Social Commerce - is the next big thing. Supercharged word-of-mouth makes 'the conversation around content king'. The lure of social commerce is rapidly attracting more and varied competitors. 10 point summary. By Antony Hing

1. Social Commerce is…
the next big thing
Antony Hing
August 2011
For Students of
The Graduate School of Business
University of Technology Sydney
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2. About us
Who are we?
What do we do / occupations?
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3. Humans can’t help it: we need to belong
Seth Godin - Tribes
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4. Since the year 2000
The Global pie is bigger and easier to reach
Online Ad Market $0 to $200B pa by 2015
Internet users grow from 100M to 2Billion
Cloud gives social media: culture-changing
power as users top 1 billion
Emergence of sophisticated
‘cloud-based ecosystems’
(ie hardware, OS, Apps, Services)
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5. Cloud-based eco-system – Social Media
http://www.lumapartners.com/lumascapes/display-ad-tech-lumascape/
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6. Cloud-based eco-system Social Commerce
http://www.lumapartners.com/lumascapes/display-ad-tech-lumascape/
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7. Source: The Social Revolution Connecting with today’s customer - George Hsu and Brian Halligan
http://www.slideshare.net/HubSpot/social-revolution-connecting-with-todays-customer 7

8. Social Commerce is attracting more competitors
324 Million
Websites
“The scary thing is that most of the growth has occurred in the last 12 months”
Eugene Ware, Market Samurai
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9. is making social networks more valuable
“If you don’t use social media
you won’t get traffic”
internet marketing plans must integrate
social media because Google has made
social content a ranking factor…
Michelle Macphearson
Internet Marketing Authority, 22 Feb 2011
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10. You & Social media – connect, engage, influence!
• Who uses it?
• Which sites?
• What tools?
• How often how long?
(This year v last year)
• What for?
• Following/followers?
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11. … how they shop,
live and learn
Source: The Social Revolution Connecting with today’s customer - George Hsu and Brian Halligan
http://www.slideshare.net/HubSpot/social-revolution-connecting-with-todays-customer 11

12. Source: The Social Revolution Connecting with today’s customer - George Hsu and Brian Halligan
http://www.slideshare.net/HubSpot/social-revolution-connecting-with-todays-customer 12

13. Source: The Social Revolution Connecting with today’s customer - George Hsu and Brian Halligan
http://www.slideshare.net/HubSpot/social-revolution-connecting-with-todays-customer 13

14. Tablets will spread the ‘social cloud’ faster, wider
1 in 3 by 2015 will use tablets
When will your site be tablet-friendly?
See articles by Tim Bajarin for more information and analysis
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15. The conversation around content is now king.
The opportunity is: publish your way to success
Super-charged word of mouth will determine
the success or failure of brands
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16. Authorities
• Susan Rice-Lincoln
• Brian Solis
• Mari Smith
• Brian Halligan
• George Hsu
• Tim Bajarin
• James Schramko
• David Rogers - Columbia Business School
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17. Social Commerce: $30B in 4 years to ‘$?’ in 6 to 10 years
Leaders are publishing their way
to success and claiming the
Trusted Authority space.
Why not you?
Additional information and commentary: KPMG ViewPoint April 2011
Scott Cass-Dunbar and Sean O’Byrne
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18. Social Media impacts all areas of Marketing
Additional information and commentary: KPMG ViewPoint April 2011
Scott Cass-Dunbar and Sean O’Byrne
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19. Source: The Social Revolution Connecting with today’s customer - George Hsu and Brian Halligan
http://www.slideshare.net/HubSpot/social-revolution-connecting-with-todays-customer 19

