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Social Commerce:
From Transaction
to Truly Social
Welcome
Dayoán Daumont
Consulting Partner
Ogilvy Consulting
Andreanne Leclerc
Regional Managing Partner
Head of Social Asia
Ogilvy
Jeremy Webb
Vice-President
Customer Engagement
& Commerce SEA
Ogilvy
Tell us
where you
are dialing
in from!
What’s the weather
like in your city?
Do you
want this
deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
And the recording up on
facebook.com/OgilvyConsulting
Social Commerce:
From Transaction to Truly Social
Andreanne Leclerc
Jeremy Webb
A Point of View on
Social Commerce
What | Why | Where | How
The industry cannot
agree on the definition
of “social commerce”
Social Commerce is a subset of e-commerce - and
more broadly, retail - that involves social media,
online media that supports social interaction, and
user contributions to assist online buying and
selling of products and services.
More succinctly, social commerce is the use of
social networks and interactions between buyers
in the context of e-commerce transactions.
The closest we could
get to a universal
definition
Yet with vastly different
types of activity happening
within this space, is a single
definition helpful?
Three distinct types of
social commerce activity
#3 Commerce-based Social
Integrating social features into
e-commerce platforms. This is commonly
in the form of a “feed”, as seen on Tmall,
Lazada and Shopee.
Social Interaction mechanism such as
advocating, liking, sharing, recommending,
etc build in ecommerce platforms
Humanizes the shopping experience
Makes it more interactive
#2 Social Referral
Driving traffic from social platforms such
as Facebook to ecommerce platforms such
as Shopee or Tmall — usually involves
influencers and specially-created social ad
formats
From social content to paid media to
influencers, recommendations and
partnerships.
Using channels and people to drive to e-
commerce
#1 Social-based Commerce
Transactions happening mostly within
social platforms from discovery to
selecting and sometimes paying in
platforms such as Instagram, Line, Viber,
Zalo, WeChat
Content that inspire shopping, influence
purchase decision.
Seamless journey is key.
API Connection with commerce platform.
But one thing’s for sure, social is influencing
online shopping behaviours
Several studies have pointed out that online
shoppers rely increasingly on social networks to
help with their purchasing decisions.
55%
of people bought a
product online after
discovering it on
Social
Source: eMarketer, USA, 2019
And social media has become a growing
driver of traffic to e-retailers, even if not
the largest yet.
Interestingly non paid ads are playing a big role.
How valuable are the following networks in terms of
driving non-paid online sales
Source: Econsultancy The State of Social Commerce in South East Asia 2019
Another thing’s for sure: Asia leads the
world in social commerce innovation
Asian social media platforms, and consumer more
comfortable with mobile purchases, have
accelerated the development of social commerce.
Platforms built for Social
Commerce:
Little Red Book (China),
Pinduoduo (China)
Sophisticated linkages
between Social and
Commerce platforms
E.g. Viber, Zalo,
Tiktok/Shoppe etc
Payment through mobile
Social Platforms Common
WeChat Pay etc
Finding the
Right Approach
Each form of social commerce
requires a different approach,
skillset and technology
#3 Commerce-based Social
Integrating social features into e-
commerce platforms. This is commonly in
the form of a “feed”, as seen on Tmall,
Lazada and Shopee.
#2 Social Referral
Driving traffic from social platforms such
as Facebook to ecommerce platforms such
as Shopee or Tmall — usually involves
influencers and specially-created social ad
formats
#1 Social-based Commerce
Transactions happening mostly within
social platforms from discovery to
selecting and sometimes paying in
platforms such as Instagram, Line, Viber,
Zalo, WeChat
#3 Commerce-based Social
Integrating social features into
e-commerce platforms. This is commonly
in the form of a “feed”, as seen on Tmall,
Lazada and Shopee.
