Saatchi Wellness - Social Media Week 2011
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The document discusses the impact of convergence in technology, particularly how social commerce and mobile advancements influence consumer behavior and shopping decisions. It highlights the rise of e-books and mobile payments, along with the significance of social media in driving sales and forming consumer relationships. Notably, it emphasizes that over 90% of purchases are influenced by social interactions, leading to a 'digital renaissance' in marketing and shopping experiences.
Saatchi Wellness - Social Media Week 2011
- 1. Convergence: How social commerce and mobile change the way we make decisions and shop Social Media Week NYC 2011 @saatchiwellness #smwsaatchi
- 2. • If you scanned this QR code, you just witnessed the power of convergence • Without event realizing it- you’ve used multiple previously distinguishable technologies
- 3. Converge: To tend or move toward one point or one another : come together To come together and unite in a common interest or focus Merriam- Webster
- 4. Does Convergence look like this? Jackson Pollock’s Convergence: Number 10; 1952
- 5. The merging of distinct technologies, industries, or devices into a unified whole– there are examples all around us • Multiple sources of information , which align at different touch points • Information exchange is ongoing and happens in real time • The way we encounter information has changed- discovery through the newsfeed
- 6. This is the way we used to look for directions
- 8. We live in an increasingly more digitized world • eBook sales have more than doubled from 2009 to 2010 • eBook sales grew 163% between January and August 2010, up from $89.8 million in 2009 to $263 million in 2010 • eBooks now make up 9.03% of total consumer book sales - compared to 3.31% at the close of 2009 • Since 1971, Project Gutenberg has been digitizing books and offering these online for free-- they have over 33,000 free books available today American Association of Publishers
- 9. The availability and our access to information is immense We are in fact becoming smarter because we are always connected
- 10. Chris Anderson, Head of TED conferences calls this “Crowd Accelerated Innovation” • Bring enough people with a common interest together and they will start to share and compete and improve • He points to a dance video online which spurs other dancers to create videos that tops the first
- 11. Convergence can be understood in terms of the following developments: The merging of multiple channels onto a single application, device or service (i.e. broadcasting, telephone, television, motion pictures, photography, printed text and money)
- 12. • 38MM people watched on TV, 70 MM watched online • Facebook averaged 8,500 FB updates/min during the inauguration • At its peak, CNN served 1.3 million concurrent live streams
- 13. Video and social media continue to be some of our government’s most important communication tools
- 14. The lines of communications are blurred– it’s hard to tell where one ends and one begins
- 15. There is a growth in the interactivity and connectedness of different networks, information platforms and devices
- 16. Our hardware today is smarter– Handheld Convergence
- 17. There is growing amount of overlap in the functions that can be performed by different devices– iPhone is also a “business card”
- 18. • Convergence is redefining our expectations • Breaking the mold for information formats and the way we interact with information • We are in the midst of a “digital renaissance” (MIT Professor Henry Jenkins)
- 19. “…the pace of change of our human-created technology is accelerating and its powers are expanding at exponential pace.” - Ray Kurzweil
- 21. talk to me I’ll make the reservation I just got your email It’s on the next block Friend me I downloaded the photos We are living in a world where we are perpetually plugged in, which is driving the development of new types of business models that take advantage of the potential and new value created 21
- 22. Mobile Convergence • Ubiquitous nature of mobile devices • New technologies Unlocking a new type of potential and value
- 23. Geo-location Our devices are so smart, that they know where we are • “Checking-in” draws on a competitive mentality • Leverages the social graph as a powerful promotional tool
- 24. Geo-location As a consequence, we become hyper-aware of our surroundings- It’s the mashing of content and context
- 25. Shopping According to the WSJ, 2010 was the year of the app-- fostering a culture of now-ism, of instant gratification
- 26. Holiday Shopping 2010 • 52% of U.S. Smartphone users planned to use their phone to compare prices during the holiday season – Google Blog • 40% planned to use their phones to read product reviews- Google Blog • eBay mobile sales reached $230M during the holiday, up 166%- eBay
