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Social Commerce - Real Shopping [R]evolution?


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A co-presentation of Erica Schmidt, Global Search Director, iProspect & Zbigniew Nowicki, Managing Director, Bluerank from "E-commerce Development" conference held by Informedia Polska & Puls Biznesu.

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Social Commerce - Real Shopping [R]evolution?

  1. 1. Social Commerce –real shopping [r]evolution?Erica Schmidt, Global Search Director, iProspectZbigniew Nowicki, Managing Director, Bluerank
  2. 2. Social is a long way story We have performed Social Things since our ancestors sat around a fire and said, "Ugh!" and developed language what allowed them to talk. Just the tools and speed have been upgraded so far. Also the talk evolved into shared communication. 2
  3. 3. Does a good product make social commerce easy? 3
  4. 4. Actually selling with social media may be far moretricky than equation FB + product + review 4
  5. 5. Because social commerce is about influencing people and influencing is a very sensitive case if beside shopping we aim to keep positive experience 5
  6. 6. Influencing people requires right place and timeAllow customers to buy ...and connect with customers in placeswhere they connect... where they commerce 6
  7. 7. What is sospecial aboutsocial? 7
  8. 8. First: it is big, visits, traffic, pageviews, time InternetStandard: raport social media 2010 8
  9. 9. Second: locally it is even bigger InternetStandard: raport social media 2010 9
  10. 10. Third: it makes you a friend with brands InternetStandard: raport social media 2010 10
  11. 11. And the ROPO is also based in social principle 11
  12. 12. Who playsthe drums? 12
  13. 13. November 2008: Founded3000 employees250 markets worldwide35 million registered users$500 million: Projected revenue in 2010$6 billion: Google’s bid to acquire Groupon November 2010$15 billion: Possible IPO in 2011 13
  14. 14. Much better logo – collective buying power 14
  15. 15. What is Groupon interconnecting together? Online range Offline offer and and decision brick&mortar speed businessTwo worlds that more or less were strongly separated so far. And moreover that it addssocial experience to the whole deal making a win-win deal for customers and vendors. 15
  16. 16. What is Groupon mechanics? 16
  17. 17. How does Groupon shapes our shopping behavior?Need Deal• You want sth and you go for it, can be sth • There is sth and you go for it, because you were preparing for a longer time others go and it is perhaps cheap• Price at the beginning is a secondary issue • Reduced price and super conditions are• You select from many, and pick up the one the most important deal factors you really like • You get what you are offered to buy• Usually is not an impact or accidental • The deal is time limited so little time make is shopping, more rational approach more emotional decision• You more likely become ambassador • Less likely to be a fan, just another deal 17
  18. 18. Who looks into Groupon deals? • Deal driven approach Online reputation Deal Hunters • Do not spend much at the place beside the deal • Not loyal, follow the deal not brand Smart • Inspect terms and conditions carefully • Discount or/and upgrade current status Selectors • Could be loyal Occasional • Registered by accident • Rare buyers, resistant to deal advertising Shoppers • Typical opt-in –> opt-out example • Most valuable, but also most critical to your serviceWise Advisors • Can spend more than the deal • Loyal and returning if satisfied 18
  19. 19. What are objectives of groupon vendors? • Train staff Hotel/SPA Advertise locally • Get the thing running • Compensate low season • Train new staff Barber Shop • Introduce the service • Fish and catch valuable clients • Replace traditional local advertsFitness Center • Sale non occupied hours • Experiment with effectiveness • Sale, sale, and saleeFoto Service • Become more popular among others • Build customer database • Get rid of unbelievable serviceLipo-supo-dupo • Compensate the investment • Catch losers who believe 19
  20. 20. With Groupon everybody wins Customers • Get deals to SPA, cinemas, theaters, restaurants, ect • Trusted guide to local most visited places • Inspirational social maker Groupon Vendors • Provision on the • Effective and targeted discount coupons advertising • Large and opt-in • Clients who spent behavioral customer more than the coupon database on additional services • Deal ambassadors • Viral aspects and among customers financial results 20
  21. 21. Is Groupondifferent? 21
  22. 22. 1 3 Current deal draws2 customer attention and promotes the hottest deal of the day. Page layout is very coherent and consists of 3 main sections: 1. Deal of the day definition 2. Call to action purchase module 3. Supplementary deals 22
  23. 23. 1 3 12 Deal of the day definition Editors and web-designers compose unique deal • Top line deal summary with super price • Deal definition and benefits • Important add-ons and conditions • Deal details and reviews • Link to vendor’s deal website • Google Map Position • Offline contact info 23