20. Who cares if the devil wears Prada?
“Fashion editors and department store buyers
have long had the biggest say in what parts of
designer collections make it to market.”
Disrupting the status quo:
– Fashionstake.com
– Polyvore.com
http://mashable.com/2011/06/19/social-shopping-fashion-production/
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21. ShoesOfPrey.com.au – what engage means!
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22. Case Study:
Can Australia launch a social network that
can bring positive change to the
global film industry?
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23. The Core Problem
Film audiences struggle
to find films they like,
while filmmakers from
60+ industries worldwide
struggle to find their audiences
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24. Each year so few films gain release!
Feature films produced yearly
20,000+ Submitted at Festivals & Marts
1,100 Typical Cinematic Release
How is 1,100* new films for How much bigger would the market
660,000,000* people be if more films were accessible?
• sustainable for thousands of • What of stories/documentaries that
excluded filmmakers? need to be told that aren’t gaining
• satisfying for tens of millions of exposure?
movie-goers? • What of creating a better, even
• desirable for the film industry? participatory experience of film?
* Data extrapolated from MPAA Theatrical Market Statistics 2009 and Marche Du Film Focus 2009 reports
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25. Social networkers love to talk film!
Movies are the most discussed category in social media circles - UM 2010
Universal McCann Wave 5
~ 500 million share I share opinions
opinions on film I write / create content
I seek info to keep up to date
I seek info when I need it
Yet there’s no globally prominent social network site dedicated to the global film
industry and film fans - unlike Flickr (photos), Last.fm (music), YouTube (videos)
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26. Conversation = the new exposure medium
“Of the thousands of independent films
produced around the world each year, the
vast majority get little or no distribution, left
to flounder in obscurity”
Liz Rosenthal, Director of Power-to-the-Pixel,
and Strategy Advisor to the UK Film Council
“If a diverse film culture is ever going to flourish, we have to
move towards a new model, where filmmaking is recognised as
an ongoing conversation between filmmakers and their audiences”
Ted Hope, producer of over 50 films
(eg American Splendor, 21 Grams, Adventureland)
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27. Filmmaking: toward a social model
The conventional approach
Formation Development Pre-production Production Post-production Delivery Build
End of Project
Fan base
Define & Green-light Physical Exercise Editing and post Provide for next
establish Story production prep material production advertising
production agreements stills, key
project
Create 30 sec Prep marketing Conduct audience artwork and
company
teaser materials Music test screenings of music cue
Prepare
develop-
Engagement:Obtain banking &
Compile film starts earlier and continues from project to project
workreel and
trailers
sheets
comparatives insurance Conduct
ment activity audience test Finalize key
facilities Launch domestic production
plan Assemble screenings of branding and music
creative team Negotiate studio workreel and
Prepare contracts
& distribution trailers Sell the open
investment Pitch to studios
agreements global ancillary Deliver visual
offer & Distributors
markets & & audio film
Plan & engage
Raise finance Go No-Go international and trailer
pre-sales
If yes continue territories masters
Announce development Activate
Engagement with the film audience increases
company to
domestic &
Attach Director
completion bond
Complete final
Organise chain
of title
Inter- documents,
pre-production
Film lifetime value and ‘next-project’ awareness
national
distributors
Create shooting
script
copyright,
Rights and
Attach voice Rights transfer
actors documents,
etc.
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28. The Opportunity: enriching the film experience
1. the ‘social’ experience of film
2. discovery and access to new,
previously undistributed content
social media is the ideal platform
for this shared cultural activity.
Illustration: from Universal McCann – When did we
start trusting strangers?
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29. When Film Goes Social: Project Borneo 3D
Audiences ultimately determine film success
• Social media has built strong early-stage awareness
among millions of school kids, teens and their
families worldwide
• ‘Cast-Candidates’ submitting pitches using YouTube
have generated strong audience engagement
• United communities from all over the world share a
strong sense of involvement for a good cause:
saving Orang-utans and their forests.
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30. www.movr.com - enrich your film experience
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31. Trade Sales – some examples
estimated: US$50 - $100M
estimated: US$20 - $30M
US$280M all cash deal
In US$18.9B merger between
Vivendi Blizzard and Activision
US$700M – accumulated
700,000+ subscribers since
2005, subscribers pay US$58pa
US$8.5B
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32. Exit by IPO?
~ >$50 billion Median Median Median
30 X its $2.34B $520M $242M $677M
Funding
valued at $10B
IPO US$8.9B
May 2011
source: TechCrunch
Modelling The True Value Of Social Networks: 2009 Edition
http://www.techcrunch.com/2009/06/04/the-true-value-of-social-networks-the-2009-updated-model/ 32

33. Social Commerce – Key Points
1. The lure of social commerce is attracting more competitors
2. Cloud ecosystems are driving social commerce
3. iPads and Tablets will make the ‘social pie’ bigger, sooner
4. Changes at Google are favouring social media
5. It’s all about engagement, interaction, participation
6. The conversation around content is now king
7. Supercharged word of mouth will make or break brands
8. Leaders are publishing their way to success
9. Get prepared, skilled, practiced and connected
10. Better yet aim to become a trusted authority in your niche!
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34. Thank you!
Antony Hing
Co-founder & Director
Email: Antony.Hing@Movr.co
LinkedIn:
http://au.linkedin.com/in/antonyhing
Web: www.movr.com
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