1) Social commerce leverages social media and e-commerce by allowing people to shop within social networks or by encouraging the social sharing of products, reviews, and recommendations. 2) It goes beyond just selling in social media by creating a social shopping experience where social biases like social proof, liking, authority, and reciprocity influence purchasing decisions. 3) A holistic social commerce strategy incorporates social features throughout the shopping process both on social platforms and on retailers' own sites through social logins, sharing, reviews, rewards, and personalized recommendations.

1. SOCIAL
COMMERCE
Nikos Anagnostou
Co-founder and Partner
Scicada
1

2. agenta
What is social commerce?
Implementing Social Commerce
Social thinking in commerce

3. What is social commerce?
social
social media e-commerce
commerce

4. Social Media in E-commerce

5. e-commerce within social media

7. Groupon made it „popular‟

8. Text
Text
Is Groupon really social?

9. • In April 2010 raised $135 Mio
• On December 2010 raised $950
Mio, based on a valuation of $6.4 billion
• On June 2011, filed to go public
• In March 2013, Founder ousted

13. SC is NOT just selling in social
media
It‟s selling socially

14. What to do?

15. join the social space
social media
social shopping networks

16. the social commerce arsenal
In the store
•Log in with social identity Everywhere else
•Sharing
•Recommendations and referrals •Facebook shops
•Ratings & review •Shopping widgets
•Rewards •Collections
•Curation (Favs, wishlists, collections)
•Discovery

17. log in with social identity
• Facebook Connect
• Google Openid
• Twitter
• etc

18. sharing
cheap or inexpensive widgets

19. Facebook open graph
• Not only „log in‟, not only „like‟
• Special “verbs” that classify actions

22. I. Personalized recommendation
II.Social recommendation
• Item recommendation
• A combination of the above
http://scicada.com Nikos Anagnostou Social Shopping

24. shopping communities

25. Review networks

26. the interest graph
pinterest

28. case: fab.com

36. social thinking in commerce

37. It‟s the psychology, stupid.

38. six social biases

39. Social Proof
• “If other people „like me‟ use and like something, then I will try it”
• “People like me” is something I self identify through my social media
activity, i.e. people I consider my peers, I interact more often etc.
• Social Proof is conveyed through the activity stream.

42. Liking
• “If other people „I like‟ use and like something, then I will try it”
• Celebrities
• People you admire
• Public figures

44. Authority
• “If an expert, whether I know them or not, uses and likes something, then
I will try it.
• Real experts
• Relative experts
• Perceived experts

46. Scarcity
• If access to something is limited for others, then I will try it.
• Time limited exclusives
• Medium exclusives
• Status or relationship exclusives

48. Consistency
• If I have made a public commitment that suggests I like something, then
I will try it.
• Give a free sample in a social context.
• Ask for full purchase in the same context later.

50. Reciprocity
• If someone does me a favor, then I will reciprocate.
• Freebies
• Support
• Information, appreciation, etc

52. CONCLUSION
• Social commerce has had it‟s hype cycle -We are entering the
maturity phase
• Should be viewed as part of an e-commerce strategy than a separate
initiative.
• No single action/remedy. Follow a holistic approach