social web and the connected consumer: in-store

POPAI MASTERS SERIES

June 28, 2011

Kurt KarlenzigSVP, The Marketing Store Worldwide

SOCIAL WEBAND THE CONNECTED CUSTOMER

SOCIAL MARKETING FOR BRANDS AND RETAIL

AGENDA

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1. A BRIEF HISTORY LESSONMASSIVE GROWTH AND EVOLUTION

2. EVOLVING Behavior

3. SOCIAL WEB & THE CONNECTED CUSTOMERSOCIAL SHOPPING

4. Marketing Opportunities

5. Q&A

INTRODUCTION

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GLOBAL NETWORK.LOCAL RELEVANCE.

Birmingham, UK | Buenos Aires | Chicago | Hong Kong | London | Paris | Sao Paulo | Shanghai | Sydney | Tokyo | Toronto

The Marketing Store has nearly 1,000 employees on five continents around the globe.

SOCIAL WEB -

HOW IT STARTED

6

February 2006, Forrester Big Idea “Social Computing”

TECH & SOCIAL CONVERGENCE CREATE SOCIAL COMPUTING

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ONLINE ACTIVITY -2010

GOING MOBILE

RAPID SHIFT AND BEHAVIOR CHANGE

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2000 2010

MOBILE GETS SMARTER

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SOURCE- MARY MEEKER- KPCB - FEB 2011

NEW BEHAVIOR

THE SOCIAL WEB IS MOBILE

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Predicted to eclipse fixed internet use by the end of

MOBILE WEB USE

2013

SOURCE- EMARKETER- MARCH 2011

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SOCIAL SHOPPING

1. Shopping Apps and tools

2. Group deals/shopping sites

3. Shopping communities that bring like-minded people together to discuss, share, and shop.

4. Recommendation engines allow shoppers to provide advice to fellow shoppers.

5. Social Shopping Marketplaces which bring sellers and buyers together to connect and transact

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Retailer apps(Walmart, Target, Etc.)

Deal sites(Groupon, Etc.)

Barcode scanners

Coupon apps Price comparison Location-based apps for nearby deals

52%49%

42%

22%37% 34%

SHOPPING MomS & APP USE

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GROUP DAILY DEALS

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SCANNER APPS

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LOCATION BASED SHOPPING

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CROWD PoweredREVIEWs

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SOCIAL CONNECTED SHOPPiNG

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SOCIAL CONNECTED SHOPPNG

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SOCIAL CONNECTED SHOPPNG

GETTING THERE

SOCIAL CONNECTED MARKETING

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Live it- Understand how the social network functions before you build your presence

Stop, Look, Listen to the conversationUse social monitoring tools to capture

data

GETTING STARTED

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Enable discussion, the wall, photos, etc. read and respond to comments

Always be transparent about your role

Create useful apps and experiences that model what friends do naturally – share info, experiences and laughs

Offer a reason to engage and provide value

Plan out how you will get grow a following and get distributed beyond Facebook and Twitter

BUILDING A FOLLOWING

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Q&A

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Follow us on twitter @marketingstore@dkmann

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