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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
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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
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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.jpg8/2/2019 Digital Commerce by Mary Vincent
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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/8/2/2019 Digital Commerce by Mary Vincent
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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
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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_Omnivores8/2/2019 Digital Commerce by Mary Vincent
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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%.
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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
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