SlideShare a Scribd company logo
1



The Social
Psychology
of Social
Shopping
How Social
Commerce Works



Dr Paul Marsden
Digital Ethnographer
Syzygy Group
2




So what is this social commerce thing?
2




          Social commerce
          “Social commerce is a subset of
          electronic commerce that
          involves using social media,
          online media that supports
          social interaction and user
          contributions, to assist in the
          online buying and selling of
          products and services”.




So what is this social commerce thing?
3


                                                             Future: mobile,
                                                             sCRM, curated
                                                 realtime    marketplaces
                                                 social
                                                 shopping,
                              social platforms   Facebook
                              (forums, blogs,    Connect
                              bookmarking)

                          ratings &
                          reviews


 FTOAF (forward to a
 friend), referral programs




Social commerce is not new... (coined by Yahoo 2005)
3


                                                   Future: mobile,
                                                   sCRM, curated
                                       realtime    marketplaces
                                       social
                                       shopping,
                    social platforms   Facebook
                    (forums, blogs,    Connect
                    bookmarking)
                Social Commerce: Creating places
                          ratings &
                where people can collaborate
                          reviews
                online, get advice from trusted
                individuals, find goods and
 FTOAF (forward to a
                services and then purchase them.
 friend), referral programs




Social commerce is not new... (coined by Yahoo 2005)
4




  Helping people
  buy where they
  connect...          ...and connect
                      where they buy


In plain English...
5




And it’s a hot area in social media marketing right now...
5




And it’s a hot area in social media marketing right now...
6



Technology Hype Cycle
Echo-Chamber Social Media Marketing




...because it helps solve a real problem: social media ROI
7




             +                                   =

                  Ratings      Recommendations      Forums
                 & Reviews        & Referrals    & Communities




                Social Media       Social         Social Ads
                Optimization      Shopping       & Social Apps




“Getting” it is easy: selling with social media
8




Doing it can be more difficult: selling with social media
8




Doing it can be more difficult: selling with social media
9




It’s about people (influencing people), not technology
10




The social psychology of shopping can help
10




The social psychology of shopping can help
11




                            Social Intelligence - The
                            ability to understand and
                            learn from each other and
                            profit from social situations




We use social intelligence to “thinslice” buying decisions
12




                            Social Intelligence - The
                            ability to understand and
                            learn from each other and
                            profit from social situations



                                       The TOM test

We use social intelligence to “thinslice” buying decisions
13




                            Social Intelligence - The
                            ability to understand and
                            learn from each other and
                            profit from social situations



                                       The TOM test

We use social intelligence to “thinslice” buying decisions
14




                            Social Intelligence - The
                            ability to understand and
                            learn from each other and
                            profit from social situations



                                       The TOM test

We use social intelligence to “thinslice” buying decisions
15




                               Scarcity     Popularity     Affinity




                               Authority   Consistency   Reciprocity




We use social intelligence to “thinslice” buying decisions
16




            +                             =

                Scarcity     Popularity     Affinity




                Authority   Consistency   Reciprocity




Social commerce can cue thinsliced purchase decisions
17

The COOKIE JAR EXPERIMENT 1975




The scarcity cue; scarce stuff is good stuff
18




Using the scarcity cue to cue purchase decisions
19




Using the scarcity cue to cue purchase decisions
20




Using the scarcity cue to cue purchase decisions
21




Using the scarcity cue to cue purchase decisions
21




           Social Intelligence @ Work: Scarcity

          Use exclusive information to persuade.
         Influence and rivet key players’ attention
          by saying, for example:“...Just got this
         information today. It won’t be distributed
                     until next week.”




Using the scarcity cue to cue purchase decisions
22

The NIXON KENNEDY DEBATE 1960




The affinity cue; follow those you like
23




Using the affinity cue to cue purchase decisions
24




Using the affinity cue to cue purchase decisions
25




Using the affinity cue to cue purchase decisions
26




Using the affinity cue to cue purchase decisions
26




            Social Intelligence @ Work: Affinity

           Create early bonds with new peers,
         bosses, and direct reports by informally
          discovering common interests—you’ll
         establish goodwill and trustworthiness.
        Charm and disarm. Make positive remarks
        about others - you’ll generate more willing
                       compliance



Using the affinity cue to cue purchase decisions
27

The BIG BILLBOaRD EXPERIMENT 1966




                    Drive Carefully




The consistency cue; be consistent
28




Using the consistency cue to cue purchase decisions
29




Using the consistency cue to cue purchase decisions
29




Using the consistency cue to cue purchase decisions
29




Using the consistency cue to cue purchase decisions
30

The SHock Box Experiment 1961




The authority cue; follow the leader
31




Using the authority cue to cue purchase decisions
32




Using the authority cue to cue purchase decisions
33




           Social Intelligence @ Work: Authority

         To activate advocacy, don’t assume your
        expertise is self-evident. Instead, establish
        your expertise before doing business with
            new colleagues or partners; e.g., in
            conversations before an important
           meeting, describe how you solved a
        problem similar to the one on the agenda



Using the authority cue to cue purchase decisions
34

The COKE AND RAFFLE TICKET EXPERIMENT 1975




The reciprocity cue; payback favours
35




Using the reciprocity cue to cue purchase decisions
36




Using the reciprocity cue to cue purchase decisions
37




             Social Intelligence @ Reciprocity

        Create goodwill upfront by giving what you
        want to receive. Lend a staff member to a
        colleague who needs help; you’ll get their
                        help later.




Using the reciprocity cue to cue purchase decisions
38

The 42ND Street Experiment 1969




The popularity cue; follow the crowd
39




Using the popularity cue to cue purchase decisions
40




Using the popularity cue to cue purchase decisions
41




Using the popularity cue to cue purchase decisions
41




          Social Intelligence @ Work: Popularity

        Use peer power horizontally, not vertically;
         e.g., show that your initiative is popular
         with your peers if management resists.




