This presentation was delivered by John Price at AIMIA's event, The Virtual Storefront: Evolving Social Commerce Platforms

1. Social commerce:
from attention to transaction
For the tweeters:
ME: @priceyjohndoe
US: @communityengine
Backchannel: #aimiasc
Thursday, 24 May 2012

2. The village economy
There are 10x as many conversations
at the farmers' market as at
the supermarket.
~ Brian Halweil, 2004
Thursday, 24 May 2012

3. The social graph
We join and participate in social networks
Family Friends of Friends in order to form identity, personal
(overseas, interstate)
relationships and a sense of community.
Relevance in the social graph is
ME determined by personal relationships
Friends from home and not my communities of interest.
Work colleagues (Interstate)
“Randoms”
Thursday, 24 May 2012

4. The social graph + ‘your interests’
Places
Family
(overseas, interstate) Friends of Friends
The ‘personal space’ created
Big brands Small Business
by social media has been filled
with non-personal noise.
ME
Causes / Interests Advertising
Work colleagues Friends from home
$104B (Interstate)
“Randoms”
Thursday, 24 May 2012

5. Pay ATTENTION!
Thursday, 24 May 2012

6. Pay ATTENTION!
“It’s harder to be relevant
than to be successful”
-Bono
Thursday, 24 May 2012

7. Members of
The community graph Harbord Diggers’ Club
People who like surfing
People who catch ferries
People who live in Manly
UNICEF contributors
People who live in Bondi
Members of
People who like cars AIMIA
Customers of Rusty surfboards
People who like
restaurants / eating out.
Customers of Doyle’s People who like
Bondi Beach restaurants / eating out.
The key to social commerce
lies not in the social graph but
People who participate in in the community graph.
Rugby fans
Clean up Australia Day
Thursday, 24 May 2012

8. The pub, the park and the piazza
Thursday, 24 May 2012

9. The ‘social marketplace’
Stuff I like Things I buy
SOCIAL
COMMERCE:
Recommending
more of this to the
individual
Stuff that 'people like me' like and buy
Thursday, 24 May 2012

10. The business owner’s online toolkit
I just want some tools ‘off the shelf’ to:
Small business owners don’t have time • communicate with my customers
or $ to break through advertising noise • buy and sell stuff
in the attention economy. Make it affordable, with ways that I can
find new customers too. So I have time
to see my family at the end of the day.
Cleaner
HR
Labourer
Estimator Sales
Manager Receptionist
Courier Marketing
Accountant Project Manager
Business owner and member of the local community
Thursday, 24 May 2012

11. Online marketing for
small business Social marketplace
• Consumers are here to
discover & transact.
• They discover things that are
recommended to them
Group buying • Direct transactions
• $ price discounting
• Reliant on aggregated
audience of group buying
site
Social media • Relevance?
• Time to maintain • Ongoing customer
• $ to promote relationship?
eCommerce
• $ Build the tools
• $ Maintain
• Time to maintain
Advertising • $ to promote
• $ Cost of advertising
• $ Build website
• $ Maintain website
• Time to maintain
Thursday, 24 May 2012

12. Connect Communicate Transact
Contact Management including 1.3M social profiles One-page application to
ability to invite payment gateway
Social communication
Your business / content is Self-serve offers & memberships
recommended to RELEVANT people. Private communication
In the online social marketplace, ‘word
of mouse’ recommendations drive
DISCOVERY
Thursday, 24 May 2012

13. Thursday, 24 May 2012

14. From attention to transaction
Social marketplace
• Consumers are here to
discover & transact.
• They discover things that are
recommended to them
Group buying • Direct transactions
• $ price discounting
• Reliant on aggregated
audience of group buying
site
Social media • Relevance?
•Time to maintain • Ongoing customer
• $ to promote relationship?
eCommerce
• $ Build the tools
• $ Maintain
• Time to maintain
Advertising • $ to promote
• $ Cost of advertising
• $ Build website
• $ Maintain website
• Time to maintain
Thursday, 24 May 2012

15. To get started, visit
communityengine.com.au
For more information, call
1300 COMMUNITY
or email
aimia@communityengine.com
Thursday, 24 May 2012