PowerPoint Presentation

www.social2B.comAlex do general introduction11

www.social2B.comContentsThe state of play in the US Retail SectorMarketing success for the Fashion IndustryThe Mobile PhenomenonThe 3 Cs of new customers engagement (content, commerce, and community)

2Fashions next big thing SOLOMOWhy do you need to be aware of it?Why your customers will start using it?What you need to do next@social2b@AccessoryNews#S2BSoLoMoAlex12

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US Economy in recovery phase

Retail sales driven by personal income, interest rates and consumer confidence

Retail sales trends mimicking US economy

Retailers need to take advantage of merchandizing, supply chain management and marketing

US Retail Industry: Market OverviewBriarley will present overview of retail marketplace, challenges, etc. (can probably use blog as a sort of script to accompany)13

www.social2B.com4Growth in the US Fashion Retail sector is moderate at 4.2%

Forecasted growth of 28.8% by 2017 to US $671,776 million

US Apparel, Accessories & Luxury Goods Industry: Growth

What will your stake be?

Briarley moderate growth but it is increasing14

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US Apparel, Accessories & Luxury Goods Industry: Industry Analysis SummarySource: MarketLine AdvantageBriarley competitive forces in the market. Main concern Rivalry & New Entrants. Why? Moderate growth, low capital outlay & low barriers to entry

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www.social2B.com6The market forces summarySource: MarketLine AdvantageWith forces of such as Intense Rivalry and Threat of New Entrants brands need to:Reducing customer acquisition costs Increasing customers switching costsBriarley need to increase switching costs by raising brand loyalty & reduce customer acquisition costs by effectively mapping customer behaviour

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www.social2B.com7Combining the forces successfullySources: Stella and Dot; mobify.comCase Study Stella and DotStylist trunk shows available in-home and online:When the Stella & Dot team explored the analytics of their website, they discovered that the stylists the companys most influential user base were increasingly accessing the site from tablet devices. Tablets gave the stylists an easy way to showcase all of the websites inventory at their in-home trunk shows. When customers wanted to make a purchase, the stylists needed to easily process transactions on the spot without having to switch devices.Successful combination of e-commerce, social media and highly personalized and enhanced user/shopping experiences.Briarley Stella & Dot an example. Herrin increased sales avenues to the customer. Trunk shows, not imposing the brand, rather offering customers a chance to invite and engage the brand17

www.social2B.com8Contemporary issues: ShowroomingCustomers inspecting merchandise in brick-and-mortar prior to searching and purchasing online.

Create unique in-store experience to drive traffic to the store and encourage purchasing.

Encourage customer experience and design opportunities.

Product differentiation.

Briarley Showrooming issue. But can be turned around. You need to entice people to the store and then give them a reason to buy there and then. Today hopefully we can show you ways to combat this.18

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Social Media EnablersJess will transition into so this is where social media can come in and help you emerge in the marketplace and gain back some of the power from the buyer. 19

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Social Commerce Market 2010-2015Jess transitions into how social commerce is only increasing in trend, how brands are using social networks and why people should get involved etc.

As you can see social commerce sales are expected to continually increase over the next few years, reaching $30 billion by 2015.110

www.social2B.com11Social Commerce Sharing and Social Influence

February, 201390% Of Customers Will Recommend Brands After Social Media Interactions

(Internet Advertising Bureau recent study)Jess111

www.social2B.com12Social Commerce Brand Interaction

April, 2013March, 2013Jess talk about how since retail and brand sites still most purchase, really important to optimize for mobile as well and really get the brand out there as many ways as possible. Once again social media still really important because of consumers frequency of use, so finding ways to combine social and mobile are key.

