Serve first SoCoLoMo in 2013 Social, Commerce, Local & Mobile: Planning for Digital Success in 2013 Notice: Some images in this presentation require are.

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SoCoLoMo in 2013Social, Commerce, Local & Mobile:

Planning for Digital Success in 2013

Notice: Some images in this presentation require are copyright protected by other entities. Permission must be obtained for reuse.

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SoCoLoMo Overview

Social• Networks• Communication• Monitoring

Commerce• Conversion• Revenues• Promotions• Loyalty• Content

Local• Languages• Geography

Mobile• Applications• Sites• Users

I n t e g r a ti o n

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Awareness Consideration Selection Satisfaction Advocacy

Social NetworksMonitoring – Proactive

NetworksCommunication

NetworksCommunication

NetworksMonitoring – Reactive

NetworksMonitoring – Proactive

Commerce ContentLoyalty

ContentLoyaltyPromotions

ConversionPromotionsRevenues

ContentLoyalty

LoyaltyPromotions

Local Languages LanguagesGeography

LanguagesGeography

LanguagesGeography

Languages

Mobile Applications ApplicationsSites

ApplicationsSitesUsers

ApplicationsSitesUsers

ApplicationsSitesUsers

Consumer Lifecycle

Awareness Consideration Selection Satisfaction Advocacy

Description Recognize a need & consider you a provider

Evaluates options from you & competition

Purchase Through experience is happy or not

Shares opinion of experience

Behaviors Searches the web &visits industry / trade sites

Visits your sites, queries networks, reads reviews

Visits your site, searches, adds to cart, checks out

Receives offering, uses offering, engages support

Speaks in favor of or opposition to you & offerings

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Capability Maturity

1 - Initial

2 - Repeatable

3 - Defined

4 - Managed

5 - Innovating

Chaotic: Success is achieved primarily through heroic efforts of the team. There may be pockets of success, but not through any strategic plans or goals. A change in people would impact results.

Building: You’ve recognized what it takes to be successful and are spreading the word. Processes are documented and starting to be shared. There are some examples of consistent success.

Measurement is Key: Processes are documented, targets are set and objectives are clear. There are few gaps in understanding or expectations. Failure still occur but are quickly resolved.

Consistently Proficient: Confidence is high across the organization. You know what you’re doing, track measure and report consistently positive results.

Best of the Best: You’re a leader in the industry and the functionality. Others look to you as the model to one day aspire

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Social

80% prefer to connect on Facebook.1 91% use social media a month.2 52% reviews make 52% of consumers

more likely to use a business. 3

Current: 3 Objective: 4

1

2

3

1. Networks: Sustain what we’re doing well.2. Communications: Increase internal & external blog content.3. Monitoring: Address competitive posts.

Communications (78%) Monitoring (79%)

Blog

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Commerce

$278.9 Billion US eCommerce by 2015.4 50%+ Dollars spent in US retail influenced by the Web by 2016 5

Current: 2 Objective: 4

1. Promotions: Increase promotions, especially with 3rd parties.2. Loyalty: Develop content & promotions to attract returning visitors.3. Revenues: Maximize cross-sell and up-sell opportunities.

Loyalty (45%) Revenues (64%)Promotions (56%)

BoGo

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Local

$21.8 Billion Mobile and online local ad spending in 2016 6 59% consumers use Google monthly to find

businesses7

Current: 1 Objective: 1

1. Low ROI: Minimal benefit from localization.2. Languages: Expand the available languages.3. Geography: Investigate “Find a local Twink-ease seller”

Languages (41%) Geography (51%)

Ik hou van Twink-gemak!

Mwen renmen Twink-fasilite!

Nampenda Twink-urahisi!

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Mobile

$34 Billion Mobile commerce in 2016 8 21% online retailers' mobile traffic coming from tablets. 9

Current: 1 Objective: 3

1. Applications: Modest increase, given the low ROI.2. Sites: Adapt websites for responsive / multi-screen design.3. Users: Capture more mobile data for consumers.

