social mobile retail and contextual commerce
DESCRIPTION
The story of how social crm and technology can leverage social network activity, customer advocacy and mobile connectivity to deliver a better contextual e-commerce experience. The movie on slide 67 is about Adidas Adiverse Virtual Footwear Wall (http://bit.ly/1guUQ4p) and on slide 72 is Control Group/Titan: Reinventing Payphones With NYC I/O (http://bit.ly/19bqDmY) Keynote for the Social Media Day Academy's Social Retailing congress on Sept.17, 2013 at LeadFabric.TRANSCRIPT
MIEL VAN OPSTAL | SEPT. 17, 2013 SOCIAL MOBILE RETAIL & CONTEXTUAL E-COMMERCE
#smdayBE Academy: Social Retailing
Digest
CRM Social CRMSocial commerceThe social consumerThe interest graphMulti-screeningDigital retailThe connected consumer
Defining things.
CRM is a company-wide solid business strategy to efficiently increase profitability by solidifying customer satisfaction, customer loyalty and customer advocacy.
• Sales & marketing automation
• Customer service automation
• Team collaboration
= a good CRM system
• Business goals • Market position and (audience) analysis• Problems and opportunities• Roadmap• KPIs• Identify Resources• Outline Processes• Implement CRM system
Strategy process
Resources
People SuppliersTechnologies Knowledge Funds TrainingExecution
KPIs
Marketing Customer satisfaction Customer retention Social Conversion Sales Service delivery Profit
How crm evolved into social crm
Benefits of social crm
Better targeting and content personalizationImprove customer experience Gain more social tractionCollect market insights to refine effectivenessEnhancement of cross- / up-sellIncrease and nurture customer loyaltyFacilitate customer advocacy
Awareness
Engagement
Social Commerce
Defining things.
Social Commerce is a subset of e-commercethat involves using social media, online media that supports social interaction and user contributions, to assist in the online buying and selling of products and services.
The future of social commerce will happen outside of social networks because the consumer experience has been underwhelming and people are concerned about their privacy and security.TRUST
Source: CNBC 05/2012
Source: Mindshare | The Hive 09/2012
F-Commerce trust issues
Commerce trust progress
By Ben Chestnut
Social commerce examples
Earn commission by influencing the online purchases of your friends with mulu.me
Social commerce examples
Social commerce examples
Social commerce examples
Initially Current TV producers found it challenging to get their online community to coalesce behind a single, user-generated concept for the show. But when they provided three of their own story suggestions — including one about a group of friends who open a bar and another about a metaphysical organization that evaluates a people’s lives — the community combined those two ideas into what became “Bar Karma.”
Social commerce examples
But: too many products & not enough friends is seen as a problem to create relevance.
the social customer
Social NetworksCollective creativity / organizational transparency
Analytics & Big DataDeep insights into consumer patterns
Cloud deliveryEfficiently bringing together value networks
MobileEngaging with everyone, all the time
Fundamental disruptions
Social signals will become multi-dimensional
Segmentation by emotion, activity or interest
Strategic approach
1. Scarcity and exclusivity mechanicsUsing fans to create desire with earned media amongst non-customers(Heinz, Nutella, Coca-Cola)
2. Social referral programmesCustomers become affilitates and canbe used to acquire new customers(Tesco, Fab)
3. Leverage social curation“Earned Media” becomes shoppable
the portable e-shop(Zappos + Pinterest, Nike + Tumblr)
4. Leverage Interest Graph data for paid mediaIncrease conversion rate by scalingaudiences using interest-data
The future of marketing…must be non-interruptive and non-intrusive.It’s tailored, personalized and adjusted to what a consumer has predefined as a preference, or for which the consumer has previously opted in.Marketing will be content.
Display evolution
First screen: TVSecond screen: desktop PCThird screen: laptopFourth screen: smartphoneFifth screen: tabletSixth screen: custom contextual displays
Digital Retail
Digital Retail
Mobile links offline retail to social
Digital Retail
http://www.youtube.com/watch?v=mzUXa6JThVQ Coke Dance
Small World Machines - http://www.youtube.com/watch?v=ts_4vOUDImE
Share a Smile - http://www.youtube.com/watch?v=DI-IO3kmxVc Yawn Activated - http://www.youtube.com/watch?v=HOTQ8z0fQHo
Taxi treats.
we can target adverts based on what our customers bought yesterday.
- Clubcard TV director Scott Deutrom
If it can’t lead to offline interaction,online communication will be abandoned.
Technology is either a tool to enable offline interaction or it’s an online hinderance
to be hacked, engineered or disposed
THANKS FOR LISTENING!
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+32 472 675 692 | Miel Van Opstal A marketing facilitator for mobile social
[email protected] | @coolz0r | linkedin.com/in/mielvo
Digital Reputation + Future Connectivity
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