Social Commerce:Hype Vs. Reality<br />THREE BREAKTHROUGH IDEAS <br />THAT WORK TODAY<br />Presented ENTHUSIASTICALLY by <b...
WHAT IS SOCIAL COMMERCE?<br />2<br />
Ecommerce 1.0<br />“utilitarian hunt for staples”<br />-ommalik<br />3<br />
ECOMMERCE 1.0<br />Convenience.<br />PRICE.<br />SELECTION.<br />4<br />
CONVENIENCE<br />5<br />
CONVENIENCE<br />6<br />
PRICE<br />7<br />
SELECTION<br />8<br />
SOCIAL COMMERCE<br />“Frictionless shopping”<br />9<br />
SOCIAL COMMERCE<br />social and interest graphs drive buying decisions<br />10<br />
TALI IS SHOPPING FOR A SUIT FOR HER HUSBAND.<br />11<br />
THE WORLD IS BUILT AROUND PEOPLE.<br />15<br />
THANKS TO FB, THE WEB IS ORGANIZING AROUND PEOPLE.<br />16<br />
SEARCH: A BLUNT INSTRUMENT<br />17<br />
If you only have a hammer, you tend to see every problem as a nail.<br />- ABRAHAM MASLOW, PSYCHOLOGIST<br />18<br />
BLACK-HAT SEO EXPERTS<br />19<br />SOURCE: Searchenginewatch.com<br />
CONTENT FARMS<br />“The popularity of Google’s search engine is still second to none, but Google has been plagued by black...
LAST-CLICK ATTRIBUTION<br />Last click attribution ignores 97% of spend driving conversions.<br />- JULY 2010 DataXU STUDY...
SOCIAL<br />HUMAN BEHAVIOR, NOT CODE.<br />NOT EASILY SPAMMED.<br />NOT Easily CONTROLLED.<br />22<br />
IS YOUR BUSINESS BUILT AROUND PEOPLE?<br />23<br />
 MASLOW’S HIERARCH OF NEEDS <br />SELF-actualization<br />ESTEEM<br />LOVE/BELONGING<br />SAFETY<br />Physiological<br />2...
 MASLOW’S HIERARCH OF NEEDS <br />SELF-actualization<br />ESTEEM<br />LOVE/BELONGING<br />SAFETY<br />Physiological<br />2...
 MASLOW’S HIERARCH OF NEEDS <br />SELF-actualization<br />ESTEEM<br />LOVE/BELONGING<br />SAFETY<br />Physiological<br />2...
PEOPLE WANT TO FEEL LOVED AND A SENSE OF BELONGING. <br />27<br />
28<br />
29<br />
PEOPLE WANT TO FEEL RESPECTED AND ACCEPTED. <br />30<br />
31<br />
PEOPLE WANT TO REALIZE THEIR POTENTIAL.<br />32<br />
33<br />
34<br />
sharing helps achieve each of these NEEDS. <br />35<br />
36<br />
Idea #1<br />Social commerce is more about commerce than social. <br />37<br />
HYPE ALERT: SET UP A STOREFRONT ON FACEBOOK.<br />38<br />
39<br />
40<br />
41<br />
42<br />
43<br />
44<br />
45<br />
DESPITE MANY ATTEMPTS, ECOMMERCE SUCCESS ON FACEBOOK IS LIMITED.<br />46<br />
WHY?<br />47<br />
FACEBOOK USERS ARE NOT ON FACEBOOK TODAY TO SHOP.<br />48<br />
49<br />
BRING FACEBOOK TO YOUR COMMERCE RATHER THAN COMMERCE TO FACEBOOK.<br />50<br />
BRING FACEBOOK TO YOUR COMMERCE RATHER THAN COMMERCE TO FACEBOOK.<br />51<br />
REALLY????<br />EXPRESS.COM HAS LIMITED SHARING WHILE IT HAS A FULL STORE ON FACEBOOK FOR THE 3% WHO SHOP THERE.<br />52<b...
