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NRF Innovate 2011 presentation on Social Strategy for Retailers. Actually only presented four of the slides due to time limitations.
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Social Commerce StrategySocial Commerce Strategy
David Dorf (@dordav)
Sr. Director, Oracle Retail
Jon Kubo
CIO, Wet Seal
16,841,560 Canada
620,677,320
130friendsfriends
per user
The Rest43%
Top 1057%
usersusers
worldwide
19,598,753 Starbucks
50%active users log inactive users log in
every day
148,867,700
34,498,920
28,041,780
25,420,400
22,316,340
20,972,580
20,221,700
17,997,800
16,841,560
United States
Indonesia
United Kingdom
Turkey
Philippines
France
India
Mexico
Italy
55minutes spentminutes spent
per day
25commentscomments
per month
9per month1,470,917
1,656,157
3,314,176
4,010,392
4,069,684
4,532,168
6,185,169
8,018,164
11,462,279
19,598,753
JCPenney
Old Navy
Walmart
Forever 21
Burberry
Lacoste
H&M
ZARA
Victoria's Secret
Starbucks
4per month
Q: Why do you follow brands on Facebook?
Brands on Facebook
Survey of 2500 Facebook
users in the UK, Jan 2011
Q: Do you follow
any brands on
Facebook?
Deals Shopping Comments Advocate Events
Q: Have you made
a purchase via a
brand’s Facebook
page?
Facebook?
Social Commerce Goals
1. Listen
– Listen and engage
– Continuously improve
2. Attract
– Brand awareness
– Product promotions
3. Involve
– Sense of belonging
– Feeling of significance
User Generated
• Ratings & Reviews
• Recommendations
• Lists
• Forums• Forums
• Blogs
Check-ins Foursquare 2-14-2011 (AdAge)
Working the Crowd
Gamification
F-commerce
Social Shopping
Buy with Friends
Goals & Tools
1. Listen
– Listen and engage
– Continuously improve
1. User Generated1. User Generated
2. Check2. Check--insins
2. Attract
– Brand awareness
– Product promotions
3. Involve
– Sense of belonging
– Feeling of significance
3. Working the Crowd3. Working the Crowd
4. 4. GamificationGamification
5. F5. F--commercecommerce
6. Social Shopping6. Social Shopping
Check-in AND Check-out
1.1. CheckoutCheckout
2.2. PublishPublish
3.3. +Impressions+Impressions
Larry Ellison just bought something from Wet Seal.
15 minutes ago · Like · Comment
Mark Hurd What did you get?
14 minutes ago · Like
Larry Ellison 20% off on jeans -- great deal!
13 minutes ago · Like
Jonathan Schwartz I’ll have to stop by and see.
12 minutes ago · Like
Sam Palmisano Sounds good. I’ll go after work.
11 minutes ago · Like
+130
+130
+130
+130
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