Post on 17-May-2015
description
The Canadian
Social Shopper
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Rosalina Lin-Allen
Director, Client Strategy
Delvinia
www.delvinia.com
Steve Bielawski
eCommerce Practice Director
Tenzing
www.tenzing.com
Presented by: Sponsored by:
Webinar Agenda
• Introduction – Steve Bielawski, Tenzing
• The Canadian Social Shopper - Rosalina Lin-Allen, Delvinia
• Q & A
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
If you have questions during the webinar, please input them in the Q&A panel on the
right side of your screen and we will address them at the end of the presentation.
About Tenzing
Company Highlights
• Founded in 1998, privately owned
• Datacenters: Toronto, Kelowna &
Vancouver, plus 3 separate Operation
Centers for 24x7x365 support
• 450 customers (15% in US and abroad)
• Consistent double digit growth: last 5 years
Tenzing
Data Centers
Production
EnvironmentsDisaster Recovery
Environments
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
• Consistent double digit growth: last 5 years
• Profit 200 Ranking – 6 years in a row
• 80 employees (75% dedicated to service delivery)
EMEAAPAC
Business Focus: Managed IT Services
• Ecommerce Platform Solutions (mid/enterprise)
• SaaS solutions
• Web Collaboration Solutions
Ecommerce IT Infrastructure –
Example
Typical Mid Market
Ecommerce IT Infrastructure
Ecommerce Phases
Provision
Design
Deploy
Example >>>
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Deploy
Test
Production
Fees
One Time Set Up Fee
36 Monthly Payment Plan
Your Online Store
Is Open: 24 x 7 x 365
Ecommerce Managed ServicesWe Focus On This So You can Focus On This
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Sample Tenzing Clients
Ecommerce Enterprise WebSoftware-as-a-Service
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
We are a
Digital Strategy & Customer Experience Design firm.
Help companies connect with their customers
by turning data into actionable experiences
that drive business results.
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Delvinia’s Digital Strategy group is expert in helping organizations to
Delvinia’s team of experienced designers will leverage the digital
The Delvinia Insights group offers expertise in a comprehensive
Strategy DesignInsightInsight
Our Capabilities.
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
expert in helping organizations to identify key trends and competitive threats in the digital landscape, evaluate their current digital presence, and establish a strategic plan and roadmap to ensure their success.
designers will leverage the digital strategy and employ various user centered design methodologies and tools to create the most engaging customer experience while achieving your business objectives.
expertise in a comprehensive repertoire of qualitative and quantitative research methodologies critical to understanding the digital universe today.
▼ ASKINGCANADIANS | VOICE OF THE CUSTOMER SOLUTIONS
Full service online survey programming & hosting
Online Panel Development and Hosting
Custom Recruitment
AskingMedia Data Capture Tools
Digital Mosaic Segmentation
Social PRIZMC2
Online Research Community
160,000 Members
Canadian Social Shopper Behaviours
Social Shopping Trends
Agenda
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Approach to Social Shopping
23%23%
Why Brands Should Care About Social Media
(source: AC Nielson, Sept 2011)
average time Canadians spent on Facebook per month
Internet traffic goes to social media sites
21h21h
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Facebook traffic surpassed that of Google’s in the U.S. Feb’10 Feb’10
average time Canadians spent on Facebook per month
(source: Facebook, June 2011)
21h21h
(source: Socialnomics)
From Links to Likes
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Social Media Impact on Content Consumption
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Social Media Impact on Shopping
69.2%69.2%
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Check ratings and reviews as part of their shopping process.
69.2%69.2%
Source: , Nov 2011, n=956
Social Enables New Business Models
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Social Networks in Brick-and-Mortar
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
SearchBlogs,
Ratings & My
Social My
Social Used Throughout the Shopping Process
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Word of Mouth
RESEARCH PURCHASE POST PURCHASE
Search
Product Sites
Ratings & Reviews
Product Social Site
Social Sphere
Brick & Mortar
Brick & Mortar
Blogs,
Ratings & Reviews
Product
Social Site
My Social
Sphere
Product
Sites Product Sites
Social Sphere
25.9%
28.2%
69.2%
Check the retailer/brand social
media page to help make
decision
Read blogs relating to the
product or product category
Check ratings for a particular
product on a retailer/brand site
The Stats
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
5.6%
10.3%
17.8%
25.9%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Post a picture of the product on
a social network site and ask
your friends for opiniions
Interact with the retailer/brand
through their social media page
to help make decision
Email friend(s) to seek their
opinion on a particular
purchase decision
decision
Source: , Nov 2011, n=956
What to Expect
Mainstream Canadians are in early ‘utility’ phase.