Using the popularity cue to cue purchase decisions
42




Social commerce matrix
43




Listen: Begin by listening, with a purpose - deploy a social media monitoring
and response service to identify social commerce opportunities; listen and
learn from competitors

Experiment - Start with small scale experiments to identify what works for
you. Test and learn with quick and easy experiments to explore ROI potential

Apply - Build on what works and has ROI potential, apply learning and insight
to build social commerce into your digital strategy

Develop - Develop your social commerce solution with user feedback and
competitor intelligence on an ongoing basis. Experiment with new solutions




Social commerce road map: LEAD
44




Thanks! Enjoy our social commerce white paper

More Related Content

What's hot

Social / Digital Media - A report on new trends in industry
Social / Digital Media - A report on new trends in industrySocial / Digital Media - A report on new trends in industry
Social / Digital Media - A report on new trends in industry
Maneesh Garg
 
Challenges of Retailing in India
Challenges of  Retailing in IndiaChallenges of  Retailing in India
Challenges of Retailing in India
Rajesh Kumaran
 
Big bazaar customer relationship management
Big bazaar customer relationship managementBig bazaar customer relationship management
Big bazaar customer relationship management
Aman Bansal
 
Internship project work on digital marketing tool to boost sales
Internship project work on digital marketing tool to boost salesInternship project work on digital marketing tool to boost sales
Internship project work on digital marketing tool to boost sales
TUN TUN KUMAR SINGH
 
Study of-consumer-buying-behaviour-in-reliance-fresh-110202043602-phpapp02
Study of-consumer-buying-behaviour-in-reliance-fresh-110202043602-phpapp02Study of-consumer-buying-behaviour-in-reliance-fresh-110202043602-phpapp02
Study of-consumer-buying-behaviour-in-reliance-fresh-110202043602-phpapp02
Rohan Kumar
 
Management information system on hdfc
Management information system on hdfcManagement information system on hdfc
Management information system on hdfc
Shashi Kumar
 
Hsbc cashier performance appraisal
Hsbc cashier performance appraisalHsbc cashier performance appraisal
Hsbc cashier performance appraisal
maxhernandez781
 
detailed information about pantaloons
detailed information about pantaloons detailed information about pantaloons
detailed information about pantaloons
SaurabhGanorkar2
 
Pantaloons retail project
Pantaloons retail project Pantaloons retail project
Pantaloons retail project
Unitedworld School Of Business
 
Customer satisfaction and its impact on sales at rcm mba project report
Customer satisfaction and its impact on sales at rcm mba project reportCustomer satisfaction and its impact on sales at rcm mba project report
Customer satisfaction and its impact on sales at rcm mba project report
Babasab Patil
 
E business application
E business applicationE business application
E business application
nitinsoni02
 
Organized retailing in India: challenges and opportunities
Organized retailing in India: challenges and opportunitiesOrganized retailing in India: challenges and opportunities
Organized retailing in India: challenges and opportunities
Pierre Memheld
 
Information Technology and Marketing
Information Technology and MarketingInformation Technology and Marketing
Information Technology and Marketing
James Barber
 
Reliace Retail
Reliace RetailReliace Retail
Reliace Retail
Subhash Kumar
 
001 retailing – an overview
001 retailing – an overview001 retailing – an overview
001 retailing – an overview
nirdoshk88
 
E commerce industry
E commerce industryE commerce industry
E commerce industry
Swayam Dey
 
unit 2 Retail Models & Theories of Retail Development.pptx
unit 2 Retail Models & Theories of Retail Development.pptxunit 2 Retail Models & Theories of Retail Development.pptx
unit 2 Retail Models & Theories of Retail Development.pptx
MAHENDRA SINGH NEGI
 
Pantaloons
PantaloonsPantaloons
Pantaloons
mybagga
 
Project report on consumer behavior towards digital marketing
Project report on consumer behavior towards digital marketingProject report on consumer behavior towards digital marketing
Project report on consumer behavior towards digital marketing
Arhaam Ansari
 
Big Bazaar
Big BazaarBig Bazaar
Big Bazaar
bnharsha
 

What's hot (20)

Social / Digital Media - A report on new trends in industry
Social / Digital Media - A report on new trends in industrySocial / Digital Media - A report on new trends in industry
Social / Digital Media - A report on new trends in industry
 
Challenges of Retailing in India
Challenges of  Retailing in IndiaChallenges of  Retailing in India
Challenges of Retailing in India
 
Big bazaar customer relationship management
Big bazaar customer relationship managementBig bazaar customer relationship management
Big bazaar customer relationship management
 
Internship project work on digital marketing tool to boost sales
Internship project work on digital marketing tool to boost salesInternship project work on digital marketing tool to boost sales
Internship project work on digital marketing tool to boost sales
 
Study of-consumer-buying-behaviour-in-reliance-fresh-110202043602-phpapp02
Study of-consumer-buying-behaviour-in-reliance-fresh-110202043602-phpapp02Study of-consumer-buying-behaviour-in-reliance-fresh-110202043602-phpapp02
Study of-consumer-buying-behaviour-in-reliance-fresh-110202043602-phpapp02
 
Management information system on hdfc
Management information system on hdfcManagement information system on hdfc
Management information system on hdfc
 
Hsbc cashier performance appraisal
Hsbc cashier performance appraisalHsbc cashier performance appraisal
Hsbc cashier performance appraisal
 
detailed information about pantaloons
detailed information about pantaloons detailed information about pantaloons
detailed information about pantaloons
 
Pantaloons retail project
Pantaloons retail project Pantaloons retail project
Pantaloons retail project
 
Customer satisfaction and its impact on sales at rcm mba project report
Customer satisfaction and its impact on sales at rcm mba project reportCustomer satisfaction and its impact on sales at rcm mba project report
Customer satisfaction and its impact on sales at rcm mba project report
 
E business application
E business applicationE business application
E business application
 
Organized retailing in India: challenges and opportunities
Organized retailing in India: challenges and opportunitiesOrganized retailing in India: challenges and opportunities
Organized retailing in India: challenges and opportunities
 
Information Technology and Marketing
Information Technology and MarketingInformation Technology and Marketing
Information Technology and Marketing
 
Reliace Retail
Reliace RetailReliace Retail
Reliace Retail
 
001 retailing – an overview
001 retailing – an overview001 retailing – an overview
001 retailing – an overview
 
E commerce industry
E commerce industryE commerce industry
E commerce industry
 
unit 2 Retail Models & Theories of Retail Development.pptx
unit 2 Retail Models & Theories of Retail Development.pptxunit 2 Retail Models & Theories of Retail Development.pptx
unit 2 Retail Models & Theories of Retail Development.pptx
 
Pantaloons
PantaloonsPantaloons
Pantaloons
 
Project report on consumer behavior towards digital marketing
Project report on consumer behavior towards digital marketingProject report on consumer behavior towards digital marketing
Project report on consumer behavior towards digital marketing
 
