social commerce iq in estore

[email protected] Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. 1

Retailers on Facebook

Social Commerce IQ™: Retail

September 7, 2011

mailto:[email protected]


Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.


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Report Highlights Executive Summary

Sale Status Updates

All Status Updates

2.37%

1.81%

Sale Status Updates Have 30% Higher Engagement Rates

I bought it and liked it

I’ve heard good things

about it

I want to buy it

I want to tell my friends

57%

29% 24% 24%

57% of Product Likes Are From Owners

Shared A ProductHaven’t Shared A Product

35 Million Facebook Users Have Shared a Product

35% of People Are More Likely to Buy Liked Items

Do more Facebook Likes on a product page increase the likelihood that you will buy that product?

YesNo

*Based on number of U.S. Facebook users

+30%

35mm

103mm

35%

65%

Research conducted by 8thBridge





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Welcome Letter

Hello,

Social commerce is the new frontier for the retail industry. The space has grown tremendously in the two years since we launched the first store on Facebook for 1-800-Flowers. Analysts now expect social commerce to be a $10B industry by 2015.

The bullish position many are taking on social commerce is based on a belief that shopping on the social web will deliver a fundamentally better experience for customers. 8thBridge has been on a mission to reshape ecommerce around people because we believe it too.

We've seen first hand how much fun people have discovering products from their friends on Facebook and how much more useful online shopping is when its personalized (by real people not math) to your likes and interests. In fact, social commerce experiences much more closely resemble the offline shopping experiences (minus the lines) that still drive 95% of total retail sales each year.

We are in the early days of social commerce but many brands have launched very innovative initiatives to which others can learn from. We're thrilled to share this study with you. The Social Commerce IQ™ report ranks how effective brands have been at creating social shopping experiences for their customers.

In this inaugural report, 8thBridge has analyzed 200 retailers on Facebook and ranked them based on their Social Commerce IQ™. We examine how these retailers use Facebook and what strategies are the most critical for success. We believe that retailers with a higher Social Commerce IQ™ create better experiences for their customers.

This is a 115 page report so we're certain to have made some mistakes! Please reach out to us at [email protected] if you have any feedback or suggestions.

Warm regards,

Wade GertenFounder & CEO8thBridge, Inc.







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Whatʼs your Social Commerce IQ™?In other words, how smart are you at using social media to drive business growth? In this report, social commerce specialist 8thBridge benchmarks the Social Commerce IQ™ of the top 200 retailers on Facebook.

Just as consumers use their social intelligence to shop smarter by learning from the shared experience of others, so too can retailers use their Social Commerce IQ™ to sell smarter - learning from the experience of businesses that sell smart with social media. When it comes to social commerce smarts, GameStop, Victoria's Secret and Walmart lead the field, creatively combining reach, engagement and shopping activity in social media. Look, Like and Learn.

Social SmartsIt will be insights from the Social Commerce IQ™ report that may make the most interesting reading; qualifying truths and debunking myths. For example, it turns out that social media success is driven largely by post-purchase engagement - and thus may be better suited to customer loyalty, cross-selling and up-selling, as opposed to customer acquisition. Likewise, while Facebook fans Like coupons, they Like sales more, and while social used to sit awkwardly with luxury, now luxury retailers are trailblazers in the evolution of social commerce.

Smart SocialWhen reading the report, it may be useful to consider the findings in the context of three emerging trends in social commerce.

1. Personalization: Using Facebookʼs social graph to provide personalized experiences and offers to customers.

2. Tryvertising: Selling in social media to 'tryvertise' your new products with fans. By getting your products into the hands and on the lips of your fans first, they will repay you in kind by advertising your product by word of mouth to their friends.

3. Group-Buy: It's here to stay, customers clubbing together to buy in bulk with volume discounts - how could you use your social smarts to help customers buy from you in bulk?

Simply reading the Social Commerce IQ™: Retail report will boost your own social commerce IQ, learning from the successes and setbacks of others. A wise man, it is said, learns from the experience of others - a fool by his own. But for your business to profit from selling smart in social media, you'll need to start applying your newfound social commerce smarts. And 8thBridge is there to help.

Dr. Paul MarsdenSocial Psychologist & Market ResearcherSocial Commerce Today

Foreword





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Table of ContentsSocial Commerce IQ™: Retail

1. ABOUT REPORT........................................................................................................................................................................6• Methodology & Research• Social Commerce IQ Calculation

2. SOCIAL COMMERCE INSIGHTS..............................................................................................................................................12• Top 10• Social Commerce IQ™ by Category • Social Commerce = Balanced Approach• Facebook Influences Purchases• Most Likes Come From Existing Customers• Type of Status Update Affects Engagement• Niche Markets Drive Engagement • Shopping Engagement > Total Engagement

3. SOCIAL COMMERCE IQ™ INDEX............................................................................................................................................26• Social Commerce IQ™ Index Classes• Category Breakdown

4. ABOUT 8THBRIDGE...............................................................................................................................................................111




About Report1





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Research 8thBridge conducted a survey and researched 200 retailersʼ Fan pages on Facebook.

About Report

Survey:8thBridge surveyed 1,202 U.S. residents on their Facebook usage and interest in social commerce. Survey questions included:

• Have you shared a product on Facebook? • Have you asked for product recommendations on Facebook?• Has a Facebook recommendation ever driven you to make a purchase?• Do more Facebook Likes on a page increase the likelihood that you will buy that product?• On a retailer’s website that has the Facebook Like button, why would you click the Like button?

Category and Retailer Selection:8thBridge segmented the categories based on the designation of categories by Internet Retailerʼs Top 500 Guide.

8thBridgeʼs process to select the 200 retailers was as follows:1. Selected the 10 retailer categories from IR Top 500 Guide2. Selected the top 10-15 companies in each category based on the 2011 Internet Retailer overall ranking 3. For each of these companies, 8thBridge selected retailers that have a significant presence on Facebook. For example, each of these companies might own multiple retailers (EG GAP owns Old Navy and Banana Republic) - we selected the most well-known retailers.

Research Time Period: July 1, 2011-July 28, 2011




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About Report

Social Commerce IQ™ Calculation

Reach 20% SCIQEngagement

40% Shopping

40% + + =





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Social Commerce IQ™ Scoring Methodology

Facebook Fans - Number of fans the brand reaches on FacebookTotal Status Updates - How often the brand publishes status updates20%

Engagement Rate - Weighted fan engagement with all fan page status updatesLanding Tab - Customized landing tab for non-fansGaming Tab - Gaming applications for Facebook fansFacebook Upstream Traffic - Percent of traffic that comes directly from Facebook

Shopping Updates - How often the brand publishes shopping updates on Facebook. Includes coupon, sale, and product posts. Shopping Engagement - Weighted fan engagement with shopping fan page status updates Store on Facebook - Store offered to fans on fan page (Y/N)Store Finder Tab - Store finder application offered to fan on fan page (Y/N)Customer Service Tab - Customer service offered to all fans on fan page (Y/N)Facebook integration on Website - Facebook integration on website. Includes Facebook Login, Facebook Like button on product pages, FB Share, Send, and Like Box plugins.

Reach

40%Engagement

40%Shopping

Figure 1.0: Social Commerce IQ™ Methodology

About Report





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Calculating EngagementTotal Interactions

Expected Fan Impression

Status Updates

No. of Fans % of fans seeing daily posts

1k-10k 9.38%

10k-100k 6.02%

100k-1mm 6.11%

1mm+ 2.79%

Total Interactions = Likes + Comments

Effective Fan Impressions = Number of Fans x % of fans seeing daily posts (see below)

Table Source: AllFacebook.com. Data Source: PageLever. http://www.allfacebook.com/shocker-3-to-7-5-of-fans-see-your-pages-

posts-2011-06

( ) X 100( )

Facebook Upstream Traffic ScoreFacebook Upstream Traffic ScoreRange Score2-5% 1

5.01-8% 28.01-11% 311.01%+ 4

Total Status Updates ScoreTotal Status Updates ScoreRange Score1-20 1

21-50 251-100 3

101-125 4126+ 5

Shopping Status Updates ScoreShopping Status Updates ScoreRange Score1-10 1

11-25 226-50 3

51+ 4

Total Engagement ScoreTotal Engagement ScoreRange Score.5-1% 1

1.01-1.5% 21.51-2% 3

2.01-2.5% 42.51%+ 5

Shopping Engagement ScoreShopping Engagement ScoreRange Score.01-.5% 1.51-1% 2

1.01-1.5% 31.51-2% 42.01%+ 5

Social Commerce IQ™ Scoring About Report

Figure 2.0: Breakdown of scoring



http://pagelever.com/

http://pagelever.com/

http://www.allfacebook.com/shocker-3-to-7-5-of-fans-see-your-pages-posts-2011-06









Retailer CategoriesThe 200 retailers included in the report were segmented into 10 categories, as outlined below. Retailers in each category were chosen based on the Internet Retailer ranking of their parent company. Not all retailers studied have been included in the index listing.

Apparel

Computers/Electronics

Health/Beauty

Jewelry

Sporting Goods

Toys/Hobbies

Books/Music Videos

Flowers/Gifts

Mass Merchants

Food/Drug

About Report




Top 10Social Commerce IQ™ by CategorySocial Commerce = Balanced ApproachFacebook Influences PurchasesMost Likes Come From Existing CustomersType of Status Update Affects EngagementNiche Markets Drive EngagementShopping Engagement > Total Engagement

Social Commerce Insights2






Top 10 Retailers by Social Commerce IQ™ & Fans

Top 10 Retailers by Social Commerce IQ™Figure 3.0: Top 10 retailers by Social Commerce IQ™ score

GameStop

Victoria’s Secret

Walmart

Sephora

Clinique

Eastbay

FragranceNet.com

Hallmark

American Eagle Outfitters

Zales

0 25 50 75 100

92

84

78

77

74

76

76

89

79

75

Top 10 Retailers by Fan CountFigure 3.1: Top 10 retailers by fan count

Victoria’s Secret

Victoria’s Secret Pink

Walmart

Hollister

Kohl’s

Target

Abercrombie & Fitch

American Eagle

Ralph Lauren

Best Buy

0 3,750,000 7,500,000 11,250,000 15,000,000

14,641,106

7,954,246

5,496,927

5,245,902

5,205,378

5,022,294

3,766,380

10,080,947

5,750,883

3,393,128

Social Commerce Insights






Top 10 Retailers by Engagement Rate

Top 10 Retailers by Engagement Rate


Figure 4.0: Top 10 retailers by total engagement rate

MyJewelryBox.com

GiftTree

American Girl

Fresh Direct

Nutrisystem

Tiffany & Co.

