The document discusses how social commerce is changing consumer buying habits through social media platforms and embedded stores on sites like Facebook. It outlines different social commerce tactics like group buying, flash sales, affiliate networks, and refer-a-friend programs. It also discusses how social media interactions can influence search rankings and provides tips for retailers on integrating social media and mobile commerce strategies.

1. Social Commerce Expert
Social Commerce
Consumers Changing Their Buying Habits

3. Mobile Platform
Embedded Store
F-Commerce
Making shopping social
Per-to-Peer
Discount Sharing
Affiliate Network
GroupBuy & Flash Sale
Refer A Friend
SocialHub
Facebook Connect
Ratings & Review

7. THE BIG NEWS
&
Influence Search Rankings
Google: YES, we do use it as a signal. It is used as a signal in our
organic and news ranking. We also use it to enhance our news
universally, by marking how many people share an article
Google: We treat links shared on Facebook FAN pages the same
way we treat tweeted links. We have NO personal wall data from
Facebook
What we TWEET matters and what
we SHARE matters

8. Why is Social Media
Important for e-commerce?
 Social Media is about the importance of customers.
 It empowers Brands and Retailers to make meaningful
change to better serve your customer and build loyalty.
 You get honest feedback to build solutions that better
meet the customers needs.
 Understand the wants and needs of the customer, let
them tell you.

9. So why are people really on Social Networks?
 Shoppers trust recommendations 3x more than online ads
 23% of Twitter users follow businesses to find special
promotions or sales
 56% of UK website say that user-generated content lifts
conversion levels; 77% say it increases traffic; and 42%
say it increases the average spend
 25% of customers connect with brands on Facebook to
receive discounts
 More than 50% of Facebook fans and 67% of Twitters users
are more likely to make a purchase from the brands they
follow
 Facebook and Twitter visitors spend 1.5x more online that
other Internet users

10. Four Step Process
Four step process for Social Commerce Selection
Business Goals Measurement Tactics Tools
Increase sales Leads More prospects Blog – Content is King
Generate leads Media mentions Media relations Ratings & Review
Thought leadership Speak opportunity Educate customer Video
Product Launch Customer Channel partners Facebook Fan Page
Test Ideas Satisfaction Move customer Applications
Create Channels Time To market service online Community
Reduce Support Positive sentiment Trade associations Twitter
Counter Feedback Service calls Advertise E-Commerce
If your strategy is stand alone it will fall alone
Integration with e-commerce, Social Media,
PR and Marketing activities are KEY

11. f-commerce
TV & Music Facebook Stores
Dexter f-store Lady Gaga f-store
Viral ‘wall store’ that can be shared by users The most popular f-commerce page 31m+ fans
Prediction: Social Commerce market will
reach $30 billion per year by 2015

12. f-commerce
EU Big Brand Facebook Stores
Volkswagen (Skoda Fabia) f-store Holiday Autos (Travelocity) f-store
1st Dutch auction f-store 1st f-store for car rentals
(every ‘like’ price drops by 1€, until someone buys)

13. f-commerce
UK Retail Facebook Stores
ASOS f-store Cheeky Beach f-store
UK e-tailer opens up a full f-store SME opens up a full f-store
International Delivery Integrated with CMS
Every time a user posted on their news feed that they bought a ticket from
TicketMaster, friends spent an additional $5.30.
At Eventbrite, a social site for selling tickets to lesser known events, every
link shared on Facebook generated $2.52 in ticket sales.

15. Beyond Facebook
Amazon TripAdvisor
The largest e-tailer integrates Facebook Integrates with Facebook to offer instant personalisation
and allow users to connect with Facebook contacts on-site
SME
Integrates Facebook
Connect
Share
Like

16. In-store f-commerce
Diesel Cam
Facebook-connected fitting rooms in Diesel stores in Spain

17. YouTique
30% off all the video views (more than 6.3 million) on my main
YouTube channel come from search or organic referrals

18. Polyvore is the best place to discover or start fashion trends
140 Views
49 Likes

19. Shop With Your Friends
Touch Screen In-Store

20. GroupBuy & FlashSale
 Reported $760m revenue in 2010
 14m UK subscribers
 Active in 565 cities
 4000 employees
 Save customers over $300 Million
 27 Million visits per month
 14.7 Unique visitors per month
Biggest Day For Sales in 3 Years Twitter = 3 Sales in 21 mins

21. The Next Global Currency?
Gift Cards
Currently $1 = 10 Facebook credits
Facebook takes a 30% cut of developers’ revenue

22. Social Media + Internet Retailing
Top Tips to Takeaway
Online + Offline Integration – DIGITAL FIRST
Incorporate Social Media into your PR, email, direct mailing & advertising
Tracking Social Media ROI
Utilise Google Analytics and tools like Hootsuite, BrandWatch to test and track
GroupBuy & Flash Sales
Expand your brand buy utilising crowdsourcing
Social Commerce
Let consumers connect where they buy and buy where they connect
Mobile Commerce
Make sure your website is mobile compatible use HTML 5 instead of apps
SEO
Create your online voice and communication around your keywords
Video
YouTube is the second largest search engine in the English-speaking world.

23. Social Media + Internet Retailing
Training - Mentoring - Consultancy
Tell us Warren Knight
www.warrenknight.co.uk
What Warren Knight
e: warren@warrenknight.co.uk
t: @wvrknight
You Gloople – Making Shopping Social
Think www.gloople.co.uk
t: @gloople