With Friends Like These, Who Needs Revenue?

February 5th, 2011

John Eckman

Sr. Director

jeckman@optaros.com

@jeckman

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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

“”

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Consumer Decision Journey

David Court et al, “The Consumer Decision Journey,” McKinsey Quarterly, June 2009 (modified)

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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.”

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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

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Example | A&F Tracking URLsSocial Media Marketing

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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

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Tools | Google Analytics URL BuilderSocial Media Marketing

http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578

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Example | Macy’s Million Dollar MakeoverSocial Media Marketing

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Example | Macy’s Million Dollar MakeoverSocial Media Marketing

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Example | Macy’s Million Dollar MakeoverSocial Media Marketing

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Social ShoppingStrategies for Leveraging Social

http

://ww

w.fl

ickr.co

m/p

hoto

s/bow

brick

/22

68

15

49

01

/

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Example | Facebook RegistrationSocial Shopping

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Example | Dunkin’ Donuts UGCSocial Shopping

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Example | Ask a Friend

Social shopping example – ask a friend (FB Connect)

Social Shopping

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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

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Example | Facebook CommerceSocial Shopping

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Example | Penny’s StoreSocial Shopping

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Social BusinessStrategies for Leveraging Social

http://www.flickr.com/photos/daveduarte/3420117809/

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Example | Group BuyingSocial Business

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Example | Walmart.com CrowdSaverSocial Business

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Example | Etsy Gift FinderSocial Business

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Example | Etsy Gift FinderSocial Business

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Example | Amazon Facebook RecommendationsSocial Business

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Example | Embedded Retail CommunitySocial Business

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Example | Consumer-Driven MerchandizingSocial Business

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Example | Private Event RetailSocial Business

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Example | Private Event RetailSocial Business

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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

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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

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Q & A

John EckmanSr. Directorjeckman@optaros.com@jeckman

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Appendix: About Optaros

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Our Approach3C-designed User Scenarios built on service-oriented platforms…

“Delivering compelling Content will create and engage Communities that drive Commerce transactions”

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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

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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