1. Social Commerce
How Technology and Integration is
Shaping Up the ‘Social Buying’ Experience
FGI Presentation – March 7th, 2012
www.social2B.com

2. Contents
 Social Commerce – Where is it now?  What are the solutions?
 Where is Social Commerce going?  Why do you need to be aware of it?
 Who are the leaders?  How do you start and integrate for
success?
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3. Social Commerce Dimensions
• Sharing your purchasing
decisions before, during
and after buying
• Communicating your
decisions with others –
family, friends, strangers
• Volunteering your reviews
and quality control check-
points – ‘Citizen Shoppers’
• Becoming brand advocates
and influencers, thus
benefiting from closer
brand engagement
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4. Social Commerce Dimensions
• Engaging the audience
where they buy and
engaging their
sentiment, sharing, volu
nteerism
• Engaging buyers where
they connect, by being
relevant and value-
driven
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5. Social Media ‘Enablers’
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6. Social Commerce Market – 2010-2015
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7. Social Commerce – Sharing and Social Influence
Source: Forrester and Shop.org - 2011
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8. Social Commerce – F-Commerce
Source: Forrester and Shop.org - 2011
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9. Social Commerce – Brand Interaction
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10. Social Commerce – Stats Infographic
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11. Social Commerce – Early Success Stories
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12. Most common ‘social tactics’ deployed by brands
• Ratings and Reviews
• Microblogs and landing pages
• Social Recommendations
• Company Blogs (including vide blogs)
• Client generated comments
• Product sharing on social sites
• Social Shopping Aggregator Sites (deal sites)
• Ability to engage open APIs (more on that later)
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13. Most common ‘social tactics’ deployed by brands –
Ratings and Reviews
• Used by most retailers (also a
common function for many
eCommerce platforms –
Magento, Shopify, ATG, DemandWare
, etc.)
• Opportunity to reduce content
creation efforts and shift to 3rd party
generated content
• Benefits to product
development, field testing, and up-
sell/sell-through (if well integrated
with analytics and customer service
process)
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14. Most common ‘social tactics’ deployed by brands –
Microblogs – (Twitter, Tumblr, Pinterest, Chill, etc.)
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15. Most common ‘social tactics’ deployed by brands –
Microblogs – (Twitter, Tumblr, Pinterest, etc.)
• Easy and relatively
inexpensive to launch
• Quick Disposal or extra
inventory (Dell example)
• Customer Service extension
benefits
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16. Most common ‘social tactics’ deployed by brands –
Social Recommendations
Opportunity to
‘crowdsource’ opinion
Exposes clients to
more content
If built in, increases
time on site and
upsell opportunity
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17. Most common ‘social tactics’ deployed by brands –
Company Blogs
• Good opportunity for SEO
• Integration of content and
commerce through
links, suggestions, reviews
and ‘shares’
• Low cost add-on to the
existing commerce site
• Relevance is important –
not just aggressive
promotion
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18. Most common ‘social tactics’ deployed by brands –
Client Generated and Suggested ‘outfitting’
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19. Most common ‘social tactics’ deployed by brands –
Client Generated and Suggested ‘outfitting’
• Assists in
merchandizing
support and cross-
sells
• Customer
Engagement
• Unique Approach
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20. Most common ‘social tactics’ deployed by brands –
Client Generated and Suggested ‘outfitting’
• Assists in merchandizing support
and cross-sells
• Customer Engagement
• Unique Approach
• Integrating ‘high-touch’ and digital
experience
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21. Most common ‘social tactics’ deployed by brands –
Product Sharing on Social Sites (FB+Twitter)
• More effective than
company’s social network
pages
• Opportunity to use
Facebook’s or Twitter’s
infrastructure to evangelize
the brand
• Best relevant sharing (with
events, item quality, item
level communications, etc.)
• Many options exist for
content publishing and
commerce on FB
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22. Most common ‘social tactics’ deployed by brands –
Social Shopping Aggregator Sites
Aggregated and incremental
traffic
More engaged relevant
shoppers based on
preferences
Conversion is moderate –
early in the sell cycle
Behavioral aspects are
visible – based on
preferences, price
sensitivity, etc.
