This presentation walks you through the function of e-commerce and it's applicability.

1. 1
PMPC
2013
Ranan Bhattacharya, PMP, CSM
30 August 2013
Social Commerce: The transformation of
eCommerce with Social Computing

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PMPC
2013
Social Commerce : Transformation of eCommerce with Social Computing
Agenda
• eCommerce 1.0 to eCommerce2.0
• Business Strategies
• Challenges
• Business Transformation
• Project Management Transformation

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PMPC
2013
Transition : eCommerce 1.0 to eCommerce 2.0
• Problems with eCommerce 1.0
– Quality of the good
– No return policy
– Solo experience
• Changes with eCommerce 2.0
– Networking to reach out to a bigger
mass
– Shoppers can Review & Compare
– On-Time delivery
– Cash On Delivery
– Easy return policies
eCommerce 1.0
Category
Managers
Content
Editors
Marketing
Sales
Technology
eCommerce 2.0
Moderators
Community
Managers
Product
Managers
Sales
Social Commerce : Transformation of eCommerce with Social Computing

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PMPC
2013
Strategies for Business Transformation -
Enhance brand with seamless social sharing
• Reach bigger
audience
• Create product
awareness
• Use customers to
spread the brand
• Before Purchase - People do a market research about a product
• During Purchase - Users look for options to personalize or customize
the eCommerce portals
• After Purchase - Users start sharing her experience
• Social Commerce : Transformation of eCommerce with Social Computing

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PMPC
2013
Strategies for Business Transformation -
Multiply sales through recommendation
• Awareness does
not bring revenues
• Repeat business
and referrals
generate business
• Existing customers
work as Marketing
partners
• Social Commerce : Transformation of eCommerce with Social Computing

6. 6
PMPC
2013
Strategies for Business Transformation -
Improve engagement via loyalty & gamification
• Introduce
rewards, recognition, loyal
ty points, badges, special
status
• Use Gamification to
stimulate connections for
more interaction
• Change the customer
engagement from
Awareness to Advocacy
** Studies have shown that users spend more time on the social networking sites
when proper user management and loyalty programs are introduced
• Social Commerce : Transformation of eCommerce with Social Computing

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PMPC
2013
Strategies for Business Transformation -
Measure market trends using social analytics
• Social Commerce : Transformation of eCommerce with Social Computing

8. 8
PMPC
2013
Strategies for Business Transformation -
Measure market trends using social analytics
• Social Commerce : Transformation of eCommerce with Social Computing

9. 9
PMPC
2013
Strategies for Business Transformation -
Measure market trends using social analytics
• Social Commerce : Transformation of eCommerce with Social Computing

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PMPC
2013
Strategies for Business Transformation - Measure
market trends using social analytics
• Provide Market trends & preferences
• Used for targeting & personalization
• Independence from physical survey & manipulated data
• Some of the examples of Analytics reports are
– Trackbacks report shows you which sites are linking to the
merchant’s portal
– Data Hub Activity report shows you how people are talking
about
– Network Referrals to see engagement metrics (Pageviews, Avg.
Visit Duration, Pages/Visit) Cash On Delivery
– Social Visitors Flow shows the initial paths that visitors from
social networks took
Social Commerce : Transformation of eCommerce with Social Computing

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PMPC
2013
Challenges on the way of transformation
• Social Network is private space
• Social space is not to be used primarily to ask for Buying
• Push for ‘Buy’ sometimes treated as a negative signal
• Stay simple during the changing trends & stiff competition
**Forrester's research report says 36% people dont like to receive mails even from
their most favorite retailer
• Social Commerce : Transformation of eCommerce with Social Computing

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PMPC
2013
Simplified Social integration for End Users
• Social Commerce : Transformation of eCommerce with Social Computing

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PMPC
2013
The business transformation in eCommerce
space
Traditional eCommerce Social eCommerce
Implementation Dynamics Inventory Management &
traditional supply chain
Resource optimization with
delayed integration
Business Case Merchants develop online store
with a channel to pay online
Retailers provide online store
with plug-ins for users to
compare, buy & share
experience
Business Processes Branding, Marketing & Sales Create awareness, engage &
retain
Choice Of Products Comparison buying is not possible Comparison buying is possible
Financial transactions Physical financial transaction with
limited options & offers
Multiple payment options with
various loyalty programs, reqards
& offers
Cost Higher Lower
Reliability Based on brand value Higher, references by known
circle of people
Flexibility Lower, resources available from only
one inventory
Higher, resources available from
multiple marketplaces
Frequency of Transactions Smaller frequency with higher value
per transaction
Mass market but lower value per
transaction
• Social Commerce : Transformation of eCommerce with Social Computing

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PMPC
2013
Project Management practices for the Business
transformation
Stakeholder
Management
• Identify the changing trend of the users
• Select the right target audience
• Stay engaged with customer
Communication
Management
• Create awareness about your brand
• Increase brand value by sharing customer’s
reviews
• Influence buyers with rewards, points, vouchers
etc.
Human Resource
Management
• eCommerce 2.0 needs organizational
restructuring
• Introduction of Community managers
• Social Commerce : Transformation of eCommerce with Social Computing

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PMPC
2013
Conclusion
• “If you lose money for the firm I will be
understanding. If you lose reputation I will be
ruthless.” - Warren Buffet
• Marketers are no longer interested in mass-marketing
• Reach individual with specific preferences, passions
and interests
• Better understanding of your customers
• Increased engagement from the users
• Users feel rewarded and recognized
• Businesses enhance branding & marketing reach
through referrals & repeat business
• Social Commerce : Transformation of eCommerce with Social Computing

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PMPC
2013
• Social Commerce : Transformation of eCommerce with Social Computing