A framework for using social media to influence shopping decisions.

1. SocialShop
A framework for using social media
to influence shopping decisions
by
RTS
ER
REPO
CONSUM
© 2012 Leo Burnett/Arc Worldwide

2. Leo Burnett and
Arc Worldwide have begun
to map the Wild West.
A s social media platforms multiply and
consumers’ connections increasingly
influence their purchase decisions, it’s harder
to know which social media to use. It’s not just
State of the Industry:
State of Chaos
Marketers spent $2.494 billion on social media
marketing in 2011. That’s projected to jump 37%
Facebook and Twitter out there, and it’s getting to $3.417 billion in 2012 and up to $6.227 billion
more crowded every day. Marketers need a road by 2014, according to ZenithOptimedia.
map so they can evaluate strategically and spend The explosion of social media has given
wisely. marketers many new tools to converse with
Arc and Burnett studied the specific ways shoppers – maybe too many. Decision-making on
that social media engagement affects the process choosing and activating social media platforms is
of shopping, then drew up a framework that scattershot, fed by marketers’ anxiety that they
maps out the best social media platforms to might miss an important new platform or channel.
engage people based on their shopping needs. Facebook, Groupon, Twitter – marketers jump in
Already, the framework has helped sell more simply because they feel like they should be there.
McDonald’s French Fries, boosted fountain sales Social media planning is reactive, not strategic; it
and goodwill for Coca-Cola and 7-Eleven, and is random, not systematic.
remodeled the way Whirlpool collaborates with “There are a lot of unknowns and Wild West
home center retailers. behavior in the social media space, let alone
Arc Worldwide’s SocialShop Framework the social shopping space,” says Masha Sajdeh,
makes social media a strategic choice in shopper Senior Vice President of Insights and Strategy at
marketing rather than a reactive execution. The Leo Burnett.
framework overlays three blueprints, starting with Of course, 50 years ago, the ad industry faced
category mindsets, which determine the shopper the same dilemma, figuring out the role of TV
needs, which in turn define the appropriate alongside radio, newspapers, magazines, and
social media vehicles. The framework, grounded billboards. “Look at the structure we have today
in Arc’s proprietary research, enables marketers to analyze, plan, and target these media,” says
to set a process to choose and activate the right Nick Jones, Executive Vice President and Retail
social media for each brand. Practice Lead at Arc. “It’s time to bring that kind
This approach can also improve traditional of rigor to social media.”
shopper marketing as path-to-purchase strategies Consumer habits set the pace. Fully 96% of
evolve. Marketers who apply Arc’s framework to Americans use social media, and 42% of adults
traditional tactics can better integrate all elements 18-49 who are online have woven social media
of shopper marketing and better connect with into their shopping, according to Arc’s research –
shoppers at all touch points. roughly 48 million people.
2 SocialShop

3. Ninety percent of crowdsource deal users have platform. Then to deepen the understanding of
purchased a deal, while 72% of the heaviest social how and why social shoppers choose to engage
shoppers have made a purchase after engaging on with brands through social media, Arc conducted
Twitter, according to Arc’s research. One third of in-depth interviews among 24 social shoppers.
social shoppers use Facebook on a mobile device The agency followed up in fourth-quarter 2011
while shopping; 31% have used review sites and with quantitative research among 800 social
been inspired to try a new brand, Arc found. shoppers. Finally in the fourth phase of research,
It’s clear that social media has the power Arc monitored how 125 social shoppers used
to grow the customer base exponentially by Facebook for shopping during the 2011 holiday
leveraging influencers to create additional buyers. shopping season. In-depth interviews were
So Arc began developing its framework by conducted among 20 of these social shoppers to
asking: Why and how do people use social media better understand how Facebook impacted their
to shop, and what’s behind this behavior? shopping experiences.
