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Presentation given at Internet Marketing Summit, 22nd November 2010
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Social ShoppingConverting Conversations to Commerce
Andrew Gerrard
22nd November 2010@andrewgerrard
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