Amway US

Nutrilite US

1-800 CONTACTS

Costco

0 1 2 3 4 5 6 7

6.26%

6.10%

5.64%

5.48%

5.36%

5.07%

6.19%

5.71%

4.59%

Top 10 Retailers by Shopping Engagement Rate

Figure 4.1: Top 10 retailers by shopping engagement rate

Tiffany & Co.

MyJewelryBox.com

Fresh Direct

Amway US

Costco

Nutrilite

Estee Lauder

Artistry US

1-800 CONTACTS

Zales

0 3 5 8 10

9.28%

6.87%

5.70%

5.35%

5.11%

5.08%

4.81%

7.13%

6.04%

3.98%

4.70%






CoastalContacts.com

mark.girl

Free People

LeapFrog

Rugby Ralph Lauren

Weight Watchers

GourmetGiftBaskets.com

CCS

Smashbox Cosmetics

Gilly Hicks

0 8 15 23 30

28.41%

26.89%

19.10%

16.04%

15.64%

14.73%

14.60%

14.58%

13.04%

12.62%

Upstream Traffic

The average Facebook upstream traffic for all retailers was 6.27%. The top 10 brands by Facebook upstream traffic is comprised of 4 Apparel retailers, 3 Health/Beauty retailers, 1 Toys/Hobbies retailer, 1 Flowers/Gifts retailer, and 1 Food/Drug retailer.

Figure 5.0: Top 10 retailers by Facebook upstream traffic


Top 10 Retailers by Facebook Upstream Traffic






248

Number of Status UpdatesCCS

Eastbay

137

137

119

117

111

105

104

Number of Likes Generated16,477

15,120

6,014

2,299 / 19.3

6,038

15,765

5,214

40,745

CCS was the most active brand with 248 status updates. The average number of status updates was 37 or approximately 1.37 updates per day. Neiman Marcus was the most successful generating Likes from posts, averaging 391.8 Likes/status update even though Eastbay and QVC had larger fan bases.

Status Updates

(Likes/Status Update)

66.4

110.4

43.9

51.6

142.0

49.7

391.8

Figure 6.0: Top 10 retailers by status updates vs. number of Likes generated

99

95

10,749 108.6

362 / 3.8

Sam’s Club

VitaCost.com

Free People

QVC

HSN

Neiman Marcus

HauteLook

DermStore


Top 10 Retailers by Status Updates





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0102030405060708090

100Ap

pare

l

Com

pute

rs/E

lect

roni

cs

Heal

th/B

eaut

y

Jew

elry

Spor

ting

Good

s

Toys

/Hob

bies

Book

s/M

usic/

Vide

os

Flow

ers/

Gifts

Mas

s M

erch

ants

Food

/Dru

g

Aver

age

5550

61 5751

5748

57 5762

55

17

SocialCommerce

IQ™

Average: 55 Median: 56

89

31

74

25

79

42

74

21

77

30

92

42

77

12

76

35

84

34

73

50

92

12

Figure 7.0: Social Commerce IQ™ by category

Data Averages


Social Commerce IQ™ by Category






Social Commerce = Balanced ApproachBrands with the highest Social Commerce IQ™ had a balanced approach to reach, engagement, and shopping. While the average Social Commerce IQ™ for the 200 retailers was 55, the top 10 retailers had an average IQ of 81. The factors that separated the top retailers were:

1. Reach The top 10 retailers invested in growing their fan base. On average they had 6 times more fans (3.6m vs .6m) than other retailers and they posted status updates more often (48/mo vs. 36/mo).

2. Engagement The top 10 retailers had much higher engagement rates than the other retailers. The engagement rate for all status updates was 2.10% vs. 1.69%. The top 10 retailers also generated 7.4 times more comments per status update than the other retailers.

3. ShoppingThe top 10 retailers shared more social shopping status updates and offered their fans a store directly on their Facebook fan page. The top brands talked about products, not coupons.


Top 10 Retailers

All Other Retailers Difference

Facebook Fans 3,616,062 584,865 +518%

Store on Facebook 100% 26% +285%

Product Status Updates 21 12 +75%

Social Commerce IQ™ 81 53 +53%

Total Shopping Status Updates (July) 28 19 +47%

Shopping Status Engagement Rate 1.8% 1.3% +38%

Welcome Tab 90% 68% +32%Total Status Updates (July) 47 36 +31%

Number of Facebook Tabs 13 10 +30%

Status Update Engagement Rate 2.1% 1.7% +24%

Facebook Upstream Traffic 8.0% 6.6% +21%

Figure 8.0: Comparing the top 10 retailers to other retailers (based on Social Commerce IQ™)






Facebook Influences PurchasesFacebook has over 700 million users globally. The social network continues to add millions of members each month and users check Facebook numerous times each day. In addition, to a brandʼs website, it is the most important destination on the internet. Millions of users are being influenced by their Facebook friends when making purchasing decisions, as detailed below.

Sharing a Product25% of poll respondents shared a product on Facebook.

Asked for a Recommendation19% of poll respondents asked for product recommendations on Facebook

Driven to Purchase16% of poll respondents said that they were driven to make a purchase based on a Facebook recommendation

More Likes Equals More PurchasesWhen asked if a Facebook page with more Likes increases the likelihood that you would buy the product, 35% of respondents said it does.

Conversion Funnel + Facebook


Figure 9.0: Facebook influences consumer purchases

*Data obtained from Facebook Ads Platform. 08.16.2011

Based on survey results applied to the population of Facebook users in the United States

Driven to Purchase

Shared a Product

Asked for Recommendation

138 Million*Facebook Users in U.S.

35 Million

26 Million

22 Million






Facebook Influences PurchasesSocial Commerce Insights

Figure 10.0: Facebook friends influence a shopper’s decision

Do more Facebook Likes on a product page increase the likelihood that you will buy that product?

65%

35%

81%

19%

Have you asked for product recommendations on Facebook?

75%

25%

Have you shared a product on Facebook?

84%

16%

Has a Facebook recommendation ever driven you to make a purchase?

YesNo

YesNo

YesNo

YesNo






Most Likes Come From Existing CustomersFacebook offers numerous resources for online retailers to integrate social features on their website. From seamless solutions such as the Facebook Like button to more custom integrations such as Facebook Login, adding social features to a website influences shopper behavior.

Over 82% of retailers have integrated Facebook on their website. One method of implementing Facebook is using the Like Button. As mentioned previously, 35% of poll respondents, or nearly 22 million Facebook users in the U.S., are more likely to purchase a product if the page has more Likes.

But what do these Likes represent? Based on poll responses, over 57% of Likes are customers that have bought the product and liked it. Another 30% of Likes are people who have heard good things about the product. See Figure 11.0 for more details on why Facebook users click the Like button on a retailerʼs website.

Why Click The Like Button?


Figure 11.0: Why users click on the Facebook Like button

0%

15%

30%

45%

60%

I bought it and liked

it

I’ve heard good things

about it

I want to buy it

I want to tell my friends

57%

29%24% 24%






Type of Status Update Affects EngagementFacebook status updates serve as one of the main communication channels for a retailer. The type of status update a retailer shares will affect how fans perceive the retailer and feel motivated to engage. 8thBridge analyzed 7,354 status updates for nearly 200 retailers on Facebook. The type of status updates are delineated as follow:

Non-ShoppingOverall - all status updates from a retailerʼs fan page.Fan- status updates which mention a fanʼs name, such as contests.

ShoppingSale - status updates which mention a sale or campaign.Product - status updates that mention a specific product(s). Typically includes link and photo of product.Coupon - status updates which include a coupon code or printable coupon for a single product or product category.

Engagement Rate by Type of Status Update*


Figure 12.0: Engagement rate by type of status update

Sale Status

Updates

All Status

Updates

Fan Status

Updates

Product Status

Updates

2.37%

Coupon Status

Updates

1.81%1.71%

1.55%

1.08%

*These rates are derived using the Effective Fan Impression multiple explained on slide 10.

2.5%

2%

1.5%

1%

0.5%

0%






Niche Markets Drive EngagementThe size of a retailerʼs fan base will affect engagement rate. Typically, brands that serve niche markets (smaller fan bases) will have higher engagement rates.

The graph at the right visually depicts the difference in engagement between fan base and engagement rate. The top 20 retailers by engagement averaged 247,000 fans. Whereas the bottom 20 retailers by engagement average 1.165 million fans.

The Flowers/Gifts category had the highest engagement across all categories at 3.7%. Some of this can be attributed to the fact that this category had an average fan base of only 113,000 compared to 807,000 for all retailers.

Engagement vs. Fan Base


Figure 13.0: Engagement rate compared to number of fans

Average Number of Fans

Top 20 Retailers by Engagement

1.165mm247k

Bottom 20 Retailers by Engagement

Engagement Rate

6.72%0.31%






Average: 1.80%Range: 0% - 23.42%Standard Deviation: 2.42%Total Status Updates: 7,386Total Likes: 2,282,385Total Comments: 598,066

Engagement Data


0

1.0

2.0

3.0

4.0

Flow

ers/

Gift

s

Book

s/M

usic

/Vid

eo

Food

/Dru

g

Jew

elry

Hea

lth/B

eaut

y

Toys

/Hob

bies

Mas

s M

erch

ant

Spor

ting

Goo

ds

App

arel

Com

pute

rs

Ave

rage

Eng. Rate

3.7%

3.4%

2.5%

2.1% 2.0%

1.2%

1.8%

1.2%1.1%

0.9%

1.8%

Category

Figure 14.0: Fan engagement (Likes + Comments) for retailers’ status updates on Facebook vs. average fan count

1,201

,017

1,682

,581

359,2

67

170,7

82

411,1

28746,3

06

232,0

39

113,5

08

1,196

,563

289,8

43

815,5

01

Niche Markets Drive Engagement






16,229,327

14,641,106

10,784,682

10,080,947

7,954,246

Brand Total Engagement Rate Shopping Engagement Rate Increase

Facebook Fan Page Engagement rate for all status updates during July 2011

Engagement rate for shopping (coupon, sale, product) status updates

during July 2011Difference between two

engagement rates

Tiffany & Co. 5.48% 9.28% 69.43%

Bidz Auction 2.08% 3.39% 62.78%

Saks Off 5th 1.41% 2.26% 60.38%

Avon Products, Inc. 1.26% 2.00% 58.53%

Blue Nile 2.58% 3.96% 53.50%

CVS 0.81% 1.20% 48.31%

Diamond Nexus Labs 2.35% 3.40% 44.75%

Neiman Marcus 1.66% 2.35% 41.65%

Victoria's Secret 2.57% 3.51% 36.94%

Dick’s Sporting Goods 0.14% 0.19% 35.00%

Shopping Engagement > Total EngagementFigure 15.0: Fan pages that saw the greatest increase in shopping engagement rates vs. total engagement rates





Index of retailers on FacebookSocial Commerce IQ™ Index3






Social Commerce IQ™ Index ClassesSocial Commerce Index

Social Commerce IQ™ IndexSocial Commerce IQ™ IndexSocial Commerce IQ™ IndexSocial Commerce IQ™ Index

Index Score Class Description Retailers (number and percent)

76-100 GeniusGenius brands represent the most socially-advanced brands on Facebook. These brands typically have the highest engagement rates and offer relevant shopping offers in the news feed.

