6. Social commerce definition /s ?Social commerce definition /s ?
22 “official definitions” of Social Commerce since Nov
2005 according to SocialCommerceToday.com
• Creating places where people can collaborate online, get adviceCreating places where people can collaborate online, get advice
from trusted individuals, find goods and services and then
purchase them. Steve Rubel (Edelman) (December 23, 2005)
• Social input in online shopping services [that] augments the
experience. Dave Beisel (Venrock) (November 1, 2006)
• Buying and selling stuff online with friends helping. Craig
Agranoff - Scommerce (September 2008)
• Social commerce models are ecommerce models that focus on
people instead of products. Jochen Krisch - ExcitingCommerce (June
)2010)
7. A simple versionA simple version
A simple inclusive definition of social commerce
could be:could be:
Social Commerce: A subset of electronic commerce thatSocial Commerce: A subset of electronic commerce that
involves using social media, online media that supports
social interaction and user contributions to assist insocial interaction and user contributions, to assist in
the online buying and selling of products and services.
12. Social
Ads & Apps
Social
Shopping
SMO
(Social Media
Ratings &
ReviewsSocial
Commerce(Social Media
Optimisation)
Commerce
Recommendations
Forums &
Communities
Recommendations
& Referrals
Six dimensions of social commerce
13. Social ShoppingSocial Shopping
The social shopping toolset allows people to share the act of online
shopping together (synchronous shopping).pp g g ( y pp g)
The toolset includes:
i b h b d l ( i )• Group Buying: buy together to get a better deal (e.g. Tuangon.it)
• Co-Browsing: synchronous shopping with synchronised page views and
integrated chat (Charlotte Russe, Mattel)teg ated c at (C a otte usse, atte )
• Group Gifting: buy a gift collectively (e.g. Apple iTunes Group Giftcard)
• Ask-Your-Network: get realtime advice from your own trusted social circle byg y y
posting questions directly to their news feeds (e.g. Charlotte Russe, Mattel)
• Social Network Storefronts: buy within social networks and solicit opinions from
your online social circle (Volagratis)your online social circle (Volagratis)
• Social Shopping Portals: shop multiple stores together using social shopping
tools, often combined with ratings and reviews, and recommendations and
f l ( b dl hi i h )referrals (Kaboodle, ThisNext, Wishpot)
14. Ratings & ReviewsRatings & Reviews
Ratings & Reviews provide independent third-party evaluation of a
product or service review, with an opportunity for viewers top pp y
contribute and discuss.
The toolset includes:The toolset includes:
• Customer Ratings & Reviews: The skinny from real customers, either integrated
into an e-commerce product page, a social network page, a customer reviews site…
(e.g. IBS, BOL, Lets.it, Tripadvisor)
• Expert Ratings & Reviews: The view from the independent voice of authority,
either integrated into an e-commerce product page, a social network page, aeither integrated into an e commerce product page, a social network page, a
product reviews site, an online magazine… (e.g. AngelsForTravellers, )
• Sponsored Reviews: Paid for reviews, either customers or experts on social
media platforms (e g SponsoredReviews PayPerPost)media platforms (e.g. SponsoredReviews, PayPerPost)
• Customer Testimonials: Customer stories typically published to an e-commerce
site, allowing comments and discussion (e.g. Bazaarvoice)g ( g )
15. Recommendations & ReferralsRecommendations & Referrals
Promotes personal recommendations and referrals within online
social circles, often rewarding referrers for their efforts.
Sometimes integrated in social shopping portals (e g KaboodleSometimes integrated in social shopping portals (e.g. Kaboodle,
This Next) that bundle ratings and reviews and social shopping
tools.
The toolset includes:
• Share With Your Network: (social bookmarking) Recommended products deals• Share With Your Network: (social bookmarking) Recommended products, deals
and tips are bookmarked and syndicated to friends, fans and followers (EdenViaggi,
Yoox)
• Referral Programs: Rewarding customers and partners for referring new
customers (e.g. SaldiPrivati)
• Social Recommendations: Personal shopping recommendations based on profileSocial Recommendations: Personal shopping recommendations based on profile
similarities to other customers (e.g. Apple Genius Recommendations)
16. Forum & CommunitiesForum & Communities
Forums and Community platforms connect people with each other
and to a business in a moderated and curated environment.
The toolset includes:
l ff i h h d l i h h ’ k• User Forums: People offering each other support and solving each others’ task or
product problems – members typically customers and/or partners (IWBank Forum)
• User Galleries: People sharing and discussing video and image content with eachUse Ga e es eop e s a g a d d scuss g deo a d age co te t t eac
other and with the gallery host, around a particular theme (e.g. Burberry Art of the
Trench)
• Idea Boards: Online suggestion boards for constructive feedback often with• Idea Boards: Online suggestion boards for constructive feedback, often with
voting and commenting features (e.g. MyStarbucksIdea, Dell IdeaStorm)
• Q&A Forums: New-style FAQs harnessing user contributions to answer common
questions in a structured format (e.g. Bazaarvoice ‘Ask & Answer’)
• Brand Communities: Private communities of customers/partners, usually with a
loyalty or advisory purposeloyalty or advisory purpose
17. SMO Social Medial OptimizationSMO - Social Medial Optimization
A toolset designed to attract visitors to websites and website
content by promoting and publicising these destination andy p g p g
content through social media. Typically involves seeding
marketing collateral to major social media platforms:
• News Feeds: offering syndicated news on Twitter, Facebook, Blogs (RSS) and
other social media platforms, providing a resource for exclusive information and
(often) special deals (e.g. Yoox, Volagratis)
• Media Sharing: Publishing advertising and promotional content to popular social
media platforms such as YouTube, Flickr and Slideshare (e.g. Blendtec Will it Blend
Ads), and informational content to Wikipedia (e.g. Skilttles)Ads), and informational content to Wikipedia (e.g. Skilttles)
• Social Media Events: Running media events in social media space such as
webinars, press briefings, contests, screenings, and shows (e.g. Random House
Cover Design contests)Cover Design contests)
• Link Building: Adding linked comments to third party social media content, such
as blogs, forums and media sharing sitesg g
18. Social Ads & AppsSocial Ads & Apps
Branded content in social media in the form of paid
advertisements or social applications.pp
•Social Ads – placing advertisements in paid-for media space on social
media platforms such as Facebook YouTube (and soon) Twitter asmedia platforms such as Facebook, YouTube, (and soon) Twitter, as
well as on blogs and forums.
S i l A ti b d d li li ti th t t•Social Apps – creating branded online applications that support
social interaction and user contributions (e.g. Nike+)
21. Prénatal Green Values (1/2)Prénatal Green Values (1/2)
These values must be considered and effectively reflected in any
experience the customer has online.
•Thoughtful passion
• Gain and keep customer’s trustp
•
