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#MindshareSocial
“The Future of Social     Commerce will take      place outside of      social networks”2          #MindshareSocial
_______   Transactions on Facebook itself are unlikely              to become a huge opportunity3                         ...
The past 2 years have seen a number of retailers    open Facebook Stores… and then close them4                      #Minds...
The consumer experience has been underwhelming5                 #MindshareSocial
There are real concerns around security                                              10%                                  ...
There are real concerns around security                                                      Hive Community               ...
Facebook is primarily for socialising                                   “ I like separation of                            ...
Successful examples of F-commerce generally    do not have direct sales as main KPI9                    #MindshareSocial
F-commerce will attract certain categories                                           SMEs10                      #Mindshar...
_______   Transactions on Facebook itself are unlikely           to become a huge opportunity           Integrating the so...
12   #MindshareSocial
Platform Integration complements existingtechnologies rather than disrupts them                  #MindshareSocial
Consumers exhibit an appetite for social shopping           01   Trust           02   Expertise14   SOURCE: Mindshare / Th...
But too many products & not enough friends is     seen as a problem                                                       ...
Social signals will become multi-dimensional            1st Generation                      Next Wave16                   ...
Moving from recommendation to customisation     Social Recommendation Data                      Social Customisation Data1...
There are     hurdles to                             Data control      Willingness     overcome                           ...
_______   Transactions on Facebook itself are unlikely           to become a huge opportunity           Integrating the so...
Mobile brings the social graph to bricks &     mortar retailers20                      #MindshareSocial
Successful services will need to provide     genuine „social utility‟                                    Researching at   ...
Accessing friends‟ recommendations at point-of-sale                                       IBM Research                    ...
Validating a purchase                                               Selfridges                                           „...
Successful services will need to provide     genuine „social utility‟                                    Researching at   ...
Gifting                                      Pepsi                                  Social Vending                        ...
Self-Affirmation                                               Diesel                                             QR Codes...
But there a     number of                                Category           Consumer     challenges     which will     con...
_______   Transactions on Facebook itself are unlikely           to become a huge opportunity           Integrating the so...
What is the Interest Graph?                   #MindshareSocial
Content curation trend is helping to fuelthe Interest Graph                    #MindshareSocial
Interest Graph creates explicit „buy‟ signals          Social Graph                            Interest Graph            W...
The Interest Graph is not dependent onscale of your social network                  #MindshareSocial
… and the Interest Graph is a big opportunity for the    future                                   Larger reachShallow     ...
_______   Transactions on Facebook itself are unlikely           to become a huge opportunity           Integrating the so...
How to harness these        opportunities36          #MindshareSocial
It is getting harder to achieve visibility on the     Facebook Newsfeed with organic posts*                      16       ...
Brands need to evolve from retention to commercial-     acquisition strategies in social         Retention / Protection   ...
Key approaches for a more commercial /     acquisition-driven social strategy                                           Of...
Offer-driven     01 Scarcity and exclusivity mechanics     Using fans to create desire with earned media amongst non-custo...
Offer-driven02 Social referral programmesCustomers become affiliates & can be used to acquire new customers               ...
Interest -driven03 Leverage social curation“Earned Media” becomes shoppable          Interests turned into                ...
Interest -driven04 Leverage Interest Graph data for paid mediaIncrease conversion rate by scaling up audiences using inter...
Our social     commerce services44         #MindshareSocial
Retention-based services01   Community Management     o   Conversation calendar, content calendar, content creation     o ...
New acquisition-based services launching soon01 Platform integration      o   Facebook API evaluation (pages, ads, apps, i...
#MindshareSocial
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Future of Social Commerce Mindshare

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Future of Social Commerce Mindshare

