Leveraging Social
                               Technologies for
                               Ecommerce


             ...
Commerce Without Compromise™




  Web 2.0 Has Changed Expectations
WEB 1.0                     WEB 2.0




              ...
Commerce Without Compromise™



First generation web architectures were
Monolithic and Centralized
Characterized by:
  Hie...
Commerce Without Compromise™




© 2008 Fry, Inc.                           Page 4
Commerce Without Compromise™



The Architecture of the Social Web
The architecture of the Social Web generates powerful l...
Commerce Without Compromise™



The Architecture of the Social Web
Several features of the social networking architecture
...
Commerce Without Compromise™




© 2008 Fry, Inc.                           Page 7
Commerce Without Compromise™



Social Technologies Permeate the Web
 comScore MediaMetrix (August 2008)
  • Blogs: 77.7 m...
Commerce Without Compromise™




© 2008 Fry, Inc.                           Page 9
Commerce Without Compromise™




Information Streams and Permalinks




                   © 2008 Fry, Inc.               ...
Commerce Without Compromise™




stream. n. In computing: a succession of data
elements made available over time.

permali...
Commerce Without Compromise™



Information Streams
  Organized chronologically
  Freshness/Recency favored by Google
  Ca...
Commerce Without Compromise™



Permalink
 Snapshots content mid-stream
 Provides an anchor in hyperspace
 for concentrate...
Commerce Without Compromise™




© 2008 Fry, Inc.                          Page 14
Commerce Without Compromise™




© 2008 Fry, Inc.                          Page 15
Commerce Without Compromise™




© 2008 Fry, Inc.                          Page 16
Commerce Without Compromise™




© 2008 Fry, Inc.                          Page 17
Commerce Without Compromise™




The Blog as a Stream




                   © 2008 Fry, Inc.                          Pag...
Commerce Without Compromise™


The Landscape
26% of the Top
500 Retailers
are Blogging


 Share information
 about product...
Commerce Without Compromise™


Blog Elements
                                                      Clear
 Clear headlining...
Commerce Without Compromise™


Blog Elements
 Clear headlining
 Crosslinks
 Brevity for
 scannability
 Date stamped and
 o...
Commerce Without Compromise™


Blog Elements
 Clear headlining
 Crosslinks
 Brevity for
 scannability
 Date stamped and
 o...
Commerce Without Compromise™


Blog Elements
 Clear headlining
 Crosslinks
 Brevity for
 scannability
 Date stamped and
 o...
Commerce Without Compromise™


Blog Elements
 Clear headlining
 Crosslinks
 Brevity for
 scannability
 Date stamped and
 o...
Commerce Without Compromise™


Blog Elements
 Clear headlining
 Crosslinks
 Brevity for
 scannability
 Date stamped and
 o...
Commerce Without Compromise™


Blog Elements
 Clear headlining
 Crosslinks
 Brevity for
 scannability
 Date stamped and
 o...
Commerce Without Compromise™


Blog Elements
 Clear headlining
 Crosslinks
 Brevity for
 scannability
 Date stamped and
 o...
category landing pgs
                                                                             Commerce Without Comprom...
shopcomposition.com                      Commerce Without Compromise™




                      © 2008 Fry, Inc.          ...
shopcomposition.com                      Commerce Without Compromise™




                                                ...
Commerce Without Compromise™




Folksonomy Tags




                  © 2008 Fry, Inc.                          Page 31
Commerce Without Compromise™




folksonomy. n. The practice and method of
collaboratively creating and managing tags
to a...
Commerce Without Compromise™



Folksonomy Tags
 Natural language links created by
 community users

 Upside: Facilitates ...
Commerce Without Compromise™


What are social
tags?
  Created by the
  people for the
  people
  Can be created by
  merc...
Commerce Without Compromise™


What are social
tags?
  Created by the
  people for the
  people
  Can be created by
  merc...
Commerce Without Compromise™


Where do tags
appear?
 On product detail
 pages
 On customer
 created outfits              ...
Commerce Without Compromise™


