eTail East 8.8.11Social Commerce5 Strategies that work                                amy@fluid.com                       ...
What is social commerce?Recognition that consumeractions are currency                    Retailers get to determine the ex...
As retailers, what are the goals of social commerce?To turn conversion intoconversation                                 An...
Social Commerce Trend 1 of 5:Repurpose what alreadyworks                                    “Why didn’t I write that first...
Repurpose what already works Most men seek easy shopping. If people talkabout their style - they’ll talk about the source
Repurpose what already worksSales draw crowds willing to wait in line. Buzz =       letting people see the line online.
Repurpose what already works Pop up shops where people are alreadyspending their time. Curated and sold out.
Social Commerce Trend 1 of 5:Repurpose what already works                                                           Action...
Social Commerce Trend 2 of 5:Kill campaigns. Launchprojects.                        “Think ideas born to love, not built t...
Kill campaigns. Launch projects.A wiki library for sneaker heads. Subtly powered                   by Foot Locker.
Kill campaigns. Launch projects.A invitation to engage that changes based on         content – not campaign idea.
Kill campaigns. Launch projects.A feel good project that is bigger than the brand.         And makes technology human.
Social Commerce Trend 2 of 5:Kill campaigns. Launch projects.                                                        Actio...
Social Commerce Trend 3 of 5:Mine the data. Make it yours.    150M people engage with Facebook on external websites each  ...
Mine the data. Make it yours.Customized shoes become category pages.     Social data = rating and reviews.
Mine the data. Make it yours.Making Like data beneficial vs. invasive. Credit          cards become coupons.
Mine the data. Make it yours.Making what people are already talking aboutrelevant to their brand. Non-cash commerce.
Social Commerce Trend 3 of 5:Mine the data. Make it yours.                                                       Action it...
Social Commerce Trend 4 of 5:Treat interactions as a trade       “I’m bartering my blog with brands like I’m at Burning Ma...
Treat interactions as a tradeTrading with those that matter most in social.       Not everyone is socially equal.
Treat interactions as a tradeMarket me to pay for product. The next online              payment option?
Treat interactions as a tradeThe more that market the better the price. Both                sides benefit.
Social Commerce Trend 4 of 5:Treat interactions as trade.                                                       Action ite...
Social Commerce Trend 5 of 5:Everyone is an entrepreneur  “You should be investing in 3 year-olds if they know what they’r...
Everyone is an entrepreneurA modern day twist on Tupperware – that empowers women to be entrepreneurs.
Everyone is an entrepreneurMake our album yours and then benefit from      reselling it. The power of fans.
Everyone is an entrepreneurCrowd sourcing as VC funding. Agree an idea is         great? Back it up with cash.
Social Commerce Trend 5 of 5:Everyone is an entrepreneur                                                         Action it...
Five Social Commerce Trends1. Repurpose what already works2. Kill campaigns. Launch projects.3. Mine the data. Make it you...
On the radar 1 of 2:Drive recurring revenue             57% of people who join gyms don’t go – and they don’t             ...
Drive recurring revenueSubscription sales. From mystery gifts to    everyday items – every month.
On the radar 2 of 2:Unexpected partnerships “I spend a lot of time thinking about who’s going to come out of left         ...
never thought of               as a competitor until Nike+ runners started    meeting at               for runs.          ...
Thank youamy@fluid.com                 #etailFluid | @Fluid                http://www.fluid.com
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Fluid + eTail East: Social Commerce Summit 8.8.11

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Amy Lanigan's Presentation @ eTail East's Social Commerce Summit 8.8.11

Description: What moves consumers from conversation to conversion? In this session, digital shopping expert Amy Lanigan will provide an overview of what is driving success in social commerce today. The discussion will be structured around 5 social strategies retailers should be implementing now, and as a bonus 2 more that should be on their radar looking forward.

