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Agenda § § § Interesting Research Defining Goals Approaching Content Approaching Standards Moving Forward Agenda § § § Interesting Research Defining Goals Approaching Content Approaching Standards Moving Forward

Some Interesting Research Some Interesting Research

“Everyone is entitled to his own opinion, but not his own facts. ” Daniel “Everyone is entitled to his own opinion, but not his own facts. ” Daniel Patrick Moynihan (1927 -2003) American Politician and Sociologist

By 2013, 50% of all retail transactions will be affected by the web. Source: By 2013, 50% of all retail transactions will be affected by the web. Source: Forrester Research 2010

“Online data influences as much as 80% of all product transactions. ” Clavis Report “Online data influences as much as 80% of all product transactions. ” Clavis Report on e. Commerce Information Quality Insight

Consumers are digitally trained. Nearly 80 million US households have broadband access Source: Forrester Consumers are digitally trained. Nearly 80 million US households have broadband access Source: Forrester Research 2010

Most consumers have mastered basic online activities like researching and purchasing products. Source: Forrester Most consumers have mastered basic online activities like researching and purchasing products. Source: Forrester Research 2010

Online experiences define the brand. The website experience now sets user expectations for all Online experiences define the brand. The website experience now sets user expectations for all other interactions with a company. Source: Forrester Research 2010

But what about print ? But what about print ?

In 2010… 57% of online B 2 B shoppers report that even though they In 2010… 57% of online B 2 B shoppers report that even though they primarily buy online they prefer to have a catalog on hand. Source: com. Score research 2010

In 2012… 55. 1% of B 2 C catalog recipients indicated they would prefer In 2012… 55. 1% of B 2 C catalog recipients indicated they would prefer getting all catalogs in digital format if possible. Source: Catalog Spree, 2012

Consumers who received a catalog spent 28% more on the retailer’s site than those Consumers who received a catalog spent 28% more on the retailer’s site than those who did not receive a catalog. Source: com. Score research 2010

77% of consumers state that they prefer to receive permission-based marketing communications through email. 77% of consumers state that they prefer to receive permission-based marketing communications through email. Source: Exact Target 2012

More than three out of five consumers will spend at least two minutes watching More than three out of five consumers will spend at least two minutes watching a video that educates them about a product they plan to purchase, and 37% will watch for more than three minutes. (Marketing. Charts. com, 2012)

Nearly 1 in 5 minutes online is spent on social networks. Source: com. Score Nearly 1 in 5 minutes online is spent on social networks. Source: com. Score Media Metrix, March 2007 - October 2011

In January 2012 Pinterest drove more referral traffic than Google Plus, Linked. In and In January 2012 Pinterest drove more referral traffic than Google Plus, Linked. In and You. Tube combined. This was equal to Twitter in referral traffic. Facebook drove 7. 3 times that amount. Source: Shareaholic 2012

Every morning online consumers have their first online activity of the day. . . Every morning online consumers have their first online activity of the day. . . • 58% check email • 20% check a portal site or search engine • 11% check Facebook • 5% check a news site • 3% check their company’s intranet site Source: Exact. Target Research 2010

Consumers are being overrun with social content. During the last 90 days. . . Consumers are being overrun with social content. During the last 90 days. . . • Only 18% of online users who are on Facebook are friends or have “liked” a brand. • Only 8% of online users have been to a brand sponsored social network. • Only 6% of online users have read a brands blog. • Only 5% of online users have followed a brand on Twitter. Source: Forrester Research “Defeating Social Clutter” 2010

In order to compete businesses must. . . • Become “interesting” by providing relevant In order to compete businesses must. . . • Become “interesting” by providing relevant content that users perceive as valuable. • Stop thinking of social media programs as “free” and start supporting them with traffic driven marketing and relevant promotions. • Recognize when social tools are not your best option so effort can be directed toward more effective channels. Source: Forrester Research “Defeating Social Clutter” 2010

“Only 36% of products on leading e. Commerce websites pass standard tests for completeness, “Only 36% of products on leading e. Commerce websites pass standard tests for completeness, presentation and accuracy. ” Clavis Report on e. Commerce Information Quality Insight

“ 51% of products on leading e. Commerce websites are missing some expected piece “ 51% of products on leading e. Commerce websites are missing some expected piece of information. ” Clavis Report on e. Commerce Information Quality Insight

“ 13% of products on leading e. Commerce websites are linked to the wrong “ 13% of products on leading e. Commerce websites are linked to the wrong brand. ” Clavis Report on e. Commerce Information Quality Insight

“ 5% of products on leading e. Commerce websites have a product name or “ 5% of products on leading e. Commerce websites have a product name or brand name that is misspelled. ” Clavis Report on e. Commerce Information Quality Insight

Maintaining the status quo is the riskiest path a business can take, because the Maintaining the status quo is the riskiest path a business can take, because the market is not standing still.