8 / 5%

51-75 SuperiorSuperior was the largest category by number of brands represented - over 60% in total. These brands typically had fewer status updates and moderate engagement. 102 / 64%

26-50 Challenged

Challenged brands have few status updates, low engagement, and little to no social shopping status updates. They typically did not have any applications and had very few tabs on their Facebook fan page. 45 / 28%

1-25 DeficientDeficient brands were basically non-existent - they had no engagement, few fans, and rarely, if ever, sent updates to their fans. 4 / 3%

Figure 16.0: Explanation of Social Commerce IQ™ classes






Social Commerce IQ™ Index ClassesFigure 17.0: List of retailers in each Social Commerce IQ™ class

Class IQ RetailerGenius 92 GameStopGenius 89 Victoria's SecretGenius 84 WalmartGenius 79 SephoraGenius 78 CliniqueGenius 77 EastbayGenius 76 FragranceNet.comGenius 76 Hallmark

Superior 75 American Eagle OutfittersSuperior 74 ZalesSuperior 73 HorchowSuperior 72 Omaha SteaksSuperior 72 Ralph LaurenSuperior 72 Blue NileSuperior 72 MyJewelrybox.com

Social Commerce Index






Figure 18.0: List of retailers in each Social Commerce IQ™ class

Class IQ RetailerSuperior 72 GiftTreeSuperior 72 Sam's ClubSuperior 72 Peapod DeliversSuperior 71 MAC CosmeticsSuperior 70 Victoria's Secret PinkSuperior 70 Neiman MarcusSuperior 70 TigerDirect.comSuperior 70 Bidz AuctionSuperior 70 EgreetingsSuperior 69 Estee LauderSuperior 69 Tiffany & Co.Superior 68 jcpenneySuperior 68 Harry & DavidSuperior 67 AnthropologieSuperior 67 77 Kids








Class IQ RetailerSuperior 67 drugstore.comSuperior 67 Green Mountain CoffeeSuperior 66 CCS Superior 66 Ross-SimonsSuperior 65 AerieSuperior 65 Cabela'sSuperior 64 CoastalContacts.comSuperior 64 GNC Live WellSuperior 64 Bobbi Brown CosmeticsSuperior 64 American GreetingsSuperior 64 SearsSuperior 64 Weight WatchersSuperior 63 Sportsman's GuideSuperior 63 AvedaSuperior 62 Woman Within








Class IQ RetailerSuperior 62 CrutchfieldSuperior 62 Vitacost.comSuperior 62 American GirlSuperior 62 CostcoSuperior 61 Banana RepublicSuperior 61 DellSuperior 61 BeachbodySuperior 61 HayneedleSuperior 61 Fresh DirectSuperior 61 NutrisystemSuperior 60 Rugby Ralph LaurenSuperior 60 Gilly HicksSuperior 60 Free PeopleSuperior 60 Smashbox CosmeticsSuperior 60 Diamond Nexus Labs








Class IQ RetailerSuperior 60 Jewelry TelevisionSuperior 60 QVCSuperior 59 HollisterSuperior 59 Bergdorf GoodmanSuperior 59 KmartSuperior 59 SafewaySuperior 59 Urban OutfittersSuperior 58 HauteLookSuperior 58 Jessica LondonSuperior 58 Avon Products, Inc.Superior 58 Gordon's JewelersSuperior 58 GolfsmithSuperior 58 LEGOSuperior 58 LeapFrogSuperior 58 1-800-Flowers.com








Class IQ RetailerSuperior 58 HSNSuperior 57 Best BuySuperior 57 Amway USSuperior 57 1-800-BASKETS.COMSuperior 57 BlueMountain.comSuperior 56 Old NavySuperior 56 NordstromSuperior 56 Roaman'sSuperior 56 Amazon.comSuperior 55 TargetSuperior 55 WalgreensSuperior 54 AbercrombieSuperior 54 L.L. BeanSuperior 54 YooxSuperior 54 Sony








Class IQ RetailerSuperior 54 Bass Pro ShopsSuperior 54 Jo-Ann Fabric and Craft StoresSuperior 54 Toys "R" UsSuperior 53 OriginsSuperior 53 GourmetGiftBaskets.comSuperior 53 Macy'sSuperior 52 AthletaSuperior 52 Gilt ManSuperior 52 Gilt ChildrenSuperior 52 OneStopPlus .comSuperior 52 Ice.comSuperior 52 CVSSuperior 51 Gilt GroupeSuperior 51 HPSuperior 51 mark.girl








Class IQ RetailerSuperior 51 1-800 CONTACTSSuperior 51 Nutrilite USSuperior 51 PagodaSuperior 51 The Yankee Candle CompanySuperior 51 Kohl's

Challenged 50 MicrosoftChallenged 50 REIChallenged 50 Chapters Indigo Books & Music Inc.Challenged 49 CUSPChallenged 49 ScholasticChallenged 48 Abercrombie KidsChallenged 48 Foot LockerChallenged 48 PC MallChallenged 48 Sony ElectronicsChallenged 48 J&R








Class IQ RetailerChallenged 48 Artistry USChallenged 48 Dick's Sporting GoodsChallenged 47 LEGO GamesChallenged 47 Vermont Teddy BearChallenged 47 Things RememberedChallenged 46 The Vitamin ShoppeChallenged 46 LifeWay Christian StoresChallenged 46 Barnes & NobleChallenged 46 FTD FlowersChallenged 46 O.coChallenged 45 Gilt HomeChallenged 45 GapChallenged 44 Made WellChallenged 44 Babies "R" UsChallenged 43 Saks








Class IQ RetailerChallenged 43 Scholastic Book ClubsChallenged 43 Buy.comChallenged 43 Audible.comChallenged 42 DermStoreChallenged 42 GameFlyChallenged 41 BasicsChallenged 40 Sports AuthorityChallenged 39 Champs SportChallenged 39 CDW Small BusinessChallenged 37 DeepDiscount.com Challenged 35 Last Call by Neiman MarcusChallenged 35 CDW CorporationChallenged 34 J. CrewChallenged 33 Lady Foot LockerChallenged 33 Newegg.com








Class IQ RetailerChallenged 32 Nordstrom RackChallenged 31 Saks Off 5thChallenged 31 PiperlimeChallenged 30 Gander MountainChallenged 29 HP for Home - USDeficient 25 PC ConnectionDeficient 22 AshfordDeficient 21 Jomashop.comDeficient 12 RentAText





Apparel Retailers48 apparel retailers on Facebook



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40


Top 10 Apparel Retailers Based on SCIQ™/Fans

Top 10 Apparel Retailers by Social Commerce IQ™ Score

Figure 28.0: Top 10 apparel retailers by Social Commerce IQ™ score

Victoria’s Secret

Eastbay

American Eagle Outfitters

Horchow

Ralph Lauren


Neiman Marcus

Anthropologie

77 Kids

CCS

0 30 60 90

89

66

73

72

70

70

67

77

75

67

Top 10 Apparel Retailers by Fan CountFigure 28.1: Top 10 apparel retailers by fan count

Victoria’s Secret


Hollister

Abercrombie & Fitch

American Eagle

Ralph Lauren

Old Navy

Gap

Foot Locker

Nordstrom

0 3,750,000 7,500,000 11,250,000 15,000,000

14,641,106

5,205,378

5,022,294

10,080,947

5,750,883

3,766,380

2,358,356

904,706

1,585,665

1,347,809





41

Top 10 Apparel Retailers Based on Engagement Rate

Top 10 Apparel Retailers by Total Engagement Rate

Figure 29.0: Top 10 apparel retailers by total engagement rate

Horchow

Ralph Lauren

Victoria’s Secret

Athleta

Yoox

L.L. Bean

Neiman Marcus

Jessica London

Rugby Ralph Lauren

Saks Off 5th

0 1 2 3 4

Top 10 Apparel Retailers by Social Shopping Engagement Rate

Figure 29.1: Top 10 apparel retailers by social shoppingengagement rate

Victoria’s Secret

Horchow

Ralph Lauren

Neiman Marcus

Saks Off 5th

L.L. Bean

Athleta

Rugby Ralph Lauren

Yoox


0 1 2 3 4

3.51%

3.26%

2.26%

2.08%

2.03%

1.75%

1.68%

3.51%

2.35%

1.34%


3.33%

2.57%

1.71%

1.67%

1.66%

1.57%

1.50%

3.17%

2.08%

1.41%





42

Apparel OverviewSocial Commerce Index

Breakdown of Apparel Social Shopping Status Updates

Metric Category OverallAvg. Social Commerce IQ™ 55 55

Avg. Facebook Likes 1,201,017 815,501

Fan Pages with Stores 40% 28%

Avg. Facebook Upstream Traffic 7.62% 6.27%

Avg. Engagement Rate 1.07% 1.81%

Avg. Status Updates/Month 42 37

Figure 30.0: Apparel category vs. overall Figure 30.1: Apparel social shopping status updates

68%

28%

4%

CouponSaleProduct





43

Case Study: American Eagle Outfitters

Facebook Integration on Website: Like button for company and Like and Send buttons for individual products. Facebook Login.