Big Bazaar
Big BazaarBig Bazaar
Big Bazaar
 

Viewers also liked

Social media: Are there adequate evidences to substantiate a redefinition of ...
Social media: Are there adequate evidences to substantiate a redefinition of ...Social media: Are there adequate evidences to substantiate a redefinition of ...
Social media: Are there adequate evidences to substantiate a redefinition of ...
John Fotis
 
1. Social Media to Social Retailing - Ian Jindal
1. Social Media to Social Retailing - Ian Jindal1. Social Media to Social Retailing - Ian Jindal
1. Social Media to Social Retailing - Ian Jindal
Like Minds
 
Lora presentation for the rise of social commerce
Lora presentation for the rise of social commerceLora presentation for the rise of social commerce
Lora presentation for the rise of social commerce
Lora Cecere
 
What the F**k is Social Commerce?
What the F**k is Social Commerce?What the F**k is Social Commerce?
What the F**k is Social Commerce?
André Ribeirinho
 
2. The 6 Dimensions of Social Commerce - Mark Ellis, Syzygy
2. The 6 Dimensions of Social Commerce - Mark Ellis, Syzygy2. The 6 Dimensions of Social Commerce - Mark Ellis, Syzygy
2. The 6 Dimensions of Social Commerce - Mark Ellis, Syzygy
Like Minds
 
The History of F-commerce: How Facebook is changing online retail
The History of F-commerce: How Facebook is changing online retailThe History of F-commerce: How Facebook is changing online retail
The History of F-commerce: How Facebook is changing online retail
Sustainly
 
Happy Nudges - Behavioural Economics and Happiness
Happy Nudges - Behavioural Economics and HappinessHappy Nudges - Behavioural Economics and Happiness
Happy Nudges - Behavioural Economics and Happiness
Paul Marsden
 
Social Commerce - What Are We Waiting For?
Social Commerce - What Are We Waiting For?Social Commerce - What Are We Waiting For?
Social Commerce - What Are We Waiting For?
Jurgen Appelo
 
Chp 7 online customer behavior
Chp 7 online customer behaviorChp 7 online customer behavior
Chp 7 online customer behavior
cheqala5626
 

Viewers also liked (9)

Social media: Are there adequate evidences to substantiate a redefinition of ...
Social media: Are there adequate evidences to substantiate a redefinition of ...Social media: Are there adequate evidences to substantiate a redefinition of ...
Social media: Are there adequate evidences to substantiate a redefinition of ...
 
1. Social Media to Social Retailing - Ian Jindal
1. Social Media to Social Retailing - Ian Jindal1. Social Media to Social Retailing - Ian Jindal
1. Social Media to Social Retailing - Ian Jindal
 
Lora presentation for the rise of social commerce
Lora presentation for the rise of social commerceLora presentation for the rise of social commerce
Lora presentation for the rise of social commerce
 
What the F**k is Social Commerce?
What the F**k is Social Commerce?What the F**k is Social Commerce?
What the F**k is Social Commerce?
 
2. The 6 Dimensions of Social Commerce - Mark Ellis, Syzygy
2. The 6 Dimensions of Social Commerce - Mark Ellis, Syzygy2. The 6 Dimensions of Social Commerce - Mark Ellis, Syzygy
2. The 6 Dimensions of Social Commerce - Mark Ellis, Syzygy
 
The History of F-commerce: How Facebook is changing online retail
The History of F-commerce: How Facebook is changing online retailThe History of F-commerce: How Facebook is changing online retail
The History of F-commerce: How Facebook is changing online retail
 
Happy Nudges - Behavioural Economics and Happiness
Happy Nudges - Behavioural Economics and HappinessHappy Nudges - Behavioural Economics and Happiness
Happy Nudges - Behavioural Economics and Happiness
 
Social Commerce - What Are We Waiting For?
Social Commerce - What Are We Waiting For?Social Commerce - What Are We Waiting For?
Social Commerce - What Are We Waiting For?
 
Chp 7 online customer behavior
Chp 7 online customer behaviorChp 7 online customer behavior
Chp 7 online customer behavior
 

Similar to Social Psychology of Social Shopping: How Social Commerce Works

International Trends in Social Commerce
International Trends in Social CommerceInternational Trends in Social Commerce
International Trends in Social Commerce
Syzygy
 
Brands And Digital Culture: It Doesn't Have To Suck
Brands And Digital Culture: It Doesn't Have To SuckBrands And Digital Culture: It Doesn't Have To Suck
Brands And Digital Culture: It Doesn't Have To Suck
Avin Narasimhan
 
Social Commerce
Social CommerceSocial Commerce
Social Commerce
Nearby Digital
 
Social Brands: Communities Have More Value Than Platforms
Social Brands: Communities Have More Value Than PlatformsSocial Brands: Communities Have More Value Than Platforms
Social Brands: Communities Have More Value Than Platforms
We Are Social Singapore
 
Social Commerce: Secrets for Turning Social Media into Social Sales
Social Commerce: Secrets for Turning Social Media into Social SalesSocial Commerce: Secrets for Turning Social Media into Social Sales
Social Commerce: Secrets for Turning Social Media into Social Sales
Mike Lewis
 
Followers, Fans and Fairytale Endings: How to Monetize Social Media.
Followers, Fans and Fairytale Endings: How to Monetize Social Media.Followers, Fans and Fairytale Endings: How to Monetize Social Media.
Followers, Fans and Fairytale Endings: How to Monetize Social Media.
Thomas Marzano
 
Five Social Media Trends [DFW 5.6.12]
Five Social Media Trends [DFW 5.6.12]Five Social Media Trends [DFW 5.6.12]
Five Social Media Trends [DFW 5.6.12]
Amy Lanigan
 
Social Commerce - new trends, integration and changing consumer behavior
Social Commerce - new trends, integration and changing consumer behaviorSocial Commerce - new trends, integration and changing consumer behavior
Social Commerce - new trends, integration and changing consumer behavior
Viosk International
 
Transforming Social Media Data into Actionable Business Intelligence
Transforming Social Media Data into Actionable Business Intelligence Transforming Social Media Data into Actionable Business Intelligence
Transforming Social Media Data into Actionable Business Intelligence
Social Media World Forum
 
Weigend may2012slideshare
Weigend may2012slideshareWeigend may2012slideshare
Weigend may2012slideshare
Andreas Weigend
 
Future of Social Commerce Mindshare
Future of Social Commerce MindshareFuture of Social Commerce Mindshare
Future of Social Commerce Mindshare
Mindshare
 
