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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