Social Commerce IQ Retail1

Social Commerce IQ: Retail
Retailers on Facebook
September 7, 2011
Social Commerce IQ: Retail - Copyright 2011 8thBridge, Inc.
contact@8thbridge.com
Executive Summary
Report Highlights
Sale Status Updates Have 30% Higher Engagement Rates
2.37% +30% 1.81%
57% of Product Likes Are From Owners

57% 29%
24%
I want to buy it
24%
I want to tell my friends
Sale Status Updates
All Status Updates
I bought it and liked it
Research conducted by 8thBridge
Ive heard good things about it
35 Million Facebook Users Have Shared a Product
35% of People Are More Likely to Buy Liked Items

Do more Facebook Likes on a product page increase the likelihood that you will buy that product?
35mm 103mm
*Based on number of U.S. Facebook users
Shared A Product Havent Shared A Product
35% 65%
Yes No
Welcome Letter
Hello, Social commerce is the new frontier for the retail industry. The space has grown tremendously in the two years since we launched the rst store on Facebook for 1-800-Flowers. Analysts now expect social commerce to be a $10B industry by 2015. The bullish position many are taking on social commerce is based on a belief that shopping on the social web will deliver a fundamentally better experience for customers. 8thBridge has beenon a mission to reshape ecommerce around people because we believe it too. We've seen rst hand how much fun people have discovering products from their friends on Facebook and how much more useful online shopping is when its personalized (by real people not math) to your likes and interests.In fact, social commerce experiences much more closely resemble the ofine shopping experiences (minus the lines) that still drive 95% of total retail sales each year. We are in the early days of social commerce but many brands have launched very innovative initiatives to which others can learn from. We're thrilled to share this study with you. The Social Commerce IQ report ranks how effective brands have been at creating social shopping experiences for their customers. In this inaugural report, 8thBridge has analyzed 200 retailers on Facebook and ranked them based on their Social Commerce IQ. We examine how these retailers use Facebook and what strategies are the most critical for success.We believe that retailers with a higher Social Commerce IQ create better experiences for their customers. This is a 115 page report so we're certain to have made some mistakes! Please reach out to us at contact@8thbridge.com if you have any feedback or suggestions. Warm regards,
Wade Gerten Founder & CEO 8thBridge, Inc.
Foreword
Whats your Social Commerce IQ? In other words, how smart are you at using social media to drive business growth? In this report, social commerce specialist 8thBridge benchmarks the Social Commerce IQ of the top 200 retailers on Facebook. Just as consumers use their social intelligence to shop smarter by learning from the shared experience of others, so too can retailers use their Social Commerce IQ to sell smarter - learning from the experience of businesses that sell smart with social media. When it comes to social commerce smarts, GameStop, Victoria's Secret and Walmart lead the eld, creatively combining reach, engagement and shopping activity in social media. Look, Like and Learn. Social Smarts It will be insights from the Social Commerce IQ report that may make the most interesting reading; qualifying truths and debunking myths. For example,it turns out that social media success is driven largely by post-purchase engagement - and thus may be better suited to customer loyalty, cross-selling and up-selling, as opposed to customer acquisition. Likewise,while Facebook fans Like coupons, they Like sales more, and while social used to sit awkwardly with luxury, now luxury retailers are trailblazers in the evolution of social commerce.
Smart Social When reading the report, it may be useful to consider the ndings in the context of three emerging trends in social commerce. 1. Personalization: Using Facebooks social graph to provide personalized experiences and offers to customers. 2. Tryvertising: Selling in social media to 'tryvertise' your new products with fans. By getting your products into the hands and on the lips of your fans rst, they will repay you in kind by advertising your product by word of mouth to their friends. 3. Group-Buy: It's here to stay, customers clubbing together to buy in bulk with volume discounts - how could you use your social smarts to help customers buy from you in bulk? Simply reading the Social Commerce IQ: Retail report will boost your own social commerce IQ, learning from the successes and setbacks of others. A wise man, it is said, learns from the experience of others - a fool by his own. But for your business to prot from selling smart in social media, you'll need to start applying your newfound social commerce smarts. And 8thBridge is there to help. Dr. Paul Marsden Social Psychologist & Market Researcher Social Commerce Today
Table of Contents
1. ABOUT REPORT........................................................................................................................................................................6
Methodology & Research Social Commerce IQ Calculation
2. SOCIAL COMMERCE INSIGHTS..............................................................................................................................................12

Top 10 Social Commerce IQ by Category Social Commerce = Balanced Approach Facebook Influences Purchases Most Likes Come From Existing Customers Type of Status Update Affects Engagement Niche Markets Drive Engagement Shopping Engagement > Total Engagement
3. SOCIAL COMMERCE IQ INDEX............................................................................................................................................26

Social Commerce IQ Index Classes Category Breakdown
4. ABOUT 8THBRIDGE...............................................................................................................................................................111
About Report
About Report
Research
8thBridge conducted a survey and researched 200 retailers Fan pages on Facebook.
Survey:
8thBridge surveyed 1,202 U.S. residents on their Facebook usage and interest in social commerce. Survey questions included: Have you shared a product on Facebook? Have you asked for product recommendations on Facebook? Has a Facebook recommendation ever driven you to make a purchase? Do more Facebook Likes on a page increase the likelihood that you will buy that product? On a retailers website that has the Facebook Like button, why would you click the Like button?
Category and Retailer Selection:

8thBridge segmented the categories based on the designation of categories by Internet Retailers Top 500 Guide. 8thBridges process to select the 200 retailers was as follows: 1. Selected the 10 retailer categories from IR Top 500 Guide 2. Selected the top 10-15 companies in each category based on the 2011 Internet Retailer overall ranking 3. For each of these companies, 8thBridge selected retailers that have a signicant presence on Facebook. For example, each of these companies might own multiple retailers (EG GAP owns Old Navy and Banana Republic) - we selected the most well-known retailers. Research Time Period: July 1, 2011-July 28, 2011
About Report
Social Commerce IQ Calculation
Reach
20%
Engagement
40%
Shopping
40%
SCIQ
About Report
Social Commerce IQ Scoring Methodology

Figure 1.0: Social Commerce IQ Methodology
Reach
Facebook Fans - Number of fans the brand reaches on Facebook Total Status Updates - How often the brand publishes status updates
20%
Engagement
Engagement Rate - Weighted fan engagement with all fan page status updates Landing Tab - Customized landing tab for non-fans Gaming Tab - Gaming applications for Facebook fans Facebook Upstream Trafc - Percent of trafc that comes directly from Facebook
40%
Shopping Updates - How often the brand publishes shopping updates on Facebook. Includes coupon, sale, and product posts. Shopping Engagement - Weighted fan engagement with shopping fan page status updates Store on Facebook - Store offered to fans on fan page (Y/N) Store Finder Tab - Store nder application offered to fan on fan page (Y/N) Customer Service Tab - Customer service offered to all fans on fan page (Y/N) Facebook integration on Website - Facebook integration on website. Includes Facebook Login, Facebook Like button on product pages, FB Share, Send, and Like Box plugins.
Shopping
40%
About Report
Social Commerce IQ Scoring

Figure 2.0: Breakdown of scoring Facebook Upstream Traffic Score
Range
2-5% 5.01-8% 8.01-11% 11.01%+
Shopping Status Updates Score

Range
1-10 11-25 26-50 51+
Score
1 2 3 4
Score
1 2 3 4
Calculating Engagement
Total Interactions
Expected Fan Impression Status Updates
X 100
Total Status Updates Score

Range
1-20 21-50 51-100 101-125 126+
Total Engagement Score

Range
.5-1% 1.01-1.5% 1.51-2% 2.01-2.5% 2.51%+
Score
1 2 3 4 5
Score
1 2 3 4 5
Total Interactions = Likes + Comments Effective Fan Impressions = Number of Fans x % of fans seeing daily posts (see below) No. of Fans 1k-10k 10k-100k 100k-1mm 1mm+ % of fans seeing daily posts 9.38% 6.02% 6.11% 2.79%
Shopping Engagement Score

Range
.01-.5% .51-1% 1.01-1.5% 1.51-2% 2.01%+
Score
1 2 3 4 5
Table Source: AllFacebook.com. Data Source: PageLever. http://www.allfacebook.com/ shocker-3-to-7-5-of-fans-see-your-pagesposts-2011-06
10
About Report
Retailer Categories
The 200 retailers included in the report were segmented into 10 categories, as outlined below. Retailers in each category were chosen based on the Internet Retailer ranking of their parent company. Not all retailers studied have been included in the index listing.
Apparel Computers/Electronics Health/Beauty Jewelry Sporting Goods
Toys/Hobbies Books/Music Videos Flowers/Gifts Mass Merchants Food/Drug
11
Social Commerce Insights

