The Case For The Return On Amazing

Social Commerce StrategiesJanuary 25, 2012

Good Afternoon#SoCom12

@adamkmiec

#ROA

This Won’t Be Your Typical Conversation

Return On Investment

Let’s Start WithWhat It’s Not

We’re In A Race To Collect Likes

2M

300K

30K

3K

$30K

This Will BeOur Downfall

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Value Does NOT Equal Return

Value Does NOT Equal Return

I Believe People Have Always Been Social

I Also Think People Want To Be Wowed

Great Products + 0 Social > Poor Products With Great Social

374.05 vs. 14.24

The Scale and Speed of Social Allows For a

Copycat Mentality

Return On Amazing

11 Million Video Views In 2001

12% Sales Increase

40% Of Community Members Who Didn’t Own Nike+

Ended Up BUYING!

94% Of Consumers Agreed To Recommend

NikePlus.com To A Friend

Return On Amazing

You AttractBetter Talent

Partners Clamor To Work With You

You Avoid Being Beholden To Any One Platform Or Partner

Amazing Ideas Are Meaty And Often Work Across An Organization

Amazing Ideas Lead To A Return That’s Felt

Criteria• Is it grounded in insights?

• Will it make us uncomfortable?

• Is it horizontal?

• Will our customers alter their behavior?

• Does it pass the eye test?

• Will we ride the rails?

Opportunity

Interests Behavior

Connections

We Made Flu Shots Exciting & Meaningful

FY 2011 Social Share Of Voice For Flu

FY 2012 Social Share Of Voice For Flu

FY 2012 Social Share Of Voice For Flu - Day By Day

Do You Know How Big A Ton Of Candy Is?

Enough To Fill A 600 SqFt Apartment 6” Deep

ROA > ROI

We Believe The Return From Social Will Come

From Focusing On Amazing