#2 Social Referral
Driving traffic from social platforms such
as Facebook to ecommerce platforms such
as Shopee or Tmall — usually involves
influencers and specially-created social ad
formats
#1 Social-based Commerce
Transactions happening mostly within
social platforms from discovery to
selecting and sometimes paying in
platforms such as Instagram, Line, Viber,
Zalo, WeChat
End to end shopping. Not yet for all.
Inspiring Discovery Narrowing Closing
Shoppable and
swipe up stories
Shoppable stickers
#1 Commerce in social platforms
Your Storefront on Instagram
Facebook is introducing Facebook Pay,
which will provide people with a
convenient, secure and consistent
payment experience across Facebook,
Messenger, Instagram and WhatsApp.
• Add your preferred payment method once then
use Facebook Pay where available to make
payments and purchases on their apps
• Set up Facebook Pay app-by-app, or choose to set
it up for use across apps (where available)
• View payment history, manage payment methods
and update your settings in one place
• Get real-time customer support via live chat in the
US (and in more places around the world in the
future)
• Social platform's digital wallets will open the
internet up to the 'unbanked’ especially in SEA
#1 Commerce in social platforms
Facebook Pay will change the game
Limited to items that have a sponsored hashtags.
In partnership with four influencers, Kroger is
encouraging college kids to post videos of their “cool and
essential dorm room transformations” with the hashtag
#TransformUrDorm.
Users who choose to engage can also shop for Kroger
products on a dedicated branded page.
#1 Commerce in social platforms
Everyone is getting at it.
Catalogs are a mobile
storefront for businesses to
showcase and share their
goods so people can easily
browse and discover
something they would like to
buy.
Previously businesses had to
send product photos one at a
time and repeatedly provide
information — now
customers can see their full
catalog right within
WhatsApp.
For each item in its catalog, a
business can add information
including price, description
and product code. It saves
space both businesses and
customers.
Today available in Brazil,
Germany, India, Indonesia,
Mexico, the U.K. and the U.S.
WhatsApp catalogs
Tik Tok In-app purchases soon available
#1 Commerce in social platforms
Conversational commerce
Zalo Store: Shop and Chat
Shop on Social Zalo Network and order directly on Zalo app. Questions about product? Chat directly.
#1 Commerce in social platforms
Turning shopping into social experience
Limited release
Viber solved the lonely experience of e-commerce issue by bringing
users an in-chat shopping experience that would allow them to shop
online with the people they would otherwise go to the store with.
Instant Shopping brings a catalog of brands and products to your chats.
8 million Line Shopping platform users In Thailand (44% of Line users)
It provides a wide assortment of items from 15 major online marketplaces.
There are mini-applications to service business on the platform. For example, apps for
managing things like coupons, reservations, and payments will now be a thing, meaning
users can easily manage their business within one platform.
Plus, LINE will also be collaborating with Akita Fulfilment and aCommerce to offer
one-stop-service shopping experiences. Users and sellers can manage orders, payment
methods, payment slips, and purchase confirmations via LINE chat.
Taiwan Diageo A one-stop
shop experience in Line
Data collection, CRM &
Loyalty
Friends click label, registration
information, recommend
friends, etc
#1 Commerce in social platforms
Shopping central to Life on Line proposition
Many brands bring commerce experience to WeChat via
mini-programs – apps easily activated without leaving
WeChat
Links seamlessly to JD.com or other WeChat-friendly
commerce platforms
Nescafe sells accessories through WeChat and integrates Fan
Club – their loyalty program.
Social interactions are key to the loyalty programs and be
used to earn points, redeemable for products or branded
accessories
#1 Commerce in social platforms
Bringing commerce to WeChat through miniprograms
#3 Commerce-based Social
Integrating social features into
e-commerce platforms. This is commonly
in the form of a “feed”, as seen on Tmall,
Lazada and Shopee.
#1 Social-based Commerce
Transactions happening mostly within
social platforms from discovery to
selecting and sometimes paying in
platforms such as Instagram, Line, Viber,
Zalo, WeChat
#2 Social Referral
Driving traffic from social platforms such
as Facebook to ecommerce platforms such
as Shopee or Tmall — usually involves
influencers and specially-created social ad
formats
#2 Social referral
Product Feature Content
Content and post featuring
products to inspire or tease.