53<br />
Idea #2<br />YOUR SMALLER, VOCAL CUSTOMERS MAY BE YOUR MOST PROFITABLE CUSTOMERS.<br />55<br />
RAISE YOUR HAND IF …<br />YOU HAVE SHARING FUNCTIONALITY ON YOUR SITE.<br />56<br />
KEEP IT RAISED IF …<br />YOU KNOW HOW MUCH REVENUE IS BEING DRIVEN THROUGH SHARING.<br />57<br />
KEEP IT RAISED IF …<br />YOU KNOW HOW MUCH REVENUE IS BEING DRIVEN BY PRODUCT THROUGH SHARING.<br />58<br />
KEEP IT RAISED IF …<br />YOU KNOW HOW MUCH REVENUE IS BEING DRIVEN BY CUSTOMER THROUGH SHARING.<br />59<br />
MIKE IS SHOPPING FOR A T-SHIRT.<br />
HE FINDS IT AND SHARES IT WITH HIS FRIEND IAN.<br />
by Ian Shafer<br />
SMALL BUYERS CAN BE BIG SHARERS & SELLERS.<br />65<br />
66<br />
67<br />
Idea #3<br />SILOES ARE KILLING SOCIAL COMMERCE.<br />68<br />
PAID<br />OWNED<br />EARNED<br />69<br />
LIMITED CREATIVE TESTING<br />NO VIRAL TUNING<br />NO LANDING TAB OPTIMIZATION OR MARKET SEGMENTATION<br />
ELIMINATE THE SILOES<br />Paid media (ads), owned media (FB Pages, WEB SITES) & earned media (viral sharing) MUST work tog...
ELIMINATE THE SILOES<br />CREATIVE OPTIMIZATION<br />LANDING TAB OPTIMIZATION<br />VIRAL TUNING<br />
WHAT CAN YOU DO?<br />Introducing SPINBACK<br />73<br />
YESTERDAY BUDDY MEDIA ANNOUNCED THE ACQUISITION OF SPINBACK.<br />74<br />
FIRST SOLUTION THAT MEASURES ROI FOR SOCIAL ON FACEBOOK, AND OFF.<br />75<br />
76<br />
INTRODUCING    EASYSHARE<br />TM<br />77<br />
78<br />
79<br />
80<br />
INTRODUCING EASYTRACK   ANALYTICS<br />TM<br />81<br />
EASYTRACK   ANALYTICS<br />TM<br />82<br />
EASYTRACK   ANALYTICS<br />TM<br />83<br />
EASYTRACK   ANALYTICS<br />TM<br />84<br />
CASE STUDY: DAILY DEAL CLIENT<br />+ $4.48 IN NEW SALES PER SHARE<br />+ 3.6 UNIQUE VISITS PER SHARE<br />+ 12.5% CONVERSI...
CASE STUDY: DAILY DEAL CLIENT<br />Women on FB in their 30s from THE Boston area DROVE $6.15 per share on average.<br />86...
The average Facebook share generates $2.10 in incremental SALES.<br />- AGGREGATE SPINBACK CLIENT DATA<br />87<br />
AVG conversion rate for A Facebook share was 10.2%.<br />- AGGREGATE SPINBACK CLIENT DATA<br />88<br />
The most sharing for INTERNET retailers occurs on Wednesdays, followed by Thursdays.<br />- AGGREGATE SPINBACK CLIENT DATA...
12:13pm - 1:45pm on weekdaysIS ‘MAGIC HOUR’ for RETAILERS.<br />- AGGREGATE SPINBACK CLIENT DATA<br />90<br />
27-33 YEAR OLD WOMEN on Facebook ARE THE MOST ACTIVE SHARERS, and drive the highest conversion RATES.<br />- AGGREGATE SPI...
Twitter drives highest CTR BUT has MUCH lowERconversion rates compared to Facebook and email.<br />- AGGREGATE SPINBACK CL...