  1. 1. #MindshareSocial
  2. 2. “The Future of Social Commerce will take place outside of social networks”2 #MindshareSocial
  3. 3. _______ Transactions on Facebook itself are unlikely to become a huge opportunity3 #MindshareSocial
  4. 4. The past 2 years have seen a number of retailers open Facebook Stores… and then close them4 #MindshareSocial
  5. 5. The consumer experience has been underwhelming5 #MindshareSocial
  6. 6. There are real concerns around security 10% 8% EXTREMELY SAFE How safe do you feel SOMEWHAT SAFE purchasing goods or NOT SAFE AT ALL services through 54% DON’T KNOW Facebook? 28%6 SOURCE: CNBC May 2012 #MindshareSocial
  7. 7. There are real concerns around security Hive Community Member7 SOURCE: Mindshare / The Hive #MindshareSocial
  8. 8. Facebook is primarily for socialising “ I like separation of my things, including my social networking & what I purchase” “ I don‟t want my newsfeed transformed into some kind of “ I‟m not sure what shopping channel” the advantages are…. Why not simply use the provider sites?”8 SOURCE: Mindshare / The Hive #MindshareSocial
  9. 9. Successful examples of F-commerce generally do not have direct sales as main KPI9 #MindshareSocial
  10. 10. F-commerce will attract certain categories SMEs10 #MindshareSocial
  11. 11. _______ Transactions on Facebook itself are unlikely to become a huge opportunity Integrating the social graph across platforms is a much more scalable opportunity than F-commerce11 #MindshareSocial
  12. 12. 12 #MindshareSocial
  13. 13. Platform Integration complements existingtechnologies rather than disrupts them #MindshareSocial
  14. 14. Consumers exhibit an appetite for social shopping 01 Trust 02 Expertise14 SOURCE: Mindshare / The Hive #MindshareSocial
  15. 15. But too many products & not enough friends is seen as a problem “What are the chances of my friend & myself both wanting a new baking tray at the same time? The chances of it happening are pretty remote”15 SOURCE: Mindshare / The Hive #MindshareSocial
  16. 16. Social signals will become multi-dimensional 1st Generation Next Wave16 #MindshareSocial
  17. 17. Moving from recommendation to customisation Social Recommendation Data Social Customisation Data17 #MindshareSocial
  18. 18. There are hurdles to Data control Willingness overcome to share before the Social Graph Category Specific revolutionises e-commerce18 #MindshareSocial
  19. 19. _______ Transactions on Facebook itself are unlikely to become a huge opportunity Integrating the social graph across platforms is a much more scalable opportunity than F-commerce Social commerce will come to the High Street, but slowly19 #MindshareSocial
  20. 20. Mobile brings the social graph to bricks & mortar retailers20 #MindshareSocial
  21. 21. Successful services will need to provide genuine „social utility‟ Researching at point-of-sale Solve a problem Meet a through social need social Validating a purchase decision21 SOURCE: Mindshare / The Hive #MindshareSocial
  22. 22. Accessing friends‟ recommendations at point-of-sale IBM Research prototype AR shopping app22 #MindshareSocial
  23. 23. Validating a purchase Selfridges „Next-Generation‟ fitting rooms23 #MindshareSocial
  24. 24. Successful services will need to provide genuine „social utility‟ Researching at Gifting point-of-sale Solve a problem Meet a through social need social Validating a Self-affirmation purchase decision24 SOURCE: Mindshare / The Hive #MindshareSocial
  25. 25. Gifting Pepsi Social Vending Machine25 #MindshareSocial
  26. 26. Self-Affirmation Diesel QR Codes placed in store26 #MindshareSocial
  27. 27. But there a number of Category Consumer challenges which will constrain the Technical socialisation of the High St27 #MindshareSocial
  28. 28. _______ Transactions on Facebook itself are unlikely to become a huge opportunity Integrating the social graph across platforms is a much more scalable opportunity than F-commerce Social commerce will come to the High Street, but slowly The Interest Graph presents the real opportunity for social commerce28 #MindshareSocial
  29. 29. What is the Interest Graph? #MindshareSocial
  30. 30. Content curation trend is helping to fuelthe Interest Graph #MindshareSocial
  31. 31. Interest Graph creates explicit „buy‟ signals Social Graph Interest Graph Who I am How I see myself Who I know What I like & want IMPLICIT EXPLICIT link to indication of what I what I’ll buy may buy #MindshareSocial
  32. 32. The Interest Graph is not dependent onscale of your social network #MindshareSocial
  33. 33. … and the Interest Graph is a big opportunity for the future Larger reachShallow Deepersignals of signals ofinterest interest Smaller reach #MindshareSocial
  34. 34. _______ Transactions on Facebook itself are unlikely to become a huge opportunity Integrating the social graph across platforms is a much more scalable opportunity than F-commerce Social commerce will come to the High Street, but slowly The Interest Graph presents the real opportunity for social commerce35 #MindshareSocial
  35. 35. How to harness these opportunities36 #MindshareSocial
  36. 36. It is getting harder to achieve visibility on the Facebook Newsfeed with organic posts* 16 % 3 % * SOURCE: Facebook / Mindshare / EdgerankChecker estimates of % of fans who have the opportunity to see a brand post37 #MindshareSocial
  37. 37. Brands need to evolve from retention to commercial- acquisition strategies in social Retention / Protection Commercial / Acquisition social strategies social strategies + Existing customers + New customers + Social as CRM + Social for acquisition + Reinforce brand values & loyalty + Use fans to acquire new with existing customers customers + Increase spend amongst existing customers38 #MindshareSocial
  38. 38. Key approaches for a more commercial / acquisition-driven social strategy Offer-driven 01 Use scarcity & exclusivity 02 Create social-referral mechanics programmes 03 Leverage social 04 Leverage interest-graph curation data for paid media Interest-driven39 #MindshareSocial
  39. 39. Offer-driven 01 Scarcity and exclusivity mechanics Using fans to create desire with earned media amongst non-customers40 #MindshareSocial
  40. 40. Offer-driven02 Social referral programmesCustomers become affiliates & can be used to acquire new customers 30% of sales via social referral #MindshareSocial
  41. 41. Interest -driven03 Leverage social curation“Earned Media” becomes shoppable Interests turned into Shoppable-images shopping lists spread virally #MindshareSocial
  42. 42. Interest -driven04 Leverage Interest Graph data for paid mediaIncrease conversion rate by scaling up audiences using interest-dataExample: Retail brand Lookalike audience based on X = interests w/ higher + propensity Interest-graph Loyalty / customer data to buy data Wider internet #MindshareSocial
  43. 43. Our social commerce services44 #MindshareSocial
  44. 44. Retention-based services01 Community Management o Conversation calendar, content calendar, content creation o Biddable media recommendations o Facebook EdgeRank optimisation02 Social Engagement o PR-led campaigns, Influencer relations campaign03 Facebook “SEO” #MindshareSocial
  45. 45. New acquisition-based services launching soon01 Platform integration o Facebook API evaluation (pages, ads, apps, insight etc.)02 Social curation03 Interest graph data retargeting o Facebook ad exchange / Xaxis04 Social-based referral programs #MindshareSocial
  46. 46. #MindshareSocial

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