Social Shopping - Converting Conversations to Commerce

Social ShoppingConverting Conversations to Commerce

Andrew Gerrard

22nd November 2010@andrewgerrard

andrew@d-marketing.co.uk

I’m sure we’ll be able to successfully market your product, Mr. Ferguson. I’ve got one of my best

liars working on it right now.”Charlos Gary, 2005

“...social context to the shopping experience.” (Food and drink manufacturer)

“...earning the right to offer them the opportunity to buy something.”

(Mass merchant retailer)

“...drive true relationship-based sales.” (Pharmaceutical manufacturer)

“It is a new way to manage the long tail of the value chain. Product selection by the people for the people.”

(Clothing retailer)

What is Social Commerce?

Social Commerce is… a transformation

“Just as e-commerce transformed retail, social media transforms e-commerceby changing people’s expectations.”

Mitch Joel - April 21, 2010 - Social Commerce Summit

“Social” UGC SocialMarketing

“Commerce” ROI

Social commerce is about customers having the means to interact with one another in

order to make better buying decisions.

“Technology can only ever serve as a bridge,

never as a destination.” Lord Puttnam, IAB Engage, 2005

Old rules?

New Model

Mass Audiences

Customer Segmentation

Market Fragmentation

Commercial realities still apply

1. Product2. Price3. Promotion4. Placement

5. People

“My network”

But - only 6% trust customer reviews. Source: the e-tailing group, May 2010

“On a brighter note, sir, 3 percent of our customers said they like our products.”

Charlos Gary, 2008

People powered R&D

Price driving engagement

Group power

Multi-channel

Social connection

& conversion

Using Geo-location to drive footfall & in-store sales

“Does my bum look big in this?”

Instant Social Interaction

How much is a “Like” worth?

The social shopping experience

Social Commerce Framework• Goals• Community• Content

– Create and deliver quality, timely, relevant content

• Engage them– Give your community things to do on your

behalf• Empower them to take ownership• Be prepared to “let go” (...just a little)

• Share success

“I’m not going to kid you, it’s a volatile market.”

Thank youhttp://www.slideshare.net/agerrard

Andrew Gerrard

22nd November 2010@andrewgerrard

andrew@d-marketing.co.uk