Social Commerce - new trends, integration and changing consumer behavior
Upcoming SlideShare
Loading in...5
×
 

Social Commerce - new trends, integration and changing consumer behavior

on

  • 2,671 views

 

Statistics

Views

Total Views
2,671
Views on SlideShare
2,410
Embed Views
261

Actions

Likes
2
Downloads
66
Comments
0

9 Embeds 261

http://www.scoop.it 137
http://paper.li 36
http://www.twylah.com 35
http://www.linkedin.com 21
http://whatjoannasaw.com 19
http://brandsprout.tumblr.com 6
http://www.copyscape.com 4
http://www.whatjoannasaw.co.uk 2
https://si0.twimg.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Social Commerce - new trends, integration and changing consumer behavior Social Commerce - new trends, integration and changing consumer behavior Presentation Transcript

  • Social Commerce   How Technology and Integration is Shaping Up the ‘Social Buying’ Experiencewww.social2B.com
  • 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  
  • Social  Commerce  Dimensions   Sharing  your  purchasing   decisions  before,  during  and   a6er  buying     Communica9ng  your   decisions  with  others  –   family,  friends,  strangers     Volunteering  your  reviews   and  quality  control  check-­‐ points  –  ‘Ci9zen  Shoppers’     Becoming  brand  advocates   and  influencers,  thus   benefi9ng  from  closer   brand  engagement        www.social2b.com 3    
  • Social  Commerce  Dimensions   Engaging  the  audience   where  they  buy  and   engaging  their  sen9ment,   sharing,  volunteerism     Engaging  buyers  where  they   connect,  by  being  relevant   and  value-­‐driven              www.social2b.com 4  
  • Social  Media  ‘Enablers’  www.social2b.com 5  
  • Social  Commerce  Market  –  2010-­‐2015  www.social2b.com 6  
  • Social  Commerce  –  Sharing  and  Social  Influence   Source:  Forrester  and  Shop.org  -­‐  2011  www.social2b.com 7  
  • Social  Commerce  –  F-­‐Commerce   Source:  Forrester  and  Shop.org  -­‐  2011  www.social2b.com 8  
  • Social  Commerce  –  Brand  InteracDon  www.social2b.com 9  
  • Social  Commerce  –  Stats  Infographic  www.social2b.com 10  
  • Social  Commerce  –  Early  Success  Stories  www.social2b.com 11  
  • Most common ‘social tactics’ deployed by brands •  Ra9ngs  and  Reviews   •  Microblogs  and  landing  pages   •  Social  Recommenda9ons   •  Company  Blogs   •  Client  generated  comments   •  Product  sharing  on  social  sites   •  Social  Shopping  Aggregator  Sites  (deal  sites)   •  Ability  to  engage  open  APIs  www.social2b.com 12  
  • Most common ‘social tactics’ deployed by brands – Ratings and Reviews •  Used  by  most  retailers  (also  a   common  func9on  for  many   eCommerce  pla]orms  –  Magento,   Shopify,  ATG,  etc.)   •  Opportunity  to  reduce  content   crea9on  efforts  and  shi6  to  3rd  party   generated  content   •  Benefits  to  product  development,   field  tes9ng,  and  up-­‐sell/sell-­‐through   (if  well  integrated  with  analy9cs  and   customer  service  process)  www.social2b.com 13  
  • Most common ‘social tactics’ deployed by brands – Microblogs – (Twitter, Tumblr, Pinterest, etc.)www.social2b.com 14  
  • Most common ‘social tactics’ deployed by brands – Microblogs – (Twitter, Tumblr, Pinterest, etc.) •  Easy  and  rela9vely  inexpensive   to  launch   •  Quick  Disposal  or  extra  inventory   (Dell  example)   •  Customer  Service  extension   benefits  www.social2b.com 15  
  • Most common ‘social tactics’ deployed by brands – Social Recommendations Opportunity  to   ‘crowdsource’  opinion     Exposes  clients  to   more  content     If  built  in,  increases   9me  on  site  and  upsell   opportunity  www.social2b.com 16  
  • Most common ‘social tactics’ deployed by brands – Company Blogs Good  opportunity  for  SEO     Integra9on  of  content  and   commerce  through  links,   sugges9ons,  reviews  and   ‘shares’     Low  cost  add-­‐on  to  the   exis9ng  commerce  site     Relevance  is  important  –  not   just  aggressive  promo9on  www.social2b.com 17  
  • Most common ‘social tactics’ deployed by brands – Client Generated and Suggested ‘outfitting’www.social2b.com 18  
  • Most common ‘social tactics’ deployed by brands – Client Generated and Suggested ‘outfitting’ Assists  in   merchandizing   support  and  cross-­‐ sells     Customer   Engagement     Unique  Approach  www.social2b.com 19  
