1. Brian Smith
US Director
Useful Social Media
@BSmithUSM

2. Huh?

3. What’s social commerce?

4. Some said NOTHING
• “The worst thing someone can say about your brand
on social media is NOTHING” – Tom Hoehn, Director
of Digital Media, Formerly of Kodak

5.  DR. PAUL MARSDEN, EDITOR IN CHIEF OF SOCIAL
COMMERCE TODAY
 The use of social technology in the context of commerce.
Selling with social media.
 SUDHA JAMTHE, SOCIAL MEDIA SPECIALIST, SOCIAL
COMMERCE AT EBAY:
 Facilitating purchases using social media and social
behavior data
@BSmithUSM:
 The core of social commerce starts with understanding
consumer perception
 Principal reasons consumers connect with businesses on social
sites are for deals and purchases

11.  Social commerce is on the rise
◦ 1.93 Billion USD in funding for social commerce
startups in 1st trimester 2011
 Social commerce is more than just sales
◦ April 2010: Levi’s Friends Store
◦ October 2010: Macy’s Magic Fitting Room,
◦ March 2011: Heinz’s Tryvertising campaign
 Create unique forms of engagement:
◦ Gamification
◦ Rewards, loyalty programs, exclusive offers

12.  We shared purchases with friends, gave reviews and
made recommendations

13.  Thanks to social media, customers are a click
away from sharing their purchasing behavior
with their personal communities
 The SoLoMo customer
◦ Access reviews, instant shopping advice, locate
deals while on the go
 Social shopping sites/communities
Kaboodle, ThisNext, Pinterest
Kaboodle: 14 million monthly visitors, Over 900,000
registered users, 10 million+ products on the site

14.  Fastest site to 10 million monthly uniques
 Drives more referral web traffic than
Google+, Youtube, and LinkedIn combined
 Visual search drives commerce

15.  Why?
◦ Shopping is a social activity
◦ Thanks to social media, shopping and sharing is easier than
ever
 As of Dec 2011: The 3 top brands by fans were
selling on Facebook:
◦ Coca-Cola (34m)
◦ Walt Disney (28m)
◦ Starbucks (25m)
 More and more brands continue higher levels of
engagement with their customers and are becoming
more comfortable using social media as a sales
channel

16.  The importance of Social Data for commerce
◦ Customers use social media to discuss their
desires, future plans, purchasing decisions, and
opinions
◦ Brands can spot trends in consumer data to
become more customer-centric:
 Drive sales
 Decrease returns and support costs
 Inspire product innovation

17.  Social commerce goes far deeper than having a
Facebook store
◦ It’s about discovery, sharing and innovation as much as
it is sales
 Privacy issues are still the #1 concern
◦ 89% of people age 20-33 worry about the privacy
implications of shopping on Facebook
 Brands must minimize the perception gap for
why consumers connect with them socially prior
to implementing a social commerce strategy