social media and e-commerce trends in 2013
DESCRIPTION
Video: http://allegoriedesign.com/?p=360 Marketers need to rethink e-commerce to build it with social media in mind. This post provides some in the trenches, actionable insights as well as a road map to maturity. Detailed description: Social Media is the new distribution model for e-commerce. Current e-commerce best practices still suggest building elaborate, expensive home pages and leaving the product pages barren. When those product pages are shared, people who click that link by-pass all of those pretty pages and an opportunity to reach those new customers is lost. This is just one of many examples of ways for companies to capitalize on integrating social media into e-commerce. Additionally, there are four large stages of maturity in the social commerce space. Most companies today are only doing the very basics by adding a 'Like' button to your site. This is stage 1. You can mature your presence by involving customers in what products you carry, connecting like-minded customers, embedding gamification techniques, and seamlessly integrating all traditional and digital channels together.TRANSCRIPT
TREND 2 OF 7:SOCIAL COMMERCE
Saturday, December 1, 2012
@MrobertsOnline
Total U.S. e-commerce spending reached $256 billion in 2011, up 12% from 2010.
Saturday, December 1, 2012
@MrobertsOnline
Total U.S. e-commerce spending reached $256 billion in 2011, up 12% from 2010.
E-commerce is growing, mobile category is growing, multiple devices, scale through social sharing.
Saturday, December 1, 2012
@MrobertsOnline
Total U.S. e-commerce spending reached $256 billion in 2011, up 12% from 2010.
E-commerce is growing, mobile category is growing, multiple devices, scale through social sharing.
With this completely new shopping environment, have to recreate the shopping experience.
Saturday, December 1, 2012
@MrobertsOnline
Dec. 2010 Dec. 2011
Mobile online retail (Mobile users)
87% Increase
15,221
28,537
Mobile commerce: 2nd fastest
audience growth category for mobile
Saturday, December 1, 2012
@MrobertsOnline
“The use of social strategies to anticipate, personalize and energize the shopping experience.”
-Altimiter Group
Saturday, December 1, 2012
@MrobertsOnline
Purchase path
Most spend time and money to polish these pages. This page is neglected
but this is the page that gets socially shared.
Saturday, December 1, 2012
@MrobertsOnline
Make product names more enticing to capitalize on when theyʼre shared.
Why not say: “Iʼm ready to scale Mt. Everest with this new North Face gear...”
Saturday, December 1, 2012
@MrobertsOnline
Shift from a static product page to a social dynamic one showing product uses, customer reviews, what else it can be used with, re-inspiring, etc.
Product
Use with New ideas
Inspire
ConnectGo on surf trip
Saturday, December 1, 2012
@MrobertsOnline
4 Categories of Social Commerce
Letʼs Be Social
Enlightened Engagement
Store of the Community
Frictionless Commerce
Brand advocacy,basic social sharing
features, personalization, contextualization, CRM
Saturday, December 1, 2012
@MrobertsOnline
4 Categories of Social Commerce
Letʼs Be Social
Enlightened Engagement
Store of the Community
Frictionless Commerce
Sentiment analysis, share expert insight, peer reviews, review
aggregation across sites
Saturday, December 1, 2012
@MrobertsOnline
4 Categories of Social Commerce
Store of the community
Enlightened EngagementLetʼs be social
Frictionless Commerce Community driven
assortments, shelf personalization, demand-
shaping analytics
Saturday, December 1, 2012
@MrobertsOnline
4 Categories of Social Commerce
Frictionless Commerce
Enlightened EngagementLetʼs be social
Store of the community
Connect like-minded shoppers, gaming loyalty programs,
automate mobile checkout, geo-location in-store, integrate social into physical stores, CR
at the shelf
Saturday, December 1, 2012
@MrobertsOnline
Jeremiah Owyang
Some inspiration, ideas and research from:
Thomas Baekdal
McKinsey
ComScore
Altimiter Group
Richard Bartel
Gabe Zicherman Roger McNamee
Saturday, December 1, 2012
Saturday, December 1, 2012
Questions?
Mike Roberts
Blog: www.AllegorieDesign.com@MrobertsOnline
www.linkedin.com/in/mrobertsonline/Saturday, December 1, 2012