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Transcript of "Fluid + eTail East: Social Commerce Summit 8.8.11"

  1. 1. eTail East 8.8.11Social Commerce5 Strategies that work amy@fluid.com Amy Lanigan V.P. of Client Strategy Fluid
  2. 2. What is social commerce?Recognition that consumeractions are currency Retailers get to determine the exchange rate
  3. 3. As retailers, what are the goals of social commerce?To turn conversion intoconversation And conversation into conversion
  4. 4. Social Commerce Trend 1 of 5:Repurpose what alreadyworks “Why didn’t I write that first?” – Everyone I know who sees the book ‘Go the F#%& to Sleep’ .
  5. 5. Repurpose what already works Most men seek easy shopping. If people talkabout their style - they’ll talk about the source
  6. 6. Repurpose what already worksSales draw crowds willing to wait in line. Buzz = letting people see the line online.
  7. 7. Repurpose what already works Pop up shops where people are alreadyspending their time. Curated and sold out.
  8. 8. Social Commerce Trend 1 of 5:Repurpose what already works Action item: List the three things your consumers respond to in-store or offline. Even better, list three things that are working well online and repurpose them.
  9. 9. Social Commerce Trend 2 of 5:Kill campaigns. Launchprojects. “Think ideas born to love, not built to die.” – Contagious Magazine
  10. 10. Kill campaigns. Launch projects.A wiki library for sneaker heads. Subtly powered by Foot Locker.
  11. 11. Kill campaigns. Launch projects.A invitation to engage that changes based on content – not campaign idea.
  12. 12. Kill campaigns. Launch projects.A feel good project that is bigger than the brand. And makes technology human.
  13. 13. Social Commerce Trend 2 of 5:Kill campaigns. Launch projects. Action item: Implement a creative cross-check = “Can this take on a life of its own?”
  14. 14. Social Commerce Trend 3 of 5:Mine the data. Make it yours. 150M people engage with Facebook on external websites each month. - Facebook, 2011
  15. 15. Mine the data. Make it yours.Customized shoes become category pages. Social data = rating and reviews.
  16. 16. Mine the data. Make it yours.Making Like data beneficial vs. invasive. Credit cards become coupons.
  17. 17. Mine the data. Make it yours.Making what people are already talking aboutrelevant to their brand. Non-cash commerce.
  18. 18. Social Commerce Trend 3 of 5:Mine the data. Make it yours. Action item: Tell a story using your dashboard highlights (& lowlights).
  19. 19. Social Commerce Trend 4 of 5:Treat interactions as a trade “I’m bartering my blog with brands like I’m at Burning Man.” -Overheard on the 22 Fillmore
  20. 20. Treat interactions as a tradeTrading with those that matter most in social. Not everyone is socially equal.
  21. 21. Treat interactions as a tradeMarket me to pay for product. The next online payment option?
  22. 22. Treat interactions as a tradeThe more that market the better the price. Both sides benefit.
  23. 23. Social Commerce Trend 4 of 5:Treat interactions as trade. Action item: What are you giving away for free that could be traded for social action?
  24. 24. Social Commerce Trend 5 of 5:Everyone is an entrepreneur “You should be investing in 3 year-olds if they know what they’re doing.” – Seth Priebatsch, CEO, SCVNGR
  25. 25. Everyone is an entrepreneurA modern day twist on Tupperware – that empowers women to be entrepreneurs.
  26. 26. Everyone is an entrepreneurMake our album yours and then benefit from reselling it. The power of fans.
  27. 27. Everyone is an entrepreneurCrowd sourcing as VC funding. Agree an idea is great? Back it up with cash.
  28. 28. Social Commerce Trend 5 of 5:Everyone is an entrepreneur Action item: Think of one way to make it in the best interest of your consumers to share or get someone else to buy.
  29. 29. Five Social Commerce Trends1. Repurpose what already works2. Kill campaigns. Launch projects.3. Mine the data. Make it yours.4. Treat interactions as a trade5. Everyone is an entrepreneur Two on-the-radar trends…
  30. 30. On the radar 1 of 2:Drive recurring revenue 57% of people who join gyms don’t go – and they don’t cancel their membership. - I made this up but I bet it’s true Action item: Consider of-the-month or mystery options in your product selection.
  31. 31. Drive recurring revenueSubscription sales. From mystery gifts to everyday items – every month.
  32. 32. On the radar 2 of 2:Unexpected partnerships “I spend a lot of time thinking about who’s going to come out of left field and catch us off guard.” - A clientAction item: Think about a day in the life of your consumer. Anyone there who could be of interest?
  33. 33. never thought of as a competitor until Nike+ runners started meeting at for runs. never thought of as a competitor until DIYers built their creations withI’ve seen in the window displays at Unexpected partnerships Consumers encounter lots of brands every day. What’s unexpected for your brand?I’ve washed my hands with while flying
  34. 34. Thank youamy@fluid.com #etailFluid | @Fluid http://www.fluid.com

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