Utilizing Social Commerce - Unilever Digitalk 2011 & SparX Up Seminar
Utilizing Social Commerce - Unilever Digitalk 2011 & SparX Up SeminarUtilizing Social Commerce - Unilever Digitalk 2011 & SparX Up Seminar
Utilizing Social Commerce - Unilever Digitalk 2011 & SparX Up Seminar
David Wayne Ika (We Are HIRING)
 
Rethinking mobile for brands- Planningness 2010
Rethinking mobile for brands- Planningness 2010Rethinking mobile for brands- Planningness 2010
Rethinking mobile for brands- Planningness 2010
Avin Narasimhan
 
Brand building in a digital world (Intro to Digital for Grads)
Brand building in a digital world (Intro to Digital for Grads)Brand building in a digital world (Intro to Digital for Grads)
Brand building in a digital world (Intro to Digital for Grads)
David Carr
 
A few things you need to know about digital marketing
A few things you need to know about digital marketingA few things you need to know about digital marketing
A few things you need to know about digital marketing
Ana Andjelic
 
Mobilised socialised: macro and micro view of mobile barney loehnis
Mobilised socialised: macro and micro view of mobile barney loehnisMobilised socialised: macro and micro view of mobile barney loehnis
Mobilised socialised: macro and micro view of mobile barney loehnis
Barney Loehnis
 
Advanced Mobile Marketing
Advanced Mobile MarketingAdvanced Mobile Marketing
Advanced Mobile Marketing
Andy Chang
 
PSP Social Media - How to grow your business.
PSP Social Media - How to grow your business.PSP Social Media - How to grow your business.
PSP Social Media - How to grow your business.
Darrell W. Gunter
 
Social media in b2 b marketing 2012 dec 18 96p3
Social media in b2 b marketing 2012 dec 18 96p3Social media in b2 b marketing 2012 dec 18 96p3
Social media in b2 b marketing 2012 dec 18 96p3
Abbey Road Creations
 
IAB Academy social marketing August 2011
IAB Academy social marketing August 2011IAB Academy social marketing August 2011
IAB Academy social marketing August 2011
✔ Antony Slabinck
 

Similar to Social Psychology of Social Shopping: How Social Commerce Works (20)

International Trends in Social Commerce
International Trends in Social CommerceInternational Trends in Social Commerce
International Trends in Social Commerce
 
Brands And Digital Culture: It Doesn't Have To Suck
Brands And Digital Culture: It Doesn't Have To SuckBrands And Digital Culture: It Doesn't Have To Suck
Brands And Digital Culture: It Doesn't Have To Suck
 
Social Commerce
Social CommerceSocial Commerce
Social Commerce
 
Social Brands: Communities Have More Value Than Platforms
Social Brands: Communities Have More Value Than PlatformsSocial Brands: Communities Have More Value Than Platforms
Social Brands: Communities Have More Value Than Platforms
 
Social Commerce: Secrets for Turning Social Media into Social Sales
Social Commerce: Secrets for Turning Social Media into Social SalesSocial Commerce: Secrets for Turning Social Media into Social Sales
Social Commerce: Secrets for Turning Social Media into Social Sales
 
Followers, Fans and Fairytale Endings: How to Monetize Social Media.
Followers, Fans and Fairytale Endings: How to Monetize Social Media.Followers, Fans and Fairytale Endings: How to Monetize Social Media.
Followers, Fans and Fairytale Endings: How to Monetize Social Media.
 
Five Social Media Trends [DFW 5.6.12]
Five Social Media Trends [DFW 5.6.12]Five Social Media Trends [DFW 5.6.12]
Five Social Media Trends [DFW 5.6.12]
 
Social Commerce - new trends, integration and changing consumer behavior
Social Commerce - new trends, integration and changing consumer behaviorSocial Commerce - new trends, integration and changing consumer behavior
Social Commerce - new trends, integration and changing consumer behavior
 
Transforming Social Media Data into Actionable Business Intelligence
Transforming Social Media Data into Actionable Business Intelligence Transforming Social Media Data into Actionable Business Intelligence
Transforming Social Media Data into Actionable Business Intelligence
 
Weigend may2012slideshare
Weigend may2012slideshareWeigend may2012slideshare
Weigend may2012slideshare
 
Future of Social Commerce Mindshare
Future of Social Commerce MindshareFuture of Social Commerce Mindshare
Future of Social Commerce Mindshare
 
Utilizing Social Commerce - Unilever Digitalk 2011 & SparX Up Seminar
Utilizing Social Commerce - Unilever Digitalk 2011 & SparX Up SeminarUtilizing Social Commerce - Unilever Digitalk 2011 & SparX Up Seminar
Utilizing Social Commerce - Unilever Digitalk 2011 & SparX Up Seminar
 
Rethinking mobile for brands- Planningness 2010
Rethinking mobile for brands- Planningness 2010Rethinking mobile for brands- Planningness 2010
Rethinking mobile for brands- Planningness 2010
 
Brand building in a digital world (Intro to Digital for Grads)
Brand building in a digital world (Intro to Digital for Grads)Brand building in a digital world (Intro to Digital for Grads)
Brand building in a digital world (Intro to Digital for Grads)
 
A few things you need to know about digital marketing
A few things you need to know about digital marketingA few things you need to know about digital marketing
A few things you need to know about digital marketing
 
Mobilised socialised: macro and micro view of mobile barney loehnis
Mobilised socialised: macro and micro view of mobile barney loehnisMobilised socialised: macro and micro view of mobile barney loehnis
Mobilised socialised: macro and micro view of mobile barney loehnis
 
Advanced Mobile Marketing
Advanced Mobile MarketingAdvanced Mobile Marketing
Advanced Mobile Marketing
 
PSP Social Media - How to grow your business.
PSP Social Media - How to grow your business.PSP Social Media - How to grow your business.
PSP Social Media - How to grow your business.
 
