social mobile retail and contextual commerce
DESCRIPTION
The story of how social crm and technology can leverage social network activity, customer advocacy and mobile connectivity to deliver a better contextual e-commerce experience. The movie on slide 67 is about Adidas Adiverse Virtual Footwear Wall (http://bit.ly/1guUQ4p) and on slide 72 is Control Group/Titan: Reinventing Payphones With NYC I/O (http://bit.ly/19bqDmY) Keynote for the Social Media Day Academy's Social Retailing congress on Sept.17, 2013 at LeadFabric.TRANSCRIPT
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MIEL VAN OPSTAL | SEPT. 17, 2013 SOCIAL MOBILE RETAIL & CONTEXTUAL E-COMMERCE
#smdayBE Academy: Social Retailing
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Digest
CRM Social CRMSocial commerceThe social consumerThe interest graphMulti-screeningDigital retailThe connected consumer
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Defining things.
CRM is a company-wide solid business strategy to efficiently increase profitability by solidifying customer satisfaction, customer loyalty and customer advocacy.
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• Sales & marketing automation
• Customer service automation
• Team collaboration
= a good CRM system
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• Business goals • Market position and (audience) analysis• Problems and opportunities• Roadmap• KPIs• Identify Resources• Outline Processes• Implement CRM system
Strategy process
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Resources
People SuppliersTechnologies Knowledge Funds TrainingExecution
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KPIs
Marketing Customer satisfaction Customer retention Social Conversion Sales Service delivery Profit
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How crm evolved into social crm
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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
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Awareness
Engagement
Social Commerce
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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.
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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
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Source: CNBC 05/2012
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Source: Mindshare | The Hive 09/2012
F-Commerce trust issues
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Commerce trust progress
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By Ben Chestnut
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Social commerce examples
Earn commission by influencing the online purchases of your friends with mulu.me
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Social commerce examples
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Social commerce examples
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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.”
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Social commerce examples
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But: too many products & not enough friends is seen as a problem to create relevance.
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the social customer
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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
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Social signals will become multi-dimensional
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Segmentation by emotion, activity or interest
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Strategic approach
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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)
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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
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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.
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Display evolution
First screen: TVSecond screen: desktop PCThird screen: laptopFourth screen: smartphoneFifth screen: tabletSixth screen: custom contextual displays
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Digital Retail
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Digital Retail
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Mobile links offline retail to social
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Digital Retail
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http://www.youtube.com/watch?v=mzUXa6JThVQ Coke Dance
Small World Machines - http://www.youtube.com/watch?v=ts_4vOUDImE
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Share a Smile - http://www.youtube.com/watch?v=DI-IO3kmxVc Yawn Activated - http://www.youtube.com/watch?v=HOTQ8z0fQHo
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Taxi treats.
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we can target adverts based on what our customers bought yesterday.
- Clubcard TV director Scott Deutrom
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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
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THANKS FOR LISTENING!
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<connect>
+32 472 675 692 | Miel Van Opstal A marketing facilitator for mobile social
[email protected] | @coolz0r | linkedin.com/in/mielvo
Digital Reputation + Future Connectivity
</connect>