thinking back. thinking ahead.

 

Modern Retail

GOOD Magazine recently posted a short 3 minute video on social shopping.

The stats quoted in the YouTube video are below.  We’ve done internal research at EXPO that shows similar - http://samirb.com/marketing-to-moms

 

Enjoy the video.

 

 

-          83% of online shoppers say they want to share information about their purchases

-          In 2008, nearly 83 million users generated online reviews…and 116 million users read them

-          Among people who planned to post reviews of their online shopping experience…88% said the review would be positive

-          93% of Americans research online before purchasing in a store

-          84% said they would trust user reviews over a critic

-          31% of reviewers contribute to social shopping sites to feel like part of a community

-          28% need recognition from their peers

-          50% of social networkers consider information shared on their networks when making a purchasing decision

-          86% of US online retailers have a Facebook fan pages

-          The highest performing businesses use consumer insights in 80% of sales and merchandising

-          The 2009 holiday season set a new record: 79% of online shoppers were satisfied customers

 

Data Sources:

Manage Smarter, eMarketer, the Miami Herald, BIG Research, MarketingSherpa, IBM Institute for Business Value, Etailing, Jupiter Research, NRF, New York Times.

 

With these videos done in the style of the “Social Media Revolution” by Erik Qualman - – viewers may be curious to know what the song in the background is. In Social Media Revolution it’s Fatboy Slim’s “Right Here, Right Now.” In Modern Retail the music is “Over Island” by Casino v. Japan.

 

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Google Super Bowl Ad Inspired by Old Levis Ad

Google Ad scheduled to run during Super Bowl XLIV between Drew Brees' New Orleans Saints and Peyton Manning's Colts.

The ad is called "Parisian Love" and it follows a searcher using Google from studying abroad to meeting someone and having a kid a few years later. Watching it I can't help but see the inspiration the campaign had from a Levi's ad that ran a couple of years back.

It was called Levi's Fantasy and featured a guy and girl in an elevator, both attracted to each other, with their future lives together flashing by during the commercial (with a very funny scene in a hospital delivery room).

For those that remember that ad, it featured a song by the Partridge Family, I Think I Love You - 

Just for fun, here's the full song - 

 

 

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Filed under  //   google   insipiration   levis   partidge family  

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Marketing to Moms - Research Study Findings - 1,700+ Moms

(download)

In mid-January we presented the findings of our Marketing to Moms research study titled "What Moms Want."

http://blog.expotv.com/2010/01/25/what-do-moms-want-findings-from-expo-webinar/

At EXPO we have an active and social community of real consumers that regularly shares opinions on brands and products, on video. Through discussions with our clients we decided to tap into the community to find out how Moms conduct product research, how that is changing, and how they tell others about the brands and services they like (or maybe not like).

We received responses from over 1,700 Moms.

Most of them were:

- between 18 & 44

- on Facebook (89%)

A few of the key findings - 

- 92% of our Moms said they trusted consumers over the brand description. 

- Just over 1/3 of our Moms had uploaded a product review video, but 89% said they would.

- Moms told us the top places they "spread the word" is in person, on Facebook, and on reviews on retailer sites.

- Increasingly video reviews are becoming a factor in influencing purchasing decisions.

- Moms told us they want to see video reviews integrated in a wide variety of places they may be conducting product research (shopping comparison sites, brand websites, retailer websites, Facebook, YouTube).

- 81% told us consumer reviews (text or video) were somewhat or very helpful.

- 78% told us that watching a user video review helped them make a decision or led them towards or away from a certain brand or product.

Pretty compelling stuff. Any questions, comments, or suggestions for future studies, please let me know.

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Marketing to Moms

We (EXPO) surveyed over 1,700 Moms and asked them to share insights on how they conduct product research and share information about brands. We looked at specific influences in the purchasing decision process and how that is evolving as social media becomes more embedded into our day to day.

Some of the key findings include Moms telling us where they want to see product information and who they trust – the brand or fellow consumers, where they spread the word (i.e. in person and Facebook).

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ROI on Product Video Descriptions

Zappos recently did an interview talking about the product videos it has on its website. The most telling component of the interview was, according to Rico Nasol, Content Team Senior Manager, Zappos sells anywhere from 6% to 30% more product on merchandise that is accompanied with a video description.

