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ePaper on social shopping
Citation preview
trendsinsocialcomputingand
connectedconsumption
eCommerce
image:Panoramas
anePaperbysidneyevematrix
60% Althoughit'sbeenaroundforyears,thesocialshoppingtrendpeakedduringtheDecember 2009 holiday season. Moreretailersandconsumersareonlinethaneverbefore.
retailershave
onFacebookvirtualstorefrontsaccordingtotheInternetRetailerTop500Guide
imagebykaylacasey
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..2
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Likewise,theannualFEEDReportfromRazorfishannouncedthemainstreamingof
AreportbyShop.orgindicatedthatalmosthalfofbrickandmortarretailerswereplanningtoincreasetheirinvestmentsinonlinesocialmediacampaignsforthe2009holidaybuyingbinge.
That growth is, according to Reuters, due to the fact thatadvertisersperceivesocialmediamarketingchannelshavematuredconsiderably since 2008, becoming an important piece of a cross‐platformpuzzle.
AccordingtotheHarvardBusinessReview
socialcommerce
connectedconsumerism
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occurredinmid‐2009.
47% oftraditionalretailers
spendforholiday2009
image:ThomasHawk
increasedSMM
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isoneofthekeyeconomictrendsfor2010.
3..
Privacy concerns aside, people areembracingtheopportunitytonarrowcastour retail transactions and publicize ourconsumerpreferencestofriends,fansandfollowers.
Asaresult,socialshoppingistakingbrandaffiliationandambassadorshiptoawholenewlevel.
imagebyhfabulous
Socialmediamarketingencourages
bondingoverbrandsandbargainsinanetworkedculture.
4..
AccordingtoauthorMitchJoel, thepowerofsocialshoppingis "the ability to connect directly with the brand and buildfriendshipswithindividualswhohavelike‐mindedinterests."
Thus, the socialglueofconsumer communities is loyalty to asetofsharedvaluesand/orsimilarlifestylechoicerepresentedbyourpreferredbrands.
It is no surprise then, that opt‐in social shopping rituals areemergingasthenextmechanismforelevatingcompaniesandbrandsto(whatSaatchi&Saatchicall)Lovemarkstatus.
imagebyAlwaysBeCool
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5..
The stage was set for the popularization of connectedconsumption as web users became accustomed to thepresenceofrecommendationenginesoneCommercesites,andtheincreasingnumberofbrandsonsocialnetworks likeFacebook.
Whereasfewpeopleadmittotrustingadvertisingmessages,most of us (70% according to Nielsen) will admit we usesocial comparison models, peer recommendations, andfriendreferralswhenmakingpurchasedecisions. 9
imagebyfreefotouk
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6..
Trendsinonlinesocialshoppinghelp consumers who areplaguedbyindecisionandoftenabandon their electronicshopping carts in frustration,observes Natalie Zmuda atAdvertisingAge.
Researchers at McMaster'sU n i v e r s i t y i n C a n a d ademonstrated that part of theproblem with traditional(nonsocial) online shopping isthat,
"ecommerce typically lacks humanwarmth and sociability, since it ismore impersonal, anonymous andautomatedthantraditionalface‐to‐facecommerce."Butaddingjustabitofsocialinteractionandpeer‐to‐peeradvice,viaalivechatclientormessageboards,canmakethedifferenceatthemoment of impasse between a completed purchase and theshopperbouncingtoanother,moreinfo‐richsite.
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image:ЯickHarris
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AsresearchersattheMITMediaLabhavepointedout,theemergenceof these digital, interest‐driven shoppingnetworks is contributing toconsumersbecomingmore
Thisinturndrives:
• comparisonshoppingtrends
• increasedparticipationinloyaltyprograms,and
• creationofvaluable(andinfluential)usergeneratedcontent.
AllofwhichissuretopleaseeCommerceretailersandsocialmediamarketers.
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information‐aware.
imagebyratterrell
TheiPhoneand3rdpartyappdevelopmentisanotherfoundationalelementsupportingstructuresofconnectedconsumption.
iPhoneistheplatformformobilesocialshoppingcampaigns,sinceresearchshowsusersofthissmartphonebrandhavethehighestclick‐thrurateforanimatedmobileads.
