The document discusses 5 facts that no longer hold true for retail industries due to changes in social media and technology. These include: 1) social media is used by all ages, 2) many brands have succeeded using social media, 3) social media implementation is now easier, 4) ROI from social media can now be measured, and 5) existing marketing budgets are often wasted so funds are available. It argues that companies must understand these changes to succeed in the current environment.

1. The world has changed for retail
5 “facts” which no longer hold true for your industry
 Updated: 24 August 2010. CONFIDENTIAL - do not copy or publish.

2. (#1)
“All of this online social stuff is not serious.
It’s just for young people having fun.”

3. Not according to highly respected analysts ...
... who say it’s now used
by people of all ages and
backgrounds. Just ask:
→ Forrester Research
→ Universal McCann
→ Neilson Online
→ Gartner
→ Mashable

4. (#2)
“What’s more, it’s clearly not right for us.
It’s better suited to brands like Coke & Nike.”

5. Actually, there are plenty of
recent case studies of a range
of businesses “cleaning up”.
High profile examples incl. ...
 Old Spice
 IBM
 Dell
 H&R Block
 Bank of the West
 British Telecom
Details of these case studies
and many more available from yBC

6. (#3)
“Anyway, it’s all too hard to implement. We
don’t have the resource for this.”

7. The
arrival
of
social
marke0ng
technology
has
changed
this,
and
makes
true
1:1
marke0ng
a
reality
for
any
organisa0on.

8. (#4)
“ROI from social marketing is questionable.
We’ve tried it and it doesn’t work for us.”

9. No longer true. The technology is finally here
to enable a business just like yours to get a
crystal clear analysis and develop a clear
& measurable strategy to get results.
For example, you can now listen to
over 9 billion conversations
on over 1,000 platforms
dating back 3 years
or in real time
right now.
ROI!

10. (#5)
“Besides, we simply have no budget.
So, it’s not a priority.”

11. According to highly respected
marketing and advertising
experts, most businesses
are actively currently
wasting at least 50%
of their existing
marketing
budget.
Source: Stan Rapp
Author and keynote speaker
Engaging Times Summit
Chicago - 17 August 2010

12. “The
world
has
changed
for
retail.
Almost
beyond
recogni8on.
Prospects,
customers
and
your
compe8tors
are
all
playing
on
a
completely
different
field,
right
now,
even
if
you
choose
not
to.”

13. “The companies that get this right over the next 10 years are
going to play a much bigger role in the lives of their
customers. They will be far more significant as brands than
they have been. Consequently, they will obviously be selling
more products. They’re much more likely to have very, very
high retention rates. [...] And, I’m afraid, we’ll see some
companies fall by the wayside.”
Prof. Michael Hulme
Institute of Advanced Studies
Lancaster University
Author “Brands at Risk”
research, published
May 2010.

14. Executed superbly, Good for doubling sales (Old Spice), good for
increasing loyalty (Coca Cola), good for leap-
social marketing frogging Macdonalds (Chicken Fil-A), good for
is very good for halving customer complaints (British Telecom),
good for securing high value B2B sales (IBM),
business. good for selling lots of servers (Cisco), good
for over $5m in sales and happier customers
(Dell), good for business development (H&R
Block), good halving the cost of research (P&G),
good for incredible competitive analysis (Oil
Make sure that Co.), good for retail (Levis), good for tourism
you know the (Queensland TB), good for ambush marketing
to increase sales (Bavaria Beer) ... more examples available
facts and make
the right decisions
for your business.

15. The world has changed for retail
5 “facts” which no longer hold true for your industry
 Updated: 24 August 2010. CONFIDENTIAL - do not copy or publish.