Social Commerce - Hype or Reality? Three Breakthrough Ideas that Work Today
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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 ...

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

    • ! SOCIAL COMMERCE:
 HYPE VS. REALITY! THREE BREAKTHROUGH IDEAS ! THAT WORK TODAY!!! PRESENTED ENTHUSIASTICALLY BY ! MICHAEL LAZEROW! CEO, BUDDY MEDIA! 1!
    • ! 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! 19!
    • ! BLACK-HAT SEO EXPERTS!!! SOURCE: SEARCHENGINEWATCH.COM! 20!
    • ! 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!
    • ! LAST-CLICK ATTRIBUTION! Last click attribution ignores 97% of spend driving conversions.! - July ʻ10 Dataxu Study!!! 22!
    • ! 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.! ! 25!
    • 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.!!! 56!
    • ! 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.!!! 58!
    • ! KEEP IT RAISED IF …! YOU KNOW HOW MUCH REVENUE IS BRING DRIVEN BY PRODUCT THROUGH SHARING.!!! 59!
    • ! KEEP IT RAISED IF …! YOU KNOW HOW MUCH REVENUE IS BRING DRIVEN BY CUSTOMER THROUGH SHARING.!!! 60!
    • ! 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! ! 72!
    • 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!
    • ELIMINATE THE SILOES!CREATIVE LANDING TAB VIRAL TUNING!OPTIMIZATION! OPTIMIZATION! 74!
    • ! 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!!!!!!!! 86!
    • ! THANK YOU!!!! 87!