How are tags
used?
 For site navigation
                       See all photos
 For topical ...
Commerce Without Compromise™


How are tags
used?
 For site navigation
 For topical and
 seasonal
 merchandising
 For widg...
Commerce Without Compromise™


How are tags
used?
 For site navigation
 For topical and
 seasonal
 merchandising
 For widg...
Commerce Without Compromise™


Risks
 Tag spamming
 Unwieldy
 architectures




                 © 2008 Fry, Inc.         ...
Commerce Without Compromise™


Risks
 Tag spamming
                                              Merchant
 Unwieldy
      ...
Commerce Without Compromise™




Social Bookmarks & Lists




                   © 2008 Fry, Inc.                         ...
Commerce Without Compromise™
                                                 User controls title,
                       ...
Commerce Without Compromise™


Born out of the
Del.icio.us
Bookmark Model
 Captures Title,
 Comments and
 Folksonomy Tags
...
Commerce Without Compromise™


Amazon is
pioneering lists
in online retail
  Using a common
  architecture to
  support mu...
Commerce Without Compromise™


Shared content
drives traffic
                                          Sharing created
   ...
Commerce Without Compromise™




Leveraging the Social Web Architecture




                    © 2008 Fry, Inc.          ...
Commerce Without Compromise™


Introduce
Customer
Reviews

 Fresh content
 introduced
 daily
 Natural
 language
 keywords
...
Commerce Without Compromise™


Surface Product
Metadata as
Tags

 Provide an
 alternate
 browse path
 Improve
 findability...
Commerce Without Compromise™


Enrich the
Customer Profile
  Elevate
  community
  activity to
  support
  findability
  E...
Commerce Without Compromise™


Tap your vendors
for Social Web
Upgrades
  Indexed,
  searchable
  product
  reviews from
 ...
Commerce Without Compromise™


Introduce public
favorites and lists
   Let account
   holders flag the
   items they love
...
Commerce Without Compromise™


Deliver RSS
Content

 Identify the
 information
 streams of
 most value to
 your customers
...
Commerce Without Compromise™


Blog

 Post content that
 is passionate,
 relevant and
 right now
 Cross-link to
 other blo...
Commerce Without Compromise™


Encourage
Sharing

 Support Self-
 Publishing – and
 product
 promotion
  • Social Notes
  ...
Commerce Without Compromise™


Participate

  Find your
  demographic
  and meet them
  where they live
       Facebook
  ...
Commerce Without Compromise™



 When it comes to Social
 Networking Sites Retailers should
 be asking How not When
  Soci...
Commerce Without Compromise™




Commerce Without Compromise™




          © 2008 Fry, Inc.                          Page...
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Ecommerce & the Social Web: Why it matters. What you can do.

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Ecommerce & the Social Web: Why it matters. What you can do.

Presented at the Internet Retailer Web Design show in Miami on 21 January 2009

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Transcript of "Ecommerce & the Social Web: Why it matters. What you can do."

