SoCoLoMo in 2013
Social, Commerce, Local & Mobile:
Planning for Digital Success in 2013
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SoCoLoMo Overview
Social
Commerce
Local
Mobile
• Networks
• Communication
• Monitoring
• Conversion
• Revenues
• Promotions
• Loyalty
• Content
• Languages
• Geography
• Applications
• Sites
• Users
Integration
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Consumer Lifecycle
Awareness
Consideration
Selection
Satisfaction
Advocacy
Description
Recognize a need &
consider you a provider
Evaluates options from
you & competition
Purchase
Through experience is
happy or not
Shares opinion of experience
Behaviors
Searches the web &
visits industry / trade sites
Visits your sites, queries
networks, reads reviews
Visits your site, searches,
adds to cart, checks out
Receives offering, uses
offering, engages support
Speaks in favor of or
opposition to you & offerings
Awareness
Consideration
Selection
Satisfaction
Advocacy
Social
Networks
Monitoring – Proactive
Networks
Communication
Networks
Communication
Networks
Monitoring – Reactive
Networks
Monitoring – Proactive
Commerce
Content
Loyalty
Content
Loyalty
Promotions
Conversion
Promotions
Revenues
Content
Loyalty
Loyalty
Promotions
Local
Languages
Languages
Geography
Languages
Geography
Languages
Geography
Languages
Mobile
Applications
Applications
Sites
Applications
Sites
Users
Applications
Sites
Users
Applications
Sites
Users
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Capability Maturity
Best of the Best: You’re a leader in the industry
and the functionality. Others look to you as the
model to one day aspire
Consistently Proficient: Confidence is high across
the organization. You know what you’re doing,
track measure and report consistently positive
results.
Measurement is Key: Processes are documented,
targets are set and objectives are clear. There are
few gaps in understanding or expectations. Failure
still occur but are quickly resolved.
Building: You’ve recognized what it takes to be
successful and are spreading the word. Processes
are documented and starting to be shared. There
are some examples of consistent success.
Chaotic: Success is achieved primarily through
heroic efforts of the team. There may be pockets of
success, but not through any strategic plans or
goals. A change in people would impact results.
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Social
Current:
3 Objective:
Blog
1
3
2
Communications (78%)
Monitoring (79%)
1. Networks: Sustain what we’re doing well.
2. Communications: Increase internal & external blog content.
3. Monitoring: Address competitive posts.
prefer to connect on
Facebook.1
use social media a month.2
reviews make 52% of consumers
more likely to use a business. 3 Serve first
4
Commerce
Promotions (56%)
Current:
Loyalty (45%)
2 Objective:
Revenues (64%)
1. Promotions: Increase promotions, especially with 3rd parties.
2. Loyalty: Develop content & promotions to attract returning visitors.
3. Revenues: Maximize cross-sell and up-sell opportunities.
US eCommerce by 2015.4
Dollars spent in US retail influenced by
the Web by 2016 5
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4
Local
Current:
1 Objective:
Ik hou van Twink-gemak!
Mwen renmen
Twink-fasilite!
Nampenda Twink-urahisi!
Languages (41%)
Geography (51%)
1. Low ROI: Minimal benefit from localization.
2. Languages: Expand the available languages.
3. Geography: Investigate “Find a local Twink-ease seller”
Mobile and online local ad
spending in 2016 6
consumers use Google monthly to find
businesses7
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1
Mobile
Current:
Desktop (1680x1050)
1 Objective:
Tablets (768x1024)
Netbooks (1024x768)
Smart Phone
(480x320)
Applications (51%)
Sites (38%)
Users (51%)