- 27. Near Field Communications Allows a device to collect data from another device or NFC tag at close range-- Opens up huge potential for mobile payments
- 28. Mobile Payments The number of mobile payment users worldwide increased to 73.4 million in 2009, roughly a 70% increase over 2008, and could breach 190 million by 2012 (Forbes, December 2010)
- 29. “E-commerce is Over. Long Live Social Commerce” -Wired February 2011
- 30. Social Commerce • The selling with social media • There are generally two type of social commerce: – Shopping on a social media page (i.e. Facebook tab) – Social media incorporated into an e-commerce page (product reviews) • Product discovery and purchase decisions are informed by the collective and distributed social intelligence of peoples’ social graphs • Transaction as communication – “shop-and-tell”
- 31. “If I had to guess, social commerce is the next area to really blow up” - Mark Zuckerberg
- 32. 2010 saw an explosion of group shopping sites that relied on the viral nature of crowd behavior
- 33. • Social commerce helps people realize the value expression of shopping— what psychologists call ‘impression- management’ – aka bragging rights, ego-tripping • We discover brands and products through our online social network—not dissimilar from how we would discover these offline
- 34. Convergence and Social Commerce 90% of purchases are subject to some sort of social influence Value-expression function of shopping Make smarter shopping decisions using their social intelligence
- 35. Source: Oracle Retailing Blog
- 36. Convergence Smarter hardware and software On-demand consumerism Greater access to Crowd accelerated information innovation Constantly connected Info discovery Smarter People Culture of Now-ism
- 37. “Welcome to convergence culture, where old and new media collide, where grassroots and corporate media intersect, where the power of the media producer and the power of the media consumer interact in unpredictable ways” – Henry Jenkins
- 38. Today’s Agenda Mike Matthews- Mobile Convergence – The Mobile Culture Bob Tuttle- Social Commerce – 8th Bridge Laura Campbell- Case Study – Spa Week David Sobie- Case Study – Haute Look
- 39. Today’s Agenda Mike Matthews- Mobile Convergence – The Mobile Culture Bob Tuttle- Social Commerce – 8th Bridge Laura Campbell- Case Study – Spa Week David Sobie- Case Study – Haute Look
- 40. ® “Wireless branding” @mobilematthews
- 41. “Happiness Hypothesis” by Jonathan Haidt, Univ. of Virginia How to avoid “Decision Paralysis”
- 42. Direct The Rational Rider Shape The Path How can mobile appeal to all three to drive purchasing decisions? Motivate the Emotional Elephant
- 43. Loyal when heard, listened to or understood Begin with symptoms
- 44. Virtually delegates the decision to the brand. Combats overanalyzing. Ends with product recommendation and location
- 45. Direct product information and location
- 46. Direct The Rational Rider Shape The Path Mobile becomes the “virtual heart & brain” of the consumer shopping experience Motivate the Emotional Elephant
- 47. 30% more likely to buy online or offline after highly satisfied experience with retailer mobile sites or apps
- 49. SHOPPING O BRAND GAGEMENT DRIVE CONSUMERS T BR AND TO CONSUMER EN CONSUMER TO CONSUMER ENGAGEMENT EXTEND THE DIALOG UE - CRM
- 50. D TO BRAN ONSUMERS DRIVE C 24-hour access to view, purchase and share select high- end shoes BERGDORF GOODMAN: “Brief buying”
- 51. QR code scavenger hunt around NYC D TO BRAN ONSUMERS DRIVE C FORD FIESTA: “Real-world gaming”
- 52. BRAN D TO CONS ENGA UMER GEME NT 61% of moms let children play with mobile devices Moms say it’s most handy for: Restaurants 70% Retail Stores 53% Car 51% J&J - BABY CENTER: “Life utility”
- 53. BRAN D TO ENGA CO GEME NSUMER NT/SA LES In-app barcode linked to Starbucks Card. Currently available in 6,800 stores nationwide. STARBUCKS: “Mobile payments”
- 54. CONSUMER TO CONSUMER ENGAGEMENT User selects item, captures pic, shares on Facebook and receives 10% discount H&M: “Virtual fitting”
- 55. THE EXTEND - CRM UE DIALOG 1. Equalize the consultation conversation 1. Take control of the uncontrollable MERCK ONCOLOGY: “Diary tracker”
- 56. THE EXTEND - CRM UE DIALOG Re-creates the casino experience. Gaming rewards tied to 15-brand hotel benefits and drive exclusive offers to repeat visits MGM RESORTS: “Loyalty program”
- 57. TIP # 1 TECHNOLOGY SHOULD NEVER TRUMP BRAND
- 58. TIP # 2 KEEP IT APPROPRIATE
- 59. TIP # 3 INTEGRATE & MARKET
- 60. TIP # 4 PREACH “VALUE OF ENGAGEMENT”
- 61. 4 MAIN SERVICES
- 62. Mike Matthews Founder & Managing Director The Mobile Culture [email protected] M 646.957.6282 W themobileculture.com @mobilematthews
- 63. Today’s Agenda Mike Matthews- Mobile Convergence – The Mobile Culture Bob Tuttle- Social Commerce – 8th Bridge Laura Campbell- Case Study – Spa Week David Sobie- Case Study – Haute Look
- 64. Feb 8, 2011 First in Social Commerce Robert Tuttle SVP Field Operations [email protected]
- 65. social shopping then Copyright© 2010 8th Bridge, Inc.