Top 10 Social Commerce IQ by Category Social Commerce = Balanced Approach Facebook Influences Purchases Most Likes Come From Existing Customers Type of Status Update Affects Engagement Niche Markets Drive Engagement Shopping Engagement > Total Engagement
12
Top 10 Retailers by Social Commerce IQ & Fans

Figure 3.0: Top 10 retailers by Social Commerce IQ score Figure 3.1: Top 10 retailers by fan count
Top 10 Retailers by Social Commerce IQ

GameStop Victorias Secret Walmart Sephora Clinique Eastbay FragranceNet.com Hallmark American Eagle Outfitters Zales
Top 10 Retailers by Fan Count

Victorias Secret Victorias Secret Pink Walmart Hollister Kohls Target Abercrombie & Fitch American Eagle Ralph Lauren Best Buy
92 89 84 79 78 77 76 76 75 74
0 25 50 75 100
14,641,106 10,080,947 7,954,246 5,750,883 5,496,927 5,245,902 5,205,378 5,022,294 3,766,380 3,393,128
0 3,750,000 7,500,000 11,250,000 15,000,000
13
Top 10 Retailers by Engagement Rate

Figure 4.0: Top 10 retailers by total engagement rate Figure 4.1: Top 10 retailers by shopping engagement rate
Top 10 Retailers by Engagement Rate

MyJewelryBox.com GiftTree American Girl Fresh Direct Nutrisystem Tiffany & Co. Amway US Nutrilite US 1-800 CONTACTS Costco
Top 10 Retailers by Shopping Engagement Rate

Tiffany & Co. MyJewelryBox.com Fresh Direct Amway US Costco Nutrilite Estee Lauder Artistry US 1-800 CONTACTS Zales
6.26% 6.19% 6.10% 5.71% 5.64% 5.48% 5.36% 5.07% 4.70% 4.59%
0 1 2 3 4 5 6 7
9.28% 7.13% 6.87% 6.04% 5.70% 5.35% 5.11% 5.08% 4.81% 3.98%
0 3 5 8 10
14
Top 10 Retailers by Facebook Upstream Traffic

Figure 5.0: Top 10 retailers by Facebook upstream trafc
CoastalContacts.com mark.girl Free People LeapFrog Rugby Ralph Lauren Weight Watchers GourmetGiftBaskets.com CCS Smashbox Cosmetics Gilly Hicks
28.41% 26.89% 19.10% 16.04% 15.64% 14.73% 14.60% 14.58% 13.04% 12.62%
0 8 15 23 30
Upstream Traffic
The average Facebook upstream trafc for all retailers was 6.27%. The top 10 brands by Facebook upstream trafc is comprised of 4 Apparel retailers, 3 Health/Beauty retailers, 1 Toys/Hobbies retailer, 1 Flowers/Gifts retailer, and 1 Food/Drug retailer.
15
Top 10 Retailers by Status Updates

Figure 6.0: Top 10 retailers by status updates vs. number of Likes generated
Number of Status Updates

248 137 137 119 117 111 105 104 99 95
Number of Likes Generated

CCS Eastbay Sams Club VitaCost.com Free People QVC HSN Neiman Marcus HauteLook DermStore
10,749 108.6 362 / 3.8 16,477 66.4 15,120 110.4 6,014 43.9 2,299 / 19.3 6,038 51.6 15,765 142.0 5,214 49.7
(Likes/Status Update)
40,745 391.8
Status Updates
CCS was the most active brand with 248 status updates. The average number of status updates was 37 or approximately 1.37 updates per day. Neiman Marcus was the most successful generating Likes from posts, averaging 391.8 Likes/status update even though Eastbay and QVC had larger fan bases.
16
Social Commerce IQ by Category

Figure 7.0: Social Commerce IQ by category
Social Commerce IQ
Computers/Electronics
Health/Beauty
Sporting Goods
Books/Music/Videos
Flowers/Gifts
Mass Merchants
Toys/Hobbies
Jewelry
Food/Drug
Data Averages
Average: 55 Median: 56
Average
17
Apparel
100 90 89 80 70 60 50 55 40 30 31 20 10 0
92 74 79 84 74 77 77 76 73
92
61 50 25 42
57
51 30
57 42 48
57 35 12
57 34
62 50
55
21 12
Social Commerce = Balanced Approach

Figure 8.0: Comparing the top 10 retailers to other retailers (based on Social Commerce IQ)
Brands with the highest Social Commerce IQ had a balanced approach to reach, engagement, and shopping. While the average Social Commerce IQ for the 200 retailers was 55, the top 10 retailers had an average IQ of 81. The factors that separated the top retailers were: 1. Reach The top 10 retailers invested in growing their fan base. On average they had 6 times more fans (3.6m vs .6m) than other retailers and they posted status updates more often (48/mo vs. 36/mo). 2. Engagement The top 10 retailers had much higher engagement rates than the other retailers. The engagement rate for all status updates was 2.10% vs. 1.69%. The top 10 retailers also generated 7.4 times more comments per status update than the other retailers. 3. Shopping The top 10 retailers shared more social shopping status updates and offered their fans a store directly on their Facebook fan page. The top brands talked about products, not coupons.
Top 10 Retailers
Facebook Fans Store on Facebook Product Status Updates Social Commerce IQ Total Shopping Status Updates (July) Shopping Status Engagement Rate Welcome Tab Total Status Updates (July) Number of Facebook Tabs Status Update Engagement Rate Facebook Upstream Traffic 3,616,062 100% 21 81 28 1.8% 90% 47 13 2.1% 8.0%
All Other Retailers

584,865 26% 12 53 19 1.3% 68% 36 10 1.7% 6.6%
Difference
+518% +285% +75% +53% +47% +38% +32% +31% +30% +24% +21%
18
Facebook Influences Purchases

Facebook has over 700 million users globally. The social network continues to add millions of members each month and users check Facebook numerous times each day. In addition, to a brands website, it is the most important destination on the internet. Millions of users are being inuenced by their Facebook friends when making purchasing decisions, as detailed below. Sharing a Product 25% of poll respondents shared a product on Facebook. Asked for a Recommendation 19% of poll respondents asked for product recommendations on Facebook Driven to Purchase 16% of poll respondents said that they were driven to make a purchase based on a Facebook recommendation More Likes Equals More Purchases When asked if a Facebook page with more Likes increases the likelihood that you would buy the product, 35% of respondents said it does.
*Data obtained from Facebook Ads Platform. 08.16.2011
Figure 9.0: Facebook inuences consumer purchases
Conversion Funnel + Facebook

Based on survey results applied to the population of Facebook users in the United States
Facebook Users in U.S. 138 Million* Shared a Product 35 Million Asked for Recommendation 26 Million Driven to Purchase 22 Million
19
Facebook Influences Purchases

Figure 10.0: Facebook friends inuence a shoppers decision Do more Facebook Likes on a product page increase the likelihood that you will buy that product? Have you asked for product recommendations on Facebook?
19% 35%
Yes No
81%
Yes No
65%
Have you shared a product on Facebook?
Has a Facebook recommendation ever driven you to make a purchase?

16%
25%
Yes No
75% 84%
Yes No
20
Most Likes Come From Existing Customers

Figure 11.0: Why users click on the Facebook Like button
Facebook offers numerous resources for online retailers to integrate social features on their website. From seamless solutions such as the Facebook Like button to more custom integrations such as Facebook Login, adding social features to a website inuences shopper behavior. Over 82% of retailers have integrated Facebook on their website. One method of implementing Facebook is using the Like Button. As mentioned previously, 35% of poll respondents, or nearly 22 million Facebook users in the U.S., are more likely to purchase a product if the page has more Likes. But what do these Likes represent? Based on poll responses, over 57% of Likes are customers that have bought the product and liked it. Another 30% of Likes are people who have heard good things about the product. See Figure 11.0 for more details on why Facebook users click the Like button on a retailers website.
Why Click The Like Button?