You can watch the interview here:

Rico Nasol, Content Team Sr. Mgr, Zappos, speaking on Fox Business.

http://www.businessinsider.com/zappos-sells-6-30-more-merchandise-when-accompanied-by-video-demos-2009-12

Not all companies are as open with disclosing actual metrics around ROI on new initiatives. If an initiative is successful brands may not want the competition copying and pasting the program. If it is unsuccessful it doesn’t always want that information out in the public.

Zappos has created approximately 8,000 videos and plans on having 50,000 by the end of this year.

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User Generated Video Research - Introducing Kitchen Table Conversations

Today is an exciting day at EXPO, based on creative thoughts from our clients and partners; we have just announced the official launch of our “Kitchen Table Conversations.”

What is it? Simply put it's a new user-generated video research service that will give brands the ability to discover the attitudes and insights of real consumers, allowing them to watch behaviors in a context that is naturally occurring (i.e. their home).

A bit of background, at EXPO, we have built a community of self-identified, helpful consumers who use video to share themselves and their product experiences. The Expo community has created approx. 300,000 videos so far and the format is authentic and very social.

Basically we have a panel of consumers with video cameras, who are comfortable filming themselves, uploading and sharing their thoughts. All we have to do is tell them what to film. This is where Kitchen Table Conversations (KTC) comes in.

  KTC allows us to peak inside participants homes to gather insights – “show me, don’t tell me.” We think being able to watch and analyze these videos may illuminate things that traditional focus groups and ethnographies may not. We are able to target a specific group of consumers to create the videos and turn them around in a short amount of time. – The potential is broad - we can segment based on demographics (age, gender) or psychographics (attitudes, values, interests). 

  There are a few ways we can classify the conversations today -   

Exploration – In depth video responses from probing questions.

-          How do you organize your groceries in your refrigerator?

-          Walk us through your liquor cabinet and describe purchasing rationale.

-          Brand perception – what do consumers think about your brand? Or your competitor?

Everyday Uses - Video responses from consumers interacting with specific product and/or product category for several days

-          Demonstrate your morning routine

-          How do you take a photo from your camera and share it with friends and family (connect to PC, download to hard drive, upload to specific service)

-          What are alternative uses of dryer sheets or baking soda?

Concept Testing – Video responses from targeted consumers interacting with products in development

-          Send two potential product packages to a consumer and ask them to give thoughts based on specific questions.

-          What are women looking for in a laptop?

-          Simple (color preference) to more detailed (new concept designs)

Question and Answer – Video responses to a specific question or topic.

-          How will the economy impact your holiday spending? (NRF)

-          What are your perceptions of gift cards?

-          What do you think about the Dominos Controversy?

 

Our co-founders provide additional insights on their personal blogs –

Daphne Kwon’s Girl Founder

Bill Hildebolt’s Thinking Media

EXPO Official Blog

What do you think?

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Filed under  //   consumer electronics   consumers   cpg   Ethnography   EXPO   Expo communications   focus group   innovative research   kitchen table conversations   social media   video   word of mouth  

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The Thrilling Potential of Sixth Sense - Pranav Mistry at TEDIndia

Computing merging with the physical world. Amazing thought provoking ideas. Enjoy!

Pranav Mistry is part of the MIT Media Lab and is a PhD student and inventor of Sixth Sense. Sixth Sense is a "wearable gestural interface that augments the physical world around us with digital information and lets us use natural hand gestures to interact with that information."

A couple of examples include using your hands to frame and take a picture, to then stop at any surface or wall and flick through the photos you've taken. Other uses include augmenting physical objects, such as displaying live information on a newspaper, or adding dynamic digital information to a book you are looking at in a bookstore. He also has talked about this technology being used to help someone who cannot speak to more easily interact with the world.

This is all open-source. 

He recently spoke at TEDIndia - 

To learn more about Pranav - http://www.pranavmistry.com/projects/sixthsense/

The wearable device utilizes a webcam, a mirror, a 3M pico projector - connected via Bluetooth to a smartphone.

