Shopinomi 2012 Deck
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Transcript of Shopinomi 2012 Deck
Shopinomi is a user generated video site founded to help customers review e-commerce sites and tell their stories for a better online shopping experience.
Shopinomi Market Reach: 9,5$ B
E-Commerce Volume: 12$ B
Online Shoppers: 6 M
Turkey E-commerce Market
http://www.deloitte.com/assets/Dcom-Turkey/Local%20Assets/Documents/turkey_tr_cb_retailsectorupdate_040612.pdf
E-commerce Transactions Through VPOS
milli
on T
L
0
7.500
15.000
22.500
30.000
2005 2011
CAGR=60%
E-commerce is still at a very early stage in Turkey. Below %10 of total population buy online, it is very low compared to UK and US markets.
E-commerce companies need new marketing channels to reach their customers. Google and Facebook dependence is not healthy and profitable.
There isn’t a dedicated platform for e-commerce only. People try to learn other’s experience from Eksisözlük, Blogs and Forums.
Marketing has changed, old fashioned web advertising won’t be giving the same returns as before. It is time to interact and communicate with the customer.
Unbiased platform for customers. Instead of avoiding bad reviews, sites will solve the problem and become more reliable.
E-commerce is expected to grow but it needs to be fueled by e-commerce enabler startups to reach the potential
Current E-commerce Market
Online Shopping Concerns
Payment Habits
Past Negative Experiences
Online Shopping Review Platform Absence
%90 of the population don’t buy online because they have problems with
online shopping
• price sensitivity• delivery issues• quality concerns• product authenticity
Turkish E-commerce Market Problems
E-commerce players can’t just afford to let people struggle to make a decision before buying online
Customer Behaviour
People look for reviews from forums and blogs.
Text reviews has trust issues, customers want to know the reviewer and the product.
Over %90 of shoppers look for online reviews before buying.
Retail site visitors who view video are 85% more likely to purchase than other site visitors.
71% of consumers say that video is the best way to bring product features to life.
90% of consumers watch online video.
57% of consumers say product videos make them more confident in a purchase, less likely to return an item
Future of the Video
Internet video traffic will be 69% of all global
consumer Internet traffic in 2017. -CISCO, 2013
Video Usage on Online Retailer Product Pages
00,20,40,60,8
2005 2009 2010
%73%55
%20
Global consumer Internet traffic in 2017
Other Traffic%31
Video Traffic%69 http://www.cisco.com/c/en/us/solutions/collateral/service-provider/ip-ngn-ip-next-generation-network/
white_paper_c11-481360.html
A platform for online shoppers
only
Located at the last steps of
customer’s decision making
cycle. An unbiased site
built for customer’s benefit
Only video to avoid trust issues
Shopinomi makes a unique place for e-commerce sites to interact with the
customer
Shopinomi Solution
Why would a user upload an unboxing video to Shopinomi?
Maslow’s Hierarchy of Needs
Social reputation is very important and one of the main drivers for people to display themselves.
People actually enjoy giving back to the community. Shopinomi is the perfect place to do that.
• For self-fulfilment: 69% said they share information because it allows them to feel more involved in the world.
• To get the word out about causes they care about: 84% of respondents share because it is a good way to support causes or issues they care about.
• To define themselves to others: 68% of respondents said they share to give others a better sense of who they are and what they care about.
• To bring valuable and entertaining content to one another. A significant 94% of respondents carefully consider how the information they share will be of use to other people
Why would a user upload an unboxing video to Shopinomi?
Current Social Habits: People are already uploading unboxing videos to Youtube, Vine
and Instagram.
Proven Traction: Shopinomi is live on beta, without any incentive and marketing, 50
unboxing videos are uploaded.
Easy Accessibility: Shopinomi has mobile applications which facilitate users to upload
directly from their smart phones.
Value to Users
Viewers Uploaders E-commerce Sites
• Video reviews will help people decide where to
buy• Rating of the videos
determine whether rely on the video or not
• In case of decision, one-click to e-commerce site
in the video
• Share their opinion with public in a very trustable
format• Rate and effect the site’s
overall points• Reach highly relevant
viewers and achieve high engagement
• Become trusted reviewer and effect others
decisions
• Unique data of their customer’s perception
• Direct reach to online shopping community
• High conversion rates than classic marketing
channels• Acquisition of absolute
new users which are not shopping online
Monetization
Membership Affiliate Native Advertising
• Membership of e-commerce sites
• Depending on the need, different packages will be offered
• Only way for e-commerce sites to interact with customers
• Every video page can redirect user to the e-commerce site mentioned in the video
• Revenue per sale or click.
• Benefit of being on the last steps of buying cycle
• The whole audience is actually what e-commerce sites want to target in any marketing channel
• Native ads which doesn’t harm user’s experience
• Cutting edge video ad formats
Risks & Mitigations
Low barriers to entry, potential global competitors can emerge First player to utilize video for review
Youtube, Vimeo, Instagram, Vine can develop rating system for unboxing videos
Incentive for uploaders may be needed for high growth
Charging e-commerce sites may delay depending on the content density
Higher conversion rates than Google and Facebook
Viral growth because of user generated content
Deliver value from the day one, indispensable platform for e-commerce
sector
Marketing Strategy
AcquisitionGoogle AdwordsGoogle RemarketingYoutube TruviewYoutube RemarketingFacebook Newsfeed AdsFacebook Retargeting AdsTwitter AdsTwitter CardsVideo PodcastsStreet InterviewsBlogger Events
ActivationEvent based e-mail marketingRemarketing AdsMobile App Download AdsApplication NotificationsInvitation Only Membership
RetentionInstagram
Youtube
Spotify
Snapchat
Vine
Foursquare
Marketing Strategy
AnalyticsGoogle AnalyticsMixpanelCustomer.ioSegment.ioPrediction.ioVzaar
Shopinomi SEO is naturally strong. For every search term a user looked in Google, Shopinomi will at least show one video result in Google. There are incredible lack of content of e-commerce reviews. Shopinomi infrastructure is made to support and fulfil that opportunity
SEO
State of art analytics tools will be used. Mixpanel, Customer.io, Segment.io, Prediction.io, Google Analytics, Vzaar will enable us to analyse the users behaviours. Shopinomi will provide valuable analytics data to e-commerce sites.
Marketing StrategyU
ser
0
15.000
30.000
45.000
60.000
Months0 3 6 9 123.350
9.30412.73416.50720.65830.246
41.84848.533
55.886
User
Launch First marketing results Non linear growth before 2nd Investment
Thank You
/shopinomi
/shopinomi
/shopinomi
/+shopinomi/company/shopinomi
/shopinomi