60%
57%
45% 30%
29% 24% 24%
15% 0%
I bought it and liked it
Ive heard good things about it
I want to buy it
I want to tell my friends
21
Type of Status Update Affects Engagement

Figure 12.0: Engagement rate by type of status update
Facebook status updates serve as one of the main communication channels for a retailer. The type of status update a retailer shares will affect how fans perceive the retailer and feel motivated to engage. 8thBridge analyzed 7,354 status updates for nearly 200 retailers on Facebook. The type of status updates are delineated as follow: Non-Shopping Overall - all status updates from a retailers fan page. Fan- status updates which mention a fans name, such as contests. Shopping Sale - status updates which mention a sale or campaign. Product - status updates that mention a specic product(s). Typically includes link and photo of product. Coupon - status updates which include a coupon code or printable coupon for a single product or product category.
Engagement Rate by Type of Status Update*

2.5%
2.37%
2% 1.5% 1% 0.5% 0%
Coupon Status Updates
1.81%
1.71%
1.55% 1.08%
Sale Status Updates
All Status Updates
Fan Status Updates
Product Status Updates
*These rates are derived using the Effective Fan Impression multiple explained on slide 10.
22
Niche Markets Drive Engagement

Figure 13.0: Engagement rate compared to number of fans
The size of a retailers fan base will affect engagement rate. Typically, brands that serve niche markets (smaller fan bases) will have higher engagement rates. The graph at the right visually depicts the difference in engagement between fan base and engagement rate. The top 20 retailers by engagement averaged 247,000 fans. Whereas the bottom 20 retailers by engagement average 1.165 million fans. The Flowers/Gifts category had the highest engagement across all categories at 3.7%. Some of this can be attributed to the fact that this category had an average fan base of only 113,000 compared to 807,000 for all retailers.
Engagement vs. Fan Base

Top 20 Retailers by Engagement Bottom 20 Retailers by Engagement
Average Number of Fans
247k
1.165mm
Engagement Rate
6.72%
0.31%
23
Niche Markets Drive Engagement

Figure 14.0: Fan engagement (Likes + Comments) for retailers status updates on Facebook vs. average fan count
113,508
232,039
4.0 3.0 Eng. Rate 2.0 1.0 0
Engagement Data
289,843 Average: 170,782 359,267 Range: 746,306 815,501 1,196,563 Standard Deviation: Total Status Updates: Total Likes: Total Comments: 1.80% 0% - 23.42% 2.42% 7,386 2,282,385 598,066
3.7%
3.4%
2.5%
1,201,017
411,128
2.1%
2.0%
1,682,581
0.9%
1.8%
1.8%
1.2%
1.2%
1.1%
Books/Music/Video
Food/Drug
Sporting Goods
Toys/Hobbies
Mass Merchant
Flowers/Gifts
Computers
Health/Beauty
Category
Average
Jewelry
Apparel
24
Shopping Engagement > Total Engagement

Figure 15.0: Fan pages that saw the greatest increase in shopping engagement rates vs. total engagement rates
Brand
Facebook Fan Page
Total Engagement Rate
16,229,327
Shopping Engagement Rate
Increase
Difference between two engagement rates
14,641,106
Engagement rate for all status 10,784,682 updates during July 2011 Engagement rate for shopping (coupon, sale, product) status updates during July 2011
10,080,947
Tiffany & Co. Bidz Auction Saks Off 5th Avon Products, Inc. Blue Nile CVS Diamond Nexus Labs Neiman Marcus Victoria's Secret Dicks Sporting Goods
7,954,246
5.48% 2.08% 1.41% 1.26% 2.58% 0.81% 2.35% 1.66% 2.57% 0.14%
9.28% 3.39% 2.26% 2.00% 3.96% 1.20% 3.40% 2.35% 3.51% 0.19%
69.43% 62.78% 60.38% 58.53% 53.50% 48.31% 44.75% 41.65% 36.94% 35.00%
25
Social Commerce IQ Index

Index of retailers on Facebook
26
Social Commerce Index
Social Commerce IQ Index Classes

Figure 16.0: Explanation of Social Commerce IQ classes
Social Commerce IQ Index
Index Score
Class
Description
Genius brands represent the most socially-advanced brands on Facebook. These brands typically have the highest engagement rates and offer relevant shopping offers in the news feed. Superior was the largest category by number of brands represented - over 60% in total. These brands typically had fewer status updates and moderate engagement.
Retailers
(number and percent)
76-100
Genius
8 / 5%
51-75
Superior
102 / 64%
26-50
Challenged
Challenged brands have few status updates, low engagement, and little to no social shopping status updates. They typically did not have any applications and had very few tabs on their Facebook fan page. Deficient brands were basically non-existent - they had no engagement, few fans, and rarely, if ever, sent updates to their fans.
45 / 28%
1-25
Deficient
4 / 3%
27

Figure 17.0: List of retailers in each Social Commerce IQ class
Class
IQ
Retailer
Genius Genius Genius Genius Genius Genius Genius Genius Superior Superior Superior Superior Superior Superior Superior
92 89 84 79 78 77 76 76 75 74 73 72 72 72 72
GameStop Victoria's Secret Walmart Sephora Clinique Eastbay FragranceNet.com Hallmark American Eagle Outfitters Zales Horchow Omaha Steaks Ralph Lauren Blue Nile MyJewelrybox.com
28

Class
IQ
Retailer
Superior Superior Superior Superior Superior Superior Superior Superior Superior Superior Superior Superior Superior Superior Superior
72 72 72 71 70 70 70 70 70 69 69 68 68 67 67
GiftTree Sam's Club Peapod Delivers MAC Cosmetics Victoria's Secret Pink Neiman Marcus TigerDirect.com Bidz Auction Egreetings Estee Lauder Tiffany & Co. jcpenney Harry & David Anthropologie 77 Kids
29

Class
IQ
Retailer
67 67 66 66 65 65 64 64 64 64 64 64 63 63 62
drugstore.com Green Mountain Coffee CCS Ross-Simons Aerie Cabela's CoastalContacts.com GNC Live Well Bobbi Brown Cosmetics American Greetings Sears Weight Watchers Sportsman's Guide Aveda Woman Within
30

Class
IQ
Retailer
62 62 62 62 61 61 61 61 61 61 60 60 60 60 60
Crutchfield Vitacost.com American Girl Costco Banana Republic Dell Beachbody Hayneedle Fresh Direct Nutrisystem Rugby Ralph Lauren Gilly Hicks Free People Smashbox Cosmetics Diamond Nexus Labs
31

Class
IQ
Retailer
60 60 59 59 59 59 59 58 58 58 58 58 58 58 58
Jewelry Television QVC Hollister Bergdorf Goodman Kmart Safeway Urban Outfitters HauteLook Jessica London Avon Products, Inc. Gordon's Jewelers Golfsmith LEGO LeapFrog 1-800-Flowers.com
32

Class
IQ
Retailer
58 57 57 57 57 56 56 56 56 55 55 54 54 54 54
HSN Best Buy Amway US 1-800-BASKETS.COM BlueMountain.com Old Navy Nordstrom Roaman's Amazon.com Target Walgreens Abercrombie L.L. Bean Yoox Sony
33

Class
IQ
Retailer
54 54 54 53 53 53 52 52 52 52 52 52 51 51 51
Bass Pro Shops Jo-Ann Fabric and Craft Stores Toys "R" Us Origins GourmetGiftBaskets.com Macy's Athleta Gilt Man Gilt Children OneStopPlus .com Ice.com CVS Gilt Groupe HP mark.girl
34

Class
IQ
Retailer
Superior Superior Superior Superior Superior Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged
51 51 51 51 51 50 50 50 49 49 48 48 48 48 48
1-800 CONTACTS Nutrilite US Pagoda The Yankee Candle Company Kohl's Microsoft REI Chapters Indigo Books & Music Inc. CUSP Scholastic Abercrombie Kids Foot Locker PC Mall Sony Electronics J&R
35

Class
IQ
Retailer
Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged
48 48 47 47 47 46 46 46 46 46 45 45 44 44 43
Artistry US Dick's Sporting Goods LEGO Games Vermont Teddy Bear Things Remembered The Vitamin Shoppe LifeWay Christian Stores Barnes & Noble FTD Flowers O.co Gilt Home Gap Made Well Babies "R" Us Saks
36

Class
IQ
Retailer
Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged
43 43 43 42 42 41 40 39 39 37 35 35 34 33 33
Scholastic Book Clubs Buy.com Audible.com DermStore GameFly Basics Sports Authority Champs Sport CDW Small Business DeepDiscount.com Last Call by Neiman Marcus CDW Corporation J. Crew Lady Foot Locker Newegg.com
37

Class
IQ
Retailer
Challenged Challenged Challenged Challenged Challenged Deficient Deficient Deficient Deficient
32 31 31 30 29 25 22 21 12
Nordstrom Rack Saks Off 5th Piperlime Gander Mountain HP for Home - US PC Connection Ashford Jomashop.com RentAText
38
Apparel Retailers
48 apparel retailers on Facebook
39
Top 10 Apparel Retailers Based on SCIQ/Fans

Figure 28.0: Top 10 apparel retailers by Social Commerce IQ score Figure 28.1: Top 10 apparel retailers by fan count
Top 10 Apparel Retailers by Social Commerce IQ Score

Victorias Secret Eastbay American Eagle Outfitters Horchow Ralph Lauren Victorias Secret Pink Neiman Marcus Anthropologie 77 Kids CCS
Top 10 Apparel Retailers by Fan Count

89
Victorias Secret Victorias Secret Pink Hollister Abercrombie & Fitch American Eagle Ralph Lauren Old Navy Gap Foot Locker Nordstrom
14,641,106 10,080,947 5,750,883 5,205,378 5,022,294 3,766,380 2,358,356 1,585,665 1,347,809 904,706
0 3,750,000 7,500,000 11,250,000 15,000,000
77 75 73 72 70 70 67 67 66
0 30 60 90
40
Top 10 Apparel Retailers Based on Engagement Rate

