Social media shopping and the rise of the social customer
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Social media shopping and the rise of the social customer

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When we think about how we used to make online purchases, its amazing how far we’ve come from the ‘Click to Buy’ transaction a few years ago. Social commerce has brought the opportunities to ...

When we think about how we used to make online purchases, its amazing how far we’ve come from the ‘Click to Buy’ transaction a few years ago. Social commerce has brought the opportunities to make the emotional connection with the vendor before we buy. The new way of classifying goods for sale democratises data, allowing it to be shared with our friends and colleagues.

Good marketing campaigns get much further reach and a greater awareness than ever before, and peer recommendations encourage further sales.

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Social media shopping and the rise of the social customer Social media shopping and the rise of the social customer Document Transcript

  • Social Media Shopping and the Rise of the Social Customer: Eileen Brown +44 7764 359 905 Amastra Ltd @eileenb June 2011Amastra Ltd.Registered Office: 22 Friars St. Sudbury, Suffolk, CO10 2AA Registered in England and Wales No: 06930568 VAT Reg. No: 972 3998 64
  • Social Media Shopping and the Rise of the Social CustomerEileen BrownWhen we think about how we used to make online purchases, its amazing how far we’ve come from the ‘Click to Buy’ transaction a few years ago. Social commerce has brought the opportunities to make the emotional connection with the vendor before we buy. The new way of classifying goods for sale democratises data, allowing it to be shared with our friends and colleagues. Good marketing campaigns get much further reach and a greater awareness than ever before, and peer recommendations encourage further sales. The challenge that marketers have is our current mind-set. We’re unsure what’s happening to the economy. When will it recover? Will it recover? How are we going to manage right now? Our survival instinct kicks in, we tighten our belts and we stop purchasing the very things that marketers are trying toget us to buy. We search for more affordable things – and this drives our behaviour.We use comparison websites, we surf channels for the best deals. Our purchase decisions are alldriven by the bargains we can get. Consumers are often not making the decision to buy something inthe shops – the impulse to buy is delayed until they have done some research online, read the reviewsabout the product before they make their decision.The way we shop has changed too. There are 3 roles that consumers tend to fall into and this isclassified by their purchasing behaviour:  The end user: For them shopping is done almost exclusively online. They shop from home and they use price comparison websites extensively  The shopper: They walk around town, visiting shop by shop to see what’s on offer. They then use the web to see if they can get a better deal online  The buyer: They buy physical items in real shops. Yes, they’ll shop around, but they make the purchase at a physical store. Its a real experience for themThe challenge for the marketer is that the power has shifted from the brand to the consumer. Theconsumer makes the decisions about where, when and how they will shop. With over 300 millionapplications for smartphones and tablet devices like the iPad, media has shifted from Marketing mediato My media, to Our media (through sharing). The right technology allows consumers find the bestproduct for them and buy it at the right brand. It allows them to build a relationship with thesebrands.So how do you break through all of your competitors, and the competitive clutter to target youraudience with relevant messaging from the brand? how do you enlist your brand advocates to spreadthe word on your behalf?Brand advocates are really important in your marketing and advertising efforts. Getting a gooddialogue with your brand evangelists as I talk about in my book is key to broadening your message outbeyond the first tier of connections. Your message gets shared and amplified.Amastra Ltd.Registered Office: 22 Friars St. Sudbury, Suffolk, CO10 2AA Registered in England and Wales No: 06930568 VAT Reg. No: 972 3998 64
  • Factor in these 5 concepts to connect with your customer.  Every customer has a lifestyle which goes way beyond your product. Study their lifestyles to really understand how to market to them. If you know your customer well, and know their lifestyles, then you will know what they want to buy/  As a marketer, you have an opportunity to delight customers by providing timely and relevant content in the right place – on the right device. Make sure your content is compelling and interesting.  Social Coupons which can be shared – and can go viral are much better than paper based coupons. They have a huge reach and return. See the reach that Threshers had with their very successful viral coupon campaign and the associated commentary here and here wondering whether it was a genuine mistake or a fake viral campaign  Consumer promotions and brand advertising work well together and have a higher return that just a TV campaign on its own. Think about a co-ordinated approach similar to the Old Spice US marketing campaign  Give them the campaigns that they want- in the form factor they want – on the device that they want. Don’t make them change their behaviour to suit youBut most of all, make sure that you try to understand what your customers want and don’t try to givethen what you want them to want. Giving your customers exactly what they want will lead to moresales and success for your business.Eileen Brown is a social media professional who has been working with social and collaborativetechnologies for over 14 years. Eileen works with corporates to leverage their communityconnections, influencer networks and to take advantage of social commerce and social CRM. Sheworks across the globe with companies to develop their social strategy, customer reach and onlinebranding. Her book, Working The Crowd: Social Media Marketing for Business, is available athttp://bcs.org/books/workcrowd She is a regular presenter at conferences and events around theworld and can speak at your conference or event. Book her at: http://amastra.co.uk/speaking.aspx Eileen Brown, Amastra eileenb@amastra.co.uk +44 7764 359 905 http://twitter.com/eileenb http://eileenbrown.wordpress.com http://LinkedIn.com/in/eileenbrown http://Facebook.com/WorkingTheCrowd http://Amastra.co.ukAmastra Ltd.Registered Office: 22 Friars St. Sudbury, Suffolk, CO10 2AA Registered in England and Wales No: 06930568 VAT Reg. No: 972 3998 64