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

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Michael Lazerow
Michael Lazerow

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 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 EVERY PROBLEM 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 LOVED AND A SENSE OF BELONGING.! ! ! 29!
! ! ! 30!
! ! ! 31!
! PEOPLE WANT TO FEEL RESPECTED AND ACCEPTED.! ! ! 32!
! ! ! 33!
! PEOPLE WANT TO REALIZE THEIR POTENTIAL.! ! ! 34!
! ! ! 35!
! ! ! 36!
! SHARING FEEDS EACH OF THESE NEEDS.! ! ! 37!
! IDEA #1! SOCIAL COMMERCE IS MORE ABOUT COMMERCE THAN SOCIAL.! ! ! 38!
! HYPER ALERT! “WE NEED TO SET UP A STORE ON FACEBOOK.”! ! ! 39!
! ! ! 40!
! ! ! 41!
! ! ! 42!
! ! ! 43!
! ! ! 44!
! ! ! 45!
! ! ! 46!
! DESPITE MANY ATTEMPTS, ECOMMERCE SUCCESS ON FACEBOOK IS LIMITED.! ! ! 47!
! WHY?! ! ! 48!
! CONSUMERS ARE NOT ON FACEBOOK TODAY TO SHOP.! ! ! 49!
! ! ! 50!
! BRING FACEBOOK TO YOUR COMMERCE RATHER THAN COMMERCE 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 OR TESTING! 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 MEDIA ANNOUNCED THE ACQUISITION OF SPINBACK.! ! ! 76!
! FIRST SOLUTION THAT MEASURES ROI FOR SOCIAL ON 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 ABOUT SOCIAL SHARING. YOU NEED TO BE AT MASHCON TO SEE THESE!!!!! ! ! ! 86!
! THANK YOU!! ! ! 87!

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

  • 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 EVERY PROBLEM 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 LOVED AND A SENSE OF BELONGING.! ! ! 29!
  • 30. ! ! ! 30!
  • 31. ! ! ! 31!
  • 32. ! PEOPLE WANT TO FEEL RESPECTED AND ACCEPTED.! ! ! 32!
  • 33. ! ! ! 33!
  • 34. ! PEOPLE WANT TO REALIZE THEIR POTENTIAL.! ! ! 34!
  • 35. ! ! ! 35!
  • 36. ! ! ! 36!
  • 37. ! SHARING FEEDS EACH OF THESE NEEDS.! ! ! 37!
  • 38. ! IDEA #1! SOCIAL COMMERCE IS MORE ABOUT COMMERCE THAN SOCIAL.! ! ! 38!
  • 39. ! HYPER ALERT! “WE NEED TO SET UP A STORE ON FACEBOOK.”! ! ! 39!
  • 40. ! ! ! 40!
  • 41. ! ! ! 41!
  • 42. ! ! ! 42!
  • 43. ! ! ! 43!
  • 44. ! ! ! 44!
  • 45. ! ! ! 45!
  • 46. ! ! ! 46!
  • 47. ! DESPITE MANY ATTEMPTS, ECOMMERCE SUCCESS ON FACEBOOK IS LIMITED.! ! ! 47!
  • 48. ! WHY?! ! ! 48!
  • 49. ! CONSUMERS ARE NOT ON FACEBOOK TODAY TO SHOP.! ! ! 49!
  • 50. ! ! ! 50!
  • 51. ! BRING FACEBOOK TO YOUR COMMERCE RATHER THAN COMMERCE 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 OR TESTING! 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 MEDIA ANNOUNCED THE ACQUISITION OF SPINBACK.! ! ! 76!
  • 77. ! FIRST SOLUTION THAT MEASURES ROI FOR SOCIAL ON 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 ABOUT SOCIAL SHARING. YOU NEED TO BE AT MASHCON TO SEE THESE!!!!! ! ! ! 86!
  • 87. ! THANK YOU!! ! ! 87!