Social media in b2 b marketing 2012 dec 18 96p3
Social media in b2 b marketing 2012 dec 18 96p3Social media in b2 b marketing 2012 dec 18 96p3
Social media in b2 b marketing 2012 dec 18 96p3
 
IAB Academy social marketing August 2011
IAB Academy social marketing August 2011IAB Academy social marketing August 2011
IAB Academy social marketing August 2011
 

More from Paul Marsden

Google Deck on Digital Wellbeing 'A Call to Minimize Distraction and Respect ...
Google Deck on Digital Wellbeing 'A Call to Minimize Distraction and Respect ...Google Deck on Digital Wellbeing 'A Call to Minimize Distraction and Respect ...
Google Deck on Digital Wellbeing 'A Call to Minimize Distraction and Respect ...
Paul Marsden
 
Fashion Marketing - Advanced Consumer Behaviour Class
Fashion Marketing - Advanced Consumer Behaviour ClassFashion Marketing - Advanced Consumer Behaviour Class
Fashion Marketing - Advanced Consumer Behaviour Class
Paul Marsden
 
How to communicate Artificial Intelligence to clients and consumers
How to communicate Artificial Intelligence to clients and consumersHow to communicate Artificial Intelligence to clients and consumers
How to communicate Artificial Intelligence to clients and consumers
Paul Marsden
 
Uberfy or Die! - This is what the future of insurance looks like...
Uberfy or Die! - This is what the future of insurance looks like...Uberfy or Die! - This is what the future of insurance looks like...
Uberfy or Die! - This is what the future of insurance looks like...
Paul Marsden
 
The Uberfication of Advertising
The Uberfication of AdvertisingThe Uberfication of Advertising
The Uberfication of Advertising
Paul Marsden
 
Psych Eye for the Sponsorship Guy
Psych Eye for the Sponsorship GuyPsych Eye for the Sponsorship Guy
Psych Eye for the Sponsorship Guy
Paul Marsden
 
Psych Eye for the Social Media Guy
Psych Eye for the Social Media GuyPsych Eye for the Social Media Guy
Psych Eye for the Social Media Guy
Paul Marsden
 
Psych Eye for the Innovation Guy
Psych Eye for the Innovation GuyPsych Eye for the Innovation Guy
Psych Eye for the Innovation Guy
Paul Marsden
 
Display Value - The Psychology of Conspicuous Consumption
Display Value - The Psychology of Conspicuous ConsumptionDisplay Value - The Psychology of Conspicuous Consumption
Display Value - The Psychology of Conspicuous Consumption
Paul Marsden
 
Reputation Management and Social Media
Reputation Management and Social MediaReputation Management and Social Media
Reputation Management and Social Media
Paul Marsden
 
10 Proven Ways to Turn Social Media into Social Sales in 2013
10 Proven Ways to Turn Social Media into Social Sales in 2013 10 Proven Ways to Turn Social Media into Social Sales in 2013
10 Proven Ways to Turn Social Media into Social Sales in 2013
Paul Marsden
 
Social Utility: How to Turn Social Media into Social Sales
Social Utility: How to Turn Social Media into Social SalesSocial Utility: How to Turn Social Media into Social Sales
Social Utility: How to Turn Social Media into Social Sales
Paul Marsden
 
Social Media and Crisis Communications for PR People
Social Media and Crisis Communications for PR PeopleSocial Media and Crisis Communications for PR People
Social Media and Crisis Communications for PR People
Paul Marsden
 
Facebook Foodcourt
Facebook FoodcourtFacebook Foodcourt
Facebook Foodcourt
Paul Marsden
 
F-Commerce and the SoLoMo Consumer
F-Commerce and the SoLoMo ConsumerF-Commerce and the SoLoMo Consumer
F-Commerce and the SoLoMo Consumer
Paul Marsden
 
The F-Commerce FAQ
The F-Commerce FAQThe F-Commerce FAQ
The F-Commerce FAQ
Paul Marsden
 
How Big Retail Deploys Social Commerce
How Big Retail Deploys Social CommerceHow Big Retail Deploys Social Commerce
How Big Retail Deploys Social Commerce
Paul Marsden
 
Social Commerce for luxury
Social Commerce for luxurySocial Commerce for luxury
Social Commerce for luxury
Paul Marsden
 
Net Promoter and Social Media - A Strategy for Retailers
Net Promoter and Social Media - A Strategy for RetailersNet Promoter and Social Media - A Strategy for Retailers
Net Promoter and Social Media - A Strategy for Retailers
Paul Marsden
 
Social Commerce: The Case for User Reviews
Social Commerce: The Case for User ReviewsSocial Commerce: The Case for User Reviews
Social Commerce: The Case for User Reviews
Paul Marsden
 

More from Paul Marsden (20)

Google Deck on Digital Wellbeing 'A Call to Minimize Distraction and Respect ...
Google Deck on Digital Wellbeing 'A Call to Minimize Distraction and Respect ...Google Deck on Digital Wellbeing 'A Call to Minimize Distraction and Respect ...
Google Deck on Digital Wellbeing 'A Call to Minimize Distraction and Respect ...
 
Fashion Marketing - Advanced Consumer Behaviour Class
Fashion Marketing - Advanced Consumer Behaviour ClassFashion Marketing - Advanced Consumer Behaviour Class
Fashion Marketing - Advanced Consumer Behaviour Class
 
How to communicate Artificial Intelligence to clients and consumers
How to communicate Artificial Intelligence to clients and consumersHow to communicate Artificial Intelligence to clients and consumers
How to communicate Artificial Intelligence to clients and consumers
 
Uberfy or Die! - This is what the future of insurance looks like...
Uberfy or Die! - This is what the future of insurance looks like...Uberfy or Die! - This is what the future of insurance looks like...
Uberfy or Die! - This is what the future of insurance looks like...
 
The Uberfication of Advertising
The Uberfication of AdvertisingThe Uberfication of Advertising
The Uberfication of Advertising
 
Psych Eye for the Sponsorship Guy
Psych Eye for the Sponsorship GuyPsych Eye for the Sponsorship Guy
Psych Eye for the Sponsorship Guy
 
Psych Eye for the Social Media Guy
Psych Eye for the Social Media GuyPsych Eye for the Social Media Guy
Psych Eye for the Social Media Guy
 
Psych Eye for the Innovation Guy
Psych Eye for the Innovation GuyPsych Eye for the Innovation Guy
Psych Eye for the Innovation Guy
 
Display Value - The Psychology of Conspicuous Consumption
Display Value - The Psychology of Conspicuous ConsumptionDisplay Value - The Psychology of Conspicuous Consumption
Display Value - The Psychology of Conspicuous Consumption
 
Reputation Management and Social Media
Reputation Management and Social MediaReputation Management and Social Media
Reputation Management and Social Media
 
10 Proven Ways to Turn Social Media into Social Sales in 2013
10 Proven Ways to Turn Social Media into Social Sales in 2013 10 Proven Ways to Turn Social Media into Social Sales in 2013
10 Proven Ways to Turn Social Media into Social Sales in 2013
 
