November 20, 2012No Comments

Can Pinterest drive your online sales?

Pinterest is still the world’s fourth largest driver of web traffic, standing above Yahoo, Bing and even Twitter. But how often do those visits mean sales? The jury is still out on that question, but eCommerce company Shopify says that Pinterest users are 10% more likely to make a purchase.

On the other hand, Zappos discovered that Pinterest users spent less than visitors coming from Facebook or Twitter, even though they shared more from the site.

Just in time for the year’s biggest buying season, Pinterest has launched ‘secret boards’ as new method for people to privately pin holiday gift ideas. Right now users are limited to just three private boards at the moment.

2012110801

Will this holiday season push Pinterest to the forefront of eCommerce?

Can Pinterest drive your online sales? via @jpenabickley

July 12, 20073 Comments

ON: A Creative Conversation Architect’s View on Widgets


  Joanna Pena-Bickley 
  Originally uploaded by gregverdino

In the greenroom hanging with the guys talking shop, Greg snapped this photo of me.  (babe you need a flash - i was standing right under that spotlight.)

WidgetCon 07 gave me a few things to think about...  my key insight was recognizing that  "The Internet has not created chaos in marketing and advertising - it has just revealed it."

The evolution has begun,  as a matter of fact it continues to evolve at about 100 miles an hour. 

The widget is facilitating the evolution through giving us a mechanism for portable content, commerce, community and transactions in consumers lives.

Special thanks to Freewebs... I look forward to seeing you guys at digital days @ TracyLocke.

ON: A Creative Conversation Architect’s View on Widgets via @jpenabickley

February 19, 20071 Comment

ON: Online Sales of Flowers and Greeting Cards Jump 98 Percent in the Week Before Valentine’s Day

comScore Networks, a leader in
the measuring the digital age, today released
a study on e-commerce activity related to Valentine’s Day.  While several online retail categories
experienced significant sales increases in the week preceding the holiday,
flowers and greeting cards saw the most dramatic gains. 

Compared to the average of the previous four
weeks, online sales in the category increased 98 percent to $24.5 million
during the week ending February 11.  Jewelry
and watches also saw a bump in sales to $24.7 million, up 22 percent versus the
prior weeks.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Valentine's
  Day Related E-Commerce

 

Online
  Consumer Spending ($ Millions)

 

Five Weeks
  Ending February 11, 2007

 

Source:
  comScore Networks

 

 

 

 

 

Millions ($)

 

 

E-Commerce
  Category

 

 

Avg of 4 Weeks Ending Feb. 4

 

 

Week Ending Feb. 11

 

 

Percentage Increase

 

 

Flowers
  & Greeting Cards

 

 

$12.4

 

 

$24.5

 

 

98%

 

 

Jewelry
  & Watches

 

 

$20.3

 

 

$24.7

 

 

22%

 

 

In recent years, consumers
have increasingly turned to the Web for Valentine’s Day gifts.  Flowers, which are always a sentimental favorite, have experienced the
most noticeable spikes in online sales.  By fulfilling orders through local florists, online flower
retailers have been especially effective in executing on-time deliveries for
Valentine’s Day, which has proven to be a godsend for many last minute
shoppers.

American Greetings Property Most Popular Online
Retailer for Flowers, Gifts and Greeting Cards

In January, more than 29
million Americans visited the Flowers, Gifts & Greeting Cards retail category,
representing approximately one out of every six U.S. Internet users.  The American Greetings Property led the
category with 8.1 million visitors, followed by Hallmark (5.6 million visitors)
and RedEnvelope.com (1.9 million visitors).

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Visitation
  to Flowers, Gifts & Greeting Cards Category

 

Unique
  Visitors (000)

 

January
  2007

 

U.S.
  Home, Work & University Locations

 

Source:
  comScore Media Metrix

 

 

 

 

 

Unique Visitors (000)

 

 

Total Internet : Total Audience

 

 

175,559

 

 

Flowers/Gifts/Greeting Cards

 

 

29,353

 

 

American
  Greetings Property

 

 

8,120

 

 

Hallmark

 

 

5,601

 

 

REDENVELOPE.COM

 

 

1,886

 

 

1-800-FLOWERS.COM

 

 

1,679

 

 

Martha
  Stewart Sites

 

 

1,495

 

 

Celebrate
  Express, Inc.