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www.social2B.com13Social Commerce Mobile Commerce

Jess: Getting into the mobile space and mobile purchasing. Although ecommerce is still a small part of retail sales, it is growing faster than offline retail. 113

www.social2B.com14The Mobile Phenomenon PC vs MobileSocial Networks attracted 171 million unique visitors on both PC & Mobile

Mobile has out-performed PC on all media platforms with 43% growth compared to 8%

Twitter had the most growth in mobile access with 101%

Facebook recorded the largest audience

Source: comScoreJess: since mobile is outperforming PC, make your mobile/tablet site faster than your desktop site - Google found that 20% of people abandoned pages when the

load time increased by half a second. This can have an important impact on e-commerce sites, with a one second delay resulting in a 7% reduction in conversions.114

www.social2B.com15The Mobile Phenomenon Ad SpendingMobile advertising spend has increased by four times the amount spent back in 2009

The projected spend is likely to hit US$3.5 billion by 2014

Google accounts for 56% of all global mobile ad revenues. Facebook accounts for 13%

Source: Business Insider

Jess: The US mobile advertising market is growing far faster than expected, driven by the rapid ascension of Googles mobile search advertising business, advertisers growing attraction to display inventory on tablet and smartphone devices, and the growing roster of mobile ad networks. Weve seen a growth in real-time marketing/advertising (such as with Oreos dunk in the dark twitter ad during the Superbowl) which enables companies to reach people on the move and add an element of surprise and spontaneity when engaging with customers, keeping advertising from becoming predictable, and enhancing the user experience. Native advertising has also been implemented, to avoid the banner ad type of advertising on mobile, companies are integrating their advertising more into the user experience. Consumers look at native ads 53% more often than they look at traditional display ads. They are many routes to take with mobile advertising and a continuing search to enhance user experience. Mobile consumption is a multi channel experience, so you should be able to optimize that to engage with users throughout the day.115

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Social Commerce Stats InfographicJess: Over 50% of consumers are willing to post about products/services on social networks if they get a deal or discount.

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17Social Commerce Early Success Stories

www.social2B.comAlex to go over case studies / social tactics.117

www.social2B.com18Most common social tactics deployed by brandsRatings and ReviewsMicroblogs and landing pagesSocial RecommendationsCompany Blogs (including video blogs)Client generated commentsProduct sharing on social sitesSocial Shopping Aggregator Sites (deal sites)Alex118Most common social tactics deployed by brands Ratings and Reviews

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Used by most retailers (also a common function for many eCommerce platforms Magento, Shopify, ATG, DemandWare, etc.)

Opportunity to reduce content creation efforts and shift to 3rd party generated content

Benefits to product development, field testing, and up-sell/sell-through (if well integrated with analytics and customer service process)Alex

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www.social2B.com20Most common social tactics deployed by brands Microblogs (Twitter, Tumblr, Pinterest, etc.)Easy and relatively inexpensive to launch

Quick Disposal or extra inventory

Customer Service extension benefits

Alex

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www.social2B.com21Most common social tactics deployed by brands Social Recommendations

Opportunity to crowd source opinion, i.e. Yelp

Exposes clients to more content

If built in, increases time on site and upsell opportunityAlex

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www.social2B.com22Most common social tactics deployed by brands Company BlogsGood opportunity for SEO

Integration of content and commerce through links, suggestions, reviews and shares

Low cost add-on to the existing commerce site

Relevance is important not just aggressive promotion

Alex

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www.social2B.com23Most common social tactics deployed by brands Client Generated and Suggested outfitting

Alex

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www.social2B.com24Most common social tactics deployed by brands Client Generated and Suggested outfittingAssists in merchandizing support and cross-sells

Customer Engagement

Unique Approach

Integrating high-touch and digital experience

Alex

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www.social2B.com25Most common social tactics deployed by brands Product Sharing on Social Sites (FB+Twitter)More effective than companys social network pages

Opportunity to use Facebooks or Twitters infrastructure to evangelize the brand

Best relevant sharing (with events, item quality, item level communications, etc.)

