Social Commerce


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My speaker slides for today's Comeos: E-commerce seminarie rond sociale media.

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  • Source:
  • Consumer Commerce Barometer "is a global effort by the IAB Europe, TNS Infratest and Google to quantify the role of online in the consumer journey from research to purchase. To better understand this journey, the CCB provides insight into past purchase behaviours and online experiences, as well as perspective into how consumers interact with the internet as a source of information. As much of this interaction varies by industry, data within the CCB is available on a product level. Background research for the CCB was conducted via an online survey completed by 2000 nationally representative respondents in each market. This Barometer will become part of a growing annual effort to profile the changing use and perception of the internet over time." A great (and free) tool, that also allows you to export the results in a .csv file. Google Adplanner does not allow queries based on demographics for the Belgium market. The chart above shows the impact of user generated content on Belgian women's buying decisions for travel (hotel bookings, etc). As one might expect, consumer review website rank #1, with social networking sites and forums as a close second. Reviews Reviews are the new links. Both local and ecommece businesses get ranked by the number and sentiment of user reviews in Google. So you can’t live without (positive) reviews anymore in 2011.​
  • A review site is a website on which reviews can be posted about people, businesses, products, or services. These sites may use Web 2.0 techniques to gather reviews from site users or may employ professional writers to author reviews on the topic of concern for the site. Early review sites included and Source:
  • Jan 2010: Time Inc periodicals buys social shopping engine StyleFeeder to boost dwindling ad revenue with affiliate sales.
  • The site allows new and established designers of high-end furniture to display their designs to an online audience, who then decide by vote which items they would like to see in the website’s ‘available to buy’ collection, with the most popular then becoming available to order. The amount of people voting also affects the cost of the item, if enough people vote for one item it can push down the retail price considerably. Read more:
  • invites consumers to ‘sponsor’ 22 winemakers to make wine exclusively for the site members, which they can then purchase at a reasonable price and then vote for their favourites. It also introduces new growers and vineyards to the wine community, and the consumer is offered the chance to buy the “wine” while it’s still on the vine at a lower cost, or pay more in each stage of it’s development through to its eventual shipping date. Read more:
  • The U.S. version of the Levi's website is certainly not the only one using the Facebook "like" button as a social plugin. But it gets interesting when it allows online shoppers to sort the catalogue items by "top rated [by Facebook users]". April 2010: Levi's adds a social layer to their e-store using Facebook social plugins so users can "like" stuf and see stuff that has been "liked" by friends.
  • The Social Graph, a term first used by Facebook's Mark Zuckerberg in 2007, is often described as "the global mapping of everybody and how they're related". When it's used as a friends-powered filter of information and recommendations, this Social Graph becomes a powerful concept in that decisive “evaluation phase” just before buying stuff. In the case of Etsy's Gift Ideas for Facebook Friends, you're able to "find unique gifts for friends based on their Facebook profile" and the preferences (or "likes") of that Facebook profile. Very powerful, and a really cool example of "social commerce".
  • Amazon shoppers who connect their Amazon and Facebook accounts transport their Facebook friends to Amazon — and can get recommendations from those friends on what to buy. Shopping activity on Amazon will not be shared with Facebook.
  • The idea is that the company offers one “Groupon” (an online coupon offer) each day from one of its various markets and if a certain number of people agree to take it up, it then becomes available for all. Google’s offer speaks for itself in terms of it’s current success, and it’s spawned many copycats including LivingSocial, CrowdSavings and BloomSpot. Read more:
  • In November 2010, Facebook launched Deals to allow businesses to reward customers for “checking in” to their establishments, further positioning Facebook as a leader in the LBS and social buying industries. Source:
  • Topguest gives established rewards program points from top hotels and airlines for geo checkins with any major app, automatically. Source:
  • Social Rewards helps leverage your existing loyalty program and turn it into a distribution platform via social media.
  • June 2010
  • June 2010
  • October 2010 French Connection opens "plinking" (product linking) boutique on YouTube.
  • LivingSocial is an international social buying company based in Washington, D.C..[1] They specialize in daily deals offered in cities across the United States, as well as in Canada, Europe (at present only the UK and Ireland), and Australia. Source:
  • fully fledged f-commerce store featuring a 47 page catalogue of products from P&G P&G outsourced all the heavy lifting for an experimental f-commerce store selling to Amazon Webstore Example of “how Pampers strives to be there for parents where they live, work and play – in this case, at one of their favorite online communities” More here: 1000 transactions per hour in March 2010
  • Europe’s answer to Zappos
  • Europe’s answer to Zappos allowing users to buy items directly from within the social network rather than having to click through to the ASOS homepage
  • Europe’s answer to Zappos allowing users to buy items directly from within the social network rather than having to click through to the ASOS homepage
  • In December their Social Networks and Forums category was the third biggest source of traffic to the retailer’s website, accounting for 14.62% of all traffic to Social networks also seem to endear more brand loyalty for ASOS than other sources of traffic: 65.5% of the visitors coming via the channel were returning to ASOS rather than visiting the site for the first time. By way of comparison, 56.9% of customers that came via search engines were returning visitors. Source:
  • Social Commerce