SPINBACK USERS<br />Most "liked" Book: Harry Potter<br />Most "liked" Gameshow: Family Feud<br />Most "liked" Game/Toy: Zy...
“Spinbackhas allowed us TO turn our Social Media strategy into more than just ‘Clicks’, ‘Follows’ and ‘Tweets.’  We are no...
THANK YOU!<br />Michael Lazerow<br />CEO, Buddy Media<br />e: michael@buddymedia.com<br />Twitter: @lazerow<br />95<br />
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Michael Lazerow_Mashable Connect Conference

  1. 1. Social Commerce:Hype Vs. Reality<br />THREE BREAKTHROUGH IDEAS <br />THAT WORK TODAY<br />Presented ENTHUSIASTICALLY by <br />MICHAEL LAZEROW<br />CEO, Buddy media<br />1<br />
  2. 2. WHAT IS SOCIAL COMMERCE?<br />2<br />
  3. 3. Ecommerce 1.0<br />“utilitarian hunt for staples”<br />-ommalik<br />3<br />
  4. 4. ECOMMERCE 1.0<br />Convenience.<br />PRICE.<br />SELECTION.<br />4<br />
  5. 5. CONVENIENCE<br />5<br />
  6. 6. CONVENIENCE<br />6<br />
  7. 7. PRICE<br />7<br />
  8. 8. SELECTION<br />8<br />
  9. 9. SOCIAL COMMERCE<br />“Frictionless shopping”<br />9<br />
  10. 10. SOCIAL COMMERCE<br />social and interest graphs drive buying decisions<br />10<br />
  11. 11. TALI IS SHOPPING FOR A SUIT FOR HER HUSBAND.<br />11<br />
  12. 12.
  13. 13.
  14. 14.
  15. 15. THE WORLD IS BUILT AROUND PEOPLE.<br />15<br />
  16. 16. THANKS TO FB, THE WEB IS ORGANIZING AROUND PEOPLE.<br />16<br />
  17. 17. SEARCH: A BLUNT INSTRUMENT<br />17<br />
  18. 18. If you only have a hammer, you tend to see every problem as a nail.<br />- ABRAHAM MASLOW, PSYCHOLOGIST<br />18<br />
  19. 19. BLACK-HAT SEO EXPERTS<br />19<br />SOURCE: Searchenginewatch.com<br />
  20. 20. CONTENT FARMS<br />“The popularity of Google’s search engine is still second to none, but Google has been plagued by black hat SEO practices and content farms for a while now … ”<br />- Mashable, FEB. 2011. <br />20<br />
  21. 21. LAST-CLICK ATTRIBUTION<br />Last click attribution ignores 97% of spend driving conversions.<br />- JULY 2010 DataXU STUDY<br />21<br />
  22. 22. SOCIAL<br />HUMAN BEHAVIOR, NOT CODE.<br />NOT EASILY SPAMMED.<br />NOT Easily CONTROLLED.<br />22<br />
  23. 23. IS YOUR BUSINESS BUILT AROUND PEOPLE?<br />23<br />
  24. 24. MASLOW’S HIERARCH OF NEEDS <br />SELF-actualization<br />ESTEEM<br />LOVE/BELONGING<br />SAFETY<br />Physiological<br />24<br />SOURCE: http://en.wikipedia.org/wiki/File:Maslow%27s_Hierarchy_of_Needs.svg<br />