Applications (51%) Users (51%)Sites (38%)

Desktop (1680x1050)

Netbooks (1024x768)

Tablets (768x1024)

Smart Phone (480x320)

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APPENDIX

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Social KPIsSOCIAL MEDIA KPIs

84%Comments

84%Networks 50% 85%

Facebook 40% 89%Fans 48,229 75,000 10% 64% How many fans you have - like followers in Twitter.Posts 18 20 10% 90% Average number of posts / new content (image, video, etc) per time period (you decide - month, quarter, year…)Likes / Post 15 10 25% 150% Average number of Likes per Post. This gauges the perceived value fans have of your content.Shares / Post 3 5 25% 60% Average number of shares per Post. Generally more valuable than a Like as it spurs greater distribution / reach.Events 2 3 10% 67% Events shared on Facebook per time period (you decide - month, quarter, year…)Positive Sentiment 25% 35% 20% 71% Quick & dirty gauge: of 100 most recent feedback pieces, what % positive?

Google+ 5% 65%Fans 7432 15000 10% 50% How many fans you have - like followers in Twitter.Posts 4 10 10% 40% Average number of posts / new content (image, video, etc) per time period (you decide - month, quarter, year…)+1 / Post 10 10 25% 100% Average number of +1's (Likes) per Post. This gauges the perceived value fans have of your content.reShares / Post 5 10 25% 50% Average number of shares per Post. Generally more valuable than a Like as it spurs greater distribution / reach.Events / Hangouts 1 2 10% 50% Events &/or Hangouts shared on G+ per time period (you decide - month, quarter, year…)Positive Sentiment 10% 15% 20% 67% Quick & dirty gauge: of 100 most recent feedback pieces, what % positive?

LinkedIn 25% 101%Connections 523 500 5% 105% Like followers - but 1:1.Followers 4732 5000 5% 95% People following your company pagePosts - Shared 32 30 10% 107% Content from other individuals / companies you share to your networkPosts - Original 10 10 15% 100% Original content you provide on LinkedIn (you determine if repurposed content counts)Likes / Post 3 2 15% 150% Average number of Likes per Post. This gauges the perceived value fans have of your content.Company Page Views 5,921 5,000 15% 118% How many times people view your company page on LI per time period (you decide - month, quarter, year…)Unique Visitors 1,154 2,500 15% 46% Unique visitors to the company pagePositive Sentiment 45% 50% 20% 90% Quick & dirty gauge: of 100 most recent feedback pieces, what % positive?

Pinterest 5% 132%Boards 12 12 5% 100% Number of pin boards you maintain.Followers / Board 865 500 15% 173% Average number of followers / board.Average Repins 18 20 20% 90% Average number of repins / pin.Likes / Board 83 85 20% 98% Average number of likes / board.Likes / Pin 5 3 15% 167% Average number of likes / pin.Positive Sentiment 39% 25% 25% 156% Quick & dirty gauge: of 100 most recent feedback pieces, what % positive?

Twitter 25% 56%Following 300 300 5% 100% The number of individuals your account follows. Followers 9123 10000 20% 91% The number of accounts following your account.Follower Ratio 3.3% 3.0% 5% 110% Calculated value (Following / Followers). This gauges the "quality" of followers.Retweets / Tweet 2.5 10 25% 25% Retweets per tweet, this measures value perceived by your subscribersEvents 0.5 3 20% 17% The number of live events per time period (you decide - month, quarter, year…)Positive Sentiment 18% 25% 25% 72% Quick & dirty gauge: of 100 most recent feedback pieces, what % positive? Excludes Neutral

Communication 20% 78%Blogs - Internal 60% 118%

Frequency 12 16 5% 75% Number of posts / time period (you decide - month, quarter, year…)Guest Post Frequency 5 4 10% 125% Number of GUEST posts / time period (you decide - month, quarter, year…)Subscribers 43,891 50,000 30% 88% Number people following your blogPositive Sentiment 75% 50% 40% 150% Quick & dirty gauge: of 100 most recent feedback pieces, what % positive?Distribution 5 5 15% 100% How many networks (Facebook, LinkedIn, Pinterest, Google+, etc.) content is distributed to regularly

Blogs - External 40% 39%Guest Posts 2 10 25% 20% Number of posts you create on external blogsComments - Received 5 50 25% 10% Number of comments you receive on your guest postsComments - Contributed 23 50 25% 46% Number of comments you provide to external blogsPositive Sentiment 53% 65% 25% 82% Quick & dirty gauge: of 100 most recent feedback pieces, what % positive?