Many options exist for content publishing and commerce on FB and Twitter

Alex

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www.social2B.com26Most common social tactics deployed by brands What about Facebook/Pinterest?Integration of on-site experience

Brand Extension

Feedback aggregator via surveys, polls, comments, shares, likes

Opportunities for storefronts on the sites

Alex

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www.social2B.com27Most common social tactics deployed by brands Social Shopping Aggregator SitesAggregated and incremental traffic

More engaged relevant shoppers based on preferences

Conversion is moderate early in the sell cycle

Behavioral aspects are visible based on preferences, price sensitivity, etc.

Alex

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www.social2B.com28Trends and Drivers for Social Commerce

Retailers are beginning to overlay social graph on digital and brick-and-mortar locations

SoLoMo Social, Local and Mobile is beginning to bridge the gap between physical and digital

Commerce and Social Commerce will unite the audience on physical and social worlds

Gaming may act as a catalyst in social commerce as an early driver (Zynga, etc.)Transition back to Jessica: so weve touched upon the value of social, and a bit about mobile, so where does the local element come into play? Talk about how on sites like Facebook you can add in these local elements, tag locations, etc.Because brick and mortar locations are using sites like Facebook as a social commerce interface its important to tie these social networks to their physical location and find ways to connect them.Social graph unlocks personal big data to power social discovery, awareness and action, so through this you can connect your brand to your users interests. Social graph connections are based on shared personal connections with social objects (i.e. the merchandise youre selling). By combining graph data (social and interest) with commercial data, shopper marketers can deliver a more tailored, relevant shopper experience. Example: Amex. By allowing their customers to link their Amex cards to their Facebook accounts and Twitter hastags, American Express was able to analyze their Interest Graphs and dynamically recommend merchant offers based on likes and check-ins. They took this a step further by allowing their customers to link those offers to their cards. 128

www.social2B.com29Trends and Drivers for Social Commerce: Potential and How You can Improve

Millenials and younger generations are looking for recommendations and validation from peers anywhere and for anything making the use of social media essential

The blending real life and digital life continues to grow with the integration of Real-World and Social World

Mobile technologies and Smart Phones will continue to augment the experience of shopping

SoLoMo will continue to drive traffic to brick-an-mortar through social engagement (Likes, Check-Ins, etc.)Image credits: EdologicIL; RenaultNL Jess129

www.social2B.com30Social Apps, games, local deals, mobile technology are driving addictive behaviors

Location based tracking through Gowalla (FB) and Foursquare may help drive traffic to stores (physical and digital) and solicit immediate feedback

Location based monitoring and activation (LocalResponse via Twitter and local check-ins)

Trends and Drivers for Social Commerce: Potential and How You can ImproveJess can talk about and personalize to her generation

Also geo-location app that through opt in it can know youre in store and give you suggestions based on your data.Applications for this evolved approach to Social Merchandising are almost endless. Retail manufactures should start to create hyper-customized and socially informed offer boutiques for all of their key customer segments. Retail distribution platforms should start to consider how Social Merchandising may inform their circular innovation efforts.

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31Trends and Drivers for Social Commerce:Example Macys Magic Fitting Room

www.social2B.comJess: So heres some examples of what we were just talking about (apps)This is an early example this type of trend and using SoLoMo concept has been around as far back as 2010 Brought Digital Commerce to Life by combining In-Store Shopping With the Digital Luxuries of Social, Online and Mobile Capabilities: Macy's Magic Fitting Room featured, as you can see, a large-scale mirror with multi-touch technology that interacts with a multi-touch tablet and lets customers browse, shop and "try-on" the latest must-have items virtually, with the magic of style at the user's fingertips. Flip through the hottest tops, dresses, bottoms and coats from some of Macy's top designers and once complete you can send the whole experience to your Facebook page, SMS, or email, and shop all the looks in the store itself. As the role of retail changes and the lines between physical and digital continue to blur, agencies are tasked with providing innovative solutions that help marketers enhance the customer experience13132Trends and Drivers for Social Commerce:Example Diesels Integrated Social Experience

www.social2B.comJess: Another popular choice for your social media promotions via mobile is to use a QR code. Whats great about the QR code is it employs traditional methods of static advertising (placed on window, bus, bench ads and more) yet when scanned, brings you into the mobile world, leading a user right to your choice of URL. This creates a unique user experience where they may come across the QR code by chance in their mobilized lives, but then it brings them to you through their device. 132

www.social2B.com33Trends and Drivers for Social Commerce:Example Adidas Holiday Hookup

