meljun cortes social dimensions of e-commerce
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SOCIAL
DIMENSIONS OF
Prepared by :
Maria Victoria P. Jose
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DIMENSION 1: SOCIAL SHOPPINGDescription: The social shopping toolset allows people
to share the act of online shopping together(synchronous shopping). The toolset includes :
1. Group Buying: Enabling people to use their collective
buying power to buy together to get a better deal(e.g. Dell Swarm, Adidas Freestripes, Intel Fan Plan)
2. Co-Browsing: Enabling people to shop together on an
e-commerce site at the same time
(synchronous shopping) with synchronised page views
and integrated chat (Charlotte Russe, Mattel)
3. Group Gifting: Enabling people to buy a gift
collectively (e.g. Apple iTunes Group Giftcard)
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continuation..4. Ask-Your-Network: Feature embedded into product
pages enabling people to get realtime advice and
recommendations from their own trusted social circleby posting questions directly to their news feeds (e.g.
Charlotte Russe, Mattel)
5. Social Network Storefronts: Enable people to buy
where they connect within the walled gardens of a
social network and solicit opinions and
recommendation from their online social circle (Best
Buy, Reebok)
6. Social Shopping Portals: Enable people to shop
multiple stores together using social shopping tools,often combined with ratings and reviews, and
recommendations and referrals (e.g Kaboodle,
ThisNext)
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DIMENSION 2: RATINGS & REVIEWS
1. Customer Ratings & Reviews: The skinny from real
customers, either integrated into an e-commerce
product page, a social network page, a customerreviews site and/or in customer news feeds
(e.g. Amazon, iTunes, Buzzillions, Epinions)
2. Expert Ratings & Reviews: The view from the
independent voice of authority, professional or
prosumers, either integrated into an e-commerceproduct page, a social network page, a product
reviews site, an online magazine and/or in news feeds
(e.g. Metacritic)
Description: Ratings & Reviews provide independent
third-party evaluation of a product or service review, with an
opportunity for viewers to contribute and discuss. The toolsetincludes:
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3.Sponsored Reviews: Paid for
reviews, either customers or experts
on social media platforms
(e.g.SponsoredReviews, PayPerPost)
4.Customer Testimonials: Customerstories typically published to an
e-commerce site, allowing
comments and discussion(e.g. Bazaarvoice ‘Stories’)
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DIMENSION 3: RECOMMENDATIONS & REFERRALS
Description: Promotes personal recommendations and referrals within
online social circles, often rewarding referrers for their efforts.Sometimes integrated in social shopping portals (e.g. Kaboodle, This
Next) that bundle ratings and reviews and social shopping tools. The
recommendations and referrals toolset includes :
1.Share With Your Network: (social bookmarking) Recommended
products, deals and tips are bookmarked and syndicated tofriends, fans and followers
2.Referral Programs: Rewarding customers and partners for
referring new customers (e.g. Vente-Privée, Gilt, Amazon
Affiliates)
3.Social Recommendations: Personal shopping recommendationsbased on profile similarities to other customers
(e.g. Apple Genius Recommendations, Amazon
Recommendations, Netflix Cinematch, Honk)
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DIMENSION 4: FORUMS & COMMUNITIES
Description: Forums and Community platforms
connect people with each other and to a business in amoderated and curated environment.
The toolset includes :
.User Forums: People offering each other support
and solving each others’ task or product problems– members typically customers and/or partners
(Apple discussions, Threadless forums,
P&G BeingGirl)
.User Galleries: People sharing and discussing videoand image content with each other and with the
gallery host, around a particular theme
(e.g. Burberry Art of the Trench)
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3.Idea Boards: Online suggestion boards
for constructive feedback, often with
voting and commenting features(e.g. MyStarbucksIdea, Dell IdeaStorm)
4.Q&A Forums: New-style FAQs
harnessing user contributions to
answer common questions in astructured format
(e.g. Bazaarvoice ‘Ask & Answer’,
PowerReviews AnswerBox)
5.Brand Communities: Privatecommunities of customers/partners,
usually with a loyalty or advisory purpose
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DIMENSION 5: SMO (SOCIAL MEDIA OPTIMIZATION)
Description: A toolset designed to attract visitors to websites and
website content by promoting and publicizing these destination
and content through social media. Typically involves seeding
marketing collateral to major social media platforms:
1. News Feeds: offering syndicated news on Twitter,
Facebook, Blogs (RSS) and other social media
platforms, providing a resource for exclusiveinformation and (often) special deals (e.g. Dell
Outlet, Carrefour FaceShopping)
2. Media Sharing: Publishing advertising and
promotional content to popular social mediaplatforms such as YouTube, Flickr and Slideshare
(e.g. Blendtec Will it Blend Ads), and informational
content to Wikipedia (e.g. Skilttles)
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3.Social Media Events: Running media
events in social media space such aswebinars, press briefings, contests,
screenings, and shows (e.g. Random
House Cover Design contests)
4. Link Building: Adding linked
comments to third party social media
content, such as blogs, forums andmedia sharing sites
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DIMENSION 6: SOCIAL ADS & APPS
Description: Branded content in social media
in the form of paid advertisements or socialapplications
1.Social Ads – placing advertisements in paid-for
media space on social media platforms such asFacebook, YouTube, (and soon) Twitter, as well as
on blogs and forums.
2. Social Apps – creating branded onlineapplications that support social interaction and
user contributions (e.g. Nike+)
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THANK YOU
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