests Links consumers Facebook account data with their AmEx card. Exclusive coupon-less deals from companies users and friend Likes. Location-based Cardmember offers in Facebook Places Go Social offer tool for small business participation Photo Credit: Amex Facebook page
  35. 35 It is not about building a a Facebook app or a mobile app it’s about building social apps across all screens. You can deliver a customized experiences, that is catered to “me”, that is built around “my” friends and “my” interests... The opportunity is now, the speed of change is only increasing and there are 800+ million people actively waiting to be engaged and buy from you.
  36. 36 Every industry and vertical is going to be rethought in a social way. The real opportunity is about people redesigning these spaces.
  37. 37 Every industrywith the social is going to Marketing and vertical graph be rethought in a social way. Engaging across all screens The real opportunity is about people redesigningproducts with purpose Build these spaces. we buy
  38. 38 Thank you Email me - janice.diner@horizon-studios.com On twitter - @janicediner Presentations - slideshare.net/jdiner www.horizon-studios.com

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