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Social Commerce,
Location based commerce
Social commerce (SC)
• The delivery of e-commerce activities and transactions through social
networks and/or via Web 2.0 s...
Wednesday, 16 March 2016 3
The Major roots of Social Commerce
Wednesday, 16 March 2016 4
Major Dimension of Social Commerce
Wednesday, 16 March 2016 5
Wednesday, 16 March 2016 6
Wednesday, 16 March 2016 7
A framework of Social Commerce Market Research
Wednesday, 16 March 2016 8
Social Capital
• A sociological concept that refers to connections within and between
social networks—the core idea is tha...
Social media marketing (SMM)
• A term that describes use of social media platforms such as networks,
online communities, b...
Social graph
• A term coined by Mark Zuckerberg of Facebook, which originally
referred to the social network of relationsh...
Social shopping
• A method of e-commerce where shoppers’ friends become involved in
the shopping experience; social shoppi...
Social Advertising
• Social ads and Social apps
• Viral marketing
• Location-based advertisement and social networks
• Usi...
THE MAJOR MODELS OF SOCIAL SHOPPING
• Social recommendations, ratings and reviews, comparisons, and
conversations
• Group ...
Social CRM (SCRM)
• A customer engagement strategy in support of companies’ defined
goals and objectives toward optimizing...
Elements of Social CRM
Wednesday, 16 March 2016 16
Crowdsourcing
• The act of outsourcing tasks, traditionally performed by an employee or
contractor, to an undefined, large...
Collective intelligence (CI)
• The capacity of human communities to evolve toward higher order
complexity and harmony, thr...
The Seven Dimensions of Virtual Worlds
1. Social space
2. Entertainment space
3. Transaction space
4. Experimental/demonst...
Location-based advertisement and social networks
• Geosocial networking
– A type of social networking in which geographic ...
Search engine marketing
• 2 major methods of achieving this positioning within search engine
marketing
– Search engine opt...
Wednesday, 16 March 2016 22
Location-based commerce
• Location-based Commerce (L-Commerce) refers to the localization of
products and services through...
Technologies
• Providing location-based services involves several technologies.
– Position Determining Equipment (PDE) - i...
Wednesday, 16 March 2016 25
Location-based service
• Location-based services (LBS) are a general class of computer
program-level services that use loc...
LBS applications
• Recommending social events in a city
• Requesting the nearest business or service, such as an ATM, rest...
Geosocial networking
• Geosocial networking is a type of social networking in which
geographic services and capabilities s...
Location-based game
• A location-based game (or location-enabled game) is a type of
pervasive game in which the gameplay e...
Locative media
• Locative media or Location-based media are media of communication
functionally bound to a location.
• The...
Geomarketing
• Geomarketing is the integration of geographical intelligence into
various aspects of marketing, including s...
Case Study: ASOS
Wednesday, 16 March 2016 32
Case Study: ASOS
Aim is to generate £1billion in sales from 5 key markets by 2015
International markets set to account for...
Case Study: ASOS
Overview of online
and multi-channel
operations and
capabilities
Snap-shot of online
& multi-channel
prop...
Cast Study: ASOS
Detailed critical
analysis of online and
multi-channel strategy
and operation
Critical assessments of
soc...
Case Study: ASOS
Comprehensive
analysis of product
categories sold, with
number of products
available on each
website oper...
Case Study: ASOS
Overview of
payment options and
customer care
facilities available on
website.
Complete review of
website...
Case Study: China
Wednesday, 16 March 2016 38
Case Study: China - Methods of accessing the internet
Determine how online shoppers
are accessing the internet.
Revealing ...
Case Study: China - No. of days per month internet used for each activity
Determine how online shoppers
are using their in...
Case Study: China - Online spend by Device
Determine how much is spent
online using a computer, mobile
phone and tablet. S...
Case Study: China - Proportion Spent
Determine levels of spend by each
demographic. Spend is broken down by main
product c...
Case Study: China – Non-store channels used to shop each category
Key indicators of online shopping
behaviour, such as spe...
