Social media, while great for formalizing the user fan base, doesn't necessarily help translate "likes" into purchases. How can retailers better leverage the opportunities presented by social into sales? Learn about Zappos' approach to creating social media experiences that encourage loyalty and customer follow through. Speaker: Alice Han, ux designer/product lead, Zappos

1. @alicehan7777 | @zapposlabs
Social Commerce
why is it so hard?
Alice Han, UX Designer / Product Lead

2. @alicehan7777 | @zapposlabs
About Me
Alice Han (@alicehan7777)
UX Designer / Product Lead at Zappos Labs
Ice Hockey player
Undefeated at Dr. Mario

3. @alicehan7777 | @zapposlabs

4. @alicehan7777 | @zapposlabs

5. @alicehan7777 | @zapposlabs
Facebook Stores
“We just didn’t get the return on investment we needed from the Facebook
market, so we shut it down pretty quickly”
“For us, it’s been a way we communicate with customers on deals, not a
place to sell.”
- Ashley Sheetz, VP of marketing and strategy at GameStop

6. @alicehan7777 | @zapposlabs
Facebook impact
In September 2010, 1.9% of traffic to Burberry’s
website came from Facebook
A year later, 29.1% of site traffic was from
Facebook
Using Facebook as a platform to drive traffic at a
fraction of the cost of what they’d pay on Google

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Is Social just for marketing?
Can we bring social to our sites?
Can we help our customers shop with their friends?

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What has Zappos Labs tried?

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Shares are still a very small % of total orders
Customers love sharing on Pinterest and Facebook
Not many customers tweet, but tweets get clicked
on the most
Great place to start
What we saw

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50/50 AB test
3% of people clicked on tab
Those 3% performed well!
But just having the tab there brought down the entire
group
What we saw

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It’s hard for a brand to inject themselves between
you and your friends
Value needs to be extremely high
What we saw

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Who is contributing to the evolution of social commerce

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Social gift giving

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Poshmark

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Soldsie
A hat sale drummed up 100 “sold” comments and 459 “likes” in 24
hours
100,000 users, $1,000,000/month

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How?
Treat social commerce as R&D
Create a culture of experimentation
Measure carefully
Learn quickly & iterate

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thank you
(to those who didn’t nod off)
ahan@zappos.com
@alicehan7777