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Social commerce. Webcongress Miami 2012.

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Social commerce. Webcongress Miami 2012.

  1. 1. On-Site Social Commerce Conversion in the post-like world @davidboronat© multiplica 2012
  2. 2. Before social networks, conversion entailed creating more persuasive and personal websites.© multiplica 2012
  3. 3. Conversion before Facebook and Twitter© multiplica 2012
  4. 4. Conversion after Facebook and Twitter© multiplica 2012
  5. 5. Conversion after Facebook and Twitter© multiplica 2012
  6. 6. Conversion after Facebook and Twitter© multiplica 2012
  7. 7. But it seems that social commerce can change the way we convert users into customers. ¿Social?© multiplica 2012
  8. 8. No problem. It’s easy !!! Just create a fanpage and a Facebook store. And add a ‘Like’ button.© multiplica 2012
  9. 9. It was probably like this before Facebook launched Facebook Connect.© multiplica 2012
  10. 10. Now, the way we integrate our fanpages and sites has changed. 4146 opportunities to share a purchase with friends 4146 bought Identified as a Facebook user 62.202 people like this Site Fanpage© multiplica 2012
  11. 11. But we are still too focused on the Facebook side of the equation. F-commerce Facebook eCommerce© multiplica 2012
  12. 12. Without truly understanding what our users expecting© multiplica 2012
  13. 13. Will we really make purchases on Facebook? 1 Facebook is about socializing rather than shopping© multiplica 2012
  14. 14. Will we really make purchases on Facebook? 1 Facebook is about socializing rather than shopping How to have visibility as a brand or business in the newsfeed is more complicated every day 3% Of fans see a business’ or brand’s post Source: Facebook / Mindshare / EdgerankChecker© multiplica 2012
  15. 15. Will we really make purchases on Facebook? 2 People are still worried about the privacy implications of shopping directly on Facebook 10% 8% EXTREMELY SAFE SOMEWHAT SAFE NOT SAFE AT ALL 54% DON’T KNOW 28% How safe do you feel purchasing goods or services through Facebook?© multiplica 2012
  16. 16. Will we really make purchases on Facebook? 3 There is no need to buy on Facebook. We can build a better customer experience on our site. And it’s just one click away from our fanpage.© multiplica 2012
  17. 17. Social commerce is more than F-commerce. F-commerce Social commerce Facebook eCommerce© multiplica 2012
  18. 18. Social commerce is more than Fcommerce.© multiplica 2012
  19. 19. Social commerce is more than Fcommerce.© multiplica 2012
  20. 20. Our brands can be perceived closer, more human 01 and friendly using social networks. Amnesty International uses social networks to show how active their organization is and to give details about projects they are working on.© multiplica 2012
  21. 21. Reviews from customers - but especially from 02 friends - will have an increasingly greater role. Uvinum’s new website uses customer reviews to recommend and find the right wine.© multiplica 2012
  22. 22. Social validation with the real reasons shoppers 03 decide to buy this product In Uniquesquared integrates the Checkout Chatter engine that drives social discovery through the serendipity of opinions dispensed by people who share similar interests – in this case audio products.© multiplica 2012
  23. 23. Users themselves will become a vehicle 04 of new product discovery. Etsy proposes we find people who also like a particular product through a simple Favorite tag.© multiplica 2012
  24. 24. Stores will become more familiar. 05 Users will discover products according to friends’ preferences Amazon incorporates Facebook Connect on its online store to share information so that users find their friends online with recommendations based on their preferences.© multiplica 2012
  25. 25. The challenge will be to get users to talk about 06 our products with their networks of friends Threadless leverages social networks to enable the mass of active clients that have high numbers getting support, advice and participation on their shirts.© multiplica 2012
  26. 26. With new social calls that understand the users 07 relationship with our brands or products© multiplica 2012
  27. 27. With new social calls that understand the users 07 relationship with our brands or products Deb uses Graphite from 8th Bridge to propose calls such as telling a friend “I want it” or “I have it on”.© multiplica 2012
  28. 28. We will even be able to talk to recent buyers directly, 08 especially among our network of acquaintances. Emitations jewelry store invites us to discover what things our friends from Facebook have bought. Conversion rates for those who wanted to know were 5 times greater than the average user.© multiplica 2012
  29. 29. User will no longer shop alone: 09 shopping becomes social. Through sites that allow users to share information and create the product they want to purchase such as Shiny Orb does when designing wedding dresses and bridesmaids dresses.© multiplica 2012
  30. 30. Making purchase decisions will be more social 10 by integrating real-time conversation tools. Through tools like Shoptogether, you can visit online stores like Buy.com with friends and comment on products, purchase and make decisions together.© multiplica 2012
  31. 31. Our social profiles can enrich our value 11 proposition and our online experience HuffingtonPost maximizes its viral content on social networks with a backbone integration of Facebook Connect on its site.© multiplica 2012
  32. 32. Our social profiles can enrich our value 11 proposition and our online experience Ticketmaster allows us to discover users and friends who will attend a Glee concert and share if we are going too.© multiplica 2012
  33. 33. Encouraging conversations through the use 12 of new social currencies such as #PayWithATweet. #PayWithATweet is a great system for users to receive something from companies like a song on the The teenagers site in exchange for sharing on Twitter your interest in a particular band.© multiplica 2012
  34. 34. Encouraging users to believe conversations 12 that are in our favor. Gilt Baby&Kids uses a very interesting resource: Pin It to Unlock "to invite at least 50 people to ‘repin’ the post in order to publish the link where they will receive a special discount.© multiplica 2012
  35. 35. Encouraging users to believe conversations 12 that are in our favor. Kellogg’s has started using this idea offline with showrooms where you can get an snack just for a tweet.© multiplica 2012
  36. 36. Where the ‘social’ aspect will be on and offline 13 Diesel integrated webcams in their stores to allow their customers to post on their Facebook walls clothes that they were trying on.© multiplica 2012
  37. 37. Where the ‘social’ aspect will be on and offline 13 C&A includes Likes on their clothes hangers in some of their stores in Brazil.© multiplica 2012
  38. 38. Where the ‘social’ aspect will be on and offline 13 Pepsi allows consumers to send voucher codes to friends via mobile devices from their vending machines.© multiplica 2012
  39. 39. Integrating social networks in the same shopping 14 process or same product logic. Orabrush offers a first free order if we follow them on Facebook or Twitter and subscribe to their Youtube channel.© multiplica 2012
  40. 40. Integrating social networks in the same shopping 14 process or same product logic. American Express allowed their clients to synchronize their Twitter account to receive offers that they then had to tweet with the corresponding hashtag (#AmexMcDonalds) to charge that offer to their credit card.© multiplica 2012
  41. 41. With a clear invitation to gift and to recommend 15 new products to friends and peers. In Groupon we are currently working on providing an opportunity for a user that has just purchased an item to become interested in other items and to feel compelled to recommend our products.© multiplica 2012
  42. 42. We have a unique opportunity to humanize ecommerce© multiplica 2012
  43. 43. We have a unique opportunity to rethink our business around people© multiplica 2012
  44. 44. “Social shopping today is where online shopping was before Amazon came on the scene” Anand Rajaraman co-founder of Kosmix© multiplica 2012
  45. 45. © multiplica 2012
  46. 46. © multiplica 2012

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