Social Commerce - Hype or Reality? Three Breakthrough Ideas that Work Today
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This is my deck from my presentation at the Mashable Connect (#mashcon) conference in Orlando. I cover how Facebook's successful efforts to reorganize the web around people is effecting retail and online commerce. I start with why people share and move quickly to three ideas to implement in this post-Google marketing world.
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Social Commerce - Hype or Reality? Three Breakthrough Ideas that Work Today
- 1. ! SOCIAL COMMERCE: HYPE VS. REALITY! THREE BREAKTHROUGH IDEAS ! THAT WORK TODAY! ! ! PRESENTED ENTHUSIASTICALLY BY ! MICHAEL LAZEROW! CEO, BUDDY MEDIA! 1!
- 2. ! WHAT IS SOCIAL COMMERCE?! ! ! 2!
- 3. ! ECOMMERCE 1.0! “UTILITARIAN HUNT FOR STAPLES”! ! ! 3!
- 4. ! ECOMMERCE 1.0! CONVENIENCE! PRICE! ! ! SELECTION! 4!
- 5. ! CONVENIENCE! ! ! 5!
- 6. ! CONVENIENCE! ! ! 6!
- 7. ! PRICE! ! ! 7!
- 8. ! SELECTION! ! ! 8!
- 9. ! SOCIAL COMMERCE! “FRICTIONLESS SHOPPING”! ! ! 9!
- 10. ! SOCIAL COMMERCE! SOCIAL & INTEREST GRAPH DRIVES BUYING DECISIONS! ! ! 10!
- 11. ! ! TALIʼS HUSBAND ! NEEDS COOL PANTS.! 11!
- 12. ! ! ! 12!
- 13. ! ! ! 13!
- 14. ! ! ! 14!
- 15. ! ! ! 15!
- 16. ! THE WORLD IS BUILT AROUND PEOPLE.! ! ! 16!
- 17. ! THANKS TO FACEBOOK, THE WEB IS ORGANIZING ! AROUND PEOPLE.! ! 17!
- 18. ! ! ! 18!
- 19. ! IF YOU ONLY HAVE A HAMMER, YOU TEND TO SEE EVERY PROBLEM AS A NAIL.! ! ! - ABRAHAM MASLOW, PSYCHOLOGIST! 19!
- 20. ! BLACK-HAT SEO EXPERTS! ! ! SOURCE: SEARCHENGINEWATCH.COM! 20!
- 21. ! CONTENT FARMS! “The popularity of Googleʼs search engine is still second to none, but Google has been plagued by … content ! ! farms for a while now.”! - Mashable, Feb. 2011 ! 21!
- 22. ! LAST-CLICK ATTRIBUTION! Last click attribution ignores 97% of spend driving conversions.! - July ʻ10 Dataxu Study! ! ! 22!
- 23. ! SOCIAL! HUMAN BEHAVIOR. NOT CODE.! ! ! 23!
- 24. ! SOCIAL! HUMAN BEHAVIOR. NOT CODE.! NOT EASILY SPAMMED.! ! ! ! 24!
- 25. ! SOCIAL! HUMAN BEHAVIOR. NOT CODE.! NOT EASILY SPAMMED.! ! ! NOT EASILY CONTROLLED.! ! 25!
- 26. MASLOWʼS HIERARCHY OF NEEDS! Self-actualization! Esteem! Love & Belonging! Security! Physiological!
- 27. MASLOWʼS HIERARCHY OF NEEDS! Self-actualization! Esteem! Love & Belonging! Security! Physiological!
- 28. MASLOWʼS HIERARCHY OF NEEDS! Self-actualization! Esteem! Love & Belonging! Security! Physiological!
- 29. ! PEOPLE WANT TO FEEL LOVED AND A SENSE OF BELONGING.! ! ! 29!
- 30. ! ! ! 30!
- 31. ! ! ! 31!
- 32. ! PEOPLE WANT TO FEEL RESPECTED AND ACCEPTED.! ! ! 32!
- 33. ! ! ! 33!
- 34. ! PEOPLE WANT TO REALIZE THEIR POTENTIAL.! ! ! 34!
- 35. ! ! ! 35!
- 36. ! ! ! 36!
- 37. ! SHARING FEEDS EACH OF THESE NEEDS.! ! ! 37!
- 38. ! IDEA #1! SOCIAL COMMERCE IS MORE ABOUT COMMERCE THAN SOCIAL.! ! ! 38!
