trendsinsocialcomputingand
connectedconsumption
anePaperbysidneyevematrix
imagebyPanoramas
eCommerce
60% Althoughit'sbeenaroundforyears,thesocialshoppingtrendpeakedduringtheDecember2009holidayseason.Moreretailersandconsumersareonlinethaneverbefore.
retailershave
onFacebookvirtualstorefrontsaccordingtotheInternetRetailerTop500Guide
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2..
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AreportbyShop.orgindicatedthatalmosthalfofbrickandmortarretailerswereplanningtoincreasetheirinvestmentsinonlinesocialmediacampaignsforthe2009holidaybuyingbinge.
Thatgrowthis,accordingtoReuters,duetothefactthatadvertisersperceivesocialmediamarketingchannelshavematuredconsiderablysince2008,becominganimportantpieceofacross‐platformpuzzle.
AccordingtotheHarvardBusinessReview
socialcommerce
connectedconsumerism4
5
.3.
Likewise,theannualFEEDReportfromRazorfishannouncedthemainstreamingof
isoneofthekeyeconomictrendsfor2010.
occurredinmid‐2009.
47% increasedSMMtraditionalretailers
forholiday20093
image:ThomasHawk
4..Privacyconcernsaside,peopleareembracingtheopportunitytonarrowcastourretailtransactionsandpublicizeourconsumerpreferencestofriends,fansandfollowers.
Asaresult,socialshoppingistakingbrandaffiliationandambassadorshiptoawholenewlevel.
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Socialmediamarketingencourages
bondingoverbrandsandbargainsinanetworkedculture.
.
AccordingtoauthorMitchJoel,thepowerofsocialshoppingis"theabilitytoconnectdirectlywiththebrandandbuildfriendshipswithindividualswhohavelike‐mindedinterests."
Thus,thesocialglueofconsumercommunitiesisloyaltytoasetofsharedvaluesand/orsimilarlifestylechoicerepresentedbyourpreferredbrands.
Itisnosurprisethen,thatopt‐insocialshoppingritualsareemergingasthenextmechanismforelevatingcompaniesandbrandsto(whatSaatchi&Saatchicall)Lovemarkstatus.
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5.
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ThestagewassetforthepopularizationofconnectedconsumptionaswebusersbecameaccustomedtothepresenceofrecommendationenginesoneCommercesites,andtheincreasingnumberofbrandsonsocialnetworkslikeFacebook.
Whereasfewpeopleadmittotrustingadvertisingmessages,mostofus(70%accordingtoNielsen)willadmitweusesocialcomparisonmodels,peerrecommendations,andfriendreferralswhenmakingpurchasedecisions. .9
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6.
8
"ecommercetypicallylackshumanwarmthandsociability,sinceitismoreimpersonal,anonymousandautomatedthantraditionalface‐to‐facecommerce."Butaddingjustabitofsocialinteractionandpeer‐to‐peeradvice,viaalivechatclientormessageboards,canmakethedifferenceatthemomentofimpassebetweenacompletedpurchaseandtheshopperbouncingtoanother,moreinfo‐richsite.
7..
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Trendsinonlinesocialshoppinghelpconsumerswhoareplaguedbyindecisionandoftenabandontheirelectronicshoppingcartsinfrustration,observesNatalieZmudaatAdvertisingAge.
ResearchersatMcMaster'sUniversityinCanadademonstratedthatpartoftheproblemwithtraditional(nonsocial)onlineshoppingisthat,
11
image:ЯickHarris
AsresearchersattheMITMediaLabhavepointedout,theemergenceofthesedigital,interest‐drivenshoppingnetworksiscontributingtoconsumersbecomingmore
Thisinturndrives:
• comparisonshoppingtrends
• increasedparticipationinloyaltyprograms,and
• creationofvaluable(andinfluential)usergeneratedcontent.
AllofwhichissuretopleaseeCommerceretailersandsocialmediamarketers.
