Rajesh Notes

8/3/2019 Rajesh Notes

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@rajeshviswa

Version. Rev Date Remarks

rajeshviswa

Retail Social Blueprint


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Rajesh Viswanathan Page 2 of 9

Table of Contents

1 NOTES .................................................................................................................................... ....3


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1 Notes

[11/15]

How to create social media metrics that matter?Social media is generally a weak vehicle for direct sales. But awareness, consideration, loyalty &advocacy all contribute to sales.Awareness with a social media monitoring tool, measure the number of mentions of your brandor website URLConsideration look at onsite parameters such as visits, page views and time onsite.Loyalty easy loyalty measurement include number of comments and interactions, sign up onsites & number of friends and followers. Individually, none of these items show loyalty, but lookingat them collectively provides loyalty insights.Advocates this can be measured by capturing the number of retweets, reblogs, mentions andpositive sentiment of your brand.

Realistic and true social media success is captured over time and short term success is probablynot being a true indication of market reality.

How Educators are Embracing Social technologies?Skype / Google Hangouts for language teaching digital pen palsMobile Phones

- Exchange questions and answers with their teachers via SMS.- Browse classroom blogs for additional instruction.- Students can quickly trade notes or take a snapshot of the blackboard for later studying.

Twitter-

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Business Objectives- Revenue- Customer retention- Client engagement- Satisfaction

[11/18]Social Business

- Social business embraces networks of people to create business value.- Social business is a profound change that impacts all departments in the organization.- Companies must first prepare & align internal roles, policies, process and stakeholders

Social ReadinessResearch customer profile, current social auditPlanning crisis response plan, organizational models, PoliciesPolicy Disclosure / ethics policy, social media policy, community policyResources social strategist, community managerReporting web analytics, community analytics

Detailed health scores- Customer profile- Market analysis


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- Audit- Process- Organizational model- Policies- Roadmap- Education- Communication- Roles- Stakeholders- Monitoring- Reporting

Holistic or Honeycomb Org model each employee is empowered, Dell & Zappos

[11/21]Why brands & companies should be using Google+?https://plus.google.com/117139907586011263319

1. Google+ pages are official search profiles for brands.a. Direct connect

b. +1 with expecting analytical features.2. Business dont make customers happy, people do

a. 90% of people rely on personal recommendations from friends before they makeunfamiliar decisions.

b. 84% of people do online research before they make any final purchase decision.c. Google is uniting the idea of recommendations and research through Google+.

3. Google+ drives conversations, not just comments.a. 95% of social posts online go unanswered and un-responded to.b. Peoples expectations are so low, they dont expect a response, so when they do

get one, they love it.c. Hangoutsd. Enabling key users to interact with the brands they know and love by having a

real conversation with the people behind them will promote that positive public

reputation your brand needs.4. Google+ lets you better manage and target your audience

a. Circles & Ripples

[11/22]John Hagel on Social Technology Adoption

1. Change management process is not a rational process, its a political process.2. Bus + Spare parts example3. Where do people spend most of their time exception handling.4. Social technology finding the right people, finding the right information and getting them

to work together. Social software is a perfect fit for exception handing.5.

[11/28]Return Visit Aware concept different products depending on when you last visited. Forexample Facebook displays recent stories vs. Top stories since last visit.

Social Proof - http://techcrunch.com/2011/11/27/social-proof-why-people-like-to-follow-the-crowd/1. Expert social proof approval from a credible expert like a magazine or blogger can have

incredible digital influence.2. Celebrity social proof 3. User social proof
https://plus.google.com/117139907586011263319https://plus.google.com/117139907586011263319http://techcrunch.com/2011/11/27/social-proof-why-people-like-to-follow-the-crowd/https://plus.google.com/117139907586011263319http://techcrunch.com/2011/11/27/social-proof-why-people-like-to-follow-the-crowd/


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4. Wisdom of crowds social proof 5. Wisdom of your friends social proof

[11/30]Social Shopping refers to those people who turn to their social networks for advice or researchwhen they are considering a purchase.IBM data shows that people who arrive at a retailers site from Facebook are nearly twice morelikely to buy something than other people.From a click-based experience to a people-based experience - Rather than clicking throughpages and pages of Google search results, people are turning to their social networks for advice.

The implications for retailers (or any business) are clear: you must identify, nurture and promotebrand advocates, ratings and reviews, and social conversations. These are the people whoseopinions will influence your sales across a network of people everywhere. Social shoppingmatters for one achingly simple reason: in the age of the empowered consumer, you aremarketing and selling your goods and services to people who have a multitude of ways tobroadcast their opinions to thousands upon thousands of other people (and potential customers).

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Groundswell + Facebook1. Listening2. Talking

a. Personalization based on Open Graphb. Involve customers by keeping their attention with photos, relevant, and

interesting information.3. Engaging

a. Share / Like buttonb. Facebook reviews / share everything from the original product, to after their

purchase, to their review of product itself.4. Supporting5. Embracing

[12/5]How blogs influences purchases & recommendations?# State of the Blogosphere 2011

- Bloggers comment on brands and post to social media expanding reach.- 38% of bloggers post about brands that they love or hate and 34% write product or

service reviews.