1. Applications: Modest increase, given the low ROI.
2. Sites: Adapt websites for responsive / multi-screen design.
3. Users: Capture more mobile data for consumers.
Mobile commerce in 2016 8
online retailers' mobile traffic coming
from tablets. 9
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APPENDIX
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Social KPIs
W
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84%
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SOCIAL MEDIA KPIs
Networks
Facebook
Fans
Posts
Likes / Post
Shares / Post
Events
Positive Sentiment
48,229
18
15
3
2
25%
75,000
20
10
5
3
35%
Fans
Posts
+1 / Post
reShares / Post
Events / Hangouts
Positive Sentiment
7432
4
10
5
1
10%
15000
10
10
10
2
15%
523
4732
32
10
3
5,921
1,154
45%
500
5000
30
10
2
5,000
2,500
50%
Boards
Followers / Board
Average Repins
Likes / Board
Likes / Pin
Positive Sentiment
12
865
18
83
5
39%
12
500
20
85
3
25%
Following
Followers
Follower Ratio
Retweets / Tweet
Events
Positive Sentiment
300
9123
3.3%
2.5
0.5
18%
300
10000
3.0%
10
3
25%
12
5
43,891
75%
5
16
4
50,000
50%
5
Guest Posts
Comments - Received
Comments - Contributed
Positive Sentiment
2
5
23
53%
10
50
50
65%
Incidents Addressed < 24 hrs
Incidents Addressed < 48 hrs
Networks Monitored
75%
87%
7
80%
95%
10
Positive Mentions Addressed
43%
50%
Google+
LinkedIn
Connections
Followers
Posts - Shared
Posts - Original
Likes / Post
Company Page Views
Unique Visitors
Positive Sentiment
Pinterest
Twitter
Communication
Blogs - Internal
Frequency
Guest Post Frequency
Subscribers
Positive Sentiment
Distribution
Blogs - External
Monitoring
Reactive
Proactive
50%
40%
10%
10%
25%
25%
10%
20%
5%
10%
10%
25%
25%
10%
20%
25%
5%
5%
10%
15%
15%
15%
15%
20%
5%
5%
15%
20%
20%
15%
25%
25%
5%
20%
5%
25%
20%
25%
20%
60%
5%
10%
30%
40%
15%
40%
25%
25%
25%
25%
30%
60%
40%
40%
20%
40%
80%
85%
89%
64%
90%
150%
60%
67%
71%
65%
50%
40%
100%
50%
50%
67%
101%
105%
95%
107%
100%
150%
118%
46%
90%
132%
100%
173%
90%
98%
167%
156%
56%
100%
91%
110%
25%
17%
72%
78%
118%
75%
125%
88%
150%
100%
39%
20%
10%
46%
82%
88%
88%
94%
92%
70%
79%
86%
Comments
How many fans you have - like followers in Twitter.
Average number of posts / new content (image, video, etc) per time period (you decide - month, quarter, year…)
Average number of Likes per Post. This gauges the perceived value fans have of your content.
Average number of shares per Post. Generally more valuable than a Like as it spurs greater distribution / reach.
Events shared on Facebook per time period (you decide - month, quarter, year…)
Quick & dirty gauge: of 100 most recent feedback pieces, what % positive?
How many fans you have - like followers in Twitter.
Average number of posts / new content (image, video, etc) per time period (you decide - month, quarter, year…)
Average number of +1's (Likes) per Post. This gauges the perceived value fans have of your content.
Average number of shares per Post. Generally more valuable than a Like as it spurs greater distribution / reach.
Events &/or Hangouts shared on G+ per time period (you decide - month, quarter, year…)
Quick & dirty gauge: of 100 most recent feedback pieces, what % positive?
Like followers - but 1:1.
People following your company page
Content from other individuals / companies you share to your network
Original content you provide on LinkedIn (you determine if repurposed content counts)
Average number of Likes per Post. This gauges the perceived value fans have of your content.
How many times people view your company page on LI per time period (you decide - month, quarter, year…)
Unique visitors to the company page
Quick & dirty gauge: of 100 most recent feedback pieces, what % positive?
Number of pin boards you maintain.
Average number of followers / board.
Average number of repins / pin.
Average number of likes / board.
Average number of likes / pin.
Quick & dirty gauge: of 100 most recent feedback pieces, what % positive?
The number of individuals your account follows.
The number of accounts following your account.
Calculated value (Following / Followers). This gauges the "quality" of followers.
Retweets per tweet, this measures value perceived by your subscribers
The number of live events per time period (you decide - month, quarter, year…)
Quick & dirty gauge: of 100 most recent feedback pieces, what % positive? Excludes Neutral
Number of posts / time period (you decide - month, quarter, year…)
Number of GUEST posts / time period (you decide - month, quarter, year…)
Number people following your blog
Quick & dirty gauge: of 100 most recent feedback pieces, what % positive?
