Conferenza Plenaria_18 aprile

1. 2013
bcom - E-commerce Innovative US Trends

2. What is driving innovation in the US?
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• Evolution of a customer journey &
multi-screen experience
• Integration of social media into e-
commerce user experience
• Social Communication as CRM
• Evolution of Google and Google+
• The Semantic Web

3. The evolution of the customer journey
• The path to conversion for
customers is not longer a
“funnel”
• Users are following more
of a cyclical journey to
purchase
• Offline experience and
online experience are
merging
• Phases in the journey are
now tied to “experience”
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4. Integration of social into user experience
• API’s are allowing brands to
integrate popular social
networks directly into the
user experience
• Brands are beginning to
utilize social commerce as
an ROI tool and not just
branding
• Technology is allowing us to
integrate social strategy into
the purchase process
• Social Logins (Gigya) are
allowing brands to access
valuable information about
user behaviors and
customize user experience
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5. Social Media as a CRM tool
• Users don’t want to just
listen to brands on social
networks, they want to
interact
• Tools like Spredfast allow
us to listen to users and
take immediate action
• Brands are utilizing social
messaging as online
“customer service”
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6. Evolution of Google+
• Google+ is evolving as a
way for brands to highlight
authority and connect all
profiles within the “social
graph”
• Author rank is evolving as
an important SEO metric
and is driven by Google+
profiles
• Google results becoming
more social with “search
plus your world”
• Google+ local has evolved
an effective tool for local
SEO
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7. The semantic web
• Google is displaying more and more
information on the results page
• Semantic Markup gives brands
opportunity to present more
information than just “meta”
• Semantic Markup also helps to better
organize information for search
engines which benefits SEO
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8. _thank you
toby evers - toby@tobyevers.com
@tobassist
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