Digital Commerce by Mary Vincent

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DigitalCommerceTrends & InsightsFrom an EntrepreneurGuest Lecture to Stanford Business ClassFebruary 29 2012 by Mary Vincent

www.GreenStarSolution.comwww.GratitudeGourmet.com

@MaryVincent @GreenSoftware @GratitudGourmetfacebook.com/GratitudeGourmetfacebook.com/GreenStarSolfacebook.com/CaliforniaLux

GREENSTARSOLUTION.COM


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BackgroundSun MicrosystemsJava Engineering Services

CRM/Deal Product Manager

Java Source Loyalty & Action Planning

Mobile (J2ME/Javacard) Release Manager

Services Product Team Lead

(MBA E-Business - b-to-b, b-to-c architecturedesign, RFID, Multiplayer Online Gaming, MobileTrends, Business/Hybrid Cars)

DHL Airways

Import/Export Auditor/Webmaster


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What I Do

Ventures Reducing GreenhouseGas Emissions

GreenStarSolution.com

GratitudeGourmet.com

CaliforniaLuxury.biz

International Digital CommerceWebinar Series

Advisor: WRI, SEG, DOE EnergyLiteracy, Others.



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ECOPROTECTION.BLOGSPOT.COM


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GAMINGTRENDS.BLOGSPOT.COM


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GREENSOFTWAREUNCONFERENCE.EVENTBRITE.COM


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GRATITUDEGOURMET.COM

BROCCOLI FACEBOOK CONTEST - WHY? CANCER PREVENTION.


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CALIFORNIALUXURY.BIZ


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INTERNATIONAL DIGITAL COMMERCE WEBINAR SERIESGREENSTARSOLUTION.COM/TRAINING.HTML


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E-Commerce

In 2000, e-commerce accounted for $27.6 billion insales, less than 1% of all retail sales in the UnitedStates (source: U.S. Department of Commerce).

By 2010, e-commerce was well over $167 billionand accounted for more than 4% of retail sales.The industry has changed tremendously over the

last decade.



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Digital Is Here To Stay

Human Factors

in Engineering& Design

IMAGE: GEORGE TAKEI AKA MR SULU



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Brian Solis: You Are Changing TheFuture of Business, Media, Culture

Wikipedia displaced industry giantBritannica as the world'sencyclopedia

Living Social, Facebook Deals,Groupon are empowering groupsof people to buy/save together

Yelp, Craigslist, Angie's List,

Foursquare...move info &experiences to onlinecommunities & social networks

Credit: Brian Solis



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Feb 11 Millenial ReportEdelman digital published a Millenial Report, a survey of 3100Millennials across 8 countries

Millenials matter to every brand. 2/3 of millenials are now over the age

of 21 and many have established careers, families, and an incredible

amount of influence

Within the past 30 days, Millenials had recommended online that a

friend or family member purchase a specific product:Food 54%

Electronics 39%Personal care 37%

Clothing 35%

Beauty 35%

Cleaning 24%

Cooking 19%

Pet 19% GREENSTARSOLUTION.COM


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55 & 65In 2010 the Pew Internet and American life project,which studies how technology is affecting American

culture says:

Internet users aged 65 and older flocked to social mediagrowing by 100 percent over the previous year. One in

four are logging into Facebook and Twitter, among

others to stay connected

Americans over 55 who were online grew from 1

million in 2009 to 10 million in early 2010



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SpinBack, a social commerce and analytics

platform recently acquired by BuddyMedia,

published a clever infographic that

demonstrates the value and possibilities of

social commerce.

