The Social-Web-Pattern
in E-Commerce
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

Content
● What is the Social-Web-Pattern?
● Social-Web-Pattern in E-Commerce
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

The Social Web and its pattern
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

The Social-Web-Pattern
● The Follower-Principle
● The Stream: Newsfeed, Activity Streams
● The One-Click-Gesture
● Share-Connection to other webservices
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

The Social-Web-Pattern
● The Follower-Principle
● The Stream: Newsfeed, Activity Streams
● The One-Click-Gesture
● Share-Connection to other webservices
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

The Follower-Principle
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

The Follower-Principle
● Asymmetrical connections
● Personalisation baked in
● → Two-sided markets/platforms
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

The Social-Web-Pattern
● The Follower-Principle
● The Stream: Newsfeed, Activity Streams
● The One-Click-Gesture
● Share-Connection to other webservices
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

The Stream
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

The Stream
● Activity Streams, Newsfeed
● In chronological order
● Commentable
● Like Email; the Inbox is still the ultimate stream
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

The Stream
In-Stream-Information: Quora, disqus
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

The Social-Web-Pattern
● The Follower-Principle
● The Stream: Newsfeed, Activity Streams
● The One-Click-Gesture
● Share-Connection to other webservices
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

The One-Click-Gesture
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

The One-Click-Gesture
● A gesture, the smallest unit of active action
online
Used for:
● redistribution
● aggregation
● 'charts'
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

The One-Click-Gesture
● Personalisation: Facebooks Like-data
● A better data basis for understanding the users
and their preferences
● Other examples: foursquare-checkins, flattr
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

One-Click-Gesture on Amazon
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

The Social-Web-Pattern
● The Follower-Principle
● The Stream: Newsfeed, Activity Streams
● The One-Click-Gesture
● Share-Connection to other webservices
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

Share-Connection to other
webservices
Source: http://blog.louisgray.com/2011/03/your-app-is-not-complete-until-you-can.html
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

Share-Connection to other
webservices
● Visibility
● Virality
● Per-Item-Option
● etc.
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

Share-Connection to other
webservices
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

Social-Web-Pattern in Use
Mobile photo apps: Instagram
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

Social-Web-Pattern in Use
Newsaggregators: Tracked.com
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

Social-Web-Pattern in Use
Q&A-Sites: Quora
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

The Social-Web-Pattern in E-
Commerce
● Groupon Stores
● Etsy
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

Groupon Stores
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

Groupon Stores
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

Groupon Stores
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

Groupon Stores
● Self serve
● Users can follow stores
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

Groupon Stores
Opportunities and challenges:
● Followers as bargain hunters
● Redistribution within Groupon with One-Click-
Gesture
● Stream/Newsfeed on site
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

Groupon Stores
Redistribution through One-Click-Gesture & data:
● Deals bought by friends
● (popular) deals from merchants who are being
followed by friends
● Local popular deals ('trending deals')
● Deals bought by similar users (with similar
followed merchants, with similar buying
behavior)
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

Etsy: Circles and Activity Feed
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

Etsy: Circles and Activity Feed
● „Add to your Circle“ = Follow
● Followed sellers listing a new item
● Friends favorites
● Notification when own item is featured in
treasury list
● Sales
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

Social-Web-Pattern in E-Commerce
● Blippy
● Hollrr
(soon to be relaunching)
● The Twitter for shopping?
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

What to keep in mind
● What do you want to accomplish
● What informations do users want to know
(how, when)
● What is the connection between the multiple
sides of users on your platform
● Stream front and center
● ...
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

The Social-Web-Pattern
Sources
● http://www.diigo.com/user/marcel/social-web-
pattern
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com

Thank You!
Marcel Weiß (Exciting Commerce, neunetz.com) contact: marcel@neunetz.com