Arc conducted two waves of research to learn Arc’s study uncovered eight Social Shopper
three things: Needs that form the basis for mapping all social
• Reasons people use social media to shopper behavior.
shop (Shopper Needs) These eight Social Shopper Needs fall into
• Types of social media people use for four quadrants with social media serving a
shopping (Social Media Platforms) different purpose in each quadrant:
• Variations in behavior across product
categories (Category Mindsets) Utilitarian needs (savings, efficiency, compari-
son): Shoppers use social media to save time and
In January 2011, Arc conducted quantitative effort shopping, compare products and retailers,
research among more than 2,000 online get deals and discounts. This is usually the first
Americans to explore the reach of social shopping. thing that marketers do with new media. It’s what
This wave captured the number of people who they did when consumers first went online, and
use social media to shop, which platforms they it’s what they did when social media emerged:
use, and the types of behaviors they engage in by offer quick and easy deals and discounts.
Social Shopper Needs
Get immersed in the brand
Feel confident
eds ind
ulg
about my decision
l ne
na e
connection
Share opinions
nt
io
and passions
n
at
ne
o
si
rm
ed
va
es
info
s
Compare
pr
lid
x
at
products and
e
io
retailers
n
comparison in-the-know
Stay current
y
nc about brands
re
savings
ie
l ev
fic
ef
an
u ti
ds
ce
lit a
e
Save time and
ne
effort shopping n
ri a
v
si
e
ne
ed p ul Get tailored
s im recommendations
Get deals and discounts
© 2012 Leo Burnett/Arc Worldwide
SocialShop 3

4. Informational needs (comparison, validation, Sizing Up Personalities
connection): Shoppers want to be confident about Clearly, not all shoppers have similar social
their choices and are hungry for information. shopping needs. The study revealed six social
They once used the online content for accessing shopper archetypes, each using social media in
in-depth product information. Now, they use different ways.
social media (among other tools) to compare On one end of the spectrum are two types of
products and retailers, get immersed in the shoppers with more utilitarian needs, the “Dollar
brand, and feel confident in their purchase Defaulter” and the “Efficient Sprinter.” The
decisions. Social media is a quick way to validate Dollar Defaulter is a dollar-sign connoisseur, with
choices. Right now, consumers are using social just one social shopping goal: find the cheapest
media to share information more than retailers alternative. Dollar Defaulters choose only the
and manufacturers are; marketers are not yet lowest prices and do not feel loyal to specific
using social media to its full potential. brands. To connect with Dollar Defaulters,
brands should broadcast special deals on retailer
Indulgent needs (connection, expression, websites such as drugstore.com and provide the
in-the-know): Shoppers use social media to ability to share those deals with friends.
get immersed in the brand, share opinions and Efficient Sprinters are a few dollars shorter,
passions, and stay current on brand news. “There but several minutes richer. Efficient Sprinters
are more ‘mavens’ in the world than ever before, want to save time, and use social media to
and they can indulge in their passions via social select items that are considered most popular
media more easily than through traditional to simplify their shopping process. To connect
communication outlets,” Sajdeh says. with Efficient Sprinters, brands should simplify
the buying process. In addition, brands should
Impulsive needs (in-the-know, relevance, provide a curated list of top-selling products on
savings): Shoppers use social media (especially their social channels and retailer websites.
via mobile) to stay current about brands, get Some popular mobile shopping applications
tailored recommendations, and find deals and cater to these utilitarian shoppers. Meijer’s
discounts. Accessing social media via mobile Shopping List app includes a “Find It” function
devices delivers instant gratification and real- that locates items in the store. Home-delivery
time shopping spontaneity. It’s part of the service Peapod offers a “Guess My List” function
growing trend towards shopping-on-the-go: that saves time by populating a list based on
Mobile technology enables shoppers to buy on past purchases. Walmart’s “Rollbacks” on
the fly, and social media reinforces purchase Facebook lets shoppers share information on
decisions. It also broadens options, with tools like price cuts at their local store.
