Rise of Social Commerce (Webinar)

14,731 views
14,116 views

Published on

Webinar based on research by Altimeter Group's Lora Cecere (Supply Chain Management, eCommerce, Social Commerce) and Jeremiah Owyang (Customer Strategy)

Published in: Business

Rise of Social Commerce (Webinar)

  1. Rise of Social Commerce<br />#rscwebinar<br />February 3, 2010<br />1<br />Lora Cecere and Jeremiah Owyang<br />Altimeter Group<br />
  2. Read the report<br />2<br />Rise of Social Commerce<br />A Trail Guide for the Social Commerce Pioneer<br />Published November 1, 1010<br />Download at: <br />slideshare.net/loracecere<br />
  3. Qualitative: 54 interviews of social pioneers<br />Quantitative: 123 respondents from retail and consumer products<br />In vitro: 145 conference attendees <br />Our methodology<br />3<br />
  4. “Social Commerce provides social context to the shopping experience. It is not B2C.”<br />“Social commerce is in development. It is less about cool widgets and more about the power of the digital relationship.”<br />“Engaging on topics that are important and earning the right to offer them the opportunity to buy. Earning attention and capturing intention to deliver a personalized response. “<br />“It is a new way to manage the long tail of the value chain. Product selection by the people for the people.”<br />What is Social Commerce?<br />4<br />
  5. “The use of Social Technologies to anticipate, personalize and energize the shopping experience.”<br />It is both a channel and a new way of doing business.<br />Our belief<br />5<br />
  6. The Potential of the Open Graph<br />Source: Gigya<br />
  7. For Hallmark….<br />8<br />
  8. 9<br />There were many trails west….<br />
  9. 10<br />Dell<br />Dell’s Key Social Media Milestones<br />
  10. The Rise of Social Commerce<br />11<br />
  11. The Rise of Social Commerce<br />12<br />
  12. 13<br />Fans like You! Amazon partners with Facebook to show customers what their friends have bought<br />
  13. Brands post frequently, but few engage in two-way dialog<br />Source: “The 8 Success Criteria of Facebook Page Marketing,” Altimeter Group, 2010<br />14<br />Altimeter Group rated 30 top brands on 8 success criteria for Facebook fan page marketing.<br />
  14. 15<br />Strategists want to have dialog, but not support<br />We asked 140 corporate Social Strategists what their top external (go-to-market) objectives are in 2011.<br />Source: “How Corporations Should Spend on Social Business,” Altimeter Group, 2011<br />
  15. The Rise of Social Commerce<br />16<br />
  16. Organize for social business<br />
  17. CENTRALIZED<br /><ul><li>One department controls all efforts
  18. Consistent
  19. May not be as authentic
  20. e.g. Ford</li></ul>19<br />
  21. ORGANIC<br /><ul><li>Organic growth
  22. Authentic
  23. Experimental
  24. Not coordinated
  25. e.g. Sun</li></ul>20<br />
  26. COORDINATED<br /><ul><li>One hub sets rules and procedures
  27. Business units undertake own efforts
  28. Spreads widely around the org
  29. Takes time
  30. e.g. Red Cross</li></ul>21<br />
  31. MULTIPLE HUB AND SPOKE <br />OR “DANEDELION”<br /><ul><li>Similar to Coordinated but across multiple brands and units
  32. e.g. HP</li></ul>22<br />
  33. HOLISTIC OR “HONEYCOMB”<br /><ul><li>Each employee is empowered
  34. Unlike Organic, employees are organized
  35. e.g. Dell, Zappos ©</li></ul>23<br />
  36. Customers Like products on Levi’s pages<br />
  37. 25<br />Levi’s auto-populates a shopping cart based on friends’ Likes<br />
  38. Review aggregation: Pros, cons and best uses<br />
  39. 27<br />Listening and learning in new product launch: Produce Saver Response<br />#Future15SB @bwdumars<br />
  40. 28<br />Listening and learning in new product launch: Produce Saver Response<br />#Future15SB @bwdumars<br />
  41. The Rise of Social Commerce<br />29<br />
  42. Diapers.com: Conversation precedes Commerce<br /><ul><li>Your baby becomes the social face ofDiapers.com
  43. Questions, suggestions and humor around being a parent
  44. Twitter parties
  45. Mommy clubs</li></li></ul><li>Diapers.com: Conversation precedes Commerce<br /><ul><li>75% orders from repeat customers
  46. 45-day return metric
  47. 50% of Facebook users are engaged for an hour/day</li></li></ul><li>Dove: Launches Facebook Store in 2011<br />32<br /><ul><li>32 Brands
  48. Engaged Consumers
  49. Less Channel Tension with Retailers than eCommerce</li></li></ul><li>33<br />Customers choose which designs get created in ModCloth’s Be The Buyer Program<br />
  50. Wet Seal: Social Strategy<br />User Generated Content<br />Social Network Engagement<br />Cross Channel Mobile<br />
  51. Facebook Virtual Runway – Dec 2009<br />App Generates<br />3X Customer<br />Fan News Feed Posts<br />Than from Fan Page<br />Interaction<br />
  52. Shop with Friends – Dec 2009<br />
  53. Wet Seal Social Network Game – August 2010<br />
  54. Cross Channel Mobile – Oct 2009<br />Outfit Views<br />500K+ per week<br />
  55. The Rise of Social Commerce<br />40<br />
  56. Delta<br />
  57. Other ideas:<br />Groups<br />International<br />Facebook rewards<br />Leverage partnerships<br />Rethinking Travel<br />
  58. Universal ID<br />Intersection of Interest and Social Graphs<br />Like Button tied to Open Innovation Networks<br />2-D Barcodes<br />Social Search<br />Virtual Currency<br />Trends we are following<br />44<br />
  59. We don’t know what “west” looks like<br />Find a Scout: Customer advocate to help navigate the trail<br />Lighten your load as you go….<br />Preparing for the journey<br />45<br />
  60. 47<br />THANK YOU<br />Lora Cecere<br />lora@altimetergroup.com<br />supplychainshaman.com<br />Twitter: lcecere<br />Jeremiah Owyang<br />jeremiah@altimetergroup.com<br />web-strategist.com/blog<br />Twitter: jowyang<br />
  61. 48<br />ABOUT US<br />Altimeter Group is a research-based advisory firm that helps companies and industries leverage disruption to their advantage. We have four areas of focus: Leadership and Management, Customer Strategy, Enterprise Strategy, and Innovation and Design.<br />Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com.<br />

×