- 66. Copyright© 2010 8th Bridge, Inc.
- 67. social shopping now Copyright© 2010 8th Bridge, Inc.
- 68. social shopping now Copyright© 2010 8th Bridge, Inc.
- 69. Top 3 Reasons Customers Connect to a Brand on Facebook To stay current on available new products 35% To receive coupons and discount offers 37% To let my friends know what products I support 41% Source: Morpace “Omnibus Report” April, 2010 Copyright© 2010 8th Bridge, Inc. 67
- 70. 1/3 Online Time on Facebook A brand’s customers are Facebook spending far more time on Facebook vs. their All Other site. Websites Source: Morpace “Omnibus Report” June 10, 2010. Copyright© 2010 8th Bridge, Inc. 68
- 71. The Decline of Email Marketing Customers no longer use +43% -28% email to keep in touch now that they’ve moved Email to Facebook... Social Media ** Time Spent Online June 2010 vs. June 2009 The Nielsen Company August 2010 69 Copyright© 2010 8th Bridge, Inc. * Pew Internet: Generations Online 2009
- 72. The Rise of Facebook Messages Copyright© 2010 8th Bridge, Inc. 70
- 73. 8thBridge-Enabled Brands Copyright© 2010 8th Bridge, Inc. 71
- 74. First Retail Store on Facebook July 2009 “Through our collaboration with 8thBridge, we have now opened millions of stores.” Jim McCann CEO 1-800-Flowers.com Copyright© 2010 8th Bridge, Inc. 72
- 75. Facebook Home Page Shopping 18.4X Lift in Interaction Rates vs. http://www.link.com Copyright© 2010 8th Bridge, Inc. 73
- 76. Facebook Home Page Shopping 18.4X Lift in Interaction Rates vs. http://www.link.com Copyright© 2010 8th Bridge, Inc. 73
- 77. Facebook Home Page Shopping 18.4X Lift in Interaction Rates vs. http://www.link.com Copyright© 2010 8th Bridge, Inc. 73
- 78. Facebook Home Page Shopping 18.4X Lift in Interaction Rates vs. http://www.link.com Copyright© 2010 8th Bridge, Inc. 73
- 79. Facebook Home Page Shopping 18.4X Lift in Interaction Rates vs. http://www.link.com Copyright© 2010 8th Bridge, Inc. 73
- 80. First Travel Store on Facebook August 2010 “We are now bringing Delta to our customers rather than the other way around.” Bob Kupbins VP Ecommerce Delta Airlines Copyright© 2010 8th Bridge, Inc. 74
- 81. Q1 Release: Group Travel Plan and book trips with your friends Copyright© 2010 8th Bridge, Inc. 75
- 82. First $100K Sold on Facebook November 2010 “Getting out of the inbox was a strategic goal for HauteLook.” Adam Bernhard CEO HauteLook Copyright© 2010 8th Bridge, Inc. 76
- 83. First Facebook User Sales Force August 2010 “We have transformed social network selling from door-to-door to wall-to-wall.” Claudia Poccia Global President Avon - Mark Copyright© 2010 8th Bridge, Inc. 77
- 84. Amanda Jean Modi Copyright© 2010 8th Bridge, Inc. 78
- 85. Amanda Jean Modi Copyright© 2010 8th Bridge, Inc. 79
- 86. Amanda Jean Modi Amanda Jean Modi Copyright© 2010 8th Bridge, Inc. 80
- 87. Advocacy Drives Social Commerce Sales Rewards Spontaneous Commissions Program Copyright© 2010 8th Bridge, Inc. 81
- 88. Advocacy Drives Social Commerce Sales Rewards Spontaneous Commissions Program Amanda Modi just shared her favorite lip shades for winter with you in the attached Mark store. Amanda’s favorite winter lip shades: 20% off exclusive discount here in this news feed store for my Facebook friends. Copyright© 2010 8th Bridge, Inc. 81
- 89. Pricing Model Enablement Fee + Monthly Subscription + Transaction Fees Copyright© 2010 8th Bridge, Inc. 82 15
