Social Commerce: What Now?


Published on

Social Commerce is a hot topic in digital marketing these days with a lot of questions about the opportunities available to brands through Facebook and how to capitalize on them now. Vikram Sharma, CEO of ShopLocal, the retail division of PointRoll, along with Adgregate Markets, the leading social commerce solutions provider, discuss many aspects of Social Commerce including:
• Social commerce as a component of your Facebook strategy
• Future trends in social commerce
• Social commerce vs. e-commerce as a channel
• Marketing tools that tie directly into the Facebook social graph
• The new ShopFans 2.0 social promotion features
• How marketers can generate ROI in Facebook

Published in: Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Lisa Hausman from Gigya said that tapping into the social graph will be a key competitive advantage for retailers in 2011. eMarketer showed us some data released just this month that said friends and “people like you” influence social media users’ purchasing decisions more than anyone else. eMarketer also showed us that retailers using collaborative shopping tools show increased conversion rates, higher average order value, and decreased returns.So what does all of this mean? It means that is more important than ever to leverage the tools available to you and enable your shoppers to have a seamless, personalized and collaborative shopping experience.
  • Localized, Store PromotionsCreate Personalized Experiences and Aid Deal Discovery by leveraging users “Likes” , Friends “Likes” and demographics via social graphSocial Commerce Group Buying PromotionsDeal Exclusivity
  • Wall/Newsfeed PurchasesItems can be pushed to all fans’ newsfeeds with purchase capabilities in the postDrives viral distribution (like, share, post) Enables new users to discover and share products and promotionsRe-engages existing usersVirtual Cart- Users can shop and add items to shopping back- Checkout button can transfer cart to Add jcp
  • Create local, dynamic advertising programs to drive traffic to your fan page and increase brand awarenessProfile matching and targeting based on interest Multi-variant ad generation and optimizationLower fan acquisition costsPartnered with TBG Media, one of the largest purchasers of Facebook Marketplace inventory in the world
  • Personalization and Deal Discovery via social graph “Likes” and Friends “Likes” Create continuous experiences between platforms/devices“Like” and Share products to extend distribution
  • While there are many social networking platforms such as myspace and twitter. The core focus of any social commerce strategy should be placed on Facebook.Facebook, as everyone knows, is growing very rapidly. {CLICK} There are nearly 700 million members, and those users are spending roughly 500 billion minutes a month on the site.{CLICK} This means on average users are spending about 23 hrs per month in the site while being connected to well over 60 pages or groups.As this graph illustrates, retail titans such as walmart and amazon are seeing their traffic reach flat line somewhat; Conversely, as you can see, Facebook is continuing it’s traffic grow an impressive rate. {CLICK} As a result, Facebook is overtaking Google in terms of overall traffic to the site.
  • [DU NGUYEN]Why is social commerce in Facebook so powerful? {CLICK} Well, according to eMarketer, nearly 70% of social network users share recommendations with friends within every few months.{CLICK} So for example say if you had 100k fans each having on average 130 friends, {CLICK} that means that you can potentially reach 13 million people that can be influenced by your social commerce strategy. {CLICK} Now if you take another degree of separation, meaning friends of friends, your reach is nearly everyone in Facebook.So the power of social commerce lies in the ability to turn a small number of fans into an army of advocates and influencers and ultimately purchasers.
  • Social Commerce: What Now?

