Social commerce involves using social media to assist in online buying and selling. It can take two forms: social media on e-commerce platforms or e-commerce on social media platforms. There are benefits to brands such as monetizing social media investments, gathering market insights, boosting e-commerce sales through increased traffic, conversions and order value, and improving customer loyalty. To get started, brands should deploy a LEAD strategy of listening, experimenting, applying learnings, and developing their social commerce efforts over time.

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Social
Commerce
The Opportunity
for Brands
Dr Paul Marsden
Social Media Strategist
Syzygy Group
p.marsden@syzygy.net

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Social Commerce
WHAT
SO WHAT
WHAT NOW

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Social Commerce
WHAT
SO WHAT
WHAT NOW

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Social Commerce
“Selling with Social Media”

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Social Commerce
“Selling with Social Media”
Social commerce: Subset of electronic commerce that
involves using social media* to assist in the online buying
and selling of products and services.
* online media that supports social
interaction and user contributions,

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What: “Social commerce is the concept of
word of mouth applied to e-commerce”

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What: Two Kinds of Social Commerce
1) social media on e-commerce platforms

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What: Two Kinds of Social Commerce
2) e-commerce on social media platforms

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What: Six Basic Toolsets

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1. Ratings & Reviews

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2. Social Shopping

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3. Referrals & Recommendations

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4. Forums & Communities

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5. Social Media Optimization

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6. Social Ads & Apps

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Social Commerce
WHAT
SO WHAT
WHAT NOW

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Social Commerce
WHAT
SO WHAT
WHAT NOW

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So What:
1) Monetize your social media investment

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So What:
2) Solve your problem of social media ROI

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ROI = Money in - Money Out
i.e. it’s a business metric
So What:
2) Solve your problem of social media ROI

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So What:
3) Gather market insight

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So What:
4) Boost e-commerce sales (traffic, conversion, order value)

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So What:
5) Improve customer loyalty by enhancing user experience

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So What:
6) Activate word of mouth (referral) value

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So What:
7) Differentiate yourself from the competition

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Social Commerce
WHAT
SO WHAT
WHAT NOW

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Social Commerce
WHAT
SO WHAT
WHAT NOW

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What Now? There is no rule book - you get to
create the future!

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We
Social
What Now? Not rocket science:
Social commerce is about people not technology

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Listen
Experiment
Apply
Develop
What Now?
Deploy the LEAD strategy

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LISTEN - social media monitoring and competitor monitoring - how
are others using social commerce?

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EXPERIMENT trial a number of low cost/effort pilot
tests. Create ROI models

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APPLY learnings with a creative solution based on what works
and that fits your digital strategy

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DEVELOP constantly evolve to beat user expectations - deliver “joy
of use” with new insights and technology

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“It’s not the strongest that
survives. Nor the most
intelligent. It’s the one
most adaptable to
change”

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Thanks!
http://www.socialcommercetoday.com
http://syzygy.net
For copies: p.marsden@syzygy.net