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!    SOCIAL COMMERCE:
    HYPE VS. REALITY!    THREE BREAKTHROUGH IDEAS !    THAT WORK TODAY!!!    PRESENTED ENTHUSIASTICA...
!    WHAT IS SOCIAL COMMERCE?!!!                                2!
!    ECOMMERCE 1.0!    “UTILITARIAN HUNT FOR STAPLES”!!!                                      3!
!    ECOMMERCE 1.0!  CONVENIENCE!  PRICE!!!  SELECTION!                     4!
!    CONVENIENCE!!!                   5!
!    CONVENIENCE!!!                   6!
!    PRICE!!!             7!
!    SELECTION!!!                 8!
!    SOCIAL COMMERCE!    “FRICTIONLESS SHOPPING”!!!                               9!
!    SOCIAL COMMERCE!    SOCIAL & INTEREST GRAPH    DRIVES BUYING DECISIONS!!!                               10!
!!    TALIʼS HUSBAND!    NEEDS COOL PANTS.!                         11!
!!!    12!
!!!    13!
!!!    14!
!!!    15!
!    THE WORLD IS BUILT    AROUND PEOPLE.!!!                         16!
!    THANKS TO FACEBOOK,    THE WEB IS ORGANIZING!    AROUND PEOPLE.!!                            17!
!!!    18!
!IF YOU ONLY HAVE A HAMMER,YOU TEND TO SEE EVERYPROBLEM AS A NAIL.!!!      - ABRAHAM MASLOW, PSYCHOLOGIST!                ...
!    BLACK-HAT SEO EXPERTS!!!    SOURCE: SEARCHENGINEWATCH.COM!                                     20!
!    CONTENT FARMS!           “The popularity of Googleʼs           search engine is still second           to none, but G...
!    LAST-CLICK ATTRIBUTION!                Last click attribution                ignores 97% of spend                driv...
!    SOCIAL!    HUMAN BEHAVIOR. NOT CODE.!!!                                 23!
!    SOCIAL!  HUMAN BEHAVIOR. NOT CODE.!  NOT EASILY SPAMMED.!!!  !                               24!
!    SOCIAL!  HUMAN BEHAVIOR. NOT CODE.!  NOT EASILY SPAMMED.!!!  NOT EASILY CONTROLLED.!  !                              ...
MASLOWʼS HIERARCHY OF NEEDS!      Self-actualization!             Esteem!Love & Belonging!       Security!Physiological!
MASLOWʼS HIERARCHY OF NEEDS!      Self-actualization!             Esteem!Love & Belonging!       Security!Physiological!
MASLOWʼS HIERARCHY OF NEEDS!      Self-actualization!             Esteem!Love & Belonging!       Security!Physiological!
!PEOPLE WANT TO FEEL LOVEDAND A SENSE OF BELONGING.!!!                             29!
!!!    30!
!!!    31!
!PEOPLE WANT TO FEELRESPECTED AND ACCEPTED.!!!                           32!
!!!    33!
!PEOPLE WANT TO REALIZETHEIR POTENTIAL.!!!                         34!
!!!    35!
!!!    36!
!SHARING FEEDS EACHOF THESE NEEDS.!!!                     37!
!    IDEA #1!    SOCIAL COMMERCE IS MORE    ABOUT COMMERCE THAN SOCIAL.!!!                                   38!
!HYPER ALERT!“WE NEED TO SET UP A STOREON FACEBOOK.”!!!                             39!
!!!    40!
!!!    41!
!!!    42!
!!!    43!
!!!    44!
!!!    45!
!!!    46!
!DESPITE MANY ATTEMPTS,ECOMMERCE SUCCESS ONFACEBOOK IS LIMITED.!!!                         47!
!WHY?!!!        48!
!CONSUMERS ARE NOT ONFACEBOOK TODAY TO SHOP.!!!                           49!
!!!    50!
!BRING FACEBOOK TO YOURCOMMERCE RATHER THANCOMMERCE TO FACEBOOK.!!!                         51!
!!!    52!
!!!    53!
!!!    54!
!!!    55!
!    IDEA #2!    YOUR SMALLER, VOCAL CUSTOMERS    MAY BE YOUR MOST PROFITABLE    CUSTOMERS.!!!                            ...
!    RAISE YOUR HAND IF …!    YOU HAVE SHARING FUNCTIONALITY    ON YOUR SITE.!!!                                     57!
!    KEEP IT RAISED IF …!    YOU KNOW HOW MUCH REVENUE IS    BRING DRIVEN THROUGH SHARING.!!!                             ...
!    KEEP IT RAISED IF …!    YOU KNOW HOW MUCH REVENUE IS    BRING DRIVEN BY PRODUCT    THROUGH SHARING.!!!               ...
!    KEEP IT RAISED IF …!    YOU KNOW HOW MUCH REVENUE IS    BRING DRIVEN BY CUSTOMER    THROUGH SHARING.!!!              ...
!    NOW LETʼS GO T-SHIRT SHOPPING.!!!                                      61!
!!!    62!
!!!    63!
!!!    64!
!!!    65!
!    by Ian Shafer!!!                     66!
