Driving Retail Sales Through Location Based Social Services

Lots of news but what’s the story?

• 96% of all transactions happen offline

• 80% to 90% of Internet users now look online before buying in stores

• PC vs. Mobile

• PC: 70% of users complete search objective -- 1 week

• Mobile: 70% of mobile users -- 1 hour

Courtesy of Greg Sterling. Source: US Census Bureau, 2010, Compete, Yahoo!, BIGResearch, Motorola, BIA, other studies (2007-2010), Microsoft/Keystone Strategy: Mobile Search Behavior Analysis, 2009

It is a battle for the last block

There is a difference between location vs. place

Precision is the key to relevancy

Primary values:

1. What does it mean to others?

2. How can this data make my everyday life more fun or make information to me more relevant?

3. What else can I discover?

Check-ins represent “Foot streams” = The real-world equivalent to the click stream

Relevancy drives disruption

AOL

OvertureSponsore

dKeywords

Google AdWords

Physical World, Social, Mobile

Rel

evan

cy

MARKET D

ISRUPTIO

N

Billions at stake!

2011 will be a defining year

51% by Q3 2011

Value will drive explosive growth.

Top smart phones 6

months ago are now free

Unlimited data for only $25 a month

Some stats to think about…

From PEW research…

• 46% of households earning less than $30,000 a year are wireless Internet users.

• This income group is the fastest growing -- up by 11 percentage points from 35% in April 2009.

• 10% of online Hispanics use check-in services.

High EngagementHigh Reach Community & Programming

USA WEEKEND, Whrrl and Collective Bias teamed up to drive hyper-relevant brand activation in retail venues.

Purpose: Get people out into the stores trying new things

USA WEEKEND MagazineDelivering Ideal Solutions for Shopper Marketing Success

Mass Reach• 22.6 million households every weekend• 48 million readers/shoppers• Delivered in 850+ local newspapers

Quick Audience Cume• 85% cume by Sunday night• 98% cume in first week- 100% cume by week three

Responsive Readers• 94% of readers read USA WEKEEND at home• 85% of readers take action on the products and

services in the magazine• Readers spend an average of 25 minutes with the

magazine

What is Collective Bias?

• One-of-a-kind social media firm

• Builds and fosters closed communities of social media influencers for brands and retailers

• 866 members as of 12/7/2010

• 21.2 MM Followers

• Powering over 110 brand and category sub-groups

• Translating private conversation into public action

Whrrl increases the possibility of finding new experiences - new places to go and things to do.

This is difficult mission. People are so comfortable with what they know. The probability that something new will be better than something you already know is low.

How?

Societies Personalization Algorithms

Experiences

80% of Marie Callender ’s Society members want-to….

People who check in to Walmart, do the the following recommendations…

Marissa Lomas, a Foodie VIP, recommends the following….

People who go to Walmart, go to Murphy USA’s afterwards.

Rewards

Consumers join Societies to exchange recommendations with people with similar passions,

tastes or interests

Family Meals

Check in to discover Societies

Checking in wherever you go, opens the opportunity to join societies, see real world recommendations, participate in contests, and receive special offers

More

Loyalt

y &

In

flu

en

ce

Trend-setter

Maven

VIP

Insider

Rookie

How the game works:

Users earn points for influencing others, via:•Check-ins•Recommendations•Want Tos•Did-its•Sharing

Users level up and earn titles as they gain

points.

Game encourages recommendations, and engagement

RewardsExample: Murphy USA

Brands provide a number

of prizes and an end

date. Whrrl adaptively

calculates odds based on

level of activity and user

level.

Capture the Story: Photos, Notes & Comments

Whrrl users share their real-world experiences out to Facebook and Twitter as

photos and notes. Their friends then comment and “like” their slides - a viral

loop.

When friends are together, they can join their check-ins and connect their cameras!

Meanwhile, on the Web...

Photos and notes are published out to Twitter

and Facebook (not shown)

Whrrl tracks page views

Case Study: Marie Callendar's Family Meals Society

Can ConAgra own Family Meals?

How did it work?

