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Retailers on Facebook.pdf

VIEWS: 12 PAGES: 115

									                    Social Commerce IQ™: Retail
                    Retailers on Facebook
                    September 7, 2011




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.   contact@8thbridge.com   1
  Executive Summary                                                                                                        Social Commerce IQ™: Retail



 Report Highlights
                  Sale Status Updates Have 30%                                                     57% of Product Likes Are
                    Higher Engagement Rates                                                             From Owners

                          2.37%                 +30%                                          57%
                                                            1.81%
                                                                                                             29%
                                                                                                                           24%          24%

                      Sale Status                          All Status                       I bought it     I’ve heard   I want to   I want to tell
                       Updates                             Updates                          and liked it   good things     buy it      my friends
                                                                                                              about it
                                                                    Research conducted by 8thBridge
               35 Million Facebook Users Have                                              35% of People Are More Likely to
                       Shared a Product                                                            Buy Liked Items
                                                                                           Do more Facebook Likes on a product page increase
                                                                                              the likelihood that you will buy that product?


                                                35mm                                                                      35%             Yes
                                                                Shared A Product
                                                                Haven’t Shared A Product
                                                                                                                   65%                    No
                                      103mm

  *Based on number of U.S. Facebook users


Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                        contact@8thbridge.com   2
  Welcome Letter                                                                                                            Social Commerce IQ™: Retail




      Hello,

      Social commerce is the new frontier for the retail industry. The space has grown tremendously in the two years since we launched the first store on
      Facebook for 1-800-Flowers. Analysts now expect social commerce to be a $10B industry by 2015.

      The bullish position many are taking on social commerce is based on a belief that shopping on the social web will deliver a fundamentally better
      experience for customers. 8thBridge has been on a mission to reshape ecommerce around people because we believe it too.

      We've seen first hand how much fun people have discovering products from their friends on Facebook and how much more useful online shopping is
      when its personalized (by real people not math) to your likes and interests. In fact, social commerce experiences much more closely resemble the
      offline shopping experiences (minus the lines) that still drive 95% of total retail sales each year.

      We are in the early days of social commerce but many brands have launched very innovative initiatives to which others can learn from. We're thrilled
      to share this study with you. The Social Commerce IQ™ report ranks how effective brands have been at creating social shopping experiences for their
      customers.

      In this inaugural report, 8thBridge has analyzed 200 retailers on Facebook and ranked them based on their Social Commerce IQ™. We examine how
      these retailers use Facebook and what strategies are the most critical for success. We believe that retailers with a higher Social Commerce IQ™
      create better experiences for their customers.

      This is a 115 page report so we're certain to have made some mistakes!  Please reach out to us at contact@8thbridge.com if you have any feedback
      or suggestions.

      Warm regards,



      Wade Gerten
      Founder & CEO
      8thBridge, Inc.




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                          contact@8thbridge.com   3
  Foreword                                                                                               Social Commerce IQ™: Retail




    Whatʼs your Social Commerce IQ™?                                 Smart Social
    In other words, how smart are you at using social media to       When reading the report, it may be useful to consider the
    drive business growth?  In this report, social commerce          findings in the context of three emerging trends in social
    specialist 8thBridge benchmarks the Social Commerce IQ™ of       commerce.
    the top 200 retailers on Facebook.
                                                                     1. Personalization: Using Facebookʼs social graph to provide
    Just as consumers use their social intelligence to shop          personalized experiences and offers to customers.
    smarter by learning from the shared experience of others, so
    too can retailers use their Social Commerce IQ™ to sell          2. Tryvertising: Selling in social media to 'tryvertise' your new
    smarter - learning from the experience of businesses that sell   products with fans.  By getting your products into the hands
    smart with social media. When it comes to social commerce        and on the lips of your fans first, they will repay you in kind by
    smarts, GameStop, Victoria's Secret and Walmart lead the         advertising your product by word of mouth to their friends.
    field, creatively combining reach, engagement and shopping
    activity in social media.  Look, Like and Learn.                 3. Group-Buy: It's here to stay, customers clubbing together
                                                                     to buy in bulk with volume discounts - how could you use your
    Social Smarts                                                    social smarts to help customers buy from you in bulk?
    It will be insights from the Social Commerce IQ™ report that
    may make the most interesting reading; qualifying truths and     Simply reading the Social Commerce IQ™: Retail report will
    debunking myths.  For example, it turns out that social media    boost your own social commerce IQ, learning from the
    success is driven largely by post-purchase engagement - and      successes and setbacks of others.  A wise man, it is said,
    thus may be better suited to customer loyalty, cross-selling     learns from the experience of others - a fool by his own. But
    and up-selling, as opposed to customer acquisition.              for your business to profit from selling smart in social media,
    Likewise, while Facebook fans Like coupons, they Like sales      you'll need to start applying your newfound social commerce
    more, and while social used to sit awkwardly with luxury, now    smarts.  And 8thBridge is there to help.
    luxury retailers are trailblazers in the evolution of social
    commerce.                                                        Dr. Paul Marsden
                                                                     Social Psychologist & Market Researcher
                                                                     Social Commerce Today




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                      contact@8thbridge.com   4
  Social Commerce IQ™: Retail                                                                                                                              Social Commerce IQ™: Retail



 Table of Contents
       1. ABOUT REPORT........................................................................................................................................................................6
       • Methodology & Research
       • Social Commerce IQ Calculation

       2. SOCIAL COMMERCE INSIGHTS..............................................................................................................................................12
       • Top 10
       • Social Commerce IQ™ by Category
       • Social Commerce = Balanced Approach
       • Facebook Influences Purchases
       • Most Likes Come From Existing Customers
       • Type of Status Update Affects Engagement
       • Niche Markets Drive Engagement
       • Shopping Engagement > Total Engagement

       3. SOCIAL COMMERCE IQ™ INDEX............................................................................................................................................26
       • Social Commerce IQ™ Index Classes
       • Category Breakdown

       4. ABOUT 8THBRIDGE...............................................................................................................................................................111




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                                                            contact@8thbridge.com    5
    1                          About Report




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.   contact@8thbridge.com   6
  About Report                                                                                Social Commerce IQ™: Retail



 Research
 8thBridge conducted a survey and researched 200 retailersʼ Fan pages on Facebook.

 Survey:                                                        Category and Retailer Selection:
 8thBridge surveyed 1,202 U.S. residents on their               8thBridge segmented the categories based on the
 Facebook usage and interest in social commerce.                designation of categories by Internet Retailerʼs Top 500
 Survey questions included:                                     Guide.

 • Have you shared a product on Facebook?                       8thBridgeʼs process to select the 200 retailers was as
 • Have you asked for product recommendations on                follows:
 Facebook?                                                      1. Selected the 10 retailer categories from IR Top 500
 • Has a Facebook recommendation ever driven you to             Guide
 make a purchase?
                                                                2. Selected the top 10-15 companies in each category
 • Do more Facebook Likes on a page increase the
                                                                based on the 2011 Internet Retailer overall ranking
 likelihood that you will buy that product?
 • On a retailer’s website that has the Facebook Like           3. For each of these companies, 8thBridge selected
 button, why would you click the Like button?                   retailers that have a significant presence on Facebook.
                                                                For example, each of these companies might own
                                                                multiple retailers (EG GAP owns Old Navy and Banana
                                                                Republic) - we selected the most well-known retailers.

                                                                Research Time Period: July 1, 2011-July 28, 2011




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                          contact@8thbridge.com   7
  About Report                                                                       Social Commerce IQ™: Retail



 Social Commerce IQ™ Calculation



                      Reach                             Engagement        Shopping
                            20%                +                40%   +      40%        =          SCIQ




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                contact@8thbridge.com   8
  About Report                                                                                                         Social Commerce IQ™: Retail



 Social Commerce IQ™ Scoring Methodology
 Figure 1.0: Social Commerce IQ™ Methodology


            Reach                        Facebook Fans - Number of fans the brand reaches on Facebook

              20%                        Total Status Updates - How often the brand publishes status updates




                                         Engagement Rate - Weighted fan engagement with all fan page status updates
    Engagement                           Landing Tab - Customized landing tab for non-fans
                                         Gaming Tab - Gaming applications for Facebook fans
              40%                        Facebook Upstream Traffic - Percent of traffic that comes directly from Facebook




                                         Shopping Updates - How often the brand publishes shopping updates on Facebook. Includes coupon,
                                         sale, and product posts.
                                         Shopping Engagement - Weighted fan engagement with shopping fan page status updates
        Shopping                         Store on Facebook - Store offered to fans on fan page (Y/N)

              40%                        Store Finder Tab - Store finder application offered to fan on fan page (Y/N)
                                         Customer Service Tab - Customer service offered to all fans on fan page (Y/N)
                                         Facebook integration on Website - Facebook integration on website. Includes Facebook Login,
                                         Facebook Like button on product pages, FB Share, Send, and Like Box plugins.




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                  contact@8thbridge.com   9
  About Report                                                                                                    Social Commerce IQ™: Retail



 Social Commerce IQ™ Scoring
 Figure 2.0: Breakdown of scoring
    Facebook Upstream Traffic Score                             Shopping Status Updates Score
               Range                        Score                    Range              Score   Calculating Engagement
                2-5%                          1                       1-10                  1


                                                                                                (                                  ) )
                                                                                                          Total Interactions
              5.01-8%
              8.01-11%
                                              2
                                              3
                                                                     11-25
                                                                     26-50
                                                                                            2
                                                                                            3
                                                                                                   ( Expected Fan Impression                X 100

                                                                                                           Status Updates
              11.01%+                         4                       51+                   4

          Total Status Updates Score                               Total Engagement Score
               Range                        Score                    Range              Score   Total Interactions = Likes + Comments
                1-20                           1                      .5-1%                 1
                                                                                                Effective Fan Impressions = Number of
               21-50                           2                    1.01-1.5%               2   Fans x % of fans seeing daily posts (see
               51-100                          3                    1.51-2%                 3   below)
              101-125                          4                    2.01-2.5%               4
                                                                                                                       % of fans seeing daily
                126+                           5                     2.51%+                 5      No. of Fans
                                                                                                                               posts
         Shopping Engagement Score                                                                   1k-10k                     9.38%
               Range                        Score
                                                                                                    10k-100k                    6.02%
               .01-.5%                         1
                                                                                                    100k-1mm                    6.11%
               .51-1%                          2
                                                                                                       1mm+                     2.79%
             1.01-1.5%                         3
                                                                                                    Table Source: AllFacebook.com. Data Source:
              1.51-2%                          4                                                      PageLever. http://www.allfacebook.com/
               2.01%+                          5                                                      shocker-3-to-7-5-of-fans-see-your-pages-
                                                                                                                   posts-2011-06


Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                  contact@8thbridge.com   10
  About Report                                                                         Social Commerce IQ™: Retail



 Retailer Categories
  The 200 retailers included in the report were segmented into 10 categories, as outlined below. Retailers in
  each category were chosen based on the Internet Retailer ranking of their parent company. Not all retailers
  studied have been included in the index listing.


                    Apparel                                       Toys/Hobbies

                    Computers/Electronics                         Books/Music Videos

                    Health/Beauty                                 Flowers/Gifts

                    Jewelry                                       Mass Merchants

                    Sporting Goods                                Food/Drug


Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                  contact@8thbridge.com   11
    2                        Social Commerce Insights
                             Top 10
                             Social Commerce IQ™ by Category
                             Social Commerce = Balanced Approach
                             Facebook Influences Purchases
                             Most Likes Come From Existing Customers
                             Type of Status Update Affects Engagement
                             Niche Markets Drive Engagement
                             Shopping Engagement > Total Engagement




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.           contact@8thbridge.com   12
  Social Commerce Insights                                                                                                          Social Commerce IQ™: Retail



 Top 10 Retailers by Social Commerce IQ™ & Fans
 Figure 3.0: Top 10 retailers by Social Commerce IQ™ score                            Figure 3.1: Top 10 retailers by fan count

  Top 10 Retailers by Social Commerce IQ™                                                      Top 10 Retailers by Fan Count

                  GameStop                                                 92              Victoria’s Secret                                     14,641,106

             Victoria’s Secret                                            89          Victoria’s Secret Pink                        10,080,947

                    Walmart                                           84                          Walmart                      7,954,246

                     Sephora                                     79                                Hollister            5,750,883

                     Clinique                                    78                                  Kohl’s            5,496,927

                     Eastbay                                     77                                  Target           5,245,902

          FragranceNet.com                                      76                     Abercrombie & Fitch            5,205,378

                    Hallmark                                    76                         American Eagle             5,022,294

   American Eagle Outfitters                                    75                           Ralph Lauren          3,766,380

                        Zales                                   74                                Best Buy     3,393,128

                                 0          25            50         75         100                            0        3,750,000 7,500,000 11,250,000 15,000,000




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                                contact@8thbridge.com   13
  Social Commerce Insights                                                                                             Social Commerce IQ™: Retail



 Top 10 Retailers by Engagement Rate
 Figure 4.0: Top 10 retailers by total engagement rate                               Figure 4.1: Top 10 retailers by shopping engagement rate

                                                                                                  Top 10 Retailers by Shopping
      Top 10 Retailers by Engagement Rate
                                                                                                       Engagement Rate
  MyJewelryBox.com                                                       6.26%             Tiffany & Co.                                         9.28%

             GiftTree                                                    6.19%        MyJewelryBox.com                               7.13%

        American Girl                                                   6.10%              Fresh Direct                             6.87%
         Fresh Direct                                              5.71%                    Amway US                          6.04%

         Nutrisystem                                               5.64%                         Costco                     5.70%

        Tiffany & Co.                                             5.48%                        Nutrilite                   5.35%

          Amway US                                               5.36%                    Estee Lauder                 5.11%

          Nutrilite US                                          5.07%                       Artistry US                5.08%
    1-800 CONTACTS                                         4.70%                       1-800 CONTACTS                 4.81%
               Costco                                     4.59%                                   Zales            3.98%
                         0      1         2        3        4       5       6    7                         0   3              5              8              10




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                       contact@8thbridge.com    14
   Social Commerce Insights                                                                                           Social Commerce IQ™: Retail



  Top 10 Retailers by Facebook Upstream Traffic
  Figure 5.0: Top 10 retailers by Facebook upstream traffic

    CoastalContacts.com                                                                         28.41%
                                                                                                                Upstream Traffic
                  mark.girl                                                                  26.89%

              Free People                                                      19.10%                         The average Facebook
                                                                                                              upstream traffic for all
                 LeapFrog                                           16.04%                                    retailers was 6.27%. The top
                                                                                                              10 brands by Facebook
     Rugby Ralph Lauren                                             15.64%
                                                                                                              upstream traffic is comprised
        Weight Watchers                                          14.73%                                       of 4 Apparel retailers, 3
                                                                                                              Health/Beauty retailers, 1
GourmetGiftBaskets.com                                           14.60%                                       Toys/Hobbies retailer, 1
                        CCS
                                                                                                              Flowers/Gifts retailer, and 1
                                                                 14.58%
                                                                                                              Food/Drug retailer.
   Smashbox Cosmetics                                       13.04%

                Gilly Hicks                                12.62%

                              0                      8                    15            23               30




 Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                contact@8thbridge.com   15
  Social Commerce Insights                                                                                       Social Commerce IQ™: Retail



 Top 10 Retailers by Status Updates
 Figure 6.0: Top 10 retailers by status updates vs. number of Likes generated
                           Number of Status Updates                                   Number of Likes Generated           (Likes/Status Update)

   248                                                                    CCS                     16,477 66.4

                                     137                                Eastbay               15,120 110.4

                                     137                               Sam’s Club      6,014 43.9

                                           119                        VitaCost.com      2,299 / 19.3

                                           117                        Free People      6,038 51.6

                                            111                           QVC                     15,765 142.0

                                              105                         HSN         5,214 49.7

                                              104                   Neiman Marcus                                      40,745 391.8

                                                 99                    HauteLook          10,749 108.6

                                                  95                   DermStore      362 / 3.8



                                                  CCS was the most active brand with 248 status updates. The average number of status
                                                  updates was 37 or approximately 1.37 updates per day. Neiman Marcus was the most
    Status Updates                                successful generating Likes from posts, averaging 391.8 Likes/status update even
                                                  though Eastbay and QVC had larger fan bases.

Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                            contact@8thbridge.com   16
  Social Commerce Insights                                                                                                                                                     Social Commerce IQ™: Retail



 Social Commerce IQ™ by Category
 Figure 7.0: Social Commerce IQ™ by category
                             100                                                                                           92                                                                                                 92
   Social                     90 89                                                                                                                                                 84
                                                                                79                        77                              77                   76
Commerce                      80                        74                                      74                                                                                                              73
     IQ™                      70
                              60
                                                                                61                                                                                                                              62
                              50 55                                                             57                         57                                  57                   57                                        55
                                                        50                                                51                                                                                                    50
                              40                                                42                                         42             48
                              30 31                                                                                                                            35                   34
                                                                                                          30
                              20                        25                                      21
                              10                                                                                                          12                                                                                  12
                               0
                                        Apparel




                                                        Computers/Electronics




                                                                                Health/Beauty




                                                                                                Jewelry




                                                                                                          Sporting Goods




                                                                                                                           Toys/Hobbies




                                                                                                                                          Books/Music/Videos




                                                                                                                                                               Flowers/Gifts




                                                                                                                                                                                     Mass Merchants




                                                                                                                                                                                                                 Food/Drug




                                                                                                                                                                                                                              Average
                                                  Average: 55
    Data Averages                                 Median: 56


Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                                                                                         contact@8thbridge.com     17
  Social Commerce Insights                                                                                             Social Commerce IQ™: Retail



 Social Commerce = Balanced Approach
                                                                Figure 8.0: Comparing the top 10 retailers to other retailers (based on Social Commerce IQ™)
 Brands with the highest Social Commerce IQ™ had
                                                                                                     Top 10              All Other
 a balanced approach to reach, engagement, and                                                                                               Difference
                                                                                                    Retailers            Retailers
 shopping. While the average Social Commerce IQ™
 for the 200 retailers was 55, the top 10 retailers had         Facebook Fans                       3,616,062             584,865                +618%
 an average IQ of 81. The factors that separated the
 top retailers were:                                            Store on Facebook                      100%                  26%                 +385%
                                                                Product Status
 1. Reach                                                                                                21                   12                 +175%
                                                                Updates
 The top 10 retailers invested in growing their fan
                                                                Social Commerce IQ™                      81                   53                 +153%
 base. On average they had 6 times more fans (3.6m
 vs .6m) than other retailers and they posted status            Total Shopping Status
                                                                                                         28                   19                 +147%
 updates more often (48/mo vs. 36/mo).                          Updates (July)
                                                                Shopping Status
 2. Engagement                                                                                          1.8%                 1.3%                +138%
                                                                Engagement Rate
 The top 10 retailers had much higher engagement
 rates than the other retailers. The engagement rate            Welcome Tab                             90%                  68%                 +132%
 for all status updates was 2.10% vs. 1.69%. The top            Total Status Updates
                                                                                                         47                   36                 +131%
 10 retailers also generated 7.4 times more                     (July)
 comments per status update than the other retailers.           Number of Facebook
                                                                                                         13                   10                 +130%
                                                                Tabs
 3. Shopping
 The top 10 retailers shared more social shopping               Status Update
                                                                                                        2.1%                 1.7%                +124%
                                                                Engagement Rate
 status updates and offered their fans a store directly
 on their Facebook fan page. The top brands talked              Facebook Upstream                       8.0%                 6.6%                +121%
 about products, not coupons.                                   Traffic

Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                      contact@8thbridge.com   18
  Social Commerce Insights                                                                         Social Commerce IQ™: Retail



 Facebook Influences Purchases
 Facebook has over 700 million users globally. The social            Figure 9.0: Facebook influences consumer purchases
 network continues to add millions of members each month and
 users check Facebook numerous times each day. In addition,                Conversion Funnel + Facebook
 to a brandʼs website, it is the most important destination on the       Based on survey results applied to the population
 internet. Millions of users are being influenced by their                    of Facebook users in the United States
 Facebook friends when making purchasing decisions, as
 detailed below.

 Sharing a Product                                                                     Facebook Users in U.S.
 25% of poll respondents shared a product on Facebook.                                     138 Million*

 Asked for a Recommendation                                                               Shared a Product
 19% of poll respondents asked for product recommendations                                   35 Million
 on Facebook
                                                                                    Asked for Recommendation
 Driven to Purchase                                                                            26 Million
 16% of poll respondents said that they were driven to make a
 purchase based on a Facebook recommendation                                             Driven to Purchase
                                                                                              22 Million
 More Likes Equals More Purchases
 When asked if a Facebook page with more Likes increases
 the likelihood that you would buy the product, 35% of
 respondents said it does.
                                                                        *Data obtained from Facebook Ads Platform. 08.16.2011



Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                               contact@8thbridge.com   19
  Social Commerce Insights                                                                      Social Commerce IQ™: Retail



 Facebook Influences Purchases
 Figure 10.0: Facebook friends influence a shopper’s decision

     Do more Facebook Likes on a product page increase                Have you asked for product recommendations
        the likelihood that you will buy that product?                               on Facebook?

                                                                                              19%
                                                  35%           Yes                                            Yes
                                                                No                                             No
                                65%
                                                                                       81%




           Have you shared a product on Facebook?                     Has a Facebook recommendation ever driven
                                                                               you to make a purchase?

                                                                                              16%
                                                25%

                                                                Yes                                            Yes
                                                                No                                             No
                                  75%                                                   84%




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                           contact@8thbridge.com   20
  Social Commerce Insights                                                                             Social Commerce IQ™: Retail



 Most Likes Come From Existing Customers
                                                                Figure 11.0: Why users click on the Facebook Like button
 Facebook offers numerous resources for online retailers
 to integrate social features on their website. From                        Why Click The Like Button?
 seamless solutions such as the Facebook Like button to
 more custom integrations such as Facebook Login,                  60%
 adding social features to a website influences shopper
 behavior.                                                                     57%

 Over 82% of retailers have integrated Facebook on their
                                                                   45%
 website. One method of implementing Facebook is
 using the Like Button. As mentioned previously, 35% of
 poll respondents, or nearly 22 million Facebook users in          30%
 the U.S., are more likely to purchase a product if the                                     29%
 page has more Likes.
                                                                                                           24%            24%
 But what do these Likes represent? Based on poll                  15%
 responses, over 57% of Likes are customers that have
 bought the product and liked it. Another 30% of Likes are
 people who have heard good things about the product.                0%
 See Figure 11.0 for more details on why Facebook users                     I bought it   I’ve heard     I want to    I want to
 click the Like button on a retailerʼs website.                              and liked        good         buy it       tell my
                                                                                 it          things                     friends
                                                                                            about it



Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                  contact@8thbridge.com   21
  Social Commerce Insights                                                                                      Social Commerce IQ™: Retail



 Type of Status Update Affects Engagement
                                                                Figure 12.0: Engagement rate by type of status update
Facebook status updates serve as one of the main
communication channels for a retailer. The type of                                Engagement Rate by Type of
status update a retailer shares will affect how fans                                   Status Update*
perceive the retailer and feel motivated to engage.               2.5%
8thBridge analyzed 7,354 status updates for nearly
200 retailers on Facebook. The type of status                                 2.37%
updates are delineated as follow:                                   2%
Non-Shopping                                                                               1.81%
Overall - all status updates from a retailerʼs fan                1.5%                                  1.71%
page.                                                                                                                1.55%
Fan- status updates which mention a fanʼs name,
such as contests.                                                   1%                                                              1.08%
Shopping
Sale - status updates which mention a sale or                     0.5%
campaign.
Product - status updates that mention a specific
product(s). Typically includes link and photo of                     0%
                                                                               Sale          All         Fan        Product        Coupon
product.
                                                                              Status       Status       Status       Status         Status
Coupon - status updates which include a coupon
                                                                             Updates      Updates      Updates      Updates        Updates
code or printable coupon for a single product or
product category.                                                      *These rates are derived using the Effective Fan Impression multiple
                                                                       explained on slide 10.


Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                             contact@8thbridge.com   22
  Social Commerce Insights                                                                          Social Commerce IQ™: Retail



 Niche Markets Drive Engagement
                                                                Figure 13.0: Engagement rate compared to number of fans
 The size of a retailerʼs fan base will affect
 engagement rate. Typically, brands that serve niche                        Engagement vs. Fan Base
 markets (smaller fan bases) will have higher
 engagement rates.                                                                                     Bottom 20 Retailers
                                                                                 Top 20 Retailers
                                                                                 by Engagement          by Engagement
 The graph at the right visually depicts the difference
 in engagement between fan base and engagement
 rate. The top 20 retailers by engagement averaged
                                                                      Average
 247,000 fans. Whereas the bottom 20 retailers by                                                            1.165mm
                                                                      Number            247k
 engagement average 1.165 million fans.
                                                                       of Fans

 The Flowers/Gifts category had the highest
 engagement across all categories at 3.7%. Some of
 this can be attributed to the fact that this category
 had an average fan base of only 113,000 compared
 to 807,000 for all retailers.



                                                                 Engagement                                            0.31%
                                                                                       6.72%
                                                                       Rate




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                               contact@8thbridge.com   23
  Social Commerce Insights                                                                                                                                                                 Social Commerce IQ™: Retail



 Niche Markets Drive Engagement
Figure 14.0: Fan engagement (Likes + Comments) for retailers’ status updates on Facebook vs. average fan count
                        113,508

                                        232,039
             4.0                                                                                                                                                                        Engagement Data
                       3.7%
                                                                                                                                                                                     Average:                       1.80%
                                                            289,843

                                        3.4%
             3.0                                                        170,782                                                                                                      Range:               0% - 23.42%

                                                                                  359,267
   Eng.




                                                                                                                                                                           815,501
                                                                                                   746,306
                                                                                                                                                                                     Standard Deviation:           2.42%
   Rate                                                     2.5%




                                                                                                                  1,196,563
                                                                                                                                                                                     Total Status Updates:           7,386




                                                                                                                                                   1,201,017
             2.0




                                                                                                                                  411,128




                                                                                                                                                               1,682,581
                                                                        2.1%      2.0%                                                                                               Total Likes:              2,282,385
                                                                                                  1.8%                                                                     1.8%
                                                                                                                                                                                     Total Comments:              598,066
             1.0                                                                                                  1.2%            1.2%
                                                                                                                                                   1.1%
                                                                                                                                                               0.9%


                0
                        Flowers/Gifts

                                        Books/Music/Video

                                                            Food/Drug

                                                                        Jewelry

                                                                                  Health/Beauty

                                                                                                   Toys/Hobbies

                                                                                                                  Mass Merchant

                                                                                                                                  Sporting Goods

                                                                                                                                                   Apparel

                                                                                                                                                               Computers

                                                                                                                                                                           Average
                                                                                                  Category


Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                                                                                       contact@8thbridge.com    24
  Social Commerce Insights                                                                                                  Social Commerce IQ™: Retail



 Shopping Engagement > Total Engagement
  Figure 15.0: Fan pages that saw the greatest increase in shopping engagement rates vs. total engagement rates

                                                                             16,229,327
                     Brand                         Total Engagement Rate             Shopping Engagement Rate                     Increase
                                                                        14,641,106
                                                                                       Engagement rate for shopping
                                                  Engagement rate for all status
                                                          10,784,682                                                        Difference between two
             Facebook Fan Page                                                     (coupon, sale, product) status updates
                                                    updates during July 2011                                                   engagement rates
                                                                                             during July 2011
                                                           10,080,947
                Tiffany & Co.                                   5.48%                             9.28%                           69.43%
                                                    7,954,246
                Bidz Auction                                    2.08%                             3.39%                           62.78%

                Saks Off 5th                                    1.41%                             2.26%                           60.38%

           Avon Products, Inc.                                  1.26%                             2.00%                           58.53%

                   Blue Nile                                    2.58%                             3.96%                           53.50%
                      CVS                                       0.81%                             1.20%                           48.31%

         Diamond Nexus Labs                                     2.35%                             3.40%                           44.75%
              Neiman Marcus                                     1.66%                             2.35%                           41.65%
             Victoria's Secret                                  2.57%                             3.51%                           36.94%
         Dick’s Sporting Goods                                  0.14%                             0.19%                           35.00%



Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                       contact@8thbridge.com   25
    3                        Social Commerce IQ™ Index
                             Index of retailers on Facebook




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.   contact@8thbridge.com   26
  Social Commerce Index                                                                                                       Social Commerce IQ™: Retail



 Social Commerce IQ™ Index Classes
 Figure 16.0: Explanation of Social Commerce IQ™ classes

                                                                    Social Commerce IQ™ Index

        Index Score                      Class             Description                                                              Retailers
                                                                                                                                (number and percent)

                                                           Genius brands represent the most socially-advanced brands
                                                           on Facebook. These brands typically have the highest
          76-100                      Genius               engagement rates and offer relevant shopping offers in the                8 / 5%
                                                           news feed.