How many networks (Facebook, LinkedIn, Pinterest, Google+, etc.) content is distributed to regularly
Number of posts you create on external blogs
Number of comments you receive on your guest posts
Number of comments you provide to external blogs
Quick & dirty gauge: of 100 most recent feedback pieces, what % positive?
Negative incidents addressed in less than 24 hours
Negative incidents addressed in less than 48 hours
Networks / Platforms monitored daily
Positive mentions addressed
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Commerce KPIs
Conversion
Conversion Rate
Digital Cost / Order
Bounce Rate
Abandonment
Average Line Items
Revenues
Gross Revenue
Average Order Value
Digital Contribution Margin
Digital Net Income
Orders
Promotions
Frequency
Distribution
Usage
Loyalty
Returning Visitors
Number of Registered Users
Product Inventory Management (PIM)
Product Imagery
Advanced Media
$
$
$
$
$
2.45%
22.59 $
17%
91%
2.3
850,000
640
617
820,000
1328
$
$
$
$
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77%
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Commerce KPIs
3%
75.00
10%
70%
3.0
1,500,000
3,500
3,000
1,000,000
700
5
3
14%
10
5
25%
21%
52,915
50%
100,000
95%
50%
100%
75%
50%
25%
25%
15%
25%
10%
15%
40%
10%
20%
20%
10%
10%
25%
25%
50%
15%
75%
25%
10%
75%
25%
93%
82%
170%
30%
70%
77%
64%
57%
18%
21%
82%
190%
56%
50%
60%
56%
45%
42%
53%
88%
95%
67%
Comments
The number of unique visits / number of orders placed.
Digital costs / order - this is a PPC measurement.
Percentage of unique visits that leave after 1 page view.
Percentage of visitors starting checkout that do not complete the order.
Average number of line items / order
Total sales for the site(s) / channel(s)
Average sales / revenue per order (Gross Revenue / # of Orders)
Gross Revenue - COGS / # of Orders
Gross Revenue - COGS :: Entered on Variables Tab
Total number of Orders :: Entered on Variables Tab
# of Promotions Publicized / Time Period
# of networks / sites sharing the promotion
% of orders using a promotion
% of visits that are returning users
Number of users with full registration on the site
Percentage of products / services with complete & accurate images
Percentage of products / services with video, audio, 360 views, etc.
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Local KPIs
Local(ization) KPIs
Languages
Languages Available
Languages / Post
3
2
7
5
57%
25%
10%
75%
75%
50%
Geography
Registered Locale
Dynamic Location Aware
Third Parties
30%
50%
50%
70%
50%
25%
25%
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W
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48%
41%
43%
40%
51%
76%
33%
20%
Comments
Number of languages your content MAY be available in.
Average number of languages your posts are translated into
% of registered users that provided postal codes
% of sites / networks using location aware functionality
% of resellers / suppliers w/ location-sensitive integration
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Mobile KPIs
Mobile KPIs
Applications
% HTML
% Native
% Hybrid
Sites
% Responsive Sites
% Lookup - Showroom
% Lookup - Post-Sales
Users
% Mobile Registrants
SMS Subscribers
% of Mobile Orderers
25%
25%
50%
10%
10%
80%
33%
72%
12%
100%
100%
100%
43%
19%
8%
75%
50%
25%
Ca
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W
Sc
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Ta
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Cu
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46%
20%
5%
5%
90%
40%
50%
25%
25%
40%
70%
15%
15%
Comments
51%
-50%
-50%
63%
38%
33%
72%
12%
51%
57%
38%
32%
% of mobile applications developed entirely to be accessed via web browser
% of mobile applications developed entirely to be accessed without a browser
% of mobile applications developed to be accessed partially via the web and partially via local app code
Percentage of your websites with a responsive design (User Interface / graphics adapts to screen size)
Percentage of products w/ QR Code or similar, show-room available, link for more information
Percentage of products with a direct link / lookup for post-sale inquiries & support
% of registered users providing mobile phone numbers
Number of SMS subscribers for information / status updates
% of registered users self-identifying as heavy-mobile users
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References
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Source:
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Source:
Media Bistro (12/24/2012)
Pew Research Center (12/06/2011)
Bright Local (2/12/2012)
Forrester (02/18/2012)
Forrester (06/12/2012)
BIA/KELSEY (05/17/2012)
Bright Local (10/24/2011)
Forrester (09/12/2011)
Forrester (07/26/2011)
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