Wednesday, 16 March 2016 44
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  1. 1. Social Commerce, Location based commerce
  2. 2. Social commerce (SC) • The delivery of e-commerce activities and transactions through social networks and/or via Web 2.0 software Wednesday, 16 March 2016 2
  3. 3. Wednesday, 16 March 2016 3
  4. 4. The Major roots of Social Commerce Wednesday, 16 March 2016 4
  5. 5. Major Dimension of Social Commerce Wednesday, 16 March 2016 5
  6. 6. Wednesday, 16 March 2016 6
  7. 7. Wednesday, 16 March 2016 7
  8. 8. A framework of Social Commerce Market Research Wednesday, 16 March 2016 8
  9. 9. Social Capital • A sociological concept that refers to connections within and between social networks—the core idea is that social networks have value; just as physical capital or human capital can increase productivity (both individual and collective), so do social contacts affect the productivity of individuals and groups Wednesday, 16 March 2016 9
  10. 10. Social media marketing (SMM) • A term that describes use of social media platforms such as networks, online communities, blogs, wikis, or any other online collaborative media for marketing, market research, sales, CRM, and customer service; it may incorporate ideas and concepts from social capital, Web 2.0, social media, and social marketing Wednesday, 16 March 2016 10
  11. 11. Social graph • A term coined by Mark Zuckerberg of Facebook, which originally referred to the social network of relationships between users of the social networking service provided by Facebook—the idea was for Facebook to benefit from the social graph by taking advantage of the relationships between individuals that Facebook provides, to offer a richer online experience—this definition was expanded to refer to a social graph of all Internet users Wednesday, 16 March 2016 11
  12. 12. Social shopping • A method of e-commerce where shoppers’ friends become involved in the shopping experience; social shopping attempts to use technology to mimic the social interactions found in physical malls and stores Wednesday, 16 March 2016 12
  13. 13. Social Advertising • Social ads and Social apps • Viral marketing • Location-based advertisement and social networks • Using YouTube and other social presentation sites for advertising • Using Twitter as an advertising and marketing tool Wednesday, 16 March 2016 13
  14. 14. THE MAJOR MODELS OF SOCIAL SHOPPING • Social recommendations, ratings and reviews, comparisons, and conversations • Group buying and shopping together • Deal purchases (flash sales), such as daily deals • Shopping communities and clubs • Peer-to-peer models (e.g., money lending) • Location-based shopping • F-commerce; shopping at Facebook • Shopping with Twitter • Other innovative models Wednesday, 16 March 2016 14
  15. 15. Social CRM (SCRM) • A customer engagement strategy in support of companies’ defined goals and objectives toward optimizing the customer experience: success requires a focus on people, processes, and technology associated with customer touchpoints and interactions Wednesday, 16 March 2016 15
  16. 16. Elements of Social CRM Wednesday, 16 March 2016 16
  17. 17. Crowdsourcing • The act of outsourcing tasks, traditionally performed by an employee or contractor, to an undefined, large group of people or community (a “crowd”), through an open call • THE PROCESS OF CROWDSOURCING – Identify the issue (problem) you want to investigate or solve – Identify the target crowd – Broadcast to the unknown crowd – Engage the crowd in an innovative and creative process – User-generated content is submitted – Evaluate the submitted material Wednesday, 16 March 2016 17
  18. 18. Collective intelligence (CI) • The capacity of human communities to evolve toward higher order complexity and harmony, through such innovation mechanisms as variation-feedback-selection, differentiation-integration-transformation, and competition-cooperation-coopetition Wednesday, 16 March 2016 18
  19. 19. The Seven Dimensions of Virtual Worlds 1. Social space 2. Entertainment space 3. Transaction space 4. Experimental/demonstration space 5. Collaboration space 6. Smart agents space 7. Fantasy space Wednesday, 16 March 2016 19
  20. 20. Location-based advertisement and social networks • Geosocial networking – A type of social networking in which geographic services and capabilities such as geocoding and geotagging are used to enable additional social dynamics • Geolocation – The identification of the real-world geographic location of an Internet-connected computer, mobile device, website visitor, or other Wednesday, 16 March 2016 20
  21. 21. Search engine marketing • 2 major methods of achieving this positioning within search engine marketing – Search engine optimization (SEO) - built into the design of web pages (organic positioning) – Search engine advertising and paid placement Wednesday, 16 March 2016 21
  22. 22. Wednesday, 16 March 2016 22
  23. 23. Location-based commerce • Location-based Commerce (L-Commerce) refers to the localization of products and services through mobile commerce and context aware computing technologies. • L-commerce revolves around 5 key service areas: – Location: determining the basic position of a person or a thing – Navigation: plotting a route from one location to another – Tracking: monitoring the movement of a person or a thing – Mapping: creating maps of specific geographical locations – Timing: determining the precise time at a specific location Wednesday, 16 March 2016 23
  24. 24. Technologies • Providing location-based services involves several technologies. – Position Determining Equipment (PDE) - identifies location of mobile device. – Mobile Positioning Center (MPC) - a server that manages the location info from PDE. – Geographic Information System (GIS) - geographic contents consists of streets, road maps, addresses, and points of interest. – Location-specific content - used in conjunction with geographic content to provide the location of particular services. Wednesday, 16 March 2016 24