                                                           Superior was the largest category by number of brands
                                                           represented - over 60% in total. These brands typically had
           51-75                     Superior              fewer status updates and moderate engagement.                           100 / 63%


                                                           Challenged brands have few status updates, low
                                                           engagement, and little to no social shopping status updates.
                                                           They typically did not have any applications and had very few
           26-50                  Challenged               tabs on their Facebook fan page.
                                                                                                                                   47 / 29%


                                                           Deficient brands were basically non-existent - they had no
                                                           engagement, few fans, and rarely, if ever, sent updates to their
             1-25                   Deficient              fans.                                                                     4 / 3%




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                          contact@8thbridge.com   27
  Social Commerce Index                                                                   Social Commerce IQ™: Retail



 Social Commerce IQ™ Index Classes
 Figure 17.0: List of retailers in each Social Commerce IQ™ class

                      Class                                 IQ               Retailer
                   Genius                                   92             GameStop
                   Genius                                   89          Victoria's Secret
                   Genius                                   84              Walmart
                   Genius                                   79              Sephora
                   Genius                                   78              Clinique
                   Genius                                   77              Eastbay
                   Genius                                   76        FragranceNet.com
                   Genius                                   76             Hallmark
                  Superior                                  75      American Eagle Outfitters
                  Superior                                  74                Zales
                  Superior                                  73              Horchow
                  Superior                                  72          Omaha Steaks
                  Superior                                  72           Ralph Lauren
                  Superior                                  72              Blue Nile
                  Superior                                  72        MyJewelrybox.com

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  Social Commerce Index                                                                  Social Commerce IQ™: Retail



 Social Commerce IQ™ Index Classes
 Figure 18.0: List of retailers in each Social Commerce IQ™ class

                      Class                                 IQ             Retailer
                  Superior                                  72              GiftTree
                  Superior                                  72            Sam's Club
                  Superior                                  72        Peapod Delivers
                  Superior                                  71         MAC Cosmetics
                  Superior                                  70      Victoria's Secret Pink
                  Superior                                  70         Neiman Marcus
                  Superior                                  70         TigerDirect.com
                  Superior                                  70           Bidz Auction
                  Superior                                  70            Egreetings
                  Superior                                  69          Estee Lauder
                  Superior                                  69           Tiffany & Co.
                  Superior                                  68             jcpenney
                  Superior                                  68          Harry & David
                  Superior                                  67          Anthropologie
                  Superior                                  67              77 Kids

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  Social Commerce Index                                                                Social Commerce IQ™: Retail



 Social Commerce IQ™ Index Classes
 Figure 19.0: List of retailers in each Social Commerce IQ™ class

                      Class                                 IQ             Retailer
                  Superior                                  67          drugstore.com
                  Superior                                  67      Green Mountain Coffee
                  Superior                                  66                CCS
                  Superior                                  66          Ross-Simons
                  Superior                                  65               Aerie
                  Superior                                  65             Cabela's
                  Superior                                  64       CoastalContacts.com
                  Superior                                  64          GNC Live Well
                  Superior                                  64      Bobbi Brown Cosmetics
                  Superior                                  64        American Greetings
                  Superior                                  64              Sears
                  Superior                                  64         Weight Watchers
                  Superior                                  63        Sportsman's Guide
                  Superior                                  63              Aveda
                  Superior                                  62          Woman Within

Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                  contact@8thbridge.com   30
  Social Commerce Index                                                              Social Commerce IQ™: Retail



 Social Commerce IQ™ Index Classes
 Figure 20.0: List of retailers in each Social Commerce IQ™ class

                      Class                                 IQ            Retailer
                  Superior                                  62           Crutchfield
                  Superior                                  62         Vitacost.com
                  Superior                                  62         American Girl
                  Superior                                  62             Costco
                  Superior                                  61        Banana Republic
                  Superior                                  61               Dell
                  Superior                                  61          Beachbody
                  Superior                                  61           Hayneedle
                  Superior                                  61          Fresh Direct
                  Superior                                  61          Nutrisystem
                  Superior                                  60      Rugby Ralph Lauren
                  Superior                                  60           Gilly Hicks
                  Superior                                  60          Free People
                  Superior                                  60      Smashbox Cosmetics
                  Superior                                  60      Diamond Nexus Labs

Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                contact@8thbridge.com   31
  Social Commerce Index                                                                   Social Commerce IQ™: Retail



 Social Commerce IQ™ Index Classes
 Figure 21.0: List of retailers in each Social Commerce IQ™ class

                      Class                                 IQ            Retailer
                  Superior                                  60       Jewelry Television
                  Superior                                  60               QVC
                  Superior                                  59            Hollister
                  Superior                                  59      Bergdorf Goodman
                  Superior                                  59             Kmart
                  Superior                                  59            Safeway
                  Superior                                  58         Jessica London
                  Superior                                  58      Avon Products, Inc.
                  Superior                                  58       Gordon's Jewelers
                  Superior                                  58            Golfsmith
                  Superior                                  58              LEGO
                  Superior                                  58            LeapFrog
                  Superior                                  58      1-800-Flowers.com
                  Superior                                  58               HSN
                  Superior                                  57            Best Buy

Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                     contact@8thbridge.com   32
  Social Commerce Index                                                                     Social Commerce IQ™: Retail



 Social Commerce IQ™ Index Classes
 Figure 22.0: List of retailers in each Social Commerce IQ™ class

                      Class                                 IQ                 Retailer
                  Superior                                  57               Amway US
                  Superior                                  57          1-800-BASKETS.COM
                  Superior                                  57           BlueMountain.com
                  Superior                                  56                Old Navy
                  Superior                                  56               Nordstrom
                  Superior                                  56               Roaman's
                  Superior                                  56              Amazon.com
                  Superior                                  55                 Target
                  Superior                                  55               Walgreens
                  Superior                                  54              Abercrombie
                  Superior                                  54                L.L. Bean
                  Superior                                  54                  Yoox
                  Superior                                  54                  Sony
                  Superior                                  54             Bass Pro Shops
                  Superior                                  54      Jo-Ann Fabric and Craft Stores

Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                        contact@8thbridge.com   33
  Social Commerce Index                                                                Social Commerce IQ™: Retail



 Social Commerce IQ™ Index Classes
 Figure 23.0: List of retailers in each Social Commerce IQ™ class

                      Class                                 IQ              Retailer
                  Superior                                  54            Toys "R" Us
                  Superior                                  53              Origins
                  Superior                                  53      GourmetGiftBaskets.com
                  Superior                                  53               Macy's
                  Superior                                  52              Athleta
                  Superior                                  52             Gilt Man
                  Superior                                  52           Gilt Children
                  Superior                                  52         OneStopPlus .com
                  Superior                                  52              Ice.com
                  Superior                                  52                CVS
                  Superior                                  51            Gilt Groupe
                  Superior                                  51                 HP
                  Superior                                  51             mark.girl
                  Superior                                  51         1-800 CONTACTS
                  Superior                                  51           Nutrilite US

Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                  contact@8thbridge.com   34
  Social Commerce Index                                                                    Social Commerce IQ™: Retail



 Social Commerce IQ™ Index Classes
 Figure 24.0: List of retailers in each Social Commerce IQ™ class

                      Class                                 IQ                Retailer
                 Superior                                   51                 Pagoda
                 Superior                                   51      The Yankee Candle Company
                 Superior                                   51                  Kohl's
                Challenged                                  50                Microsoft
                Challenged                                  50                   REI
                Challenged                                  50   Chapters Indigo Books & Music Inc.
                Challenged                                  49                  CUSP
                Challenged                                  49               Scholastic
                Challenged                                  48           Abercrombie Kids
                Challenged                                  48              Foot Locker
                Challenged                                  48                 PC Mall
                Challenged                                  48            Sony Electronics
                Challenged                                  48                   J&R
                Challenged                                  48               Artistry US
                Challenged                                  48         Dick's Sporting Goods

Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                      contact@8thbridge.com   35
  Social Commerce Index                                                                  Social Commerce IQ™: Retail



 Social Commerce IQ™ Index Classes
 Figure 25.0: List of retailers in each Social Commerce IQ™ class

                      Class                                 IQ              Retailer
                Challenged                                  47            LEGO Games
                Challenged                                  47        Vermont Teddy Bear
                Challenged                                  47        Things Remembered
                Challenged                                  46           Urban Outfitters
                Challenged                                  46         The Vitamin Shoppe
                Challenged                                  46      LifeWay Christian Stores
                Challenged                                  46           Barnes & Noble
                Challenged                                  46             FTD Flowers
                Challenged                                  46                 O.co
                Challenged                                  45              HauteLook
                Challenged                                  45              Gilt Home
                Challenged                                  44              Made Well
                Challenged                                  44            Babies "R" Us
                Challenged                                  43                 Saks
                Challenged                                  43       Scholastic Book Clubs

Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                    contact@8thbridge.com   36
  Social Commerce Index                                                                   Social Commerce IQ™: Retail



 Social Commerce IQ™ Index Classes
 Figure 26.0: List of retailers in each Social Commerce IQ™ class

                      Class                                 IQ               Retailer
                Challenged                                  43                Buy.com
                Challenged                                  43              Audible.com
                Challenged                                  42               DermStore
                Challenged                                  42                GameFly
                Challenged                                  41                 Basics
                Challenged                                  40            Sports Authority
                Challenged                                  39             Champs Sport
                Challenged                                  39         CDW Small Business
                Challenged                                  37          DeepDiscount.com
                Challenged                                  35      Last Call by Neiman Marcus
                Challenged                                  35           CDW Corporation
                Challenged                                  34                 J. Crew
                Challenged                                  33                   Gap
                Challenged                                  33           Lady Foot Locker
                Challenged                                  33             Newegg.com

Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                     contact@8thbridge.com   37
  Social Commerce Index                                                                Social Commerce IQ™: Retail



 Social Commerce IQ™ Index Classes
 Figure 27.0: List of retailers in each Social Commerce IQ™ class

                      Class                                 IQ           Retailer
                Challenged                                  32      Nordstrom Rack
                Challenged                                  31        Saks Off 5th
                Challenged                                  31          Piperlime
                Challenged                                  30      Gander Mountain
                Challenged                                  29      HP for Home - US
                 Deficient                                  25       PC Connection
                 Deficient                                  22           Ashford
                 Deficient                                  21       Jomashop.com
                 Deficient                                  12         RentAText




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                  contact@8thbridge.com   38
                          Apparel Retailers
                          48 apparel retailers on Facebook




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.   contact@8thbridge.com   39
  Social Commerce Index                                                                                                                 Social Commerce IQ™: Retail



 Top 10 Apparel Retailers Based on SCIQ™/Fans
 Figure 28.0: Top 10 apparel retailers by Social Commerce IQ™
 score                                                                                   Figure 28.1: Top 10 apparel retailers by fan count

       Top 10 Apparel Retailers by Social                                                  Top 10 Apparel Retailers by Fan Count
             Commerce IQ™ Score
             Victoria’s Secret                                                 89             Victoria’s Secret                                      14,641,106

                     Eastbay                                              77             Victoria’s Secret Pink                         10,080,947

   American Eagle Outfitters                                          75                              Hollister            5,750,883

                    Horchow                                           73                  Abercrombie & Fitch            5,205,378

                Ralph Lauren                                          72                      American Eagle             5,022,294

        Victoria’s Secret Pink                                       70                         Ralph Lauren          3,766,380

             Neiman Marcus                                           70                              Old Navy               2,358,356

               Anthropologie                                     67                                       Gap            1,585,665

                      77 Kids                                    67                               Foot Locker            1,347,809

                          CCS                                   66                                 Nordstrom            904,706

                                 0               30             60                  90                            0        3,750,000 7,500,000 11,250,000 15,000,000




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                                   contact@8thbridge.com   40
  Social Commerce Index                                                                                              Social Commerce IQ™: Retail



 Top 10 Apparel Retailers Based on Engagement Rate
                                                                               Figure 29.1: Top 10 apparel retailers by social shopping
 Figure 29.0: Top 10 apparel retailers by total engagement rate                engagement rate

        Top 10 Apparel Retailers by Total                                           Top 10 Apparel Retailers by Social
               Engagement Rate                                                        Shopping Engagement Rate
              Horchow                                              3.33%             Victoria’s Secret                                      3.51%

          Ralph Lauren                                            3.17%                     Horchow                                         3.51%

       Victoria’s Secret                                  2.57%                        Ralph Lauren                                     3.26%

                Athleta                           2.08%                              Neiman Marcus                        2.35%

                  Yoox                       1.71%                                       Saks Off 5th                     2.26%

              L.L. Bean                      1.67%                                          L.L. Bean                 2.08%

       Neiman Marcus                         1.66%                                            Athleta                2.03%

        Jessica London                    1.57%                                 Rugby Ralph Lauren                1.75%

   Rugby Ralph Lauren                    1.50%                                                  Yoox              1.68%

           Saks Off 5th                 1.41%                                   Victoria’s Secret Pink       1.34%

                           0             1              2            3     4                             0    1             2              3              4




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                     contact@8thbridge.com       41
  Social Commerce Index                                                                                     Social Commerce IQ™: Retail



         Apparel Overview
    Figure 30.0: Apparel category vs. overall                                  Figure 30.1: Apparel social shopping status updates
                       Metric                           Category     Overall                Breakdown of Apparel Social
    Avg. Social Commerce IQ™                                    55     55                    Shopping Status Updates
    Avg. Facebook Likes                                 1,201,017    815,501

    Fan Pages with Stores                                   36%       28%
                                                                                                                   4%
    Avg. Facebook Upstream Traffic                         7.62%      6.27%

    Avg. Engagement Rate                                   1.07%      1.81%

    Avg. Status Updates/Month                                   42     37                                                28%
                                                                                     Coupon
                                                                                     Sale
                                                                                     Product               68%




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                        contact@8thbridge.com   42
  Social Commerce Index                                                                                                       Social Commerce IQ™: Retail



           Case Study: American Eagle Outfitters
                                                                            Figure 31.0: Become a Fan tab

               Social Commerce IQ™                                 75
     Ranking




               Overall Rank                                        13

               Apparel Rank                                        3

               Fan Count                                        5,022,294

               Status Updates (July)                               41

               Total Likes for Status Updates                    24,785
     Data




               Total Comments for Status
                                                                 1,615
               Updates
               Total Engagement Rate                             0.46%

               Shopping Engagement Rate                          0.56%

               Facebook Upstream Traffic                         11.77%
                                                                            American Eagle Outfitter’s fan page has a Become a Fan tab that makes
               Facebook Downstream Traffic                       14.57%     Facebook users aware that they will get exclusive offers and special promos if
                                                                            they become fans of AEO on Facebook. This tab also shows other places they
              Facebook Integration on Website:                              can get exclusive offers. AEO “Likes” foursquare and shows the number of
    Like button for company and Like and Send buttons                       check-ins under its number of page Likes. The Music tab allows fans to view
                                                                            playlists (linking to a separate fan page) and then listen to the radio stations on
    for individual products. Facebook Login.                                Pandora. Fans can purchase gift cards on Facebook on the Buy Gift Cards tab.