Figure 31.0: Become a Fan tab

American Eagle Outfitter’s fan page has a Become a Fan tab that makes Facebook users aware that they will get exclusive offers and special promos if they become fans of AEO on Facebook. This tab also shows other places they can get exclusive offers. AEO “Likes” foursquare and shows the number of check-ins under its number of page Likes. The Music tab allows fans to view playlists (linking to a separate fan page) and then listen to the radio stations on Pandora. Fans can purchase gift cards on Facebook on the Buy Gift Cards tab.


Social Commerce IQ™ 75Overall Rank 13

Apparel Rank 3

Fan Count 5,022,294

Status Updates (July) 41

Total Likes for Status Updates 24,785

Total Comments for Status Updates 1,615

Total Engagement Rate 0.46%

Shopping Engagement Rate 0.56%

Facebook Upstream Traffic 11.77%

Facebook Downstream Traffic 14.57%

Rank

ing

Data





44

Social Commerce Index: ApparelRANK SCIQ™

BRAND PAGE

FACEBOOK FANS

FACEBOOK UPSTREAM TRAFFIC SCORE

TOTAL STATUS

UPDATES SCORE

SHOPPING STATUS

UPDATES SCORE

TOTAL ENGAGEMENT

SCORE

SHOPPING ENGAGEMENT

SCORE

LANDING TAB

GAMING TAB

STORE FINDER

TAB

CUSTOMER SERVICE TAB

STORE ON FACEBOOK

FACEBOOK/WEBSITE

INTEGRATION

1 89Victoria's

Secret 14,641,106 4 2 2 5 5 Y Y N N Y N

2 77 Eastbay 590,790 3 5 4 1 1 Y Y N N Y Y

3 75American

Eagle Outfitters

5,022,294 4 2 2 0 2 Y Y Y N Y Y

4 73 Horchow 35,046 1 1 2 5 5 N N N N Y Y

5 72 Ralph Lauren 3,766,380 2 1 1 5 5 N N Y N Y N

6 70 Victoria's Secret Pink 10,080,947 4 2 2 2 3 Y N N N Y N

6 70 Neiman Marcus 412,316 1 4 4 3 5 Y N N N N Y

8 67 Anthropologie 407,120 3 2 2 1 3 Y N N N Y Y

8 67 77 Kids 134,655 4 2 2 0 1 Y Y Y N Y Y






45

RANK SCIQ™BRAND PAGE

FACEBOOK FANS


TOTAL STATUS

UPDATES SCORE

SHOPPING STATUS

UPDATES SCORE

TOTAL ENGAGEMENT

SCORE

SHOPPING ENGAGEMENT

SCORE

LANDING TAB

GAMING TAB

STORE FINDER

TAB


STORE ON FACEBOOK

FACEBOOK/WEBSITE

INTEGRATION

10 66 CCS 281,849 4 5 4 1 1 Y N N N N Y

11 65 Aerie 625,113 4 2 2 0 1 Y N Y N Y Y

12 63 Sportsman's Guide 79,472 1 2 2 2 3 Y Y N N Y Y

13 62Woman Within 72,871 2 2 1 2 2 Y Y N N Y Y

14 61 Banana Republic 344,323 1 1 1 2 3 Y N Y N Y Y

15 60Rugby Ralph Lauren

114,142 4 1 1 2 4 N N Y N N Y

15 60 Gilly Hicks 137,704 4 2 1 2 3 Y N N N N Y

15 60Free

People 319,156 4 4 4 0 1 Y N N N N Y

18 59 Hollister 5,750,883 4 2 2 1 2 N N N N N Y


Social Commerce Index: Apparel





46


FACEBOOK FANS


TOTAL STATUS

UPDATES SCORE

SHOPPING STATUS

UPDATES SCORE

TOTAL ENGAGEMENT

SCORE

SHOPPING ENGAGEMENT

SCORE

LANDING TAB

GAMING TAB

STORE FINDER

TAB


STORE ON FACEBOOK

FACEBOOK/WEBSITE

INTEGRATION

18 59Bergdorf

Goodman 120,637 2 3 3 2 2 Y Y N N N Y

18 59Urban

Outfitters 769,981 4 2 2 1 2 N N Y N Y N

2058

HauteLook 326,870 2 3 4 1 2 Y N N N Y N

20 58Jessica London 29,746 0 2 2 3 2 Y N N N Y Y

21 56 Old Navy 2,358,356 2 1 1 2 2 Y Y Y N Y N

21 56 Nordstrom 904,706 2 3 4 1 2 N Y N N N Y

21 56 Roaman's 74,702 1 1 1 2 3 Y N N N Y Y

24 54 Abercrombie 5,205,378 3 2 1 1 2 Y N N N N Y

24 54 L.L. Bean 69,464 1 2 1 3 5 Y N N N N Y







47


FACEBOOK FANS


TOTAL STATUS

UPDATES SCORE

SHOPPING STATUS

UPDATES SCORE

TOTAL ENGAGEMENT

SCORE

SHOPPING ENGAGEMENT

SCORE

LANDING TAB

GAMING TAB

STORE FINDER

TAB


STORE ON FACEBOOK

FACEBOOK/WEBSITE

INTEGRATION

24 54 Yoox 43,025 2 1 2 3 4 N N N N N Y

27 52 Athleta 38,950 2 2 1 4 5 Y N N N N N

27 52 Gilt Man 31,071 3 3 3 1 1 Y N N N N Y

27 52Gilt

Children 26,140 3 3 3 1 1 Y N N N N Y

27 52 OneStopPlus .com 82,756 1 2 2 1 1 Y N N N Y Y

31 51 Gilt Groupe 319,279 3 3 3 0 1 N N N Y N Y

32 49 CUSP 14,140 3 1 2 1 2 N Y N N Y N

33 48 Abercrombie Kids 108,022 1 2 2 2 3 N N N N N Y

33 48 Foot Locker 1,347,809 2 2 2 1 1 N Y N N N Y







48


FACEBOOK FANS


TOTAL STATUS

UPDATES SCORE

SHOPPING STATUS

UPDATES SCORE

TOTAL ENGAGEMENT

SCORE

SHOPPING ENGAGEMENT

SCORE

LANDING TAB

GAMING TAB

STORE FINDER

TAB


STORE ON FACEBOOK

FACEBOOK/WEBSITE

INTEGRATION

36 45 Gilt Home 22,889 3 2 2 1 1 N N N N N Y

36 45 Gap 769,981 2 1 1 0 1 Y Y Y N Y N

38 44 Made Well 45,894 3 1 1 1 2 Y N N N N Y

39 43 Saks 214,095 1 3 3 1 2 Y Y Y N N N

40 41 Basics 6,341 4 1 1 0 1 Y N Y N N Y

41 39 Champs Sport 467,838 1 2 1 0 1 Y Y Y N N Y

42 35Last Call by

Neiman Marcus

26,604 1 2 3 0 1 N N N N N Y

43 34 J. Crew 347,013 2 1 1 0 1 N N N N N Y

44 33 Lady Foot Locker 326,870 1 2 2 0 1 N N N N N Y







49


FACEBOOK FANS


TOTAL STATUS

UPDATES SCORE

SHOPPING STATUS

UPDATES SCORE

TOTAL ENGAGEMENT

SCORE

SHOPPING ENGAGEMENT

SCORE

LANDING TAB

GAMING TAB

STORE FINDER

TAB


STORE ON FACEBOOK

FACEBOOK/WEBSITE

INTEGRATION

46 32Nordstrom

Rack 22,889 0 1 1 1 1 Y N N N N Y

47 31Saks Off

5th 45,894 0 1 1 2 5 N N Y N N N

47 31 Piperlime 214,095 1 2 2 1 2 Y N N N N N






15 computers/electronics retailers on Facebook

Computers/Electronics Retailers





51


Top 10 Computers/Electronics Retailers Based on SCIQ™/Fans

Top 10 Computers/Electronics Retailers by Social Commerce IQ™ Score

Figure 32.0: Top 10 computers/electronics retailers by SocialCommerce IQ™ score

TigerDirect.com

Crutchfield

Dell

Best Buy

Sony

HP

Microsoft

PC Mall

Sony Electronics

J&R

0 10 20 30 40 50 60 70

70

61

54

51

50

48

48

62

57

48

Top 10 Computers/Electronics Retailers by Fan Count

Figure 32.1: Top 10 computers/electronics retailers by fan count

Best Buy

Sony

Microsoft

TigerDirect.com

Dell

Newegg.com

Sony Electronics

HP

HP for Home - US

Crutchfield

0 1,000,000 2,000,000 3,000,000 4,000,000

3,393,128

689,067

681,521

794,138

793,262

631,797

557,170

515,685

162,658

35,092





52

Top 10 Computers/Electronics Retailers Based on Engagement Rate

Top 10 Computers/Electronics Retailers by Total Engagement Rate

Figure 33.0: Top 10 computers/electronics retailers by totalengagement rate

TigerDirect.com

CDW Corporation

Sony

Microsoft

HP

Crutchfield

Dell

PC Connection

Best Buy

Sony Electronics

0 0.5 1.0 1.5 2.0

1.91%

1.32%

0.85%

0.85%

0.73%

0.72%

0.72%

1.34%

1.07%

0.65%

Top 10 Computers/Electronics Retailers by Social Shopping Engagement Rate

Figure 33.1: Top 10 computers/electronics retailers by socialshopping engagement rate

Sony

Microsoft

Crutchfield

HP

Sony Electronics

Dell

TigerDirect.com

PC Connection

CDW Corporation

Best Buy

0 0.5 1.0 1.5

1.50%

0.98%

0.80%

0.76%

0.72%

0.72%

0.72%

1.35%

0.84%

0.53%






Breakdown of Computers/Electronics Social Shopping Status Updates

53

Category OverviewSocial Commerce Index







Figure 34.0: Computers/electronics category vs. overallFigure 34.1: Computers/electronics social shopping statusupdates

65%

32%

3%

CouponSaleProduct





54


Case Study: Best Buy

Facebook Integration on Website: Like button on products


Computers/Electronics Rank 4

Fan Count 3,393,128

Status Updates (July) 94,668







Rank

ing

Data

Figure 35.0: Shop + Share tab

Best Buy’s fan page includes a Shop + Share tab, which allows fans to browse through products, click through to the Best Buy website to make a purchase, and ask their friends about products. Best Buy “Likes” other Best Buy pages.





