After casting my eye on the infographic below there was one particular statement that caught my attention…

Google+ pages appear in search results for 30% of brand terms searches for  brands with G+ pages (up 5% from Feb 2012)

In a bid to do some quick and dirty bit of research into this theory, I picked on ASOS (mainly because they use customer bit.ly links which can be tracked). In a small sample of the last 10 posts on ASOS’s G+ page, there were 414 clicks generated overall, but 40% came from a Google search engine (.co.uk, .ie etc.) rather than from Google+ itself.

If you compare the volume of click throughs on G+ to other social networks you can see that G+ is still a way behind. It would be lovely to get hold of the conversion stats behind these clicks to the website but…

                                              Last 10 post clicks

Facebook                                          26,279

Google +                                               414

Twitter                                                 6380

Facebook generated over 50x more referral traffic than G+ to the ASOS website, whilst Twitter generated over 15x the volume.  So if the value doesn’t really exist in click through traffic, perhaps it is in engagement?

The visual nature of G+ should lend itself to brand like ASOS. But with 1.4m followers on G+ the engagement was low. The average G+ post generated 64.3 engagements (+1s, reshares, comments) whilst Facebook generated 358.1 per post. Essentially, Facebook generated 5x more engagement per post than G+.

Conclusion – the hidden SEO value must be the key

If these numbers (of albeit very quick and dirty analysis) are anything to go by then the real value must come from search performance. The engagement rates and direct referral traffic just don’t add up…

An advanced digital retailer such as ASOS are going to have a firm grip on what works, what drives traffic and conversions. I am sure behind the scenes somewhere there are some great numbers which support the case for Google+.

When already investing in content for Facebook (which ASOS and many other brands do), then extending this to Google+ is not really a great amount of additional resource, particularly as there seems to be little in the way of customer service implications.

Enjoy the infographic below on how users interact with Google+ from Wishpond.

Infographic courtesy of Wishpond

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Despite being 156 years old, Burberry is proving to be a very progressive brand with its use of innovative social media platforms. It is currently the leading British fashion brand on Pinterest, the image-sharing social network that has gained huge traction around the world since it launched in 2010.

Pinterest, which allows users to share and showcase links and images, only took 3 years to reach 25 million active users. There is also a growing body of evidence that it could be better at driving conversions than other social networks like Twitter. It is the perfect platform for visual brands such as fashion labels, something that Burberry have exploited with the stunning imagery shared on their ‘boards’.

In fact, Burberry boasts almost double the followers of Topshop, the No 2. UK fashion brand on Pinterest; and are streets ahead of retail icon Harrods.

Burberry are using Pinterest for a variety of purposes:

• Promotion of their latest clothing lines
• Amplification of marketing campaigns
• Showcasing flagship stores
• Reinforcing the heritage and ‘Britishness’ of the brand

Have a look at Burberry’s amazing use of imagery on its Pinterest board for creative inspiration.

The full results of other UK fashion brands can be seen here (please note, I have just looked at reach of boards, not engagement levels or influence).

Picture courtesy of Tammy Manet, Sunday in the Park under a creative commons Attribution-noDerivs 2.0 generic license

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Have you ever tweeted about wanting a new bag, or the latest bit of gadgetry, or pined over a pretty bit of jewellery?  Well now if you tweet about it you may very well be able to own it with Twitter’s new partnership with American Express. Twitter has made a bold new venture into e-commerce with the card merchant which aims to unlock the purchasing power of the hashtag. American Express card members can now tweet hashtags to buy products on Twitter.

Although the micro-blogging site has yet to comment on the new development, American Express has released a statement explaining the process.

“Card members who sync their eligible Cards at sync.americanexpress.com/twitter and tweet special hashtags to buy a range of items such as American Express Gift Cards, products from Amazon, Sony, Urban Zen and Xbox 360.”

(Click here for the full press release…

http://about.americanexpress.com/news/pr/2013/sync-to-buy.aspx)

This expansion into e-commerce comes after the success of Amex Sync offers on Twitter. The site certainly seems to be following in the steps of Facebook who has already entered into e-commerce with Facebook gifts and the want it button on various brand pages in the US. With e-commerce expected to grow by more than 19% a year, this could potentially be a masterstroke by Twitter.

Until now Twitter had largely made its money via advertising and marketing. However this venture with American Express suggests that they are looking for more ways to monetize the site. With a promoted hashtag costing $200,000 a day to run, this new venture could potentially be a great opportunity for smaller businesses using Twitter to make money. With e-commerce being an ever growing part of our purchasing behaviour this is an interesting development that could give many business opportunities…

Graph courtesy of Retail Touch Points, How Big is E-Commerce

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The recent demise of even more well known High Street retailers such as HMV, Jessops and Blockbuster should serve as a strong reminder that the world has changed!  80% of shoppers were reported to have researched online before making a purchase this past Christmas and the average shopper consumes an average of 10.4 sources of information as part of this research process.