 

 

1,389

 

 

WEDDINGCHANNEL.COM

 

 

1,245

 

 

FTD.COM

 

 

1,163

 

 

PROFLOWERS.COM

 

 

1,124

 

 

Build-A-Bear
  Workshop, Inc.

 

 

1,117

 

ON: Online Sales of Flowers and Greeting Cards Jump 98 Percent in the Week Before Valentine’s Day via @jpenabickley

February 19, 20071 Comment

ON: Online Sales of Flowers and Greeting Cards Jump 98 Percent in the Week Before Valentine’s Day

comScore Networks, a leader in
the measuring the digital age, today released
a study on e-commerce activity related to Valentine’s Day.  While several online retail categories
experienced significant sales increases in the week preceding the holiday,
flowers and greeting cards saw the most dramatic gains. 

Compared to the average of the previous four
weeks, online sales in the category increased 98 percent to $24.5 million
during the week ending February 11.  Jewelry
and watches also saw a bump in sales to $24.7 million, up 22 percent versus the
prior weeks.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Valentine's
  Day Related E-Commerce

 

Online
  Consumer Spending ($ Millions)

 

Five Weeks
  Ending February 11, 2007

 

Source:
  comScore Networks

 

 

 

 

 

Millions ($)

 

 

E-Commerce
  Category

 

 

Avg of 4 Weeks Ending Feb. 4

 

 

Week Ending Feb. 11

 

 

Percentage Increase

 

 

Flowers
  & Greeting Cards

 

 

$12.4

 

 

$24.5

 

 

98%

 

 

Jewelry
  & Watches

 

 

$20.3

 

 

$24.7

 

 

22%

 

 

In recent years, consumers
have increasingly turned to the Web for Valentine’s Day gifts.  Flowers, which are always a sentimental favorite, have experienced the
most noticeable spikes in online sales.  By fulfilling orders through local florists, online flower
retailers have been especially effective in executing on-time deliveries for
Valentine’s Day, which has proven to be a godsend for many last minute
shoppers.

American Greetings Property Most Popular Online
Retailer for Flowers, Gifts and Greeting Cards

In January, more than 29
million Americans visited the Flowers, Gifts & Greeting Cards retail category,
representing approximately one out of every six U.S. Internet users.  The American Greetings Property led the
category with 8.1 million visitors, followed by Hallmark (5.6 million visitors)
and RedEnvelope.com (1.9 million visitors).

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Visitation
  to Flowers, Gifts & Greeting Cards Category

 

Unique
  Visitors (000)

 

January
  2007

 

U.S.
  Home, Work & University Locations

 

Source:
  comScore Media Metrix

 

 

 

 

 

Unique Visitors (000)

 

 

Total Internet : Total Audience

 

 

175,559

 

 

Flowers/Gifts/Greeting Cards

 

 

29,353

 

 

American
  Greetings Property

 

 

8,120

 

 

Hallmark

 

 

5,601

 

 

REDENVELOPE.COM

 

 

1,886

 

 

1-800-FLOWERS.COM

 

 

1,679

 

 

Martha
  Stewart Sites

 

 

1,495

 

 

Celebrate
  Express, Inc.

 

 

1,389

 

 

WEDDINGCHANNEL.COM

 

 

1,245

 

 

FTD.COM

 

 

1,163

 

 

PROFLOWERS.COM

 

 

1,124

 

 

Build-A-Bear
  Workshop, Inc.

 

 

1,117

 

ON: Online Sales of Flowers and Greeting Cards Jump 98 Percent in the Week Before Valentine’s Day via @jpenabickley

February 19, 20071 Comment

ON: Online Sales of Flowers and Greeting Cards Jump 98 Percent in the Week Before Valentine’s Day

comScore Networks, a leader in
the measuring the digital age, today released
a study on e-commerce activity related to Valentine’s Day.  While several online retail categories
experienced significant sales increases in the week preceding the holiday,
flowers and greeting cards saw the most dramatic gains. 