Paid Media
Paid media ad driving to e-
commerce site.
Influencers
Influencer featuring links on
their organic posts or stories to
product pages and websites.
Recommendations /
Referrals
Partner or people
recommending or referring
brands and products via links to
pages and websites
#2 Social referral
Dynamic display
Stories Ad Video Ad
Visually immersive
videos that are up to 60
seconds long in
landscape or square
format.
Collection AD
You can use collection to visually
inspire and help your audience
discover, browse and purchase
products. Tell an integrated story
with a product or lifestyle focus,
through video, images or both.
Carrousel AD
Add another layer of depth to campaigns,
where people can swipe to view additional
photos or videos in a single ad.
Consumers are increasingly expecting
influencer marketing to be more subtle and
authentic, in order to not fall in the trap of
endorsed product placement.
Several initiatives and new formats were brought to life in
order to maximise the influence of influencers.
Today, Instagram is to let influencers use the app to tag and sell
products directly on the grid; a move it claims will enrich the
shopping experience for users.
Expect a boom in influencer affiliate marketing through social
as their sales figures become more trackable and transparent.
#2 Social referral
Authenticity vs Sales
Case Study
Attacking from every angles
#2 Social Referral
Driving traffic from social platforms such
as Facebook to ecommerce platforms such
as Shopee or Tmall — usually involves
influencers and specially-created social ad
formats
#1 Social-based Commerce
Transactions happening mostly within
social platforms from discovery to
selecting and sometimes paying in
platforms such as Instagram, Line, Viber,
Zalo, WeChat
#3 Commerce-based Social
Integrating social features into
e-commerce platforms. This is commonly
in the form of a “feed”, as seen on Tmall,
Lazada and Shopee.
#3 Commerce-based social
China leading the innovation
Platforms using content to encourage
shoppers to “hang out” on Tmall as if they
were on social media platform.
Ali’s ecosystem: Taobao Headlines,
Weitao, Livestream, influencers etc
Are people really interested in
socializing when shopping? Some
features take off, others don’t – but Alibaba
seems determined to make them stick.
#3 Commerce-based social
Southeast Asia, with its China-owned ecosystem, has
increasingly similar opportunities
#3 Commerce-based social
Southeast Asia, with its China-owned ecosystem, has
increasingly similar opportunities
Social ”feeds” and other social
functionality are being pushed heavily
by Lazada, Shopee, etc
If the platforms/usage develop in
similar ways to China, we predict
more value in livestream and social
gamification
#3 Commerce-based social
Social engagement is increasingly expected as part of
the explosion in shopping festivals
As part of its 10.10 campaign,
Wyeth took advantage of
Lazada’s all-new social
engagement opportunities to
drive sales and position itself as
the brand with “answers for
every mom”
CREATE REALIZE
Engagement
Segmentation
3P
Idea Experience
Blueprint
Value
Exchange
Channel
Metrics
Business
Rules
VOUCHER
COLLECTION GAME
LIVESTREAM &
INFLUENCERS X2
PAGE REVAMP
& BANNERS X6
FACEBOOK &
GDN X8
LAZADA FEED
& EDM
Realtime
Measurement
Dashboard &
Reporting
OPTIMIZE
We believe social commerce can
make brands matter
in 3 time horizons
across time and every idea
PLATFORM
PROGRAM
PULSE
Mattering
for years
Mattering
each quarter
Mattering
right now
It should not be an afterthought
making social commerce matter
At the right moments every day: dynamic push and pull content
around timely and relevant products
At moments of business opportunity: use social as a push to
stimulate demand and conversations
Content and creative alignedd with brand platform.
A E-Commerce strategy which social is part of.
