magento's imagine ecommerce conference 2011 - with friends like these, who needs revenue?
DESCRIPTION
TRANSCRIPT
With Friends Like These, Who Needs Revenue?
February 5th, 2011
John Eckman
Sr. Director
@jeckman
2 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Like Me, Please!
3 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Like Me, Please!
4 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Like Me, Please!
5 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Like Me, Please!
6 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Like Me, Please!
Lots of big brands take pride with the numbers of "likes" they have on their Facebook page. . . The question is, . . . What are they truly aiming for? Now that a brand has all of these people "liking" them what are they going to tell them?
– Justin Archer
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=143876
“”
7 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Consumer Decision Journey
David Court et al, “The Consumer Decision Journey,” McKinsey Quarterly, June 2009 (modified)
8 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Journey is not Just Driven by Buying Behavior
Branding in a Digital Age – David C. Edelman, HBR December 2010 - http://hbr.org/search/R1012C
“In the past, marketing . . .put . . . resources into building brand awareness and then opening wallets at the point of purchase . . But touch points have changed . . . requiring a major adjustment to realign marketers’ strategy and budgets with where consumers are actually spending their time.”
9 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Strategies for Leveraging Social
Stage Definition Examples
Social Media Marketing
Adding social media to traditional marketing activities, spreading brand awareness and building traffic
Twitter Profiles
Facebook Pages
YouTube Channels
Social Shopping Adding a social layer to ecommerce storefronts and traditional ecommerce processes
Ratings and reviews
Share & Like buttons
Wish lists and registries
Social Business Building new applications and business models enabled by social technology – in which the social aspect is critical and transformation, not incremental
Group Buying
Social Graph Recommendations
Embedded Retail Communities
Consumer-driven merchandizing
Private Event Retail
10 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Social Media MarketingStrategies for Leveraging Social
http://blog.hubspot.com/blog/tabid/6307/bid/4494/Social-Media-Marketing-Madness-cartoon.aspx
11 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Example | A&F Tracking URLsSocial Media Marketing
12 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Example | A&F Tracking URLSocial Media Marketing
Full URL: http://www.abercrombie.com/webapp/wcs/stores/servlet/HomePage?langId=-1&storeId=10051&catalogId=10901&utm_source=facebook&utm_medium=social&utm_term=product&utm_content=ALL&utm_campaign=012811fbpromo
13 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Tools | Google Analytics URL BuilderSocial Media Marketing
http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578
14 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Example | Macy’s Million Dollar MakeoverSocial Media Marketing
15 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Example | Macy’s Million Dollar MakeoverSocial Media Marketing
16 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Example | Macy’s Million Dollar MakeoverSocial Media Marketing
17 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Social ShoppingStrategies for Leveraging Social
http
://ww
w.fl
ickr.co
m/p
hoto
s/bow
brick
/22
68
15
49
01
/
18 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Example | Facebook RegistrationSocial Shopping
19 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Example | Dunkin’ Donuts UGCSocial Shopping
20 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Example | Ask a Friend
Social shopping example – ask a friend (FB Connect)
Social Shopping
21 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Example | Ask a FriendSocial Shopping
http://www.optaros.com/blogs/facebook-connect-social-shopping-for-magento
http://www.magentocommerce.com/magento-connect/Optaros,+Inc/extension/1970/facebook-connect-social-shopping
22 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Example | Facebook CommerceSocial Shopping
23 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Example | Penny’s StoreSocial Shopping
24 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Social BusinessStrategies for Leveraging Social
http://www.flickr.com/photos/daveduarte/3420117809/
25 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Example | Group BuyingSocial Business
26 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Example | Walmart.com CrowdSaverSocial Business
27 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Example | Etsy Gift FinderSocial Business
28 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Example | Etsy Gift FinderSocial Business
29 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Example | Amazon Facebook RecommendationsSocial Business
30 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Example | Embedded Retail CommunitySocial Business
31 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Example | Consumer-Driven MerchandizingSocial Business
32 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Example | Private Event RetailSocial Business
33 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Example | Private Event RetailSocial Business
34 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Example | Private Event Retail
It's amazing to watch private sales events happen on the inside . . . there's a lot of up front work, and then at 11AM when the bell rings, the crowd goes wild . . . In all my years of retail, I have never seen customer acquisition work like this . . .
- John Mulliken, CSN Stores (Joss & Main)
Social Business
35 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Strategies for Leveraging Social
Stage Definition Examples
Social Media Marketing
Adding social media to traditional marketing activities, spreading brand awareness and building traffic
Twitter Profiles
Facebook Pages
YouTube Channels
Social Shopping Adding a social layer to ecommerce storefronts and traditional ecommerce processes
Ratings and reviews
Share & Like buttons
Wish lists and registries
Social Business Building new applications and business models enabled by social technology – in which the social aspect is critical and transformation, not incremental
Group Buying
Social Graph Recommendations
Embedded Retail Communities
Consumer-driven merchandizing
Private Event Retail
36 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Q & A
John EckmanSr. [email protected]@jeckman
37 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Appendix: About Optaros
38 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Our Approach3C-designed User Scenarios built on service-oriented platforms…
“Delivering compelling Content will create and engage Communities that drive Commerce transactions”
39 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Mobile CommerceStrategic platform development to support true commerce mobility…
Mobile Commerce Strategic Services (Web & Native Apps)
• Mobile Strategy Workshop• Business Vision Alignment• Ideation & Conceptual Design
• Mobile Commerce Blueprint• Actionable Roadmap & Implementation Plan• Prioritized Feature/Function Backlog
• Mobility Platform Development & Launch• Phase 1 – mCommerce Storefront• Phase 2 – Mobile-based business services• Phase 3 – Commerce Mobility scenarios• Phase 4 – Mobility platform ecosystem
OCentric SaaS Platform is • mCommerce-enabled for web & native
40 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Social CommerceProven Social business models that drive engagement & transactions…
Social Commerce Strategic Services
• Social Commerce Strategy Workshop• Business Vision Alignment• Ideation & Conceptual Design
• Social Commerce Blueprint• Actionable Roadmap & Implementation Plan• Prioritized Feature/Function Backlog
• Social Platform Development & Launch• Phase 1 – Social intelligence & sharing
optimization• Phase 2 – Social shopping-based business
services• Phase 3 – Social commerce platform ecosystem• Phase 4 – Syndication
OCentric SaaS Platform• Private Event Retail• Facebook-enabled
41 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Global CommerceService-enabling your eCommerce platform for international markets…
Global Commerce Strategic Services
• Global Commerce Strategy Workshop• Business Vision Alignment• Service architecture assessment
• Global Commerce Blueprint• Actionable Roadmap & Enablement Plan
• Global Platform Development & Launch
OCentric SaaS Platform• Internationalization-enabled
42 © 2011 Optaros, Inc. Some rights reserved. (cc-by-3.0)
OCentric Platform3C-designed User Scenarios built on service-oriented platforms…
OCentric is the only eCommerce platform built on an integrated Content, Community and Commerce technology stack Seamless integration
powered by:
| eCommerce Engine
| Content & Community Engine
| Enterprise Search
| Enterprise Integration
| Advanced Site Analytics
| Multivariate Testing
| Single Sign On
| PCI Payment Gateway