The “consideration phase” of the purchase decision is bloated with resources, content and conversations to help (or confuse!) the process. Brands will need to achieve useful, relevant and concise content which cuts through the noise to get the voices of their products heard.  If you want any more reading, Google’s zero moment of truth research encapsulates the way consumers are behaving incredibly well: http://www.zeromomentoftruth.com/

There are plenty of stats out there to support this shift and the fact is inescapable - retailers large and small need to get on board the multichannel train!  Some do it well and some not so well. You may be interested in this report by one of our clients Tealeaf, an IBM company, in partnership with Econsultancy who delve into the “online customer struggle” from a brand’s perspective http://bit.ly/VTQxX5 . For example, this survey revealed that 70% of brands have limited or no understanding of why their customers abandon their shopping baskets! A sign that there is still a really long way to go yet…

As we watch the high street and its retailers strive for the ultimate multichannel experience here are 6 well-articulated predictions for 2013:

Infographic courtesy of Dan Mortimer, CEO of  www.redant.com

Picture courtesy of ZMOT tool box

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As the year draws to a close and we all reflect on the vast and rapid developments that have occurred in social media in 2012, it is clear that one of the most prominent progressions has been the growing importance of smartphones to access social networking sites.

40% of us use mobiles to access social platforms and the web, and this number is set to grow. Not only is mobile affecting how we connect with people, it is also affecting the way we shop. More and more consumers use their smartphones to connect with brands as well as finding new and more efficient ways to shop and enhance their shopping experience via mobile.

This infographic by flowtown.com shows how the landscape of social media is being changed by mobile devices. As mobile usage is predicted to overtake desktop usage in terms of frequency by 2014, it is clear that 2013 is only going to see mobile affect the way we access social media even more. In light of these changes, companies who are running social media campaigns need to factor in mobile users in their campaigns.

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Shortly after my last post on Pinterest this insightful infographic circulated giving further evidence that the platform could really become a big player in 2012 – check out “is Pinterest the next social commerce game changer“

After making such a huge splash in the US last year (with over 31 million visits) it is only a matter of time before the platform starts to attract UK brands.  Whilst Pinterest rose to number 7 in the Hitwise top 10 social networks of 2011, this was for the US and there may be some way to go before the platform makes a full impact on the UK social media scene.

I was within one short click of buying a new watch from Amazon after following a board called “cool watches” on Pinterest and clicking through the shop site.  What put me off?  I was directed to the US site, all in dollars and whilst I pondered shipping details the moment was lost and I clicked away.  This got me thinking about the UK and when brands will start to adopt the platform and seek to reap the clear social commerce benefits.

This infographic delves into the Pinterest users and provides some interesting initial insight into the UK user base.  Critically though, as of December 2011 there were an estimated 200,000 UK users compared with over 12 million in the US.  Is there enough of a lure for brands quite yet?  My advice to brands would be to get curating, it is only a matter of time.

Find out more about Pinterest’s rapid growth in the USA

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As all eyes focus on the social commerce landscape for 2012, Dimensions Mall, has dropped a veritable bomb less than a month into the year.

While 67% of retailers are already planning to use Facebook to drive traffic through to e-commerce in 2012, not to mention Coca-Cola, Disney and Starbucks, the three largest brands on the social networking site, already selling products directly, Georgia-based Dimensions Mall has gone one step further.

As reported by Social Media Influence, the company is developing a virtual shopping mall, where consumers create their own custom avatars to take them around realistic-looking stores, try on outfits in virtual dressing rooms and share the experience in real-time with family and friends.

The mall is packed with social functionality, such as profile pages, where shoppers can share and review purchases, as well as regularly updated products, offering shoppers access to items that are ‘trending’ at that moment in time.

It’s certainly a radical step forward into social commerce – and one intended to revolutionise the communal shopping experience. Will it work?

- Yes, because it appeals to our cautiousness. Shoppers can watch each other’s actions and see what others have purchased, before making their own moves

- Yes because it appeals to our curiosity. Shoppers can explore one another’s social pages for reviews and recommendations, seeking out authoritative views before committing to purchases

- Yes, because, quite simply, we are influenced by the people we like. By making the social shopping experience truly communal and facilitating real-time shared shopping experiences, we are more likely to follow our peer’s actions into purchase decisions

All in all, it looks like a groundbreaking project and it will certainly be interesting to see which brands dip their toes into the water first.

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Ikea vs. Apple via Fixr

We like this visual representation of how the Swedish and US companies stack up (no flat pack puns intended.)

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Don’t fancy the hassle of overcrowded shopping malls this Christmas? Do your shopping via social media! Here are some top tips:

Image by Twaize via Flickr

Let someone else try before you buy

Worried you might be buying a turkey? Check out product reviews before you buy. Retailers like Amazon and ebay have a sophisticated consumer review systems. But, try independent sites such as CNET and Electric Pig where you can see reviews from professionals and consumers side-by-side.

Stuck for ideas

Not sure where to start? Well, see what other people are buying and talking about this Xmas on sites like Kaboodle – a social network for shoppers!

Bargain hunting

In these cash-strapped times, keep an ear to the ground for the latest deals via twitter. Follow discount voucher sites like @MyVoucherCodes and @savoo for £££££s off high street brands.

Safety in numbers

Image via Wikipedia

The ultimate social shopping experience: group buying. Club together with your mates (or complete strangers!) to buy the same Christmas gift and benefit from a discount. Check out sites like GroupOn and Crowdity.

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Did you know that…

1 in 3 men wait until Christmas Eve to finish their shopping.

56% of Americans sing holiday carols to their pets.

And 17% of people who Christmas shop via mobile, will be doing it on the bus.

This is the social shopping Christmas story …

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