PLATFORM
PROGRAM
PULSE
PersonalStylist
PredictiveStylist
DigitalStylingCommunity
TastetheFeeling
ShareaCoke
WeatherTrigger
Mattering
for years
Mattering
each quarter
Mattering
right now
make brands matter at every level
CreativeBundle- NewOccasions
BingeWatching
GOT
Effective social commerce
must be planned and executed around
5 key dimensions
New prospect
Attract
Already Customers
Upsell / cross sell
People interest by the brand
Incite, persuade
From content to
paid media
strategy we cannot
sell the same way
to all.
A solution:
Dynamic assets which can be
optimized by audience.
#1 Current Customers vs Acquisition
Brand platform and guidelines apply in the context of social commerce as well.
It’s should not feel different.
However can have integrate ways to highlight new product, limited offer or promotion.
Codification everywhere is key. It helps to create awareness, recognition and memorization.
When one prospect is reached at the Sales stage, he easily makes the connection with the awareness post he saw previously.
#2 Creative Consistency
Awareness Consideration Conversion
IN-DEPTH
UNDERSTANDING OUR
TARGET AUDIENCES
LIFESTAGES
ATTITUDES
MINDSETS
BEHAVIOURS
INTERESTS
TRENDS
KEY TRIGGERS FOR HYPER
RELEVANT & PERSONALISED
CONTENT
Thanks to data analytics,
audience segmentation,
retargeting strategies and
personalized creative, social
platforms offer all the
necessary ingredients to build
powerful customer-centric
campaigns.
Qualify based on previous engagements
or look-a-like
Personalised marketing will get more
personal as social media platforms track
previous purchases and begin to
recommend the perfect accompaniments.
Watch outs
Remove choice
Complicating Comparison
Hiding Social Proof
#3 Personalized experience
#4 Evolution
Continuous testing and
optimization on the
ecosystem and the go-to-
market content and offers.
2-3 times a years at:
• Platforms
• Partners
• Tools
Constantly:
• Audience
• Creative
• Copies
• Frequency
• Placement
The holy grail
Swipable Conversions
Brands are trying to find new
immersive and interactive
ways to generate conversions
without even leaving the social
apps.
Fuelled by improvements in augmented
reality and camera detection technologies
the distance between inspiration and
purchase will continue to shorten upending
the path to purchase funnel. Everything we
see will be instantly shoppable both on and
offline wherever we are in the world.
#5 Immersive and interactive experiences
(1) Adidas swipe up leading
to gaming experience where
users could buy cleats
(2) Premium tequila Patron
becoming the first alcoholic
drinks brand that you can
order via Instagram by
swiping up the ad.
But we believe that to
truly win on social commerce,
brands must be truly social
In many cases there’s nothing social about the
transaction — it just happens to be taking place in a
social app
While there’s nothing wrong with this, we believe that
to make the most of social commerce, we need to find a
meaningful role for buyer-buyer interactions as part
of the transaction
4 design principles to make sure your social
commerce is truly social
#1 Social Proof: Are social
interactions, especially
comments, visible to other
buyers? Are buyers able to see
whether their friends have
bought the same product?
#2 Social Advocacy: Are we
making it easy for consumers to
share about their experience? Is
our content engaging to the point
people are compelled to share it
with friends? Are we incentivising
it as part of a loyalty program?
#3 Social Cause/Topic: Is
our content, or even the product
SKU/bundle, tapping into
important causes or hot topics?
If what we’re selling, or its
content, tap into societal
conversation it will get more
exposure through e-commerce
platform algorithms etc.
#4 Social Conversation:
Are we creating spaces for
people to talk about their
preferences, experiences and to
ask questions?
Recap & learnings
It’s more than a paid ad
Types of
Commerce
1. Commerce in Social
Platform
2. Social Referral
3. Commerce-based
Social
Matter Across Time
Horizon
• Your overall strategy
(e-commerce linked to
brand)
• Your program
(campaigns)
• Your Pulses every day
Dimensions to plan
and execute
1. Current Customer
vs acquisition
2. Creative Consistency
3. Personalisation
4. Evolution 2 level
optimisation
5. Immersive and
Interactive
experiences
Social Design
principles
1. Proof
2. Advocacy
3. Reach
4. Cause / Topic
5. Conversation
Now ask yourself:
Where are your users?