  24. 24. 1 3 22 Call to action module Attention converted into direct sale with new customers within 24h • Big „Buy now” 3D button • Time urgent deal • Different messages: discount – saving • Time expire count down clock • Deal count down counter • Recommend to your friends feature 24
  25. 25. 1 3 32 Supplementary deals System presents additional deals that fit into previous user behavior • Short deal definition • Picture support to draw attention • Deal price details • Call to action button • Title links to deal landing page 25
  26. 26. It gets poular very fast Daily traffic level is bitting businesses with 5 and 10 years online presence and strong brand recognition 26
  27. 27. It gets poular very fastHowever it is young and weak as a brand in search 27
  28. 28. It gets poular very fast But it is more popular as a domain [pure online] brand and also visited more frequently 28
  29. 29. High popularity means lot of business and also lot of trouble Huge Long visit interest time So many TheWatchMouse monitored the deals highestavailability (uptime) and andperformance (page load speed) downtime usersof the most popular socialshopping sites from November22 through December 22, 2010. 29
  30. 30. Online reputation management A famous No limit barber deal Around Local 1600 reputation purchases destroyed 30
  31. 31. Search &Social 31
  32. 32. SEO for social channels consists of twodistinct areas: Making a social presence(Facebook, Twitter, etc.) more visible insearch results, and how to leverage socialmedia channels for SEO value elsewhere. 32
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  36. 36. The clasical search gets modified accoriding to social How your inventory [ROBOT] Gogole PageRank is indexed?• Select from different Product page Checkout/Payment • Manage selected categories products• Search within • See product in • Upsale with • Select delivery particular criteria details accessories method• Compare products • Read specs • Suggest promos • Choose payment • Get familiar with add- option ons and similar staff • Survey about service Inventory Shopping Cart What other people [FRIENDS] Web PeopleRank think about product? 36
  37. 37. ADVERTISING 37
  38. 38. 38
  39. 39. 39
  40. 40. 40
  41. 41. 41
  42. 42. ADVERTISING 42
  43. 43. 43
  44. 44. 44
  45. 45. Keynoir- the premier Groupon 45
  46. 46. 46
  47. 47. Yes, and they also have mobile version too! APP or WEB, what would you like to use today? 47
  48. 48. The combination of social andmobile provides unprecedentedopportunity to connect andengage with consumers whiledriving key business goals. 48
  49. 49. The Power TriumvirateIt must be local,nearby offer LocalOthers must desire, soyou want to aspire thecrowd demandIt must be easy to get Mobile Socialon the way, anytime. 49
  50. 50. 3 reasonsMobile & SocialMake thePerfect Combo 50
  51. 51. Build Brand Awareness & ConsiderationExpose your brand through social networking By checking-in users are directly (or indirectly) becoming brand advocates Leverage social connections to drive new business from people who didn’t even know they were looking for you 51
  52. 52. Connect & Engage with CustomersConnect with your customers on a more personallevel Respond and create a one-on-one dialogue Better understand your customers needs and wants 52
  53. 53. Maximize the Right Now OpportunityReach customers where they are with the most effectivemessaging Communicate with customers who are close by…maybe even in your location right now Influence purchase behavior and drive sales Build and encourage brand loyalty 53
  54. 54. Social Networkshave Mobilized 54
  55. 55. Leverage the mobile platform and features ofexisting social networks 55
  56. 56. Augmented Reality creates a unique So’Mo experience Mobile features have evolved Yelp’s social networking value proposition 56
  57. 57. Location Based Services offer engagementopportunities for you and your customers Are Location Based Services right for you and your customers? Ensures accurate information is available – Claim your listings Low cost of entry to claim/own your business 57
  58. 58. LBS have evolved from game play to a fullyrealized social experience Location Promotions & information Deals Branding opportunity User reviews 58
  59. 59. Best So’MoPractices 59
  60. 60. #1: LISTEN & LEARNIt’s not about you… Who is your target audience? Where on the social web are your customers congregating? What devices are they using? What are your customers talking about? 60
  61. 61. # 2: PREPARE & PLANGet your house in order… Are your goals and budgets aligned? Do you have the right resources in place? Who will be responsible for your so’mo success? 61
  62. 62. #3: BE UNIQUELY YOUKnow who you are… What do you have to offer? o Deals, promotions, digital content, messaging? Are you able to take advantage of the specific features that mobile allows o Location features, built-in cameras/video, etc. 62
  63. 63. Social & Mobile Make the Perfect ComboOnline interaction is more social;accessing the social web is moremobileUnderstanding the evolvingrelationship between theseemerging platforms presentsunprecedented opportunitiesCreating a somo strategy isessential for brands looking to stayconnected to and buildrelationships with its audience 63
  64. 64. Thank you for your attention…and do not hesitate to ask questionsErica Schmidt, Global Search Director, iProspectZbigniew Nowicki, Managing Director, 64