Introduction to Social Commerce
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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. Introducing Social Commerce New Player on the eCommerce Scene Fall 2017 To support Social Media Marketing: A Strategic Approach 1
- 2. Social Commerce Social Business Cause-Driven Businesses Fall 2017 To support Social Media Marketing: A Strategic Approach 2
- 3. Fall 2017 To support Social Media Marketing: A Strategic Approach 3
- 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. 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. 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. 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. Fall 2017 To support Social Media Marketing: A Strategic Approach 8
- 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. To support Social Media Marketing: A Strategic Approach A Buyable Pin Fall 2017 10
- 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. 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. 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. 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. • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
Editor's Notes
- It’s important to remember from the beginning that purchasing on social media platforms (as opposed to being influenced by content on social media platforms) in in very early stages. Among other things, if you or your students are searching for more information, be sure to check the dates of content. Better yet, use the current year in your search string. It’s also important to keep in mind that this presentation uses a narrow—but I think correct—definition of social commerce. Confusing “being able to purchase” with ‘influenced by” is just that—confusing.
- An explanation of what social business means from the Nobel Prize winner who popularized the term. http://www.muhammadyunus.org/index.php/social-business/social-business Calling sales make on social media platforms “social business” introduces more unnecessary and undesirable confusion. Social commerce makes sense and is in line with the more general ‘ecommerce” and the even newer field of ‘conversational commerce.’ https://im4thupdates.blogspot.com/2017/08/voice-search-creates-disruption-in-seo.html see the first Related Link
- Given the state of social commerce at the moment few are likely to have purchased directly on a SM platform. If some have, what, when and why will be interesting. If not, have they noticed opportunities to buy? Why didn’t they purchase? If some students say “yes,” will they change their minds after they learn the definitions?
- What is important is that--while social uses third-party shopping services to allow visitors to make purchases,--the purchases are made without leaving the social media environment—to visit a brand website, for example. That leads to a simple definition (next slide).
- Many writers do include influence (as in how many sales are made from Facebook referrals) in social commerce. That seems to be a holdover from the early days of social media when there seemed to be little prospect of selling directly on social media platforms, but at this point in the development of SMM it just confuses the issue.
- Relatively few are willing to consider buying on social media platforms. Why is that? Does this reflect your students’ opinions?
- Do you agree with this post that buying on social media doesn’t fit typical consumer behavior? I’m not sure that I do. I’ve also learned never to say never when it comes to the internet! https://www.cio.com/article/3081450/e-commerce/why-consumers-still-arent-buying-social-media-buy-buttons.html I’m more in sync with ‘if they see it and like it they may decide to buy it.’ https://www.cio.com/article/2933381/pinterest/why-pinterests-buy-it-button-is-big-for-online-retailers.html
- Did your students really expect Pinterest to be the favored platform—not Faceook?
- https://business.pinterest.com/en/success-stories/Sephora There is a Pinterest case study on Sephora so I looked at their page. If you Google ‘Sephona pinterest’ you just get the case study. You could include the case study as part of an assignment. I went to my Pinterest page and searched for Sephora. The next (hidden) slide shows the bar at the top of this business page.
- If you want other examples, look at their case study page https://business.pinterest.com/en/success-stories
- I had no idea how to use these Pinterest services, so I left my first venture in. He won’t be upset if you hide the slide.
- You have to chose the category carefully right now to be able to see buyable pins.
- It took a bit of scrolling, but I found on.
- This post contains a short consumer-oriented video. https://blog.pinterest.com/en/search-outside-box-new-pinterest-visual-discovery-tools
- This post was made when Facebook introduced shops in 2015. https://www.buzzfeed.com/alexkantrowitz/facebook-takes-big-step-forward-on-commerce-builds-shops-int?utm_term=.nfBvO0054#.su9EJOO2W
- This is a bit confusing, so the graphic should help.
- Facebook has good help on how to set up a business page.
- This is the list at present. There might be more in time.
- The customized buy button came from a Hubspot post which has a lot of creative examples https://blog.hubspot.com/marketing/great-call-to-action-examples
- The user can do this right on he Facebook page. However, it involves creating an app and may be a bit technical for many users. The option is to set up a store on a shopping service and connect it to the Facebook page.
- https://www.websitebuilderexpert.com/how-to-set-up-a-facebook-store/ https://www.websitebuilderinsider.com/facebook-store/
- The numbers are links to explanation of that feature. Note that Wix and Weebly are the DIY website platforms we recommend for students who want to create a website as part of their personal brand.
- You will recognize this as standard advice. It’s too early in the game to have more information on optimization than the Social Media Examiner post gives or to be able to create a meaningful list of best practices. http://www.socialmediaexaminer.com/how-to-optimize-facebook-page-for-product-sales/
- My crystal ball is always a little cloudy—how’s yours?