4. Some said NOTHING
• “The worst thing someone can say about your brand
on social media is NOTHING” – Tom Hoehn, Director
of Digital Media, Formerly of Kodak
5. DR. PAUL MARSDEN, EDITOR IN CHIEF OF SOCIAL
COMMERCE TODAY
The use of social technology in the context of commerce.
Selling with social media.
SUDHA JAMTHE, SOCIAL MEDIA SPECIALIST, SOCIAL
COMMERCE AT EBAY:
Facilitating purchases using social media and social
behavior data
@BSmithUSM:
The core of social commerce starts with understanding
consumer perception
Principal reasons consumers connect with businesses on social
sites are for deals and purchases
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11. Social commerce is on the rise
◦ 1.93 Billion USD in funding for social commerce
startups in 1st trimester 2011
Social commerce is more than just sales
◦ April 2010: Levi’s Friends Store
◦ October 2010: Macy’s Magic Fitting Room,
◦ March 2011: Heinz’s Tryvertising campaign
Create unique forms of engagement:
◦ Gamification
◦ Rewards, loyalty programs, exclusive offers
12. We shared purchases with friends, gave reviews and
made recommendations
13. Thanks to social media, customers are a click
away from sharing their purchasing behavior
with their personal communities
The SoLoMo customer
◦ Access reviews, instant shopping advice, locate
deals while on the go
Social shopping sites/communities
Kaboodle, ThisNext, Pinterest
Kaboodle: 14 million monthly visitors, Over 900,000
registered users, 10 million+ products on the site
14. Fastest site to 10 million monthly uniques
Drives more referral web traffic than
Google+, Youtube, and LinkedIn combined
Visual search drives commerce
15. Why?
◦ Shopping is a social activity
◦ Thanks to social media, shopping and sharing is easier than
ever
As of Dec 2011: The 3 top brands by fans were
selling on Facebook:
◦ Coca-Cola (34m)
◦ Walt Disney (28m)
◦ Starbucks (25m)
More and more brands continue higher levels of
engagement with their customers and are becoming
more comfortable using social media as a sales
channel
16. The importance of Social Data for commerce
◦ Customers use social media to discuss their
desires, future plans, purchasing decisions, and
opinions
◦ Brands can spot trends in consumer data to
become more customer-centric:
Drive sales
Decrease returns and support costs
Inspire product innovation
17. Social commerce goes far deeper than having a
Facebook store
◦ It’s about discovery, sharing and innovation as much as
it is sales
Privacy issues are still the #1 concern
◦ 89% of people age 20-33 worry about the privacy
implications of shopping on Facebook
Brands must minimize the perception gap for
why consumers connect with them socially prior
to implementing a social commerce strategy
