Social Media & Retail
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How social media has pushed retailers to innovate beyond customer expectations - getting to customer wants...
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Social Media & Retail
- 1. Where did you Get That? Social Media & Retail - OpenDialogue Inc. Sonia Carreno - @PassageC February 24th, 2010
- 5. Evolution of the Water Cooler Nice Sandals, Nice Shoes, Where’d you get Where’d you get them?? them??
- 7. Where did you get that? ✤ Great Price ✤ Excellent Product ✤ Amazing Value Or ✤ B Slap at the Check Out ✤ Brutal Hair Cut ✤ Fly in your Soup
- 8. Pain & Passion ✤ Identify customer areas of Pain & Passion ✤ Innovate against these areas
- 10. The Formula ✤ Characters/Narrators ✤ Plot – Pain & Passion ✤ Prop/Location/Product
- 11. The Customer is Always Right ✤ The New Financial Report ✤ Measurable “Rightitude” ✤ Net Promoter Scores
- 12. Opportunity Gap What What Consumers Consumers Expect White Space Want • Industry Standards • Game Changers • Me-Too Strategies • Social Objects
- 13. Crowd Gathering in the Social Media Mall
- 14. Signage ✤ Fragmented Signage ✤ How visible are you? ✤ Is your presence aligned with your brand identity? ✤ Search, blogs, yellow pages and community directories ✤ Watered, loved and most importantly burped
- 15. Activity ✤ Listen ✤ Flurries of activity or constant patterns? What is making people talk? ✤ Is there an “active” fan base? ✤ In general, would you come in?
- 16. Who’s on the Floor? ✤ Community Manager? ✤ Reaching out to customers ✤ Understanding point of passion and pain and gaining real insight ✤ Moving from quantifiable to qualitative insights to develop appropriate communication strategies
- 17. What are your Social Objects? ✤ What’s the conversation piece? ✤ How does the “where did you get that” line apply to your social media activity?
- 18. Baggage Please... ✤ Consumers are identifying themselves with more than just brand names ✤ Enabling the answer to “where did you get that?” ✤ “Support Tap Water”, “Down with Typos”. “I just saved a seal” ✤ Consumers are selective about the “bags” they’ll carry.
- 19. 2 Friends? Pishaaaaw... Retailers are Social Networks
- 20. The Killer App
- 23. The Killer App...? Soooo 2010
- 24. But Really...The Killer App(s)...
- 25. 10 Million Customers... Features: - GPS - Shopping List Download - Flyer - Self Scan Items - Fast Pay (COming soon) - Recipes - Product Search
- 26. Communities
- 27. Support Groups?
- 33. In Summary ✤ Retail has only just begun ✤ It’s ok to start with the basics BUT ✤ Customers reveal their personal points of pain and passion - our job is to listen and innovate ✤ The customer is always right...
- 34. Thank You Scarreno@capitalc.ca @PassageC
Editor's Notes
- All Media is Social Media - it’s about communication and we’ve done it for a long time - we’re all pros at this... Water Cooler, Grapevine, Gossip - Hollywood is a great example of this medium - the more we hear about torrid love affairs and head shaving wig outs through gossip circles, the more we want to see the movies or concerts... Turn to Faberge
- Faberge figured this out in the late seventies... What a smart company - not only did they jump on the “organic” bandwagon but their understanding of the social graph - although fairly rudimentary, was bang on... have to play the ad now...
- Two Friends, that’s all it takes...marvelous insight and I’ll bet the VP of sales had an awesome handwritten chart that went along with this ad proposal to show the possible increase in sales if only a customer told two friends... What a great call to action... Let’s pause here and talk a little bit about how things have changed...
- For me, the water cooler represents areas of congregation. People need to drink so they would meet up at these cool water dispensing apps to drink and socialize - well we know that the internet changed all of this?
- Just like water, information is something that we can’t seem to live without and so, Web 2.0 has brought us a ridiculous amount of areas to drink from and chat with other drinkers. The interesting balance between full out communication and a thin veil of anonymity are driving forces - essentially, we’ve all got loose lips now... TITLE OF PRESO
- This question drives a lot of the conversation. This is half of it and the other half is when the user offers it... This normally happens during moments of extremes...
- We can only do this through listening and observation. Aggregate the information and understand what the thematic catalysts are to communication. Because people don’t tend to communicate about experiences unless they hit moments of passion or pain. My latest water cooler experience was in a discussion about bad hair days...