Introduction to Social Commerce SMT627

1. Facebook: “SocialCom 1/2017”
NameList: http://bit.ly/smt627_2017
Social Commerce

2. About me
¡ Instructor: Dr. Kritsada Sriphaew (Ajarn KonG)
¡ Director of Master of Science in IT
¡ Office: Viphavadee Center / Building 11th Floor 2nd Rangsit
Campus
¡ Office Hours: By appointment
¡ Line Account: ajarnkong
¡ E-mail: kritsada@rsu.ac.th (preferred)

4. E-Commerce
Online Marketing
Digital Marketing
E-Business
E-Marketing
Social Media Marketing
Content Marketing
Social Commerce

5. Differences between E-
Commerce & Traditional
Commerce?

6. Digital Marketing &
E-Commerce
¡ Digital marketing —-> marketing the product/
service to a specific targeted customers or to the
whole world
¡ E-commerce —-> it is the combination of trade
(buying & selling) and auxiliary of trade
(supporting activities)

7. E-Commerce: Act of Doing
Business on Digital Channels
¡ Hotels/Travels
¡ Online Learning
¡ Retail

8. Confused?
¡ One Sentence:
Digital Marketing is one of the marketing means;
E-commerce refer to the whole process of doing transaction
with digital media.

9. Topics? (tentative)
¡ E-Tailors
¡ E-Manufacturing
¡ E-Matching Seller and Buyer
¡ Brand Creation
¡ Instant Website Creation
¡ Images for Selling
¡ How to Increase Online Sell
¡ Integration for E-Business

10. Books
• It’s Free! Online Version
• For reference, but we may not
follow the topics in the book!
• We want practical
knowledge that can really ne used
when you do business
instead of knowledge on the shelf!

11. 15 mins Break

12. What are Social Media?
Social media are the online means of
communication, conveyance, collaboration,
and cultivation among interconnected and
interdependent networks of people,
communities, and organizations enhanced by
technological capabilities and mobility.
Social Media
Marketing, 2e©
1-12

13. Mind-Boggling
Social Media Stats
¡ Time to reach 50 million users
¡ Radio = 38 years
¡ TV = 13 years
¡ Internet =4 years
¡ Facebook = 100 million users in under 9 months
¡ Social media is the #1 online activity worldwide
¡ 94% of companies use LinkedIn as their primary recruiting tool
¡ 1 out of 6 couples married last year met on a social media
site
¡ 4 billion pieces of content are shared daily on Facebook
Social Media
Marketing, 2e©
1-13

14. Figure 1.1 Fun Facts of
Social Sites
Social Media
Marketing, 2e©
14

15. It’s About Participation
¡ How do people participate?
¡ Post a status update
¡ Create a blog
¡ Use a group deal
¡ Share a micro-post with your network
¡ Make a video and share it
¡ Play social games …
¡ How do YOU participate?
Social Media
Marketing, 2e©
1-15

16. Figure 1.2: Zones of
Social Media
Social Media
Marketing, 2e©
1-16

17. Figure 1.3 Exemplar Vehicles
in the Zones
Social Media
Marketing, 2e©
17

18. Web 2.0: The Defining
Characteristics of Social
Media
¡ Web as platform
¡ User participation and user-generated content
¡ Crowdsourcing
¡ Network effects
¡ Scalability
¡ Perpetual beta
¡ Reputation economy
Social Media
Marketing, 2e©
1-18

19. From Web 1.0 to Web 2.0
¡ Web 1.0
¡ DoubleClick
¡ Ofoto
¡ Britannica
¡ Personal websites
¡ Domain names
¡ Content management
¡ Directories (taxonomy)
¡ Sticky sites
¡ Web 2.0
¡ Google AdSense
¡ Flickr
¡ Wikipedia
¡ Blogs
¡ SEO
¡ Wikis
¡ Tagging (folksonomy)
¡ Content syndication

20. Hashtags and Tagging
¡ How are you using tags?
¡ Where?
Social Media
Marketing, 2e©
1-20

21. Figure 1.5 The Social Media
Value Chain
21 Social Media Marketing, 2e©

22. Figure 1.6 Evolution of
Marketing Communications
Social Media
Marketing, 2e©
22

23. Marketing Objectives
and Social Media
¡ Increase awareness
¡ Influence desire
¡ Encourage trial
¡ Facilitate purchase
¡ Cement brand loyalty
¡ Recover from service failures
Social Media
Marketing, 2e©
1-23

24. The LARA Framework
¡ Listen to customer conversations
¡ Analyze conversations
¡ Relate information within enterprise systems
¡ Act on customer conversations
Social Media
Marketing, 2e©
1-24

25. Grading Policy

26. First Assignment: Product Idea
¡ Thinking of the product that you think it is possible for you to sell it
online. It would be good if you can show the product (Free idea).
¡ 3-mins Presentation with One Page slide size detail that can
describe:
¡ Why do you choose that product?
¡ What is the difference to others? Selling point?
¡ How do you plan to sell it online?
¡ Which channel do you want to sell it?
¡ How to submit:
¡ Post One Page (slide size) in image file to FB Group under
“Assignment 1 Submission” Post today before midnight !
¡ Prepare to present about your product 3-mins next week