Social commerce. Webcongress Miami 2012.

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On-Site Social Commerce Conversion in the post-like world

@davidboronat

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Before social networks, conversion entailed creating more persuasive and personal websites.

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Conversion before Facebook and Twitter

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Conversion after Facebook and Twitter

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¿Social?

But it seems that social commerce can change the way we convert users into customers.

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No problem. It’s easy !!!

Just create a fanpage and a Facebook store.

And add a ‘Like’ button.

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It was probably like this before Facebook launched Facebook Connect.

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Identified as a Facebook user

Site

Fanpage

4146 opportunities to share a purchase with friends

Now, the way we integrate our fanpages and sites has changed.

4146 bought

62.202 people like this

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F-commerce

But we are still too focused on the Facebook side of the equation.

eCommerce Facebook

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Without truly understanding what our users expecting

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Will we really make purchases on Facebook?

1 1 Facebook is about socializing rather than shopping

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1

How to have visibility as a brand or business in the newsfeed is more complicated every day

Of fans see a business’ or brand’s post Source: Facebook / Mindshare / EdgerankChecker 3 %

1 Facebook is about socializing rather than shopping

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10%

8%

28%

54%

How safe do you feel purchasing goods or services through Facebook?

EXTREMELY SAFE

SOMEWHAT SAFE

NOT SAFE AT ALL

DON’T KNOW

2 People are still worried about the privacy implications

of shopping directly on Facebook

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3 There is no need to buy on Facebook.

We can build a better customer experience on our site. And it’s just one click away from our fanpage.

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F-commerce

eCommerce

Facebook

Social commerce

Social commerce is more than F-commerce.

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Social commerce is more than Fcommerce.

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Our brands can be perceived closer, more human and friendly using social networks. 01 Amnesty International uses social networks to show how active their organization is and to give details about projects they are working on.

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Reviews from customers - but especially from friends - will have an increasingly greater role. 02 Uvinum’s new website uses customer reviews to recommend and find the right wine.

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Social validation with the real reasons shoppers decide to buy this product In Uniquesquared integrates the Checkout Chatter engine that drives social discovery through the serendipity of opinions dispensed by people who share similar interests – in this case audio products.

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Users themselves will become a vehicle of new product discovery. 04 Etsy proposes we find people who also like a particular product through a simple Favorite tag.

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Stores will become more familiar. Users will discover products according to friends’ preferences 05 Amazon incorporates Facebook Connect on its online store to share information so that users find their friends online with recommendations based on their preferences.

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The challenge will be to get users to talk about our products with their networks of friends Threadless leverages social networks to enable the mass of active clients that have high numbers getting support, advice and participation on their shirts.

06

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With new social calls that understand the user's relationship with our brands or products 07

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Deb uses Graphite from 8th Bridge to propose calls such as telling a friend “I want it” or “I have it on”.

07 With new social calls that understand the user's relationship with our brands or products

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Emitations jewelry store invites us to discover what things our friends from Facebook have bought. Conversion rates for those who wanted to know were 5 times greater than the average user.

08 We will even be able to talk to recent buyers directly, especially among our network of acquaintances.

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User will no longer shop alone: shopping becomes social. 09 Through sites that allow users to share information and create the product they want to purchase such as Shiny Orb does when designing wedding dresses and bridesmaids dresses.

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Making purchase decisions will be more social by integrating real-time conversation tools. 10 Through tools like Shoptogether, you can visit online stores like Buy.com with friends and comment on products, purchase and make decisions together.

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HuffingtonPost maximizes its viral content on social networks with a backbone integration of Facebook Connect on its site.

11 Our social profiles can enrich our value proposition and our online experience

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Ticketmaster allows us to discover users and friends who will attend a Glee concert and share if we are going too.

11 Our social profiles can enrich our value proposition and our online experience

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Encouraging conversations through the use of new social currencies such as #PayWithATweet. #PayWithATweet is a great system for users to receive something from companies like a song on the The teenagers site in exchange for sharing on Twitter your interest in a particular band.

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Encouraging users to believe conversations that are in our favor. Gilt Baby&Kids uses a very interesting resource: 'Pin It to Unlock "to invite at least 50 people to ‘repin’ the post in order to publish the link where they will receive a special discount.

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Encouraging users to believe conversations that are in our favor. Kellogg’s has started using this idea offline with showrooms where you can get an snack just for a tweet.

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Where the ‘social’ aspect will be on and offline Diesel integrated webcams in their stores to allow their customers to post on their Facebook walls clothes that they were trying on.

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Where the ‘social’ aspect will be on and offline C&A includes Likes on their clothes hangers in some of their stores in Brazil. 13

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Where the ‘social’ aspect will be on and offline Pepsi allows consumers to send voucher codes to friends via mobile devices from their vending machines.

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Integrating social networks in the same shopping process or same product logic. Orabrush offers a first free order if we follow them on Facebook or Twitter and subscribe to their Youtube channel.

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Integrating social networks in the same shopping process or same product logic. American Express allowed their clients to synchronize their Twitter account to receive offers that they then had to tweet with the corresponding hashtag (#AmexMcDonalds) to charge that offer to their credit card.

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With a clear invitation to gift and to recommend new products to friends and peers. In Groupon we are currently working on providing an opportunity for a user that has just purchased an item to become interested in other items and to feel compelled to recommend our products.

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Anand Rajaraman co-founder of Kosmix

“Social shopping today is where online shopping was before Amazon came on the scene”

Social commerce. Webcongress Miami 2012.

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