Editors of Social Commerce Today, Paul Marsden and Paul Chaney share top insights from their forthcoming book The Social Commerce Handbook: 20 Secrets for Turning Social Media into Social Sales. Learn how big brands and smart businesses are making social media pay. This presentation covers a variety of topics: - Information on how social outlets can be used as an e-commerce tool. - Tips and tricks on how to do social commerce right. - Practical principles to help you unlock the sales potential of social media. Presentation created by Paul Marsden and Paul Chaney.

1. How to Turn
Social Media
into Social
Sales
Paul Marsden & Paul Chaney
Social Commerce Today

2. Dr. Paul Marsden: Consumer psychologist and
market researcher focusing on digital
innovation, social media and e-commerce
Paul Chaney: Social media, social commerce and
Internet marketing consultant, speaker, trainer and
author known as The Social Media Handyman
Hello! We‟re the Two Pauls...

3. Sharing six insights for turning social media into social
sales from our latest book...

4. “IF I HAD TO GUESS
SOCIAL COMMERCE
IS THE NEXT AREA TO
REALLY BLOW UP”
MARK ZUCKERBERG
...from the new field of „social commerce‟ - helping people
share where they shop and shop where they share

5. SOCIAL COMMERCE
HELPING PEOPLE SHARE HELPING PEOPLE SHOP
WHERE THEY SHOP “IF I HAD TO GUESS
WHERE THEY SHARE
SOCIAL COMMERCE
IS THE NEXT AREA
TO REALLY BLOW
UP”
MARK ZUCKERBERG
SOCIAL APPS FOR E-COMMERCE SITES E-COMMERCE APPS FOR SOCIAL SITES
$30BN MARKET
Source Booz & Co (2011) “Turning Like to Buy”

6. SOCIAL COMMERCE
“IF I HAD TO GUESS
WHY? SOCIAL COMMERCE
IS THE NEXT AREA
TO REALLY BLOW
UP”
1) IT‟S WHAT YOUR CUSTOMERS WANT
MARK ZUCKERBERG
2) IT‟S WHAT YOU NEED (BETTER ROI)
3) IT‟S GOOD CUSTOMER ECONOMICS

7. 1) Social commerce is what your customers want...

8. WHAT CONSUMERS WHAT BUSINESS THINKS
WANT CONSUMERS WANT
DEALS NEW PRODUCT INFO
PURCHASE GENERAL INFO
READ USER REVIEWS SHARE OPINION
GENERAL INFO EXCLUSIVE INFO
EXCLUSIVE INFO READ USER REVIEWS
NEW PRODUCT INFO FEEL CONNECTED
SHARE OPINION CUSTOMER SERVICE
CUSTOMER SERVICE SUBMIT PRODUCT IDEAS
PARTICIPATE IN EVENTS BE PART OF A COMMUNITY
FEEL CONNECTED PARTICIPATE IN EVENTS
SUBMIT PRODUCT IDEAS PURCHASE
BE PART OF A COMMUNITY DEALS
Source IBM (2011) From Social Media to Social CRM
1) Social commerce is what your customers want...

9. the black hole of
social media
$
$
$
$
$ $$
$ $
$
2) Social commerce is what you need (ROI)

10. 1
Word of
$1927 Mouth Value
Total Customer Value
$2446 Sales
Value $4373
3) Social commerce is good customer economics

11. 1
SOCIAL COMMERCE
“IF I HAD TO GUESS
HOW? SOCIAL COMMERCE
IS THE NEXT AREA
TO REALLY BLOW
UP”
MARK ZUCKERBERG
1)... 4)...
2)... 5)...
3)... 6)...

12. 1
First, how NOT to do social commerce...

13. 1
Get the business basics right... sell socially with a clear and
differentiated value proposition...

14. 1
For instance, Heinz opened a pop-up social media store to
sell personalised get well soup; 1 in 8 fans bought...

15. 1
More generally, social commerce works when you help
people solve their problems socially

16. 1
SOCIAL INTELLIGENCE
“A wise man learns from the experience of
others, a fool by his own”
Secret 1: help people solve problems socially by helping
them solve problems together; with their social intelligence

17. 1
A second secret is to help people solve a core „social
problem‟ - that of „social status‟...

18. 1
Secret 2: Help solve problems of „social status‟ with early
access (and bragging rights) to new products...

19. 1
A third secret is to help people solve another core social
problem - that of „social bonding‟...

20. 2
Secret 3: Solve peoples problems of social bonding with
with social gifts and gifting

21. 2
Helping people
solve problems
socially
Helping people
solve social
problems
In sum, smart businesses are using social commerce to
deliver „social utility‟

22. 2
SOCIAL UTILITY
using social media to help people solve
problems socially and solve social problems
social social social
intelligence status bonding
$$$$$$ SOCIAL SALES $$$$$$
So here‟s the big secret to selling with social media: Offer a
social shopping service that has genuine social utility

23. 2
“In a word, social commerce is about discovery.”
Christian Taylor, Founder, Payvment
Secret 4: Social commerce is not just about “buying” aspect
of social media, but the “discovery” component as well

24. 2
Social shopping sites are designed for browsing and
sharing as much as they are for searching and transacting

25. 2
Social product discovery works because we pay attention
to our “social graph” and "interest graph"

26. 2
Shopycat searches through a large product database to
find what it surfaces as the right gift for friends

27. 2
Secret 5: Lead with purpose, not a pitch. Be purpose driven.

28. 2
Nike‟s brand purpose: “We exist to help everyone to
achieve their athletic potential.”

29. 2
Social media has become a conduit though which
psychological needs can be met, to some extent

30. 3
For Target and Delta meeting needs and solving problems
was the guiding purpose of each app

31. 3
Secret 6: Provide a social marketplace where buyers and
sellers come together to exchange goods and services

32. 3
DHGate shrinks an unwieldy global marketplace into one
that‟s manageable, trusted, and safe

33. 3
99Designs is a marketplace that matches those in need of
logo and web design with freelance designers

34. 3
Social marketplaces foster interaction between merchants
and their customers via community-based interactions

35. 3
Threadless sells out of every line it produces

36. 3
Etsy gives businesses the ability to sell handmade and
vintage products to consumers in bazaar-style fashion

37. 3
AirBnB is a peer-to-peer marketplace that allows people to
share their homes with travellers around the globe

38. 3
Lead With
Drive Discovery Purpose
Create Social
Marketplaces
Three secrets to turn social media into social sales

39. 3
Thanks! Find out more in our “F-Commerce
Handbook”&“Social Commerce Handbook” from McGraw-
Hill