Light Social Shoppers Heavy
Amazon.com’s “If you like this, you might In the middle ofSocial Shoppers
Medium
the spectrum are
like that” feature. dollar defaulter shoppers with more informational needs, the
quality devotee savvy p
will remain “Quality Devotee” and theratings to help validate choice. The
The eight Social Shopper Needs To find the cheaper alternatives. For reviews and “Strategic Saver.” For broadc
stable, even as new media venues emerge. (See Quality Devotee is a high-maintenance, high
“As New Media Emerge, Will the Framework standards shopper who uses social media to
Hold?” on page 5.) shape purchasing decisions, validate choice and
feel empowered when making a purchase. No
Light Social Shoppers Medium Social Shoppers the time or researchShoppers Quality
Light Social Shoppers matter Heavy Social involved,
Medium Social Shoppers Heav
dollar defaulter efficientdefaulter
dollar sprinter
quality devotee strategic devotee
quality saver
savvy passionista oppor
savvy
To find the cheaper alternatives. ForTo buy most popular toalternatives. choice.
reviews and ratings or help validate
To find the cheaper convenient. For comparison shop andtrends, help validate choice.
To broadcasting latest find savings on brands she wants.
For reviews and ratings to brands and retailers. To score fu
For broa
RTS
MER
REPO
CONSU
efficient sprinter efficient sprinter
strategic saver strategic saver
opportunistic adventurer oppo
To buy most popular or convenient. To comparisonmost popular savings on brands she wants.
To buy shop and find or convenient. To comparison shop and find savings on brands she wants.
To score fun, unexpected content or deals. To score
4 SocialShop © 2012 Leo Burnett/Arc Worldwide

5. Devotees will find the best product available. To
connect with Quality Devotees, brands should
aim to help shoppers build knowledge through As New Media
in-depth reviews and expert opinions via blogs,
forums, review sites and YouTube.
Emerge, Will the
The Strategic Saver is a black-belted negotiator, Framework Hold?
using social media to comparison shop and spend
time deal digging only for her favorite brands. To As existing social media evolve
connect with Strategic Savers, brands should aim and new media are introduced,
to validate choices by offering custom shopping the eight enduring Social Shopper
tips and ways to save money by tapping into blogs, Needs won’t change.
forums and review sites. “This model is rooted in human
Among the heaviest social shoppers are behavior, so it holds true for old-
those with more indulgent needs, the “Savvy world ‘social media’ that we had
Passionista” and the “Opportunistic Adventurer.” before digital technology – things
The Savvy Passionista is a social trendsetter, using like word-of-mouth, sampling,
social media channels to broadcast the latest and coupons,” Jones says. “We
trends and stay connected with favorite brands. have plotted those tactics against
Savvy Passionistas are indulgent and use social this model and it works. That
channels to express feelings and stay relevant reassures us that the model is
and “in-the-know.” To reach Savvy Passionistas, solid, and not just a response to
brands should help shoppers discover, express and today’s technology.”
connect on emerging and established platforms – Arc also can easily map new
everything from Facebook to Pinterest to Twitter. social media platforms with the
The Opportunistic Adventurer is a daily model. As new platforms emerge,
dealaholic, on a mission to score fun and “We’ll be able to tell quickly what
unexpected deals. With impulsive social shopping needs they’ll fulfill and how they’ll
tendencies, this shopper demands timely and be used,” Jones says. “The model
relevant deals. To connect with Opportunistic will hold, even as the platforms
Adventurers, brands should invest in tailored evolve.”
deals that are “too good to pass up.” In addition, Shopper Needs won’t change
brands should promote through geo-location dramatically, Sajdeh adds. And
applications like Foursquare, build visibility on they don’t just apply to social
daily deal sites such as Groupon and provide media. “Look at all your shopper
Medium Social Shoppers on Amazon. Social Shoppers touch points,” she advises.
tailored recommendations Heavy
This devotee diverse population savvyshopper
of “This thinking applies to all your
quality passionista
For reviews and ratings poses choice. For broadcasting for
marketing channels, however
personalities to help validatea crucial question latest trends, brands and retailers.
marketers: How can I best use social media to they evolve.” 
address different shoppers, with their various
combinations of needs? Which social media
platforms should I use to meet all these diverse
needs of shoppers?
