According to Gartner, by 2014 social networking services will replace e-mail as the primary vehicle for interpersonal communications for 20% of business uses. Tracking social presence via the number of followers and fans, traffic to web site, social mentions across platforms, share of social conversations and social influence are great ways to measure brand effectiveness – but what comes next? What are leading retailers doing today to mine this platform for actionable insight and truth? And how are they using that insight to meeting their growing business initiatives? Attend this session and learn: 1) Why joining the social media revolution is one of the top 5 ways to avoid losing customers this year; 2) The key data mining techniques and best practices for gaining actionable insight into your customers; and 3) How the right technology platforms can integrate your social media strategy with your overall business goals.

1. Social
Media
for
Retail:
Transla3ng
“Posts”
Into
Profits
Presented by Session sponsored by

2. #CCSeries13
About
CCS
2013
ü 9 Webinars, 4 Days
ü Sessions covering Mobile,
Social, Store Ops,
X-Channel, and more
ü Featuring industry
analysts and consultants
ü Free for Retail executives
www.retailtouchpoints.com/connected-consumer-2013

3. #CCSeries13
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The
Webcast
On
Twi:er
#CCSeries13
@ConnectConsumer
@RTouchPoints

4. #CCSeries13
About
Retail
TouchPoints
ü Launched in 2007
ü More than 25,000 subscribers
ü Provide executives with relevant,
insightful content
ü Free Resources such as White Papers,
E-book, Webinars, Research and
Podcasts
www.RetailTouchPoints.com

5. #CCSeries13
BrightTALK

6. #CCSeries13
Today’s
Panelists
Leslie Belcher
Retail Industry Market
Development Manager
Microsoft
Alicia Fiorletta
Associate Editor
Retail TouchPoints
MODERATOR
George Casey
CTO and SVP,
Marketing
Junction Solutions

9. Facebook
" Worldwide there over a Billion users on Facebook,
" Every 60 seconds on Facebook: 510 comments are posted, 293,000 statuses are updated, and
136,000 photos are uploaded,
" 50% of 18-24 year-olds go on Facebook when they wake up,
" One in five page views in the United States occurs on Facebook.
Twitter
" Twitter has 140 Million active users,
" Sees 340 million tweets per day,
" About half of the world’s Twitter users are from the USA,
" Every second 750 tweets are being shared on Twitter.
YouTube
" More than 1 billion unique users visit YouTube each month,
" Over 4 billion hours of video are watched each month on YouTube,
" 72 hours of video are uploaded to YouTube every minute,
" 70% of YouTube traffic comes from outside the US,
" In 2011, YouTube had more than 1 trillion views or around 140 views for every person on Earth.

12. Increasing Customer Loyalty via Social Media
There are many tactics to choose from, but most effective are those that
create or strengthen customer connections:
" Crowdsourcing
" Online communities or forums
" Coordinated events that bring them together
" Platform to turn loyal shoppers into evangelists
" Gamification (repurchasing and loyalty)
" User-generated content

18. PERSONAL: from
mass merchandise
to personal
merchandise
SEAMLESS: connect
wherever, whenever,
on any device
DIFFERENTIATED:
from standard to
standout
CONNECTED
WITHOUT
COMPROMISE: listen,
learn and respond to
customers
PERSONALLY
RELEVANT: increase
productivity & focus
on customers
AGILE &
OPPORTUNISTIC:
anticipate trends,
stop reacting, start
being strategic
The Dynamic Business

19. © 2013 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista, and other product
names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft
Corporation as of the date of this presentation. Because Microsoft must respond to changing market
conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot
guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT
MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS
PRESENTATION.

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Attitude, Behaviors and Social Media

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Social Media – The Everlasting Frontier
eBook “The Top 5 Ways to Avoid Losing Customers This Year” Retail TouchPoints
& Junction Solutions 2013

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Descriptive Data (Who?)
• Attributes
• Demographics
• Self-reported info
Attitudinal
Data (Why?)
• Opinions
• Preferences
• Needs and
Desires
Interaction Data (How?)
• E-mail/Social Media Transcripts
• Call Center Notes
• Clickstream Analysis
Behavioral
Data
(What?)
• Transactions
• Payment History
• Usage
Information
The New 360-degree View of the Customer
Analytics Magazine “Comprehending the Complete Customer” 2013

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Capturing the Digital Footprint
By adding the “Pin It” button to tens of
thousands of pages, within a few months,
Pinterest became a top 10 referring site for
Sephora.com in 2012.
eBook “The Top 5 Ways to Avoid Losing Customers This Year” Retail TouchPoints
& Junction Solutions 2013

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• Requires a discovery-driven approach
– Need the right “mindset” to be able to solve the
problem efficiently
– Start with the “data story” rather than the business
problem
The Unstructured Data Problem
Analytics Magazine “Comprehending the Complete Customer” 2013

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MINDSET– WHY?
• How to overcome our biases for
structured data?
• Hypothesis vs. discovery-driven
approaches
• What customer problems can we solve
and how?
SKILL SET – HOW?
• Storage
• Manipulation
• Appreciation for quantitative
techniques
DATA SET – WHAT?
• Descriptive data
• Attitudinal data
• Interaction data
• Behavioral data
Hypothesis Models vs. Data-Driven Discovery
Analytics Magazine “Comprehending the Complete Customer” 2013

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Integration, Insight and Action

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The 4 Keys to Integrate Attitude & Behavior
1.)
Behavioral
profiling
of
various
aLtudinal
segments
2.)
Understanding
the
linkage
between
behavioral
and
aLtudinal
data
3.)
Behavioral
segmenta3on
of
the
user
base,
with
an
aLtudinal
validaNon
4.)
Event
triggers
and
longitudinal
analysis
Analytics Magazine “Comprehending the Complete Customer” 2013

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33. #CCSeries13
Q&A

34. #CCSeries13
Panelists
Leslie Belcher
Retail Industry Market
Development Manager
Microsoft
Alicia Fiorletta
Associate Editor
Retail TouchPoints
MODERATOR
George Casey
CTO and SVP,
Marketing
Junction Solutions

35. #CCSeries13
Thank
You
For
Joining
Us
www.retailtouchpoints.com/connected-consumer-2013
Embracing
Analy3cs
To
Boost
Profits
And
Loyalty
Tomorrow, 12 PM ET / 9 AM PT
The next Connected Consumer Series session…