Social Mobile Retail and Contextual Commerce

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.

http://youtu.be/Ed5vJeaEuzA

2010

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

miel@wavelab.be | @coolz0r | linkedin.com/in/mielvo

Digital Reputation + Future Connectivity

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