Light Social Shoppers Medium Social Shoppers Heavy Social Shoppers
strategic defaulter
dollar saver opportunistic adventurer
quality devotee savvy passionista
To comparison shop and find savings on brands she wants.
To find the cheaper alternatives. To score fun, unexpected content or deals. choice.
For reviews and ratings to help validate For broadcasting latest trends, brands and retailers.
efficient sprinter strategic saver opportunistic adventurer
To buy most popular or convenient. To comparison shop and find savings on brands she wants. To score fun, unexpected content or deals.
© 2012 Leo Burnett/Arc Worldwide
SocialShop 5

6. Mapping Out Social By adding this analysis to its grid of Shopper
Media Platforms Needs, Arc created an imprint that defines the
Of course, each social media platform serves needs to which each social media platform best
certain Shopper Needs better than others. Arc delivers. While social shopper needs will remain
analyzed the most commonly used social media consistent, the imprint of platforms is expected
platforms against its eight Social Shopper Needs to change as new platforms emerge and address
– starting with Facebook and Twitter, but also shopper needs.
covering Groupon, FourSquare, YouTube, Yelp, “The map helps marketers zero in on the
blogs, forums and others. Arc evaluated each platforms they need to use, based on the shopper
social media platform on its ability to meet the needs for their brand,” Jones says. “It’s a way to
eight different shopper needs. Each platform was get up to speed quickly on platforms that are
then indexed or compared to other platforms relevant to brand strategy, without wasting time
to determine which needs it over or under- on social media platforms that are popular but
delivers on. Facebook, for example, helps people not necessarily right for the job.”
stay connected to friends. It best delivers views Marketers can use the imprint to determine
and byte-sized information via computer, in which combination of social media platforms is
thoughtful ways to your inner-circle of friends. best for their brand, based on the Shopper Needs
Twitter, on the other hand, helps people stay they serve. “Look at what you’re trying to do,
connected to trends. It best delivers bits of news, and which platforms do it best – don’t just stamp
via mobile, in spontaneous ways and reaches an Facebook and Twitter everywhere,” Sajdeh
outer-circle of friends. advises.
Social Platform Strengths/Roles
HIGH RISK
burden passion
HIGH RISK
burden blogs
blogs passion
s ind
eed indulg
l needs ulge
nal n
connection
blogs forums
na e
connection
blogs
nt nt
tiotio
blogs forums
on
blogs
nene
ma a
siion
for rm
ed d
vava
ess
ininfo
e
ss
pres
lidlid
r
exp
at at
HIGH REWARD
LOW REWARD
io io
x
HIGH REWARD
LOW REWARD
e
nn
forums comparison in-the-know
forums comparison y in-the-know
ncy
re re
savings
ienc
le le
savings
fic ie
vava
effic
u tu ti
ss
ncnc
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ed d
ilitlit
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si
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ee
n ne ulsiv
n ee d
imp ul
$
e ds
forums
im p
$
forums
s
routine entertainment
$
$
routine LOW RISK
LOW RISK
entertainment
© 2012 Leo Burnett/Arc Worldwide
6 SocialShop

7. The goal, of course, is to set an effective social your friends, the people you trust,” Sajdeh says.
marketing strategy based on the combination of “In that crunch time of purchase, people call two
needs and appropriate platforms relevant to your or three friends they trust and ask their advice on
shopper. what to buy. What if that information could be
“Who you’re targeting and what role your aggregated in one place onto a short list of what
brand plays in their day and in their lifestyle your friends think? Connecting Whirlpool’s
anchors which social media you should information page with Facebook and the user’s
choose, and how you activate,” Sajdeh explains. own social network becomes important.”
