Transcription
Social Commerce:Monetizing Social MediaDr. paul marsden, syzygy group
CONTENTS0101 02 Executive Summary02 03Introduction: Social Media Snake Oil03 04Social Commerce: An Antidote to Social Media Snake Oil04 04Social Commerce Defined05 07Why Social Commerce?06 09Six Dimensions of Social Commerce07 13Where to Start: LEAD Strategy08 14Measuring Social Commerce Success09 15From Tools to Strategy: Brand Building with Social Commerce10 15The Social Psychology of Social Commerce11 21Conclusion: Future Trends12 22Social Commerce Resources
01 Executive Summary02
02 Introduction: Social Media Snake Oil03The Technology Hype Cycle (Gartner’s curve)
03 Social Commerce: An Antidoteto Social Media Snake Oil0404 Social Commerce Defined
05
06
05 Why Social Commerce?07business perspectiveuser perspective
08
06 Six Dimensions of Social commerce09With social media marketers increasingly seeking to monetizetheir efforts, e-commerce sites looking to optimize sales,and a number of pioneers experimenting with businessmodel innovation, social commerce integrates a rapidly evolvingand fast expanding toolset. Whilst there are many ways to skinthe social commerce cat, most social commerce solutions canbe organized into one of six distinct dimensions, each basedon a general toolset.The Six Dimensions of Social CommerceClick here to download a high resolution imageDimension 1: Social ShoppingDimension 4: Forums & CommunitiesDimension 2: Ratings & ReviewsDimension 5: SMO (Social Media Optimization)Dimension 3: Recommendations & ReferralsDimension 6: Social Ads & Apps
10Dimension 1: Social Shopping/Dimension 2: Ratings & Reviews
11Dimension 3: Recommendations & Referrals/Dimension 4: Forums & Communities
12Dimension 5: SMO (Social Media Optimization)Dimension 6: Social Ads & Apps
07 Where to Start: LEAD . Develop:
08 Measuring Social Commerce Success14ROI:Reach:Reputation:t
09 From Tools to Strategy:Brand Building with Social Commerce1510 The Social Psychology of Social CommercE
16Heuristic #1: PopularityThe Rule: ‘Follow the Crowd’Heuristic #3: ScarcityThe Rule: ‘Scarce Stuff is Good Stuff’
17Heuristic #4: AffinityThe Rule: ‘Follow those You Like’
18The Social Psychology of Social CommerceClick here to download a high resolution imageHeuristic #5: Consistency:
19From Tools to Strategy – Using Social Intelligence with Social Media
20Heuristic #6: Reciprocity:
11 Conclusion: Future Trends21
12 Social Commerce Resources22Social Shopping1-800-Flowers Facebook store – http://www.facebook.com/1800flowersAdidas Freestripes – http://www.freestripes.comBest Buy Facebook storefront – http://www.facebook.com/bestbuyBest Buy PitchIn – http://www.bestbuy.com/PitchInCardBizrate – http://www.bizrate.comBurberry Art of the Trend – http://www.artofthetrench.comCharlotte Russe ShopTogether – l – http://www.dailydeal.deDecisionStep – http://www.decisionstep.comDell Swarm – http://www.dellswarm.comeDivvy – http://www.edivvy.comEtsy – http://www.etsy.comeWinWin – http://www.ewinwin.comFluid Social – http://www.fluid.comGoogle FriendConnect – http://www.google.com/friendconnectGroupon – http://www.groupon.comIntel Fan Plan – http://www.facebook.com/IntelFanPlanJuicy Couture Club Couture – http://www.juicycouture.com/clubcouture/Kaboodle – http://www.kaboodle.comMattel ShopTogether – http://www.shop.mattel.comMyCityDeal – http://www.mycitydeal.deNexTag – http://www.nextag.comPikaba – http://www.pikaba.comPlurchase – http://www.plurchase.comPolyvore – http://www.polyvore.comPriceGrabber – http://www.pricegrabber.comStoreenvy – http://www.storenvy.comStylefeeder – http://www.stylefeeder.comThe Limited’s newsfeed store – http://www.facebook.com/thelimitedThisNext – http://www.thisnext.comWowcher – http://www.wowcher.comRatings & ReviewsAmazon – http://www.amazon.comApple iTunes – http://www.itunes.comBazaarvoice – http://www.bazaarvoice.comBizrate – http://www.bizrate.comBlippr – http://www.blippr.comBuzzillions – http://www.buzzillions.com
23Crowdstorm – http://www.crowdstorm.comepinions – http://www.epinions.comMetacritic – http://www.metacritc.comNexTag – http://www.nextag.comPayPerPost – http://www.payperpost.comPowerReviews – http://www.powerreviews.comPriceGrabber – http://www.pricegrabber.comSponsoredReviews – http://www.sponsoredreviews.comSubvertAndProfit – http://www.subvertandprofit.comuSocial – http://www.usocial.netRecommendations & ReferralsAmazon Associates – https://affiliate-program.amazon.comAmazon Recommendations for You – http://www.amazon.comAmazon Universal Wishlist – http://www.amazon.com/wishlist/get-buttonApple’s iTunes Genius Recommendations – http://www.apple.com/itunesBest Buy Universal Wishlist – http://www.giftag.com/Gilt – http://www.gilt.comJustBoughtIt – http://www.justboughtit.comMy Zappos – http://my.zappos.comNetflix Cinematch – http://www.netflix.comSky Introduce a Friend – uceafriendStylefeeder – http://www.stylefeeder.comVente-Privée – http://www.venteprivee.comForums & CommunitiesAmazon Askville – http://askville.amazon.comApple Discussion Forums – http://discussions.apple.comBazaarvoice Ask & Answer – http://www.bazaarvoice.comDell IdeaStorm – http://www.ideastorm.comJuicy Couture Club Couture – sIdea – http://www.mystarbucksidea.comPluck – http://www.pluck.comPowerReviews AnswerBox – http://www.powerreviews.comRipple6 – http://www.ripple6.comThreadless Discussion Forums – http://www.threadless.com/blogsYahoo Answers – http://answers.yahoo.com/