USA WEEKEND Strip Ad drove awareness of program.

How to join…Readers go to whrrl.com/family and unlock the safe to join the Marie

Callender’s Family Meals society

•Users are encouraged to save recommendations they like for future use in store while shopping

•Users are encouraged to share their own recommendations or share recommendations they like with friends

Once you are part of the Society…

Recs Home Page Notifications

Whrrl

Jeanna B. made a rec to Family Meals Society @ Walmart: Make Classic

Backed Corn Pudding. Ingredients cost me $15

Close View

Family Meals Society members could activate at the store

Collective Bias Drove Content

WEEK 1 WEEK 2 WEEK 3 WEEK 4

Group created and seeded community

discussion around family meals

First set of in-store shopping immersions for Marie Callender’s bakes and pies at Walmart stores

nationwide with seeded recommendations in Family

Meals Whrrl Society

USA Weekend ad run and second set of shopping

immersions with continued recommendations in Family

Meals Whrrl Society

Continued Family Meals Whrrl Society discussion and check-in to win at

Walmart

In 30 days, Marie Callender’s Family Meals Society dominated social activity

Brand Social Activity

Stouffer's 1,720

Bertolli 1,147

Sara Lee Desserts 766

Marie Callender's 17,598

Social activity = User driven FB Wall posts, likes, comments, Twitter mentions, Whrrl want-tos, did-its, recommends, shares, check-in plays

Family Meals Society delivering against its objectives

32%Of Society Members choose 8-10 (on 10

point scale)

32%Of Society Members choose 8-10 (on 10

point scale)

52%Of Society Members choose 8-10 (on 10

point scale)

52%Of Society Members choose 8-10 (on 10

point scale)

Did the Family Meals Society help you bring your family together?

(Scale from 1-10)

Would you recommend Family Meals Society to a friend?(Scale from 1-10)

N = 161

Content Aggregation & Re-Distribution

• 7,075 page views on Whrrl stories for second round of shoppers

• 16,485 page views on Whrrl stories over entire Marie Callender’s Family Meals Campaign

• 208,000 monthly page views on blog posts for second round of shoppers

• 254,940 monthly page views on blog posts for entire Marie Callender’s Family Meals Campaign

• 179,300 Twitter impressions for #familymeals to-date

Collective Bias Search Engine Optimization

Collective Bias SEO Metrics

• 2 results on first page Google results for search team “Walmart family meals”

• 2 results on first page Google results for search term “Walmart ConAgra family meals”

• 6 results on first page Google results and 6 results on second page Google results for search term “Marie Callender’s Family Meals”

• 3 results on first page (including first result) Google results for search term “ConAgra Family Meals”

• 5 results on first page (including first and second result) Google results for search term “Marie Callender’s Family”

• 4 results on first page (including first result) Google results for search term “Marie Callender’s Family Bakes”

44%Of Society Members had

never been to Murphy USA before program

44%Of Society Members had

never been to Murphy USA before program

85%Of Society members choose

Murphy USA over another gas retailer because of Whrrl

program

85%Of Society members choose

Murphy USA over another gas retailer because of Whrrl

program

3XWhrrl Society Members are 3X More likely to visit more

than once per week vs average customer.

3XWhrrl Society Members are 3X More likely to visit more

than once per week vs average customer.

Rank #3In 90 days, Whrrl ranked the

3rd most influential channel for driving physical world visits

Rank #3In 90 days, Whrrl ranked the

3rd most influential channel for driving physical world visits

50%Of Society members marked

top 3 box (scale of 1-10) Murphy USA helped them be

more social

50%Of Society members marked

top 3 box (scale of 1-10) Murphy USA helped them be

more social

57%Of Society members marked

top 3 box (scale of 1-10) Murphy USA helped have

more fun

57%Of Society members marked

top 3 box (scale of 1-10) Murphy USA helped have

more fun

Case Study: Murphy USAMore info upon request

QA/Contact us

John KimVP of Products for Pelago@jkimlosangeles

Laura HendricksRetail/Shopper Marketing Manager@laurafromusaw

Brad LawlessDirector of Communications@bradlawless