![Page 1: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/1.jpg)
THE CUSTOMER CONVERSION CONUNDRUM
![Page 2: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/2.jpg)
![Page 3: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/3.jpg)
SIX SIGNIFICANT iCONSUMER TRENDS
Source: McKinsey&Company, 2012 | iConsumer: Digital Consumers Altering the Value Chain
![Page 4: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/4.jpg)
FOCUSON THE
CUSTOMER
![Page 5: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/5.jpg)
= RETAIL 3.0MOBILE RETAILING
Source: McKinsey&Company, 2012 | iConsumer: Digital Consumers Altering the Value Chain
MULTICHANNEL INTEGRATION
+
![Page 6: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/6.jpg)
TOP 5 MERCHANDISING INITIATIVESAND PRIORITIES FOR ONLINE BUSINESS
![Page 7: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/7.jpg)
DISPLAY ADVERTISING CONTINUES TO SEE GAINS
DRIVEN BY RETAIL
Source: “U.S. Digital Future in Focus, 2013” by comScore
Enhanced targeting and personalization is making display
more accountable.
![Page 8: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/8.jpg)
OF RETAILERS WILL SPEND MORE
ON RETARGETING IN 2013
Source: “The State of Retailing Online, 2013” a Shop.org study conducted by Forrester Research
63%
![Page 9: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/9.jpg)
LEVERAGE CRM DATA TO GET FROM1st to 2nd PURCHASE
RECOMMENDATION
Initiate one-to-one marketing in display
like all other channels, e.g. email,
search & loyalty
![Page 10: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/10.jpg)
• Customers Expect Experiences
• Mobile is a key part of their Journey
• Personalize as much of the Experience
• Leverage More Data in Advertising
SUMMARY
![Page 11: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/11.jpg)
Thank YouRob Sopkic VP of Sales, North [email protected] T 415.637.5233
![Page 12: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/12.jpg)
Social Media and Innovation in Online ShoppingCarrie WhiteheadZappos.com
![Page 13: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/13.jpg)
24%34%
48%52% 56%
62%
% Who Currently Have a Profile on Any Social Network
Six in Ten Americans Have a Profile on a Social Networking Site
2008 2009 2010 2011 2012 2013
Edison Research and Arbitron, Infinite Dial 2013 research
![Page 14: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/14.jpg)
Lady Gaga, Justin Bieber and Katy Perry have more Twitter followers than the entire populations of Germany, Turkey, South Africa, Egypt, United Kingdom, Canada, and Argentina
Social Media has overtaken porn
#1 activity on the Webth
e
Every minute 72 hours of video is
uploaded to YouTube
“We don’t have a choice on whether we DO social media, the question is how well we DO it.” – Erik Qualman
![Page 15: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/15.jpg)
@BronxZoosCobra
186,800FOLLOWERS
75,650 followers in the first 24 hours
![Page 16: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/16.jpg)
One to one One to many Many to many
![Page 17: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/17.jpg)
Everything.com/technology
![Page 18: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/18.jpg)
http://community.secondlife.com/t5/image/serverpage/image-id/40433i91CE7E110D0F82A4/image-size/original?v=mpbl-1&px=-1
Create deeper connections. See the person behind the profile.
![Page 19: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/19.jpg)
Reciprocity: People tend to return favors.
Commitment and Consistency: People committing orally or in writing to ideas or goals are more likely to honor those commitments for self-image congruity.
Social Proof: People will do things they see other people doing.
Authority: People tend to obey authority figures, even when asked to perform objectionable acts.
Liking: People are easily persuaded by other people they like.
Scarcity: Perceived scarcity generates demand.
People are still people.
![Page 20: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/20.jpg)
CONTENT
The opportunity for innovation lies in the intersection of Content, Context and Conversation.
CONTEXT
CONVERSATION
INNOVATION
![Page 21: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/21.jpg)
CONTENT
It must be a good story, one that resonates with human emotions.
It should be fun and authentic. And can take on many different forms.
![Page 22: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/22.jpg)
GlanceA simple and fun shopping experience bringing curated collections of the most exciting products from Zappos.
The Glance average order value is more than 50% higher than Zappos
![Page 23: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/23.jpg)
Make the story relevant and memorable.
Make it discoverable. Be at the right place at the right time.
CONTEXT
![Page 24: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/24.jpg)
![Page 25: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/25.jpg)
Social BuzzDisplaying social activity on product pages to help support purchase decisions
50/50 AB Test
Those who clicked on tab were more engaged
![Page 26: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/26.jpg)
Make the conversation popular. Get people to continue telling the story for true reach and frequency.
With a passionate enough audience, the people will close the sale.
CONVERSATION
![Page 27: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/27.jpg)
ROI is great, but social media is an investment.
Continue to experiment, learn and evolve to look ahead and affect change.
![Page 28: Sociomantic at DRS: The Customer Conversion Conundrum](https://reader036.vdocuments.us/reader036/viewer/2022062513/5568bc39d8b42a7c7d8b4b07/html5/thumbnails/28.jpg)
Play, experiment and be human.