55


FACEBOOK FANS


TOTAL STATUS

UPDATES SCORE

SHOPPING STATUS

UPDATES SCORE

TOTAL ENGAGEMENT

SCORE

SHOPPING ENGAGEMENT

SCORE

LANDING TAB

GAMING TAB

STORE FINDER

TAB


STORE ON FACEBOOK

FACEBOOK/WEBSITE

INTEGRATION

1 70TigerDirect.

com 689,067 1 3 3 3 2 Y N N N Y Y

2 62 Crutchfield 35,092 1 3 4 1 2 Y N N N Y Y

3 61 Dell 681,521 1 2 2 1 2 Y Y N Y Y Y

4 57 Best Buy 3,393,128 1 3 3 1 2 N Y Y N Y N

5 54 Sony 794,138 2 2 1 2 3 Y N Y N N Y

6 51 HP 515,685 1 2 3 1 2 Y Y N Y N Y

7 50 Microsoft 793,262 1 2 2 2 3 Y N N N N Y

8 48 PC Mall 5,750 2 1 2 0 1 Y Y N N Y Y

8 48 Sony Electronics 557,170 2 2 2 1 2 N Y N N N Y


Social Commerce Index: Computers/Electronics





56


FACEBOOK FANS


TOTAL STATUS

UPDATES SCORE

SHOPPING STATUS

UPDATES SCORE

TOTAL ENGAGEMENT

SCORE

SHOPPING ENGAGEMENT

SCORE

LANDING TAB

GAMING TAB

STORE FINDER

TAB


STORE ON FACEBOOK

FACEBOOK/WEBSITE

INTEGRATION

8 48 J&R 8,521 1 2 3 0 1 Y N N N Y Y

11 39CDW Small Business 1,984 1 1 1 1 0 N N N N Y Y

12 35 CDW Corporation 1,480 1 1 1 2 2 N N N N N Y

13 33 Newegg.com 631,797 1 1 2 0 1 N N N N N Y

14 29 HP for Home - US 162,658 1 2 2 0 1 Y N N Y N N

15 25 PC Connection 493 0 1 1 1 2 N N N N N Y


Social Commerce Index: Computers/Electronics




Health/Beauty Retailers22 health/beauty retailers on Facebook





58


Top 10 Health/Beauty Retailers Based on SCIQ™/Fans

Top 10 Health/Beauty Retailers by Social Commerce IQ™ Score

Figure 36.0: Top 10 health/beauty retailers by Social CommerceIQ™ score

Sephora

Clinique

FragranceNet.com

MAC Cosmetics

Estee Lauder

drugstore.com

CoastalContacts.com

GNC Live Well

Bobbi Brown Cosmetics

Aveda

0 20 40 60 80

79

76

69

67

64

64

64

78

71

63

Top 10 Health/Beauty Retailers by Fan Count

Figure 36.1: Top 10 health/beauty retailers by fan count

MAC Cosmetics

Sephora

Clinique

Avon Products, Inc.

CoastalContacts.com

drugstore.com

Aveda

GNC Live Well

Estee Lauder

Origins

0 750,000 1,500,000 2,250,000

2,123,615

425,532

403,748

1,635,068

1,309,717

365,750

323,594

312,473

306,746

222,840





59

Top 10 Health/Beauty Retailers Based on Engagement Rate

Top 10 Health/Beauty Retailers by Total Engagement Rate

Figure 37.0: Top 10 health/beauty retailers by total engagement rate

Amway US

Nutrilite US

1-800 CONTACTS

Estee Lauder

Artistry US

FragranceNet.com

Clinique

MAC Cosmetics


Sephora

0 1.5 3.0 4.5 6.0

5.36%

4.70%

4.17%

3.32%

2.17%

2.14%

1.56%

5.07%

4.26%

1.52%

Top 10 Health/Beauty Retailers by Social Shopping Engagement Rate

Figure 37.1: Top 10 health/beauty retailers by social shopping engagement rate

Amway US

Nutrilite US

Estee Lauder

Artistry US

1-800 CONTACTS

FragranceNet.com

Avon Products, Inc.

Clinique

MAC Cosmetics


0 1 2 3 4 5 6 7

6.04%

5.11%

4.81%

3.08%

2.00%

1.93%

1.84%

5.35%

5.08%

1.81%






Breakdown of Health/Beauty Social Shopping Status Updates

60


67%

23%

10%

CouponSaleProduct


Avg. Facebook Likes 359,267 815,501





Figure 38.0: Health/beauty category vs. overall Figure 38.1: Health/beauty social shopping status updates





61

Figure 39.0: mark.girl news feed store

mark.girl reps can create stores that include any products they would like and share the stores with their friends in the news feed on Facebook. Their friends can checkout without leaving the news feed. mark.girl’s fan page includes a Shop tab, which allows fans to browse through products and make a purchase without leaving Facebook.


Case Study: mark.girl

Facebook Integration on Website: None


Health/Beauty Rank 17

Fan Count 109,628


Total Likes for Status Updates 330

Total Comments for Status Updates 65





Rank

ing

Data





62


FACEBOOK FANS


TOTAL STATUS

UPDATES SCORE

SHOPPING STATUS

UPDATES SCORE

TOTAL ENGAGEMENT

SCORE

SHOPPING ENGAGEMENT

SCORE

LANDING TAB

GAMING TAB

STORE FINDER

TAB


STORE ON FACEBOOK

FACEBOOK/WEBSITE

INTEGRATION

1 79 Sephora 1,635,068 2 2 2 3 4 Y Y N N Y Y

2 78 Clinique 1,309,717 2 2 1 4 4 Y N N N Y Y

3 76 FragranceNet.com 20,007 1 2 2 5 5 N N N N Y Y

4 71MAC

Cosmetics 2,123,615 3 1 2 4 4 Y Y N N N Y

5 69 Estee Lauder 306,746 2 1 2 5 5 N Y N N N Y

6 67 drugstore .com 365,750 1 3 3 1 2 Y Y N Y Y Y

7 64Coastal Contacts

.com403,748 4 1 2 1 2 N N N N Y Y

7 64GNC Live

Well 312,473 2 3 3 1 2 N N N N Y Y

7 64 Bobbi Brown Cosmetics 162,671 2 2 2 3 4 Y N N Y N Y


Social Commerce Index: Health/Beauty





63


FACEBOOK FANS


TOTAL STATUS

UPDATES SCORE

SHOPPING STATUS

UPDATES SCORE

TOTAL ENGAGEMENT

SCORE

SHOPPING ENGAGEMENT

SCORE

LANDING TAB

GAMING TAB

STORE FINDER

TAB


STORE ON FACEBOOK

FACEBOOK/WEBSITE

INTEGRATION

10 63 Aveda 323,594 2 1 2 1 2 Y Y Y N Y Y

11 62 Vitacost.com 69,024 1 4 4 1 1 Y N N N Y Y

12 61 Beachbody 134,957 3 3 3 2 2 Y N N N N Y

13 60Smashbox Cosmetics 109,096 4 2 2 2 3 N N N N N Y

14 58Avon

Products, Inc.

425,432 3 2 1 2 4 Y N N N N Y

15 57 Amway US 79,510 3 1 1 5 5 Y N N N N N

16 53 Origins 222,840 4 1 1 1 2 Y Y N N N Y

17 51 mark.girl 109,628 4 1 1 1 2 N N N N Y N

17 51 1-800 CONTACTS 2,438 2 1 1 5 5 Y N N N N N







64


FACEBOOK FANS


TOTAL STATUS

UPDATES SCORE

SHOPPING STATUS

UPDATES SCORE

TOTAL ENGAGEMENT

SCORE

SHOPPING ENGAGEMENT

SCORE

LANDING TAB

GAMING TAB

STORE FINDER

TAB


STORE ON FACEBOOK

FACEBOOK/WEBSITE

INTEGRATION

17 51 Nutrilite US 73,887 0 2 2 5 5 Y N N N N N

20 48 Artistry US 90,371 0 2 1 5 5 Y N N N N N

21 46 The Vitamin Shoppe 29,424 1 2 2 2 2 N N Y N N Y

22 42 DermStore 9,381 2 3 4 0 1 N N N N N Y






Jewelry Retailers13 jewelry retailers on Facebook





66


Top 10 Jewelry Retailers Based on SCIQ™/Fans

Top 10 Jewelry Retailers by Social Commerce IQ™ Score

Figure 40.0: Top 10 jewelry retailers by Social Commerce IQ™score

Zales

Blue Nile

MyJewelrybox.com

Bidz Auction

Tiffany & Co.

Ross-Simons

Diamond Nexus Labs

Jewelry Television

Gordon’s Jewelers

Ice.com

0 20 40 60 80

74

72

69

66

60

60

58

72

70

52

Top 10 Jewelry Retailers by Fan CountFigure 40.1: Top 10 jewelry retailers by fan count

Tiffany & Co.

Zales

Blue Nile

Ice.com

Pagoda

Bidz Auction

Jewelry Television

MyJewelrybox.com

Gordon’s Jewelers

Diamond Nexus Labs

0 375,000 750,000 1,125,000 1,500,000

1,461,318

105,859

103,615

214,317

109,351

72,281

67,799

31,786

30,075

9,254





67

Top 10 Jewelry Retailers Based on Engagement Rate

Top 10 Jewelry Retailers by Total Engagement Rate

Figure 41.0: Top 10 jewelry retailers by total engagement rate

MyJewelrybox.com

Tiffany & Co.

Zales

Gordon’s Jewelers

Ross-Simons

Blue Nile

Diamond Nexus Labs

Bidz Aucion

Pagoda

Jewelry Television

0 1 2 3 4 5 6 7

6.26%

3.65%

2.83%

2.58%

2.35%

2.08%

1.80%

5.48%

3.11%

1.73%

Top 10 Jewelry Retailers by Social Shopping Engagement Rate

Figure 41.1: Top 10 jewelry retailers by social shopping engagement rate

Tiffany & Co.

