2013 Social Commerce Summit- Adrian Parker with Intuit

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Adrian Parker, leader of social, Mobile & Emerging Media of Intuit, presents "Moving Beyond Social Engagement" at W2O Group's third annual Social Commerce Summit during SXSW Interactive.

Technology

Moving Beyond Social Engagement

PUT A
RING
ON IT
@adriandparker

In a perfect business
world all relationships
would fit into a
sales
funnel

In a perfect business
world all relationships
would fit into a
sales
funnel

What if my marriage
was a sales funnel?

April 2007

Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

August 2007 – November 2008

Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

November 2008

Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

January 2009

Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

July 2009

Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

February 2010

Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

October 2010

Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

March 2013

Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

How do you measure the ROI of each activity?
Awareness

Interest

Pre-purchase
Evaluation
Post-purchase

Commitment

Loyalty

Advocacy
@adriandparker

Option 1: Last Touch Attribution Model ROI %
0% Awareness

0% Interest

100% Evaluation
Pre-purchase
Post-purchase
0% Commitment

0% Loyalty

0% Advocacy
@adriandparker

Option 2: First Touch Attribution Model ROI %
100% Awareness

0% Interest

0% Evaluation
Pre-purchase
Post-purchase
0% Commitment

0% Loyalty

0% Advocacy
@adriandparker

Option 3: Multi-Touch Attribution Model ROI %
33.3% Awareness

33.3% Interest

33.3% Evaluation
Pre-purchase
Post-purchase
0% Commitment

0% Loyalty

0% Advocacy
@adriandparker

Social Commerce Challenge
Last Touch
Awarene Pre- Post-
ss Purchase Purchase

First Touch
Awarene Pre- Post-
ss Purchase Purchase

Multi-Touch
Awarene Pre- Post-
ss Purchase Purchase

Standard attribution models
discount value of social and
post-purchase interactions
@adriandparker

Social Commerce Challenge

How do we translate subjective
social interactions into objective
business outcomes?
@adriandparker

4 Ways To Put A Ring On It
Relationship Tools Business Tools
Memories 1 Systems
Celebrations & Milestones SEE Enhanced CRM & Tracking Tools

Listening 2 Feedback
Spousal Feedback SAY Surveys, Net Promoter

Observations 3 Research
Peer Observation & Testimonials DO Marketing Mix Modeling, CBA

Trust 4 Recommendations
Partner Collaboration BELIEVE Ratings, Reviews & Referrals

“Care and Converse” “Care and Convert”
@adriandparker

THANKS
Will you marry me?

@adriandparker

Social media is regularly quoted as being a “top priority” for UK marketers. It’s very easy for businesses to enter the space through free social media platforms but it’s more difficult for many to see the value from it; especially with such pressure to make immediate returns. This presentation will explain why socialising your brand is important but takes dedication and the realisation that social media isn’t about broadcasting but interacting. It is the latest evolution of communication and is here to stay. How should a brand go about developing a social media strategy, executing it and tracking it? We’ll aim to give you a taster in this presentation.

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With more than 45% of all customers accessing product information via web sites, mobile devices and social channels before ever entering a store, the role of the merchant must continue to evolve. More than ever before, merchants must strive to reach shoppers on a personal level and customize the shopping experience within all shopping channels. Today’s high performance retailing solutions provide critical answers that will guide retailers towards profitable encounters with each shopper.

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2013 Social Commerce Summit- Adrian Parker with Intuit

1. Moving Beyond Social Engagement PUT A RING ON IT @adriandparker

2. In a perfect business world all relationships would fit into a sales funnel

3. In a perfect business world all relationships would fit into a sales funnel What if my marriage was a sales funnel?

4. April 2007 Awareness Interest Evaluation Commitment Loyalty Advocacy @adriandparker

5. August 2007 – November 2008 Awareness Interest Evaluation Commitment Loyalty Advocacy @adriandparker

6. November 2008 Awareness Interest Evaluation Commitment Loyalty Advocacy @adriandparker

7. November 2008 Awareness Interest Evaluation Commitment Loyalty Advocacy @adriandparker

8. January 2009 Awareness Interest Evaluation Commitment Loyalty Advocacy @adriandparker

9. July 2009 Awareness Interest Evaluation Commitment Loyalty Advocacy @adriandparker

10. February 2010 Awareness Interest Evaluation Commitment Loyalty Advocacy @adriandparker

11. October 2010 Awareness Interest Evaluation Commitment Loyalty Advocacy @adriandparker

12. March 2013 Awareness Interest Evaluation Commitment Loyalty Advocacy @adriandparker

13. How do you measure the ROI of each activity? Awareness Interest Pre-purchase Evaluation Post-purchase Commitment Loyalty Advocacy @adriandparker

14. Option 1: Last Touch Attribution Model ROI % 0% Awareness 0% Interest 100% Evaluation Pre-purchase Post-purchase 0% Commitment 0% Loyalty 0% Advocacy @adriandparker

15. Option 2: First Touch Attribution Model ROI % 100% Awareness 0% Interest 0% Evaluation Pre-purchase Post-purchase 0% Commitment 0% Loyalty 0% Advocacy @adriandparker

16. Option 3: Multi-Touch Attribution Model ROI % 33.3% Awareness 33.3% Interest 33.3% Evaluation Pre-purchase Post-purchase 0% Commitment 0% Loyalty 0% Advocacy @adriandparker

17. Social Commerce Challenge Last Touch Awarene Pre- Post- ss Purchase Purchase First Touch Awarene Pre- Post- ss Purchase Purchase Multi-Touch Awarene Pre- Post- ss Purchase Purchase Standard attribution models discount value of social and post-purchase interactions @adriandparker

18. Social Commerce Challenge How do we translate subjective social interactions into objective business outcomes? @adriandparker

19. 4 Ways To Put A Ring On It Relationship Tools Business Tools Memories 1 Systems Celebrations & Milestones SEE Enhanced CRM & Tracking Tools Listening 2 Feedback Spousal Feedback SAY Surveys, Net Promoter Observations 3 Research Peer Observation & Testimonials DO Marketing Mix Modeling, CBA Trust 4 Recommendations Partner Collaboration BELIEVE Ratings, Reviews & Referrals “Care and Converse” “Care and Convert” @adriandparker

20. THANKS Will you marry me? @adriandparker

Editor's Notes

Image: http://photos.posh24.com/p/1262842/z/beyonce/beyonce_put_a_ring_on_it.jpg
Image: http://photos.posh24.com/p/1262842/z/beyonce/beyonce_put_a_ring_on_it.jpg
Image: http://photos.posh24.com/p/1262842/z/beyonce/beyonce_put_a_ring_on_it.jpg

2013 Social Commerce Summit- Adrian Parker with Intuit

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Editor's Notes