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                            contact@8thbridge.com    43
  Social Commerce Index                                                                                                            Social Commerce IQ™: Retail



         Social Commerce Index: Apparel
                                         FACEBOOK        TOTAL    SHOPPING
                                                                                TOTAL      SHOPPING                       STORE                            FACEBOOK/
                  BRAND         FACEBOOK UPSTREAM       STATUS     STATUS                              LANDING   GAMING             CUSTOMER STORE ON
RANK    SCIQ™                                                                ENGAGEMENT   ENGAGEMENT                      FINDER                             WEBSITE
                   PAGE           FANS    TRAFFIC       UPDATES   UPDATES                                TAB      TAB              SERVICE TAB FACEBOOK
                                                                                SCORE        SCORE                          TAB                           INTEGRATION
                                           SCORE         SCORE      SCORE


                 Victoria's
  1      89                     14,641,106     4            2        2           5            5          Y         Y        N          N          Y             N
                  Secret


  2      77       Eastbay        590,790       3            5        4           1            1          Y         Y        N          N          Y             Y

                 American
  3      75       Eagle         5,022,294      4            2        2           0            2          Y         Y        Y          N          Y             Y
                 Outfitters

  4      73      Horchow         35,046        1            1        2           5            5          N         N        N          N          Y             Y


                  Ralph
  5      72                     3,766,380      2            1        1           5            5          N         N        Y          N          Y             N
                  Lauren

                 Victoria's
  6      70                 10,080,947         4            2        2           2            3          Y         N        N          N          Y             N
                Secret Pink

                  Neiman
  6      70                      412,316       1            4        4           3            5          Y         N        N          N          N             Y
                  Marcus


  8      67     Anthropologie    407,120       3            2        2           1            3          Y         N        N          N          Y             Y


  8      67       77 Kids        134,655       4            2        2           0            1          Y         Y        Y          N          Y             Y




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                               contact@8thbridge.com   44
  Social Commerce Index                                                                                                            Social Commerce IQ™: Retail



         Social Commerce Index: Apparel
                                       FACEBOOK          TOTAL    SHOPPING
                                                                                TOTAL      SHOPPING                       STORE                            FACEBOOK/
                  BRAND       FACEBOOK UPSTREAM         STATUS     STATUS                              LANDING   GAMING             CUSTOMER STORE ON
RANK    SCIQ™                                                                ENGAGEMENT   ENGAGEMENT                      FINDER                             WEBSITE
                   PAGE         FANS    TRAFFIC         UPDATES   UPDATES                                TAB      TAB              SERVICE TAB FACEBOOK
                                                                                SCORE        SCORE                          TAB                           INTEGRATION
                                         SCORE           SCORE      SCORE


 10      66        CCS         281,849         4            5        4           1            1          Y         N        N          N          N             Y


 11      65       Aerie        625,113         4            2        2           0            1          Y         N        Y          N          Y             Y


                Sportsman's
 12      63                    79,472          1            2        2           2            3          Y         Y        N          N          Y             Y
                  Guide


                 Woman
 13      62                    72,871          2            2        1           2            2          Y         Y        N          N          Y             Y
                 Within

                 Banana
 14      61                    344,323         1            1        1           2            3          Y         N        Y          N          Y             Y
                 Republic

                  Rugby
 15      60       Ralph        114,142         4            1        1           2            4          N         N        Y          N          N             Y
                  Lauren

 15      60     Gilly Hicks    137,704         4            2        1           2            3          Y         N        N          N          N             Y


                   Free
 15      60                    319,156         4            4        4           0            1          Y         N        N          N          N             Y
                  People


 18      59      Hollister    5,750,883        4            2        2           1            2          N         N        N          N          N             Y




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                               contact@8thbridge.com   45
  Social Commerce Index                                                                                                            Social Commerce IQ™: Retail



         Social Commerce Index: Apparel
                                       FACEBOOK          TOTAL    SHOPPING
                                                                                TOTAL      SHOPPING                       STORE                            FACEBOOK/
                  BRAND       FACEBOOK UPSTREAM         STATUS     STATUS                              LANDING   GAMING             CUSTOMER STORE ON
RANK    SCIQ™                                                                ENGAGEMENT   ENGAGEMENT                      FINDER                             WEBSITE
                   PAGE         FANS    TRAFFIC         UPDATES   UPDATES                                TAB      TAB              SERVICE TAB FACEBOOK
                                                                                SCORE        SCORE                          TAB                           INTEGRATION
                                         SCORE           SCORE      SCORE


                Bergdorf
 18      59                    120,637         2            3        3           2            2          Y         Y        N          N          N             Y
                Goodman

                 Jessica
 20      58                    29,746          0            2        2           3            2          Y         N        N          N          Y             Y
                 London


 21      56      Old Navy    2,358,356         2            1        1           2            2          Y         Y        Y          N          Y             N


 21      56     Nordstrom      904,706         2            3        4           1            2          N         Y        N          N          N             Y


 21      56     Roaman's       74,702          1            1        1           2            3          Y         N        N          N          Y             Y


 24      54     Abercrombie 5,205,378          3            2        1           1            2          Y         N        N          N          N             Y


 24      54     L.L. Bean      69,464          1            2        1           3            5          Y         N        N          N          N             Y


 24      54        Yoox        43,025          2            1        2           3            4          N         N        N          N          N             Y


 27      52       Athleta      38,950          2            2        1           4            5          Y         N        N          N          N             N




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                               contact@8thbridge.com   46
  Social Commerce Index                                                                                                            Social Commerce IQ™: Retail



         Social Commerce Index: Apparel
                                       FACEBOOK          TOTAL    SHOPPING
                                                                                TOTAL      SHOPPING                       STORE                            FACEBOOK/
                  BRAND       FACEBOOK UPSTREAM         STATUS     STATUS                              LANDING   GAMING             CUSTOMER STORE ON
RANK    SCIQ™                                                                ENGAGEMENT   ENGAGEMENT                      FINDER                             WEBSITE
                   PAGE         FANS    TRAFFIC         UPDATES   UPDATES                                TAB      TAB              SERVICE TAB FACEBOOK
                                                                                SCORE        SCORE                          TAB                           INTEGRATION
                                         SCORE           SCORE      SCORE


 27      52      Gilt Man      31,071          3            3        3           1            1          Y         N        N          N          N             Y


                   Gilt
 27      52                    26,140          3            3        3           1            1          Y         N        N          N          N             Y
                 Children

                OneStopPlus
 27      52        .com        82,756          1            2        2           1            1          Y         N        N          N          Y             Y


 31      51     Gilt Groupe    319,279         3            3        3           0            1          N         N        N          Y          N             Y


 32      49       CUSP         14,140          3            1        2           1            2          N         Y        N          N          Y             N


                Abercrombie
 33      48                    108,022         1            2        2           2            3          N         N        N          N          N             Y
                   Kids


 33      48     Foot Locker 1,347,809          2            2        2           1            1          N         Y        N          N          N             Y


                  Urban
 35      46                    769,981         4            2        2           1            2          N         N        Y          N          N             N
                 Outfitters


 36      45     HauteLook      326,870         2            3        4           1            2          Y         N        N          N          N             N




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                               contact@8thbridge.com   47
  Social Commerce Index                                                                                                            Social Commerce IQ™: Retail



         Social Commerce Index: Apparel
                                        FACEBOOK         TOTAL    SHOPPING
                                                                                TOTAL      SHOPPING                       STORE                            FACEBOOK/
                  BRAND        FACEBOOK UPSTREAM        STATUS     STATUS                              LANDING   GAMING             CUSTOMER STORE ON
RANK    SCIQ™                                                                ENGAGEMENT   ENGAGEMENT                      FINDER                             WEBSITE
                   PAGE          FANS    TRAFFIC        UPDATES   UPDATES                                TAB      TAB              SERVICE TAB FACEBOOK
                                                                                SCORE        SCORE                          TAB                           INTEGRATION
                                          SCORE          SCORE      SCORE


 36      45     Gilt Home       22,889         3            2        2           1            1          N         N        N          N          N             Y


 38      44     Made Well       45,894         3            1        1           1            2          Y         N        N          N          N             Y


 39      43        Saks        214,095         1            3        3           1            2          Y         Y        Y          N          N             N


 40      41       Basics        6,341          4            1        1           0            1          Y         N        Y          N          N             Y


                 Champs
 41      39                    467,838         1            2        1           0            1          Y         Y        Y          N          N             Y
                  Sport

                Last Call by
 42      35       Neiman        26,604         1            2        3           0            1          N         N        N          N          N             Y
                  Marcus

 43      34       J. Crew      347,013         2            1        1           0            1          N         N        N          N          N             Y


 44      33        Gap         769,981         2            1        1           0            1          Y         Y        Y          N          N             N


                Lady Foot
 44      33                    326,870         1            2        2           0            1          N         N        N          N          N             Y
                 Locker




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                               contact@8thbridge.com   48
  Social Commerce Index                                                                                                            Social Commerce IQ™: Retail



         Social Commerce Index: Apparel
                                       FACEBOOK          TOTAL    SHOPPING
                                                                                TOTAL      SHOPPING                       STORE                            FACEBOOK/
                  BRAND       FACEBOOK UPSTREAM         STATUS     STATUS                              LANDING   GAMING             CUSTOMER STORE ON
RANK    SCIQ™                                                                ENGAGEMENT   ENGAGEMENT                      FINDER                             WEBSITE
                   PAGE         FANS    TRAFFIC         UPDATES   UPDATES                                TAB      TAB              SERVICE TAB FACEBOOK
                                                                                SCORE        SCORE                          TAB                           INTEGRATION
                                         SCORE           SCORE      SCORE


                Nordstrom
 46      32                    22,889          0            1        1           1            1          Y         N        N          N          N             Y
                  Rack

                Saks Off
 47      31                    45,894          0            1        1           2            5          N         N        Y          N          N             N
                  5th


 47      31     Piperlime      214,095         1            2        2           1            2          Y         N        N          N          N             N




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                               contact@8thbridge.com   49
                          Computers/Electronics Retailers
                          15 computers/electronics retailers on Facebook




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.              contact@8thbridge.com   50
  Social Commerce Index                                                                                                                 Social Commerce IQ™: Retail



 Top 10 Computers/Electronics Retailers Based on SCIQ™/Fans
 Figure 32.0: Top 10 computers/electronics retailers by Social
 Commerce IQ™ score                                                                       Figure 32.1: Top 10 computers/electronics retailers by fan count

       Top 10 Computers/Electronics                                                                Top 10 Computers/Electronics
   Retailers by Social Commerce IQ™ Score                                                             Retailers by Fan Count
  TigerDirect.com                                                                   70             Best Buy                                        3,393,128

       Crutchfield                                                             62                      Sony        794,138

              Dell                                                             61                 Microsoft        793,262

         Best Buy                                                         57                 TigerDirect.com                689,067

             Sony                                                     54                                Dell                 681,521

               HP                                                    51                        Newegg.com                631,797

        Microsoft                                                50                         Sony Electronics            557,170

          PC Mall                                               48                                       HP             515,685

 Sony Electronics                                               48                         HP for Home - US         162,658

              J&R                                               48                               Crutchfield       35,092

                     0       10       20        30       40          50        60    70                        0        1,000,000      2,000,000    3,000,000    4,000,000




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                                      contact@8thbridge.com     51
  Social Commerce Index                                                                                                      Social Commerce IQ™: Retail



 Top 10 Computers/Electronics Retailers Based on Engagement Rate
 Figure 33.0: Top 10 computers/electronics retailers by total                           Figure 33.1: Top 10 computers/electronics retailers by social
 engagement rate                                                                        shopping engagement rate

       Top 10 Computers/Electronics                                                      Top 10 Computers/Electronics Retailers
     Retailers by Total Engagement Rate                                                   by Social Shopping Engagement Rate
    TigerDirect.com                                                       1.91%                     Sony                                                 1.50%

   CDW Corporation                                          1.34%                              Microsoft                                           1.35%

               Sony                                         1.32%                             Crutchfield                             0.98%

          Microsoft                               1.07%                                               HP                       0.84%

                 HP                        0.85%                                         Sony Electronics                     0.80%

         Crutchfield                       0.85%                                                     Dell                    0.76%

                Dell                   0.73%                                              TigerDirect.com                  0.72%

     PC Connection                    0.72%                                                PC Connection                   0.72%

           Best Buy                   0.72%                                              CDW Corporation                   0.72%

   Sony Electronics                 0.65%                                                       Best Buy           0.53%

                       0             0.5              1.0           1.5           2.0                       0          0.5                1.0                   1.5




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                           contact@8thbridge.com    52
  Social Commerce Index                                                                                     Social Commerce IQ™: Retail



         Category Overview
                                                                               Figure 34.1: Computers/electronics social shopping status
    Figure 34.0: Computers/electronics category vs. overall                    updates
                       Metric                           Category     Overall     Breakdown of Computers/Electronics Social
    Avg. Social Commerce IQ™                                    50     55                Shopping Status Updates
    Avg. Facebook Likes                                 1,682,581    815,501

    Fan Pages with Stores                                   44%       28%
                                                                                                                   3%
    Avg. Facebook Upstream Traffic                         4.42%      6.27%

    Avg. Engagement Rate                                   0.92%      1.81%

    Avg. Status Updates/Month                                   39     37                                                32%
                                                                                     Coupon
                                                                                     Sale
                                                                                     Product              65%




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                        contact@8thbridge.com   53
  Social Commerce Index                                                                                                    Social Commerce IQ™: Retail



           Case Study: Best Buy
                                                                            Figure 35.0: Shop + Share tab

               Social Commerce IQ™                                 57
     Ranking




               Overall Rank                                        97

               Computers/Electronics Rank                          4

               Fan Count                                        3,393,128

               Status Updates (July)                             94,668

               Total Likes for Status Updates                    38,770
     Data




               Total Comments for Status
                                                                 6,235
               Updates
               Total Engagement Rate                             0.72%

               Shopping Engagement Rate                          0.53%

               Facebook Upstream Traffic                         4.35%

               Facebook Downstream Traffic                       5.32%

             Facebook Integration on Website:
    Like button on products                                                 Best Buy’s fan page includes a Shop + Share tab, which allows fans to browse
                                                                            through products, click through to the Best Buy website to make a purchase, and
                                                                            ask their friends about products. Best Buy “Likes” other Best Buy pages.




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                        contact@8thbridge.com    54
  Social Commerce Index                                                                                                            Social Commerce IQ™: Retail



         Social Commerce Index: Computers/Electronics
                                        FACEBOOK         TOTAL    SHOPPING
                                                                                TOTAL      SHOPPING                       STORE                            FACEBOOK/
                  BRAND        FACEBOOK UPSTREAM        STATUS     STATUS                              LANDING   GAMING             CUSTOMER STORE ON
RANK    SCIQ™                                                                ENGAGEMENT   ENGAGEMENT                      FINDER                             WEBSITE
                   PAGE          FANS    TRAFFIC        UPDATES   UPDATES                                TAB      TAB              SERVICE TAB FACEBOOK
                                                                                SCORE        SCORE                          TAB                           INTEGRATION
                                          SCORE          SCORE      SCORE


                TigerDirect.
  1      70                    689,067         1            3        3           3            2          Y         N        N          N          Y             Y
                   com


  2      62     Crutchfield     35,092         1            3        4           1            2          Y         N        N          N          Y             Y


  3      61        Dell        681,521         1            2        2           1            2          Y         Y        N          Y          Y             Y


  4      57      Best Buy      3,393,128       1            3        3           1            2          N         Y        Y          N          Y             N


  5      54        Sony        794,138         2            2        1           2            3          Y         N        Y          N          N             Y


  6      51         HP         515,685         1            2        3           1            2          Y         Y        N          Y          N             Y


  7      50      Microsoft     793,262         1            2        2           2            3          Y         N        N          N          N             Y


  8      48      PC Mall        5,750          2            1        2           0            1          Y         Y        N          N          Y             Y


                   Sony
  8      48                    557,170         2            2        2           1            2          N         Y        N          N          N             Y
                Electronics




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                               contact@8thbridge.com   55
  Social Commerce Index                                                                                                            Social Commerce IQ™: Retail



         Social Commerce Index: Computers/Electronics
                                       FACEBOOK          TOTAL    SHOPPING
                                                                                TOTAL      SHOPPING                       STORE                            FACEBOOK/
                  BRAND       FACEBOOK UPSTREAM         STATUS     STATUS                              LANDING   GAMING             CUSTOMER STORE ON
RANK    SCIQ™                                                                ENGAGEMENT   ENGAGEMENT                      FINDER                             WEBSITE
                   PAGE         FANS    TRAFFIC         UPDATES   UPDATES                                TAB      TAB              SERVICE TAB FACEBOOK
                                                                                SCORE        SCORE                          TAB                           INTEGRATION
                                         SCORE           SCORE      SCORE


  8      48        J&R          8,521          1            2        3           0            1          Y         N        N          N          Y             Y


                CDW Small
 11      39                     1,984          1            1        1           1            0          N         N        N          N          Y             Y
                 Business

                  CDW
 12      35                     1,480          1            1        1           2            2          N         N        N          N          N             Y
                Corporation


 13      33     Newegg.com     631,797         1            1        2           0            1          N         N        N          N          N             Y