Figure 29.0: Top 10 apparel retailers by total engagement rate Figure 29.1: Top 10 apparel retailers by social shopping engagement rate
Top 10 Apparel Retailers by Total Engagement Rate

Horchow Ralph Lauren Victorias Secret Athleta Yoox L.L. Bean Neiman Marcus Jessica London Rugby Ralph Lauren Saks Off 5th
Top 10 Apparel Retailers by Social Shopping Engagement Rate

Victorias Secret Horchow Ralph Lauren Neiman Marcus Saks Off 5th L.L. Bean Athleta Rugby Ralph Lauren Yoox Victorias Secret Pink
3.33% 3.17% 2.57% 2.08% 1.71% 1.67% 1.66% 1.57% 1.50% 1.41%
0 1 2 3 4
3.51% 3.51% 3.26% 2.35% 2.26% 2.08% 2.03% 1.75% 1.68% 1.34%
0 1 2 3 4
41
Apparel Overview
Figure 30.0: Apparel category vs. overall Figure 30.1: Apparel social shopping status updates
Metric
Avg. Social Commerce IQ Avg. Facebook Likes Fan Pages with Stores Avg. Facebook Upstream Traffic Avg. Engagement Rate Avg. Status Updates/Month
Category
55 1,201,017 40% 7.62% 1.07% 42
Overall
55 815,501 28%
Breakdown of Apparel Social Shopping Status Updates
4% 6.27% 1.81% 37
Coupon Sale Product
28% 68%
42
Case Study: American Eagle Outfitters

Figure 31.0: Become a Fan tab
Ranking
Social Commerce IQ Overall Rank Apparel Rank Fan Count Status Updates (July) Total Likes for Status Updates
75 13 3 5,022,294 41 24,785 1,615 0.46% 0.56% 11.77% 14.57%

American Eagle Outfitters fan page has a Become a Fan tab that makes Facebook users aware that they will get exclusive offers and special promos if they become fans of AEO on Facebook. This tab also shows other places they can get exclusive offers. AEO Likes foursquare and shows the number of check-ins under its number of page Likes. The Music tab allows fans to view playlists (linking to a separate fan page) and then listen to the radio stations on Pandora. Fans can purchase gift cards on Facebook on the Buy Gift Cards tab.
Data
Total Comments for Status Updates Total Engagement Rate Shopping Engagement Rate Facebook Upstream Traffic Facebook Downstream Traffic
Facebook Integration on Website: Like button for company and Like and Send buttons for individual products. Facebook Login.
43
Social Commerce Index: Apparel

RANK
SCIQ
BRAND PAGE
FACEBOOK FACEBOOK UPSTREAM FANS TRAFFIC SCORE
TOTAL STATUS UPDATES SCORE
SHOPPING STATUS UPDATES SCORE
TOTAL ENGAGEMENT SCORE
SHOPPING ENGAGEMENT SCORE
LANDING TAB
GAMING TAB
STORE FINDER TAB
CUSTOMER STORE ON SERVICE TAB FACEBOOK
FACEBOOK/ WEBSITE INTEGRATION
89
Victoria's Secret Eastbay American Eagle Outfitters Horchow Ralph Lauren
14,641,106
77
590,790
75
5,022,294
73
35,046
72
3,766,380
70
Victoria's 10,080,947 Secret Pink Neiman Marcus

Anthropologie
4 1
2 4
2 4
2 3
3 5
Y Y
N N
N N
N N
Y N
N Y
70
412,316
8 8
67 67
407,120 134,655
3 4
2 2
2 2
1 0
3 1
Y Y
N Y
N Y
N N
Y Y
Y Y
77 Kids
44

RANK
SCIQ
BRAND PAGE
LANDING TAB
GAMING TAB
STORE FINDER TAB
10
66
CCS
281,849
11
65
Aerie
Sportsman's Guide
625,113
12
63
79,472
13
62
Woman Within Banana Republic Rugby Ralph Lauren Gilly Hicks Free People Hollister
72,871
14
61
344,323
15
60
114,142 137,704
4 4
1 2
1 1
2 2
4 3
N Y
N N
Y N
N N
N N
Y Y
15
60
15 18
60 59
319,156 5,750,883
4 4
4 2
4 2
0 1
1 2
Y N
N N
N N
N N
N N
Y Y
45

RANK
SCIQ
BRAND PAGE
LANDING TAB
GAMING TAB
STORE FINDER TAB
18
59
Bergdorf Goodman Urban Outfitters HauteLook Jessica London Old Navy
120,637
18
59 58
769,981
20
326,870
20
58
29,746
21
56
2,358,356
21
56
Nordstrom Roaman's
904,706 74,702
2 1
3 1
4 1
1 2
2 3
N Y
Y N
N N
N N
N Y
Y Y
21
56
24 24
54 54
Abercrombie 5,205,378
3 1
2 2
1 1
1 3
2 5
Y Y
N N
N N
N N
N N
Y Y
L.L. Bean
69,464
46

RANK
SCIQ
BRAND PAGE
LANDING TAB
GAMING TAB
STORE FINDER TAB
24
54
Yoox
43,025
27
52
Athleta
38,950
27
52
Gilt Man Gilt Children

OneStopPlus .com
31,071
27
52
26,140
27
52
82,756
31
51
Gilt Groupe CUSP

Abercrombie Kids
319,279 14,140
3 3
3 1
3 2
0 1
1 2
N N
N Y
N N
Y N
N Y
Y N
32
49
33 33
48 48
108,022
1 2
2 2
2 2
2 1
3 1
N N
N Y
N N
N N
N N
Y Y
Foot Locker 1,347,809
47

RANK
SCIQ
BRAND PAGE
LANDING TAB
GAMING TAB
STORE FINDER TAB
36
45
Gilt Home
22,889
36
45
Gap
769,981
38
44
Made Well
45,894
39
43
Saks
214,095
40
41
Basics Champs Sport Last Call by Neiman Marcus J. Crew Lady Foot Locker
6,341
41
39
467,838 26,604
1 1
2 2
1 3
0 0
1 1
Y N
Y N
Y N
N N
N N
Y Y
42
35
43 44
34 33
347,013 326,870
2 1
1 2
1 2
0 0
1 1
N N
N N
N N
N N
N N
Y Y
48

RANK
SCIQ
BRAND PAGE
LANDING TAB
GAMING TAB
STORE FINDER TAB
46
32
Nordstrom Rack Saks Off 5th Piperlime
22,889
47
31
45,894
47
31
214,095
49
Computers/Electronics Retailers
15 computers/electronics retailers on Facebook
50
Top 10 Computers/Electronics Retailers Based on SCIQ/Fans

Figure 32.0: Top 10 computers/electronics retailers by Social Commerce IQ score Figure 32.1: Top 10 computers/electronics retailers by fan count
Top 10 Computers/Electronics Retailers by Social Commerce IQ Score

TigerDirect.com Crutchfield Dell Best Buy Sony HP Microsoft PC Mall Sony Electronics J&R
Top 10 Computers/Electronics Retailers by Fan Count

Best Buy Sony Microsoft TigerDirect.com Dell Newegg.com Sony Electronics HP HP for Home - US Crutchfield
70 62 61 57 54 51 50 48 48 48
0 10 20 30 40 50 60 70
3,393,128 794,138 793,262 689,067 681,521 631,797 557,170 515,685 162,658 35,092
0 1,000,000 2,000,000 3,000,000 4,000,000
51
Top 10 Computers/Electronics Retailers Based on Engagement Rate

Figure 33.0: Top 10 computers/electronics retailers by total engagement rate Figure 33.1: Top 10 computers/electronics retailers by social shopping engagement rate
Top 10 Computers/Electronics Retailers by Total Engagement Rate

TigerDirect.com CDW Corporation Sony Microsoft HP Crutchfield Dell PC Connection Best Buy Sony Electronics
Top 10 Computers/Electronics Retailers by Social Shopping Engagement Rate

Sony Microsoft Crutchfield HP Sony Electronics Dell TigerDirect.com PC Connection CDW Corporation Best Buy
1.91% 1.34% 1.32% 1.07% 0.85% 0.85% 0.73% 0.72% 0.72% 0.65%
0 0.5 1.0 1.5 2.0
1.50% 1.35% 0.98% 0.84% 0.80% 0.76% 0.72% 0.72% 0.72% 0.53%
0 0.5 1.0 1.5
52
Category Overview
Figure 34.0: Computers/electronics category vs. overall
Figure 34.1: Computers/electronics social shopping status updates
Metric
Category
50 1,682,581 44% 4.42% 0.92% 39
Overall
55 815,501 28%
Breakdown of Computers/Electronics Social Shopping Status Updates
3% 6.27% 1.81% 37
Coupon Sale Product
32% 65%
53
Case Study: Best Buy