67!
68!
69!
!    IDEA #3!    SILOES ARE KILLING    SOCIAL COMMERCE.!!!                         70!
!!!    71!
!LIMITED    NO LANDING TAB    NO VIRAL TUNING!CREATIVE   OPTIMIZATION ORTESTING!   MARKET !         SEGMENTATION! !       ...
ELIMINATE THE SILOES!   !PAID!   !           !      PAID MEDIA (ADS), OWNED           !   !           !                  M...
ELIMINATE THE SILOES!CREATIVE        LANDING TAB     VIRAL TUNING!OPTIMIZATION!   OPTIMIZATION!                           ...
!    WHAT CAN YOU DO?!    INTRODUCING SPINBACK.!!!                             75!
!YESTERDAY BUDDY MEDIAANNOUNCED THEACQUISITION OF SPINBACK.!!!                            76!
!FIRST SOLUTION THATMEASURES ROI FOR SOCIALON FACEBOOK, AND OFF.!!!                          77!
!!!    78!
!!!    79!
!!!    80!
!!!    81!
!    EASYTRACK ANALYTICS!!!                           82!
!    EASYTRACK ANALYTICS!!!                           83!
!    EASYTRACK ANALYTICS!!!                           84!
!    EASYTRACK ANALYTICS!!!                           85!
THIS IS WHERE WE ARE GOING TO!RELEASE SOME NEW DATA ABOUTSOCIAL SHARING. YOU NEED TO BE ATMASHCON TO SEE THESE!!!!!!!!    ...
!    THANK YOU!!!!                  87!
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Social Commerce - Hype or Reality? Three Breakthrough Ideas that Work Today

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This is my deck from my presentation at the Mashable Connect (#mashcon) conference in Orlando. I cover how Facebook's successful efforts to reorganize the web around people is effecting retail and online commerce. I start with why people share and move quickly to three ideas to implement in this post-Google marketing world.

Published in: Technology, Business

Transcript of "Social Commerce - Hype or Reality? Three Breakthrough Ideas that Work Today"

  1. 1. ! SOCIAL COMMERCE:
 HYPE VS. REALITY! THREE BREAKTHROUGH IDEAS ! THAT WORK TODAY!!! PRESENTED ENTHUSIASTICALLY BY ! MICHAEL LAZEROW! CEO, BUDDY MEDIA! 1!
  2. 2. ! WHAT IS SOCIAL COMMERCE?!!! 2!
  3. 3. ! ECOMMERCE 1.0! “UTILITARIAN HUNT FOR STAPLES”!!! 3!
  4. 4. ! ECOMMERCE 1.0! CONVENIENCE! PRICE!!! SELECTION! 4!
  5. 5. ! CONVENIENCE!!! 5!
  6. 6. ! CONVENIENCE!!! 6!
  7. 7. ! PRICE!!! 7!
  8. 8. ! SELECTION!!! 8!
  9. 9. ! SOCIAL COMMERCE! “FRICTIONLESS SHOPPING”!!! 9!
  10. 10. ! SOCIAL COMMERCE! SOCIAL & INTEREST GRAPH DRIVES BUYING DECISIONS!!! 10!
  11. 11. !! TALIʼS HUSBAND! NEEDS COOL PANTS.! 11!
  12. 12. !!! 12!
  13. 13. !!! 13!
  14. 14. !!! 14!
  15. 15. !!! 15!
  16. 16. ! THE WORLD IS BUILT AROUND PEOPLE.!!! 16!
  17. 17. ! THANKS TO FACEBOOK, THE WEB IS ORGANIZING! AROUND PEOPLE.!! 17!
  18. 18. !!! 18!
  19. 19. !IF YOU ONLY HAVE A HAMMER,YOU TEND TO SEE EVERYPROBLEM AS A NAIL.!!! - ABRAHAM MASLOW, PSYCHOLOGIST! 19!
  20. 20. ! BLACK-HAT SEO EXPERTS!!! SOURCE: SEARCHENGINEWATCH.COM! 20!
  21. 21. ! CONTENT FARMS! “The popularity of Googleʼs search engine is still second to none, but Google has been plagued by … content!! farms for a while now.”! - Mashable, Feb. 2011 ! 21!
  22. 22. ! LAST-CLICK ATTRIBUTION! Last click attribution ignores 97% of spend driving conversions.! - July ʻ10 Dataxu Study!!! 22!
  23. 23. ! SOCIAL! HUMAN BEHAVIOR. NOT CODE.!!! 23!
  24. 24. ! SOCIAL! HUMAN BEHAVIOR. NOT CODE.! NOT EASILY SPAMMED.!!! ! 24!
  25. 25. ! SOCIAL! HUMAN BEHAVIOR. NOT CODE.! NOT EASILY SPAMMED.!!! NOT EASILY CONTROLLED.! ! 25!
  26. 26. MASLOWʼS HIERARCHY OF NEEDS! Self-actualization! Esteem!Love & Belonging! Security!Physiological!
  27. 27. MASLOWʼS HIERARCHY OF NEEDS! Self-actualization! Esteem!Love & Belonging! Security!Physiological!
