1. Social Commerce
How Technology and Integration is
Shaping Up the ‘Social Buying’ Experience
www.social2B.com

2. Contents
§ Social Commerce – Where is it now? § What are the solutions?
§ Where is Social Commerce going? § Why do you need to be aware of it?
§ Who are the leaders? § How do you start and integrate for
success?
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3. Social
Commerce
Dimensions
Sharing
your
purchasing
decisions
before,
during
and
a6er
buying
Communica9ng
your
decisions
with
others
–
family,
friends,
strangers
Volunteering
your
reviews
and
quality
control
check-­‐
points
–
‘Ci9zen
Shoppers’
Becoming
brand
advocates
and
influencers,
thus
benefi9ng
from
closer
brand
engagement
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4. Social
Commerce
Dimensions
Engaging
the
audience
where
they
buy
and
engaging
their
sen9ment,
sharing,
volunteerism
Engaging
buyers
where
they
connect,
by
being
relevant
and
value-­‐driven
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5. Social
Media
‘Enablers’
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6. Social
Commerce
Market
–
2010-­‐2015
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7. Social
Commerce
–
Sharing
and
Social
Influence
Source:
Forrester
and
Shop.org
-­‐
2011
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8. Social
Commerce
–
F-­‐Commerce
Source:
Forrester
and
Shop.org
-­‐
2011
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9. Social
Commerce
–
Brand
InteracDon
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10. Social
Commerce
–
Stats
Infographic
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11. Social
Commerce
–
Early
Success
Stories
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12. Most common ‘social tactics’ deployed by brands
• Ra9ngs
and
Reviews
• Microblogs
and
landing
pages
• Social
Recommenda9ons
• Company
Blogs
• Client
generated
comments
• Product
sharing
on
social
sites
• Social
Shopping
Aggregator
Sites
(deal
sites)
• Ability
to
engage
open
APIs
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13. Most common ‘social tactics’ deployed by brands –
Ratings and Reviews
• Used
by
most
retailers
(also
a
common
func9on
for
many
eCommerce
pla]orms
–
Magento,
Shopify,
ATG,
etc.)
• Opportunity
to
reduce
content
crea9on
efforts
and
shi6
to
3rd
party
generated
content
• Benefits
to
product
development,
field
tes9ng,
and
up-­‐sell/sell-­‐through
(if
well
integrated
with
analy9cs
and
customer
service
process)
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14. Most common ‘social tactics’ deployed by brands –
Microblogs – (Twitter, Tumblr, Pinterest, etc.)
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15. Most common ‘social tactics’ deployed by brands –
Microblogs – (Twitter, Tumblr, Pinterest, etc.)
• Easy
and
rela9vely
inexpensive
to
launch
• Quick
Disposal
or
extra
inventory
(Dell
example)
• Customer
Service
extension
benefits
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16. Most common ‘social tactics’ deployed by brands –
Social Recommendations
Opportunity
to
‘crowdsource’
opinion
Exposes
clients
to
more
content
If
built
in,
increases
9me
on
site
and
upsell
opportunity
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17. Most common ‘social tactics’ deployed by brands –
Company Blogs
Good
opportunity
for
SEO
Integra9on
of
content
and
commerce
through
links,
sugges9ons,
reviews
and
‘shares’
Low
cost
add-­‐on
to
the
exis9ng
commerce
site
Relevance
is
important
–
not
just
aggressive
promo9on
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18. Most common ‘social tactics’ deployed by brands –
Client Generated and Suggested ‘outfitting’
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19. Most common ‘social tactics’ deployed by brands –
Client Generated and Suggested ‘outfitting’
Assists
in
merchandizing
support
and
cross-­‐
sells
Customer
Engagement
Unique
Approach
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20. Most common ‘social tactics’ deployed by brands –
Client Generated and Suggested ‘outfitting’
Assists
in
merchandizing
support
and
cross-­‐sells
Customer
Engagement
Unique
Approach
Integra9ng
‘high-­‐touch’
and
digital
experience
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21. Most common ‘social tactics’ deployed by brands –
Product Sharing on Social Sites (FB+Twitter)
More
effec9ve
than
company’s
social
network
pages
Opportunity
to
use
Facebook’s
or
Twiher’s
infrastructure
to
evangelize
the
brand
Best
relevant
sharing
(with
events,
item
quality,
item
level
communica9ons,
etc.)
Many
op9ons
exist
for
content
publishing
and
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commerce
on
FB
21