    1. 1. Social Commerce Clo Willaerts eCommerce Seminar, LivingTomorrow, Vilvoorde <ul><li>01.02.2011 </li></ul>
    2. 3. Book: “The Conversity Model” <ul><li>“ Making money with social media” </li></ul><ul><li>Out in Feb-March 2011 </li></ul>
    3. 4. What is social commerce? <ul><li>a subset of e-commerce </li></ul><ul><li>using social media to </li></ul><ul><ul><li>support social interaction and user contributions, </li></ul></ul><ul><ul><li>assist in the online buying and selling of products and services. </li></ul></ul>01.02.2011
    4. 5. Social commerce and investors <ul><li>“ start-ups in “social commerce”, where there is a clear revenue model from the start, are more likely to succeed than those in social media, where no one knows where the profits will come from even when millions use the service (eg, Twitter)” </li></ul>01.02.2011
    5. 6. Social commerce as consumer term
    6. 7. Social shopping as consumer term
    7. 8. <ul><li>Social media in e-commerce </li></ul><ul><li>E-commerce in social media </li></ul>
    8. 9. “ Social” on e-commerce sites
    9. 10. Rating & reviews:
    10. 11. Rating & reviews: Yelp
    11. 12. Peer recommendations
    12. 13. Sharing vs business value: EventBrite
    13. 14. Wishlists:
    14. 16. Curating: Stylefeeder StyleTwin
    15. 17. Curating: Svpply <ul><li>“ Register for an account, and we’ll start showing you your friends from Twitter and Facebook, as well as other people whose style we think you’ll appreciate.” </li></ul>
    16. 18. Curating: TheFancy
    17. 19. Curating/voting:
    18. 20. Crowd funding: NakedWines
    19. 21. Customer driven inventory: Levi’s
    20. 22. Social Graph Recommendations
    21. 23. Social Graph Recommendations <ul><li>Discover Amazon recommendations for movies, music, and more based on your Facebook Favorites and Likes. </li></ul><ul><li>See upcoming birthdays and find Amazon Wish Lists for your friends on Facebook more easily. </li></ul><ul><li>Get great gift suggestions for your friends based on their Facebook Favorites and Likes. </li></ul><ul><li>Explore your friends' Favorites and see who has similar interests . </li></ul>
    22. 24. Group buying: Groupon
    23. 25. Loyalty: Facebook Deals
    24. 26. Loyalty: TopGuest
    25. 27. Loyalty: SocialRewards
    26. 28. Referral: Domino’s Pizza
    27. 29. Referral: Toy Story 3
    28. 30. Customer Experience Management: Zappos <ul><li>“ Another common trap that many marketers fall into is focusing too much on trying to figure out how to generate a lot of buzz, when really they should be focused on building engagement and trust.” </li></ul>
    29. 31. E-commerce in social media <ul><li>a subset of e-commerce </li></ul><ul><li>using social media to </li></ul><ul><ul><li>support social interaction and user contributions, </li></ul></ul><ul><ul><li>assist in the online buying and selling of products and services. </li></ul></ul>01.02.2011
    30. 32. E-commerce on YouTube: Youtique
    31. 33. Flash sales: ibood
    32. 34. Flash sales: LivingSocial
    33. 35. Flash sales: Connections
    34. 36. Flash sales: @DellOutlet
    35. 37. Payment: Facebook Credits <ul><li>Facebook Credits are a virtual currency you can use to buy virtual goods in many games and apps on the Facebook platform. </li></ul><ul><li>We accept credit cards , PayPal , Facebook Credits gift cards or mobile phone payments. You can also earn credits through special promotions. </li></ul>
    36. 38. F-commerce: F is for Facebook <ul><li>Facebook is adding e-commerce features to </li></ul><ul><li>attract users </li></ul><ul><li>keep them logged-on longer, and </li></ul><ul><li>generate higher advertising sales </li></ul>
    37. 39. F-commerce solution providers <ul><li>8thbridge </li></ul><ul><li>Payvment </li></ul><ul><li>Wildfire </li></ul><ul><li>Amazon Webstore </li></ul>
    38. 40. F-commerce: Delta / 8thbridge
    39. 41. F-commerce: Vanity Shoes /Payvment
    40. 42. F-commerce: P&G/ Amazon webstore
    41. 43. F-commerce: JC Penney
    42. 44. F-commerce: Asos
    43. 45. F-commerce: Asos
    44. 46. F-commerce: Asos
    45. 47.
    46. 48. Merci de votre attention / bedankt voor uw aandacht <ul><li>Vragen? / Questions? </li></ul>
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