- Audio and support information was provided for an upcoming webinar about integrating content, commerce, and community. - The webinar covered how all shopping is now social, the three phases of purchase (discovery, community, sharing), and how brands can leverage content and new business models. - Acquia was introduced as helping with this through Drupal for integrated experiences, Acquia Lift for testing, and Acquia Commerce Cloud for a scalable commerce platform.

1. Audio and Support Information!
• Audio will remain quiet until we begin at the top of the hour
• Streaming Audio
– Appears automatically in pop-up window
– Or click Communicate: Join Audio Broadcast
– Remember to unmute your computer
• No Streaming Audio?
– Request Phone Access
• Technical Support
– US & Canada 866.229.3239
– International Support 408.435.7088
1

2. Tell the Right Story to the Right People at the Right
Time: Integrating Content, Commerce and Community!
Liza Kindred
Kelly O’Neill
Founder
Sr. Director, eCommerce
Third Wave Fashion
2
Acquia

3. Housekeeping!
• Slides and Recording: posted in the next 24 hours
• Slides and Recording:
– acquia.com/resources/recorded_webinars
• Submit Questions: Q&A Tab in WebEx
• Twitter: @acquia
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4. Upcoming Webinars!
• Do I Need Drupal?
• Adding Multilingual Capabilities to Your Drupal Site
• Why Interscope Records Ditched the Marketing
Suite
• Consultancy Scrum: Making Agile Work for Clients
and Vendors
• Drupal 7 Tutorial: Features Module
• Announcing Acquia Lift: Faster Delivery of HyperPersonal Digital Experiences
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5. Questions!
•
•
•
•
For more information visit: www.acquia.com
Email: sales@acquia.com
Call Us: 888.9.ACQUIA
Follow Us: @acquia
Today’s webinar recording will be posted to:
www.acquia.com/resources/recorded_webinars
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6. 6

7. Commerce Realities!
• Digital disruption has fundamentally shifted
the way consumers shop
– Opening new engagement methods
– Enabling new business models
– Creating new shopping experiences
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8. Commerce Realities!
• Digital disruption has fundamentally shifted
the way consumers shop
– Opening new engagement methods
– Enabling new business models
– Creating new shopping experiences
…And, creating lot’s of challenges in
connecting those experiences
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9. Today’s Topics
•
•
•
•
•
•
Social Shopping Overview
3 Phases of Purchase
You’re Already in the Content Game
Best Practices for Social Content
New Business Models
How To Dive In Now
@Acquia @LizaK // Integrating Content, Commerce, & Community

10. All Shopping is Social
@Acquia @LizaK // Integrating Content, Commerce, & Community

11. @Acquia @LizaK // Integrating Content, Commerce, & Community

12. All Shopping is Social
69% ask friends + family first
43% always ask advice
85% use reviews + review sites
@Acquia @LizaK // Integrating Content, Commerce, & Community

13. @Acquia @LizaK // Integrating Content, Commerce, & Community

14. Showrooming
40% compare prices in-store
70% compare prices or read
reviews before going in-store
@Acquia @LizaK // Integrating Content, Commerce, & Community

15. @Acquia @LizaK // Integrating Content, Commerce, & Community

16. $1.5 Trillion globally 2015
still only 8-9% of commerce
53% of transactions are web-influenced
rising to 60% by 2017
@Acquia @LizaK // Integrating Content, Commerce, & Community

17. Bonobos Guideshops
@Acquia @LizaK // Integrating Content, Commerce, & Community
@Acquia @LizaK // Integrating Content, Commerce, & Community

18. Bonobos Guideshops
34% prefer online
55% prefer physical stores
@Acquia @LizaK // Integrating Content, Commerce, & Community
@Acquia @LizaK // Integrating Content, Commerce, & Community

19. Purchase Phase 1 // Discovery
@Acquia @LizaK // Integrating Content, Commerce, & Community

20. Purchase Phase 1 // Discovery
Pinterest > Twitter+LinkedIn+Reddit
51% use the internet for research
before making a purchase in-store
@Acquia @LizaK // Integrating Content, Commerce, & Community

