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SOCIAL COMMERCE STUDY 2011 Tuesday, May 3, 2011 – Speakers: Jennifer Vlahavas, comScore Peter Leech, Social Shopping Labs
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Shop.org Online Marketing Month NYC Workshop Presentation: Social Commerce Report from comScore and Social Shopping Labs

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Page 1: Shop.org Online Marketing Month NYC Workshop Presentation: Social Commerce Report from comScore and Social Shopping Labs

SOCIAL COMMERCE STUDY 2011

Tuesday, May 3, 2011 –

Speakers: Jennifer Vlahavas, comScore Peter Leech, Social Shopping Labs

Page 2: Shop.org Online Marketing Month NYC Workshop Presentation: Social Commerce Report from comScore and Social Shopping Labs

A Study On Social Media and Commerce

• BACKGROUND: comScore, Shop.org and Social Shopping Labs have

collaborated to conduct research on Social Media and how its

impacting retailers

– Provide a consumer perspective on the social media experience

– Share insights about how consumers use and perceive social media for

shopping

• METHODOLOGY: Email surveys via comScore Panel • METHODOLOGY: Email surveys via comScore Panel

– Email Survey: 1,787 comScore panelists

• CRITERIA: Are 18 years of age or older

• COMSCORE PANEL: Explicit permission to view the complete online

behaviors of 1MM U.S. consumers, representative of the total U.S.

online population

Page 3: Shop.org Online Marketing Month NYC Workshop Presentation: Social Commerce Report from comScore and Social Shopping Labs

Social Media Raises a Ton of Questions…

But what does the consumer think?

Page 4: Shop.org Online Marketing Month NYC Workshop Presentation: Social Commerce Report from comScore and Social Shopping Labs

Are Consumers Following Retailers via Social Media?Total Online Population (n=1787)

42%

of Total Online

Population

Members of Facebook, Twitter, Retailer Blog(n=1382)

77%

Follow Retailer(n=751)

54%

Opportunity!?

comScore Survey, April 2011. Q1A: Are you a member of, or registered for any of the following social networking websites or blogs? Q6: Do you

follow your favorite retailers using any of the following websites listed below? Q9: Which activities, if any, have you done on each of the following

social networking websites or blogs?

34%

of Total Online

Population

Follow 6.3 Retailers (average)

54%

Browsed, posted comments or purchased (n=607)

81%

Page 5: Shop.org Online Marketing Month NYC Workshop Presentation: Social Commerce Report from comScore and Social Shopping Labs

69%

52%

(n=1353)

Mobile is Accelerating Social Media Usage

Any Device Mobile Phone

32%

34%

Visit once a day or more on…

Consumers are heavily

engaged with social

media.

Twitter encourages

42%

30%

52%

50%

39%

(n=417)

comScore Survey, April 2011. Base=Member of social networking site Q2: How often do you visit each of the following social networking

websites or blogs on any device? Q3: How often do you visit each of the following social networking websites or blogs from your mobile phone?

(n=457)

(n=519)32%Twitter encourages

regular mobile usage.

Page 6: Shop.org Online Marketing Month NYC Workshop Presentation: Social Commerce Report from comScore and Social Shopping Labs

How Has Email Use Changed?

Use more

Use less

7%

Don't know

3% After joining a social

networking site, more

males than females

increase their use of

Email is still strong…

Social participation increases email usage for some.

a

b

a

comScore Survey, April 2011. Base=Member of any social networking site Q4: How has your personal email usage changed since becoming a

member of a social networking website(s)? Indicates significance at 95% confidence interval.

Use more

31%

Use the same

59%

increase their use of

personal email.

(n=1497) 34%(n=767)

27%(n=730)

Page 7: Shop.org Online Marketing Month NYC Workshop Presentation: Social Commerce Report from comScore and Social Shopping Labs

40

50

60

727K 5.3M 4.2M 2.8M 1.7M 499K 1.6M 4.3M 1.4M 12.6M 116K

80K 38K 128K 214K 16K 11K 53K 11K 65K 96K 1.8M

How Do Retailers Social Media Strategies Differ?(Retailer Unique Visitors and “Followers”)

Un

iqu

e V

isit

ors

(M

M)

0

10

20

30

40

Source: comScore Media Metrix™- March 2011

Un

iqu

e V

isit

ors

(M

M)

Page 8: Shop.org Online Marketing Month NYC Workshop Presentation: Social Commerce Report from comScore and Social Shopping Labs

Create an Emotional Connection With Consumers

• 58% want Deals/Promotions

• 49% seek out Product Information

• Clearly consumers are hunting for deals, however….

• Retailers are driving new fan acquisition and interaction by relating to

consumers on a personal level.

Page 9: Shop.org Online Marketing Month NYC Workshop Presentation: Social Commerce Report from comScore and Social Shopping Labs

How Are They Interacting With Retailers??

Facebook

(n=736)

Twitter

(n=278)

Retailer Blogs

(n=63)

Clicked through to website 56% 69% 91%

Browsed/Researched product or service 51% 67% 89%

comScore Survey, April 2011. Base=Follow retailer via Facebook, Twitter or Blog Q9: Which activities, if any, have you done on each of the

following social networking websites or blogs?

Posted comments regarding products or

services43% 54% 76%

Posted comments regarding in-store

customer service experiences38% 55% 76%

Purchased product or service from

Facebook link28% 34% 34%

cc

At a 95% confidence interval, Twitter is significantly higher than Facebook.

At a 95% confidence interval, Retailer Blogs are significantly higher than Twitter and Facebook.

