social commerce - seminarie door baker men bij comeos - mei 2014
TRANSCRIPT
Social Commerce
20 05 2014
There is e-‐commerce… … and then there is social commerce
How shoppers interact with Retailers
It’s the product, stupid! Offline Let’s go shopping!
Show me your collecBon!
It’s the product, stupid! Online That’s a nice product
I want it!
It’s the product, stupid! CollecBon Is no differenBator in
social commerce
Social Commerce « Social commerce is not about crea6ng web shops in Facebook tabs. It is
about connec6ng social communica6on, about a specific product, with a direct conversion to sale. It is about buying a product directly from the wall, from a tweet, or from a blog post. »
Your shop is only infrastructure, not the goal
Your new store front is everywhere! And you no longer control your store front
You do not get to decide which products to feature, or when they are being promoted. People exclusively decide what to share, where to share it, and when to share it.
The product page is your new front page Social commerce is like watching your customers
magically appear anywhere in your shop, looking directly at a very specific product.
The wrong thing to do is to show people a range of products, because
they have already decided which ones to see.
Social commerce is global LocaBon is a search parameter, not a social
parameter (when it comes to online shopping) Sharing is about what you make. It is not where you make it.
Social commerce is mobile
Social commerce is mobile
Social commerce is mobile It is not a quesBon of mobile being relevant or
not, because you do not have a choice. You have no control over where people see the posts that other people share.
Mobile is not a choice. It is not about staBsBcs. You have to embrace a
mulB-‐plaPorm, mulB-‐device commerce strategy. You have to make sure that you can convert people into direct buyers -‐ every Bme.
Social commerce is about post-‐conversion Social commerce never stops. It is not a campaign
or an event. It is a conBnual loop of people liking what they see/buy, sharing it, causing more people to like it, who share it, …
But the engine that keeps it all going is "sharing". And the reason for
sharing, the fuel, is how useful the product is to the people who buy it. It is not about markeBng, campaigns or events. Sharing is a post-‐conversion acBvity.
How to start social commerce Get your name and product out there! Focus your campaigns on something that gives people a reason to share.
Focus on people's feelings. On ways they can use your product to help others. Or simply point to how you solve a problem.
You do not want to get people to share your markeBng campaign, you
want them to share your product.
It takes months, not days It is hard to conBnually engage in a conversaBon,
and it takes a lot more Bme. Once you get going, the cost is likely to be much lower than what you
would spend on print adverBsing.
People are not spending Bme on Facebook tabs on brand pages , people are spending their Bme looking at their news stream, viewing their friend's profiles, status updates, photos, and videos. The trick is to move your products into people's streams
Facebook & TwiYer, right?
Make sure that the act of sharing is incredibly easy. Give people a reason for sharing a product. Share it on your own channels. Talk about it. Get people involved. When people go to the product, make sure you bring Facebook with them. (like, share, comment, …)
How do you move into people's streams?
Wrong product (Bming!) Wrong behavior (be passionate) FricBon (*)
(*) Amazon.com has calculated that if something takes 100ms longer to do, they experience a 1% drop in sale
What to avoid?
Keep control over how products are shared
Keep control over how products are shared
Use big pictures, don’t ask/expect people to zoom
Remove FricBon
Too many clicks (register, account, address, billing, pay, confirm): decrease decisions Steps are stops
Remove FricBon
Upsell!
Remove FricBon
• Posts 80 characters or less in length have 27% higher engagement rates. • Engagement rates are 3 6mes higher for posts that use a full-‐ length URL
(because of the domain branding effect) • Simple outright requests are more powerful. Use "like us" instead of "visit our
Facebook page." • With contests, so[er sell words like "event" are be\er than using more direct
words like "contest" • Asking a ques6on at the end of a post produces a 15% higher engagement
rate, than asking the ques6on at the beginning. • Do not ask why. Ask where, when, would, or should. • The 6me of day + 6me of week make a big difference. And it varies greatly
from one market to another (test it to find out what is op6mal for you).
Death by PowerPoint
Create great product pages!
And remember:
… people do not share websites. They share products.
Roundup
Social Commerce is not about creaBng a shop on Facebook. It is about linking sharing to the direct sale of a product.
Roundup
Social Commerce is not about tradiBonal markeBng or sale focused on pre-‐ conversion tacBcs. Social commerce is a post-‐conversion tacBc, using the power of sharing to grow.
Roundup
Your store front is not your front page, but outside your site. You store front is people's stream, on blogs, and via many other channels.
Roundup
You do not get to decide when people share your products. But you have tremendous influence on what people do.
Roundup
Social commerce is mobile by default. But mobile does not mean that it is just about mobile phones. It really means that your customers are mobile.
Roundup
Social commerce is global by default. Your core group of customers is not people living in a certain geographic locaBon, but rather people who care.
Roundup
Your official social channels might be instrumental in encouraging people to share, but the real sharing effect takes place outside your channels.
Roundup
FricBon kills any good strategy.
QuesBons?