21. Purchase Phase 2 // Community
@Acquia @LizaK // Integrating Content, Commerce, & Community

22. Purchase Phase 2 // Community
@Acquia @LizaK // Integrating Content, Commerce, & Community

23. Purchase Phase 2 // Community
+42%
same session
conversion rate
@Acquia @LizaK // Integrating Content, Commerce, & Community

24. Purchase Phase 2 // Community
@Acquia @LizaK // Integrating Content, Commerce, & Community

25. Purchase Phase 3 // Sharing
@Acquia @LizaK // Integrating Content, Commerce, & Community

26. Social Production
@Acquia @LizaK // Integrating Content, Commerce, & Community

27. Social Consumption
@Acquia @LizaK // Integrating Content, Commerce, & Community

28. The Content Around Us
@Acquia @LizaK // Integrating Content, Commerce, & Community

29. @Acquia @LizaK // Integrating Content, Commerce, & Community

30. 115M content creators on the web
52% of users are content creators
29.1% increase in revenue within 30
days of optimizing ugc
@Acquia @LizaK // Integrating Content, Commerce, & Community

31. @Acquia @LizaK // Integrating Content, Commerce, & Community

32. It’s the content
that our customers are
capturing and sharing that’s
really driving our business.
Nick Woodman, CEO // GoPro
@Acquia @LizaK // Integrating Content, Commerce, & Community

33. Why create your own content?
If you wanna sell stuff online, you need to
attract customers with content. And likewise, if
you want monetize your loyal audience of
readers online, you need to sell them stuff.
-Pando Daily
@Acquia @LizaK // Integrating Content, Commerce, & Community

34. !
If you’re a publisher, act like a brand.
If you sell things, act like a publisher.
@Acquia @LizaK // Integrating Content, Commerce, & Community

35. Types of Content
@Acquia @LizaK // Integrating Content, Commerce, & Community

36. Product as Content
@Acquia @LizaK // Integrating Content, Commerce, & Community

37. @Acquia @LizaK // Integrating Content, Commerce, & Community

38. Getting out of
the online /
offline silo
@Acquia @LizaK // Integrating Content, Commerce, & Community

39. New Business Models
Advice + Styling
Affiliate Models
Aggregation + Curation
Algorithmic Shopping
Communities
Content + Commerce
Group Buying
Image Sharing + Discovery + Inspiration
Marketplaces
Mass Customization + Bespoke
Membership
Non-ownership
Peer to Peer
Platforms
Preorder
Recommerce
Scarcity Sales
Social Production + Consumption
Social Shopping
Subscription Commerce
Virtual Closets + Inventory Tracking
book.HowWeBuyNow.com
Book.HowWeBuyNow.com
@Acquia @LizaK // Integrating Content, Commerce, & Community

40. Brands have traditionally built separate brand experiences and
e-Commerce shops, hidden behind the familiar “shop” link.
But this divide makes customers choose between content and
commerce and creates one more hurdle to jump through.
How many get lost on the way?
-CMS Wire
@Acquia @LizaK // Integrating Content, Commerce, & Community

41. How Can We Help?!
• Drupal
– The Platform for Integrated Content,
Community & Commerce
• Acquia Lift
– New tools to Experiment, Test, Learn & Refine
• Acquia Commerce Cloud
– The Open Source platform that moves at the
speed of the web
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42. Unify Content, Community !
and Commerce!
CONTENT | COMMUNITY | COMMERCE
Create immersive digital content and campaigns, socialize them
across multiple communities and channels, and deliver the
ultimate shopping experiences along the customer journey.
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43. Acquia Lift!
!
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Grow revenue
faster with digital
experiences that
convert.!

44. How Acquia Lift Works!
Create content and offers with many variations to test
messaging, images, videos, forms, banners, landing
pages, or even entire microsites.
Associate offers directedly with user profiles and
contexts (referring sources, devices, etc.) to get Acquia
Lift going.
Sit back and relax while Acquia Lift goes to work.
Content offer performance is evaluated against initial
profile segments and conversion goals.
Lift revenue by analyzing results, realizing what works
and doesn’t, and accelerating design of content
experiences that convert.
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45. Acquia Commerce Cloud!
Move quickly and test
before you invest.
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Build on the most secure,
reliable, and scalable
Drupal-tuned platform.
Consistency across
devices, channels, and
the next social craze.

46. What do you want to build?

47. Questions?
Thank you.
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