  1. 1. Leveraging Social Technologies for Ecommerce 21 January 2009 Dayna Bateman Senior Strategic Analyst, Fry, Inc. Commerce Without Compromise™
  2. 2. Commerce Without Compromise™ Web 2.0 Has Changed Expectations WEB 1.0 WEB 2.0 Customer Customer photos Ratings See who else liked this Product Reviews: I bought this for my Customers mom and she loves currently It because… shopping our site Others tagged this item as… forDad, 50sModern © 2008 Fry, Inc. Page 2
  3. 3. Commerce Without Compromise™ First generation web architectures were Monolithic and Centralized Characterized by: Hierarchical information architecture Deep drills, sprawling pages Closed systems Centralized administrative control One voice One story One perspective One Brand aspect © 2008 Fry, Inc. Page 3
  4. 4. Commerce Without Compromise™ © 2008 Fry, Inc. Page 4
  5. 5. Commerce Without Compromise™ The Architecture of the Social Web The architecture of the Social Web generates powerful link equity and influence because it supports content creation, collaboration and the sharing of information. © 2008 Fry, Inc. Page 5
  6. 6. Commerce Without Compromise™ The Architecture of the Social Web Several features of the social networking architecture hold promise for online retailers: Information Streams Permalinks Folksonomy Tags Social Bookmarks & Lists More Voices More Stories A more complex and authentic Brand expression © 2008 Fry, Inc. Page 6
  7. 7. Commerce Without Compromise™ © 2008 Fry, Inc. Page 7
  8. 8. Commerce Without Compromise™ Social Technologies Permeate the Web comScore MediaMetrix (August 2008) • Blogs: 77.7 million unique visitors in the US • Facebook: 41.0 million | MySpace 75.1 million • Total internet audience 188.9 million eMarketer (May 2008) • 94.1 million US blog readers in 2007 (50% of Internet users) • 22.6 million US bloggers in 2007 (12%) Universal McCann (March 2008) • 184 million WW have started a blog | 26.4 US • 346 million WW read blogs | 60.3 US • 77% of active Internet users read blogs Technorati: State of the Blogosphere 2008 © 2008 Fry, Inc. Page 8
  9. 9. Commerce Without Compromise™ © 2008 Fry, Inc. Page 9
  10. 10. Commerce Without Compromise™ Information Streams and Permalinks © 2008 Fry, Inc. Page 10
  11. 11. Commerce Without Compromise™ stream. n. In computing: a succession of data elements made available over time. permalink. n. A permanent link or URL that points to a specific blog or forum entry after it has passed from the front page to the archives. Wikipedia © 2008 Fry, Inc. Page 11
  12. 12. Commerce Without Compromise™ Information Streams Organized chronologically Freshness/Recency favored by Google Captures linked comments which further elevates link equity Frequently supported by RSS feeds Upside: Rapid search engine indexing and search engine rank (SER) Downside: Upkeep © 2008 Fry, Inc. Page 12
  13. 13. Commerce Without Compromise™ Permalink Snapshots content mid-stream Provides an anchor in hyperspace for concentrated findability and search engine indexing Upside: Facilitates sharing, improves search engine indexing Downside: Few if any © 2008 Fry, Inc. Page 13
  14. 14. Commerce Without Compromise™ © 2008 Fry, Inc. Page 14
  15. 15. Commerce Without Compromise™ © 2008 Fry, Inc. Page 15
  16. 16. Commerce Without Compromise™ © 2008 Fry, Inc. Page 16
  17. 17. Commerce Without Compromise™ © 2008 Fry, Inc. Page 17
  18. 18. Commerce Without Compromise™ The Blog as a Stream © 2008 Fry, Inc. Page 18
  19. 19. Commerce Without Compromise™ The Landscape 26% of the Top 500 Retailers are Blogging Share information about product releases Address consumer concerns Develop and promote their brand voice © 2008 Fry, Inc. Page 19
  20. 20. Commerce Without Compromise™ Blog Elements Clear Clear headlining headlining Crosslinks Brevity for scannability Date stamped and organized chronologically Previous / Next navigation PERMALINK Identify authorship Tags © 2008 Fry, Inc. Page 20
  21. 21. Commerce Without Compromise™ Blog Elements Clear headlining Crosslinks Brevity for scannability Date stamped and organized chronologically Crosslinks Previous / Next engage and navigation clarify PERMALINK Identify authorship Tags © 2008 Fry, Inc. Page 21