- 90. Pricing Model 8 Week Enablement Enablement Set Goals & Fee Strategy + Monthly Design, Configure, Subscription Integrate + Transaction Fees Launch Copyright© 2010 8th Bridge, Inc. 82 15
- 91. Thank You! Robert Tuttle SVP Field Operations [email protected]
- 92. Today’s Agenda Mike Matthews- Mobile Convergence – The Mobile Culture Bob Tuttle- Social Commerce – 8th Bridge Laura Campbell- Case Study – Spa Week David Sobie- Case Study – Haute Look
- 94. WHO WE ARE? • Founded in 2004, to make the healthy benefits of the spa lifestyle available to the masses • Spa Week®, a bi-annual, trademarked event, offers consumers $50 treatments at participating spas nationwide • Database of over 1.2 million opt-in email consumers • Outstanding media coverage, through thousands of print, television and online platforms • Social media leader in our industry with 25,000+ Facebook “Likes” and 10,000+ Twitter followers • Recently released Spa. - The Official SpaWeek® Gift Card, valid year-round at thousands of spas across the U.S.
- 95. WHY A SOCIAL COMMERCE PROGRAM? • To provide real value to our members (cash being the best value to our audience) • To engage and re-engage our fans • To create ambassadors of our gift cards and overall brand • And, of course, to sell more cards!
- 96. SPA WEEK®ʼS FACEBOOK AFFILIATE PROGRAM Powered by
- 97. SPA WEEK®ʼS FACEBOOK AFFILIATE PROGRAM
- 98. SPA WEEK®ʼS FACEBOOK AFFILIATE PROGRAM Shared on Facebook Shared on Twitter Powered by
- 99. SPA WEEK®ʼS FACEBOOK AFFILIATE PROGRAM View your earnings… 257 58 $613.50
- 100. WHAT WE DISCOVERED… Results Key Learning • We increased our “Likes” by 5 • Challenging to explain “affiliate” to percent a broad audience • Conversions to purchase were • We budgeted for the build of the 3 times better than our application, but not enough for the website marketing • Over 60 percent of registrants • Could have had even bigger opted-into receive our conversion by having the newsletter e-commerce within our Facebook page
- 101. Laura A. Campbell, COO Spa Week Media Group, Ltd. 89 Fifth Avenue, Suite 500 New York, NY 10003 (p) 212-352-8098 X118 (c) 917-821-1157 [email protected]
- 102. Today’s Agenda Mike Matthews- Mobile Convergence – The Mobile Culture Bob Tuttle- Social Commerce – 8th Bridge Laura Campbell- Case Study – Spa Week David Sobie- Case Study – Haute Look
- 103. 2011 Social Media Week February 2011
- 105. Social Media Strategy Overview Crawl Walk Run • Build best in class • Engage audience • Create compelling fan page via promotions reason to like and follow • Establish brand • Create dialogue voice (versus monologue) • Refine, through practice, f Commerce • Push/pull sale • Enable “liking” on calendar in social HauteLook • Integrate social plugins environments and “social shopping”
- 106. Case Study: Facebook Flash Sales
- 107. Case Study: Shoppable Posts User presses play on post image to open product catalog in newsfeed
- 108. Case Study: Product Detail On Facebook More than… • 30,000 new fans • 22,000 store launches • ~4% conversion rate Consumers are willing to buy on Facebook
- 109. Thank You [email protected] facebook.com/hautelook @hautelook 101
- 110. THANK YOU Social Media Week NYC 2011 @saatchiwellness William Martino SVP, Director of Digital Strategy V 212.463.2524 [email protected] Sharon Mandler Sr. Digital Strategist V 212.463.4746 [email protected]