eCommerce Meets Social Networks: Trusted References

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- The document discusses using social connections and recommendations from friends to influence online purchasing decisions. Specifically, it proposes connecting shoppers with friends who have relevant product experience at the moment information is needed. - This approach aims to activate the "receiver" by getting the shopper to reach out and request a recommendation from a trusted friend, rather than focusing on activating the "broadcaster" to advertise products. - The key is delivering recommendations and social connections in a contextual, permission-based way in response to the shopper's expressed purchase intent in order to influence consideration and drive higher conversion and loyalty.

Tecnologia Aperfeiçoamento pessoal

Ecommerce Meets Social Networks: Trusted References A Different Approach to Driving On-line Referrals George Eberstadt CEO & Founder TurnTo Networks

In the “Social” Category, Ecommerce Has Been Very Focused on Ratings and Reviews ,[object Object],[object Object],[object Object],[object Object]

How do you get “the friend name” into the buying process?

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Hey everyone, I just got a vertalizer, and it’s the best thing ever! How do I get my happy customers to tell their friends? ?

Hey everyone, I just got a vertalizer, and it’s the best thing ever! Why are you bothering me with that? Not interested. Not again!?!? Oh, thanks. I was looking for something like that. Shill. ?

Hey everyone, Joe just got a vertalizer, and it’s the best thing ever!

Hey everyone, Joe just got a vertalizer, and it’s the best thing ever! Did you just use my name to advertise your product? WTF! I didn’t say you could do that!

Facebook Beacon ,[object Object],[object Object],[object Object],[object Object]

Beacon was a Beacon… to the Rest of Us ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

“ Activating the Broadcaster” is Not Bad, It’s Just Hard ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Context is King! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Search Advertising Dominates Because It Enables Response to Purchaser Intent

Permission Management ,[object Object],[object Object],[object Object],[object Object]

A Model for “Trusted Reference” Delivery Social permissions filter (i.e. who agrees to share what with whom) Raw customer data from merchant Data Authorized for With Sharing Friends Merchant Site Search Comparison Sites [Feed Readers] ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Content sites ,[object Object],[object Object]

“ Illuminate the Black Hole of Consideration” ,[object Object],[object Object]

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eCommerce Meets Social Networks: Trusted References

1. Ecommerce Meets Social Networks: Trusted References A Different Approach to Driving On-line Referrals George Eberstadt CEO & Founder TurnTo Networks

4. Who is really most trusted? Friends

8. How do you get “the friend name” into the buying process?

10.

11. Hey everyone, I just got a vertalizer, and it’s the best thing ever! How do I get my happy customers to tell their friends? ?

12. Hey everyone, I just got a vertalizer, and it’s the best thing ever! Why are you bothering me with that? Not interested. Not again!?!? Oh, thanks. I was looking for something like that. Shill. ?

13. Hey everyone, I just got a vertalizer, and it’s the best thing ever! Why are you bothering me with that? Not interested. Not again!?!? Oh, thanks. I was looking for something like that. Shill. ?

14.

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17. Hey everyone, Joe just got a vertalizer, and it’s the best thing ever!

18. Hey everyone, Joe just got a vertalizer, and it’s the best thing ever! Did you just use my name to advertise your product? WTF! I didn’t say you could do that!

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28. Search Advertising Dominates Because It Enables Response to Purchaser Intent

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eCommerce Meets Social Networks: Trusted References

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