Overcoming Challenges in Social Commerce: Becoming an E-Commerce Enabled Social Business. Samsung Asia presentation from 2013.

1. Overcoming Challenges in Social Commerce:
Becoming an E-Commerce
Enabled Social Business.

2. I am @DamienCummings
Regional Marketing Director
Digital & Social Media at Samsung Asia
Email: damiencummings@gmail.com
Twitter: @DamienCummings
Blog: http://www.digitalfuture.asia
LinkedIn: http://sg.linkedin.com/in/damiencummings

3. Samsung’s Amazing Products
Mobile & Tablets
Home Appliances
Computers & IT
Smart TV
Cameras

4. 4 Things To Discuss Today
#1 Samsung’s digital strategy in Asia: LASER.
#2 Leadership in digital: Who’s doing it right?
#3 Social & E-Commerce Business Models
#4 Social Commerce Challenges.

5. Our Vision

6. Our 2015 Vision: L.A.S.E.R.
•
•
•
•
•
Leadership in digital.
Always on marketing.
Social business.
E-Commerce.
ROI: Successful results.

7. Samsung Social Media Evolution
2008 – 2009
2010 – 2011
2012
2013 & Beyond
Experimental /
Siloed execution
Basic Guidelines
formalised
Samsung was named a top 10
Social Media marketer in a
recent global study
Social Business
Campaign / Adhoc
execution
Key Platforms Identified
Naming convention
Key usage of platforms
“SMC “setup
Guidelines
Social Media integrated
into our DNA.
Social media training
Influencers (employees
and customers)
Best-in-class social
marketing

8. Benchmark: Leadership in Digital

9. Who’s doing it right?
“Always On” Marketing • Number 1 Brand in the world (Interbrand Oct. 2012)
• Marketing fund for retailers/HORECA
• 30 million+ Facebook likes
• Ongoing marketing platforms: Music, Sports, “Summer”.
• Campaigns: YouTube, Project Re-brief, Polar Bears, etc.
Social Business
• Number 1 social brand in the world (Social Brands Top 100).
• Social Media Listening Command Centre (monitors 25,000
conversations every day).
• 3 hour SLA on social customer service.
• All employees trained & certified in social media.
E-Commerce
• Number 2 Brand in the world (Interbrand Oct. 2012).
• Grew to US$20+ billion in e-commerce revenue in 2 years.
• As much e-commerce revenue as generated from Apple stores.
• Increased focus on high margin mobile accessories in-country.

10. Social & E-Commerce

11. What is Social Commerce?
Group buying, reviews & social enabled e-commerce.
Ratings & Reviews
Group Buying
(e.g. Groupon,
Livingsocial & Dell
Swarm.)
E-Commerce that
incorporates social
features.
(e.g. Facebook Likes.)
Social Sharing of
Deals & Discounts
(e.g. Facebook offers,
Foursquare deals.)

12. E-Commerce Models
eTail
Direct
E-Commerce
Reseller.
5-10% commission.
Manages sales,
marketing & inventory.
Website, m-commerce
& social commerce.
Highest profit margin.
In-house people &
skills.
Retailers who are
becoming multichannel.
Traditional retail using
the latest digital
technology.
Pros:
Easy to get started with.
No in-house competency
needed.
Cons:
They own customer data.
Pros:
High margin
You own customer data.
Cons:
Large investment in people
& technology.
Channel conflict.
Pros:
Multi-channel is essential.
Cons:
Difficult, as this requires
new skills & capability.
Pros:
Enhances in-store
experience.
Cons:
Not true eTail.
Example:
Examples:
Retail > eTail
Example:
Digital@
Retail
Example:

13. E-Commerce Rollout: 3 Step Plan
Work with
eTailers
Improve
Retailers digital
competency
Go direct (web,
mobile & social)
Facebook, Twitter, LinkedIn
Web reviews, Blogs, Forums
& Mobile
Develop in-house e-commerce merchandising
team (product, price, promotion)

14. Social Commerce Plan
1. Facebook Stores for sub $100 products (e.g. Mobile
Accessories).
2. “Special deals” seeded through Twitter, Facebook and other
closed social networks.
3. DO NOT engage in Group Buying. Cheapens the brand and
reduces margin.
4. Focus strongly on Mobile.
5. For all e-commerce sales channels, focus heavily on
Reviews, Q&A, Community and Self-service.

15. Social Commerce Challenges.

16. 3 E-Commerce Challenges:
#1 Executive level buy-in.
#2 Team and resourcing.
#3 Custom build or outsource?

17. Executive level buy-in
For C-Level support, start with:
1.
Research – you need hard facts on the state
of E-Commerce.
2.
Develop a business model. This includes
Pricing and Product Mix.
3.
Establish a steering committee. Once a
month meeting with CEO, CFO, IT, Marketing,
Sales & other key stakeholders. Use them to
get resources and overcome challenges.

18. Team & Resourcing
1. People – where do you find the
best e-commerce talent?
2. Marketing Model – demand
generation through Search, CRM
and Performance Media.
3. Training – who can provide this to
your team?

19. Custom Build or Outsource?
When selling direct via your website, m-commerce or social commerce:
Web E-Commerce
M-Commerce
Social Commerce
• There are two options:
1 Custom
Build
Requires a significant investment.
High margin, high maintenance.
Longer time frame to implement.
Owns the customer and data.
2 White
Label
No upfront investment.
Quick set-up.
5-10% commission to partner.
Customer data ownership?

20. Thank you!
Damien Cummings
Email: damiencummings@gmail.com
Twitter: @DamienCummings
Blog: http://www.digitalfuture.asia
LinkedIn: http://sg.linkedin.com/in/damiencummings