Compared to the average of the previous four
weeks, online sales in the category increased 98 percent to $24.5 million
during the week ending February 11.  Jewelry
and watches also saw a bump in sales to $24.7 million, up 22 percent versus the
prior weeks.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Valentine's
  Day Related E-Commerce

 

Online
  Consumer Spending ($ Millions)

 

Five Weeks
  Ending February 11, 2007

 

Source:
  comScore Networks

 

 

 

 

 

Millions ($)

 

 

E-Commerce
  Category

 

 

Avg of 4 Weeks Ending Feb. 4

 

 

Week Ending Feb. 11

 

 

Percentage Increase

 

 

Flowers
  & Greeting Cards

 

 

$12.4

 

 

$24.5

 

 

98%

 

 

Jewelry
  & Watches

 

 

$20.3

 

 

$24.7

 

 

22%

 

 

In recent years, consumers
have increasingly turned to the Web for Valentine’s Day gifts.  Flowers, which are always a sentimental favorite, have experienced the
most noticeable spikes in online sales.  By fulfilling orders through local florists, online flower
retailers have been especially effective in executing on-time deliveries for
Valentine’s Day, which has proven to be a godsend for many last minute
shoppers.

American Greetings Property Most Popular Online
Retailer for Flowers, Gifts and Greeting Cards

In January, more than 29
million Americans visited the Flowers, Gifts & Greeting Cards retail category,
representing approximately one out of every six U.S. Internet users.  The American Greetings Property led the
category with 8.1 million visitors, followed by Hallmark (5.6 million visitors)
and RedEnvelope.com (1.9 million visitors).

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Visitation
  to Flowers, Gifts & Greeting Cards Category

 

Unique
  Visitors (000)

 

January
  2007

 

U.S.
  Home, Work & University Locations

 

Source:
  comScore Media Metrix

 

 

 

 

 

Unique Visitors (000)

 

 

Total Internet : Total Audience

 

 

175,559

 

 

Flowers/Gifts/Greeting Cards

 

 

29,353

 

 

American
  Greetings Property

 

 

8,120

 

 

Hallmark

 

 

5,601

 

 

REDENVELOPE.COM

 

 

1,886

 

 

1-800-FLOWERS.COM

 

 

1,679

 

 

Martha
  Stewart Sites

 

 

1,495

 

 

Celebrate
  Express, Inc.

 

 

1,389

 

 

WEDDINGCHANNEL.COM

 

 

1,245

 

 

FTD.COM

 

 

1,163

 

 

PROFLOWERS.COM

 

 

1,124

 

 

Build-A-Bear
  Workshop, Inc.

 

 

1,117

 

ON: Online Sales of Flowers and Greeting Cards Jump 98 Percent in the Week Before Valentine’s Day via @jpenabickley

December 18, 20062 Comments

ON: Drive Sales by Directing Searchers to Forums

By now it's something every marketer knows: That smaller -- albeit
powerful -- group of brand fans can have an exponentially greater
influence. But what many don't know is how to use search and social
media to turn up the volume on these people.  Search is built on forums.  You have to have a strategy that says: 'Let's
make sure the opinions of these people are heard.'"

Picture_6_5

Research from Yahoo and ComScore underscores how valuable doing so can
be. Brand advocates of auto marketers, for example, influence 52% more
people than none advocates. The reason why they should is simple math. Of about 144
million internet adults, about 13.5 million purchased a vehicle in the
last six months. About 5.1 million of those were advocates who, on
average, talked to about 20 people each about the purchase, for a total
of 105 million people. About 8.3 million of those car buyers were
nonadvocates, who talked to eight people about the purchase, for a
total of 69 million people who heard about it.

The research pinned some digital traits on these influencers: They
conduct about 25% more online searches, they have wider online social
circles, are 119% more likely to use instant messenger and 40% more
likely to use podcasts. And about half have written about their
purchases online.