Defining Goals Defining Goals

3 Simple Goals 3 Simple Goals

Supporting Campaigns Is Key Supporting Campaigns Is Key

4000 Brand Impressions A Day 4000 Brand Impressions A Day

Customer Experience Management When firms excel at customer experience, they have an advantage of Customer Experience Management When firms excel at customer experience, they have an advantage of more than 14% over customer experience laggards in three key areas of loyalty — willingness to buy more, reluctance to switch, and likelihood to recommend. Source: Forrester Research 2010 © 2012, Forrester Research

Visual and Experience Consistency Source: Forrester Research 2010 © 2012, Forrester Research Visual and Experience Consistency Source: Forrester Research 2010 © 2012, Forrester Research

Real World Evolution Real World Evolution

Approaching Content Approaching Content

Start with the Content Value Chain Source: Forrester Research 2010 Start with the Content Value Chain Source: Forrester Research 2010

There are Different Types of Content There are Different Types of Content

The Future Commerce Platform The Future Commerce Platform

Understanding Content Customers Source: Forrester – North American Technographics Empowerment Online Survey Q 4 Understanding Content Customers Source: Forrester – North American Technographics Empowerment Online Survey Q 4 2009 (US)

Approaching Standards Approaching Standards

OPIDS: Office Products Industry Data Standardization § Committee formed in 2006 § Buying Groups, OPIDS: Office Products Industry Data Standardization § Committee formed in 2006 § Buying Groups, Wholesalers, Trade Service, BSA & NOPA § Standardization Goals: § MAC § SKU § UOM

OPIDS: Office Products Industry Data Standardization § Results: § MAC & SKU variances 98+% OPIDS: Office Products Industry Data Standardization § Results: § MAC & SKU variances 98+% eliminated § UOM § nomenclature established § 98+% standardized usage § On-Going Challenges: § Growing SKU and UOM variances on items sold in multiple UOMs § More detail tomorrow

Rich Product Content § § Multiple models exist No one standard has emerged Alignment Rich Product Content § § Multiple models exist No one standard has emerged Alignment with existing standards is poor Best practices are not clear

The Working Committee § Started with an idea in this conference 2 years ago. The Working Committee § Started with an idea in this conference 2 years ago. § Formalized working group § § § Wholesalers Suppliers Manufacturers Reps 3 PV’s Buying Groups § Meet 2 x a year in person and virtually as needed.

Progress to Date § Over 20 areas of focus identified and prioritized § Subcommittees Progress to Date § Over 20 areas of focus identified and prioritized § Subcommittees formed for each imitative § 4 Standards have been defined and published § § Images Video QR Codes Descriptions § Next meeting in January in Atlanta

Content Sessions in Track 2 § Perfecting Your Video Strategy § Craig Wax, CEO, Content Sessions in Track 2 § Perfecting Your Video Strategy § Craig Wax, CEO, Invodo § Best Practices in Image Content § Steven Glass, Managing Director, Midwest Resource Group § Content that Connects: Integrating QR Codes and other Direct Response Techniques into Your Messaging § Parrish S. Gust, Product Manager Custom. Point Solutions, RR Donnelley § Unleash Site Search to Drive Effective Online Merchandising § Marcel Muñoz, CTO, Co-Founder, Thankx Media § Office Products Data Standardization for the Independent Dealer § Dee King, Director of Product Information, S. P. Richards Co. § Copy at the Point of Customer Contact § Mike Metchikoff, President, Office Products Marketing and Advertising § Content in Support of Multi Channel Marketing § Mark Evans, Director, United Stationers

Moving Forward Moving Forward

Our Roadmap 1 2 3 • Define and publish basic rich product content standards. Our Roadmap 1 2 3 • Define and publish basic rich product content standards. • Align and expand basic operational content standards. • Define and publish advanced rich product content standards. • Focus on data exchange best practices • Define and publish non product content standards. • Focus on content marketing best practices.

Thanks Any Questions? Thanks Any Questions?