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 …

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.

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  • 1. ! SOCIAL COMMERCE:
 HYPE VS. REALITY! THREE BREAKTHROUGH IDEAS ! THAT WORK TODAY!!! PRESENTED ENTHUSIASTICALLY BY ! MICHAEL LAZEROW! CEO, BUDDY MEDIA! 1!
  • 2. ! WHAT IS SOCIAL COMMERCE?!!! 2!
  • 3. ! ECOMMERCE 1.0! “UTILITARIAN HUNT FOR STAPLES”!!! 3!
  • 4. ! ECOMMERCE 1.0! CONVENIENCE! PRICE!!! SELECTION! 4!
  • 5. ! CONVENIENCE!!! 5!
  • 6. ! CONVENIENCE!!! 6!
  • 7. ! PRICE!!! 7!
  • 8. ! SELECTION!!! 8!
  • 9. ! SOCIAL COMMERCE! “FRICTIONLESS SHOPPING”!!! 9!
  • 10. ! SOCIAL COMMERCE! SOCIAL & INTEREST GRAPH DRIVES BUYING DECISIONS!!! 10!
  • 11. !! TALIʼS HUSBAND! NEEDS COOL PANTS.! 11!
  • 12. !!! 12!
  • 13. !!! 13!
  • 14. !!! 14!
  • 15. !!! 15!
  • 16. ! THE WORLD IS BUILT AROUND PEOPLE.!!! 16!
  • 17. ! THANKS TO FACEBOOK, THE WEB IS ORGANIZING! AROUND PEOPLE.!! 17!
  • 18. !!! 18!
  • 19. !IF YOU ONLY HAVE A HAMMER,YOU TEND TO SEE EVERYPROBLEM AS A NAIL.!!! - ABRAHAM MASLOW, PSYCHOLOGIST! 19!
  • 20. ! BLACK-HAT SEO EXPERTS!!! SOURCE: SEARCHENGINEWATCH.COM! 20!
  • 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. ! LAST-CLICK ATTRIBUTION! Last click attribution ignores 97% of spend driving conversions.! - July ʻ10 Dataxu Study!!! 22!
  • 23. ! SOCIAL! HUMAN BEHAVIOR. NOT CODE.!!! 23!
  • 24. ! SOCIAL! HUMAN BEHAVIOR. NOT CODE.! NOT EASILY SPAMMED.!!! ! 24!
  • 25. ! SOCIAL! HUMAN BEHAVIOR. NOT CODE.! NOT EASILY SPAMMED.!!! NOT EASILY CONTROLLED.! ! 25!
  • 26. MASLOWʼS HIERARCHY OF NEEDS! Self-actualization! Esteem!Love & Belonging! Security!Physiological!
  • 27. MASLOWʼS HIERARCHY OF NEEDS! Self-actualization! Esteem!Love & Belonging! Security!Physiological!
  • 28. MASLOWʼS HIERARCHY OF NEEDS! Self-actualization! Esteem!Love & Belonging! Security!Physiological!
  • 29. !PEOPLE WANT TO FEEL LOVEDAND A SENSE OF BELONGING.!!! 29!
  • 30. !!! 30!
  • 31. !!! 31!
  • 32. !PEOPLE WANT TO FEELRESPECTED AND ACCEPTED.!!! 32!
  • 33. !!! 33!
  • 34. !PEOPLE WANT TO REALIZETHEIR POTENTIAL.!!! 34!
  • 35. !!! 35!
  • 36. !!! 36!
  • 37. !SHARING FEEDS EACHOF THESE NEEDS.!!! 37!
  • 38. ! IDEA #1! SOCIAL COMMERCE IS MORE ABOUT COMMERCE THAN SOCIAL.!!! 38!
  • 39. !HYPER ALERT!“WE NEED TO SET UP A STOREON FACEBOOK.”!!! 39!
  • 40. !!! 40!
  • 41. !!! 41!
  • 42. !!! 42!
  • 43. !!! 43!
  • 44. !!! 44!
  • 45. !!! 45!
  • 46. !!! 46!
  • 47. !DESPITE MANY ATTEMPTS,ECOMMERCE SUCCESS ONFACEBOOK IS LIMITED.!!! 47!
  • 48. !WHY?!!! 48!
  • 49. !CONSUMERS ARE NOT ONFACEBOOK TODAY TO SHOP.!!! 49!
  • 50. !!! 50!
  • 51. !BRING FACEBOOK TO YOURCOMMERCE RATHER THANCOMMERCE TO FACEBOOK.!!! 51!
  • 52. !!! 52!
  • 53. !!! 53!
  • 54. !!! 54!
  • 55. !!! 55!
  • 56. ! IDEA #2! YOUR SMALLER, VOCAL CUSTOMERS MAY BE YOUR MOST PROFITABLE CUSTOMERS.!!! 56!
  • 57. ! RAISE YOUR HAND IF …! YOU HAVE SHARING FUNCTIONALITY ON YOUR SITE.!!! 57!
  • 58. ! KEEP IT RAISED IF …! YOU KNOW HOW MUCH REVENUE IS BRING DRIVEN THROUGH SHARING.!!! 58!
  • 59. ! KEEP IT RAISED IF …! YOU KNOW HOW MUCH REVENUE IS BRING DRIVEN BY PRODUCT THROUGH SHARING.!!! 59!
  • 60. ! KEEP IT RAISED IF …! YOU KNOW HOW MUCH REVENUE IS BRING DRIVEN BY CUSTOMER THROUGH SHARING.!!! 60!
  • 61. ! NOW LETʼS GO T-SHIRT SHOPPING.!!! 61!
  • 62. !!! 62!
  • 63. !!! 63!
  • 64. !!! 64!
  • 65. !!! 65!
  • 66. ! by Ian Shafer!!! 66!
  • 67. 67!
  • 68. 68!
  • 69. 69!
  • 70. ! IDEA #3! SILOES ARE KILLING SOCIAL COMMERCE.!!! 70!
  • 71. !!! 71!
  • 72. !LIMITED NO LANDING TAB NO VIRAL TUNING!CREATIVE OPTIMIZATION ORTESTING! MARKET ! SEGMENTATION! ! 72!
  • 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. ELIMINATE THE SILOES!CREATIVE LANDING TAB VIRAL TUNING!OPTIMIZATION! OPTIMIZATION! 74!
  • 75. ! WHAT CAN YOU DO?! INTRODUCING SPINBACK.!!! 75!
  • 76. !YESTERDAY BUDDY MEDIAANNOUNCED THEACQUISITION OF SPINBACK.!!! 76!
  • 77. !FIRST SOLUTION THATMEASURES ROI FOR SOCIALON FACEBOOK, AND OFF.!!! 77!
  • 78. !!! 78!
  • 79. !!! 79!
  • 80. !!! 80!
  • 81. !!! 81!
  • 82. ! EASYTRACK ANALYTICS!!! 82!
  • 83. ! EASYTRACK ANALYTICS!!! 83!
  • 84. ! EASYTRACK ANALYTICS!!! 84!
  • 85. ! EASYTRACK ANALYTICS!!! 85!
  • 86. THIS IS WHERE WE ARE GOING TO!RELEASE SOME NEW DATA ABOUTSOCIAL SHARING. YOU NEED TO BE ATMASHCON TO SEE THESE!!!!!!!! 86!
  • 87. ! THANK YOU!!!! 87!