    1. 1. Social Commerce: What Now?<br />A Webinar Hosted by Adgregate Markets and ShopLocal<br />
    2. 2. “Tapping into customer social profile and social graph data—technology available today—will be a key competitive advantage for retailers in the coming year.”<br />—Liza Hausman, VP of marketing at Gigya, November 2010 <br />“Retailers who use [collaborative shopping] tools cite benefits including increased conversion rates,higher average order value and decreased returns.”<br />—Social Commerce: Personalized and Collaborative Shopping Experiences,eMarketer, January 2011<br />The Importance of Social Media<br />
    3. 3. Consistent, Contextual…<br />Cross-Channel Experiences<br />
    4. 4. Facebook Pages<br />
    5. 5.
    6. 6. Facebook Ads<br />Facebook Ads<br />
    7. 7. Facebook Ads: Optimized for Demographics & Location<br />Top offer for women over 30, in New York<br />Top offer for women under 25, in New York<br />Top offer for women under 25, in Dallas<br />Same city, different demographics = different top offers <br />Same demographics, different city = different <br />top offers <br />
    8. 8. Facebook Places & Deals: Consumer Experience<br />Facebook Deals<br />
    9. 9. Social Distribution<br />On Your Website<br />
    10. 10. Where People Are<br />Drive Traffic<br />Contextual<br />Extend Distribution<br />
    11. 11. Social Commerce is Hot<br />“If I had to guess, social commerce is the next area to really blow up.”<br />- Mark Zuckerberg, Chairman & CEO Facebook (August 2010)<br />
    12. 12. Fans become advocates and influencers to their friends<br /> Assuming you have 100k Fans each averaging 130 Friends1 …<br /> Your Fans influence 13 million potential customers in Facebook<br />The Power of Friends<br />If you have 100k Facebook Fans<br />They have ~13 Million Friends<br />Friends of Friends = Everyone in Facebook<br />1Facebook Company Statistics<br />
    13. 13. Some of Our Clients<br />
    14. 14. Group Deals<br />1. Retailer promotes deal with wall post to all fans<br />Acquire and convert new customers - friends of fans<br />Forces viral distribution of deals<br />To unlock deal, fans must share with friends<br />To unlock deal, fans’ friends must share with additional friends<br />All fans and friends must install ShopFans app enabling tracking and follow-up communication<br />Optional deal limits<br />Maximum redemptions<br />Limited time offer<br />Individual unique coupon codes<br />2. Fans see deal in ShopFans Group Deals tab<br />Old NavyJust in time for Valentine’s Day, 30% off any purchase for you and your friends. Today only!<br />
    15. 15. Group Deals cont’d<br />Isabella WoodWow… enjoy this great deal!<br />Old Navy Group Deal<br /><br />Just in time for Valentine’s Day, 30% off any purchase for <br />you and your friends. Today only!<br />3. Fans allow app to share deal with friends<br />4. Friends of fans see deal in news feed (with link back to deal app, continuing viral distribution)<br />5. Deal unlocked<br />
    16. 16. Wish List / Registry<br />Create and share wish lists so your friends can comment or purchase the perfect gift<br />Can be integrated with client wish list / registry or independently developed by Adgregate<br />
    17. 17. Ratings/Reviews<br />Ratings and reviews have been proven to lift conversion rates and interaction<br />Ratings and reviews can be integrated with client system or popular 3rd party vendors such as Power Reviews and BazaarVoice<br />
    18. 18. Gift to a Friend<br />Ability to purchase gifts for a friend <br />Birthday <br />Just Because <br />Anniversary<br />Congratulations<br />Friend receives wall post and email notifications to enter their shipping address<br />
    19. 19. Flash Sale<br />Reward fans with flash-sales of deeply discounted items<br />Combine with Purchase Notifications to drive awareness of promotion<br />
    20. 20. Purchase Notification<br />Enable purchase notifications within fan newsfeed with in-wall purchase capability<br />Drive viral distribution and awareness of friends’ purchases or special offers<br />
    21. 21. Brand Extension<br />Launch ShopFans storefronts across multiple facebook pages with custom branding or skinning<br />Empower affiliates to host your ShopFans store<br />
    22. 22. Social Badges<br />Social badges can be used for contests, giveaways, or to reward loyalty with a fun experience for fans<br />Could be integrated into client’s loyalty program so badges are “earned” with purchases, shares or likes<br />Add a fun and social way for fans to interact with your store and brand<br />
    23. 23. Loyalty Program<br />Integrate client’s loyalty program<br />Incentivize customers to purchase with loyalty programs<br />Sign-up new customers to join loyalty program<br />
    24. 24. Pre-order / Sales<br />Ticketing<br />Facebook Like/Share<br />Video / Media<br />Mobile Social Commerce<br />
    25. 25. ShopAds<br /><ul><li>Melds eCommerce and advertising
    26. 26. Guaranteed safe & secure
    27. 27. Allows users to stay on publisher website
    28. 28. Fits any real-estate, expandable option</li></ul>1. Browse & Add to Cart<br />2. Shipping & Billing<br />3. Secure CC Payment<br />
    29. 29. Q & A<br />Download the whitepaper: How to Turn Conversations into<br />Thank You<br />For More Information Please Visit: <br /> or<br />or Contact:<br />Vikram Sharma-<br />Sharon Kelly-<br />Jeremy Stayton–<br />