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.
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 -
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.
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).
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.
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.
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. 300,000videos 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
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.
Comments [0]