Social commerce - seminarie door Baker Men bij Comeos - mei 2014

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Social commerce - seminarie door Baker Men bij Comeos - mei 2014

  1. 1. Social  Commerce     20  05  2014  
  2. 2. There  is  e-­‐commerce…   …  and  then  there  is  social  commerce  
  3. 3. How  shoppers  interact  with  Retailers  
  4. 4. It’s  the  product,  stupid!   Offline   Let’s  go  shopping!   Show  me  your  collecBon!  
  5. 5. It’s  the  product,  stupid!   Online   That’s  a  nice  product   I  want  it!  
  6. 6. It’s  the  product,  stupid!   CollecBon   Is  no  differenBator  in     social  commerce  
  7. 7. Social  Commerce   «  Social  commerce  is  not  about  crea6ng  web  shops  in  Facebook  tabs.  It  is   about  connec6ng  social  communica6on,  about  a  specific  product,   with  a  direct  conversion  to  sale.  It  is  about  buying  a  product  directly   from  the  wall,  from  a  tweet,  or  from  a  blog  post.  »   Your  shop  is  only  infrastructure,  not  the  goal  
  8. 8. Your  new  store  front  is  everywhere!   And  you  no  longer  control  your  store  front               You  do  not  get  to  decide  which  products  to  feature,  or  when  they  are   being  promoted.  People  exclusively  decide  what  to  share,  where  to   share  it,  and  when  to  share  it.  
  9. 9. The  product  page  is  your  new  front  page     Social  commerce  is  like  watching  your  customers   magically  appear  anywhere  in  your  shop,   looking  directly  at  a  very  specific  product.       The  wrong  thing  to  do  is  to  show  people  a  range  of  products,  because   they  have  already  decided  which  ones  to  see.  
  10. 10. Social  commerce  is  global     LocaBon  is  a  search  parameter,  not  a  social   parameter  (when  it  comes  to  online  shopping)       Sharing  is  about  what  you  make.  It  is  not  where  you  make  it.  
  11. 11. Social  commerce  is  mobile  
  12. 12. Social  commerce  is  mobile  
  13. 13. Social  commerce  is  mobile     It  is  not  a  quesBon  of  mobile  being  relevant  or   not,  because  you  do  not  have  a  choice.  You   have  no  control  over  where  people  see  the   posts  that  other  people  share.     Mobile  is  not  a  choice.  It  is  not  about  staBsBcs.  You  have  to  embrace  a   mulB-­‐plaPorm,  mulB-­‐device  commerce  strategy.  You  have  to  make   sure  that  you  can  convert  people  into  direct  buyers  -­‐  every  Bme.    
  14. 14. Social  commerce  is  about  post-­‐conversion     Social  commerce  never  stops.  It  is  not  a  campaign   or  an  event.  It  is  a  conBnual  loop  of  people   liking  what  they  see/buy,  sharing  it,  causing   more  people  to  like  it,  who  share  it,  …     But  the  engine  that  keeps  it  all  going  is  "sharing".  And  the  reason  for   sharing,  the  fuel,  is  how  useful  the  product  is  to  the  people  who  buy   it.  It  is  not  about  markeBng,  campaigns  or  events.  Sharing  is  a  post-­‐ conversion  acBvity.    
  15. 15. How  to  start  social  commerce     Get  your  name  and  product  out  there!     Focus  your  campaigns  on  something  that  gives  people  a  reason  to  share.   Focus  on  people's  feelings.  On  ways  they  can  use  your  product  to   help  others.  Or  simply  point  to  how  you  solve  a  problem.       You  do  not  want  to  get  people  to  share  your  markeBng  campaign,  you   want  them  to  share  your  product.    
  16. 16. It  takes  months,  not  days     It  is  hard  to  conBnually  engage  in  a  conversaBon,   and  it  takes  a  lot  more  Bme.     Once  you  get  going,  the  cost  is  likely  to  be  much  lower  than  what  you   would  spend  on  print  adverBsing.  
