The story of how social crm and technology can leverage social network activity, customer advocacy and mobile connectivity to deliver a better contextual e-commerce experience. The movie on slide 67 is about Adidas Adiverse Virtual Footwear Wall (http://bit.ly/1guUQ4p) and on slide 72 is Control Group/Titan: Reinventing Payphones With NYC I/O (http://bit.ly/19bqDmY) Keynote for the Social Media Day Academy's Social Retailing congress on Sept.17, 2013 at LeadFabric.

1. MIEL VAN OPSTAL | SEPT. 17, 2013 SOCIAL MOBILE RETAIL & CONTEXTUAL E-COMMERCE
#smdayBE Academy: Social Retailing

2. Digest
CRM
Social CRM
Social commerce
The social consumer
The interest graph
Multi-screening
Digital retail
The connected consumer

3. Defining things.
CRM is a company-wide solid business strategy
to efficiently increase profitability
by solidifying customer satisfaction,
customer loyalty
and customer advocacy.

4. • Sales & marketing automation
• Customer service automation
• Team collaboration
= a good CRM system

5. • Business goals
• Market position and (audience) analysis
• Problems and opportunities
• Roadmap
• KPIs
• Identify Resources
• Outline Processes
• Implement CRM system
Strategy process

6. Resources
People
Suppliers
Technologies
Knowledge
Funds
Training
Execution

7. KPIs
Marketing
Customer satisfaction
Customer retention
Social Conversion
Sales
Service delivery
Profit

10. How crm evolved into social crm

11. Benefits of social crm
Better targeting and content personalization
Improve customer experience
Gain more social traction
Collect market insights to refine effectiveness
Enhancement of cross- / up-sell
Increase and nurture customer loyalty
Facilitate customer advocacy

17. Awareness
Engagement
Social
Commerce

18. Defining things.
Social Commerce is a subset of e-commerce
that involves using social media,
online media that supports social interaction
and user contributions,
to assist in the online buying
and selling of products and services.

21. http://youtu.be/Ed5vJeaEuzA
2010

22. The future of social commerce will happen outside of
social networks because the consumer experience has
been underwhelming and people are concerned about
their privacy and security.
TRUST

23. Source: CNBC 05/2012

24. Source: Mindshare | The Hive 09/2012
F-Commerce trust issues

25. Commerce trust progress

26. By Ben Chestnut

27. Social commerce examples
Earn commission by
influencing the online
purchases of your friends
with mulu.me

28. Social commerce examples

29. Social commerce examples

30. Social commerce examples
Initially Current TV producers found it
challenging to get their online community to
coalesce behind a single, user-generated
concept for the show. But when they
provided three of their own story suggestions
— including one about a group of friends who
open a bar and another about a metaphysical
organization that evaluates a people’s lives —
the community combined those two ideas
into what became “Bar Karma.”

31. Social commerce examples

34. But:
too many products & not enough friends is seen as a problem to create relevance.

35. the social customer

36. Social Networks
Collective creativity / organizational transparency
Analytics & Big Data
Deep insights into consumer patterns
Cloud delivery
Efficiently bringing together value networks
Mobile
Engaging with everyone, all the time
Fundamental disruptions

41. Social signals will become multi-dimensional

42. Segmentation
by emotion,
activity or
interest

45. Strategic approach

46. 1. Scarcity and exclusivity mechanics
Using fans to create desire with earned
media amongst non-customers
(Heinz, Nutella, Coca-Cola)
2. Social referral programmes
Customers become affilitates and can
be used to acquire new customers
(Tesco, Fab)

47. 3. Leverage social curation
“Earned Media” becomes shoppable
the portable e-shop
(Zappos + Pinterest, Nike + Tumblr)
4. Leverage Interest Graph data for paid media
Increase conversion rate by scaling
audiences using interest-data

48. The future of marketing
…must be non-interruptive and non-intrusive.
It’s tailored, personalized and adjusted to
what a consumer has predefined as a
preference, or for which the consumer has
previously opted in.
Marketing will be content.

49. Display evolution
First screen: TV
Second screen: desktop PC
Third screen: laptop
Fourth screen: smartphone
Fifth screen: tablet
Sixth screen: custom contextual displays

52. Digital Retail

53. Digital Retail

54. Mobile links offline retail to social

59. Digital Retail

64. http://www.youtube.com/watch?v=mzUXa6JThVQ Coke Dance
Small World Machines - http://www.youtube.com/watch?v=ts_4vOUDImE

65. Share a Smile - http://www.youtube.com/watch?v=DI-IO3kmxVc Yawn Activated - http://www.youtube.com/watch?v=HOTQ8z0fQHo

66. Taxi treats.

68. we can target adverts based on what
our customers bought yesterday.
- Clubcard TV director Scott Deutrom

71. If it can’t lead to offline interaction,
online communication will be abandoned.
Technology is either a tool to enable offline interaction
or it’s an online hinderance
to be hacked, engineered or disposed

73. THANKS FOR LISTENING!

74. <connect>
+32 472 675 692 | Miel Van Opstal
A marketing facilitator for mobile social
miel@wavelab.be | @coolz0r | linkedin.com/in/mielvo
Digital Reputation + Future Connectivity
</connect>