Page 10: Shop.org Online Marketing Month NYC Workshop Presentation: Social Commerce Report from comScore and Social Shopping Labs

How Likely Are You to Make a Purchase

if Available on the Following…?

(Top 2 Box Shown)

35% 32%

Purchase Interest on Social Networking SitesThose who follow a retailer on Facebook or Twitter appear ready to purchase

directly from these sites. But very few retailers offer the option to purchase..

35% 32%

comScore Survey, April 2011. Base=Follow a retailer on

facebook or twitter. Q14. If purchasing directly from a

retailer’s social networking website were available, how

likely would you be to make a purchase from the following?

Top 2 Box shown (very likely to purchase).

(n=716) (n=151)

Page 11: Shop.org Online Marketing Month NYC Workshop Presentation: Social Commerce Report from comScore and Social Shopping Labs

Case Study: Amazon Embraces Social Commerce

But Retains Control

Page 12: Shop.org Online Marketing Month NYC Workshop Presentation: Social Commerce Report from comScore and Social Shopping Labs

Case Study: Amazon Provides a Seamless &

Personalized Experience for Consumers

Page 13: Shop.org Online Marketing Month NYC Workshop Presentation: Social Commerce Report from comScore and Social Shopping Labs

Do Consumers Value Ratings and Reviews?

How Important Are Customer Ratings and Reviews?

(n=1787)

Most consumers read ratings and reviews and roughly half think they are an

important part of their purchase decision.

93% of

respondents read

Credibility is Key!

Neutral

50%

Not

important

4%

comScore Survey, April 2011. Base=Total respondents Q15: Have you ever read customer ratings or reviews when shopping for products?

Q16: How important are customer ratings and reviews to you when deciding which products to purchase?

respondents read

customer ratings

and reviews

Very

Important

46%

50%

Page 14: Shop.org Online Marketing Month NYC Workshop Presentation: Social Commerce Report from comScore and Social Shopping Labs

Mobile Bridges the Gap Between Online and Offline…yet Women Lag Behind in Adoption.

Accessed Customer Ratings and

Reviews via Smartphone

55%

Mobile Internet usage (browsing, apps, and email) skew male—most likely driven

by more barriers to data plans.

41% 40%

U.S.

Smartphone Share: Men vs. Women

comScore Survey, April 2011. Base=Total respondents Q19: When shopping in a physical store, how often do you access customer ratings and

reviews through your mobile phone/smartphone or other device? Indicates significance at 95% confidence interval.

55%

39%

Males (n=903) Females (n=884)comScore MobiLens U.S. 3 months average ending April

2009 to 3 months average ending April 2010

59% 60%

41% 40%

Jan-09 Jan-10

Male Female

Page 15: Shop.org Online Marketing Month NYC Workshop Presentation: Social Commerce Report from comScore and Social Shopping Labs

Group Buying As Part Of Your Social Strategy

Have made a purchase

(in past 3 months)19% 10% 5%

Awareness 82% 49% 30%

comScore Survey, April 2011. Base=Total respondents (n=1787). Q20. Prior to today, please indicate your familiarity with each of the following

group buying websites. Base=Purchased from a group buying Indicates significance at 95% confidence interval.

Not surprisingly, the significant discounts offered via group buying sites are

not appealing to most retailers.

However, integrating the group buying concept into your social media

presence is a natural extension of establishing a community.

Page 16: Shop.org Online Marketing Month NYC Workshop Presentation: Social Commerce Report from comScore and Social Shopping Labs

Awareness and Adoption Are Low – But How Will Facebook

Deals Change The Landscape?

Location based apps have not yet gained the popularity of other social

networking mediums.

But…these consumers are the “elite” among social media users so they are an

influential group.

comScore Survey, April 2011. Base=Total respondents (n=1787). Q24: Are you aware of the following location-based social applications for your

mobile phone/Smartphone? Q24a: How often do you use the following location-based social applications on your mobile phone/Smartphone?

Usage 8% 4% 3%

Awareness 16% 10% 6%

Page 17: Shop.org Online Marketing Month NYC Workshop Presentation: Social Commerce Report from comScore and Social Shopping Labs

Next Steps from a Retailer Perspective

1. Consumers are ready and willing to shop “socially”.

2. Consumers are liking and following retailers NOW with low opt-out rates. Build your

fanbase now and focus on genuine connection and interaction.

3. Consider a “VIP” execution whereby the proven tools of promotion and product info are

given a unique and valuable spin for your social fans.

4. Project your product stories on Facebook and Twitter and provide a clear link path to

purchase. Track it. The power is in the consumer’s “feed” or “stream”.

5. As you expand into Mobile executions, consider how Facebook and Twitter interaction can

be built in. Mobile is driver of social frequency.be built in. Mobile is driver of social frequency.

6. Make a strategic call. Will you have a community on your site (blog, etc.) or drive your

community using Facebook or other tools?

7. Blogs have very low usage and are better for other goals than community (excluding

some of the larger brands or lifestyle brands).

8. Consumers would like to have access to what their friends think about products on your

site. Consider Facebook Connect tools as a way to bring the friends along.

9. Consumers want easy access to reviews in-store. Capitalize on their natural inclination

with easy apps.

10. Ask yourself: Why would someone “like” you on Facebook?

Page 18: Shop.org Online Marketing Month NYC Workshop Presentation: Social Commerce Report from comScore and Social Shopping Labs

Thank You

Jennifer Vlahavas, comScore Peter Leech, Social Shopping Labs

[email protected] [email protected]