What kind of experience you want to create?
Who do you want to partner with?
What technology do you need?
Questions?
Dayoán Daumont
Consulting Partner
Ogilvy Consulting
Andreanne Leclerc
Regional Managing Partner
Head of Social Asia
Ogilvy
Jeremy Webb
Vice-President
Customer Engagement
& Commerce SEA
Ogilvy
Thank you.

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What's Next: Social Commerce - from transaction to truly social

  • 1. What’s Next: Powered by Social Commerce: From Transaction to Truly Social
  • 2. Welcome Dayoán Daumont Consulting Partner Ogilvy Consulting Andreanne Leclerc Regional Managing Partner Head of Social Asia Ogilvy Jeremy Webb Vice-President Customer Engagement & Commerce SEA Ogilvy
  • 3. Tell us where you are dialing in from! What’s the weather like in your city?
  • 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
  • 5. Social Commerce: From Transaction to Truly Social Andreanne Leclerc Jeremy Webb
  • 6. A Point of View on Social Commerce What | Why | Where | How
  • 7. The industry cannot agree on the definition of “social commerce”
  • 8. Social Commerce is a subset of e-commerce - and more broadly, retail - that involves social media, online media that supports social interaction, and user contributions to assist online buying and selling of products and services. More succinctly, social commerce is the use of social networks and interactions between buyers in the context of e-commerce transactions. The closest we could get to a universal definition
  • 9. Yet with vastly different types of activity happening within this space, is a single definition helpful?
  • 10. Three distinct types of social commerce activity #3 Commerce-based Social Integrating social features into e-commerce platforms. This is commonly in the form of a “feed”, as seen on Tmall, Lazada and Shopee. Social Interaction mechanism such as advocating, liking, sharing, recommending, etc build in ecommerce platforms Humanizes the shopping experience Makes it more interactive #2 Social Referral Driving traffic from social platforms such as Facebook to ecommerce platforms such as Shopee or Tmall — usually involves influencers and specially-created social ad formats From social content to paid media to influencers, recommendations and partnerships. Using channels and people to drive to e- commerce #1 Social-based Commerce Transactions happening mostly within social platforms from discovery to selecting and sometimes paying in platforms such as Instagram, Line, Viber, Zalo, WeChat Content that inspire shopping, influence purchase decision. Seamless journey is key. API Connection with commerce platform.
  • 11. But one thing’s for sure, social is influencing online shopping behaviours Several studies have pointed out that online shoppers rely increasingly on social networks to help with their purchasing decisions. 55% of people bought a product online after discovering it on Social Source: eMarketer, USA, 2019
  • 12. And social media has become a growing driver of traffic to e-retailers, even if not the largest yet. Interestingly non paid ads are playing a big role. How valuable are the following networks in terms of driving non-paid online sales Source: Econsultancy The State of Social Commerce in South East Asia 2019
  • 13. Another thing’s for sure: Asia leads the world in social commerce innovation Asian social media platforms, and consumer more comfortable with mobile purchases, have accelerated the development of social commerce. Platforms built for Social Commerce: Little Red Book (China), Pinduoduo (China) Sophisticated linkages between Social and Commerce platforms E.g. Viber, Zalo, Tiktok/Shoppe etc Payment through mobile Social Platforms Common WeChat Pay etc
  • 15. Each form of social commerce requires a different approach, skillset and technology #3 Commerce-based Social Integrating social features into e- commerce platforms. This is commonly in the form of a “feed”, as seen on Tmall, Lazada and Shopee. #2 Social Referral Driving traffic from social platforms such as Facebook to ecommerce platforms such as Shopee or Tmall — usually involves influencers and specially-created social ad formats #1 Social-based Commerce Transactions happening mostly within social platforms from discovery to selecting and sometimes paying in platforms such as Instagram, Line, Viber, Zalo, WeChat
  • 16. #3 Commerce-based Social Integrating social features into e-commerce platforms. This is commonly in the form of a “feed”, as seen on Tmall, Lazada and Shopee. #2 Social Referral Driving traffic from social platforms such as Facebook to ecommerce platforms such as Shopee or Tmall — usually involves influencers and specially-created social ad formats #1 Social-based Commerce Transactions happening mostly within social platforms from discovery to selecting and sometimes paying in platforms such as Instagram, Line, Viber, Zalo, WeChat
  • 17. End to end shopping. Not yet for all. Inspiring Discovery Narrowing Closing Shoppable and swipe up stories Shoppable stickers #1 Commerce in social platforms Your Storefront on Instagram
