With Friends Like These, Who NeedsRevenue?February 5th, 2011John EckmanSr. Directorjeckman@optaros.com@jeckman
Like Me, Please!       © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   2
Like Me, Please!       © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   3
Like Me, Please!       © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   4
Like Me, Please!       © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   5
Like Me, Please!  Lots of big brands take pride with the  numbers of "likes" they have on their  Facebook page. . . The qu...
Consumer Decision Journey                                                                David Court et al, “The Consumer ...
Journey is not Just Driven by Buying Behavior“In the past, marketing . . .put . . . resources into building brand awarenes...
Strategies for Leveraging SocialStage                          Definition                         ExamplesSocial Media    ...
Strategies for Leveraging Social Social Media Marketinghttp://blog.hubspot.com/blog/tabid/6307/bid/4494/Social-Media-Marke...
Social Media MarketingExample | A&F Tracking URLs          © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   11
Social Media MarketingExample | A&F Tracking URL                                        Full URL:                         ...
Social Media MarketingTools | Google Analytics URL Builderhttp://www.google.com/support/analytics/bin/answer.py?hl=en&answ...
Social Media MarketingExample | Macy’s Million Dollar Makeover          © 2011 Optaros, Inc. Some rights reserved. (cc-by-...
Social Media MarketingExample | Macy’s Million Dollar Makeover          © 2011 Optaros, Inc. Some rights reserved. (cc-by-...
Social Media MarketingExample | Macy’s Million Dollar Makeover          © 2011 Optaros, Inc. Some rights reserved. (cc-by-...
Strategies for Leveraging SocialSocial Shopping                                                                    http://...
Social ShoppingExample | Facebook Registration          © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   18
Social ShoppingExample | Dunkin’ Donuts UGC          © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   19
Social ShoppingExample | Ask a FriendSocial shopping example – ask a friend (FB Connect)          © 2011 Optaros, Inc. Som...
Social Shopping  Example | Ask a Friend http://www.optaros.com/blogs/facebook-connect-social-shopping-for-magentohttp://ww...
Social ShoppingExample | Facebook Commerce          © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   22
Social ShoppingExample | Penny’s Store          © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   23
Strategies for Leveraging SocialSocial Business                 http://www.flickr.com/photos/daveduarte/3420117809/       ...
Social BusinessExample | Group Buying           © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   25
Social BusinessExample | Walmart.com CrowdSaver           © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   26
Social BusinessExample | Etsy Gift Finder           © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   27
Social BusinessExample | Etsy Gift Finder           © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   28
Social BusinessExample | Amazon Facebook Recommendations           © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) ...
Social BusinessExample | Embedded Retail Community           © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   30
Social BusinessExample | Consumer-Driven Merchandizing           © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   31
Social BusinessExample | Private Event Retail           © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   32
Social BusinessExample | Private Event Retail           © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   33
Social BusinessExample | Private Event Retail        Its amazing to watch private sales events        happen on the inside...
Strategies for Leveraging SocialStage                          Definition                         ExamplesSocial Media    ...
Q&AJohn EckmanSr. Directorjeckman@optaros.com@jeckman       © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)   36
With Friends Like These, Who Needs Revenue?
With Friends Like These, Who Needs Revenue?
With Friends Like These, Who Needs Revenue?
With Friends Like These, Who Needs Revenue?
With Friends Like These, Who Needs Revenue?
With Friends Like These, Who Needs Revenue?
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With Friends Like These, Who Needs Revenue?

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Session from MagentoImagine conference Feb 8, 2011. (Working on a version with audio to come - not sure slide-ware by itself works well here)

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With Friends Like These, Who Needs Revenue?

