SPEAKER NOTES: My wife runs an art gallery and is “sick” of social media hype. She tells me how she got “tired” of participating on social and “just doesn’t have time” to maintain her business pages. Many feel the same, but look around: like search, social is clearly here to stay.

7 THINGS TO KNOW ABOUT SOCIAL SHOPPERS

7 TIPS ON CONVERTING THEM INTO PURCHASERS

IISSSSUUEE 11:: TTHHEEYY AARREE EEMMPPOOWWEERREEDD

SPEAKER NOTES: Empowered to share opinions, likes, loves, reviews, photos, videos and proof points. Social e�orts have toppled governments, and people feel very empowered to talk about things that impact their lives, including purchases.

SPEAKER NOTES: This means we have to respect and consider that megaphone as we go to work with marketing and sales. When a social consumer gets picked up by traditional media, we have a problem.

AT&T case: http://j.mp/justine-att Comcast case: http://j.mp/comcast-sleeping

of all touchpoints found online are generated by CONSUMERS. (McKinsey, 2009)

You cannot outpublish them.

SO INFLUENCE WHAT THEY PUBLISH!

IISSSSUUEE 22:: TTHHEEYY AARREE MMOOBBIILLEE

of the 117 million Americans who have smartphones are using them for shopping activities (finding stores, shopping lists, price checks, research, content sharing and purchase) (Nielsen, Oct 2012)

of them expect you to have a mobile site.

And 61% of them will leave to find a site that IS mobile-friendly. (AdWeek, 2012)

IISSSSUUEE 33:: TTHHEEYY AARREE VVIISSUUAALL

SPEAKER NOTES: Bandwidth increases mean larger visuals can be delivered more quickly, so think about your site UI and feel free to use larger, bolder imagery.

Fastest-growing social network; broke all adoption speed records

Now the third largest in the world; bigger than LinkedIn, and nearly as big as Twitter

“Pinterest brings together people with similar interests. Facebook is di�erent in that just because we are friends doesn’t mean we’d be interested in buying the same products. Another unique opportunity [with Pinterest] is the ability to see a product within the context of your own lifestyle.”

68% of consumers use YouTube to browse and research a retailer.

30% of consumers who follow a brand on YouTube actively search for brand videos.

27% are looking for how-tos, styling ideas and expert opinions.

(National Retail Federation, 5/2012)

IISSSSUUEE 44:: TTHHEEYY AARREE TTIIMMEE--SSTTAARRVVEEDD

SPEAKER NOTES: If guys are taking business calls in airport bathrooms, you know we must be time-starved.

IISSSSUUEE 55:: TTHHEEYY FFEEEELL AA WWEEEE BBIITT EENNTTIITTLLEEDD

SPEAKER NOTES: Consumers’ friends and connections get back to them on social channels within seconds or hours. They expect brands should hear them and respond immediately as well. How immediately?

57% EXPECT THE SAME RESPONSE TIME FROM YOU ON NIGHTS AND WEEKENDS! #CLEARLYNOTUNDERSTANDING

42% WANT A RESPONSE FROM YOU WITHIN ONE HOUR

IISSSSUUEE 66:: TTHHEEYY DDEELLIIGGHHTT IINN CCOONNVVEERRSSAATTIIOONN FFOOCCUUSSEEDD AARROOUUNNDD TTHHEEIIRR IISSSSUUEESS –– NNOOTT YYOOUURRSS

SPEAKER NOTES: Social channels were created to connect people with people. Brands came late to the party, and stumbled through lots of awkward or annoying approaches to try to pitch and sell in social venues.

Out of 63,000 followers, only five people responded.

Who makes laundry resolutions?!?

SPEAKER NOTES: YouTube took o� and what did brands do? Get in your face with video preroll ads. Untargeted, irrelevant interruption and intrusion. Not the way to be social.

IISSSSUUEE 77:: WWEE DDEECCIIDDEE VVIIAA EEMMOOTTIIOONNSS

http://www.flickr.com/photos/jurvetson!

SPEAKER NOTES: We like to think of ourselves as rational creatures who look at all the evidence, ponder, and then make informed decisions.

THINK > DO > FEEL FEEL > DO > THINK

SPEAKER NOTES: But the reality is that we’re not. In 2002, Dr. Daniel Kahneman was awarded a Nobel Prize for his work on emotional versus rational decision making. He found that typically, we truly believe that we think something, then do something, then feel something about it. But the reality is that we feel, then we take action, and then we post-rationalize.

http://www.flickr.com/photos/myklroventine/!

95% EMO!

In fact, 95% of our decisions are based on emotional decision-making.

http://www.flickr.com/photos/richardfisher/!

