Social Commerce: From Attention To Transaction

Social commerce: from attention to transaction

For the tweeters:ME: @priceyjohndoeUS: @communityengineBackchannel: #aimiasc

Thursday, 24 May 2012

The village economy

There are 10x as many conversations at the farmers' market as at the supermarket.~ Brian Halweil, 2004


ME

Family (overseas, interstate)

Work colleagues

“Randoms”

Friends from home (Interstate)

Friends of Friends

The social graph

Relevance in the social graph is determined by personal relationships and not my communities of interest.

We join and participate in social networks in order to form identity, personal

relationships and a sense of community.


ME

Family (overseas, interstate)

Work colleagues

“Randoms”

Friends from home (Interstate)

Friends of Friends

Big brands Small Business

Causes / Interests Advertising

$104B

Places

The social graph + ‘your interests’

The ‘personal space’ created by social media has been filled

with non-personal noise.


Pay ATTENTION!


Pay ATTENTION!

“It’s harder to be relevant than to be successful”

-Bono


The key to social commerce lies not in the social graph but in the community graph.

The community graph

People who live in Manly

People who live in Bondi

People who like cars

Customers of Doyle’s Bondi Beach

People who participate in Clean up Australia Day

People who like surfing

Customers of Rusty surfboards

Members of Harbord Diggers’ Club

People who like restaurants / eating out.

Rugby fans

UNICEF contributors

People who catch ferries

People who like restaurants / eating out.

Members of AIMIA


The pub, the park and the piazza


The ‘social marketplace’

Stuff I like Things I buy

Stuff that 'people like me' like and buy

SOCIAL COMMERCE:

Recommending more of this to the

individual


Small business owners don’t have time or $ to break through advertising noise in the attention economy.

Business owner and member of the local community

Marketing

Accountant

LabourerHR

Receptionist

Sales

Project Manager

Estimator

Cleaner

Manager

Courier

I just want some tools ‘off the shelf’ to:• communicate with my customers• buy and sell stuff

Make it affordable, with ways that I can find new customers too. So I have time to see my family at the end of the day.

The business owner’s online toolkit


Advertising

eCommerce

Social media

Group buying

Social marketplace

• $ Cost of advertising• $ Build website• $ Maintain website• Time to maintain

• $ Build the tools• $ Maintain• Time to maintain• $ to promote

• Time to maintain • $ to promote

• $ price discounting• Reliant on aggregated

audience of group buying site

• Relevance?• Ongoing customer

relationship?

• Consumers are here to discover & transact.

• They discover things that are recommended to them

• Direct transactions

Online marketing for small business


Connect

Contact Management including ability to invite

Your business / content is recommended to RELEVANT people.

Communicate Transact

1.3M social profiles

Social communication

Private communication

One-page application to payment gateway

Self-serve offers & memberships

In the online social marketplace, ‘word of mouse’ recommendations drive

DISCOVERY



Advertising

eCommerce

Social media

Group buying

Social marketplace

• $ Cost of advertising• $ Build website• $ Maintain website• Time to maintain

• $ Build the tools• $ Maintain• Time to maintain• $ to promote

•Time to maintain • $ to promote

•$ price discounting•Reliant on aggregated

audience of group buying site

•Relevance?•Ongoing customer

relationship?

• Consumers are here to discover & transact.

• They discover things that are recommended to them

• Direct transactions

From attention to transaction


To get started, visit communityengine.com.au

For more information, call 1300 COMMUNITY

or email [email protected]


http://www.communityengine.com.au

http://www.communityengine.com.au

mailto:[email protected]

mailto:[email protected]

Real Estate

Social Commerce: From Attention To Transaction