  25. 25. Wednesday, 16 March 2016 25
  26. 26. Location-based service • Location-based services (LBS) are a general class of computer program-level services that use location data to control features. • As such LBS is an information service and has a number of uses in social networking today as an entertainment service, which is accessible with mobile devices through the mobile network and which uses information on the geographical position of the mobile device. • This has become more and more important with the expansion of the smartphone and tablet markets as well. Wednesday, 16 March 2016 26
  27. 27. LBS applications • Recommending social events in a city • Requesting the nearest business or service, such as an ATM, restaurant or a retail store • Turn by turn navigation to any address • Assistive Healthcare Systems • Locating people on a map displayed on the mobile phone • Receiving alerts, such as notification of a sale on gas or warning of a traffic jam • Location-based mobile advertising • Asset recovery combined with active RF to find, for example, stolen assets in containers where GPS would not work • Contextualizing learning and research • Games where your location is part of the game play, for example your movements during your day make your avatar move in the game or your position unlocks content. • Real-time Q&A revolving around restaurants, services, and other venues Wednesday, 16 March 2016 27
  28. 28. Geosocial networking • Geosocial networking is a type of social networking in which geographic services and capabilities such as geocoding and geotagging are used to enable additional social dynamics. • User-submitted location data or geolocation techniques can allow social networks to connect and coordinate users with local people or events that match their interests. • Geolocation on web-based social network services can be IP-based or use hotspot trilateration. Wednesday, 16 March 2016 28
  29. 29. Location-based game • A location-based game (or location-enabled game) is a type of pervasive game in which the gameplay evolves and progresses via a player's location. • Thus, location-based games must provide some mechanism to allow the player to report their location, frequently this is through some kind of localization technology, for example by using satellite positioning through GPS. Wednesday, 16 March 2016 29
  30. 30. Locative media • Locative media or Location-based media are media of communication functionally bound to a location. • The physical implementation of locative media, however, is not bound to the same location to which the content refers. Wednesday, 16 March 2016 30
  31. 31. Geomarketing • Geomarketing is the integration of geographical intelligence into various aspects of marketing, including sales and distribution. Geomarketing research is the use of geographic parameters in marketing research methodology, including from sampling, data collection, analysis, and presentation. • Geomarketing Services related to routing, territorial planning, and site selection where the location is the key factor for such disciplines. Wednesday, 16 March 2016 31
  32. 32. Case Study: ASOS Wednesday, 16 March 2016 32
  33. 33. Case Study: ASOS Aim is to generate £1billion in sales from 5 key markets by 2015 International markets set to account for 86% of sales by 2015. China & Russia BIGGEST opportunity  Almost two-thirds of sales now come from outside the UK  Looking to remove purchasing barriers to drive international expansion USA +344% UK +26% EU +303% RoW +882% Total retail sales +379% International sales +597% Dedicated websites
  34. 34. Case Study: ASOS Overview of online and multi-channel operations and capabilities Snap-shot of online & multi-channel proposition
  35. 35. Cast Study: ASOS Detailed critical analysis of online and multi-channel strategy and operation Critical assessments of social media and m-commerce strategies
  36. 36. Case Study: ASOS Comprehensive analysis of product categories sold, with number of products available on each website operated. Detailed audit of retailer’s e- commerce and multi- channel capabilities, including presence on social networks and fulfilment options. Allows you to determine what best-in-class looks like.
  37. 37. Case Study: ASOS Overview of payment options and customer care facilities available on website. Complete review of website’s functionality. Assess the usability of the website to determine what winning online shopping experiences look like, and identify innovation and technology enhancement that will result in high conversion rates.
  38. 38. Case Study: China Wednesday, 16 March 2016 38
  39. 39. Case Study: China - Methods of accessing the internet Determine how online shoppers are accessing the internet. Revealing role of different devices, such as Smartphones and tablets in online and multi-channel shopping
  40. 40. Case Study: China - No. of days per month internet used for each activity Determine how online shoppers are using their internet access. Revealing the proportion using it to shop, and the engage in social media etc.
  41. 41. Case Study: China - Online spend by Device Determine how much is spent online using a computer, mobile phone and tablet. See spend by each device broken down by key product categories
  42. 42. Case Study: China - Proportion Spent Determine levels of spend by each demographic. Spend is broken down by main product categories. Identify biggest spenders in each category online
  43. 43. Case Study: China – Non-store channels used to shop each category Key indicators of online shopping behaviour, such as spend per head, frequency of online shopping. All broken down by non-store channels used, product category, and devices used to shop online
  44. 44. Wednesday, 16 March 2016 44

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