Social Commerce is simple. Here is how to implement it in 24 hours and explore the huge potential that lies behind the Social Graph of your customers.

1. $$$ Social Commerce is Simple Here is how you implement it in less than 24 hours! 15, February 2011 pj | pj@beingpractical.com | www.beingpractical.com

2. Being Practical: Social Commerce is Simple #1 the background Transactional eCommerce is big - Billions of dollars Social Media is very big – over 600 Million users Social Media + eCommerce = Social Commerce the prediction $$$ www.beingpractical.com pj@beingpractical.com copyright: beingpractical.com

3. Being Practical: Social Commerce is Simple #2 what is not Social Commerce a. implementinglike&tweet buttons on product pages And expecting users to share this with their friends! b. frantic attempts to get more fans&followers - Spend time, energy and $$$ to get fans on Facebook & followers on Twitter (who may not be even your customers). - Offer discounts and promo codes to these users and expecting them to transact the above models are more inclined towards social buzz creation & engagement. not essentially social commerce. www.beingpractical.com pj@beingpractical.com copyright: beingpractical.com

4. Being Practical: Social Commerce is Simple #3 so what is Social Commerce a. when existingeCommerce services (product, travel or services) useexisting social platforms (facebook & twitter) b. when existingcustomers share with their existingfriendson social platforms what they have purchased c. feedback and experiences are shared by existingcustomers on existingsocial platforms. Is any eCommerce player doing this today – No. But they should because: - Customers give the best feedback about your product/service. - User sharing their purchases online adds authenticity amongst friends. - It brings you on to endless opportunities in social commerce It is very important to understand why existingis highlighted. www.beingpractical.com pj@beingpractical.com copyright: beingpractical.com

5. Being Practical: Social Commerce is Simple #4 why ‘existing’ is important It will be difficult for a: - existing social player to exploit potential of social commerce by introducing/ a new ecommerce service. (ex. Facebook/Twitter attempting an Amazon) - existing ecommerce player to exploit potential of social commerce by introducing a new social play. (ex. Amazon attempting a Facebook/Twitter) - new player to bridge the ecosystem between this two worlds Existing ecosystem is healthy: - Social Networks are now well established and norms of interactions (tweets, likes, comments, etc) are well accepted by users - Existing eCommerce players can now explore these benefits and start building social commerce on their own existing platforms. - Better the integration, better is the Kiss (between Social & eCommerce) www.beingpractical.com pj@beingpractical.com copyright: beingpractical.com

6. Being Practical: Social Commerce is Simple #5 any current attempts in this direction? Is anyeCommerce player doing this today?Not yet. As of 15th Feb 2011 – I don’t know any! They are exploring options. Are there startups or platforms attempting to cover this space?Yes. Many. Are they brilliantly successful in bridging this gap to build Social Commerce? No. They are trying to build an ecosystem of their own, which is extremely difficult. They don’t own either of the components - Users or the Products Solve it now! www.beingpractical.com pj@beingpractical.com copyright: beingpractical.com

7. Being Practical: Social Commerce is Simple #6 what does it take? Resources required: a. Time: less than 24 hours b. 1-2 programmers with exposure to Facebook & Twitter APIs and your own ecommerce platform Steps Involved: 1. Application Sign-Up on Facebook & Twitter 2. Unified-Mapping of all user credentials 3. Integration of Business Rules specific to your business www.beingpractical.com pj@beingpractical.com copyright: beingpractical.com

8. Being Practical: Social Commerce is Simple #7 Social Commerce – Implementation Step 1 1. Application Sign-Up on Facebook & Twitter - signup with your existing accounts on Facebook & Twitter for respective applications (not pages) - integrate these applications to fetch user details that are required (ideally only the FB & Twitter id) - configure application to post to user wall & tweet on twitter through your application for certain business rules defined by you. 2. Unified-Mapping of all user credentials 3. Integration of Business Rules specific to your business www.beingpractical.com pj@beingpractical.com copyright: beingpractical.com