- 39. ! HYPER ALERT! “WE NEED TO SET UP A STORE ON FACEBOOK.”! ! ! 39!
- 40. ! ! ! 40!
- 41. ! ! ! 41!
- 42. ! ! ! 42!
- 43. ! ! ! 43!
- 44. ! ! ! 44!
- 45. ! ! ! 45!
- 46. ! ! ! 46!
- 47. ! DESPITE MANY ATTEMPTS, ECOMMERCE SUCCESS ON FACEBOOK IS LIMITED.! ! ! 47!
- 48. ! WHY?! ! ! 48!
- 49. ! CONSUMERS ARE NOT ON FACEBOOK TODAY TO SHOP.! ! ! 49!
- 50. ! ! ! 50!
- 51. ! BRING FACEBOOK TO YOUR COMMERCE RATHER THAN COMMERCE TO FACEBOOK.! ! ! 51!
- 52. ! ! ! 52!
- 53. ! ! ! 53!
- 54. ! ! ! 54!
- 55. ! ! ! 55!
- 56. ! IDEA #2! YOUR SMALLER, VOCAL CUSTOMERS MAY BE YOUR MOST PROFITABLE CUSTOMERS.! ! ! 56!
- 57. ! RAISE YOUR HAND IF …! YOU HAVE SHARING FUNCTIONALITY ON YOUR SITE.! ! ! 57!
- 58. ! KEEP IT RAISED IF …! YOU KNOW HOW MUCH REVENUE IS BRING DRIVEN THROUGH SHARING.! ! ! 58!
- 59. ! KEEP IT RAISED IF …! YOU KNOW HOW MUCH REVENUE IS BRING DRIVEN BY PRODUCT THROUGH SHARING.! ! ! 59!
- 60. ! KEEP IT RAISED IF …! YOU KNOW HOW MUCH REVENUE IS BRING DRIVEN BY CUSTOMER THROUGH SHARING.! ! ! 60!
- 61. ! NOW LETʼS GO T-SHIRT SHOPPING.! ! ! 61!
- 62. ! ! ! 62!
- 63. ! ! ! 63!
- 64. ! ! ! 64!
- 65. ! ! ! 65!
- 66. ! by Ian Shafer! ! ! 66!
- 67. 67!
- 68. 68!
- 69. 69!
- 70. ! IDEA #3! SILOES ARE KILLING SOCIAL COMMERCE.! ! ! 70!
- 71. ! ! ! 71!
- 72. ! LIMITED NO LANDING TAB NO VIRAL TUNING! CREATIVE OPTIMIZATION OR TESTING! MARKET ! SEGMENTATION! ! 72!
- 73. ELIMINATE THE SILOES! ! PAID! ! ! PAID MEDIA (ADS), OWNED ! ! ! MEDIA (FB PAGES, WEB ! ! ! SITES) & EARNED MEDIA ! OWNED! ! (VIRAL SHARING) MUST ! WORK TOGETHER TO ! SUCCEED ON FACEBOOK. ! EARNED! 73!
- 74. ELIMINATE THE SILOES! CREATIVE LANDING TAB VIRAL TUNING! OPTIMIZATION! OPTIMIZATION! 74!
- 75. ! WHAT CAN YOU DO?! INTRODUCING SPINBACK.! ! ! 75!
- 76. ! YESTERDAY BUDDY MEDIA ANNOUNCED THE ACQUISITION OF SPINBACK.! ! ! 76!
- 77. ! FIRST SOLUTION THAT MEASURES ROI FOR SOCIAL ON FACEBOOK, AND OFF.! ! ! 77!
- 78. ! ! ! 78!
- 79. ! ! ! 79!
- 80. ! ! ! 80!
- 81. ! ! ! 81!
- 82. ! EASYTRACK ANALYTICS! ! ! 82!
- 83. ! EASYTRACK ANALYTICS! ! ! 83!
- 84. ! EASYTRACK ANALYTICS! ! ! 84!
- 85. ! EASYTRACK ANALYTICS! ! ! 85!
- 86. THIS IS WHERE WE ARE GOING TO ! RELEASE SOME NEW DATA ABOUT SOCIAL SHARING. YOU NEED TO BE AT MASHCON TO SEE THESE!!!!! ! ! ! 86!
- 87. ! THANK YOU!! ! ! 87!