  • 18. Facebook is introducing Facebook Pay, which will provide people with a convenient, secure and consistent payment experience across Facebook, Messenger, Instagram and WhatsApp. • Add your preferred payment method once then use Facebook Pay where available to make payments and purchases on their apps • Set up Facebook Pay app-by-app, or choose to set it up for use across apps (where available) • View payment history, manage payment methods and update your settings in one place • Get real-time customer support via live chat in the US (and in more places around the world in the future) • Social platform's digital wallets will open the internet up to the 'unbanked’ especially in SEA #1 Commerce in social platforms Facebook Pay will change the game
  • 19. Limited to items that have a sponsored hashtags. In partnership with four influencers, Kroger is encouraging college kids to post videos of their “cool and essential dorm room transformations” with the hashtag #TransformUrDorm. Users who choose to engage can also shop for Kroger products on a dedicated branded page. #1 Commerce in social platforms Everyone is getting at it. Catalogs are a mobile storefront for businesses to showcase and share their goods so people can easily browse and discover something they would like to buy. Previously businesses had to send product photos one at a time and repeatedly provide information — now customers can see their full catalog right within WhatsApp. For each item in its catalog, a business can add information including price, description and product code. It saves space both businesses and customers. Today available in Brazil, Germany, India, Indonesia, Mexico, the U.K. and the U.S. WhatsApp catalogs Tik Tok In-app purchases soon available
  • 20. #1 Commerce in social platforms Conversational commerce Zalo Store: Shop and Chat Shop on Social Zalo Network and order directly on Zalo app. Questions about product? Chat directly.
  • 21. #1 Commerce in social platforms Turning shopping into social experience Limited release Viber solved the lonely experience of e-commerce issue by bringing users an in-chat shopping experience that would allow them to shop online with the people they would otherwise go to the store with. Instant Shopping brings a catalog of brands and products to your chats.
  • 22. 8 million Line Shopping platform users In Thailand (44% of Line users) It provides a wide assortment of items from 15 major online marketplaces. There are mini-applications to service business on the platform. For example, apps for managing things like coupons, reservations, and payments will now be a thing, meaning users can easily manage their business within one platform. Plus, LINE will also be collaborating with Akita Fulfilment and aCommerce to offer one-stop-service shopping experiences. Users and sellers can manage orders, payment methods, payment slips, and purchase confirmations via LINE chat. Taiwan Diageo A one-stop shop experience in Line Data collection, CRM & Loyalty Friends click label, registration information, recommend friends, etc #1 Commerce in social platforms Shopping central to Life on Line proposition
  • 23. Many brands bring commerce experience to WeChat via mini-programs – apps easily activated without leaving WeChat Links seamlessly to JD.com or other WeChat-friendly commerce platforms Nescafe sells accessories through WeChat and integrates Fan Club – their loyalty program. Social interactions are key to the loyalty programs and be used to earn points, redeemable for products or branded accessories #1 Commerce in social platforms Bringing commerce to WeChat through miniprograms
  • 24. #3 Commerce-based Social Integrating social features into e-commerce platforms. This is commonly in the form of a “feed”, as seen on Tmall, Lazada and Shopee. #1 Social-based Commerce Transactions happening mostly within social platforms from discovery to selecting and sometimes paying in platforms such as Instagram, Line, Viber, Zalo, WeChat #2 Social Referral Driving traffic from social platforms such as Facebook to ecommerce platforms such as Shopee or Tmall — usually involves influencers and specially-created social ad formats
  • 25. #2 Social referral Product Feature Content Content and post featuring products to inspire or tease. Paid Media Paid media ad driving to e- commerce site. Influencers Influencer featuring links on their organic posts or stories to product pages and websites. Recommendations / Referrals Partner or people recommending or referring brands and products via links to pages and websites
  • 26. #2 Social referral Dynamic display Stories Ad Video Ad Visually immersive videos that are up to 60 seconds long in landscape or square format. Collection AD You can use collection to visually inspire and help your audience discover, browse and purchase products. Tell an integrated story with a product or lifestyle focus, through video, images or both. Carrousel AD Add another layer of depth to campaigns, where people can swipe to view additional photos or videos in a single ad.
