the psychology of social commerce
DESCRIPTION
It's time to rethink e-commerce! Why has ecommerce not evolved much since the late 90s? Can adding a social layer to it make it more fun, more compelling? How can marketers and retailers take advantage of the new innovations in social shopping? Panel session given at Search Engine Strategies NYC 2012.TRANSCRIPT
New York | March 19–23
The Psychology of sCommerceDo Not Be Afraid!
Dana ToddSVP Marketing & New [email protected] | www.performics.com blog.performics.com | @DanaTodd
New York | March 19–23, 2012 | #sesny
Performics is the original Performance Marketing firm, part of the Publicis Groupe worldwide. Performics inspires participation through performance marketing channels, integrating highly efficient media with relevant brand experiences.
Who’s the Chick with the Purple Hair?
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• SVP Marketing at Performics
• 16 years in Internet industry
• Co-founder and former Chair of SEMPO. Founder of Newsforce and SiteLab
• Expert witness, advisor to industry and analysts
@DanaTodd
New York | March 19–23, 2012 | #sesny
© All rights reserved. Performics.
A Few of Our Global Brands
New York | March 19–23
It’s time to rethink the shopping experience: Regardless of the medium, people crave participation with your brand – and each other.
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New York | March 19–23, 2012 | #sesny
© All rights reserved. Performics.
@DanaTodd
If People Like to Interact with Fashion Like This…
New York | March 19–23, 2012 | #sesny
And Shop with Friends Like This…
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@DanaTodd
New York | March 19–23, 2012 | #sesny
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Then Why Does the Shopping Experience Feel Like This?
@DanaTodd
New York | March 19–23
What do people really want to do socially while shopping?
New York | March 19–23, 2012 | #sesny
Participation Shapes the Shopping ExperienceJCP find more
Where To Get It
OpenSky
UK - StylistPick
Best Buy
FashismHauls
Motillo
Apple
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@DanaTodd
New York | March 19–23, 2012 | #sesny
Participants Expect Interactive Relationships
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@DanaTodd
New York | March 19–23, 2012 | #sesny
They Conduct In-Store Social Activities
(Summary – Occasionally/Frequently)
Source: Performics & ROI Research 2011 Social Shopping Study: Participant Behaviors & Preferences on Social, Shopping and Deal Sites
© All rights reserved. Performics.
@DanaTodd
New York | March 19–23, 2012 | #sesny
They Conduct In-Store Search Activities
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@DanaTodd
Source: Performics & ROI Research 2011 Social Shopping Study: Participant Behaviors & Preferences on Social, Shopping and Deal Sites
New York | March 19–23, 2012 | #sesny
Social Shopping Influences Participation and Purchasing Behaviors
Negative reviews/recommendations on [shopping, deal, social] sites eliminates possibility of purchase
Positive reviews/recommendations regarding products/services cause me to buy things
I trust user reviews/recommendations on [shopping, deal, social] sites more than others
[Shopping, Deal, Social] sites are an important part of the purchase process for me
44%
50%
58%
41%
46%
49%
53%
58%
46%
46%
57%
72%
How much do you agree or disagree with the following statements?(Summary – Somewhat/strongly agree)
Shopping Sites (N=889) Deal Sites (N=575) Social Networks (N=1,000)
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@DanaTodd
Source: Performics & ROI Research 2011 Social Shopping Study: Participant Behaviors & Preferences on Social, Shopping and Deal Sites
New York | March 19–23, 2012 | #sesny
60% of Social Shoppers Wait up to 10 Minutes for Advice Before Proceeding
Yes
No
25%
75%
While at a physical location, have you everpaused prior to finalizing a purchase in order
to seek advice on a social network?
More than 20 minutes
10 - 20 minutes
5 - 10 minutes
Less than 5 minutes
18%
22%
41%
19%
When seeking advice on social networks prior to finalizing a purchase, how long do/would you
wait for feedback before proceeding with purchase?
© All rights reserved. Performics.
@DanaTodd
Source: Performics & ROI Research 2011 Social Shopping Study: Participant Behaviors & Preferences on Social, Shopping and Deal Sites
New York | March 19–23, 2012 | #sesny
Shopping Sites while Searching & Before Committing; Social Networks After Purchase to Share Experience
How often do you use [social networks, shoppingsites, deal sites] at each of the following times?
(Summary – Occasionally/Frequently)
While I'm in the store or on the website
After I make the purchase to share my experience
Right before I commit to purchasing
In the beginning when searching for a product
46%
59%
64%
66%
48%
51%
68%
70%
55%
57%
83%
87%
Shopping SitesDeal SitesSocial Networks
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@DanaTodd
Source: Performics & ROI Research 2011 Social Shopping Study: Participant Behaviors & Preferences on Social, Shopping and Deal Sites
New York | March 19–23, 2012 | #sesny
Best Practices
• Don’t block mobile signals – and ensure mobile search visibility for your site and products
• Reviews and comments are critical • Implement interactive elements (comments,
sharing, reviews) on product pages• Make them index-able• Leverage online reviews in-store
• Verify what happens when people try to Share, Pin, Like, etc.
• Encourage check-ins in your store• Facilitate in-store bar-code scanning (2D and 3D)• Participate on social networks, search and shopping
engines to foster positive chatter and quickly respond to negative chatter
© All rights reserved. Performics.
@DanaTodd
New York | March 19–23, 2012 | #sesny
Best Practices: Emerging Opportunities
• Implement a “Pin It” button to brand product pages (all or prioritized selection) and create brand-owned style boards
• Turn product feeds into Polyvore-like pinboards that you customize and own on your site. Measures shopping journeys for merchandising intelligence.
• Loyalty shopping programs, rewards shoppers by pre-determined levels of engagement and encouraging cross-device activities
• Encourage user creation & sharing of style collages for promotional or campaign specific initiatives
© All rights reserved. Performics.
@Performics
@DanaTodd
New York | March 19–23
THANK YOU!!Do Not Be Afraid!
Dana ToddSVP Marketing & New [email protected] | www.performics.com blog.performics.com | @DanaTodd