Figure 35.0: Shop + Share tab
Ranking
Social Commerce IQ Overall Rank Computers/Electronics Rank Fan Count Status Updates (July) Total Likes for Status Updates
57 97 4 3,393,128 94,668 38,770 6,235 0.72% 0.53% 4.35% 5.32%

Best Buys fan page includes a Shop + Share tab, which allows fans to browse through products, click through to the Best Buy website to make a purchase, and ask their friends about products. Best Buy Likes other Best Buy pages.
Data
Facebook Integration on Website: Like button on products
54
Social Commerce Index: Computers/Electronics

RANK
SCIQ
BRAND PAGE
LANDING TAB
GAMING TAB
STORE FINDER TAB
70
TigerDirect. com Crutchfield
689,067
62
35,092
61
Dell
681,521
57
Best Buy
3,393,128
54
Sony
794,138
51
HP Microsoft
515,685 793,262
1 1
2 2
3 2
1 2
2 3
Y Y
Y N
N N
Y N
N N
Y Y
50
8 8
48 48
PC Mall Sony Electronics
5,750 557,170
2 2
1 2
2 2
0 1
1 2
Y N
Y Y
N N
N N
Y N
Y Y
55
Social Commerce Index: Computers/Electronics

RANK
SCIQ
BRAND PAGE
LANDING TAB
GAMING TAB
STORE FINDER TAB
48
J&R CDW Small Business CDW Corporation

Newegg.com
8,521
11
39
1,984
12
35
1,480
13
33
631,797
14
29
HP for Home - US PC Connection
162,658
15
25
493
56
Health/Beauty Retailers
22 health/beauty retailers on Facebook
57
Top 10 Health/Beauty Retailers Based on SCIQ/Fans

Figure 36.0: Top 10 health/beauty retailers by Social Commerce IQ score Figure 36.1: Top 10 health/beauty retailers by fan count
Top 10 Health/Beauty Retailers by Social Commerce IQ Score

Sephora Clinique FragranceNet.com MAC Cosmetics Estee Lauder drugstore.com CoastalContacts.com GNC Live Well Bobbi Brown Cosmetics Aveda
Top 10 Health/Beauty Retailers by Fan Count

79 78
MAC Cosmetics Sephora Clinique Avon Products, Inc. CoastalContacts.com drugstore.com Aveda GNC Live Well Estee Lauder Origins
2,123,615 1,635,068 1,309,717 425,532 403,748 365,750 323,594 312,473 306,746 222,840
0 750,000 1,500,000 2,250,000
76 71 69 67 64 64 64 63
0 20 40 60 80
58
Top 10 Health/Beauty Retailers Based on Engagement Rate

Figure 37.0: Top 10 health/beauty retailers by total engagement rate Figure 37.1: Top 10 health/beauty retailers by social shopping engagement rate
Top 10 Health/Beauty Retailers by Total Engagement Rate

Amway US Nutrilite US 1-800 CONTACTS Estee Lauder Artistry US FragranceNet.com Clinique MAC Cosmetics Bobbi Brown Cosmetics Sephora
Top 10 Health/Beauty Retailers by Social Shopping Engagement Rate

Amway US Nutrilite US Estee Lauder Artistry US 1-800 CONTACTS FragranceNet.com Avon Products, Inc. Clinique MAC Cosmetics Bobbi Brown Cosmetics
5.36% 5.07% 4.70% 4.26% 4.17% 3.32% 2.17% 2.14% 1.56% 1.52%
0 1.5 3.0 4.5 6.0
6.04% 5.35% 5.11% 5.08% 4.81% 3.08% 2.00% 1.93% 1.84% 1.81%
0 1 2 3 4 5 6 7
59
Category Overview
Figure 38.0: Health/beauty category vs. overall Figure 38.1: Health/beauty social shopping status updates
Metric
Category
61 359,267 36% 8.40% 2.12% 36
Overall
55 815,501 28% 6.27% 1.81% 37
Breakdown of Health/Beauty Social Shopping Status Updates
10%
Coupon Sale Product
23% 67%
60
Case Study: mark.girl

Figure 39.0: mark.girl news feed store
Ranking
Social Commerce IQ Overall Rank Health/Beauty Rank Fan Count Status Updates (July) Total Likes for Status Updates
51 124 17 109,628 10 330 65 0.59% 0.78% 26.89% 32.35%

mark.girl reps can create stores that include any products they would like and share the stores with their friends in the news feed on Facebook. Their friends can checkout without leaving the news feed. mark.girls fan page includes a Shop tab, which allows fans to browse through products and make a purchase without leaving Facebook.
Data None
Facebook Integration on Website:
61
Social Commerce Index: Health/Beauty

RANK
SCIQ
BRAND PAGE
LANDING TAB
GAMING TAB
STORE FINDER TAB
79
Sephora
1,635,068
78
Clinique
FragranceNet .com
1,309,717
76
20,007
71
MAC 2,123,615 Cosmetics Estee Lauder drugstore .com Coastal Contacts .com GNC Live Well
Bobbi Brown Cosmetics
69
306,746
67
365,750 403,748
1 4
3 1
3 2
1 1
2 2
Y N
Y N
N N
Y N
Y Y
Y Y
64
7 7
64 64
312,473 162,671
2 2
3 2
3 2
1 3
2 4
N Y
N N
N N
N Y
Y N
Y Y
62

RANK
SCIQ
BRAND PAGE
LANDING TAB
GAMING TAB
STORE FINDER TAB
10
63
Aveda
323,594
11
62
Vitacost.com
69,024
12
61
Beachbody
134,957
13
60
Smashbox Cosmetics Avon Products, Inc. Amway US Origins
109,096
14
58
425,432
15
57
79,510 222,840
3 4
1 1
1 1
5 1
5 2
Y Y
N Y
N N
N N
N N
N Y
16
53
17 17
51 51
mark.girl
1-800 CONTACTS
109,628 2,438
4 2
1 1
1 1
1 5
2 5
N Y
N N
N N
N N
Y N
N N
63

RANK
SCIQ
BRAND PAGE
LANDING TAB
GAMING TAB
STORE FINDER TAB
17
51
Nutrilite US
73,887
20
48
Artistry US The Vitamin Shoppe DermStore
90,371
21
46
29,424
22
42
9,381
64
Jewelry Retailers
13 jewelry retailers on Facebook
65
Top 10 Jewelry Retailers Based on SCIQ/Fans

Figure 40.0: Top 10 jewelry retailers by Social Commerce IQ score Figure 40.1: Top 10 jewelry retailers by fan count
Top 10 Jewelry Retailers by Social Commerce IQ Score

Zales Blue Nile MyJewelrybox.com Bidz Auction Tiffany & Co. Ross-Simons Diamond Nexus Labs Jewelry Television Gordons Jewelers Ice.com
Top 10 Jewelry Retailers by Fan Count

Tiffany & Co. Zales Blue Nile Ice.com Pagoda Bidz Auction Jewelry Television MyJewelrybox.com Gordons Jewelers Diamond Nexus Labs
74 72 72 70 69 66 60 60 58 52
0 20 40 60 80
1,461,318 214,317 109,351 105,859 103,615 72,281 67,799 31,786 30,075 9,254
0 375,000 750,000 1,125,000 1,500,000
66
Top 10 Jewelry Retailers Based on Engagement Rate

Figure 41.0: Top 10 jewelry retailers by total engagement rate Figure 41.1: Top 10 jewelry retailers by social shopping engagement rate
Top 10 Jewelry Retailers by Total Engagement Rate

MyJewelrybox.com Tiffany & Co. Zales Gordons Jewelers Ross-Simons Blue Nile Diamond Nexus Labs Bidz Aucion Pagoda Jewelry Television
Top 10 Jewelry Retailers by Social Shopping Engagement Rate

Tiffany & Co. MyJewelrybox.com Zales Blue Nile Diamond Nexus Labs Bidz Auction Gordons Jewelers Pagoda Jewelry Television Ross-Simons
6.26% 5.48% 3.65% 3.11% 2.83% 2.58% 2.35% 2.08% 1.80% 1.73%
0 1 2 3 4 5 6 7
9.28% 7.13% 3.98% 3.96% 3.40% 3.39% 3.23% 1.80% 1.75% 1.70%
0 2 4 6 8 10
67
Category Overview
Figure 42.0: Jewelry category vs. overall Figure 42.1: Jewelry social shopping status updates
Metric
Category
57 170,782 0% 4.94% 2.56% 28
Overall
55 815,501 28% 6.27% 1.81% 37
Breakdown of Jewelry Social Shopping Status Updates
6%
Coupon Product Sale
53%
41%
68
Case Study: Zales

Figure 43.0: Shoppers tab
Ranking
Social Commerce IQ Overall Rank Jewelry Rank Fan Count Status Updates (July) Total Likes for Status Updates
74 15 1 214,317 22 9,325 1,198 3.65% 3.98% 5.20% 6.18%

