Social Commerce - Warren Knight, Social Commerce Expert

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  • 1. Social Commerce ExpertSocial CommerceConsumers Changing Their Buying Habits
  • 2. Mobile PlatformEmbedded Store F-Commerce Making shopping social Per-to-Peer Discount SharingAffiliate Network GroupBuy & Flash SaleRefer A Friend SocialHub Facebook ConnectRatings & Review
  • 3. THE BIG NEWS & Influence Search RankingsGoogle: YES, we do use it as a signal. It is used as a signal in ourorganic and news ranking. We also use it to enhance our newsuniversally, by marking how many people share an articleGoogle: We treat links shared on Facebook FAN pages the sameway we treat tweeted links. We have NO personal wall data fromFacebook What we TWEET matters and what we SHARE matters
  • 4. Why is Social Media Important for e-commerce? Social Media is about the importance of customers. It empowers Brands and Retailers to make meaningful change to better serve your customer and build loyalty. You get honest feedback to build solutions that better meet the customers needs. Understand the wants and needs of the customer, let them tell you.
  • 5. So why are people really on Social Networks? Shoppers trust recommendations 3x more than online ads 23% of Twitter users follow businesses to find special promotions or sales 56% of UK website say that user-generated content lifts conversion levels; 77% say it increases traffic; and 42% say it increases the average spend 25% of customers connect with brands on Facebook to receive discounts More than 50% of Facebook fans and 67% of Twitters users are more likely to make a purchase from the brands they follow Facebook and Twitter visitors spend 1.5x more online that other Internet users
  • 6. Four Step Process Four step process for Social Commerce SelectionBusiness Goals Measurement Tactics ToolsIncrease sales Leads More prospects Blog – Content is KingGenerate leads Media mentions Media relations Ratings & ReviewThought leadership Speak opportunity Educate customer VideoProduct Launch Customer Channel partners Facebook Fan PageTest Ideas Satisfaction Move customer ApplicationsCreate Channels Time To market service online CommunityReduce Support Positive sentiment Trade associations TwitterCounter Feedback Service calls Advertise E-Commerce If your strategy is stand alone it will fall alone Integration with e-commerce, Social Media, PR and Marketing activities are KEY
  • 7. f-commerce TV & Music Facebook StoresDexter f-store Lady Gaga f-storeViral ‘wall store’ that can be shared by users The most popular f-commerce page 31m+ fans Prediction: Social Commerce market will reach $30 billion per year by 2015
  • 8. f-commerce EU Big Brand Facebook StoresVolkswagen (Skoda Fabia) f-store Holiday Autos (Travelocity) f-store1st Dutch auction f-store 1st f-store for car rentals(every ‘like’ price drops by 1€, until someone buys)
  • 9. f-commerce UK Retail Facebook StoresASOS f-store Cheeky Beach f-storeUK e-tailer opens up a full f-store SME opens up a full f-storeInternational Delivery Integrated with CMS Every time a user posted on their news feed that they bought a ticket from TicketMaster, friends spent an additional $5.30. At Eventbrite, a social site for selling tickets to lesser known events, every link shared on Facebook generated $2.52 in ticket sales.
  • 10. Beyond FacebookAmazon TripAdvisorThe largest e-tailer integrates Facebook Integrates with Facebook to offer instant personalisation and allow users to connect with Facebook contacts on-site SME Integrates Facebook Connect Share Like
  • 11. In-store f-commerceDiesel CamFacebook-connected fitting rooms in Diesel stores in Spain
  • 12. YouTique30% off all the video views (more than 6.3 million) on my main YouTube channel come from search or organic referrals
  • 13. Polyvore is the best place to discover or start fashion trends 140 Views 49 Likes
  • 14. Shop With Your FriendsTouch Screen In-Store
  • 15. GroupBuy & FlashSale  Reported $760m revenue in 2010  14m UK subscribers  Active in 565 cities  4000 employees  Save customers over $300 Million  27 Million visits per month  14.7 Unique visitors per monthBiggest Day For Sales in 3 Years Twitter = 3 Sales in 21 mins
  • 16. The Next Global Currency? Gift Cards Currently $1 = 10 Facebook creditsFacebook takes a 30% cut of developers’ revenue
  • 17. Social Media + Internet Retailing Top Tips to TakeawayOnline + Offline Integration – DIGITAL FIRSTIncorporate Social Media into your PR, email, direct mailing & advertisingTracking Social Media ROIUtilise Google Analytics and tools like Hootsuite, BrandWatch to test and trackGroupBuy & Flash SalesExpand your brand buy utilising crowdsourcingSocial CommerceLet consumers connect where they buy and buy where they connectMobile CommerceMake sure your website is mobile compatible use HTML 5 instead of appsSEOCreate your online voice and communication around your keywordsVideoYouTube is the second largest search engine in the English-speaking world.
  • 18. Social Media + Internet RetailingTraining - Mentoring - ConsultancyTell us Warren Knight www.warrenknight.co.uk What Warren Knight e: warren@warrenknight.co.uk t: @wvrknight You Gloople – Making Shopping Social Think www.gloople.co.uk t: @gloople