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42 percent of Americans are using social media to shop – this equates to nearly 95 million social shoppers in the U.S. – and that number continues to rise. In fact, when asked how often social media is used to shop today versus a year ago, almost 73 percent of people confirmed they are using it more. SocialShop – a national quantitative and qualitative research study – looks at social media usage from the eyes of a shopper to understand the influence each respective platform has on a person’s buying behavior. From Facebook and Twitter to YouTube and Groupon, people of all ages are using social networking sites and other user-generated content platforms as shopping tools. In fact, SocialShop found 42 percent of social shoppers are using Facebook more than they were a year ago, while 55 percent of shoppers are utilizing daily deals more and 46 percent of shoppers have increased engagement on review sites and forums. With rapid expansion of social channels and the frequent launch of new platforms, brands and marketers are trying to figure out how to successfully use social media to connect with shoppers. According to the research, success is not measured by visibility on all social media channels, but by leveraging the strengths of platforms that cater to your shoppers’ needs.
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How people use social media to shop
96% use social media
© 2011 Leo Burnett l Arc Worldwide
42% incorporate social media into the shopping journey
© 2011 Leo Burnett l Arc Worldwide
And they use social media to enhance shopping beyond the desktop.
% for Heavy / Index Heavy vs. All Social Shoppers
In-store
54% On mobile phone
23% With Geolocation
20% On Twitter/Real Time
51%
Social media has the power to grow your customer base exponentially
© 2011 Leo Burnett l Arc Worldwide
So we asked… Why do people use social media to shop?
© Leo Burnett and Arc Worldwide 2011 © 2011 Leo Burnett l Arc Worldwide
January 2011 Quantitative
1500 online shoppers
700 social shoppers
Qualitative
+100 heavy social shoppers
4th Quarter 2011 Quantitative
1500 online shoppers
700 social shoppers
Qualitative
+100 Facebook shoppers
Two waves of research
© 2011 Leo Burnett l Arc Worldwide
Reasons people use social media to shop – needs Types of social media people use for shopping – platforms Variations in behavior across categories – category
We learned…
© 2011 Leo Burnett l Arc Worldwide
Today we’d like to share a framework that will help you use social media to influence shoppers
© Leo Burnett and Arc Worldwide 2011 © 2011 Leo Burnett l Arc Worldwide
Our study uncovered 8 social shopper needs
8 social shopper needs
© 2011 Leo Burnett l Arc Worldwide
© Leo Burnett and Arc Worldwide 2011
Not all shoppers have similar social shopping needs
© 2011 Leo Burnett l Arc Worldwide
Our segmentation revealed 6 shopper archetypes
efficient sprinter dollar defaulter quality devotee strategic saver opportunistic adventurer savvy passionista
Light Social Shoppers Heavy Social Shoppers
For broadcasting
latest trends, brands
and retailers.
To score fun,
unexpected
content or deals.
To comparison shop
and find savings on
brands she wants.
For reviews and ratings
to help validate choice.
To buy most popular
or convenient.
To find the cheaper
alternatives.
© 2011 Leo Burnett l Arc Worldwide
And each shopper uses social media in different ways to accomplish different things.
© 2011 Leo Burnett l Arc Worldwide
Shoppers with more utilitarian needs
To find the cheaper alternatives. To buy most popular or convenient.
dollar defaulter efficient sprinter
© 2011 Leo Burnett l Arc Worldwide
For reviews and ratings to help validate choice. To comparison shop and find savings on brands she wants.
strategic saver
Shoppers with more informational needs
quality devotee
© 2011 Leo Burnett l Arc Worldwide
Shoppers with more indulgent needs
For broadcasting latest trends, brands and retailers.
savvy passionista
© 2011 Leo Burnett l Arc Worldwide
Shoppers with more impulse needs
To score fun, unexpected content or deals.
opportunistic adventurer
© 2011 Leo Burnett l Arc Worldwide
Address these shoppers needs using social media platforms
Each platform serves certain shopper needs better than others
© Leo Burnett and Arc Worldwide 2011 © 2011 Leo Burnett l Arc Worldwide
Each platform serves shopper needs differently
© 2011 Leo Burnett l Arc Worldwide
Know which platform best serves shoppers’ needs
© 2011 Leo Burnett l Arc Worldwide
Know which social shopper needs and platforms to invest in
Deciding platforms depends on the shopper needs in your category
© Leo Burnett and Arc Worldwide 2011 © 2011 Leo Burnett l Arc Worldwide
burden
Shoppers tell us their needs change based on the category they are shopping passion
routine fun
© 2011 Leo Burnett l Arc Worldwide
burden passion
routine fun
We’ve mapped "over 60 categories and channels
Luxury Cars
SUV’s PDAs
Regular Cars
MP3 Players HDTV
Investment Brokerage Firms
Car Insurance
Washing Machines
Cellular Service Providers
PC’s
Tires Credit Cards
Electronic Stores Shampoo
Bathroom Sinks & Tubs
Video Game System Vacation Destinations
Fine Jewelry Stores
Toys
Designer Clothes Pet Supplies
Hardware Store
Designer Jeans
Specialty Casual Clothing
Warehouse Clubs
Cell Phone
Banks
Airlines Makeup
OTC
Office Supply Stores Fem Care Deodorant
Laundry Detergent
Toothpaste
Bottled Water Gas
Light bulbs Salt Plastic Trash Bags
Batteries
Cereal
Fragrance
Bar Soap Carbonated Soft Drink
Sports Drinks
QSR’s
Ice Cream
Coffee Shops
Beer Frozen Entrees Greeting Cards
Shoes Mass Merchandise Casual Sit Down
Restaurants
Yogurt
Cookies
© 2011 Leo Burnett l Arc Worldwide
burden passion
routine fun
We’ve also mapped social shoppers & needs for categories
© 2011 Leo Burnett l Arc Worldwide
burden passion
routine fun
Giving us some direction on what platforms to leverage for each category need
© 2011 Leo Burnett l Arc Worldwide
Three steps to developing a social shopping strategy
Diagnose your category mindset
Identify your shopper needs
Select relevant platforms 1 2 3
passion passion
© 2011 Leo Burnett l Arc Worldwide
Passion categories "like apparel should "help shoppers:
passion
stay up with trends
share ideas
get inspiration
© 2011 Leo Burnett l Arc Worldwide
burden Burden categories "like electronics should help shoppers do:
comparative research
digest complex information
solicit input from friends and experts
© 2011 Leo Burnett l Arc Worldwide
routine
Routine categories "like groceries should help shoppers:
source local deals
do easy, on-the-spot product comparisons
© 2011 Leo Burnett l Arc Worldwide
fun
Fun categories like sodas and books should give shoppers:
tailored recommendations
hot news and fun ideas
timely deals
reviews that are hard to pass up
© 2011 Leo Burnett l Arc Worldwide
Before you develop your next social shopper program ask yourself . . .
© 2011 Leo Burnett l Arc Worldwide
