At Social Media Week

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By Markus Karlsson

CEO | Founder of Comrz

Social Commerce Platforms

CEO | Founder of ComrzMakes the Affino Social Commerce Platform

ExperiencePreviously worked on projects for Audi, Casio, UBM, UKTV, Diesel and

100s more

Current FocusPublishers, Media Companies, Retailers, Commercial Communities

i.e. The Early Adopters

Intro

Advanced Social Commerce

E-commerce Platform

Social Media Hub

Full E-business Suite

Sales and Marketing Automation

SaaS Service

Affino – Social Commerce Suite

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

E-Commerce Market

"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

Social Commerce Future

Each Share Generates$2.52 ticketing sales

11 visits

Eventbrite - Case

FlutterScape – Social Sourcing

Using Social Commerce Sites

Adding Social Apps

Enabling E-commerce on Social Media

Automation through Social Commerce Platforms

Social Commerce Involves

Comments, Ratings and ReviewsBazaar Voice

Customer SupportFacebook, Twitter

F-commerceFacebook

Flash SalesVente Privée

Group BuyingGroupon

Personal Shopper (Second Opinion)GoTryItOn

Social Commerce Types

Purchase-SharingBlippy, Swipely

Social Commerce PlatformsAffino, KickApps

Social SharingFacebook, Twitter

Social Shopping (Social Discovery)Kaboodle, Lockerz

Social Shopping Apps (Rewards)ShopKick

Social SourcingFlutterScape

and more …

Social CommerceRetail Social Layer

Solutions Providers

Social Commerce v Social Shopping

Social ShoppingShopping with Social Tools

Consumers

Early DaysOnly 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 GoodsPotentially Even Bigger

Social Commerce Market

Most SuccessfulAmazon

eBay

Facebook

RisersGroupon

Living Social

NicheEtsy

Successful Social Commerce Sites

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

Group Buying

Key to Groupon’s Success

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

Groupon Info

Simple InteractionOne deal, one day, one city.

Sense of UrgencyCinderella Story

Energizing CustomersPaying for referrals

FunUpbeat tone, humour (tricky: Superbowl)

FreshNew day new deal

Groupon Strategy

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

Typical Social Commerce Setup Today

Most companies as a result suffer from:Poor Data

Poor Targeting

Poor Integration

Disjointed Campaigns

Lack of Ownership

Manual

Poor Customer Experience

Problems with Scenario

Most Dangerous Scenario

Social Commerce Amplifies your E-commerce RisksCompetitive Spam and Attacks

Competitive Poaching

Fraud

Data (Personal and Credit Card) Theft

Privacy Violations

Personal Data Legislation

PCI Compliance is tougher

Risks

DJ / Artist / Producer - 2 Million followers on My SpaceHow 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?

When Social Networks Fail

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

Social Commerce and SEO

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

Social Commerce and Word of Mouth

The Biggest Mistake is not doing enough

Other mistakes are:Not Regular

Disconnected

Not Personal

Poor Quality

Not Communicating the Obvious

Poor Data Capture

Top Mistakes

What you should look out for in your Social Commerce

PlatformMore and Higher Quality Leads

Improved Profiling and Targeting

Better Customer Service

Higher Customer Satisfaction

Improved Efficiencies

Greater Scale

Social Commerce Platform Deliverables

Steps to take to get Social Commerce moving in our

organisationEvolve 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

Imperatives