  28. 28. MASLOWʼS HIERARCHY OF NEEDS! Self-actualization! Esteem!Love & Belonging! Security!Physiological!
  29. 29. !PEOPLE WANT TO FEEL LOVEDAND A SENSE OF BELONGING.!!! 29!
  30. 30. !!! 30!
  31. 31. !!! 31!
  32. 32. !PEOPLE WANT TO FEELRESPECTED AND ACCEPTED.!!! 32!
  33. 33. !!! 33!
  34. 34. !PEOPLE WANT TO REALIZETHEIR POTENTIAL.!!! 34!
  35. 35. !!! 35!
  36. 36. !!! 36!
  37. 37. !SHARING FEEDS EACHOF THESE NEEDS.!!! 37!
  38. 38. ! IDEA #1! SOCIAL COMMERCE IS MORE ABOUT COMMERCE THAN SOCIAL.!!! 38!
  39. 39. !HYPER ALERT!“WE NEED TO SET UP A STOREON FACEBOOK.”!!! 39!
  40. 40. !!! 40!
  41. 41. !!! 41!
  42. 42. !!! 42!
  43. 43. !!! 43!
  44. 44. !!! 44!
  45. 45. !!! 45!
  46. 46. !!! 46!
  47. 47. !DESPITE MANY ATTEMPTS,ECOMMERCE SUCCESS ONFACEBOOK IS LIMITED.!!! 47!
  48. 48. !WHY?!!! 48!
  49. 49. !CONSUMERS ARE NOT ONFACEBOOK TODAY TO SHOP.!!! 49!
  50. 50. !!! 50!
  51. 51. !BRING FACEBOOK TO YOURCOMMERCE RATHER THANCOMMERCE TO FACEBOOK.!!! 51!
  52. 52. !!! 52!
  53. 53. !!! 53!
  54. 54. !!! 54!
  55. 55. !!! 55!
  56. 56. ! IDEA #2! YOUR SMALLER, VOCAL CUSTOMERS MAY BE YOUR MOST PROFITABLE CUSTOMERS.!!! 56!
  57. 57. ! RAISE YOUR HAND IF …! YOU HAVE SHARING FUNCTIONALITY ON YOUR SITE.!!! 57!
  58. 58. ! KEEP IT RAISED IF …! YOU KNOW HOW MUCH REVENUE IS BRING DRIVEN THROUGH SHARING.!!! 58!
  59. 59. ! KEEP IT RAISED IF …! YOU KNOW HOW MUCH REVENUE IS BRING DRIVEN BY PRODUCT THROUGH SHARING.!!! 59!
  60. 60. ! KEEP IT RAISED IF …! YOU KNOW HOW MUCH REVENUE IS BRING DRIVEN BY CUSTOMER THROUGH SHARING.!!! 60!
  61. 61. ! NOW LETʼS GO T-SHIRT SHOPPING.!!! 61!
  62. 62. !!! 62!
  63. 63. !!! 63!
  64. 64. !!! 64!
  65. 65. !!! 65!
  66. 66. ! by Ian Shafer!!! 66!
  67. 67. 67!
  68. 68. 68!
  69. 69. 69!
  70. 70. ! IDEA #3! SILOES ARE KILLING SOCIAL COMMERCE.!!! 70!
  71. 71. !!! 71!
  72. 72. !LIMITED NO LANDING TAB NO VIRAL TUNING!CREATIVE OPTIMIZATION ORTESTING! MARKET ! SEGMENTATION! ! 72!
  73. 73. ELIMINATE THE SILOES! !PAID! ! ! PAID MEDIA (ADS), OWNED ! ! ! MEDIA (FB PAGES, WEB ! ! ! SITES) & EARNED MEDIA ! OWNED! ! (VIRAL SHARING) MUST ! WORK TOGETHER TO ! SUCCEED ON FACEBOOK. ! EARNED! 73!
  74. 74. ELIMINATE THE SILOES!CREATIVE LANDING TAB VIRAL TUNING!OPTIMIZATION! OPTIMIZATION! 74!
  75. 75. ! WHAT CAN YOU DO?! INTRODUCING SPINBACK.!!! 75!
  76. 76. !YESTERDAY BUDDY MEDIAANNOUNCED THEACQUISITION OF SPINBACK.!!! 76!
  77. 77. !FIRST SOLUTION THATMEASURES ROI FOR SOCIALON FACEBOOK, AND OFF.!!! 77!
  78. 78. !!! 78!
  79. 79. !!! 79!
  80. 80. !!! 80!
  81. 81. !!! 81!
  82. 82. ! EASYTRACK ANALYTICS!!! 82!
  83. 83. ! EASYTRACK ANALYTICS!!! 83!
  84. 84. ! EASYTRACK ANALYTICS!!! 84!
  85. 85. ! EASYTRACK ANALYTICS!!! 85!
  86. 86. THIS IS WHERE WE ARE GOING TO!RELEASE SOME NEW DATA ABOUTSOCIAL SHARING. YOU NEED TO BE ATMASHCON TO SEE THESE!!!!!!!! 86!
  87. 87. ! THANK YOU!!!! 87!
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