Monitoring 30% 88%Reactive 60% 88%

Incidents Addressed < 24 hrs 75% 80% 40% 94% Negative incidents addressed in less than 24 hoursIncidents Addressed < 48 hrs 87% 95% 40% 92% Negative incidents addressed in less than 48 hoursNetworks Monitored 7 10 20% 70% Networks / Platforms monitored daily

Proactive 40% 79%Positive Mentions Addressed 43% 50% 80% 86% Positive mentions addressed

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Commerce KPIsCommerce KPIs

77%Comments

77%Conversion 50% 93%

Conversion Rate 2.45% 3% 25% 82% The number of unique visits / number of orders placed.Digital Cost / Order 22.59$ 75.00$ 25% 170% Digital costs / order - this is a PPC measurement.Bounce Rate 17% 10% 15% 30% Percentage of unique visits that leave after 1 page view.Abandonment 91% 70% 25% 70% Percentage of visitors starting checkout that do not complete the order.Average Line Items 2.3 3.0 10% 77% Average number of line items / order

Revenues 15% 64%Gross Revenue 850,000$ 1,500,000$ 40% 57% Total sales for the site(s) / channel(s)Average Order Value 640$ 3,500$ 10% 18% Average sales / revenue per order (Gross Revenue / # of Orders)Digital Contribution Margin 617$ 3,000$ 20% 21% Gross Revenue - COGS / # of OrdersDigital Net Income 820,000$ 1,000,000$ 20% 82% Gross Revenue - COGS :: Entered on Variables TabOrders 1328 700 10% 190% Total number of Orders :: Entered on Variables Tab

Promotions 10% 56%Frequency 5 10 25% 50% # of Promotions Publicized / Time PeriodDistribution 3 5 25% 60% # of networks / sites sharing the promotionUsage 14% 25% 50% 56% % of orders using a promotion

Loyalty 15% 45%Returning Visitors 21% 50% 75% 42% % of visits that are returning usersNumber of Registered Users 52,915 100,000 25% 53% Number of users with full registration on the site

Product Inventory Management (PIM) 10% 88%Product Imagery 95% 100% 75% 95% Percentage of products / services with complete & accurate imagesAdvanced Media 50% 75% 25% 67% Percentage of products / services with video, audio, 360 views, etc.

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Local KPIs

Local(ization) KPIs48%

CommentsLanguages 30% 41%

Languages Available 3 7 50% 43% Number of languages your content MAY be available in.Languages / Post 2 5 50% 40% Average number of languages your posts are translated into

Geography 70% 51%Registered Locale 57% 75% 50% 76% % of registered users that provided postal codesDynamic Location Aware 25% 75% 25% 33% % of sites / networks using location aware functionalityThird Parties 10% 50% 25% 20% % of resellers / suppliers w/ location-sensitive integration

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Mobile KPIs

46%Mobile KPIs

CommentsApplications 20% 51%

% HTML 25% 10% 5% -50% % of mobile applications developed entirely to be accessed via web browser% Native 25% 10% 5% -50% % of mobile applications developed entirely to be accessed without a browser% Hybrid 50% 80% 90% 63% % of mobile applications developed to be accessed partially via the web and partially via local app code

Sites 40% 38%% Responsive Sites 33% 100% 50% 33% Percentage of your websites with a responsive design (User Interface / graphics adapts to screen size)% Lookup - Showroom 72% 100% 25% 72% Percentage of products w/ QR Code or similar, show-room available, link for more information% Lookup - Post-Sales 12% 100% 25% 12% Percentage of products with a direct link / lookup for post-sale inquiries & support

Users 40% 51%% Mobile Registrants 43% 75% 70% 57% % of registered users providing mobile phone numbersSMS Subscribers 19% 50% 15% 38% Number of SMS subscribers for information / status updates% of Mobile Orderers 8% 25% 15% 32% % of registered users self-identifying as heavy-mobile users

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References1. Source: Media Bistro (12/24/2012)2. Source: Pew Research Center (12/06/2011)3. Source: Bright Local (2/12/2012)4. Source: Forrester (02/18/2012)5. Source: Forrester (06/12/2012)6. Source: BIA/KELSEY (05/17/2012)7. Source: Bright Local (10/24/2011)8. Source: Forrester (09/12/2011)9. Source: Forrester (07/26/2011)