  • 27. Consumers are increasingly expecting influencer marketing to be more subtle and authentic, in order to not fall in the trap of endorsed product placement. Several initiatives and new formats were brought to life in order to maximise the influence of influencers. Today, Instagram is to let influencers use the app to tag and sell products directly on the grid; a move it claims will enrich the shopping experience for users. Expect a boom in influencer affiliate marketing through social as their sales figures become more trackable and transparent. #2 Social referral Authenticity vs Sales
  • 29. #2 Social Referral Driving traffic from social platforms such as Facebook to ecommerce platforms such as Shopee or Tmall — usually involves influencers and specially-created social ad formats #1 Social-based Commerce Transactions happening mostly within social platforms from discovery to selecting and sometimes paying in platforms such as Instagram, Line, Viber, Zalo, WeChat #3 Commerce-based Social Integrating social features into e-commerce platforms. This is commonly in the form of a “feed”, as seen on Tmall, Lazada and Shopee.
  • 30. #3 Commerce-based social China leading the innovation Platforms using content to encourage shoppers to “hang out” on Tmall as if they were on social media platform. Ali’s ecosystem: Taobao Headlines, Weitao, Livestream, influencers etc Are people really interested in socializing when shopping? Some features take off, others don’t – but Alibaba seems determined to make them stick.
  • 31. #3 Commerce-based social Southeast Asia, with its China-owned ecosystem, has increasingly similar opportunities
  • 32. #3 Commerce-based social Southeast Asia, with its China-owned ecosystem, has increasingly similar opportunities Social ”feeds” and other social functionality are being pushed heavily by Lazada, Shopee, etc If the platforms/usage develop in similar ways to China, we predict more value in livestream and social gamification
  • 33. #3 Commerce-based social Social engagement is increasingly expected as part of the explosion in shopping festivals
  • 34. As part of its 10.10 campaign, Wyeth took advantage of Lazada’s all-new social engagement opportunities to drive sales and position itself as the brand with “answers for every mom”
  • 35. CREATE REALIZE Engagement Segmentation 3P Idea Experience Blueprint Value Exchange Channel Metrics Business Rules VOUCHER COLLECTION GAME LIVESTREAM & INFLUENCERS X2 PAGE REVAMP & BANNERS X6 FACEBOOK & GDN X8 LAZADA FEED & EDM Realtime Measurement Dashboard & Reporting OPTIMIZE
  • 36. We believe social commerce can make brands matter in 3 time horizons
  • 37. across time and every idea PLATFORM PROGRAM PULSE Mattering for years Mattering each quarter Mattering right now It should not be an afterthought
  • 38. making social commerce matter At the right moments every day: dynamic push and pull content around timely and relevant products At moments of business opportunity: use social as a push to stimulate demand and conversations Content and creative alignedd with brand platform. A E-Commerce strategy which social is part of. PLATFORM PROGRAM PULSE
  • 40. Effective social commerce must be planned and executed around 5 key dimensions
  • 41. New prospect Attract Already Customers Upsell / cross sell People interest by the brand Incite, persuade From content to paid media strategy we cannot sell the same way to all. A solution: Dynamic assets which can be optimized by audience. #1 Current Customers vs Acquisition
  • 42. Brand platform and guidelines apply in the context of social commerce as well. It’s should not feel different. However can have integrate ways to highlight new product, limited offer or promotion. Codification everywhere is key. It helps to create awareness, recognition and memorization. When one prospect is reached at the Sales stage, he easily makes the connection with the awareness post he saw previously. #2 Creative Consistency Awareness Consideration Conversion
