The document discusses social commerce and how brands can engage customers on social media. It identifies two types of brand engagement: thick engagement which is sustainable, meaningful and authentic; and thin engagement. It then lists four reasons customers care about social media - social recognition, belonging to a group, developing their identity, and learning and creating. The document suggests that brands build engagement by addressing these customer motivations and by removing effort from key interactions, keeping purchase paths short from social interactions. It provides examples from Burberry and The Conran Shop of building engagement.

1. The psychology & user experience of social commerce Mo Syed Head of User Experience, 10CMS

3. What is social commerce?

4. Brand engagement = sales

5. 2 There are types of brand engagement.

6. Thick & Thin

7. Thick Sustainable Meaningful Authentic Creates social interactions

8. In social media what do your customers really care about?

9. 4 reasons they care

10. 1 Social recognition

12. 2 Belonging with the group

14. 3 Develop & express identity

15. I am… the videos I watch the web pages I the new I just reviewed

16. 4 Learn & create

17. Get recognised, identify, belong, learn & create: Burberry Art of the trench

24. Iconic personality Builds aspirational feel & creative credibility Be part of the look Shoot the style

25. How do we create the best user experience for engagement in social commerce?

26. Social drives engagement with the experience.

28. Remove the effort in performing key interactions.

29. Social commerce is impulse driven.

30. Keep purchase paths short from where social interactions happen.

31. The Conran Shop user generated scrapbook – 10CMS powered

33. Thank you.