social web and the connected consumer: in-store
DESCRIPTION
Kurt Karlenzig, The Marketing Store's SVP, Global Digital shares social media marketing for in-store and shopper marketing with POPAI's Masters Program. The Marketing Store is one of the world's largest brand activation agencies. For more information, visit: http://themarketingstore.com or follow @marketingstoreTRANSCRIPT
POPAI MASTERS SERIES
June 28, 2011
Kurt KarlenzigSVP, The Marketing Store Worldwide
SOCIAL WEBAND THE CONNECTED CUSTOMER
SOCIAL MARKETING FOR BRANDS AND RETAIL
AGENDA
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1. A BRIEF HISTORY LESSONMASSIVE GROWTH AND EVOLUTION
2. EVOLVING Behavior
3. SOCIAL WEB & THE CONNECTED CUSTOMERSOCIAL SHOPPING
4. Marketing Opportunities
5. Q&A
INTRODUCTION
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GLOBAL NETWORK.LOCAL RELEVANCE.
Birmingham, UK | Buenos Aires | Chicago | Hong Kong | London | Paris | Sao Paulo | Shanghai | Sydney | Tokyo | Toronto
The Marketing Store has nearly 1,000 employees on five continents around the globe.
SOCIAL WEB -
HOW IT STARTED
6
February 2006, Forrester Big Idea “Social Computing”
TECH & SOCIAL CONVERGENCE CREATE SOCIAL COMPUTING
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ONLINE ACTIVITY -2010
GOING MOBILE
RAPID SHIFT AND BEHAVIOR CHANGE
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2000 2010
MOBILE GETS SMARTER
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SOURCE- MARY MEEKER- KPCB - FEB 2011
NEW BEHAVIOR
THE SOCIAL WEB IS MOBILE
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Predicted to eclipse fixed internet use by the end of
MOBILE WEB USE
2013
SOURCE- EMARKETER- MARCH 2011
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SOCIAL SHOPPING
1. Shopping Apps and tools
2. Group deals/shopping sites
3. Shopping communities that bring like-minded people together to discuss, share, and shop.
4. Recommendation engines allow shoppers to provide advice to fellow shoppers.
5. Social Shopping Marketplaces which bring sellers and buyers together to connect and transact
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Retailer apps(Walmart, Target, Etc.)
Deal sites(Groupon, Etc.)
Barcode scanners
Coupon apps Price comparison Location-based apps for nearby deals
52%49%
42%
22%37% 34%
SHOPPING MomS & APP USE
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GROUP DAILY DEALS
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SCANNER APPS
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LOCATION BASED SHOPPING
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CROWD PoweredREVIEWs
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SOCIAL CONNECTED SHOPPiNG
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SOCIAL CONNECTED SHOPPNG
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SOCIAL CONNECTED SHOPPNG
GETTING THERE
SOCIAL CONNECTED MARKETING
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Live it- Understand how the social network functions before you build your presence
Stop, Look, Listen to the conversationUse social monitoring tools to capture
data
GETTING STARTED
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Enable discussion, the wall, photos, etc. read and respond to comments
Always be transparent about your role
Create useful apps and experiences that model what friends do naturally – share info, experiences and laughs
Offer a reason to engage and provide value
Plan out how you will get grow a following and get distributed beyond Facebook and Twitter
BUILDING A FOLLOWING
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Q&A
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Follow us on twitter @marketingstore@dkmann
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