SPEAKER NOTES: Why? Because we’re crazy monkey people. We're primates. This came from fight-or-flight. We're wired to process emotions VERY quickly, using parallel processing. That's why we can feel both happy and sad, we can laugh while we’re crying.

I can feel happy and melancholy at my daughter’s graduation ceremony.

I can feel nervous and excited up here on stage.

SPEAKER NOTES: But rational processing is MUCH more di�cult. We can only single thread rational processing. If this is true, then x. If that's false, then y. It takes much more energy, more time to rationally process decisions. And in a time-starved world, it’s harder to convince people to take the time to rationally think through a decision.

SSOO –– HHOOWW DDOO WWEE CCOONNVVEERRTT TTHHEE SSOOCCIIAALL SSHHOOPPPPEERR??

SSIINNCCEE TTHHEEYY’’RREE EEMMPPOOWWEERREEDD

TTIIPP 11:: LLEEVVEERRAAGGEE CCOONNSSUUMMEERR VVOOIICCEESS

Encourage product sharing amongst friends

Encourage personal story-telling or sharing of experiences around your brand/product

SOURCE: ROI Research, 2012.!

SSIINNCCEE TTHHEEYY’’RREE MMOOBBIILLEE

TTIIPP 22:: RREEMMOOVVEE CCOONNVVEERRSSIIOONN OOBBSSTTAACCLLEESS

of consumers are more likely to purchase from you if you have a mobile-friendly site. (AdWeek, Sep 2012)

SOURCE: Kissmetrics, Akamai, Oct 2012!WHAT UP, NEIL PATEL!!!

A one-second delay in page response can result in a 7% reduction in conversions.

If your e-commerce site is making $500k per year, a one-second delay can cost you $35,000 in lost sales annually. (KissMetrics & Akamai, 2012)

CCOONNSSUUMMEERRSS AARREE VVIISSUUAALL??

TTIIPP 33:: DDIIAALL UUPP YYOOUURR IIMMAAGGEERRYY

Why? Pinterest users spend 10% more than others arriving from Facebook - and 70% more than those from websites

BEST PRACTICES:

Use only the best product photography – and invest in a great photographer

Go for simplicity

Go for a variety of bold colors and patterns

Tell product stories and engage in commentary

SPEAKER NOTES: GrandSt.com: big, beautiful billboard shots, uncomplicated interface. Many site owners feel the more information they put on a page, the more useful it is for shoppers, resulting in overwhelming options and information. Think zen-like with minimal interface options.

SPEAKER NOTES: Canadian Tourism sent its agency to the airport to welcome Mexican arrivals, in a successful e�ort to change Mexican blogger sentiment about Canada. Appeals to emotional decision-making! WATCH: http://j.mp/ddbcanada-welcome

IIFF TTHHEEYY’’RREE TTIIMMEE--SSTTAARRVVEEDD

TTIIPP 44:: BBEE BBRRIIEEFF

Minimal, concise product copy

Separate product detail page if possible

Highlight text for skimming

Video can communicate more in seconds than text

Keep videos under 90 secs

Don’t overpost! 1-2 times daily max per channel

SPEAKER NOTES: Videos of 1 minute or less have the highest view rate (81%).

SPEAKER NOTES: They also have the highest level of engagement. So be brief.

TTIIPP 55:: RREEAACCTT QQUUIICCKKLLYY TTOO TTHHEEIIRR CCOOMMMMEENNTTSS && QQUUEERRIIEESS

Check social sites twice daily if possible

Try to respond within 4 hrs

After 24 hrs, they’re gone

Set expectations in your conversation

But also update your About Us or profile pages with your “online” hours and what you respond to

By moving customer service from phone to social media, one client is saving 75% per incident resolution.

But, this is the court of public opinion. Not all things should be solved publicly.

IIFF TTHHEEYY’’RREE CCOONNVVEERRSSAATTIIOONNAALL

TTIIPP 66:: EENNGGAAGGEE —— WWIITTHH RREELLEEVVAANNCCEE

SPEAKER NOTES: By leveraging fans’ propensity to recommend your brand/site, you let them help you build touchpoints.