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23. Most common ‘social tactics’ deployed by brands –
Open APIs
Take advantage and
crowdsource technology
Great for ‘ready made’
projects
Lower cost of entry
Proven and tested
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24. Most common ‘social tactics’ deployed by brands –
What about Facebook?
Integration of on-site
experience
Brand Extension
Feedback aggregator
via
surveys, polls, comm
ents, shares, likes
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25. Most common ‘social tactics’ deployed by brands –
Value of a Facebook ‘Like’ (2010-2011)?
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26. What do Lady Gaga, Coke, Batman and Pampers
have in common?
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27. www.social2b.com 27

28. Trends and Drivers for Social Commerce
Retailers are beginning to overlay
‘social graph’ on digital and brick-
and-mortar locations
SoLoMo – Social, Local and Mobile
is beginning to bridge the gap
between physical and digital
Commerce and Social Commerce
will unite the audience on physical
and social worlds
Gaming may act as a catalyst in
social commerce as an early driver
(Zynga, etc.)
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29. Trends and Drivers for Social Commerce
Millennials and younger
generations are ‘blending real life
and digital life’ – they don’t know
the difference (‘Generation C’)
Social Apps, games, local
deals, mobile technology are
driving ‘addictive’ behaviors
‘Location based tracking’ through
Gowalla (FB) and Foursquare may
help drive traffic to stores (physical
and digital) and solicit immediate
feedback
Location based monitoring and
activation (LocalResponse via
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30. Trends and Drivers for Social Commerce:
Example – PepsiCo ‘Social Vending’
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31. Trends and Drivers for Social Commerce:
Example – Macy’s ‘Magic Fitting Room’
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32. Trends and Drivers for Social Commerce:
Example – Diesel’s Integrated Social Experience
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33. Trends and Drivers for Social Commerce:
Example – Adidas ‘Holiday Hookup’
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34. Potential and How You can Improve
Online sales will grow at 10%
compound rate through 2015
(Forrester)
Younger generations are looking for
recommendations and validation from
peers anywhere and for anything
Integration of Real-World and Social
World is real and will continue to
dominate
Mobile technologies and Smart Phones
will continue to augment the
experience of shopping
SoLoMo will continue to drive traffic to
brick-an-mortar through ‘social
Image credits: EdologicIL; RenaultNL
engagement’ (Likes, Check-Ins, etc.)
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35. What’s next in Social Commerce Integration
Integration of social gaming and social
commerce – turning virtual currency
into real currency
Helping shoppers build collections and
sharing with friends – your way
(Polyvore, The Trunk Club, Fits.me, etc.)
Shopping content aggregation and
management, virtual closets, shareable
wish lists (SVPPLY, Groupon, etc.)
Specific interest graphs – new frontiers
evolving from Social Commerce – Social
Interest Graphs, integration of groups
and interests directed at brands, etc.
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36. What’s next in Social Commerce Integration
Case Study – Walmart ShopyCat
Aggregated shopping helper (avatar)
integrating preferences and choices for
family members, friends and alike
interest groups
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37. What’s next in Social Commerce Integration
Case Study – Pose
Mobile and Social Shopping
experiences. Share your branded
outfits with friends and family. Solicit
input and feedback. Get rewards for
sharing and featuring brands. Become
style influencers.
Good integration between social and
mobile channels. Excellent engagement
model.
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38. Thanks!
Alex Romanovich, Founder – Social2B International, LLC,
CMO – EuroSpaClub International,
Advisory Board Member – The CMO Club
Unique blend of technology, marketing and
business development skills and
@Social2B
experience (IBM, SGI, Bertelsmann AG,
@alexromanovich Unified Technologies, Global Advertising
@eurospaclub Strategies, Social2B, EuroSpaClub Intl.)
Frequent speaker and advisor on topics
of Social Media, International and
Multi-Cultural Mktg.
(CNBC, CNN International, Forbes,
Crains, Voice of America, etc.)
Social Media Marketing, Social Value
Chain, Social Commerce, and
Social Media Scalability Expertise
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