Social Utility: How to Turn Social Media into Social Sales
Social Utility: How to Turn Social Media into Social SalesSocial Utility: How to Turn Social Media into Social Sales
Social Utility: How to Turn Social Media into Social Sales
 
Social Media and Crisis Communications for PR People
Social Media and Crisis Communications for PR PeopleSocial Media and Crisis Communications for PR People
Social Media and Crisis Communications for PR People
 
Facebook Foodcourt
Facebook FoodcourtFacebook Foodcourt
Facebook Foodcourt
 
F-Commerce and the SoLoMo Consumer
F-Commerce and the SoLoMo ConsumerF-Commerce and the SoLoMo Consumer
F-Commerce and the SoLoMo Consumer
 
The F-Commerce FAQ
The F-Commerce FAQThe F-Commerce FAQ
The F-Commerce FAQ
 
How Big Retail Deploys Social Commerce
How Big Retail Deploys Social CommerceHow Big Retail Deploys Social Commerce
How Big Retail Deploys Social Commerce
 
Social Commerce for luxury
Social Commerce for luxurySocial Commerce for luxury
Social Commerce for luxury
 
Net Promoter and Social Media - A Strategy for Retailers
Net Promoter and Social Media - A Strategy for RetailersNet Promoter and Social Media - A Strategy for Retailers
Net Promoter and Social Media - A Strategy for Retailers
 
Social Commerce: The Case for User Reviews
Social Commerce: The Case for User ReviewsSocial Commerce: The Case for User Reviews
Social Commerce: The Case for User Reviews
 

Recently uploaded

Programming Foundation Models with DSPy - Meetup Slides
Programming Foundation Models with DSPy - Meetup SlidesProgramming Foundation Models with DSPy - Meetup Slides
Programming Foundation Models with DSPy - Meetup Slides
Zilliz
 
"Choosing proper type of scaling", Olena Syrota
"Choosing proper type of scaling", Olena Syrota"Choosing proper type of scaling", Olena Syrota
"Choosing proper type of scaling", Olena Syrota
Fwdays
 
Introduction of Cybersecurity with OSS at Code Europe 2024
Introduction of Cybersecurity with OSS  at Code Europe 2024Introduction of Cybersecurity with OSS  at Code Europe 2024
Introduction of Cybersecurity with OSS at Code Europe 2024
Hiroshi SHIBATA
 
“How Axelera AI Uses Digital Compute-in-memory to Deliver Fast and Energy-eff...
“How Axelera AI Uses Digital Compute-in-memory to Deliver Fast and Energy-eff...“How Axelera AI Uses Digital Compute-in-memory to Deliver Fast and Energy-eff...
“How Axelera AI Uses Digital Compute-in-memory to Deliver Fast and Energy-eff...
Edge AI and Vision Alliance
 
zkStudyClub - LatticeFold: A Lattice-based Folding Scheme and its Application...
zkStudyClub - LatticeFold: A Lattice-based Folding Scheme and its Application...zkStudyClub - LatticeFold: A Lattice-based Folding Scheme and its Application...
zkStudyClub - LatticeFold: A Lattice-based Folding Scheme and its Application...
Alex Pruden
 
WeTestAthens: Postman's AI & Automation Techniques
WeTestAthens: Postman's AI & Automation TechniquesWeTestAthens: Postman's AI & Automation Techniques
WeTestAthens: Postman's AI & Automation Techniques
Postman
 
FREE A4 Cyber Security Awareness Posters-Social Engineering part 3
FREE A4 Cyber Security Awareness  Posters-Social Engineering part 3FREE A4 Cyber Security Awareness  Posters-Social Engineering part 3
FREE A4 Cyber Security Awareness Posters-Social Engineering part 3
Data Hops
 
Digital Marketing Trends in 2024 | Guide for Staying Ahead
Digital Marketing Trends in 2024 | Guide for Staying AheadDigital Marketing Trends in 2024 | Guide for Staying Ahead
Digital Marketing Trends in 2024 | Guide for Staying Ahead
Wask
 
Y-Combinator seed pitch deck template PP
Y-Combinator seed pitch deck template PPY-Combinator seed pitch deck template PP
Y-Combinator seed pitch deck template PP
c5vrf27qcz
 
Monitoring and Managing Anomaly Detection on OpenShift.pdf
Monitoring and Managing Anomaly Detection on OpenShift.pdfMonitoring and Managing Anomaly Detection on OpenShift.pdf
Monitoring and Managing Anomaly Detection on OpenShift.pdf
Tosin Akinosho
 
Freshworks Rethinks NoSQL for Rapid Scaling & Cost-Efficiency
Freshworks Rethinks NoSQL for Rapid Scaling & Cost-EfficiencyFreshworks Rethinks NoSQL for Rapid Scaling & Cost-Efficiency
Freshworks Rethinks NoSQL for Rapid Scaling & Cost-Efficiency
ScyllaDB
 
GraphRAG for LifeSciences Hands-On with the Clinical Knowledge Graph
GraphRAG for LifeSciences Hands-On with the Clinical Knowledge GraphGraphRAG for LifeSciences Hands-On with the Clinical Knowledge Graph
GraphRAG for LifeSciences Hands-On with the Clinical Knowledge Graph
Neo4j
 
Building Production Ready Search Pipelines with Spark and Milvus
Building Production Ready Search Pipelines with Spark and MilvusBuilding Production Ready Search Pipelines with Spark and Milvus
Building Production Ready Search Pipelines with Spark and Milvus
Zilliz
 
GraphRAG for Life Science to increase LLM accuracy
GraphRAG for Life Science to increase LLM accuracyGraphRAG for Life Science to increase LLM accuracy
GraphRAG for Life Science to increase LLM accuracy
Tomaz Bratanic
 
Public CyberSecurity Awareness Presentation 2024.pptx
Public CyberSecurity Awareness Presentation 2024.pptxPublic CyberSecurity Awareness Presentation 2024.pptx
Public CyberSecurity Awareness Presentation 2024.pptx
marufrahmanstratejm
 
TrustArc Webinar - 2024 Global Privacy Survey
TrustArc Webinar - 2024 Global Privacy SurveyTrustArc Webinar - 2024 Global Privacy Survey
TrustArc Webinar - 2024 Global Privacy Survey
TrustArc
 
