- 1. Social Commerce How Technology and Integration is Shaping Up
the Social Buying Experiencewww.social2B.com
2. Contents Social Commerce Where is it now? What are the
solutions? Where is Social Commerce going? Why do you need to be
aware of it? Who are the leaders? How do you start and integrate
for success?www.social2b.com2 3. Social Commerce Dimensions Sharing
your purchasing decisions before, during and a6er buying
Communica9ng your decisions with others family, friends, strangers
Volunteering your reviews and quality control check- points Ci9zen
Shoppers Becoming brand advocates and inuencers, thus bene9ng from
closer brand engagement www.social2b.com 3 4. Social Commerce
Dimensions Engaging the audience where they buy and engaging their
sen9ment, sharing, volunteerism Engaging buyers where they connect,
by being relevant and value-driven www.social2b.com4 5. Social
Media Enablers www.social2b.com 5 6. Social Commerce Market
2010-2015 www.social2b.com6 7. Social Commerce Sharing and Social
Inuence Source: Forrester and Shop.org - 2011 www.social2b.com 7 8.
Social Commerce F-Commerce Source: Forrester and Shop.org - 2011
www.social2b.com 8 9. Social Commerce Brand InteracDon
www.social2b.com9 10. Social Commerce Stats Infographic
www.social2b.com 10 11. Social Commerce Early Success Stories
www.social2b.com11 12. Most common social tactics deployed by
brands Ra9ngs and Reviews Microblogs and landing pages Social
Recommenda9ons Company Blogs Client generated comments Product
sharing on social sites Social Shopping Aggregator Sites (deal
sites) Ability to engage open APIs www.social2b.com12 13. Most
common social tactics deployed by brands Ratings and Reviews Used
by most retailers (also a common func9on for many eCommerce
pla]orms Magento, Shopify, ATG, etc.) Opportunity to reduce content
crea9on eorts and shi6 to 3rd party generated content Benets to
product development, eld tes9ng, and up-sell/sell-through (if well
integrated with analy9cs and customer service process)
www.social2b.com13 14. Most common social tactics deployed by
brands Microblogs (Twitter, Tumblr, Pinterest,
etc.)www.social2b.com 14 15. Most common social tactics deployed by
brands Microblogs (Twitter, Tumblr, Pinterest, etc.) Easy and
rela9vely inexpensive to launch Quick Disposal or extra inventory
(Dell example) Customer Service extension benets www.social2b.com15
16. Most common social tactics deployed by brands Social
RecommendationsOpportunity to crowdsource opinion Exposes clients
to more content If built in, increases 9me on site and upsell
opportunity www.social2b.com 16 17. Most common social tactics
deployed by brands Company BlogsGood opportunity for SEO Integra9on
of content and commerce through links, sugges9ons, reviews and
shares Low cost add-on to the exis9ng commerce site Relevance is
important not just aggressive promo9on www.social2b.com 17 18. Most
common social tactics deployed by brands Client Generated and
Suggested outfittingwww.social2b.com18 19. Most common social
tactics deployed by brands Client Generated and Suggested
outfitting Assists in merchandizing support and cross- sells
Customer Engagement Unique Approach www.social2b.com19 20. Most
common social tactics deployed by brands Client Generated and
Suggested outfitting Assists in merchandizing support and
cross-sells Customer Engagement Unique Approach Integra9ng
high-touch and digital experience www.social2b.com20 21. Most
common social tactics deployed by brands Product Sharing on Social
Sites (FB+Twitter)More eec9ve than companys social network pages
Opportunity to use Facebooks or Twihers infrastructure to
evangelize the brand Best relevant sharing (with events, item
quality, item level communica9ons, etc.) Many op9ons exist for
content publishing and www.social2b.comcommerce on FB 21 22. Most
common social tactics deployed by brands Social Shopping Aggregator
SitesAggregated and incremental trac More engaged relevant shoppers
based on preferences Conversion is moderate early in the sell cycle
