social commerce - how technologies and integration are shaping the social buying experience - fgi...
Post on 19-Sep-2014
2 Views
Preview:
DESCRIPTION
TRANSCRIPT
Social CommerceHow Technology and Integration is Shaping Up the ‘Social Buying’ Experience
FGI Presentation – March 7th, 2012
www.social2B.com
2
Contents
Social Commerce – Where is it now?
Where is Social Commerce going?
Who are the leaders?
www.social2b.com
What are the solutions?
Why do you need to be aware of it?
How do you start and integrate for success?
3www.social2b.com
• Sharing your purchasing decisions before, during and after buying
• Communicating your decisions with others – family, friends, strangers
• Volunteering your reviews and quality control check-points – ‘Citizen Shoppers’
• Becoming brand advocates and influencers, thus benefiting from closer brand engagement
Social Commerce Dimensions
4www.social2b.com
• Engaging the audience where they buy and engaging their sentiment, sharing, volunteerism
• Engaging buyers where they connect, by being relevant and value-driven
Social Commerce Dimensions
5www.social2b.com
Social Media ‘Enablers’
6www.social2b.com
Social Commerce Market – 2010-2015
7www.social2b.com
Social Commerce – Sharing and Social Influence
Source: Forrester and Shop.org - 2011
8www.social2b.com
Social Commerce – F-Commerce
Source: Forrester and Shop.org - 2011
9www.social2b.com
Social Commerce – Brand Interaction
10www.social2b.com
Social Commerce – Stats Infographic
11www.social2b.com
Social Commerce – Early Success Stories
12www.social2b.com
Most common ‘social tactics’ deployed by brands
• Ratings and Reviews• Microblogs and landing pages• Social Recommendations• Company Blogs (including vide blogs)• Client generated comments• Product sharing on social sites• Social Shopping Aggregator Sites (deal sites)• Ability to engage open APIs (more on that later)
13www.social2b.com
Most common ‘social tactics’ deployed by brands – Ratings and Reviews
• Used by most retailers (also a common function for many eCommerce platforms – Magento, Shopify, ATG, DemandWare, etc.)
• Opportunity to reduce content creation efforts and shift to 3rd party generated content
• Benefits to product development, field testing, and up-sell/sell-through (if well integrated with analytics and customer service process)
14www.social2b.com
Most common ‘social tactics’ deployed by brands – Microblogs – (Twitter, Tumblr, Pinterest, Chill, etc.)
15www.social2b.com
Most common ‘social tactics’ deployed by brands – Microblogs – (Twitter, Tumblr, Pinterest, etc.)
• Easy and relatively inexpensive to launch
• Quick Disposal or extra inventory (Dell example)
• Customer Service extension benefits
16www.social2b.com
Most common ‘social tactics’ deployed by brands – Social Recommendations
Opportunity to ‘crowdsource’ opinion
Exposes clients to more content
If built in, increases time on site and upsell opportunity
17www.social2b.com
Most common ‘social tactics’ deployed by brands – Company Blogs
• Good opportunity for SEO
• Integration of content and commerce through links, suggestions, reviews and ‘shares’
• Low cost add-on to the existing commerce site
• Relevance is important – not just aggressive promotion
18www.social2b.com
Most common ‘social tactics’ deployed by brands – Client Generated and Suggested ‘outfitting’
19www.social2b.com
Most common ‘social tactics’ deployed by brands – Client Generated and Suggested ‘outfitting’
• Assists in merchandizing support and cross-sells
• Customer Engagement
• Unique Approach
20www.social2b.com
Most common ‘social tactics’ deployed by brands – Client Generated and Suggested ‘outfitting’
• Assists in merchandizing support and cross-sells
• Customer Engagement
• Unique Approach
• Integrating ‘high-touch’ and digital experience
21www.social2b.com
Most common ‘social tactics’ deployed by brands – Product Sharing on Social Sites (FB+Twitter)
• More effective than company’s social network pages
• Opportunity to use Facebook’s or Twitter’s infrastructure to evangelize the brand
• Best relevant sharing (with events, item quality, item level communications, etc.)
• Many options exist for content publishing and commerce on FB
22www.social2b.com
Most common ‘social tactics’ deployed by brands – Social Shopping Aggregator Sites
Aggregated and incremental traffic
More engaged relevant shoppers based on preferences
Conversion is moderate – early in the sell cycle
Behavioral aspects are visible – based on preferences, price sensitivity, etc.