                  HP for
 14      29                    162,658         1            2        2           0            1          Y         N        N          Y          N             N
                Home - US

                   PC
 15      25                      493           0            1        1           1            2          N         N        N          N          N             Y
                Connection




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                               contact@8thbridge.com   56
                          Health/Beauty Retailers
                          22 health/beauty retailers on Facebook




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.      contact@8thbridge.com   57
  Social Commerce Index                                                                                                      Social Commerce IQ™: Retail



 Top 10 Health/Beauty Retailers Based on SCIQ™/Fans
 Figure 36.0: Top 10 health/beauty retailers by Social Commerce
 IQ™ score                                                                           Figure 36.1: Top 10 health/beauty retailers by fan count

      Top 10 Health/Beauty Retailers by                                                   Top 10 Health/Beauty Retailers by
         Social Commerce IQ™ Score                                                                   Fan Count
                  Sephora                                                  79             MAC Cosmetics                                       2,123,615

                  Clinique                                                78                    Sephora                         1,635,068

        FragranceNet.com                                                  76                     Clinique                  1,309,717

           MAC Cosmetics                                             71               Avon Products, Inc.          425,532

             Estee Lauder                                            69              CoastalContacts.com           403,748

            drugstore.com                                        67                       drugstore.com           365,750

     CoastalContacts.com                                        64                                Aveda          323,594

            GNC Live Well                                       64                         GNC Live Well         312,473

  Bobbi Brown Cosmetics                                         64                          Estee Lauder         306,746

                    Aveda                                       63                               Origins        222,840

                             0            20            40      60              80                          0        750,000           1,500,000        2,250,000




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                             contact@8thbridge.com     58
  Social Commerce Index                                                                                                             Social Commerce IQ™: Retail



 Top 10 Health/Beauty Retailers Based on Engagement Rate
                                                                                       Figure 37.1: Top 10 health/beauty retailers by social shopping
 Figure 37.0: Top 10 health/beauty retailers by total engagement rate                  engagement rate

      Top 10 Health/Beauty Retailers by                                                Top 10 Health/Beauty Retailers by Social
           Total Engagement Rate                                                             Shopping Engagement Rate
                Amway US                                                 5.36%                      Amway US                                            6.04%

               Nutrilite US                                             5.07%                      Nutrilite US                                  5.35%

          1-800 CONTACTS                                           4.70%                         Estee Lauder                                   5.11%

             Estee Lauder                                       4.26%                               Artistry US                                 5.08%

                Artistry US                                     4.17%                         1-800 CONTACTS                                4.81%

        FragranceNet.com                             3.32%                                  FragranceNet.com                       3.08%

                   Clinique               2.17%                                             Avon Products, Inc.        2.00%

           MAC Cosmetics                  2.14%                                                        Clinique       1.93%

   Bobbi Brown Cosmetics            1.56%                                                      MAC Cosmetics          1.84%

                  Sephora           1.52%                                               Bobbi Brown Cosmetics         1.81%

                              0           1.5            3.0            4.5      6.0                              0   1        2       3    4       5       6       7




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                               contact@8thbridge.com   59
  Social Commerce Index                                                                                     Social Commerce IQ™: Retail



         Category Overview
    Figure 38.0: Health/beauty category vs. overall                            Figure 38.1: Health/beauty social shopping status updates
                       Metric                           Category     Overall               Breakdown of Health/Beauty
    Avg. Social Commerce IQ™                                    61     55                 Social Shopping Status Updates
    Avg. Facebook Likes                                  359,267     815,501

    Fan Pages with Stores                                   36%       28%

    Avg. Facebook Upstream Traffic                         8.40%      6.27%

    Avg. Engagement Rate                                   2.12%      1.81%
                                                                                                                   10%
    Avg. Status Updates/Month                                   36     37
                                                                                     Coupon
                                                                                                                          23%
                                                                                     Sale
                                                                                     Product              67%




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                        contact@8thbridge.com   60
  Social Commerce Index                                                                                                   Social Commerce IQ™: Retail



           Case Study: mark.girl
                                                                          Figure 39.0: mark.girl news feed store

               Social Commerce IQ™                                51
     Ranking




               Overall Rank                                      124

               Health/Beauty Rank                                 17

               Fan Count                                        109,628

               Status Updates (July)                              10

               Total Likes for Status Updates                    330
     Data




               Total Comments for Status
                                                                  65
               Updates
               Total Engagement Rate                             0.59%

               Shopping Engagement Rate                          0.78%

               Facebook Upstream Traffic                        26.89%

               Facebook Downstream Traffic                      32.35%
                                                                          mark.girl reps can create stores that include any products they would like and
                  Facebook Integration on Website:                        share the stores with their friends in the news feed on Facebook. Their friends
    None                                                                  can checkout without leaving the news feed. mark.girl’s fan page includes a
                                                                          Shop tab, which allows fans to browse through products and make a purchase
                                                                          without leaving Facebook.




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                        contact@8thbridge.com   61
  Social Commerce Index                                                                                                            Social Commerce IQ™: Retail



         Social Commerce Index: Health/Beauty
                                        FACEBOOK         TOTAL    SHOPPING
                                                                                TOTAL      SHOPPING                       STORE                            FACEBOOK/
                  BRAND        FACEBOOK UPSTREAM        STATUS     STATUS                              LANDING   GAMING             CUSTOMER STORE ON
RANK    SCIQ™                                                                ENGAGEMENT   ENGAGEMENT                      FINDER                             WEBSITE
                   PAGE          FANS    TRAFFIC        UPDATES   UPDATES                                TAB      TAB              SERVICE TAB FACEBOOK
                                                                                SCORE        SCORE                          TAB                           INTEGRATION
                                          SCORE          SCORE      SCORE


  1      79      Sephora       1,635,068       2            2        2           3            4          Y         Y        N          N          Y             Y


  2      78      Clinique      1,309,717       2            2        1           4            4          Y         N        N          N          Y             Y


                FragranceNet
  3      76         .com        20,007         1            2        2           5            5          N         N        N          N          Y             Y


                  MAC
  4      71               2,123,615            3            1        2           4            4          Y         Y        N          N          N             Y
                Cosmetics

                   Estee
  5      69                    306,746         2            1        2           5            5          N         Y        N          N          N             Y
                  Lauder

                 drugstore
  6      67                    365,750         1            3        3           1            2          Y         Y        N          Y          Y             Y
                   .com
                 Coastal
  7      64      Contacts      403,748         4            1        2           1            2          N         N        N          N          Y             Y
                  .com

                GNC Live
  7      64                    312,473         2            3        3           1            2          N         N        N          N          Y             Y
                  Well

                Bobbi Brown
  7      64                    162,671         2            2        2           3            4          Y         N        N          Y          N             Y
                 Cosmetics




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                               contact@8thbridge.com   62
  Social Commerce Index                                                                                                            Social Commerce IQ™: Retail



         Social Commerce Index: Health/Beauty
                                        FACEBOOK         TOTAL    SHOPPING
                                                                                TOTAL      SHOPPING                       STORE                            FACEBOOK/
                  BRAND        FACEBOOK UPSTREAM        STATUS     STATUS                              LANDING   GAMING             CUSTOMER STORE ON
RANK    SCIQ™                                                                ENGAGEMENT   ENGAGEMENT                      FINDER                             WEBSITE
                   PAGE          FANS    TRAFFIC        UPDATES   UPDATES                                TAB      TAB              SERVICE TAB FACEBOOK
                                                                                SCORE        SCORE                          TAB                           INTEGRATION
                                          SCORE          SCORE      SCORE


 10      63       Aveda        323,594         2            1        2           1            2          Y         Y        Y          N          Y             Y


 11      62     Vitacost.com    69,024         1            4        4           1            1          Y         N        N          N          Y             Y


 12      61     Beachbody      134,957         3            3        3           2            2          Y         N        N          N          N             Y


                Smashbox
 13      60                    109,096         4            2        2           2            3          N         N        N          N          N             Y
                Cosmetics

                   Avon
 14      58      Products,     425,432         3            2        1           2            4          Y         N        N          N          N             Y
                    Inc.

 15      57     Amway US        79,510         3            1        1           5            5          Y         N        N          N          N             N


 16      53       Origins      222,840         4            1        1           1            2          Y         Y        N          N          N             Y


 17      51      mark.girl     109,628         4            1        1           1            2          N         N        N          N          Y             N


                  1-800
 17      51                     2,438          2            1        1           5            5          Y         N        N          N          N             N
                CONTACTS




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                               contact@8thbridge.com   63
  Social Commerce Index                                                                                                            Social Commerce IQ™: Retail



         Social Commerce Index: Health/Beauty
                                        FACEBOOK         TOTAL    SHOPPING
                                                                                TOTAL      SHOPPING                       STORE                            FACEBOOK/
                  BRAND        FACEBOOK UPSTREAM        STATUS     STATUS                              LANDING   GAMING             CUSTOMER STORE ON
RANK    SCIQ™                                                                ENGAGEMENT   ENGAGEMENT                      FINDER                             WEBSITE
                   PAGE          FANS    TRAFFIC        UPDATES   UPDATES                                TAB      TAB              SERVICE TAB FACEBOOK
                                                                                SCORE        SCORE                          TAB                           INTEGRATION
                                          SCORE          SCORE      SCORE


 17      51     Nutrilite US    73,887         0            2        2           5            5          Y         N        N          N          N             N


 20      48     Artistry US     90,371         0            2        1           5            5          Y         N        N          N          N             N


                The Vitamin
 21      46                     29,424         1            2        2           2            2          N         N        Y          N          N             Y
                  Shoppe


 22      42     DermStore       9,381          2            3        4           0            1          N         N        N          N          N             Y




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                               contact@8thbridge.com   64
                          Jewelry Retailers
                          13 jewelry retailers on Facebook




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.   contact@8thbridge.com   65
  Social Commerce Index                                                                                                                     Social Commerce IQ™: Retail



 Top 10 Jewelry Retailers Based on SCIQ™/Fans
 Figure 40.0: Top 10 jewelry retailers by Social Commerce IQ™
 score                                                                                        Figure 40.1: Top 10 jewelry retailers by fan count

        Top 10 Jewelry Retailers by Social                                                      Top 10 Jewelry Retailers by Fan Count
              Commerce IQ™ Score
                   Zales                                                            74                Tiffany & Co.                                         1,461,318

               Blue Nile                                                        72                           Zales                214,317

     MyJewelrybox.com                                                           72                        Blue Nile         109,351

            Bidz Auction                                                       70                          Ice.com          105,859

           Tiffany & Co.                                                       69                          Pagoda           103,615

           Ross-Simons                                                     66                         Bidz Auction         72,281

   Diamond Nexus Labs                                                60                          Jewelry Television        67,799

      Jewelry Television                                             60                         MyJewelrybox.com          31,786

      Gordon’s Jewelers                                              58                          Gordon’s Jewelers        30,075

                Ice.com                                         52                            Diamond Nexus Labs          9,254

                           0            20              40                60             80                           0           375,000   750,000    1,125,000 1,500,000




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                                         contact@8thbridge.com   66
  Social Commerce Index                                                                                                           Social Commerce IQ™: Retail



 Top 10 Jewelry Retailers Based on Engagement Rate
                                                                                      Figure 41.1: Top 10 jewelry retailers by social shopping engagement
 Figure 41.0: Top 10 jewelry retailers by total engagement rate                       rate

         Top 10 Jewelry Retailers by Total                                                   Top 10 Jewelry Retailers by Social
                Engagement Rate                                                                Shopping Engagement Rate
     MyJewelrybox.com                                                     6.26%               Tiffany & Co.                                            9.28%

           Tiffany & Co.                                            5.48%                MyJewelrybox.com                                  7.13%

                  Zales                           3.65%                                              Zales                    3.98%

      Gordon’s Jewelers                        3.11%                                              Blue Nile                   3.96%

          Ross-Simons                      2.83%                                       Diamond Nexus Labs                 3.40%

               Blue Nile                  2.58%                                               Bidz Auction                3.39%

   Diamond Nexus Labs                   2.35%                                            Gordon’s Jewelers                3.23%

            Bidz Aucion                2.08%                                                       Pagoda         1.80%

                Pagoda            1.80%                                                  Jewelry Television       1.75%

      Jewelry Television         1.73%                                                       Ross-Simons          1.70%

                           0       1       2        3           4     5      6    7                           0           2           4    6          8           10




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                             contact@8thbridge.com    67
  Social Commerce Index                                                                                     Social Commerce IQ™: Retail



         Category Overview
    Figure 42.0: Jewelry category vs. overall                                  Figure 42.1: Jewelry social shopping status updates
                       Metric                           Category     Overall                Breakdown of Jewelry Social
    Avg. Social Commerce IQ™                                    57     55                    Shopping Status Updates
    Avg. Facebook Likes                                  170,782     815,501

    Fan Pages with Stores                                       0%    28%
                                                                                                                    6%
    Avg. Facebook Upstream Traffic                         4.94%      6.27%

    Avg. Engagement Rate                                   2.56%      1.81%

    Avg. Status Updates/Month                                   28     37
                                                                                     Coupon
                                                                                     Product             53%              41%
                                                                                     Sale




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                        contact@8thbridge.com   68
  Social Commerce Index                                                                                                   Social Commerce IQ™: Retail



           Case Study: Zales
                                                                          Figure 43.0: Shoppers tab

               Social Commerce IQ™                                74
     Ranking




               Overall Rank                                       15

               Jewelry Rank                                       1

               Fan Count                                        214,317

               Status Updates (July)                              22

               Total Likes for Status Updates                    9,325
     Data




               Total Comments for Status
                                                                 1,198
               Updates
               Total Engagement Rate                             3.65%

               Shopping Engagement Rate                          3.98%

               Facebook Upstream Traffic                         5.20%

               Facebook Downstream Traffic                       6.18%
                                                                          Zales’ fan page includes a Shoppers tab where fans can share their purchases
             Facebook Integration on Website:                             from Zales. This tab shows the top shoppers‘ profile pictures on the top and the
    Like and share buttons on products                                    top products purchased. Fans can Like, comment, and click on an I Own This
                                                                          button for the purchases that have been shared. Zales uses the Polls & Quizzes
                                                                          tab to show pictures of products and then have fans vote on their favorites.




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                       contact@8thbridge.com    69
  Social Commerce Index                                                                                                            Social Commerce IQ™: Retail



         Social Commerce Index: Jewelry
                                       FACEBOOK          TOTAL    SHOPPING
                                                                                TOTAL      SHOPPING                       STORE                            FACEBOOK/
                  BRAND       FACEBOOK UPSTREAM         STATUS     STATUS                              LANDING   GAMING             CUSTOMER STORE ON
RANK    SCIQ™                                                                ENGAGEMENT   ENGAGEMENT                      FINDER                             WEBSITE
                   PAGE         FANS    TRAFFIC         UPDATES   UPDATES                                TAB      TAB              SERVICE TAB FACEBOOK
                                                                                SCORE        SCORE                          TAB                           INTEGRATION
                                         SCORE           SCORE      SCORE


  1      74       Zales        214,317         2            2        2           5            5          Y         Y        N          N          N             Y


  2      72      Blue Nile     109,351         2            2        2           5            5          Y         N        N          N          N             Y


                MyJewelry
  2      72                    31,786          2            2        3           5            5          Y         N        N          N          N             Y
                 box.com

                  Bidz
  4      70                    72,281          2            3        3           4            5          Y         N        N          N          N             Y
                 Auction

                 Tiffany &
  5      69                  1,461,318         2            1        1           5            5          Y         N        N          N          N             Y
                    Co.

