Social Commerce
By Paul Srivorakul
Bangkok – November 24, 2010
“
What is social commerce?
E-Commerce
Buying and selling
products and
services online
Social Commerce
Monetization of
soci...
People are more valuable owning and using
your product than thinking about buying it
“
The heart of social commerce?
Chadwick Martin Bailey Social Sharing Study 2010
The Power of Social Networks
Key factors influencing Thai online shopping
90% Secure payment facility
90% Convenient payment methods
86% Price/Value
81...
Forums & Community
Six tools driving social commerce (1-3)
1
3
Recommendations &
Referrals
2
Forums & Communities
Social Ads and Apps paid
ads, promo apps, widgets
Six tools driving social commerce (4-6)
Social Shopping users share the ...
1% of Twitter traffic
on July 21, 2010
1 m walk-ins
Starbucks: Social Media Optimization
1: Social Proof ‘Follow the Crowd’
(peer reviews and popularity lists)
5: Reciprocity ‘Give Back’
(Sampling, Freebies)
2: ...
Social Commerce corners of influence
Friends Customers
Experts Celebrities
Influence
Customers Who Bought This Item Also Bought…
Amazon: Ratings & Recommendations
Trip Advisor: Friend Activity
Ensogo: Limited Stuff
฿ 99
Social Commerce and mROI
Share the deal with friends
Print or SMS
Voucher
2
3
4 5
Call to make
reservations
6
Walk in
to store
Purchase
Online
1
De...
Promotion
(Marketing)
Promotion
(Marketing)
Sales
Impact of Social Commerce
Sales + N
Foot Traffic
Track Conversions
Sales...
Exclusive
Discounts
Exclusive
Access
Exclusive
Experiences
Exclusive
Freebies
Conversion
(Conversation)
Loyalty (Retention...
Exclusive Access: Starbucks launches premium
coffee exclusive on Gilt.com
Exclusive Access: Members only for 40-70% Off
Travel Deals
Exclusive Experience: Check-ins to get discounts
and freebies
Exclusive Freebies: Free entry to the Mom Expo
Thank You
$2m in Funding
30+ Job Positions Open
First 50 people in line with proof of tweet or post
about Ensogo.com gets ...
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Social Commerce WWTH 7.0

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Social Commerce
by Paul Srivorakul, CEO Ensogo.com
Presented at Web Wednesday Thailand 7.0
November 24th, 2010

Published in: Technology, Business
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Transcript of "Social Commerce WWTH 7.0"

  1. 1. Social Commerce By Paul Srivorakul Bangkok – November 24, 2010
  2. 2. “ What is social commerce? E-Commerce Buying and selling products and services online Social Commerce Monetization of social media with e-commerce Social Media Online media supporting social interaction and user contributions
  3. 3. People are more valuable owning and using your product than thinking about buying it “ The heart of social commerce?
  4. 4. Chadwick Martin Bailey Social Sharing Study 2010 The Power of Social Networks
  5. 5. Key factors influencing Thai online shopping 90% Secure payment facility 90% Convenient payment methods 86% Price/Value 81% Good customer service 81% Speedy Transaction 80% User-friendly website 79% Low delivery charges 74% Reputation of website 69% Promotion Offers Source: Thailand, Mastercard Worldwide Insight 2008
  6. 6. Forums & Community Six tools driving social commerce (1-3) 1 3 Recommendations & Referrals 2 Forums & Communities
  7. 7. Social Ads and Apps paid ads, promo apps, widgets Six tools driving social commerce (4-6) Social Shopping users share the act of shopping online 4 Social Media Optimization promotes and publicizes events and content through social media. 6 5
  8. 8. 1% of Twitter traffic on July 21, 2010 1 m walk-ins Starbucks: Social Media Optimization
  9. 9. 1: Social Proof ‘Follow the Crowd’ (peer reviews and popularity lists) 5: Reciprocity ‘Give Back’ (Sampling, Freebies) 2: Authority ‘Follow the leader’ (expert and professional reviews) 3: Limited ‘Limited Stuff is Good Stuff’ (online exclusive daily deal) 4: Liking ‘Follow those You Like’ (friend referral, peer recommendations) What motivates social shoppers?
  10. 10. Social Commerce corners of influence Friends Customers Experts Celebrities Influence
  11. 11. Customers Who Bought This Item Also Bought… Amazon: Ratings & Recommendations
  12. 12. Trip Advisor: Friend Activity
  13. 13. Ensogo: Limited Stuff ฿ 99
  14. 14. Social Commerce and mROI
  15. 15. Share the deal with friends Print or SMS Voucher 2 3 4 5 Call to make reservations 6 Walk in to store Purchase Online 1 Deals advertised online and offline The Online-to-Offline (O2O) Business Model
  16. 16. Promotion (Marketing) Promotion (Marketing) Sales Impact of Social Commerce Sales + N Foot Traffic Track Conversions Sales Loyalty (Fans) Recommendations + Social Commerce
  17. 17. Exclusive Discounts Exclusive Access Exclusive Experiences Exclusive Freebies Conversion (Conversation) Loyalty (Retention / Lifetime Value) Advocacy (Acquisition / Referral Value Drivers marketing ROI
  18. 18. Exclusive Access: Starbucks launches premium coffee exclusive on Gilt.com
  19. 19. Exclusive Access: Members only for 40-70% Off Travel Deals
  20. 20. Exclusive Experience: Check-ins to get discounts and freebies
  21. 21. Exclusive Freebies: Free entry to the Mom Expo
  22. 22. Thank You $2m in Funding 30+ Job Positions Open First 50 people in line with proof of tweet or post about Ensogo.com gets a free SF cinema voucher

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