Social Media for Retail: Translating “Posts” into Profits

Social Media for Retail: Transla3ng “Posts” Into Profits

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About CCS 2013

ü 9 Webinars, 4 Days

ü Sessions covering Mobile,

Social, Store Ops,

X-Channel, and more

ü Featuring industry

analysts and consultants

ü Free for Retail executives

www.retailtouchpoints.com/connected-consumer-2013

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About Retail TouchPoints

ü  Launched in 2007

ü More than 25,000 subscribers

ü Provide executives with relevant,

insightful content

ü  Free Resources such as White Papers,

E-book, Webinars, Research and

Podcasts

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BrightTALK

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Today’s Panelists

Leslie Belcher Retail Industry Market Development Manager Microsoft

Alicia Fiorletta Associate Editor Retail TouchPoints

MODERATOR

George Casey CTO and SVP, Marketing Junction Solutions

Facebook

"  Worldwide there over a Billion users on Facebook,

"  Every 60 seconds on Facebook: 510 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded,

"  50% of 18-24 year-olds go on Facebook when they wake up,

"  One in five page views in the United States occurs on Facebook.

Twitter

"  Twitter has 140 Million active users,

"  Sees 340 million tweets per day,

"  About half of the world’s Twitter users are from the USA,

"  Every second 750 tweets are being shared on Twitter.

YouTube

"  More than 1 billion unique users visit YouTube each month,

"  Over 4 billion hours of video are watched each month on YouTube,

"  72 hours of video are uploaded to YouTube every minute,

"  70% of YouTube traffic comes from outside the US,

"  In 2011, YouTube had more than 1 trillion views or around 140 views for every person on Earth.

Increasing Customer Loyalty via Social Media There are many tactics to choose from, but most effective are those that create or strengthen customer connections: "   Crowdsourcing "   Online communities or forums "   Coordinated events that bring them together "   Platform to turn loyal shoppers into evangelists "   Gamification (repurchasing and loyalty) "   User-generated content

PERSONAL: from mass merchandise

to personal merchandise

SEAMLESS: connect wherever, whenever,

on any device

DIFFERENTIATED: from standard to

standout

CONNECTED WITHOUT

COMPROMISE: listen, learn and respond to

customers

PERSONALLY RELEVANT: increase productivity & focus

on customers

AGILE & OPPORTUNISTIC: anticipate trends,

stop reacting, start being strategic

The Dynamic Business

© 2013 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.

The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.


Attitude, Behaviors and Social Media


Social Media – The Everlasting Frontier

eBook “The Top 5 Ways to Avoid Losing Customers This Year” Retail TouchPoints & Junction Solutions 2013


Descriptive Data (Who?) • Attributes • Demographics • Self-reported info

Attitudinal Data (Why?) • Opinions • Preferences • Needs and Desires

Interaction Data (How?) • E-mail/Social Media Transcripts • Call Center Notes • Clickstream Analysis

Behavioral Data (What?) • Transactions • Payment History • Usage Information

The New 360-degree View of the Customer

Analytics Magazine “Comprehending the Complete Customer” 2013


Capturing the Digital Footprint

By adding the “Pin It” button to tens of thousands of pages, within a few months, Pinterest became a top 10 referring site for Sephora.com in 2012.

eBook “The Top 5 Ways to Avoid Losing Customers This Year” Retail TouchPoints & Junction Solutions 2013


•  Requires a discovery-driven approach –  Need the right “mindset” to be able to solve the

problem efficiently –  Start with the “data story” rather than the business

problem

The Unstructured Data Problem



MINDSET– WHY? •  How to overcome our biases for

structured data? •  Hypothesis vs. discovery-driven

approaches •  What customer problems can we solve

and how?

SKILL SET – HOW? •  Storage •  Manipulation •  Appreciation for quantitative

techniques

DATA SET – WHAT? •  Descriptive data

•  Attitudinal data •  Interaction data •  Behavioral data

Hypothesis Models vs. Data-Driven Discovery



Integration, Insight and Action


The 4 Keys to Integrate Attitude & Behavior

1.) Behavioral profiling of various aLtudinal segments

2.) Understanding the linkage between behavioral and aLtudinal data

3.) Behavioral segmenta3on of the user base, with an aLtudinal validaNon

4.) Event triggers and longitudinal analysis


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Q&A

#CCSeries13

Panelists

Leslie Belcher Retail Industry Market Development Manager Microsoft

Alicia Fiorletta Associate Editor Retail TouchPoints

MODERATOR

George Casey CTO and SVP, Marketing Junction Solutions

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Thank You For Joining Us

www.retailtouchpoints.com/connected-consumer-2013

Embracing Analy3cs To Boost Profits And Loyalty Tomorrow, 12 PM ET / 9 AM PT

The next Connected Consumer Series session…

Social Media for Retail: Translating “Posts” into Profits

Technology

Transcript of Social Media for Retail: Translating “Posts” into Profits