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8..imagebyratterrell
information‐aware.12
Acollectionofnewsocialshoppingappsforsmartphoneuserspromisestosimplifytheprocessofsharingpurchasehistorywithfamilyandfriendsas
TheiPhoneand3rdpartyappdevelopmentisanotherfoundationalelementsupportingstructuresofconnectedconsumption.
iPhoneistheplatformformobilesocialshoppingcampaigns,sinceresearchshowsusersofthissmartphonebrandhavethehighestclick‐thrurateforanimatedmobileads.
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9..
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socialshoppinggoesmobile.
Althoughit'snotnewsthatweconstructandcommunicateouridentitiesthroughconsumerhabits,it'slikelywe'veneverdonesoquitesopubliclypriortothemassadoptionofsmartphones.
Ontheirhandheldsmobileshoppers,theatregoers,diners,andcafecrawlersarelayingdownasetofdigitalfootprintsthroughthemalls,shops,andmarketplaces‐‐‐atrailofP2Preferralsforfriendstofollow.
Nosmallwonderthatarticlesabouttheadvertisingpotentialofgeo‐locosocnetappslikeFoursquarearepoppingupallovertheweb.
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1. http://www.directnews.co.uk/news/online‐marketing/social‐networking/over‐50‐of‐top‐e‐retailers‐have‐facebook‐presence‐$1337549.htm
2. http://cm.media.mit.edu/publications/connected‐consumption‐hidden‐networks‐consumption
3.http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=15864&Title=Retailers_rely_on_social_media_advertising_for_Christmas
4.TheHarvardBusinessReviewsocialtrendreportiscitedinhttp://socialcommercetoday.com/harvard‐business‐on‐6‐social‐media‐trends‐for‐2010/
5.RazorfishannualFEEDreport:http://feed.razorfish.com/feed09/digital‐primacy/
6.MitchJoelonsocialshopping:http://www.twistimage.com/blog/archives/social‐shopping‐takes‐hold‐as‐the‐next‐hot‐online‐social‐network/
7.Saatchi&Saatchionbrandlove:http://www.lovemarks.com/
Resources Cited
imagebyAlinaKulesh
1. http://www.directnews.co.uk/news/online‐marketing/social‐networking/over‐50‐of‐top‐e‐retailers‐have‐facebook‐presence‐$1337549.htm
2.http://cm.media.mit.edu/publications/connected‐consumption‐hidden‐networks‐consumption
3.http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=15864&Title=Retailers_rely_on_social_media_advertising_for_Christmas
4.TheHarvardBusinessReviewsocialtrendreportiscitedinhttp://socialcommercetoday.com/harvard‐business‐on‐6‐social‐media‐trends‐for‐2010/
5.RazorfishannualFEEDreport:http://feed.razorfish.com/feed09/digital‐primacy/
6.MitchJoelonsocialshopping:http://www.twistimage.com/blog/archives/social‐shopping‐takes‐hold‐as‐the‐next‐hot‐online‐social‐network/
7.Saatchi&Saatchionbrandlove:http://www.lovemarks.com/
8.BrandsonFacebook:http://www.insidefacebook.com/2009/02/16/facebook‐to‐launch‐redesigned‐pages‐for‐businesses‐tour‐first‐impressions/
9.Nielsenonconsumertrustinadverts:http://blog.nielsen.com/nielsenwire/consumer/global‐advertising‐consumers‐trust‐real‐friends‐and‐virtual‐strangers‐the‐most/
10.InterviewwithNancyZmudafromAdvertisingAge:http://www.crainsdetroit.com/article/20090413/EMAIL01/904139962#
11.ResearchersfromOntario’sMcMasterUniversity:http://is.gd/91b7r
12.http://pubs.media.mit.edu/pubs/papers/main.pdf
13.http://mashable.com/2009/05/06/iphone‐shopping‐savings/
14.iPhoneusersclickonmobileadverts:http://www.bizreport.com/2009/10/study_cpg_auto_scoring_well_in_mobile.html
15.Geolocoadverts:http://www.mediastyle.ca/2010/01/mobile‐tech‐opportunity‐in‐foursquare/
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about the authorSidneyeveMatrix,PhD.Queen'sNationalScholar,Film&Media,Queen'sUniversity,Canada.Blogger,Speaker,Professorteachingdigitalculture,masscommunication&marketing,popculture,television,&filmcourses.Website:sidneyevematrix.com
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