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

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Social Psychology of Social Shopping: How Social Commerce Works

  1. 1 The Social Psychology of Social Shopping How Social Commerce Works Dr Paul Marsden Digital Ethnographer Syzygy Group
  2. 2 So what is this social commerce thing?
  3. 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?
  4. 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)
  5. 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)
  6. 4 Helping people buy where they connect... ...and connect where they buy In plain English...
  7. 5 And it’s a hot area in social media marketing right now...
  8. 5 And it’s a hot area in social media marketing right now...
  9. 6 Technology Hype Cycle Echo-Chamber Social Media Marketing ...because it helps solve a real problem: social media ROI
  10. 7 + = Ratings Recommendations Forums & Reviews & Referrals & Communities Social Media Social Social Ads Optimization Shopping & Social Apps “Getting” it is easy: selling with social media
  11. 8 Doing it can be more difficult: selling with social media
  12. 8 Doing it can be more difficult: selling with social media
  13. 9 It’s about people (influencing people), not technology
  14. 10 The social psychology of shopping can help
  15. 10 The social psychology of shopping can help
  16. 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
  17. 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
  18. 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
  19. 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
  20. 15 Scarcity Popularity Affinity Authority Consistency Reciprocity We use social intelligence to “thinslice” buying decisions
  21. 16 + = Scarcity Popularity Affinity Authority Consistency Reciprocity Social commerce can cue thinsliced purchase decisions
  22. 17 The COOKIE JAR EXPERIMENT 1975 The scarcity cue; scarce stuff is good stuff
  23. 18 Using the scarcity cue to cue purchase decisions
  24. 19 Using the scarcity cue to cue purchase decisions
  25. 20 Using the scarcity cue to cue purchase decisions
  26. 21 Using the scarcity cue to cue purchase decisions
  27. 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
  28. 22 The NIXON KENNEDY DEBATE 1960 The affinity cue; follow those you like
  29. 23 Using the affinity cue to cue purchase decisions
  30. 24 Using the affinity cue to cue purchase decisions
  31. 25 Using the affinity cue to cue purchase decisions
  32. 26 Using the affinity cue to cue purchase decisions
  33. 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
  34. 27 The BIG BILLBOaRD EXPERIMENT 1966 Drive Carefully The consistency cue; be consistent
  35. 28 Using the consistency cue to cue purchase decisions
  36. 29 Using the consistency cue to cue purchase decisions
  37. 29 Using the consistency cue to cue purchase decisions
  38. 29 Using the consistency cue to cue purchase decisions
  39. 30 The SHock Box Experiment 1961 The authority cue; follow the leader
  40. 31 Using the authority cue to cue purchase decisions
  41. 32 Using the authority cue to cue purchase decisions
  42. 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
  43. 34 The COKE AND RAFFLE TICKET EXPERIMENT 1975 The reciprocity cue; payback favours
  44. 35 Using the reciprocity cue to cue purchase decisions
  45. 36 Using the reciprocity cue to cue purchase decisions
  46. 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
  47. 38 The 42ND Street Experiment 1969 The popularity cue; follow the crowd
  48. 39 Using the popularity cue to cue purchase decisions
  49. 40 Using the popularity cue to cue purchase decisions
  50. 41 Using the popularity cue to cue purchase decisions
  51. 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
  52. 42 Social commerce matrix
  53. 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
  54. 44 Thanks! Enjoy our social commerce white paper

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