24SMO (Social Media Optimization)Blendtec Will it Blend? – http://www.youtube.com/watch?v qg1ckCkm8YIDell Outlet Twitter Feed – http://twitter.com/DellOutletLevi’s jeans Go Forth Treasure Hunts – http://goforth.levi.com/fortuneRandom House Flickr Cover Design Contest – http://www.coversourcing.co.ukSkittles – http://www.skittles.comStarbucks Newsfeed – http://www.facebook.com/StarbucksVictoria’s Secret Newsfeed – http://www.facebook.com/victoriassecretSocial Ads & AppsAlvenda – http://www.alvenda.comAmazon – /astore/main.htmlChick-fil-A – http://www.facebook.com/ChickfilANike – http://www.nikeplus.comShopit – http://www.shopit.comSocial Commerce Statistics CompendiumBazaarvoice – -snReports, Articles & PresentationsBest & Worst Facebook Marketing 2009 – Inside Facebook, 2009Beware the Social Media Charlatans – PCWorld, 2009Beware Social Media Snake Oil – Business Week, Dec 13, 2009Collaborative Shopping Networks: Sharing the Wisdom of Crowds in E-Commerce Environments –P. Leitner and T. Grechenig, 2008Deriving Value from Social Commerce Networks – A. Stephen & O. Toubia, 2009Engagement: The World’s Most Valuable Brands. Who’s Most Engaged – WetPaint/Altimeter, 2009From E-commerce to We-commerce – J. Provisor, Guidance, 2009Harnessing the Science of Persuasion – R. Cialdini, Harvard Business Review, 2001How Companies are Benefiting from Web 2.0 – McKinsey, 2009Next Generation Shopping: Case Study Research On Future E-Commerce Models –P. Leitner & T. Grechenig, 2007Participation Chains Connect Customers to Your Brand – Bazaarvoice, 2009Real-World ROI for Social Commerce – Bazaarvoice, 2009Six Social Media Trends for 2010 – Havard Business Review, 2009Social Commerce on Facebook, Twitter and Retail Sites – eMarketer, 2009Social Commerce – Wikipedia EntrySocial Commerce Report – eConsultancy, 2007Social Commerce White Paper – IBM, 2009
25Social E-commerce Planning Guide – Optaros, 2009Social Influence Marketing Report – Razorfish, 2009Social Media Marketing Industry Report – Michael A. Stelzner, 2009The Facebook Marketing Bible – Inside Facebook, 2009The Future of Social Commerce – A. Friedlein eConsultancy, 2009The Future Of The Social Web – J. Owyang, Forrester, 2009The Influenced: Social Media, Search and the Interplay of Consideration andConsumption – Group M, 2009The Science of Persuasion – R. Cialdini, Scientific American, 2001Turning Their Friends into Your Salesforce – Ripple6, 2009UK Social Commerce – Gregoriadis, 2007What’s The Value Of “Social Media” For Retailers Online – eConsultancy, 2009BlogsOlivier Blanchard – http://thebrandbuilder.wordpress.comAndrew Keen – http://andrewkeen.typepad.comBazaarvoice – http://www.bazaarvoice.com/blogBrian Solis – http://www.briansolis.comChris Brogan – http://chrisbrogan.comClay Shirky – http://www.Shirky.com/weblogErik Qualman – http://socialnomics.netGary Vaynerchuk – http://garyvaynerchuk.comJeremiah Owyang – http://www.web-strategist.com/blogJosh Bernoff – http://bernoff.comLee Odden – http://www.toprankblog.comLinda Bustos – http://www.getelastic.comMichael S Levy – http://michaelslevy.blogspot.comMitch Joel – http://www.twistimage.com/blogOptaros – http://www.optaros.com/blog-channelPowerReviews – http://blogs.powerreviews.comSherpad – http://socialcommerce-sherpad.blogspot.comShiv Singh – http://www.goingsocialnow.com
AUTHORDr. Paul Marsden26www.socialcommercetoday.comIf you‘re interested to learn more aboutSyzygy, uniquedigital and our future research,please contact:SYZYGY DEUTSCHLAND GMBHAndreas Berens, Managing DirectorSyzygy UK Ltd.Andy Stevens, COOIM ATZELNEST 3D-61352 BAD HOMBURG V. D. H.GermanyThe Johnson Building, 77 Hatton GardenLondon EC1N 8JSUKTEL 49 (0)6172 94 88 100EMAIL ALCOMMERCEWWW.syzygy.CO.ukUNIQUEDIGITAL GMBHBenjamin Tange, Managing DirectorUnique Digital Marketing Ltd.James Briscoe, Managing DirectorNEUER WALL 10D-20354 HAMBURGgermany53 Corsica StreetLondon N5 1JTUKTELEMAILTelEmail 49 (0)40 88 14 14 10info@uniquedigital.deWWW.UNIQUEDIGITAL.DE 44 (0)20 3206 4000london@syzygy.co.uk 44 (0)207 354 uk
Social Influence Marketing Report - Razorfish, 2009 Social Media Marketing Industry Report - Michael A. Stelzner, 2009 The Facebook Marketing Bible - Inside Facebook, 2009 The Future of Social Commerce - A. Friedlein eConsultancy, 2009 The Future Of The Social Web - J. Owyang, Forrester, 2009
