will social serve as the tipping point for commerce (oracle open world 2015)

Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |

Will Social Serve as the Tipping Point for Commerce?

Bill Hobbib, VP Product Marketing: Commerce and Social

Mary Tarczynski, CMO, Ditto Labs

Oracle Confidential – Internal/Restricted/Highly Restricted

Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

70% of Fortune 500 firms in 1990 are gone today, and 50% are gone since 2000

Very few retailers survive beyond a decade

Iconic brands disappear

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

The buyer is in control.

(But you‘re often still marketing, selling and servicing as if this wasn’t true.)


$327 billion will be spent online by U.S. consumers in 2016

74% of consumers rely on social media to guide their purchases

43% of consumers are more likely to buy a new product when learning about it on social

60% of SMBs say they’ve gained new customers through their social media efforts

State of Social Commerce

Oracle Confidential – Internal/Restricted/Highly Restricted 5


Share of Social Generated E-Commerce Revenue



Growth Rate of Social Media Fan Base


Source: “Has Social Commerce Reached a Tipping Point” (Retail Touchpoints Survey report: 2014)


Impact of Social on Commerce Sales: Today vs 2018

None less than 5%

5-10%

11-20%

21-30%31-40%

41-50%

51-75%

76-90%

More than 90%

Noneless than

5%

5-10%

11-20%

21-30%

31-40%

41-50%

51-75%76-90% More

than 90%

What % of Sales Do You Attribute to Social Commerce?Today By 2018



Do You Have a Social Commerce Strategy in Place?


72%

21%

70%

Yes

No, but plan toaddNo

If “no”, what is preventing your organization from investing in social commerce? (check all that apply)

4%

22%

33%

41%

48%

0% 10% 20% 30% 40% 50% 60%

Not relevant to our targetaudience

Lack of internal expertise todevelop Social Commerce…

Budget constraints

Other priorities take precedence

Still working to perfect our e-Commerce Strategy



Top 400 retailers earned $3.4B from social shopping in 2014.Up 26% from 2013, vs 16% growth rate for overall e-commerce market



Authentic engagement, user-generated content

Convenience, immediate calls to action

Incentives to buy via social



Get insight from Social about content that will resonate with your audience

Leverage user-generated content to drive social sales

Actively engage with influencers

Understand your channels, target right content to each channel

Add "buy" button to social channels, propagate storefront to social

Use Commerce/Social data to find look alike audiences

Use Social to promote incentives


1.8 Billion Photos are Shared on Social Media Every Day


But text listening tools miss many of these pictures

No reference toBolthouse Farms

No reference to Uber

No reference toPampers


Ditto uses proprietary image recognition to detect brands in social photos and organize them for marketers


Ditto clients primarily use image recognition for customer insights, visual analytics and influencer engagement


But several factors have recently converged to make social photos the tipping point for social commerce

Smart phones with cameras = UGC + Social networks = attention on photos+ Low cost data plans = massive UGC+ Computer vision = structure photo content+ ElasticCloud = affordability @scale+ Affiliate models = social commerce


Brands are already using photos to drive interest and sales


What if that content was generated by real customers?


Computer vision curates for presence of brand, faces, smiles, scenes and objects and can be trained on “allure”


Images sourced by Ditto feed into the Oracle Social Media Mixer Module for manual approval