  • 43. IN-DEPTH UNDERSTANDING OUR TARGET AUDIENCES LIFESTAGES ATTITUDES MINDSETS BEHAVIOURS INTERESTS TRENDS KEY TRIGGERS FOR HYPER RELEVANT & PERSONALISED CONTENT Thanks to data analytics, audience segmentation, retargeting strategies and personalized creative, social platforms offer all the necessary ingredients to build powerful customer-centric campaigns. Qualify based on previous engagements or look-a-like Personalised marketing will get more personal as social media platforms track previous purchases and begin to recommend the perfect accompaniments. Watch outs Remove choice Complicating Comparison Hiding Social Proof #3 Personalized experience
  • 44. #4 Evolution Continuous testing and optimization on the ecosystem and the go-to- market content and offers. 2-3 times a years at: • Platforms • Partners • Tools Constantly: • Audience • Creative • Copies • Frequency • Placement
  • 45. The holy grail Swipable Conversions Brands are trying to find new immersive and interactive ways to generate conversions without even leaving the social apps. Fuelled by improvements in augmented reality and camera detection technologies the distance between inspiration and purchase will continue to shorten upending the path to purchase funnel. Everything we see will be instantly shoppable both on and offline wherever we are in the world. #5 Immersive and interactive experiences (1) Adidas swipe up leading to gaming experience where users could buy cleats (2) Premium tequila Patron becoming the first alcoholic drinks brand that you can order via Instagram by swiping up the ad.
  • 46. But we believe that to truly win on social commerce, brands must be truly social
  • 47. In many cases there’s nothing social about the transaction — it just happens to be taking place in a social app While there’s nothing wrong with this, we believe that to make the most of social commerce, we need to find a meaningful role for buyer-buyer interactions as part of the transaction
  • 48. 4 design principles to make sure your social commerce is truly social #1 Social Proof: Are social interactions, especially comments, visible to other buyers? Are buyers able to see whether their friends have bought the same product? #2 Social Advocacy: Are we making it easy for consumers to share about their experience? Is our content engaging to the point people are compelled to share it with friends? Are we incentivising it as part of a loyalty program? #3 Social Cause/Topic: Is our content, or even the product SKU/bundle, tapping into important causes or hot topics? If what we’re selling, or its content, tap into societal conversation it will get more exposure through e-commerce platform algorithms etc. #4 Social Conversation: Are we creating spaces for people to talk about their preferences, experiences and to ask questions?
  • 49. Recap & learnings It’s more than a paid ad Types of Commerce 1. Commerce in Social Platform 2. Social Referral 3. Commerce-based Social Matter Across Time Horizon • Your overall strategy (e-commerce linked to brand) • Your program (campaigns) • Your Pulses every day Dimensions to plan and execute 1. Current Customer vs acquisition 2. Creative Consistency 3. Personalisation 4. Evolution 2 level optimisation 5. Immersive and Interactive experiences Social Design principles 1. Proof 2. Advocacy 3. Reach 4. Cause / Topic 5. Conversation
  • 50. Now ask yourself: Where are your users? What kind of experience you want to create? Who do you want to partner with? What technology do you need?
  • 51. Questions? Dayoán Daumont Consulting Partner Ogilvy Consulting Andreanne Leclerc Regional Managing Partner Head of Social Asia Ogilvy Jeremy Webb Vice-President Customer Engagement & Commerce SEA Ogilvy