MyJewelrybox.com

Zales

Blue Nile

Diamond Nexus Labs

Bidz Auction

Gordon’s Jewelers

Pagoda

Jewelry Television

Ross-Simons

0 2 4 6 8 10

9.28%

3.98%

3.40%

3.39%

3.23%

1.80%

1.75%

7.13%

3.96%

1.70%






Breakdown of Jewelry Social Shopping Status Updates

68


53% 41%

6%

CouponProductSale







Figure 42.0: Jewelry category vs. overall Figure 42.1: Jewelry social shopping status updates





69

Figure 43.0: Shoppers tab

Zales’ fan page includes a Shoppers tab where fans can share their purchases from Zales. This tab shows the top shoppers‘ profile pictures on the top and the top products purchased. Fans can Like, comment, and click on an I Own This button for the purchases that have been shared. Zales uses the Polls & Quizzes tab to show pictures of products and then have fans vote on their favorites.


Case Study: Zales

Facebook Integration on Website: Like and share buttons on products


Jewelry Rank 1

Fan Count 214,317








Rank

ing

Data





70


FACEBOOK FANS


TOTAL STATUS

UPDATES SCORE

SHOPPING STATUS

UPDATES SCORE

TOTAL ENGAGEMENT

SCORE

SHOPPING ENGAGEMENT

SCORE

LANDING TAB

GAMING TAB

STORE FINDER

TAB


STORE ON FACEBOOK

FACEBOOK/WEBSITE

INTEGRATION

1 74 Zales 214,317 2 2 2 5 5 Y Y N N N Y

2 72 Blue Nile 109,351 2 2 2 5 5 Y N N N N Y

2 72 MyJewelry box.com 31,786 2 2 3 5 5 Y N N N N Y

4 70Bidz

Auction 72,281 2 3 3 4 5 Y N N N N Y

5 69 Tiffany & Co. 1,461,318 2 1 1 5 5 Y N N N N Y

6 66 Ross-Simons 6,347 2 2 2 5 4 Y Y N N N Y

7 60 Diamond Nexus Labs 9,254 2 2 2 4 5 N N N N N Y

7 60Jewelry

Television 67,799 1 3 3 3 4 N N N Y N Y

9 58 Gordon's Jewelers 30,075 0 1 2 5 5 Y N N N N Y


Social Commerce Index: Jewelry





71


FACEBOOK FANS


TOTAL STATUS

UPDATES SCORE

SHOPPING STATUS

UPDATES SCORE

TOTAL ENGAGEMENT

SCORE

SHOPPING ENGAGEMENT

SCORE

LANDING TAB

GAMING TAB

STORE FINDER

TAB


STORE ON FACEBOOK

FACEBOOK/WEBSITE

INTEGRATION

10 52 Ice.com 105,859 2 2 2 2 3 N N N N N Y

11 51 Pagoda 103,615 0 2 2 3 4 N N N N N Y

12 22 Ashford 1,377 1 1 1 0 0 N N N N N Y

13 21Jomashop

.com 6,791 0 1 1 0 1 N N N N N Y


Social Commerce Index: Jewelry




Sporting Goods Retailers7 sporting goods retailers on Facebook





73


Top 7 Sporting Goods Retailers Based on SCIQ™/Fans

Top 7 Sporting Goods Retailers by Social Commerce IQ™ Score

Figure 44.0: Top 7 sporting goods retailers by Social CommerceIQ™ score

Cabela’s

Golfsmith

Bass Pro Shops

REI

Dick’s Sporting Goods

Sports Authority

Gander Mountain

0 18 35 53 70

65

58

50

48

40

30

54

Top 7 Sporting Goods Retailers by Fan Count

Figure 44.1: Top 7 sporting goods retailers by fan count

Bass Pro Shops

Cabela’s

Sports Authority


Gander Mountain

REI

Golfsmith

0 500,000 1,000,000 1,500,000

1,286,060

338,140

295,267

1,279,714

281,956

265,220

129,161





74

Top 7 Sporting Goods Retailers Based on Engagement Rate

Top 7 Sporting Goods Retailers by Total Engagement Rate

Figure 45.0: Top 7 sporting goods retailers by total engagement rate

Cabela’s

Bass Pro Shops

Gander Mountain

Golfsmith

REI

Sports Authority


0 0.5 1.0 1.5 2.0

1.10%

1.06%

1.05%

0.78%

0.21%

1.72%

0.14%

Top 7 Sporting Goods Retailers by Social Shopping Engagement Rate

Figure 45.1: Top 7 sporting goods retailers by social shopping engagement rate

Cabela’s

REI

Golfsmith

Gander Mountain

Bass Pro Shops


Sports Authority

0 0.3 0.5 0.8 1.0

0.92%

0.70%

0.66%

0.47%

0.19%

1.00%

0.12%






Breakdown of Sporting Goods Social Shopping Status Updates

75


73%

23%

5%

CouponSaleProduct







Figure 46.0: Sporting goods category vs. overall Figure 46.1: Sporting goods social shopping status updates





76

Figure 47.0: Fans sharing photos of their “Big Catch”

Cabela’s allows fans to post photos and videos to its page. Fans post tons of photos and videos of their “Big Catch.” The Shop & Share tab allows fans to browse through products and then click through to Cabela’s website to make a purchase. You can ask your friends about specific items and share items on this tab. Cabela’s asks its fans a lot of questions on the Questions tab.


Case Study: Cabela’s

Facebook Integration on Website: Like button on product pages


Sporting Goods Rank 1

Fan Count 1,279,714








Rank

ing

Data





77


FACEBOOK FANS


TOTAL STATUS

UPDATES SCORE

SHOPPING STATUS

UPDATES SCORE

TOTAL ENGAGEMENT

SCORE

SHOPPING ENGAGEMENT

SCORE

LANDING TAB

GAMING TAB

STORE FINDER

TAB


STORE ON FACEBOOK

FACEBOOK/WEBSITE

INTEGRATION

1 65 Cabela's 1,279,714 1 2 1 3 2 N N Y N Y Y

2 58 Golfsmith 129,161 1 1 1 2 2 Y N Y N Y Y

3 54 Bass Pro Shops 1,286,060 1 1 1 2 1 N N N N Y Y

4 50 REI 265,220 2 3 1 1 2 Y Y N N N Y

5 48Dick's

Sporting Goods

295,267 1 1 1 0 1 Y N Y N Y Y

6 40 Sports Authority 338,140 1 3 2 0 1 N N Y N N Y

7 30 Gander Mountain 281,956 1 1 1 2 2 N N N N N N


Social Commerce Index: Sporting Goods




Toys/Hobbies Retailers9 toys/hobbies retailers on Facebook





79


Top 9 Toys/Hobbies Retailers Based on SCIQ™/Fans

Top 9 Toys/Hobbies Retailers by Social Commerce IQ™ Score

Figure 48.0: Top 9 toys/hobbies retailers by Social Commerce IQ™score

GameStop

American Girl

LEGO

LeapFrog

Jo-Ann Fabric and Craft Stores

Toys “R” Us

LEGO Games

Babies “R” Us

GameFly

0 25 50 75 100

92

58

54

54

47

44

42

62

58

Top 9 Toys/Hobbies Retailers by Fan Count

Figure 48.1: Top 9 toys/hobbies retailers by fan count

GameStop

Toys “R” Us

LEGO

Babies “R’ Us

LeapFrog

GameFly


American Girl

LEGO Games

0 1,000,000 2,000,000 3,000,000

2,620,375

809,766

306,759

1,542,415

999,724

251,855

119,864

44,242

21,758





80

Top 9 Toys/Hobbies Retailers Based on Engagement Rate

Top 9 Toys/Hobbies Retailers by Total Engagement Rate

Figure 49.0: Top 9 toys/hobbies retailers by total engagement rate

American Girl

GameStop

LEGO

LEGO Games

Jo-Ann Fabric and Craft Store

LeapFrog

GameFly

Toys “R” Us

Babies “R” Us

0 1 2 3 4 5 6 7

6.10%

2.27%

1.24%

0.97%

0.66%

0.52%

2.56%

1.36%

0.30%

Top 9 Toys/Hobbies Retailers by Social Shopping Engagement Rate

Figure 49.1: Top 9 toys/hobbies retailers by social shopping engagement rate

American Girl

LEGO

LEGO Games

GameStop


LeapFrog

Toys “R” Us

Babies “R” Us

GameFly

0 0.5 1.0 1.5 2.0 2.5 3.0

2.52%

1.68%

0.91%

0.67%

0.52%

0.30%

0.25%

2.30%

1.39%






Breakdown of Toys/Hobbies Social Shopping Status Updates

81


49% 48%

4%

CouponSaleProduct







Figure 50.0: Toys/hobbies category vs. overall Figure 50.1: Toys/hobbies social shopping status updates





82

Figure 51.0: Facebook integration on website

GameStop has a Shop tab that allows fans to browse games and then click through to GameStop’s website to make a purchase. The Deals tab shows tweets from GameStop. Fans can like and send messages about new games to their friends on the New Releases tab. The Gaming News tab shows an RSS feed that allows fans to Like and send articles. News, videos, photos, upcoming events, and polls are included on the Tournaments tab. GameStop allows Facebook users to Like and share featured items from its website.


Case Study: GameStop

Facebook Integration on Website: Like and share featured items (EG Pre Order Batman)


Toys/Hobbies Rank 1

Fan Count 2,620,375








Rank

ing

Data





83


FACEBOOK FANS


TOTAL STATUS

UPDATES SCORE

SHOPPING STATUS

UPDATES SCORE

TOTAL ENGAGEMENT

SCORE

SHOPPING ENGAGEMENT

SCORE

LANDING TAB

GAMING TAB

STORE FINDER

TAB


STORE ON FACEBOOK

FACEBOOK/WEBSITE

INTEGRATION

1 92 GameStop 2,620,375 2 3 4 5 3 Y Y N N Y Y

2 62American

Girl 44,242 2 1 1 5 5 N N N N N Y

3 58 LEGO 999,724 1 1 1 4 5 Y N N N N Y

3 58 LeapFrog 306,759 4 2 1 1 2 Y Y N N Y N

5 54Jo-Ann

Fabric and Craft Stores

119,864 1 3 4 2 2 N N N N N Y

5 54 Toys "R" Us 1,542,415 1 2 3 1 2 Y Y Y N N Y

7 47 LEGO Games 21,758 1 1 1 2 4 Y Y N N N Y

8 44Babies "R"

Us 809,766 2 3 3 0 1 Y N N N N Y

9 42 GameFly 251,855 2 1 1 1 1 Y Y N N N Y


Social Commerce Index: Toys/Hobbies




Books/Music/Videos Retailers7 books/music/videos retailers on Facebook





85


Top 7 Books/Music/Videos Retailers Based on SCIQ™/Fans

Top 7 Books/Music/Videos Retailers by Social Commerce IQ™ Score

Figure 52.0: Top 7 books/music/videos retailers by Social Commerce IQ™ score

Chapters Indigo Books & Music Inc.