  1. 1. With Friends Like These, Who NeedsRevenue?February 5th, 2011John EckmanSr. Directorjeckman@optaros.com@jeckman
  2. 2. Like Me, Please! © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 2
  3. 3. Like Me, Please! © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 3
  4. 4. Like Me, Please! © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 4
  5. 5. Like Me, Please! © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 5
  6. 6. Like Me, Please! Lots of big brands take pride with the numbers of "likes" they have on their Facebook page. . . The question is, . . . What are they truly aiming for? Now that a brand has all of these people "liking" them what are they going to tell them? – Justin Archerhttp://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=143876 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 6
  7. 7. Consumer Decision Journey David Court et al, “The Consumer Decision Journey,” McKinsey Quarterly, June 2009 (modified) © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 7
  8. 8. Journey is not Just Driven by Buying Behavior“In the past, marketing . . .put . . . resources into building brand awareness andthen opening wallets at the point of purchase . . But touch points have changed. . . requiring a major adjustment to realign marketers’ strategy and budgetswith where consumers are actually spending their time.”Branding in a Digital Age – David C. Edelman, HBR December 2010 - http://hbr.org/search/R1012C © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 8
  9. 9. Strategies for Leveraging SocialStage Definition ExamplesSocial Media Adding social media to Twitter ProfilesMarketing traditional marketing Facebook Pages activities, spreading brand awareness and building traffic YouTube ChannelsSocial Shopping Adding a social layer to Ratings and reviews ecommerce storefronts and Share & Like buttons traditional ecommerce processes Wish lists and registriesSocial Business Building new applications and Group Buying business models enabled by Social Graph Recommendations social technology – in which the social aspect is critical Embedded Retail Communities and transformation, not Consumer-driven merchandizing incremental Private Event Retail © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 9
  10. 10. Strategies for Leveraging Social Social Media Marketinghttp://blog.hubspot.com/blog/tabid/6307/bid/4494/Social-Media-Marketing-Madness-cartoon.aspx © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 10
  11. 11. Social Media MarketingExample | A&F Tracking URLs © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 11
  12. 12. Social Media MarketingExample | A&F Tracking URL Full URL: http://www.abercrombie.com/webapp/wcs/stores/ser vlet/HomePage? langId=-1 &storeId=10051 &catalogId=10901 &utm_source=facebook &utm_medium=social &utm_term=product &utm_content=ALL &utm_campaign=012811fbpromo © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 12
  13. 13. Social Media MarketingTools | Google Analytics URL Builderhttp://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 13
  14. 14. Social Media MarketingExample | Macy’s Million Dollar Makeover © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 14
  15. 15. Social Media MarketingExample | Macy’s Million Dollar Makeover © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 15
  16. 16. Social Media MarketingExample | Macy’s Million Dollar Makeover © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 16
  17. 17. Strategies for Leveraging SocialSocial Shopping http://www.flickr.com/photos/bowbrick/2268154901/ © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 17
  18. 18. Social ShoppingExample | Facebook Registration © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 18
  19. 19. Social ShoppingExample | Dunkin’ Donuts UGC © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 19
  20. 20. Social ShoppingExample | Ask a FriendSocial shopping example – ask a friend (FB Connect) © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 20
  21. 21. Social Shopping Example | Ask a Friend http://www.optaros.com/blogs/facebook-connect-social-shopping-for-magentohttp://www.magentocommerce.com/magento-connect/Optaros,+Inc/extension/1970/facebook-connect-social-shopping © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 21
  22. 22. Social ShoppingExample | Facebook Commerce © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 22
  23. 23. Social ShoppingExample | Penny’s Store © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 23
  24. 24. Strategies for Leveraging SocialSocial Business http://www.flickr.com/photos/daveduarte/3420117809/ © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 24
  25. 25. Social BusinessExample | Group Buying © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 25
  26. 26. Social BusinessExample | Walmart.com CrowdSaver © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 26
  27. 27. Social BusinessExample | Etsy Gift Finder © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 27
  28. 28. Social BusinessExample | Etsy Gift Finder © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 28
  29. 29. Social BusinessExample | Amazon Facebook Recommendations © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 29
  30. 30. Social BusinessExample | Embedded Retail Community © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 30
  31. 31. Social BusinessExample | Consumer-Driven Merchandizing © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 31
  32. 32. Social BusinessExample | Private Event Retail © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 32
  33. 33. Social BusinessExample | Private Event Retail © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 33
  34. 34. Social BusinessExample | Private Event Retail Its amazing to watch private sales events happen on the inside . . . theres a lot of up front work, and then at 11AM when the bell rings, the crowd goes wild . . . In all my years of retail, I have never seen customer acquisition work like this . . . -John Mulliken, CSN Stores (Joss & Main) © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 34
  35. 35. Strategies for Leveraging SocialStage Definition ExamplesSocial Media Adding social media to Twitter ProfilesMarketing traditional marketing Facebook Pages activities, spreading brand awareness and building traffic YouTube ChannelsSocial Shopping Adding a social layer to Ratings and reviews ecommerce storefronts and Share & Like buttons traditional ecommerce processes Wish lists and registriesSocial Business Building new applications and Group Buying business models enabled by Social Graph Recommendations social technology – in which the social aspect is critical Embedded Retail Communities and transformation, not Consumer-driven merchandizing incremental Private Event Retail © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 35
  36. 36. Q&AJohn EckmanSr. Directorjeckman@optaros.com@jeckman © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0) 36

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