Dandelion Hashtable: beyond billion requests per second on a commodity server
Dandelion Hashtable: beyond billion requests per second on a commodity serverDandelion Hashtable: beyond billion requests per second on a commodity server
Dandelion Hashtable: beyond billion requests per second on a commodity server
Antonios Katsarakis
 
Astute Business Solutions | Oracle Cloud Partner |
Astute Business Solutions | Oracle Cloud Partner |Astute Business Solutions | Oracle Cloud Partner |
Astute Business Solutions | Oracle Cloud Partner |
AstuteBusiness
 
Driving Business Innovation: Latest Generative AI Advancements & Success Story
Driving Business Innovation: Latest Generative AI Advancements & Success StoryDriving Business Innovation: Latest Generative AI Advancements & Success Story
Driving Business Innovation: Latest Generative AI Advancements & Success Story
Safe Software
 
Fueling AI with Great Data with Airbyte Webinar
Fueling AI with Great Data with Airbyte WebinarFueling AI with Great Data with Airbyte Webinar
Fueling AI with Great Data with Airbyte Webinar
Zilliz
 

Recently uploaded (20)

Programming Foundation Models with DSPy - Meetup Slides
Programming Foundation Models with DSPy - Meetup SlidesProgramming Foundation Models with DSPy - Meetup Slides
Programming Foundation Models with DSPy - Meetup Slides
 
"Choosing proper type of scaling", Olena Syrota
"Choosing proper type of scaling", Olena Syrota"Choosing proper type of scaling", Olena Syrota
"Choosing proper type of scaling", Olena Syrota
 
Introduction of Cybersecurity with OSS at Code Europe 2024
Introduction of Cybersecurity with OSS  at Code Europe 2024Introduction of Cybersecurity with OSS  at Code Europe 2024
Introduction of Cybersecurity with OSS at Code Europe 2024
 
“How Axelera AI Uses Digital Compute-in-memory to Deliver Fast and Energy-eff...
“How Axelera AI Uses Digital Compute-in-memory to Deliver Fast and Energy-eff...“How Axelera AI Uses Digital Compute-in-memory to Deliver Fast and Energy-eff...
“How Axelera AI Uses Digital Compute-in-memory to Deliver Fast and Energy-eff...
 
zkStudyClub - LatticeFold: A Lattice-based Folding Scheme and its Application...
zkStudyClub - LatticeFold: A Lattice-based Folding Scheme and its Application...zkStudyClub - LatticeFold: A Lattice-based Folding Scheme and its Application...
zkStudyClub - LatticeFold: A Lattice-based Folding Scheme and its Application...
 
WeTestAthens: Postman's AI & Automation Techniques
WeTestAthens: Postman's AI & Automation TechniquesWeTestAthens: Postman's AI & Automation Techniques
WeTestAthens: Postman's AI & Automation Techniques
 
FREE A4 Cyber Security Awareness Posters-Social Engineering part 3
FREE A4 Cyber Security Awareness  Posters-Social Engineering part 3FREE A4 Cyber Security Awareness  Posters-Social Engineering part 3
FREE A4 Cyber Security Awareness Posters-Social Engineering part 3
 
Digital Marketing Trends in 2024 | Guide for Staying Ahead
Digital Marketing Trends in 2024 | Guide for Staying AheadDigital Marketing Trends in 2024 | Guide for Staying Ahead
Digital Marketing Trends in 2024 | Guide for Staying Ahead
 
Y-Combinator seed pitch deck template PP
Y-Combinator seed pitch deck template PPY-Combinator seed pitch deck template PP
Y-Combinator seed pitch deck template PP
 
Monitoring and Managing Anomaly Detection on OpenShift.pdf
Monitoring and Managing Anomaly Detection on OpenShift.pdfMonitoring and Managing Anomaly Detection on OpenShift.pdf
Monitoring and Managing Anomaly Detection on OpenShift.pdf
 
Freshworks Rethinks NoSQL for Rapid Scaling & Cost-Efficiency
Freshworks Rethinks NoSQL for Rapid Scaling & Cost-EfficiencyFreshworks Rethinks NoSQL for Rapid Scaling & Cost-Efficiency
Freshworks Rethinks NoSQL for Rapid Scaling & Cost-Efficiency
 
GraphRAG for LifeSciences Hands-On with the Clinical Knowledge Graph
GraphRAG for LifeSciences Hands-On with the Clinical Knowledge GraphGraphRAG for LifeSciences Hands-On with the Clinical Knowledge Graph
GraphRAG for LifeSciences Hands-On with the Clinical Knowledge Graph
 
Building Production Ready Search Pipelines with Spark and Milvus
Building Production Ready Search Pipelines with Spark and MilvusBuilding Production Ready Search Pipelines with Spark and Milvus
Building Production Ready Search Pipelines with Spark and Milvus
 
GraphRAG for Life Science to increase LLM accuracy
GraphRAG for Life Science to increase LLM accuracyGraphRAG for Life Science to increase LLM accuracy
GraphRAG for Life Science to increase LLM accuracy
 
Public CyberSecurity Awareness Presentation 2024.pptx
Public CyberSecurity Awareness Presentation 2024.pptxPublic CyberSecurity Awareness Presentation 2024.pptx
Public CyberSecurity Awareness Presentation 2024.pptx
 
TrustArc Webinar - 2024 Global Privacy Survey
TrustArc Webinar - 2024 Global Privacy SurveyTrustArc Webinar - 2024 Global Privacy Survey
TrustArc Webinar - 2024 Global Privacy Survey
 
Dandelion Hashtable: beyond billion requests per second on a commodity server
Dandelion Hashtable: beyond billion requests per second on a commodity serverDandelion Hashtable: beyond billion requests per second on a commodity server
Dandelion Hashtable: beyond billion requests per second on a commodity server
 
Astute Business Solutions | Oracle Cloud Partner |
Astute Business Solutions | Oracle Cloud Partner |Astute Business Solutions | Oracle Cloud Partner |
Astute Business Solutions | Oracle Cloud Partner |
 
Driving Business Innovation: Latest Generative AI Advancements & Success Story
Driving Business Innovation: Latest Generative AI Advancements & Success StoryDriving Business Innovation: Latest Generative AI Advancements & Success Story
Driving Business Innovation: Latest Generative AI Advancements & Success Story
 
Fueling AI with Great Data with Airbyte Webinar
Fueling AI with Great Data with Airbyte WebinarFueling AI with Great Data with Airbyte Webinar
Fueling AI with Great Data with Airbyte Webinar
 