Behavioral aspects are visible based on preferences, price
sensi9vity, etc. www.social2b.com22 23. Most common social tactics
deployed by brands Open APIsTake advantage and crowdsource
technology Great for ready made projects Lower cost of entry Proven
and tested www.social2b.com23 24. Most common social tactics
deployed by brands What about Facebook?Integra9on of on-site
experience Brand Extension Feedback aggregator via surveys, polls,
comments, shares, likes www.social2b.com24 25. Most common social
tactics deployed by brands Value of a Facebook Like
(2010-2011)?www.social2b.com25 26. Trends and Drivers for Social
CommerceRetailers are beginning to overlay social graph on digital
and brick-and-mortar loca9ons SoLoMo Social, Local and Mobile is
beginning to bridge the gap between physical and digital Commerce
and Social Commerce will unite the audience on physical and social
worlds Gaming may act as a catalyst in social commerce as an early
driver (Zynga, etc.) www.social2b.com 26 27. Trends and Drivers for
Social CommerceMillennials and younger genera9ons are blending real
life and digital life they dont know the dierence Social Apps,
games, local deals, mobile technology are driving addic9ve
behaviors Loca9on based tracking through Gowalla and Foursquare may
help drive trac to stores (physical and digital) and solicit
immediate feedback www.social2b.com27 28. Trends and Drivers for
Social Commerce: Example PepsiCo Social Vendingwww.social2b.com 28
29. Trends and Drivers for Social Commerce: Example Macys Magic
Fitting Roomwww.social2b.com 29 30. Trends and Drivers for Social
Commerce: Example Diesels Integrated Social
Experiencewww.social2b.com30 31. Trends and Drivers for Social
Commerce: Example Adidas Holiday Hookupwww.social2b.com 31 32.
Potential and How You can ImproveOnline sales will grow at 10%
compound rate through 2015 (Forrester) Younger genera9ons are
looking for recommenda9ons and valida9on from peers anywhere and
for anything Integra9on of Real-World and Social World is real and
will con9nue to dominate Mobile technologies and Smart Phones will
con9nue to augment the experience of shopping SoLoMo will con9nue
to drive trac to Image credits: EdologicIL;
RenaultNLbrick-an-mortar through social engagement (Likes,
Check-Ins, etc.) www.social2b.com32 33. Whats next in Social
Commerce Integration Integra9on of social gaming and social
commerce turning virtual currency into real currency Helping
shoppers build collec9ons and sharing with friends your way
(Polyvore, The Trunk Club, Fits.me, etc.) Shopping content
aggrega9on and management, virtual closets, shareable wish lists
(SVPPLY, Groupon, etc.) Specic interest graphs new fron9ers
evolving from Social Commerce Social Interest Graphs, integra9on of
groups and interests directed at brands, etc. www.social2b.com 33
34. Whats next in Social Commerce IntegrationCase Study Walmart
ShopyCat Aggregated shopping helper (avatar) integra9ng preferences
and choices for family members, friends and alike interest groups
www.social2b.com 34 35. Whats next in Social Commerce Integration
Case Study Pose Mobile and Social Shopping experiences. Share your
branded ou]its with friends and family. Solicit input and feedback.
Get rewards for sharing and featuring brands. Become style
inuencers. Good integra9on between social and mobile channels.
Excellent engagement model. www.social2b.com 35 36. Thanks!Alex
Romanovich, Founder Social2B International, LLC,CMO EuroSpaClub
International,Advisory Board Member The CMO ClubUnique blend of
technology, marketing andbusiness development skills and@Social2B
experience (IBM, SGI, Bertelsmann AG,@alexromanovich Unified
Technologies, Global Advertising@eurospaclubStrategies, Social2B,
EuroSpaClub Intl.)Frequent speaker and advisor on topicsof Social
Media, International andMulti-Cultural Mktg.(CNBC, CNN
International, Forbes,Crains, Voice of America, etc.)Social Media
Marketing, Social ValueChain, Social Commerce, andSocial Media
Scalability Expertisewww.social2b.com36