They're also more than twice as likely as nonadvocates to lead to
sales. About 718,000 friends purchased cars recommended by the 5.1
million advocate car buyers while 502,000 people purchased cars
recommended by the 8.3 million nonadvocate car buyers. And perhaps
surprisingly, advocates are more likely to talk about positive
experiences they've had with brands than nonadvocates are.

Don't fear spontaneity
B
rands
should be less afraid of all the spontaneous chatter about their
products going on throughout the internet because it's actually more
positive than most marketers might assume. For example, a search on
Flickr for Pringles reveals hundreds of pictures showing the brand in
an innocuous -- and often creative -- light. People find a much bigger upside than they were aware of [when it comes to online brand chatter].

Examples of how advertisers are using those influencers through
social-media programs such as the Honda Element MySpace program, a
Nikon-sponsored Flickr gallery and a deal between CompUSA and
Bazaarvoice, a company that helps retailers add consumer reviews to
their sites.

Pattern changes
CompUSA, for example, bought the keywords Sony-plus-review and sent
searchers not to the Sony section of the CompUSA site but to the Sony
user-review section of the site. Doing so sent sale conversions soaring
60% and each purchaser was spending 50% more than the ones coming
through the official Sony section of the CompUSA site. Thanks to the internet, purchasing patterns have been irrevocably
changed and now we're showing word of mouth has been irrevocably
changed.

Don't try too hard
If a marketer screws up in the
social-media space by, say, selling too hard or obviously or trying to
censor negative comments, the repercussions can be more severe.
There's a stronger impact when you do it wrong in social
media than when you mess up in a TV commercial because it's
more personal. Imagine, if I threw a dinner party and then
tried to sell you Tupperware afterward. You'd never come back.

ON: Drive Sales by Directing Searchers to Forums via @jpenabickley

December 10, 2006No Comments

ON: Seven Campaigns To Watch

  1. Ogilvy in New York have racked up 200,000 YouTube visits with a series of virals for Foster’s
    beer, shot in shaky camcorder style and directing viewers to a bespoke
    site, http://www.crackopenafriendly.com. A nicely integrated online campaign
    with some cringeworthy home video action? We’ll take it!
  2. BBH in London have curated a series for web films for Impulse body spray’s new variant Tease. Hosted at www.actonimpulse.com,
    the four films were produced by female, up-and-coming directors and are
    based around the idea that ‘girls like guys to chase them’. As long as
    they’re tall, good-looking and financially solvent.
  3. Impulse’s male counterpart, the ubiquitous Lynx/Axe, have launched a site for new variant Blow
    in which you can strip a poor shivering model down to her smalls by
    blowing through your computer’s microphone. Highlights are hosted on
    YouTube, and creative came from Dare Digital. www.lynxblow.com (http://www.youtube.com/watch?v=KJwEC0kZ7Ms)
  4. There’s a really helpful Mediapost article here about Web 3.0,
    explaining the effect that ‘semantic search’ will have on the way we
    use the web. Get to grips with it now, it’s coming faster than you
    think.  As author Cory Treffiletti points out, we’ll be able
    to enter things like: ‘I want to take a vacation, on a beach. I need
    things to do for my three kids and I want to be able to eat great
    seafood. I don’t want to spend more than $3,000 and I would like to be
    gone for 6 days.’ Your search results would then reflect exactly this,
    including child care packages and restaurants in the area. We’ve had
    enough of letting search dictate to us. Bring on the revolution! http://blogs.mediapost.com/spin/?p=926
  5. IKEA have announced plans to build 500 'cookie cutter' homes across the UK: www.psfk.com/2006/11/coming_to_the_u.html
  6. Not sure who did this one, but it makes for entertaining viewing – Manix condoms prove so pleasurable, they bring about the end of the world. Even the Queen is a fan, apparently. Thanks to AdRants for digging this one out. If you made it, drop us a line. www.tropdeplaisir.net
  7. And – as if that wasn’t enough – have a ridiculous web film about the Viral Learning Center. http://www.youtube.com/watch?v=QsHPJ0eJilU&eurl
ON: Seven Campaigns To Watch via @jpenabickley

October 25, 20062 Comments

ON:Sitting around the Campfire

Campfire
Last week I had the opportunity to visit Steve Wax and folks at Campfire Media.