Social Psychology of Social Shopping: How Social Commerce Works

  • 1. 1 The Social Psychology of Social Shopping How Social Commerce Works Dr Paul Marsden Digital Ethnographer Syzygy Group
  • 2. 2 So what is this social commerce thing?
  • 3. 2 Social commerce “Social commerce is a subset of electronic commerce that involves using social media, online media that supports social interaction and user contributions, to assist in the online buying and selling of products and services”. So what is this social commerce thing?
  • 4. 3 Future: mobile, sCRM, curated realtime marketplaces social shopping, social platforms Facebook (forums, blogs, Connect bookmarking) ratings & reviews FTOAF (forward to a friend), referral programs Social commerce is not new... (coined by Yahoo 2005)
  • 5. 3 Future: mobile, sCRM, curated realtime marketplaces social shopping, social platforms Facebook (forums, blogs, Connect bookmarking) Social Commerce: Creating places ratings & where people can collaborate reviews online, get advice from trusted individuals, find goods and FTOAF (forward to a services and then purchase them. friend), referral programs Social commerce is not new... (coined by Yahoo 2005)
  • 6. 4 Helping people buy where they connect... ...and connect where they buy In plain English...
  • 7. 5 And it’s a hot area in social media marketing right now...
  • 8. 5 And it’s a hot area in social media marketing right now...
  • 9. 6 Technology Hype Cycle Echo-Chamber Social Media Marketing ...because it helps solve a real problem: social media ROI
  • 10. 7 + = Ratings Recommendations Forums & Reviews & Referrals & Communities Social Media Social Social Ads Optimization Shopping & Social Apps “Getting” it is easy: selling with social media
  • 11. 8 Doing it can be more difficult: selling with social media
  • 12. 8 Doing it can be more difficult: selling with social media
  • 13. 9 It’s about people (influencing people), not technology
  • 14. 10 The social psychology of shopping can help
  • 15. 10 The social psychology of shopping can help
  • 16. 11 Social Intelligence - The ability to understand and learn from each other and profit from social situations We use social intelligence to “thinslice” buying decisions
  • 17. 12 Social Intelligence - The ability to understand and learn from each other and profit from social situations The TOM test We use social intelligence to “thinslice” buying decisions
  • 18. 13 Social Intelligence - The ability to understand and learn from each other and profit from social situations The TOM test We use social intelligence to “thinslice” buying decisions
  • 19. 14 Social Intelligence - The ability to understand and learn from each other and profit from social situations The TOM test We use social intelligence to “thinslice” buying decisions
  • 20. 15 Scarcity Popularity Affinity Authority Consistency Reciprocity We use social intelligence to “thinslice” buying decisions
  • 21. 16 + = Scarcity Popularity Affinity Authority Consistency Reciprocity Social commerce can cue thinsliced purchase decisions
  • 22. 17 The COOKIE JAR EXPERIMENT 1975 The scarcity cue; scarce stuff is good stuff
  • 23. 18 Using the scarcity cue to cue purchase decisions
  • 24. 19 Using the scarcity cue to cue purchase decisions
  • 25. 20 Using the scarcity cue to cue purchase decisions
  • 26. 21 Using the scarcity cue to cue purchase decisions
  • 27. 21 Social Intelligence @ Work: Scarcity Use exclusive information to persuade. Influence and rivet key players’ attention by saying, for example:“...Just got this information today. It won’t be distributed until next week.” Using the scarcity cue to cue purchase decisions
  • 28. 22 The NIXON KENNEDY DEBATE 1960 The affinity cue; follow those you like
  • 29. 23 Using the affinity cue to cue purchase decisions
  • 30. 24 Using the affinity cue to cue purchase decisions
  • 31. 25 Using the affinity cue to cue purchase decisions
  • 32. 26 Using the affinity cue to cue purchase decisions
  • 33. 26 Social Intelligence @ Work: Affinity Create early bonds with new peers, bosses, and direct reports by informally discovering common interests—you’ll establish goodwill and trustworthiness. Charm and disarm. Make positive remarks about others - you’ll generate more willing compliance Using the affinity cue to cue purchase decisions
  • 34. 27 The BIG BILLBOaRD EXPERIMENT 1966 Drive Carefully The consistency cue; be consistent
  • 35. 28 Using the consistency cue to cue purchase decisions
  • 36. 29 Using the consistency cue to cue purchase decisions
  • 37. 29 Using the consistency cue to cue purchase decisions
  • 38. 29 Using the consistency cue to cue purchase decisions
  • 39. 30 The SHock Box Experiment 1961 The authority cue; follow the leader
  • 40. 31 Using the authority cue to cue purchase decisions
  • 41. 32 Using the authority cue to cue purchase decisions
  • 42. 33 Social Intelligence @ Work: Authority To activate advocacy, don’t assume your expertise is self-evident. Instead, establish your expertise before doing business with new colleagues or partners; e.g., in conversations before an important meeting, describe how you solved a problem similar to the one on the agenda Using the authority cue to cue purchase decisions
  • 43. 34 The COKE AND RAFFLE TICKET EXPERIMENT 1975 The reciprocity cue; payback favours
  • 44. 35 Using the reciprocity cue to cue purchase decisions
  • 45. 36 Using the reciprocity cue to cue purchase decisions
  • 46. 37 Social Intelligence @ Reciprocity Create goodwill upfront by giving what you want to receive. Lend a staff member to a colleague who needs help; you’ll get their help later. Using the reciprocity cue to cue purchase decisions
  • 47. 38 The 42ND Street Experiment 1969 The popularity cue; follow the crowd
  • 48. 39 Using the popularity cue to cue purchase decisions
  • 49. 40 Using the popularity cue to cue purchase decisions
  • 50. 41 Using the popularity cue to cue purchase decisions
  • 51. 41 Social Intelligence @ Work: Popularity Use peer power horizontally, not vertically; e.g., show that your initiative is popular with your peers if management resists. Using the popularity cue to cue purchase decisions
  • 53. 43 Listen: Begin by listening, with a purpose - deploy a social media monitoring and response service to identify social commerce opportunities; listen and learn from competitors Experiment - Start with small scale experiments to identify what works for you. Test and learn with quick and easy experiments to explore ROI potential Apply - Build on what works and has ROI potential, apply learning and insight to build social commerce into your digital strategy Develop - Develop your social commerce solution with user feedback and competitor intelligence on an ongoing basis. Experiment with new solutions Social commerce road map: LEAD
  • 54. 44 Thanks! Enjoy our social commerce white paper