22. Most common ‘social tactics’ deployed by brands –
Social Shopping Aggregator Sites
Aggregated
and
incremental
traffic
More
engaged
relevant
shoppers
based
on
preferences
Conversion
is
moderate
–
early
in
the
sell
cycle
Behavioral
aspects
are
visible
–
based
on
preferences,
price
sensi9vity,
etc.
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23. Most common ‘social tactics’ deployed by brands –
Open APIs
Take
advantage
and
crowdsource
technology
Great
for
‘ready
made’
projects
Lower
cost
of
entry
Proven
and
tested
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24. Most common ‘social tactics’ deployed by brands –
What about Facebook?
Integra9on
of
on-­‐site
experience
Brand
Extension
Feedback
aggregator
via
surveys,
polls,
comments,
shares,
likes
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25. Most common ‘social tactics’ deployed by brands –
Value of a Facebook ‘Like’ (2010-2011)?
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26. Trends and Drivers for Social Commerce
Retailers
are
beginning
to
overlay
‘social
graph’
on
digital
and
brick-­‐
and-­‐mortar
loca9ons
SoLoMo
–
Social,
Local
and
Mobile
is
beginning
to
bridge
the
gap
between
physical
and
digital
Commerce
and
Social
Commerce
will
unite
the
audience
on
physical
and
social
worlds
Gaming
may
act
as
a
catalyst
in
social
commerce
as
an
early
driver
(Zynga,
etc.)
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27. Trends and Drivers for Social Commerce
Millennials
and
younger
genera9ons
are
‘blending
real
life
and
digital
life’
–
they
don’t
know
the
difference
Social
Apps,
games,
local
deals,
mobile
technology
are
driving
‘addic9ve’
behaviors
‘Loca9on
based
tracking’
through
Gowalla
and
Foursquare
may
help
drive
traffic
to
stores
(physical
and
digital)
and
solicit
immediate
feedback
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28. Trends and Drivers for Social Commerce:
Example – PepsiCo ‘Social Vending’
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29. Trends and Drivers for Social Commerce:
Example – Macy’s ‘Magic Fitting Room’
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30. Trends and Drivers for Social Commerce:
Example – Diesel’s Integrated Social Experience
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31. Trends and Drivers for Social Commerce:
Example – Adidas ‘Holiday Hookup’
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32. Potential and How You can Improve
Online
sales
will
grow
at
10%
compound
rate
through
2015
(Forrester)
Younger
genera9ons
are
looking
for
recommenda9ons
and
valida9on
from
peers
anywhere
and
for
anything
Integra9on
of
Real-­‐World
and
Social
World
is
real
and
will
con9nue
to
dominate
Mobile
technologies
and
Smart
Phones
will
con9nue
to
augment
the
experience
of
shopping
SoLoMo
will
con9nue
to
drive
traffic
to
Image credits: EdologicIL; RenaultNL
brick-­‐an-­‐mortar
through
‘social
engagement’
(Likes,
Check-­‐Ins,
etc.)
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33. What’s next in Social Commerce Integration
Integra9on
of
social
gaming
and
social
commerce
–
turning
virtual
currency
into
real
currency
Helping
shoppers
build
collec9ons
and
sharing
with
friends
–
your
way
(Polyvore,
The
Trunk
Club,
Fits.me,
etc.)
Shopping
content
aggrega9on
and
management,
virtual
closets,
shareable
wish
lists
(SVPPLY,
Groupon,
etc.)
Specific
interest
graphs
–
new
fron9ers
evolving
from
Social
Commerce
–
Social
Interest
Graphs,
integra9on
of
groups
and
interests
directed
at
brands,
etc.
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33

34. What’s next in Social Commerce Integration
Case
Study
–
Walmart
ShopyCat
Aggregated
shopping
helper
(avatar)
integra9ng
preferences
and
choices
for
family
members,
friends
and
alike
interest
groups
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35. What’s next in Social Commerce Integration
Case
Study
–
Pose
Mobile
and
Social
Shopping
experiences.
Share
your
branded
ou]its
with
friends
and
family.
Solicit
input
and
feedback.
Get
rewards
for
sharing
and
featuring
brands.
Become
style
influencers.
Good
integra9on
between
social
and
mobile
channels.
Excellent
engagement
model.
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36. Thanks!
Alex Romanovich, Founder – Social2B International, LLC,
CMO – EuroSpaClub International,
Advisory Board Member – The CMO Club
Unique blend of technology, marketing and
business development skills and
@Social2B experience (IBM, SGI, Bertelsmann AG,
@alexromanovich Unified Technologies, Global Advertising
@eurospaclub Strategies, Social2B, EuroSpaClub Intl.)
Frequent speaker and advisor on topics
of Social Media, International and
Multi-Cultural Mktg.
(CNBC, CNN International, Forbes,
Crains, Voice of America, etc.)
Social Media Marketing, Social Value
Chain, Social Commerce, and
Social Media Scalability Expertise
www.social2b.com 36