  25. 25. MASLOW’S HIERARCH OF NEEDS <br />SELF-actualization<br />ESTEEM<br />LOVE/BELONGING<br />SAFETY<br />Physiological<br />25<br />SOURCE: http://en.wikipedia.org/wiki/File:Maslow%27s_Hierarchy_of_Needs.svg<br />
  26. 26. MASLOW’S HIERARCH OF NEEDS <br />SELF-actualization<br />ESTEEM<br />LOVE/BELONGING<br />SAFETY<br />Physiological<br />26<br />SOURCE: http://en.wikipedia.org/wiki/File:Maslow%27s_Hierarchy_of_Needs.svg<br />
  27. 27. PEOPLE WANT TO FEEL LOVED AND A SENSE OF BELONGING. <br />27<br />
  28. 28. 28<br />
  29. 29. 29<br />
  30. 30. PEOPLE WANT TO FEEL RESPECTED AND ACCEPTED. <br />30<br />
  31. 31. 31<br />
  32. 32. PEOPLE WANT TO REALIZE THEIR POTENTIAL.<br />32<br />
  33. 33. 33<br />
  34. 34. 34<br />
  35. 35. sharing helps achieve each of these NEEDS. <br />35<br />
  36. 36. 36<br />
  37. 37. Idea #1<br />Social commerce is more about commerce than social. <br />37<br />
  38. 38. HYPE ALERT: SET UP A STOREFRONT ON FACEBOOK.<br />38<br />
  39. 39. 39<br />
  40. 40. 40<br />
  41. 41. 41<br />
  42. 42. 42<br />
  43. 43. 43<br />
  44. 44. 44<br />
  45. 45. 45<br />
  46. 46. DESPITE MANY ATTEMPTS, ECOMMERCE SUCCESS ON FACEBOOK IS LIMITED.<br />46<br />
  47. 47. WHY?<br />47<br />
  48. 48. FACEBOOK USERS ARE NOT ON FACEBOOK TODAY TO SHOP.<br />48<br />
  49. 49. 49<br />
  50. 50. BRING FACEBOOK TO YOUR COMMERCE RATHER THAN COMMERCE TO FACEBOOK.<br />50<br />
  51. 51. BRING FACEBOOK TO YOUR COMMERCE RATHER THAN COMMERCE TO FACEBOOK.<br />51<br />
  52. 52. REALLY????<br />EXPRESS.COM HAS LIMITED SHARING WHILE IT HAS A FULL STORE ON FACEBOOK FOR THE 3% WHO SHOP THERE.<br />52<br />
  53. 53. 53<br />
  54. 54.
  55. 55. Idea #2<br />YOUR SMALLER, VOCAL CUSTOMERS MAY BE YOUR MOST PROFITABLE CUSTOMERS.<br />55<br />
  56. 56. RAISE YOUR HAND IF …<br />YOU HAVE SHARING FUNCTIONALITY ON YOUR SITE.<br />56<br />
  57. 57. KEEP IT RAISED IF …<br />YOU KNOW HOW MUCH REVENUE IS BEING DRIVEN THROUGH SHARING.<br />57<br />
  58. 58. KEEP IT RAISED IF …<br />YOU KNOW HOW MUCH REVENUE IS BEING DRIVEN BY PRODUCT THROUGH SHARING.<br />58<br />
  59. 59. KEEP IT RAISED IF …<br />YOU KNOW HOW MUCH REVENUE IS BEING DRIVEN BY CUSTOMER THROUGH SHARING.<br />59<br />
  60. 60. MIKE IS SHOPPING FOR A T-SHIRT.<br />
  61. 61. HE FINDS IT AND SHARES IT WITH HIS FRIEND IAN.<br />
  62. 62.
  63. 63.