Scholastic

LifeWay Christian Stores

Barnes & Noble

Scholastic Book Clubs

DeepDiscount.com

RentAText

0 13 25 38 50

50

46

43

37

12

49

46

Top 7 Books/Music/Videos Retailers by Fan Count

Figure 52.1: Top 7 books/music/videos retailers by fan count

Barnes & Noble



Scholastic


RentAText

DeepDiscount.com

0 200,000 400,000 600,000 800,000

793,643

243,199

44,283

22,257

5,891

165,829

121,614





86

Top 7 Books/Music/Videos Retailers Based on Engagement Rate

Top 7 Books/Music/Videos Retailers by Total Engagement Rate

Figure 53.0: Top 7 books/music/videos retailers by totalengagement rate


Scholastic

DeepDiscount.com

Barnes & Noble



RentAText

0 1 2 3 4

3.73%

1.02%

0.92%

0.73%

0.66%

0.74%

0.54%

Top 6 Books/Music/Videos Retailers by Social Shopping Engagement Rate

Figure 53.1: Top 6 books/music/videos retailers by social shopping engagement rate

LifeWay Christian Store

DeepDiscount.com

Scholastic


Barnes & Noble


0 0.5 1.0 1.5

1.06%

1.03%

0.92%

0.85%

0.51%

0.49%






Breakdown of Books/Music/Videos Social Shopping Status Updates

87


50%37%

13%

CouponSaleProduct







Figure 54.0: Books/music/videos category vs. overall Figure 54.1: Books/music/videos social shopping status updates





88

Figure 55.0: Welcome tab

Chapters Indigo Books & Music Inc.’s page includes a very informative Welcome tab. The Welcome tab includes information about its book club, creating a wish list, gift ideas for kids, its reward program, how to find locations, its YouTube channel, and its Twitter feed.


Case Study: Chapters Indigo Books & Music Inc.



Books/Music/Videos Rank 1

Fan Count 165,829



Total Comments for Status Updates 632





Rank

ing

Data





89


FACEBOOK FANS


TOTAL STATUS

UPDATES SCORE

SHOPPING STATUS

UPDATES SCORE

TOTAL ENGAGEMENT

SCORE

SHOPPING ENGAGEMENT

SCORE

LANDING TAB

GAMING TAB

STORE FINDER

TAB


STORE ON FACEBOOK

FACEBOOK/WEBSITE

INTEGRATION

1 50Chapters

Indigo Books & Music Inc.

165,829 2 2 1 1 2 Y Y Y N N Y

2 49 Scholastic 121,614 2 2 1 2 2 Y N N N N Y

3 46LifeWay Christian Stores

44,283 0 3 2 5 3 N N N N N N

3 46Barnes &

Noble 793,643 2 2 2 1 2 N N N N N Y

5 43 Scholastic Book Clubs 243,199 2 2 1 1 1 N Y N N N Y

6 37 DeepDiscount.com 5,891 1 1 2 1 3 N N N N N Y

7 12 RentAText 22,257 0 1 0 1 0 N N N N N N


Social Commerce Index: Books/Music/Videos




Flowers/Gifts Retailers12 flowers/gifts retailers on Facebook





91


Top 10 Flowers/Gifts Retailers Based on SCIQ™/Fans

Top 11 Flowers/Gifts Retailers by Social Commerce IQ™ Score

Figure 56.0: Top 11 flowers/gifts retailers by Social Commerce IQ™score

Hallmark

GiftTree

Egreetings

American Greetings

1-800-Flowers.com

1-800-BASKETS.COM

BlueMountain.com


The Yankee Candle Company

Vermont Teddy Bear

Things Remembered

0 20 40 60 80

76

70

58

57

57

53

72

64

51

Top 10 Flowers/Gifts Retailers by Fan Count

Figure 56.1: Top 10 flowers/gifts retailers by fan count

Hallmark

1-800-Flowers.com

American Greetings


BlueMountain.com

FTD Flowers

Things Remembered

Egreetings

Vermont Teddy Bear

1-800-BASKETS.COM

0 75,000 150,000 225,000 300,000

256,875

119,818

79,447

237,795

126,869

48,477

16,178

11,295

7,043

4,235

47

47





92

Top 10 Flowers/Gifts Retailers Based on Engagement Rate

Top 10 Flowers/Gifts Retailers by Total Engagement Rate

Figure 57.0: Top 10 flowers/gifts retailers by total engagement rate

GiftTree

Hallmark

Egreetings

BlueMountain.com

1-800-BASKETS.COM

Vermont Teddy Bear

American Greetings


Things Remembered

FTD Flowers

0 1 2 3 4 5 6 7

6.19%

3.48%

2.75%

2.47%

1.79%

1.49%

1.26%

3.83%

3.20%

1.13%

Top 10 Flowers/Gifts Retailers by Social Shopping Engagement Rate

Figure 57.1: Top 10 flowers/gifts retailers by social shopping engagement rate

GiftTree

1-800-BASKETS.COM

Egreetings

Vermont Teddy Bear


FTD Flowers

American Greetings

Hallmark

Things Remembered

1-800-Flowers.com

0 0.5 1.0 1.5 2.0 2.5 3.0 3.5

3.38%

2.55%

1.70%

1.41%

1.07%

0.94%

0.87%

2.77%

2.23%

0.81%






Breakdown of Flowers/Gifts Social Shopping Status Updates

93


65%

30%

5%

CouponSaleProduct







Figure 58.0: Flowers/gifts category vs. overall Figure 58.1: Flowers/gifts social shopping status updates





94

Figure 59.0: 1-800-Flowers.com news feed store

1-800-Flowers.com was the first retailer to make a sale on Facebook on July 8th, 2009. Fans can shop and checkout without leaving their news feed. There is a Shop tab where fans can browse through products and make a purchase without leaving Facebook. The Exclusive Offer tab informs fans of the benefits of being a fan of 1-800-Flowers.com.


Case Study: 1-800-Flowers.com

Facebook Integration on Website: Like and send buttons on products. Facebook Connect.


Flowers/Gifts Rank 5

Fan Count 237,795








Rank

ing

Data





95


FACEBOOK FANS


TOTAL STATUS

UPDATES SCORE

SHOPPING STATUS

UPDATES SCORE

TOTAL ENGAGEMENT

SCORE

SHOPPING ENGAGEMENT

SCORE

LANDING TAB

GAMING TAB

STORE FINDER

TAB


STORE ON FACEBOOK

FACEBOOK/WEBSITE

INTEGRATION

1 76 Hallmark 256,875 3 1 1 5 2 Y N N N Y Y

2 72 GiftTree 947 2 1 1 5 5 Y N N N Y Y

3 70 Egreetings 11,295 3 2 1 5 5 Y N N N N Y

4 64American Greetings 126,869 3 2 1 3 3 Y Y Y N N Y

5 58 1-800-Flowers.com 237,795 2 2 1 1 2 Y N N N Y Y

6 571-800-

BASKETS.COM

4,235 1 1 1 5 5 Y N N N N Y

6 57 BlueMountain.com 79,447 2 2 1 5 2 N N N N N Y

8 53 GourmetGiftBaskets.com 119,818 4 1 1 1 2 N Y N N Y N

9 51The Yankee

Candle Company

359,443 1 2 2 2 4 N N N N N Y


Social Commerce Index: Flowers/Gifts





96


FACEBOOK FANS


TOTAL STATUS

UPDATES SCORE

SHOPPING STATUS

UPDATES SCORE

TOTAL ENGAGEMENT

SCORE

SHOPPING ENGAGEMENT

SCORE

LANDING TAB

GAMING TAB

STORE FINDER

TAB


STORE ON FACEBOOK

FACEBOOK/WEBSITE

INTEGRATION

10 47Vermont

Teddy Bear 7,043 0 1 1 4 5 N N N N N Y

10 47 Things Remembered 16,178 2 1 1 2 2 Y N Y N N Y

12 46 FTD Flowers 48,477 1 2 1 2 3 N N N Y N Y


Social Commerce Index: Flowers/Gifts




Mass Merchants16 mass merchants on Facebook





98


Top 10 Mass Merchants Based on SCIQ™/Fans

Top 10 Mass Merchants by Social Commerce IQ™ Score

Figure 60.0: Top 10 mass merchants by Social Commerce IQ™score

Walmart

Sam’s Club

jcpenney

Sears

Costco

Hayneedle

QVC

Kmart

HSN

Amazon.com

0 23 45 68 90

84

68

62

61

60

59

58

72

64

56

Top 10 Mass Merchants by Fan Count

Figure 60.1: Top 10 mass merchants by fan count

Walmart

Kohl’s

Target

Macy’s

jcpenney

Amazon.com

Sears

Kmart

QVC

Costco

0 2,000,000 4,000,000 6,000,000 8,000,000

7,954,246

2,022,834

1,888,778

5,496,927

5,245,902

1,500,773

705,303

532,306

461,329

307,792





99

Top 10 Mass Merchants Based on Engagement Rate

Top 10 Mass Merchants by Total Engagement Rate

Figure 61.0: Top 10 mass merchants by total engagement rate

Costco

Amazon.com

Walmart

Target

Macy’s

Audible.com

jcpenney

HSN

O.co

Kohl’s

0 1 2 3 4 5

4.59%

1.27%

1.11%

1.11%

1.04%

1.03%

0.97%

1.47%

1.14%

0.92%

Top 10 Mass Merchants by Social Shopping Engagement Rate

Figure 61.1: Top 10 mass merchants by social shoppingengagement rate

Costco

Amazon.com

Target

Audible.com

Walmart

Hayneedle

Buy.com

Macy’s

Kohl’s

Sears

0 1 2 3 4 5 6

5.70%

1.22%

1.08%

1.00%

0.98%

0.91%

0.91%

1.25%

1.19%

0.88%






Breakdown of Mass Merchants Social Shopping Status Updates

100


58%39%

2%

CouponSaleProduct







Figure 62.0: Mass merchants category vs. overall Figure 62.1: Mass merchants social shopping status updates





101

Figure 63.0: Bare Escentuals tab

QVC’s fan page includes 26 tabs, 388 videos, and 57 photo albums. There is an emphasis on the use of videos. The Today’s Special Value tab allows fans to click through to make a purchase on QVC’s website. There is a Facebook Friends Exclusive Offer tab that allows fans to purchase an item before anyone else. Live streaming videos can be viewed on the Livestream tab. The Hosts tab shows the hosts on QVC and contains links to each host’s Facebook fan page. Bare Escentuals has its own tab that lets fans browse products and then click through to QVC’s website to make a purchase. QVC “Likes” pages of companies it sells products for.