  17. 17. People  are  not  spending  Bme  on  Facebook  tabs  on  brand  pages  ,  people  are   spending  their  Bme  looking  at  their  news  stream,  viewing  their  friend's  profiles,   status  updates,  photos,  and  videos.       The  trick  is  to  move  your  products  into  people's  streams     Facebook  &  TwiYer,  right?  
  18. 18. Make  sure  that  the  act  of  sharing  is  incredibly  easy.     Give  people  a  reason  for  sharing  a  product.  Share  it  on  your  own   channels.  Talk  about  it.  Get  people  involved.       When  people  go  to  the  product,  make  sure  you  bring  Facebook  with   them.  (like,  share,  comment,  …)     How  do  you  move  into  people's  streams?  
  19. 19. Wrong  product  (Bming!)     Wrong  behavior  (be  passionate)     FricBon  (*)           (*)  Amazon.com  has  calculated  that  if  something  takes  100ms  longer  to  do,  they  experience  a  1%  drop  in  sale     What  to  avoid?  
  20. 20. Keep  control  over  how  products  are  shared  
  21. 21. Keep  control  over  how  products  are  shared  
  22. 22.                   Use  big  pictures,  don’t  ask/expect  people  to  zoom   Remove  FricBon  
  23. 23. Too  many  clicks  (register,  account,  address,  billing,  pay,  confirm):  decrease   decisions     Steps  are  stops     Remove  FricBon  
  24. 24. Upsell!     Remove  FricBon  
  25. 25. •  Posts  80  characters  or  less  in  length  have  27%  higher  engagement  rates.     •  Engagement  rates  are  3  6mes  higher  for  posts  that  use  a  full-­‐  length  URL   (because  of  the  domain  branding  effect)     •  Simple  outright  requests  are  more  powerful.  Use  "like  us"  instead  of  "visit  our   Facebook  page."     •  With  contests,  so[er  sell  words  like  "event"  are  beer  than  using  more  direct   words  like  "contest"     •  Asking  a  ques6on  at  the  end  of  a  post  produces  a  15%  higher  engagement   rate,  than  asking  the  ques6on  at  the  beginning.     •  Do  not  ask  why.  Ask  where,  when,  would,  or  should.     •  The  6me  of  day  +  6me  of  week  make  a  big  difference.  And  it  varies  greatly   from  one  market  to  another  (test  it  to  find  out  what  is  op6mal  for  you).     Death  by  PowerPoint  
  26. 26. Create  great  product  pages!  
  27. 27. And  remember:   …  people  do  not  share  websites.       They  share  products.    
  28. 28. Roundup   Social  Commerce  is  not  about  creaBng  a  shop  on  Facebook.  It  is  about  linking   sharing  to  the  direct  sale  of  a  product.  
  29. 29. Roundup     Social  Commerce  is  not  about  tradiBonal  markeBng  or  sale  focused  on  pre-­‐   conversion  tacBcs.  Social  commerce  is  a  post-­‐conversion  tacBc,  using  the  power   of  sharing  to  grow.    
  30. 30. Roundup   Your  store  front  is  not  your  front  page,  but  outside  your  site.  You  store  front  is   people's  stream,  on  blogs,  and  via  many  other  channels.      
  31. 31. Roundup     You  do  not  get  to  decide  when  people  share  your  products.  But  you  have   tremendous  influence  on  what  people  do.      
  32. 32. Roundup   Social  commerce  is  mobile  by  default.  But  mobile  does  not  mean  that  it  is  just   about  mobile  phones.  It  really  means  that  your  customers  are  mobile.      
  33. 33. Roundup     Social  commerce  is  global  by  default.  Your  core  group  of  customers  is  not  people   living  in  a  certain  geographic  locaBon,  but  rather  people  who  care.      
  34. 34. Roundup   Your  official  social  channels  might  be  instrumental  in  encouraging  people  to   share,  but  the  real  sharing  effect  takes  place  outside  your  channels.      
  35. 35. Roundup     FricBon  kills  any  good  strategy.        
  36. 36. QuesBons?  

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