Social Psychology of Social Shopping: How Social Commerce Works
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Social Psychology of Social Shopping: How Social Commerce Works

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Short Presentation on the Social Psychology of Social Shopping - Six Social Cues Shoppers Use to Thinslice Information and Decide What to Buy

Short Presentation on the Social Psychology of Social Shopping - Six Social Cues Shoppers Use to Thinslice Information and Decide What to Buy

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Social Psychology of Social Shopping: How Social Commerce Works Social Psychology of Social Shopping: How Social Commerce Works Presentation Transcript

  • 1 The Social Psychology of Social Shopping How Social Commerce Works Dr Paul Marsden Digital Ethnographer Syzygy Group
  • 2 So what is this social commerce thing?
  • 2 Social commerce “Social commerce is a subset of electronic commerce that involves using social media, online media that supports social interaction and user contributions, to assist in the online buying and selling of products and services”. So what is this social commerce thing? View slide
  • 3 Future: mobile, sCRM, curated realtime marketplaces social shopping, social platforms Facebook (forums, blogs, Connect bookmarking) ratings & reviews FTOAF (forward to a friend), referral programs Social commerce is not new... (coined by Yahoo 2005) View slide
  • 3 Future: mobile, sCRM, curated realtime marketplaces social shopping, social platforms Facebook (forums, blogs, Connect bookmarking) Social Commerce: Creating places ratings & where people can collaborate reviews online, get advice from trusted individuals, find goods and FTOAF (forward to a services and then purchase them. friend), referral programs Social commerce is not new... (coined by Yahoo 2005)
  • 4 Helping people buy where they connect... ...and connect where they buy In plain English...
  • 5 And it’s a hot area in social media marketing right now...
  • 5 And it’s a hot area in social media marketing right now...
  • 6 Technology Hype Cycle Echo-Chamber Social Media Marketing ...because it helps solve a real problem: social media ROI
  • 7 + = Ratings Recommendations Forums & Reviews & Referrals & Communities Social Media Social Social Ads Optimization Shopping & Social Apps “Getting” it is easy: selling with social media
  • 8 Doing it can be more difficult: selling with social media
  • 8 Doing it can be more difficult: selling with social media
  • 9 It’s about people (influencing people), not technology
  • 10 The social psychology of shopping can help
  • 10 The social psychology of shopping can help
  • 11 Social Intelligence - The ability to understand and learn from each other and profit from social situations We use social intelligence to “thinslice” buying decisions
  • 12 Social Intelligence - The ability to understand and learn from each other and profit from social situations The TOM test We use social intelligence to “thinslice” buying decisions
  • 13 Social Intelligence - The ability to understand and learn from each other and profit from social situations The TOM test We use social intelligence to “thinslice” buying decisions
  • 14 Social Intelligence - The ability to understand and learn from each other and profit from social situations The TOM test We use social intelligence to “thinslice” buying decisions
  • 15 Scarcity Popularity Affinity Authority Consistency Reciprocity We use social intelligence to “thinslice” buying decisions
  • 16 + = Scarcity Popularity Affinity Authority Consistency Reciprocity Social commerce can cue thinsliced purchase decisions
  • 17 The COOKIE JAR EXPERIMENT 1975 The scarcity cue; scarce stuff is good stuff
  • 18 Using the scarcity cue to cue purchase decisions
  • 19 Using the scarcity cue to cue purchase decisions
  • 20 Using the scarcity cue to cue purchase decisions
  • 21 Using the scarcity cue to cue purchase decisions
  • 21 Social Intelligence @ Work: Scarcity Use exclusive information to persuade. Influence and rivet key players’ attention by saying, for example:“...Just got this information today. It won’t be distributed until next week.” Using the scarcity cue to cue purchase decisions
  • 22 The NIXON KENNEDY DEBATE 1960 The affinity cue; follow those you like
  • 23 Using the affinity cue to cue purchase decisions
  • 24 Using the affinity cue to cue purchase decisions
  • 25 Using the affinity cue to cue purchase decisions
  • 26 Using the affinity cue to cue purchase decisions
  • 26 Social Intelligence @ Work: Affinity Create early bonds with new peers, bosses, and direct reports by informally discovering common interests—you’ll establish goodwill and trustworthiness. Charm and disarm. Make positive remarks about others - you’ll generate more willing compliance Using the affinity cue to cue purchase decisions
  • 27 The BIG BILLBOaRD EXPERIMENT 1966 Drive Carefully The consistency cue; be consistent
  • 28 Using the consistency cue to cue purchase decisions
  • 29 Using the consistency cue to cue purchase decisions
  • 29 Using the consistency cue to cue purchase decisions
  • 29 Using the consistency cue to cue purchase decisions
  • 30 The SHock Box Experiment 1961 The authority cue; follow the leader
  • 31 Using the authority cue to cue purchase decisions
  • 32 Using the authority cue to cue purchase decisions
  • 33 Social Intelligence @ Work: Authority To activate advocacy, don’t assume your expertise is self-evident. Instead, establish your expertise before doing business with new colleagues or partners; e.g., in conversations before an important meeting, describe how you solved a problem similar to the one on the agenda Using the authority cue to cue purchase decisions
  • 34 The COKE AND RAFFLE TICKET EXPERIMENT 1975 The reciprocity cue; payback favours
  • 35 Using the reciprocity cue to cue purchase decisions
  • 36 Using the reciprocity cue to cue purchase decisions
  • 37 Social Intelligence @ Reciprocity Create goodwill upfront by giving what you want to receive. Lend a staff member to a colleague who needs help; you’ll get their help later. Using the reciprocity cue to cue purchase decisions
  • 38 The 42ND Street Experiment 1969 The popularity cue; follow the crowd
  • 39 Using the popularity cue to cue purchase decisions
  • 40 Using the popularity cue to cue purchase decisions
  • 41 Using the popularity cue to cue purchase decisions
  • 41 Social Intelligence @ Work: Popularity Use peer power horizontally, not vertically; e.g., show that your initiative is popular with your peers if management resists. Using the popularity cue to cue purchase decisions
  • 42 Social commerce matrix
  • 43 Listen: Begin by listening, with a purpose - deploy a social media monitoring and response service to identify social commerce opportunities; listen and learn from competitors Experiment - Start with small scale experiments to identify what works for you. Test and learn with quick and easy experiments to explore ROI potential Apply - Build on what works and has ROI potential, apply learning and insight to build social commerce into your digital strategy Develop - Develop your social commerce solution with user feedback and competitor intelligence on an ongoing basis. Experiment with new solutions Social commerce road map: LEAD
  • 44 Thanks! Enjoy our social commerce white paper