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Security & privacy concerns
act as barriers to do more
Declining concern but still
reluctant to transact
Can live with the security and
privacy risks relative to the
value
CORE
CONSUMER
ACTIVITIES
CONSUMER
CONCERNS
Research information
Interactive content
Start integrate social more
into their daily lives
Use more for info & utility
Main Stream
Comfortable and expect social
to be part of the transaction
experience
TransactionInformation Utility
Social technology enhanced shopping experience
Ratings & Reviews E-commerce in Social Networks
Social Commerce
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Social Component in E-commerce Sites Social Technology in the Brick and Mortar Environment
E-commerce in Social Networks
2.7%2.7%have purchased products via Facebook
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
have purchased products via Facebookwhile 28.7% will consider purchasing products via a brand/retailer Facebookpage in the near future
(source: , Nov 2011, n=977)
E-commerce in Social Networks
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
What is the approach to meet the needs of social shoppers?
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
What is the approach to meet the needs of social shoppers?
Step 1: Listen
Approach
Understand how your target audience
Followed or friended a brand/ retailer social media page
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Understand how your target audience interact with your category & brand on social media in their shopping process.
Source: Nov 2011, n=1005
Step 2: Define Strategy
Approach
Identify sweet spot for your brand
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Identify sweet spot for your brand & category.
Establish key performance indicators.
Step 3: Cultivate the Community
Approach
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
the CommunityTop 3 reasons consumers engage with brands
1. Learn about discounts & deals
2. Find out about the latest products & events
3. Get opinion/advice from other consumers
Source: , Nov 2011, n=1,005
37% has unliked or stopped following a branded social media site in the past month.
Step 4: Experiment
Approach
Keep trying new things.
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Keep trying new things.Get customer input - social media is a forum for a two-way dialogue.
Step 5: Measure
Approach
Measure against your key
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Measure against your key performance indicators.
You can’t improve upon what you can’t measure.
$1M$1M USDUSD
Some Results to Date
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Revenue Dell claims via Twitter
sales alert. (Dec 2008)
$65M$65M
Some Results to Date
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Drop in Netflix share value when Warner opened a Facebook movie rental (streaming)
service
Future Shoppers
85%85% 330330 50,00050,000
The future social shoppers are a lot more social network savvy than the mainstream consumers today.
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Teenage girls use their friends & peers as a source of trend information and 45% seek the opinion of those same groups when purchasing
clothing or footwear.(Source: eMarketer, Nov 2010)
Number of retailers who have opened a facebook store with
Payvment
Average number of Facebook friends each Canadian
between the ages of 13-24 has, compared to an average of 225 for all demographics
(50% more).(Source: Facebook, June 2010)
Other Great Resources
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
40%85%
Past Webinars
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
40%of Canadian smartphone owners
have used their phone in the
process of shopping.
85%of Canadian consumers
research price online as part of
their shopping process.
Download the
Canadian Multichannel Shopper Canadian Multichannel Shopper Canadian Multichannel Shopper Canadian Multichannel Shopper WebinarWebinarWebinarWebinar
http://www.slideshare.net/delviniainteractive/the-canadian-multichannel-shopper
Download the
Canadian Mobile Shopper Canadian Mobile Shopper Canadian Mobile Shopper Canadian Mobile Shopper WebinarWebinarWebinarWebinar
http://www.slideshare.net/delviniainteractive/the-mobile-
shopper
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Presented by: Sponsored by:
Rosalina Lin-Allen
Director, Client Strategy
Tel.416-364-1455 X271
Email. rlinallen@delvinia.com
www.twitter.com/rlinallen
www.linkedin.com/rlinallen
Delvinia
www.delvinia.com
Steve Bielawski
eCommerce Practice Director
Tel. 877-767-5577 x436
Email. steve.bielawski@tenzing.com
Tenzing
www.tenzing.com