Video: http://allegoriedesign.com/?p=360 Marketers need to rethink e-commerce to build it with social media in mind. This post provides some in the trenches, actionable insights as well as a road map to maturity. Detailed description: Social Media is the new distribution model for e-commerce. Current e-commerce best practices still suggest building elaborate, expensive home pages and leaving the product pages barren. When those product pages are shared, people who click that link by-pass all of those pretty pages and an opportunity to reach those new customers is lost. This is just one of many examples of ways for companies to capitalize on integrating social media into e-commerce. Additionally, there are four large stages of maturity in the social commerce space. Most companies today are only doing the very basics by adding a 'Like' button to your site. This is stage 1. You can mature your presence by involving customers in what products you carry, connecting like-minded customers, embedding gamification techniques, and seamlessly integrating all traditional and digital channels together.

1. TREND 2 OF 7:
SOCIAL COMMERCE
Saturday, December 1, 2012

2. Total U.S. e-commerce
spending reached $256 billion
in 2011, up 12% from 2010.
@MrobertsOnline
Saturday, December 1, 2012

3. Total U.S. e-commerce
spending reached $256 billion
in 2011, up 12% from 2010.
E-commerce is growing, mobile category
is growing, multiple devices, scale through
social sharing.
@MrobertsOnline
Saturday, December 1, 2012

4. Total U.S. e-commerce
spending reached $256 billion
in 2011, up 12% from 2010.
E-commerce is growing, mobile category
is growing, multiple devices, scale through
social sharing.
With this completely new shopping environment,
have to recreate the shopping experience.
@MrobertsOnline
Saturday, December 1, 2012

5. 87% Increase
28,537
Mobile commerce:
2nd fastest
audience growth 15,221
category for mobile
Dec. 2010 Dec. 2011
Mobile online retail
(Mobile users)
@MrobertsOnline
Saturday, December 1, 2012

6. “The use of social strategies to
anticipate, personalize and energize
the shopping experience.”
-Altimiter Group
@MrobertsOnline
Saturday, December 1, 2012

7. Purchase
path
Most spend time and
money to polish these
pages. This page is neglected
but this is the page that
gets socially shared.
@MrobertsOnline
Saturday, December 1, 2012

8. Make product names more enticing to capitalize
on when theyʼre shared.
Why not say: “Iʼm ready to scale Mt.
Everest with this new North Face
gear...”
@MrobertsOnline
Saturday, December 1, 2012

9. Shift from a static product page to a social dynamic one
showing product uses, customer reviews, what else it can
be used with, re-inspiring, etc.
Go on Connect
surf trip
Product Inspire
Use with
New ideas
@MrobertsOnline
Saturday, December 1, 2012

10. 4 Categories of Social Commerce
Letʼs Be Social
Brand advocacy,
basic social sharing Enlightened
features, personalization, Engagement
contextualization, CRM
Frictionless Store of the
Commerce Community
@MrobertsOnline
Saturday, December 1, 2012

11. 4 Categories of Social Commerce
Enlightened
Engagement
Sentiment analysis,
share expert insight,
Letʼs Be Social peer reviews, review
aggregation across sites
Frictionless Store of the
Commerce Community
@MrobertsOnline
Saturday, December 1, 2012

12. 4 Categories of Social Commerce
Enlightened
Letʼs be social Engagement
Store of the
Frictionless community
Commerce Community driven
assortments, shelf
personalization, demand-
shaping analytics
@MrobertsOnline
Saturday, December 1, 2012

13. 4 Categories of Social Commerce
Enlightened
Letʼs be social Engagement
Frictionless
Commerce
Connect like-minded shoppers,
gaming loyalty programs, Store of the
automate mobile checkout, community
geo-location in-store, integrate
social into physical stores, CR
at the shelf
@MrobertsOnline
Saturday, December 1, 2012

14. Some inspiration, ideas and research from:
Jeremiah Owyang ComScore
Thomas Baekdal Altimiter Group
McKinsey Richard Bartel
Gabe Zicherman Roger McNamee
@MrobertsOnline
Saturday, December 1, 2012

15. Saturday, December 1, 2012

16. Questions?
Mike Roberts
562.481.1117
Roberts.SanDiego@gmail.com
Blog: www.AllegorieDesign.com
@MrobertsOnline
www.linkedin.com/in/mrobertsonline/
Saturday, December 1, 2012