netgain7 conference 2013
DESCRIPTION
Discussion of social commerce engines and their impact on the future market research industry.TRANSCRIPT
Social Commerce
Engineswill power Next Gen market research…
omni
-cha
nnel
social marketing
Iterative & Accessible
Reciprocity
Trusting Anonymous SourcesZmotInformation
Culture
mob
ile
Meet JanePower of Social Data
https://www.youtube.com/watch?v=9BNYvnsfkGAMeet Jane (the power of social media)
ProductExperience
Public Display
Internal Use Only
ROI of Product Experience
Social Commerce EngineICEBERG
retailZ.com
ZX.combrandQ.com
brandY.com
buildS.comnewretail.com Websites
Product PagesReviews/Comments
Q&AStories
What you see …
What you don’t see …
BehaviorCustomer Profiles
Purchase DataProduct Data
Social Commerce EngineNETWORK
Social media monitoring …<< scrape – report >>
What SMM misses:• Non-public UGC• SKU level• Behavioral data• Purchase data• Network effect
Ratings & ReviewsQ&A
Product Stories
Web AnalyticsPost Purchase Email
Campaigns
Online Check Out
Loyalty Programs
Connecting Consumers With Products
CRMsCEIn-store Purchase
Using sCEs - Early Hints
Nexxus
3M
Cabela
3M Dish Wand Fix
3M Scissors Messaging
Cabela’s Pant Design
New product polarizes segments
Nexxus Product Testing
Recruiting advocates to test new products…
NEW RESEARCH LANDSCAPE
Social commerce engines are creating a …
How Big is Big?BV Network Totals for November 2012
Note: totals do not include legacy clients.
Visitors Impressions Served
350 Million 16 Billion
Products Covered Number of Reviewers
70 Million 65 Million (cumulative)
Consumer-Product Universe
Transacted/PurchasedCreating Reviews
Answering Questions
Considering ProductsBrowsing Web
Reading Reviews
New Product Experience Data
New Purchase Funnel Data
Conventional Survey Samples
Integration & Big Data
Read/Write Ratings & Reviews Read/Write Q&A
Read/WriteProduct Stories
Websites I visited Contacted after buying
Actions taken
My loyalty programs
My profilesCEMy in-store purchases
Richer Product Experience
Theme/Function/Characteristic
Positive
Negative
Anger
Satisfied
Excited
Frustration
Product Experience Calls to Action
Action
Recommend
Reject
Alternative
Consider
Buy
Discredit
Narrative
Building Narrative Based Metrics
Next Gen MR• Broaden Reach• Richer Natural Product Experience• Extensive X-Market Comparison• SKU-level analysis• Detailed Behavioral Patterns
MR Expertise …• Generalization (e.g., weighting)• MR assets (e.g., segmentations)• Consumer modeling
THANK YOU
R. Scott Evans, PhD, [email protected]