“Depending on the Shopper Needs you want “One obvious question about Arc’s framework
to focus on, you should pick the platforms best is, ‘Does the model mean I shouldn’t be putting
suited to meeting those needs. For example, coupons on Facebook, because it doesn’t fill a
high-impulse shopping – where timely offers utilitarian need?’” Jones posits. “We’re not saying
and spontaneity affect purchase – is better served the framework dictates black-and-white solutions.
by Groupon and location-based offers than by What it shows is that if your brand fits shopper
Facebook.” needs that aren’t filled by Facebook, you should
For informational Shopper Needs, choose at least be looking at other venues that fill those
channels that can deliver on the need for needs, even if you still plan to use Facebook. Are
validation and can supply shoppers with in-depth there other venues where coupons have more
content – a good blogging platform, for example, validity? Don’t ignore those.”
or YouTube videos that show how the product
works. In fact, consumers are creating their own
product comparisons, posting YouTube videos Synchronizing with the
comparing vacuum cleaners or pruning saws – a Shopping Mindset
sort of poor man’s Consumer Reports, by the hand Once Arc clarified different shopper needs and
of consumers themselves. “Shoppers rely on other the ability of social platforms to fulfill certain
people’s opinions and experiences, but marketers needs better than others, the question turned to
aren’t capitalizing on this yet,” Sajdeh says. strategy: Which needs and platforms should a
Whirlpool has started, with Leo Burnett’s brand focus on for its category?
help. When an appliance breaks down, shoppers In its next phase of research, Arc analyzed four
don’t have the luxury to browse while dirty laundry category mindsets: categories where shopping
piles up. They need a lot of information in a short feels like Burden, Routine, Entertainment, or
time, from different sources – manufacturer sites driven by Passion. Knowing your category
for product specifications, retailer sites for pricing. mindset helps clarify how best to activate the
It’s a big-ticket purchase with a short decision social media platforms you’ve chosen to meet
window, and the brand that can provide one-stop their shopping needs. Categories are plotted
information has an advantage. So Whirlpool and along one axis of risk, and one of reward.
Arc created “storefronts” on key retailer websites. The agency mapped out 60-plus product/
These dedicated Whirlpool and Maytag brand service categories in each of these four sectors:
pages on Homedepot.com and Lowes.com
provided product specs and price information in Burden: High risk, low reward.
one place. This approach led to the largest sales Categories are complicated to the point of
month ever for Whirlpool. mystifying. Brands are multifaceted and a great
Once consumers have product and price deal of knowledge is necessary to make a choice.
information in one place, the only other thing “Consumers suspect differences but have to
they need to help make and reinforce their search and do research to find them. It can be a
decision would be recommendations and long and painful purchase funnel,” Jones says.
opinions from people that matter to them. Brands can mitigate that by making the
Brands such as Whirlpool could use social media shopping process less agonizing. As curators
to build out their information pages, adding of information, they can help shoppers better
consumer reviews and comments. “The next step understand the category and navigate the
could be to aggregate the news and reviews of concerns of making a big-purchase decision.