 

 

 

 

 

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LinkedIn Links Up With Twitter

LinkedIn has just added the ability to link in with Twitter!

When you connect your Twitter profile to your LinkedIn account you are allowed two choices.

One is to display your Twitter account on your LinkedIn profile, should be a no-brainer for most.

The other is to share your tweets in your LinkedIn status. You can share all tweets, or you have an option to share only certain tweets.

This is the option I’m starting with. It is quite simple, to share only specific tweets you tag the end of your Tweet with “#in”

For me this will slightly mess up the selective twitter status updates I use for Facebook, where only Tweets ending in “#fb” end up on Facebook.

Nice job LinkedIn.

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Jay- Z and Alicia Keys - live during the World Series. Game II.

Jay- Z and Alicia Keys – live during the World Series. Game II.

Yeah I'm out that Brooklyn, now I'm down in Tribeca

Right next to Deniro, but I'll be hood forever

I'm the new Sinatra, and since I made it here

I can make it anywhere, yeah they love me everywhere

I used to cop in Harlem, all of my Dominicano's

Right there up on Broadway, pull me back to that McDonald's

Took it to my stashbox, 560 State Strett

Catch me in the kitchen like a Simmons with them pastries

Cruisin' down 8th Street, off white Lexus

Drivin' so slow, but BK is from Texas

Me, I'm out that Bed-Stuy, home of that boy Biggie

Now I live on billboard and I brought my boys with me

Say whatup to Ty-Ty, still sippin' mai tai's

Sittin' courtside, Knicks & Nets give me high five

Nigga I be Spike'd out, I could trip a referee

Tell by my attitude that I'm most definitely from...

New York

Concrete jungle where dreams are made of

There's nothin' you can't do

Now you're in New York

These streets will make you feel brand new

Big lights will inspire you

Let's hear it for New York, New York,

New York

Catch me at the X with OG at a Yankee game

Shit, I made the Yankee hat more famous then a Yankee can

You should know I bleed blue, but I ain't a Crip though

But I got a gang of Niggas walkin' with my clique though

Welcome to the melting pot, corners where we sellin' rock

Africa Bambata shit, home of the hip-hop

Yellow cab, gypsy cab, dollar cab, holla back

For foreigners it ain't for they act like they forgot how to act

Eight million stories, out there in it naked

City is a pity, half of y'all won't make it

Me, I got a plug, Special Ed "I Got It Made"

If Jesus payin' Lebron, I'm payin' Dwayne Wade

Three dice cee-lo, three card molly

Labour Day Parade, rest in peace Bob Marley

Statue of Liberty, long live the World Trade

Long live the Kingdome, I'm from the Empire St. that's

New York

Concrete jungle where dreams are made of

There's nothin' you can't do

Now you're in New York

These streets will make you feel brand new

Big lights will inspire you

Let's hear it for New York, New York,

New York

Lights is blinding, girls need blinders

So they can step out of bounds quick

The sidelines is, lined with casualties, who sip to life casually

Then gradually become worse, don't bite the apple leaf

Caught up in the in-crowd, now you're in style

End of the winter gets cold, en vogue, with your skin out

City of sin, it's a pity on the wind

Good girls gone bad, the city's filled with them

Mommy took a bus trip, now she got her bust out

Everybody ride her, just like a bus route

Hail Mary to the city, you're a virgin

And Jesus can't save you, life starts when the church end

Came here for school, graduated to the high life

Ball players, rap stars, addicted to the limelight

MDMA got you feelin' like a champion

The city never sleeps, better slip you an Ambien

New York

Concrete jungle where dreams are made of

There's nothin' you can't do

Now you're in New York

These streets will make you feel brand new

Big lights will inspire you

Let's hear it for New York, New York,

New York

One hand in the air for the big city

Streetlights, big dreams, all lookin' pretty

No place in the world that could compare

Put your lighters in the air

Everybody say "Yeah, Yeah. Yeah, Yeah"

New York

Concrete jungle where dreams are made of

There's nothin' you can't do

Now you're in New York

These streets will make you feel brand new

Big lights will inspire you

Let's hear it for New York, New York,

New York

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Twitter List Screenshot

Here is a screenshot of Creating Lists in Twitter.

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