  • Most common ‘social tactics’ deployed by brands – Client Generated and Suggested ‘outfitting’ Assists  in  merchandizing  support   and  cross-­‐sells     Customer  Engagement     Unique  Approach     Integra9ng  ‘high-­‐touch’  and  digital   experience  www.social2b.com 20  
  • Most common ‘social tactics’ deployed by brands – Product Sharing on Social Sites (FB+Twitter) More  effec9ve  than   company’s  social  network   pages     Opportunity  to  use   Facebook’s  or  Twiher’s   infrastructure  to   evangelize  the  brand     Best  relevant  sharing   (with  events,  item   quality,  item  level   communica9ons,  etc.)     Many  op9ons  exist  for   content  publishing  and  www.social2b.com commerce  on  FB   21  
  • 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   sensi9vity,  etc.  www.social2b.com 22  
  • 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  tested  www.social2b.com 23  
  • Most common ‘social tactics’ deployed by brands – What about Facebook? Integra9on  of  on-­‐site   experience     Brand  Extension     Feedback  aggregator   via  surveys,  polls,   comments,  shares,   likes  www.social2b.com 24  
  • Most common ‘social tactics’ deployed by brands – Value of a Facebook ‘Like’ (2010-2011)?www.social2b.com 25  
  • Trends and Drivers for Social Commerce Retailers  are  beginning  to  overlay   ‘social  graph’  on  digital  and  brick-­‐ and-­‐mortar  loca9ons     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 26  
  • Trends and Drivers for Social Commerce Millennials  and  younger   genera9ons  are  ‘blending  real  life   and  digital  life’  –  they  don’t  know   the  difference     Social  Apps,  games,  local  deals,   mobile  technology  are  driving   ‘addic9ve’  behaviors     ‘Loca9on  based  tracking’  through   Gowalla  and  Foursquare  may  help   drive  traffic  to  stores  (physical  and   digital)  and  solicit  immediate   feedback  www.social2b.com 27  
  • Trends and Drivers for Social Commerce: Example – PepsiCo ‘Social Vending’www.social2b.com 28  
  • Trends and Drivers for Social Commerce: Example – Macy’s ‘Magic Fitting Room’www.social2b.com 29  
  • Trends and Drivers for Social Commerce: Example – Diesel’s Integrated Social Experiencewww.social2b.com 30  
  • Trends and Drivers for Social Commerce: Example – Adidas ‘Holiday Hookup’www.social2b.com 31  
  • Potential and How You can Improve Online  sales  will  grow  at  10%   compound  rate  through  2015   (Forrester)     Younger  genera9ons  are  looking  for   recommenda9ons  and  valida9on  from   peers  anywhere  and  for  anything     Integra9on  of  Real-­‐World  and  Social   World  is  real  and  will  con9nue  to   dominate     Mobile  technologies  and  Smart  Phones   will  con9nue  to  augment  the   experience  of  shopping     SoLoMo  will  con9nue  to  drive  traffic  to   Image credits: EdologicIL; RenaultNL brick-­‐an-­‐mortar  through  ‘social   engagement’  (Likes,  Check-­‐Ins,  etc.)  www.social2b.com 32  
  • What’s next in Social Commerce Integration Integra9on  of  social  gaming  and  social   commerce  –  turning  virtual  currency   into  real  currency     Helping  shoppers  build  collec9ons  and   sharing  with  friends  –  your  way   (Polyvore,  The  Trunk  Club,  Fits.me,  etc.)     Shopping  content  aggrega9on  and   management,  virtual  closets,  shareable   wish  lists  (SVPPLY,  Groupon,  etc.)     Specific  interest  graphs  –  new  fron9ers   evolving  from  Social  Commerce  –  Social   Interest  Graphs,  integra9on  of  groups   and  interests  directed  at  brands,  etc.      www.social2b.com   33    
  • What’s next in Social Commerce Integration Case  Study  –  Walmart  ShopyCat     Aggregated  shopping  helper  (avatar)   integra9ng  preferences  and  choices  for   family  members,  friends  and  alike   interest  groups              www.social2b.com 34  
  • What’s next in Social Commerce Integration Case  Study  –  Pose     Mobile  and  Social  Shopping   experiences.  Share  your  branded   ou]its  with  friends  and  family.  Solicit   input  and  feedback.  Get  rewards  for   sharing  and  featuring  brands.  Become   style  influencers.       Good  integra9on  between  social  and   mobile  channels.  Excellent  engagement   model.                  www.social2b.com 35  
  • 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 36