Zales fan page includes a Shoppers tab where fans can share their purchases from Zales. This tab shows the top shoppers profile pictures on the top and the top products purchased. Fans can Like, comment, and click on an I Own This button for the purchases that have been shared. Zales uses the Polls & Quizzes tab to show pictures of products and then have fans vote on their favorites.
Data
Facebook Integration on Website: Like and share buttons on products
69
Social Commerce Index: Jewelry

RANK
SCIQ
BRAND PAGE
LANDING TAB
GAMING TAB
STORE FINDER TAB
74
Zales
214,317
72
Blue Nile MyJewelry box.com Bidz Auction Tiffany & Co. RossSimons Diamond Nexus Labs Jewelry Television Gordon's Jewelers
109,351
72
31,786
70
72,281
69
1,461,318
66
6,347 9,254
2 2
2 2
2 2
5 4
4 5
Y N
Y N
N N
N N
N N
Y Y
60
7 9
60 58
67,799 30,075
1 0
3 1
3 2
3 5
4 5
N Y
N N
N N
Y N
N N
Y Y
70
Social Commerce Index: Jewelry

RANK
SCIQ
BRAND PAGE
LANDING TAB
GAMING TAB
STORE FINDER TAB
10
52
Ice.com
105,859
11
51
Pagoda
103,615
12
22
Ashford Jomashop .com
1,377
13
21
6,791
71
Sporting Goods Retailers

7 sporting goods retailers on Facebook
72
Top 7 Sporting Goods Retailers Based on SCIQ/Fans

Figure 44.0: Top 7 sporting goods retailers by Social Commerce IQ score Figure 44.1: Top 7 sporting goods retailers by fan count
Top 7 Sporting Goods Retailers by Social Commerce IQ Score

Cabelas
Top 7 Sporting Goods Retailers by Fan Count

Bass Pro Shops
65 58 54
1,286,060 1,279,714 338,140 295,267 281,956 265,220
Golfsmith
Cabelas
Bass Pro Shops
Sports Authority
REI
50 48 40
Dicks Sporting Goods
Gander Mountain
Sports Authority
REI
Gander Mountain
30
0 18 35 53 70
Golfsmith
129,161
0 500,000 1,000,000 1,500,000
73
Top 7 Sporting Goods Retailers Based on Engagement Rate

Figure 45.0: Top 7 sporting goods retailers by total engagement rate Figure 45.1: Top 7 sporting goods retailers by social shopping engagement rate
Top 7 Sporting Goods Retailers by Total Engagement Rate

Cabelas
Top 7 Sporting Goods Retailers by Social Shopping Engagement Rate

Cabelas
1.72%
1.00% 0.92%
Bass Pro Shops
1.10% 1.06% 1.05% 0.78% 0.21% 0.14%

0 0.5 1.0 1.5 2.0
REI
Gander Mountain
Golfsmith
0.70% 0.66% 0.47% 0.19%
Golfsmith
Gander Mountain
REI
Bass Pro Shops
Sports Authority
Sports Authority
0.12%
0 0.3 0.5 0.8 1.0
74
Category Overview
Figure 46.0: Sporting goods category vs. overall Figure 46.1: Sporting goods social shopping status updates
Metric
Category
51 411,128 40% 4.16% 1.22% 37
Overall
55 815,501 28% 6.27% 1.81% 37
Breakdown of Sporting Goods Social Shopping Status Updates
5%
Coupon Sale Product
23%
73%
75
Case Study: Cabelas

Figure 47.0: Fans sharing photos of their Big Catch
Ranking
Social Commerce IQ Overall Rank Sporting Goods Rank Fan Count Status Updates (July) Total Likes for Status Updates
65 44 1 1,279,714 37 12,633 10,106 2.17% 1.72% 4.56% 4.82%

Cabelas allows fans to post photos and videos to its page. Fans post tons of photos and videos of their Big Catch. The Shop & Share tab allows fans to browse through products and then click through to Cabelas website to make a purchase. You can ask your friends about specific items and share items on this tab. Cabelas asks its fans a lot of questions on the Questions tab.
Data
Facebook Integration on Website: Like button on product pages
76
Social Commerce Index: Sporting Goods

RANK
SCIQ
BRAND PAGE
LANDING TAB
GAMING TAB
STORE FINDER TAB
65
Cabela's
1,279,714
58
Golfsmith Bass Pro Shops REI Dick's Sporting Goods Sports Authority Gander Mountain
129,161
54
1,286,060
50
265,220
48
295,267
40
338,140 281,956
1 1
3 1
2 1
0 2
1 2
N N
N N
Y N
N N
N N
Y N
30
77
Toys/Hobbies Retailers
9 toys/hobbies retailers on Facebook
78
Top 9 Toys/Hobbies Retailers Based on SCIQ/Fans

Figure 48.0: Top 9 toys/hobbies retailers by Social Commerce IQ score Figure 48.1: Top 9 toys/hobbies retailers by fan count
Top 9 Toys/Hobbies Retailers by Social Commerce IQ Score

GameStop
Top 9 Toys/Hobbies Retailers by Fan Count

92
GameStop
2,620,375 1,542,415 999,724 809,766 306,759 251,855 119,864 44,242 21,758

0 1,000,000 2,000,000 3,000,000
American Girl
62 58 58 54 54 47 44 42
0 25 50 75 100
Toys R Us
LEGO
LEGO
LeapFrog
Babies R Us
Jo-Ann Fabric and Craft Stores
LeapFrog
Toys R Us
GameFly
LEGO Games
Babies R Us
American Girl
GameFly
LEGO Games
79
Top 9 Toys/Hobbies Retailers Based on Engagement Rate

Figure 49.0: Top 9 toys/hobbies retailers by total engagement rate Figure 49.1: Top 9 toys/hobbies retailers by social shopping engagement rate
Top 9 Toys/Hobbies Retailers by Total Engagement Rate

American Girl
Top 9 Toys/Hobbies Retailers by Social Shopping Engagement Rate

American Girl
6.10% 2.56% 2.27% 1.36% 1.24% 0.97% 0.66% 0.52% 0.30%

0 1 2 3 4 5 6 7
2.52% 2.30% 1.68% 1.39% 0.91% 0.67% 0.52% 0.30% 0.25%

0 0.5 1.0 1.5 2.0 2.5 3.0
GameStop
LEGO
LEGO
LEGO Games
LEGO Games
GameStop
Jo-Ann Fabric and Craft Store
LeapFrog
LeapFrog
GameFly
Toys R Us
Toys R Us
Babies R Us
Babies R Us
GameFly
80
Category Overview
Figure 50.0: Toys/hobbies category vs. overall Figure 50.1: Toys/hobbies social shopping status updates
Metric
Category
57 746,306 22% 6.40% 1.77% 31
Overall
55 815,501 28% 6.27% 1.81% 37
Breakdown of Toys/Hobbies Social Shopping Status Updates
4%
Coupon Sale Product
49%
48%
81
Case Study: GameStop

Figure 51.0: Facebook integration on website
Ranking
Social Commerce IQ Overall Rank Toys/Hobbies Rank Fan Count Status Updates (July) Total Likes for Status Updates
92 1 1 2,620,375 77 82,985 60,978 2.56% 1.39% 6.25% 8.16%

GameStop has a Shop tab that allows fans to browse games and then click through to GameStops website to make a purchase. The Deals tab shows tweets from GameStop. Fans can like and send messages about new games to their friends on the New Releases tab. The Gaming News tab shows an RSS feed that allows fans to Like and send articles. News, videos, photos, upcoming events, and polls are included on the Tournaments tab. GameStop allows Facebook users to Like and share featured items from its website.
Data
Facebook Integration on Website: Like and share featured items (EG Pre Order Batman)
82
Social Commerce Index: Toys/Hobbies

RANK
SCIQ
BRAND PAGE
LANDING TAB
GAMING TAB
STORE FINDER TAB
92
GameStop 2,620,375 American Girl LEGO
62
44,242
58
999,724
58
LeapFrog Jo-Ann Fabric and Craft Stores
306,759
54
119,864
54
Toys "R" Us 1,542,415 LEGO Games Babies "R" Us GameFly 21,758
1 1
2 1
3 1
1 2
2 4
Y Y
Y Y
Y N
N N
N N
Y Y
47
8 9
44 42
809,766 251,855
2 2
3 1
3 1
0 1
1 1
Y Y
N Y
N N
N N
N N
Y Y
83
Books/Music/Videos Retailers
7 books/music/videos retailers on Facebook
84
Top 7 Books/Music/Videos Retailers Based on SCIQ/Fans

Figure 52.0: Top 7 books/music/videos retailers by Social Commerce IQ score Figure 52.1: Top 7 books/music/videos retailers by fan count
Top 7 Books/Music/Videos Retailers by Social Commerce IQ Score

