Social Commerce - Chapter 8
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Social Commerce - Chapter 8

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This is Tracy's PPT for chapter 8 of the text, Social Media Marketing by Tuten & Solomon.

This is Tracy's PPT for chapter 8 of the text, Social Media Marketing by Tuten & Solomon.

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  • Note: These are Tracy Tuten’s personal PPTs. They are not the published supplements affiliated with the text.

Social Commerce - Chapter 8 Presentation Transcript

  • 1. CHAPTER 8:SOCIAL COMMERCE
  • 2. Learning Objectives What is the relationship between social commerce and e-commerce? How do ratings and reviews provide value for consumers and e-retailers? How do social shopping applications and tools affect consumers as they move through the consumer decision-making process? What are the psychological factors that influence social shopping?
  • 3. The Social Commerce Zone
  • 4. Social Commerce Subset of e-commerce Uses social media applications to enable online shoppers to interact and collaborate during the shopping experience
  • 5. Consumer Decision Stages Problem recognition Information search Evaluation of alternatives Decision Post-decision evaluation
  • 6. The Social Shopping Experience
  • 7. Dimensions of Social Commerce Ratings and reviews Social shopping applications and tools
  • 8. Ratings and Reviews
  • 9. Components ofWord of Mouth Marketing Educate people about products Identify people most likely to share opinions Provide tools to make it easier to share opinions Study how, when, and where opinions are shared Listen and respond to supporters, detractors, and neutrals
  • 10. Social WOM Best Practices Authenticity – accept organic WOM (including negative WOM) Transparency – acknowledge opinions that were invited, incentivized, or facilitated Advocacy – enable consumers to rate the value of opinions Participatory – encourage consumers to contribute reviews and ratings Reciprocity – acknowledge the value of consumer opinions Infectiousness – make it easy to share Sustainable – remember opinions online live on
  • 11. Social Commerce Applications Recommendations  Group buys and referrals  Geo-location Pick lists promotions Popularity filters  Social media Share your story tools storefronts for testimonials  Ask your network tools User forums  Shop together tools Deal directories and  User galleries feeds  Social bookmarking for products
  • 12. Social Commerce & the Buying Process
  • 13. Video BreakMore on the Social Commerce Playlist Social shopping and Levi’s  http://www.youtube.com/watch?v=Ed5vJeaEuzA &list=PLA1CDE177370087C3&index=4 Groupon Case Study  http://www.youtube.com/watch?v=FGkffRQpIoA &list=PLA1CDE177370087C3&index=6 Facebook Storefronts  http://www.youtube.com/watch?v=xThrfW_4q0c &list=PLA1CDE177370087C3&index=3
  • 14. Psychology of Social Shopping Social proof Authority Affinity Scarcity Reciprocity Consistency
  • 15. SocialShoppingand theSourcesofInfluence
  • 16. Recap Discussion Reminder: Visit www.zonesofsmm.com to read daily news and search for examples related to each chapter.