Social Shopping
Converting Conversations to Commerce
Andrew Gerrard
22nd November 2010
@andrewgerrard
andrew@d-marketing.c...
I’m sure we’ll be able to successfully market your
product, Mr. Ferguson. I’ve got one of my best
liars working on it righ...
“...social context to the shopping experience.”
(Food and drink manufacturer)
“...earning the right to offer them the
oppo...
Social Commerce is…
a transformation
“Just as e-commerce transformed retail,
social media transforms e-commerce
by changin...
“Social” UGC
Social
Marketing
“Commerce” ROI
Social commerce is about customers having
the means to interact with one anot...
“Technology can only
ever serve as a bridge,
never as a destination.”
Lord Puttnam, IAB Engage, 2005
Old rules?
New Model
Mass Audiences
Customer Segmentation
Market Fragmentation
Commercial realities still apply
1. Product
2. Price
3. Promotion
4. Placement
5. People
“My network”
But - only 6% trust customer reviews.
Source: the e-tailing group, May 2010
“On a brighter note, sir, 3 percent of our
customers said they like our products.”
Charlos Gary, 2008
People powered R&D
Price driving
engagement
Group power
Multi-
channel
Social
connection
&
conversion
Using Geo-location to drive
footfall & in-store sales
“Does my bum look big in this?”
Instant Social Interaction
How much is a “Like” worth?
The social shopping experience
Social Commerce Framework
• Goals
• Community
• Content
– Create and deliver quality, timely, relevant
content
• Engage th...
“I’m not going to kid you, it’s a
volatile market.”
Thank you
http://www.slideshare.net/agerrard
Andrew Gerrard
22nd November 2010
@andrewgerrard
andrew@d-marketing.co.uk
Social Shopping - Converting Conversations to Commerce
Social Shopping - Converting Conversations to Commerce
Social Shopping - Converting Conversations to Commerce
Social Shopping - Converting Conversations to Commerce
Social Shopping - Converting Conversations to Commerce
Social Shopping - Converting Conversations to Commerce
Social Shopping - Converting Conversations to Commerce
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Social Shopping - Converting Conversations to Commerce

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Presentation given at Internet Marketing Summit, 22nd November 2010

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Social Shopping - Converting Conversations to Commerce

  1. 1. Social Shopping Converting Conversations to Commerce Andrew Gerrard 22nd November 2010 @andrewgerrard andrew@d-marketing.co.uk
  2. 2. I’m sure we’ll be able to successfully market your product, Mr. Ferguson. I’ve got one of my best liars working on it right now.” Charlos Gary, 2005
  3. 3. “...social context to the shopping experience.” (Food and drink manufacturer) “...earning the right to offer them the opportunity to buy something.” (Mass merchant retailer) “...drive true relationship-based sales.” (Pharmaceutical manufacturer) “It is a new way to manage the long tail of the value chain. Product selection by the people for the people.” (Clothing retailer) What is Social Commerce?
  4. 4. Social Commerce is… a transformation “Just as e-commerce transformed retail, social media transforms e-commerce by changing people’s expectations.” Mitch Joel - April 21, 2010 - Social Commerce Summit
  5. 5. “Social” UGC Social Marketing “Commerce” ROI Social commerce is about customers having the means to interact with one another in order to make better buying decisions.
  6. 6. “Technology can only ever serve as a bridge, never as a destination.” Lord Puttnam, IAB Engage, 2005
  7. 7. Old rules?
  8. 8. New Model
  9. 9. Mass Audiences
  10. 10. Customer Segmentation Market Fragmentation
  11. 11. Commercial realities still apply
  12. 12. 1. Product 2. Price 3. Promotion 4. Placement 5. People
  13. 13. “My network”
  14. 14. But - only 6% trust customer reviews. Source: the e-tailing group, May 2010
  15. 15. “On a brighter note, sir, 3 percent of our customers said they like our products.” Charlos Gary, 2008
  16. 16. People powered R&D
  17. 17. Price driving engagement
  18. 18. Group power
  19. 19. Multi- channel Social connection & conversion
  20. 20. Using Geo-location to drive footfall & in-store sales
  21. 21. “Does my bum look big in this?” Instant Social Interaction
  22. 22. How much is a “Like” worth?
  23. 23. The social shopping experience
  24. 24. Social Commerce Framework • Goals • Community • Content – Create and deliver quality, timely, relevant content • Engage them – Give your community things to do on your behalf • Empower them to take ownership • Be prepared to “let go”(...just a little) • Share success
  25. 25. “I’m not going to kid you, it’s a volatile market.”
  26. 26. Thank you http://www.slideshare.net/agerrard Andrew Gerrard 22nd November 2010 @andrewgerrard andrew@d-marketing.co.uk
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