They subscribed and practice the same “story-telling” methodology of viral marketing, I noted in an earlier post about convergence marketing.

“A virus catches on only if it forms a community where none existed. The infection feeds on fascination. Viral is the opposite of brute force. The more force you use, the less viral it becomes."

See the Fast Company article >>.

Technorati Profile

ON:Sitting around the Campfire via @jpenabickley

October 25, 2006No Comments

ON: Walmart.com’s Facelife

Walmart1

Overall, Walmart.com’s redesign is a great improvement over their old site.  It brings them on par with Target.  However, I’m really surprised that Walmart didn’t implement some form of faceted/guided navigation (e.g. Endeca).  Perhaps they’re prepping this up for their next iteration as they move from redesign to design optimization.

From the press release:

The site redesign is a sweeping overhaul that
touches 1,000 categories and more than 2 million pages at Walmart.com,
with dramatic new designs of the Home, Apparel and Electronics
departments. It also includes the following upgrades and innovations:

  • New Look & Feel - Features larger images, clean, bold design, and clear, crisp messages.
  • Fewer Clicks - Allows for fewer than 4 clicks to product checkout from any starting point.
  • Rich Interactive Content -Interactive elements on more than 5,000
    site pages allow users to easily obtain information without going to
    another page. For example, a new “peel to reveal” function marries the
    online world with the way customers use traditional magazines by
    allowing them to click a “peel” option that reveals additional content.
  • Smart Home & Apparel Solutions - Comprehensive home and apparel
    collections tell an inspiring story, and enable users to shop by room
    collection or apparel outfit.
  • CNET Information - Industry-leading CNET buying guides were added
    so that customers can research information online and make more
    informed purchase decisions
ON: Walmart.com’s Facelife via @jpenabickley

September 6, 2006No Comments

ON:MySpace Moves Into E-commerce

Music Store Called a Logical Next Step for Social-Networking Site. The decision by MySpace to add a music store --
and test its e-commerce legs -- has analysts and industry watchers
asking one question: What took so long?

The new feature lets the site's independent and signed musicians sell
their work directly from their MySpace profile pages, and it is being
supported by a relationship with Snocap, a copyright-services company
co-founded by Napster creator Shawn Fanning.

Launching pad for local
MySpace now hosts more than 106
million profiles, including roughly 3 million musical acts that post
tracks online. By allowing users to self-publish, MySpace has become a
launching pad for small local acts, as well as a place where national
movies and artists can be promoted.

As long as songs for sale do not violate a copyright, artists
and labels can set their own price and let MySpace members buy songs
the way they would on iTunes. The service is in trial and will be
available broadly by the end of the year.

Gartner analyst Mike McGuire said the move is a natural next step for MySpace. "It's kind of a no-brainer," he remarked.

A first step
It is a first step into e-commerce for MySpace,
which until now has relied on ads and sponsor partnerships to generate
revenue. Also, Fox Interactive parent News Corp. recently struck a $900
million deal with Google to provide search on sites like MySpace. That
deal is likely to generate far more revenue that any e-commerce deal in
the near term.

"By introducing a powerful commercial tool set into the
industry, we expect to see artists translate their community reach into
sales," said Chris DeWolfe, CEO and co-founder of MySpace.

The songs, which initially will be bought through credit card or PayPal
accounts, will be delivered in an MP3 format. That is compatible with
most digital-music players, including the popular Apple iPod. The new
online music store is likely to appeal to many unsigned artists, but
its appeal to labels is questionable because the music store will not
attach files that restrict how the downloaded songs can be used.

Napster connection
Snocap, a 4-year-old San Francisco company
that manages a registry of copyrighted music, will operate the software
behind the online music service. Snocap was co-founded by Mr. Fanning,
known best for launching the Napster file-sharing program in 1999,
sparking years of controversy over the fair use of copyrighted music.

Last week, Universal Music Group and SpiralFrog announced they
will make UMG's catalog available for free so long as consumers are
willing to sit through a host of ads.

ON:MySpace Moves Into E-commerce via @jpenabickley
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