Showcasing Shareable, Shoppable Content at the Moment of Inspiration
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This document discusses the growth of ecommerce and changing consumer shopping behaviors driven by social media and mobile devices. It notes that consumers are multi-tasking across devices and blocking ads more. Attention spans are shrinking to only 8 seconds. Social media reaches 1.5 billion users and can target consumers with relevant messages. The document advocates creating shareable, shoppable content to drive inspiration on social and engaging consumers along their shopping journey. It describes how Pinterest has successfully used this approach of sourcing, creating, and distributing creative content to drive traffic and sales for eBay.
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Showcasing Shareable, Shoppable Content at the Moment of Inspiration
- 1. Showcasing Sharable, Shoppable Content at the Moment of Inspiration
- 2. RETAIL $4,393 BILLION Shopping Has Transformed 0 50 100 150 200 250 300 350 ECOMMERCE GROWTH 144 304 2009 2014 SALESIN$BILLIONS ECOMMERCE VS. RETAIL SALES ECOMMERCE $304 BILLION 6.5%
- 3. Digital Time and Spend Shares Sources: comScore, 2015 and Cowen and Company, 2015 24 POINTS TIME SHARE SPEND SHARE 40% 60% 16% 84% Mobile Desktop
- 4. Consumers are Multi-tasking, Multi-Screening, and Ad Blocking Sources: Millward Brown Digital, 2014; comScore, 2015; Sourcepoint, 2015 DURING COMMERCIALS DURING TV SHOW Visit a social media platform 71% 64% Search the Internet 37% 29% Shop online 28% 26% U.S. INTERNET USERS WHILE WATCHING LIVE, PRIMETIME TV AND COMMERCIALS IN THE U.S. 9% OF PEOPLE HAVE AD BLOCKERS INSTALLED. IT’S 16% FOR AGES 18-24. IT’S 27% IN FRANCE.
- 5. Attention Spans are Shrinking 1 second shorter than a goldfish 2000 12 seconds 2013 8 seconds Source: Microsoft, Attention Spans, 2015
- 6. On Demand, Instant Gratification is an Expectation
- 7. Social is Ubiquitous 47% OF MILLENNIALS USE SOCIAL MEDIA DURING THEIR SHOPPING JOURNEY 91% OF PEOPLE TURN TO THEIR PHONES FOR IDEAS IN THE MIDDLE OF A TASK Sources: eMarketer, 2015; American Press Institute, 2014; Deloitte, 2015 41 MINUTES PER DAY SPENT ON SOCIAL MEDIA 1.5 BILLION ACTIVE SOCIAL USERS = 1/5 WORLD POPULATION = 1/2 INTERNET USERS
- 8. Social is The Limitless Focus Group Right message. Right person. Right place. Right time. 1.5 Billion SOCIAL MEDIA USERS 600,000 TV PROGRAMS 250,000 INTEREST CATEGORIES 50,000 BRANDS
- 9. Social is a “Whole Funnel” Opportunity for Brands INSPIRE ENGAGE CONVERT
- 10. Getting the Flywheel Right Unlocks Traffic Growth & Customer Engagement CONTENT SOURCING PAID SOCIAL OWNED/EARNED SOCIAL Paid Amplification Publish, Discover and Share Great Sharable & Shoppable Content Always-on Retargeting CRM Customer Insight
- 11. Great Shareable Shopping Content Drives Inspiration
- 12. Creative Investment Enables Engagement at Scale HIGH VOLUME OF QUALITY CONTENT Thousands of pins DEEP ATTENTION TO CREATIVE Hand-crafted pins CONSTANT TEST & LEARN >50 new pins per week
- 13. Data-Driven Distribution Delivers Reach and Efficiency KEYWORD TARGETING 50-70 keywords per pin Mix of trending keywords and algorithm-recommended keywords TARGET SETS 1-2 target sets per pin Combination of broad and specific target sets DAY PARTING Deliver ads only during times that drive the most engagement Avoid times when auctions start and many advertisers drive up price SMART BIDDING Start with medium to high bids to ensure Pins are entered in auctions Lower bids to drive down cost after raising ad score to still win auctions
- 14. Reach, Engagement & Inspiration Deliver Business Results PINTEREST TO EBAY TRAFFIC Traffic from social channels is growing over 100% year-on-year in the U.S.…on Pinterest, eBay's inspirational shopping content is driving very high engagement and click-through rates. And this success has positioned us as the top advertiser on the platform. Devin Wenig, CEO, eBay 2015 Q2 Earnings Call
- 15. What’s Next for Social Commerce? Contextual commerce: lines will continue to blur between content destinations and transactional ones Increasing fragmentation of channels: brands will have work a lot harder to connect with consumers Expect new formats: disappearing video wasn’t even a thing 18 months ago… Content, content, content: great content is only going to become more important (as is volume required) Data, data, data: personalization, targeting, and even content creation will depend on great data
Editor's Notes
- Ecommerce is growing at a staggering pace, doubling in the past 5 years. Yet it hasn’t been figured out and it remains a sliver of overall shopping.
- Driving conversions continues to be a challenge for retailers especially on mobile
- Reaching them with your brand message is harder than ever before
- And allows us to instantly connect with the most important people and things in our lives.
- Trillions of “in-the-wild” data points from billions of users provides unprecedented insight into consumers giving way into new more effective ways to reach the right people, with the right message, in the right place, at the right time
- Taking a data-driven approach enables us to understand our customers and the content that’s most relevant to them. Using tools like keyword-level targeting, target sets and day parting enable eBay to get the most relevant content in front of customers at precisely the right time.