My preso at Social Shopping forum in Stockholm in May 2011.

1. What do you want to buy?
Kristian Luoma, VP Product - Wantlet, @kluoma, kristian@wantlet.com
17th May, 2011 - Stockholm

2. Wantlet Ltd.
Founded 2007, funded in 2009
Wantlet.com launched in SXSW
2011
Headquartered in Oulu, Finland
Branch offices in Helsinki and New
York, USA
Team of 13 consisting of ex-Nokia,
ex-MTV Networks, ex-Sony, etc.
employees.

3. Idea?

4. Ads are annoying

5. desirable!
Ads are annoying

6. desirable!
Ads are annoying
.. when displayed in the right context.

7. “Social Commerce”
.. is anything and everything during shopping lifecycle
that uses friends’ relayed trust to drive commerce.
Inspiration Decision Buying Remorse
“Shopping Lifecycle”

8. Inspiration Decision Buying Remorse
Product 38% Ratings and
Questions Reviews
bookmarking and Answers 20%
30% Co-shopping Shopping
Wishlists and & Browsing
Sharing history
37%
Retailers considering to use in 2010.
Mainstream by 2013.

9. Our Mission: Solve the
“Shopping Planning” Problem.
Inspiration Decision Buying Remorse
“Shopping Lifecycle”

10. Friends from
Facebook &
Twitter. People nearby.
Ronny knows:
Cheapest at Leicester Square!
Tim says: We will rock you was good!
”John wants to buy Hockey Game
John wants to go to
a theater show in
tickets near Bratislava”
London
Brands,
Experts. publishers, retail.
James says: I loved the opening
night for “we will rock you”. Just now, a great deal!
I wonder if Brad is still playing in the
crew?

11. Friends from
Facebook & People nearby.
Twitter.
By sharing Wants in
Wantlet, you’ll be ”John wants to buy Hockey Game
tickets near Bratislava”
connected to those
who can help you
out when buying! Brands,
publishers,
Experts. retail.

12. Our brains
react to friends
differently

13. We trust Friends more than anything!
Advertisement Experts Friends
33%
90%
59%
http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/

14. 1. Ads as info
2. Connect through Wants
3. Friends trust, familiar face

15. How?

16. Want, then get advice & deals
1. Sign-up with 2. Write or Find
Facebook what you want
3. Share to Facebook/Twitter, get
answers and recommendations
from friends, experts + great deals
4. Wants saved in
your shopping lists

17. Want, then get advice & deals
1. Sign-up with Wishlists and
2. Write or Find
Product
Facebook
Sharing
what you want
bookmarking Questions
3. Share to Facebook/Twitter, get
answers and recommendations
and Answers
from friends, experts + great deals
4. Wants saved in
your shopping lists
Inspiration Decision Buying Remorse
“Shopping Lifecycle”

18. On mobile as well

19. Helping decide: Which one would you recommend?

20. White-label solution for retailers and brands
Product Sharing to
Customizable Social Facebook, Twitter
Wish List solution
Re-targeting
tools

21. Case: Toronto Fashion Week by LG

22. “Eight SXSW start-ups that AdAge can love
”
“Wantlet Helps Consumers get Recos and Second
Opinions on What They Want
”

23. Future?

24. For consumer?

25. Perfect blend:
Social Graph +
Taste Graph +
Interest Graph
= Imagine
Coffee Table
Talk, but
Digital.

26. 2009, SOCIAL GAMES
> 600 Millions revenue 2009, known for “FarmVille”,
“CityVille” (22 million users in 2 weeks)
zynga
foursquare
2010, SOCIAL ?
2011, SOCIAL
LOCATION
Won SCVNGR and Gowalla in 2010 facebook SHOPPING
Location Check-in Race Who will win it?

27. For advertiser?

28. Ad in wrong context is
Noise
Avg. CTR
FB Banners Google
0.05% 0.1-0.2% 0.5-1%

29. Ad served as information context is ...
Information!
Avg. CTR
FB Banners Google
0.05% 0.1-0.2% 0.5-1% 8%

30. It’ll be simpler and more effective
(target people who want your product)
is “-targeting
“I sell th

31. Summary

32. Idea? How? Future?
Graphs Blend: Social +
1. Facebook Login Taste + Interest = New Cafè.
2. Want / List Simpler life for all,
3. Recommend / Share especially for retailers.
4. Comment / get deals
1. Ads as info
2. Connect through Wants
3. Friends trust, familiar face

33. Thanks!