                  Ross-
  6      66                     6,347          2            2        2           5            4          Y         Y        N          N          N             Y
                 Simons

                 Diamond
  7      60                     9,254          2            2        2           4            5          N         N        N          N          N             Y
                Nexus Labs

                 Jewelry
  7      60                    67,799          1            3        3           3            4          N         N        N          Y          N             Y
                Television

                 Gordon's
  9      58                    30,075          0            1        2           5            5          Y         N        N          N          N             Y
                 Jewelers




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                               contact@8thbridge.com   70
  Social Commerce Index                                                                                                            Social Commerce IQ™: Retail



         Social Commerce Index: Jewelry
                                       FACEBOOK          TOTAL    SHOPPING
                                                                                TOTAL      SHOPPING                       STORE                            FACEBOOK/
                  BRAND       FACEBOOK UPSTREAM         STATUS     STATUS                              LANDING   GAMING             CUSTOMER STORE ON
RANK    SCIQ™                                                                ENGAGEMENT   ENGAGEMENT                      FINDER                             WEBSITE
                   PAGE         FANS    TRAFFIC         UPDATES   UPDATES                                TAB      TAB              SERVICE TAB FACEBOOK
                                                                                SCORE        SCORE                          TAB                           INTEGRATION
                                         SCORE           SCORE      SCORE


 10      52      Ice.com       105,859         2            2        2           2            3          N         N        N          N          N             Y


 11      51      Pagoda        103,615         0            2        2           3            4          N         N        N          N          N             Y


 12      22      Ashford        1,377          1            1        1           0            0          N         N        N          N          N             Y


                Jomashop
 13      21                     6,791          0            1        1           0            1          N         N        N          N          N             Y
                  .com




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                               contact@8thbridge.com   71
                          Sporting Goods Retailers
                          7 sporting goods retailers on Facebook




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  Social Commerce Index                                                                                                               Social Commerce IQ™: Retail



 Top 7 Sporting Goods Retailers Based on SCIQ™/Fans
 Figure 44.0: Top 7 sporting goods retailers by Social Commerce
 IQ™ score                                                                                Figure 44.1: Top 7 sporting goods retailers by fan count

       Top 7 Sporting Goods Retailers by                                                     Top 7 Sporting Goods Retailers by Fan
          Social Commerce IQ™ Score                                                                          Count
                Cabela’s                                                        65             Bass Pro Shops                                 1,286,060


              Golfsmith                                                    58                          Cabela’s                               1,279,714


        Bass Pro Shops                                                54                      Sports Authority        338,140


                     REI                                         50                       Dick’s Sporting Goods   295,267


  Dick’s Sporting Goods                                         48                           Gander Mountain                281,956


        Sports Authority                                 40                                                REI              265,220


       Gander Mountain                          30                                                   Golfsmith          129,161

                           0            18              35            53             70                           0             500,000     1,000,000       1,500,000




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  Social Commerce Index                                                                                                   Social Commerce IQ™: Retail



 Top 7 Sporting Goods Retailers Based on Engagement Rate
                                                                              Figure 45.1: Top 7 sporting goods retailers by social shopping
 Figure 45.0: Top 7 sporting goods retailers by total engagement rate         engagement rate

       Top 7 Sporting Goods Retailers by                                       Top 7 Sporting Goods Retailers by Social
            Total Engagement Rate                                                    Shopping Engagement Rate
                Cabela’s                                        1.72%                       Cabela’s                                                    1.00%


        Bass Pro Shops                              1.10%                                       REI                                                  0.92%


      Gander Mountain                              1.06%                                  Golfsmith                                    0.70%


              Golfsmith                            1.05%                          Gander Mountain                                  0.66%


                    REI                   0.78%                                     Bass Pro Shops                       0.47%


       Sports Authority           0.21%                                        Dick’s Sporting Goods       0.19%


  Dick’s Sporting Goods         0.14%                                              Sports Authority           0.12%

                           0            0.5            1.0      1.5     2.0                            0           0.3           0.5           0.8             1.0




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  Social Commerce Index                                                                                     Social Commerce IQ™: Retail



         Category Overview
    Figure 46.0: Sporting goods category vs. overall                           Figure 46.1: Sporting goods social shopping status updates
                       Metric                           Category     Overall               Breakdown of Sporting Goods
    Avg. Social Commerce IQ™                                    51     55                 Social Shopping Status Updates
    Avg. Facebook Likes                                  411,128     815,501

    Fan Pages with Stores                                   40%       28%
                                                                                                                   5%
    Avg. Facebook Upstream Traffic                         4.16%      6.27%

    Avg. Engagement Rate                                   1.22%      1.81%

    Avg. Status Updates/Month                                   37     37                                               23%
                                                                                     Coupon
                                                                                     Sale
                                                                                     Product
                                                                                                           73%




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  Social Commerce Index                                                                                                    Social Commerce IQ™: Retail



           Case Study: Cabela’s
                                                                            Figure 47.0: Fans sharing photos of their “Big Catch”

               Social Commerce IQ™                                 65
     Ranking




               Overall Rank                                        44

               Sporting Goods Rank                                 1

               Fan Count                                        1,279,714

               Status Updates (July)                               37

               Total Likes for Status Updates                    12,633
     Data




               Total Comments for Status
                                                                 10,106
               Updates
               Total Engagement Rate                             2.17%

               Shopping Engagement Rate                          1.72%

               Facebook Upstream Traffic                         4.56%

               Facebook Downstream Traffic                       4.82%
                                                                            Cabela’s allows fans to post photos and videos to its page. Fans post tons of
             Facebook Integration on Website:                               photos and videos of their “Big Catch.” The Shop & Share tab allows fans to
    Like button on product pages                                            browse through products and then click through to Cabela’s website to make a
                                                                            purchase. You can ask your friends about specific items and share items on this
                                                                            tab. Cabela’s asks its fans a lot of questions on the Questions tab.




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  Social Commerce Index                                                                                                            Social Commerce IQ™: Retail



         Social Commerce Index: Sporting Goods
                                       FACEBOOK          TOTAL    SHOPPING
                                                                                TOTAL      SHOPPING                       STORE                            FACEBOOK/
                  BRAND       FACEBOOK UPSTREAM         STATUS     STATUS                              LANDING   GAMING             CUSTOMER STORE ON
RANK    SCIQ™                                                                ENGAGEMENT   ENGAGEMENT                      FINDER                             WEBSITE
                   PAGE         FANS    TRAFFIC         UPDATES   UPDATES                                TAB      TAB              SERVICE TAB FACEBOOK
                                                                                SCORE        SCORE                          TAB                           INTEGRATION
                                         SCORE           SCORE      SCORE


  1      65     Cabela's     1,279,714         1            2        1           3            2          N         N        Y          N          Y             Y


  2      58     Golfsmith      129,161         1            1        1           2            2          Y         N        Y          N          Y             Y


                Bass Pro
  3      54                  1,286,060         1            1        1           2            1          N         N        N          N          Y             Y
                 Shops


  4      50        REI         265,220         2            3        1           1            2          Y         Y        N          N          N             Y

                  Dick's
  5      48      Sporting      295,267         1            1        1           0            1          Y         N        Y          N          Y             Y
                  Goods

                 Sports
  6      40                    338,140         1            3        2           0            1          N         N        Y          N          N             Y
                Authority

                Gander
  7      30                    281,956         1            1        1           2            2          N         N        N          N          N             N
                Mountain




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                          Toys/Hobbies Retailers
                          9 toys/hobbies retailers on Facebook




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  Social Commerce Index                                                                                                                Social Commerce IQ™: Retail



 Top 9 Toys/Hobbies Retailers Based on SCIQ™/Fans
 Figure 48.0: Top 9 toys/hobbies retailers by Social Commerce IQ™
 score                                                                                 Figure 48.1: Top 9 toys/hobbies retailers by fan count

         Top 9 Toys/Hobbies Retailers by                                                  Top 9 Toys/Hobbies Retailers by Fan
           Social Commerce IQ™ Score                                                                    Count
                       GameStop                                             92                            GameStop                                 2,620,375

                   American Girl                                  62                                     Toys “R” Us                 1,542,415

                           LEGO                                 58                                             LEGO           999,724

                       LeapFrog                                 58                                     Babies “R’ Us        809,766

  Jo-Ann Fabric and Craft Stores                             54                                            LeapFrog            306,759

                     Toys “R” Us                             54                                             GameFly           251,855

                    LEGO Games                          47                             Jo-Ann Fabric and Craft Stores        119,864

                   Babies “R” Us                      44                                               American Girl        44,242

                        GameFly                      42                                                 LEGO Games          21,758

                                   0           25            50        75        100                                    0            1,000,000   2,000,000     3,000,000




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  Social Commerce Index                                                                                                         Social Commerce IQ™: Retail



 Top 9 Toys/Hobbies Retailers Based on Engagement Rate
                                                                                Figure 49.1: Top 9 toys/hobbies retailers by social shopping
 Figure 49.0: Top 9 toys/hobbies retailers by total engagement rate             engagement rate

         Top 9 Toys/Hobbies Retailers by                                          Top 9 Toys/Hobbies Retailers by Social
             Total Engagement Rate                                                     Shopping Engagement Rate
                  American Girl                                     6.10%                       American Girl                                      2.52%

                     GameStop                  2.56%                                                    LEGO                                   2.30%

                          LEGO                2.27%                                              LEGO Games                            1.68%

                   LEGO Games         1.36%                                                        GameStop                      1.39%

  Jo-Ann Fabric and Craft Store       1.24%                                     Jo-Ann Fabric and Craft Stores           0.91%

                      LeapFrog                0.97%                                                 LeapFrog          0.67%

                       GameFly           0.66%                                                    Toys “R” Us        0.52%

                    Toys “R” Us         0.52%                                                   Babies “R” Us           0.30%

                  Babies “R” Us        0.30%                                                         GameFly           0.25%

                                  0       1       2      3      4   5   6   7                                    0       0.5     1.0     1.5    2.0     2.5       3.0



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  Social Commerce Index                                                                                     Social Commerce IQ™: Retail



         Category Overview
    Figure 50.0: Toys/hobbies category vs. overall                             Figure 50.1: Toys/hobbies social shopping status updates
                       Metric                           Category     Overall               Breakdown of Toys/Hobbies
    Avg. Social Commerce IQ™                                    57     55                 Social Shopping Status Updates
    Avg. Facebook Likes                                  746,306     815,501

    Fan Pages with Stores                                   22%       28%
                                                                                                                  4%
    Avg. Facebook Upstream Traffic                         6.40%      6.27%

    Avg. Engagement Rate                                   1.77%      1.81%

    Avg. Status Updates/Month                                   31     37
                                                                                     Coupon
                                                                                     Sale                49%
                                                                                     Product                             48%




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  Social Commerce Index                                                                                                    Social Commerce IQ™: Retail



           Case Study: GameStop
                                                                            Figure 51.0: Facebook integration on website

               Social Commerce IQ™                                 92
     Ranking




               Overall Rank                                        1

               Toys/Hobbies Rank                                   1

               Fan Count                                        2,620,375

               Status Updates (July)                               77

               Total Likes for Status Updates                    82,985
     Data




               Total Comments for Status
                                                                 60,978
               Updates
               Total Engagement Rate                             2.56%

               Shopping Engagement Rate                          1.39%

               Facebook Upstream Traffic                         6.25%
                                                                            GameStop has a Shop tab that allows fans to browse games and then click
               Facebook Downstream Traffic                       8.16%      through to GameStop’s website to make a purchase. The Deals tab shows
                                                                            tweets from GameStop. Fans can like and send messages about new games to
             Facebook Integration on Website:                               their friends on the New Releases tab. The Gaming News tab shows an RSS
    Like and share featured items (EG Pre Order                             feed that allows fans to Like and send articles. News, videos, photos, upcoming
                                                                            events, and polls are included on the Tournaments tab. GameStop allows
    Batman)                                                                 Facebook users to Like and share featured items from its website.




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  Social Commerce Index                                                                                                            Social Commerce IQ™: Retail



         Social Commerce Index: Toys/Hobbies
                                        FACEBOOK         TOTAL    SHOPPING
                                                                                TOTAL      SHOPPING                       STORE                            FACEBOOK/
                  BRAND        FACEBOOK UPSTREAM        STATUS     STATUS                              LANDING   GAMING             CUSTOMER STORE ON
RANK    SCIQ™                                                                ENGAGEMENT   ENGAGEMENT                      FINDER                             WEBSITE
                   PAGE          FANS    TRAFFIC        UPDATES   UPDATES                                TAB      TAB              SERVICE TAB FACEBOOK
                                                                                SCORE        SCORE                          TAB                           INTEGRATION
                                          SCORE          SCORE      SCORE


  1      92     GameStop 2,620,375             2            3        4           5            3          Y         Y        N          N          Y             Y


                 American
  2      62                     44,242         2            1        1           5            5          N         N        N          N          N             Y
                   Girl


  3      58       LEGO         999,724         1            1        1           4            5          Y         N        N          N          N             Y


  3      58      LeapFrog      306,759         4            2        1           1            2          Y         Y        N          N          Y             N

                  Jo-Ann
  5      54     Fabric and     119,864         1            3        4           2            2          N         N        N          N          N             Y
                Craft Stores

  5      54     Toys "R" Us 1,542,415          1            2        3           1            2          Y         Y        Y          N          N             Y


                  LEGO
  7      47                     21,758         1            1        1           2            4          Y         Y        N          N          N             Y
                  Games

                Babies "R"
  8      44                    809,766         2            3        3           0            1          Y         N        N          N          N             Y
                   Us


  9      42      GameFly       251,855         2            1        1           1            1          Y         Y        N          N          N             Y




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                          Books/Music/Videos Retailers
                          7 books/music/videos retailers on Facebook




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.          contact@8thbridge.com   84
  Social Commerce Index                                                                                                               Social Commerce IQ™: Retail



 Top 7 Books/Music/Videos Retailers Based on SCIQ™/Fans
 Figure 52.0: Top 7 books/music/videos retailers by Social
 Commerce IQ™ score                                                                      Figure 52.1: Top 7 books/music/videos retailers by fan count
     Top 7 Books/Music/Videos Retailers                                                   Top 7 Books/Music/Videos Retailers by
        by Social Commerce IQ™ Score                                                                   Fan Count
  Chapters Indigo Books & Music Inc.                                            50                         Barnes & Noble                                      793,643


                           Scholastic                                          49                    Scholastic Book Clubs        243,199


             LifeWay Christian Stores                                      46            Chapters Indigo Books & Music Inc.               165,829


                     Barnes & Noble                                        46                                    Scholastic           121,614


               Scholastic Book Clubs                                      43                       LifeWay Christian Stores        44,283


                  DeepDiscount.com                                   37                                         RentAText         22,257


                           RentAText           12                                                       DeepDiscount.com          5,891

                                        0           13          25    38            50                                        0      200,000 400,000 600,000 800,000




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  Social Commerce Index                                                                                                   Social Commerce IQ™: Retail