Jess: Facebook promo and using Facebook as a store front about 20% of shoppers already prefer buying products through a brands Facebook page compared to its website.133

www.social2B.com34Whats next in Social Commerce IntegrationIntegration of social gaming and social commerce turning virtual currency into real currency

Helping shoppers build collections and sharing with friends your way (Polyvore, The Trunk Club, Fits.me, etc.)

Shopping content aggregation and management, virtual closets, shareable wish lists (SVPPLY, Groupon, etc.)

Specific interest graphs new frontiers evolving from Social Commerce Social Interest Graphs, integration of groups and interests directed at brands, etc.

Transition to Alex: So this is where the trends are going, whats next?134

www.social2B.com35Whats next in Social Commerce IntegrationCase Study Walmart ShopyCat

Aggregated shopping helper (avatar) integrating preferences and choices for family members, friends and alike interest groups

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www.social2B.com36Whats next in Social Commerce IntegrationCase Study Pose

Mobile and Social Shopping experiences. Share your branded outfits with friends and family. Solicit input and feedback. Get rewards for sharing and featuring brands. Become style influencers.

Good integration between social and mobile channels. Excellent engagement model.

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The question not Why SoLoMo? Its Why not SoLoMo? SoLoMoCombines Social, Local and Mobile

www.social2B.com37Transition to Briarley so weve seen how each of these can add to your success..so why not?137Mobile has given us geographic precisionLarge search engines are recognizing the untapped market in local search. This issue was previously problematic for PC based searching. With smartphones and apps driving the searches, the location efforts are exact.

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App design may enable:

Store promotional deals directly to the customer

Details of new products

Reporting capabilities on customers whilst in store

Engagement levels with customers identifying themselves in store locations

Briarley what does mobile do? It offers great geographic precision when it comes to your customer now giving you the option to actually measure and quantify customer behaviours138SoLoMo offers an enhanced customer experience The adoption of SoLoMo strategy ensures that customers are getting the deals that will draw them in to the store.Feedback from your SoLoMo strategy will help you deliver the right products.Monitoring of all channels will result in happier customers and repeat clients.

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Briarley benefits of experience. Data from mobile is enriched to give the customer better experience with brand.139 greater efficienciesYou can monitor your clients.

Delivering unique customer relationship management opportunities.

You can foster these bonds with your customer to ensure greater service.

The strategy gives greater insights to realize most profitable customers.

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Briarley benefit for you is efficiencies as a business. CRM solutions.140 increased engagementSoLoMo allows companies to reach customers both on and offline.

Online Social and Local competencies allows for community building and client brand advocacy.

Mobile gives real-time data to deliver better CRM solutions.

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Briarley benefit engagement. Mobile now optimizes your online and offline data allowing you increased engagement scores.141and branding further opportunities.Establishing a Social Local Mobile strategy allows you to brand across more platforms of social media.

The connection to your customer through their mobile device ensures that they feel personally connected to the brand.

This also provides the company with better insights toward branding strategies.

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Briarley benefit of branding. Extend the branding opportunities.142

More importantly SoLoMo enables measurementCustomer insights

Customer monitoring whilst in store to deliver better service

Store sales data

Business Reporting

www.social2B.com43Briarley most important measurability for key stakeholders.143SoLoMo takes on the product market.SOLOMO Exchange: Web-service platform enhances existing applications through REST APIs.