Case Study: QVC



Mass Merchants Rank 7

Fan Count 461,329








Rank

ing

Data





102


FACEBOOK FANS


TOTAL STATUS

UPDATES SCORE

SHOPPING STATUS

UPDATES SCORE

TOTAL ENGAGEMENT

SCORE

SHOPPING ENGAGEMENT

SCORE

LANDING TAB

GAMING TAB

STORE FINDER

TAB


STORE ON FACEBOOK

FACEBOOK/WEBSITE

INTEGRATION

1 84 Walmart 7,954,246 1 3 4 2 3 Y Y Y Y Y Y

2 72 Sam's Club 133,452 1 5 4 1 1 Y Y Y N Y Y

3 68 jcpenney 1,888,778 1 2 2 2 2 Y Y Y N Y Y

4 64 Sears 705,303 1 2 3 1 2 Y Y Y N Y Y

5 62 Costco 307,792 1 1 1 5 5 Y N N N N Y

6 61 Hayneedle 125,263 2 2 2 1 2 N Y N N Y Y

7 60 QVC 461,329 2 4 4 1 2 Y Y N N N Y

8 59 Kmart 532,306 1 2 3 1 2 N Y N N Y Y

9 58 HSN 106,021 1 4 3 2 2 Y Y N N N Y


Social Commerce Index: Mass Merchants





103


FACEBOOK FANS


TOTAL STATUS

UPDATES SCORE

SHOPPING STATUS

UPDATES SCORE

TOTAL ENGAGEMENT

SCORE

SHOPPING ENGAGEMENT

SCORE

LANDING TAB

GAMING TAB

STORE FINDER

TAB


STORE ON FACEBOOK

FACEBOOK/WEBSITE

INTEGRATION

10 56 Amazon.com 1,500,773 1 2 2 2 3 Y N N Y N Y

11 55 Target 5,245,902 1 2 1 2 3 Y Y N N N Y

12 53 Macy's 2,022,834 1 2 2 2 2 N Y Y N N Y

13 51 Kohl's 5,496,927 1 2 2 1 2 Y Y N N N Y

14 46 O.co 88,700 1 2 3 1 2 Y Y N N N Y

15 43 Buy.com 32,740 1 2 2 1 2 Y Y N N N Y

15 43 Audible.com 23,402 3 1 2 2 3 Y N N N N N


Social Commerce Index: Mass Merchants




Food/Drug Retailers10 food/drug retailers on Facebook





105


Top 10 Food/Drug Retailers Based on SCIQ™/Fans

Top 10 Food/Drug Retailers by Social Commerce IQ™ Score

Figure 64.0: Top 10 food/drug retailers by Social Commerce IQ™score

Omaha Steaks

Peapod Delivers

Harry & David

Green Mountain Coffee

Weight Watchers

Fresh Direct

Nutrisystem

Safeway

Walgreens

CVS

0 20 40 60 80

73

68

64

61

61

59

55

72

67

52

Top 10 Food/Drug Retailers by Fan Count

Figure 64.1: Top 10 food/drug retailers by fan count

Walgreens

Weight Watchers

CVS

Safeway

Omaha Steaks


Harry & David

Peapod Delivers

Nutrisystem

Fresh Direct

0 312,500 625,000 937,500 1,250,000

1,146,763

230,311

114,268

773,242

529,043

101,107

61,222

24,660

15,197

900





106

Top 10 Food/Drug Retailers Based on Engagement Rate

Top 10 Food/Drug Retailers by Total Engagement Rate

Figure 65.0: Top 10 food/drug retailers by total engagement rate

Fresh Direct

Nutrisystem

Harry & David


Peapod Delivers

Weight Watchers

Omaha Steaks

Walgreens

Safeway

CVS

0 2 4 6

5.71%

3.52%

2.71%

1.64%

1.44%

1.25%

1.05%

5.64%

3.27%

0.81%

Top 10 Food/Drug Retailers by Social Shopping Engagement Rate

Figure 65.1: Top 10 food/drug retailers by social shoppingengagement rate

Fresh Direct


Harry & David

Peapod Delivers

Nutrisystem

Omaha Steaks

CVS

Safeway

Walgreens

Weight Watchers

0 1 2 3 4 5 6 7

6.87%

1.88%

1.53%

1.26%

1.20%

1.04%

0.95%

2.16%

1.59%

0.86%






Breakdown of Food/Drug Social Shopping Status Updates

107


54% 41%

5%

CouponSaleProduct







Figure 66.0: Food/drug category vs. overall Figure 66.1: Food/drug social shopping status updates





108

Figure 67.0: Weekly Ad tab

Walgreens’ fan page includes a Weekly Ad tab where fans can browse through items in the weekly ad for their location, post comments about the items, and share the items. Walgreens asks its fans a lot of questions on the Questions tab.


Case Study: Walgreens

Facebook Integration on Website: Share button on products


Food/Drug Rank 9

Fan Count 1,146,763








Rank

ing

Data





109


FACEBOOK FANS


TOTAL STATUS

UPDATES SCORE

SHOPPING STATUS

UPDATES SCORE

TOTAL ENGAGEMENT

SCORE

SHOPPING ENGAGEMENT

SCORE

LANDING TAB

GAMING TAB

STORE FINDER

TAB


STORE ON FACEBOOK

FACEBOOK/WEBSITE

INTEGRATION

1 73Omaha Steaks 114,268 2 3 3 2 3 Y N N N Y Y

2 72Peapod Delivers 24,660 3 2 2 5 4 Y Y N N N Y

3 68 Harry & David 61,222 2 1 2 5 4 Y Y Y N N Y

4 67Green

Mountain Coffee

101,107 1 2 1 5 5 Y Y N N N Y

5 64 Weight Watchers 773,242 4 3 1 3 2 Y N N N N Y

6 61 Fresh Direct 900 4 2 2 5 5 Y N N N N N

6 61 Nutrisystem 15,197 4 2 1 5 4 Y N N N N N

8 59 Safeway 230,311 2 2 2 2 3 Y Y Y N N Y

9 55 Walgreens 1,146,763 2 2 2 2 2 N N Y N N Y


Social Commerce Index: Food/Drug





110


FACEBOOK FANS


TOTAL STATUS

UPDATES SCORE

SHOPPING STATUS

UPDATES SCORE

TOTAL ENGAGEMENT

SCORE

SHOPPING ENGAGEMENT

SCORE

LANDING TAB

GAMING TAB

STORE FINDER

TAB


STORE ON FACEBOOK

FACEBOOK/WEBSITE

INTEGRATION

10 52 CVS 529,043 2 2 2 1 3 Y Y N N N Y


Social Commerce Index: Food/Drug




About 8thBridge4






Portable Personal

Participatory

Bring your store and offers to me

Filter my news feed only to offers my friends and

I care about

Enable me to become your advocate to my friends

PEOPLE

About UsAbout 8thBridge

8thBridge is first in social commerce. We create shopping experiences centered on people instead of pages or products.

Merchants partner with 8thBridge to create social shopping experiences for their customers inside Facebook and on their ecommerce sites.

Customers are empowered to shop with merchants on their own terms in a shopping experience that is portable, personalized, and participatory.

8thBridge clients include Paramount Pictures, Delta Air Lines, 1-800-Flowers, Landsʼ End, Best Buy, Hallmark, TIME, 7 For All Mankind, and the fastest growing division of AVON called Mark.

Our Approach






Portable2009

Personalized2010

Participatory2011

First retail store on a Facebook

Fan Page opens

First travel booking option

arrives from Delta in your Facebook

News Feed

First movie tix invites arrive in your News Feed

from your friends

80% Increase Facebook Ad

CTR

85% Shopping is Friend to

Friend

MassiveLift in

Impressions

18.4X Lift in Shopping

News FeedStores

vs. Links

Social Shopping EvolutionAbout 8thBridge





114

Contact UsContact us today to learn how we can create social shopping experiences for your customers.

Phone: (612) 927-3434

Email: [email protected]

Connect with 8thBridge:

About 8thBridge

Brands that have partnered with 8thBridge





mailto:[email protected]%[email protected]%[email protected]?subject=Social%20Commerce%20IQ%20Inquiry














http://twitter.com/%23!/8thbridge













https://www.facebook.com/8thbridge















The Authors

Erik EliasonDirector of [email protected]

Melissa BueningSales and Marketing [email protected]

Dr. Paul MarsdenSocial Psychologist, Market Researcher, BloggerSocial Commerce Today

About 8thBridge

Erik is 8thBridgeʼs Director of Marketing. Prior to 8thBridge, Erik co-founded two companies. Most recently, Erik co-founded SocialEarth Media, a blog network for social entrepreneurship. The company has over 100 contributors in 25 countries and generates nearly a million views per year.

Prior to that, Erik co-founded a venture-backed start-up which served as a social network for college admissions. Erik earned his MBA from Harvard Business School.

Melissa is a Sales and Marketing Associate at 8thBridge. She has a B.S. in Architecture and studied entrepreneurial management at the Carlson School of Management at the University of Minnesota. While attending the University of Minnesota, she completed an internship at 8thBridge (then Alvenda). After completing college, she joined the team at 8thBridge. She helped in developing the Social Commerce IQ™, gathering and analyzing the data, and designing and writing the report.

Dr. Paul Marsden is a social psychologist and market researcher specializing in digital culture and social media. He is author of Connected Marketing and editor of Social Commerce Today, the leading web journal on selling with social media.

Paul works as a digital planner to brands and organizations in the development of effective digital marketing strategies, and as a professional trainer in digital communications and online PR. He is a certified Net Promoter Associate, and a Fellow of the Royal Society of Arts.





