The Social Consumer: Cashing in on the social graph - MaRS Market Insights
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Transcript of The Social Consumer: Cashing in on the social graph - MaRS Market Insights
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Social Marketing Technology
@janicediner • www.horizon-studios.com
Social Sales Incentive and Training Platform
Advisor & Client
Janice Diner
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$30 B + 600%
$30 Billion Opportunity 2015
Booz Allen forecasts that today the social commerce opportunity is worth $5 Billion and by 2015 it will be worth $30 Billion (a 600% increase!).
Social Commerce Opportunity - Booz Allen
$5 Billion Opportunity 2011
Social Commerce Opportunity
2011 2015
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They are researching, chatting, booking, sharing,
blogging, Facebooking, tweeting every aspect of their lives and buying
experience with their friends online, on mobile devices
and in multiple Social Networks
The social consumer is a new breed of engaged and informed consumer
we talk about what we buy
before while after we buy we buy we buy
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11,092,299 40,491,000 29,153,439 11,399,103 34,345,293
1,408,654 23,223,582 8,363,218 2,403,085
13,372,043 1,357,761 7,830,495 3,761,377 8,352,658
25,416,893
The numbers tell the story, a lot of time is spent on Social Networks
845+ million people share 4 B pieces of content daily
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Shopping is social!"Social commerce needs "to actually be “social”...."
"
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Every industry and vertical is going to be rethought in a social way.
The real opportunity is about people redesigning these spaces.
Merchants of
‘Social’ Six Ontario-based
companies driving the growth of
social commerce.
www.marsdd.com/reports
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The Social Consumer: Cashing in on the social graph
Peter Sheldon Senior Analyst Forrester
Research
Marianne Hamilton Director of Marketing
Motorola Mobility Canada
Simon Chong Managing Director Georgian Partners
David Man, Chief Technology Officer Simply Good Technologies
© 2012 Forrester Research, Inc. Reproduction Prohibited 10 © 2009 Forrester Research, Inc. Reproduction Prohibited
@peter_sheldon
The Social Consumer: Cashing in on the Social Graph Peter Sheldon Senior Analyst, Serving eBusiness & Channel Strategy Professionals
Forrester Research April 17, 2012
© 2012 Forrester Research, Inc. Reproduction Prohibited 11
To-date social networks have primarily been communication (versus shopping) tools
© 2012 Forrester Research, Inc. Reproduction Prohibited 12
Which has created a challenge for retailers when justifying the ROI associated with social
Source: The State of Retailing Online 2011,” a Shop.org study conducted by Forrester Research
© 2012 Forrester Research, Inc. Reproduction Prohibited 13
However this has not prevented retailers like Sephora and RueLala from experimenting with social
© 2012 Forrester Research, Inc. Reproduction Prohibited 14
And retailers and brands from integrating social authentication into their online experience
© 2012 Forrester Research, Inc. Reproduction Prohibited 15
Few marketers are yet diverting their advertising budgets away from traditional programs
© 2012 Forrester Research, Inc. Reproduction Prohibited 16
But this may change as Facebook rolls out their “Offers” platform
© 2012 Forrester Research, Inc. Reproduction Prohibited 17
72% percent of retailers increased their spending on social commerce in 2011
Source: The State of Retailing Online 2011,” a Shop.org study conducted by Forrester Research
© 2012 Forrester Research, Inc. Reproduction Prohibited 18
Brands are finding that Facebook fans are much more likely to purchase, consider, and recommend than non-fans
Source: North American Technographics® Online Benchmark Recontact Omnibus Survey, Q4 2011 (US) †Respondents who are likely or highly likely to consider the brand for a future purchase. ‡Respondents who are likely or highly likely to recommend the brand to a friend or relative.
© 2012 Forrester Research, Inc. Reproduction Prohibited 19
Pinterest is attracting the eye of retail marketers, but only a few are yet pursuing the opportunity
© 2012 Motorola Mobility, Inc. MOTOROLA and the Stylized M Logo are trademarks or registered trademarks of Motorola Trademark Holdings, LLC. All other trademarks are the property of their respective owners. © 2012 Motorola Mobility, Inc. All rights reserved.
MaRS Market Insights April 17, 2012
Motorola Mobility and Social Commerce
© 2012 Motorola Mobility, Inc.
Social is a core business strategy for Motorola
• Communication
• Education
• Product Demo
• Advocacy
• Research
• Product Dev
• Customer Service
Paid Search Display
Sponsorship Earned
Reviews Consumer mentions (blogs) Forums
Owned Inside Motorola
Facebook Twitter
YouTube Google+
Foursquare
© 2012 Motorola Mobility, Inc.
Because it’s where our audience is
• Mobile device integration • Conversation drives consideration • Our role
– Add value with relevant content – Entertain – Empathize – Learn – Adapt
© 2012 Motorola Mobility, Inc.
Social also bridges gaps in the physical realm
B2B 24-7 communications
Word of mouth Manpower constraints
© 2012 Motorola Mobility, Inc.
24 Case in Point: Motorola Insiders
“Because it was on Facebook it was easy to access from any type of device.”
© 2012 Motorola Mobility, Inc.
Ultimate Purpose: Increase Retail Recommendation and Sell Through
20,000
26%
50%
80%
increase product recommendation in-store of invited sales reps participating
increase product sales
conversations between sales reps
=
Success factors: • EnterTRAINment • Ongoing, two-way dialogue • Reward for participation • Tangible & intangible prizing • Advocate support
© 2012 Motorola Mobility, Inc.
Additional benefits realized…
Agile marketing
Access to first hand
information
Ability to influence
A matter of efficiency
© 2012 Motorola Mobility, Inc.
And the community has spoken!
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