New Trends Empowered Customers- Consumers are bringing their own devices into stores and expecting to shop on them.- Consumers are bringing competitors into stores, whether its another retailer or virtual

competitors such as Amazon or eBay.- Consumers expect their store experiences to be web like information rich, personalized

and flexible.

- Retailers must find ways to bring capabilities traditionally locked in the enterprise ecommerce, order management, analytics etc.

Stores Predictions 20121. Mobile The great unifier

a. Much of excitement around mobile is not about transacting, its about influence providing local information shoppers are seeking about a store and being part ofthat conversation.


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b. Mobile will define the movement to unify all channels of retail. It is poised tobecome a tipping point in the quest for a true omni-channel business and willlikely be a predictor of tomorrows winners.

c. Mobile devices have access to deep data resources and enough capability toperform analytics. Greater optimization is within reach for retailers who embracemobile BI.

d. The time for watching and learning is over. The risk of not at least dabbling inmobile is much greater than the risk of not getting it exactly right the first time.

2. Analytics Mission criticala. The challenge is that every mouse click and tap of a mobile device produces

streams of data. Along with data coming in faster than ever, business problemsare getting bigger and the analytics needed to solve them are becoming morecomplex.

b. The days of managing by guesswork are behind us; retailers want to manage byfact.

c. The relentless growth of data has led to the phenomenon of Big Data.Monetizing that data with an eye toward increasing operating margins or solvingmarkdown optimization problems, for example, will monopolize retail IT shops in2012.

d. Engineered systems, where software and hardware are optimized to work

together, will become more prominent in 2012 as retailers aspire to achieveanalytics at the speed of thought.

3. IT cloudy with a chance of greater visibilitya. Near field communication is moving into more and more devices. Its creating

demand from consumers, which should speed up deployment inside the store.b. Intelligent virtual agents for online customer service have become more common.

Now, as voice response enters the retail lexicon, merchants will need to applythis knowledge as they address future customer interaction.

c. Video analytics to map in-store activity will begin to reshape business objectivesas retailers gain insight to workforce management, customer engagement, out ofstocks, shopping patterns and more.

4. Social going beyond likea. Retailers cant control the conversation about their brand, but listening to what

shoppers are saying, gleaning insight and reacting to their feedback is yieldingdividends.

b. Retail brands are part of the conversation. If businesses are cavalier about theirmost important asset they may lose it.

c. Companies will embrace analytics that help retailers understand the sentimentsbeing expressed in the social realm and turn unstructured data into valuableassets.

d. Facebook and Wal-Mart struck a deal that will allow users of social networkingservices to connect with their local stores. When the worlds biggest retailersays this is important, expect others to quickly follow its lead.

5. Customers ruling retaila. Retailers need to rewire their operations to be more customer-centered, more

relationship-oriented and more transparent.

b. Practice co-creativity with your consumers and do more than just listen to theconversation react.c. Its time to figure out how to reward loyalty without being promotional.

6. Store set the imagea. New generation is looking for a seamless shopping experience for todays omni-

channel shopper is ongoing.b. Among the questions retailers will wrestle with in 2012: Whats more important,

the brands in the store or the brand on the door?


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c. Retailers need to control the shopping experience, using all channels to make itseamless. You cant operate 20th-century stores if you want to appeal to 21st-century shoppers.

d. Labor issues continue to vex some retailers. In the next 12 months taskmanagement will become more important as retailers attempt to move staffthrough critical activities in an orchestrated way.

7.

#GroundswellWidgets

- A stand along web application that can be embedded on 3rd party sites.- Widget use cases

o Video / Audio players

o Weather

o News / Blogs Feeds

o Twitter updates

o Facebook status updates / likes

o Flickr / Photo sharing albums

o

Mapso Slide shows

o Audience / User polls

- Why widgetso Keep people on your sites

o Point people to related / relevant content on or off site.

o Supplement copy with audio, video, slide shares, image galleries etc.

o Provide useful information maps for directions, stock updates

o Poll your site users.

Wikis- Editable websites that allow end users to create and collaborate on content, web pages

and site navigation structure.- Use cases

o Document collaborationo Knowledge base

o Project management

o Intranet / extranet

o Conference planning / networking

o Neighborhood / community

o Fan site

Podcasting- Audio / video on demand.- Portability- Content as it is published- Syndicated programming- Convenience

- Episodic content- Podcasts are available on all digital platforms / devices- Can complement existing content.- Use cases

o Chat / interviews

o


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# Focus on purpose, not on technology.

#Groundswell TalkingObjectives

- Gain new customers- Promote your companys services & offerings- Find new employees / partners- Position yourself or your company as an industry thought leader.- Raise awareness of industry issues- Become a valuable source for credible and original industry insights for media.

Define your target audience- Potential customers- Existing customers- General public- Influencers press, public- Industry experts

Define your target market- Areas near your business locations- Cities where you might consider opening new locations


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Done well, socially-designed programs can help create a community of loyal advocates; donepoorly, you brand yourself as inauthentic, out-of-touch, and maybe worst of all, boring.

Purchase intent is influenced more than ever by both positive and negative online reviews.

Smarter consumer is

More instrumented use 2 or more technologies when shopping.

Add a social layer across all business functions.

Pursue a policy of integration and specialization

Build, activate and maintain a vibrant social graph

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