Amy Lanigan's Presentation @ eTail East's Social Commerce Summit 8.8.11 Description: What moves consumers from conversation to conversion? In this session, digital shopping expert Amy Lanigan will provide an overview of what is driving success in social commerce today. The discussion will be structured around 5 social strategies retailers should be implementing now, and as a bonus 2 more that should be on their radar looking forward.

1. eTail East 8.8.11
Social Commerce
5 Strategies that work
amy@fluid.com
Amy Lanigan
V.P. of Client Strategy
Fluid

2. What is social commerce?
Recognition that consumer
actions are currency
Retailers get to determine the exchange rate

3. As retailers, what are the goals of social commerce?
To turn conversion into
conversation
And conversation into conversion

4. Social Commerce Trend 1 of 5:
Repurpose what already
works
“Why didn’t I write that first?”
– Everyone I know who sees the book ‘Go the F#%& to Sleep’
.

5. Repurpose what already works
Most men seek easy shopping. If people talk
about their style - they’ll talk about the source

6. Repurpose what already works
Sales draw crowds willing to wait in line. Buzz =
letting people see the line online.

7. Repurpose what already works
Pop up shops where people are already
spending their time. Curated and sold out.

8. Social Commerce Trend 1 of 5:
Repurpose what already works
Action item:
List the three things your consumers respond to in-store or offline.
Even better, list three things that are working well online and
repurpose them.

9. Social Commerce Trend 2 of 5:
Kill campaigns. Launch
projects.
“Think ideas born to love, not built to die.”
– Contagious Magazine

10. Kill campaigns. Launch projects.
A wiki library for sneaker heads. Subtly powered
by Foot Locker.

11. Kill campaigns. Launch projects.
A invitation to engage that changes based on
content – not campaign idea.

12. Kill campaigns. Launch projects.
A feel good project that is bigger than the brand.
And makes technology human.

13. Social Commerce Trend 2 of 5:
Kill campaigns. Launch projects.
Action item:
Implement a creative cross-check = “Can this take on
a life of its own?”

14. Social Commerce Trend 3 of 5:
Mine the data. Make it yours.
150M people engage with Facebook on external websites each
month. - Facebook, 2011

15. Mine the data. Make it yours.
Customized shoes become category pages.
Social data = rating and reviews.

16. Mine the data. Make it yours.
Making Like data beneficial vs. invasive. Credit
cards become coupons.

17. Mine the data. Make it yours.
Making what people are already talking about
relevant to their brand. Non-cash commerce.

18. Social Commerce Trend 3 of 5:
Mine the data. Make it yours.
Action item:
Tell a story using your dashboard highlights (& lowlights).

19. Social Commerce Trend 4 of 5:
Treat interactions as a trade
“I’m bartering my blog with brands like I’m at Burning Man.”
-Overheard on the 22 Fillmore

20. Treat interactions as a trade
Trading with those that matter most in social.
Not everyone is socially equal.

21. Treat interactions as a trade
Market me to pay for product. The next online
payment option?

22. Treat interactions as a trade
The more that market the better the price. Both
sides benefit.

23. Social Commerce Trend 4 of 5:
Treat interactions as trade.
Action item:
What are you giving away for free that could be traded for social
action?

24. Social Commerce Trend 5 of 5:
Everyone is an entrepreneur
“You should be investing in 3 year-olds if they know what they’re
doing.” – Seth Priebatsch, CEO, SCVNGR

25. Everyone is an entrepreneur
A modern day twist on Tupperware – that
empowers women to be entrepreneurs.

26. Everyone is an entrepreneur
Make our album yours and then benefit from
reselling it. The power of fans.

27. Everyone is an entrepreneur
Crowd sourcing as VC funding. Agree an idea is
great? Back it up with cash.

28. Social Commerce Trend 5 of 5:
Everyone is an entrepreneur
Action item:
Think of one way to make it in the best interest of your consumers
to share or get someone else to buy.

29. Five Social Commerce Trends
1. Repurpose what already works
2. Kill campaigns. Launch projects.
3. Mine the data. Make it yours.
4. Treat interactions as a trade
5. Everyone is an entrepreneur
Two on-the-radar trends…

30. On the radar 1 of 2:
Drive recurring revenue
57% of people who join gyms don’t go – and they don’t
cancel their membership.
- I made this up but I bet it’s true
Action item: Consider of-the-month or mystery options in your
product selection.

31. Drive recurring revenue
Subscription sales. From mystery gifts to
everyday items – every month.

32. On the radar 2 of 2:
Unexpected partnerships
“I spend a lot of time thinking about who’s going to come out of left
field and catch us off guard.”
- A client
Action item: Think about a day in the life of your consumer. Anyone
there who could be of interest?

33. never thought of as a competitor until Nike+ runners started
meeting at for runs.
never thought of as a competitor until DIYers built their
creations with
I’ve seen in the window displays at
Unexpected partnerships
Consumers encounter lots of brands every day.
What’s unexpected for your brand?
I’ve washed my hands with while flying

34. Thank you
amy@fluid.com
#etailFluid | @Fluid
http://www.fluid.com