Chapters Indigo Books & Music Inc.
Top 7 Books/Music/Videos Retailers by Fan Count

Barnes & Noble
50 49 46
793,643 243,199 165,829
Scholastic
Scholastic Book Clubs
LifeWay Christian Stores
Barnes & Noble
46 43 37 12
0 13 25 38 50
Scholastic
121,614 44,283 22,257 5,891

0 200,000 400,000 600,000 800,000
DeepDiscount.com
RentAText
RentAText
DeepDiscount.com
85
Top 7 Books/Music/Videos Retailers Based on Engagement Rate

Figure 53.0: Top 7 books/music/videos retailers by total engagement rate Figure 53.1: Top 6 books/music/videos retailers by social shopping engagement rate
Top 7 Books/Music/Videos Retailers by Total Engagement Rate

Top 6 Books/Music/Videos Retailers by Social Shopping Engagement Rate

LifeWay Christian Store
3.73% 1.02% 0.92%
1.06%
Scholastic
DeepDiscount.com
1.03%
DeepDiscount.com
Scholastic Barnes & Noble
0.92%
0.74%
0.85%
0.73%
Barnes & Noble
0.66% 0.54%
0 1 2 3 4
0.51%
RentAText
0.49%
0 0.5 1.0 1.5
86
Category Overview
Figure 54.0: Books/music/videos category vs. overall
Figure 54.1: Books/music/videos social shopping status updates
Metric
Category
48 232,039 0% 4.30% 3.37% 33
Overall
55 815,501 28% 6.27% 1.81% 37
Breakdown of Books/Music/Videos Social Shopping Status Updates
13%
Coupon Sale Product
50% 37%
87
Case Study: Chapters Indigo Books & Music Inc.

Figure 55.0: Welcome tab
Ranking
Social Commerce IQ Overall Rank Books/Music/Videos Rank Fan Count Status Updates (July) Total Likes for Status Updates
50 138 1 165,829 30 1,576 632 0.73% 0.85% 5.28% 8.35%

Chapters Indigo Books & Music Inc.s page includes a very informative Welcome tab. The Welcome tab includes information about its book club, creating a wish list, gift ideas for kids, its reward program, how to find locations, its YouTube channel, and its Twitter feed.
Data
88
Social Commerce Index: Books/Music/Videos

RANK
SCIQ
BRAND PAGE
LANDING TAB
GAMING TAB
STORE FINDER TAB
50
165,829
49
Scholastic
121,614
46
44,283
46
Barnes & Noble Scholastic Book Clubs

DeepDiscount .com
793,643
43
243,199
37
5,891 22,257
1 0
1 1
2 0
1 1
3 0
N N
N N
N N
N N
N N
Y N
12
RentAText
89
Flowers/Gifts Retailers
12 owers/gifts retailers on Facebook
90
Top 10 Flowers/Gifts Retailers Based on SCIQ/Fans

Figure 56.0: Top 11 owers/gifts retailers by Social Commerce IQ score Figure 56.1: Top 10 owers/gifts retailers by fan count
Top 11 Flowers/Gifts Retailers by Social Commerce IQ Score

Hallmark GiftTree Egreetings American Greetings 1-800-Flowers.com 1-800-BASKETS.COM BlueMountain.com GourmetGiftBaskets.com The Yankee Candle Company Vermont Teddy Bear Things Remembered
Top 10 Flowers/Gifts Retailers by Fan Count

76
Hallmark 1-800-Flowers.com American Greetings GourmetGiftBaskets.com BlueMountain.com FTD Flowers
256,875 237,795 126,869 119,818 79,447 48,477 16,178 11,295 7,043 4,235
0 75,000 150,000 225,000 300,000
72 70 64 58 57 57 53 51 47 47
0 20 40 60 80
Things Remembered Egreetings Vermont Teddy Bear 1-800-BASKETS.COM
91
Top 10 Flowers/Gifts Retailers Based on Engagement Rate

Figure 57.0: Top 10 owers/gifts retailers by total engagement rate Figure 57.1: Top 10 owers/gifts retailers by social shopping engagement rate
Top 10 Flowers/Gifts Retailers by Total Engagement Rate

GiftTree Hallmark Egreetings BlueMountain.com 1-800-BASKETS.COM Vermont Teddy Bear American Greetings The Yankee Candle Company Things Remembered FTD Flowers
Top 10 Flowers/Gifts Retailers by Social Shopping Engagement Rate

GiftTree 1-800-BASKETS.COM Egreetings Vermont Teddy Bear The Yankee Candle Company FTD Flowers American Greetings Hallmark Things Remembered 1-800-Flowers.com
6.19% 3.83% 3.48% 3.20% 2.75% 2.47% 1.79% 1.49% 1.26% 1.13%
0 1 2 3 4 5 6 7
3.38% 2.77% 2.55% 2.23% 1.70% 1.41% 1.07% 0.94% 0.87% 0.81%
0 0.5 1.0 1.5 2.0 2.5 3.0 3.5
92
Category Overview
Figure 58.0: Flowers/gifts category vs. overall Figure 58.1: Flowers/gifts social shopping status updates
Metric
Category
57 113,508 27% 7.01% 3.73% 20
Overall
55 815,501 28%
Breakdown of Flowers/Gifts Social Shopping Status Updates
5% 6.27% 1.81% 37
Coupon Sale Product
30% 65%
93
Case Study: 1-800-Flowers.com

Figure 59.0: 1-800-Flowers.com news feed store
Ranking
Social Commerce IQ Overall Rank Flowers/Gifts Rank Fan Count Status Updates (July) Total Likes for Status Updates
58 89 5 237,795 39 3,777 1,061 0.85% 0.81% 5.90% 8.41%

1-800-Flowers.com was the first retailer to make a sale on Facebook on July 8th, 2009. Fans can shop and checkout without leaving their news feed. There is a Shop tab where fans can browse through products and make a purchase without leaving Facebook. The Exclusive Offer tab informs fans of the benefits of being a fan of 1-800-Flowers.com.
Data
Facebook Integration on Website: Like and send buttons on products. Facebook Connect.
94
Social Commerce Index: Flowers/Gifts

RANK
SCIQ
BRAND PAGE
LANDING TAB
GAMING TAB
STORE FINDER TAB
76
Hallmark
256,875
72
GiftTree
947
70
Egreetings American Greetings

1-800Flowers.com
11,295
64
126,869
58
237,795
57
1-800BASKETS. COM
BlueMountain .com
4,235 79,447
1 2
1 2
1 1
5 5
5 2
Y N
N N
N N
N N
N N
Y Y
57
8 9
53 51
GourmetGift Baskets.com The Yankee Candle Company
119,818 359,443
4 1
1 2
1 2
1 2
2 4
N N
Y N
N N
N N
Y N
N Y
95
Social Commerce Index: Flowers/Gifts

RANK
SCIQ
BRAND PAGE
LANDING TAB
GAMING TAB
STORE FINDER TAB
10
47
Vermont Teddy Bear

Things Remembered
7,043
10
47
16,178
12
46
FTD Flowers
48,477
96
Mass Merchants
16 mass merchants on Facebook
97
Top 10 Mass Merchants Based on SCIQ/Fans

Figure 60.0: Top 10 mass merchants by Social Commerce IQ score Figure 60.1: Top 10 mass merchants by fan count
Top 10 Mass Merchants by Social Commerce IQ Score

Walmart Sams Club jcpenney Sears Costco Hayneedle QVC Kmart HSN Amazon.com
Top 10 Mass Merchants by Fan Count

Walmart Kohls Target Macys jcpenney Amazon.com Sears Kmart QVC Costco
84 72 68 64 62 61 60 59 58 56
0 23 45 68 90
7,954,246 5,496,927 5,245,902 2,022,834 1,888,778 1,500,773 705,303 532,306 461,329 307,792
0 2,000,000 4,000,000 6,000,000 8,000,000
98
Top 10 Mass Merchants Based on Engagement Rate

Figure 61.0: Top 10 mass merchants by total engagement rate Figure 61.1: Top 10 mass merchants by social shopping engagement rate
Top 10 Mass Merchants by Total Engagement Rate

Costco Amazon.com Walmart Target Macys Audible.com jcpenney HSN O.co Kohls
Top 10 Mass Merchants by Social Shopping Engagement Rate

Costco Amazon.com Target Audible.com Walmart Hayneedle Buy.com Macys Kohls Sears
4.59% 1.47% 1.27% 1.14% 1.11% 1.11% 1.04% 1.03% 0.97% 0.92%
0 1 2 3 4 5
5.70% 1.25% 1.22% 1.19% 1.08% 1.00% 0.98% 0.91% 0.91% 0.88%
0 1 2 3 4 5 6
99
Category Overview
Figure 62.0: Mass merchants category vs. overall Figure 62.1: Mass merchants social shopping status updates
Metric
Category
57 1,196,563 29% 4.99% 1.25% 48
Overall
55 815,501 28%
Breakdown of Mass Merchants Social Shopping Status Updates
2% 6.27% 1.81% 37
Coupon Sale Product
39% 58%
100
Case Study: QVC

