Presentation given at the Like Minds Social Commerce Immersive, London, Weds. 9th Feb. 2011. Part of the Like Minds series of events for Social Media Week London

1. Social Commerce Platforms
At Social Media Week
Like Minds Immersive
By Markus Karlsson
CEO | Founder of Comrz

2. Intro
CEO | Founder of Comrz
Makes the Affino Social Commerce Platform
Experience
Previously worked on projects for Audi, Casio, UBM, UKTV, Diesel and
100s more
Current Focus
Publishers, Media Companies, Retailers, Commercial Communities
i.e. The Early Adopters

3. Affino – Social Commerce Suite
Advanced Social Commerce
E-commerce Platform
Social Media Hub
Full E-business Suite
Sales and Marketing Automation
SaaS Service

4. E-Commerce Market
Highest Customer Satisfaction = Highest Revenues
1% Increase in Online Satisfaction = 15% Sales Increase
Biggest Players build own platforms
Smaller Competitors falling behind
Social Commerce Sites and Services proliferating
Social Commerce Platforms will close the gap

5. Social Commerce Future
"If I had to guess, Social Commerce is the next area to really
blow up." Mark Zuckerberg
Like will increasingly lead to Buy
E-commerce is over – Long live Social Commerce - Wired
Cover Headline Feb 2011
Social Commerce will go from being a supplement to E-
commerce to being at the heart of E-commerce

6. Eventbrite - Case
Each Share Generates
$2.52 ticketing sales
11 visits

7. FlutterScape – Social Sourcing

8. Social Commerce Involves
Using Social Commerce Sites
Adding Social Apps
Enabling E-commerce on Social Media
Automation through Social Commerce Platforms

9. Social Commerce Types
Comments, Ratings and Reviews Purchase-Sharing
Bazaar Voice Blippy, Swipely
Customer Support Social Commerce Platforms
Facebook, Twitter Affino, KickApps
F-commerce Social Sharing
Facebook Facebook, Twitter
Flash Sales Social Shopping (Social Discovery)
Vente Privée Kaboodle, Lockerz
Group Buying Social Shopping Apps (Rewards)
Groupon ShopKick
Personal Shopper (Second Opinion) Social Sourcing
GoTryItOn FlutterScape
and more …

10. Social Commerce v Social Shopping
Social Commerce Social Shopping
Retail Social Layer Shopping with Social Tools
Solutions Providers Consumers

11. Social Commerce Market
Early Days
Only 4% of UK's top 100 Retailers have commerce on fan pages (One-
iota)
Investments approx. $2 Billion
$1.1 Billion in Groupon
Market Size for Physical Goods
$5 Billion Currently
$30 Billion 2015
Market Size for Digital and Virtual Goods
Potentially Even Bigger

12. Successful Social Commerce Sites
Most Successful
Amazon
eBay
Facebook
Risers
Groupon
Living Social
Niche
Etsy

13. Group Buying
Hottest Social Commerce Sector
Most Investment
Groupon and Living Social (Amazon) Leading the Market
Facebook and Google Developing Own
Microsoft and Yahoo Buying up Second Tier
100s of Localised / Niche Startups

14. Key to Groupon’s Success

15. Groupon Info
Fastest Growing US Startup in history
Biggest Social Commerce Story
$1.12B Funding Raised
24,972,841 Groupons Sold
$1,072,003,714 Saved
50 million Subscribers
Won TechCrunch Crunchie for best Social Commerce

16. Groupon Strategy
Simple Interaction
One deal, one day, one city.
Sense of Urgency
Cinderella Story
Energizing Customers
Paying for referrals
Fun
Upbeat tone, humour (tricky: Superbowl)
Fresh
New day new deal

17. Typical Social Commerce Setup Today
Most current Social Commerce Setups use many
disconnected platforms:
CMS / Blog
Ecommerce
Forum Service
Newsletter Service
Social Networks
Specialist commerce e.g. Ticketing
Media Sharing Sites
Social Bookmarker Widgets
Comment and Rating Widgets

18. Problems with Scenario
Most companies as a result suffer from:
Poor Data
Poor Targeting
Poor Integration
Disjointed Campaigns
Lack of Ownership
Manual
Poor Customer Experience

19. Risks
Most Dangerous Scenario
Social Commerce Amplifies your E-commerce Risks
Competitive Spam and Attacks
Competitive Poaching
Fraud
Data (Personal and Credit Card) Theft
Privacy Violations
Personal Data Legislation
PCI Compliance is tougher

20. When Social Networks Fail
DJ / Artist / Producer - 2 Million followers on My Space
How many are active?
How many can be targeted?
What are their demographics?
What are their interests?
How active are they?
How fresh is the data?
Why can't I get the contact data?
Who owns it?
Who's making all the money?

21. Social Commerce and SEO
Social Commerce drives SEO
Provides relevant content
Provides fresh content
Automation through relevant Tweets
Make sure you get the benefits
Incorporate it into SEO strategy

22. Social Commerce and Word of Mouth
Increasingly product discovery and qualifying is happening
online.
Online Retail Word of Mouth (WOM)
Makes WOM Trackable and Measurable
Platform must track from campaign through to conversion
Social Commerce adds scale

23. Top Mistakes
The Biggest Mistake is not doing enough
Other mistakes are:
Not Regular
Disconnected
Not Personal
Poor Quality
Not Communicating the Obvious
Poor Data Capture

24. Social Commerce Platform Deliverables
What you should look out for in your Social Commerce
Platform
More and Higher Quality Leads
Improved Profiling and Targeting
Better Customer Service
Higher Customer Satisfaction
Improved Efficiencies
Greater Scale

25. Imperatives
Steps to take to get Social Commerce moving in our
organisation
Evolve from driving Awareness to driving Conversions, Loyalty and
Advocacy
Start using Social Commerce Sites, Experience is Key
Develop a Strategy for Data Capture
Source a Social Commerce Platform to Centralise Management
Run Pilot Projects, Track Results, Evolve Quickly
Incorporate into Multi-channel Strategy