  22. 22. Commerce Without Compromise™ Blog Elements Clear headlining Crosslinks Brevity for scannability Date stamped and organized chronologically Previous / Next navigation PERMALINK Identify authorship Tags Entries vary in length, but most are brief © 2008 Fry, Inc. Page 22
  23. 23. Commerce Without Compromise™ Blog Elements Clear headlining Crosslinks Brevity for scannability Date stamped and organized chronologically Previous / Next navigation PERMALINK Identify authorship Tags All entries date stamped © 2008 Fry, Inc. Page 23
  24. 24. Commerce Without Compromise™ Blog Elements Clear headlining Crosslinks Brevity for scannability Date stamped and organized Contextual chronologically navigation between posts Previous / Next navigation PERMALINK Identify authorship Tags © 2008 Fry, Inc. Page 24
  25. 25. Commerce Without Compromise™ Blog Elements Clear headlining Crosslinks Brevity for scannability Date stamped and organized chronologically Previous / Next navigation PERMALINK Identify authorship Tags Permalink accompanies every post © 2008 Fry, Inc. Page 25
  26. 26. Commerce Without Compromise™ Blog Elements Clear headlining Crosslinks Brevity for scannability Date stamped and organized chronologically Previous / Next navigation PERMALINK Identify authorship Tags Preferably link to bio with photo © 2008 Fry, Inc. Page 26
  27. 27. Commerce Without Compromise™ Blog Elements Clear headlining Crosslinks Brevity for scannability Date stamped and organized chronologically Previous / Next navigation PERMALINK Identify authorship Tags Tags create meaningful associations and provide link equity © 2008 Fry, Inc. Page 27
  28. 28. category landing pgs Commerce Without Compromise™ Swim The Blog Architecture Men BLOG Leverage the blog Email Campaign A Frequently architecture to refreshed content support online – daily, weekly marketing Women initiatives and Posts are Tagged elevate search for syndication Email Campaign B engine rank Posts are Shoes & aggressively Accessories Post and archive linked to landing Email campaigns page and category Email Campaign C content Bags & Gear Promote Seasonal merchandise in blog posts that feed via RSS to site category Bedding landing pages Frequent posting can elevate Google Clearance rank © 2008 Fry, Inc. Page 28
  29. 29. shopcomposition.com Commerce Without Compromise™ © 2008 Fry, Inc. Page 29
  30. 30. shopcomposition.com Commerce Without Compromise™ Blog shares home page screen real estate © 2008 Fry, Inc. Page 30
  31. 31. Commerce Without Compromise™ Folksonomy Tags © 2008 Fry, Inc. Page 31
  32. 32. Commerce Without Compromise™ folksonomy. n. The practice and method of collaboratively creating and managing tags to annotate and categorize content. Also known as collaborative tagging, social classification, social indexing, and social tagging. Wikipedia http://en.wikipedia.org/wiki/Folksonomy © 2008 Fry, Inc. Page 32
  33. 33. Commerce Without Compromise™ Folksonomy Tags Natural language links created by community users Upside: Facilitates findability, discovery & keyword link equity; Free labor Risk: Tag Spam © 2008 Fry, Inc. Page 33
  34. 34. Commerce Without Compromise™ What are social tags? Created by the people for the people Can be created by merchants, too Most common tags shared for Extend the product story selection Capture natural language – and emerging vernacular Are hyperlinked © 2008 Fry, Inc. Page 34
  35. 35. Commerce Without Compromise™ What are social tags? Created by the people for the people Can be created by merchants, too Extend the product story Capture natural language – and emerging vernacular Free text entry Are hyperlinked also invited © 2008 Fry, Inc. Page 35
  36. 36. Commerce Without Compromise™ Where do tags appear? On product detail pages On customer created outfits User-generated On blog posts tags leveraged on the home page as On product reviews navigation Within site navigation © 2008 Fry, Inc. Page 36
  37. 37. Commerce Without Compromise™ How are tags used? For site navigation See all photos For topical and tagged seasonal “crumpler” merchandising For widget propagation To support search engine optimization strategies © 2008 Fry, Inc. Page 37
  38. 38. Commerce Without Compromise™ How are tags used? For site navigation For topical and seasonal merchandising For widget propagation To support search engine optimization strategies © 2008 Fry, Inc. Page 38
