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Social to Sale

Social to Sale

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Published by Dirk Lester
Our web design team focused on wrestling a potentially overwhelming flood of information down into easily navigable architecture without sacrificing the site’s facility for interactivity or dissemination. To accomplish those dual goals, our designers created a layout that’s easy to digest and suggestive of rather than overtly focused on Moore’s campaign imagery. The site’s communication to visitors nevertheless remains consistent, effective and fully in sync with his political priorities. Our design also features an interactive events calendar and a news blog, both with home page feed as well as a variety helpful community resources points.
Our web design team focused on wrestling a potentially overwhelming flood of information down into easily navigable architecture without sacrificing the site’s facility for interactivity or dissemination. To accomplish those dual goals, our designers created a layout that’s easy to digest and suggestive of rather than overtly focused on Moore’s campaign imagery. The site’s communication to visitors nevertheless remains consistent, effective and fully in sync with his political priorities. Our design also features an interactive events calendar and a news blog, both with home page feed as well as a variety helpful community resources points.

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Published by: Dirk Lester on Aug 02, 2013
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08/02/2013

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FROM
 SOCIAL
TO SALE
8
SHARE
LIKE
POST
COMMENT
IKE
COMMENT
LIKE
 
VISION CRITICAL
| FROM SOCIAL TO SALE2
this report provides answers
to those questionsbased on nearly 6,000 survey responses on socialpurchasing behavior. This data gives us the big picture ohow three o the biggest social networks in the shoppingworld today – Facebook, Pinterest and Twitter – drivecustomers to make purchases on- and oine.But the data also shows us how many questions westill need to ask. The variations across social networks,
HOW DOES SOCIAL MEDIA TRANSLATE INTO SALES?
 A decade into the social revolution, it’s still the number one question or brands, executives and marketers. Yes, weknow social is making an impact on consumer purchasing…but how big an impact? And how do customers make the journey rom tweeting, pinning or liking an item, to actually purchasing it?
SOCIAL MEDIA DRIVES ROUGHLY EQUAL AMOUNTS
o online and in-store purchasing.
HALF OF SOCIAL MEDIA-RELATED PURCHASING
takes place within 1 week o sharing or avoriting theultimately-purchased item.
consumer demographics and product categoriesspeak volumes about the necessity o every companyunderstanding the specic relationship between socialand purchasing or its own customers.In this report, we not only share the answers we haveound about social media and purchasing. We share thequestions you still need to ask.
KEY FINDINGS
4
IN
10
SOCIAL MEDIA USERS
have purchased an item online or in-store ater sharing or avoriting it on Twitter, Facebook or Pinterest.
68
%
 
OF FACEBOOK USERS
are “lurkers” who post only rarely, so the inuence o  social on their purchasing will not be visible rom socialmedia analytics alone.
PINTEREST IS THE NETWORK MOST LIKELY TODRIVE SPONTANEOUS PURCHASING
Twitter and Facebook purchasers are more likely tomake social media-related purchases o products theywere already researching or considering.
SHARE
LIKE
COMMENTCOMMENT
MEET PATTY, A PINTEREST PURCHASER MEET FABIANA, A FACEBOOK PURCHASER 
 
