"The Social Consumer: Who Are These People and Why Are You Ignoring Them" by Marcus Whitney

THE SOCIAL CONSUMER
WHO ARE THESE PEOPLE
AND WHY ARE YOU IGNORING THEM?

® Copyright 2011 Moontoast, LLC. All Rights Reserved

The following slideshow was presented by Moontoast’s CEO
Marcus Whitney at

Murmuration 2012
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People are spending more time on social
networks than ever before

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3 | Copyright 2012 Moontoast, LLC. All Rights Reserved 2011 Moontoast, LLC. All Rights Reserved
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THE SOCIAL CONSUMER
2011 Social Commerce Study Top Findings

77% 42%
Online adult population
Consumers who have
proactively “followed” a
on social networks
retailer

6.3
Number of retailers ‘followed’ by
1/3
Consumers who said they
the average consumer would shop directly on Facebook

Source: 2011 Social Commerce Study, May 2011, a study by comScore, Inc., Social Shopping Labs, and Shop.org

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Moontoast sees the opportunity
for your brand.

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At Moontoast, we envision a world where
brands are empowered to deliver happiness
to consumers by social design and robust
technology.

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What we’re doing about it…

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Our mission is to create the best technology
in the world for brands to leverage the
social revolution, creating and growing
valuable relationships with their consumers.

10 | Copyright 2012 Moontoast, LLC. All RightsCopyright 2011 Moontoast, LLC. All Rights Reserved
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Brands that LOVE their fans get
it.
They roll with us.


Brands who depend on their fans
are choosing Moontoast
to capture the
Social Commerce Opportunity.

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But we were still speaking another language

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Unique Value Proposition

We realized about 3 months ago, something
was missing. We couldn’t tell our story in the
terms that were left from the old web.

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Unique Value Proposition

For example, look at the word: Conversion
con·ver·sion [kuhn-vur-zhuhn, -shuhn] Noun

1. the act or process of converting; state of being converted.
2. change in character, form, or function.
3. spiritual change from sinfulness to righteousness.
4. change from one religion, political belief, viewpoint, etc., to another.
5. a change of attitude, emotion, or viewpoint from one of indifference,
disbelief, or antagonism to one of acceptance, faith, or enthusiastic
support, especially such a change in a person's religion.

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A little strong isn’t it? I mean, it’s just marketing.

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The Social Commerce Truths.


People aren’t supposed to be pushed
through a funnel.

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Traffic sucks.
No one wants to be converted.
People just want a good deal from a great brand.

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Social Commerce isn’t just a strategy…

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The Realization


We realized the Social Revolution for brands
is not about traffic & conversion.

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We realized the Social Revolution for brands
is not about traffic & conversion.

It’s about…

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Relationships

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Relevancy

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Results

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Return on Fan


Return On Fan™
is the quantitative and qualitative measurement
of the impact that a fan has on a brand in the
Social Web.

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All Fans are not created equal.

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Measure appropriately, build up the valuable relationships.

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Your Brand’s Ability to Relate Directly Impacts
Your Impressions

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In Social, Pay for play is not
as effective as authentic
relationships, and the rules
of that game is EdgeRank

1. Affinity: If you spend more time
talking with certain friends on
Facebook by posting to their wall,
your affinity with those friends will
be stronger.

2. Weight: Weight is essentially the
level of interaction a piece of
content gets (for example, likes and
comments).

3. Time Decay: Over time a post’s
relevance decays, thus making it
less important and pushing it down
the feed.


P&G Found Out: Social Saves Ad Dollars.

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BUILDING RELATIONSHIPS
One post at at time.

People are 40-150 times
more likely to consume
brand updates in the news
feed rather than on the
brand page itself.

POSTS PAGES
On average, expect 3% of your community 96% of fans who like a brand never return to
to interact with your posts through likes, the page, rather they consume updates
comments, shares, etc. through the news feed.

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The Return on Fan™ Activation Lifecycle

1 Discovery 2

Endorsement Interaction

4 Transaction 3

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Uh Oh… Don’t Piss Off the Social Media Police!!!

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CMO Council and Lithium Study

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Here’s what we (CMOs) think they want…

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They don’t care about the content. Give them the promos!

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Your Brand lives everywhere, not just
your website. TransAct like it.


Engage and Transact Where The Fan Is –
Distributed Social Commerce takes commerce to the fan,
maximizing engagement and transactions at the point of impression.

Affiliate
Social •Contextual offers on
• Where fans connect
with the brand
BRAND partner sites
•Turn Fan and Affiliate
• Impulse purchases OFFER Sites into Fan Stores
• Co-Brand Stores to
from Social prompts
• Built to be viral add value to Affiliate
Sites

Mobile Ad
•QR Codes, SMS
Messages, Social Apps Networks
and Check-In Apps • Transactional Ads
• Leverage GPS for • Improved Conversion
local context in and ROI
commerce •Publishers keep fans
engaged

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Moontoast
SOCIAL ACTIVATION
ENGINE


Fan Activation For Everywhere Your Brand
Lives

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How Moontoast Social Activation Engine Works
Moontoast Social Activation Engine

Insights Influence Next Offer

Social Apps:
Social
Social Stores Engagement Apps
AdStores
PopUp Stores
Digital Promos
Standard Analytics
Email Rewards
Contests
Audio & Video
Surveys
Mobile Brand Offers: Brand Fan Social Analytics:
Products, Content, Rewards Locations/Channels: Transactional Data, Number of Likes
Donations, Videos, Music, FB, Twitter, YouTube, Shared Stores, Top Selling Campaign
Messages, Images, Coupons… Websites, Blogs, Content Most Popular Product, Registrations,
networks, Communities, Downloads
Portals, Mobile

Social Commerce Apps
Premium Analytics
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Takeaway Time


Three Disruptive Takeaways

1. Every Social Channel is a Loyalty Channel for your
brand (this includes content networks with comment
boards)

2. Stop comparing the sales you get in those channels to
your email / website sales. This is about Relationship
Building.

3. Transact everywhere (not just financially) to start to
measure your Return on Fan™.

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Thank You!

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"The Social Consumer: Who Are These People and Why Are You Ignoring Them" by Marcus Whitney

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