2 Interviews: What is Social Commerce? “Social Commerce provides social context to the shopping experience. It is not B2C.” “Social commerce is in development. It is less about cool widgets and more about the power of the digital relationship.” “Engaging on topics that are important and earning the right to offer them the opportunity to buy. Earning attention and capturing intention to deliver a personalized response. “ “It is a new way to manage the long tail of the value chain. Product selection by the people for the people.”
Our belief…. “The use of Social Technologies to connect, listen, understand and engage to improve the shopping experience.” 3
4 There were many trails west….
5 Are you pushing forward?
6 The Rise of Social Commerce Stage 1 Goal Questions Let’s be Awareness •What are the best Social tactics to use? •How do I influence the most influential?
7 Fans like You! Amazon partners with Facebook to show customers what their friends have bought
8 The Rise of Social Commerce Stage 2 Goal Questions Enlightened Dialogue •How do I make this easier Engagement for the shopper to engage? • How do I effectively the shopper to enterprise processes? •How do I use social technologies to improve dialogue with the value chain?
Review Aggregation: Pros, cons and best uses
The Voice of the Customer 10
Listening and Learning in New Product Launch: Produce Saver Response #Future15SB @bwdumars 11
Listening and Learning in New Product Launch: Produce Saver Response #Future15SB @bwdumars 12
13 The Rise of Social Commerce Stage 3 Goal Questions Store of the P2P •How do I use shopper Community insights? •Which shopper input best reflects market opportunity? •How do I engage trading partners to deliver against the store of the community?
The Voice of the Customer 14
15 Customers choose which designs get created in ModCloth’s Be The Buyer Program
16 The Rise of Social Commerce Stage 4 Goal Questions Frictionless Redefinition •How do I redesign the Commerce buying experience? •How do I enrich enlightened engagement processes without slowing buying cycles?
17 2-D Barcodes
18 Mattel shoppers can shop together, browsing and sharing in real time Product Psychographic Behavioral Socialgraphic Intention X-Selling: High
Preparing for the Journey • We don’t know what “west” looks like • Find a Scout: Customer advocate to help navigate the trail • Lighten your load as you go…. 19