3
VISION CRITICAL
| FROM SOCIAL TO SALE
HOW PINTEREST PUTS PEOPLE IN STORES
Social media not only drives people to make online purchases; italso drives an equal volume o in-store sales. In the July/August2013 issue o the
Harvard Business Review
, we put Pinterestunder the microscope to show how it puts people in stores.Data rom the US, Canada and the UK demonstrates that or allthe worry about how “showrooming” benets online retailersat the expense o bricks-and-mortar, there is an even biggerphenomenon o “reverse showrooming”: customers who browseonline, and buy oine. The Harvard study paints a picture oPinterest’s impact on in-store shopping that at times stands insharp contrast to the overall impact o social media on onllineand in-store shopping combined.
SllswatrfroRck’sCliRerrorfroWrsKRenHutrHaysCDmRHCovrsStarsDnOmSshos
Vision Statement
by
DavidSevitt
and
AlexandraSamuel
HowPinterestPutsPeople inStores
“Showrooming”—aphenomenonwherebyshoppersvisitstorestoex-aminemerchandiseinpersonbeforebuyingtheitemsonline—isviewedasahugethreattobrick-and-mortarretailing.Theproblemisthoughttobesobadthatatleastonemer-chanthasstartedchargingpeopletobrowseinitsstores.Ourresearchsuggeststhatthethreatisoverrated.Weaskednearly3,000socialmediausersinNorthAmericaandtheUKabouttheirshoppinghabits,andonly26%reportedregularlyengaginginshowrooming.But41%saidtheypracticewhatwecall“reverseshow-rooming”—browsingonlineandthenpurchasinginstores.Pinterestisanespeciallypopulardriverofin-storesales:21%ofthePinterestuserswesurveyedsaidthattheyboughtanitemin-storeafterpinning,repin-ning,orlikingit,and36%ofusersunder35saidtheyhaddoneso.Insteadoffeelingthreatenedbyshowrooming,retailersshouldstudytheircustomers’pathstopurchaseandusetheinsightsgainedtohonetheironlinemarketingeorts.WeaskedthePinterestusersdescribedabovehowthewebhadguredintotheirpurchases.Wefoundahandfuloftypicalpaths,whichareillus-tratedhere.
Reprintnumber
F7Z
Clairewasn’tlookingforamirror,butshefoundoneshelovedonablogandpinnedit.WhenPinterestlateralertedhertoanin-storesale,sheknewshehadtohavethemirror—sosheboughtit
thatweek
.Karenlikesmusicanduses
Pinterestsearch
toscoutforit.Herpinboardservesasashoppinglist:Seeinganalbumthereremindshertopickitupthenexttimeshe’sinamusicstore.Sallyuseswebsitesandotherdigitaltoolstondgooddealsonclothes.An
e-mailmessage
containingalinktoadierentsocialsiteledhertopinasweater,andshefollowedupwithashoppingtrip.
HeDelSeeKeRHenOnSeeKeRHeCeOR SeeKeR
Whyoud tht,wryouaradythkg of buygt?Dd gthtucyourdcsotobuyt?How uchtasd btwwhyoudthtad whyoubought t?
We asked shopperswhohad pinned itemsonPinterestbeforebuyingthem instoresthese questions:
HeinSpiRiOnSeeKeRHeSOCil-pROOSeeKeR
MarthafoundapairofConverseAllStarsbyseekinginspirationon
strangers’pinboards
.Shewasn’tactivelymanagingherwishlistsomuchascasuallybrowsingforideas.WhenDanawaslookingforTOMSshoes,shepinnedapairtoletherfriendsknowshe’safan.SheusesPinterestsimplytosaveitemsandsignalherintereststohercircle;it
doesn’tinfuencehershopping.
36%
Yes,alot
43%
Yes,alittlebit
21%
No
49%
Yes
51%
No
21%
Itprovidedadditionalinformation.
16%
SomeoneItrustorrespectpinnedtheitem.
15%
ItshowedmewhereIcouldbuytheitem.
7%
Itprovidedacoupon.
21%
It’swhereIdiscoveredtheproduct.
17%
ItremindedmethatIintendedtobuytheitem.
32%
Morethan24hoursbutlessthanaweek
39%
1to3weeks
9%
Lessthan24hours
9%
4to8weeks
11%
Morethan8weeks
DavidSevitt
isthevicepresidentofconsumerinsightsatVisionCritical.
AlexandraSamuel
istherm’svicepresidentofsocialmediaandtheauthorof 
WorkSmarterwithLinkedIn
(HarvardBusinessReviewPress,2013).
%
Aretailer’sPinterestboard
%
Aretailer’ssite
%
Anothersocialnetwork
%
Ablog
%
Ane-mail
%
Other
%
Afriend’sPinterestboardorstream
How dd thtcotoyourattto?How ddptrst actyoururchasdcso?
RSPONDNTSSLCTDALLTHATAPPLID
8%iOnDiSeRCHin,On:OHe%WHOSiDeSOHepReiOSqeSiOn:%iOnDiROWSin,On:
O%
Pinterest
%
Astranger’sPinterestboardorstream
%
Google
%
Aretailer’ssite
 %
Other
6%
Other
5%
Notsure
HBR.R
Findmoredetailsabouttheresearchat
http://visioncritical.com/pinterest
.
10%
Italertedmetoasaleoradeal.
HBR.ORG
July–August2013
HarvardBusinessReview
901900
HarvardBusinessReview
July–August2013
IDAAH
 ABOUT THE DATA
The data in this report is drawn rom online surveysconducted over 17 months (February 2012 to June2013). In total, 5,657 interviews specically aboutsocial media purchasing were completed across threecountries using Vision Critical’s Market Panels in the USA(Springboard US), Canada (Angus Reid Forum), and theUK (Springboard UK).
Note: Throughout this document, SHARED andFAVORITED is shorthand or:
pinned/repinned/liked it on Pinterestshared/liked/commented on it on Facebooktweeted/retweeted or avorited it on Twitter
% OF THE POPULATION
THAT USES THIS NETWORK 
% OF USERS OF EACHNETWORK WHO HAVEPURCHASED SOMETHING
 
 AFTER SHARING/FAVORITINGON THIS NETWORK 
FACEBOOK PINTERESTTWITTER 
15
%
73
%
24
%
29
%
38
%
22
%
How oten, i ever, do you visit these social networks? / Asked April 2013Have you ever purchased an item – either in-store or online – ater you shared or avorited it? / Asked April 2013
SOCIAL MEDIA USAGE AND PURCHASING
june 2013, social path to purchase study
:1,006 respondents in the USA
april 2013, social to store study:
2,864 respondents in the USA, Canada, and UK
april 2013, social media usage study:
86,155 respondents in USA, Canada, and UK
march 2013, pinterest follow up study:
 501 respondents in the USA
february 2013, pinterest study:
 779 respondents in the USA
march 2012, pinterest study:
 507 respondents in the USA
february 2012, social media usage study:
 62,121 respondents in the USA and Canada
24
%
 
o the populationuses Twitter 
22
%
 
o Twitter users havepurchased something ater tweeting,retweeting, or avoriting it on Twitter 
MEET TOM, A TWITTER PURCHASER 

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