SocialShop 7

8. Category Mindset
burden HIGH RISK
Cars
passion
SUVs
PDAs Video Game Systems
Laptops
Mini-Vans Vacation
HDTV MP3 Players Destinations
Ovens Video Cameras
Digital Cameras Blue Ray Players
Cell Service Providers Luxury Cars Smart Phones Jewelry Stores
Cabinets Baby Food
Life Insurance Toys High End Hotels
Printers PCs Sinks & Tubs Home Improvement Stores
Car Insurance
Organic Food
Dishwashers Hair Color
Washing Pet Supplies Designer
Refrigerators Shampoo Clothes
Machines Supermarkets
Electronic Stores
Credit Cards Specialty Grocery Stores
DVD Players
HIGH REWARD
LOW REWARD
Skin Care Products Snack Bars
Cable Providers
Tires Banks Protein Water
Hardware Stores
Cell Phones
Small Appliances Energy Drinks Specialty Casual Clothing
Homeowner’s Insurance Airlines Frangrance
Hair Styling Products
Makeup
Mass Merchandisers Gin
Vitamins OTC Medications
Greeting Cards Casual Sit-Down Restaurants
Warehouse Clubs Frozen Entrees
Feminine Protection Cereal Gum Candy
Office Supply Stores
Wine Mints Beer
Pharmacies
Toothpaste QSRs Toaster Pastries
© 2012 Leo Burnett/Arc Worldwide
Deodorant
Debit Cards Yogurt Sports Drinks Vodka
Laundry Detergent Ice Cream
Shaving Cream Fruit Snacks
Pet Food
Razors Cookies
Furniture Polish
Hair Conditioner Bar Soap Chips
Carbonated
Batteries Gas Air Fresheners
Soft Drinks
Toilet Paper Bottled Water
Light Bulbs
routine Trash Bags
LOW RISK entertainment
Passion: High risk, high reward. Coca-Cola and 7-Eleven leveraged social
Think vacations, jewelry, fashion – categories media to attract and grow volume among
where mavens thrive. Burberry courted Millennials. To promote Coke’s “Arctic Home”
passionista shoppers with a “Tweetwalk Show” initiative to preserve polar bear habitats last
that showcased Spring/Summer 2012 looks on winter, the partners staged a virtual snowball
Twitter before the brand’s runway show at NYC fight. Using a free mobile app called “Snowball
Fashion Week. Effect,” consumers could start virtual snowball
fights with Facebook friends. A QR code on
Entertainment: Low risk, high reward. 7-Eleven fountain cups led to a download of the
Categories are often trivial, non-essential, but fun app, which layered mobile gaming and social
and a nice part of life. Think ice cream, greeting media to enable users to pinpoint Facebook
cards or beer – low-cost items that feel like a friends to target. Results were posted on Facebook
treat and are often impulse buys. “Entertainment as a call to action for others. The campaign
categories should use social media to give reached thousands through media, blogs and
shoppers tailored recommendations, timely deals, Twitter. Players started 50,000 virtual snowball
hot news, and recommendations that are hard to fights over the nine-week campaign, reaching 6.5
pass up,” Sajdeh suggests. million Facebook friends with the Arctic Home
8 SocialShop

9. message. Coke sales at 7-Eleven jumped 20% for
packaged soda and 10% for fountain drinks.
Rewriting the Book on
Routine: Low risk, low reward.
Categories are typically mundane but essential.
Social Conscience
There is limited differentiation between brands
Social media can harness consumer
and often expansive variety within a category.
passion outside the marketplace, too.
Picturing your grocery list? Routine categories –
The city of Troy, MI, and Leo Burnett
including most packaged goods – should use
tapped social media to harness resi-
social media to help shoppers source deals and
dents’ passion for books. Budget cuts
do easy, on-the-spot comparisons. Groupon has
forced Troy to close its library; when
successfully partnered with both retailers and
the city proposed a small tax increase
manufacturers to drive trial and purchase with
to reopen it, Tea Party supporters
new customers in routine purchase categories.
shouted down the idea, turning the
It’s important to remember that “mindset”
conversation from books and reading
identifies the shopping experience itself – not
to taxes. Library advocates turned the
how consumers feel when they’re using the brand.
tables with a grassroots campaign:
Some products are fun to consume but not so
“Vote to Close the Troy Library on Aug.
fun to purchase, Sajdeh explains. “Look at board
2. Book Burning Party on Aug. 5.”
games: fun to use, but tedious to buy. How can
Lawn signs drove people to facebook.
we make the shopping process fun, too? How can
com/bookburningparty. There were
we bring some of the pleasure of usage into the
videos, tweets, Foursquare check-ins,
shopping occasion?
branded items on eBay – even Face-
“Insights on how people consume in the
book posts with plans to hire a band
category can influence how they shop the category,”
for the book burning event.
