Booz and Company - Turning Like To Buy

Perspective Matt Anderson
Joe Sims
Jerell Price
Jennifer Brusa
Turning “Like” to “Buy”

Social Media Emerges
as a Commerce Channel
Contact Information
Berlin Düsseldorf New York

Dr. Florian Gröne Roman Friedrich Fabian Seelbach
Senior Associate Partner Senior Associate
+49-30-88705-844 +49-211-3890-165 +1-212-551-6073
ÁRULDQJURHQH#ERR]FRP URPDQIULHGULFK#ERR]FRP IDELDQVHHOEDFK#ERR]FRP
Chicago Frankfurt San Francisco

Jennifer Brusa Olaf Acker Jerell Price
Associate Partner Principal
+1-312-578-4550 +49-69-97167-453 +1-415-263-3764
MHQQLIHUEUXVD#ERR]FRP RODIDFNHU#ERR]FRP MHUHOOSULFH#ERR]FRP
Dallas Hong Kong São Paulo

Joe Sims Edward Tse Fernando Fernandes
Partner Senior Partner Partner
+1-214-712-6636 +852-3650-6100 +55-11-5501-6222
MRHVLPV#ERR]FRP HGZDUGWVH#ERR]FRP IHUQDQGRIHUQDQGHV#ERR]FRP
Dubai Houston Vienna

Karim Sabbagh Matt Anderson Klaus Hölbling
Partner Partner Partner
+971-4-390-0260 +1-713-650-4142 +43-1-518-22-907
NDULPVDEEDJK#ERR]FRP PDWWDQGHUVRQ#ERR]FRP NODXVKRHOEOLQJ#ERR]FRP
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EXECUTIVE As consumers around the globe spend more time on social
media of all kinds, it is inevitable that some of their posts and
SUMMARY
comments relate to what they are going to do at the mall and
what products they like. Many consumer-oriented companies
have already responded to this shift by setting up Facebook
fan pages or Twitter feeds. These can be great ways of engag-
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individuals on a social networking site are usually connected
to other individuals whom they trust and respect. So, in the
best case, a company that has something appealing to sell can,
through an initiative involving social media, provide an impe-
tus far superior to traditional advertising—recommendations
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friends and family.
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Consumers will transact commerce—

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purchases through payment with
credit cards and points—inside social
networks.
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Exhibit 1
Booz & Company Estimate of Social Commerce Market Size (2010-2015; in US$ Billions)
$30
+56% $14 U.S.

$20
$9
$14
$9 $5
$16 Rest of
$5 $3 the World
$12
$1 $8
$6
$4
2010 2011 2012 2013 2014 2015
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WHERE SOCIAL
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COMMERCE CAN 8u½}b8½}½Â²O}8µbi8É8²b- 8²bµbÉ8ËÂµu²8u
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Exhibit 2
Typical Social Activities in Each Stage of Marketing Funnel
MARKETING FUNNEL TYPICAL ACTIVITIES WHAT SOCIAL MEDIA ENABLES
Branding - New environment for promoting broader brand
Awareness Content Creation - Forum for new social/viral content (often user-generated)
erience
Traffic Generation - Additional ways to drive traffic to own site or social network presence
mer Exp
Engagement - New microsites/widgets/apps to engage potential customers

Consideration
Innovation/Ideation - Proactive customer engagement in product/service innovation
n Custo
Commo
Lead Generation - New mechanisms for targeting and incentivizing potential customers
Purchase Decision - Additional e-commerce channel

Conversion - Unique buying propositions
- Purchases as syndicated social content
Loyalty/Advocacy - Deeper connection with customers after sale
- Activation of brand loyalists to market/sell on your behalf
Loyalty/Service
After-Sale Service - Additional mechanism for community-based support
Measurement - Rich sociographic data set for effective real-time social targeting
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Booz and Company - Turning Like To Buy

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Perspective Matt Anderson

Turning “Like” to “Buy”

Berlin Düsseldorf New York

Chicago Frankfurt San Francisco

Dallas Hong Kong São Paulo

Dubai Houston Vienna

Consumers will transact commerce—

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MARKETING FUNNEL TYPICAL ACTIVITIES WHAT SOCIAL MEDIA ENABLES

Branding - New environment for promoting broader brand

Engagement - New microsites/widgets/apps to engage potential customers

Purchase Decision - Additional e-commerce channel

Social commerce will have the

Ðµ8É8ËµVb8²uÉ}8½Ybµ¯½ Matt Anderson LVDSDUWQHUZLWK

Jennifer Brusa LVDQDVVRFLDWHZLWK

Booz & Company is a leading global management

For our management magazine strategy+businessV

S-ar putea să vă placă și

Booz and Company - Turning Like To Buy

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Booz and Company - Turning Like To Buy

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Perspective Matt Anderson

Turning “Like” to “Buy”

Berlin Düsseldorf New York

Chicago Frankfurt San Francisco

Dallas Hong Kong São Paulo

Dubai Houston Vienna

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Jennifer Brusa LVDQDVVRFLDWHZLWK

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