Figure 63.0: Bare Escentuals tab
Ranking
Social Commerce IQ Overall Rank Mass Merchants Rank Fan Count Status Updates (July) Total Likes for Status Updates
60 74 7 461,329 111 15,765 11,115 0.86% 0.73% 6.30% 7.58%

QVCs fan page includes 26 tabs, 388 videos, and 57 photo albums. There is an emphasis on the use of videos. The Todays Special Value tab allows fans to click through to make a purchase on QVCs website. There is a Facebook Friends Exclusive Offer tab that allows fans to purchase an item before anyone else. Live streaming videos can be viewed on the Livestream tab. The Hosts tab shows the hosts on QVC and contains links to each hosts Facebook fan page. Bare Escentuals has its own tab that lets fans browse products and then click through to QVCs website to make a purchase. QVC Likes pages of companies it sells products for.
Data
101
Social Commerce Index: Mass Merchants

RANK
SCIQ
BRAND PAGE
LANDING TAB
GAMING TAB
STORE FINDER TAB
84
Walmart
7,954,246
72
Sam's Club
133,452
68
jcpenney
1,888,778
64
Sears
705,303
62
Costco
307,792
61
Hayneedle QVC
125,263 461,329
2 2
2 4
2 4
1 1
2 2
N Y
Y Y
N N
N N
Y N
Y Y
60
8 9
59 58
Kmart HSN
532,306 106,021
1 1
2 4
3 3
1 2
2 2
N Y
Y Y
N N
N N
Y N
Y Y
102
Social Commerce Index: Mass Merchants

RANK
SCIQ
BRAND PAGE
LANDING TAB
GAMING TAB
STORE FINDER TAB
10
56
Amazon.com 1,500,773
11
55
Target
5,245,902
12
53
Macy's
2,022,834
13
51
Kohl's
5,496,927
14
46
O.co
88,700
15
43
Buy.com
32,740 23,402
1 3
2 1
2 2
1 2
2 3
Y Y
Y N
N N
N N
N N
Y N
15
43
Audible.com
103
Food/Drug Retailers
10 food/drug retailers on Facebook
104
Top 10 Food/Drug Retailers Based on SCIQ/Fans

Figure 64.0: Top 10 food/drug retailers by Social Commerce IQ score Figure 64.1: Top 10 food/drug retailers by fan count
Top 10 Food/Drug Retailers by Social Commerce IQ Score

Omaha Steaks Peapod Delivers Harry & David Green Mountain Coffee Weight Watchers Fresh Direct Nutrisystem Safeway Walgreens CVS
Top 10 Food/Drug Retailers by Fan Count

73 72
Walgreens Weight Watchers CVS Safeway Omaha Steaks Green Mountain Coffee Harry & David Peapod Delivers Nutrisystem Fresh Direct
1,146,763 773,242 529,043 230,311 114,268 101,107 61,222 24,660 15,197 900
0 312,500 625,000 937,500 1,250,000
68 67 64 61 61 59 55 52
0 20 40 60 80
105
Top 10 Food/Drug Retailers Based on Engagement Rate

Figure 65.0: Top 10 food/drug retailers by total engagement rate Figure 65.1: Top 10 food/drug retailers by social shopping engagement rate
Top 10 Food/Drug Retailers by Total Engagement Rate

Fresh Direct Nutrisystem Harry & David Green Mountain Coffee Peapod Delivers Weight Watchers Omaha Steaks Walgreens Safeway CVS
Top 10 Food/Drug Retailers by Social Shopping Engagement Rate

Fresh Direct Green Mountain Coffee Harry & David Peapod Delivers Nutrisystem Omaha Steaks CVS Safeway Walgreens Weight Watchers
5.71% 5.64% 3.52% 3.27% 2.71% 1.64% 1.44% 1.25% 1.05% 0.81%
0 2 4 6
6.87% 2.16% 1.88% 1.59% 1.53% 1.26% 1.20% 1.04% 0.95% 0.86%
0 1 2 3 4 5 6 7
106
Category Overview
Figure 66.0: Food/drug category vs. overall Figure 66.1: Food/drug social shopping status updates
Metric
Category
62 289,843 9% 7.64% 2.52% 38
Overall
55 815,501 28%
Breakdown of Food/Drug Social Shopping Status Updates
5% 6.27% 1.81% 37
Coupon Sale Product
54%
41%
107
Case Study: Walgreens

Figure 67.0: Weekly Ad tab
Ranking
Social Commerce IQ Overall Rank Food/Drug Rank Fan Count Status Updates (July) Total Likes for Status Updates
55 104 9 1,146,763 49 14,628 4,968 1.25% 0.95% 6.30% 6.30%

Walgreens fan page includes a Weekly Ad tab where fans can browse through items in the weekly ad for their location, post comments about the items, and share the items. Walgreens asks its fans a lot of questions on the Questions tab.
Data
Facebook Integration on Website: Share button on products
108
Social Commerce Index: Food/Drug

RANK
SCIQ
BRAND PAGE
LANDING TAB
GAMING TAB
STORE FINDER TAB
73
Omaha Steaks Peapod Delivers Harry & David Green Mountain Coffee Weight Watchers Fresh Direct Nutrisystem
114,268
72
24,660
68
61,222
67
101,107
64
773,242
61
900 15,197
4 4
2 2
2 1
5 5
5 4
Y Y
N N
N N
N N
N N
N N
61
8 9
59 55
Safeway
230,311
2 2
2 2
2 2
2 2
3 2
Y N
Y N
Y Y
N N
N N
Y Y
Walgreens 1,146,763
109
Social Commerce Index: Food/Drug

RANK
SCIQ
BRAND PAGE
LANDING TAB
GAMING TAB
STORE FINDER TAB
10
52
CVS
529,043
110
About 8thBridge
111
About 8thBridge
About Us
8thBridge is rst in social commerce. We create shopping experiences centered on people instead of pages or products. Merchants partner with 8thBridge to create social shopping experiences for their customers inside Facebook and on their ecommerce sites. Customers are empowered to shop with merchants on their own terms in a shopping experience that is portable, personalized, and participatory. 8thBridge clients include Paramount Pictures, Delta Air Lines, 1-800-Flowers, Lands End, Best Buy, Hallmark, TIME, 7 For All Mankind, and the fastest growing division of AVON called Mark.
Our Approach
Portable
Bring your store and offers to me
Personal
Filter my news feed only to offers my friends and I care about
PEOPLE
Participatory
Enable me to become your advocate to my friends
112
About 8thBridge
Social Shopping Evolution

18.4X Lift in Shopping 80% Increase Facebook Ad CTR
News Feed Stores vs. Links
85% Shopping is Friend to Friend

Massive Lift in Impressions
First retail store on a Facebook Fan Page opens
First travel booking option arrives from Delta in your Facebook News Feed
First movie tix invites arrive in your News Feed from your friends
Portable 2009
Personalized 2010
Participatory 2011
113
About 8thBridge
Contact Us
Brands that have partnered with 8thBridge
Contact us today to learn how we can create social shopping experiences for your customers. Phone: (612) 927-3434 Email: contact@8thbridge.com Connect with 8thBridge:
114
About 8thBridge
The Authors
Erik Eliason
Director of Marketing 8thBridge eeliason@8thbridge.com
Erik is 8thBridges Director of Marketing. Prior to 8thBridge, Erik co-founded two companies. Most recently, Erik co-founded SocialEarth Media, a blog network for social entrepreneurship. The company has over 100 contributors in 25 countries and generates nearly a million views per year. Prior to that, Erik co-founded a venture-backed start-up which served as a social network for college admissions. Erik earned his MBA from Harvard Business School.
Melissa Buening
Sales and Marketing Associate 8thBridge mbuening@8thbridge.com
Melissa is a Sales and Marketing Associate at 8thBridge. She has a B.S. in Architecture and studied entrepreneurial management at the Carlson School of Management at the University of Minnesota. While attending the University of Minnesota, she completed an internship at 8thBridge (then Alvenda). After completing college, she joined the team at 8thBridge. She helped in developing the Social Commerce IQ, gathering and analyzing the data, and designing and writing the report.
Dr. Paul Marsden

Social Psychologist, Market Researcher, Blogger Social Commerce Today
Dr. Paul Marsden is a social psychologist and market researcher specializing in digital culture and social media. He is author of Connected Marketing and editor of Social Commerce Today, the leading web journal on selling with social media. Paul works as a digital planner to brands and organizations in the development of effective digital marketing strategies, and as a professional trainer in digital communications and online PR. He is a certied Net Promoter Associate, and a Fellow of the Royal Society of Arts.
115

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Social Commerce IQ: Retail

Social Commerce IQ: Retail - Copyright 2011 8thBridge, Inc.