www.social2B.com44Briarley do quick intro into how this is actually a product and the following are capabilities that it has, but a lot of these also apply to principles you can implement without actually having a product.144Next Steps

www.social2B.com45Implementing a SoLoMo strategy

SocialTrack all social networking accounts, blogs, websites, and short links on one dashboard make them as integrated as possible allow for purchasing through different sites such as Pinterest and Facebook storefronts (or even Twitter hashtags) to allow for increased visibility and trafficUse monitoring and eCommerce tools to track your success and assess customer satisfactionEngage directly elationship management is key for brand loyalty align your social media metrics / goals with traditional marketing and business metrics / goals

MobileEnsure that your website is mobile-readyIntegrate mobile apps / gamification (customer loyalty and rewards programs)Promote through SMS campaigns, mobile ads, QR codes, and other mobile-ready promotionsMake sure all company profiles/social networks are mobile accessible

LocalUse social media and mobile strategies to drive consumers to your brick-and-mortar location via local promotions and check-ins align strategies to maximize in-store traffic as well as online purchasesIn-store only specials/promotions (that can be promoted via social/mobile)Alex: next steps, heres what you do next, wrapping up.145Next Steps

www.social2B.com46Make sure that you understand the technologies and tools available to you. There are many platforms out there (such Exchange) that can help you organize and monitor.

Use big data analytics and sentiment analysis to understand consumer behavior and be able to target them accordingly.

A great way to be able to accomplish all of the above is to partner with a social media marketing company (like Social2B)! We specialize in this so we can walk you through best strategies, tools, platforms, etc. to use to maximize your results!Alex: next steps, heres what you do next, wrapping up.146Social2B Video for Mobile

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Alex: next steps, heres what you do next, wrapping up.147Thanks for listening!

www.social2B.com48Briarley Delaney, Marketing Analyst, Social2B (briarleyd@social2b.com / @BD4GT)

Briarleys work experience over the last 8 years has been within the finance and banking industry. There she has fulfilled analyst and leadership roles. With a passion for creativity and existing experience with business analysis, in 2010, she pursued study in the marketing field. Briarley joins Social2B leveraging her knowledge of international business and experience with social media marketing.

Alex Romanovich, Founder and President, Social2B (alexr@social2b.com / @alexromanovich)

Alex Romanovich has more than 25 years of leadership experience helping build domestic and international brands, bring service and product innovators into new markets, and guiding top-tier companies. His senior-level marketing and demand generation executive leadership is always driven by innovation and results. With combined background in marketing, technology, analytics, and international business development, Alex hasdeep experience in software, media, online marketing, social media, and professional service segments. Jessica Spar, Marketing and Community Manager, Social2B (jbspar@social2b.com / @jbspar)

Jessica Spar is a content marketing and community management strategist, working with brands to increase visibility across platforms. She has a strong background in project management, working with clients to implement engagement strategies and tactics to support the clients business goals and objectives. Her past work experience includes targeted email marketing campaigns, in-depth work and research on broadening audience outreach and diversity, coordinating/developing promotional partnerships and events.

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Social2B

www.social2B.com49Accessories CouncilSocial2B is a Social Media Marketing, Consulting, and Product Development Agency of top industry professionals, dedicated to helping B2C and B2B clients leverage the explosive growth of social media marketing. We create solutions at the intersection of marketing, technology, and social media that drive client engagement, conversion and bottom line results, backed by unique metrics, measurement and campaign management methodologies. We advise Enterprise clients on social media maturity and scalability issues, social value chain optimization strategies, while helping them build the appropriate social media infrastructure and integration points.

@social2bThe Accessories Council is a not-for-profit, national advocacy organization established in 1995. Our mission is to stimulate consumer awareness and demand for fashion accessory products. The industry generates over 30 billion dollars annually in the United States alone. Over the past 5 years, membership has grown to include over 185 corporations representing the world's leading brand names, designers, publications, retailers and associated providers for the accessories, eyewear and footwear industries. The Accessories Council sponsors educational seminars, networking events, seasonal trend reports, marketing and advertising co-operative initiatives, as well as design and marketing awards for fashion students.

@AccessoryNewsMore About UsAlex wraps up149