1. Social
Commerce
20
05
2014

2. There
is
e-­‐commerce…
…
and
then
there
is
social
commerce

4. How
shoppers
interact
with
Retailers

5. It’s
the
product,
stupid!
Offline
Let’s
go
shopping!
Show
me
your
collecBon!

6. It’s
the
product,
stupid!
Online
That’s
a
nice
product
I
want
it!

7. It’s
the
product,
stupid!
CollecBon
Is
no
differenBator
in
social
commerce

8. Social
Commerce
«
Social
commerce
is
not
about
crea6ng
web
shops
in
Facebook
tabs.
It
is
about
connec6ng
social
communica6on,
about
a
specific
product,
with
a
direct
conversion
to
sale.
It
is
about
buying
a
product
directly
from
the
wall,
from
a
tweet,
or
from
a
blog
post.
»
Your
shop
is
only
infrastructure,
not
the
goal

11. Your
new
store
front
is
everywhere!
And
you
no
longer
control
your
store
front
You
do
not
get
to
decide
which
products
to
feature,
or
when
they
are
being
promoted.
People
exclusively
decide
what
to
share,
where
to
share
it,
and
when
to
share
it.

12. The
product
page
is
your
new
front
page
Social
commerce
is
like
watching
your
customers
magically
appear
anywhere
in
your
shop,
looking
directly
at
a
very
specific
product.
The
wrong
thing
to
do
is
to
show
people
a
range
of
products,
because
they
have
already
decided
which
ones
to
see.

13. Social
commerce
is
global
LocaBon
is
a
search
parameter,
not
a
social
parameter
(when
it
comes
to
online
shopping)
Sharing
is
about
what
you
make.
It
is
not
where
you
make
it.

14. Social
commerce
is
mobile

15. Social
commerce
is
mobile

16. Social
commerce
is
mobile
It
is
not
a
quesBon
of
mobile
being
relevant
or
not,
because
you
do
not
have
a
choice.
You
have
no
control
over
where
people
see
the
posts
that
other
people
share.
Mobile
is
not
a
choice.
It
is
not
about
staBsBcs.
You
have
to
embrace
a
mulB-­‐plaPorm,
mulB-­‐device
commerce
strategy.
You
have
to
make
sure
that
you
can
convert
people
into
direct
buyers
-­‐
every
Bme.

17. Social
commerce
is
about
post-­‐conversion
Social
commerce
never
stops.
It
is
not
a
campaign
or
an
event.
It
is
a
conBnual
loop
of
people
liking
what
they
see/buy,
sharing
it,
causing
more
people
to
like
it,
who
share
it,
…
But
the
engine
that
keeps
it
all
going
is
"sharing".
And
the
reason
for
sharing,
the
fuel,
is
how
useful
the
product
is
to
the
people
who
buy
it.
It
is
not
about
markeBng,
campaigns
or
events.
Sharing
is
a
post-­‐
conversion
acBvity.

18. How
to
start
social
commerce
Get
your
name
and
product
out
there!
Focus
your
campaigns
on
something
that
gives
people
a
reason
to
share.
Focus
on
people's
feelings.
On
ways
they
can
use
your
product
to
help
others.
Or
simply
point
to
how
you
solve
a
problem.
You
do
not
want
to
get
people
to
share
your
markeBng
campaign,
you
want
them
to
share
your
product.

19. It
takes
months,
not
days
It
is
hard
to
conBnually
engage
in
a
conversaBon,
and
it
takes
a
lot
more
Bme.
Once
you
get
going,
the
cost
is
likely
to
be
much
lower
than
what
you
would
spend
on
print
adverBsing.

20. People
are
not
spending
Bme
on
Facebook
tabs
on
brand
pages
,
people
are
spending
their
Bme
looking
at
their
news
stream,
viewing
their
friend's
profiles,
status
updates,
photos,
and
videos.
The
trick
is
to
move
your
products
into
people's
streams
Facebook
&
TwiYer,
right?

21. Make
sure
that
the
act
of
sharing
is
incredibly
easy.
Give
people
a
reason
for
sharing
a
product.
Share
it
on
your
own
channels.
Talk
about
it.
Get
people
involved.
When
people
go
to
the
product,
make
sure
you
bring
Facebook
with
them.
(like,
share,
comment,
…)
How
do
you
move
into
people's
streams?

22. Wrong
product
(Bming!)
Wrong
behavior
(be
passionate)
FricBon
(*)
(*)
Amazon.com
has
calculated
that
if
something
takes
100ms
longer
to
do,
they
experience
a
1%
drop
in
sale
What
to
avoid?

23. Keep
control
over
how
products
are
shared

24. Keep
control
over
how
products
are
shared

25.
Use
big
pictures,
don’t
ask/expect
people
to
zoom
Remove
FricBon

26. Too
many
clicks
(register,
account,
address,
billing,
pay,
confirm):
decrease
decisions
Steps
are
stops
Remove
FricBon

27. Upsell!
Remove
FricBon

28. • Posts
80
characters
or
less
in
length
have
27%
higher
engagement
rates.
• Engagement
rates
are
3
6mes
higher
for
posts
that
use
a
full-­‐
length
URL
(because
of
the
domain
branding
effect)
• Simple
outright
requests
are
more
powerful.
Use
"like
us"
instead
of
"visit
our
Facebook
page."
• With
contests,
so[er
sell
words
like
"event"
are
beer
than
using
more
direct
words
like
"contest"
• Asking
a
ques6on
at
the
end
of
a
post
produces
a
15%
higher
engagement
rate,
than
asking
the
ques6on
at
the
beginning.
• Do
not
ask
why.
Ask
where,
when,
would,
or
should.
• The
6me
of
day
+
6me
of
week
make
a
big
difference.
And
it
varies
greatly
from
one
market
to
another
(test
it
to
find
out
what
is
op6mal
for
you).
Death
by
PowerPoint

29. Create
great
product
pages!

37. And
remember:
…
people
do
not
share
websites.
They
share
products.

38. Roundup
Social
Commerce
is
not
about
creaBng
a
shop
on
Facebook.
It
is
about
linking
sharing
to
the
direct
sale
of
a
product.

39. Roundup
Social
Commerce
is
not
about
tradiBonal
markeBng
or
sale
focused
on
pre-­‐
conversion
tacBcs.
Social
commerce
is
a
post-­‐conversion
tacBc,
using
the
power
of
sharing
to
grow.

40. Roundup
Your
store
front
is
not
your
front
page,
but
outside
your
site.
You
store
front
is
people's
stream,
on
blogs,
and
via
many
other
channels.

41. Roundup
You
do
not
get
to
decide
when
people
share
your
products.
But
you
have
tremendous
influence
on
what
people
do.

42. Roundup
Social
commerce
is
mobile
by
default.
But
mobile
does
not
mean
that
it
is
just
about
mobile
phones.
It
really
means
that
your
customers
are
mobile.

43. Roundup
Social
commerce
is
global
by
default.
Your
core
group
of
customers
is
not
people
living
in
a
certain
geographic
locaBon,
but
rather
people
who
care.

44. Roundup
Your
official
social
channels
might
be
instrumental
in
encouraging
people
to
share,
but
the
real
sharing
effect
takes
place
outside
your
channels.

45. Roundup
FricBon
kills
any
good
strategy.

46. QuesBons?