  39. 39. Commerce Without Compromise™ How are tags used? For site navigation For topical and seasonal merchandising For widget propagation To support search engine optimization strategies © 2008 Fry, Inc. Page 39
  40. 40. Commerce Without Compromise™ Risks Tag spamming Unwieldy architectures © 2008 Fry, Inc. Page 40
  41. 41. Commerce Without Compromise™ Risks Tag spamming Merchant Unwieldy controlled tags architectures discourage spam © 2008 Fry, Inc. Page 41
  42. 42. Commerce Without Compromise™ Social Bookmarks & Lists © 2008 Fry, Inc. Page 42
  43. 43. Commerce Without Compromise™ User controls title, tags and Born out of the annotations Del.icio.us Bookmark Model Captures Title, Comments and Folksonomy Tags Generates natural language and Google-friendly permalink Links to others who have bookmarked the same item to facilitate affinity browsing Is public by default © 2008 Fry, Inc. Page 43
  44. 44. Commerce Without Compromise™ Born out of the Del.icio.us Bookmark Model Captures Title, Comments and Folksonomy Tags Generates natural Affinity links language and identify others Google-friendly with like interests permalink Links to others who have bookmarked the same item to facilitate affinity browsing Is public by default © 2008 Fry, Inc. Page 44
  45. 45. Commerce Without Compromise™ Amazon is pioneering lists in online retail Using a common architecture to support multiple list types Creating community and improving product discovery by empowering customers to create content © 2008 Fry, Inc. Page 45
  46. 46. Commerce Without Compromise™ Shared content drives traffic Sharing created content is key Share by Email Post to blog Add a button to my web page Add a widget to my web page © 2008 Fry, Inc. Page 46
  47. 47. Commerce Without Compromise™ Leveraging the Social Web Architecture © 2008 Fry, Inc. Page 47
  48. 48. Commerce Without Compromise™ Introduce Customer Reviews Fresh content introduced daily Natural language keywords Engages the community of users © 2008 Fry, Inc. Page 48
  49. 49. Commerce Without Compromise™ Surface Product Metadata as Tags Provide an alternate browse path Improve findability, discovery Consider permitting customer metatags © 2008 Fry, Inc. Page 49
  50. 50. Commerce Without Compromise™ Enrich the Customer Profile Elevate community activity to support findability Encourage individual voices; nurture influencers © 2008 Fry, Inc. Page 50
  51. 51. Commerce Without Compromise™ Tap your vendors for Social Web Upgrades Indexed, searchable product reviews from Endeca Sort by social attributes Freshness • Helpful votes • Individual • Reviewer Rating • Reviewer’s • Age © 2008 Fry, Inc. Page 51
  52. 52. Commerce Without Compromise™ Introduce public favorites and lists Let account holders flag the items they love Default lists to public so that others can browse and discover © 2008 Fry, Inc. Page 52
  53. 53. Commerce Without Compromise™ Deliver RSS Content Identify the information streams of most value to your customers and deliver them via RSS subscriptioin © 2008 Fry, Inc. Page 53
  54. 54. Commerce Without Compromise™ Blog Post content that is passionate, relevant and right now Cross-link to other blogs and sources of information Listen and respond Give them a reason to come back © 2008 Fry, Inc. Page 54
  55. 55. Commerce Without Compromise™ Encourage Sharing Support Self- Publishing – and product promotion • Social Notes • AddThis • Widget WYSIWYG Technologies widget creation draws on user- generated data © 2008 Fry, Inc. Page 55
  56. 56. Commerce Without Compromise™ Participate Find your demographic and meet them where they live Facebook • StyleHive • MySpace • ThisNext • MyYearbook • Offer passionate, relevant, right- now content Listen and respond © 2008 Fry, Inc. Page 56
  57. 57. Commerce Without Compromise™ When it comes to Social Networking Sites Retailers should be asking How not When Social Networking: Should You Buy or Rent? Designing your Social Networking Profile Page An overview of the leading SNS, including: • Twitter • MySpace • Facebook • Social Shopping Sites ThisNext and StyleHive Bridget Fahrland, Executive Creative Director Dayna Bateman, Sr Strategic Analyst Fry, Inc. Internet Retailer: Guide to Retail Web Site Design & Usability, p. 40 © 2008 Fry, Inc. Page 57
  58. 58. Commerce Without Compromise™ Commerce Without Compromise™ © 2008 Fry, Inc. Page 58

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