Sajdeh continues. “Ice cream and candy shops
Incensed residents responded:
bring some of the pleasure of consumption to the
“You people are sick.” “This is dis-
experience of shopping, but the supermarket aisle
gusting.” “Idiots.” They debated the
is devoid of that. It’s a challenge we wrestle with:
merits of libraries, and the conver-
How can we bring the fun of a brand into the
sation spread from Facebook to the
shopping experience?”
city council, to newspapers and TV,
Arc used the SocialShop Framework to home
becoming national and even interna-
in on the message and media while brainstorming
tional news. That’s when Troy revealed
for McDonald’s (see “You Want McDonald’s
its true message: “A vote against the
Fries with That?”). The agency also tapped the
library is like a vote to burn books.”
framework to help Canadian brand James Ready
And people started the sharing and
Beer leverage its popular under-the-cap messages.
reporting all over again. On Election
Pub crawlers collect the caps because they like
Day, votes in favor of passing the tax
the cheeky messages. Arc brainstormed the idea
were 342% higher than projected, and
of caps for captions, then fielded a Facebook
the library stayed open. 
contest inviting fans to use the caps from their
bottles of James Ready Beer to complete a fill-in-
the-blank caption with the words inside the cap.
“In such a low-involvement category, social helps us manage information that’s important
media can play a high-engagement role,” Sajdeh to the client. Consumer and shopper behavior
says. “It reinforces ‘delight after purchase,’ is one of the biggest factors for any brand. The
keeping consumers engaged. It shows a brand SocialShop framework helps us map out everyone,
is paying attention to the path through purchase, and helps us target some folks more than others,
not just the path to purchase.” if desired. The eight Shopper Types ring true.
“Creatives work better with frameworks,” says “The framework is good, as long as your
Jim Carlton, Executive Vice President-Creative interpretation skills are good,” Carlton says.
Director at Arc. “We want some guidance that
SocialShop 9

10. You Want McDonald’s
Fries with That?
The creative team at Leo Burnett Group agency
Arc Worldwide turned to the SocialShop
Framework after getting an unusual brief from
longtime client McDonald’s.
“The assignment was ‘Do something fun,’”
recalls Jim Carlton, Executive Vice President-
Creative Director at Arc. “They didn’t have a
lot of money or resources, but the brief was
wide open and we saw an amazing opportunity
to do something great. Something that people
will love – and participate in.”
The framework helped Arc shape a small-
budget initiative that delivered strong ROI.
“SocialShop helps us edit down the information
we have to stay on target,” Carlton says.
The team gravitated toward French Fries
because they are iconic and people universally
love them. Plus, Fries are mobile and shareable amplify word of mouth using emotional drive,”
– a gustatory parallel to social media. Packaging Carlton explains. The combination of Facebook
is a cost-efficient venue that reaches a big and mobile platforms fit the bill.
audience, so Arc paired McDonald’s iconic Each week, Arc tracked the number of
Fries box with a pop-culture catchphrase, then people engaged online and via mobile, and
let social media spread the word organically. what they were saying. Participation increased
Arc’s idea was to elevate the McDonald’s over time with their comments staying very
Fries brand by taking ownership of the pop positive throughout the program. Overall,
culture phrase “You want fries with that?” and positive brand sentiment on Twitter was higher
using it to associate McDonald’s Fries with than benchmark.
celebratory moments in life. Arc turned it into a “It wasn’t just about winning money. The
statement – “You want McDonald’s Fries with contest leveraged the emotional connection
that.” – and then into a call to action: Tell us people have with McDonald’s Fries,” Carlton
what you want McDonald’s Fries with, and you says. “People were associating McDonald’s
could win $25,000 to make it happen. It could Fries with all their favorite things in life.”
be anything from world peace to a new pair of The framework helped the team understand
shoes. the combination of Shopper Needs at play, and
The contest was an interactive experience validated their creative hunches. “We wanted
that turned each entry into a personalized something fun and spontaneous. We were
declaration about the brand that people could addressing indulgent and impulsive needs,
share on Facebook and Twitter. And by using with some in-the-know elements,” Carlton
social media, each shared entry inspired explains. “We wanted the sharing aspect of
other people to share their own connection Facebook because we wanted more than
with McDonald’s Fries, resulting in more than a one-way vehicle: We had a hunch people
270,000 entries. would want to share this with their friends.”
