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Tasting a Digital Tomorrow - Talk on Social Commerce

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An introduction to changes in travel and shopping behaviour, driven by widespread mobile and social adoption. Includes case studies on Burt's Bees (O2O marketing triggered by changes in weather), Starbuck China (social gifting), and Maersk shipping (content marketing).

Talk by Napoleon Biggs, presented to Puratos Group at the launch of their Asian Development Centre in Hong Kong on Wednesday 1st March, 2017

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Tasting a Digital Tomorrow - Talk on Social Commerce

  1. 1. Tasting a Digital Tomorrow It’s all about the Ingredients! Presented by Napoleon Biggs (@webwednesday) 1st March, 2017
  2. 2. Let’s start with a game! Please all rise! I will call out a list of digital behaviours. If you don’t do it, then please sit down… …and remain seated!
  3. 3. Let me take you on a journey…
  4. 4. Find good deals
  5. 5. Prepare for the trip
  6. 6. Plan my itinerary
  7. 7. Share the Love!
  8. 8. AND I’M NOT THE ONLY ONE….
  9. 9. Hong Kong 42 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS MILLION MILLION MILLION MILLION MILLION URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION: JAN 2017 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. HONG KONG 7.37 6.26 5.50 12.18 4.90 100% 85% 75% 165% 66%
  10. 10. 61 PERCENTAGE OF THE POPULATION USING MOBILE MESSENGERS PERCENTAGE OF THE POPULATION WATCHING VIDEOS ON MOBILE PERCENTAGE OF THE POPULATION PLAYING GAMES ON MOBILE PERCENTAGE OF THE POPULATION USING MOBILE BANKING JAN 2017 MOBILE ACTIVITIESSURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY PERCENTAGE OF THE POPULATION USING MOBILE MAP SERVICES SOURCES: GLOBALWEBINDEX, Q3 & Q4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. 72% 81% 60% 47% 65% Hong Kong
  11. 11. 62 SEARCHED ONLINE FOR A PRODUCT OR SERVICE TO BUY VISITED AN ONLINE RETAIL STORE PURCHASED A PRODUCT OR SERVICE ONLINE MADE AN ONLINE PURCHASE VIA A LAPTOP OR DESKTOP COMPUTER JAN 2017 E-COMMERCE ACTIVITIES IN PAST 30 DAYSSURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY MADE AN ONLINE PURCHASE VIA A MOBILE DEVICE SOURCES: GLOBALWEBINDEX, Q3 & Q4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. 73% 59% 59% 43% 39% Hong Kong
  12. 12. Hong Kong 56 JAN 2017 MOST ACTIVE SOCIAL MEDIA PLATFORMSSURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY SOCIAL NETWORK MESSENGER / CHAT APP / VOIP SOURCES: GLOBALWEBINDEX, Q3 & Q4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. 72% 69% 64% 42% 40% 33% 29% 25% 24% 20% 20% 17% FACEBOOK YOUTUBE WHATSAPP FB MESSENGER INSTAGRAM WECHAT GOOGLE+ LINE TWITTER SINA WEIBO LINKEDIN SKYPE
  13. 13. China 34 JAN 2017 MOST ACTIVE SOCIAL MEDIA PLATFORMSSURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY SOCIAL NETWORK MESSENGER / CHAT APP / VOIP SOURCES: GLOBALWEBINDEX, Q3 & Q4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. 62% 48% 47% 45% 34% 31% 21% WECHAT YOUKU QZONE SINA WEIBO TUDOU TENCENT WEIBO RENREN
  14. 14. SO WHO’S DOING IT WELL?
  15. 15. • Complete sell-out of 1,000 samples within 45 minutes of launch! • Over 2,000 customer records collected, including verified mobile number and email address. • Reduced sample wastage by ensuring 100% product redemption. • Boost in footfall to Burt’s Bees outlets where staff cross-sold seasonal Christmas gift packages. Burt’s Bees Taps into O2O Hong Kong turns cold! Timely offer on Facebook Drives extra footfall to stores
  16. 16. Starbucks Social Gifting “用星说” (Say it with Starbucks) New social gifting feature on Weixin (WeChat). Buy a coffee for a friend via WePay and send a digital gift card (image or video). Your friend redeems at any Starbucks stores in China.
  17. 17. Maersk Content Marketing Maersk generated 150 business leads from a social media campaign, using compelling images to tell the story of how its shipping containers navigate the frozen Baltic Sea. Interested parties downloaded a brochure about the company’s anti-freeze services and became “hot leads” for the local sales people to contact.
  18. 18. Influencer Marketing • Papi Jiang (papi酱): 17M Weibo followers. • Short video skits reached more than 290M views. • Sold ad slot on auction to Lily & Beauty cosmetics for RMB22M (US$3.4M)! • Now being usurped by live video streaming KOLs • Selling product directly on Taobao • Rejuvenating Weibo!
  19. 19. Digital Trends for 2017 HOOTSUITE’S PERSPECTIVE: 2017 TRENDS Social catches up with search for discovery. Search is still king for helping consumers research and evaluate products and services, but social is starting to rival search for discovery, especially among younger buyers. Social commerce shows new promise. Social commerce has been hyped before. However, adoption in APAC and new features by Instagram and Pinterest makes this an inevitable evolution in consumer behaviour on social. Dark social rising. Fueled by mobile and messaging, dark social is gaining ground. Dark social is critical for marketers to understand, as if you only track social traffic with traditional web analytics, you’re drastically underreporting the value that social delivers to your business. Video ignites social advertising. Last year, we saw the domination of social video. The next evolution is to combine the emotional power of social video with the scale and reach of social advertising. Organisations turn to connected workforces. Organisations are increasingly investing in the online reach and customer influence of their workforces with employee advocacy, social selling, and digital skills training. Click here to download our 2017 Social Media Trends Toolkit to
  20. 20. The Future is here!
  21. 21. Useful Resources A good book A useful website (+ podcast) A community of digital innovators & marketers
  22. 22. Thank you! 谢谢!

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