23www.social2b.com
Most common ‘social tactics’ deployed by brands – Open APIs
Take advantage and crowdsource technology
Great for ‘ready made’ projects
Lower cost of entry
Proven and tested
24www.social2b.com
Most common ‘social tactics’ deployed by brands – What about Facebook?
Integration of on-site experience
Brand Extension
Feedback aggregator via surveys, polls, comments, shares, likes
25www.social2b.com
Most common ‘social tactics’ deployed by brands – Value of a Facebook ‘Like’ (2010-2011)?
26www.social2b.com
What do Lady Gaga, Coke, Batman and Pampers have in common?
27www.social2b.com
28www.social2b.com
Trends and Drivers for Social Commerce
Retailers are beginning to overlay ‘social graph’ on digital and brick-and-mortar locations
SoLoMo – Social, Local and Mobile is beginning to bridge the gap between physical and digital
Commerce and Social Commerce will unite the audience on physical and social worlds
Gaming may act as a catalyst in social commerce as an early driver (Zynga, etc.)
29www.social2b.com
Trends and Drivers for Social Commerce
Millennials and younger generations are ‘blending real life and digital life’ – they don’t know the difference (‘Generation C’)
Social Apps, games, local deals, mobile technology are driving ‘addictive’ behaviors
‘Location based tracking’ through Gowalla (FB) and Foursquare may help drive traffic to stores (physical and digital) and solicit immediate feedback
Location based monitoring and activation (LocalResponse via Twitter and local check-ins)
30www.social2b.com
Trends and Drivers for Social Commerce:Example – PepsiCo ‘Social Vending’
31www.social2b.com
Trends and Drivers for Social Commerce:Example – Macy’s ‘Magic Fitting Room’
32www.social2b.com
Trends and Drivers for Social Commerce:Example – Diesel’s Integrated Social Experience
33www.social2b.com
Trends and Drivers for Social Commerce:Example – Adidas ‘Holiday Hookup’
34www.social2b.com
Potential and How You can Improve
Online sales will grow at 10% compound rate through 2015 (Forrester)
Younger generations are looking for recommendations and validation from peers anywhere and for anything
Integration of Real-World and Social World is real and will continue to dominate
Mobile technologies and Smart Phones will continue to augment the experience of shopping
SoLoMo will continue to drive traffic to brick-an-mortar through ‘social engagement’ (Likes, Check-Ins, etc.)
Image credits: EdologicIL; RenaultNL
35www.social2b.com
What’s next in Social Commerce Integration
Integration of social gaming and social commerce – turning virtual currency into real currency
Helping shoppers build collections and sharing with friends – your way (Polyvore, The Trunk Club, Fits.me, etc.)
Shopping content aggregation and management, virtual closets, shareable wish lists (SVPPLY, Groupon, etc.)
Specific interest graphs – new frontiers evolving from Social Commerce – Social Interest Graphs, integration of groups and interests directed at brands, etc.
36www.social2b.com
What’s next in Social Commerce Integration
Case Study – Walmart ShopyCat
Aggregated shopping helper (avatar) integrating preferences and choices for family members, friends and alike interest groups
37www.social2b.com
What’s next in Social Commerce Integration
Case Study – Pose
Mobile and Social Shopping experiences. Share your branded outfits with friends and family. Solicit input and feedback. Get rewards for sharing and featuring brands. Become style influencers.
Good integration between social and mobile channels. Excellent engagement model.
Thanks!
Alex Romanovich, Founder – Social2B International, LLC, CMO – EuroSpaClub International, Advisory Board Member – The CMO Club
Unique blend of technology, marketing andbusiness development skills and experience (IBM, SGI, Bertelsmann AG, Unified Technologies, Global AdvertisingStrategies, Social2B, EuroSpaClub Intl.)
Frequent speaker and advisor on topicsof Social Media, International and Multi-Cultural Mktg. (CNBC, CNN International, Forbes, Crains, Voice of America, etc.)
Social Media Marketing, Social ValueChain, Social Commerce, and Social Media Scalability Expertise
@Social2B
@alexromanovich
@eurospaclub
38www.social2b.com
top related