A tale of 2 communities - Social Business and Social Media and how they are becoming symbiotic. Also a take on the Future of the Shop Window

1. Future of the Shop Window
Marketing Week Live Show – June 27 & 28, 2012
London - Olympia Exhibition Centre
Show Attendance - 12,000

2. The Concept – Interactive Shop Window
• Plasma screens with twitter feeds • Brand fans tweet their shoe choices for
face outwards to the public the models to wear #socatwalk
• Mannequins replaced by models • Consumer participation and co-creation
• Window is alive as it becomes a social • Live data creation for rapid analysis
catwalk and response

3. The Shop draws a crowd
People are We’ve got
intrigued their attention!

4. The busy businessman who needs to buy a pair of shoes for his wife’s birthday
• He enters store and meets a fashion consultant
• Uses the store Wi-Fi to share ideas with his daughter who loves this store
• They exchange ideas via the brand community
• The manager gets the store models to try the shoes
• Businessman sends photos to daughter
• Together they arrive at a purchase
• The Store Manager tweets her thanks to the daughter
and sends her a social catwalk voucher
(NB: for the businessman this interactive experience which
blends physical and digital improves the odds of getting
the right present for his wife)
The show revolves around interactive consumer journeys

5. The brand fan who has saved for a pair of shoes to wear to the summer ball
• She sees a pair of shoes in the window and asks a model to
show them
• She tweets her friends and sends them pictures
• Her friends who cannot make it to the store offer advice
• The brand picks up the conversation and invites her into the store
• A model shows her how to wear the shoes and walk the catwalk
• Other people at the store also tweet their advice
• It’s a collaborative decision that helps her make the purchase with confidence
The show revolves around consumer journeys

6. People get the concept and begin tweeting their thoughts
and ideas to the brand
A genuine conversation
between the retailer,
third parties and consumers
emerges
Displaying this live, fast moving
conversation in the shop window
accelerates engagement and
innovation - people are empowered

7. Visitors to the IBM stand get into it
Very quickly a
public
community
around the
#socatwalk tag
is formed

8. Benefits to Retailer
• Deep consumer interaction
• Customer co-creation
• Brand focus and dialogue
• Live data generation for analysis

9. Life imitates Art
Someone from the audience choses a pair of shoes, takes to the
catwalk, tweets about it and the brand lets her keep the shoes

10. The Designers arrive and decide to join in
And tweet back to people at the store

11. A fashion photographer and a film crew turn up
And they join in the twitter stream

12. Store staff of all levels can share insights in real time with other offices
• Paul Reynolds the humble
shoe assistant shares a
customer insight and
innovates a new idea
which gathers strong
support from senior
managers
• Great ideas can come
from anywhere and the
IBM technology captures
and shares that instantly
• We can also reward
employees directly in the
system for peer approved
contributions

13. Live Data Generated and Captured
For use by the Brand Community to respond
to the Public Community in real time

14. Captured data shared with internal Community
To facilitate rapid collaborative decision making

15. The internal business community
Follow the Social stream and receive insights from the store staff

16. The results – a tale of 2 Communities
1. The social catwalk shows the way in which 2
communities - Social Media (Public) and Social
Business (Private) can and should work together in
a networked economy
2. A sustained conversation with consumers in a Social
Media community leads to innovation and co-
creation (nb: a recent IBM CEO study confirmed that 78% of
consumers want to co-create)
3. Real time analysis of the consumer conversation
shared in a Business community provides the ability
for the retailer to share insights across the group
and make decisions on a collaborative basis

17. What’s next – #1
Presenting to a UK shoe retailer who is looking for an interactive
marketing concept around a shop window

18. What’s next – #2
In discussion with Shopping Centres & London Fashion Week
to deliver customer co-creation event with top American
designer Corrie Nielsen

19. What’s next – #3
From the Future of the shop window we have
now begun discussion with 6 creative agencies
who are interested in working with IBM and
taking our 2 communities approach to their
enterprise client base.

20. Vision
IBM an essential business
Imagine a situation where going to the shopping
mall on a Saturday to participate in an interactive
experience both physical and on-line is the place to
be.
The Future of Shop Window has shown that this
vision is both appealing to consumers and can
deliver huge benefits to retailers in terms of
customer insights, brand loyalty and product
championing.