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Social commerce. Webcongress Miami 2012.
- 7. But it seems that social commerce can change
the way we convert users into customers.
¿Social?
© multiplica 2012
- 8. No problem. It’s easy !!!
Just create a fanpage
and a Facebook store.
And add a ‘Like’ button.
© multiplica 2012
- 9. It was probably like this
before Facebook launched Facebook Connect.
© multiplica 2012
- 10. Now, the way we integrate our fanpages
and sites has changed.
4146 opportunities to share a
purchase with friends
4146 bought
Identified as a Facebook
user
62.202
people like this
Site
Fanpage
© multiplica 2012
- 11. But we are still too focused
on the Facebook side of the equation.
F-commerce
Facebook
eCommerce
© multiplica 2012
- 13. Will we really make purchases on Facebook?
1
Facebook is about socializing rather than shopping
© multiplica 2012
- 14. Will we really make purchases on Facebook?
1
Facebook is about socializing rather than shopping
How to have visibility as a brand or business
in the newsfeed is more complicated every day
3% Of fans see a business’ or brand’s post
Source: Facebook / Mindshare / EdgerankChecker
© multiplica 2012
- 15. Will we really make purchases on Facebook?
2
People are still worried about the privacy implications
of shopping directly on Facebook
10%
8%
EXTREMELY SAFE
SOMEWHAT SAFE
NOT SAFE AT ALL
54% DON’T KNOW
28%
How safe do you feel purchasing goods
or services through Facebook?
© multiplica 2012
- 16. Will we really make purchases on Facebook?
3
There is no need to buy on Facebook.
We can build a better customer experience on our site.
And it’s just one click away from our fanpage.
© multiplica 2012
- 17. Social commerce is more than F-commerce.
F-commerce
Social commerce
Facebook
eCommerce
© multiplica 2012
- 20. Our brands can be perceived closer, more human
01 and friendly using social networks.
Amnesty International uses social networks to show how active their organization
is and to give details about projects they are working on.
© multiplica 2012
- 21. Reviews from customers - but especially from
02 friends - will have an increasingly greater role.
Uvinum’s new website uses customer reviews to recommend and find the right wine.
© multiplica 2012
- 22. Social validation with the real reasons shoppers
03 decide to buy this product
In Uniquesquared integrates the Checkout Chatter engine that drives social
discovery through the serendipity of opinions dispensed by people who share
similar interests – in this case audio products.
© multiplica 2012
- 23. Users themselves will become a vehicle
04 of new product discovery.
Etsy proposes we find people who also like a particular product through a
simple Favorite tag.
© multiplica 2012
- 24. Stores will become more familiar.
05 Users will discover products according to friends’ preferences
Amazon incorporates Facebook Connect on its online store to share information
so that users find their friends online with recommendations based on their
preferences.
© multiplica 2012
- 25. The challenge will be to get users to talk about
06 our products with their networks of friends
Threadless leverages social networks to enable the mass of active clients that
have high numbers getting support, advice and participation on their shirts.
© multiplica 2012
- 26. With new social calls that understand the user's
07 relationship with our brands or products
© multiplica 2012
- 27. With new social calls that understand the user's
07 relationship with our brands or products
Deb uses Graphite from 8th Bridge to propose calls such as telling a friend “I want
it” or “I have it on”.
© multiplica 2012
- 28. We will even be able to talk to recent buyers directly,
08 especially among our network of acquaintances.
Emitations jewelry store invites us to discover what things our friends from
Facebook have bought. Conversion rates for those who wanted to know were 5
times greater than the average user.
© multiplica 2012
- 29. User will no longer shop alone:
09 shopping becomes social.
Through sites that allow users to share information and create the product
they want to purchase such as Shiny Orb does when designing wedding
dresses and bridesmaids dresses.
© multiplica 2012
- 30. Making purchase decisions will be more social
10 by integrating real-time conversation tools.
Through tools like Shoptogether, you can visit online stores like Buy.com with
friends and comment on products, purchase and make decisions together.
© multiplica 2012
- 31. Our social profiles can enrich our value
11 proposition and our online experience
HuffingtonPost maximizes its viral content on social networks with a backbone
integration of Facebook Connect on its site.
© multiplica 2012
- 32. Our social profiles can enrich our value
11 proposition and our online experience
Ticketmaster allows us to discover users and friends who will attend a Glee concert
and share if we are going too.
© multiplica 2012
- 33. Encouraging conversations through the use
12 of new social currencies such as #PayWithATweet.
#PayWithATweet is a great system for users to receive something from companies
like a song on the The teenagers site in exchange for sharing on Twitter your
interest in a particular band.
© multiplica 2012
- 34. Encouraging users to believe conversations
12 that are in our favor.
Gilt Baby&Kids uses a very interesting resource: 'Pin It to Unlock "to invite at least
50 people to ‘repin’ the post in order to publish the link where they will receive a
special discount.
© multiplica 2012
- 35. Encouraging users to believe conversations
12 that are in our favor.
Kellogg’s has started using this idea offline with showrooms where you can get
an snack just for a tweet.
© multiplica 2012
- 36. Where the ‘social’ aspect will be on and offline
13 Diesel integrated webcams in their stores to allow their customers to post on their
Facebook walls clothes that they were trying on.
© multiplica 2012
- 37. Where the ‘social’ aspect will be on and offline
13 C&A includes Likes on their clothes hangers in some of their stores in Brazil.
© multiplica 2012
- 38. Where the ‘social’ aspect will be on and offline
13 Pepsi allows consumers to send voucher codes to friends via mobile devices from
their vending machines.
© multiplica 2012
- 39. Integrating social networks in the same shopping
14 process or same product logic.
Orabrush offers a first free order if we follow them on Facebook or Twitter and
subscribe to their Youtube channel.
© multiplica 2012
- 40. Integrating social networks in the same shopping
14 process or same product logic.
American Express allowed their clients to synchronize their Twitter account to receive
offers that they then had to tweet with the corresponding hashtag (#AmexMcDonalds)
to charge that offer to their credit card.
© multiplica 2012
- 41. With a clear invitation to gift and to recommend
15 new products to friends and peers.
In Groupon we are currently working on providing an opportunity for a user that has
just purchased an item to become interested in other items and to feel compelled to
recommend our products.
© multiplica 2012
- 42. We have a unique opportunity
to humanize ecommerce
© multiplica 2012
- 43. We have a unique opportunity
to rethink our business around people
© multiplica 2012
- 44. “Social shopping today is where online shopping
was before Amazon came on the scene”
Anand Rajaraman
co-founder of Kosmix
© multiplica 2012