9. Being Practical: Social Commerce is Simple #7 Social Commerce – Implementation Step 2 2. Unified-Mappingof all user credentials - your platform (website) will have its own login/password credentials - when user has logged in to your platform, ask him to link up his Facebook & Twitter accounts through the application that you have set up earlier. - essential that you build an unified-mapping or parallel FB/twitter authentication for your own login credentials. - now these users should be able to login to your service using any credentials – your platform password or even using their own facebook & twitter identities. PS: This also solves another problem of forgetting passwords. Example., if you are booking tickets on Expedia once in a quarter or on eBay once in a year users don’t see a case to remember their passwords always (unless all passwords are same) 3. Integration of Business Rules specific to your business www.beingpractical.com pj@beingpractical.com copyright: beingpractical.com

10. Being Practical: Social Commerce is Simple #7 Social Commerce – Implementation Step 3 3. Integration of Business Rules specific to your business Application-side Business Rules - Most important rule is to respect user privacy. For both the platforms & applications you can post messages to wall / twitter directly – but communicate to user that you are doing so! (not just users, they are your customers) Your Platform/Product-side Business Rules - Decide appropriate business side rules that will help you leverage on Social Media, typically the following two will work best! 1 . Transaction Completion 2. Post Transaction Feedback Examples of these are on next slide. www.beingpractical.com pj@beingpractical.com copyright: beingpractical.com

11. Being Practical: Social Commerce is Simple #7 Social Commerce – Examples of Interactions Real Social Conversationswill happen about your Products and Services Amazon: Just purchased the book - “Social Commerce is Simple.”Check – http://bit.ly/prav www.beingpractical.com pj@beingpractical.com copyright: beingpractical.com

12. Being Practical: Social Commerce is Simple #7 Social Commerce – Examples of Interactions Feedback: Gave 5 stars to @eBay for my recent purchase of Apple iPodCheck product & my feedback here – http://bit.ly/prav + with a custom landing page that can be seen only by user’s social contacts Travel: Just purchased Mumbai (MUM) to London (LON) flight ticket on @JetBlueCheck it out – http://bit.ly/prav + with a custom landing page that shows user’s travel itinerary and allow friends to suggest/rate GroupOn: I got 50% off on at a Indian Restaurant in SF Bay Area on @GroupOnSFDeal is still on. Get it here – http://bit.ly/prav + landing page with user’s history of purchases on GroupOn and feedback from friends that can be viewed only by his friends SlideShare: Uploaded by new presentation – “Social Commerce is Simple” on @SlideShareView it here – http://bit.ly/prav www.beingpractical.com pj@beingpractical.com copyright: beingpractical.com

13. Being Practical: Social Commerce is Simple #8 the WTH reactions “what? It is so simple? Lets do it now!” “why did I not think of this before?” Product Management Tip! Focus more on building and exploring Social Graph via Applications, not just building fans on Facebook. www.beingpractical.com pj@beingpractical.com copyright: beingpractical.com

14. Being Practical: Social Commerce is Simple #9 Social Commerce – Endless Opportunities Explore endless opportunities: 1. Social Rewards Programs- It is possible to build a complete social rewards program off this application and give rewards to users who get you maximum business through their social circle! 2. Social CRM - Couple your existing CRM solutions to integrate with Social Media. A few minor tweaks and you shall track and effectively manage your social media customer management 3. Additional Users, Revenue & Traffic The implementations mentioned in previous slide itself will give huge boost to your users, revenue and traffic. You have not yet explore the huge Social Graph! www.beingpractical.com pj@beingpractical.com copyright: beingpractical.com

15. If your like or implement this, do tweet: “Social Commerce is Simple” #beingpractical #thank-you Drop me a mail, Available for Coffee and endless Product Management Conversations on weekends :-) Note: All thoughts, concepts mentioned and views expressed are made in personal capacity. All brands mentioned here owned by respective owners. www.beingpractical.com pj@beingpractical.com