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Introduction to Social Commerce

Whether it's called social commerce or conversational commerce, it is new aspect of ecommerce that is poised to take off. The primary reason is advances in visual search as shown in this presentation.

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Introduction to Social Commerce

  1. 1. Introducing Social Commerce New Player on the eCommerce Scene Fall 2017 To support Social Media Marketing: A Strategic Approach 1
  2. 2. Social Commerce Social Business Cause-Driven Businesses Fall 2017 To support Social Media Marketing: A Strategic Approach 2
  3. 3. Fall 2017 To support Social Media Marketing: A Strategic Approach 3
  4. 4. What is Social Commerce? A form of electronic commerce which uses social networks to assist in the buying or selling of products. This type of commerce utilizes user ratings, referrals, online communities and social advertising to facilitate online shopping. http://www.businessdictionary.com/definition/social-commerce.html Add to that: social commerce applications use specialized software to create the social commerce opportunity. Fall 2017 To support Social Media Marketing: A Strategic Approach 4
  5. 5. What is Social Commerce—A Simple Definition [the] ability to make a product purchase from a third- party company within the native social media experience. https://conversionxl.com/blog/social-commerce/ Fall 2017 To support Social Media Marketing: A Strategic Approach 5
  6. 6. This Is A Narrow Definition Not Influence. Actual Sales Without Leaving the Social Media Platform. Altimeter State of Social Business 2016 Fall 2017 To support Social Media Marketing: A Strategic Approach 6
  7. 7. March 2016 https://www.marketingweek.com/2016/03/23/social-commerce- how-willing-are-consumers-to-buy-through-social- media/?ct_59aacb41905a4=59aacb4190646 Fall 2017 To support Social Media Marketing: A Strategic Approach 7
  8. 8. Fall 2017 To support Social Media Marketing: A Strategic Approach 8
  9. 9. The Growing Prominence of Pinterest Illustrates the Power of VISUAL MARKETING. And Pinterest is Moving to Capitalize on It. Fall 2017 To support Social Media Marketing: A Strategic Approach 9
  10. 10. To support Social Media Marketing: A Strategic Approach A Buyable Pin Fall 2017 10
  11. 11. Pinterest Discovery Options - Lens Took a Picture of My Little Dog With the Camera Beside the Search Bar Came Back with Images of Other Fuzzy Little Dogs but Didn’t Have the Correct Breed Option Entertaining—But Not Social Commerce Fall 2017 To support Social Media Marketing: A Strategic Approach 12
  12. 12. Pinterest Discovery Options - Lens Took a Picture of a Lamp Pinterest Says Household Products Work Best at Present Chose the Table Lamp Filter and Got Many Table Lamps Can’t See Any Buy Buttons Fall 2017 To support Social Media Marketing: A Strategic Approach 13
  13. 13. Pinterest Discovery Options - Lens So I Kept Looking for Table Lamps for Living Room Tried Promoted by Target Took me to Target Web Site There is One Buyable Pin Identified by Price Clicking Takes User to Image With Shopping Cart Button Fall 2017 To support Social Media Marketing: A Strategic Approach 14
  14. 14. Pinterest Discovery Options – Shop the Look Clicking on the Dot on the Shirt Gives Images of Similar Shirts All of Which Are Shoppable This is Social Commerce! How Long Before a Brand Can Pay for Position on the Image Bar? Fall 2017 To support Social Media Marketing: A Strategic Approach 15
  15. 15. • 2014 – Ad in Newsfeed • 2015 – Shops on Pages • Fall 2017 https://techcrunch.com/2014/07/17/facebook-buy-button/ To support Social Media Marketing: A Strategic Approach 16
  16. 16. There Are Various Ways to Set Up Facebook Shopping To support Social Media Marketing: A Strategic Approach 17 CTA Buttons • Many Buttons to Meet the Needs of Different Businesses • A One-Product-at-a- Time Approach Native FB Store • Using Tools Provided by Facebook • Can Put Entire Product Catalog Online • Uses Shopify FB Store Using eCommerce Software • Set Up on Software Site • Automatically Connect to Facebook • May Require Less Technical Skill
  17. 17. Basics of Setting Up Facebook Shopping - I A Facebook Business Page is Required Fall 2017 To support Social Media Marketing: A Strategic Approach 18
  18. 18. Basics of Setting Up Facebook Shopping - II • Choose the Appropriate Template for the Business • Services • Shopping • Business • Politicians • Venues • Nonprofits • Restaurants and Cafes Fall 2017 To support Social Media Marketing: A Strategic Approach 19
  19. 19. Basics of Setting Up Facebook Shopping – III Or Customize One Like This Button For a Travel Destination Choose the Best CTA for the Business Fall 2017 To support Social Media Marketing: A Strategic Approach 20
  20. 20. Basics of Setting Up Facebook Shopping – IV For A Facebook Shop • Set Up a Facebook Storefront • Choose the Checkout Option – Facebook or Another Site • Add Products, Price Them and Describe Them • Tag Products with Photos and Videos From the Facebook Page • Enable Customer Reviews Fall 2017 To support Social Media Marketing: A Strategic Approach 21
  21. 21. Basics of Setting Up Facebook Shopping – V Using eCommerce Builder Software • Use One of the eCommerce Sites That Can Automatically Connect the Site to the Facebook Store • They Have an Array of Templates That Make the Process Easy • When the Site is Updated, the Facebook Store is Automatically Updated Also • Choose One With Apps that Contain Needed Features • Take Advantage of a Free Trial • Pay Attention to User Reviews Fall 2017 To support Social Media Marketing: A Strategic Approach 22
  22. 22. http://www.websitebuil derexpert.com/e- commerce-online-store- builders-comparison- chart/?sidebar Fall 2017 To support Social Media Marketing: A Strategic Approach 23
  23. 23. What Should Marketers Do? • Test a Shop • Test One Platform Against Another • Pinterest against Instagram (owned by Facebook), for example • Follow Analytics Closely • Both Analytics Supplied by Platform and Service Like Google Analytics • Use Insights from Analytics to Improve Performance Fall 2017 To support Social Media Marketing: A Strategic Approach 24
  24. 24. Where is This Going? It’s Still Early Days Altimeter State of Social Business 2016 • Is ‘Conversational Commerce’ the Way Forward? • Will Make Use of AI-Assisted Chatbots, Perhaps Other Tech. • This May be Closer to the Spirit of Social Media Than Simply Attaching an eCommerce Option to the Platform. Fall 2017 To support Social Media Marketing: A Strategic Approach 25

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