 Top 7 Books/Music/Videos Retailers Based on Engagement Rate
 Figure 53.0: Top 7 books/music/videos retailers by total                       Figure 53.1: Top 6 books/music/videos retailers by social shopping
 engagement rate                                                                engagement rate
         Top 7 Books/Music/Videos                                                Top 6 Books/Music/Videos Retailers by
     Retailers by Total Engagement Rate                                            Social Shopping Engagement Rate
             LifeWay Christian Stores                               3.73%                  LifeWay Christian Store                      1.06%


                           Scholastic       1.02%
                                                                                               DeepDiscount.com                       1.03%

                   DeepDiscount.com         0.92%
                                                                                                        Scholastic                  0.92%

                      Barnes & Noble     0.74%
                                                                                Chapters Indigo Books & Music Inc.                 0.85%
  Chapters Indigo Books & Music Inc.     0.73%

                                                                                                  Barnes & Noble         0.51%
                Scholastic Book Clubs            0.66%

                                                                                            Scholastic Book Clubs        0.49%
                           RentAText             0.54%

                                        0           1           2   3       4                                        0       0.5            1.0             1.5




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                       contact@8thbridge.com     86
  Social Commerce Index                                                                                    Social Commerce IQ™: Retail



         Category Overview
    Figure 54.0: Books/music/videos category vs. overall                       Figure 54.1: Books/music/videos social shopping status updates
                       Metric                           Category     Overall      Breakdown of Books/Music/Videos Social
    Avg. Social Commerce IQ™                                    48     55                Shopping Status Updates
    Avg. Facebook Likes                                  232,039     815,501

    Fan Pages with Stores                                       0%    28%

    Avg. Facebook Upstream Traffic                         4.30%      6.27%                                           13%

    Avg. Engagement Rate                                   3.37%      1.81%

    Avg. Status Updates/Month                                   33     37
                                                                                     Coupon
                                                                                     Sale                50%
                                                                                     Product                            37%




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                       contact@8thbridge.com   87
  Social Commerce Index                                                                                                   Social Commerce IQ™: Retail



           Case Study: Chapters Indigo Books & Music Inc.
                                                                          Figure 55.0: Welcome tab

               Social Commerce IQ™                                50
     Ranking




               Overall Rank                                      138

               Books/Music/Videos Rank                            1

               Fan Count                                        165,829

               Status Updates (July)                              30

               Total Likes for Status Updates                    1,576
     Data




               Total Comments for Status
                                                                 632
               Updates
               Total Engagement Rate                             0.73%

               Shopping Engagement Rate                          0.85%

               Facebook Upstream Traffic                         5.28%

               Facebook Downstream Traffic                       8.35%

             Facebook Integration on Website:                             Chapters Indigo Books & Music Inc.’s page includes a very informative Welcome
    Like and share buttons on products                                    tab. The Welcome tab includes information about its book club, creating a wish
                                                                          list, gift ideas for kids, its reward program, how to find locations, its YouTube
                                                                          channel, and its Twitter feed.




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  Social Commerce Index                                                                                                            Social Commerce IQ™: Retail



         Social Commerce Index: Books/Music/Videos
                                         FACEBOOK        TOTAL    SHOPPING
                                                                                TOTAL      SHOPPING                       STORE                            FACEBOOK/
                   BRAND        FACEBOOK UPSTREAM       STATUS     STATUS                              LANDING   GAMING             CUSTOMER STORE ON
RANK    SCIQ™                                                                ENGAGEMENT   ENGAGEMENT                      FINDER                             WEBSITE
                    PAGE          FANS    TRAFFIC       UPDATES   UPDATES                                TAB      TAB              SERVICE TAB FACEBOOK
                                                                                SCORE        SCORE                          TAB                           INTEGRATION
                                           SCORE         SCORE      SCORE

                  Chapters
  1      50     Indigo Books    165,829        2            2        1           1            2          Y         Y        Y          N          N             Y
                 & Music Inc.


  2      49     Scholastic      121,614        2            2        1           2            2          Y         N        N          N          N             Y

                  LifeWay
  3      46       Christian      44,283        0            3        2           5            3          N         N        N          N          N             N
                   Stores

                 Barnes &
  3      46                     793,643        2            2        2           1            2          N         N        N          N          N             Y
                  Noble

                Scholastic
  5      43                     243,199        2            2        1           1            1          N         Y        N          N          N             Y
                Book Clubs

                DeepDiscount
  6      37        .com          5,891         1            1        2           1            3          N         N        N          N          N             Y


  7      12      RentAText       22,257        0            1        0           1            0          N         N        N          N          N             N




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                          Flowers/Gifts Retailers
                          12 flowers/gifts retailers on Facebook




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.     contact@8thbridge.com   90
  Social Commerce Index                                                                                                                           Social Commerce IQ™: Retail



 Top 10 Flowers/Gifts Retailers Based on SCIQ™/Fans
 Figure 56.0: Top 11 flowers/gifts retailers by Social Commerce IQ™
 score                                                                                             Figure 56.1: Top 10 flowers/gifts retailers by fan count

       Top 11 Flowers/Gifts Retailers by                                                             Top 10 Flowers/Gifts Retailers by Fan
          Social Commerce IQ™ Score                                                                                 Count
                     Hallmark                                                            76                      Hallmark                                     256,875
                      GiftTree                                                      72                  1-800-Flowers.com                                 237,795
                    Egreetings                                                      70                  American Greetings                126,869
           American Greetings                                                  64
                                                                                                   GourmetGiftBaskets.com                119,818
           1-800-Flowers.com                                              58
                                                                                                        BlueMountain.com           79,447
         1-800-BASKETS.COM                                            57
                                                                                                              FTD Flowers                48,477
           BlueMountain.com                                           57
                                                                                                       Things Remembered          16,178
     GourmetGiftBaskets.com                                          53
                                                                                                                Egreetings       11,295
  The Yankee Candle Company                                      51
                                                                                                       Vermont Teddy Bear        7,043
          Vermont Teddy Bear                                    47

          Things Remembered                                     47                                    1-800-BASKETS.COM          4,235

                                 0            20           40                  60             80                             0           75,000     150,000   225,000      300,000




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                                             contact@8thbridge.com   91
  Social Commerce Index                                                                                                        Social Commerce IQ™: Retail



 Top 10 Flowers/Gifts Retailers Based on Engagement Rate
                                                                                    Figure 57.1: Top 10 flowers/gifts retailers by social shopping
 Figure 57.0: Top 10 flowers/gifts retailers by total engagement rate                engagement rate

       Top 10 Flowers/Gifts Retailers by                                             Top 10 Flowers/Gifts Retailers by Social
            Total Engagement Rate                                                         Shopping Engagement Rate
                       GiftTree                                         6.19%                         GiftTree                                              3.38%

                      Hallmark                          3.83%                             1-800-BASKETS.COM                                         2.77%

                    Egreetings                         3.48%                                       Egreetings                                   2.55%

            BlueMountain.com                         3.20%                                 Vermont Teddy Bear                               2.23%

         1-800-BASKETS.COM                      2.75%                               The Yankee Candle Company                       1.70%

          Vermont Teddy Bear                   2.47%                                              FTD Flowers                 1.41%

           American Greetings           1.79%                                              American Greetings          1.07%

  The Yankee Candle Company            1.49%                                                         Hallmark         0.94%

          Things Remembered           1.26%                                               Things Remembered          0.87%

                  FTD Flowers     1.13%                                                    1-800-Flowers.com         0.81%

                                  0      1       2       3      4   5       6   7                                0    0.5     1.0     1.5    2.0     2.5    3.0      3.5



Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                                contact@8thbridge.com     92
  Social Commerce Index                                                                                      Social Commerce IQ™: Retail



         Category Overview
    Figure 58.0: Flowers/gifts category vs. overall                            Figure 58.1: Flowers/gifts social shopping status updates
                       Metric                           Category     Overall               Breakdown of Flowers/Gifts
    Avg. Social Commerce IQ™                                    57     55                 Social Shopping Status Updates
    Avg. Facebook Likes                                  113,508     815,501

    Fan Pages with Stores                                   27%       28%
                                                                                                                    5%
    Avg. Facebook Upstream Traffic                         7.01%      6.27%

    Avg. Engagement Rate                                   3.73%      1.81%

    Avg. Status Updates/Month                                   20     37
                                                                                      Coupon                             30%
                                                                                      Sale
                                                                                      Product             65%




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                         contact@8thbridge.com   93
  Social Commerce Index                                                                                                   Social Commerce IQ™: Retail



           Case Study: 1-800-Flowers.com
                                                                          Figure 59.0: 1-800-Flowers.com news feed store

               Social Commerce IQ™                                58
     Ranking




               Overall Rank                                       89

               Flowers/Gifts Rank                                 5

               Fan Count                                        237,795

               Status Updates (July)                              39

               Total Likes for Status Updates                    3,777
     Data




               Total Comments for Status
                                                                 1,061
               Updates
               Total Engagement Rate                             0.85%

               Shopping Engagement Rate                          0.81%

               Facebook Upstream Traffic                         5.90%

               Facebook Downstream Traffic                       8.41%
                                                                          1-800-Flowers.com was the first retailer to make a sale on Facebook on July 8th,
             Facebook Integration on Website:                             2009. Fans can shop and checkout without leaving their news feed. There is a
    Like and send buttons on products. Facebook                           Shop tab where fans can browse through products and make a purchase without
    Connect.                                                              leaving Facebook. The Exclusive Offer tab informs fans of the benefits of being a
                                                                          fan of 1-800-Flowers.com.



Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                       contact@8thbridge.com     94
  Social Commerce Index                                                                                                            Social Commerce IQ™: Retail



         Social Commerce Index: Flowers/Gifts
                                        FACEBOOK         TOTAL    SHOPPING
                                                                                TOTAL      SHOPPING                       STORE                            FACEBOOK/
                  BRAND        FACEBOOK UPSTREAM        STATUS     STATUS                              LANDING   GAMING             CUSTOMER STORE ON
RANK    SCIQ™                                                                ENGAGEMENT   ENGAGEMENT                      FINDER                             WEBSITE
                   PAGE          FANS    TRAFFIC        UPDATES   UPDATES                                TAB      TAB              SERVICE TAB FACEBOOK
                                                                                SCORE        SCORE                          TAB                           INTEGRATION
                                          SCORE          SCORE      SCORE


  1      76      Hallmark      256,875         3            1        1           5            2          Y         N        N          N          Y             Y


  2      72      GiftTree        947           2            1        1           5            5          Y         N        N          N          Y             Y


  3      70     Egreetings      11,295         3            2        1           5            5          Y         N        N          N          N             Y


                American
  4      64                    126,869         3            2        1           3            3          Y         Y        Y          N          N             Y
                Greetings

                   1-800-
  5      58                    237,795         2            2        1           1            2          Y         N        N          N          Y             Y
                Flowers.com

                 1-800-
  6      57     BASKETS.        4,235          1            1        1           5            5          Y         N        N          N          N             Y
                  COM
                BlueMountain
  6      57         .com        79,447         2            2        1           5            2          N         N        N          N          N             Y


                GourmetGift
  8      53                    119,818         4            1        1           1            2          N         Y        N          N          Y             N
                Baskets.com

                The Yankee
  9      51       Candle       359,443         1            2        2           2            4          N         N        N          N          N             Y
                 Company




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                               contact@8thbridge.com   95
  Social Commerce Index                                                                                                            Social Commerce IQ™: Retail



         Social Commerce Index: Flowers/Gifts
                                       FACEBOOK          TOTAL    SHOPPING
                                                                                TOTAL      SHOPPING                       STORE                            FACEBOOK/
                  BRAND       FACEBOOK UPSTREAM         STATUS     STATUS                              LANDING   GAMING             CUSTOMER STORE ON
RANK    SCIQ™                                                                ENGAGEMENT   ENGAGEMENT                      FINDER                             WEBSITE
                   PAGE         FANS    TRAFFIC         UPDATES   UPDATES                                TAB      TAB              SERVICE TAB FACEBOOK
                                                                                SCORE        SCORE                          TAB                           INTEGRATION
                                         SCORE           SCORE      SCORE


                 Vermont
 10      47                     7,043          0            1        1           4            5          N         N        N          N          N             Y
                Teddy Bear

                  Things
 10      47     Remembered     16,178          2            1        1           2            2          Y         N        Y          N          N             Y


                   FTD
 12      46                    48,477          1            2        1           2            3          N         N        N          Y          N             Y
                 Flowers




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                          Mass Merchants
                          16 mass merchants on Facebook




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.   contact@8thbridge.com   97
  Social Commerce Index                                                                                                            Social Commerce IQ™: Retail



 Top 10 Mass Merchants Based on SCIQ™/Fans
 Figure 60.0: Top 10 mass merchants by Social Commerce IQ™
 score                                                                                    Figure 60.1: Top 10 mass merchants by fan count

        Top 10 Mass Merchants by Social                                                     Top 10 Mass Merchants by Fan Count
              Commerce IQ™ Score
        Walmart                                                                 84            Walmart                                                 7,954,246

      Sam’s Club                                                           72                   Kohl’s                              5,496,927

        jcpenney                                                      68                        Target                             5,245,902

           Sears                                                     64                        Macy’s        2,022,834

          Costco                                                62                            jcpenney       1,888,778

      Hayneedle                                                 61                         Amazon.com                1,500,773

             QVC                                                60                               Sears          705,303

          Kmart                                             59                                  Kmart          532,306

            HSN                                            58                                     QVC         461,329

    Amazon.com                                            56                                    Costco       307,792

                   0               23               45                    68         90                  0         2,000,000     4,000,000     6,000,000     8,000,000



Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                                  contact@8thbridge.com   98
  Social Commerce Index                                                                                        Social Commerce IQ™: Retail



 Top 10 Mass Merchants Based on Engagement Rate
                                                                            Figure 61.1: Top 10 mass merchants by social shopping
 Figure 61.0: Top 10 mass merchants by total engagement rate                engagement rate

         Top 10 Mass Merchants by Total                                            Top 10 Mass Merchants by Social
                Engagement Rate                                                      Shopping Engagement Rate
         Costco                                                 4.59%             Costco                                             5.70%

  Amazon.com                   1.47%                                        Amazon.com           1.25%

       Walmart              1.27%                                                 Target         1.22%

         Target           1.14%                                              Audible.com         1.19%

         Macy’s           1.11%                                                 Walmart         1.08%

   Audible.com            1.11%                                               Hayneedle        1.00%

      jcpenney           1.04%                                                  Buy.com        0.98%

           HSN           1.03%                                                   Macy’s        0.91%

           O.co         0.97%                                                     Kohl’s       0.91%

         Kohl’s        0.92%                                                       Sears       0.88%

                  0             1             2             3   4       5                  0           1   2     3       4          5          6




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                          contact@8thbridge.com       99
  Social Commerce Index                                                                                    Social Commerce IQ™: Retail



         Category Overview
    Figure 62.0: Mass merchants category vs. overall                           Figure 62.1: Mass merchants social shopping status updates
                       Metric                           Category     Overall              Breakdown of Mass Merchants
    Avg. Social Commerce IQ™                                    57     55                 Social Shopping Status Updates
    Avg. Facebook Likes                                 1,196,563    815,501

    Fan Pages with Stores                                   29%       28%
                                                                                                                 2%
    Avg. Facebook Upstream Traffic                         4.99%      6.27%

    Avg. Engagement Rate                                   1.25%      1.81%

    Avg. Status Updates/Month                                   48     37
                                                                                     Coupon
                                                                                                                          39%
                                                                                     Sale
                                                                                     Product             58%




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                         contact@8thbridge.com   100
  Social Commerce Index                                                                                                 Social Commerce IQ™: Retail



           Case Study: QVC
                                                                          Figure 63.0: Bare Escentuals tab

               Social Commerce IQ™                                60
     Ranking




               Overall Rank                                       74

               Mass Merchants Rank                                7

               Fan Count                                        461,329

               Status Updates (July)                             111

               Total Likes for Status Updates                   15,765
     Data




               Total Comments for Status
                                                                11,115
               Updates
               Total Engagement Rate                             0.86%

               Shopping Engagement Rate                          0.73%

               Facebook Upstream Traffic                         6.30%    QVC’s fan page includes 26 tabs, 388 videos, and 57 photo albums. There is an
                                                                          emphasis on the use of videos. The Today’s Special Value tab allows fans to
               Facebook Downstream Traffic                       7.58%    click through to make a purchase on QVC’s website. There is a Facebook
                                                                          Friends Exclusive Offer tab that allows fans to purchase an item before anyone
                                                                          else. Live streaming videos can be viewed on the Livestream tab. The Hosts tab
             Facebook Integration on Website:                             shows the hosts on QVC and contains links to each host’s Facebook fan page.
    Like and share buttons on products                                    Bare Escentuals has its own tab that lets fans browse products and then click
                                                                          through to QVC’s website to make a purchase. QVC “Likes” pages of companies
                                                                          it sells products for.



