Continuing TrendsMobile and Social Commerce
Steve Groenier
March 2012
23/21/12
Key Takeaways
• Why Social Media and Mobile Are Important for Retailers
• How to Get More Value from Your Social Content Through Site Search and By Connecting Content
• How to Produce More User Generated Content
• Leverage Like Buttons to Drive Traffic and Improve Conversions
• How to Improve Your Mobile Customer Experience
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Social Media Adoption
• 845 Million Active Users• Average Facebook User Has 130 Friends• Average Facebook Visit Lasts 23 Minutes• 425 Million Access on Mobile Devices
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Social Media Adoption
SOURCE: BLiNQ Media Infographic (Oct. 2011)
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Social Media Adoption
• 127 Million Active Users• 54% of Twitter Users Use On Mobile Devices• 36% of Twitter Users Tweet At Least Once A Day
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The Rise Of Pinterest
SOURCE: Experian Hitwise
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Why Focus On Social Media?
SOURCE: Cone Inc Study
56% of U.S. consumers feel a stronger connection with and better served by companies when they can interact with them in a social media
environment.
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Social Media Spending
19.5%
10.8%7.4%
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B2C Companies Spending More
Social Media Spending in Next 5 Years23% to 24% of Total Budget
SOURCE: 2012 CMO Survey Duke University’s Fuqua School of Business
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Creating a Mountain of Content
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Customer Photos on Facebook
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Great Blog Comments
579 Responses
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YouTube Videos
143/21/12
The Challenge
Content Silos
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The Challenge
Fresh Gets Focus
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The Challenge
Your Facebook Content
84%Not Seen
16%Seen
SOURCE: Facebook Marketing Conference 2012
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The Challenge
Land Of Lost Content
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The Opportunity
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Universal Search
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Universal Search - Videos
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Universal Search - Images
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Universal Search - Blogs
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Universal Search – Discussions
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Universal Search - Social
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Universal Search for Retailers
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Connects Customers to Content
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Social Content in Search
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Video Content in Search
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Search Links to Facebook Photo
June 29, 2011
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Facebook Photo Links to Blog
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Search Links to Tweets
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Tweet Links to Blog
January 20, 2010
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Site Search Amplifies Social
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Ask Questions to Create Content
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Answers Appear in Search
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Facebook Like Button
2.7 Billion Likes and Comments Per Day
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Like Buttons in Search Results
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Social Merchandising in Search
Sort By Likes
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Pin it Buttons in Search
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Add Search to Facebook
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Mobile
• 1.2 billion – The number of active mobile broadband subscriptions worldwide in 2011.
•85 – Percentage of handsets shipped globally in 2011 that included a web browser.
•Holiday Sales from mobile were 3X last year.
•Mobile drove 10-14% of all holiday web traffic.
SOURCE: Royal.Pingdom.com Internet 2011 in Numbers
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Mobile Customer Frustrations
41% Frustrated
SOURCE: Tealeaf
#1 Inability to complete transactions
#2 Search functionality
#3 User Interface
Why?
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Search On iPhone
Without Mobile Site
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Search On iPhone
With Mobile Site
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Website Search = Mobile Search
Website Search Mobile Search
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Smart Phones VS Tablets
3.5 inch VS
9.7 inch
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Smart Phones VS Tablets
Smart Phones TabletsFind Store Location
Find Store HoursResearch Products
Browse ProductsFrom Couch