Arc wanted word-of-mouth vehicles to cater Overall, the promotion garnered more than
to customers’ in-the-know impulses when they 240 million media impressions and kicked off a
discovered the message on Fries boxes. “We period of strong year-over-year unit growth for
chose social media platforms based on two- McDonald’s Fries.
way communication and sharing. We chose “But this is the beginning. We want to ‘2.0
platforms that fit the budget and could really it’ and keep it growing,” Carlton says. 
10 SocialShop

11. Putting It to Work or created in the social world should be able to
Brands, retailers, and agencies can benefit from permeate the offline world, too.”
the SocialShop Framework to set social shopping Best Buy does this “in a very rudimentary
strategy. Using the three blueprints together – way,” with user rating numbers or stars on signs
Shopper Needs, media platforms, category accompanying products, but it doesn’t provide
mindset – the process for setting strategy is the depth of reviews and comments. “It’s a good
straightforward: start, but needs to go deeper,” Sajdeh suggests.
More marketers also should use social media
1. Identify – shopper type, and the to solicit reviews, ratings and comments in the
combination of her shopping needs. first place, she adds. “Amazon is a natural place
What are the social shopping needs to do this; so is a good blogging venue. Getting
in the brand’s category? momentum around feedback is really important:
2. Analyze – social media platforms that Provide a venue, drive traffic to the venue, and
best address her needs. Which social incentivize feedback and reviews. Create value
media platforms best serve those needs? for consumers with recommendations from other
3. Activate – based on the mindset she’s in users and experts.
when shopping the product/service “This approach pays attention to the path
category. How do you best activate through purchase: Turning shoppers into buyers
each platform to meet those needs? and then into advocates that help sell the brand
to others after their own purchase,” Sajdeh
By evaluating social media platforms based concludes.
on the Shopper Needs they serve, marketers can
set strategy based on the combination of needs
and the appropriate platforms that are relevant Social Media has the Power to Grow
to their shoppers. This procedure will work as Your Customer Base Exponentially
new social media platforms crop up and existing
platforms evolve.
SocialShop is not just a framework for
social media. It improves shopper marketing
offline, too: The research-based insights can
guide the way marketers use touch points and
tools through the path to purchase.
“The framework applies as much to
traditional marketing disciplines and shopper
marketing platforms as it does to social media,”
Sajdeh says. “Insights gathered from things like
geo-location and user recommendations can
extend to displays, sampling, packaging.
“Whatever information you gather about your
shopper and the shopping experience needs to
be reflected at all touch points, not just in social
media.” © 2012 Leo Burnett/Arc Worldwide
That means integrating social media assets like
user reviews directly into the retail environment.
“User ratings and reviews are something “Social media gets us to rethink shopper
shoppers have come to rely on heavily – but they’re marketing and consider the third moment of
primarily available online. Why don’t we see truth: Do people decide to share after they’ve
them more at the shelf?” Sajdeh says. “Retailers purchased and used the product?”
can provide this information more conveniently Asking the question could be the first step
to shoppers. Information that has been gathered toward making it happen. 
SocialShop 11

12. To get people here.
We go through here.
Cross-channel activation experts that know how to connect shoppers to your
brands. In the places that matter to you and the places that matter to them.
Looking for an expert? Let’s talk.
Nick Jones • nick.jones@arcww.com • 312.220.4533
Arc Worldwide is part of Leo Burnett Group.