Social Commerce by Paul Srivorakul, CEO Ensogo.com Presented at Web Wednesday Thailand 7.0 November 24th, 2010

1. Social Commerce
By Paul Srivorakul
Bangkok – November 24, 2010

2. “
What is social commerce?
E-Commerce
Buying and selling
products and
services online
Social Commerce
Monetization of
social media with
e-commerce
Social Media
Online media
supporting social
interaction and user
contributions

3. People are more valuable owning and using
your product than thinking about buying it
“
The heart of social commerce?

4. Chadwick Martin Bailey Social Sharing Study 2010
The Power of Social Networks

5. Key factors influencing Thai online shopping
90% Secure payment facility
90% Convenient payment methods
86% Price/Value
81% Good customer service
81% Speedy Transaction
80% User-friendly website
79% Low delivery charges
74% Reputation of website
69% Promotion Offers
Source: Thailand, Mastercard Worldwide Insight 2008

6. Forums & Community
Six tools driving social commerce (1-3)
1
3
Recommendations &
Referrals
2
Forums & Communities

7. Social Ads and Apps paid
ads, promo apps, widgets
Six tools driving social commerce (4-6)
Social Shopping users share the act of shopping
online
4
Social Media Optimization
promotes and publicizes events
and content through social media.
6
5

8. 1% of Twitter traffic
on July 21, 2010
1 m walk-ins
Starbucks: Social Media Optimization

9. 1: Social Proof ‘Follow the Crowd’
(peer reviews and popularity lists)
5: Reciprocity ‘Give Back’
(Sampling, Freebies)
2: Authority ‘Follow the leader’
(expert and professional reviews)
3: Limited ‘Limited Stuff is Good Stuff’
(online exclusive daily deal)
4: Liking ‘Follow those You Like’
(friend referral, peer recommendations)
What motivates social shoppers?

10. Social Commerce corners of influence
Friends Customers
Experts Celebrities
Influence

11. Customers Who Bought This Item Also Bought…
Amazon: Ratings & Recommendations

12. Trip Advisor: Friend Activity

13. Ensogo: Limited Stuff
฿ 99

14. Social Commerce and mROI

15. Share the deal with friends
Print or SMS
Voucher
2
3
4 5
Call to make
reservations
6
Walk in
to store
Purchase
Online
1
Deals advertised online
and offline
The Online-to-Offline (O2O) Business Model

16. Promotion
(Marketing)
Promotion
(Marketing)
Sales
Impact of Social Commerce
Sales + N
Foot Traffic
Track Conversions
Sales
Loyalty (Fans)
Recommendations
+
Social
Commerce

17. Exclusive
Discounts
Exclusive
Access
Exclusive
Experiences
Exclusive
Freebies
Conversion
(Conversation)
Loyalty (Retention /
Lifetime Value)
Advocacy (Acquisition /
Referral Value
Drivers marketing ROI

18. Exclusive Access: Starbucks launches premium
coffee exclusive on Gilt.com

19. Exclusive Access: Members only for 40-70% Off
Travel Deals

20. Exclusive Experience: Check-ins to get discounts
and freebies

21. Exclusive Freebies: Free entry to the Mom Expo

22. Thank You
$2m in Funding
30+ Job Positions Open
First 50 people in line with proof of tweet or post
about Ensogo.com gets a free SF cinema voucher