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  Social Commerce Index                                                                                                            Social Commerce IQ™: Retail



         Social Commerce Index: Mass Merchants
                                       FACEBOOK          TOTAL    SHOPPING
                                                                                TOTAL      SHOPPING                       STORE                            FACEBOOK/
                  BRAND       FACEBOOK UPSTREAM         STATUS     STATUS                              LANDING   GAMING             CUSTOMER STORE ON
RANK    SCIQ™                                                                ENGAGEMENT   ENGAGEMENT                      FINDER                             WEBSITE
                   PAGE         FANS    TRAFFIC         UPDATES   UPDATES                                TAB      TAB              SERVICE TAB FACEBOOK
                                                                                SCORE        SCORE                          TAB                           INTEGRATION
                                         SCORE           SCORE      SCORE


  1      84      Walmart     7,954,246         1            3        4           2            3          Y         Y        Y          Y          Y             Y


  2      72     Sam's Club     133,452         1            5        4           1            1          Y         Y        Y          N          Y             Y


  3      68      jcpenney    1,888,778         1            2        2           2            2          Y         Y        Y          N          Y             Y


  4      64       Sears        705,303         1            2        3           1            2          Y         Y        Y          N          Y             Y


  5      62      Costco        307,792         1            1        1           5            5          Y         N        N          N          N             Y


  6      61     Hayneedle      125,263         2            2        2           1            2          N         Y        N          N          Y             Y


  7      60       QVC          461,329         2            4        4           1            2          Y         Y        N          N          N             Y


  8      59       Kmart        532,306         1            2        3           1            2          N         Y        N          N          Y             Y


  9      58        HSN         106,021         1            4        3           2            2          Y         Y        N          N          N             Y




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                               contact@8thbridge.com   102
  Social Commerce Index                                                                                                            Social Commerce IQ™: Retail



         Social Commerce Index: Mass Merchants
                                       FACEBOOK          TOTAL    SHOPPING
                                                                                TOTAL      SHOPPING                       STORE                            FACEBOOK/
                  BRAND       FACEBOOK UPSTREAM         STATUS     STATUS                              LANDING   GAMING             CUSTOMER STORE ON
RANK    SCIQ™                                                                ENGAGEMENT   ENGAGEMENT                      FINDER                             WEBSITE
                   PAGE         FANS    TRAFFIC         UPDATES   UPDATES                                TAB      TAB              SERVICE TAB FACEBOOK
                                                                                SCORE        SCORE                          TAB                           INTEGRATION
                                         SCORE           SCORE      SCORE


 10      56     Amazon.com 1,500,773           1            2        2           2            3          Y         N        N          Y          N             Y


 11      55       Target      5,245,902        1            2        1           2            3          Y         Y        N          N          N             Y


 12      53       Macy's      2,022,834        1            2        2           2            2          N         Y        Y          N          N             Y


 13      51       Kohl's      5,496,927        1            2        2           1            2          Y         Y        N          N          N             Y


 14      46        O.co        88,700          1            2        3           1            2          Y         Y        N          N          N             Y


 15      43      Buy.com       32,740          1            2        2           1            2          Y         Y        N          N          N             Y


 15      43     Audible.com    23,402          3            1        2           2            3          Y         N        N          N          N             N




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                          Food/Drug Retailers
                          10 food/drug retailers on Facebook




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.   contact@8thbridge.com   104
  Social Commerce Index                                                                                                                   Social Commerce IQ™: Retail



 Top 10 Food/Drug Retailers Based on SCIQ™/Fans
 Figure 64.0: Top 10 food/drug retailers by Social Commerce IQ™
 score                                                                                        Figure 64.1: Top 10 food/drug retailers by fan count

           Top 10 Food/Drug Retailers by                                                           Top 10 Food/Drug Retailers by Fan
             Social Commerce IQ™ Score                                                                          Count
           Omaha Steaks                                                             73                   Walgreens                                         1,146,763

         Peapod Delivers                                                            72             Weight Watchers                            773,242

           Harry & David                                                       68                              CVS                  529,043

  Green Mountain Coffee                                                    67                              Safeway                 230,311

        Weight Watchers                                                   64                         Omaha Steaks            114,268

             Fresh Direct                                             61                      Green Mountain Coffee         101,107

             Nutrisystem                                              61                              Harry & David        61,222

                 Safeway                                             59                             Peapod Delivers       24,660

              Walgreens                                          55                                    Nutrisystem        15,197

                     CVS                                        52                                     Fresh Direct       900

                            0             20            40                60             80                           0         312,500       625,000     937,500     1,250,000




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                                           contact@8thbridge.com   105
  Social Commerce Index                                                                                                     Social Commerce IQ™: Retail



 Top 10 Food/Drug Retailers Based on Engagement Rate
                                                                                Figure 65.1: Top 10 food/drug retailers by social shopping
 Figure 65.0: Top 10 food/drug retailers by total engagement rate               engagement rate

     Top 10 Food/Drug Retailers by Total                                           Top 10 Food/Drug Retailers by Social
             Engagement Rate                                                           Shopping Engagement Rate
             Fresh Direct                                           5.71%                Fresh Direct                                               6.87%

             Nutrisystem                                            5.64%       Green Mountain Coffee               2.16%

            Harry & David                              3.52%                            Harry & David          1.88%

  Green Mountain Coffee                              3.27%                            Peapod Delivers         1.59%

         Peapod Delivers                       2.71%                                     Nutrisystem         1.53%

        Weight Watchers              1.64%                                             Omaha Steaks         1.26%

           Omaha Steaks           1.44%                                                          CVS        1.20%

               Walgreens         1.25%                                                       Safeway    1.04%

                 Safeway        1.05%                                                      Walgreens    0.95%

                      CVS    0.81%                                                   Weight Watchers            0.86%

                            0                   2               4           6                           0      1        2     3     4       5       6       7



Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                       contact@8thbridge.com   106
  Social Commerce Index                                                                                    Social Commerce IQ™: Retail



         Category Overview
    Figure 66.0: Food/drug category vs. overall                                Figure 66.1: Food/drug social shopping status updates
                       Metric                           Category     Overall              Breakdown of Food/Drug Social
    Avg. Social Commerce IQ™                                    62     55                    Shopping Status Updates
    Avg. Facebook Likes                                  289,843     815,501

    Fan Pages with Stores                                       9%    28%
                                                                                                                  5%
    Avg. Facebook Upstream Traffic                         7.64%      6.27%

    Avg. Engagement Rate                                   2.52%      1.81%

    Avg. Status Updates/Month                                   38     37
                                                                                     Coupon
                                                                                     Sale                54%             41%
                                                                                     Product




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  Social Commerce Index                                                                                                     Social Commerce IQ™: Retail



           Case Study: Walgreens
                                                                            Figure 67.0: Weekly Ad tab

               Social Commerce IQ™                                 55
     Ranking




               Overall Rank                                       104

               Food/Drug Rank                                      9

               Fan Count                                        1,146,763

               Status Updates (July)                               49

               Total Likes for Status Updates                    14,628
     Data




               Total Comments for Status
                                                                 4,968
               Updates
               Total Engagement Rate                             1.25%

               Shopping Engagement Rate                          0.95%

               Facebook Upstream Traffic                         6.30%

               Facebook Downstream Traffic                       6.30%

            Facebook Integration on Website:
    Share button on products                                                Walgreens’ fan page includes a Weekly Ad tab where fans can browse through
                                                                            items in the weekly ad for their location, post comments about the items, and
                                                                            share the items. Walgreens asks its fans a lot of questions on the Questions tab.




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                          contact@8thbridge.com    108
  Social Commerce Index                                                                                                            Social Commerce IQ™: Retail



         Social Commerce Index: Food/Drug
                                       FACEBOOK          TOTAL    SHOPPING
                                                                                TOTAL      SHOPPING                       STORE                            FACEBOOK/
                  BRAND       FACEBOOK UPSTREAM         STATUS     STATUS                              LANDING   GAMING             CUSTOMER STORE ON
RANK    SCIQ™                                                                ENGAGEMENT   ENGAGEMENT                      FINDER                             WEBSITE
                   PAGE         FANS    TRAFFIC         UPDATES   UPDATES                                TAB      TAB              SERVICE TAB FACEBOOK
                                                                                SCORE        SCORE                          TAB                           INTEGRATION
                                         SCORE           SCORE      SCORE


                  Omaha
  1      73                    114,268         2            3        3           2            3          Y         N        N          N          Y             Y
                  Steaks

                 Peapod
  2      72                    24,660          3            2        2           5            4          Y         Y        N          N          N             Y
                 Delivers

                 Harry &
  3      68                    61,222          2            1        2           5            4          Y         Y        Y          N          N             Y
                  David

                  Green
  4      67      Mountain      101,107         1            2        1           5            5          Y         Y        N          N          N             Y
                  Coffee

                  Weight
  5      64                    773,242         4            3        1           3            2          Y         N        N          N          N             Y
                 Watchers

                  Fresh
  6      61                      900           4            2        2           5            5          Y         N        N          N          N             N
                  Direct


  6      61     Nutrisystem    15,197          4            2        1           5            4          Y         N        N          N          N             N


  8      59      Safeway       230,311         2            2        2           2            3          Y         Y        Y          N          N             Y


  9      55     Walgreens 1,146,763            2            2        2           2            2          N         N        Y          N          N             Y




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                                               contact@8thbridge.com   109
  Social Commerce Index                                                                                                            Social Commerce IQ™: Retail



         Social Commerce Index: Food/Drug
                                       FACEBOOK          TOTAL    SHOPPING
                                                                                TOTAL      SHOPPING                       STORE                            FACEBOOK/
                  BRAND       FACEBOOK UPSTREAM         STATUS     STATUS                              LANDING   GAMING             CUSTOMER STORE ON
RANK    SCIQ™                                                                ENGAGEMENT   ENGAGEMENT                      FINDER                             WEBSITE
                   PAGE         FANS    TRAFFIC         UPDATES   UPDATES                                TAB      TAB              SERVICE TAB FACEBOOK
                                                                                SCORE        SCORE                          TAB                           INTEGRATION
                                         SCORE           SCORE      SCORE


 10      52        CVS         529,043         2            2        2           1            3          Y         Y        N          N          N             Y




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    4                          About 8thBridge




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  About 8thBridge                                                                               Social Commerce IQ™: Retail



 About Us
 8thBridge is first in social commerce. We create
 shopping experiences centered on people instead                              Our Approach
 of pages or products.


 Merchants partner with 8thBridge to create social
 shopping experiences for their customers inside
 Facebook and on their ecommerce sites.                               Portable                  Personal
                                                                                            Filter my news feed only
                                                                Bring your store and
 Customers are empowered to shop with merchants                                             to offers my friends and
                                                                    offers to me
 on their own terms in a shopping experience that is                                               I care about
 portable, personalized, and participatory.
                                                                                       PEOPLE
 8thBridge clients include Paramount Pictures,
 Delta Air Lines, 1-800-Flowers, Landsʼ End, Best
 Buy, Hallmark, TIME, 7 For All Mankind, and the
 fastest growing division of AVON called Mark.                                   Participatory
                                                                              Enable me to become your
                                                                               advocate to my friends




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  About 8thBridge                                                                                        Social Commerce IQ™: Retail



 Social Shopping Evolution
                                                                                     85% Shopping
                                                                                      is Friend to
                                                                 18.4X Lift in           Friend
                                                                  Shopping
                                                                                         Massive
                                                                   News Feed              Lift in
                                                                     Stores            Impressions
                80% Increase                                           vs.
                Facebook Ad                                          Links
                    CTR



                                                                    First travel      First movie tix
                 First retail store                              booking option      invites arrive in
                  on a Facebook                                 arrives from Delta   your News Feed
                 Fan Page opens                                 in your Facebook        from your
                                                                    News Feed             friends



                     Portable                                    Personalized        Participatory
                      2009                                           2010                2011
Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                                    contact@8thbridge.com   113
  About 8thBridge                                                                               Social Commerce IQ™: Retail



 Contact Us
                                                                Brands that have partnered with 8thBridge
   Contact us today to learn how we
   can create social shopping
   experiences for your customers.


   Phone: (612) 927-3434


   Email: contact@8thbridge.com

   Connect with 8thBridge:




Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc.                                           contact@8thbridge.com   114
  About 8thBridge                                                                                                     Social Commerce IQ™: Retail



 The Authors
        Erik Eliason                                            Melissa Buening                       Dr. Paul Marsden
        Director of Marketing                                   Sales and Marketing Associate         Social Psychologist, Market
        8thBridge                                               8thBridge                             Researcher, Blogger
        eeliason@8thbridge.com                                  mbuening@8thbridge.com                Social Commerce Today

        Erik is 8thBridgeʼs Director of                         Melissa is a Sales and Marketing      Dr. Paul Marsden is a social
        Marketing. Prior to 8thBridge, Erik                     Associate at 8thBridge. She has a     psychologist and market researcher
        co-founded two companies. Most                          B.S. in Architecture and studied      specializing in digital culture and social
        recently, Erik co-founded                               entrepreneurial management at the     media. He is author of Connected
        SocialEarth Media, a blog network                       Carlson School of Management at       Marketing and editor of Social
        for social entrepreneurship. The                        the University of Minnesota. While    Commerce Today, the leading web
        company has over 100                                    attending the University of           journal on selling with social media.  
        contributors in 25 countries and                        Minnesota, she completed an
        generates nearly a million views                        internship at 8thBridge (then         Paul works as a digital planner to
        per year.                                               Alvenda). After completing college,   brands and organizations in the
                                                                she joined the team at 8thBridge.     development of effective digital
        Prior to that, Erik co-founded a                        She helped in developing the Social   marketing strategies, and as a
        venture-backed start-up which                           Commerce IQ™, gathering and           professional trainer in digital
        served as a social network for                          analyzing the data, and designing     communications and online PR. He is
        college admissions. Erik earned                         and writing the report.               a certified Net Promoter Associate,
        his MBA from Harvard Business                                                                 and a Fellow of the Royal Society of
        School.                                                                                       Arts.




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