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HTC SOCIAL COMMUNITIES MANAGED BY

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IIFF TTHHEEYY’’RREE EEMMOOTTIIOONNAALL DDEECCIISSIIOONN--MMAAKKEERRSS

TTIIPP 77:: SSPPEEAAKK TTOO EEMMOOTTIIOONNAALL DDEECCIISSIIOONN--MMAAKKIINNGG

(Brilliant campaign by my former colleagues at DDB Canada)

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6000 Facebook fans

375,000 video impressions; total media cost: $0

20,000 Salty & Pep shakers sold out

Highest website tra�c EVER

Unit sales rose by 24% over previous year

Sidekicks surpassed Uncle Ben’s as the #1 BRAND in the category

1." LEVERAGE CUSTOMER VOICES

2." REMOVE MOBILE & PAGELOAD OBSTACLES

3." GO BIG WITH VISUALS

4." BE BRIEF

5." RESPOND QUICKLY

6." ENGAGE — WITH RELEVANCE

7." SPEAK TO EMOTIONAL DECISION-MAKING

ERIC WEAVER (@Weave) SVP Social Strategy & Intelligence

Mediabrands • Spring Creek Group

springcreekgroup.com

SEATTLE • NEW YORK • LONDON • AMSTERDAM

1 in 2 leads to B2B websites are coming from

Leads from LinkedIn Groups most likely to convert.

Visitors from LinkedIn Groups most likely to attend webinars.

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ADWEEK ON MOBILE CONSUMERS, 9/25/12: http://www.adweek.com/news/technology/72-consumers-expect-brands-have-mobile-friendly-sites-143968

McKINSEY QUARTERLY, 2009: https://www.mckinseyquarterly.com/The_consumer_decision_journey_2373

NIELSEN, THE DIGITAL SHOPPER, 10/2012: http://www.nielsen.com/us/en/newswire/2012/digital-shopping-what-you-need-to-consider.html

KISSMETRICS, ON SITE LOADING TIME, 8/2012: http://blog.kissmetrics.com/what-ecommerce-customers-want/

ROI RESEARCH, ON UNFRIENDING BRANDS AND SHARED CATEGORIES: http://www.slideshare.net/performics_us/performics-life-on-demand-2012-wave-2-15573955#btnNext

NATIONAL RETAIL FEDERATION, PINTEREST AND YOUTUBE STATS, 5/2012: http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1378

CHADWICK MARTIN BAILEY, FANS MORE LIKELY TO BUY & RECOMMEND, 2010: http://blog.cmbinfo.com/press-center-content/bid/46920/Consumers-Engaged-Via-Social-Media-Are-More-Likely-To-Buy-

Recommend

B2B LEAD GEN, 2011: http://www.leadformix.com/Why-Should-You-Use-Linkedin-For-B2B-Generation/

THANKS TO SPRING CREEK COLLEAGUES KIM ERVIN AND NICOLE SHEMA FOR THEIR ASSISTANCE IN PUTTING THIS PRESENTATION TOGETHER. SALTY & CANADIAN TOURISM CAMPAIGNS CREATED BY DDB CANADA. HOTTEST WOMAN EVER CAMPAIGN BY GOOGLE — MUCH TO THE CHAGRIN OF JENA SCOTT WEAVER. ;)

DO SOCIAL BETTER. We create meaningful brand impact in a competitive marketplace by helping you understand and align with your customers via social media.

By putting your constituents at the top of your value chain, our clients increase marketing e�cacy across all touchpoints.

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Founded in 2006, we are one of the very first pure-play social agencies.

We were one of the Inc. 500 fastest-growing companies in 2011, after which we were acquired by IPG Mediabrands in 2011.

Our headquarters are in Seattle, with additional o�ces in New York, London, Amsterdam & Frankfurt.

Founding member of WOMMA

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WHO’S SPRING CREEK?

“From the green carpet to the control room, Spring Creek worked with speed and grace in a challenging and chaotic environment. Their e�orts lead to a great experience with our fans…”

Justin Ried Senior Manager, Social Marketing – HTC

“Whether through the daily management of our outreach and engagement e�orts or by delivering key insights in our monthly reporting, the account management team functions as an integral extension of our Marketing team.”

Stephen Bury Digital Marketing Lead – Microsoft O�ce 365

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AUDIENCE INTELLIGENCE BEYOND TRADITIONAL LISTENING

SOCIAL STRATEGY THAT SPANS THE ENTIRE ORG, TYING TACTICS TO BUSINESS GOALS

COMMUNITY MANAGEMENT THAT IS SKILLED, ON-BRAND & SUSTAINABLE

SOCIAL CREATIVE & CAMPAIGNS CRAFTED AROUND INSIGHTS

INFLUENCER PROGRAMS & SYNDICATION SPREADING BRAND LOVE

Competitive analysis, live performance dashboards, community audits, ROI tracking

Social enterprise strategy, resource & workflow planning, playbooks, crisis communications, social customer care

Editorial calendars, channel tactics, advocacy, outreach & engagement

User experience, app & tab development, event support, campaign planning, traditional + social integration

Influencer ID & outreach, loyalty program planning, content syndication

springcreekgroup.com !

springcreekgroup.com/blog !

facebook.com/springcreekgroup !

twitter.com/springcreekgrp !

foursquare.com/venue/173046 !

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