"the social consumer: who are these people and why are you ignoring them" by marcus...

® Copyright 2011 Moontoast, LLC. All Rights Reserved

THE SOCIAL CONSUMER WHO ARE THESE PEOPLE AND WHY ARE YOU IGNORING THEM?

The following slideshow was presented by Moontoast’s CEO

Marcus Whitney at

Murmuration 2012

2

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® Copyright 2011 Moontoast, LLC. All Rights Reserved 3 3 | Copyright 2012 Moontoast, LLC. All Rights Reserved

People are spending more time on social

networks than ever before


THE SOCIAL CONSUMER

77% 42%

1/3 6.3

Online adult population

on social networks

Consumers who said they

would shop directly on Facebook Number of retailers ‘followed’ by

the average consumer

2011 Social Commerce Study Top Findings

Source: 2011 Social Commerce Study, May 2011, a study by comScore, Inc., Social Shopping Labs, and Shop.org

Consumers who have

proactively “followed” a

retailer


Moontoast sees the opportunity

for your brand.

® Copyright 2011 Moontoast, LLC. All Rights Reserved 8

At Moontoast, we envision a world where

brands are empowered to deliver happiness

to consumers by social design and robust

technology.

8 | Copyright 2012 Moontoast, LLC. All Rights Reserved

® Copyright 2011 Moontoast, LLC. All Rights Reserved 9 | Copyright 2012 Moontoast, LLC. All Rights Reserved

What we’re doing about it…


Our mission is to create the best technology

in the world for brands to leverage the

social revolution, creating and growing

valuable relationships with their consumers.



Brands that LOVE their fans get

it.

They roll with us.


Brands who depend on their fans

are choosing Moontoast

to capture the

Social Commerce Opportunity.


But we were still speaking another language



Unique Value Proposition

14 14 | Copyright 2012 Moontoast, LLC. All Rights Reserved

We realized about 3 months ago, something

was missing. We couldn’t tell our story in the

terms that were left from the old web.


Unique Value Proposition


For example, look at the word: Conversion

con·ver·sion [kuhn-vur-zhuhn, -shuhn] Noun

1. the act or process of converting; state of being converted.

2. change in character, form, or function.

3. spiritual change from sinfulness to righteousness.

4. change from one religion, political belief, viewpoint, etc., to another.

5. a change of attitude, emotion, or viewpoint from one of indifference,

disbelief, or antagonism to one of acceptance, faith, or enthusiastic

support, especially such a change in a person's religion.


A little strong isn’t it? I mean, it’s just marketing.



The Social Commerce Truths.


People aren’t supposed to be pushed

through a funnel.


Traffic sucks.

No one wants to be converted.

People just want a good deal from a great brand.


Social Commerce isn’t just a strategy…


The Realization


We realized the Social Revolution for brands

is not about traffic & conversion.



We realized the Social Revolution for brands

is not about traffic & conversion.

It’s about…



Relationships



Relevancy



Results



Return on Fan


Return On Fan™

is the quantitative and qualitative measurement

of the impact that a fan has on a brand in the

Social Web.



All Fans are not created equal.



Measure appropriately, build up the valuable relationships.



Your Brand’s Ability to Relate Directly Impacts

Your Impressions


In Social, Pay for play is not as effective as authentic relationships, and the rules of that game is EdgeRank

1. Affinity: If you spend more time talking with certain friends on Facebook by posting to their wall, your affinity with those friends will be stronger.

2. Weight: Weight is essentially the level of interaction a piece of content gets (for example, likes and comments).

3. Time Decay: Over time a post’s relevance decays, thus making it less important and pushing it down the feed.


P&G Found Out: Social Saves Ad Dollars.



BUILDING RELATIONSHIPS

POSTS On average, expect 3% of your community

to interact with your posts through likes,

comments, shares, etc.

One post at at time.

PAGES 96% of fans who like a brand never return to

the page, rather they consume updates

through the news feed.

People are 40-150 times

more likely to consume

brand updates in the news

feed rather than on the

brand page itself.


The Return on Fan™ Activation Lifecycle

Discovery

Interaction

Transaction

Endorsement

1

3

2

4



Uh Oh… Don’t Piss Off the Social Media Police!!!



CMO Council and Lithium Study



Here’s what we (CMOs) think they want…



They don’t care about the content. Give them the promos!



Your Brand lives everywhere, not just

your website. TransAct like it.


Engage and Transact Where The Fan Is –

Distributed Social Commerce takes commerce to the fan,

maximizing engagement and transactions at the point of impression.

Social • Where fans connect

with the brand

• Impulse purchases

from Social prompts

• Built to be viral

Affiliate •Contextual offers on

partner sites

•Turn Fan and Affiliate

Sites into Fan Stores

• Co-Brand Stores to

add value to Affiliate

Sites

Ad

Networks • Transactional Ads

• Improved Conversion

and ROI

•Publishers keep fans

engaged

Mobile •QR Codes, SMS

Messages, Social Apps

and Check-In Apps

• Leverage GPS for

local context in

commerce

BRAND

OFFER


Moontoast SOCIAL ACTIVATION

ENGINE


Fan Activation For Everywhere Your Brand

Lives


How Moontoast Social Activation Engine Works

45

Brand Fan Locations/Channels:

FB, Twitter, YouTube, Websites, Blogs, Content networks, Communities,

Portals, Mobile

Social Analytics: Transactional Data, Number of Likes Shared Stores, Top Selling Campaign Most Popular Product, Registrations,

Downloads

Brand Offers: Products, Content, Rewards Donations, Videos, Music,

Messages, Images, Coupons…

Social Apps: Social Stores

AdStores PopUp Stores Digital Promos Email Rewards

Contests Audio & Video

Surveys Mobile

Insights Influence Next Offer

Moontoast Social Activation Engine

Social Engagement Apps

Social Commerce Apps

Standard Analytics

Premium Analytics


Takeaway Time


Three Disruptive Takeaways Three Disruptive Takeaways

1. Every Social Channel is a Loyalty Channel for your

brand (this includes content networks with comment

boards)

Three Disruptive Takeaways



boards)

2. Stop comparing the sales you get in those channels to

your email / website sales. This is about Relationship

Building.

Three Disruptive Takeaways



boards)

2. Stop comparing the sales you get in those channels to

your email / website sales. This is about Relationship

Building.

3. Transact everywhere (not just financially) to start to

measure your Return on Fan™.

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"the social consumer: who are these people and why are you ignoring them" by marcus...

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