Source: Brian Solis

http://digitalbuzz.s3.amazonaws.com/wp-content/uploads/2011/05/state-of-social-commerce.jpghttp://digitalbuzz.s3.amazonaws.com/wp-content/uploads/2011/05/state-of-social-commerce.jpg


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Source: Brian Solis


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Source: Brian Solis


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5 Ways To Get More

SharesUse Simple LanguageMake It Catchy

Be Controversial

Post to Multiple Platforms

Ask People to Share

SOURCE: VENPOP



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LiveNation Case Study

If someone posted on Facebook theyre going to anevent, it generated $6 of additional revenue

See what type of content drives engagement

Ran Photo-Nikon Contest to show best concertphotos and got friends to vote

Keep it Fresh - Optimize During Campaign



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Visual Social Discovery

Women are your target consumers70 percent

Highly engaged audience 3.3 millionusers logging more than 421 million page views

Promote a Lifestyle

Use it Like a Focus Group

Crowdsource

Run Contests

Inspire Your TeamSOURCE: AMERICAN EXPRESS OPEN FORUMGREENSTARSOLUTION.COM
http://mashable.com/2011/12/16/pinterest-design/http://mashable.com/2011/12/16/pinterest-design/http://mashable.com/2011/12/16/pinterest-design/http://mashable.com/2011/12/16/pinterest-design/http://mashable.com/2011/12/16/pinterest-design/


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Connected Device

Traffic (Mobile/Tablet)In August of 2011, comScore put together a study of theshare of connected device traffic, and they had grouped

together other + tablet + mobile at 6.8% of traffic.

In just 4.5 months, by December of 2011, that number

was at 8.2%. The channel is growing at an

unprecedented pace.

Mobile clicks have less conversion then web

2/29/2012



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Tablet CouchCommerceA recent report by ComScore, Inc. (Oct 10, 2011) found

that smartphones and tablets currently drive nearly

seven percent of total U.S. digital traffic.

Tablets are experiencing rapid growth as an e-commerceplatform. On average, retailers surveyed by Forrester

report that 21 percent of their mobile traffic comes from

tablets, with several companies anecdotally reporting

figures north of 50 percent.

VP ecommerce diapers.com - Make Pages Tap-Happy

http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/Digital_Omnivoreshttp://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/Digital_Omnivoreshttp://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/Digital_Omnivores


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Experience Architect

An Experience ArchitectDesigns The CustomerJourney So That It IsEngaging, Worth Sharing,and Unified Regardless ofPlatform, says Brian Solis



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Connected Customer

How Do You Provide TheRight Information, Reviews?

How Do You Design ForPre, During, and PostTransaction?

Design for a HolisticExperience



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Translated.net recently published its T-Index report, which projects the top countries global

businesses should examine to increase online commerce and engagement.

According to the report, the Top 10 countries for selling online through 2015 are as follows

1. China2. United States

3. Japan

4. Brazil

5. Germany

6. Russia

7. France

8. United Kingdom

9. South Korea

10.Mexico

Translated.net projects China to earn a market share of 18.8%, compared to 11.5% in 2011.

According to these numbers, China is estimated to overtake the Unites States, which may see its

aggregate online sales decline from 24.4% in 2011 to 16.8% by 2015. Its estimated that Japan

will remain third overall despite a market share reduction of -25.7% compared to 2011.With an

estimated market share change of +43.3%, Brazil will jump into fourth place. Russia too will leap

two positions to sixth overall with a change of +27.5%.

http://www.translated.net/en/languages-that-matterhttp://www.translated.net/en/languages-that-matter


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Invest in Mobile/SocialInvest in Mobile and Social even if the numbers dont exactly calculate ROI

Retailers 2005 Click to Conversion is outdated(friend recommends product, search google, click link, buyproduct...company may think the driver is the google ad and invests morein google ads; company doesnt have full picture

Time between discovery and purchase got bigger

Manage Forward

FTD - Focus on what differentiates you (commodity -> Vera WangWeddings)

Golf Warehouse - Golf is a zero-growth market. Use customer service asmarketing investment, not expense. Turn customers into raving fans

Auto Parts Network - Define your goal and allow employees to execute

Learn best way to optimize the experience, test, implement, test again, be

imaginative, listen, rapid prototyping, incentivize sharingGREENSTARSOLUTION.COM


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Thank you.@MaryVincent @GreenSoftware @GratitudGourmetGreenStarSolution.comfacebook.com/GratitudeGourmet

facebook.com/GreenStarSolfacebook.com/CaliforniaLux

GREENSTARSOLUTION COM

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Digital Commerce by Mary Vincent