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socialshoppinggoesmobile.
imagebySamiKeinanen
..9Acollectionofnewsocialshoppingappsforsmartphoneusers promises to simplify the process of sharingpurchasehistorywithfamilyandfriendsas
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Althoughit'snotnewsthatweconstructandcommunicateouridentitiesthroughconsumerhabits,it'slikelywe'veneverdonesoquitesopubliclypriortothemassadoptionofsmartphones.
Ontheirhandheldsmobileshoppers,theatregoers,diners,andcafecrawlersarelayingdownasetofdigitalfootprintsthroughthemalls,shops,andmarketplaces‐‐‐atrailofP2Preferralsforfriendstofollow.
Nosmallwonderthatarticlesabouttheadvertisingpotentialofgeo‐locosocnetappslikeFoursquarearepoppingupallover.
imagebyAndyWilson
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1. http://www.directnews.co.uk/news/online‐marketing/social‐networking/over‐50‐of‐top‐e‐retailers‐have‐facebook‐presence‐$1337549.htm
2. http://cm.media.mit.edu/publications/connected‐consumption‐hidden‐networks‐consumption
3. http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=15864&Title=Retailers_rely_on_social_media_advertising_for_Christmas
4.TheHarvardBusinessReviewsocialtrendreportiscitedinhttp://socialcommercetoday.com/harvard‐business‐on‐6‐social‐media‐trends‐for‐2010/
5. RazorfishannualFEEDreport:http://feed.razorfish.com/feed09/digital‐primacy/
6.MitchJoelonsocialshopping:http://www.twistimage.com/blog/archives/social‐shopping‐takes‐hold‐as‐the‐next‐hot‐online‐social‐network/
7. Saatchi&Saatchionbrandlove:http://www.lovemarks.com/
references
imagebyAlinaKulesh
. .11
1. http://www.directnews.co.uk/news/online‐marketing/social‐networking/over‐50‐of‐top‐e‐retailers‐have‐facebook‐presence‐$1337549.htm
2.http://cm.media.mit.edu/publications/connected‐consumption‐hidden‐networks‐consumption
3.http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=15864&Title=Retailers_rely_on_social_media_advertising_for_Christmas
4.TheHarvardBusinessReviewsocialtrendreportiscitedinhttp://socialcommercetoday.com/harvard‐business‐on‐6‐social‐media‐trends‐for‐2010/
5.RazorfishannualFEEDreport:http://feed.razorfish.com/feed09/digital‐primacy/
6.MitchJoelonsocialshopping:http://www.twistimage.com/blog/archives/social‐shopping‐takes‐hold‐as‐the‐next‐hot‐online‐social‐network/
7.Saatchi&Saatchionbrandlove:http://www.lovemarks.com/8.BrandsonFacebook:http://www.insidefacebook.com/2009/02/16/facebook‐to‐launch‐redesigned‐pages‐for‐businesses‐tour‐first‐impressions/
9.Nielsenonconsumertrustinadverts:http://blog.nielsen.com/nielsenwire/consumer/global‐advertising‐consumers‐trust‐real‐friends‐and‐virtual‐strangers‐the‐most/
10.InterviewwithNancyZmudafromAdvertisingAge:http://www.crainsdetroit.com/article/20090413/EMAIL01/904139962#
11. ResearchersfromOntario’sMcMasterUniversity:http://is.gd/91b7r12.http://pubs.media.mit.edu/pubs/papers/main.pdf13.http://mashable.com/2009/05/06/iphone‐shopping‐savings/14.iPhoneusersclickonmobileadverts:http://www.bizreport.com/2009/10/
study_cpg_auto_scoring_well_in_mobile.html15.Geolocoadverts:http://www.mediastyle.ca/2010/01/mobile‐tech‐opportunity‐in‐
foursquare/
imagebyArmanoMaynez
1. http://www.directnews.co.uk/news/online‐marketing/social‐networking/over‐50‐of‐top‐e‐retailers‐have‐facebook‐presence‐$1337549.htm
2.http://cm.media.mit.edu/publications/connected‐consumption‐hidden‐networks‐consumption
3.http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=15864&Title=Retailers_rely_on_social_media_advertising_for_Christmas
4.TheHarvardBusinessReview
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imagebyCWMc
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about the author
SidneyeveMatrix,PhD.Queen's National Scholar, Film & Media, Queen'sUniversity, Canada. Blogger, Speaker, Professorteaching digital culture, mass communication &marketing,popculture,television,&filmcourses.Website:sidneyevematrix.com