  64. 64. by Ian Shafer<br />
  65. 65. SMALL BUYERS CAN BE BIG SHARERS & SELLERS.<br />65<br />
  66. 66. 66<br />
  67. 67. 67<br />
  68. 68. Idea #3<br />SILOES ARE KILLING SOCIAL COMMERCE.<br />68<br />
  69. 69. PAID<br />OWNED<br />EARNED<br />69<br />
  70. 70. LIMITED CREATIVE TESTING<br />NO VIRAL TUNING<br />NO LANDING TAB OPTIMIZATION OR MARKET SEGMENTATION<br />
  71. 71. ELIMINATE THE SILOES<br />Paid media (ads), owned media (FB Pages, WEB SITES) & earned media (viral sharing) MUST work together to succeed ON FACEBOOK. <br />PAID<br />OWNED<br />EARNED<br />71<br />71<br />
  72. 72. ELIMINATE THE SILOES<br />CREATIVE OPTIMIZATION<br />LANDING TAB OPTIMIZATION<br />VIRAL TUNING<br />
  73. 73. WHAT CAN YOU DO?<br />Introducing SPINBACK<br />73<br />
  74. 74. YESTERDAY BUDDY MEDIA ANNOUNCED THE ACQUISITION OF SPINBACK.<br />74<br />
  75. 75. FIRST SOLUTION THAT MEASURES ROI FOR SOCIAL ON FACEBOOK, AND OFF.<br />75<br />
  76. 76. 76<br />
  77. 77. INTRODUCING EASYSHARE<br />TM<br />77<br />
  78. 78. 78<br />
  79. 79. 79<br />
  80. 80. 80<br />
  81. 81. INTRODUCING EASYTRACK ANALYTICS<br />TM<br />81<br />
  82. 82. EASYTRACK ANALYTICS<br />TM<br />82<br />
  83. 83. EASYTRACK ANALYTICS<br />TM<br />83<br />
  84. 84. EASYTRACK ANALYTICS<br />TM<br />84<br />
  85. 85. CASE STUDY: DAILY DEAL CLIENT<br />+ $4.48 IN NEW SALES PER SHARE<br />+ 3.6 UNIQUE VISITS PER SHARE<br />+ 12.5% CONVERSION RATE VS 2.2% ON AVERAGE<br />85<br />
  86. 86. CASE STUDY: DAILY DEAL CLIENT<br />Women on FB in their 30s from THE Boston area DROVE $6.15 per share on average.<br />86<br />
  87. 87. The average Facebook share generates $2.10 in incremental SALES.<br />- AGGREGATE SPINBACK CLIENT DATA<br />87<br />
  88. 88. AVG conversion rate for A Facebook share was 10.2%.<br />- AGGREGATE SPINBACK CLIENT DATA<br />88<br />
  89. 89. The most sharing for INTERNET retailers occurs on Wednesdays, followed by Thursdays.<br />- AGGREGATE SPINBACK CLIENT DATA<br />89<br />
  90. 90. 12:13pm - 1:45pm on weekdaysIS ‘MAGIC HOUR’ for RETAILERS.<br />- AGGREGATE SPINBACK CLIENT DATA<br />90<br />
  91. 91. 27-33 YEAR OLD WOMEN on Facebook ARE THE MOST ACTIVE SHARERS, and drive the highest conversion RATES.<br />- AGGREGATE SPINBACK CLIENT DATA<br />91<br />
  92. 92. Twitter drives highest CTR BUT has MUCH lowERconversion rates compared to Facebook and email.<br />- AGGREGATE SPINBACK CLIENT DATA<br />92<br />
  93. 93. SPINBACK USERS<br />Most "liked" Book: Harry Potter<br />Most "liked" Gameshow: Family Feud<br />Most "liked" Game/Toy: ZyngaRewardville<br />Most "liked" Household Supplies: Tide<br />Most "liked" Movie: The Hangover<br />Most "liked" Musician/Band: The Beatles<br />2nd place: Lady Gaga<br />Most "liked" TV Show: House<br />2nd place: Glee<br />3rd: Ellen<br />Most "liked" TV Network: HGTV<br />93<br />
  94. 94. “Spinbackhas allowed us TO turn our Social Media strategy into more than just ‘Clicks’, ‘Follows’ and ‘Tweets.’  We are now getting actionable data showing us demographics, product trends and, most importantly, revenue tied to our activities."<br />- Jason Roussos<br />President & COO of Living Direct<br />94<br />
  95. 95. THANK YOU!<br />Michael Lazerow<br />CEO, Buddy Media<br />e: michael@buddymedia.com<br />Twitter: @lazerow<br />95<br />

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