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Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012
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Social Commerce - How technologies and integration are shaping the social buying experience - FGI Presentation, March 7th, 2012

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  • 1. Social Commerce How Technology and Integration is Shaping Up the ‘Social Buying’ Experience FGI Presentation – March 7th, 2012www.social2B.com
  • 2. Contents  Social Commerce – Where is it now?  What are the solutions?  Where is Social Commerce going?  Why do you need to be aware of it?  Who are the leaders?  How do you start and integrate for success?www.social2b.com 2
  • 3. Social Commerce Dimensions • Sharing your purchasing decisions before, during and after buying • Communicating your decisions with others – family, friends, strangers • Volunteering your reviews and quality control check- points – ‘Citizen Shoppers’ • Becoming brand advocates and influencers, thus benefiting from closer brand engagementwww.social2b.com 3
  • 4. Social Commerce Dimensions • Engaging the audience where they buy and engaging their sentiment, sharing, volu nteerism • Engaging buyers where they connect, by being relevant and value- drivenwww.social2b.com 4
  • 5. Social Media ‘Enablers’www.social2b.com 5
  • 6. Social Commerce Market – 2010-2015www.social2b.com 6
  • 7. Social Commerce – Sharing and Social Influence Source: Forrester and Shop.org - 2011www.social2b.com 7
  • 8. Social Commerce – F-Commerce Source: Forrester and Shop.org - 2011www.social2b.com 8
  • 9. Social Commerce – Brand Interactionwww.social2b.com 9
  • 10. Social Commerce – Stats Infographicwww.social2b.com 10
  • 11. Social Commerce – Early Success Storieswww.social2b.com 11
  • 12. Most common ‘social tactics’ deployed by brands • Ratings and Reviews • Microblogs and landing pages • Social Recommendations • Company Blogs (including vide blogs) • Client generated comments • Product sharing on social sites • Social Shopping Aggregator Sites (deal sites) • Ability to engage open APIs (more on that later)www.social2b.com 12
  • 13. Most common ‘social tactics’ deployed by brands – Ratings and Reviews • Used by most retailers (also a common function for many eCommerce platforms – Magento, Shopify, ATG, DemandWare , etc.) • Opportunity to reduce content creation efforts and shift to 3rd party generated content • Benefits to product development, field testing, and up- sell/sell-through (if well integrated with analytics and customer service process)www.social2b.com 13
  • 14. Most common ‘social tactics’ deployed by brands – Microblogs – (Twitter, Tumblr, Pinterest, Chill, etc.)www.social2b.com 14
  • 15. Most common ‘social tactics’ deployed by brands – Microblogs – (Twitter, Tumblr, Pinterest, etc.) • Easy and relatively inexpensive to launch • Quick Disposal or extra inventory (Dell example) • Customer Service extension benefitswww.social2b.com 15
  • 16. Most common ‘social tactics’ deployed by brands – Social Recommendations Opportunity to ‘crowdsource’ opinion Exposes clients to more content If built in, increases time on site and upsell opportunitywww.social2b.com 16
  • 17. Most common ‘social tactics’ deployed by brands – Company Blogs • Good opportunity for SEO • Integration of content and commerce through links, suggestions, reviews and ‘shares’ • Low cost add-on to the existing commerce site • Relevance is important – not just aggressive promotionwww.social2b.com 17
  • 18. Most common ‘social tactics’ deployed by brands – Client Generated and Suggested ‘outfitting’www.social2b.com 18
  • 19. Most common ‘social tactics’ deployed by brands – Client Generated and Suggested ‘outfitting’ • Assists in merchandizing support and cross- sells • Customer Engagement • Unique Approachwww.social2b.com 19
  • 20. Most common ‘social tactics’ deployed by brands – Client Generated and Suggested ‘outfitting’ • Assists in merchandizing support and cross-sells • Customer Engagement • Unique Approach • Integrating ‘high-touch’ and digital experiencewww.social2b.com 20
  • 21. Most common ‘social tactics’ deployed by brands – Product Sharing on Social Sites (FB+Twitter) • More effective than company’s social network pages • Opportunity to use Facebook’s or Twitter’s infrastructure to evangelize the brand • Best relevant sharing (with events, item quality, item level communications, etc.) • Many options exist for content publishing and commerce on FBwww.social2b.com 21
