Upload
adam-kmiec
View
1.841
Download
0
Tags:
Embed Size (px)
DESCRIPTION
My presentation for the 2012 Social Media Commerce Strategies Conference.
Citation preview
The Case For The Return On Amazing
Social Commerce StrategiesJanuary 25, 2012
Good Afternoon#SoCom12
@adamkmiec
#ROA
This Won’t Be Your Typical Conversation
Return On Investment
Let’s Start WithWhat It’s Not
We’re In A Race To Collect Likes
2M
300K
30K
3K
$30K
This Will BeOur Downfall
=
Value Does NOT Equal Return
Value Does NOT Equal Return
I Believe People Have Always Been Social
I Also Think People Want To Be Wowed
Great Products + 0 Social > Poor Products With Great Social
374.05 vs. 14.24
The Scale and Speed of Social Allows For a
Copycat Mentality
Return On Amazing
11 Million Video Views In 2001
12% Sales Increase
40% Of Community Members Who Didn’t Own Nike+
Ended Up BUYING!
94% Of Consumers Agreed To Recommend
NikePlus.com To A Friend
Return On Amazing
You AttractBetter Talent
Partners Clamor To Work With You
You Avoid Being Beholden To Any One Platform Or Partner
Amazing Ideas Are Meaty And Often Work Across An Organization
Amazing Ideas Lead To A Return That’s Felt
Criteria• Is it grounded in insights?
• Will it make us uncomfortable?
• Is it horizontal?
• Will our customers alter their behavior?
• Does it pass the eye test?
• Will we ride the rails?
Opportunity
Interests Behavior
Connections
We Made Flu Shots Exciting & Meaningful
FY 2011 Social Share Of Voice For Flu
FY 2012 Social Share Of Voice For Flu
FY 2012 Social Share Of Voice For Flu - Day By Day
Do You Know How Big A Ton Of Candy Is?
Enough To Fill A 600 SqFt Apartment 6” Deep
ROA > ROI
We Believe The Return From Social Will Come
From Focusing On Amazing