  • 22. Most common ‘social tactics’ deployed by brands – Social Shopping Aggregator Sites Aggregated and incremental traffic More engaged relevant shoppers based on preferences Conversion is moderate – early in the sell cycle Behavioral aspects are visible – based on preferences, price sensitivity, etc.www.social2b.com 22
  • 23. Most common ‘social tactics’ deployed by brands – Open APIs Take advantage and crowdsource technology Great for ‘ready made’ projects Lower cost of entry Proven and testedwww.social2b.com 23
  • 24. Most common ‘social tactics’ deployed by brands – What about Facebook? Integration of on-site experience Brand Extension Feedback aggregator via surveys, polls, comm ents, shares, likeswww.social2b.com 24
  • 25. Most common ‘social tactics’ deployed by brands – Value of a Facebook ‘Like’ (2010-2011)?www.social2b.com 25
  • 26. What do Lady Gaga, Coke, Batman and Pampers have in common?www.social2b.com 26
  • 27. www.social2b.com 27
  • 28. Trends and Drivers for Social Commerce Retailers are beginning to overlay ‘social graph’ on digital and brick- and-mortar locations SoLoMo – Social, Local and Mobile is beginning to bridge the gap between physical and digital Commerce and Social Commerce will unite the audience on physical and social worlds Gaming may act as a catalyst in social commerce as an early driver (Zynga, etc.)www.social2b.com 28
  • 29. Trends and Drivers for Social Commerce Millennials and younger generations are ‘blending real life and digital life’ – they don’t know the difference (‘Generation C’) Social Apps, games, local deals, mobile technology are driving ‘addictive’ behaviors ‘Location based tracking’ through Gowalla (FB) and Foursquare may help drive traffic to stores (physical and digital) and solicit immediate feedback Location based monitoring and activation (LocalResponse viawww.social2b.com Twitter and local check-ins) 29
  • 30. Trends and Drivers for Social Commerce: Example – PepsiCo ‘Social Vending’www.social2b.com 30
  • 31. Trends and Drivers for Social Commerce: Example – Macy’s ‘Magic Fitting Room’www.social2b.com 31
  • 32. Trends and Drivers for Social Commerce: Example – Diesel’s Integrated Social Experiencewww.social2b.com 32
  • 33. Trends and Drivers for Social Commerce: Example – Adidas ‘Holiday Hookup’www.social2b.com 33
  • 34. Potential and How You can Improve Online sales will grow at 10% compound rate through 2015 (Forrester) Younger generations are looking for recommendations and validation from peers anywhere and for anything Integration of Real-World and Social World is real and will continue to dominate Mobile technologies and Smart Phones will continue to augment the experience of shopping SoLoMo will continue to drive traffic to brick-an-mortar through ‘social Image credits: EdologicIL; RenaultNL engagement’ (Likes, Check-Ins, etc.)www.social2b.com 34
  • 35. What’s next in Social Commerce Integration Integration of social gaming and social commerce – turning virtual currency into real currency Helping shoppers build collections and sharing with friends – your way (Polyvore, The Trunk Club, Fits.me, etc.) Shopping content aggregation and management, virtual closets, shareable wish lists (SVPPLY, Groupon, etc.) Specific interest graphs – new frontiers evolving from Social Commerce – Social Interest Graphs, integration of groups and interests directed at brands, etc.www.social2b.com 35
  • 36. What’s next in Social Commerce Integration Case Study – Walmart ShopyCat Aggregated shopping helper (avatar) integrating preferences and choices for family members, friends and alike interest groupswww.social2b.com 36
  • 37. What’s next in Social Commerce Integration Case Study – Pose Mobile and Social Shopping experiences. Share your branded outfits with friends and family. Solicit input and feedback. Get rewards for sharing and featuring brands. Become style influencers. Good integration between social and mobile channels. Excellent engagement model.www.social2b.com 37
  • 38. Thanks! Alex Romanovich, Founder – Social2B International, LLC, CMO – EuroSpaClub International, Advisory Board Member – The CMO Club Unique blend of technology, marketing and business development skills and @Social2B experience (IBM, SGI, Bertelsmann AG, @alexromanovich Unified Technologies, Global Advertising @eurospaclub Strategies, Social2B, EuroSpaClub Intl.) Frequent speaker and advisor on topics of Social Media, International and Multi-Cultural Mktg. (CNBC, CNN International, Forbes, Crains, Voice of America, etc.) Social Media Marketing, Social Value Chain, Social Commerce, and Social Media Scalability Expertisewww.social2b.com 38

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